4/26/2018 PACE CONVENTION & EXPO | APRIL 15-18, 2018 ......Social Media (2010+) Marketing Process CS...

14/26/2018 PACE CONVENTION & EXPO | APRIL 15-18, 2018 | ATLANTA, GA

Mining for Gold in Customer Calls: Using AI + HI to Put Quality back into

Customer Service Jim Iyoob, Chief Customer Officer, Etech Global Services

Shawndra Tobias, Sr. Director Customer Experience, Etech Global Services

Ram Gupta, Project Manager-Workforce Operations – Penske

PACE CONVENTION & EXPO | APRIL 15-18, 2018 | ATLANTA, GA 24/26/2018

www.etechgs.com | Confidential

Jim IyoobChief Customer Officer

[email protected]

936.371.2640

about.me/jiyoob

@jiyoob

facebook.com/jim.iyoob

linkedin.com/in/jimiyoob

3

Agenda

4/26/2018 4PACE CONVENTION & EXPO | APRIL 15-18, 2018 | ATLANTA, GA

1. Who is Etech?

2. Customer Experience is the new Quality Benchmark

3. Customer Loyalty Journey

4. What is AI?

5. Artificial Intelligence Meets Human Intelligence

6. Case Study

7. Wrap up – Q&A

BUSINESS SOLUTIONS

Traditional Contact Center OperationsInbound/Outbound, Click 2 Chat, Lead Gen,

Customer Service,Tech Support, Bilingual

Etech InsightsTotal Quality Management & Market

Intelligence Solutions

Etech Technology SolutionsSoftware/Application Development

Customer Reporting (Internal/External)

(www.etsnetwork.com)

Quality Assurance Software

(www.QEvalPro.com)

Chat & Email Software

(www.enterice.com)

Enterprise Applications for Business Process Management

(www.EffectiveReports.com)

5www.etechgs.com | Confidential

www.etechgs.com | Confidential 6

Phone/Personal Support(Pre 1995)

Email(1996-2000)

Web Self Service(2001-2004)

Chat(2005-2007)

Mobile App(2008-2009)

Social Media(2010+)

Marketing Process CS Channels

Evolution of Customer Experience


CUSTOMER EXPERIENCECUSTOMER SERVICE

WHO EveryoneDepartment

ExperientialSubjective

EverywhereA point of contact

Sum of all interactionsSingle point in time

Feeling OrientedProblem Oriented

WHAT

WHERE

WHEN

WHY

Proactive / IntuitiveReactionaryHOW

Customer Service vs Customer Experience


What is AI? Personal Assistants & Navigation


AI Without HI Can Be Disastrous


Is “Being Sorry” Enough?


86% of buyers will pay more for better

Customer Experience

• Home Coffee $0.51

• Starbucks $2.99+

• Ritz Hotel $10.00Source:Genesys

86% of buyers will pay more for a better Customer Experience

A customer is 4x more likely

to become disloyal after a service interaction. These key

drivers increase customer effort and leads to churn

(CEB - Customer Loyalty)


Measuring Quality

BAD CALLS (<60%)

AVERAGE CALLS (60% to 80%)

GOOD CALLS (>85%)

LOW to NON

PERFORMERS

BELOW AVERAGE

PERFORMERS

AVERAGE

PERFORMERSABOVE AVERAGE

PERFORMERSHIGH

PERFORMERS

QUALITY = HIGH SCORE

High Effort

Low CSATHolds / TransfersSilence / Dead AirRepeat CallsBad CX

Low Cx Effort

High CSAT

Cx Retentions

Upsells

Positive Behavior Future Leaders


Why does AI need HI?

Call Recordings

Metadata Transcribe audio to text

Redaction of sensitive / financial

information

Analysts & AI Provide Insights for Better Decision Making

Improve Training

Targeted Coaching

Improve Business Results & CX

Enhance CX

Audio Tuning & Business Rules

Categorization & Tagging


Why Use AI with HI?

Higher Profits

Better Productivity

Happy Customers

Lower Revenue

High Churns

Increased Costs

BAD CALLS

AVERAGE CALLS

GOOD CALLS

LOW to NON

PERFORMERS

BELOW AVERAGE

PERFORMERS

AVERAGE

PERFORMERSABOVE AVERAGE

PERFORMERSHIGH

PERFORMERS

QUALITY = Replicating Behaviors

that results into success


Steps to build your Customer Experience with AI

LISTEN UNCOVER ANALYZE ENGAGE PREDICT

Listen to your customers AND your

agents to understand both

side of the conversation

1

Gather intelligence to identify consumer

preferences, needs and agent behavior

2

Analyze the insights to determine the low hanging fruit

that can help optimize results and

performance

3

Initiate the right conversations by

engaging the customers and

utilizing other CRM systems

4

Learn patterns fromdata and predict outcomes. Make

decisions based on past trends and

behaviors

5


Initial Review of Retention

96.3% 96.1% 95.9%91.5%

85.5%78.6%

74.4% 73.8%68.4% 67.9%

57.1% 56.8%51.4% 50.0% 49.1%

38.5%31.8%

27.8%22.2% 19.2% 17.6%

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

Top Performers

Bottom Performers

Identify Retention Experts (Overall Save %)


Agent ability to overcome objections

58%

65%

53%

98%

87%

97%

55%

LINDA SAM

Cancelled Still Charged

Not Interested

Can’t Afford

Forgot to Skip

Unaware of Monthly Charges

80%

38%

85%

Analyze performance on specific objections


Observations and scripts used by Top Performers: Handling Customer Objections

Don't need it/Not Interested

Objection: "I don't need any TV as I am all alone. I use Netflix and am working through the week.”

Best Rebuttal:It's funny that you mentioned stream…

Your price is too high

Objection: We had time warner cable for years and the price kept going up and up and up.

Best Rebuttal: You know what! Let me just talk a little bit about some of the changes….

87%

64%

http://images.google.co.il/imgres?imgurl=http://pederhanson.files.wordpress.com/2008/11/no-money-2.jpg&imgrefurl=http://tomlucier.wordpress.com/2008/11/&usg=__PmQpTvWTje1ClEiK2HYfrbFqel0=&h=589&w=431&sz=33&hl=iw&start=3&um=1&itbs=1&tbnid=YPP3mx8uHo-XyM:&tbnh=135&tbnw=99&prev=/images?q=no+money&um=1&hl=iw&rlz=1R2SKPB_en&tbs=isch:1

http://images.google.co.il/imgres?imgurl=http://pederhanson.files.wordpress.com/2008/11/no-money-2.jpg&imgrefurl=http://tomlucier.wordpress.com/2008/11/&usg=__PmQpTvWTje1ClEiK2HYfrbFqel0=&h=589&w=431&sz=33&hl=iw&start=3&um=1&itbs=1&tbnid=YPP3mx8uHo-XyM:&tbnh=135&tbnw=99&prev=/images?q=no+money&um=1&hl=iw&rlz=1R2SKPB_en&tbs=isch:1


After understanding what behaviors drive success – We can cross-train agents to improve performance

Replicate Successful Behaviors

0 20 40 60 80 100

Saved

0 10 20 30 40 50 60 70

Dwaine Mandalupe

Louis Lagunday

Nowell Miranda

Sandy Carillo

Jane Gadia

Liz Jorda

Cancelled Still Charged Not Interested Can't Afford Unaware of Monthly Charges


Ram GuptaProject Manager – Workforce

Operations [email protected]

610-796-4683

linkedin.com/in/ramguptabpm/

20


01

02

Drive Top Line Revenue

Improve CX

About Penske:

Founded in 1969, by Team Penske owner Roger Penske. Penske Truck Leasing Co., L.P. is a joint venture of Penske Corporation, Penske Automotive Group, and Mitsui & Co., Ltd.

Penske serves customers in North America, South America, Europe, Asia, and Australia; its major services are full-service commercial truck leasing, truck fleet maintenance, truck rentals, and used truck sales.

Headquartered in Reading, Pennsylvania; and with multiple offices across the globe, Penske partnered with Etech as their choice provider of Quality Assurance solutions in August 2017.

Penske - Etech PartnershipBusiness Challenges & Key Goals

- Increase Sales Conversion- Increase Upsell opportunities

- Reduce customer effort- FCR, Increasing Customer awareness by

sharing reservation policies


Data Analysis – H.I.

Note: Less calls were uploaded on Tethr in the month of January which is a reason of low call Volume

Channel Switch Call, Repeat Calls & high AHT calls add cost to the operations. We can see an overall process improvement and decrease in the number of these call in March.

Repeat Contacts

$97K/Month

Channel Switch

$93K/ Month

2680

1163310968

8.28%

7.61%7.40%

5.00%

6.00%

7.00%

8.00%

9.00%

10.00%

0

2000

4000

6000

8000

10000

12000

14000

January February March

Repeat Contacts

Call Volume >2 mins Repeat Contact

2680

1163310968

6.64%

7.28%

6.69%

5.00%

5.50%

6.00%

6.50%

7.00%

7.50%

0

2000

4000

6000

8000

10000

12000

14000


Channel Switch

Call Volume >2 mins Channel Switch

2680

11633

109683.44%

3.27%

2.73%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

0

2000

4000

6000

8000

10000

12000

14000


High AHT >14 Min

Call Volume >2 mins High AHT Calls (> 14Mins)

$1.11M/ Year

$1.16M/Year

96% 95%

84%

52% 54%62%

89% 92%84%

64%

43% 40%

92% 92%80%

57%

38%44%

Benchmark, 85%

0%

20%

40%

60%

80%

100%

Greeting Conversation Sales Upsell Be Sure/Resolution Closing

MoM Trending of 'Section Score'

January

February

March


Program Overview – IB Sales Queue – H.I.

25%

85% 88%

40%

95% 93%

51%

92% 94%

0%

20%

40%

60%

80%

100%

37. Afterhours drop box(explain what to do if towg).

12. The agent avoided anydead air during the call.

16. The agent avoidedoffering any discount until it

was necessary.

Top Strengths


10,564 calls from IB sales queue were audited in 3

months

High Customer Effort parameters

Revenue Driving parameters

50%

93%

59%

25%

63%

42%

16%

63%

31%

0%

20%

40%

60%

80%

100%

45. The agent asked for anyfurther assistance.

5. The agent used effectiveprobing questions to

discover customer's needs.

17. The agentacknowledged & overcame

overcame the objectioneffectively.

Top Opportunities



Critical Sale Parameters - H.I.

50%

40%

40%

0%

0% 10% 20% 30% 40% 50% 60%

Chad Fisher

Charles Arrington

Patricia Schmidt

Darlene Jackson

Bottom Performers for January ’18(Critical Sale Parameters)

Etech introduced critical to sale parameters in the enhanced form and

identified Bottom Performers

93%

59%

94%

74%

59%63%

42%

71%75%

70%

63%

31%

72%

64%60%

0%

20%

40%

60%

80%

100%

The agent usedeffective probing

questions to discovercustomer's needs

The agentacknowledged &

overcame theobjection effectively

The agent maderelevant

recommendationbased on the

customer's needs

The agent assumedthe sale

The agent created asense of urgency to

drive the sale



Auto Fail Summary – IB Sales

10. The agent was professional

throughout the call (auto fail).

1%

18. Did the agent avoid using any deceptive sales

technique? (auto fail)7%

19. Was all the information

provided on the call accurate? (auto fail)

12%

20. Agent asked for sale at least once on the call. (auto fail)

80%

20. Agent asked for sale at least once on the call

Agent Name Total Auto Fails

Cindy 44

Mary 36

Samantha 36

Chad 32

Vicki 28

Wade 28

Joan 24

Brianna 20

Debra 20

Jennifer 20

Jordan 20

Lisa 20

Amanda 16

Charles 16

Daniel 16

Kelly 16

Ralph 16

Cathy 12

Darlene 12

Diane 12

Top Offenders

Out of 10564 calls, there were 1,068 (10.11%) auto fail audits.

Major reason was agents not asking for sale (856 calls) after

quoting the price to the customer and letting the customer decide

what to be done. Agents missed to create urgency as well.

Upselling is next crucial step after making a reservation

• Make the upsell relevant to the customer’s original purchase and sell something that solves a problem:

• You are moving a lot of stuff here, we can help you get packing material at your door step and a hand truck to move all the boxes

• I see you are planning to drive 1000 miles on your own! We can have someone drive it for you and even pack all the stuff at a discounted rate.

• I will recommend adding a limited damage waiver with this reservation. Limited Damage waiver relieves you of financial responsibility should any loss or damage occur to the truck or towing equipment and costs only $XX for the entire trip.

• Reward the behavior: Organize competition around upselling to help agents master this behavior


Upsell Opportunities – IB Sales - H.I.

49.34%43.13%

58.81%

$75,000

$182,000

$227,000

$0

$50,000

$100,000

$150,000

$200,000

$250,000

0%

20%

40%

60%

80%

100%


Opportunity% Revenue


Agent Name Evaluations Upsell Done Upsell Percentage Agent Name Evaluations Upsell Done Upsell Percentage

Richard 36 36 100% Michael 56 0 0%

Sue 116 104 90% Ian 36 0 0%

Alexis 36 32 89% Jordan 32 0 0%

Jacqueline 32 28 88% Wade 40 4 10%

Jonathan 88 76 86% Jessica 32 4 13%

Cheryl 28 24 86% Chad 88 12 14%

Jessica 120 100 83% Joan 84 12 14%

Caroline 24 20 83% Robert 24 4 17%

Rene 64 52 81% Lori 40 8 20%

Brenda 80 64 80% Erica 20 4 20%

Upsell Agent-wise Performance

Bad Call : https://penske.tethr.io/calls/bbtobgmbcGood Call: https://penske.tethr.io/calls/bbtnbft9t

Top Performers Top Offenders

https://penske.tethr.io/calls/bbtobgmbc

https://penske.tethr.io/calls/bbtnbft9t


Overall Performance – IB Sales

Penske saw an average increase of 2% in its

conversion since December

65.71%

68.43%67.87%

66.90%

60%

61%

62%

63%

64%

65%

66%

67%

68%

69%

70%

December January February March

Agents Performance

Chad

Charles

Patricia

Darlene

+6%

+22%

+20%

+4%

Low performing agents saw an improvement

in their conversion ranging from 4% to

22% by March.

66%69%

72%

48%

67%

70%

48%

62%

68%

57% 56%

62%


Conversion Trend for Agents

Chad Charles Patricia Darlene


Data Analysis – H.I.

Note: Less calls were uploaded on Tethr in the month of January which is a reason of low call Volume

Channel Switch Call, Repeat Calls & high AHT calls add cost to the operations. We can see an overall process improvement and decrease in the number of these call in March.

Repeat Contacts

$97K/Month

Channel Switch

$93K/ Month

2680

1163310968

8.28%

7.61%7.40%

5.00%

6.00%

7.00%

8.00%

9.00%

10.00%

0

2000

4000

6000

8000

10000

12000

14000


Repeat Contacts

Call Volume >2 mins Repeat Contact

2680

1163310968

6.64%

7.28%

6.69%

5.00%

5.50%

6.00%

6.50%

7.00%

7.50%

0

2000

4000

6000

8000

10000

12000

14000


Channel Switch

Call Volume >2 mins Channel Switch

2680

11633

109683.44%

3.27%

2.73%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

0

2000

4000

6000

8000

10000

12000

14000


High AHT >14 Min

Call Volume >2 mins High AHT Calls (> 14Mins)

$1.11M/ Year

$1.16M/Year


SO What??!

31www.etechgs.com | Confidential 31

STORY OF BLOCKBUSTERHOW THEY COULD HAVE SAVED THE BUSINESS

What do you do when your entire market is disrupted?

▪ 1976 - Founder, David Cook opens first Blockbuster in Dallas, TX

▪ 1992 - Becomes Video Rental Market Leader with 2,800 US Stores

▪ 2000 - Rejects partnership with Netflix

▪ 2004 - Peak of it’s powers, 9,000 stores worldwide with a$5 Billion Market Value and $5.9 Billion in revenue

▪ 2010 - Files for bankruptcy

What Happens When You Underestimate the Importance of Transitioning Technology?


HYPE

AI – The Hype VS The Reality

REALITY


Leverage HI + AI to harness the Power of your Voice Channel

Uncover customer and

business insights

Let the customers teach

you how to improve your

brand

Deliver your brand promise to customers with a white

glove experience

Hire and Train the right type of

agent

Identify disasters before they

occur


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


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

TOOLS

Volume, Commitment to Customer Experience

DECIDING FACTORS


Jim IyoobChief Customer Officer

[email protected]

936.371.2640

about.me/jiyoob

@jiyoob

facebook.com/jim.iyoob

linkedin.com/in/jimiyoob

36

4/26/2018 PACE CONVENTION & EXPO | APRIL 15-18, 2018 ......Social Media (2010+) Marketing Process CS...

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