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Dec 11


Creating Flexible Dialogues in a Large Corporate: What We Learned Building and Designing Anna, ABN AMRO’s Chatbot

Accurately helping the user is challenging, even when only chatting about the weather. Now what if it’s not the weather, but a declined transaction? At ABN AMRO we focus on understanding the user when they have questions about their financial products. The diversity of the questions, contexts and banking processes, makes the intent landscape hard to track. We needed a way to gain insight in these complex processes and find a structural way to bring questions and answers together in a flexible dialogue. How to define intents? Where does one stop and the next begin? How do we keep track of all the connections between these dialogues? And how can we cut up long complex dialogue into more manageable pieces?



Loes Horselenberg

Loes Horselenberg

UX Designer

Loes is an User Experience Designer at ABN AMRO, focused on conversational design. Currently, she is working on Anna the customer service chatbot, as well as the voice interaction for telephony. She loves creating new ways to make the lives of people easier and more fun. Conversational challenges are her true passion because now we have to teach computers to understand humans, instead of teaching humans to interact with computers. She is also an ambassador of Women in Voice NL.





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ABN AMRO Bank N.V. is a Dutch bank with headquarters in Amsterdam. ABN AMRO Bank is the third-largest bank in the Netherlands. It was re-established in its current form in 2009, following the acquisition and break-up of the original ABN AMRO by a banking consortium consisting of Royal Bank of Scotland Group, Santander Group and Fortis. ABN AMRO possesses a clear and bold purpose: banking for better for generations to come. The bank’s impact on society and the economy is tremendous, and for our contribution to be both positive and enduring we need to make the right choices. Everything that we do derives from our purpose: now and in the future.

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