Proactive Customer Service + Interaction Analytics = Customer Service 3.0.Be There Now! We will begin our Webinar at approximately 1:01 PM EST
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1 Proactive Customer Service + Interaction Analytics = Customer Service 3.0.Be There Now! We will begin our Webinar at approximately 1:01 PM EST
2 Educational Webinar is brought to you by
3 Today s Educational Webinar Proactive Customer Service + Interaction Analytics = Customer Service 3.0.Be There Now! is sponsored by the following partners:
4 Webinar Logistics This webcast is a listen only presentation. If you would like to ask a question, please use the questions panel in the GotoWebcast side bar widget as shown and we will try to answer all of your questions during the Q&A segment of the presentation. The Webcast will be recorded and available 48 hours after presentation at under our Learning Center page. The presentation deck is available now or at the conclusion of today s webinar under the Event Resources tab of this site and will also be available at under our Learning Center page.
5 Proactive Customer Service + Interaction Analytics = Customer Service 3.0.Be There Now!
6 Today s Agenda 1. Explanation of how Interaction Analytics Work 2. Leveraging Analytics to Identify Customer Service Drivers 3. Defining Proactive Customer Service 4. 2 Steps that lead to Proactive Customer Service 5. Next Steps 6. Q&A 7. Wrap Up 6
7 But First, a Question About You 7
8 The Value of Contact Center Data What happens in the contact center matters to marketing CUSTOMER CARE cost reduction / efficiencies / resolution SALES revenue / sales effectiveness / compliance source for positive / negative customer experiences (agent, product, policy) FEEDBACK / INSIGHT feedback on lead quality, campaign & messaging effectiveness, customer/competitor intelligence MARKETING brand / NPS / lead gen / customer experience 8
9 Engagement Optimization / Analytics Recognizing industry evolution phone support speech analytics multi-channel Interaction analytics omni channel/ channel agnostic engagement/journey analytics 9
10 Customer Engagement Analytics - Explained 100% Interactions With metadata Transcription & acoustic measurements (redacted) Use case specific automated tagging (language patterning) Use case specific Scoring, trending & tracking Compliance, behavior & targeted coaching and marketing insight Calls Chats Survey s Text Messages s Twitter Audio Values Metadata Values Agitation Word Tempo Silence Agent Info IVR Details Caller Info CRM Data WFO Data 10
11 The Customer Journey An Example visits website calls contact center sales s information sales calls back purchases product interaction survey posts about experience 30% post about their experience on social media positive experience 45% negative experience 11
12 Measuring Customer Satisfaction (example) Beyond surveys, Interaction Analytics scores every customer contact dissatisfaction Language long duration competitor Mentions high silence escalations compliments tagging (language patterning and acoustics) acoustic agitation positive comments satisfaction score insight holds - transfers negative comments confusion churn mentions 12
13 Engagement Optimization Explained 13
14 Actionable Surveys & Proactive Customer Service Martha Brooke Chief Customer Experience Analyst & Founder We Deliver: Objective Metrics and Benchmarks Actionable Findings Reports Align your goals and methods with our free MetricsLAB! Our Methods Include: Mystery Shops persona-based Surveys adaptive & personalized Interviews total VOC immersion Customer Service Plans complete and with examples 14
15 What is Proactive Customer Service? Answer: It s service that is organized for thoroughness and efficiency--and thinks ahead for the customer. Proactivity usually involves 4 to 7 elements: Complete Answer Addresses immediate & future concerns Answer Clarity Customer-friendly language, no unclear phrases or jargon Because Statement Explains what caused the situation Next Steps Next steps moving forward 15
16 Proactive Customer Service Advantages: Reduce # of Contacts Boost Loyalty Increase Sales Build Brand Minimize the need to call back Create experiences that customers want to share Creates a positive environment for up-selling Show your customers you are valuable and unique 16
17 Caller Asks How safe is LASIK? Before Oh, it s very safe. We just cut your cornea and zap it with a laser. NOT PROACTIVE After PROACTIVE It s extremely safe because it has been FDA approved for 20 years and our success rate is higher than the national average. During your consultation, you ll meet with Dr. Smith himself. He ll examine your eyes to be sure you re an ideal candidate for LASIK. When would be a good day for you to meet with him? 17
18 How Do You Build Proactivity? QA Scoring Rules Measure & Track Step 1 + Model Answers Coach & Train Step 2 18
19 QA Scoring Rules Measure & Track 19
20 Clarify your Elements and Write Scoring Rules Specific to your Company: Answer Accuracy Addresses immediate & future concerns Because Statement Explains what caused the situation Clarity-of-Answer Customer-friendly language, no vague phrases or jargon Next Step Articulation 20
21 Weigh Each Element to Reflect Priorities For example, in this LASIK scenario: Weighting Depends On: Industry Customer Expectations Problem at Hand 21
22 For Precision, Adapt the Scoring Rules for each Touchpoint: Browsing for product Ordering product Returns & Exchanges AND, for more precision, adapt them for each Persona: Trendy Teen Gift Shopper Unsure Parent Casual Browser 22
23 Here s Scoring In Action: Oh, it s very safe. We just cut your cornea and zap it with a laser. NOT PROACTIVE Answer Accuracy: 11/55 Clarity-of- Answer: 5/25 Answers the question, but fails to contextualize safe so loses 44 points Because Statement: 0/10 Next Step Articulation: = To the point, but not at all customer-friendly so loses 20 points 0/10 Overall Proactivity: 16% 23
24 Model Answers Coach & Train 24
25 Model Answers Bring your Scoring Rules to Life! They are NOT a script They re about knowing what to say, to whom, & how, accounting for different touchpoints & personas They clearly illustrate how to be proactive 25
26 Caller Asks How safe is LASIK? What Makes this a Model Answer: Answer Accuracy: 100% Clarity-of- Answer: 100% Because Statement: 100% Next Step Articulation: 100% Proactivity: It s extremely safe because it has 100% been FDA approved for 20 years and our success rate is higher than the national average. During your consultation, you ll meet with Dr. Smith himself. He ll examine your eyes to be sure you re an ideal candidate for LASIK. When would be a good day for you to meet with him? 26
27 Newlywed Calls for Assistance: Hi, I just got married and so I need to update my marital status on my home insurance and make sure my wife is on the policy. Plus, the customer later calls back to ask about an auto bundling discount. (HIGHER CONTACT VOLUME) Before Associates Answered: Thanks for updating your account. Can I help with anything else? Because Statement 10% Clarity-of- Answer 15% Next Step Articulation 30% Answer Accuracy 45% Answer Accuracy: 11/45 Because Statement: 0/10 Proactivity: 31% Clarity-of- Answer: 15/15 Next Step Articulation: 5/30 27
28 Here s an Associate Responding with the Model: What Makes this a Model Answer: Answer Accuracy: 100% Clarity-of- Answer: 100% Because Statement: 100% Next Step Articulation: 100% Proactivity: 100% Thanks for updating your home policy. I see that you don t currently have your auto insurance with us, which could save you money because you could receive a large bundling discount. Would you like a free quote to see how much you could save? 28
29 Cool Teen s to Seek Advice Associate Responds Proactivity: 26% I m looking for a Hilern but the site says it s sold out. I think you had it last week, what s going on? I love all your stuff and esp. the Hilern!!!! Alejandra Hey, It looks like that product is sold out for the season and we won t be getting anymore in. We re sorry for any inconvenience this may have caused you. Complete Answer: 11/55 Answer Clarity: 15/15 Because Statement: 0/10 Next Steps: 0/20 29
30 Here s an Associate Responding with the Model: What Makes this a Model Answer: Answer Accuracy: 100% Clarity-of- Answer: 100% Because Statement: 100% Next Step Articulation: 100% Hey Alejandra, Thanks for asking about the Hilern. It s sold out online because it s been extremely popular. We won t be getting anymore in stock online, but since the inventory in our stores changes daily, your best bet would be to stop by the nearest CO. store in person to look for that fleece. That said, if you like the Hilern, you should definitely check out our new Maggie. We love it for its ribbed hem and cuffs and classic fit. You can order it at COMPANY.com under Vintage Fleece. BTW, it s great to hear from an awesome CO. shopper like you. To keep up with our latest trends, click here. Proactivity: 100% 30
31 Proactive Customer Service, In Sum: Reduce Contact Volume Efficiently address customers concerns Boost Customer Loyalty Customers tell others about their great experiences Increase Sales Cross-selling, bundling, packages, etc. Build Brand Targeted messaging that shows you care 31
32 KNOW THE CUSTOMER EXPERIENCE. COMMAND THE CHANGES THAT MATTER. Align your objectives and methods with our free MetricsLAB! Or, just say and we ll send you our Metrics Alignment Report. 32
33
34 Educational Webinar is brought to you by
35 Today s Educational Webinar Proactive Customer Service + Interaction Analytics = Customer Service 3.0.Be There Now! was sponsored by the following partners:
36 Contact CallMiner for a test drive! linkedin.com/company/callminer facebook.com/callminerinc sales@callminer.com Our ROI Whitepaper and ROI Input Checklist are now available on CallMiner s website and EngagementOptimization.com at the links below ROI CallMiner puts skin in the game Solution acquisition costs adjusted based on results achieved Results tied to defined benchmarks during customer Test Drive engagement Available to qualifying contact centers and BPOs Upcoming Webinar: Tracking and Addressing Consumer Complaints and Disputes with Interaction Analytics- Can You Meet the CFPB s expectation? July 14th, :00PM EST callminer.com/webinars
37 Connect. Ask. Learn. Share. Community for Customer Engagement Professionals
38 CallMiner Interaction Metrics INSERT OUR LIST OF SERVICES AGAIN 38
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