Harnessing A.I. advancement in customer experience transformation programs

• Have your mobiles ready for a straw poll in about 10-15 mins!

• You may see some Captain Obvious data but for others it may

not be!

• I promise I will try to not make too many company centric

gratuitous over promotion statements (or too many “in terms)!

Paul Humphrey

CCO, Call Journey Customer, Sales, Marketing And Operations Background

• Lead Large Scale Service, Sales And Marketing Teams• Multiple channels to market Leadership• Consulting

Three HOT Topics:

CX

AIBig Data

SweetSpot

Customer Experience still a major business priority in 2017 of businesses say

that improving Digital Customer

Experience is their top priority

72%

Source: Forrester

A.I. Landscape

38%

62%

2016

AI adoption 2018

AI adoption

Source: Oracle

CX initiatives are proving effective

Compound average revenue growth 2010 to 2015Gartner

17%

3%

CX Leader

s

CX Laggar

ds

Key elements of CX strategy

BRANDRESEARCH/BUYING JOURNEYEASE OF BUYING AND ONBOARDINGTRIGGERS AND EVENTS (PERSONAS)LIFECYCLE MANAGEMENTMOMENTS OF TRUTH (eg CLAIMS)

CX Metrics and Data Sources

CUSTOMER EFFORTNPS

SHARE OF WALLET

ARPU

CHURN / LAPSES

REVENUE /

BOOK VALUE

CALL ANALYTICS

SOCIAL LISTENIN

G

VERBATIMS

CUSTOMER INTERVIEW

S

COMPLAINTSOMBUDSMAN

Key elements of CX strategy

“No longer is it good enough to simply conduct survey and share

the results. Instead, CX teams need to be skilled in assembling a wide

range of customer information.”

Cost Of Acquisition

Cost to serve

Brand Integrity/Risk

Regulator/License/Ombudsman

NPS

Customer Emotion Score*

EPS

Go to Slido.com

and see what your group of peers are up to…

JOIN#CCOMEL

How are YOU different?

VoC Loop

• LISTEN• ANALYSE• REPORT • ACT

CX Framework

Customer Data

So what does A.I. got to do with it?

HOW CAN ARTIFICIAL INTELLIGENCE AFFECT YOUR VOC PROGRAM?

What is Artificial Intelligence?

“

”

A.I. is the plug we’ve been missing. It allows us to dive into a wonderland of conversation text with tools that get the

context & get better every day at understanding human patterns of

speech.

A.I. is your key to unstructured data.

A.I enables new ways of accessing information that was to cumbersome to retrieve and analyse. Now it analyses itself. Now you can interrogate all of your rich voice based data easily and quickly!

Types of data sources.

Structured•Transactional•Survey (CSAT, NPS)• Nice, neat, easy

to control

Unstructured•Social Media•Call recordings• Scattered, hard to

access and use

Unstructured Data – we bet you have heaps of it that your probably not tapping into!

A.I gives us access to ALL of your call conversation data

Through NLP (Natural Language Processing) we can automatically assess all the unstructured data

Negative

Positive

Billing Issue

The A.I Eco System

“

”I’m embarrassed that we have to ask our customers

how we went AFTER the call when we should know that from the call!

CEO OF ONE OF AUSTRALIA’S LARGEST UTILITY COMPANIES

13% 81%

6%

IVR 92 sec

Conversation 547 sec

NPS 45 sec

639 sec

NPS and the response rates challenge

AmazingOne numerical question

One open ended question

15 - 30% response rate

AverageOne numerical question

One open ended question

5 - 10% response rate

PoorOne numerical question

One open ended question

Below 5% response rate

13% 81% 6%

IVR 92 sec

Conversation 547 sec

NPS 45 sec

639 sec

Average Contact Centre Voice traffic

13,170 sec TALK TIME FOR ONE AGENT PER DAY

373,150 sec TALK TIME FOR ONE AGENT PER MONTH

73,150,000 sec TALK TIME FOR ONE MONTH IN A 100-SEAT CONTACT CENTRE

1,375,000

Finding a needle in a hay stack.I am  just ringing as i have a query about my loan application with you guys. I have to say i can't even put into words, how angry i am and how miss lead i am by the advice that you have given me and how much time i've wasted... I can't believe this process for this application has taken eight to 10 weeks and you claim to be the small business specialistsbut the experience has been awful and borderline insulting and i have to say you have no idea how your small businesses customers think.For example when you ask for information for the credit check I filled in one form for my Personal information and given that i'm applying for a overdraft and business credit card I can't understand why you have done two checks on my credit reference file now. I  would've thought you given I am dealing with one bank that one credit reference check would be enough and now you have added two reference checks on my credit file. I am so angry

I was going to move my mortgage to you guys, which is around $800000 and now i'm going to move my banking somewhere else. So you have missed out on my $800000 mortgage, usiness transaction accounts merchant fees, my credit card with youGuys and the overdraft because of the way you have treated me. To be honest, I am  absolutely disgusted by my experience.

The insights behind Conversation Analytics

KeywordsGenderEmotionSentiment

Understand why customers are calling

Identify customer pain points

Optimize the customer experience

Track positive and negative trends

Reduce customer churn

Improve agent performance

Conversation Analytics Use Cases Customer

Journey Mapping

NPS

Campaign Tracking

Customer Churn

Workforce Attrition

Compliance

Quality Assurance

Not all speech engines are the

same!

Regional differencesIndividual phrasing

Achieving ROI of Conversation Analytics

33

50

113 3

YES - Within 6 months

YES - Within 12 months

YES - Within 24 Months

More than 24 months

NO return on our investment

Conversation Analytics benefits

Sales

30% increase related to identifying the ideal script and language used combination

Conversions

41% improvement linked to increased cross-selling resulting from verbatim analysis

Call Volume

57% of calls were identified as solvable through self-service options customers did not know about

Voice Analytics Users Outperform Non-users

Age of Connection Data combined with human touch powers CX Big Data was all about collecting information at a mass scale A.I now brings in the aspect of personalisation

CX

AIBig Data

This is where the magic happens.

A.I. has lots of componentsAI-powered voice/conversation analysis gives you access to a mountain of rich data insights

Voice of the Customer. Now with Voice!