Mining for Gold in Customer Calls: Using AI + HI to Put Quality back - - PowerPoint PPT Presentation
Mining for Gold in Customer Calls: Using AI + HI to Put Quality back into Customer Service Etech Global Services Tuesday June 19 th | Workshop 1 | 8:15 11:00 AM Jim Iyoob, Chief Customer Officer, Etech Global Services Shawndra Tobias, Sr.
Tuesday June 19th | Workshop 1 | 8:15 – 11:00 AM Jim Iyoob, Chief Customer Officer, Etech Global Services Shawndra Tobias, Sr. Director Customer Experience, Etech Global Services Omar Recendiz, Sr. Manager GMS Training & Communication
jim.iyoob@Etechgs.com 936.371.2640 about.me/jiyoob @jiyoob facebook.com/jim.iyoob linkedin.com/in/jimiyoob
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Servant Leadership Approach Assume Accountability People Driven Philosophy People First Focus Performance Development
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JUNE
3 Days before the closing of the Nacogdoches operations, Dilip Barot, Matt Rocco and the
acquire the asset of the call center from Bellsouth Saving
SEPTEMBER
In addition to the headquarter center in Nacogdoches, Etech opens its back-
India and now provides solutions for 4 major Telecom clients
2002
Bell South made a decision or divest its internal call center asset in Nacogdoches Texas
2004
Launched Lufkin center with 325 Seats and 500 employees
2006
Launched Vadodara, India center with 200 Seats and 13 clients
2008
Launched Rusk center with 100 Seats and 16
1500 Employees
2010
Launched Jamaica center with 150 Seats and launched Software and Development services
2012
Launched Dallas center with 220 Seats
2014
Launched Florida center with 150 Seats Etech launched Chat and email product ICE and software Implementation service
2016
Currently serving 31 clients
2003
2018
Etech family reached above 2800 employees and together serving around 43 clients
ETECH GREW FROM 400 TO MORE THAN 3000 EMPLOYEES
NO MERGERS NO ACQUISITIONS
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Customer Engagement Solutions Inbound/Outbound, Customer Service, Tech Support Etech Technology Solutions Software/Application Development Customer Reporting (Internal/External)
Etech Insights Actionable Insights for Total Quality Management to enhance operational efficiency & customer experiences
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Cable Retail Telecommunication Education Insurance Energy Travel Finance Real Estate Banking Hotel Internet Customer Experience Management
What % of buyers will pay more for a better customer experience? What % of consumers have stopped doing business with a company after experiencing poor customer service?
What % of customers feel that vendors consistently meet their expectations?
Of consumers will not complain about your services. They will just leave!
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TRADITIONAL QUALITY PROGRAM
Improve business results
Compliance with Legal and Regulatory Requirements
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90%
90 percent of contact center budgets are negatively affected due to outdated quality assurance practices.
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IMPROVE BUSINESS RESULTS
LISTEN
DEFINE STRATEGY & BIG ROCKS CREATE CX CULTURE STATISTICAL MODELS BENCHMARK CX KPIs
UNCOVER
AGENT PERFORMANCE HEAT MAP BALANCED SCORECARDS SURVEY INSIGHTS CUSTOMER SENTIMENTS VoC
ANALYZE
ANALYSIS BY DATA SCIENTISTS BEHAVIOR SEGMENTATION MARKET TRENDS & LARGE DATA SETS TRAINING GAPS
ENGAGE
PRECISION COACHING STRATEGIC ACTION PLANS TRENDING PATTERNS VARIANCE & CALIBRATE CLOSED LOOP FEEDBACK
PREDICT
ELIMINATE COMPLIANCE RISK REDUCE CUSTOMER EFFORT CHURN MITIGATION
Base Pillars Roof
LEGAL AND REGULATORY COMPLIANCE ASSESS AND IMPROVE AGENT PERFORMANCE
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Phone/Personal Support (Pre 1995) Email (1996-2000) Web Self Service (2001-2004) Chat (2005-2007) Mobile App (2008-2009) Social Media (2010+)
Marketing Process CS Channels
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Source: https://www-forbes-com.cdn.ampproject.org/c/s/www.forbes.com/sites/bradbirnbaum/2018/05/08/the-evolution-of-customer-service-metrics/amp/ WHAT YOU'RE DOING?
Repeat Contacts Channel switching Transfer or repeating info
OVERALL DISLOYALTY
LOW-EFFORT EXPERIENCE HIGH-EFFORT EXPERIENCE
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Robotic service Hard policies
Hassle factors
WHAT YOUR CUSTOMERS ARE FEELING?
LET’S SEE HOW YOU'RE DRIVING EFFORT
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Source:Genesys
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Greeting? Verified Email? Polite throughout the call? Assurance of help? Tried to Show Empathy? Took Ownership of the issue? Built Rapport? Answered all questions? Set the right expectations per policy?
"Are we on a recorded line... I hope so!" "She is unable to get the driving license" "When you say, I am going to transfer, you might as well say, I am going to hang up on you”
Customer Frustration
"We NEVER get a return call - Who should I talk to?" "They don't answer or return the voicemail. They don't call back. Who to call when your safety net do not catch my calls" "That is Bull**** they never call"
Lack of Resolution
"I have gone through the correct channels since 6:30 that was three hours ago"
Channel Switch
"What do I do tomorrow if I still do not get call back?" (Agent said, you can call back) "I have date and times for seventeen calls" "Can you transfer me to your supervisor" (3 times)
Repeat Contact
"If you are an existing customer and try to get technical support, you do not get an answer but when you are trying to buy a product, it takes you less than 4 seconds to answer" "My daughter has been trying to take this course for over six times, and the course freezes up, and they always say they will refer it to Technical support and we will get a return call"
Technical Issues
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Branding?
Beware, not all AI is created equally—Some is static, some dynamic It can Identify and model relationships (e.g. price concern, Confusion, effort) within the context of a conversation Machine learning (ML) refers to a form of AI that easily adapts to new information to solve cases that it was not explicitly designed for It has ability to train and create models that expand upon and self-learn across larger data sets Static AI can be deployed simply to solve a specific class
Webster says: the power of a machine to copy human behavior
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What is the probability that Jim will buy when you call him Jeff?
From: Toyota [mailto:email@e.toyota.com] Sent: Friday, December 15, 2017 4:01 PM To:Jim Iyoob jim.iyoob@etechgs.com Subject:Jeff, Shop Toyotathon and Save Dec. 5-Jan. 2
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A customer is 4x more likely to become disloyal after a service interaction. These key drivers increase customer effort and leads to churn
(CEB - Customer Loyalty)
believe that customer experience will be their primary basis for competition.
(Gartner)
switching due to poor services in the US; customers demand more human interaction
(Accenture)
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TOTAL COST TO RESOLVE SERVICE REQUEST
Reducing effort reduces cos
t an and improves CX CX
OF COSTS ARE REDUCED BY GOING FROM A HIGH TO A LOW EFFORT EXPERIENCE
COST TO SERVE BY CUSTOMER EFFORT LEVEL
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420B
Spokenwords 2.7B T weets 1% Visibility
Businesses are forced to use rudimentary tools Limited insight into phone conversations What if a tool could materially impact financials?
+15%
Call volume reduction Sales Conversion Churn R eduction
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BAD AD CAL ALLS (<6 (<60% 0%) AVER VERAGE CAL ALLS (60 (60% to
80%) GOOD CAL ALLS (>8 (>85% 5%)
LOW to NON PERFORMERS BELOW AVERAGE PERFORMERS AVERAGE PERFORMERS ABOVE AVERAGE PERFORMERS HIGH PERFORMERS
QUALITY = HIGH SCORE
High Effort Low CSAT Holds / Transfers Silence / Dead Air Repeat Calls Bad CX Low Cx Effort High CSAT Cx Retentions Upsells Positive Behavior Future Leaders
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Call Recordings Metadata Transcribe audio to text Redaction of sensitive / financial information
Data Scientists & Analysts Provide actionable insights
Improve Training Targeted Coaching Improve Business Results & CX Enhance CX Audio Tuning & Business Rules Categorization & Tagging
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Higher Profits Better Productivity Happy Customers Lower Revenue High Churns Increased Costs
BAD AD CAL ALLS AVER VERAGE CAL ALLS GOOD CAL ALLS
LOW to NON PERFORMERS BELOW AVERAGE PERFORMERS AVERAGE PERFORMERS ABOVE AVERAGE PERFORMERS HIGH PERFORMERS
QUALITY = Replicating Behaviors that results into success
Insights
Actionable Insights with Recommendations
Audio
Simple & Secure Audio Integration Captured from Landline, Skype, Mobile
Transcribe
Highly Accurate Speaker Separated Transcription
Analyze
Redactor + Analytics & Customer Effort Drivers
Tuning
Configure & Teach (AI & Machine Learning)
Infer
Interpretation of Data by Analysts
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ANALYZE ENGAGE PREDICT UNCOVER
Enhance Customer Experience with
LISTEN
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CALLS NPS SURVEYS
162.5M words in calls (866x) 187.5Kwords from NPSsurveys
LISTEN
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Avoid biased analytics – compare/contrast VOC & VOA
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0.04 0.09 0.14 0.19 0.24 0.29
C: How Do I? Military/Government Partner E Bereavement Partner D Call to Add Baby Web Support Walk-Thru
Repeat Information Partner C C: Frustration Partner B Trying to Use Miles Refund Channel Switch - Email Proactive Guidance - Do Online Trying to Use Card Unused Credit Partner - Other Partner A Calling to Book A: Effort Driver B Voucher Apply Credit Paper Voucher/Discount Proactive Guidance - Education Ask For Sale A: Effort Driver A A: Effort Driver C
By Demonstrating the 3 behaviors at the top it improves close rates from 16.3% to 52.1%.
16.3 52.1 Avg Rate Opportunity
Confirmed Conversion Rate based on this sample
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23% 20% 21% 70% 60% 5% 11% 10% 46% 44% 11% 13% 13% 48% 63% Michael, 14% Resty, 21% Sharhean, 16% Reynaldo, 38% Bruce, 41% 12% 17% 22% 27% 32% 37% 42% Provide Rebuttal% Ask for Sale% Create Urgency% Conversion% Linear (Conversion%)
Positive Correlation between the high impact data sets and Conversion
Bruce Reynaldo Sharhean Resty Michael
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EXPERT GUIDE / ASSIST / SHARE / RESOLVE PEER TO PEER SERVICE SELF-SERVICE
YOUR SMEs YOUR STAFF PEERS WEB / APPS
EXPAND OPTIMIZE ENGAGE
use of Self-Service use of Agents & SMEs Customers at all levels
The #1 most important factor in customer loyalty is reduction
Observations:
Sample Interaction ID: bbvdl3s4f Agent: Alison Trunfio Interaction Summary: Customer called in to locate her car. Agent informed the customer that she will need to call someone from the car to do that.
Level 2 drill down of top two drivers
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Effortless Customer Experience, 60% High Customer Effort, 40%
38% 38% 10% 3% 2% 0% 10% 20% 30% 40% 50% Dealership Agent Behavior Car Component Policy Website
High Customer Effort Drivers
ENGAGE
CUSTOMER EFFORT ANALYSIS
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Low
High High
Low Time/Resources Impact - Customer Experience & Brand
Hold Procedure
Recall Issues
Warranty Question
Non Committal Call Backs Agent Tools Vehicle Specification Effective Hold Technique: Explain the reason why you are putting them on hold.
than promised
help the agents master this behavior.
High Priority
Non Committal Call Backs: Design and Train agent on call back protocols. Coach agents to mention a specific timeline every time they promise a call back to the customer .
have a greater impact towards correcting this behavior Warranty Question: If a customer has questions about their vehicle’s warranty, and dealerships are not able to answer them, they expect the frontline agents of X to have an answer. Not having answer to a warranty question, creates confusion and increases customer effort exponentially.
to a database that can function as a guiding light when customers ask questions about warranty or extended warranty.
call volume. Recall Issues:
the most on the calls.
customer who come in for questions about recall issues and decrease customer effort.
1 2 3 4 Recommendations
Johari Window Model
impact and resources involved in developing or correcting a behavior.
increases
needed to fix the issue increases
ENGAGE
TRAINING GAP ANALYSIS
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Industry: Telco Finding 1: When the customer share that they do not watch the promotional channel, AND agent says that they can call and cancel after the promo period of three months Finding 2: 85% of customers would churn within 3 months
Using Predictive Model for improved offerings and experience is not new
But I do not watch that channel You can call and cancel
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Empower Agents Targeted Coaching Identify New Challenges Address Compliance Replicate Success
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The Sweet Spot (CONVERSION!) Feel Good Factors (Important!) Biggest Training Opportunity
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Don't need it/Not Interested
Objection: "I don't need any TV as I am all alone. I use Netflix and am working through the week.” Best Rebuttal: It's funny that you mentioned stream…
Your price is too high
Objection: We had time warner cable for years and the price kept going up and up and up. Best Rebuttal: You know what! Let me just talk a little bit about some of the changes….
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40 80 120 160 200 240
6 9
NPS
Based on the customer sentiments in the small data set Etech analyzed, the NPS just from these 1155 calls stands at: -8 Converting 50% of the Negative VOC into Positive will increase the NPS by 25. Improved NPS: 17
Voice of the customer Vs Impact on NPS
NPS
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LISTEN UNCOVER ANALYZE ENGAGE PREDICT
Listen to your customers AND your agents to understand both side of the conversation
1
Gather intelligence to identify consumer preferences, needs and agent behavior
2
Analyze the insights to determine the low hanging fruit that can help
performance
3
Initiate the right conversations by engaging the customers and utilizing other CRM systems
4
Learn patterns from data and predict
decisions based on past trends and behaviors
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Customer Agent Speech Analytics Engine Business Rules Insights for Better Decision Making Supervisor Alert Improve Training and Coaching Guidelines Improve Business Results & CX
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Metadata
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ORecendiz@techstyle.com 310.930.2944 @orecendiz facebook.com/orecendiz linkedin.com/in/omarrecendiz
To reimagine the fashion business, by creating the world’s most innovative and admired fashion company.
rewards system
Why members love it
members leads to high wallet share
visits per year
risk and predict inventory needs
Why we love it
Everybody
Providing enhanced member experiences at optimal cost!
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Partnership that has thrived
understand what going on within the interactions
that impacts the member experience from 500,000 calls/mo.
launches
practices
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Design objection handling procedures
Would you… Can you… Have you…
Major focus areas drilled down
Why do Members Call? Improving Retention Strategies Replicate Successful Behaviors Product Return Sentiment Analysis Financial Impact
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Special study to understand the first pulse of the market
Website Issues, 38, 19% Negative Sentiment
2% Negative CX (Agent Behavior), 10, 5% GMS Negative Experience, 12, 6% Pre-Order List Issue, 25, 12% Payment not going through, 26, 13% Product Out of Stock, 85, 43%
Call Volume: 632 Date Range: 05/10 – 05/17
Unable to Access Website, 5, 13% Website Interface, 9, 24% Unable to Checkout, 10, 26% Website Freezing Issue, 14, 37%
Website Issues Drill Down:
“Is there gonna be update on the website anytime soon because it’s very confusing as a first time customer.” Contact ID: 40470553639 “When I click on help guide, my size or whatever it just shows me the down size, it doesn’t show me the letter so I don’t know how to go about that.” Contact ID: 40448495312 “In Checkout it doesn’t allow you to address the quantity…it does not have a drop down to adjust the number.” Contact ID: 40386330443
Customer Sentiments - Website Interface
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Neutral 69% Negative 23% Positive 8%
Call Volume: 42,509 Calls Tagged for New Loyalty Program: 90 Date Range: 05/07 – 05/21
Redeem Issues 10% Don't Like 33% Confused/Don't Understand 57%
Negative Sentiment Drill Down
Special study to understand the first pulse of new program
I really like the new benefit program which is why I'm like reviewing everything Contact ID: 40482653461 I’ve been cashing it and now I’m really glad that I got today. I’ve got 244 so I’m like next time I get 500 I’d automatically get $5 off my purchase Contact ID: 40425109016 It's thousand points for whatever that gift is I don't recall but I'll be able to do that in the same
Contact ID: 40471214985
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What do you do when your entire market is disrupted?
▪ 1976 - Founder, David Cook opens first Blockbuster in Dallas, TX ▪ 1992 - Becomes Video Rental Market Leader with 2,800 US Stores ▪ 2000 - Rejects partnership with Netflix ▪ 2004 - Peak of it’s powers, 9,000 stores worldwide with a$5 Billion Market Value and $5.9 Billion in revenue ▪ 2010 - Files for bankruptcy
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HYPE REALITY
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Uncover customer and business insights Let the customers teach you how to improve your brand Deliver your brand promise to customers with a white glove experience Hire and Train the right type of agent Identify disasters before they
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Record your Calls Capture Metadata Define Objectives Measure Effectiveness Monitor & Evolve Ongoing Refinement
IMPLEMENTATION STEPS Paper Form Excel Artificial Intelligence & Human Intelligence TOOLS Volume, Commitment to Customer Experience DECIDING FACTORS
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15,905 31,110 6,075 22,555 51,805 1,22,490 1,25,490 100% 51% 262% 71% 31% 13% 13% 0% 50% 100% 150% 200% 250% 300% 20000 40000 60000 80000 100000 120000 140000 Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18
Cost Vs FTE Vs Volume (Major QA Campaign)
Call Count Cost/Audit% 24 20 14 13 11 6 6 5 10 15 20 25 30 FTEs
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1. Does your Quality team include CX SMEs? 2. Are your Quality and Training program integrated? 3. Do you have less than 20 parameters on your scorecard? 4. Are you linking Quality with corporate objectives? 5. Are you utilizing your customer to define world class quality assurance? 6. Are your agents bought into the Quality program? 7. Can you prove your Quality Program produce ROI? 8. Does your C-Suite describe your QA program as a “Valued Asset”? 9. Do you leverage your QA results when making process changes?
Yes No Yes No Yes No Yes No Yes No Yes No Yes No Yes No Yes No Yes No
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How Does Your Customer Experience Measure Up?
> 6 Come see us, we’re hiring! 3-5 How we can help you on your journey! <3 Your Customer called, talk to us!
Yes Yes Yes
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Learn how Artificial intelligence is revolutionizing the contact center industry, it’s impacts, the brighterside
Contact me at: Jim@etechgs.com
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jim.iyoob@Etechgs.com 936.371.2640 about.me/jiyoob @jiyoob facebook.com/jim.iyoob linkedin.com/in/jimiyoob
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