The document provides an overview of Accenture's capabilities for leveraging AI to enhance customer service and experience. It discusses challenges facing contact centers like increasing volumes, talent shortages, and legacy technology issues. It also covers key customer trends like the explosion of AI/chat and the blurring of online and offline channels. The presentation proposes using generative AI to transform customer journeys and reimagine interactions through proactive outreach, conversational analytics, and virtual agent design.

1. @ThaboNdlela August 2023
Leveraging AI for enhanced Customer
Service and Experience

2. 2
Accenture Functions Accenture Capabilities
How we’re structured for delivering growth for clients

3. Copyright © 2020 Accenture All rights reserved.
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Service Challenges
Market Trends
Generative AI
Customer Journey
AGENDA

4. Service Centre Challenges
Increasing Volumes War for Talent Legacy Technology Regulatory Challenge
Multiple factors are driving increased call volumes, complexity and cost into contact centres: the cost of living crisis is leading to higher volumes (and average cost) and
increasing levels of fraud; a more complex regulatory landscape, and pressurised labour market, are increasing costs and levels of attrition
3x increase in AHT due to staff
shortages and complex
handling processes meaning
agents are able to take fewer
contacts per day.
35-45% annual agent attrition
rates remain consistently high
across the industry, due to
greater demands for remote
working etc
68% of CX leaders agree
their current technology
solutions are not effective in
delivering digital customer
experiences.
c.90% of vulnerable customers
are struggling to access contact
centre customer support
services. Regulatory Changes.
Sources:
• Accenture Customer Service Research 2022/23
• https://contact-centres.com/90-of-vulnerable-customers-struggling-to-access-contact-centres/
• Customer Think - 15 Statistics that Forecast the Future of the Contact Center | CustomerThink
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5. Key Customer & Industry Trends
1
EXPLOSION OF A.I.
AND CHAT
2
THE CROSS-CHANNEL
SERVICE DESK
3
BLURRING OF ONLINE
AND OFFLINE
4
CONTINUOUS, AGILE
EVOLUTION
5
EXPLOITING DATA
THROUGH THE CLOUD
Copyright © 2023 Accenture. All rights reserved. 5

6. 48%
64%
55%
55%
47%
48%
56%
32%
46%
48%
56%
49%
51%
35%
44%
44%
49%
52%
43%
68%
52%
51%
43%
50%
1%
1%
1%
1%
4%
0%
1%
0%
2%
1%
1%
1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Argentina
Australia
Canada
China
France
Hong Kong
India
Indonesia
Malaysia
Mexico
United Kingdom
United States
Basic transactional services - Customer Channel Preference
Digital Distribution
(Mobile, Web,Social Media, Video)
Traditional Distribution
(Branch, Telephone, Mail)
I don't do this
52% global average - digital distribution
Source:
Accenture Global FS Surveys 2016/17, World Retail Banking Report EFMA, Public sources e.g. UK Payment Council, Financial Brand
$-
$0,50
$1,00
$1,50
$2,00
$2,50
$3,00
$3,50
$4,00
$4,50
Branch Location Phone/Call
Center
ATMCash
Withdrawl
Online Banking Mobile Banking
Average Cost per transaction
Low cost and omnipresent
coverage
Mobile
Channel
Online
Channel
ATM
Contact
Centre
Branch
Contact centre as the cross channel service desk
Digital channels are already preferred for basic services and subject to considerable investment by organisations to lower cost to serve.
Whilst adoption will grow, customers will seek an ‘always on’ human escalation point when using mobile banking – the contact centre
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2

7. THE CONTACT CENTRE
IS DEAD…
LONG
LIVE THE
CONVERSATION
CENTRE!
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8. Copyright © 2023 Accenture. All rights reserved. 8
How did we
get here?
Milestones in the journey
to generative AI
Machine learning: Analysis and prediction phase
A new era of generative AI for everyone
The first decade of the 2000s marked the rapid advance of
various machine learning techniques that could analyze massive
amounts of online data to draw conclusions –
or “learn” – from the results. Since then, companies have
viewed machine learning as an incredibly powerful field of AI
for analyzing data, finding patterns, generating insights,
making predictions and automating tasks at a pace and on a
scale that was previously impossible.
Deep learning: Vision and speech phase
The 2010s produced advances in AI’s perception
capabilities in the field of machine learning called
deep learning. Breakthroughs in deep learning
enable the computer vision
that search engines and self-driving cars use to
classify and detect objects, as well as the
voice recognition that allows popular AI speech
assistants to respond to users in a natural way.
Generative AI: Enter the language-mastery phase
Building on exponential increases in the size and capabilities
of deep learning models, the 2020s will be about language
mastery. The GPT-4 language model, developed by OpenAI,
marks the beginning of a new
phase in the abilities of language-based AI applications. Models such as
this will have far-reaching consequences for business, since language
permeates everything an organization does day to day—its institutional
knowledge, communication and processes.2

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AI’s adoption is at an
inflection point
Use of AI is correlated
with increased
enterprise value (EV)
GenAI is technology
disruption on steroids; get
going or get left behind
Gen AI will permeate
every corner of the
business processes
With its ability to create new content based on existing data, generative AI has the potential to
change the way we create and consume content in the future
35%
50%
30%
2
Months
of companies reported using AI, an
additional 42% reported exploring AI
of organizations are realizing savings,
efficiencies and better CX
of the net outbound messages in large
organizations will be synthetically
generated by Gen AI by 2025
Search popularity on “ChatGPT”
surpassed “AI” in ~2 months
IBM Global AI Adoption Index - May 2022
IBM Global AI Adoption Index - May 2022
Google Trends
Gartner Jan 2023
Early adopters have incorporated LLM (Large
Language Model) based starter solutions to integrate
Gen AI and scale business
Personalized user experiences with
increased discoverability & faster
retailer onboarding
Enable creation, assembly, curation,
and optimization of unique and
creative digital content
Created dream-like imagery at record
speed for upcoming social media
campaigns for Instagram
…and more
Teams up with OpenAI and Bain &
Company to use ChatGPT & DALL-E
to craft personalized ad copy,
images, and messaging.
McKinsey and Stich fix are using the
text-to-image AI generator, to boost
sales and improve customer
satisfaction with better styling
services.

10. GenAI can bring value to key levers across Revenue, Cost, Productivity and promote
Sustainable business practices
Revenue Uplift Productivity
• Improve focus on high-level strategic
activities with automation
• By automating redundant tasks ESAT
score, and Agent retention rate can be
improved
• Increase in response time through
better service design and subsequently
improve the FCR of front-line agents
• Improve sales rep’s efficiency and
effectiveness via assistance and
training
Cost Optimisation
• Reduce the environmental impact of
customer service operations, with
fewer agents
• Reduce the need for customers to
travel to physical locations for support,
lowering carbon footprint
• Reduce risk of cyber security including
data breaches, hacking, and other
malicious attacks that harm the
company's data ecosystem
Risk & Sustainability
Cost savings through
• Reduce the FTE cost, faster resolution
(response time), Improved first contact
resolution, Reduction in training
costs, Improve customer retention
• Reduce cost to serve
• Reduce cost of return and
replacements
• Increase in CPC and CPA
• Increase average order value leading
to higher ROI by offering real-time
personalized recommendations
• Increase order conversion ratio
• Improves customer lifetime value
• Increase CSAT and customer retention
rate, leading to increase in revenue
through repeat business
Copyright © 2023 Accenture. All rights reserved. 10

11. There are clear horizon 1 contact centre GenAI use cases
Before Contact During Contact After Contact
Customers
Employees
Operations
Cognitive
Operations
CLTV / Proactively identify
churn risk/Service
Recovery
Continuous improvement & LLM training
Auto-QA for human:machine alignment
Data privacy, AI Safety and bias monitoring
KPI derivations
Knowledgebase build and auto finding
Call summary and flags
Auto tagging and follow ups.
Agent
Copilot
IMPACT
TO
Convo Boosters for pivots and correction
Dynamic prompts / Alerts for pivots / Real-time feedback
Sentiment and Predictive Support
Service Design & Build for Self-Service
Multilingual translation
Hyper-personalization
Agent Coaching
Conversational VA
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12. • Conversational Analytics & Language Modelling
• Analyse large volumes of customer care email/call transcripts to identify intents, to understand customer agent conversation flow and
to design virtual agent's blueprint
Conversational Analytics and Language
Modelling allowing to
be more efficient through intent
recognition and conversation modelling
Accelerated virtual agent
design by 15-20%.
15-20%
Copyright © 2023 Accenture. All rights reserved. 12

13. • Proactive Outreach
• AI-based Virtual Assistant able to proactively anticipate customer needs and enhance
customer experience within digital channels
Proactive outbound customer
engagement software which connects
an organization to its customers
through multiple digital channels with
conversations that automate customer
journeys.
92%
Customer
engagement rate
93%
conversations held
in automation
for customer journey triggers
the deal engagement strategy
a journey with each customer
a human or virtual agent if
needed (-5% of customer journey)
within client systems
Click to play
the video
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14. THE ROUTE TO
SUCCESS
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15. Customer journeys can be reimagined and rapidly transformed by harnessing the growth in
channels and the power of Cloud, data, AI, while rejuvenating the workforce
Customer Engagement Transformation (Strategy,
Design, Implementation & Operation)
Customer Service / Contact Center
Modernization (incl J2C & cloud modernization/ re-
platforming) & CCaaS
Intelligent Growth & Enablement Services
(Proactive, Human, Automated à Conversational
Ads, Agent Coaching, Biometric, Generative AI)
Customer Service Workforce Operations (Agent
Experience & Enablement)
Key types of programmes…
Industry “Customer” Journeys
CSAT
3X
Customer Lifetime
Value
5 – 15%
Revenue
2-15%
Outcomes
Delivered
OPEX
10 – 40%
Brand Value & Industry Disruption
Fraud Reduction
$2B savings
Marketing to Sales to Service
Experience (CX&EX) Workforce Platform
• Rapid journey innovation
• Omni-channel expansion including
metaverse
• Proactive, personalized, automated,
and augmented human interactions
• Omni channel cloud platform (CCaaS) +CRM
• AI Innovation (Generative) across Proactive,
Automation, Augmentation
• Customer 360 and Interaction Intelligence
• Open, extensible and adaptable platforms
• Employee Value Proposition (EVP),
new and enriched career paths
• Dynamic & multi-skilling
• Innovation in employment models
(e.g., gig economy)
• Cognitive operation
Powered by Distinctive Assets & Partners
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16. Attributes • Entertains me
• Makes me feel
Immersed and lose
track of time
• Aggregates information
and helps me easily
digest it
• Finds the information I
am interested in
• Gives me the
information I want at a
glance
• Adapts and improves
over time
• Tailors itself to my needs
• Makes me feel cool
• Is intuitive and easy to
use
• Connects me to people
• Makes me feel more
connected with others
• Simplifies a task
• Manages and organizes
as aspect of my life
Holds people’s
attention in an
entertaining way
FUN RELEVANT
Provides clear and
customized information
ENGAGING
Identifies with
individual needs and
wants
SOCIAL
Connects people with
each other
Is efficient, easy and
adapts over time
F R E S
HELPFUL
H
Affinity in the 5
dimensions of the
Fjord ‘Love Index’
F R E S H
Source:
Fjord 2018
Core ingredients for delivering a world class customer experience
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17. THANK
YOU

18. Powering
with pre-built starter solutions
How Accenture can help
AI Product Expert
Product info knowledge assistance
chatbot
AI Talking Kiosk
Customer service assistant ready to take
orders and provide recommendations
AI Trend Sensor
Global news and social share
aggregation for trend identification
AI Visual Content Creator
AI Generated product imagery via easy-
to-use design studio
AI Catalog Manager
Catalog creation and merchant
onboarding, attribute enrichment and
categorization
AI F&A Invoice Processor
Invoice automation solution with learn-
from-everyday-work approach for F&A
AI Employee Co-pilot
Employee internal knowledge
assistance chatbot
AI Regulatory Document Generator
Creation of technical documents
for regulatory purposes
AI Agent Co-pilot
Contact center call summarization,
sentiment analysis, client information
retrieval
AI Trust Meter
Quantify and improve trust in
conversations with multi-sense measuring
Solutions upcoming for: IT, Supply Chain, Engineering & Manufacturing,
Sustainability, Corporate Strategy, M&A, Research & Development
AI Marketing Editor
Product title and description
creation at scale; optimized for
search & marketing
AI Content Summarizer
Summarize news article, white
paper and publications