the right words and phrases - callcentrehelper.com
TRANSCRIPT
THE RIGHT WORDS AND PHRASES
1. Good vs. Very Good
2. VoC and VoCC to Increase Customer Satisfaction
3. The Emotional Experience
4. Quality Scoring
5. Customer Life Time Value
Business Connectivity, LAN,
WAN VOIP, Data Networks
Unique IP Created Contact Centre
Tools & Performance Software
Contact Centre Systems
Integration & Delivery
Phone, Web, VOIP and Data
Contact Centre Integration
Virtual IT Department
Support And Service
Contact Centre 3.0
Strategy & Innovation
WHAT WE DO
CUSTOMER CONTACT: A CRITICAL INTERFACE!
Customer expectation is that you are
available 24 X 7, and provide
flawless service, on demand!
Yet most companies have minimal
direct contact with their customers
JAN
8760 Hours
Customer Contact
7 - 22 minutes/yr.Moment of Truth
Opportunity!
FEB DECMAR APR MAY JUN JUL AUG SEP OCT NOV
How many participants can distinguish the difference between why a customer
rated the agent a 4 versus a 5?
POLL QUESTION:
It’s always better to
understand why consumers choose your brand than hedge your bets on simply asking them to.
HOW THE CUSTOMER FELT….
60% of customers
will rate you a
9 or 10…
They did not
accomplish the
goal of the call
But they felt the
agent tried and
cared about their
situation
Even if….
Source: Valur Svansson, 2017 (Experienced based 2005 post call survey programme results for Comcast)
Contact Center
Demographics
are Changing:Generational Shift
Interactions are
changing:The Rise of
Self Service
Virtualisation is
happening:Distributed &
Outsourced Organisations
Web/ Internet
are changing:Social Media
VOICE OF THE
CUSTOMER
(VOC)
Competition is
changing:Global Hyper
Competition
Finance:Reduce Expenses
CXO: Grow revenue and
market share
Employees:Meet my needs too
Marketing: Launch our new campaign
Customer: Give me answers …
quickly
Contact Center
VOICE OF THE
CONTACT
CENTRE
(VOCC)
Demographics
are Changing:Generational Shift
Interactions are
changing:The Rise of
Self Service
Virtualisation is
happening:Distributed &
Outsourced Organisations
Web/ Internet
are changing:Social Media
Competition is
changing:Global Hyper
Competition
Ente
rpri
se V
alu
e
Analytics-Driven WFO
Traditional WFO
Quality Monitoring
WFM
eLearning
OperationalEffectiveness
CustomerExperience
Agent/centrePerformance
Compliance andLiability
Complexity of Objective
Performance Mgt
Customer Feedback
Speech Analytics
Data Analytics
Record, Store & Playback
WHAT VOC + VOCC TECHNOLOGIES DRIVE INCREASED CLV?
Random Call Monitoring and Surveys of < 1% of contacts can miss a lot
Distribution of Quality
of Customer Contacts
Low Customer Sat
Disconnects
High AHT
Holds, Transfers
Silence/Dead Air
Repeat calls
Anger
High Customer Sat
High quality
High efficiency
Sale achieved
INSIGHT FROM THE CALLS THAT MATTER
Words Per
Sentence
22
Words Per 5 minute
phone call
1000Rich and unbiased
Power using a single server (based on 1000 words per call) with 100% analysis
Small Enterprise
250 seats creates 500 Million
word conversations each
month
Large Enterprise
10,000 seats creates 18
Billion word conversations
each month
Speech Analytics enables organisations of all sizes to analyse billions of words in
seconds, eliminating the need to sample calls and introduce bias
PHONE IS THE RICHEST CHANNEL FOR ANALYTICS
Words Per
Tweet
15
THE IMPORTANCE OF LISTENING TO CUSTOMERS
Conventional wisdom in contact centres says, “If you want to know what your customer thinks about you, ask them!”
Post call surveys are one way contact centres “ask the customer”
A 2015 Dimension data global benchmarking survey of contact centres found that only 52% of contact centres use post-call surveys.
"You can never have enough feedback and you can never stop learning.“
Richard Branson
VOICE OF THE CUSTOMER
Customer feedback measurement has evolved with the availability of tools to overcome some of the limitations of surveys
Use of IVR, SMS for surveys – reduces latency of feedback, response rates
Contact analytics takes this a step further, It allows companies to understand what customers are thinking, without explicitly
asking for their opinion.
Every contact is an opportunity to measure feedback
Speech analytics is becoming an established tool in understanding VoC in contact centres
LIMITATIONS OF VOC
VoC takes you some way towards understanding how your customer feels, but it has limitations
It can distinguish positive from negative, but it’s still hard to differentiate between drivers of “4- Good” vs. “5- Very good”
It’s reactive not proactive
VOCC: MOVING BEYOND MEASURING TO INFLUENCING
Investigating the differences between “satisfied” and “very satisfied” customers showed some interesting patterns of agent behaviour
The language that agents used influenced the feedback rating customers gave, even when it wasn’t expressed in post-call survey verbatims or customer language on a call.
These agent behaviours could be identified through the language that the best agents were using.
WHAT CHARACTERISES “VERY SATISFIED” CALLS?
Customer Engagement journey
An Enthusiastic Welcome
Affirmation “Thank you very much”, “thank you ever so much”, “fantastic”, “that’s lovely” are more common on the agent side of the conversation than on the customer side
Building Connections reiterating names, picking up on customer situation
Fond farewell
WHAT CHARACTERISES “VERY SATISFIED” CALLS?
Agent taking ownership
Characteristic phrases “what I’m going to do”, “what I’ll do”, “you don’t need to worry about …”, “I’ll sort that out for you”, “that’s all taken care of for you”
WHAT CHARACTERISES “VERY SATISFIED” CALLS?
Proactive customer management
A significant proportion of time, agents are committing to call the customer back
“I will call you back” instead of “… give us a call back”
It’s what the agent says, and more importantly, how they make the customer feel on a consistent basis via the language they use.
ALSO WHAT YOU’RE NOT SAYING AFFECTS THE CUSTOMER
• Quite a wide range in amount of
silence on a call
• 20% of agents have more than
15% silence on calls
• Room for narrowing the gap
It’s not just is “WHAT” is being said but “HOW”
that impacts the customer sentiment at the end
of the call
Calibrate the gap and adjust what is being
assessed and it’s impact on the score
Alignment of driving agent behavior to customer
satisfaction is the key
QUALITY SCORING
PREDICTING CUSTOMER CHURN
Saved
86%of at risk accounts
with a savings of
$12.5M*
* Verint Systems Use Case
SITUATION
Analysed “lost customer” interactions from past 4
months and identified statistically significant terms:
Ridiculous, You People, Looking NEAR Statement
SOLUTION
Built “At Risk” VoC Category
Identified root-cause of dissatisfaction
Daily “at risk” report sorted by customer value
Team of 4 agents proactively called back to save
RESULT
Saved 86% of at risk accounts
4500 accounts saved to date
Initial ROI achieved within 7 weeks
Savings to date $12.5 Million
CUSTOMER EXPECTATIONS HAVE CHANGEDToday’s Customers Demand Connected Personalised ExperiencesAcross ALL Touch Points
Would rather spend money with
organisations that are easy to
do business with 87%
92%
Expect organisations to be
proactive in their engagement
with them
Expect unique treatment,
contacted in a way they want,
with offers tailored to them 70%
ZA
Source: Global Market Research 2014, Conducted by
Dynamic Markets and Commissioned by Avaya
Source: Global Market Research 2014, Conducted by Dynamic
Markets and Commissioned by Avaya
CUSTOMER EXPERIENCE MANAGEMENT
Companies with CEM initiatives outperform
organisations
that don’t
of organisations experiencing
significant profit increases
have CEM program
CEM is tied to greater customer
satisfaction, loyalty, retention
and repeat purchasing
CALCULATING CUSTOMER LIFE TIME VALUE
Topline Growth
+
Contact Center
Efficiency
+
Customer
Experience
Customer
Experience
| Seamless | Easy |
| Adaptable |
Reduce Effort, Improve
NPS, Differentiate
Contact
Center
Efficiency
| Informed | Optimal |
| Visible |
Optimise Resources,
Reduce Costs, Exceed
SLAs
Contact
Center
Efficiency
| Informed | Optimal |
| Visible |
Optimise Resources,
Reduce Costs, Exceed
SLAs
Customer Lifetime
Value
Acquisition Costs =
Length of
Relationship–Support
CostsX
Topline Growth
|Proactive | Connected |
| Responsive |
Improve Sales, Increase Retention,
Improve Wallet Share
Customer Revenue
–
IT STARTS WITH A SINGLE INTERACTION…
…And Lasts the Whole Customer Journey
Each Customer Interaction
Contributes To …
… The Overall Customer Experience
Which Drives …
… Increased Customer Lifetime Value!
… Higher Customer Engagement
and…
£
IPI CAN HELP YOU EXCEED YOUR
GOAL BY
Aligning your Business Strategy and investment in
Customer Experience in your Contact Centre/s
Understanding the impact on the bottom line and
the interdependencies and impacts across functions
Charting the journey from a Current Operating
Model to a Target Operating Model
Applying best practices, benchmarking and the
correct KPIs to accelerate the delivery of the
agreed outcomes
THANK YOU!
Looking to turn these tips into results?
Get in touch to see how we can help.
Email: [email protected]
Web: www.ipintegration.com
Fry Instant Phrases First 100 Words/Phrases These words come from Dr. Edward Fry’s Instant Word List
Fry Instant Phrases First 200 Words/Phrases These words come from Dr. Edward Fry’s Instant Word List