Serving customers

over messaging
channels
CAS
E

Laurane Potie Sales

Version Sparkcentral
March 4. 2020
SPARKCENTRAL MISSION
Change the way
customer service
is delivered
globally
Change the way customer service is delivered
globally
We provide Enterprises with a Digital
CS platform and expert Consulting

✔ enable B2C and B2B to engage with businesses on all

brands asynchronous messaging channels
relevant

✔ operationalize sophisticated routing and a highly efficient

and bot workflow agent

✔ integrate into existing enterprise data, applications, and

processes

✔ massively scalable, secure and industry standard

compliant
 Innovation
Partnerships
with Brands
across the
globe
Key takeaways
1. By 2022, 70% of
customer interactions
will involve machine
learning, chatbots
or mobile
messaging

2.The proportion of
phone based
communication will
drop to just over
10%

3.20% of all customer

service interactions will
be completely
handled by AI

4.A human agent will

still be involved in
more than 40% of all
interactions
 e

70
10% olet
s
ob

%
40% 20%
Virtual Agents Consumer Messaging Proprietary
Apps Messaging
and Live SDKs

Agents
Collaborating

Sparkcentral

Adapter
*
UI

HANDOVER:

Virtual-to-Live
Agent Live-to-
Virtual Agent *Adapter and VAs developed by
customer
WhatsApp
 Sparkcentral is an official
WhatsApp Business Enterprise API
provider
Sparkcentral’s WhatsApp Business
Account
Try our verified
WhatsApp Business
Account by using Message
your iPhone camera us
or QR code reader

Receive a pro-active
WhatsApp notification
on your phone and
say YES if you want
talk to one of my
colleagues right
now !!!
 Power reactive and
proactive messaging
communication
flows

Reactive: Proactive:
customer sends brand sends
inbound message to outbound message
Improve your CSAT by preventing
your customers from waiting in
line

Facilitate consumers who Instead of queuing for

have already dialed your service I can continue
service number with the the conversation in
WhatsApp by just
option to move their
pressing 1.
interaction to WhatsApp.

Let’s try
it !!! +32 460 20 60 07
Call:
Example Engie:
Direct messaging provides >30% cost saving + higher
NPS
 Jeremy Walder
Head of citizenConnect
citizenM

“WhatsApp is definitely the

right channel to enable us to
offer an intimate and
convenient service.

Together with Sparkcentral,

we prove the way in how we
manage messaging
conversations at scale for
the benefit of our mobile
first citizens.”
 Example: Payment Reminder Journey via
WhatsApp
Receive a proactive Select your Enter Finalize Receive payment
message with a payment payment payment confirmation
payment link method method
details
In-Web & In-App Capabilities

● Sharing Location
● Include Pictures /
Documents
● Pro-active notifications
(authenticated)
● Date picker (calendar)
● Buttons
● Carousels
Why a Messaging First
strategy makes sense
for your brand?
Agent
experience
 Channels Auto Topics & Audit Notes Cross channel
Queue customer conversation history
Priority trails
segments

Search
Knowledge
Queues base
Contact
Unified queue profile
Tag GDPR, VIP,
BLOCK
Contact
s
attributes
Automations

Virtual Agent CRM integration

response

Human Agent
response

Medium specific
attributes

Team chat

Extensions Ownership Reply box Boomerang

Example
dashboards

SL Sentiment Volumes
A

Unique customers helped First response time Messages per conversation

per month
Integration opportunities
(APIs)
Proactive API:
● Send proactive messages to your customers (for example appointment reminders, case status updates and
IVR deflection).

Virtual Agent API:

● Connect any chatbot platform of choice to your Sparkcentral platform. Virtual Agents can help in several
ways:
● Reducing the number of repetitive tasks for your human agents
● Fully handle conversations (e.g. FAQs) and therefore, taking away some volumes from the human agents.
● Take care of routing or customer identification.

CRM API:
● Pull in extra customer information from your CRM system and display it in the Contact Attributes pane in
Sparkcentral. The information will help your agents to help the customer in a better way

Event writeback API:

● Push data (Conversation history/Contact Attributes/Topics/Notes/…) from Sparkcentral to an existing
external system. This could be used to keep track of the customer information in your CRM system, but
also to create tickets/cases.
Implementation
approach
 Messaging
Maturity first
% of total customer interactions
strategy

Messaging Conversationa
as new CRM l brand
contact integration Replace traditional
channel
Automation channels, advanced
Store all conversational bots,
Proactive Add virtual agents
to your team messaging real time
Channel messaging answering conversations in translations, AI
based routing
frequently asked your CRM for a
Inbound deflection Send order questions. Have 360-degree
confirmations, your live agents customer view.
messaging Promote
messaging
payment focus on more Pull data from
reminders, case complex your CRM system
Introduce channels. Deflect updates, for a more
messaging as a use-cases.
phone calls to reservation efficient and
new customer messaging confirmations, personalized
service channels. shipment details, messaging
channel appointment experience.
updates

Operational Strategic Transformational

Business impact
Customer Satisfaction, Employee Satisfaction, Cost-to-
serve
Intelligent virtual assistants for customer
service
Intelligence
Scripted Bot
Bot follows a predefined script,
often used at the beginning of a
conversation. It detects intents
based on keywords or button
input. The bot will handover
conversations to human agents if
needed. Bot can resolve
conversations if customer inquiry
is fully resolved.
Examples:
● Routing
● Data collection
● Frequently Asked Questions
Smart AI
Self learning
Integrated AI used to detect moods or
Bots gets smarter over time by intelligently resolve business
Provide a more personal learning from previous cases.
experience and extend use-cases conversations and customer
by integrating your bot with feedback. By better understanding Examples:
● Sentiment analysis
other business systems. the customers, quality of
conversations and resolutions is ● Mood detection
Examples: improved. ● Bot initiates conversation
● Customer identification (proactive)
● Update booking Examples:
● Login support ● Flow optimization Requirements:
● Advanced analytics
● Request customer specific data ● Automatically add use-cases
● Advanced System
over time
Requirements: integration
● IT involvement for integrating Requirements: ● Queries to multiple
with backend systems ● NLP training systems

Requirements:
● Business analysis to start
● Continuous improvement

Automation level

15% 25% 50% > 70%

Project
phases
Discovery workshop
● Business goals: What does success look like?
● KPI’s: How will we measure results?
● Use-cases: What use-cases do we foresee?
● Agents: What is needed to operationalize the channel?
● Channels: Which messaging channels make most sense in your market?
● Integrations: Are any technical integrations required before initial go live?

Project kickoff
● Why – Why are we doing this project in the first place? What business need does it satisfy? How does
this
project meet a consumer need?
● What – What’s the solution?
● How – How are we going to work together?
● When – When are we going to do it?
● Where/Who – Where is the starting point for kicking things off? Who’s going to do what

Use-case workshop
● The goal of this workshop is to plot the different use case possibilities in the impact vs. effort matrix.

Setup and configuration

Training
Use-case workshop
example
Setup and
configuration
● We will create your Sparkcentral instance and create logins for your administrator. The administrators will
receive and have to activate their account within 24 hours. After activations you are ready to further
install your company’s instance.
● We will support you with the following configuration items:
○ Connecting messaging channels and implementation support and guidance
■ WhatsApp has a specific approval process we will guide you through.
■ For In-App implementations we can provide an additional implementation support package.
Your mobile app development team will get direct support from iOS/Android developers.
● User management and access restrictions
● Adding topics and tags for routing and reporting purposes
● Automations for routing and automatically tagging or resolving incoming messages
● Bot configuration (auto responder)
● Populating the knowledge base with canned answers

If integrations are required we will send you the necessary documentation and code samples to help
you get started. Additional implementation support packages are available.
Trainin
g The success of messaging, just like any customer service channel, largely depends on the quality of the contact
center employees. That is why we strongly recommend that you carefully select these employees. We have found
contact center staff is typically eager to participate in the pilot, but your best employee on the phone is not
always the best employee for messaging.

We advise you to prepare an instruction for employees in which topics and concrete examples
are discussed, related to:
● Messaging strategy & scope
● Customer Experience
● Messaging guidelines

To make your organization work as efficiently as possible with the Sparkcentral platform, we take care of a
1,5 hour platform walkthrough for the team. The team will be ready to work with our platform after this
training.
Once your live working on the platform we focus on helping the administrators of the team and strive
for self-reliance.
WhatsApp
on-boarding
Vertical Guide (may be
onboarded)
Businesses in the following verticals are currently considered, for using the WhatsApp Business API.
In all cases businesses need to go through the WhatsApp onboarding process for a final decision.

May be onboarded May be onboarded, but additional review, screening and exclusions apply

● Retail Approval pending additional review/screening:

● Ecommerce ● Digital subscriptions

● Financial services ● News publishers

● Insurance

● Travel Approval only by explicit WA direction:

● Logistics ● Fact checkers

● Telco ● Governments
 WhatsApp

1 2 3 4 5 6 7

WhatsApp phone
number, Facebook Highly Structured
Agree to terms New WhatsApp Business Official
Business Phone verification Message
of service account creation verification WhatsApp
Manager ID and templates
business badge
display name
Facebook approval Facebook approval Facebook approval Facebook approval
Customer care
window
Customer Service Window
● If a person initiates a chat with you, you may continue that conversation via WhatsApp for up to 24 hours after the last
message sent to you by that person without charge (“Customer Service Window”). Outside of the Customer Service
Window, you may only send messages via approved Message Templates, for which we will charge the applicable rate.
● You may use automation when responding during the Customer Service Window, but must also have available prompt,
clear, and direct escalation paths to human agents.

Outbound messages
● You may only initiate chats if you are sending a transactional notification, and only via approved Message Templates,
subject to applicable pricing. Any Message Templates must comply with our terms and these policies, and only be used
for their designated purpose. We have the right to review, approve and reject any Message Template at any time.
WhatsApp and Virtual Agents
(bots)
We've always strongly recommended businesses using user-initiated messages, or customer care, have some form of
human escalation available if they choose to use automation (bots). While automation can assist users, there are
times where automation cannot resolve a user's issue. We care about making sure users can have a satisfying experience
with businesses on WhatsApp.

Starting November 1, 2019, we'll make direct human escalation a requirement in all user-initiated messages, when a business
chooses to use automation. Businesses should have a direct and prompt human escalation path available for customers in chat
threads.

Examples of direct human escalation paths include human agent handoff, phone number, email, web support form, and in-store
visits. Businesses should share information over user-initiated messages that human agents at their company could also
support answering.

Sparkcentral natively supports bot to human agent handoff. The agent will see the full conversation history and can continue the conversation where
the bot left off. Making it a seamless experience for customers and increasing customer satisfaction.
Send proactive
messages
● To send outbound messages to customers, you will need to make use of message templates. These messages can need
to be offered to WhatsApp for approval. Customers will receive the message in the language they have selected in
their phone OS. This means you will need to translate these templates to all languages your customers likely will use.
Messages can contain {variables} which can be populated later, such as a first name, track & trace link or order number.

● WhatsApp will approve or reject the template in 24-48 hours. Once approved, you can start using it immediately.

● WhatsApp will charge per outbound message you send. The price depends on the recipients country code.
Customer
references
#CHSA Awards 2019
Careem has been awarded for Best Social Media team and
Best implementation of AI & Chatbot to enhance Customer Happiness!

Customer happiness has been at the core

of all our decisions, and we're excited to
announce that our Social Media and
Community Management teams have
won two hashtag #CHSA awards for
"Best Customer Happiness Center" and
"Best Implementation of VI, AI & Chatbot"
to enhance Customer happiness.

This is a proud moment for all of us at

Careem, as we step closer to our
commitment towards making lives easier
and inspiring people along the way.
Examples of customers using In-App
messaging

citizen Argent
M a
citizenM is servicing customers on various messaging channels, such as In-Web, In-App, WhatsApp
and social media. To deflect calls to the more efficient messaging channel they have
implemented IVR deflection to WhatsApp. A bot is helping visitors on the website with FAQs and
if needed human agents step in.

WhatsApp is definitely the right channel to

enable us to offer an intimate and
convenient service.

Together with Sparkcentral, we prove the

way in how we manage messaging
conversations at scale for the benefit of our
mobile first citizens.

Jeremy Walder, Head of citizenConnect

meet the citizen
on their preferred
channel

web fb messenger voice

assistance
app whatsapp sms
scalable
through a mix
of human
and bot
Bidfood customers can message from the MyBidfood website.
By integrating with CRM customers are routed to the right support team.
The customer profile is available on the agents screen helping to deliver a more personalized
service experience.
AXA becomes the first insurance company and assistance provider in Belgium
to offer the possibility of communicating via WhatsApp.

The continuous analysis of customer

requirements shows that people attach
great importance to simplicity, comfort and
ease of use. A messaging feature was the
logical next step alongside existing
communication channels in our Customer
Journey. This became apparent from
explicit demand from our customers.

Jef Van In, CEO AXA Belgium

In-Web experience Start live demo

Use incognito
mode for
demo

Add a WhatsApp button

on the Contact Us page

Need help? Chat

now!

Add a messaging button

on your website
In-App experience