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Using Speech Analytics in the Contact Center to
Improve Customer Intelligence
January 29, 2014
2pm to 3pm EDT
W E B C A S T S E R I E S
Featured Speakers
Martha Brooke
Program Director & Founder
Scott Kendrick
Vice President, Marketing
Analytics in the Contact Center Looks at Two Types of Data
• Structured data
– Survey responses (close-ended)
– Reports
• Unstructured data
– Speech, voice, text
– Social media
– Survey responses (open ended)
• Customer intelligence helps improve the customer experience
– The more you know about each customer’s level of sat & loyalty, the more prepared you are to deliver consistently superior customer experiences.
Actionable Customer Experience Audits
Martha Brooke Program Director & Founder
Interaction Metrics
An Analyst’s Approach
Audit Findings Reports
Objective Metrics & Benchmarks
Improved experiences for market innovators, like ProShares, and the largest companies like GE
Techniques (such as Mystery Shopping, Surveys, etc.) to probe a range of experiences
You can get to know the power of our analysis with a free mini-audit at InteractionMetrics.com
Actionable Customer Experience Audits
The Big CX Problem | Structured data
provides a limited view.
NPS
49%
This doesn’t tell you:
• How your customers felt throughout interactions • Where you could have better supported your brand • What would increase sales • How to improve your NPS score
How likely is it you
would recommend
us to a friend?
0
For example, with Net Promoter:
Actionable Customer Experience Audits
Consider, the nature of customer
experience, it’s unstructured, and…
• Fluid (not multiple choice)
• Involves customer expectations based on an ever-shifting marketplace
• Varies by touchpoint and persona
• Entails multiple dimensions and hundreds of sub-conscious cues
• Encompasses a range of sensations and feelings
Actionable Customer Experience Audits
Unstructured data contains these
potential values.
• Trends
• Customer vocabulary
• Root causes (why customers feel the way they do)
• Tests hypothesis
• Gaps and value-add opportunities
Actionable Customer Experience Audits
Objective
Analytics
• Representative
• Consistent
An Analyst’s Approach Combines:
Research
Intelligence
• Rich Perspective Includes contextual information, because that’s how customers experience the world
• Empathy Captures subtleties and subconscious cues
• Looks Ahead Analyzes more than the matter at hand to identify value-add opportunities
&
Example | Gourmet Foods Catalog co.
They pride themselves on shipping the best apples.
Today, a customer asked:
Answer: Usually not, it may take several days for them to ripen. We keep them in cold storage for a few months...
Are the apples ready to eat?
Touchpoint Goals
Customers’ Emotional States
Customers’ Situations
Brand Opportunity
Curious
Prospect looking for gift
Demonstrate quality of apples
Research Inputs In this example:
Conscious: I guess that makes sense Subconscious: Not really impressed
Conscious: That was correct Subconscious: The customer didn’t react, everything’s fine
96 79 80 94
0
50
100
What an Analyst’s Approach Uncovers:
ON Brand Experiences
32%
OFF Brand Experiences
14%
Generic Experiences
54%
Findings Overview
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Defective Product
Fraud Issue
Needs Tech Assist
Place Order
Status Check
Call ID
Audio Re-Do
Lost Revenue
Opportunity Analysis
Improved Content
xx-xx
-$165.00 Focused on... should have mentioned...
xx-xy
-$20.04 Fails to discuss... even though caller mentions…
xx-xz
-$68.70 Misses key information around...
xx-m
-$312.52 Misses the branded explanation as to why…
xx-xq
-$48.35 Presents information that is not in any way relevant to...
Opportunity Analysis Call 27
Call 102
“Almost! We send them as they are ripening to ensure they arrive in perfect shape. Just a couple of days later, they’ll be mouth watering and delicious.”
To better support your brand say:
Customer Effort Brand Score
Competitor Comparison
Actionable Customer Experience Audits
Risk
Multiplied by thousands of moments,
an Analyst’s Approach builds
tremendous value into CX.
Brand Happiness
Loyalty
Self-Service
Sales
Education
Actionable Customer Experience Audits
• The limitations of structured data
• The potential of unstructured data
• Criteria for the best analysis
• Ways we’ve added value to our client’s interactions
Let’s talk more about:
Contact us Interaction Metrics: For Companies Serious About the Customer Experience
Listen to Your Customers – Improve Your Business
Scott Kendrick Vice President, Marketing
17 Proprietary and Confidential, CallMiner Inc.
Voice of customer analytics in the cloud… Founded in 2002
Specialized in contact analytics
Focused on contact center performance
Unified view across voice, chat, email, social
Scaled to process >15 years of audio every day
Serving small agencies to fortune 500
18 Proprietary and Confidential, CallMiner Inc. Proprietary and Confidential, CallMiner Inc.
71% consumers prefer phone conversations
92% customer service interactions via phone
86 consumers have stopped
doing business with a company due to a bad
customer experience %
consumers have started doing business with a
competitor due to a bad customer experience 89 %
of defecting customers leave as a result of
poor customer service 68 %
answered surveys
annual calls vs. surveys
1.1B 45B inbound calls
tweeted words
daily recorded vs. tweeted words
2.7B 420B captured words
* sources Forrester, ZenDesk, Harris Interactive Customer Experience Impact Report, five9
19 Proprietary and Confidential, CallMiner Inc. Proprietary and Confidential, CallMiner Inc.
Thank you for calling ABC bank. How can I help you?
This is my third time calling! You overcharged me on my last bill. I need to speak with a manager.
May I confirm your name, address, and last four digits of your social security number?
I’ve already entered my account information in the IVR! You people are useless!
[Proper Greeting]
[Repeat Language]
[Billing]
[Escalation]
[Agitation]
[Account Verification]
[Dissatisfaction]
[Over-talk]
language patterning & acoustics automated scoring
Agent Quality: 82
Churn Risk: High
Customer Satisfaction: 36
Efficiency Rating: Optimal
Compliance Risk: Low
Sales Effectiveness: N/A
speech recognition
Customer ID: 1298281
Call ID: 394802
Agent: Gabriel Nelson
Department: Saves
Supervisor: Jay Gatsby
Date: Oct 15, 2012 – 9:36AM
Direction: Inbound
Customer ID: 1298281
Customer tier: Gold
Customer ACV: $1,649
Products: Triple play
City: Fort Myers
Subscribe date: 8/23/2010
interaction metadata crm data
audio capture
customer interactions
contact analytics
20 Proprietary and Confidential, CallMiner Inc. Proprietary and Confidential, CallMiner Inc.
alert supervisors & agents
search & playback
discover & root cause analysis analyze
“I want to speak with a supervisor” Escalation!
Upsell Opportunity!
long duration billing x x
“new format” Search
“Do you offer an unlimited plan”
987, 1/24/2014 8:45 AM, Clarissa Dalloway, 5m58s, [more]
[Greeting] [Billing] …calling about an issue I have with
my bill from last month… [Dissatisfaction] [Empathy]
[Understandability Issue] …the new layout of your bills
is extremely confusing… [Agent Ownership] [Politeness]
more
performance feedback
Improving Score
Agent Quality – Improving Score Benita Chmura’s Agent Quality score has improved by more than 10.4 from last week. Keep it up!
Benita Chmura’s
Team Avg
Team Lead
35 75
85 Outstanding +10.4
21 Proprietary and Confidential, CallMiner Inc. Proprietary and Confidential, CallMiner Inc. L I S TE N T O Y O U R C U S T O M E R S – I M P R OV E Y O U R B U S INE S S
APPLYING THIS TO CUSTOMER INTELLIGENCE
Measure experience across 100% of interactions
Identify, quantify requests & preferences
Identify, quantify frustrations
Track, correlate competitive mentions
Analyze and predict churn risk
Measure response to promotions & campaigns
22 Proprietary and Confidential, CallMiner Inc. Proprietary and Confidential, CallMiner Inc.
before
Leading direct marketer
15 million inbound calls/year
3.8 million products sold/year
after
data
results 400
Launched new 24/7 tech-support
metadata speech
- SEO vs. PPC - Google vs. Bing - web vs. mobile - sales conversions
- device type - device brand - tech issues - objections
$
$
$ $ SEO PPC google bing PC mobile
conversion analysis and campaign optimization
IVR redesign & intelligent routing
?
knowledgebase development
new service offerings
conversions
abandon rate
handle time
$ k/month revenue
CASE STUDY: MARKETING PERFORMANCE & BI
- random keyword bidding - unsuccessful campaigns - out of control spend - inefficient call handling
Thanks for Your Participation
Martha Brooke
Program Director & Founder
marthab@interactionmetrics.com
Tel. 206/428-3091, x1
Scott Kendrick
Vice President, Marketing
scott.kendrick@callminer.com
Tel. 239/288-0174
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