This document discusses improving customer communications through continuous improvement. It recommends adapting to the environment, always innovating by keeping innovation simple, and finding the best time, channel, personalization, and iteration to achieve the best outcome. An example is given of a credit card company that used secure data transfer, personalization, and a payment page to maximize the "happy path" for customers making payments. The key lessons are to know when channel choice becomes relevant, leverage human nature, and learn through iteration and measurement while integrating available tools and data.

1. IMPROVING CUSTOMER COMMUNICATIONS
CONTINUOUS IMPROVEMENT – THE KEY
Graham Bragg, VoiceSage

2. ADAPT TO THE ENVIRONMENT !

3. • Same thing = same result
• Be prepared to fail
• Fail quicker
• Recognise what does/doesn’t work
ALWAYS INNOVATE
Innovation is simple,
don’t complicate it

4. Best Time + Best Channel + Personalisation + Iteration = Best Outcome
CONTINUOUS IMPROVEMENT
Campaign Start
Best Time Best Start Channel Outcome Based Journey
Busy
RPC
Dead
V-Mail
Retry +10
Mode Switch
Audit & Improve
Client Side Mode Switch

5. CASE STUDY
MAKING PAYMENTS EASIER
International Credit Card Company

6. Secure Data Transfer
Available Customer Data
Personalised Message
Mr……John, Smith
£28…..09/09/15,
Transfer to Secure
Payment Page
Payment
Completed
MAXIMISING THE HAPPY PATH

7. MAXIMISING CONTACT
65% OF ALL SMS CONVERSATIONS END IN VOICE ENGAGEMENT
50% PREVIOUS NON RESPONDERS TEXT BACK

8. • Know at what point channel choice becomes relevant
• If “It’s for Me” human nature adds interest
• Learn, Iterate, Pilot, Try, Fail – but always measure
• Integrate everything / use what you have access to
LESSONS LEARNED

9. Thank you
graham.bragg@voicesage.com
www.voicesage.com