How to use Speech Analytics to Improve your Customer Experience
 

How to use Speech Analytics to Improve your Customer Experience

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  • The "US Contact Center Decision-Makers' Guide (2013 - 6th edition)" is the major annual report studying the performance, operations, technology and HR aspects of US contact center operations.Taking a random sample of the industry, a detailed structured questionnaire was asked to 205 contact center Managers and Directors between January and February 2013. Analysis of the results was carried out in March and April 2013. The result is the 6th edition of the largest and most comprehensive study of all aspects of the US contact center industry.

How to use Speech Analytics to Improve your Customer Experience How to use Speech Analytics to Improve your Customer Experience Presentation Transcript

  • How to Use Speech Analytics to Improve Your Customer Experience
  • Presenters Michael Miller VP of Speech Analytics Customer Strategy Genesys Sean Murphy Director, Speech Analytics Product Marketing Genesys 2 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • The Contact Center Decision-Makers' Guide 6th edition of Definitive Guide to Contact Center Operations by ContactBabel. Taking a random sample of the industry, a detailed structured questionnaire was asked to 205 contact center Managers and Directors between January and February 2013. • • 2013 Contact Center Decision-Makers’ Guide 3 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Effectiveness of Recording Solution For: Understanding Why Customers Call 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 7% 10% 10% 18% Very ineffective 30% Ineffective 65% Neutral Effective 34% Very effective 11% 15% Interaction Analytics Not Used Interaction Analytics Used Source: The Contact Center Decision-Makers’ Guide 2013 4 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Effectiveness of Recording Solution For: Identifying Agent Training Needs 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2% 5% 5% 14% 14% Very ineffective 62% Ineffective 55% Neutral Effective Very effective 29% 14% Interaction Analytics Not Used Interaction Analytics Used Source: The Contact Center Decision-Makers’ Guide 2013 5 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Too Many Conversations to Review Manually Your Company Your Customer {per year} 75,000 Tweets 50,000 Mentions 10,000 Complaints 15,000,000 Calls 250,000 Emails 180,000 Chats 6 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Opportunities Are Hidden in Conversations Workforce Optimization (WFO) Customer Care Your Company Contact Center Manager Your Customer VP Customer Care Improve Agent Efficiency Minimize Litigation Risk Supervisor Act on Customer Feedback VP Marketing Reduce Customer Churn Customer Service Rep Increase Sales Opportunities 7 VP Product Mgmt. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Traditional Quality Management Random Sampling Historical Reports Customer Surveys Call Recordings 8 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • The Solution: Speech Analytics
  • Three Approaches to Speech Analytics The “Truth” (what was actually said during the conversation) good morning. how may i help you. i have a billing question. may i speak to a supervisor. sure i am transferring you. Phonetics g o k b u r n n g h o q w y i h u l k you i h e veabIklInqeetIyonwayisteat o a supervisor s h u r i a w t r n h f h r r z n Speech-to-Text (LVCSR) book morning now they i help you can the billing question they tick two the provider sure put transferring flue cow please hold Speech-to-Phrase Recognition™ how may I help you I have a billing question May I speak to a supervisor I am transferring you 10 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • The Value of Reliable Phrase Recognition Phrases Contain True Meaning and Business Context Your Company Your Customer • Reliable meaning recognition makes analytics actionable • Take action automatically without further human intervention • Reliability reduces risk of detection failure • Non-compliance means high litigation risk • Incorrect information makes bad decisions likely • Up-sell opportunities are missed • Unhappy customers are forever lost to the competition 11 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Three Main Use Cases Categorization Search Discovery 12 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Search Recorded Conversations Your Customer Your Company manager Speech to Text Text Analytics 13 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Automatic Discovery Speech to Text Your Customer I got the new phone model…it seems to be dropping calls frequently… I upgraded my account to a family plan because of the recent promotion on the family plan…….. I just recently bought the newest phone model…..the video camera is great…the internet service has been spotty…my new phone has been dropping a lot of calls… Discovery Analytics Text Analytics Your Company I’m having trouble with my phone….the data service works fine but my new phone seems to drop calls…you guys should have thought of that sooner Movers and Shakers Recorded Conversations Percent Change Term new phone dropping calls one month free 376.1% 25.8% they’re overcharging me 5.8% recent tv advertisement -8.6% broken product in mail -18.6% cancel my account -21.3% trouble with form on website -23.5% 14 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Categorization Topic Mapped Phrases Customer Dissatisfaction • I’m very upset • This is ridiculous! • That is poor customer service • Customer Dissatisfaction • Contact Reason Where’s My Stuff? • I haven’t received this shipment • I should’ve received yesterday • Where’s my order? • Where’s My Stuff? Billing Issue • Billing Issue • I have a question about my bill • Why am I being charged for…. • You’re overcharging me • Etc….. 15 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Demonstration Michael Miller
  • Customer Case Studies Saved $4 Million by automating its Sales Verification Process Automated compliance and reduced labor costs by 85% Increased Revenues by more than 20% Improved First Call Resolution by more than 18% Increased Sales Conversion by 41% Improved Collections by 24% Increased First Call Resolution by 25% 17 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Case Study: Improving First Contact Resolution (FCR)
  • Customer Success Story “Before implementing Speech Analytics, our contact center quality monitoring and analysis systems and processes were good at telling us when on our FCR rate (and other KPI’s) needed to get better, but they weren’t very helpful in discovering how we could improve our performance.” − Pamela Cook, Quality Coach, Ceridian Company Background Challenges Global Service Provider of: • Human Resources • Payroll • Benefits • Payment Solutions • Persistently low FCR rate driving up call volumes and impacting customer satisfaction • FCR measured by customer response to IVR question: “Is this a repeat call?” • Does not link to call drivers to support root cause analysis • Does not tie to specific agent or ID agent behavior • Unable to improve FCR 19 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Anatomy of Repeat Call Phrase-driven Speech Analysis Identifies Repeat Calls: …and also Identifies the Underlying Issue(s) Causing the Repeat Calls 20 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • How Many Repeat Calls Occur? • Data from case tracking system integrated with calls in Speech Analytics Data Mart to measure repeat calls by customer • 30% of calls are customers calling multiple times in 30 days • 2.9% of customers call 10 times in 30 days 21 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Which Call Types Generate the Most Repeats? • Report shows what call types are generating more callbacks (12.8% of repeats involve manual checks.) • Clicking on bar plays calls in group. What is causing the repeats: process, policy, technology, etc. 22 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Which Accounts Generate the Most Repeats? • Some accounts routinely have the highest repeat call rates 23 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Why Are Specific Customers Calling? • Analysis for Customer K • 49% of repeat calls are for three reasons: PTO, Benefits, Wage and Tax • Clicking on bar accesses calls for root cause analysis 24 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Which Agents Are Driving Repeats? • Some agents have over four times the repeat call rates of other agents • Clicking on the bar for each agent accesses their repeat calls sorted by call type, allowing quick assessment of where each agent needs help 25 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Proven Results “Speech Analytics and analytics-driven Coaching helped us significantly improve our First Call Resolution rate. However, the reality is that we’ve just scratched the “tip of the iceberg” in terms of the opportunities for improvement that Speech Analytics can help us to discover. The potential is enormous.” − Pamela Cook, Quality Coach, Ceridian Solution Results • Determines FCR by call type • Identifies system drivers of repeat calls • Identifies agent behaviors that can reduce repeat calls • Actions • Implemented processes to improve connection between callers & agents • Developed guidelines for callbacks • Improved percentage of customers saying they were not likely to call back by 30% in their pilot group, and by 18% throughout their entire Customer Care organization! 26 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Improving Quality Management with Speech Analytics
  • Challenges of Traditional Quality Management Sample Validity Objectivity of Findings Typical: • Less than 1% sample rate Typical • Definitions are vague, multicomponent, not linked to behaviors • Difficult to get different evaluators of call to agree • Results not very reliable • Agents challenge findings • Trending is poor Ideal: • Statistically valid sample, reliable findings Ideal • Behaviorally anchored: Events defined by specific, observable behaviors • Results highly consistent and reliable 28 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Defining Agent Skills with Speech Analytics • • Discrete skills are defined by specific phrases Example QM Category: Presenting Offers • Sub-component: “Effective sales effort shown” • Objective Performance Criteria: “Did the agent offer wallet protection?” • Measurement of specific phrases: • • • • • • “We offer wallet protection” “Wallet Protection services” “Happens to get misplaced” “Gets lost or stolen” “Wire you emergency cash” “Contact all your credit card companies” 29 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • POC Results: Major Financial Services Company Average Agent Score Using Analytics-Driven QM Average Agent Score Using Traditional QM Build Trust and Loyalty Customer Appreciation Preferred Card Encourage Usage Average 45% 22% 20% 29% 84% Add Value Mention Cash Back Mention Sweepstakes Mention Automatic Payment Plan Mention Website Mention Company Newsletter Mention Customer Account Average 43% 24% 13% 23% 13% 13% 21% 43% 30 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Closing the Workforce Optimization Loop
  • Workforce Optimization Driven by Recording Random Sampling Historical Reports Customer Surveys Call Recordings 32 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Workforce Optimization Driven by Analytics Conversation Understanding Conversation Analytics Workforce Optimization Conversation Processing Call Recordings 33 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Reliable Analytics Trigger Action Auto-Triggered Phrase 1 into the So does so Phrase 2 Training Work Items Escalations Outbound Event Detection Conversation Analytics Workforce Optimization Conversation Processing Call Recordings 34 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Ask the Experts! Michael Miller Sean Murphy For more information, please visit www.genesys.com Email us: enterprise.programs@genesys.com 35 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Upcoming and On Demand Webinars Upcoming Webinars Closing the Back Office Service Gap with Enterprise Workload Management Featuring Karl Whitelock from Stratecast | Frost & Sullivan August 14, 2013 Its Time to Replace Your Old Contact Center ACD. What Are Your Next Steps? August 21, 2013 On Demand Webinars Best Practices for 1-to-1 Customer Service Series of 6 Webinars 36 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
  • Thank You for participating! For more information, please visit www.genesys.com Email us: enterprise.programs@genesys.com