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
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)
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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
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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
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What is AI? Personal Assistants & Navigation
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AI Without HI Can Be Disastrous
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Is “Being Sorry” Enough?
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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)
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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
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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
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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
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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
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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 %)
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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
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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%
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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
www.etechgs.com | Confidential
Ram GuptaProject Manager – Workforce
Operations [email protected]
610-796-4683
linkedin.com/in/ramguptabpm/
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www.etechgs.com | Confidential 21
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
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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
January February March
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
January February March
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
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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
January February March
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
January February March
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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
January February March
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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
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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%
January February March
Opportunity% Revenue
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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
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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%
January February March
Conversion Trend for Agents
Chad Charles Patricia Darlene
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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
January February March
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
January February March
High AHT >14 Min
Call Volume >2 mins High AHT Calls (> 14Mins)
$1.11M/ Year
$1.16M/Year
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SO What??!
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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?
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HYPE
AI – The Hype VS The Reality
REALITY
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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
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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
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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
www.etechgs.com | Confidential
Jim IyoobChief Customer Officer
936.371.2640
about.me/jiyoob
@jiyoob
facebook.com/jim.iyoob
linkedin.com/in/jimiyoob
36
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