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OTTO: Voice, Bots & Customer Service

Discussing which role voice and digital assistants will play in the future of customer service and e-commerce.

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Executive summary

Jörg Heinemann, Principal Innovation & Digitalization at OTTO, is passionate about conversational commerce and talks to Erik Pfannmöller about the future of voice in customer service. OTTO, one of the world's biggest e-commerce companies, was an early adopter of smart devices and voice assistants for service and later sales. For the future, Jörg Heinemann envisions customers to have the same great experience seamlessly across all channels.

In this episode, you’ll learn

  • How OTTO uses conversational commerce and creates great customer experiences beyond touch
  • How OTTO’s chatbot Clara handles 30% of their incoming customer service requests successfully
  • Why OTTO started using smart devices for customer service and added direct sales options later
  • Why ‘voice in’ doesn’t need to equal ‘voice out’ and how to combine different channels and devices
  • Why voice is a convenient starting point for customer interactions


This episode of The Art of Customer Service covers the following topics around the future of voice, chatbots and customer service:

1. 00:00:00 Introduction to the topic

2. 00:03:55 How important is voice in customer service?

3. 00:09:10 The pros and cons of using voice interfaces

4. 00:11:25 Smart speakers and voice in OTTO’s customer service

5. 00:15:09 Proportion of voice in commerce channels conversation

6. 00:17:56 Voice-in is not voice-out

7. 00:20:10 OTTO's chatbot Clara

8. 00:24:33 Use cases of voice in the future


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