paul humphrey, chief commercial officer, call journey
TRANSCRIPT
Harnessing A.I. advancement in customer experience transformation programs
• Have your mobiles ready for a straw poll in about 10-15 mins!
• You may see some Captain Obvious data but for others it may
not be!
• I promise I will try to not make too many company centric
gratuitous over promotion statements (or too many “in terms)!
Paul Humphrey
CCO, Call Journey Customer, Sales, Marketing And Operations Background
• Lead Large Scale Service, Sales And Marketing Teams• Multiple channels to market Leadership• Consulting
Three HOT Topics:
CX
AIBig Data
SweetSpot
Customer Experience still a major business priority in 2017 of businesses say
that improving Digital Customer
Experience is their top priority
72%
Source: Forrester
A.I. Landscape
38%
62%
2016
AI adoption 2018
AI adoption
Source: Oracle
CX initiatives are proving effective
Compound average revenue growth 2010 to 2015Gartner
17%
3%
CX Leader
s
CX Laggar
ds
Key elements of CX strategy
BRANDRESEARCH/BUYING JOURNEYEASE OF BUYING AND ONBOARDINGTRIGGERS AND EVENTS (PERSONAS)LIFECYCLE MANAGEMENTMOMENTS OF TRUTH (eg CLAIMS)
CX Metrics and Data Sources
CUSTOMER EFFORTNPS
SHARE OF WALLET
ARPU
CHURN / LAPSES
REVENUE /
BOOK VALUE
CALL ANALYTICS
SOCIAL LISTENIN
G
VERBATIMS
CUSTOMER INTERVIEW
S
COMPLAINTSOMBUDSMAN
Key elements of CX strategy
“No longer is it good enough to simply conduct survey and share
the results. Instead, CX teams need to be skilled in assembling a wide
range of customer information.”
Cost Of Acquisition
Cost to serve
Brand Integrity/Risk
Regulator/License/Ombudsman
NPS
Customer Emotion Score*
EPS
Go to Slido.com
and see what your group of peers are up to…
JOIN#CCOMEL
How are YOU different?
VoC Loop
• LISTEN• ANALYSE• REPORT • ACT
CX Framework
Customer Data
So what does A.I. got to do with it?
HOW CAN ARTIFICIAL INTELLIGENCE AFFECT YOUR VOC PROGRAM?
What is Artificial Intelligence?
“
”
A.I. is the plug we’ve been missing. It allows us to dive into a wonderland of conversation text with tools that get the
context & get better every day at understanding human patterns of
speech.
A.I. is your key to unstructured data.
A.I enables new ways of accessing information that was to cumbersome to retrieve and analyse. Now it analyses itself. Now you can interrogate all of your rich voice based data easily and quickly!
Types of data sources.
Structured•Transactional•Survey (CSAT, NPS)• Nice, neat, easy
to control
Unstructured•Social Media•Call recordings• Scattered, hard to
access and use
Unstructured Data – we bet you have heaps of it that your probably not tapping into!
A.I gives us access to ALL of your call conversation data
Through NLP (Natural Language Processing) we can automatically assess all the unstructured data
Negative
Positive
Billing Issue
The A.I Eco System
“
”I’m embarrassed that we have to ask our customers
how we went AFTER the call when we should know that from the call!
CEO OF ONE OF AUSTRALIA’S LARGEST UTILITY COMPANIES
13% 81%
6%
IVR 92 sec
Conversation 547 sec
NPS 45 sec
639 sec
NPS and the response rates challenge
AmazingOne numerical question
One open ended question
15 - 30% response rate
AverageOne numerical question
One open ended question
5 - 10% response rate
PoorOne numerical question
One open ended question
Below 5% response rate
13% 81% 6%
IVR 92 sec
Conversation 547 sec
NPS 45 sec
639 sec
Average Contact Centre Voice traffic
13,170 sec TALK TIME FOR ONE AGENT PER DAY
373,150 sec TALK TIME FOR ONE AGENT PER MONTH
73,150,000 sec TALK TIME FOR ONE MONTH IN A 100-SEAT CONTACT CENTRE
1,375,000
Finding a needle in a hay stack.I am just ringing as i have a query about my loan application with you guys. I have to say i can't even put into words, how angry i am and how miss lead i am by the advice that you have given me and how much time i've wasted... I can't believe this process for this application has taken eight to 10 weeks and you claim to be the small business specialistsbut the experience has been awful and borderline insulting and i have to say you have no idea how your small businesses customers think.For example when you ask for information for the credit check I filled in one form for my Personal information and given that i'm applying for a overdraft and business credit card I can't understand why you have done two checks on my credit reference file now. I would've thought you given I am dealing with one bank that one credit reference check would be enough and now you have added two reference checks on my credit file. I am so angry
I was going to move my mortgage to you guys, which is around $800000 and now i'm going to move my banking somewhere else. So you have missed out on my $800000 mortgage, usiness transaction accounts merchant fees, my credit card with youGuys and the overdraft because of the way you have treated me. To be honest, I am absolutely disgusted by my experience.
The insights behind Conversation Analytics
KeywordsGenderEmotionSentiment
Understand why customers are calling
Identify customer pain points
Optimize the customer experience
Track positive and negative trends
Reduce customer churn
Improve agent performance
Conversation Analytics Use Cases Customer
Journey Mapping
NPS
Campaign Tracking
Customer Churn
Workforce Attrition
Compliance
Quality Assurance
Not all speech engines are the
same!
Regional differencesIndividual phrasing
Achieving ROI of Conversation Analytics
33
50
113 3
YES - Within 6 months
YES - Within 12 months
YES - Within 24 Months
More than 24 months
NO return on our investment
Conversation Analytics benefits
Sales
30% increase related to identifying the ideal script and language used combination
Conversions
41% improvement linked to increased cross-selling resulting from verbatim analysis
Call Volume
57% of calls were identified as solvable through self-service options customers did not know about
Voice Analytics Users Outperform Non-users
Age of Connection Data combined with human touch powers CX Big Data was all about collecting information at a mass scale A.I now brings in the aspect of personalisation
CX
AIBig Data
This is where the magic happens.
A.I. has lots of componentsAI-powered voice/conversation analysis gives you access to a mountain of rich data insights
Voice of the Customer. Now with Voice!