THE RIGHT WORDS AND PHRASES

Transcription

1 THE RIGHT WORDS AND PHRASES 1. Good vs. Very Good 2. VoC and VoCC to Increase Customer Satisfaction 3. The Emotional Experience 4. Quality Scoring 5. Customer Life Time Value

2 WHAT WE DO Contact Centre 3.0 Strategy & Innovation Unique IP Created Contact Centre Tools & Performance Software Contact Centre Systems Integration & Delivery Phone, Web, VOIP and Data Contact Centre Integration Virtual IT Department Support And Service Business Connectivity, LAN, WAN VOIP, Data Networks

3 KNOWING WHAT GOOD VS. VERY GOOD SOUNDS LIKE

4 CONTACT USE BY CHANNEL

5 CUSTOMER CONTACT: A CRITICAL INTERFACE! JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 8760 Hours Customer Contact Customer expectation is that you are available 24 X 7, and provide flawless service, on demand! Yet most companies have minimal direct contact with their customers 7-22 minutes/yr. Moment of Truth Opportunity!

6 POLL QUESTION: How many participants can distinguish the difference between why a customer rated the agent a 4 versus a 5?

7 Goal: Understand what good looks like and make every customer interaction better!

8 It s always better to understand why consumers choose your brand than hedge your bets on simply asking them to.

9 HOW THE CUSTOMER FELT. Even if. 60% of customers will rate you a 9 or 10 They did not accomplish the goal of the call But they felt the agent tried and cared about their situation Source: Valur Svansson, 2017 (Experienced based 2005 post call survey programme results for Comcast)

10 USE OF VOC AND VOCC TO INCREASE CUSTOMER SATISFACTION

11 VOICE OF THE CUSTOMER (VOC) Demographics are Changing: Generational Shift Web/ Internet are changing: Social Media Contact Center Virtualisation is happening: Distributed & Outsourced Organisations Interactions are changing: The Rise of Self Service Competition is changing: Global Hyper Competition

12 VOICE OF THE CONTACT CENTRE (VOCC) CXO: Grow revenue and market share Demographics are Changing: Generational Shift Web/ Internet are changing: Social Media Employees: Meet my needs too Contact Center Virtualisation is happening: Distributed & Outsourced Organisations Customer: Interactions are Give me answers quickly changing: The Rise of Self Service Competition is Marketing: changing: Launch our new campaign Global Hyper Competition Finance: Reduce Expenses

13 Enterprise Value WHAT VOC + VOCC TECHNOLOGIES DRIVE INCREASED CLV? Analytics-Driven WFO Traditional WFO Performance Mgt Customer Feedback Speech Analytics Data Analytics elearning Quality Monitoring WFM Record, Store & Playback Compliance and Liability Agent/centre Performance Customer Experience Operational Effectiveness Complexity of Objective

14 INSIGHT FROM THE CALLS THAT MATTER Random Call Monitoring and Surveys of < 1% of contacts can miss a lot Low Customer Sat Disconnects High AHT Holds, Transfers Silence/Dead Air Repeat calls Anger High Customer Sat High quality High efficiency Sale achieved Distribution of Quality of Customer Contacts

15 PHONE IS THE RICHEST CHANNEL FOR ANALYTICS Words Per Tweet 15 Words Per Sentence 22 Words Per 5 minute phone call 1000 Rich and unbiased Power using a single server (based on 1000 words per call) with 100% analysis Small Enterprise 250 seats creates 500 Million word conversations each month Large Enterprise 10,000 seats creates 18 Billion word conversations each month Speech Analytics enables organisations of all sizes to analyse billions of words in seconds, eliminating the need to sample calls and introduce bias

16 THE EMOTIONAL EXPERIENCE

17 WATCH YOUR LANGUAGE! Influencing how your customers feel about you

18 POLL QUESTION: How many participants measure voice of the customer?

19 THE IMPORTANCE OF LISTENING TO CUSTOMERS "You can never have enough feedback and you can never stop learning. Richard Branson Conventional wisdom in contact centres says, If you want to know what your customer thinks about you, ask them! Post call surveys are one way contact centres ask the customer A 2015 Dimension data global benchmarking survey of contact centres found that only 52% of contact centres use post-call surveys.

20 VOICE OF THE CUSTOMER Customer feedback measurement has evolved with the availability of tools to overcome some of the limitations of surveys Use of IVR, SMS for surveys reduces latency of feedback, response rates Contact analytics takes this a step further, It allows companies to understand what customers are thinking, without explicitly asking for their opinion. Every contact is an opportunity to measure feedback Speech analytics is becoming an established tool in understanding VoC in contact centres

21 LIMITATIONS OF VOC VoC takes you some way towards understanding how your customer feels, but it has limitations It can distinguish positive from negative, but it s still hard to differentiate between drivers of 4- Good vs. 5- Very good It s reactive not proactive

22 VOC USING SPEECH ANALYTICS FROM VERY SATISFIED Issues Prompted Positive Reponses

23 VOCC: MOVING BEYOND MEASURING TO INFLUENCING Investigating the differences between satisfied and very satisfied customers showed some interesting patterns of agent behaviour The language that agents used influenced the feedback rating customers gave, even when it wasn t expressed in post-call survey verbatims or customer language on a call. These agent behaviours could be identified through the language that the best agents were using.

24 THE SECRET TO VERY SATISFIED CUSTOMERS

25 WHAT CHARACTERISES VERY SATISFIED CALLS? Customer Engagement journey An Enthusiastic Welcome Affirmation Thank you very much, thank you ever so much, fantastic, that s lovely are more common on the agent side of the conversation than on the customer side Building Connections reiterating names, picking up on customer situation Fond farewell

26 WHAT CHARACTERISES VERY SATISFIED CALLS? Agent taking ownership Characteristic phrases what I m going to do, what I ll do, you don t need to worry about, I ll sort that out for you, that s all taken care of for you

27 WHAT CHARACTERISES VERY SATISFIED CALLS? Proactive customer management A significant proportion of time, agents are committing to call the customer back I will call you back instead of give us a call back It s what the agent says, and more importantly, how they make the customer feel on a consistent basis via the language they use.

28 ALSO WHAT YOU RE NOT SAYING AFFECTS THE CUSTOMER Quite a wide range in amount of silence on a call 20% of agents have more than 15% silence on calls Room for narrowing the gap

29 QUALITY SCORING

30 QUALITY SCORING It s not just is WHAT is being said but HOW that impacts the customer sentiment at the end of the call Calibrate the gap and adjust what is being assessed and it s impact on the score Alignment of driving agent behavior to customer satisfaction is the key

31 PREDICTING CUSTOMER CHURN SITUATION Analysed lost customer interactions from past 4 months and identified statistically significant terms: Ridiculous, You People, Looking NEAR Statement SOLUTION Built At Risk VoC Category Identified root-cause of dissatisfaction Daily at risk report sorted by customer value Team of 4 agents proactively called back to save RESULT Saved 86% of at risk accounts 4500 accounts saved to date Initial ROI achieved within 7 weeks Savings to date $12.5 Million * Verint Systems Use Case Saved 86% of at risk accounts with a savings of $12.5M*

32 CUSTOMER LIFE TIME VALUE

33 CUSTOMER EXPECTATIONS HAVE CHANGED Today s Customers Demand Connected Personalised Experiences Across ALL Touch Points 70 % Expect unique treatment, contacted in a way they want, with offers tailored to them ZA 92 % Expect organisations to be proactive in their engagement with them 87 % Would rather spend money with organisations that are easy to do business with Source: Global Market Research 2014, Conducted by Dynamic Markets and Commissioned by Avaya

34 CUSTOMER EXPERIENCE MANAGEMENT of organisations experiencing significant profit increases have CEM program CEM is tied to greater customer satisfaction, loyalty, retention and repeat purchasing Source: Global Market Research 2014, Conducted by Dynamic Markets and Commissioned by Avaya Companies with CEM initiatives outperform organisations that don t

35 CALCULATING CUSTOMER LIFE TIME VALUE Customer Revenue Support Costs X Length of Relationship Acquisition Costs = Customer Lifetime Value Topline Growth Proactive Connected Contact Contact Center Customer Center EfficiencyExperienceEfficiency Informed Optimal Responsive Seamless Easy Visible Adaptable Improve Sales, Increase Retention, Optimise Resources, Reduce Effort, Improve Improve Wallet Share Reduce Costs, Exceed NPS, Differentiate SLAs Informed Optimal Visible Optimise Resources, Reduce Costs, Exceed SLAs Topline Growth + Contact Center Efficiency + Customer Experience

36 SUMMARY

37 IT STARTS WITH A SINGLE INTERACTION And Lasts the Whole Customer Journey Each Customer Interaction Contributes To The Overall Customer Experience Which Drives Higher Customer Engagement and Increased Customer Lifetime Value!

38 IPI CAN HELP YOU EXCEED YOUR GOAL BY Aligning your Business Strategy and investment in Customer Experience in your Contact Centre/s Understanding the impact on the bottom line and the interdependencies and impacts across functions Charting the journey from a Current Operating Model to a Target Operating Model Applying best practices, benchmarking and the correct KPIs to accelerate the delivery of the agreed outcomes

39 THANK YOU! Looking to turn these tips into results? Get in touch to see how we can help. Web: