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At the Voxeo Customer Summit 2010, Tobias Göbel explained the power of personalization in customer communication and how Voxeo's VoiceObjects environment can allow you to rapidly create personalized communication systems.More information at:http://www.voxeo.com/http://www.voxeo.com/summit2010
Citation preview
VoiceObjects Improving the Customer Experience with Personalization, Reporting and Analytics
Tobias Goebel, Sales Engineering
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Personalization
WHAT ?
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Personalization: WHAT?
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“Personalization involves using technology to accommodate the differences between individuals”
Wikipedia
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Personalization: WHAT?
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. . .
Not all customers are equal...
...but when it comes to phone self-service, we treat them all the same
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1:1 Personalization
• Personalized greeting • Relevant menu choices • Remember last transactions • Shortener or longer dialogs • ...
Group Level
• Customer segment • Customer value • Language preference • Address or region • ...
Hello Maria, welcome back to Prime Bank!
Please enter your PIN...
Your current checking account balance is $2450. The last time you called, you
transferred money from your Line of Credit Account to your Checking Account. Do
you want to do that again?
Personalization: WHAT?
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Personalization: WHAT?
“Remember Me”
Short term – calling again within a few hours • Ask if the caller is calling for the same reason again • Pick up and resume unfinished task
Mid term – analyzing usage patterns over weeks • Proactively offer most frequently used service before
playing main menu options • “Predict” reason for calling • Dynamical sorting of menu items (by usage frequency)
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Personalization: WHAT?
“Adapt to Me”
Preferences • Language, input mode, persona, channel, ...
Speaking Style • Synonyms, number patterns, speed, ...
Experience • Offer short cuts and shorter prompts for power users • A power user might be a novice in other service parts!
Portfolio • Reflect only products and services aligned with
caller’s subscription
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“Natural Dialog Management”
Basic features
• Barge-in
• Global commands
• Random Prompting
• Multilingualism
• N-Best result handling
Advanced features
• Mixed-initiative dialogs
• Implicit correction
• Natural pronunciation
• Adapt-to-me
Ensure human-like, natural interaction with caller – let them control the dialog, adapting to their speaking style
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Allow the caller to correct the system without explicit confirmation steps
“What type of credit card are you using?”
“It’s an AmEx Card.”
“Okay. what’s the number of your MasterCard?”
“No, it’s AmEx!”
“Sorry about that. What’s the number or your AmEx?”
“3469 - …”
Implicit Correction
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Allow the caller to steer the dialog freely
Mixed Initiative Dialogs
“Service plan, customer data, billing questions, or support?”
“I have a Billing question.”
“Okay, Billing. What’s your invoice number, please?”
“Oh, I want to update the expiration date of my Visa card!”
“Sure. What’s the new expiration date of your Visa card?”
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Adapt to caller‘s speaking style: Synonyms
“How can I help you?”
“I have a problem with my Internet connection.”
“ You said you have a problem with your Internet connection, right?”
“That’s right.”
“How can I help you?”
“I have a problem with my DSL connection.”
“I understood you have a problem with your DSL connection, right?”
“Yes, correct.”
Adapt-to-Caller
Transfer to Agent. Screen Pop=“DSL Problem”
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Adapt to caller‘s speaking style: Number Patterns
“Your phone number, please?”
“one two three, six nine zero zero ”
“Ok, one two three, six nine zero zero. Correct?”
“Correct.”
“Your phone number, please?”
“one , twenty-three, sixty-nine hundred
“Ok, one, twenty-three, sixty-nine hundred. Is that correct?”
“Yes, that’s right.”
Adapt-to-Caller
1-2-3 6-9-0-0 1 - 23 - 6900
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Personalization
WHY ?
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© Voxeo Corporation © Voxeo Corporation © Voxeo Corporation
Personalization: WHY?
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Improve Caller Experience
Up-Sell and Cross-Sell
Lower Maintenance
Costs
Optimize thru Reporting and
Analytics
Increase Automation
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Enable Up-Sell and Cross-Sell
Mobile Banking • Account Info • Transfers • Transaction History
Since you are one of our high net worth customers with an average
monthly balance of over $5,000, would you like information on our new high rate
money market account?
City Portal • Event information • Report a problem • Sign up for service
Thanks for reporting that pot hole problem. Would you like
information about the next Roads Commission meeting?
Mobile Carrier Portal • Service Problem • Top off minutes • Purchase service
I noticed you exceeded your 500-minute service. The 750-minute service plan is
only $69 per month. Would you like more information?
Surveys • Voice and Web questionnaires • Open, pre-coded, battery questions • Drill down analytics on results
For taking our customer survey, we’ll deposit 50 free text messages in your account. Would you like start the
survey now?
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Personalization
HOW ?
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Efficient management of dynamic, personalized applications
Features - Adapt system responses at
call time - Examples:
– Multi-persona design – Multiple languages – Caller history / experience – Customer status – Voice / DTMF
Benefits - Keeps development and maintenance costs down! - Simplifies management of complex services
VoiceObjectsʼ Layer Concept
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1 Object 6 different prompts to play at call time
2 Layers
Layers Manage Complexity
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Dynamic settings for menu items • Show/hide menu options
• Auto-numbering vs. fixed key assignments • Dynamic menu ordering
Please select: To edit your personal data, press 1. For billing questions, 2. For support, 3. Or to review your service plan, press 4.
[2nd NoMatch] I‘m sorry I still didn‘t get that. You can also use the key pad: To review your service plan, press 1; to edit personal data, press 2, or for support, press 4.
[Initial] What do you want to do: review your service plan, edit personal data, or talk to support?
Flexibility: The Menu Object
Example 1
Inputmode DTMF
Sort order Custom
Numbering Auto
Billing Yes
Example 2
Inputmode Voice
Sort order Default
Numbering Fixed keys
Billing No
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Reporting on Service Usage Service Definition
Reporting: Menu Navigation
Change default order of items!
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Adapt-to-Preferences Language, input mode, persona, channel, ...
Adapt-to-Me
Adapt-to-Style Speaking style, synonyms, number patterns, ...
Adapt-to-Experience First-time caller / novice user / power user
Adapt-to-Transaction History Self-service transaction history: predict reason for calling
Adapt-to-Portfolio Reflect only products and services aligned with caller‘s subscription
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Example: Prime Telecom
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Time-dependent Greeting
Main Menu Announcement for Infrequent Caller (Not required in Web Channel)
Up-Sell Opportunity through CRM Lookup
http://developers.voiceobjects.com/
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Question: How does call flow personalization work for our callers?
At call termination, 78.6% of callers had authenticated
Call duration is shorter for Platinum users
Application success analysis by Layer states (e.g. Customer segments, …)
Reporting: Personalization
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More Reporting
Improving Caller Experience through Reporting & Analysis
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Business tasks represent a business view “on top” of the call flow definition
Task execution results are automatically logged to Infostore
Business task related metrics • Number of attempts
• Completion/success rate
• Failure rate (by category)
• Task completion duration
• Caller behavior analysis during task completion
• Aggregated metrics on recognition quality
Reporting on Business Tasks
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… and there were recognition problems and hangups while entering new credit card data
“Update Expiration Date” was very successful …
… but 82% actively aborted the “Order” transaction …
Business-level statistics on Task completion rates
Cross-channel Reporting
Business Tasks: Completion Rates
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Show only Calls where the task “Enter New Credit Card” failed due to a recognition failure
Step 1: Define Filter Criteria
… only Calls that terminated in a given Input State or Module
… only Calls with certain customer segments
Individual Call Analysis
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Step 2: Select Sessions from List
Individual Call Analysis
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Step 3: Analyze Session
Inspect dialog steps associated with the task
Caller hung up after two failed speech recognitions attempts
Listen to utterance recordings
Individual Call Analysis
Improve your Customer Care Now! (But first enjoy the rest of the show)
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