CX Architecture - Etech Global Services · 2020. 8. 10. · 7.8 8.1 8.2 8.2 8.5 8.9 Boring hold...

CX Architecture – Using Agent

Insights to Design a

Remarkable Experience

Jim IyoobChief Customer Officer

Etech Global Services

Shawndra TobiasAsst Vice President, Customer

Experience, Etech Global Services

Erica KellyDirector Strategy and Ops

Verizon

www.etechgs.com | confidential 2

Jim Iyoob

Chief Customer Officer

• [email protected]

• 936.371.2640

• about.me/jiyoob

• @jiyoob

• facebook.com/jim.iyoob

• linkedin.com/in/jimiyoob

Agenda

2.

3.

5.

4.

What is Customer Experience1.

The Only Differentiator – Customer Experience

- Customer Experience Vs. Customer Service

- Developing Your Employees to Deliver an Effortless Customer Experience

Human Intelligence Meets Artificial Intelligence

-Recognizing the Power & Value of Customer Experience Through Human

Intelligence

COVID-19 WAH and Opportunities

Tools for the new world


Etech’s Vision and Mission

Integrity

Valuing people

Team Work

Accountability

Adaptability

Vision

Humility

Communication

Creativity Positive Influence

TeachabilityCourage

Mission

Etech is a servant leader organization

providing superior customer

experiences and innovative solutions

which enable our clients to build

stronger brands, strengthen customer

relationships, and gain market share.

Vision

To make a remarkable difference for

each other, our customers, and within

our communities.

Nacogdoches, Texas Dallas, Texas Lufkin, Texas Palm Beach, FloridaRusk, Texas Montego Bay, Jamaica Gandhinagar, India Vadodara, India

24/7/365 · Multilingual

2003

Grew from 400 in

1 location

NO

MERGERS

NO

ACQUISITIONS

Trusted advisor

to numerous

Fortune 50

companies

Inbound, Outbound, Chat, Sales,

Service and Tech Support

Customer Engagement

Solutions

Actionable Insights for Total Quality

Management to Enhance Operational

Efficiency and Customer Experiences

Etech Insights

Software/Application Development

Custom Reporting, WFM

Etech Technology

Solutions

Ou

r Jo

urn

ey

Ou

r B

usin

ess

Ou

r A

ward

s

Who is Etech?


3 Countries 8 Sites

3000 Seats

1 Etech


Takeaways

The need for

human intelligence

and artificial

intelligence in

customer

experience

Techniques

applied to improve

customer

experience

through human

intelligence and

artificial

intelligence

Deliver 360 degree

customer

experience with

artificial

intelligence and

human intelligence

CO

VID

-19

Up

da

te

Companies must meet the digital demands and customer experience.

Mine your company data and utilize chatbots to answer questions or provide self-service options for customers.

www.etechgs.com | confidential

7

2000

Customization

2020

Artificial

Intelligence

Internet

of Things

2016

Individualization

2008

Personalization

1990

Segmentation

1980

Spray and Pray

1970

Trend Evolution


CX is a value that accumulates while you build

relationships with customers through communication,

trust, loyalty, and recommendations.

Stop Sampling

| Get all of the data |

Welcome to…


Why CX?

Why Now?

Digital disruption lowers

barriers to entry

Netflix has 65+ million subscribers,

about 3 times more than Comcast

Hyper adoption reduces

customer loyalty

San Francisco has seen a 65% drop

in average trips per taxi following

Uber’s entry to the market

A changing workforce

makes it harder to retain

talent

With over 3.5 million workers,

Millennials surpassed Gen X as the

largest generation in the workforce


Why Customer Experience Is Important

1920s

1990s

NOW

Product

Centric

Price

Centric

Customer

Experience

86%of buyers will pay more

for a better customer

experience

70%of buying

experience are

based on how

customers feel

they’re treated

70%of customers will do

business again with the

company that resolves their

complaints

2%Increase in

customer

retention

10%Decrease

in

cost

Customer experience will

overtake price and product as

the key brand differentiator

Source: Forrester

Customer

Understanding

Only 12%

believes their

customer facing

employees can

summarize the

full arc of the

experience

Design

Only 36% require

prototyping and

iteration

Measurement

Only 50% have

modeled how

overall CX quality

influences

customer

behavior

Prioritization

Only 49% know

what key

experiences are

Delivery

Only 33% of firms

require soft-skills

training for

customer facing

employees

Culture

Only 33%

formally evaluate

how customer

centric

experience are

before offering

them a job

Most Companies Have a Long Way To Go

Companies lack discipline in the six competencies to execute great CX consistently

Customer Experience Impacts

7%

11%

12%

14%

18%

18%

20%

Rude/angry employees

Service not personalized

Nothing, our customerslove us

Too much automation/notenough a human touch

Employee who do notunderstand customer

needs

Issues/questionsunanswered/unresolved

Long wait/response time

6.9

7.8

8.1

8.2

8.2

8.5

8.9

Boring hold music or message

No apology for unsolved problem

Extras are pitched

Unhelpful solution

Long wait on hold

Many phone steps needed

Can't get a human on phone

#1 Frustration Customers Have During Their Experience Putting Customer “On Hold” Drives Them To Switch

Understanding Customer Journey: Drive Moments that Matter

Source: Cisco Customer Success Methodology

Purchase

Making the decision to buy

one product over another

Retention

Buying the same product

again and again

Consideration

Weighting the pros and cons

of one product against other,

similar products

Advocacy

Recommending the

products to others

Awareness

Discovering a product for

the first time

21%

18%

12%

12%

8%

8%

7%

7%

7%

Resolving a Service orTechnical Question

Paying a Bill

Upgrade/ ChangingService or a Device

Resolving a BillingQuestion or Issue

Downgrading

Purchase New Serviceor Device

Installing/ Activating

Browsing

Checking Usage

Value

Resolution

Reliability

Quality

Ease

Large knowledge base

Evaluate and integrate past

observations

Goal directed, focused tasks

Consistent reasoning

Artificial

Intelligence

Human

Intelligence

Creativity and imagination

Foresight about future

alternatives and risks

Adaptive dependent

Intuition and emotion

Delivering what customers want.

AI in CX | A myth or failure?

IBM’s “Watson for Oncology”

cancelled after $62 million

and unsafe treatment

recommendations

Apple’s Face ID security

fooled by simple face mask

Going Beyond Technology and Data to Reach Human Wisdom

VOC analysis

Customer sentiment analysis

Customer effort analysis

Insights for strategic decision

Process Recommendations:

Insights for improvement

Training analysis needs

Coach and develop people

Playbook and recommendations

Coaching Recommendations:

How do you capture customer experience?

CSAT Score Agent Quality

Effort Score Net Promoter Score

How would you rate this interaction? Overall QA score/rating for an agent

1-7 Scale = % Easy Minus % Difficult % Promoters Minus % Detractors

Challenges in today’s world.

Quality

Score

Call

Type

Feedback

Sessions

Analysis

Paralysis

Conference

Calls

Limited

Insights

#CoachingConfusion


Shawndra Tobias

Asst. Vice President CX


• 936.371.1817

• facebook.com/shawndra.tobias

• twitter.com/shawndra_tobias

• linkedin.com/shawndra-tobias

Listen

Identify

Analyze

Improve

Predict

Traditional ApproachAgent Opportunities

High AHT

Incorrect Hold

Cross-Sell

Dead Air

Call Reason

Call Disposition

Tra

ns

form

Yo

ur

Cu

sto

mer

Insig

hts

The Iceberg Effect

www.etechgs.com | confidential

Visible

Not Visible

20


Traditional QA Insights +

Why are

customers

calling?

What was

satisfaction level

for the

customer?

Did the

customer share

high effort

experience?

Was this an

FCR? Was there

a Self-Serve

opportunity?

Did the

customer use

other tools

before calling?

Said and Unsaid | Customer Experience Approach

Listen


KPIs Problem-solving

Effort Competition

10816

10816

271830%

30%

40%

Ask for Sale Urgency Objection Handeling

Inner Circle:

Total Population

Outer Pieces:

Success

Percentage of

the Behavior

Statistical Success Rate: 40%

Co-Efficient Value: 0.9435





Asking the Right Questions Successful Behaviors

Using Behaviors to Improve Experience

Identify


Major Objections Rebuttals Provided on Objections

Agent Behavior Analysis

22.4%

38.2%

56.5%

58.5%

60.5%

63.4%

Customer moved

Not Satisfied

Has anotherservice/contract

Rates

Call back

Not interested

Interactions14.9%

33.3%

23.5%

23.7%

54.4%

25.1%

70.2%

51.8%

55.7%

58.0%

54.3%

64.0%

4.3%

4.8%

5.6%

5.4%

6.1%

4.6%

38.3%

36.9%

40.4%

38.1%

38.7%

38.8%

44.7%

35.7%

42.3%

40.5%

39.5%

39.1%

Not Satisfied

Customer Moved

Not Interested


Call Back

Rates

No Termination Fee

No Service Fee

No Contract

Discount/Rates

Call back

Identify


What works.

Analyze

-10% -5% 0% 5% 10% 15% 20% 25% 30% 35%

C: How Do I?

Military/Government

Partner E

Bereavement

Partner D

Repeat Information

Partner C

C: Frustration

Trying to Use Miles

Refund

Channel Switch - Email

Proactive Guidance - Do Online

Partner A

Calling to Book

Voucher

Apply Credit

Proactive Guidance - Education

Ask For Sale

A: Effort Driver A

A: Effort Driver C

16.3

52.1

Avg Rate Opportunity

Confirmed Conversion Ratebased on this sample


Rebuttals Effectiveness

Analyze

14.3%

17.9%

18.3%

24.1%

12.0%

19.2%

15.2%

19.5%

23.1%

24.9%

17.1%

20.2%

50.0%

25.0%

29.8%

27.8%

30.2%

16.7%

16.7%

38.7%

34.5%

37.8%

24.9%

30.7%

23.8%

38.3%

33.8%

35.6%

25.3%

32.5%

Not Satisfied

Customer Moved

Not Interested


Call Back

Rates

No Termination Fee

No Service Fee

No Contract

Discount/Rates

Call back

Educating customers that there is no

contract when they object on not

satisfied provided conversion of 50%

In case customer has moved to a new

location, or has another

service/contract, agents informed

about no service fee and it resulted

into a sale on 37% to 38% of

occasions

No Contract

No Contract

No Service Fee

No Service Fee

No Service Fee

No Termination Fee


Drive Quick Improvement

Improve

60

71

83

15

16

18

21

Let me check for another package

Creating a sense of Urgency

Probe further for Not Interested

Best discounted rates/prices available

No Contract upon Sign up

No Termination Fees associated with the package

No Service Fees associated with the package

Rebuttal Recommendations Customer Objection: Not Interested

Ineffective Rebuttals

Effective Rebuttals

Suggestions- Effective Rebuttals

Let me share that there are No Service fees or any

additional installation fees involved with the

package you’re eligible for.

If you register today, there will be No Termination

fees associated with the package

These are the Best Discounted rates available in

the market

I understand, If I could ask you real quick, could

you please let me know if Price/currently being

under the contract is the issue?


Practical Applications

Improve

Rebuttal

TacticScenario Practical Application 1 Practical Application 2 Practical Application 3

Creating

Urgency

Not InterestedWe only have limited period offer, I do not

guarantee for the availability when you call back

I didn’t expect you to be interested, but this is the

best available offerYou can reserve this slot and I can register it

Call Back LaterI can’t guarantee on this rate and this is the

cheapest that I can get

I have limited package and it is possible that you do

not find availability when you call back

I would rather hurry up and book before it sells out

instead of calling back

RatesWe have 90% occupancy on this package, and

prices are subject to change

We have only few slots available at this price, and

cannot guarantee the availability

There is no termination fees associated with the

package

Lowest Price

Not InterestedThat’s fine, and many people I speak with tell

me the same thing as well

That is exactly why I am here. Let me share that with

this package there is No Service fee

I understand but let me also share that there are no

termination charges applicable upon signing up today

Call Back Later

This is the cheapest limited rate we are running

and you might not get the same rate when you

call back

This is the most discounted rate that we have which

is for a limited time period and I do not guarantee

that you will get it when you call back

This cheapest rate is for very short period and you might

not get it when you call back

RatesI can wait over the call when you consult as you

might not get the same rate available

This is the lowest rate that you might not get again if

you do not take it right now

You would rather like to hurry up and get this lowest rate

instead of consulting with someone

Free

Cancellation

Not Interestedbefore I leave let me ask you a couple of

questions

I understand, but if you subscribe today, then you

are entitled to get a free cancellation

Could you please let me know the reason you’re not

interested. Because if you book today, then I will get you

a free cancellation

Call Back LaterYou can register it now and call back if you

change your plan as it is free cancellation

I would rather suggest you to register now instead of

calling back as it is free cancellation

There is no cancellation fee, you can call back if you

change the plan and get full refund

Rates

You can register and make subscription safe

and cancel at any time with getting full refund

after consulting

It is free cancellation, so you can cancel it without

getting charged after consultingI also have refundable rates specially for you


Predictive Model: Successful Behaviors Increase Revenue

26% 28% 26% 28% 27%31%

25% 24% 24%22% 21% 23%

30%27%

24% 25% 24% 25% 25% 24%26% 26% 26% 26% 27% 26% 26% 26% 27% 27% 27% 28% 28%

28% 28% 28% 28% 29% 29% 29% 29% 30% 30%

19-N

ov

20-N

ov

21-N

ov

22-N

ov

23-N

ov

24-N

ov

25-N

ov

26-N

ov

27-N

ov

28-N

ov

29-N

ov

30-N

ov

1-D

ec

2-D

ec

3-D

ec

4-D

ec

5-D

ec

6-D

ec

7-D

ec

8-D

ec

9-D

ec

10-D

ec

11-D

ec

12-D

ec

13-D

ec

14-D

ec

15-D

ec

16-D

ec

17-D

ec

18-D

ec

19-D

ec

20-D

ec

21-D

ec

22-D

ec

23-D

ec

24-D

ec

25-D

ec

26-D

ec

27-D

ec

28-D

ec

29-D

ec

30-D

ec

31-D

ec

Current +25 +35 +45

Sales Effectiveness –17-19(Actual Range)

R – 0.016

Conversion: 24%-30%

Sales Effectiveness –25(constant)

R – 0.016

Conversion: 35%


R – 0.016

Conversion: 49%


R – 0.016

Conversion: 63%

Conversion when Sales

Effectiveness Scores

increase by increments of

10

63%

49%

35%

Predictive Analytics

Current Week Week 2 Week 4 Week 6

Predict

Current State Boosted Variable


Predictive Model: Successful Behaviors Increase Revenue

Predict

23106

24261

26572

30038

34659

29196

30656

32116

33575

35035

$2,163,200

$2,367,702

$2,480,400

$2,593,180

$2,705,797

$2,000,000

$2,100,000

$2,200,000

$2,300,000

$2,400,000

$2,500,000

$2,600,000

$2,700,000

$2,800,000

100015002000250030003500400045005000550060006500700075008000850090009500

10000105001100011500120001250013000135001400014500150001550016000165001700017500180001850019000195002000020500210002150022000225002300023500240002450025000255002600026500270002750028000285002900029500300003050031000315003200032500330003350034000345003500035500360003650037000

Current Improvement 5% Improvement 10% Improvement 15% Improvement 20%

Asking for Sale Creating Urgency Revenue

Present Rate

$2,367,702

+5% Improvement+10% Improvement

+15% Improvement+20% Improvement

$2,480,400 $2,593,180$2,705,796

By improving asking for

sale and creating urgency

on an enterprise level by

20% in the sample set of

44,374 calls, our predictive

model forecasted an

increase of

$542,597 in revenueService


APIAI/HI

Structured data converted into

Actionable Insights/Reports

Coaching Recommendations:• Insights for Improvement

• Training Need Analysis And

Identification

• Agent Handbook

Call Ingestion:

Direct PI/SFTP

AI or HI Input

as Required

Etech Database

=

Data Processing and MappingSQL DB Upload

Client Process

Recommendations:• VOC Analysis

• Customer Sentiment Analysis

• Customer Satisfaction Drivers

• Insights for Strategic Decision

API Integration


Evaluated 170k +

calls on scorecard

to give detailed

output using AI


1/01/2020 TO 1/30/2020

Effectiveness Rating

Key KPI and Revenue Impact

33%Revenue

Growth

22%Decrease in

Hold Time

31%Additional Call

Handled

2%Increase in

Conversion Rate

8%Increase in

Effectiveness

Score

The 2% increase in conversion resulted in more than $542K in incremental

revenue and is about a 2000 basis point improvement

8%Increase in

Effectiveness

Score

2%Increase in

Conversion Rate

3%Decrease in

Cancellation

Rate

COVID19 Remote Deployment Peaks

% FrustrationLast 10 days

1.6% | 22.7%132 of 8,376 interactions

% Powerless to HelpLast 10 days

5.4% | 72.9%450 of 8,376 interactions

% Can’t UnderstandLast 10 days

0.8% | 3.1%71 of 8,376 interactions

% Internal EscalationLast 10 days

0.9% | 40.4%78 of 8,376 interactions

% External EscalationLast 10 days

0.5% | 75.5%39 of 8,376 interactions

9.9%from 2

weeks prior

Avg. Interaction Length (w/Delta)Apr 6 – Apr 15, 2020

7:45 |Avg. length (mm:ss)

on 7,369 interactions

13.7%from 2

weeks prior

Avg. Silence Time (w/Delta)Apr 6 – Apr 15, 2020

7:45 |Avg. silence (mm:ss)


Sharp increase in negative Experience factors:

• External Escalation increased 75.5%

• Agent Channel Powerless to Help language increases by 72.9%

• Internal Escalations increase 40.4%

• Dual Channel Frustration language increased by 22.7%

• 9.9% Increase Avg. Interaction Length

• 13.7% Increase Avg. Silence Time

SWOT Team

Approach(Communication, collaboration

and leadership)

Frictionless remote

coaching and

engagement strategy

Consistent progress

updates using

technology

Adaptability

Respond and Empower Agents

Distress Indicators are reduced or eliminated

% FrustrationJun 15 – Jul 1, 2020

9.7% | 11.7%930 of 9,598 interactions

% Powerless to HelpJun 15 – Jul 1, 2020

20.9% | 11.3%2,009 of 9,598 interactions

% Can’t UnderstandJun 15 – Jul 1, 2020

1.9% | 2.8%181 of 9,598 interactions

% Internal EscalationJun 15 – Jul 1, 2020

1.2% | 4.7%113 of 9,598 interactions

% External EscalationJun 15 – Jul 1, 2020

0.8% | 4.1%80 of 9,598 interactions

Avg. Interaction Length (w/Delta)Jun 15 – Jul 1, 2020

7:08 |Avg. length (mm:ss)


Avg. Silence Time (w/Delta)Jun 15 – Jul 1, 2020

1:43 |Avg. silence (mm:ss)


Sharp decrease in negative Experience factors:

• 71.4% decrease in external escalations

• 61.6% decrease in agent channel powerless to help language

• 45.1% decrease in internal escalations

• 11% decrease in frustration language

• 37 seconds decrease average interaction length

• 22 second decrease in silence time

• Total reduction of 59 seconds in AHT

2.3%from 3

weeks prior

0.1%from 3

weeks prior

April – June Comparison

0

10

20

30

40

50

60

70

80

April June

Experience Factor Distress Signals

Powerless Frustration Escalation


Erica Kelly

Director

Strategy and Operations


• 609.571.6519

• IG: ericakellymt

• linkedin.com/in/erica-kelly-392a2a30/

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 38

March 13th-CurrentJanuary-March 12th

• 5K+ Employees

• 99% WAH in 1 week

• Daily Communication

• Tools and Collaboration

COVID-19 Transformation

Safety Communication Process Support BAU Engagement


25%Lower

Turnover

24%Happy and

Productive

75%Fewer

Distractions

76%Want Flexible

Hours

86%Reduces

Stress

40%Love

Flexibility

44BDollars Saved

by Employers in

2015

Why allow your employees to work from home?

Improved

AttendanceLess

Emissions

69%Millennials Would

Give Up Other

Benefits For

WAH


4 Focus Areas

Coaching Training

Collaborating Team Building

• Video calls/team chats

• Updated forms and

dashboards

• Calibrations

• Creating an in-person

environment

• Engagement tools

• Less is more

• Agile environment

• Constant updates

• Consistency

• OOB thinking

• Use of online tools

• Partnerships across orgs

• Frequent employee input

• Closed loop feedback

• During and after work

activities

• Fun and volunteerism

• Video chat apps

• Not one-size fits all


AHT

Product Mix

Repeats

% Answered

Dead Air

Hold

Customer SentimentAfter Call Work

Call Type

Occupancy

Employee PerformanceTool Utilization

System Interactions

Talk Time

Transfers

Employee Sentiment

Data insights, become virtual eyes and ears

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.

Analytics drive actions and yield best-ever results

Innovation LoadingCOVID-19

4Q19 1Q20 2Q20

7DCR

4Q19 1Q20 2Q20

Sales

4Q19 1Q20 2Q20

Life on Verizon

3Q19 4Q19 1Q20

Pulse

Understand call

drivers

Missed

opportunities

Empowering

employees

Cross-functional

chats

Installation process

innovation

Self set up

Modify offers

Reinforce digital

receipts

Way to

communicate

during

unprecedented

times

Act upon feedback

Employees feel

heard

Feedback matters

Communicate

learnings and

actions

42


Earned top rank for pandemic response

Get employees home and safe

Robust leave policy

Dependent care options

Service innovations

Social responsibility focus

Feedback sessions

Nimbleness in execution

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.


Why should we change?

Source: Forrester

Customer

Understanding

Only 12%

believes their

customer facing

employees can

summarize the

full arc of the

experience

Design

Only 36% require

prototyping and

iteration

Measurement

Only 50% have

modeled how

overall CX quality

influences

customer

behavior

Prioritization

Only 49% know

what key

experiences are

Delivery

Only 33% of firms

require soft-skills

training for

customer facing

employees

Culture

Only 33%

formally evaluate

how customer

centric

experience are

before offering

them a job

Most Companies Have a Long Way To Go

The new way to work is to embrace technology. But not to become it.

In a world driven by tech, your people matter more than ever.

Job looks the same but,

your customer expectations have changed.

Machine Learning Is Lost Without People



We Focus On CX, YOU Decide Tools

Tools Implementation Steps

Record your Calls

Capture Metadata

Define Objectives

Measure Effectiveness

Monitor and Evolve

Deciding Factors

Ongoing Refinement


Takeaways

The need for

human intelligence

and artificial

intelligence in

customer

experience

Techniques

applied to improve

customer

experience

through human

intelligence and

artificial

intelligence

Deliver 360 degree

customer

experience with

artificial

intelligence and

human intelligence

CO

VID

-19

Up

da

te

Companies must meet the digital demands and customer experience.

Mine your company data and utilize chatbots to answer questions or provide self-service options for customers.

The future is here, but it’s not evenly distributed.C

OV

ID-1

9

On the go

Purchase ease

Fast fulfillment

Unavailability

Bad experience

Need for AI

Shopping online is the new normal

30% plan to shop more online in the future

CX leaders are investing in customer data

platforms (53%) and real-time decision

engines (45%)

13% increase in average utilization of

brain power robots since January 2020

So what can I do?

www.etechgs.com | Confidential 52

Questions, contact us.

Virtual booth information 26th and 27th

CX Architecture - Etech Global Services · 2020. 8. 10. · 7.8 8.1 8.2 8.2 8.5 8.9 Boring hold...

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Transcript of CX Architecture - Etech Global Services · 2020. 8. 10. · 7.8 8.1 8.2 8.2 8.5 8.9 Boring hold...