Using Speech Analytics in the Contact Center to Improve Customer Intelligence

Transcription

1 W E B C A S T S E R I E S Using Speech Analytics in the Contact Center to Improve Customer Intelligence January 29, pm to 3pm EDT

2 Featured Speakers Scott Kendrick Vice President, Marketing Martha Brooke Program Director & Founder

3 CEMDNA Playbook Strategy Bill Bradley Vice President, Marketing & Business Development

4 Structured data Analytics in the Contact Center Looks at Two Types of Data Survey responses (close-ended) Reports Unstructured data Speech, voice, text Social media Survey responses (open ended) Customer intelligence helps improve the customer experience The more you know about each customer s level of sat & loyalty, the more prepared you are to deliver consistently superior customer experiences.

5 CEMDNA Playbook Strategy

6 An Analyst s Approach to Gaining Customer Intelligence Martha Brooke Founder, Program Director

7 Interaction Metrics An Analyst s Approach Audit Findings Reports Objective Metrics & Benchmarks Improved experiences for market innovators, like ProShares, and the largest companies like GE Techniques (such as Mystery Shopping, Surveys, etc.) to probe a range of experiences Martha Brooke Program Director & Founder You can get to know the power of our analysis with a free mini-audit at InteractionMetrics.com Actionable Customer Experience Audits

8 The Big CX Problem Structured data provides a limited view. For example, with Net Promoter: How likely is it you would recommend us to a friend? NPS 49% 0 This doesn t tell you: How your customers felt throughout interactions Where you could have better supported your brand What would increase sales How to improve your NPS score Actionable Customer Experience Audits

9 Consider, the nature of customer experience, it s unstructured, and Fluid (not multiple choice) Involves customer expectations based on an ever-shifting marketplace Varies by touchpoint and persona Entails multiple dimensions and hundreds of sub-conscious cues Encompasses a range of sensations and feelings Actionable Customer Experience Audits

10 Unstructured data contains these potential values. Trends Customer vocabulary Root causes (why customers feel the way they do) Tests hypothesis Gaps and value-add opportunities Actionable Customer Experience Audits

11 An Analyst s Approach Combines: Objective Analytics Representative Consistent & Research Intelligence Rich Perspective Includes contextual information, because that s how customers experience the world Empathy Captures subtleties and subconscious cues Looks Ahead Analyzes more than the matter at hand to identify valueadd opportunities Actionable Customer Experience Audits

12 Example Gourmet Foods Catalog co. They pride themselves on shipping the best apples. Today, a customer asked: Are the apples ready to eat? Conscious: I guess that makes sense Subconscious: Not really impressed Answer: Usually not, it may take several days for them to ripen. We keep them in cold storage for a few months... Conscious: That was correct Subconscious: The customer didn t react, everything s fine Research Inputs Customers Emotional States Customers Situations Touchpoint Goals In this example: Curious Prospect looking for gift Demonstrate quality of apples Brand Opportunity

13 What an Analyst s Approach Uncovers: Findings Overview Opportunity Analysis Call % 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Defective Fraud Needs Place Status Product Issue Tech Assist Order Check Call Audio Lost Opportunity Improved ID Re-Do Revenue Analysis Content Call 102 xx-xx -$ xx-xy -$20.04 Focused on... should have mentioned... Fails to discuss... even though caller mentions xx-xz -$68.70 Misses key information around... xx-m -$ xx-xq -$48.35 Misses the branded explanation as to why Presents information that is not in any way relevant to... Customer Effort Brand Score Competitor Comparison Generic Experiences 54% ON Brand Experiences 32% OFF Brand Experiences 14% To better support your brand say: Almost! We send them as they are ripening to ensure they arrive in perfect shape. Just a couple of days later, they ll be mouth watering and delicious. 0

14 Multiplied by thousands of moments, an Analyst s Approach builds tremendous value into CX. Sales Happiness Loyalty Education Brand Risk Self- Service Actionable Customer Experience Audits

15 Let s talk more about: The limitations of structured data The potential of unstructured data Criteria for the best analysis Ways we ve added value to our client s interactions Contact Actionable us Interaction Metrics: For Companies Serious About the Customer Experience Customer Experience Audits

16 Listen to Your Customers Improve Your Business Scott Kendrick Vice President, Marketing

17 Voice of customer analytics in the cloud Founded in 2002 Specialized in contact analytics Focused on contact center performance Unified view across voice, chat, , social Scaled to process >15 years of audio every day Serving small agencies to fortune 500 Proprietary and Confidential, CallMiner Inc. 17

18 71% 92% consumers prefer phone conversations customer service interactions via phone 68 % of defecting customers leave as a result of poor customer service 45B inbound calls 1.1B answered surveys 86 consumers have stopped doing business with a % company due to a bad customer experience annual calls vs. surveys 420B captured words 2.7B tweeted words 89 consumers have started doing business with a % competitor due to a bad customer experience daily recorded vs. tweeted words 18 * sources Forrester, ZenDesk, Harris Interactive Customer Experience Impact Report, five9 Proprietary and Confidential, CallMiner Inc.

19 customer interactions audio capture interaction metadata Customer ID: Call ID: Agent: Gabriel Nelson Department: Saves Supervisor: Jay Gatsby Date: Oct 15, :36AM Direction: Inbound crm data Customer ID: Customer tier: Gold Customer ACV: $1,649 Products: Triple play City: Fort Myers Subscribe date: 8/23/2010 contact analytics speech recognition Thank you for calling ABC bank. How can I help you? This is my third time calling! You overcharged me on my last bill. I need to speak with a manager. May I confirm your name, address, and last four digits of your social security number? I ve already entered my account information in the IVR! You people are useless! language patterning & acoustics [Proper Greeting] [Repeat Language] [Agitation] [Billing] [Escalation] [Account Verification] [Over-talk] [Dissatisfaction] automated scoring Agent Quality: 82 Churn Risk: High Customer Satisfaction: 36 Efficiency Rating: Optimal Compliance Risk: Low Sales Effectiveness: N/A 19 Proprietary and Confidential, CallMiner Inc.

20 alert supervisors & agents I want to speak with a supervisor Escalation! Do you offer an unlimited plan Upsell Opportunity! analyze discover & root cause analysis search & playback 987, 1/24/2014 8:45 AM, Clarissa Dalloway, 5m58s, [more] new format long duration x billing x Search [Greeting] [Billing] calling about an issue I have with my bill from last month [Dissatisfaction] [Empathy] [Understandability Issue] the new layout of your bills is extremely confusing [Agent Ownership] [Politeness] more performance feedback Improving Score Agent Quality Improving Score Benita Chmura s Agent Quality score has improved by more than 10.4 from last week. Keep it up! 85 Outstanding Benita Chmura s Team Avg Team Lead 20 Proprietary and Confidential, CallMiner Inc.

21 APPLYING THIS TO CUSTOMER INTELLIGENCE Measure experience across 100% of interactions Identify, quantify requests & preferences Identify, quantify frustrations Track, correlate competitive mentions Analyze and predict churn risk Measure response to promotions & campaigns L I S TEN T O Y O U R C U S T O M E R S I M P R OV E Y O U R B U S INESS 21 Proprietary and Confidential, CallMiner Inc.

22 CASE STUDY: MARKETING PERFORMANCE & BI Leading direct marketer 15 million inbound calls/year 3.8 million products sold/year Launched new 24/7 tech-support - random keyword bidding - unsuccessful campaigns - out of control spend - inefficient call handling before conversion analysis and campaign optimization $ $ $ $ SEO PPC google bing PC mobile metadata - SEO vs. PPC - Google vs. Bing - web vs. mobile - sales conversions speech - device type - device brand - tech issues - objections data IVR redesign & intelligent routing new service offerings knowledgebase development? after conversions abandon rate handle time $ k/month revenue results Proprietary and Confidential, CallMiner Inc.

23 Thanks for Your Participation Scott Kendrick Vice President, Marketing Tel. 239/ Martha Brooke Program Director & Founder Tel. 206/ , x1

24 Requests for Information Bill Bradley VP Marketing & Business Development Omega Management Group Corp. Tel.: 978/ Check for upcoming webcasts at