Boring is Good: Using Analytics to Enhance the Customer Experience

BORING IS GOOD: USING ANALYTICS TO MAKE THE CUSTOMER EXPERIENCE EFFORTLESS

December 2011

Spoken Communications www.spoken.com @spokencomm

http://www.spoken.com/

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MERS DO

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ANT THE “EXTRA M

ILE”Stop trying to delight your customers

“First, delighting customers doesn’t build loyalty; reducing their effort—the work they must do to get their problem solved—does. Second, acting deliberately on this insight can help improve customer service, reduce customer service costs, and decrease customer churn.”--Harvard Business Review, July 2010


mailto:http://hbr.org/2010/07/stop-trying-to-delight-your-customers/ar/1


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ANT THE “EXTRA M

ILE”Metrics can inhibit the experience

QA measures consistency for statistical outliers

Greeting Data collection RFC (customer needs) Resolution



CUSTO

MERS DO

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ANT THE “EXTRA M

ILE”What the customer wants

What the customer wants

Did you hear what I said? Did you solve the problem? Was it easy?

Not ”friendly.” Just human.



BORIN

G IS GOO

DCreating a boring process

“The extra mile” and “the wow factor” are beyond the organization’s control on a daily basis. What is within the organization’s control is the ability to analyze and apply metrics to provide an effortless, consistent experience for the caller. Focus on:

What operations can control Unified metrics Actionable metrics What the customer wants



BIG DATABig data

Internal sources Call—voice analytics

Record end to end, including IVR and transfers

Dual channel – agent on one channel and caller on another

Real-time analytics IVR—caller interaction analytics

Opt out rates by interaction point Completion rates Speech analytics for skills routing

Screen capture—click habit analytics Capture clicks in conjunction with voice

to view workflow View most visited screens by most

efficient agents Analyze screen time of after call work

ACD Data ANI, concurrent calls, queue time

Web Unique visitors, click history

CSAT IVR post-call surveys, email

External sources Social Media

Measure mentions, sentiment, frequency and key interaction times

External web analytics Web demographics Click history Credit reports

THE METRICS W

E HAVEWhat is the best measure of customer satisfaction?

AHT↪ How long did the interaction take?

CSAT↪ How did this agent perform?

NPS↪ Would you recommend?

What is missing?↪ Was it easy?



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MER EXPERIEN

CEThe customer experience: what can operations measure

Product itself

Automation: IVR, Self-Service, Web

Agent interaction [what we measure]

Marketing, branding, social influence



Product itself

Automation: IVR, Self-Service, Web

Agent interaction [what we measure]

Marketing, branding, social influence

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MER EXPERIEN

CEMeasure all of the agent interaction

End to end call metrics:

Agent + IVR + ACD information

IVRAgent

interaction Transfers

Screen capture

After Call Work



CUSTO

MER EXPERIEN

CEEnhance the “did you hear what I said?”

Let robots do what they do well Let humans do what they do well Use conversational speech recognition IVR for data

collection; let human do the listening and problem-solving

IVR identifies caller and RFC (75-90% accuracy) Screen pop Agent begins with,

“Hello, Mrs. Roberts. I see you are having some problems with your cell phone today. Can you tell me what’s going on?”Spoken Communications www.spoken.com @spokencomm


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CEConversational IVR Case Study

Spiegel Brands, a privately held company founded in 1865, is a direct marketing company featuring private-label women’s clothing, footwear and accessories designed to create easy style. Spiegel sent its first catalogue in 1905, and Spiegel and Newport News currently provide at-home shopping to over 10 million customers worldwide.

Client goals Decrease hold times for value-added

sales calls Prioritize sales calls Decrease Average Handle Time

Results 75% complete rate* 90% success rate** 4% opt-out rate 8% of all calls were completely entirely

through self-service with no agent activity

Increase in average sales revenue per agent

Overall budget savings of 16%

*Complete rate = call followed expected call path

to completion**Success rate = caller identified and confirmed against client

database and screen pop provided to agent



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ANT THE “EXTRA M

ILE”Discussion: How do we measure effortless?

What the customer wants

Did you hear what I said? Did you solve the problem? Was it easy?

Not ”friendly.” Just human.



VIRTUAL CALL CENTER PLATFO

RMSpoken Communications

Take customer care to the cloud with virtual call center solutions

Hosted Avaya ACD Easy access SQL CMS 100% end to end call recording Screen capture Conversational IVR (hybrid

human + speech recognition) Citrix virtual desktop Dashboard analytics Enable remote agents Modular platform easily

integrates with legacy infrastructure



BORING IS GOOD: USING ANALYTICS TO MAKE THE CUSTOMER EXPERIENCE EFFORTLESS

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