Reflection on the 5 innovations set to revolutionise customer relations

Last Thursday, Prosodie-Capgemini and Capgemini Consulting, in partnership with AFRC, invited 70 customers to the Capgemini Innovation Lab. The objective: to discover and reflect on 5 innovations that, in the short and medium term, look set to turn the customer relations world upside down.

Welcomed by the charming humanoid robot Nao, the attendees were given the chance to take a quick selfie. Nao took a quick break for the occasion:

Lucas Nascimento, the man responsible for guiding the robot within the Capgemini Innovation Lab, says:

“Nao is now capable of conducting a relationship and interacting with visitors to a shop or a train station, helping customers who are looking for directions or services. Connected to Salesforce to offer a personalised welcome and combined with a tablet, Nao offers customers a new digital experience. This connected object, loaded with sensors and communication systems, like cameras and a speech synthesiser, is ready to enter into a conversation guided by an artificial intelligence engine.”

At the “Battle of the Connected Buttons” round table, Vincent Gufflet, Director of Services and Subscriptions at Darty, and Yahia Kadri, Communications and Marketing Manager at Les Taxis Bleus, emphasised the need to provide the customer with a quicker, digital service.

But how?

Vincent Gufflet explains that the Darty connected button has multiple uses. The consumer presses it because her dishwasher is no longer working properly or because she cannot access her email on her new tablet. The connected button calls the customer back—immediately, not in five minutes—to resolve the problem straight away or transfer the call to an expert.

The Les Taxis Bleus button is very easy to use. Just press it to search for a taxi. When the nearest taxi has been located, the button changes colour and the taxi arrives.


What is the innovation process?

Fifteen years ago, Darty developed an ability to service household products remotely, through call centres with CRM and a huge knowledge bank. “We wanted to offer a new, premium service for all household products, whether or not they are made by Darty. One year after it was launched, we have installed almost 60,000 connected buttons in homes, with overwhelmingly positive feedback from our customers,” adds Vincent Gufflet.

Whether with the Fil Bleu box or the reservation website and click-to-call, Les Taxis Bleus is still working on the same one-click taxi ordering principle. “Bringing in the button, created by The Button Corporation and capable of interfacing with any type of API, enabled us to offer our customers a new, free-of-charge ordering tool. Of all of our innovations, this product has had the highest penetration rate, as a result of its simplicity and design,” explains Yahia Kadri.

Why do we want to materialise the digital?

The customer needs to materialise the service. Though the object takes precedence, the consultancy, installation and assistance service provided to the customer are key. The customer is looking for a customer experience, such as a taxi that arrives quickly by simply pressing a button.

Any exclusives in the pipeline?

The connected button is just the beginning. Darty wants to go further in terms of customer relations. In a few weeks, adverts will be landing for a connected after-sales service and preventive maintenance. Watch this space.

And Les Taxis Bleus gave us a heads-up. There will be a guaranteed €10 maximum tariff for any journey within the Paris city limits, from midnight to 5 am at weekends! And coming soon, innovative methods and additional services. We can’t wait to find out!

Another highlight of the morning was the visit to the different innovation units with 4 stands to discover

The Apple Watch, for Alexandre Rivoallon, Digital Strategic Planner at Backelite

“We must not see the Apple Watch as a remote iPhone screen. It should be interpreted as a new medium for which we need to create dedicated digital services. It offers us real intimacy with the user. The winners will be the first to take advantage of its possibilities. The user now has a smart computer on his wrist. Do we still need keys, cards, remote controls, bracelets, switches, etc.?”

With WebRTC, a call is just a click away on the web: no need to install any software or plug-ins, no need to have a prior account, and total anonymity guaranteed.

For Olivier Isidoro, Technical Manager at Prosodie-Capgemini

“It has many uses: online dating, online appointments, remote support and e-learning. The interface can appear only when an adviser is available, or it may indicate the wait time. The adviser can share content of any kind—a form, a video, instructions—or even help the customer with navigation through co-browsing."

Thierry Fourquet, Innovation and Products R&D, Deputy Director, Prosodie-Capgemini, on machine learning:

“There are many uses for Machine Learning in the customer relations world: knowledge of the customer, analysis of feelings, latest purchases at the start of the relationship, new model for targeting outbound calls, identification of actions to be completed based on the analysis of photos on social networks, etc. Let’s change how we work. The focus is on data and then on categorisation. Rather than seeking to perfect sophisticated algorithms, let’s build autonomous systems that can be 'educated' based on a body of relevant examples”.

Prosodie-Capgemini is already the leader in natural language, for which the approach is similar.

Lastly, Capgemini Consulting brought the morning to an end with a demonstration of the Customer Interaction Analytics (CIA) offer.

For Caroline Le Bars, Principal Customer Experience, Capgemini Consulting

The CIA (Customer Interaction Analytics) solution reveals your data to transform your customer relations and offer high-quality interaction. This solution highlights customer expectations and behaviours to improve their satisfaction, find the right mix of channels in their journey and identify new indicators appropriate to your objectives to optimise your performance. We can respond to your specific questions in just 6 weeks by analysing your data and making recommendations.”