Embed Size (px)
Citation preview
Finans IT 2016
Cognitive Computing. No longer science fiction, but a journey.Peter B. Lange, Executive Software Client Architect, IBM
No longer science fiction, but a journey
Peter B. Lange, Executive IT-Architect, IBM
Cognitive Computing
A new era has taken off
3
Tabulating
Systems Era
Programmable
Systems Era
Cognitive
Systems Era
1900 1950 2011
At the beginning of a new era
5
The next era is to take a cognitive approach to move above and beyond advanced analytics to unlock insight form the massive amounts of structured and unstructured data stored inside and outside enterprises
To take a cognitive approach to Big Data is to build problem solving real-time cognitive computing solutions that as humans interpret andevaluate data to make decisions and recommendations, and then observe the outcomes to learn and improve its decision making
From a business perspective cognitive computing sets new standards for the value that can be driven from data to e.g. elevate expertise to make every specialist as good as the best specialist, and to provide a more engaging user experiences
As an example Cognitive Computing can enable APMM to elevate specialist expertise and to do intelligent exploration and discovery in knowledge-intensive parts of the business.
IBM Watson combines and integrates more than 50 advanced analytics, machine-learning, natural language processing and hypothesis creation technologies and represents a $2B+ investment. The technologies are available as services and components that can be integrated in existing solutions as well as integrated solutions.
How IBM is becoming a cognitive business
6
IBM is rapidly becoming a cognitive business, integrating
Watson’s intelligent capabilities in business processes, such
as:
• HR
• Finding experts with IBM Expertise
• Blue Matching – prompting the right employee with
right job opportunities in IBM
• Ella Watson – Personal Cognitive Digital Assistant
• Transformation & Operations
• Quality issue analyses
• Risk Management
• M&A – Contract analysises with BLUE HOUND
• Sales
• Client Experience Navigator
• Technical Support
• Virtual help desk and prescriptive maintenance
7
© 2013 International Business Machines Corporation
Finance and insurance services
company USAA and Watson
Help Military Members Transition
to Civilian Life
How cognition works
Recap: The short introduction to Cognitive Computing
8
The advantages
The technologies Watson enables three classes of cognitive services
DeepQAOne of the many challenges we solved to play Jeopardy!
10
One Jeopardy! question can take 2 hours on a single 2.6Ghz CoreOptimized & Scaled out on 2,880-Core Power750 Watson is answering in 2-6 seconds
11
.
Question100s Possible
Answers
1000’s of
Pieces of Evidence
Multiple
Interpretations
100,000’s scores from many simultaneous
Text Analysis Algorithms100s sources
. . .
Hypothesis
Generation
Hypothesis and
Evidence Scoring
Final Confidence
Merging &
Ranking
SynthesisQuestion &
Topic
Analysis
Question
Decomposition
Hypothesis
Generation
Hypothesis and Evidence
ScoringAnswer &
Confidence
DeepQA: Incremental Progress in Answering Precision on the Jeopardy! Challenge: 6/2007-11/2010
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Pre
cis
ion
% Answered
What is available today?
13
What do we have today? Watson Developer Cloud
14
Relationship
Extraction
Questions
&
Answers
Language
Detection
Personality
Insights
Keyword
ExtractionImage Link
Extraction
Feed
Detection
Visual
Recognition
Concept
Expansion
Concept
Insights
DialogSentimen
t Analysis
Text to
Speech
Tradeoff
Analytics
Natural
Language
Classifier
Author
Extraction
Speech to
Text
Retrieve
&
Rank
Watson
News
Language
Translatio
n
Entity
Extraction
Tone
Analyzer
Concept
Tagging
Taxonomy
Text
Extraction
Message
Resonance
Image
Tagging
Face
Detection
Answer
Generation
Usage
Insights
Fusion
Q&A
Video
Augmentation
Decision
Optimization
Knowledge
Graph
Risk
Stratification
Policy
Identification
Emotion
Analysis
Decision
Support
Criteria
Classification
Knowledge
Canvas
Easy
Adaptation
Knowledge
Studio
Service
Statistical
Dialog
Q&A
Qualification
Factoid
PipelineCase
Evaluation
The Waston that competed on
Jeopardy! in 2011 comprised what
is now a single API—Q&A—built
on five underlying technologies.
Since then, Watson has grown to
a family of 28 APIs.
By the end of 2016, there will
be nearly 50 Watson APIs—
with more added every year.
Natural Language
Processing
Machine Learning
Question Analysis
Feature Engineering
Ontology Analysis
What do we have today? Business Solutions
15
Watson Explorer
Connect to sources of structured and unstructured data (DW-less) which then can be explored, analyzed and interpreted in a unified personalized portal-style view
Watson Corporate Intelligence
Uses analytics of unstructured and structured information from internal and external sources to find strategic intent and the matching offerings
Watson Engagement Advisor
Understands natural language, context and can take action.
Watson Discovery Advisor
Watson Discovery Advisor makes connections and draws relationships between data sets to increase researcher and specialist productivity.
How to start the cognitive journey
16
The journey for the Watson ready client
CVA
Use Case
Benefits Case Report
Journey Map
1 Deploy & Manage
Deploy and Expand to
Other Domains
3Configure & Train
Core System
Training
2
Sta
rt H
ere
18
Sample Interactions
Estimated Benefits
2
0
6
0
2015 2016 2017 2018“Help me find
quality answers”“Know more
about my
customer”
“Help me better
engage my
customer”
“Help me
understand my
customer”
“Empower my
customer”
• Include Contextual Information Corpus expansion (forums)
• Dialogue to better understand the question
• Training on additional topic areas
Watson Advisor for new Agents: Sales & Service PoC & Pilot
• Ingest initial corpus• Collect End User questions• Iterative train with SME
knowledge• Calibration with End Users• Plan & Execute Pilot
Deployment
Watson Advisor Extended
• Corpus expansion to include additional products
• Corpus expansion to include forums• Include Contextual information • Training on additional topic areas
Customer Analytics
• Build Analytics Framework including:Call frequency/repeat dataCustomer reviews dataCustomer billing data
Personalized Analytics in Action
• Build the analytics engine to glean insight• Enable the following in the contact center:Personalized promotional
recommendationsWinback recommendationsComplex bill analysis assistance
Real-time Predictive Analytics
• Enable real-time insights for each customer call based on analytics engine
“Help me to
self-serve”
“Know what I
have, help me do
more”
“Engage me
wherever I am”
“Understand who I
am and what I
need”
“Empower me
to do it all”
Mobile Self Service for PoC
• Ingest initial corpus• Collect End User questions• Iterative train with SME
knowledge• Calibration with End Users• Plan & Execute Pilot
Deployment
Extended Self Service
Cognitive Agent (Omni-channel)
• Cognitive agent persona and branding
• Integrate Watson as first line chat on web
• Seamless Watson-Agent Transfer• SMS integration
• Orchestration layer / Question Routing capabilities
• Consistency across web and mobile
• Voice recognition• Advanced feedback mechanism
Personalized Agent (Personalized User Experience)
• Enable in self service:Questions regarding billing
dataPersonalized promotional
offersAdvanced troubleshootingPersonalized push
notificationsBill remindersService call confirmation
Empowered Agent(Transaction)
• Enable transactions in self service:Pay billsChanging servicesModify plansCheck service statusesReal-time diagnostics
Cognitive Assistant
Watson for Contact Centers: A Cognitive Journey
Impacted Metrics
Primary Metrics (Calculated)
• Call Deflections
• Average Handle Time
• First Call Resolution
Potential Metrics (Not Calculated)
• Agent to Agent Transfer
• Net Promoter Score
4. 5.
Key Personas
Foundational Extended Insightful Personalized Transactional
14
0
10
0
2
0
6
0
14
0
10
0
Cumulative Savings(Millions)
Watson: I see you have the level 200 package with TV
and Broadband, you are eligible for additional
promotions or discounts for bundled services if you
added voice service. Your bundle may include TV,
Internet, or Voice, Wireless, or other Digital TV services.
Jim: My bill is too high. Can I bundle my services to lower
my bill?
Watson: OK. Let me connect you with an agent to
provide you more information on eligible promotions and
bundling voice services
Jim: I’d like to learn more about available promotions and
adding voice service to my account.
Jim: Thank you, Watson!
Shannon: Hi Jim, This is Shannon. I see you’re
interested in learning more about what promotions and
bundling voice service to your level 200 package...
Jim: Yes, please add the HBO / Cinemax package to my
account
Jim: Yes, I’d like to set up AutoPay…
The Empowered Virtual Agent
Jim has been a wired customer for four years, and happens to have a wireless plan for his smartphone. He is a busy Financial Planner who is rarely home during normal business hours. He prefers self-service since he has very little free time away from his job. Jim does not have time to wait in a phone queue and will find some free time to handle his issues after regular business hours. Having to call into a contact center will immediately put him in a bad mood.
Shannon works in a contact center but is not yet a seasoned veteran. She wants to do what’s best for her customers, but does not yet have confidence in her answers. Shannon feels like she has to spend more time than other agents finding answers to simple questions. And for the more complicated ones, she dreads having to ask for help (it makes her feel inferior). It’s during these “swivel chair moments” where we position Watson to empower Shannon to become a better agent by providing a trusted advisor at her fingertips.
ShannonAgent who needs confidence
JimBusy customer who wants to self serve
Transforming customer self-service with the ability to answer questions, complete transactions, and provide personalized & proactive recommendations via an intuitive text/voice interface. Watson makes timely and relevant recommendations based on insights from customers’ account information, usage history, and analytics. Watson works with customers to complete client specific transactions through an omni-channel experience - whenever and wherever it is most convenient for them. Watson will continue to grow by consuming new information and learning from prior interactions.
The Empowered Virtual Agent
Provides contact center agents with answers from trusted information through natural language, allowing them to address customer issues in less time with a higher degree of confidence. Integrations with customer data and an advanced analytics platform provides the agent with more visibility to their customers' needs, and tailors proactive service to cater to each individual customer specifically. Providing this cognitive advisor enables more confidence in agents with less training time, decreases the need for supervision and creates major efficiencies in the contact center.
The Cognitive Agent Advisor
1.
Watson: The Star India PLUS channels is $15 A la
Carte Price.
Shannon: How expensive is it to add Star India Plus
to a customer’s account?
2. Shannon: How do I upgrade my customer to level
300?
Watson:
1. On the first screen, select Prices and Promotions.
2. From the Sales Offer screen, select Upgrade > $15
off TV for 3 Months as appropriate.
3. Jim: How do I add HBO to my package?
Watson: To order premium programming, simply
launch your TV Account Manager on channel 9999.
There may be a slight delay while your order is
provisioned. You can also order online by logging in
to your online account.
Watson: Hi Jim, I’ve noticed you’ve been spending
more on Pay Per View programming recently. Did
you know that HBO package is available to you for
only $18 extra per month with the first three months
free? Or you could add HBO / Cinemax for just $28
per month with the first three months free. Would
you like to add one of these packages?
Watson: I’ll make that change now. Give me a
moment to add HBO / Cinemax to your account.
Watson: OK. HBO / Cinemax has been added.
HBO should be available within the next 30-minutes
on channel 500.
I noticed you’ve had two late charges in the past 6-
months. I can help you avoid late charges by
setting up AutoPay or changing your bill date.
Would you like me to help you with either of these
changes?
Cognitive computing. A disruptive technology
19
Source: HBR: Throw your life a curve at https://hbr.org/2012/09/throw-your-life-a-curve/
Still untapped opportunity in traditional analytics
20
21
What would you do with Watson?
https://youtu.be/uNW9xhQvKI8
https://youtu.be/pwh1INne97Q
