Personalization, Learning and Guidance Technologies

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Donald Burleson


Program Track:
Core Technologies

Program Duration:
50 Minutes

Tower:
Customer contacts and relationships



Roles:  
Primary: Architecture
Secondary: Web Development
Tertiary: Data, Information and Knowledge Management
 
Value Category: Navigation
Key Issues: What are the tools for building customer service applications? What are the architectures of different customer service applications? What technologies are appropriate for each type of customer service application? How is customer service technology used to monitor customer behavior? How are guidance systems being adapted to a Web interface? How can adaptive technologies like intelligent agents be integrated with customer service applications? What are the challenges involved in Web personalization?
- high
- medium
- low
Application Development
Business Applications
Communications
Customer Relationship Management
IT Management
eBusiness
 
    
Tools for building customer service applications range from media-handling (voice, data, fax) to routing (call distribution, fax management) to verification/validation (computer telephony integration, status processing) to case-handling (personalization, case-based reasoning). In this program, Donald Burleson, principal of Burleson Enterprises, a computer consultancy based in Kittrell, NC, describes architectures for different customer service applications, and positions the appropriate technologies for each application. Burleson presents the pros and cons of each technology, and explains how it is used to monitor customer behavior. In addition, Burleson explains how conventional technologies, including guidance systems, are being adapted to a Web interface. The program also shows how modern technologies, such as intelligent agents and other types of adaptive technologies, can be integrated with current customer service applications. Burleson also explains how implementation will impact the IT function.

Personalization, Learning and Guidance Technologies offers viewers more than 70 useful Web links to sites and articles, such as: 'Don't Let Web Apps Get Stuck in a Silo'; 'Web Personalization Will Place Integration Onus On IT'; and a Speech-Enabled Interactive Voice Response Systems Tutorial. The CD ROM and intranet versions also offer white papers and documents, such as: 'Analytical Applications Defined'; 'Critical Success Factors for Data Warehouse Engineering'; 'Enhancing Internet Search Engines to Achieve Concept-Based Retrieval'; and 'Online Personalization for E-Commerce.'

PROGRAM TOPICS:

  • INTRODUCTION
  • AGENDA
  • ROI
  • EXISTING CUSTOMER SERVICE, ROUTING, AND WEB TECHNOLOGIES
  • The Psychodynamics of Customer Service Systems: The ELIZA Experiment
  • Fax Distribution Technology
  • Automating Telephone and Web-Based Customer Service Front Ends
  • Telephony Systems: Tall Menus and Flat Menus
  • Case Study: Microsoft's Telephone Support System
  • The Shortcomings of Customer Service Learning and Guidance Technologies
  • Measuring Human Costs vs. Software Costs
  • TECHNICAL DISCUSSION: VOICE RECOGNITION
  • On-Point Queries
  • Language Translation
  • Addressing the Natural Ambiguities in English
  • Concept-Based Search & Retrieval: How It Works in the Real World
  • Concept Based Search Engines: Challenges for the IT Organization
  • Proprietary Solution: Google
  • The Good News: Architecturally Simple Solutions
  • The Need for Semantics Experts
  • TECHNICAL DISCUSSION: WEB PERSONALIZATION AND DATA MINING
  • The History of Data Warehousing
  • High-Volume Data Tracking
  • Data Mining Technology
  • Targeting and Personalization
  • The Challenges Involved in Web Personalization
  • CONCLUSION

    AVAILABLE ON:

    Videotape, CD-ROM, Internet, Intranet

    Presenter:

    Donald Burleson
    View Bio | Email the Expert

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