Do you know why your customers are getting in touch? Disruptive technologies have made it easier to anticipate customer intent. For example, data-driven AI chatbots can pick off the easier customer queries, while IVR (Interactive Voice response) can automate the process of directing customers to the right people.
However, chatbots and virtual assistants can only do so much. The pressure is on your agents to get it right when dealing with customers’ complex needs. Customer satisfaction drops by 15% each time a customer needs to call back to resolve their issue , so you must empower your agents to deal with customer intent as quickly as possible.
Turning CX innovation inwards will support your agents. According to Wouter Bakker, Country Manager at Sabio for The Netherlands, data has a vital role in helping agents better determine customer intent and dispel misconceptions about why a customer is calling. As the world’s most famous detective, Sherlock Holmes, said: “It is a capital mistake to theorise before one has data.”
Fortunately, CX operations are rich in data. For example, the volume of business data from digital, self-service and contact centre exchanges are doubling every 15 months.
The hard part is mining that data and turning up gold. Few organisations make meaningful connections between this unstructured information and the outcomes identified by IVR journeys, web chat, virtual assistants, speech analytics and customer feedback. To make data meaningful, you need to segment it, build personalised journeys based on real-time customer data, and make that information accessible to your advisors.
A statement of intent
A successful strategy rests on knowing why people are calling. So, you need to measure, optimise, and fine-tune your voice optimisation. Mining real caller trends insight can give advisors a more granular view of each caller’s intent. It can also improve call routing and create a seamless journey between IVR automation and human advisors.
AI engines can analyse digital voice communications to determine customer intent and group calls according to different customer intentions. This ‘intent capture and analysis’ creates an unbiased, unprecedented view of customer behaviour.
In addition, AI systems can give advisors contextual feedback in real-time, so they know the best actions to take, helping them deliver first-class CX. For example, it’s possible to use Google’s AI to suggest knowledge or the next-best actions. AI can automate workflows and present contextual, real-time feedback that offers responses to FAQs.
Give advisors access to the data they need via a unified desktop, which sits at the heart of any human service approach. By integrating multiple solutions, you can give advisors a view of customer touchpoints across all channels. The likelihood is you already have many of the components you need and can iterate to bring them together.
A human service approach
Automation can be used to get the best from your greatest asset – your people. For example, speech analytics can identify where advisors can better prepare for their next interaction. Use it to develop coaching and learning programmes to build your advisor’s soft skills.
Finally, don’t forget some of the best data originates from your advisors. For example, regular pulse surveys can spot trends before motivation dips, reducing agent attrition and burnout. Likewise, you should be asking customers to rate their experiences at every step, helping you spot issues and close the feedback loop.
Sabio believes in combining automation with a human service approach. We’re tech-agnostic and work with a range of partners to find a data-driven solution that suits you – and your customers best. Download our E-book on Putting your people first.
