effective ivr and customer experience routing … ivr and customer experience routing design rebecca...
TRANSCRIPT
Effective IVR and Customer Experience Routing Design
Rebecca OwensSolution Consultant
Elena PueyoStrategic Business Consultant
The Future is Constant Change
Effective IVR
Is IVR too old school?
IVR
Is IVR dying?
Reports of IVRdeath have been greatly exaggerated
Use of IVR is evolving within an explosion of channels
Back Office
Social
Website
Messaging
Chat Video
Mobile App
VOLUME OF SERVICE INTERACTIONSHANDLED
Customer engagement maturity model
Voiceself-service
Visual IVRWeb self-service
ChatSMSMicroApps
Multi-modalMessaging as service
Text AnalyticsNatural Language
Intelligent AgentArtificial intelligence
Internet of ThingsSelf-healing systems
ONE ENGINE, MULTIPLE PRESENTATIONS / PERSONAS
Interactions will increase
IVR remains critically important
Interaction Complexity
Inte
ract
ion
Co
un
t
Need an Agent
Self-Service Voice Agents Handle Complexity
Social
Website
Messaging
Chat
Mobile App
AgentIVRVoice
Agent
IVR is not dying. IVR is evolving.
Context enables Customer Experience
Intelligent IVR(DTMF or Speech)
Are you calling about…?
DTMF
Pop
Speech Recognition
Hello!
Tell me why you’re calling.
Customer Journey(DTMF or Speech)
Can I help you finish that web form?
Good News!
Customers really don’t want to talk to you!
Customers often prefer IVR self-service
What’s my balance?
Is my flight on time?
Refill my prescription
Well designed IVR improves efficiency
and customer experience
Keep the Human Factor in Mind
I don’t want to repeat myself
I don’t want to be transferred
Respect my time, no long waits
Resolve my issue the first time I contact you
Typical IVR Goals
• ID/Authenticate callers
• Provide reasonable self-service options
• Route to skilled agent with good screen pop
One Dozen IVR Tips
The Essentials
The Enhanced
The Epic
IVR Tips The Essentials
If you want them to use it, make it easy.
1. Place menu options in decreasing order of call volume
• Most common call reason should be option 1
• Monitor menu peg-counts, adjust menu order
IVR Tips The Essentials
2. No more than “4 options wide and 3 deep”
• Limits of caller patience and tolerance
• Get lost if too many options, forget choices
• Will start pressing “0” to get to agent
3. Description first, followed press “x” option
• “For customer service, press 3”
1 2abc
3def
4ghi
5jkl
6mno
7pqrs
8tuv
9wxyz
IVR Tips The Essentials
4. Be concise, avoid insider jargon
• Avoid: “For parts replacements, replacement manuals, SmartParts, or WellParts programs, press 3 now.”
5. Caller information should “follow” through transfers
• Agents need proper screen pop of all information
You want my account number AGAIN?
IVR Tips The Essentials
6. Text to Speech versus Recorded Prompts
• Use TTS only for dynamic prompts that cannot be pre-recorded
• Recorded prompts always sound better
7. Sweat the concatenation and prosody “pitch” of prompts – both TTS and recorded
• Makes speech “natural”
• Consider phone number read back, digits with rising, flat and falling pitch
The phone number is 1 - 8 5 5 - 5 0 6 – 2 3 1 6
One Dozen IVR Tips
The Essentials
The Enhanced
The Epic
IVR Tips The Enhanced
8. Offer Call Back in the IVR
Offer callers immediate or scheduled call back
• Avoid having to wait on the phone for an agent
• Call back routed to right-skilled agent
• Agent gets full context popped to screen
IVR Tips The Enhanced
9. Persona - every IVR has a persona, intentional or not
• Reflect your brand through voice talent, prompts and in-queue music
• Audition voice talent to reflect your brand
• Prompts “coach” should work with voice talent
Who writes your prompts?
Who writes your prompts?
Voice talent matters!
• Prompts actually touch callers
• Use professional talent and professional studio
Redesign of DTMF prompts is typically of more value than adding speech recognition.
Dialog design is art
• Spoken language is not written language
• Intonation, timing, and emotion
Worst Prompts - Top Offenders
Worst. Prompt. Ever.
IVR Tips The Enhanced
10. Use Speech Recognition? Yes and No.
Sometimes Yes
• Complex info better spoken (Address capture, stock quotes, alpha-numerics…)
• Number of “routing targets” is very large (60+) and fairly evenly distributed
Sometimes No
• Straightforward menus
• Number of “routing targets” is not too large (up to 60) and concentrated (top 10 drive 80% of calls)
• Background noise
DTMF and Speech Recognition
Touch Tone DTMF
Directed Dialog Speech
Natural Language Speech
For A, press 1… for B, press 2
Numeric entries
Alphas are awkward
Lowest cost
Do you want A, B, C or other?
Simple spoken responses
Spoken addresses, alpha#
Needs DTMF “backup”
Medium cost
How may I help you?
Open ended spoken responses
Still needs Directed Dialog and DTMF “backup”
Highest cost
One Dozen IVR Tips
The Essentials
The Enhanced
The Epic
IVR Tips The Epic
11. Intelligent IVR
• Use caller context to simplify caller experience
• Impress your callers
• Often of more value than natural language speech recognition
IVR Tips The Epic
Intelligent IVRuses caller context
“Are you calling about your recent stop service request?
Lead with Yes/No Question
Proactive, Personal
Use Context of Customer Journey
Natural Language IVR
“Please use a short phrase to tell me what you’re calling about.”
No context
Reactive, Impersonal
No Knowledge of Customer
Intelligent IVR Intercept The Epic
Greeting
ID Caller (explicitly or
implicitly)
Yes/No Question
(context + rules)
DTMF or Natural
Language
Self-Service Module
Self-Service Module
Self-Service Module
Are you calling about <topic>? Yes/No
• Lead with context, fall back on menu
• Direct route to self-service or agent
• Base route on business valueTransfers
(routing & screen-pop)
CONTACTCENTER
Yes
No
Context vs Customer Profiling
Why not just use CRM customer profiling instead of recent context?
65 years old, Q4 1948Born and raised in the UKMarried (more than once)Two kidsLives in a castleNot the smartest of the family
65 years old, Q4 1948Born and raised in the UKMarried (more than once)Two kidsLives in a castleNot the smartest of the family
Intelligent IVR would treat these two differently, per their recent context.
Intelligent IVR Intercept The Epic
12. Reporting, analyze IVR performance, tune IVR
Peg Count Menu 36Pressed 1: 15%Pressed 2: 40%Pressed 3: 20%Pressed 0 Agent: 25%
• Better order: 2, 3, 1
• High opt-out rate: 25%
What can be tuned?
Why is this Epic?
Epic IVR Reporting – go OmniChannel
Outbound Voice
Email, Mail
Web Activity
SMS, Social
IVR Purpose of Call1
Intelligent IVRWelcome Mr. Smith. Are you calling about the status of your recent claim?
Conversation Manager
3
4
5
Peg Count Menu 36Pressed 1: 15%Pressed 2: 40%Pressed 3: 20%Pressed 0 Agent: 25%
2
IVR Maturity Levels
1. Black Box IVRIn/Out counts only
2. Visible IVR Menu Peg Counts, Exit Points
3. Intelligent IVRAre you calling about…?
4. Path Analytics IVR
5. Omni-Channel Customer Journey Lifecycle Across Channels
1
2
3
4
5
Yes
No
Self-Service End Point
Transfer to Agent
Exit Point 42Eligibility
Customer Experience Routing
Routing Key Objectives
Deliver the right customer experience
Optimally use your available resources and their skills
Deliver on business objectives and operate within your budget
Routing Tips
The Essentials
The Enhanced
The Epic
Move Away from Queue – based Routing
Queues are buckets of work that supporttargeting, prioritization and reporting
Challenges of Queue-Based Routing
Sales Voice English Queue
Sales Voice Spanish Queue
Sales Voice French Queue
Sales Email English Queue
Sales Email Spanish Queue
Sales Email French Queue
Interactions Agents
Inbound Voice Queues
Inbound Email Queues
Siloed Prioritization = Missed Opportunities,Low Occupancy and Utilization
Silos of Queues, Channels, Opportunities and People
Challenges of Queue-Based RoutingInteractions Agents
Queue 1- Gold
Queue 2 - Silver
Queue 3- Regular
Queue 4 - Sales
Queue 5 - Service
Queue 6 - Billing
Queue 7 - Complains
Low PersonalizationHigh Customer EffortHigh Transfer Rates
Limited Segmentation of Customers, Workload and Resources
Challenges of Queue-Based RoutingInteractions Agents
Queue 1
Queue 2
Queue 3
Queue 4
Queue 5
Queue 6
Queue 7
Limited Usability of Data for Continuous Improvement
Queue CentricNo Journey Visibility
No Linkage to Business Outcomes
Queues are Not Skills. Skills are Not Queues.
SalesQueue
ServiceQueue
SKILLS
How Are They Different?
Queue-Based Routing
Interactions Targeted to Queues
Next Available
Move People to the Work
Siloed Management
Low Context for Personalization
Customer Experience Routing
Interactions Targeted to Resources
Best Available
Direct the Work to the People
Universal Management
High Context for Personalization
What is Customer Experience Routing?
CX Routing manages customer journeys by prioritizing and matching the Right Interaction to the Right Resource at the Right Time
Anatomy of a CX Routing
phone
emailchat
social
mobile
AgentCustomer
Attached Data are what you know about a
specific interaction, and can be added and
updated throughout the life of the
interaction.
Skills are what you know about an agent.
Skills should only be changed as agents
acquire new job functions, training, or
capabilities, not to redirect traffic.
Routing prioritizes and matches the right interaction with the right resource at the right
time. It looks at Data and Skills to determine the optimal treatment and route point.
Redirecting traffic should be done through Routing, not by ad hoc Skill changes.
Business Rules/Parameters enable frequent or ongoing Routing changes.
Mobile Self-Service
Chat-bot
H
Systems
Best practices in defining CX Routing
Skills Based Routing Decision
Attached Data per Interaction What you know about an interaction
Updated during the life of an interaction
Identify
Who is it?What do they want?
•Account #, ANI, DNIS…•History, profile, value
1
Segment
How to treat customer?
•Valuable customer?•What have they done
recently?•Next best action
2
Objective
What to achieve?
•Any other conversation going on?
•Any activities to be completed?
3
Route Interaction
Route to best agent
•Check agent states, profiles (skills + proficiencies)
•Push to desktop with context
4
Let the System Do The WorkCX Routing based on Skills with Dynamic Target Expansion across Virtual Resource
Pool:
1. POWERFUL – Find best available Frontline agent:
Skills: {Eng>9, French=0, Phone>9, Chat>9, ProductX>9, Empathy>6, Frontline=True}.
2. SIMPLE – Find any suitably skilled available Frontline agent:
Skills: {Eng>9, Phone>6, Chat>6, ProductX>6, Frontline=True}.
3. DYNAMIC – Find any available suitably skilled agent across entire virtual pool (based on Presence and/or Schedule):
(If Status=Ready/Schedule=Frontline), Skills: {Eng>9, Phone>6, Chat>6, ProductX>3} .
4. DEFAULT ROUTING – All hands on deck and/or special messaging.
ENGLISH BACK-OFFICE TEAM
FRENCH BACK-OFFICE TEAM
ENGLISH FRONTLINE TEAM
FRENCH FRONTLINE TEAM
Mapping Out a Customer Service Strategy
• What personalized CXs do we want to deliver but struggle with today?
• What specialized skills do our agents need to deliver these experiences?
• What are the success metrics for CX and business outcomes?
PowerfulCustomer
Experiences
• What’s working well today?
• What do we want to migrate and optimize (‘Lift and Shift’)?
• What are the success metrics and reporting we want to keep?
Business as Usual
• Under what conditions are we willing to borrow/lend resources?
• What monitoring and alerting do we need?
• What changes should be triggered automatically vs. manually?
Planning for the
Unexpected
• Do we need to change our people organizations at all?
• What crazy work do we do because of our current limitations?
• Is it designed from the customer or company perspective?
Stop the Madness
Powerful(Tier 1)
Simple(Tier 2)
Dynamic(Tier 3)
Eliminated
Routing Tips
The Essentials
The Enhanced
The Epic
Leverage a Single Routing Engine with a Universal Queue
RoutingWFM
Reporting
CustomerInteractions
Social
Chat
Back Office
Universal Queue• Customer Intent
• Resource Attributes
• Business Value
• Dynamic SLA Mgmt
Right Resource. Right Time.
Easy to load balance
Blending and prioritization across channels
Central administration for resources and rules
Single source of truth
Inbound Voice
Outbound Voice
Mobile Self-Service
H
Systems
Chat-bot
Back Office Activity Routing
The challenge of managing work items
• There is limited management information available to manage the SLA of business processes work items and improve workforce efficiency
• Assignment & distribution of work items is often done manually, and the employees decide what they work on and when
• Multiple systems & processes generate different type of work-items, which requires different skills to manage.
INEFFICIENCYINVISIBLE
Work is generated in multiple systems
Channels used to Submit a request
Web form directly feeds into CRM/BPM
Email send to distribution group
A dispatcher reads email (Outlook) and registers Service Request
Voice traffic served trough telephony
Contact Center agent to answer the incoming call and register ServideRequest
Web form directly feeds into CRM/BPM
“I would like to postpone the Payment of my bill.”
“Last bill is too high, I want my money back.”
“My address changed.”
Customers Requests are recordedin multiple systems
BPM / CRM
Today the work is pulled from different workbins
Customers TRADICIONAL ORGANIZATION
Complaint team
Billing exceptions
Front Office
CRM / BPM / XLS .. “I would like to postpone the
Payment of my bill.”
“Last bill is too high, I want my money back.”
“My address changed.”
Tomorrow, work is pushed to optimal advisor
Customers CUSTOMER EXPERIENCE FOCUSED ORGANIZATION
CRM / BPM / XLS .. “I would like to postpone the
Payment of my bill.”
“Last bill is too high, I want my money back.”
“My address changed.”
Where does back office advisor go?
Content search Handling customer queries Training Reminders
Pulling work Outbound Voice Misrouted tasks
Time between tasks
10 – 20 % gain
Where does back office supervisors go?
Work assignment / re-assignment Meetings and Change MgtTraffic management Coaching & QM
Manual reporting / scheduling Escalation management
30 – 60 % gain
Service Level Optimization
Is 80% in 20 seconds actually an “Industry Standard?”
What is this based on? • In early contact centers, time before a customer hung up,
assuming no answer? • Time that three or four rings take? • Data published in an ACD system manual?
Vocalabs National Customer Service Survey: Banking
What do customers really expect?
• Vocalabs’ survey banks’ customers found that customers are willing to wait up to 2-3 minutes. Customer satisfaction was not significantly impacted until wait times exceeded 4-5 minutes.
• 85% or more of most companies’ customers found the wait time reasonable
• Large APAC company found no correlation between wait times of <6 min and NPS or Resolution
Relax your Service Levels
What if you could meet service levels for 99% of your interactions?
1 min 2 min 3 min 4 min 5 min
Customers begin finding wait times
unacceptableCustomers finding wait
times unacceptable double
Nearly all customers find wait times unacceptable
Time
% Calls Answered
Use this time to route to best agent, boost NPS, save $$
Best NPS Worst NPS
Measure NPS per transaction
Prioritise clients that should still be answered immediately
Based on customer research at a major US bank
Relax your Service Levels
-100
-80
-60
-40
-20
0
20
40
60
80
100
0 30 60 90 120 150 180 210 240 270 300 330 360 390 420 450 480 510 540 570 600
NP
S Sc
ore
-100
-80
-60
-40
-20
0
20
40
60
80
100
0 30 60 90 120 150 180 210 240 270 300 330 360 390 420 450 480 510 540 570 600
NP
S Sc
ore
Time spent waiting
-100
-80
-60
-40
-20
0
20
40
60
80
100
0 30 60 90 120 150 180 210 240 270 300 330 360 390 420 450 480 510 540 570 600
NP
S Sc
ore
General Inquiry Payment Extension High Churn Product
Based on APAC Genesys Customer
Leverage Customer Segmentation for routing
High Value
• Proactively engage to sell
Elite
• Proactively engage to sell
• Dedicated Personal Rep
Mass Market
• Manage cost of sale
• Sell reactively
Low Value and Costly
• Manage cost
• Emancipate
Cu
sto
mer
Val
ue
Customer Cost
Hig
h
HighLow
Low
Many companies do this wellMany companies miss this.Guard against churn.
Engage your most valuable
customers
Deflect your most costly customers.
Routing Tips
The Essentials
The Enhanced
The Epic
Predictive Matching
Are you leveraging data analytics and driving business outcomes to pick the most qualified agent?
YourCustomer
MostQualifiedAgent
SkillsBasedRouting
Predictive Matching applied to routing
Leverage data and adaptive learningto pick the most qualified agent and deliver optimal business outcomes
How does it work?
Improves business outcomes by routing work to the employee predicted to achieve optimal results
ActivitiesPredicted Outcomes
Business RulesRouting
EngagementMost Qualified
Agent
Actionschat Data +
Context
Score: 10
How does it work?
ADAPTIVE LEARNING
A B
C D
The intelligent System Knows not just of it’s own decisions, but ones prior, concurrent or in process
Decision to move A to B know about C & D
Decision to move C to D knows A & B
Enhance routing with Artificial Intelligence
Chatbot / Virtual AssistantA computer program that runs automated tasks and can be designed to simulate conversation with human users
Enhance routing with Artificial Intelligence
Go beyond and introduce Blended A.I. / Kate
A hybrid execution that seamlessly blends automation and machine learning with real agents to better handle customer inquiries.
Connected Channels
Designed to deliver an intuitive, automated experience for all Genesys channels by engaging your customers in natural conversations using voice, text or microapps
Personalized Self-Service
Provides the quickest way to give customers the answer they need. Kate is backed with knowledge management and natural language understanding to deliver the right answers to customers and to agents.
Smarter Agent ExperiencesAssistance of human agents with suggestions on how to respond to the customer, provides insight into the customer based on sentiment analysis and previous customer interactions.
Questions? Thank you!
Rebecca OwensSolution Consultant
Elena PueyoStrategic Business Consultant