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Gearing for success with voice search in enterprises

Arpita Maity, RWS

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Arpita Maity�Director Product Marketing| RWS

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Agenda

State of voice search
Considering voice as a content type
Transforming voice to guided experiences
Structured content as a foundation
Application and use cases for enterprises
Q&A

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State of voice

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Voice search directly linked to calls to businesses

Global smart speaker sales reached an all-time high of 150 million units in 2020.

Consumers use voice to make purchases

In 2020, 30% of web browsing sessions were screenless. Voice is expected to be a $40 billion channel by 2022.

Rapid growth of voice search and voice enabled devices

76% of smart speaker users perform a local search at least once a week.

Conversation intelligence drives personalization

20% of voice queries include �25 keywords.

Guided experiences increase revenue

Lack of insights result in revenue loss, opportunity loss and poor business practices.

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Voice interactions today

Ideal interaction

Interaction reality

Roxy, when is the next train from Redwood City to San Francisco?

Roxy, open the schedule for Bay Area Transit

Roxy.. when is the next train from Redwood City to San Francisco?

At 3:15PM train 158 departs from Redwood City and will reach San Francisco at 4:28PM

You can ask me about Caltrain times and plan trip?

At 3:15PM train 158 departs from Redwood City and will reach San Francisco at 4:28PM

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Content and voice goes hand in hand

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Content that ranks highly in desktop search is also �very likely to be used as a voice search answer.

75% of voice search results are from the top 3 desktop results.

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Voice is essential to building guided �customer experiences

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Voice in everyday life

In-car systems

To initiate phone calls, select radio stations or play music

Application �in Healthcare

Education Purpose learn a second language

Automatic translation �translate text or speech from one lnaguage to another

Hands-free �computing to interact with humans through the use of voice

Interactive voice �search

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In order to �experience more, �technology needs to �be handsfree

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Any language to any language voice search

MT-

DE>EN

NLU

(EN)

EN

Structured Data

NLG

(EN)

MT-

EN>DE

Bots-Uni

(EN)

EN

Bots-Uni

(EN)

Bots

(EN)

Any

Speech to Text

Text to Speech

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Multilingual voice guided experience

Madalina has an issue with her phone and decides to solve it using digital agent�

She is also considering getting a new phone and is looking at the latest models available�

She engages with the digital agent to assess available options to solve her dilemma�

Her phone is on its way back to greatness

Through the agent she arranges for her phone to be picked up and fixed in the nearest service shop�

DEMO SCENARIO: Q&A and task

Journey and systems:

NLP – NER, intent and Context Memory �

Integration with RPA and iOCR

Real-time Machine translation �

CRM

ERP and product inventory

Customer portal and web CMS

Business processes management

Sales and ordering

Knowledge base/ structured content

Customer

identity and access management

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Chatbot integration architecture

Touch points

API gateway

Application integration connectors

API

Web service

Database

RPA

Messages queue

Chatbot core services

Bots

Q&A bot

Chatbot

Task bot

Machine translation services

Speech to text

Text to speech

Conversation

designer

NLP engine

Business flows

Promotions

Banned words

Agent Interface

Active directory

CRM

ERP and product inventory

Customer portal and web CMS

Business processes management

Sales and ordering

Knowledge base/ structured content

Customer

identity and access management

Mobile

Laptop/PC

Tablet

Chatbots

Messengers

WhatsApp �for Business

Teams

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Need for structured content

Each block reviewed, approved, translated only once

Create content a chunk at a time – like LEGO blocks

Collections of content match each user's need – all from the same accurate, approved source blocks

Author

Govern

Repurpose

Customer Service

Marketing

Claim Management

Training and Learning

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Semantic enrichment of structured content �drives understanding

STRUCTURED CONTENT

Smart �tagger

Bot �connector

Automated

links

Smart router/ orchestration

Impact �analyzer

Reuse �analyzer

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Semantic enrichment of structured content �drives understanding

STRUCTURED CONTENT

Smart �tagger

Bot �connector

Automated

links

Smart router/ orchestration

Impact �analyzer

Reuse �analyzer

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Structured Content enables experiences

B2C

B2B

Experience

Handsfree

Language Independent

Voice

Search

S2T

Guided Experience

Handsfree

Language independent

Question - Answering

STRUCTURED

CONTENT

Voice files .... content types

Information architecture

Knowledge ...

.... Recommendation

.... Knowledge ...

DXD - delivery

- Chatbots

- Virtual agents

- Conversational AI

- Intelligent Objects

- Objects

- Knowledge Graphs

- Taxonomy

- Metadata

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Key considerations

Regarding knowledge base (KB), what kind of content is available?

Structured (database or API access). Example: list of products with their properties
Unstructured content with query API
Would you expect digital agent to respond with link to content or with embedded content, having the digital agent to extract relevant phrase(s) from KB? At pre-defined level of single phrase, whole paragraph, whole article
Definition of search area: product information, knowledge base articles, customer SLAs and so on

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Voice search in healthcare

Patient Engagement

Drug Information

Adverse Events

Reporting

Social Media Interaction

Expert Lookup

Help Desk

Enterprise Q&A

Finance helpdesk

External

Internal

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We support global clients through our �extensive network

7,500+ employees

80+

offices across 39 �countries/�regions

37,000+

expert linguists globally

Over 7,400+

active clients

330+

languages and dialects supported

378 billion

words processed in FY21

AA

A

AA

A

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90

of the world’s top 100 brands

The only publicly traded LSP (LON:RWS; DNB: 776128431)

Delivering end-to-end language solutions �for a global client base

Revenues of £694.5m in 2021

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AA

A

AA

A

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RWS Offerings

Data Services for AI/ML

Language Weaver

Content�Services

Tridion

Contenta

XPP

Language Services

Trados

Language

Products

Services

AI

Products

Services

Content

Products

Services

Digital experiences across multiple

websites, channels,

and languages. For both structured and unstructured content

All-in-one solution for high quality data collection, data annotation and data validation services for all media types and languages.

Access secure instant,

scalable content

translations and summarization for the enterprise

Centralize and

streamline translation

operations for lower

costs, higher quality

and greater efficiency.

Enable translators to

accelerate translation

speed while enhancing

quality and

consistency.

One-stop-shop for creative and marketing production of multimedia, short and long form content inclusive of cultural nuance and relevance with speed.

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Tridion – content is the world

Enterprise-class, highly scalable �web content management system for �complex global web, mobile and other digital touchpoints to enhance customer experience.

Best in class for creating and surfacing high-value, reusable employee and partner content �with reduced risk, increased efficiency, �and high customer satisfaction to boost operational productivity.

Travel | Leisure�Entertainment

Retail | Consumer Ecommerce

Financial Services�Rules & regs

Technology�Manufacturing

Typical customer sectors

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Best in class for creating and surfacing high-value, reusable employee and partner content with reduced risk, increased efficiency, and high customer satisfaction to boost operational productivity.

Typical customer sectors

Organizations with high-value, long-lasting, rich content who need to:

Make people more effective by showing them the right content to meet their goal
Reduce risk, with accurate, well-governed information
Reduce cost and speed up time to market
Get more value from the same content in different channels and formats

Who benefits from Tridion Docs

High-tech

Manufacturing

Medical Devices

Financial Services

Business Services

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IDC Spotlight: �intelligent knowledge networks

Tridion success summit: �guided experience and cognitive technology conference

Find out more!

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Q&A

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www.rws.com

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