Mining for Gold in Customer Calls: Using AI + HI to Put Quality back into Customer Service Etech Global Services Tuesday June 19 th | Workshop 1 | 8:15 – 11:00 AM Jim Iyoob, Chief Customer Officer, Etech Global Services Shawndra Tobias, Sr. Director Customer Experience, Etech Global Services Omar Recendiz, Sr. Manager GMS Training & Communication
Jim Iyoob Chief Customer Officer jim.iyoob@Etechgs.com 936.371.2640 about.me/jiyoob @jiyoob facebook.com/jim.iyoob linkedin.com/in/jimiyoob www.etechgs.com | Confidential 2
Top Three Takeaways 1. Why is CX becoming more important than traditional Quality Assurance? 2. How to Transform from a check box centric to Customer Experience Quality program 3. How to Generate Better Customer Experiences with Quality Monitoring and Artificial Intelligence
COMMITMENT TO CULTURE Performance Development People First Focus Servant Leadership Approach People Driven Philosophy Assume Accountability www.etechgs.com | Confidential 4
ETECH'S JOURNEY 2003 SEPTEMBER 2018 2014 In addition to the headquarter center Etech family reached above Launched Florida center with in Nacogdoches, Etech opens its back- 2800 employees and together 150 Seats Etech launched Chat office/ BPO center in Gandhinagar, serving around 43 clients and email product ICE and India and now provides solutions for 4 software Implementation JUNE major Telecom clients service 3 Days before the closing of the 2016 Nacogdoches operations, Dilip 2008 2012 Barot, Matt Rocco and the Currently Launched Rusk center other investors from Etech serving 31 Launched Dallas center with 100 Seats and 16 acquire the asset of the call clients with 220 Seats clients. Etech reached center from Bellsouth Saving 1500 Employees over 400 much needed jobs 2002 2004 2010 Bell South made 2006 Launched Lufkin a decision or Launched Jamaica center with 325 divest its Launched center with 150 Seats and 500 internal call ETECH GREW FROM Vadodara, India Seats and launched employees center asset in center with 200 Software and 400 TO MORE THAN 3000 EMPLOYEES Nacogdoches Seats and 13 Development Texas clients services NO MERGERS NO ACQUISITIONS www.etechgs.com | Confidential 5
ETECH’S BUSINESS AT A GLANCE Etech Insights Etech Technology Solutions Customer Engagement Solutions Actionable Insights for Total Quality Software/Application Development Inbound/Outbound, Customer Management to enhance operational Customer Reporting (Internal/External) Service, Tech Support efficiency & customer experiences www.etechgs.com | Confidential 6
ETECH’S CLIENTS Internet Telecommunication Hotel Cable Travel Education Banking Energy Insurance Retail Real Estate Customer Experience Management Finance www.etechgs.com | Confidential 7
CUSTOMER EXPERIENCE STATISTICS What % of consumers have stopped doing business with a company after experiencing poor customer service? What % of buyers will pay more for a better customer experience? Of consumers will not complain about your services. What % of customers feel that They will just leave! vendors consistently meet their expectations? www.etechgs.com | Confidential 8
WHAT IS QUALITY? WHAT DOES IT LOOK LIKE? www.etechgs.com | Confidential 9
SCORECARD FOUNDATION HOUSE TRADITIONAL QUALITY PROGRAM 90 % Improve business results 90 percent of contact Compliance with center budgets are Legal and negatively affected due Regulatory to outdated quality Requirements assurance practices. www.etechgs.com | Confidential 10
QUALITY IS AN OUTCOME Based on your perception of the interaction www.etechgs.com | Confidential 11 11
QUALITY STARTS WITH A STRONG FOUNDATION CX TQM IMPROVE BUSINESS RESULTS Roof UNCOVER ANALYZE ENGAGE LISTEN PREDICT AGENT PERFORMANCE ANALYSIS BY DATA PRECISION COACHING ELIMINATE COMPLIANCE DEFINE STRATEGY HEAT MAP SCIENTISTS RISK & BIG ROCKS STRATEGIC ACTION PLANS BALANCED SCORECARDS BEHAVIOR CREATE CX CULTURE Pillars SEGMENTATION TRENDING PATTERNS REDUCE CUSTOMER EFFORT SURVEY INSIGHTS STATISTICAL MODELS MARKET TRENDS & VARIANCE & CALIBRATE LARGE DATA SETS CUSTOMER SENTIMENTS CHURN MITIGATION BENCHMARK CX KPIs VoC CLOSED LOOP FEEDBACK TRAINING GAPS LEGAL AND REGULATORY COMPLIANCE Base ASSESS AND IMPROVE AGENT PERFORMANCE www.etechgs.com | Confidential 12
QUALITY IS MORE THAN JUST AN APPEARANCE www.etechgs.com | Confidential 13
CUSTOMER EXPERIENCE MUST BE THE FOUNDATION www.etechgs.com | Confidential 14
EVOLUTION OF CUSTOMER EXPERIENCE Marketing Process CS Channels Phone/Personal Support Email Web Self Service (Pre 1995) (1996-2000) (2001-2004) Chat Mobile App Social Media (2005-2007) (2008-2009) (2010+) www.etechgs.com | Confidential 15
THE EVOLUTION OF CUSTOMER SERVICE METRICS Source: https://www-forbes-com.cdn.ampproject.org/c/s/www.forbes.com/sites/bradbirnbaum/2018/05/08/the-evolution-of-customer-service-metrics/amp/ www.etechgs.com | Confidential 16
WHY SHOULD YOU AIM FOR “EFFORTLESS CX” LET’S SEE HOW YOU'RE DRIVING EFFORT OVERALL DISLOYALTY 96% WHAT YOUR CUSTOMERS ARE FEELING? WHAT YOU'RE DOING? Repeat Hard policies Channel Transfer or Robotic Hassle service or procedures Contacts factors switching repeating info 9% LOW-EFFORT HIGH-EFFORT EXPERIENCE EXPERIENCE 17
CUSTOMER SERVICE VS CUSTOMER EXPERIENCE www.etechgs.com | Confidential 18 Image Source: https://www.salesforce.com/ca/blog/2016/11/thinking-about-customer-experience-wrong.html
86% OF BUYERS WILL PAY MORE FOR A BETTER CUSTOMER EXPERIENCE Source: Genesys www.etechgs.com | Confidential 19
SCORECARD VS INSIGHTS Customer Frustration "Are we on a recorded line... I hope so!" Greeting? Lack of Resolution "When you say, I am going to transfer, you might Verified Email? as well say, I am going to hang up on you” "We NEVER get a return call - Who Polite throughout the call? should I talk to?" "She is unable to get the driving license" "That is Bull**** they never call" Built Rapport? Technical Issues "They don't answer or return the voicemail. Assurance of help? They don't call back. Who to call when your safety net do not catch my calls" Set the right expectations per policy ? "My daughter has been trying to take this course for over six times, and the course freezes up, and they always say Tried to Show Empathy? they will refer it to Technical support and we will get a return call" Took Ownership of the issue? Repeat Contact Answered all questions? "If you are an existing customer and try to get technical support, you do not get an answer "Can you transfer me to your supervisor" (3 times) but when you are trying to buy a product, it Branding? takes you less than 4 seconds to answer" "What do I do tomorrow if I still do not get call back?" (Agent said, you can call back) Channel Switch "I have date and times for seventeen calls" "I have gone through the correct channels since 6:30 that was three hours ago" www.etechgs.com | Confidential 20
WHAT IS AI? Webster says : the power of a machine to copy human behavior Beware, not all AI is created equally — Some is static, some dynamic Static AI can be deployed simply to solve a specific class of problem but can’t adapt without intervention Machine learning (ML) refers to a form of AI that easily adapts to new information to solve cases that it was not explicitly designed for It can Identify and model relationships (e.g. price concern, Confusion, effort) within the context of a conversation It has ability to train and create models that expand upon and self-learn across larger data sets www.etechgs.com | Confidential 21
PERSONAL ASSISTANTS & NAVIGATION www.etechgs.com | Confidential 22
PREDICTIVE MODELS FOR PERSONALIZED SUGGESTIONS www.etechgs.com | Confidential 23
WHY HUMAN INTELLIGENCE? www.etechgs.com | Confidential 24
AI WITHOUT HI CAN BE DISASTROUS www.etechgs.com | Confidential 25
HUMAN INSPECTION CAN ENHANCE AI From: Toyota [mailto:email@e.toyota.com] Sent: Friday, December 15, 2017 4:01 PM To: Jim Iyoob jim.iyoob@etechgs.com Subject: Jeff , Shop Toyotathon and Save Dec. 5-Jan. 2 What is the probability that Jim will buy when you call him Jeff ? www.etechgs.com | Confidential 26
IS “BEING SORRY” ENOUGH? www.etechgs.com | Confidential 27
CUSTOMER LOYALTY IS ONLY AS STRONG AS CX $1.6 Trillion is the estimated cost of customers switching due to poor services in the US; customers demand more human interaction ( Accenture) 89% of the companies surveyed by Gartner believe that customer experience will be their TOTAL COST TO RESOLVE SERVICE REQUEST Reducing effort reduces cos ost t an and improves CX CX primary basis for competition. (Gartner) 37% A customer is 4x more likely to become disloyal OF COSTS ARE REDUCED BY GOING FROM A HIGH TO A LOW EFFORT EXPERIENCE after a service interaction. These key drivers increase customer effort and leads to churn (CEB - Customer Loyalty) COST TO SERVE BY CUSTOMER EFFORT LEVEL www.etechgs.com | Confidential 28
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