Etech Global Services – Booth #510 Artificial Intelligence and Predictive Analytics for Personalized Customer Experience Kaylene Eckels, Chief Operating Officer, Etech Global Services Jim Iyoob, Chief Customer Officer, Etech Global Services Harvey Livingston, Regional Vice President, AT&T (OBTM) 1 Etech Global Services
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Artificial Intelligence and Predictive Analytics for ...€¦ · Total Quality Management & Market Intelligence Solutions Etech Technology Solutions Software/Application Development
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Etech Global Services – Booth #510
Artificial Intelligence and Predictive Analytics for Personalized Customer Experience
Kaylene Eckels, Chief Operating Officer, Etech Global Services
Jim Iyoob, Chief Customer Officer, Etech Global Services
Agenda / Key Takeaways1. Culture is key2. Quality drives Customer Experience3. AI to supplement not replace 4. Its all about the people5. Culture + People + AI = Results 6. Fun & Free Prizes
AS The customer service quality of 500+ companies (small and big
based on total employees) across the world was analyzed by sending an email with below two questions:
1. Do you have a phone number, I can call you on?2. Where can I find pricing information on your website?
This report was created to identify how companies handle customer support. Before the study, it was assumed that:
1. Customer service is a priority for most, if not all, companies2. Smaller companies would manage customer service better than bigger ones3. All companies would respond quickly to customer service requests
0-100 236
100-1000210
1000+Employees
103
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Guess what happened?
90% What % of companies did not acknowledge that an email had been received?
What % of companies do you believe followed up later after answering the questions? 1%
What % of companies did not respond to the customer service request at all? 41%
What % of companies answered BOTH the questions in the first reply? 11%
What was the average response time to handle a customer service request received via email? (in hours) 15.3
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CX Quality Program
Improve business results
Develop
service
delivery and
training
checkpoints
Address gaps in training and
execution
Initiate process improvement
to reduce gaps
Monitor and control the process to replicatepositive behavior
Eliminate compliance
risks
Comply with legal and regulatory requirementsAssess & Improve agent performance
- Identify training gaps and performance improvement opportunities
- Are they using right product, promotion and tools/resources?
- What are the compliance and critical issues?
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Train Agents, Engage CustomersENGAGE
Customer: I don't have a computer so I don't need InternetAgent: Do you have an Internet device like an iPhone?Customer: yeahAgent: Well, there's your need for the Internet right thereCustomer: well until I have the computerAgent: no you don't need a computer for the Internet you know all youneed is an Internet device and you have an IphoneCustomer: okay
https://etech.tethr.io/calls/bbtebj2mc
Customer: I don't have computers and any of the technologyAgent: okayCustomer: I don't have any of thatAgent: okay
Finding 1: When the customer share that they do not watch the promotional channel, AND agent says that they can call and cancel after the promo period of three monthsFinding 2: 85% of customers would churn within 3 months
Industry: TelcoReduce Churn: We were able to determine Churn Signals BEFORE the customers left our clientInstall Cost: We were able to reduce the returned installation by ensuring we are setting expectations on time taken for install, and requirement of someone who is 18 years old at the address.
1Did the agent use appropriate greeting (in 15 seconds) and use willingness to assist statement?
2 Did the agent greet the customer in an upbeat and positive tone?
3Did the agent provide assurance of help and show willingness to assist throughout the call?
4 Did the agent demonstrate empathy and effectively shared limitations if required?
5 Did the agent take ownership of the call?6 Did the agent set the expectation by setting up stage properly?7 Did the agent authenticate the customer?8 Was the agent able to resolve the issue?
9Did the agent demonstrate effective use of knowledge, tools and training to provide solution?
10Did the agent sound enthusiastic, confident and had a conversational tone throughout the call?
11 Did the agent establish and maintain rapport with the visitor throughout the call?
12 Did the agent actively listen throughout the call?13 Did the agent address all questions/concerns?
14Hold Procedure: Did the agent follow the correct procedures for placing a customer on hold? (IF customer is on hold for >3 mins without any follow up, then AutoFail)
15 Did the agent thank the customer and offer further assistance?16 Did the agent dispose the call accurately?
Total Score and Maximum Possible Score
Scored (%)
Call Activity – Basic Form
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Sr. # ParametersRatings
(Yes/No/NA)Obtained
ScorePossible Score
1Did the agent use appropriate greeting (in 15 seconds) and use willingness to assist statement?
Yes 2 2
2 Did the agent greet the customer in an upbeat and positive tone? Yes 2 2
3Did the agent provide assurance of help and show willingness to assist throughout the call?
Yes 2 2
4 Did the agent demonstrate empathy and effectively shared limitations if required? Yes 2 2
5 Did the agent take ownership of the call? No 0 26 Did the agent set the expectation by setting up stage properly? No 0 2
7 Did the agent authenticate the customer? N/A - -
8 Was the agent able to resolve the issue? No 0 2
9Did the agent demonstrate effective use of knowledge, tools and training to provide solution?
Yes 2 2
10Did the agent sound enthusiastic, confident and had a conversational tone throughout the call?
No 0 2
11 Did the agent establish and maintain rapport with the visitor throughout the call? No 0 2
12 Did the agent actively listen throughout the call? Yes 2 2
13 Did the agent address all questions/concerns? Yes 2 2
14Hold Procedure: Did the agent follow the correct procedures for placing a customer on hold? (IF customer is on hold for >3 mins without any follow up, then AutoFail)
N/A - -
15 Did the agent thank the customer and offer further assistance? N/A - -
16 Did the agent dispose the call accurately? Yes 2 2
Total Score and Maximum Possible Score 16 26
Scored (%) 61.54%
Activity – Basic Form
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Sr. # ParametersRatings (Yes/Somewhat/
No/NA)Obtained Score Possible Score
Introduction and Opening
1 Did the agent use the appropriate greeting (in 15 seconds) and use willingness to assist statement? Yes 2 2
2 Did the agent greet the customer in an upbeat and positive tone? Yes 2 2
3 Did the agent provide assurance of help and show willingness to assist throughout the call? Somewhat 1 2
Customer service skills
4 Did the agent demonstrate empathy and effectively shared limitations if required? Yes 2 2
5 Did the agent take ownership of the call? No 0 2
Qualification & Solutions
6 Did the agent set the expectation by setting up stage properly? Yes 2 2
7 Did the agent authenticate the customer? N/A - -
8 Was the agent able to resolve the issue? No 0 2
9 Did the agent demonstrate effective use of knowledge, tools and training to provide solution? Yes 2 2
Customer Experience
10 Did the agent sound enthusiastic, confident and had a conversational tone throughout the call? Somewhat 1 2
11 Did the agent establish and maintain rapport with the visitor throughout the call? Somewhat 1 2
12 Did the agent actively listen throughout the call? Yes 2 2
13 Did the agent address all questions/concerns? Yes 2 2
14Hold Procedure: Did the agent follow the correct procedures for placing a customer on hold? (IF customer is on hold for >3 mins without any follow up, then AutoFail)
N/A - -
Closing
15 Did the agent thank the customer and offer further assistance? Yes 2 2
16 Did the agent dispose the call accurately? Yes 2 2
Total Score and Maximum Possible Score 21 28
Scored (%) 75.00%
Holistic Form with Advanced Ratings
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CX & Business InsightCustomer Effort Rating
A Resolution Rate: Was the issue / concern resolved in this contact? No
B First Contact Resolution: There was no prior contact or a future contact is not expected in this issue?
No
C Customer Effort: Did the agent educate the visitor of the ‘Self Help’ option (if available)?
Positive : Proactive Approach to Help, Direct Answering, Confirm Resolution, Engagement Skills, Rapport Building, Respond within Timely Manner
Negative : Agent’s behavior, Feedback/complaints regarding the services, Didn’t respond within Timely Manner, Didn’t Give Direct Answers, Inaccurate or Incomplete Information, Technical issues
K Voice Of Customer for Sentiment
I would like for the recorded line to hear that I have gone through the correct channels since 6:30 this evening, that was 3 hours ago and if you are an existing Customer and you're trying to get technical support, you do not get an answer.
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Contact Center Quality AssuranceRequires Transformation
Scores & Checkboxes
Customer Sentiments
Insights & Recommendations
Business Goals
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Here is how Traditional QA Sampling Works
Average Calls
Bad Calls Good Calls
High Customer EffortLow CSATHolds, TransfersSilence / Dead AirRepeat CallsBad Customer Experience
Cancellation CallsRetaining Members w/Behavior Mapping
Total Cancellation Calls: 6864Save Pitched: 5902 (86%)
4587
3249
943
0
1000
2000
3000
4000
5000
VIP Benefits Incentives Refund Credits
Save Pitched590286%
Save Not Pitched
96214%
Save Pitched Save Not Pitched
Top Performers who pitched Save attempt when members called for cancellation
Top Offenders who did not pitch Save attempt when members called for cancellation
Save Options Pitched
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Product ReturnsReasons & Drill Down
2036 callsidentified
Incorrect Merchandise
21611%
Wrong Size/Fit Issue137169%
Damaged Items24012%
Product Quality885% Style/Color
673%
Voice of Member
“I have an order that I would like to return I really didn't like the color once it came not quite what I was expecting” https://demo.etech.tethr.io/calls/bbtdblmo3
Incorrect Merchandise
Voice of Member“oh I'm gonna put a note on the inside because the boxes eleven the paperwork says eleven but the shoes actually are there ten on the inside of them” - https://demo.etech.tethr.io/calls/bbtdbk6x3
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Return ReasonFit Issue Drill Down w/Agent Behavior
Too Big36423%
Too Small48630%
General74947%
Voice of Member
“it's too small it doesn't fit and they are not true to size there like a half size”https://demo.etech.tethr.io/calls/bbtdblmfc
Top Offenders who did not probe the exact fit issue faced by the member when they called to return product/item i.e. whether the it is big or small (lose or tight)
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Return Reasons
Damaged Items
Item with Hole66
27%
General78
33%
Item Broken/Torn
9640%
Voice of Member
“I love the boots but one of the boots has a broken zipper”https://demo.etech.tethr.io/calls/bbtcbjmp3
Voice of Member“when I got it was very poor quality of shoes because they Stink and they still Stink they smell like they have gas port all over them”https://demo.etech.tethr.io/calls/bbtdblmfc
Quality Issues
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Handle TimeReasons & Analysis
10071712
2669
6369
191
303
446
49516%
15%14%
7%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
0
1000
2000
3000
4000
5000
6000
7000
8000
Shipment Order Related Return & Exchange Cancellation
Normal AHT Calls High AHT Calls % of High AHT Calls
Normal AHT Calls
1357890%
High AHT Calls143510%
High AHT Calls:Call Reason Drill Down
Shipment, Order Related, and Return/Exchange calls have higher % of High AHT calls
0 200 400 600 800 1000 1200 1400
7-10 min
10-13 min
13-16 min
>16 min
1269
79
32
55 High AHT Calls:Bucketing
10% (1435 out of 15013 calls were
greater than 7 minutes duration
Total Calls: 15013
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Handling TimeReasons & Analysis
Sample Study:
60 Calls
Out of Control
3762%
Within Control
2338%
Within Control Reason Drill Down
38% calls,
there were agent opportunities to reduce AHT
Lack of Ownership and Procedural Knowledge
are the biggest agent opportunities to reduce
AHT
Lack of Communication
626%
Lack of Effective Probing
14%
Lack of Ownership
939%
Lack of Procedural Knowledge
731%
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✓ Agents should try resolving the concern before transferring calls to supervisor
✓ Agents need training on how to handle irate customer✓ Agents need to be active listener and not ask customers to repeat
information
✓ Agents need to be thorough on how to apply promotion and checking the prices of products correctly on website
✓ Agents need to be aware of the correct queue to transfer calls
✓ Agents should not repeat information✓ Agents need to avoid using long responses
• “I haven't been using your service that's the problem and you guys are still charging me so you charge December charge me in July you charged me in September you charged me in October”
Charges
• “I just didn't like the attitude of your customer service representative she was very inpatient”Customer Service
• “I paid for rush shipment but it's still hasn't been sent so don’t want”Shipment
• “because of the poor quality of the boot it was the second time that you guys had sent them to me”
Product Quality
• “ I need that refunded back into my account I don't wanna credit I wanna back in my account”Refund
• “I was trying to skip the month and I know this is January the fifth but I wasn't able to do it you know I thought it was Monday I wasn't able to do it yesterday”
Skip the Month Process
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CustomerSentiment Analysis
• “you really are a great company and if I had extra money every month I would love it so thank you very much for your voice have excellent customer service”
Company
• I love the product I'm sorry I'm too busy hey thank you very much and I will refer you to other people”
Brand
• that's really nice and I really appreciate that you guys are customer service is awesome”Customer Service
• “I mean I looked at it online but I just love you impressed with the quality”Product Quality
• “ she's loves the product and she's gonna keep buying it”Product Quality
• “I love your guys' product there so quality it's shoes purses clothes the quality that you guys provide is great”
“I called about a month ago to cancel my account and the lady never canceled it”https://demo.etech.tethr.io/calls/bbtcbkp4c
“I called almost a month ago and they were supposed to refund my credit that I had and also turn off my account I don't know if they did but I never got the refund back”https://demo.etech.tethr.io/calls/bbtdbk243
1. Social Media (58 calls) – members mentioning about social media
2. Better Business Bureau (14 calls) – members brought these key word during the conversation
3. Attorney General (3 calls) – members talking about legal recourse or Attorney General
Voice of Member
“I will never shop with you guys again ever and we'll we'll make it very clear on social media and my website how what a terrible company you guys are”https://demo.etech.tethr.io/calls/bbtcbkrxl
“we're gonna make a report to the Better Business Bureau because I'm gonna guess that you all did this to a lot of people ”https://demo.etech.tethr.io/calls/bbtcbj8j3
58
14
3
0
10
20
30
40
50
60
70
Social Media Better Business Bureau Attorney General
Key Takeaways1. Culture is key2. Quality drives Customer Experience3. AI to supplement not replace 4. Its all about the people5. Culture + People + AI = Results 6. Fun & Free Prizes
80Etech Global Services
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t Learn how Artificial intelligence is revolutionizing the contact center industry, it’s impacts, the brighter side of AI and the role of people.