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How Marks and Spencer is using conversational AI, with Steven Siddall, Contact Systems Lead, Marks and Spencer

How Marks and Spencer is using conversational AI, with Steven Siddall, Contact Systems Lead, Marks and Spencer 1600 1200 Rebecca Christie

Steve Siddall joins us to tell us about how Marks and Spencer is using conversational AI and the benefits it is bringing the business.

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Marks and Spencer journey with Conversational AI

Marks and Spencer, one of the UK’s leading retailers, has been using conversational AI across the web and contact centre for some years. Steven Siddall, Contact Systems Lead at Marks and Spencer, joins us to share the M&S journey.

00:00 Intro and Welcome to Deepgram
02:21 Introduction to Steve Siddall, Contact Systems Lead
07:20 The drivers for implementing conversational AI
11:14 Untapped customer demand
15:00 Proactive and personalised AI assistants
21:40 Multi-channel AI assistants
25:40 Business impact of having a chat bot
29:31 IVR automation journey
39:08 Big Bang vs incremental implementations
45:35 Implementation timelines
47:39 Business results from IVR automation
49:00 How poor traditional IVRs are
53:46 Steves advice to others on AI automation
57:37 Process and tools
1:06:40 Outro

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