roundtable carmit diandrea , carleton perry, vice abby ... · best practices for the optimized...
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ROUNDTABLE
August, 2018
Carmit DiAndrea ,
VP Portfolio Market
Strategy, VOC Suite,
Verint
Carleton Perry, Vice
President, Platform
Sales, nVoq
Abby Monaco, Senior
Marketing Manager,
NICE Nexidia
How to Deliver
an Effortless
Customer
Experience
© 2014 Verint Systems Inc. All Rights Reserved Worldwide.Confidential and proprietary information of Verint Systems Inc. © 2017 Verint Systems Inc. All Rights Reserved Worldwide.Confidential and proprietary information of Verint Systems Inc. © 2018 Verint Systems Inc. All Rights Reserved Worldwide.
Crafting an
Effortless
Customer
Experience
© 2014 Verint Systems Inc. All Rights Reserved Worldwide.Confidential and proprietary information of Verint Systems Inc. © 2017 Verint Systems Inc. All Rights Reserved Worldwide.
Customers are not shy
about telling
companies where the
pain is.
a
Collecting, analyzing
and acting on that
feedback is key!
Ad Hoc
Opportunistic
Repeatable
Managed
Optimized
Customer Experience Maturity Lifecycle
4
Source: IDC's Customer Experience MaturityScape Benchmark Survey, February 2016
Characterized by random projects
Results in loss of customer goodwill, negative public
communication / press, competitive vulnerability.
Nascent culture change
5–10% of customer touch points provide
direct customer feedback
Linking internal processes and CX
100% of customer-facing employees on CX
training path-based on customer feedback;
feedback collected on multiple touch points
Aligned experiences
Employees managed to customer metrics;
40% of business processes pertain to CXEnterprise-wide
strategic advantage
CX metrics drive
broader corporate
business metrics; 80–
100% of corporate,
supplier, and partner
processes aligned
with CX
5
Best Practices for Ad Hoc Stage of maturity
Stop the randomness!! Consistency is a key
component to an effortless customer experience.
1. If you don’t have a tool to collect customer feedback:
leverage your quality monitoring team to track customer
feedback in a structured and consistent way.
2. If you don’t have a tool to collect customer feedback:
Look to acquire one.• Prioritize a single (feedback) channel / touch-point.
• Evaluate free tools.
• If budget is available, evaluate solution providers with a
broad CF solution suite.
3. If you do have a customer feedback tool, make sure you’re
making use of all of its capabilities.
6
Channel preferences – phone still a critical channel
Source: Opinium Research The Digital Tipping Point
Channel preferences of generations, averaged across customer service situations
7
Best Practices for Opportunistic Stage of maturity
Look to broaden the customer touch
points included in your customer
feedback program
1. Prioritize the next customer feedback touch-
point(s) to be captured based on your unique
business environment.
2. Begin building a business case in order to
reach the next stage of maturity – getting to
the next stage is a big leap!
8
Best Practices for the Repeatable Stage of maturity
Leverage technology to help you aggregate,
visualize & act
1. Build, buy or leverage an existing data visualization
& dashboarding tool to enable a singular view of
customer feedback across all feedback channels.
2. Looks at performance management solutions as a
way to optimize agent performance & training.
3. Consider capturing customer feedback through
indirect methods. Customers provide a wealth of
information during every interaction they have with
your contact center.
Text / SMS SurveysEmail Surveys
Agent Scorecards
Digital Real-Time Feedback
Post-Call Surveys
Unified Analytics
10
Best Practices for the Managed Stage of maturity
Ensure data sources are “playing nicely
with each other.”
1. Look to “harmonize” direct & indirect
customer feedback across multiple
touch-points.
2. Connect operational data with customer
feedback to prioritize activities and
quantify impact to the business.
11
Best Practices for the Optimized Stage of maturity
Look to best-in-breed peers and
solution providers to continue
your success in delivering
effortless customer experiences.
1. Explore predictive analytic
capabilities.
2. Explore prescriptive analytic
capabilities.
3. Look to grow beyond customer
feedback into customer journey
mapping. Data availability,
cleanliness and integration is key!
Ben’s Credit Card
Signup Journey
Ben signs up for
a new credit
card. Delivery
estimate is 5-7
days, and he’s
happy
At 8 days,
online tracking
status shows
“unknown”
Ben calls the
service center
and voices his
frustration
Ben gets an email
from the service
center with an
order update
Credit Card arrives and Ben’s a happy customer
Feedback from web, mobile,
chat, contact center uncover a
spike in ‘card shipping delay’
comments with negative
sentiment/emotion
Automation triggers alerts to
key stakeholder groups and
creates cases from individual
customer feedback using rich
data
Predictive analytics identifies customers with the updated customer scores and identifies churn risk – automated outreach begins recovery
Updated website, talking
points for agents and
automated responses
address delays at scale
Traditional VoC programs use
post-transactional surveys to
monitor the experience
Singular focus on survey
results, missing both other
channels and the connection
to the customer
Prediction of churn, but only on
survey data, yielding
incomplete resultsPoint-solutions
VoC / CFM Solution Suites Analytics team is using
scorecards and
dashboards to track
closed loop process and
recovery impact avoiding
large cancellations
Lacking the visibility to the
issue, customer experiences
large numbers of
cancellations, and follow-up
surveys begin to uncover why
What Does Success Look Like?
© 2018 Verint Systems Inc. All Rights Reserved Worldwide.
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VP, Portfolio Market
Strategy
Carmit DiAndrea
(404) 435-9596
SayIt.nVoq.com 14
nVoq
Effortless Customer ExperiencenVoq, Inc. – Carleton Perry
August 9, 2018
SayIt.nVoq.com 15
nVoq
Outline and Roundtable Topics
• How to ease customers’ hatred of your IVR systems
• Why understanding the customer journey is critical to effortless CX
• The power of personality in delivering exceptional customer service
• How to improve agent productivity, reduce errors and increase customer satisfaction through flexible desktop automation
• Best practices for every step of the customer feedback journey; no matter where your organization is in it’s collection efforts
SayIt.nVoq.com 16
nVoq
How to Ease Customers’ Hatred of IVR Systems
• Target most common functions up front
• Don’t overengineer the system (too many options, key choices buried, etc.).
• Focus on handoffs: proactively hand calls off to a live agent based on certain criteria (for example, upselling).
• Sometimes the best approach is an agent armed with workflow automation tools – consistent/compliant experience, faster cross-system lookups, flexibility, human touch.
SayIt.nVoq.com 17
nVoq
Understanding the Customer Journey: Critical to Effortless CX
• You can’t create useful systems to interact with customers if you don’t understand what they want and how they want to interact with you.
• Specific example: make sure you understand edge cases, not just scenarios that go smoothly
• Would you keep engaging with automated system or hit 0 for an operator?
• Assess and optimize workflows; streamline when possible; arm agents with guides
SayIt.nVoq.com 18
nVoq
Delivering Exceptional Customer Service: The Power of Personality
• Should you “delight the customer” or “just give them what they want smoothly and quickly”?
• Personality – many agents want to be helpful and sincere helpfulness is appealing
• But too much personality can be a distraction; for example: if I’m trying to figure out a way to deal with a canceled flight the last thing I want to do is have a casual chat
• So keep the focus on resolving the customer’s issue as quickly as possible
• Upselling/cross-selling is an area that agents can really deliver value but you need to make agents comfortable. Pop-ups that tell an agent what to say may not have the result you want if they are complex or the agent isn’t trained. If you work with agents to make them comfortable they are more likely to be effective. Many agents want to be helpful more than they want to hard sell
SayIt.nVoq.com 19
nVoq
Improve Agent Productivity, Reduce Errors, & Increase Customer Satisfaction through Flexible Desktop Automation
• Invest in Agent and Manager training• Model workflows and look for opportunities to improve them before you implement; field
test with a lead group before you go big• Gather and assess feedback – Both data driven and anecdotal
• Data will give you good insights into overall usage• Anecdotal (free-form text) can bring clarifying insight into how customers experience
your systems• Confirm overall improvements vs. moving the bottleneck (forest/trees analogy);
example: assess average handle time, first call resolution, and overall customer satisfaction together
• Consistency and compliance are crucial but flexibility and comfort of human interactions are very valuable. We strive to provide the best of both worlds – empower human agents with automated tools and use their “front line” feedback
SayIt.nVoq.com 20
nVoq Marketing
Best Practices
Best practices for every step of the customer feedback journey, no matter where your organization is in its collection efforts!
• Decide what you are trying to measure!
• Keep it simple – Customers lose patience with too many questions.
• On the flip side, don’t oversimplify it to the point it becomes meaningless
• Empower and engage your agents – helps morale, reduces turnover, happy employees lead to happy customers.
Simple. Affordable.
In The Cloud.PAGE 21
About nVoq
our focus
More efficient workflow through automations
triggered by touch or voice. Business solutions for
Customer Care (AgentAssist) and Healthcare (SayIt™
Dictation).
Team includes executives from Microsoft, Accenture,
Nuance, Wolters Kluwer and Quest Diagnostics as well as
clinicians.
our team
Privately backed since 2000 by Charles Corfield,
founder and CEO.Headquartered in Boulder,
CO, with US R & D.
our history
SayIt.nVoq.com 22
Thank You!
Carleton Perry, Vice President of Platform Sales
Tel. 612-812-6351
BEST PRACTICES:HOW TO DELIVER AN
EFFORTLESS CUSTOMER
EXPERIENCE
Abby Monaco
Senior Product Marketing Manager
NICE Nexidia
www.nice.com/analytics
FROM HIGH TO LOW: WHERE CUSTOMER EFFORT MATTERS
Website
FROM HIGH TO LOW: WHERE CUSTOMER EFFORT MATTERS
Mobile App
Website
Chat
FROM HIGH TO LOW: WHERE CUSTOMER EFFORT MATTERS
Phone Call
Chat
IVR Self-Serve
Mobile App
Website
FROM HIGH TO LOW: WHERE CUSTOMER EFFORT MATTERS
CUSTOMER EFFORT, CUSTOMER SATISFACTION, AND
CUSTOMER LOYALTY
16%
22%
29%
6%
14%
22%
31%22%
11%
62% 64%
Amount ofEffort Expended
Satisfaction Among"Very Low Effort"
Loyalty among"Extremely satisfied"
Very High Effort
5
Very Low Effort
2
3
4
Extremely
satisfied
Somewhatsatisfied
Very
satisfied
Increased
loyalty
No effect
Decreased
loyalty
29
THE GROWING IMPORTANCE
OF DIGITAL CHANNELS
Source: Saddletree Research, Q3 2017 Annual Survey of Contact Center Professionals
30Source: Saddletree Research, Q3 2017 Annual Survey of Contact Center Professionals
THE GROWING IMPORTANCE
OF DIGITAL CHANNELS
31
Digital channels
offer mobility,
convenience, and
tap into
generational
preferences.
CUSTOMER
SATISFACTION
+ NPS
CONTACT
CENTER
BENEFITS
Reduced Call Volume
Reduced Costs
Reduced Customer Effort
Reduced Customer Churn
THE BLACK AND WHITE OF
CUSTOMER JOURNEY ANALYTICS
HOW TO BETTER DIGITALLY CONTAIN CUSTOMERS
• Repeat touchpoints can indicate failed attempts.Understand your Customers’ Journeys
• Prioritize journeys into most common and least common
Understand your Customers
• What are the longest journeys? Can they be made shorter?
• How many journeys start in the digital channel but drop to the contact center too quickly?
Troubleshoot
• Make sure that the cost of journey improvements doesn’t outweigh the benefit.
Quantify the Value
32
AN OVERLOOKED
OPPORTUNITY: IVR
SELF-SERVICE
1% IMPROVEMENT IN IVR
CONTAINMENT CAN MEAN $1M IN
SAVINGS FOR A LARGE CONTACT
CENTER
33
CUSTOMER SELF-SERVICE CONTAINMENT - A MISSED OPPORTUNITY
IVR interactions account for 73% of contact center traffic
82% of customers are dissatisfied with IVR
60% of callers bypass the IVR self-service
cost to serve is 12X higher in the contact center
7% of organizations invest in improving the IVR
WHY? LACK OF ACTIONABLE DATA
WHY ARE WE ACCEPTING FAILURE TO SERVE?
IVR didn't provide the option I needed
35
Too many levels of IVR and annoying pre recorded
messages
your IVR is the worst I've ever heard
taken 30 minutes to connect through the IVR
Slow and complex IVR messages
telling me to press this button and that button
left me getting nowhere
interrupted entering bank numbers…not enough time
to type it
IVR length was quite frustrating
Source: VoC verbatims | Call Centre channel | Post transaction | May 2016
27% OF THE CALL EXPERIENCE IS IVR!
HOW TO CREATE POSITIVE IVR EXPERIENCES
• Create a menu map to visualize what customers are doing with the menu options.
Understand your IVR
• What are the most used options? Are they easy to get to?
Understand your Customers
• What are the longest IVR journeys? Can they be made shorter?
• What is your IVR dropout rate?Troubleshoot
• Recognize that there are certain people who will drop out no matter what, and make it easy to do so.
Let the Customers Drive
36
THE HIDDEN VALUE IN
YOUR ROUTER
PREDICTIVE BEHAVIORAL
ROUTING CAN TRANSLATE TO A
6% REDUCTION IN AHT FOR
LARGE CONTACT CENTERS
37
TRADITIONAL CONTACT CENTER ROUTING
38
Customer First Available Agent Random Assignment
Skill group
Selection of agents
is transactional,
with no option for
continuous
improvement.
Systems that try to
make improvements,
such as skills-based
routing, have to be
manually
maintained.
The customer
experience is
impersonal, first available
versus best
equipped.
Legacy routing technology isn’t aligned with the
organization’s priorities
“If you want them to listen,
talk their language.” Taibi Kahler, Ph.D.
40
Increase in CSAT Decrease in Talk Time Increase in Revenue
Organizer Connector Advisor Original
CALL
Customer engagement analytics
INTERACTION ANALYTICS: UNSTRUCTURED DATAINTERACTIONS
UNSTRUCTURED DATA
Customer engagement analytics
INTERACTION ANALYTICS: UNSTRUCTURED DATA
IVR OPTIMIZATION
Customer engagement analytics
INTERACTION ANALYTICS: UNSTRUCTURED DATA
DIGITAL CONTAINMENT
IVR OPTIMIZATION
Customer engagement analytics
INTERACTION ANALYTICS: UNSTRUCTURED DATA
DIGITAL CONTAINMENT
CUSTOMER JOURNEY OPTIMIZATION
IVR OPTIMIZATION
Customer engagement analytics
INTERACTION ANALYTICS: UNSTRUCTURED DATA
DIGITAL CONTAINMENT
CUSTOMER JOURNEY OPTIMIZATION
IVR OPTIMIZATION
CUSTOMER ENGAGEMENT ANALYTICS
www.nice.com/analytics
ROUNDTABLE
August, 2018
Q&A
Carmit DiAndrea ,
VP Portfolio Market
Strategy, VOC Suite,
Verint
www.Verint.com
Carleton Perry, Vice
President, Platform
Sales, nVoq
www.nvoq.com
Abby Monaco, Senior
Marketing Manager,
NICE Nexidia
www.nexidia.com
How to Deliver
an Effortless
Customer
Experience