VIDEO: What Is Cognitive Customer Care?

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When we describe Wysdom as a cognitive customer care platform, we are referring to using AI to solve an enterprise’s customer care problems. In the above video from a talk at Toronto’s Vector Institute, Wysdom CEO Ian Collins explains how large B2C enterprise companies with millions of end users are automating inbound customer interactions through digital channels.

Below are some excerpts from Ian’s talk.

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“AI is all over the place, from helping law firms to strengthen cases to understanding how a workforce is behaving. In Wysdom’s case, we apply AI in large B2C enterprises to solve real business problems quickly, economically, and permanently. There is an urgency to solving these problems as end customers demand service on the digital channels of their choice. As an enterprise, your competitors are already taking steps to simultaneously put AI systems in place and become a prospective customers top choice.”

The Benefits Of Cognitive Care

“The benefits of implementing a cognitive customer care solution are easy to measure. Customers prefer it; call volumes are reduced, thus saving costs; and companies can offer automated and dependable 24/7 support to their users 365 days a year. You immediately offer support where customers want it, with first contact resolution – everyone wins.”

Chatbots And Virtual Assistants

“Mark Zuckerberg says chatbots are taking over the world; they purport to do everything with some saying they’re the new iOS. The truth is chatbots are good for some things – when they work, they work well. Simple questions which don’t depend on several variables can produce satisfactory results. A question like “how much data have I used?” – there are a couple of variables, but it’s a  fairly simple question. Once a chatbot asks a clarifying question (home internet? mobile?) they can answer the customer’s inquiry.”

“This is where a bot shines and there are many examples like this: what’s the stock price of Apple? Can you tell me a joke? Alexa, play a song. These are quick snappy requests with few variables. Where it doesn’t work so well is when you introduce several variables. For example, if a customer is looking for a new phone, there are too many decision points for a chatbot to be effective, as customers bail on the system after several clarifying questions if they are not seeing progress in their journey.

Transactions don’t work well with chatbots today and thus search is still a key component in cognitive care. Search is old news, but there’s a reason Google hasn’t transformed into a chat bot. It still is very effective. End users don’t need training for search bars, they are an intrinsic part of the web. Cognitive care is the platform that combines the power of search with the convenience of a chatbot across all of a business’s digital channels to address more complex needs like those found in enterprise support.”

Watch Ian’s full video above to see where virtual assistants fit in the support ecosystem and stay tuned for the rest of Wysdom’s series on choosing a cognitive care solution.

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Artiom Kreimer

VP, Product & Analytics

Artiom has spent 10 years in software and mobile engineering, specializing in quality assurance and customer service. He has worked in testing and QA at both startups and in enterprises such as Clickfree, TELUS, and Freescale Semiconductor.

Michel Benitah

VP, Optimization & Delivery

Michel has 20 years of experience in leading the successful delivery of Conversational AI and Natural Language Customer Care solutions to some of the largest financial, telco, healthcare, utilities, and retail enterprises throughout North America. 


Prior to joining Wysdom, Michel spent 20 years at Nuance Communications, holding senior management and leadership positions within the enterprise division, most recently as director of the Toronto office and professional services team.

Frederic Lam

SVP, Sales

Fred brings in 25 years of international experience in sales and business development across North America, the Caribbean, Asia-Pacific, Europe, and the Middle-East.


Prior to Wysdom.AI, he held sales leadership positions at Oracle, Redknee, and Movius/Glenayre, successfully growing revenues in both large and small organizations. Fred has also been involved in the start-up community in the earlier stages of his career as an Investment Manager with SP Capital and was an alternate director on a few investee companies.

Karen Chan

Chief Engineering Officer, Co-Founder

With 20 years of experience in software and mobile, Karen has held senior technical roles at 5 startups, including Wysdom.AI, Clickfree, Mobile Diagnostix (HP), Teamatic, and Virtualthere.

Karthik Balakrishnan

Chief Technology Officer

Karthik has over a decade of hands-on, proven global expertise in emerging technologies and implementing intricate platforms and solutions for telecommunications and enterprise during his time at Amdocs, with senior positions in their India, Cyprus, America, and Canada offices.

Nitin Singhal

Chief Operating Officer

Nitin has over 20 years of success in global executions of business technology, driving operational efficiency and digital scalability for some of the world’s largest enterprise clients. 


Nitin spent 16 years at Redknee holding executive positions in Research and Development, Customer Operations, Partner Alliances, and most recently as COO.

Jeff Brunet​

President, Co-Founder

Jeff has more than 20 years of experience in the startup world, founding and growing 4 software companies: AracNet, Mobile Diagnostix (HP), ClickFree, and Wysdom.AI. 


His in-depth understanding of software development and the challenges in making new technologies successful in the startup world prove invaluable as he serves on the boards of XMG, SurfEasy (Opera), Locationary (Apple), Groupie, and as an advisor to Pushlife (Google), LogMeIn (IPO) and HP. 


Jeff holds 23 issued patents in the wireless and consumer electronics spaces and is the lead inventor on 30+ pending patents.

Ian Collins​

CEO, Co-Founder

Ian has founded and grown 6 technology companies over the past 20 years, primarily in the enterprise software space including Wyrex, Mobile Diagnostix (HP), Clickfree, and most recently Wysdom.AI. 


Ian invests, mentors, and sits on the boards of several startups in the Toronto area.