the right words and phrases - callcentrehelper.com

THE RIGHT WORDS AND PHRASES

1. Good vs. Very Good

2. VoC and VoCC to Increase Customer Satisfaction

3. The Emotional Experience

4. Quality Scoring

5. Customer Life Time Value

Business Connectivity, LAN,

WAN VOIP, Data Networks

Unique IP Created Contact Centre

Tools & Performance Software

Contact Centre Systems

Integration & Delivery

Phone, Web, VOIP and Data

Contact Centre Integration

Virtual IT Department

Support And Service

Contact Centre 3.0

Strategy & Innovation

WHAT WE DO

KNOWING WHAT ‘GOOD’

VS. ‘VERY GOOD’

SOUNDS LIKE…

CONTACT USE BY CHANNEL

CUSTOMER CONTACT: A CRITICAL INTERFACE!

Customer expectation is that you are

available 24 X 7, and provide

flawless service, on demand!

Yet most companies have minimal

direct contact with their customers

JAN

8760 Hours

Customer Contact

7 - 22 minutes/yr.Moment of Truth

Opportunity!

FEB DECMAR APR MAY JUN JUL AUG SEP OCT NOV

How many participants can distinguish the difference between why a customer

rated the agent a 4 versus a 5?

POLL QUESTION:

Goal:Understand what “good” looks like and make every customer

interaction better!

It’s always better to

understand why consumers choose your brand than hedge your bets on simply asking them to.

HOW THE CUSTOMER FELT….

60% of customers

will rate you a

9 or 10…

They did not

accomplish the

goal of the call

But they felt the

agent tried and

cared about their

situation

Even if….

Source: Valur Svansson, 2017 (Experienced based 2005 post call survey programme results for Comcast)

USE OF VOC AND VOCC TO INCREASECUSTOMER SATISFACTION

Contact Center

Demographics

are Changing:Generational Shift

Interactions are

changing:The Rise of

Self Service

Virtualisation is

happening:Distributed &

Outsourced Organisations

Web/ Internet

are changing:Social Media

VOICE OF THE

CUSTOMER

(VOC)

Competition is

changing:Global Hyper

Competition

Finance:Reduce Expenses

CXO: Grow revenue and

market share

Employees:Meet my needs too

Marketing: Launch our new campaign

Customer: Give me answers …

quickly

Contact Center

VOICE OF THE

CONTACT

CENTRE

(VOCC)

Demographics

are Changing:Generational Shift

Interactions are

changing:The Rise of

Self Service

Virtualisation is

happening:Distributed &

Outsourced Organisations

Web/ Internet

are changing:Social Media

Competition is

changing:Global Hyper

Competition

Ente

rpri

se V

alu

e

Analytics-Driven WFO

Traditional WFO

Quality Monitoring

WFM

eLearning

OperationalEffectiveness

CustomerExperience

Agent/centrePerformance

Compliance andLiability

Complexity of Objective

Performance Mgt

Customer Feedback

Speech Analytics

Data Analytics

Record, Store & Playback

WHAT VOC + VOCC TECHNOLOGIES DRIVE INCREASED CLV?

Random Call Monitoring and Surveys of < 1% of contacts can miss a lot

Distribution of Quality

of Customer Contacts

Low Customer Sat

Disconnects

High AHT

Holds, Transfers

Silence/Dead Air

Repeat calls

Anger

High Customer Sat

High quality

High efficiency

Sale achieved

INSIGHT FROM THE CALLS THAT MATTER

Words Per

Sentence

22

Words Per 5 minute

phone call

1000Rich and unbiased

Power using a single server (based on 1000 words per call) with 100% analysis

Small Enterprise

250 seats creates 500 Million

word conversations each

month

Large Enterprise

10,000 seats creates 18

Billion word conversations

each month

Speech Analytics enables organisations of all sizes to analyse billions of words in

seconds, eliminating the need to sample calls and introduce bias

PHONE IS THE RICHEST CHANNEL FOR ANALYTICS

Words Per

Tweet

15

THE EMOTIONALEXPERIENCE

WATCH YOUR LANGUAGE!

Influencing how your customers feel about you

POLL QUESTION:

How many participants measure voice of the customer?

THE IMPORTANCE OF LISTENING TO CUSTOMERS

Conventional wisdom in contact centres says, “If you want to know what your customer thinks about you, ask them!”

Post call surveys are one way contact centres “ask the customer”

A 2015 Dimension data global benchmarking survey of contact centres found that only 52% of contact centres use post-call surveys.

"You can never have enough feedback and you can never stop learning.“

Richard Branson

VOICE OF THE CUSTOMER

Customer feedback measurement has evolved with the availability of tools to overcome some of the limitations of surveys

Use of IVR, SMS for surveys – reduces latency of feedback, response rates

Contact analytics takes this a step further, It allows companies to understand what customers are thinking, without explicitly

asking for their opinion.

Every contact is an opportunity to measure feedback

Speech analytics is becoming an established tool in understanding VoC in contact centres

LIMITATIONS OF VOC

VoC takes you some way towards understanding how your customer feels, but it has limitations

It can distinguish positive from negative, but it’s still hard to differentiate between drivers of “4- Good” vs. “5- Very good”

It’s reactive not proactive

VOC USING SPEECH ANALYTICS FROM “VERY SATISFIED”

Positive ReponsesIssues Prompted

VOCC: MOVING BEYOND MEASURING TO INFLUENCING

Investigating the differences between “satisfied” and “very satisfied” customers showed some interesting patterns of agent behaviour

The language that agents used influenced the feedback rating customers gave, even when it wasn’t expressed in post-call survey verbatims or customer language on a call.

These agent behaviours could be identified through the language that the best agents were using.

THE SECRET TO “VERY SATISFIED” CUSTOMERS

WHAT CHARACTERISES “VERY SATISFIED” CALLS?

Customer Engagement journey

An Enthusiastic Welcome

Affirmation “Thank you very much”, “thank you ever so much”, “fantastic”, “that’s lovely” are more common on the agent side of the conversation than on the customer side

Building Connections reiterating names, picking up on customer situation

Fond farewell


Agent taking ownership

Characteristic phrases “what I’m going to do”, “what I’ll do”, “you don’t need to worry about …”, “I’ll sort that out for you”, “that’s all taken care of for you”


Proactive customer management

A significant proportion of time, agents are committing to call the customer back

“I will call you back” instead of “… give us a call back”

It’s what the agent says, and more importantly, how they make the customer feel on a consistent basis via the language they use.

ALSO WHAT YOU’RE NOT SAYING AFFECTS THE CUSTOMER

• Quite a wide range in amount of

silence on a call

• 20% of agents have more than

15% silence on calls

• Room for narrowing the gap

QUALITY SCORING

It’s not just is “WHAT” is being said but “HOW”

that impacts the customer sentiment at the end

of the call

Calibrate the gap and adjust what is being

assessed and it’s impact on the score

Alignment of driving agent behavior to customer

satisfaction is the key

QUALITY SCORING

PREDICTING CUSTOMER CHURN

Saved

86%of at risk accounts

with a savings of

$12.5M*

* Verint Systems Use Case

SITUATION

Analysed “lost customer” interactions from past 4

months and identified statistically significant terms:

Ridiculous, You People, Looking NEAR Statement

SOLUTION

Built “At Risk” VoC Category

Identified root-cause of dissatisfaction

Daily “at risk” report sorted by customer value

Team of 4 agents proactively called back to save

RESULT

Saved 86% of at risk accounts

4500 accounts saved to date

Initial ROI achieved within 7 weeks

Savings to date $12.5 Million

CUSTOMER LIFE TIME VALUE

CUSTOMER EXPECTATIONS HAVE CHANGEDToday’s Customers Demand Connected Personalised ExperiencesAcross ALL Touch Points

Would rather spend money with

organisations that are easy to

do business with 87%

92%

Expect organisations to be

proactive in their engagement

with them

Expect unique treatment,

contacted in a way they want,

with offers tailored to them 70%

ZA

Source: Global Market Research 2014, Conducted by

Dynamic Markets and Commissioned by Avaya

Source: Global Market Research 2014, Conducted by Dynamic

Markets and Commissioned by Avaya

CUSTOMER EXPERIENCE MANAGEMENT

Companies with CEM initiatives outperform

organisations

that don’t

of organisations experiencing

significant profit increases

have CEM program

CEM is tied to greater customer

satisfaction, loyalty, retention

and repeat purchasing

SUMMARY

IT STARTS WITH A SINGLE INTERACTION…

…And Lasts the Whole Customer Journey

Each Customer Interaction

Contributes To …

… The Overall Customer Experience

Which Drives …

… Increased Customer Lifetime Value!

… Higher Customer Engagement

and…

£

IPI CAN HELP YOU EXCEED YOUR

GOAL BY

Aligning your Business Strategy and investment in

Customer Experience in your Contact Centre/s

Understanding the impact on the bottom line and

the interdependencies and impacts across functions

Charting the journey from a Current Operating

Model to a Target Operating Model

Applying best practices, benchmarking and the

correct KPIs to accelerate the delivery of the

agreed outcomes

THANK YOU!

Looking to turn these tips into results?

Get in touch to see how we can help.

Email: [email protected]

[email protected]

Web: www.ipintegration.com

the right words and phrases - callcentrehelper.com

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