SATMAP Delivers Immediate, Measurable Customer Service Performance Improvements WWW.SATMAPINC.COM July 2015, SATMAP Inc., V. 2.0
SATMAP Delivers Immediate, Measurable Customer Service Performance Improvements INTRODUCTION In a world of increasing competition, contact centers are under constant pressure to deliver performance improvements. Contact center managers expend a lot of effort working to improve customer satisfaction and to deliver increased revenue. Agents are thoroughly trained and coached, complaints are extensively analyzed and incentives are carefully designed to ensure the best output. But could contact centers perform even better by using caller behavior data to inform call routing decisions? Validated by McKinsey & Company research, SATMAP demonstrates that pairing callers to agents in real time on the basis of behavior consistently delivers a 4-6% increase in revenue with no changes to existing processes. SATMAP s patented technology harnesses big data and artificial intelligence to improve call outcomes. In four hundredths of a second, SATMAP performs over a billion calculations using demographic, psychographic and historical call outcome data to identify the available agent whose behavior is the best fit for any caller on the line. THE RESULTS ARE IMMEDIATE, MEASURABLE AND SUBSTANTIAL SATMAP significantly improves caller-agent interaction, meaning more issues are solved on the first call. Customer satisfaction rises, along with conversion, collection and retention rates, which improve revenues and reduces costs. SATMAP s algorithm then reviews its results every night and updates itself based on learnings from the day, leading to a sustained improvement in results over time. Global leaders across the world in telecommunications, banking, insurance, utilities, Cable TV and consumer retail are using SATMAP to improve customer interactions, which leads to consistently improved revenues of 4 6% and delivers billions of dollars in incremental benefits every year. Customer service organizations that continue to pair callers and agents at random using First In, First Out (FIFO) call distribution will simply not be able to perform as well as those using SATMAP s intelligent analytics-based behavior matching. PEOPLE UNDERSTAND BEHAVIOR INTUITIVELY SATMAP UNDERSTANDS BEHAVIOR MATHEMATICALLY Contact center managers have long sought to train and reward agents for building the kind of rapport with customers that improves satisfaction and results. But the reality is no training or incentive can make a square peg fit in a round hole. People make instant connections with each other partly because of fundamental behavior and personality characteristics which cannot be learned or changed to suit the circumstances. That s why matching callers and agents before they speak increases the chances of an emotional connection. SATMAP is the only contact center performance solution that produces completely auditable results. In standard implementations, SATMAP is turned ON and OFF every 15 minutes. As a result, other performance-influencing factors such as training, incentives, staffing levels, seasonality and WWW.SATMAPINC.COM 2
even time of day are constant across multiple ON and OFF cycles. Managers can precisely measure SATMAP s impact by contrasting business outcomes between SATMAP ON and OFF. Because behavior pairing works so well and can be precisely measured, SATMAP bases its business on the value it delivers. As a result, SATMAP offers performance-based pricing models to all its clients; no fees, no maintenance, just a commission on proven incremental value delivered. CASE STUDY: REVENUE GROWTH SATMAP s technology transformed the inbound sales contact center operations at one of the largest wireless telecom companies in the United States. In the past three years, sales conversion rates have increased by an average of 6%. This increase in conversion has translated to over 55,000 incremental wireless subscribers and over $100 million in incremental revenues. SATMAP s patented process begins with data gathering. Agents take a voluntary 20-minute survey of over a hundred personal attributes, such as home ownership, educational background, regional cultural association, entertainment preferences, and other traits. With incoming callers, SATMAP incorporates data keyed exclusively to the caller s phone number from a broad array of sources. SATMAP does not use proprietary data or sensitive customer information to pair calls. The data includes all the information that can be drawn from the switch number itself data such as the location of the call and wireless carrier. SATMAP then adds demographic and behavioral information from commercial databases like Experian, Allant, Targus and Axciom, social media catalogs, and census archives indexed by caller ID. This can include a broad range of information associated with the phone number, such as estimated income, home value, dwelling type, length of residence, political party, vehicle preferences, telecommunications usage, credit card usage, occupation, and responsiveness to mail order solicitations. HOW SATMAP WORKS SATMAP is the only commercially available provider of realtime smart analytics that enhances clients existing call routing systems to pair calls based on both agent and caller behavior traits, and delivers improvements in the specific metrics the client is focused on improving. SATMAP improves the likelihood callers and agents will have a natural rapport. It uses statistical models to analyze an array of available psycho-demographic attributes and customer behaviors, assess the likelihood of positive outcomes and recommend call pairings to create superior matches. For certain clients, SATMAP also uses relationship and usage data from the client pertaining to the incoming caller, including product type, tenure, client value and frequency of contact. SATMAP also incorporates real-time intelligence from the call itself, such as how the caller reached the queue, what options the caller has chosen so far, and how long the caller has been on the call. SATMAP analyzes the client and agent data and uses artificial intelligence to identify subtle, non-linear patterns that drive customer satisfaction (CSAT) indicators like first-call resolution. SATMAP learns through pattern recognition to identify commonalities between successful calls. The pattern recognition isn t straightforward it s dynamic and based on neural networks. Specific sources of cause and effect are impossible to define because many successful WWW.SATMAPINC.COM 3
outcomes are driven by combinations of dozens or even hundreds of variables. Behavior and personality cannot usually be pegged to singular attributes not every caller from Ohio is automatically compatible with an agent from Ohio. Rather, pairing agents and customers is more like matching prospective couples on dating websites or choosing the right wine with a meal. The complexity of human interactions means big data analysis and artificial intelligence can drive results faster, more reliably and more often than any human matchmaker. SATMAP operates seamlessly behind the scenes; it works in real-time within a client s existing contact center software, routing and telephony. No call is delayed, and agents and callers are never aware SATMAP has paired them. In addition, no new security risks are introduced and customer data is fully protected. SATMAP is fully PCI-compliant and has been certified to pair calls seamlessly with all major PBX systems including Avaya, Genesys and Cisco. SATMAP ADVANCES SKILLS-BASED ROUTING SATMAP doesn t replace existing contact center operational flows and routing logic it seamlessly and instantly complements them. SATMAP takes existing routing to the next level by optimizing after traditional skills-based routing is complete, but before the final linkage to a specific agent. SATMAP picks up exactly where traditional skills-based routing leaves off. SATMAP does not require any changes to contact center management strategies, including agent recruiting, training or compensation systems. Rather, it complements incumbent systems. SATMAP is designed to plug into existing systems and is typically implemented within 60-90 days. Furthermore, SATMAP is unique because unlike performance-based routing systems, its matching algorithms evenly distribute calls to all agents, not just high-performers. Results improve across all agent populations regardless of prior performance levels. Unlike all other contact center technologies, SATMAP uses artificial intelligence engines to develop forward-looking insights that prevent problems before they happen. Voice analytics, for example, can help companies analyze the quality of customer and agent interactions, but this technology is reactive. While voice analytics may help to redirect a conversation that s gone sour, it is unable to prevent the pairing of an incompatible caller and. SATMAP is more effective because it connects people who have the highest probability of success before they start the conversation. Some other vendors offer personality or behavior matching products, but they score callers in advance, group them into a handful of pre-segmented categories and match them to pre-segmented agents. SATMAP treats all callers and agents the way they like to be treated as individuals, not as types by dynamically analyzing hundreds of traits associated directly with the calls, callers and agents, and finding the best possible fit for each caller and each available agent in a fraction of a second. CASE STUDY: COST REDUCTION Almost all contact center managers are evaluated on running an efficient and low cost operation, but only a few recognize how significantly personalities can affect results. SATMAP worked closely with one of the largest telecom providers in the US to improve agent-caller pairings to reduce average handle time (AHT). By making better personality connections, in 2014, SATMAP drove a 6.4% reduction in AHT from 384 seconds to 360 seconds on over 750,000 calls. Thanks to SATMAP, contact center staffing costs were also reduced. WWW.SATMAPINC.COM 4
SATMAP DELIVERS FIRST-CONTACT RESOLUTION SATMAP increases first-contact resolution the most important variable in customer satisfaction (CSAT). According to research from McKinsey & Company, of all the metrics tracked by contact centers including speed of answer, handle time, service level and number of transfers first-call resolution (FCR) is the most significant in driving customer satisfaction. Using R-squared to measure correlation, McKinsey found call center customer satisfaction demonstrates an R-squared of 29% with FCR. The next-highest R-squared of traditional call center metrics is speed of answer, at 18%. Other call center metrics, including average handling time (AHT) and service-level agreements (SLAs), have negligible influence on customer satisfaction. First-call resolution directly drives business outcomes. When problems are resolved on the first call, only 1% of customers are at risk of leaving. That figure rises to 3% when two or more calls are required to solve an issue, and 15% when issues remain unresolved. Yet studies have shown FCR rates average only 68% across all verticals, leaving 32% of calls in the riskiest bucket. On average, a 1% improvement to FCR can improve CSAT by up to 1%. Greater FCR also means greater efficiency and reduced costs, since total volume of calls and AHT are reduced. Contact center technologies like SATMAP that can improve FCR will have meaningful impacts in driving CSAT, reducing costs and improving business outcomes. Contact center executives know every call outcome is the result of a conversation between two unique human beings. Customer perception depends on how quickly they find solutions to their problems, of course, but also on their personal connections and rapport with agents. The value of these connections is both intuitive and supported by research. Every top-performing service organization knows agents who perform the best have the right tools to solve customer problems. SATMAP helps agents use some of their most powerful tools their behavior and personality to connect with customers and satisfy them on the first call. More calls end on a happy note, and more callers believe the organization truly understands them and their needs. CONCLUSION SATMAP s technology uses the deep informational value of big data and the science of statistical modeling and artificial intelligence to mathematically improve interpersonal fit in contact center interactions. The results of this innovation are more satisfied customers who buy more and maintain deeper loyalty to companies. Behavior matching powered by artificial intelligence is the next big improvement in call center performance. Companies who aren t using behavior matching and continue to use First In, First Out call distribution are already losing out in this highly competitive space. FIND OUT HOW SATMAP CAN HELP YOU TODAY WWW.SATMAPINC.COM GLOBAL HEADQUARTERS 1700 Pennsylvania Ave. nw Suite 560 Washington, D.C., 20006 United States UK HEADQUARTERS 27th Floor, Millbank Tower 21-24 Millbank London, SW1P 4QP United Kingdom PHONE US 1-877-721-9158 UK 44-800-998-7006 EMAIL info@satmapinc.com WWW.SATMAPINC.COM 5