Customer insights based on their chats with live chat agents Industry: Telecommunications

1. © 2020 Nuance Communications, Inc. All rights reserved.
Sprint
Customer Behavior Analysis
Elliana Gallegos, Data Analyst

2. © 2020 Nuance Communications, Inc. All rights reserved. 2
General Conversation Topics
▪ Most Customers were asking about Phone Upgrades (30.2%), Billing & Payment (24.3%) and Orders & Returns (21.4%)
▪ All topics had a similar distribution of Resolved and Unresolved chats.
▪ The Resolved average rate for the overall sample was ~34% and the Unresolved average rate was ~66%
2,029
1,651
1,492
1,304
958
970
532
379
4,002
3,194
2,792
2,392
2,020
1,924
1,068
680
Phone Upgrades
Billing & Payment
Orders & Returns
Plans & Services
Promotions
Account Support
Device Support
In Store
Resolved
Unresolved
6,031 (30.2%)
4,845 (24.3%)
4,284 (21.4%)
3,696 (18.5%)
2,978 (14.9%)
2,894 (14.5%)
1,600 (8.0%)
1,059 (5.3%)

3. © 2020 Nuance Communications, Inc. All rights reserved. 3
Chat End Type based on Last Customer Lines
Chat End Type % Resolved % Unresolved Verbatim Example Potential Best Practices/ Recommendations
Customer Request/Inquiry Fulfilled 44% 56% “that's all for now. you've been great, thank you for your help”
Most chats ending with the customer question/inquiry fulfilled,
should be marked as resolved unless the customer shows interest
in keeping the conversation open
Customer Leaves Mid-
Conversation
21% 79% Inconclusive/ No specific reason for leaving chat
Agents shouldn’t 'resolve' the engagement when the customer
leaves mid-conversation unless they can assume that the customer
won’t have any additional questions
Customer Prefers to go to Store 34% 66%
“I will just go to the store because I think they will better assist
me.”
These engagements should end as ‘resolved’ because the
customer expressed they preferred to go to a store
Customer will Chat back later 34% 66%
“Ok thank you let me check on a few things and I will come
back later”
These engagements should end as 'unresolved’ because
customers expressed they wanted to chat back at a later time
Customer will Call 29% 71% “ok thank you I will call the number”
These engagements should end as ‘resolved’ as the customers
were right-channeled or preferred to call, and it's unlikely that they
will want to continue that conversation via chat
Customer will look at other options 28% 72% “I'm checking with other carriers before I place an order.”
These engagements could end as ‘resolved’ only when the
customer mentions they don’t have any additional questions
Customer leaves frustrated/angry 21% 79%
“Sad that sprint doesn't value their long term customers by
offering them the same deals”
If surveys are only shown when the agent 'resolves' the issue, it
could be helpful to further review if agents are intentionally ending
engagements as 'unresolved’ when it's likely that the customer will
give a poor CSAT score
Customer doesn’t need Chat
anymore
35% 65%
“The end chat button disappeared so I'm not sure how to end
the chat”
When customers mention they no longer want/need to chat, agents
should 'resolve' the engagement
Customer moves to an
Untagged/Unresponsive Page
28% 72%
“Customer has moved to an unresponsive or untagged page.
Last URL tried by customer:…”
Agents shouldn’t 'resolve' these engagements because that will
prevent the customer from continuing the conversation when they
go back to a tagged page
Conversation Outcome
There’s a mismatch between ‘Conversation Outcome’ and what is happening in the chats. Many resolved chats were tagged as unresolved and viceversa. Some
potential recommendations could involve increasing training for agents to accurately tag conversation outcomes, and define rules/guidelines for how to determine if a
chat should be marked as unresolved or resolved.

4. © 2020 Nuance Communications, Inc. All rights reserved. 4
Why are customers leaving Mid-Conversation?
▪ Based on the last agent lines sent before customers leave/close the chats for the Customer Leaves Mid-Conversation reason,
we see that the majority of agents were helping the customer before the chat ended, and some of them already helped them
by sharing a link, a number, or transferring the customer to a dedicated team, so we could assume that customers are not leaving
mid-conversation because of agent behavior.
Last Agent Lines % Total Agent Behavior
“I haven't heard back from you in a while, so I'll need to close this chat window”* 39.9%
Agent tried to continue the chat, but customer just stopped chatting
“Feel free to come back any time you need help or have questions!” 22.8%
“As you are not responding now, you can continue this chat with me anytime” 15.7%
“It seems that we have lost connection” 8.5%
“We do not have the access to make any changes” 5.1% Agent didn’t have the required access to fulfill customer’s inquiry
“Please visit This Link…” 4.9% Agent shared the required link to fulfill customer’s inquiry
“Please call this number…” 4.8% Agent shared the required phone number to fulfill customer’s inquiry
“Please allow me to connect you our dedicated team” 3.3% Agent transferred the customer to a dedicated team to fulfill inquiry
Methodology: Period: 1/14/20-02/29/20, Sample size: 5,134 chats, Final Owning Agent Group: Ecomm, EcommLF, or DO NOT USE – OrderEntry
Note: Numbers reflect the percentage of chats where agents were helping the customer mid-conversation. Due to multi-tagging, the sum of percentages can be over 100%.

5. © 2020 Nuance Communications, Inc. All rights reserved. 5
Reasons for Ending/Closing Chat
Reason for Ending/Closing Chat # Chats % Resolved % Unresolved Verbatim Example Potential Best Practices/ Recommendations
Customer Request Fulfilled 11,303 44% 56% “that's all for now. you've been great, thank you for your help”
Most chats ending with the customer question/inquiry fulfilled,
should be marked as resolved unless the customer shows interest
in keeping the conversation open
Customer Leaves Mid-
Conversation
5,133 21% 79% Inconclusive/ No specific reason for leaving chat
Agents shouldn’t 'resolve' the engagement when the customer
leaves mid-conversation unless they think the customer won’t have
any additional questions
Customer Prefers to go to Store 1,691 34% 66%
“I will just go to the store because I think they will better assist
me.”
These engagements should end as ‘resolved’ because the
customer expressed they preferred to go to a store
Customer will Chat back later 1,063 34% 66%
“Ok thank you let me check on a few things and I will come
back later”
These engagements should end as 'unresolved’ because
customers expressed they wanted to chat back at a later time
Customer will Call 911 29% 71% “ok thank you I will call the number”
These engagements should end as ‘resolved’ as the customers
were right-channeled or preferred to call, and it's unlikely that they
will want to continue that conversation via chat
Customer will look at other options 358 28% 72% “I'm checking with other carriers before I place an order.”
These engagements could end as ‘resolved’ when the customer
mentions they don’t have any additional questions
Customer leaves frustrated/angry 263 21% 79%
“Sad that sprint doesn't value their long term customers by
offering them the same deals”
If surveys are only shown when the agent 'resolves' the issue, it
could be helpful to further review if agents are intentionally ending
engagements as 'unresolved’ when it's likely that the customer will
give a poor CSAT score
Customer doesn’t need Chat
window
262 35% 65%
“The end chat button disappeared so I'm not sure how to end
the chat”
When customers mention they no longer want/need to chat, agents
should 'resolve' the engagement
Customer moves to an
Untagged/Unresponsive Page
259 28% 72%
“Customer has moved to an unresponsive or untagged page.
Last URL tried by customer:…”
Agents shouldn’t 'resolve' these engagements because that will
prevent the customer from continuing the conversation when they
go back to a tagged page
Conversation Outcome
Methodology: Period: 1/14/20-02/29/20, Sample size: 21,244 chats (with only 1 Engagement ID), Final Owning Agent Group: Ecomm, EcommLF, or DO NOT USE – OrderEntry
Note: Numbers reflect the percentage of chats where customers gave a reason for ending the chat. Due to multi-tagging, the sum of percentages can be over 100%.
(*) Verbatims for ‘Customer Leaves Mid-Conversation’ are inconclusive since customers don’t mention any reason for leaving/closing the chat.
There’s a mismatch between ‘Conversation Outcome’ and what is happening in the chats. Many resolved chats were tagged as unresolved and viceversa. Some
potential recommendations could involve increasing training for agents to accurately tag conversation outcomes, and define rules/guidelines for how to determine if a
chat should be marked as unresolved or resolved.