Download - Voice Analytics in Action - AHT
EVS IN ACTIONOutbound Campaigns - Average Handle Time
An iconic marketing agency was unable to establish an average handle time for successful calls in outbound campaigns.
The company approached Call Journey team with a request to analyse its recordings and find the reasons behind the large discrepancy in the lengths of successful calls.
Context of the study.Background
IndustryDigital Marketing
ChallengeOutbound call analysisand improvement
ScopeCall Centre Conversations
Audio Sample5,000 minutes
listen better© 2016 – TMA COMMS PTY LTD
ApproachIdentify • Identify Successful Calls
Profile• Profile and identify key
segments in a successful call
Create Model
• Create model using key words and criteria
Deploy Model
• Deploy model across all calls to assess close time
Solutions
• Recommend actions
A process devised to segment calls and identify close times.
EVS tools
• Call Transcription
• Keyword Spotting
• Categorisation
listen better© 2016 – TMA COMMS PTY LTD
We identified 11 successful calls.
Call Classification: 1707 calls categorised 11 identified as successful
• Sales – Product 1 (7)• Sales – Product 2 (4)
Close rate of 0.7% (tagged calls)
Successful calls are the longest
EVS in Action: Identify
Sales - Product 1Sales - Product 2Cat3gory 3Category 4Category 5Category 6Category 7Category 8Category 9Category 10Category 11Category 12Category 13Category 14
20.5
10.0
7.6
2.5
2.1
2.0
1.9
1.1
1.0
0.6
0.6
0.5
0.2
0.0
Average Call Duration (minutes)
7
4
3
12
249
1
8
1
8
143
1
148
1
1120
Number of Calls
1120
listen better© 2016 – TMA COMMS PTY LTD
Key Call MetricsBusiness Result Increase ProductDuration (minutes) 9.8Word Count 1,867Agent Word % 87.1%Customer Word % 12.9%
Hi Kate… my name is
Michael from 0.16 min
Four major segments in a successful call
Good. Thank you. Michael and
yourself0.21 min
Call 11
5.0 minutes
1.4 minutes
3.4 minutesCustomer
Agent
… total cost of $264
over the 12 month…5.05 min
I’ll give it a go5.12 min
… explain to you where
we’re…3.06 min
… please state your full name and confirm you give me permission…
6.19 min
… put you through to the new owner…
0.47 min
Robert… I give you
permission…6.25 min
Confirm contact details
The Pitch
The CloseBilling
… got to let you know…
if not happy… cancel for the next
year.7.52 min
… thanks mate.
9.44 min
Thank you for
your time bye9.45 min
EVS in Action: Profile
listen better© 2016 – TMA COMMS PTY LTD
A model was created to identify and dissect successful calls.
Analyse Known Data
Input Unknown
DataPredicted Results
CREATE MODEL
Deploy Model
Feedback Loop
DEPLOY MODEL
Create Model
Test & Evaluate
ModelDeploy Model
Analyse Results
Continuous Improvement
EVS in Action: Create Model
listen better© 2016 – TMA COMMS PTY LTD
KEY WORD / PHRASE
authorise
confirm
cost
bill
month
you cancel
UTTERANCEConfirm you are authorised…authorising personConfirmation emailSend you a confirmationConfirmation of the listingsemail to let you know… products are readyunless you cancelyou cancel your listing early
UTTERANCEminimum contract…12 months…total cost
basic cost… additional costtotal cost
in terms of billing
everything is at one place… your bill
monthly instalment
$[xx] per month
Step 1: We analysed successful calls and established a list of 7 key words.EVS in Action: Create Model
listen better© 2016 – TMA COMMS PTY LTD
Three criteria established
to identify successful calls:
Call duration ≥ 8 minutes
Total Key Words spoken ≥
10
No. of Key Words spoken ≥
5
EVS in Action: Derive criteria
KEY WORD / PHRASEauthoriseconfirmemailcostbill
monthyou cancel
No. of Key Words
spoken ≥ 5
Total Key
Words spoken
≥ 10
Step 2: Establish criteria to identify all successful calls.
listen better© 2016 – TMA COMMS PTY LTD
Step 3: Applying model against known data to evaluate outcomesEVS in Action: Test Model
KEY WORD / PHRASEauthoriseconfirmemailcostbill
monthyou cancel
1,707 Tagged CallsThe 11 successful calls
correctly identified1 anomaly
1,707 Tagged Calls
No. of Key Words
spoken ≥ 5
Total Key
Words spoken
≥ 10
listen better© 2016 – TMA COMMS PTY LTD
BUSINESS RESULT CALL_ID
DURATION
(MINUTES)
WORD COUNT
AGENT WORD %
CUSTOMER
WORD %
Category 5 Call 12 21.1 2,966 83.7% 16.3%
The one anomaly was due to agent continuing a ‘no sale’ call for 17 minutes.
Should I give you a call back or are you gonna send
me an email regarding want
you want?Agent: 20.2 min
Get back to you within 24
hoursAgent: 20.4 min
Call 12
- 5.0 10.0 15.0 20.0
7.1 2.6
11.4
1st text criteria met
2nd text criteria met
I’ll just call tomorrow…Cust: 20.9 min
EVS in Action: Evaluate
I’ll have to talk to the boss
before I spend the money Cust: 3.8 min
Time criteria met
Call meets the criteria but doesn’t qualify
Agent continued call long after customer was identified as not authorized to conclude a sale
listen better© 2016 – TMA COMMS PTY LTD
Call 1
Call 2
Call 3
Call 4
Call 5
Call 6
Call 7
Call 8
Call 9
Call 10
Call 11
- 5.0 10.0 15.0 20.0 25.0 30.0 35.0 13.3
16.2
6.0
8.3
9.5
10.7
12.2
3.6
5.7
3.6
5.0
2.6
0.7
12.7
6.7
3.6
0.5
0.6
3.5
2.1
1.8
1.4
17.4
13.7
2.6
5.9
6.5
4.4
2.5
7.0
5.1
4.6
3.4
Successful Calls: Time to Close
Minutes
Number of minutes call continued after Text Based Criteria is met:
Large discrepancy in close times:• Minimum: 2.5 minutes• Maximum: 17.4 minutes
Time to meet Text Based Criteria:• Shortest: 5.4 minutes• Longest: 16.9 minutes
Model used to analyse successful calls and determine close times.
Close Period
Over 16 minutes into call before Text Based Criteria was met and still a further 13+ to 17+ minutes to close.
Time to meet
criteria
EVS in Action: Deploy Model
listen better© 2016 – TMA COMMS PTY LTD
Impact
Unnecessary information gathering
Longer calls in favour of more calls
Large discrepancy in “close times”
Close times are longer than necessary
Key driver: script weighs down AHT, incentives promote long calls
Business Insights
Key Issues:
Too much time upfront confirming details
Agents rewarded for long calls
No uniform closing system
Lengthy reading of the T&Cs at the close
listen better© 2016 – TMA COMMS PTY LTD
EVS Action PlanEVS connects the dots and lets you drive instant change with tailored, data-backed
solutions:
• Reduce weight given to long calls • Introduce Incentives for call volume
• Confirm customer is the authorising person at beginning of call • Only confirm contact details if a sale is made• Reduce script by confirming T&Cs will be emailed
Re-design process
Realign agent
incentives
listen better© 2016 – TMA COMMS PTY LTD
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