1 Utilize Customer Insights to Define Strategies that Improve Training and Coaching Effectiveness Etech Global Services – Booth #412 Workshop 2 | Tuesday, June 25 th | Jim Iyoob, Chief Customer Officer, Etech Global Services Shawndra Tobias, AVP, Customer Experience, Etech Global Services Matt Cecil, Senior Manager, Digital Strategy, Verizon
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Utilize Customer Insights to Define Strategies that …...• Human Intelligence + Artificial Intelligence = Etech Insights • Are you really listening? • Case Study • How do
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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
• 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.
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
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
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
39
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
48
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
50
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
56www.etechgs.com | Confidential
Every customer call contains thousands of business-changing data points.