utilize customer insights to define strategies that …...utilize customer insights to define...

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Utilize Customer Insights to Define Strategies that Improve Training and Coaching Effectiveness

Etech Global Services – Booth #412Workshop 2 | Tuesday, June 25th |

Jim Iyoob, Chief Customer Officer, Etech Global Services

Shawndra Tobias, AVP, Customer Experience, Etech Global Services

Matt Cecil, Senior Manager, Digital Strategy, Verizon

Jim IyoobChief Customer Officer

[email protected]

936.371.2640

about.me/jiyoob

@jiyoob

facebook.com/jim.iyoob

linkedin.com/in/jimiyoob

www.etechgs.com | Confidential 2

3

Agenda

• What is Customer Experience • How to approach implementing CX today?

• Voice of Customer and how to use it?• What and how do you measure it – Tools?

• Human Intelligence + Artificial Intelligence = Etech Insights• Are you really listening?

• Case Study • How do agents and Bots complement vs. compete

• Fun and Prizes – Q&A

VISION

To make a remarkable difference for each other, our customers, and within our communities.

MISSION

Etech is a servant leader organization providing superior customer experiences and innovative solutions which enable our clients to build stronger brands, strengthen customer relationships, and gain market share.

4www.etechgs.com | Confidential

Nacogdoches, Texas Dallas, Texas Lufkin, Texas Palm Beach, FloridaRusk, Texas

Montego Bay, Jamaica Gandhinagar, India Vadodara, India

Integrity

Valuing people

Team Work

Accountability

Adaptability

Vision

Humility

Communication

Creativity Positive Influence

TeachabilityCourage

24/7/365 · Multilingual

Etech’s Servant Leadership Commitment

JUNE3 Days before the closing of

the Nacogdoches operations, Dilip Barot, Matt Rocco and

the other investors from Etech acquire the asset of the call

center from Bellsouth Saving over 400 much needed jobs

SEPTEMBERIn addition to the headquarters in Nacogdoches, Etech opens its back-office/BPO center in Gandhinagar, India

2002Bell South

made a decision to

divest of its internal call

center in Nacogdoches

Texas

2004Launched

Lufkin center with 325 Seats

and 500 employees

2006Launched

Vadodara, India center with 200

Seats

2008Launched Rusk center

with 100 Seats and 1500 Employees

2010Launched Jamaica

center with 150 Seats and

launched Software and Development

services

2012Launched Dallas center

with 220 Seats

2014Launched Florida center with

150 Seats Etech launched Chat and email product ICE

and software Implementation service

2016Serving 30+

clients & 2000+

employees

2003 2019Etech family reached above 3000 employees and together serving more than 40+ clients

Etech Grew From 400 To More Than 3000 Employees

NO MERGERS NO ACQUISITIONS

Etech’s Journey


6

Customer Engagement SolutionsInbound, Outbound, Chat, Sales,

Service & Tech Support

Etech Technology SolutionsSoftware/Application Development

Custom Reporting, WFM

Etech’s Business At A Glance

Etech InsightsActionable Insights for Total Quality

Management to Enhance Operational Efficiency & Customer Experiences

www.etechgs.com | Confidential

• Why focus on CX & How to Improve it

• Utilize 360-Degree View of Customers to Provide Better Data for Better Outcomes

• Use AI & HI to Empower Your Coaches, Trainers & Bots

• How do Agents and Bots Complement vs. Compete

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Top Takeaways

Don’t Gamble WithYour Customer Experience


1. Does your Quality team include CX SMEs?

2. Are your Quality and Training programs integrated?

3. Do you have less than 20 parameters on your scorecard?

4. Are you linking Quality and CX with corporate objectives?

5. Are you utilizing your customers to define world class CX?

6. Are your agents bought into the Quality program?

7. Can you prove your CX and Quality Program produces an ROI?

8. Does your C-Suite describe your QA program as a “Valued Asset”?

9. Do you leverage your QA results when making process changes?

10. Do you have a closed loop feedback process to improve training?

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No


Don’t Gamble WithYour Customer Experience

How Does Your Customer Experience Measure Up?

> 6 Come see us, we’re hiring!

3-5 How we can help you on your journey!

<3 Your Customer called, talk to us!

Yes

Yes

Yes


1970 1980 1990 2000 2008 2016 2019

Spray and Pray Segmentation Personalization Customization Individualization Internet ofThings

ArtificialIntelligence

Evolution Of Trends


End Of An Era

Pre 1970s

70s-80s

80s-90s

99-2007

‘07-’15

2015+

Face to Face

Letters

Phones

Chat / Email / Web

Social Media

Mobile Apps

Now

IoT

Customer Service

of customers first turn toself-service to address issues81%


The Only Differentiator - Customer Experience

Product Centric Price Centric Customer Experience

1920s 1990s Now


of companies with the strongest

omni-channel customer engagement

strategies retain their customers

89%of the companies with weak

omni-channel strategies

(ABERDEEN GROUP)

vs 33%

Engaging with customer, Revenue per person

(RAIN AND CO)

40%more

Only 5% of marketers believe

they have mastered the ability to predict

the customer journey and truly understand which

of the CX initiatives are deriving value

-VentureBeat

63% of CX pros say their firm maps

customer experiences

-Forrester

63%

Why Customer Experience Is Important


Bad Service Is The Main Reason People StopDoing Business With Companies

Over 60% of customers will move to a competitor due to

bad services

Non-personal, automated services

Wait times are, way too long

Staff aren’t, trained properly

Customers feelunappreciated


What Companies Believe Is Not What The Customer Perceives

65% are frustrated by inconsistent experiences across channels

80% of companies believe they offer great services

yet only 1% feel that the companies

are consistently delivering great services


Constantly Putting Customer “On Hold” Drives Them To Switch

32% Switched because they’re fed up with speaking to multiple agents

29% Switched because they’re annoyed by incompetent staff

25% Switched because they’re tired of being put on hold


Inconsistent Customer Experience

Talk to competent service representatives

Receive personalized service

Reach a service representative quickly


We Have Arrived At The Year Of Humanity

Emergence of People and Culture

Voice Recognition

Chatbot Rationalization

Newly Energized Executives

Customer Journey Expansion

Analytics Expertise Shortage

Customer Experience Dispersion


Effortless Customer Service Is The Best Customer Experience

• Cross functional

• Feelings-oriented

• Attracts + retains

• Across the customer journey

• Defines the customer’s perception of the company

• Keep customers returning

• Benefits customer

and company

• Proactive • Reactive

• Single Functional

• Single point in time

• Problem - oriented

• Resolving existing customer needs

• Delivery of a service before during and post purchase

Customer ServiceCustomer Experience

VS


Is “Being Sorry” Enough?

I’m struggling to make senseof multiple customer datapoints... I need to create anintegrated view of all this info


I need to prioritize the vital few versus the trivial many actions to improve customer

satisfaction, loyalty, and drive business results

I have a lot of data, but not sure if I’m measuring and acting on

the right things at the right time

I need to create an internal environment that nurtures and sustains continuous

customer experience improvement

My strategy for improvingcustomer satisfaction is not

producing the desired results

I’m required to create a business case to justify resources needed to achieve meaningful progress

Day To Day Struggle


Listen Like Leaders & How They Have Used AI


AI Is Nothing Without HI


Human Intelligence Meets Artificial Intelligence

LEVERAGE TECHNOLOGY

LEARN WITH H.I. SCALE WITH A.I. Engineering the Experience

REDUCE AREA OF FAILURESLISTEN – LISTEN - LISTEN

FIX CUSTOMER ISSUES


Big Data Anyone?

1%

70%

of customer voice data is actually understood

of feedback (Voice of Customer) is shared via phone calls by your consumers

1% of actual Voice data of VOC is listened to by companies

29%of other VOC is not fully understood due to different systems or lack of tools to integrate all data together


The Iceberg Effect

420BSpoken words across the call

center

45.4BInbound calls per

year

92%Customer service

transactions over the phone


Do Your Customers Know Your Scores?

How would you rate this interaction?

CSAT SCORE

EFFORT SCORE

% EASY MINUS % DIFFICULT

AGENT QUALITY

Overall QA score/rating for an agent

NPS / CUSTOMER LOYALTY

% PROMOTERS MINUS % DETRACTORS


In Today’s World…

QUALITY

SCORETAG

CALL TYPE

CIRCLECOACHING

AGENTFEEDBACK

LIMITEDINSIGHTS

Shawndra TobiasAsst Vice President

[email protected]

936.371.1817

facebook.com/shawndra.tobias

twitter.com/shawndra_tobias

linkedin.com/shawndra-tobias


https://www.facebook.com/shawndra.tobias

https://www.facebook.com/shawndra.tobias

https://www.linkedin.com/in/shawndra-tobias-2b73b97a/

https://www.linkedin.com/in/shawndra-tobias-2b73b97a/

https://twitter.com/shawndra_tobias

https://twitter.com/shawndra_tobias


Steps To Implement A CX Strategy

LISTEN

IDENTIFY

ANALYZE

IMPROVE

PREDICT


Traditional Approach

Agent Opportunities- High AHT- Dead Air in between- Incorrect Hold Procedure- Reason for Call – Bucketing via call

dispositions- Did the agent cross sell / upsell?

Customer Experience Approach

Traditional QA Insights +- WHY are customers calling?- What was satisfaction level for the customer?- Did the customer share high effort experience?- Was this an FCR? Was there a Self-Serve

opportunity?- Did the customer use other tools before calling?

Said & UnsaidLISTEN


Ask The Right QuestionsIDENTIFY

KPI Problem Solving

CompetitionCustomer Effort


What Works!

-6% -1% 4% 9% 14% 19% 24% 29%

C: How Do I?Military/Government

Partner EBereavement

Partner DCall to Add Baby

Web Support Walk-ThruCust. Upgrade

Repeat InformationPartner C

C: FrustrationPartner B

Trying to Use MilesRefund

Channel Switch - EmailProactive Guidance - Do Online

Trying to Use CardUnused Credit

Partner - OtherPartner A

Calling to BookA: Effort Driver B

VoucherApply Credit

Paper Voucher/DiscountProactive Guidance - Education

Ask For SaleA: Effort Driver AA: Effort Driver C

16.3

52.1

Avg Rate Opportunity

Confirmed Conversion Ratebased on this sample

ANALYZE


Proactive Improvement in:

People:- Agent Performance- Overall Communication- Customer Expectations

Process: - Enterprise Systems- Policies and Procedures- Production and Marketing

Technology:- Self Serve Options- Support Delivery- Service Delivery

Fix What Matters!IMPROVE


Industry: Subscription Services

Finding 1: When a customer is offered a subscription service that they do not use, Agent use FREE Trial as a rebuttal for 90% of the time

Finding 2: 85% of these customers churn within the free trial period

You have a free 90 day trial

I do not listen to lot of Orange Music

Controlling Outcomes

Population Analytics

Predictive Analytics

Prescriptive Analytics

What happened?

What will happen?

How can we make it happen?

PREDICT

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APIAI/HI

Data Processing and Mapping

Structured Data converted into Actionable Insights/Reports

Coaching Recommendations:• Insights for improvement• Training Need Analysis and

Identification

Client Process Recommendations:• VOC Analysis• Customer Sentiment Analysis• Customer Satisfaction Drivers• Insights for Strategic Decision

Call Ingestion: Direct API/SFTP

AI or HI Input as Required

Etech Database

Transforming Scores To Insights

=

www.etechgs.com | Confidential


Effectiveness Rating

Evaluated 170k plus calls on scorecard

to give detailed output using AI

Matt CecilSr Manager - Digital Strategy

[email protected]


https://twitter.com/MattSCecil

https://www.linkedin.com/in/matt-cecil-1664aa38/

https://twitter.com/MattSCecil

https://www.linkedin.com/in/matt-cecil-1664aa38/

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.

Leverage AI to Drive Results

39

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited. 40

What’s the Hype on AI?

154k 1kVC funded “AI Start-ups” in 2018, up 3.5x from

2013

Source: Pitchbook

240%Growth in enterprise use of AI over the past four

years

Source: Gartner 2019 CIO Survey

$10BVC Investments in 2018

Source: CB Insights

$5.8TPotential additional value from AI by 2025

Source: McKinsey & Company

$80BProjected annual spend on AI by 2021

Source: IDC

Patents filed since 2010 covering AI, Machine

Learning and Neural Networks

Source: EconSight Patent Analytics


AI Ecosystem

AI

Chatbots

Machine Learning

Virtual Assistants

RPA

Deep Learning

Neural Networks

Autonomy Products

NLP


AI Evolution

Assisted

Intelligence

Augmented

Intelligence

Autonomous

Intelligence

Text Analytics

QA Bots

Next Best Action

RPA

Self-driving cars

Mass customization


AI Gone Wrong

Amazon Alexa – wanted to party and the neighbors called the cops

Amazon HR used AI recruiting tool from 2014-2017 that was biased towards male candidates

Microsoft Twitter chatbot “Tay” turns racist and sexist within 24 hours

Uber self-driving car kills pedestrian


Learning Cycle

Chatbot

Agent

AI Engine

Automation


AI + Humans

AI Humans

Large knowledge base

Consistent reasoning

Goal directed, focused tasks

Evaluate and integrate past

observations

Context and common sense

Consider other perspectives

Adapting to change

Foresight about future

alternatives and risks

AI and Humans are better together


Service vs. Sales AI

Intents

Chatbots

Agents

Service

Chatbots

Intents

Agents

Sales


Sales AI – Bottoms Up Approach

Bottom Mid Top

Effective sales AI programs leverage machine learning to harvest best

practices from top agents and scale across the organization

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.

Ch

atb

ot

48

Verizon Case Study – Service Performance

.8MFully automated sessions

Ag

en

t

45%Automation Rate

1.3MDeflected contacts

40%Augmentation Rate

30%AHT reduction

.6MDeflected calls

Program has yielded $8.8M in cost avoidance YTD


Verizon Case Study - Sales

Chat Optimization

Developed machine learning

conversion propensity model to

optimize chat presentment and

messaging

Abandoned Carts

Etech Insights team leveraged

AI to isolate top reasons for

85% cart abandonment

Agent Coaching

Leveraged QA bot to

analyze agent behaviors

from ALL chats and

compare against top

performers to simplify

coaching effectiveness

Verizon confidential and proprietary. Unauthorized disclosure, reproduction or other use prohibited.

Verizon Case Study – Sales Results

50

YoY improvement in conversion rate20%YoY increase in sales

Annual revenue increase

115k$6M


SO What??!


What Happens When We Don’t Evolve


In a world driven by tech…Your people matter more than ever.

Job looks the same butyour customer expectations have changed.

Machine Learning Is Lost Without People


Data science and analytics job market


Record your Calls Capture Metadata Define ObjectivesMeasure Effectiveness

Monitor & Evolve Ongoing Refinement

We Focus On CX, YOU Decide ToolsIMPLEMENTATION STEPS

Paper Form Excel

Artificial Intelligence & Human Intelligence

TOOLSVolume, Commitment to Customer Experience

DECIDING FACTORS


Every customer call contains thousands of business-changing data points.

Stop guessing.Start acting.

Receive a free copy of our book

Contact: [email protected]

mailto:[email protected]

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