1. 1 Customer Self Service using the Virtual Speech Agent (VSA) from Fluency Voice Technology Mark Steinweg | General Manager, Carlson Leisure Travel Services August 7, 2006

2. 2 Agenda Carlson Companies Inc. Project Objectives Why Fluency The Results Next Steps

3. 3 Carlson Companies Inc. Industry leading solutions provider in travel, hospitality and marketing services One of the largest privately held global companies Operates in 140 countries; over 160,000 employees System-wide sales from its global, company-owned and franchised operations $21 billion Sales from Carlson-owned and managed operations total $7 billion

4. 4 Operating Groups Corporate business travel Marketing services, Incentive programs & merchandise Restaurants, Hotels & Cruise Line Retail travel franchises, loyalty program fulfillment Travel award redemptions for credit card companies and financial institutions, leisure travel services (cltsloyalty.com)

5. 5 The Carlson Company Brands

6. 6 Service customer calls through more cost effective channels –Initial phases of travel booking calls are common Could be automated at a lower cost to handle than with live agents Customer information accumulated can be screen popped to agents –Consistent and quick customer self service access to FAQ’s, avoiding agents entirely for non-sales related calls –Customers can be routed back to our client’s Customer Service department for non-travel related questions and resolution Maintain technological advantage –Speech IVR capabilities becoming more prevalent Near term business need –Large system migration expected to introduce agent inefficiencies –Needed to reduce call volumes presented to the agents to achieve service levels Reasons to Deploy a Speech IVR

7. 7 Desired Outcomes Strengthen client loyalty on B2B2C model –Partnered with client on solution design and development –Improved our ability to consistently achieve service levels Enhanced customer experience –Self service capabilities –Improve quality and reduced variation through consistent work flow and information delivery on program rules, points balances –Easy to use, minimize customer dissatisfaction with a speech IVR Business case –Lower cost to service customers through speech IVR automation and intelligent call routing Reduce non-sales calls being presented to agents Route customers faster to the agent who can help them –Increase sales by qualifying and prescreening customers Maintain a technical advantage over competitors

8. 8 Why Fluency? The choice between custom-built solutions and speech application products Faster time to market –Speech application products deployed in weeks, not months Lowers risk –Pre-built solution is pre-configured, pre-tuned –Speech best practice encapsulated in the product –Predictable flow of enhancements in Fluency product road map Lower cost of ownership –Fluency’s Management Console provides solution flexibility –Easy to change call flows and prompts with in-house resources

9. 9 Fluency’s VSA Management Console means the speech application can be maintained and enhanced in house

10. 10 What Happened Fluency’s VSA product configured to meet business needs –Caller qualification, call routing, and self-service for FAQs Four week deployment accelerates ROI –QA cycle a matter of days before full production roll out –Fluency’s VSA taking 50,000 calls in first month Great customer experience delivered –Customers routed to right agents or right channel –Minimal customer and agent complaints Call center agents embrace the technology –Agents have more time to handle revenue-generating calls Business case proven –Fluency’s VSA reduces call flow to agents by >20% –Sales conversion rates improved >15%

11. 11 Lesson Learned Speech needs to be part of an end-to-end work flow solution –Requires seamless integration with adjacent systems, processes and agent work flow –Protects customer experience and promotes agent acceptance “Prove and Move” with targeted solution delivery –Automate discrete processes first to deliver benefit fast –Then extend automation to cover wider range of processes –Minimize “points of failure” or other dependencies Speech is automating a business process –Automation of an optimized process delivers a bigger benefit –Design is better with knowledge of what your customers want to do

12. 12 Next Steps for VSA Additional deployments to service more B2B2C partners –Leverage and multiply the value from existing investments in Fluency application products and learnings Utilize additional Fluency products to automate more process –VSA IDVS for customer identification and points balance –VSA Locator for capturing customer itinerary information –VSA Payment Capture for automated bookings Global roll out and enterprise footprint –Fluency’s VSA can reduce call center costs even when utilizing outsourced operations in India Personalization –Integrating speech self service with wider CRM strategies and customer preferencing tactics

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