the S p e e c h A n a l y t i c s a n d t h e C o n t a c t C e n t r e

Transcription

1 Speech Analytics In the Contact Centre

2 Why Speech Analytics Matters

3 Keeping up with customers is getting harder

4 The Gap Service Design Speed of Innovation Low Effort Engagement C o n t a c t C e n t r e s O t h e r To u c h P o i n t s

5 Need A Feedback Loop What Matters C o n t a c t C e n t r e s O t h e r To u c h P o i n t s

6 Need A Feedback Loop What Needs Fixing C o n t a c t C e n t r e s O t h e r To u c h P o i n t s

7 We Are Flying Blind Speech analytics resolves the problem of imprecise human categorisation 20% Other

8 Inside-Out Only Legacy MI remains blind to customer experience

9 What we know What we need to learn Big data

10 Where Can Analytics Add Value? Internal Collaboration

11 Performance & Quality

12 Compliance From 0.25% manual sampling to 100% automated reporting

13 Targeted Training Pinpointed advisor impact on customer experience Launched a micro training targeted at the 20% of lowest performing agents who had the largest negative impact on customer experience metrics Avoided generic retrain everyone approach

14 Right Competencies Discovered mismatch between internal and external definitions of being knowledgeable Verizon s training had focused on understanding features, knowing upload speeds, and familiarity with the user manual Customers valued knowledgeable as patience and a willingness to explain things in more than one way and more than one time Redesigned employee training to concentrate more on soft skills, such as listening, rather than focusing on increased technical mastery of their products and services

15 Learning Culture Personalised Dashboards Analytics used as an input for real time dashboards to support self managed performance

16 Customer Effort Cost To Serve Customer Experience

17 Reduce Reasons To Call

18 Proactive Service Financial Services Customers who had mistakenly paid their bill twice needed to contact the company for reimbursement, which they found frustrating Developed new phone and online system to warn customers if they had already paid their bill before making a potential double payment 10 x cheaper

19 Increase FCR Understand Reasons For Call Transfers The insurer found that repeat calls primarily related to claim billing questions and enquiries As a result, Aetna changed the process for handling billing inquiries and improved phone agent training to better identify the types of calls that may require a transfer to a supervisor

20 Customer Experience Management

21 Improve Customer Journeys Use speech analytics as input to mapping current and future state journeys

22 What Drives Dissatisfaction? Deep Dive into Poor Customer Scores All low scores in post interaction surveys are individually followed up and resolved Calls are reviewed and aggregated to identify trends in root causes of low satisfaction

23 NPS Functional/Emotional Drivers

24 Track Emotion How Do Emotions Impact Outcomes? Match key emotions with keywords and phrases Analyse target versus actual emotions per customer journey Compare emotions against customer scores

25 Churn Management B2B Credit Card Brand Cancelled accounts used phrases such as look at statement, compare fees, and this is ridiculous during their calls Now used as risk indicators for all new incoming calls Proactively connect with its most high value customers Saved more than 4,500 at risk accounts in year one Saved revenue of $12m+

26 Churn Management Quad Play (TV, broadband, phone, wireless) CRM & transaction data combined with filtered speech files increased accuracy of churn prediction model between 25-30% in four, large scale, separate tests

27 Improvement & Innovation Customer Service Distribution Marketing R&D Sales Manufacturing Finance

28 Raising Awareness Share Daily Customer Calls One credit card provider forwards one service call every day to nearly 1,500 employees so they can each individually hear about the issues and pain points driving customers to the contact centre The company s goal is to have as many people as possible hear the calls in order to raise employees awareness about how everyone at the company impacts the customer experience

29 Quantifying The ROI Evidence Based Improvement Use speech analytics to make issues visible to other teams that are causing them The number of times it has happened The cost Examples of the impact on customer experience

30 Becoming A Strategic Hub Analytics Information/Policy Gaps Culture/Strategy Gaps Contact Cause Contact Volume Contact Duration Contact Type Contact Resolution Contact Experience Process/Workflow Gaps Product/Service Gaps Skills/Know How Gaps

31 Nurturing An Innovation Culture 1. Advisors are encouraged to spot emerging customer trends 2. These are verified by speech analytics 3. Forwarded for exploitation to relevant parts of the business 4. Rewards for ideas that end up delivering substantial commercial benefit