易聊科技宣佈在線客服系統IM永久免費，透視智能客服的商業化潛力

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"易聊首次公開智能客服技術與產品體系。"}]}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"智能客服機器人：售前與售後場景的四點差異"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在國內，智能客服領域早期並無售前與售後機器人之分，後來隨着行業不斷髮展逐漸有所區分。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"目前，智能客服領域的廠商大多集中在售後領域，如追一科技、樂言科技、智齒科技等。聚焦在售前領域的廠商較少，易聊科技是國內最早一批入局售前機器人市場的企業，其在售前機器人市場份額超過80%。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在對話系統的邏輯結構上，不論售前還是售後場景的聊天機器人，都有兩部分處理 — 意圖識別和對話管理。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"意圖識別是把對話場景設計成訪客和客服，用“訪客”和“客服”來稱呼對話雙方。意圖識別主要是識別訪客在對話過程中表達的意圖，具體可分爲特定信息識別和特徵判別；對話管理指控制整個對話流程，對話流程包括訪客所說過內容的歷史記錄，即“對話記憶”，此外，還包括在限定場景下，訪客說的內容和機器人的應答。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"7月26日，在媒體溝通會上，易聊科技首席科學家&AI算法帶頭人王函石對InfoQ等媒體表示，售前客服機器人和售後客服機器人主要區別表現在四個方面。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/24\/49\/24fyy8c812bf6c022149e4a90039bd49.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"易聊科技首席科學家&AI算法帶頭人 王函石"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"對話的深度方面"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在多輪對話場景，輪數越多，表示越智能。與售後場景中的多輪對話相比，售前場景中的多輪對話更追求深度，在售前，因爲意向或訴求不明確，訪客最初說的話或提的問題可能不完整，需要多輪對話將其意向明確下來，也就是說，售前機器人需要幫助訪客明確其意向，再解答問題。但在售後場景，訪客一般比較明確自己的目的和訴求。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"是否有明確的目標"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"售前場景有明確目標，目前售前機器人多數的應用目標是要索取聯繫方式，通過幾輪對話後把有意向訪客的聯繫方式索取到。售後機器人有抽象的目標，就是回答訪客的問題，訪客問什麼問題，它就解答什麼問題。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"響應的速度"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"售後場景，訪客的目的是希望解決問題，因此對機器人的響應速度具有一定的包容度。但在售前場景，如果機器人回答速度慢了或者回答不自然，都可能會使得訪客流失，因此在售前反饋的響應速度非常重要。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"聚焦對話管理"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"因爲要處理多輪對話，售前機器人在對話控制上投入更多，意圖識別只能算是對話控制的一部分。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"聚焦售前機器人：採用多輪對話和NLP技術，多項算法創新"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"王函石介紹到，易聊聚焦售前機器人，採用多輪對話和NLP技術，打造自然的人機交互智能客服體驗。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"易聊售前機器人主要包括兩部分算法：意圖識別和對話邏輯控制。其中，意圖識別算法通過分析訪客話語，抽取特徵（語義標籤），以識別訪客的真實意圖，獲得訪客信息。對話邏輯控制算法則根據意圖、訪客信息，在場景間轉換，進行特徵遷移，根據更加細節的特徵以及規則產生式生成回答，控制對話流以導向既定目標（比如索聯）。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/7d\/50\/7d93983bf1cbbc9f147f352b37ec4250.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"易聊售前機器人對話系統邏輯結構"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"目前在業界，客服機器人使用機器學習模型的方法主要應用在意圖識別部分，提高識別正確率是模型優化的目標。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"易聊客服機器人結合Bert深度模型，並根據模型佔用算力的差異采用了分層識別架構，加上自適應快速聚類方法和知識庫輔助構建，以及主動學習、小樣本學習、強化學習等機器學習技巧，相較於早期簡單識別方法，新方法將識別正確率提高到98%以上，在部分場景下識別正確率可達100%，而識別速率幾乎沒有下降。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"王函石向InfoQ表示，易聊在多輪對話上下了很多功夫，除提高意圖識別的準確率、覆蓋率外，在意圖識別的記錄上會充分結合上下文，處理較長的上下文時，端到端的方式很難實現，這就需要對話邏輯做相應的改造和研發。如果遇到訪客針對同一問題多次詢問的情況，更了讓回答更自然，易聊會對同樣含義的問題準備很多回答，並隨機選擇此前沒有回答過的進行回答，這樣每次的答案都不一樣，訪客的體驗會更好。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"王函石介紹，易聊在售前機器人最突出特點主要在“對話控制”。易聊的對話控制是非常龐大的系統，包括到意圖識別中的數量、場景的數量以及場景限定下作出反饋行爲的數量，反饋行爲的數量稱之爲“產生式，產生式的數量可以理解爲知識的豐富程度。售前機器人的效果好不好，主要靠知識庫的分佈程度和覆蓋範圍。易聊機器人系統中的知識庫部分已非常龐大，產生式是百萬級，特徵識別也達到了百萬級。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"與入局智能客服賽道的大廠玩家相比，王函石表示，易聊的優勢在於算法和垂類數據。人工智能的三要素 — “數據、算法、算力”，大數據具有稀疏性，在細分場景下不同，大廠收集數據往往是總量大、範圍廣，而在特定細分行業裏數據可能不足。此外，大廠在算法和算力之間更偏重算力，因爲算力更容易用資金堆積起來，但算法不太好預估，所以大廠一般在算力上投入很多。中小型企業更偏重用較小的算力來實現更好的效果。因此，相對來說，算法和垂類數據是中小型企業的突破點。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"而與同類的中小型企業相比，易聊有兩方面優勢：一方面是數據優勢，易聊進入售前賽道較早，尤其在教育和醫療行業，已積累了豐富且深入的數據。另一個優勢是算法、算力、數據緊密結合。“同樣是中小企業，算力都不是優勢，所以算法和數據的結合是非常緊密的。因爲我們先有數據優勢，所以我們處理多輪對話比同行處理的深度更深，它（們）追趕上我們還是需要時間的”，王函石說。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"目前，易聊科技的售前機器人已應用在醫療、教育等20多個行業70%的頭部企業\/機構。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"談到在商業化應用上的挑戰，易聊科技聯合創始人張煒告訴InfoQ，過於追求“大而全”是不少智能客服廠商在落地時遇到的瓶頸。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"易聊也在這上面踩過坑，“大約在2014-2018年，除了IM之外，我們追求做一個大而全的智能客服軟件，後來發現這根本不現實，於是我們決定將智能客服收斂一下，培訓專業的AI客服到特定場景去落地”，張煒說，“這幾年大家都想搞大而全，如果各個廠商能夠收斂自己的場景，收斂自己智能客服的邏輯和思維，其實有很多場景可以落地的，比如在教育、醫療、母嬰等行業對售前客服的需求較高，在這些場景是有一定盈利能力的”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/12\/04\/12251566dc440cd30deb01a376c74004.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":"center","origin":null},"content":[{"type":"text","text":"易聊科技聯合創始人 張煒"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"張煒，智能客服機器人一個具有潛力的商業模式是，從接待到推廣到接待形成閉環的業務模型。智能客服接待後，將客戶的名片智能化後發給銷售人員跟進，在跟進過程中，通過智能CRM提煉要素點如訪客來源，並對這些要素點作提示和排序，幫助企業更精準的找到客戶。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"易聊宣佈在線客服系統永久免費"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"經過7年實踐，目前，易聊科技形成了包括在線客服、AI客服、雲呼叫中心、AI外呼、智能CRM、SCRM等在內的產品矩陣。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"其中，在線客服系統（IM）是企業一站式“獲客-服務-轉化”智能在線客服系統，IM作爲通道，後臺由智能客服做承接。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"據易聊智能在線客服&AI機器人負責人王元元介紹，易聊IM具有全渠道接入(今日頭條、百度、小程序等30多個推廣流量平臺）、對話智能分配，提升接待效能、人機結合，全場景輔助人工接待、快速創建線索，實時分配銷售跟進轉化、全量數據統計等功能。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"應用數據顯示，企業應用智能在線客服系統，人工效率可以提升300%，人工成本下降30%，獲客率提升30%，客服壓力降低70%。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"值得一提的是，"},{"type":"text","marks":[{"type":"strong"}],"text":"易聊人工在線客服系統已於日前宣佈永久免費向公衆開放，"},{"type":"text","text":" "},{"type":"text","marks":[{"type":"strong"}],"text":"是目前國內業界首個永久免費的客服產品。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"張煒表示，易聊之所以敢於做在線客服IM免費，是易聊智能客服的收益可以覆蓋IM免費的成本。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"在線客服免費試用通道"},{"type":"text","text":"："},{"type":"link","attrs":{"href":"https:\/\/www.wenjuan.com\/s\/UZBZJvFhUql\/?creator=","title":"","type":null},"content":[{"type":"text","text":"https:\/\/www.wenjuan.com\/s\/UZBZJvFhUql\/?creator="}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"張煒認爲，“易聊在線客服免費將對整個客服營銷行業產生巨大的影響，希望IM免費之後易聊可以把利潤讓給客戶，讓更多客戶使用，促進我們的集羣化運營能力越來越強，並隨着客戶需求越來越多，倒逼易聊產品的功能更加完善。我們的核心宗旨是：第一，我們免費了，但能活下去，因爲我們有智能客服的收益；第二，希望免費可以倒逼IM運營、技術、規模更加健壯，功能更加完善，爲更大企業用戶提供高品質的智能服務。”張煒講到。"}]}]}