making automation less automated and more caring

“Making Automation Feel Less Automated and More Caring” Daniel Hong

Senior AnalystOvum

Claudia HathwayEditorCall Centre Focus

Damian KellyVP Sales & MarketingSpeechStorm

Why is personalisation important?


Rise of automated self-serviceTelephony self-service up to

8 times cheaper than traditional live agent calls

Rise of automated self-service

•According to ContactBabel, 36% of contact centres

offer telephony self-service*

•86% in small centres use touchtone IVR, but 30% of large organisations are using speech

recognition self-service* The ContactBabel report The UK Contact Centre Decision Makers Guide 2011 is available on www.contactbabel.com

Importance of being personal

•Customer service is the only competitive

differentiator that matters – driving loyalty, likelihood

to recommend, and increase spend

•Consumer demand for excellent service is higher

than ever

Importance of being personalAccording to Top 50 focus groups, the minimum they expect from an interaction is that it is:•Timely•Easy to use•Reliable•Knowledgeable

Importance of being personal

According to these groups, the only way to drive real

delight with the service delivered is for it to feel

personalised.

“a degree of personal service, a degree

of personal care”

Importance of being personalIt’s not easy! Overall Top 50 results in 2010:

• Reliable: 96.4%

• Easy to use: 94.1%

• Timely: 87.6%

• Knowledgeable staff: 83.6%• Personalised: 67.6%

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.9

How Automated Customer Care canFeel Less Automated and More Caring

Daniel Hong, Lead Analyst

Customer Interaction at Ovum

[email protected]

Twitter: d_hong

15 September 2011

mailto:[email protected]


What’s going on in today’s market…

Customers have access

to information and can

share it with the large

digital communities and

the world.

Smart phones and

social media are

becoming pervasive

(75%) and have

dramatically changed

the dynamic between

the enterprise and the

customer

Customer expectations

of service, price and

delivery is rapidly

changing. It’s all about

customer loyalty!

$83 billion lost

Cloud is changing the

way products are

created, delivered

and priced.

Social Mobile Experience Cloud


When reaching out to customer service, through which channels have you had most success resolving your issue on the first attempt?

1. Live agent (3,233)

2. Automated service with speech recognition (260)

3. Automated service with touchtone (435)

4. SMS (393)

5. Email (1,525)

6. Social networking (ie Facebook or Twitter) (265)

7. FAQ pages on company website or message board (715)

8. Independent blogs and forums (473)

9. Web chat / instant messaging (843)

500

1,500

2,500

3,500

4,500

1 2 3 4 5 6 7 8 9n=4086

Num

ber o

f res

pond

ents


What do you find most frustrating about using an automated telephony system that has speech recognition or a touchtone menu?

500

1,500

2,500

3,500

4,500 1. Speech recognition doesn’t recognize my voice (582)

2. Long/confusing menu options (1,642)

3. Takes too long to find information (1,749)

4. Unable to solve problems without a live agent (1,795)

5. System doesn't remember past interactions (580)

6. Incorrect routing (1,402)

7. Other (56)

8. Never used automated solution (183)

1 2 3 54 6 7 8n=4086

Num

ber o

f res

pond

ents


How would you feel if an automated telephony system remembered the nature of your previous interactions with the enterprise in order to provide a more personalised customer experience?

Yes, if it results in better service

No, this makes me uncomfortable

I am indifferent

74%

8%

19%

n=4086

74% of respondents favor personalisation if it results in improved customer service.

personalisation can route customers quicker and more efficiently by remembering past interactions and better predicting the reason for a call.


What is personalised IVR?

personalised IVR is not a single product… CTI + IVR Custom applications Business analytics Reporting tools Professional services

A personalised IVR solution connects with enterprise databases…

Caller histories Trends Geographic locales

The solution can create a unique customer service experience by re-configuring the call flows or intelligently routing the caller – DYNAMIC CAPABILITIES.

Image from www.jmorganmarketing.com


Levels of personalisation

by caller behavior



by caller behavior


Where personalisation makes sense

High call volume and transaction environments

Contact center operations that have strict SLAs for service delivery Financial services, communications, public sector and retail are leading the way

Companies that have already deployed speech, and want to…

Improve customer satisfaction Streamline identification and verification Introduce dynamic upsell / cross-sell campaigns

Companies that are embracing multi-channel strategies

Innovation for inbound and proactive outbound applications Rounding out the voice channel (automation and agent assist)


Vertical use cases for personalised IVR

•Managing massive increased call volumes with limited resources

•Routing calls based on agent skillsets and availability•Targeted, member-specific notices and information

•Integration with online transactions

•Growing patient / constituent base•Aging population

•Budget constraints in government agencies

•Improving quality, cost and access to healthcare

Healthcare and Public Sector

•Expanding same level of personalized care that customers expect in-store and online

•Accommodating multiple-channel interactions as a single interaction

•Differentiation in customer care•Consistency of customer service across

channels•Lower IT budgets

Retail

•Maintaining a consistent, high quality level of customer care•Improving first call resolution via intelligent routing

•Adding layers of intelligence to back-end data to expand automation capabilities

•Consolidating numerous toll-free numbers and business lines into single application

•Expanding portfolio of products and services

•Differentiation in customer care for tier 2 and tier 3 retail banks

•Unique routing strategies for different customers

Financial services

•Consolidating numerous phone menu options•Leveraging all customer data to provide a more

personalized experience•Lowering costs by increasing automation

•Reducing time of information requests•Implementing different rules for sedentary vs. mobile callers

•Interactive outbound for on-the-go customers

•Decreasing business due to economic restrictions

•Commoditization of services / price wars•Drastic call spikes due to adverse weather

conditions•Increased M&A activity

Travel & Hospitality

•Adding business rules to automate select calls•Decreasing agent intervention and call volumes

•Adding outbound elements as specified by business rules•Standardizing business policies and policy management

•Changing call flow to suit specific caller's needs

•Expanding portfolio of products and services (i.e. quad play)

•Increasing customer queries and call handling times

•Increased competition from non traditional players (Google, Skype)

Communications

Use cases and benefitsPain pointsVertical

•Managing massive increased call volumes with limited resources

•Routing calls based on agent skillsets and availability•Targeted, member-specific notices and information

•Integration with online transactions

•Growing patient / constituent base•Aging population

•Budget constraints in government agencies

•Improving quality, cost and access to healthcare

Healthcare and Public Sector

•Expanding same level of personalized care that customers expect in-store and online

•Accommodating multiple-channel interactions as a single interaction

•Differentiation in customer care•Consistency of customer service across

channels•Lower IT budgets

Retail

•Maintaining a consistent, high quality level of customer care•Improving first call resolution via intelligent routing

•Adding layers of intelligence to back-end data to expand automation capabilities

•Consolidating numerous toll-free numbers and business lines into single application

•Expanding portfolio of products and services

•Differentiation in customer care for tier 2 and tier 3 retail banks

•Unique routing strategies for different customers

Financial services

•Consolidating numerous phone menu options•Leveraging all customer data to provide a more

personalized experience•Lowering costs by increasing automation

•Reducing time of information requests•Implementing different rules for sedentary vs. mobile callers

•Interactive outbound for on-the-go customers

•Decreasing business due to economic restrictions

•Commoditization of services / price wars•Drastic call spikes due to adverse weather

conditions•Increased M&A activity

Travel & Hospitality

•Adding business rules to automate select calls•Decreasing agent intervention and call volumes

•Adding outbound elements as specified by business rules•Standardizing business policies and policy management

•Changing call flow to suit specific caller's needs

•Expanding portfolio of products and services (i.e. quad play)

•Increasing customer queries and call handling times

•Increased competition from non traditional players (Google, Skype)

Communications

Use cases and benefitsPain pointsVertical


The list – barriers to adoption

Legacy infrastructure

Proprietary back-end systems

Misconceptions / awareness


Strategic recommendations

Remember data integration is key!

Improve your reporting/ monitoring and analytics capabilities…

Avoid over-personalisation…

Treat personalised IVR as one component of an overall multi-channel and cross channel strategy…

Choose a strategic partner and build a roadmap…

Personalisation in PracticeDamian KellyVP Sales & [email protected]: @damianjjk


Customer

• What do we know about you?Con

text

• Why might you be calling?

Intent

• What do you want to do?Stat

us

• How should we respond? lower

cost toserve

betterself-service

making personalisation payIndustry:Communications

Calls per annum:5 million

SolutionIdentify & verifyOrder statusBalance enquiryPaymentsReconnects

Time to implement:4 months

Payback<12 months

Business case

Automation rates:

•Pre-implementation 15-35%

•With personalisation 45-65%

Agent time saved 21 FTE

Annual savings £540,0003 year savings £1.6 million

Presenting the right option first time increases automation rates and reduces cost-to-serve

personalisation demands greater flexibility and faster response

• Pre-built applications for rapid deployment

• Real-time performance management

• Instant changes and one-click deployment

• Leveraging investments you have already made

more context ...

Chat

Web

Phone AppBranch

Store

Agent FacebookTwitterCRM

Delivery ERP

... more personalLocation

Q&A

Daniel HongSenior AnalystOvum


Damian KellyVP Sales & MarketingSpeechStorm

Thank You!

Daniel HongSenior [email protected]

Claudia HathwayEditorCall Centre [email protected]

Damian KellyVP Sales & [email protected]




making automation less automated and more caring

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