Conversational Commerce for Travel Brands

LivePerson Proprietary & Confidential Information. © 2018 LivePerson, Inc. All Rights Reserved.
Conversational commerce
for the travel industry
Brandon Fluharty
Strategic Account Director NA, LivePerson

A conversation about conversations

20+ years managing brand-to-consumer conversations.
18,000 brands on our secure platform.
Our goal is to make it easier for consumers to
communicate with brands

It should be this easy
Message your preferred brand what you
want, and magic - you’ve got it!

Because e-commerce is not a two-way conversation
Less than 5% on
average convert
from websites.
Between 60-80%
of phone calls originate
from the website.

“Conversations will eat the world.”
Alex Spinelli
Former head of Amazon’s Alexa Global OS
and current LivePerson CTO
We’re seeing massive shifts

And making big predictions
TechCrunch,
2018
-Rob LoCascio,
Co-Founder &
CEO of
LivePerson

Conversational commerce will quickly
eclipse the web and apps
Web
1995
Apps
2008
Conversational
2018
A “zero learning curve” interface
works everywhere for everyone

LivePerson Proprietary & Confidential Information. © 2018 LivePerson, Inc. All Rights Reserved.LivePerson Proprietary & ConfidentialInformation. © 2018 LivePerson, Inc. All Rights Reserved.
And phone calls for support are expensive
265Bphone calls into contact centers
at a cost of $1.3 trillion.
Source: IBM, October 2017

Rainn Wilson Calls Customer Service
T-Mobile Extended Cut
Customer service is so bad,
it’s becoming the butt of jokes

“All of our representatives are currently
assisting other callers. Please stay on the
line for two hours of saxophone samba,
and we’ll answer your call at the exact
moment you take a bathroom run.”

“Here’s how much I hate calling
customer service: I wasted $120 over six
months just to avoid calling AT&T to turn
off data service on two iPads
I was no longer using.”

Meanwhile, your customers are already messaging
Source: The Verge, 2016
15.2 million
texts sent every minute.
60 billion
messages sent a day.

And...
Source: Forbes, 2017
103.32 million
daily search queries via voice assistants.

2015 2020
B2C communication is mirroring consumer shift
Overwhelming consumer preference makes it “when” and not “if.” And big tech is adjusting
Usage
Voice
Apps
Web
SMS
Facebook
Messenger
Alexa
Apple
Business Chat
Google RCS
Messaging

New customer focus: move beyond “the session”
Consumers want and expect service on their timetable, not a brand’s
Current state
Session-based—can only talk in real time.
Ideal state
Asynchronous— on the customer’s timetable:
Continuous conversation
MessagingWeb chat800-line

Conversational
commerce

and more…
The first step is to activate the tools we all
use in our personal lives
In-app and web Apple Business
Chat
Facebook
Messenger
Google RCS
business
messaging
SMS Voice assistants

Once a consumer messages your
brand, they expect it everywhere

Quickest way to get there is using IVR deflection
IVR suggests
messaging
SMS sent to
customer
Consumer
calls inbound
Conversation
continues there

100
80
0
40
20
60
October 2017May 2017 2018 goal
%ofvoicecallsdeflected
30%
40%
February 2017
0%
68%
Brands like Sky went conversational
in a matter of months

Overwhelming appetite for messaging
7.5 out of 10 consumers
choose messaging over
calling you. Period.
Even if you present messaging and
calling side by side — with no
context — 75% of consumers tap
messaging when they need to
contact the brand.
Based on LivePerson scale messaging implementation results
2017-2018

Start on Alexa and continue via messaging
Seamless handoff
Understand intent
Turn the Astra Alexa
skill into a 2-way dialog
Leverage automation
At home In Lyft to airport
“Alexa, tell Astra I’m on
my way to the airport.
Message me my
options?”

What a fully conversational
travel brand can look like

Conversational
offers a continuous
consumer journey

Impact of conversational commerce
CSAT increases by 20%
(95% peak)
Messaging agents are
2X - 4X more efficient
Reduce labor cost per
interaction by 50%
50% decrease in agent
attrition rates
4X increase in conversions
20-30% increase in AOV ($)
Customer churn
decreases by 20%

The conversational commerce adoption curve
Time
Cost
25% messagingagents
Voice calls
65% automation
10% voice

Navigating the conversational
commerce ecosystem

LivePerson Proprietary & Confidential Information. © 2018 LivePerson, Inc. All Rights Reserved.LivePerson Proprietary & Confidential Information. © 2018 LivePerson, Inc. All Rights Reserved.
The conversational commerce ecosystem
Web
Brand app
SMS/IVR > SMS
Social
Apple Business Chat
Facebook
Alexa/Google
Other end points
Agents
Bots
AI
Automations
Information services
Bot certification
Standards
Operations
Intelligent routing
CS operations
Rich authoring
Analytics
Auditing
Consumer
identity
Consumer experiences Agents, AIs, automations
Enterprise
integrations
LivePerson Proprietary & Confidential Information. © 2018 LivePerson, Inc. All Rights Reserved.LivePerson Proprietary & Confidential Information. © 2018 LivePerson, Inc. All Rights Reserved.

Need to deliver one view for agents to manage
all digital conversations at scale

A great conversational
experience needs bots up
front, and beyond.

Bots and human agents should “tango”
to manage conversations together at scale

Agent
manager
Contactcenter
head
AI journey
manager
NEW, IMPORTANT ROLE
Agents become bot trainers,
update intents in real-time

An analysis of 20+ years
of chat transcripts reveal:
54.8%
of travel conversations
are highly suitable for
bots.

8.6%Fees / Cost / Prices details
7.5%Change flight - Need assistance
6.7%Lending - Comparing products
4.8%Mile/Point - How to redeem?
4.1%Program/Membership - Looking for details
4.1%Login Issues
4.0%Cancellations/Cancelpolicy
2.9%Looking to upgrade
2.7%Help selecting seat
2.6%Website errors
2.6%How do I book a flight?
2.4%Help searching for flights
Book Flight - General Assistance 12.9%
Discount rates - Details and applying 2.2%
Consumer airline
example
Automation is not overly complex: conversations are
generally limited to a set of consumer intents

Use transcripts and your site’s structured intents

Conversational design requires a specific approach
Be clear it’s a
bot – avatar and
text
Information in small
chunks – like a human
Mirror language to confirm intent
Response times in
sync with consumer
delivery of intent
Indicate “typing” to convey
human-like rhythm

Specialist bots can contain
96% of inquiries

Sample experience

In summary

Four key items to walk away with today
1
2
Customers have moved to
messaging in their personal
lives
7.5 out of 10 customers prefer
messaging over phone calls
3
4
Top technology players, like Apple
and Google, will accelerate this pivot
Major brands are already using
messaging and bots to communicate,
setting a new bar for your customers

Thank you!
Brandon Fluharty
Strategic Account Director North America, LivePerson

Messaging operational
facts & figures
(Warning: Some viewers may find this content shocking)

Conversations take 2 hours (and sometimes days)
Messaging
128 mins
84 CSAT
Voice / chat
6 mins
74 CSAT

Up to 40 concurrent conversations

5 - 10% 0.28%
Voice LiveEngage
Up to 35x more escalations happen in
voice than messaging

800
300
0
600
700
500
400
100
200
6AM
Typicalweb chat/voice consumer patterns
LiveEngage messaging consumer patterns
8AM 10AM 12PM 2PM 4PM 6PM 8PM 10PM
Real time forces peaks,
the messaging curve is natural

Conversational Commerce for Travel Brands

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