reducing costs & maximising revenues speech analytics and ... · •argos expects to add around...

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Reducing Costs &

Maximising Revenues

Speech Analytics and

Contact Centres Jonathan Wax, Nexidia

and

Ray Biggs, Argos

BSL Annual Conference,

Vinopolis, 23rd November 2010


Speech Analytics Market:

State of Play


Contact Center Analytics … What‟s Missing?

Speech Analytics provides the missing

information needed to:

• Improve Customer Satisfaction and Loyalty

• Decrease Operational Costs

• Increase Revenues

• Why are customers calling?

• Are calls being handled correctly and

effectively?

• What do these calls say about how

customers perceive your company?

• And how does this impact your

relationship with customers?

Source: Crossing the Chasm – Geoffery A. Moore – 1991

Speech Analytics – Where are we?

Crossing the Chasm ?

• Early Adopter Buyer

• Risk taker

• Willing to be first

• Tolerant of

imperfection

• Accepts partial

product

© Nexidia, Inc. 2007 - Confidential

• Early Majority Buyer

• Risk avoider

• Looking for references

• Wants Stable

applications

• Demands 100%

solution

Which one best describes your company?


Nexidia Approach


Nexidia in the Contact Center

Business Intelligence at Every Level

Team & Site Metrics • Agent Performance • ANOM Reports

Individual Evaluation Reports

Call Categorization • Analysis of Means • Handle Time Analysis

Competitive Reports

Trending Reports & Dashboards

Process Issues CSAT Reports


Managed Service Offerings

1. Call Driver Analysis

2. Business Process Analysis (includes transfer and escalations analysis)

3. Average Handle Time Analysis

4. FCR/Issue Resolution Analysis

5. Self Help Effectiveness Analysis

6. Sales Effectiveness Analysis

7. Collections Effectiveness Analysis

8. Customer Satisfaction Analysis

9. Outsourcer Effectiveness Analysis

10. Agent Evaluation Analysis

11. Product Analysis

12. Regulatory/Compliance Analysis


Customer Success &

Testimonials

Perform

Targeted

Agent

Assessments

•

Decrease

training costs

•

Increase

Training

efficiency

Conduct

Competitive

Analysis

•

Eliminate

Ineffective

Marketing

Campaigns

•

Improve

Product &

Service

Offerings

Improve Policy Adherence

•

Decrease Liability Risks

•

Provide Improved Agent

Information

Decrease Transfers

•

Provide Agents with Relevant

Product Information

•

Improve Self-ServiceDecrease

Average

Handle Time

Improve

First Call

Resolution

Monitor

Compliance

Improve Business

Processes

Imp

rov

e A

gen

t

Perfo

rman

ce

Incre

ase M

ark

et

Inte

llig

en

ce

Business Benefits


Nexidia speech analytics

technology delivers rapid insight

into the intelligence hidden in your

recorded calls, enabling you to: Improve Customer

Satisfaction & Loyalty

•

Decrease

Operational Costs

•

Increase Revenue

• Reach corporate goals

• Obtain business benefits

• Conquer tactical objectives

Value Sources for Speech Analytics



Proven Return on Investment

“The QuickStart process helped prove the

Nexidia advantage. The bottom line is better

service for our customers, and lower operating

costs for us.”

- Henry Smith, SVP, Operations

• Saved $460,000

• Increased productivity 10 fold

• Identified $125,000 in savings by

reducing the use of the hold/mute

button

• Achieved a 10% reduction in monthly

Quality expenses

• Saved over $1 million during the

initial QuickStart engagement

• Reduced handle time from 17 to 12

minutes

• Dropped call volume by 12%

• Reduced AHT by 42 seconds

• Achieved 4 second overall

reduction across 30,000 calls and

800 FTEs

• Reduced non-talk time by 10%

• Increased cross-selling of a product

by 50%

“We can now tap the voice of a large percentage

of our customers to help us identify process and

operational improvement needs, and we can

pinpoint and drill down on micro- and macro-level

areas of opportunity.”

- John Bowden, Senior VP of

Customer Support

“We quantified that it would have taken us 11

man years to analyse the same volume of calls

that Nexidia did in the 90 Day Proof of Concept

and QuickStart programs.”

- Neil Conway, Head of Operations

Eliminated outsourced call categorization saving $1.2m per year

Automating significant part of QM function to deliver annual savings of $15M

Identified flawed provider coding process saving $500,000 / year

Additional revenue of $20M through implementation of new agent sales effectiveness process

Increase all Cash Collection Measures. First year increase over £ 1m

Reduced AHT, Increased sales, accrued benefit of over £ 1m per year

Analysis of habitual callers led to process and billing changes that are delivering $1.3M savings.

Re-structured call flow and contact centre structure saving over $2M

Revised Technical Support Guidelines produced savings of over $ 0.5M

Aggregating calls into VOC BI center to deliver > $1M in cost savings through the first 7 months


Over 44 Million Reasons for Speech Analytics

Collections

Call Centre

Outsourcer

Healthcare 2

Mobile

Operator


Apex Credit Management


Argos – Ray Biggs

Speech Analytics forHome Retail Group

November 2010

Home Retail Group

• Home Retail Group is the UK’s leading home and general merchandise retailer with sales of over £6bn in

the last financial year. We sell products under two distinctive and complementary brands – Argos and

Homebase – that are household names in the UK.

• Argos is a unique retailer recognised for choice, value and convenience. It sells general merchandise and

products for the home from over 700 stores throughout the UK and Republic of Ireland, online and over

the telephone. In the last financial year, Argos sales were £4.3 billion.

• Argos serves over 130 million customers a year through its stores. On average, 17 million UK households,

or around two thirds of the population, have an Argos catalogue at home at any time.

• Argos expects to add around 10 stores this year. Its internet site, www.argos.co.uk, was the most visited

high street retailer online in the UK in 2009.

• Homebase is the UK’s second largest home improvement retailer and is recognised for choice, style and

customer service across the wider home enhancement market. It has more than 300 large, out-of-town

stores throughout the UK and Republic of Ireland. In the last financial year, Homebase sales were £1.6

billion and it employed some 20,000 people across the business.

• Homebase sells over 30,000 products across its home enhancement ranges, and has a growing Internet

offering. Homebase serves 70 million customers per year through its stores and offers customers the

convenience of home delivery for bulky, high-value items.

Home Retail Group Customer Services

Bolton 50

seats

Widnes 650

seats

Acton Gate 350

seats

BeCogent 50 seats

• 1150 seats

• 2000 heads

• 20million contacts (inbound / outbound

/ email / white mail, social media

Speech Analytics

• Call Miner 2006

• Nexidia - Argos

– Phase 1 Proof of Concept – July 2007 (May 2007)

– Phase 2 90 Day Project – April 2008 (January 2008)

– Phase 3 Data Comparison (Verint)– September 2008 (April 2008)

– Phase 4 Quick Start - April 2010 (August to October 2009)

• Verint – Argos

– September 2008 (April 2008)

• Nexidia – Homebase

– Phase 1 Proof of Concept – September 2007 (August 2007)

– Phase2 90 Day Project – August 2008 (March – May 2008) Call Listening team

What’s are we trying to fix ?

What’s our challenge

•Sample calls with our call listening team (0.75% of call volume and only cover three call types)

•Use traditional data analysis from Argos systems•Assess impacts based on gut feel and team •experience•Hunt for efficiencies based on obvious initiatives, complaints, call volume spikes

•How can we quickly and easily find out what‟s going on?•Why do customers call?•What is our hot issue currently?•What don‟t we know about?•How can we support the development of frontline team•How can we break down the myth around our business

•How can we understand root cause of issues

What‟s Our Challenge

What do we currently do

The challenge in the Contact Centre is we know headline call drivers, we do not know the sub categories, or the events and outcomes in detail, making Insight difficult to action:

“faulty goods is a significant call driver, however we don‟t know which products, what the fault is, or how we resolve the query”

Home Retail Group 23

Quick Start - Engagement Overview

33,700 files provided from 1 and

2 Man Pre and Post Delivery

Separated into Skills by Argos IS

team

Indexed in 0.33 hours / 20

minutes at 1197 x real time

Call category design workshop

Skills Transfer workshop

Applied previously developed

queries and industry specific

queries to the audio

Developed 42 queries (detailed

search) across 4 skills

All queries approved by Call

Listening team – thanks for

Karen Campbell

Analysis delivered by Call

Listening and MI teams

Carried out quantitative

measurement of results

Developed ad hoc searching and

reporting approaches

Summarized findings to provide

opportunities to drive change - All

Index Audio

Project Design

Skills Transfer

Develop Categories

Validate Preliminary Results

Perform Analysis

Prepare Presentation of Results

33,700 calls / 403 hrs of analysis completed over 4 skill setsand skills transferred to Call Listening / MI teams

Reduce Customer Effort

Identify multiple callers

„Oh no‟ moments

Reduce Customer Effort: Repeat Call AnalysisWhat is driving repeat calls?

• Nexidia exposes the repeat patterns automatically

Capability:

• Specify analysis period, and minimum number of

repeat calls

• Remove obvious numbers – i.e. stores

• Transfers removed from business case

Initial findings:

• 29,040 calls with Customer ID (86%) / 23,856 unique

customers

• 13% of callers call twice in one day / 23% of calls

• Removing transfers: 3.5% of callers / 6.5% of calls

• 18% of 1 Man Post Repeats are

Collections/Replacements

18% of Repeat Callers (2

in 30 days) caused by

Collections/Replacements

ConclusionsNexidia allows detailed insight

Better understanding of what drives repeat calls, by call type, by skill and provides the ability to measure customer effortReduce the % of repeat callsImprove efficiencyReduce scope for complaints

29/8 Reporting collection not madeRebooked for 1st Sept

1/9 Customer chases collection - promises it

will take place today (01/09)

2/9 Arranges a further collection for Thursday

3rd and monitors the order

3/9 Agent tells the customer the driver is still out on the

road - customer gets frustrated

16/9 Customer had to take goods to store. Customer’s

accounts not showing refund. Transfer to store

support

16/9 Transfer to store support and transfer out to another colleague as system not available

Reduce Customer Effort: Call Series Analysis

• Experience the customer journey

• Identify the root causes

• Insight on how to reduce the mistakes

Automation approach:

• Developed speech queries to identify calls where a customer was

expressing dissatisfaction using Horizon2 methodology

• Blame (e.g. “not your fault", "understand it's not your fault")

• Complaint (e.g. “make a complaint", “head office address",

"customer relations")

• Dissatisfied (("I don't understand", “I'm not happy",

ridiculous"), “I'm a bit confused", "very frustrating”

• Escalations ("speak to a manager“, "speak to a supervisor”)

• Refusal to act ("there's nothing you can do", "nothing more I'll

be able to do", "not really anything else we can do")

Oh No Moments

Conclusions

•8% / 616 examples identified as potential ‘Oh No’

moments

•#1 cause - 55% of „Oh No‟ moments were customers

expressing dissatisfaction

•Identifies drivers to cost, and categorises the types of

complaint / problem area

•Allows team to focus on solutions rather than discovery of the

problem – reducing detractors

“Oh No” by Advisor

Detail Report – Call Drivers

2 Man Post Oh No Moments

Categorise all calls

Replicate / improve call listening activity

Sample Period Report ProcessDetail Report – Call Drivers

Example for 2 Man Pre

Tre

nd R

eport

sE

xa

mp

le f

or

2 M

an P

re

All Call Drivers By Week

Wismo: Call Volume, Talk Time and Non Talk

Tre

nd R

eport

sE

xa

mp

le f

or

2 M

an P

re Conclusions

Nexidia can replicate high level reportsNexidia can provide extra insight

Intraday & weekly reportingAdditional call handling data such as AHT

Still requires some human interventionFocus Call Listening Team on root cause analysis instead of categorisationPotentially all calls can be categorised as opposed to the current approx 1500

Key Call Volume

Talk Time (TT)

Overall Average Talk Time

Non Talk Time (TT)

Talk Time (TT)

Non Talk Time (TT)

Call Volume

Key Call Volume

Provide actionable Insight

Faulty Bikes

Spare Parts

Approach:

• Developed speech queries to identify calls

where a replacement was made

• Sample of 7,477 2 Man Post Delivery calls,

1766 / 20% calls identified as

replacements

• Analysed 86 replacements.

Actionable Insight

• 19% of these were sent a replacement

because no spare parts available

Actionable Insight

Approach:

• Developed speech queries to the number

of Faulty Bikes from 1 Man Post Delivery

• Sample of 8694 1 Man Post Delivery

calls, 2031 / 23% calls identified as

replacements

• Analysed189 replacements

Actionable Insight

• 27% / 50 examples from sample

analysed identified as faulty bikes

Damaged

Faulty

Replacements

Replacements

Conclusions

Significantly reduces the effort and time to identify calls to analyse

Identify Opportunities to take out waste

Non Talk

AHT

Non Talk By Skill and SiteAnalytical Approach:

• Identified the % of Non Talk overall, by skill, site &

agent

Findings:

• Overall

• Average Non Talk – 20% / 38s

• Variation by Site

• 2 Man Post - 21% (AG17% / WD 21%)

• 2 Man Pre - 16% (AG15% / WD18%)

• Non Talk by Agent

• Highest Agent - 37% Non Talk / 86s per call

20% of calls are Non Talk

Worst advisor 37% Non Talk

Conclusions

Area of opportunity Better understanding of what drives non talkBetter understanding of inter site deviation

Reduce the % of non talk

Q & A...

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