Making Automation Feel Less Automated and More Caring

Claudia Hathway
Editor
Call Centre Focus
“Making Automation Feel Less Automated and More Caring”
Daniel Hong
Senior Analyst
Ovum
Damian Kelly
VP Sales & Marketing
SpeechStorm

Why is personalisation important?
Claudia Hathway
Editor
Call Centre Focus

Rise of automated self-service
Telephony self-service up to
8 timescheaper than traditional live agent calls

Rise of automated self-service
According to ContactBabel, 36% of contact centres offer telephony self-service*
86% in small centres use touchtone IVR, but 30% of large organisations are using speech recognition self-service
* The ContactBabel report The UK Contact Centre Decision Makers Guide 2011 is available on www.contactbabel.com

Importance of being personal
Customer service is the only competitive differentiator that matters – driving loyalty, likelihood to recommend, and increase spend
Consumer demand for excellent service is higher than ever

According to Top 50 focus groups, the minimum they expect from an interaction is that it is:
Timely
Easy to use
Reliable
Knowledgeable

According to these groups, the only way to drive real delight with the service delivered is for it to feel
personalised.
“a degree of personal service, a degree of personal care”

It’s not easy! Overall Top 50 results in 2010:
Reliable: 96.4%
Easy to use: 94.1%
Timely: 87.6%
Knowledgeable staff: 83.6%
Personalised: 67.6%

How Automated Customer Care canFeel Less Automated and More Caring
Daniel Hong, Lead Analyst
Customer Interaction at Ovum
daniel.hong@ovum.com
Twitter: d_hong
15 September 2011

What’s going on in today’s market…
Social
Mobile
Experience
Cloud
Customers have access to information and can share it with the large digital communities and the world.
Smart phones and social media are becoming pervasive (75%) and have dramatically changed the dynamic between the enterprise and the customer
Customer expectations of service, price and delivery is rapidly changing. It’s all about customer loyalty!
$83 billion lost
Cloud is changing the way products are created, delivered and priced.

When reaching out to customer service, through which channels have you had most success resolving your issue on the first attempt?
Live agent (3,233)
Automated service with speech recognition (260)
Automated service with touchtone (435)
SMS (393)
Email (1,525)
Social networking (ie Facebook or Twitter) (265)
FAQ pages on company website or message board (715)
Independent blogs and forums (473)
Web chat / instant messaging (843)
4,500
3,500
Number of respondents
2,500
1,500
500
1
4
5
6
7
8
9
2
3
n=4086

What do you find most frustrating about using an automated telephony system that has speech recognition or a touchtone menu?
Speech recognition doesn’t recognize my voice (582)
Long/confusing menu options (1,642)
Takes too long to find information (1,749)
Unable to solve problems without a live agent (1,795)
System doesn't remember past interactions (580)
Incorrect routing (1,402)
Other (56)
Never used automated solution (183)
4,500
3,500
2,500
Number of respondents
1,500
500
2
3
4
6
1
5
7
8
n=4086

How would you feel if an automated telephony system remembered the nature of your previous interactions with the enterprise in order to provide a more personalised customer experience?
74% of respondentsfavor personalisation if it results in improved customer service.
personalisation can route customers quicker and more efficiently by remembering past interactions and better predicting the reason for a call.
I am indifferent
8%
No, this makes
me uncomfortable
19%
74%
Yes, if it results in better service
n=4086

What is personalised IVR?
personalised IVR is not a single product…
CTI + IVR
Custom applications
Business analytics
Reporting tools
Professional services
A personalised IVR solution connects with enterprise databases…
Caller histories
Trends
Geographic locales
The solution can create a unique customer service experience by re-configuring the call flows or intelligently routing the caller – DYNAMIC CAPABILITIES.
Image from www.jmorganmarketing.com

Levels of personalisation
by caller behavior

Levels of personalisation

Where personalisation makes sense
High call volume and transaction environments
Contact center operations that have strict SLAs for service delivery
Financial services, communications, public sector and retail are leading the way
Companies that have already deployed speech, and want to…
Improve customer satisfaction
Streamline identification and verification
Introduce dynamic upsell / cross-sell campaigns
Companies that are embracing multi-channel strategies
Innovation for inbound and proactive outbound applications
Rounding out the voice channel (automation and agent assist)

Vertical use cases for personalised IVR

The list – barriers to adoption
Legacy infrastructure
Proprietary back-end systems
Misconceptions / awareness

Strategic recommendations
Remember data integration is key!
Improve your reporting/ monitoring and analytics capabilities…
Avoid over-personalisation…
Treat personalised IVR as one component of an overall multi-channel and cross channel strategy…
Choose a strategic partner and build a roadmap…

Personalisation in Practice
Damian Kelly
d.kelly@speechstorm.com
Twitter: @damianjjk

betterself-service
lowercost toserve

making personalisation pay
Industry:
Communications
Calls per annum:
5 million
Solution
Identify & verify
Order status
Balance enquiry
Payments
Reconnects
Time to implement:
4 months
Payback
<12 months
Presenting the right option first time increases automation rates and reduces cost-to-serve

personalisation demands greater flexibility and faster response
Pre-built applications for rapid deployment
Real-time performance management
Instant changes and one-click deployment
Leveraging investments you have already made

more context ...
Agent
Facebook
Chat
Twitter
CRM
Store
Web
ERP
Delivery
Branch
Phone
App
Location
... more personal

Q&A
Daniel Hong
Senior Analyst
Ovum
Claudia Hathway
Editor
Call Centre Focus
Damian Kelly
SpeechStorm

Thank You!
Daniel Hong
Senior Analyst
Ovum
daniel.hong@ovum.com
Claudia Hathway
Editor
Call Centre Focus
claudia.hathway@ubm.com
Damian Kelly
SpeechStorm
d.kelly@speechstorm.com

Making Automation Feel Less Automated and More Caring

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Making Automation Feel Less Automated and More Caring — Presentation Transcript