IBM Software Backup Slides § Omitted Slides § IBM Transformation Case Study § WVS 5. 1 Presentation 1
IBM Software We know your Industry 2
IBM Software Speech is Driven by Clear Value Proposition “Self-service transactions can reduce costs up to 90% compared to assisted services. ” – Forrester Research, 2004 Relative costs per transaction Agent Chat Email Web Voice Portal IVR $6 $6 $2. 40 $1. 50 $0. 60 $0. 48 Decreasing Per Transaction Cost Medium Call Center with 800, 000 calls per year Total Cost Example: Billing Inquiry Before 90% phone 5% IVR 5% web $4, 399, 200 After 75% phone 10% IVR 15% web – $3, 818, 400 Net savings of $580, 800 or 15% Large Call Center with 120 million calls per year Example: Shift 5% of calls from the Agent to the IVR Before After 100% phone 95% phone $720, 000 5% IVR – $687, 000 Net savings of $37 Million Source: IBM Business Consulting Services, US Customer Engagement 3
IBM Software Automated Speech Recognition Application Classes and their Objectives Enterprise Deployment Employee Productivity Operational Process Efficiency Continuous dictation Value-Add and Differentiation Embedded command & control Automated switchboard Call center routing Fully automated self-service Mobile office Message services Service Provider Deployment Source: Quocirca Ltd. 4
IBM Software Business is Driving Speech Technology Acceptance In Automotive Competitive Advantage at Honda – “As in-car navigation systems evolve and become more commonplace in today’s vehicles, our extensive voice-recognition features give Honda and Acura products a distinct competitive advantage. ” …. . Tom Elliott, Executive VP, American Honda Motor Co. Importance of Quality § 38% of value of automobile is in software and electronics § 32% problems associated with software and electronics § Warranty costs today are greater than $3 billion annually § Speech technologies can provide early detection and problem prevention In the Contact Center Analyst Agent Service Cost ($) Automated Cost ($) Giga $5 $0. 50 Frost & Sullivan $7 - $9 $0. 25 - $0. 35 Purdue $4 $0. 45 5
IBM Software Web Open Standards Leadership 1998 / 1999 2000 Java, XML and eb. XML § Co-founder and lead architect for Rosetta. Net § Author of XML 4 J § Chair OMG XML Metadata Interch. Format § Co-author W 3 C Document Object Model § Founder. XML. org § Elected to Board of Directors in OASIS Web Services and UDDI § Co-author of SOAP 1. 1 and submission to W 3 C § Cofounder of UDDI. org and author of original UDDI specification § Co-author of WSDL § IBM contributes SOAP 4 J to Apache Over 160 business integration technology patents 2001 2002 Web Services and Tools and Security § Led submission of § Founder and WSDL to the W 3 C chair, Web Services § Co-chaired W 3 Interoperability Web Services Organization Workshop § Co-author of web § Founder of services bus Eclipse. org process § Co-author of W 3 C specification XML Schema (BPEL, WS-TX, standard WS-TC) § Chair of Web Services Interactive § Co-author for Web Services Security Applications TC roadmap and specification First Web Services Gateway 2003 Web Services and Security § Submission of BPEL to OASIS § Co-chair WSBPELTC in OASIS § Submission of Common Base Events to WSDM TC in OASIS § Submission of WS-Manageability to WSDM TC in OASIS § Co-authored and published EPAL specification to WC 3 § Co-chair WSDM TC in OASIS § More than 1, 000 developers devoted to XML and more than 1, 500 focused on Linux. Over 200 software products running on Linux § Led workgroup responsible for finalization of SOAP 1. 2 First integrated private UDDI directory 6
IBM Software Improving the Customer Experience Onstar Challenge § Improve user access to On. Star voice-enabled services Solution § IBM Embedded Via. Voice provides faster, more intuitive, continuous digit dialing and improved voice recognition accuracy Business Benefits § Improved customer access to § § § By 2005, IBM Embedded Via. Voice will be integrated into all GM vehicles offering On. Star (approximately 2. 2 million cars) On. Star safety & security services Improved performance of On. Star hands-free dialing Ongoing integration of advances in speech recognition in collaboration with On. Star requirements Technology Benefits § State-of-the-art voice recognition § accuracy Continuous digit dialing 7
IBM Software Realizing Cost Savings Parcelforce (UK) Challenge § Labor intensive processes for managing customer phone contact on parcel redelivery and tracking Solution § New customer conversational self- service applications from IBM Business Partner, Fluency, deployed on IBM Web. Sphere Voice Server Business Benefits § Automated service available 24 x 7 § Major cost savings due to increase in automated self service - anticipate $3. 5 m per year saving on < $2 m investment Technology Benefits § Use of IBM speech recognition for alphanumeric parcel codes and postal codes 8
IBM Software WVS Languages Language WVS V 4. 2 - WVR/AIX WVS V 5. 1. x (MRCP) - Linux U. S. English Yes U. K. English Yes Australian English Yes Brazilian Portuguese Yes Canadian French Yes Dutch Yes French Yes German Yes Italian Yes Spanish (Mexican and Castilian) Yes Japanese Yes Korean Yes Cantonese Chinese Yes Simplified Chinese Yes Yes Yes 9
IBM Software Web. Sphere Voice Self-Service Applications Speech-enabled self-service applications Financial Services Sector Financial Markets Banking Insurance Stock price inquiries Stock Trading Request Financial Reports Pay bills Request transaction history Balance inquiry Branch locator Change personal info, e. g. address Quote inquiries Form requests Agent locator Claims status tracking Communication Sector Utilities Telco Account management Outage reporting Appliance repair request Address change Connect/disconnect Subscriber voice portals -- request info -- request services Call steering to CSR Automated directory service Distribution Sector Retail Travel/Transportation Catalog order Request catalog Request business hours Call steering to store/dept Request schedules Request fares Manage loyalty points Track packages Benefits are Cross Sector Telco Subscriber voice portals • -- request info Reduce “Cost to Serve” -- request services • Call steering to CSR Improve Quality of Service Automated directory service • Provide Consistency of Data and business logic across channels 10
IBM Software Integration into broad Software and Consulting Solutions Insurance Policy Administration Branch Transformation Customer Insight Core Systems Transformation Risk & Compliance Wholesale Pmts Financial Markets Front Customer Insight Trade & Order Management Financial Info Interchange Post Execution Integration Risk & Compliance Automotive Product Lifecycle Mgmt. Systems & SW Engineering Production Retail / Wholesale IT Underwriting Banking LOB Claims Management Store Operations Advertising, Mktg & Promotions Merchandising Item Management Consumer Products Item Management Customer Management Consumer Info. Management Brand Management Energy & Utilities Trading & Settlement Mobile Workforce Management Contact Center Optimizer Asset Operations Telecom OSS/BSS Optimization Contact Center Optimizer Mobile Services Delivery Electronics Innovation Management Business Perf. Management Software Lifecycle Mgmt Supply Chain Collaboration Regulatory Compliance Health Patient Centric Portal Healthcare Collaborative Network Clinical Decision Intelligence Payer Services Portal Health Plan Administration Government Access On Demand Workplace e-Forms & Records Mgmt. Government Collaboration Emergency Response Life Sciences Corporate Info Asset Management Investigator Recruitment & Trials Mgmt. Clinical Genomics Annotations & Knowledge Sharing Clinical Trials Management … … … . . . Channel Dist. Integration Retail/Aftermarket Dealer Collab. Customer Insight … … … Retail/Aftermarket Quality Insight Inventory Management Telematics Multi-Channel Management Risk & Compliance Mgmt. … Regulatory Compliance Partner Content Enabler. Next Gen Network Serv. … … … … 11
IBM Software IBM’s Transformation Case Study 12
IBM Software The ibm. com transformation success story is part of IBM’s larger contact center transformation* § IBM’s Contact Centers 4 32, 000 Contact Center FTEs Sales Technical General Customer Service ibm. com X X X Personal Computer Division X X X 4 235 Global Locations § ibm. com 4 5, 000 Contact Center FTEs 4 23 Global Locations 4 3 North American Locations Global Services Customer Support Org. (CSO) X Techline X Software X X X * Only the North American ibm. com transformation is referenced because of IBM’s policy to not disclose individual division’s operating statistics 13
IBM Software ibm. com transformation story Mid 1990’s § Face to face sales channel § Branch offices § 40+ centers (NA) § 2000+ Toll-free numbers (NA) § 8 AM to 5 PM Monday thru Friday 2001 § ibm. com, business partners, face to face § Mobility Centers § 3 Contact Centers (NA) § 4 Toll-free numbers (NA) § 24 X 7 § CIO the decision maker § LOB executives and CIO as decision makers § On-site education § e-learning § System engineers § e-support and service § 14, 000 IBM products 14
IBM Software ibm. com transformation approach § § Develop CRM business strategies, complimentary business and value propositions Identify, design and implement process and organizational improvements to explicitly deploy CRM strategies Strategy Operational Process Infrastructure § Deploy and integrate the technology to support the new way of doing business § § Business model Drivers of change Strategy and planning Business case § § § Roles and responsibilities Activities Decision and collaborations Sequence and timeline Performance management § § § Information requirements Infrastructure Packages System integration Programming 15
IBM Software Transformation Vision and Strategy ibm. com Vision § A single, integrated IBM in the marketplace § A leading e-business § The premier sales, service, and marketing company in our industry § The highest standard of customer satisfaction and loyalty § World-class performance and reliability 16
IBM Software Transformation benefits Cost Reduction § $2. 2 B savings 1 st year (May ‘ 00 to May ‘ 01) § 22% productivity improvement § Shifted non-sales face-to-face interactions to call center (estimated Tr at 25%) an § New employee training time was sf or m reduced from 2 weeks to 1. 5 days at io n Be ne fit s Customer Satisfaction § Customer satisfaction targets were met/ exceeded 94% (vs. 90% target) § More stringent satisfaction metric exceeded in 2002 – 55. 3% very satisfied (vs. 55% target) Revenue Generation § Generates 65 leads per hour - valued at $3. 1 M § Generates $3. 5 M revenue per hour (Tele. Web) § 29% annual revenue growth Employee Satisfaction § Employee turnover went from 13% to 7% § Eliminated time discussing who’s data is right - everyone has same data § Better decision-making based on current data (e. g. proceeding with campaign) 17
® IBM Software Conversational Biometrics Customer Scenarios Ran Zilca November 2004
IBM Software Scenarios 1. Automated User Authentication and Authorization over the phone 2. Call center live agent user authentication and authorization 3. Offline fraud detection - banking/finance 4. Offline fraud detection – telecom 5. Trusted 3 rd party voice authentication provider 6. Mobile Commerce 7. Government / forensic / intelligence 8. Password reset 9. Secure physical access 10. Parolee tracking 19
IBM Software Scenario 1: Automated User Authentication and Authorization over the phone § User calls a VRU self service application, or calls a call center and goes through the automated system first. § Value add of using CB: 4 Faster user authentication of genuine users 4 Higher detection rate of break-in attempts 4 Ability to not only authenticate the user (binary decision) but also to determine a authorization level Authentication / authorization Self Service / Call Center CB 20
IBM Software Scenario 2: Call center live agent user authentication and authorization Audio Similarity Scores CB Suggested action Call Center Agent System or phone display 21
IBM Software Scenario 3: Offline fraud detection - banking/finance Detecting repeating fraudsters Detected fraudulent accounts Fraud Detection system (rule based, neural, etc. ) Audio Voice Logger Call Center database SIV Enrollment Call Center / Self Service SIV Scoring Past Fraudsters Voiceprints Fraud alert 22
IBM Software Scenario 4: Offline fraud detection - telecom Detecting repeating fraudsters Detected fraudulent accounts Fraud Detection system (rule based, neural, etc. ) Audio Voice Logger Call Center database SIV Enrollment SIV Scoring Past Fraudsters Voiceprints Fraud alert 23
IBM Software Scenario 5: Trusted 3 rd party voice authentication provider Au the Enterprise A nti au ca dio tio n r Enterprise B Enterprise C es u lt Trusted 3 rd Party SIV Central Voiceprint Repository 24
IBM Software Scenario 6: Mobile Commerce § § § User places an order using browser on phone Immediately receives an automated call from the merchant Verifies her/his voice Transaction approved and goes through (Requires simultaneous voice and data session) Merchant 25
IBM Software Scenario 7: Government Applications § Forensic: Wiretapping predetermined suspects and/or comparing voice samples offline § Signal Intelligence: Monitoring large amount of calls continuously to detect calls of particular speakers Audio SIV 26
IBM Software Other Scenarios: § Password/PIN reset: higher level of secure authentication required forgotten passwords § Secure physical access: government and sensitive locations and/or replace badge access § Parolee tracking: call parolee at random times to validate their presence at home. 27
® IBM Software Voice Server 5. 1: Enabling the on demand Business of Tomorrow
IBM Software Agenda Speech for on demand Business WVS and the Web. Sphere family Key WVS 5. 1 Differentiators Rapid Speech Application Development Administrative Ease of Use On Demand Speech Technology Standards-Based Architecture Summary and Q&A Speech & on Demand History & Web. Sphere Key Differentiators Summary & QA 29
IBM Software Taking business to the next level Requires on demand operating environment Integration On demand operating environment Business flexibility through integration of people, processes and information within and beyond the enterprise • • • Business Modeling Process Transformation Application and Information Integration Access Collaboration Business Process Management Speech technology Infrastructure management IT simplification through automation and virtualization enables access and creates a consolidated, logical view of resources across a network • • Availability Security Optimization Provisioning Infrastructure Orchestration Business Service Management Resource Virtualization of Servers, Storage, Distributed Systems/Grid and the Network Open standards are table stakes for an on demand operating environment 30
IBM Software What is Voice Server 5. 1? A Web. Sphere-based implementation of the industry standard MRCP 31
IBM Software The New WVS 5. 1 Message WVS Enhances IBM’s speech solutions by providing: § § Administrative ease of use Standards-based architecture for speech Web. Sphere quality Improved integration and flexibility for existing customer environments § Integration with other IVR platforms to better integrate into existing customer environments Promoting: § Web. Sphere Application Server as the focus of IBM’s speech architectures § Web. Sphere as the preferred application development and deployment environment for voice § A single infrastructure for voice and data applications 32
IBM Software Why is WVS 5. 1 important? § Provides IBM’s strength in complex systems management to speech technology § Brings a new focus to the sales message that niche competitors ignore or minimize § Integrates speech technology into the IBM on demand strategy § Integrates Speech resources into the IT infrastructure 33
IBM Software Where does WVS 5. 1 fit in a total speech solution? § Speech Solution = hardware + software + services § Services drag product (esp. SUI design process and expertise) § WVS 5. 1 offers capabilities that positively impact 2 phases in a speech project: 4 Development – Voice Toolkit speeds development time, lowers costs of services 4 Deployment – advanced WVS 5. 1 administrative abilities keeps apps running, reduces system down time, and prevents customer dissatisfaction 34
IBM Software Key Voice Server 5. 1 Dates 4 Sept. 7 th, 2004, Product Announcement § US, UK, Simplified Chinese and Japanese languages § Intel Linux offering available on Su. SE SLES 8. 0 and Red. Hat Enterprise Linux 3. 0 4 Sept. 13 -16 th, Demos/Splash at Speech. TEK with Steve Mills as a Keynote speaker 4 November 5 th, 2004, electronic General Availability 4 December 3 rd, 2004, General Availability 35
IBM Software Agenda Speech for on demand Business WVS and the Web. Sphere family Key WVS 5. 1 Differentiators Rapid Speech Application Development Administrative Ease of Use On Demand Speech Technology Standards-Based Architecture Summary and Q&A Speech & on Demand History & Web. Sphere Key Differentiators Summary & QA 36
IBM Software Past Speech Technology: WVR & WVS WVR VXML WVS ASR TTS Proprietary Interfaces Not Integrated to Web. Sphere Lack of flexibility and robustness 37
IBM Software Web. Sphere Voice Server 5. 1 ASR MRCP CCXML TTS VXML Web. Sphere (WAS) foundation MRCP standard speech interface 38
IBM Software WVS 5. 1 is Strategic for IBM § Web. Sphere is the preferred application development and deployment environment for voice apps 4 Common application and business logic for visual and voice applications • WAS, J 2 EE, WMQ, WBI, DB 2 4 Common development tools & skills • Eclipse, WSAD, Rational 4 Markup based on W 3 C Standards • XML, x. HTML, Voice. XML, CCXML 4 Separate presentation logic for visual & voice channels • Web. Sphere Portal, WVAA, WEA 4 Value migrates to the application server and tooling 39
IBM Software Benefits for IBM Customers § Fully Integrated Web. Sphere Solution across all 3 tiers § End to End systems management via Web. Sphere § Integrated deployment across all elements § Single Tooling Solution § Open Interfaces and Standards § Performance Monitoring (via Tivoli Performance Viewer in WAS) 40
IBM Software Agenda Speech for on demand Business WVS and the Web. Sphere family Key WVS 5. 1 Differentiators Rapid Speech Application Development Administrative Ease of Use On Demand Speech Technology Standards-Based Architecture Summary and Q&A Speech & on Demand History & Web. Sphere Key Differentiators Summary & QA 41
IBM Software Key WVS 5. 1 Differentiators § Rapid, High Quality Application Development § Administrative Ease of Use § On Demand Speech Technology § Standards-based Architecture for Speech 42
IBM Software Agenda Speech for on demand Business WVS and the Web. Sphere family Key WVS 5. 1 Differentiators Rapid Speech Application Development Administrative Ease of Use On Demand Speech Technology Standards-Based Architecture Summary and Q&A Speech & on Demand History & Web. Sphere Key Differentiators Summary & QA 43
IBM Software Rapid, High-Quality Application Development § Application development consists of: 4 Creating speech user interface and grammars 4 Coding 4 Recording audio files (voice talent) and preparing for maximum quality and timing § Important to IBM customers because speech projects are: 4 Expensive 4 Time consuming 4 Complex 4 Requires deep skills in several areas 4 Directly impacts customer satisfaction, loyalty, and revenue (ROI) § WVS 5. 1 supports application development through the Voice Toolkit and enhancements to ASR and TTS 44
IBM Software Voice Toolkit 5. 1 – Speech App Development § Voice Toolkit 5. 0. 2 Content 4 Existing development environment for WVAA 5. 0, WVS 4. 2, and WVR 4. 2 4 Pre-req of Portal Toolkit for Voice Portlet functionality 4 Fixes made for 5. 0. 2 Translation Release § MRCP Grammar Test Tool 4 Remote connection to WVS 5. 1 MRCP server for loading and testing grammars 4 Same functionality as previous grammar test tool for Enumeration, Testing with Text, etc. (no microphone testing; uses audio files instead) 4 Additional functionality for bulk audio file testing, showing semantic interpretation results, n -best matches, and confidence scores § Lexicon Editor with Pronunciation Migration 4 XML-based editor for TTS and Recognition pronunciation files 4 Automated migration functions for pool files and exception dictionaries § Support for Web. Sphere Studio 5. 1. 2 4 Site Developer (WSSD), Application Developer (WSAD), Enterprise Developer (WSED), WAS-Express 45
IBM Software Voice Toolkit 5. 1 - Drag and Drop SUI 46
IBM Software Voice Toolkit 5. 1 – Vendor Interoperability § Editors (Voice. XML, SRGS-XML, CCXML) 4 Standards based 4 Customizable DTD § Call Flow Builder (Code Generation and Prototyping) 4 Standard Voice. XML 2. 0 output 4 Extensible Code Generator (future: RDCs) § Call Simulator and Voice. XML Debugger (Browser execution) 4 “Run as…” extensibility for other Launch Configurations 4 Debugger API definition § Speech Technology (TTS and Recognition) 4 Extensible engine interface classes (MRCP being staged in) 47
IBM Software Agenda Speech for on demand Business WVS and the Web. Sphere family Key WVS 5. 1 Differentiators Rapid Speech Application Development Administrative Ease of Use On Demand Speech Technology Standards-Based Architecture Summary and Q&A Speech & on Demand History & Web. Sphere Key Differentiators Summary & QA 48
IBM Software Administrative Ease of Use § Speech is typically used for customer self-service § Applications unavailable = loss of customer = loss of revenue § Administration of complex systems includes: 4 Installation/configuration 4 Monitoring 4 Problem determination 4 Troubleshooting § WVS was designed with system administration in mind 49
IBM Software Why is Ease of Use important? § Minimal time and skill required to get speech system up and running (installation, configuration) § Administrators need to quickly identify and resolve system problems § Decreases down time if system or application problem occurs § Prevents end user from encountering unavailable or atypical self-service interaction § Prevents “shopping” by end user – improves customer satisfaction and loyalty 50
IBM Software Rapid Problem Determination § Quickly target and resolve problems using the WVS Administrative Console § Web. Sphere centralized repository for log and trace messages § Tivoli Performance Viewer for real-time analysis and system monitoring § Dynamic trace enablement and use of Log Analyzer tool § One step gathering of critical support information using Web. Sphere Collector Tool 51
IBM Software “At a glance” System Monitoring 52
IBM Software Detailed System Monitoring 53
IBM Software Agenda Speech for on demand Business WVS and the Web. Sphere family Key WVS 5. 1 Differentiators Rapid Speech Application Development Administrative Ease of Use On Demand Speech Technology Standards-Based Architecture Summary and Q&A Speech & on Demand History & Web. Sphere Key Differentiators Summary & QA 54
IBM Software On Demand Speech Technology § “On Demand” speech technology is crucial in today’s fast pace business environment § Lack of system availability = loss of end user (customer) = loss of revenue § WVS provides capabilities for continuous access to speech applications (self-service) § Web. Sphere Network Dispatcher is primary means of delivering on demand 55
IBM Software Why is this important? § Web. Sphere Network Dispatcher provides: 4 Provides scalability by dynamically adding/removing WVS servers without interrupting operations 4 High availability that eliminates single server point of failure, providing continuous service 4 Obtain hardware optimization by providing load balancing among WVS servers using weights 4 Ease of integration by seamlessly adding Network Dispatcher to your network and utilizing TCP/IP 56
IBM Software Agenda Speech for on demand Business WVS and the Web. Sphere family Key WVS 5. 1 Differentiators Rapid Speech Application Development Administrative Ease of Use On Demand Speech Technology Standards-Based Architecture Summary and Q&A Speech & on Demand History & Web. Sphere Key Differentiators Summary & QA 57
IBM Software Standards-Based Architecture § Standards provide flexibility in creating speech architectures for IBM customers § Allow greater reuse of existing infrastructure, lower costs of speech projects § WVS 5. 1 Standards Supported: 4 MRCP Version 1 Draft 4 4 Speech Recognition Grammar Specification (SRGS) 1. 0 4 Semantic Interpretation Speech Recognition (SISR) 1. 0 4 Speech Synthesis Markup Language (SSML) 1. 0 4 Natural Language Semantics Markup Language (NLSML) for the Speech Interface Framework, Draft, 30 May 2001. 58
IBM Software ASR Enhancements § Supports US, UK, Simplified Chinese and Japanese languages. § Improved performance in noisy environments reducing false bargeins. § Lexicon support to provide high quality additional pronunciations § These enhancements provide robust recognition for 4 major languages 59
IBM Software TTS Enhancements Supporting: § Speech Synthesis Markup Language (SSML) 1. 0 § SSML lexicons § Persistent lexicons § SSML embedded audio § <voice-name> attribute Advanced TTS male and female voices for: § U. S. English (one male voice, two female voices) § U. K. English (one male voice, one female voice) § Japanese (one male voice, one female voice) § Simplified Chinese (one female voice) 60
IBM Software Agenda Speech for on demand Business WVS and the Web. Sphere family Key WVS 5. 1 Differentiators Rapid Speech Application Development Administrative Ease of Use On Demand Speech Technology Standards-Based Architecture Summary and Q&A Speech & on Demand History & Web. Sphere Key Differentiators Summary & QA 61
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