Utilize Customer Insights to Define Strategies that …...Utilize Customer Insights to Define...
Transcript of Utilize Customer Insights to Define Strategies that …...Utilize Customer Insights to Define...
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Utilize Customer Insights to Define Strategies that Improve Training and Coaching Effectiveness
Etech Global Services – Booth #412Workshop 2 | Tuesday, June 25th |
Jim Iyoob, Chief Customer Officer, Etech Global Services
Shawndra Tobias, AVP, Customer Experience, Etech Global Services
Matt Cecil, Senior Manager, Digital Strategy, Verizon
Jim IyoobChief Customer Officer
936.371.2640
about.me/jiyoob
@jiyoob
facebook.com/jim.iyoob
linkedin.com/in/jimiyoob
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Agenda
• What is Customer Experience • How to approach implementing CX today?
• Voice of Customer and how to use it?• What and how do you measure it – Tools?
• Human Intelligence + Artificial Intelligence = Etech Insights• Are you really listening?
• Case Study • How do agents and Bots complement vs. compete
• Fun and Prizes – Q&A
VISION
To make a remarkable difference for each other, our customers, and within our communities.
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.
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Nacogdoches, Texas Dallas, Texas Lufkin, Texas Palm Beach, FloridaRusk, Texas
Montego Bay, Jamaica Gandhinagar, India Vadodara, India
Integrity
Valuing people
Team Work
Accountability
Adaptability
Vision
Humility
Communication
Creativity Positive Influence
TeachabilityCourage
24/7/365 · Multilingual
Etech’s Servant Leadership Commitment
JUNE3 Days before the closing of
the Nacogdoches operations, Dilip Barot, Matt Rocco and
the other investors from Etech acquire the asset of the call
center from Bellsouth Saving over 400 much needed jobs
SEPTEMBERIn addition to the headquarters in Nacogdoches, Etech opens its back-office/BPO center in Gandhinagar, India
2002Bell South
made a decision to
divest of its internal call
center in Nacogdoches
Texas
2004Launched
Lufkin center with 325 Seats
and 500 employees
2006Launched
Vadodara, India center with 200
Seats
2008Launched Rusk center
with 100 Seats and 1500 Employees
2010Launched Jamaica
center with 150 Seats and
launched Software and Development
services
2012Launched Dallas center
with 220 Seats
2014Launched Florida center with
150 Seats Etech launched Chat and email product ICE
and software Implementation service
2016Serving 30+
clients & 2000+
employees
2003 2019Etech family reached above 3000 employees and together serving more than 40+ clients
Etech Grew From 400 To More Than 3000 Employees
NO MERGERS NO ACQUISITIONS
Etech’s Journey
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Customer Engagement SolutionsInbound, Outbound, Chat, Sales,
Service & Tech Support
Etech Technology SolutionsSoftware/Application Development
Custom Reporting, WFM
Etech’s Business At A Glance
Etech InsightsActionable Insights for Total Quality
Management to Enhance Operational Efficiency & Customer Experiences
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• Why focus on CX & How to Improve it
• Utilize 360-Degree View of Customers to Provide Better Data for Better Outcomes
• Use AI & HI to Empower Your Coaches, Trainers & Bots
• How do Agents and Bots Complement vs. Compete
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Top Takeaways
Don’t Gamble WithYour Customer Experience
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1. Does your Quality team include CX SMEs?
2. Are your Quality and Training programs integrated?
3. Do you have less than 20 parameters on your scorecard?
4. Are you linking Quality and CX with corporate objectives?
5. Are you utilizing your customers to define world class CX?
6. Are your agents bought into the Quality program?
7. Can you prove your CX and Quality Program produces an ROI?
8. Does your C-Suite describe your QA program as a “Valued Asset”?
9. Do you leverage your QA results when making process changes?
10. Do you have a closed loop feedback process to improve training?
Yes No
Yes No
Yes No
Yes No
Yes No
Yes No
Yes No
Yes No
Yes No
Yes No
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Don’t Gamble WithYour Customer Experience
How Does Your Customer Experience Measure Up?
> 6 Come see us, we’re hiring!
3-5 How we can help you on your journey!
<3 Your Customer called, talk to us!
Yes
Yes
Yes
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1970 1980 1990 2000 2008 2016 2019
Spray and Pray Segmentation Personalization Customization Individualization Internet ofThings
ArtificialIntelligence
Evolution Of Trends
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End Of An Era
Pre 1970s
70s-80s
80s-90s
99-2007
‘07-’15
2015+
Face to Face
Letters
Phones
Chat / Email / Web
Social Media
Mobile Apps
Now
IoT
Customer Service
of customers first turn toself-service to address issues81%
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The Only Differentiator - Customer Experience
Product Centric Price Centric Customer Experience
1920s 1990s Now
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of companies with the strongest
omni-channel customer engagement
strategies retain their customers
89%of the companies with weak
omni-channel strategies
(ABERDEEN GROUP)
vs 33%
Engaging with customer, Revenue per person
(RAIN AND CO)
40%more
Only 5% of marketers believe
they have mastered the ability to predict
the customer journey and truly understand which
of the CX initiatives are deriving value
-VentureBeat
63% of CX pros say their firm maps
customer experiences
-Forrester
63%
Why Customer Experience Is Important
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Bad Service Is The Main Reason People StopDoing Business With Companies
Over 60% of customers will move to a competitor due to
bad services
Non-personal, automated services
Wait times are, way too long
Staff aren’t, trained properly
Customers feelunappreciated
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What Companies Believe Is Not What The Customer Perceives
65% are frustrated by inconsistent experiences across channels
80% of companies believe they offer great services
yet only 1% feel that the companies
are consistently delivering great services
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Constantly Putting Customer “On Hold” Drives Them To Switch
32% Switched because they’re fed up with speaking to multiple agents
29% Switched because they’re annoyed by incompetent staff
25% Switched because they’re tired of being put on hold
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Inconsistent Customer Experience
Talk to competent service representatives
Receive personalized service
Reach a service representative quickly
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We Have Arrived At The Year Of Humanity
Emergence of People and Culture
Voice Recognition
Chatbot Rationalization
Newly Energized Executives
Customer Journey Expansion
Analytics Expertise Shortage
Customer Experience Dispersion
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Effortless Customer Service Is The Best Customer Experience
• Cross functional
• Feelings-oriented
• Attracts + retains
• Across the customer journey
• Defines the customer’s perception of the company
• Keep customers returning
• Benefits customer
and company
• Proactive • Reactive
• Single Functional
• Single point in time
• Problem - oriented
• Resolving existing customer needs
• Delivery of a service before during and post purchase
Customer ServiceCustomer Experience
VS
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Is “Being Sorry” Enough?
I’m struggling to make senseof multiple customer datapoints... I need to create anintegrated view of all this info
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I need to prioritize the vital few versus the trivial many actions to improve customer
satisfaction, loyalty, and drive business results
I have a lot of data, but not sure if I’m measuring and acting on
the right things at the right time
I need to create an internal environment that nurtures and sustains continuous
customer experience improvement
My strategy for improvingcustomer satisfaction is not
producing the desired results
I’m required to create a business case to justify resources needed to achieve meaningful progress
Day To Day Struggle
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Listen Like Leaders & How They Have Used AI
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AI Is Nothing Without HI
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Human Intelligence Meets Artificial Intelligence
LEVERAGE TECHNOLOGY
LEARN WITH H.I. SCALE WITH A.I. Engineering the Experience
REDUCE AREA OF FAILURESLISTEN – LISTEN - LISTEN
FIX CUSTOMER ISSUES
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Big Data Anyone?
1%
70%
of customer voice data is actually understood
of feedback (Voice of Customer) is shared via phone calls by your consumers
1% of actual Voice data of VOC is listened to by companies
29%of other VOC is not fully understood due to different systems or lack of tools to integrate all data together
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The Iceberg Effect
420BSpoken words across the call
center
45.4BInbound calls per
year
92%Customer service
transactions over the phone
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Do Your Customers Know Your Scores?
How would you rate this interaction?
CSAT SCORE
EFFORT SCORE
% EASY MINUS % DIFFICULT
AGENT QUALITY
Overall QA score/rating for an agent
NPS / CUSTOMER LOYALTY
% PROMOTERS MINUS % DETRACTORS
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In Today’s World…
QUALITY
SCORETAG
CALL TYPE
CIRCLECOACHING
AGENTFEEDBACK
LIMITEDINSIGHTS
Shawndra TobiasAsst Vice President
936.371.1817
facebook.com/shawndra.tobias
twitter.com/shawndra_tobias
linkedin.com/shawndra-tobias
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Steps To Implement A CX Strategy
LISTEN
IDENTIFY
ANALYZE
IMPROVE
PREDICT
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Traditional Approach
Agent Opportunities- High AHT- Dead Air in between- Incorrect Hold Procedure- Reason for Call – Bucketing via call
dispositions- Did the agent cross sell / upsell?
Customer Experience Approach
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 & UnsaidLISTEN
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Ask The Right QuestionsIDENTIFY
KPI Problem Solving
CompetitionCustomer Effort
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What Works!
-6% -1% 4% 9% 14% 19% 24% 29%
C: How Do I?Military/Government
Partner EBereavement
Partner DCall to Add Baby
Web Support Walk-ThruCust. Upgrade
Repeat InformationPartner C
C: FrustrationPartner B
Trying to Use MilesRefund
Channel Switch - EmailProactive Guidance - Do Online
Trying to Use CardUnused Credit
Partner - OtherPartner A
Calling to BookA: Effort Driver B
VoucherApply Credit
Paper Voucher/DiscountProactive Guidance - Education
Ask For SaleA: Effort Driver AA: Effort Driver C
16.3
52.1
Avg Rate Opportunity
Confirmed Conversion Ratebased on this sample
ANALYZE
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Proactive Improvement in:
People:- Agent Performance- Overall Communication- Customer Expectations
Process: - Enterprise Systems- Policies and Procedures- Production and Marketing
Technology:- Self Serve Options- Support Delivery- Service Delivery
Fix What Matters!IMPROVE
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Industry: Subscription Services
Finding 1: When a customer is offered a subscription service that they do not use, Agent use FREE Trial as a rebuttal for 90% of the time
Finding 2: 85% of these customers churn within the free trial period
You have a free 90 day trial
I do not listen to lot of Orange Music
Controlling Outcomes
Population Analytics
Predictive Analytics
Prescriptive Analytics
What happened?
What will happen?
How can we make it happen?
PREDICT
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APIAI/HI
Data Processing and Mapping
Structured Data converted into Actionable Insights/Reports
Coaching Recommendations:• Insights for improvement• Training Need Analysis and
Identification
Client Process Recommendations:• VOC Analysis• Customer Sentiment Analysis• Customer Satisfaction Drivers• Insights for Strategic Decision
Call Ingestion: Direct API/SFTP
AI or HI Input as Required
Etech Database
Transforming Scores To Insights
=
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Effectiveness Rating
Evaluated 170k plus calls on scorecard
to give detailed output using AI
Matt CecilSr Manager - Digital Strategy
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https://twitter.com/MattSCecil
https://www.linkedin.com/in/matt-cecil-1664aa38/
Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.
Leverage AI to Drive Results
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Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 40
What’s the Hype on AI?
154k 1kVC funded “AI Start-ups” in 2018, up 3.5x from
2013
Source: Pitchbook
240%Growth in enterprise use of AI over the past four
years
Source: Gartner 2019 CIO Survey
$10BVC Investments in 2018
Source: CB Insights
$5.8TPotential additional value from AI by 2025
Source: McKinsey & Company
$80BProjected annual spend on AI by 2021
Source: IDC
Patents filed since 2010 covering AI, Machine
Learning and Neural Networks
Source: EconSight Patent Analytics
Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 41
AI Ecosystem
AI
Chatbots
Machine Learning
Virtual Assistants
RPA
Deep Learning
Neural Networks
Autonomy Products
NLP
Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 42
AI Evolution
Assisted
Intelligence
Augmented
Intelligence
Autonomous
Intelligence
Text Analytics
QA Bots
Next Best Action
RPA
Self-driving cars
Mass customization
Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 43
AI Gone Wrong
Amazon Alexa – wanted to party and the neighbors called the cops
Amazon HR used AI recruiting tool from 2014-2017 that was biased towards male candidates
Microsoft Twitter chatbot “Tay” turns racist and sexist within 24 hours
Uber self-driving car kills pedestrian
Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 44
Learning Cycle
Chatbot
Agent
AI Engine
Automation
Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 45
AI + Humans
AI Humans
Large knowledge base
Consistent reasoning
Goal directed, focused tasks
Evaluate and integrate past
observations
Context and common sense
Consider other perspectives
Adapting to change
Foresight about future
alternatives and risks
AI and Humans are better together
Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 46
Service vs. Sales AI
Intents
Chatbots
Agents
Service
Chatbots
Intents
Agents
Sales
Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 47
Sales AI – Bottoms Up Approach
Bottom Mid Top
Effective sales AI programs leverage machine learning to harvest best
practices from top agents and scale across the organization
Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.
Ch
atb
ot
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Verizon Case Study – Service Performance
.8MFully automated sessions
Ag
en
t
45%Automation Rate
1.3MDeflected contacts
40%Augmentation Rate
30%AHT reduction
.6MDeflected calls
Program has yielded $8.8M in cost avoidance YTD
Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 49
Verizon Case Study - Sales
Chat Optimization
Developed machine learning
conversion propensity model to
optimize chat presentment and
messaging
Abandoned Carts
Etech Insights team leveraged
AI to isolate top reasons for
85% cart abandonment
Agent Coaching
Leveraged QA bot to
analyze agent behaviors
from ALL chats and
compare against top
performers to simplify
coaching effectiveness
Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.
Verizon Case Study – Sales Results
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YoY improvement in conversion rate20%YoY increase in sales
Annual revenue increase
115k$6M
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SO What??!
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What Happens When We Don’t Evolve
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In a world driven by tech…Your people matter more than ever.
Job looks the same butyour customer expectations have changed.
Machine Learning Is Lost Without People
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Data science and analytics job market
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Record your Calls Capture Metadata Define ObjectivesMeasure Effectiveness
Monitor & Evolve Ongoing Refinement
We Focus On CX, YOU Decide ToolsIMPLEMENTATION STEPS
Paper Form Excel
Artificial Intelligence & Human Intelligence
TOOLSVolume, Commitment to Customer Experience
DECIDING FACTORS
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Every customer call contains thousands of business-changing data points.
Stop guessing.Start acting.
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Contact: [email protected]