nice fizzback - voice of the customer
TRANSCRIPT
NICE Fizzback Voice of the CustomerRoger Hughes, Sales Director
21 June 12
Agenda
NICE’s Vision of Customer Experience Management
The NICE Fizzback Solution
Business Impact and Value
Discussion – Q & A
3
Advocacy
Customers & Impact
38 point NPS gain30 point CSAT gain
61% reduction in complaints23% reduction in OPEX1m reduction in waste calls
20% increase in upsell14% reduction in returns
26% churn reduction 20% increase in save rate
8% brand trust increaseCustomer Service Awards
Loyalty
OPEX
BRAND
Spend
INDIRECT
DIRECT
INFERRED
Real-Time or Event-Driven Feedback
PhoneEmail Web SocialMedia
Chat
Fraud
Membership Points
Change in Credit
Limit
Statement
Late Payment
Payment
OnlineServicin
g
Credit Card Fees
Credit Card
Features
ApplicationProcess
Early Days
Activation
FirstStatement
Holistic Voice of the Customer – Direct, Indirect, Inferred
Customer Feedback: A Process to Drive Action
ENGAGEAll customers at key moments of truth
INTERPRETDerive meaning using natural language processing
ACTRespond rapidly to customer feedback
6
CAPTUREFreeform feedback using customers’ preferred channel
7
Customer Care
OutboundAgents Retail Web Social
Media IVR HomeInstallationBusiness
Real-Time Subscriber, Transaction, Enrichment Data
Intelligent Routing, Alerts & Insights
People Customer ManagementProcess
- Agent performance management- Agent coaching and compensation- Employee engagement
- Understand drivers of dissatisfaction- What is causing FCR failure - What is driving propensity to contact
- Intelligent routing for rescue- Closed-loop feedback- Customer retention
Artificial Intelligence: Natural Language Processor deriving category, sentiment, products & competitors across touchpoints.
Polling:Real-time transactional polling & right-time life cycle polling
CEM Framework
NICE Fizzback: Real-Time Direct Feedback…Operationalized
VOCVOC
HOW A CONSUMER ENGAGES IN THE PROCESS
Julia’s experience
Timing: Feedback request sent to Julia a few minutes after her interaction
Personalization: Personalized message mentioning both customer name and advisor name as well as the department contacted
Hi Julia, thanks for calling David in ABC Bank Card Activationearlier. We’d like to ask you 2 brief questions about your experience?
Q1 of 2. Overall how satisfied were you with the service David provided – on a scale of 10 (extremely satisfied) to 1 (extremely dissatisfied)?
Reply Delete
ENGAGEAll customers at key moments of truth
Awesome!
Send Save
Julia’s experience
Usability: Responding with “Awesome”, score is converted to 9/10
Engagement level:Response rates range between 25% and 55%
ENGAGEAll customers at key moments of truth
Great to hear that.
Q2 of 2: Did David recommend you buy Payment Protection Insurance?a) Yesb) No
Reply Delete
Julia’s experience
Adaptive: response to first question – “Great to hear that.”
Rotating questions: a single customer is asked one of the rotating questions
Volume: is sufficient to divide the analysis
ENGAGEAll customers at key moments of truth
Yep
Send Save
Julia’s experience
Natural: Yep is coded to “Yes”
Process is smooth and conversational
ENGAGEAll customers at key moments of truth
That’s great.
And finally we would welcome your feedback on the reasons for your ratings or how we could improve your ABC Bank experience.
Reply Delete
Julia’s experience
Scores: Are collected throughout the dialog
Verbatim: Request made for verbatim comments, so further insights can be gained into Julia’s experience
CAPTUREFreeform feedback using customers’ preferred channel
Really friendly rep gave helpful advice plus I love the fact I get cashback on what I spend and low International fees x
Send Save
Julia’s experience
Artificial Intelligence: derives key insight from the freeform comments:
Positive about Staff Rapport
Positive about Staff Knowledge
Positive about Products / Price
Mentioned key word “International”
INTERPRETDerive meaning using natural language processing
Thanks for taking part. Your feedback about your experience will be used to help us continually improve our services.
ABC Bank
Reply Delete
Julia’s experience
Action:Julia’s score contributes to his bonus
David’s Team moves up the league table
Julia may be included in segment-based marketing for Travel Insurance offers in the future
Lots of great information derived from quick, freeform response
Julia feels valued and is ready to recommend!
ACTRespond rapidly to customer feedback
Hi Steven, thanks for contacting Brian in ABC Payments yesterday. We’d like to ask you 2 brief questions about your experience?
Q1 of 2. Overall how satisfied were you with the service Brianprovided – on a scale of 10 (extremely satisfied) to 1 (extremely dissatisfied)?
Reply Delete
Steven’s experience: a different story
As with Julia, a feedback request is sent the day after Steven spoke with Brian in the Contact Centre
ENGAGEAll customers at key moments of truth
Not happy
Send Save
NICE Fizzback interprets negative sentiment in response, treats the customer as at-risk
Rather than forcingSteven to answer 0-10
INTERPRETDerive meaning using natural language processing
Steven’s experience: A different story
Sorry you were not satisfied.
We would welcome your feedback on the reasons for your ratings or how we could improve your ABC Bank experience.
Reply Delete
Adaptive response is immediately sent Question 2 skipped as customer has expressed dissatisfactionMove straight to verbatim question to try to find out why Steven is not happy
ACTRespond rapidly to customer feedback
Steven’s experience: A different story
Your staff are pleasant but the payment instruction could not be taken due to something wrong with your system!!!
Send Save
Fizzback artificial intelligence derives key insight from the freeform complaint:
Positive about Staff Rapport
Negative about the Process
Action:
Red alert sent to Payments Team
Early warning to Systems Team
ACTRespond rapidly to customer feedback
Steven’s experience: A different story
The Feedback Management Process – Beyond Insight
Corrective action & ‘instant routing’
Visibility across channels & processes
Integration with key systems
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ENGAGEAll customers at key moments of truth
INTERPRETDerive meaning using natural language processing
ACTRespond rapidly to customer feedback
CAPTUREFreeform feedback using customers’ preferred channel
HOW BUSINESSES LEVERAGE FEEDBACK TO DRIVE IMPROVEMENTS
Gain Clear Insight into Advisor & Process Performance
Compare these against your average Advisor Scores
Understand what your Customer sees as your Advisors weak areas.
Direct feedback is often less
contentious than manager feedback.
On average 80% of feedback is positive, which helps boost employee morale.
Clear, actionable intelligence in real-time
· Mood map · Geographic drill-down
· Employee leagues · Performance Measurement · KPI trending · Early-warning indicator
· Store leagues · Root causes
Response Manager
25
NICE Fizzback: Driving Employee Excellence
Identify ‘Role Model’ reps
Motivate reps with positive feedback
“I needed to change payments. The lady I spoke to was very helpful and patient with me. Thank you!”
Identify topics for individual coaching
Share improvements over time
NICE Fizzback – Key Differentiators
27
Event-drivenConversational feedbackResponse rates > 40%Driving enterprise-wide improvement
Multiple channels: Mobile (SMS), email, chatMultiple touch points: retail, branches, online, contact centers
Broad: End-to-end solution Deep: Specialists in performance improvement Expert: Expertise in business transformation
UniquenessUniqueness
Rapid ROICustomer recovery, retention & lifetime valueCustomersatisfaction and NPS scoresOperational efficiency & cost improvement
28
The Golden Rules of a Successful CEM Strategy
GOLDEN RULES
ENGAGE IN CONVERSATIONSIt’s not an interrogation. Engage your customers with natural dialog.
IN REAL-TIMETo increase their engagement and increase the impact you can make.
AND OPERATIONALIZE!Leverage the feedback directly to improve customer satisfaction, retain customers and even increase operational efficiency.
REALLY LISTENAcross touch points and customer preferred channels.
LISTEN A LOTAnecdotal information is not enough to make a difference.