cx strategy for customer service - telia ace
TRANSCRIPT
KEEP CUSTOMER
ONLINE
REMOVE ROOT CAUSES FOR
INTERACTIONS
OPTIMIZE CONTACT CENTER
CUSTOMER EXPERIENCE
CX STRATEGY FOR CUSTOMER SERVICE
FREDRIK LEMMINGSALES DIRECTOR
JONAS FOGELBERGPRODUCT SPECIALIST
TELIA COMPANY IN BRIEF
2
RESULT OF A MERGER WITH TELIA & SONERA 2002
HEADOFFICE IN STOCKHOLM
THE BEST MOBILE NETWORKIN 5 OF 7 MARKETS
TELIA BRAND IN ALL MARKETS
20,400 EMPLOYEESMARKET CAP EURO
17.7 BILLIONJANUARY 2019
2018 NET SALES EURO 8,4 BILLION IN
CONTINUING OPERATIONS
1990sTRADITIONAL CALL CENTER
2000sBIRTH OF THE CONTACT CENTER
2010s
MULTICHANNEL THE NORM
2018 →AI DRIVEN CUSTOMER MEETING
2015 -2017OMNICHANNEL A TOP PRIORITY
INTERACTION FOCUS
CONVERSATIONAL FOCUS
INTERACTION FOCUS
THE CUSTOMER MEETING - EVOLVES
4
UNDERSTAND UMBRELLA = RAIN
USES MY POSITION
UNDERSTAND THAT I’M TALKING ABOUT WEATHER BUT, IN MIAMI
PRESENTS THE BEST DEALS TO MIAMI ☺
PROACTIVELY PROMOTES AVAILABLE DATES ☺
CONVER-SATIONS
VIRTUAL ASSISTANTS &
BOTS ACROSS DEVICES AND CHANNELS
RETRIEVE KNOWLEDGE FROM MULTIPLE
(UNSTRUCTURED) SOURCES – QUERY
THROUGH NATURAL LANGUAGE
LEVERAGE DEEPLEARNING TO GAIN
INSIGHTS FROM CUSTOMER
INTERACTIONS
KNOWLEDGE ANALYTICS
KEEP CUSTOMER
ONLINE
REMOVE ROOT CAUSES FOR
INTERACTIONS
OPTIMIZE CONTACT CENTER
CUSTOMER EXPERIENCE
STRATEGY FOR CUSTOMER SERVICEPain point:
Self service and
information insufficient
and hard to find.
Pain point:
Takes time to train agents,
information and knowledge
not easily available.
Pain point:
We want to know what is
going on, we have the
data but no efficient way
of gaining actionable
insights.
KNOWLEDGE
CONVERSATIONS
ANALYTICS
HOW MUCH IS IT?
SMART KNOWLEDGE
STATIC VS. CONTEXTUAL, SELF- ADAPTING KNOWLEDGEBASE
2016 – STATIC FAQ 2018 – SMART KNOWLEDGE
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Calls Views
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Calls Views
SEND THE WHOLE ARTICLE
KNOWLEDGE IN THE CHAT- CARD
11
KNOWLEDGE
CONVERSATIONS
ANALYTICS
Hi! How canI help you today?
VOICE BOTSCHATBOTSCONVERSATIONAL
IVR(FREE SPEECH)
HAPPY HANG UPS - CONVERSATIONAL IVR TO CHATBOT
Polisen• CHECK IF CUSTOMER
USING MOBILE PHONE
• CUSTOMER INTENT IDENTIFIED FOR EXAMPLE INVOICE
• PROACTIVE OFFER TO ENGAGE WITH SELFSERVICE/ CHATBOT
• SMS SENT OUT
CHATBOT ”CHARLIE” EVOLUTION AT TELIA
DOMAIN: INVOICETASKS: 10 000/MONTH
”DO” CASES ~ 30%
NOW
DOMAIN: LANDING PAGETASKS: 100 000/MONTH
OFFLOAD CS: 4 %
STRATEGIC GOAL
OFFLOAD CS: 10%
2020START
1. DO2. HOW3. GUIDE
16
VOICE BOTS AND SMART DEVICES
KNOWLEDGE
CONVERSATIONAL ENGINE
SUNDAYNIGHT
MONDAY REST OF DAY
MONDAYMORNING
MONDAYFOLLOW-UP
E-INVOICES SENT OUT THAT CUSTOMERS COULDN’T OPEN DUE TO WRONG DATE
2 NEW USER STORIES PUBLISHED IN CHATBOT ADDRESSING THE ISSUE
CHATBOT USAGE EXPLODES. ALL TIME HIGH!
ABOUT 60% OF ALL CHATBOT INTERACTIONS WERE THE NEW USER STORIES WITH 93% CSAT!
AGILE CHATBOT DEVELOPMENT
+ 60 AGENTS
KNOWLEDGE
CONVERSATIONS
ANALYTICS
WHY ARE CUSTOMERS CONTACTING US RIGHT NOW?
RUBRIK
STRUCTURED ANALYSIS OF 100% OF YOUR CUSTOMER INTERACTIONS On average, less then 1% of all interactions are analysed.
Most likely you are looking at the average interaction.
Why are customers calling again?
How do agents with high CSAT communicate?
POOR BELOW AVG. ABOVE AVG. EXCELLENT
What interactions create value?
Which advice helps the most?
Why do we fail in digitalchannels?
What drives long calls?
FINDING NEW USER STORIES
FIND INTERACTIONS SUITABLE FOR CHARLIE
WHEN CHARLIE CAN’T OR SHOULDN’T PROCEED
WHAT HAPPENS AFTER CHARLIE HANDS OVER TO AGENT?
FIND ROOT CAUSE – INTERACTION ANALYTICS
MONDAY50 000 OFFERS SENT OUT
TUESDAY AFTERNOON
TUESDAY MORNING
TUESDAY EVENING
WEDNESDAY MORNING350 000 OFFERS SENT OUT
MARKETING SENDS OUT AN E-MAIL WITH A SALES OFFER, A LINK TO A SPECIFIC URL TO GET THE SALE PRICES
CALLS AND CHATS ARE EXPLODING ON THE MOBILE SKILLS
START ANALYZING USING THE NEXIDIA SYSTEM
FOUND THAT THE ROOT CAUSE WAS A CORRUPT LINK TO THE URL PAGE.
+110 AGENTS
KEEP CUSTOMER
ONLINE
REMOVE ROOT CAUSES FOR
INTERACTIONS
OPTIMIZE CONTACT CENTER
CUSTOMER EXPERIENCE
CONVERSATIONS
KNOWLEDGEANALYTICS
You have to start with the
customer experience and
work backwards to the
technology. STEVE JOBS
