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Technology picks up the phone at Topdanmark
On 7 February 2022, Topdanmark went live with a voicebot that takes customers to the right department - simply by asking what their inquiry is about. Something that provides a significantly faster conversion time than was experienced in the previous IVR solution. The voicebot has been integrated with Topdanmark's contact center solution, which means that the conversions are enriched with data from their CRM system. The adjustments can thus be made as targeted and personalized as adjustments made by a human being. Danish Hvert år tikker over 300.000 skadesanmeldelser ind hos Topdanmark. Cirka 30 % af dem bliver anmeldt over telefonen, fordi det for mange kunder stadig er naturligt at ringe til forsikringsselskabet som det første i en skadesituation. En overraskelse for mange er, at de ofte er nødt til at anmelde skaden online, så behandlerne kan få deres billeder, kvitteringer, og hvad der ellers er behov for. For nogle kunder bliver det et irritationsmoment, at de skal skifte kanal på et tidspunkt, hvor de måske i forvejen er kede af det eller frustrerede over at have fået en skade. Det vil Topdanmark gerne gøre bedre. På trods af, at forsikringsbranchen generelt er ret konservativ, har Topdanmark siden 2018 haft en chatbot på deres hjemmeside. Den står klar til at hjælpe kunderne med en lang række spørgsmål og viser dem vejen til de digitale selvbetjeningsløsninger. Topdanmark er altså et forsikringsselskab, der har flere års erfaring med conversational AI i kunderservice – og med gode resultater. Derfor har det været oplagt at holde et vågent øje med udviklingen indenfor kunstig intelligens, der inden for de senere år er blevet udvidet med voice-teknologi. Noget, der kan gøre skadesanmeldelser lettere for folk med synshandicap, bevægelseshandicap eller dysleksi – samt alle de kunder, der bare foretrækker at bruge telefonen. Så da de danske sprogalgoritmer og syntetiske stemmer i 2020 levede op til forventningerne, var det tid til at afprøve teknologien i en MVP, der kunne besvare opkald fra Topdanmarks kunder. Fordi voicebot-området er så nyt i Danmark, findes der ikke mange gode eksempler, man kan lade sig inspirere af. De fleste eksisterende løsninger, der bruger talegenkendelse, er ”hard coded”, hvilket gør dem besværlige og tidskrævende at ændre. Denne umodenhed har gjort, at Topdanmark har måttet gå eksperimenterende til værks, og har stillet store krav til leverandørerne på projektet. Valget af samarbejdspartnere faldt naturligt på Google, Trifork og NetDesign. I tredje kvartal af 2020 kunne Topdanmarks kunder anmelde skader på deres mobiltelefon og PC gennem en midlertidig voicebot. Her gjorde vi os en række værdifulde erfaringer: Først og fremmest var det muligt at bygge et conversational voice-interface, der gjorde det let at lave en anmeldelse gennem telefonen; og desuden ville en stor del af kunderne gerne anmelde deres skader på denne måde. Samtidig fik Topdanmark også manet nogle fordomme i jorden: Det var nemlig ikke primært unge, der ville tale med voicebotten, men herimod alle aldersgrupper. Den ældste bruger af MVP’en var 72 år. På baggrund af de gode erfaringer fra MVP’en besluttede Topdanmark, at næste skridt skulle være at bygge en permanent og skalérbar løsning. En sådan løsning kræver en ny GDPR-compliant infrastruktur, og vi valgte derfor at lancere i to faser. I første fase byggede vi en omstillings-voicebot og etablerede platform og infrastruktur, og den næste fase bliver selvbetjening, der kommer i første halvdel af 2022. Den 7. februar 2022 gik Topdanmark i luften med en voicebot, der stiller kunderne om til den rigtige afdeling – simpelthen ved at spørge, hvad deres henvendelse drejer sig om. Noget, der giver en væsentligt hurtigere omstillingstid, end man oplevede i den tidligere IVR-løsning. Voicebotten er blevet integreret med Topdanmarks kontaktcenterløsning, hvilket betyder, at omstillingerne bliver beriget med data fra deres CRM-system. Omstillingerne kan altså gøres lige så målrettede og personaliserede som omstillinger foretaget af et menneske. Samtidig giver voicebotten en langt større fleksibilitet end den gamle telefonløsning, fordi den hurtigt kan justeres, når kunderne har brug for at ringe i akutte situationer – f.eks. pga. skybrud og dertilhørende vandskader. Desuden er voicebotten low code og kræver kun et mindre udviklingsteam. Derfor er det primært medarbejdere med forretningsforståelse og kompetencer inden for UX og sprog, der står for driften og videreudviklingen af botten. Du kan ringe til voicebotten på +45 44 68 33 11 Den nylancerede omstillings-voicebot giver Topdanmark værdifuld viden om, hvorfor kunderne ringer – med deres egne ord. Det giver Topdanmark en mulighed for at lære deres kunder bedre at kende og dermed også tilpasse forretningen efter kundernes behov. Voicebotten er i første omgang aktiveret på et enkelt af Topdanmarks kundevendte numre, hvor den i løbet af den første måned har lavet ca. 4000 omstillinger. Den har allerede nu vist gode resultater med en løsningsprocent på 73 % og en hurtig omstilling på 17 sekunder i gennemsnit. Derfor skal den implementeres på Topdanmarks hovednummer i første halvdel af 2022, hvor antallet vil stige til ca. 58.000 opkald om måneden. Data fra MVP’en viser, at det er muligt at anmelde en skade gennem voicebotten på under tre minutter, og at kun 18 % af de kunder, der havde mulighed for at bruge voicebotten, fravalgte den. Samtidig var der overraskende høj tillid til, at skadesanmeldelsen gik igennem, når man tænker på, at det for de fleste brugere var første gang, de interagerede med en voicebot. Derfor er den videre plan for 2022 at udvikle en række selvbetjeningsløsninger – f.eks. skal det fremover være muligt at anmelde forskellige skader gennem telefonen. Voicebotten er nemlig ikke bare en ny, kundevendt løsning, men en ny kanal-tilføjelse til Topdanmarks omnichannel-strategi og et vigtigt element i deres digitale transformation. Dét er den, fordi den binder telefoni sammen med selvbetjening og dermed skaber et nyt selvbetjeningsunivers, der fungerer sideløbende med det eksisterende online-univers. På sigt er det ambitionen, at kunderne skal kunne det samme gennem voicebotten, som de kan på web. English (Google translate) Every year, more than 300,000 claims are reported to Topdanmark. About 30% of them are reported over the phone because for many customers it is still natural to call the insurance company as the first thing in a claim situation. A surprise for many is that they often have to report the injury online so that the therapists can get their photos, receipts, and whatever else is needed. For some customers, it becomes an annoyance that they have to change channels at a time when they may already be bored or frustrated with having suffered an injury. Topdanmark wants to do better. Despite the fact that the insurance industry is generally quite conservative, Topdanmark has had a chatbot on their website since 2018. It is ready to help customers with a wide range of questions and shows them the way to the digital self-service solutions. Topdanmark is thus an insurance company that has several years of experience with conversational AI in customer service - and with good results. Therefore, it has been obvious to keep a close eye on developments in artificial intelligence, which in recent years has been expanded with voice technology. Something that can make injury reviews easier for people with visual impairments, mobility impairments or dyslexia - as well as all those customers who just prefer to use the phone. So when the Danish language algorithms and synthetic voices in 2020 lived up to expectations, it was time to test the technology in an MVP that could answer calls from Topdanmark's customers. Because the voicebot area is so new in Denmark, there are not many good examples to be inspired by. Most existing solutions that use speech recognition are "hard coded", which makes them cumbersome and time consuming to change. This immaturity has meant that Topdanmark has had to work experimentally, and has placed great demands on the suppliers on the project. The choice of partners naturally fell on Google, Trifork and NetDesign. In the third quarter of 2020, Topdanmark's customers were able to report damage to their mobile phone and PC through a temporary voicebot. Here we gained a number of valuable experiences: First of all, it was possible to build a conversational voice interface that made it easy to make a review over the phone; and moreover, a large proportion of customers would like to report their damages in this way. At the same time, Topdanmark also evoked some prejudices in the ground: it was not primarily young people who wanted to speak with the voicebot, but instead all age groups. The oldest user of the MVP was 72 years old. Based on the good experiences from the MVP, Topdanmark decided that the next step should be to build a permanent and scalable solution. Such a solution requires a new GDPR-compliant infrastructure, and we therefore chose to launch in two phases. In the first phase, we built a conversion voicebot and established platform and infrastructure, and the next phase will be self-service, coming in the first half of 2022. On 7 February 2022, Topdanmark went live with a voicebot that takes customers to the right department - simply by asking what their inquiry is about. Something that provides a significantly faster conversion time than was experienced in the previous IVR solution. The voicebot has been integrated with Topdanmark's contact center solution, which means that the conversions are enriched with data from their CRM system. The adjustments can thus be made as targeted and personalized as adjustments made by a human being. At the same time, the voicebot offers a much greater flexibility than the old telephone solution, because it can be quickly adjusted when customers need to call in emergency situations - e.g. due to cloudbursts and associated water damage. Moreover, the voicebot is low code and requires only a small development team. Therefore, it is primarily employees with business understanding and competencies within UX and language who are responsible for the operation and further development of the bottom. You can call the voicebot on +45 44 68 33 11 The newly launched conversion voicebot provides Topdanmark with valuable knowledge about why customers call - in their own words. This gives Topdanmark an opportunity to get to know their customers better and thus also adapt the business to the customers' needs. The voicebot is initially activated on a single of Topdanmark's customer-facing numbers, where during the first month it has made approx. 4000 conversions. It has already shown good results with a resolution of 73% and a fast conversion of 17 seconds on average. Therefore, it must be implemented on Topdanmark's main issue in the first half of 2022, where the number will increase to approx. 58,000 calls a month. Data from the MVP show that it is possible to report a damage through the voicebot in less than three minutes, and that only 18% of the customers who had the opportunity to use the voicebot opted out. At the same time, there was a surprisingly high level of confidence that the claim went through, considering that for most users it was the first time they interacted with a voicebot. Therefore, the further plan for 2022 is to develop a number of self-service solutions - e.g. In future, it must be possible to report various damages through the telephone. Voicebotten is not just a new, customer-facing solution, but a new channel addition to Topdanmark's omnichannel strategy and an important element in their digital transformation. That is because it links telephony with self-service and thus creates a new self-service universe that works alongside the existing online universe. In the long run, the ambition is for customers to be able to do the same through the voicebot as they can on the web.
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