The Future of the Web Is Conversational

The future of the web
is conversational
Marty Drill

Hi,
I’m Marty
CEO
Get Started
Agency - Australia
@martydrill
@getstarted

30% of web browsing
sessions will be done
without a screen by 2020
By 2020, the average person will have more conversations with bots
than with their spouse.
Source: Gartner Research 2016 “Top 10 Predictions for 2017 and Beyond”

Content structure and
consumption will
change radically
Even today - developers need to consider more than typical display
devices, extending their thinking to the semantic web and devices such
as Amazon Echo and Google Home.

Huge UX, CX and
Business Intel
opportunities and
challenges
The future of marketing will increasingly be predictive, hyper-
personalised, adaptive and responsive.

Omnichannel changes
everything
Shopping will no longer be a distinct thing that people do.
Instead, the focus will shift to instantaneously getting things as and
when you want them, on whatever device you want. It will be
interspersed with our lives.
This will have a huge impact on Businesses, Marketers and Agencies.

Digital assistants & Conversational UI.
What can they do?

● Ask a question
● Turn on the lights
● Order a pizza/Uber/beer
● List recent bank transactions (CapitalOne)
● Control your TV
● Play music
● Football scores
● Start your vacuum
● Read your schedule aloud
● Lock the house
● Notifications, Add a To do, remind you of a birthday
● Log how much time you spend at a location

Digital Assistant
is like having a
phone on, with a
permanent IVR
(Interactive
Voice
Recognition)

Imagine these 2 booking experiences
“Alexa, order a ten pack of AA batteries”
Response: “Yes, Hal, I’ll do that now”
And later… “Alexa, when are my batteries coming?”
Response: “They are due for delivery today”
OR
1. Start your mobile/laptop and load a website
2. Navigate your way to find the right batteries
3. Click, click, click, enter personal details
4. Find credit card, enter those details too…
5. Open email and website to track delivery
Are we just
replacing web
forms, apps and
phone ordering?

Will Amazon
crush everyone?
Eliminate friction from
our customers lives. If
you make it easy for
customers through
conversational UI, they
will remain your
customers
7 Storey tall Amazon Echo in Times Square

What if you could use voice to
improve UX, CX and Business Intel?

● Book a flight
● Order your product
● Apply for a credit card
● Review a restaurant or movie
● Book a car service
● Replace the product manual
● Provide some functions of the intranet
● Business to business ordering
Essentially we could replace the phone and
keyboard interfaces.
Where is it
heading for
Business?

Book a car in for
a service,
without putting
the entire
booking system
online

Replace the
internal ordering
system at a
hospital so
nurses can place
an order when
they need
supplies

Empower every
guest to access
ANY service,
without calling
reception at the
hotel

Provide a coffee
shop the ability
to voice order
their supplies for
the day rather
than interacting
with each Rep
@martydrill

When you have a
trusted peer to peer
relationship, there is
no data entry
That’s AWESOME!

How do you deal with the
rise of personalisation and
omnichannel?

Some questions to consider
● What problem are you solving?
● What questions does the person have?
● Can you put your existing system online?
● If you don’t, where are you going to store
the content?
● How do you want to personalize the
content?
● What does success look like, how are you
going to assess it?
Omnichannel
and
Personalization

● How can you personalize if what they are
looking for is not available
● However, the aim is not to develop more
and more content for all the devices
● Content is based upon context, context is
based upon need
● Structured content means that it can be
consumed by a conversational interface
● Adaptive content provides for
personalization
● You can adapt content for a specific
context such as internal use - eg in-house
ordering or a new staff member
Omnichannel and
Personalization -
The answer is to
design structured
content accessed
through
microservices/web
hooks
@martydrill

You could use
Kentico Cloud to
provide custom
content to digital
assistants
● Manages all your content in a cloud-based
content hub
● Delivers your content to any channel and
device
● Can allow you to create segmentation
based upon activity
● Creates personalized experiences across
channels
● Future-proofs your investment into
content
Microservices architecture for
omnichannel delivery

Alexa architecture
• Custom skill (understand speech, call your business logic)
https://developer.amazon.com/alexa-skills-kit
• Custom backend (business logic that issues answers, .NET Azure function)
https://azure.microsoft.com/en-us/services/functions/

Custom skill
• Intents = function schema (name + parameters)
• Custom types (LIST_OF_PRODUCTTYPES = enum)
• Sample Utterances (example phrases)

● Your kids sporting team results could be
updated and published
● Provide franchisees with access to Kentico
Cloud (instead of the CMS) to update store
opening and closing times so they are
accurate for the holidays
● Allow for donations to your charity
● Answer employee questions instead of
them calling HQ/HR
● How many leads has my site generated
today?
Pretty much anything that currently requires a
search and a screen with text/data
What else could
you do
@getstarted

Hot tip
Use Modular Content
Structured content is the key to
success on a headless CMS
Like widgets on steroids
Don’t be afraid to create LOTS
of content items
Limits on how many nodes you
create, don’t exist in Cloud
like they did in EMS
Searching and filtering do a
great job of finding items

Hot tip
Personalisation doesn’t need
personas
Basic personalisation can be
easy
Kentico Cloud does support
segments, but they’re not
required
Personalisation SDK allows you
to check basic activity
Example source code available
for .NET, e.g. form
submission
@martydrill

Kentico
Evangelist
Bryan Soltis
Big fan. Big content.
● @bryan_soltis
● Blog posts
● Tweets
● Code Samples
● Experiments

Challenges
● Security - consider pin and voice authentication
● Trust - if i place this order, will it turn up?
● Identifying the call to action without a screen
● Getting content out of silos across organisations
● Preparing your organisation for Omnichannel

Takeaways
● Voice will represent a major component of your
web traffic within 2 years. 60 million Americans will
do a voice search monthly, this year!
● You can make your content and systems available to digital
assistants by using structured content and microservices.
● Eliminate friction from our customers lives. To do this we
need to make content structured and readable by bots.

Takeaways
● Once there is a trusted relationship with a company and
customer, repeat ordering and interactions became easy,
creating a barrier for competitors
● Content API enables content to be utilized across
omnichannel, providing personalized experience for the
user's own journey

The future of the web
is voice.
Are you listening?
@martydrill

Thanks for listening
Marty Drill
@martydrill
@getstarted
getstarted.com.au
getstarted.com.au/marty

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