This document discusses how to use analytics to create an effortless customer experience. It argues that delighting customers does not build loyalty as much as reducing their effort. Metrics can inhibit the experience if they do not align with what customers want, which is getting their problem solved easily. The document recommends focusing on creating a consistent, boring process controlled by operations and measured with unified, actionable metrics. This includes enhancing automation with conversational IVR to collect data but have humans do problem solving and listening. Measuring the full agent interaction from end to end can provide a better view of customer experience.

1. BORING IS GOOD:
USING ANALYTICS TO MAKE THE CUSTOMER EXPERIENCE EFFORTLESS
December 2011
Spoken Communications www.spoken.com @spokencomm

2. CUSTOMERS DON’T WANT THE “EXTRA MILE”
Stop trying to delight your customers
“First, delighting customers doesn’t
build loyalty; reducing their effort—
the work they must do to get their
problem solved—does.
Second, acting deliberately on this
insight can help improve customer
service, reduce customer service
costs, and decrease customer
churn.”
--Harvard Business Review, July 2010
Spoken Communications www.spoken.com @spokencomm

3. CUSTOMERS DON’T WANT THE “EXTRA MILE”
Metrics can inhibit the experience
 QA measures
consistency for statistical
outliers
 Greeting
 Data collection
 RFC (customer needs)
 Resolution
Spoken Communications www.spoken.com @spokencomm

4. CUSTOMERS DON’T WANT THE “EXTRA MILE”
What the customer wants
 What the customer
wants
 Did you hear what I said?
 Did you solve the problem?
 Was it easy?
Not ”friendly.” Just human.
Spoken Communications www.spoken.com @spokencomm

5. BORING IS GOOD
Creating a boring process
“The extra mile” and “the wow factor” are beyond the
organization’s control on a daily basis. What is within the
organization’s control is the ability to analyze and apply metrics
to provide an effortless, consistent experience for the caller.
Focus on:
 What operations can control
 Unified metrics
 Actionable metrics
 What the customer wants
Spoken Communications www.spoken.com @spokencomm

6. BIG DATA
Big data
Internal sources External sources
 Call—voice analytics  Social Media
 Record end to end, including IVR and  Measure
transfers mentions, sentiment, frequency
 Dual channel – agent on one channel and key interaction times
and caller on another  External web analytics
 Real-time analytics
 Web demographics
 IVR—caller interaction analytics  Click history
 Opt out rates by interaction point  Credit reports
 Completion rates
 Speech analytics for skills routing
 Screen capture—click habit
analytics
 Capture clicks in conjunction with voice
to view workflow
 View most visited screens by most
efficient agents
 Analyze screen time of after call work
 ACD Data
 ANI, concurrent calls, queue time
 Web
 Unique visitors, click history
 CSAT
 IVR post-call surveys, email

7. THE METRICS WE HAVE
What is the best measure of customer satisfaction?
 AHT
↪ How long did the interaction take?
 CSAT
↪ How did this agent perform?
 NPS
↪ Would you recommend?
 What is missing?
↪ Was it easy?
Spoken Communications www.spoken.com @spokencomm

8. CUSTOMER EXPERIENCE
The customer experience: what can operations measure
Marketing, branding, social
influence
Product itself
Automation: IVR, Self-
Service, Web
Agent
interaction
[what we
measure]
Spoken Communications www.spoken.com @spokencomm

9. CUSTOMER EXPERIENCE
Measure all of the agent interaction
Marketing, branding, social
End to end call
influence
metrics:
Agent + IVR + ACD
information
Product itself
Agent
IVR interaction Transfers
Automation: IVR, Self-
Service, Web
Screen After Call
capture Agent Work
interaction
[what we
measure]
Spoken Communications www.spoken.com @spokencomm

10. CUSTOMER EXPERIENCE
Enhance the “did you hear what I said?”
 Let robots do what they do well
 Let humans do what they do well
 Use conversational speech recognition IVR for data
collection; let human do the listening and problem-
solving
 IVR identifies caller and RFC (75-90% accuracy)
 Screen pop
 Agent begins
with, “Hello, Mrs.
Roberts. I see you are
having some
problems with your
cell phone today. Can
you tell me what’s
Spoken Communicationson?”
going www.spoken.com @spokencomm

11. CUSTOMER EXPERIENCE
Conversational IVR Case Study
Client goals
 Decrease hold times for value-added
sales calls
 Prioritize sales calls
 Decrease Average Handle Time
Results
 75% complete rate*
 90% success rate**
 4% opt-out rate
Spiegel Brands, a privately held company  8% of all calls were completely entirely
founded in 1865, is a direct marketing
company featuring private-label women’s through self-service with no agent
clothing, footwear and accessories activity
designed to create easy style. Spiegel sent  Increase in average sales revenue per
its first catalogue in 1905, and Spiegel and
Newport News currently provide at-home
agent
shopping to over 10 million customers  Overall budget savings of 16%
worldwide.
*Complete rate =
call followed expected call path
to completion
**Success rate = caller identified and confirmed against client
database and screen pop provided to agent
Spoken Communications www.spoken.com @spokencomm

12. CUSTOMERS DON’T WANT THE “EXTRA MILE”
Discussion: How do we measure effortless?
 What the customer
wants
 Did you hear what I said?
 Did you solve the problem?
 Was it easy?
Not ”friendly.” Just human.
Spoken Communications www.spoken.com @spokencomm

13. VIRTUAL CALL CENTER PLATFORM
Spoken Communications
 Take customer care to the
cloud with virtual call
center solutions
 Hosted Avaya ACD
 Easy access SQL CMS
 100% end to end call recording
 Screen capture
 Conversational IVR (hybrid
human + speech recognition)
 Citrix virtual desktop
 Dashboard analytics
 Enable remote agents
 Modular platform easily
integrates with legacy
infrastructure
Spoken Communications www.spoken.com @spokencomm

14. BORING IS GOOD:
USING ANALYTICS TO MAKE THE CUSTOMER EXPERIENCE EFFORTLESS
heidim@spoken.com
Spoken Communications www.spoken.com @spokencomm