CX Architecture: 5 Steps to Transform Customer Insights Etech Global Services – Booth #504 Workshop | Monday, September 16 th Jim Iyoob, Chief Customer Officer, Etech Global Services Shawndra Tobias, AVP, Customer Experience, Etech Global Services Manny Marrero, Sr Manager - Digital Strategy, Get A Room
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CX Architecture: 5 Steps to Transform Customer Insights
Etech Global Services – Booth #504Workshop | Monday, September 16th
Jim Iyoob, Chief Customer Officer, Etech Global Services
Shawndra Tobias, AVP, Customer Experience, Etech Global Services
Manny Marrero, Sr Manager - Digital Strategy, Get A Room
• What is Customer Experience • The Only Differentiator - Customer Experience
• Customer Experience vs. Customer Service• Developing your Employees to Deliver Effortless Customer
Experience• Human Intelligence Meets Artificial Intelligence
• Recognizing The Power and Value of Customer Experience Through Human Intelligence
• Case Study• Fun and Prizes – Q&A
Agenda
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.
4www.etechgs.com | Confidential
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
Said & UnsaidTraditional Approach - Agent Opportunities
High AHT
Dead Air
Incorrect Hold Cross Sell
Call DispositionsReason for Call
LISTEN
www.etechgs.com | Confidential 43
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?
Said & Unsaid
Age
nt
Cu
sto
mer
00:00 5:12
LISTEN
www.etechgs.com | Confidential44
Said & Unsaid
Call Recorded Lack of Empathy Self Service
Age
nt
Cu
sto
mer
00:00 5:12
Dead Air
Negative Sentiment Call Reason
Save Attempt
Channel Switch Competitor Mention Cancel Intent
LISTENCustomer Experience Approach
www.etechgs.com | Confidential 45
What Works!
Customers DisplayedNegative Sentiment
Interactions lacked agent empathy
Self service Was offered
Avg. Duration of Dead Air
FCR Met
25K 40K 35% 47% 3:20 82%
N = 100K Customer Interactions
LISTEN Traditional QA Insights +
where certain call reason mentioned
www.etechgs.com | Confidential 46
Ask The Right Questions
KPI Problem Solving
CompetitionCustomer Effort
IDENTIFY
www.etechgs.com | Confidential 47
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
30%
70%
68%
48%
54%
45%
42%
46%
19%
59%
50%
54%
19%
48%
45%
36%
15%
58%
0% 20% 40% 60% 80%
Angela WS3-Jenkins
Reynaldo Nelson
Chaira Ceballos
Dawn WS3-Turmenne
Vielka Alleyne
Winston Archibold
Provide Rebuttal% Ask for Sale% Create Urgency%
48
After understanding what behaviors drive success – We can cross-train agents to improve performance
• Started with QA in 2015• RTA, WFM• Fraud• Back Office• Call Center Sales & Customer Service
www.etechgs.com | Confidential 56
How GAR uses Etech’s data?
• New Booking/Sales• Customer Service/Rebooking/Retention• Case Study – Sales Behavior Analysis
Goal: 30%
57
MTD Conversion: 29%
25
39
37
73
41
05
32
34
22
33
32
78
34
53
37
63
35
63
40
19
30
76
21
96
35
02
34
27
31
88
31
63
33
36
29
90
22
37
30
82
31
04
30
36
30
38
30
47
25
15
19
97
31
04
31
43
28
37
28
62
31
44
10
92
14
95
15
75
10
09
87
8
14
18
14
09
14
96
15
45 16
29
11
88
10
11
15
25
14
46
13
62
12
65
14
63
10
46
87
0
13
23
12
69
13
44
12
37
12
42
99
0
88
9
13
84
13
37
12
63
12
00
13
11
30%
28%28%24% 28%
30%29%
28%
30%29%
28%
31%30% 30% 30%
29%31%
26%28%
30%29%
31%29% 29%
28%
31% 31%30%
31%30% 30%
0%
5%
10%
15%
20%
25%
30%
35%
0
1000
2000
3000
4000
5000
6000
Non-converted Calls Converted Calls
• Etech filtered the total volume of 168,771 calls using the “ Number of Adult – Verification” Category to determine the potential sales calls
• Total Call Volume Represented in the Graph: 135,495• Total Calls Converted: 39,511
www.etechgs.com | Confidential
Understanding the Whole Population
LISTEN
58
Isolation Forest - AHT
Average Handle Time (mins)
% o
f C
alls
ab
ove
15
Min
ute
s p
er a
gen
t
*Each individual dot represents an agent
Common (inside the box)Average % of Calls above 15 Mins per agent: 14% -30%AHT: 8.58 – 12 Mins
Anomaly/Outliers (outside the box)
Average % of Calls above 15 mins per agent: > 30%AHT: > 12 Mins
www.etechgs.com | Confidential
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
4.00 6.00 8.00 10.00 12.00 14.00 16.00 18.00
Site 1 Site 2 Site 3
LISTEN
59
• Co-efficient Value shows a correlation between the observed outcomes and the observed predictor values. The value of co-efficient is always between +1 and –1. The closer it is to +1 the stronger the correlation.
• This Analysis statistically proves the hypothesis that Asking for Sale, Providing Rebuttals, & Creating urgency are directly correlated to the conversion on an Enterprise Level and can be used to fuel a predictive model
Callback LaterWe only have limited rooms left, I do not guarantee for the availability when you call back
Only 2 rooms left 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
PricingWe only have 2 rooms left on this rate and this is the cheapest that I can get
On this rate, I only have 1 room leftI only have 1 room available on the most discounted rate
Consult SomeoneWe have 90% occupancy at the property, I can wait online when you consult with your husband/wife
We only have 2 rooms left, and cannot guarantee the availability while you consult with your husband/wife
Can you quickly consult with your husband/wife, as the rooms are getting booked so quick?
Lowest Price
Callback LaterThis 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
PricingIt is the cheapest rate that you will get around the entire area
We give 25% discount on the normal rates which is the cheapest that you will get for this room
We give highest discounted rates compare to the normal AARP & Govt./Military discount
Consult SomeoneI 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
Callback LaterYou can book it now and call back if you change your plan as it is free cancellation
I would rather suggest you to make the room safe 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
PricingI can also offer you cheaper price with free cancellation
You can book the room and cancel it anytime getting full refund if you find cheaper rate anywhere else
This is the refundable rate and you can cancel anytime if you find cheaper than this anywhere
Consult SomeoneYou can also make the room 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 consulting
I also have refundable rates specially for you as you want to consult with your husband/wife before booking, you can cancel anytime if you change your plan
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
$542,597in the revenue
Note: This model is based on the data collected in the month of July. These analysis will be run quarterly to ensure we have enough data to observe any new patterns or see any visible deviations from the last output. www.etechgs.com | Confidential
Service
PREDICT
66
Key KPI & Revenue Impact
www.etechgs.com | Confidential
Results
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
www.etechgs.com | Confidential 67
SO What??!
www.etechgs.com | Confidential 68
What Happens When We Don’t Evolve
www.etechgs.com | Confidential 69
Top Takeaways
• The need for Human Intelligence and Artificial Intelligence in Customer Experience
• Techniques Applied to Improve Customer Experience through Human Intelligence & Artificial Intelligence
• Deliver 360 Degree Customer Experience With Artificial Intelligence & Human Intelligence
www.etechgs.com | Confidential 70
Customer Experience Change – Exponential or Gradual?
The changes are COMBINATORIAL – Human Intelligence and Artificial Intelligence together amplifying on creating a PERFECT STORM of change to customer experience. -Gerd Leonhard
www.etechgs.com | Confidential 71
The Crystal Ball has Arrived
The New Way To Work Is to Embrace TechnologyBut Not To Become it.
-Gerd Leonhard
72www.etechgs.com | Confidential
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
73www.etechgs.com | Confidential
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
74www.etechgs.com | Confidential
Every customer call contains thousands of business-changing data points.