Jonathan SharpJonathan SharpJune 19, 2019
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12min775

The future is upon us, with companies digitalising their contact centres with disruptive technologies, such as Artificial Intelligence (AI) and Robotic Processing Automation (RPA), that are improving the Customer Experience beyond recognition.

In the age of Brexit and political and economic uncertainty, more companies are tasked with the hard remit to cut costs and improve services at the same time. Mission Impossible? Surprisingly, it’s not!

By using AI and RPA solutions in your contact centre you can reduce the cost to serve by as much as 95 percent compared to other communication methods such as telephone call, email, or live web chat – and at the same time improve the experience for both agents and customers.

The aim is to make the customers’ journey seamless at every touch point helping you improve customer experience and reduce cost to serve. In turn this helps to reduce customer churn (retain existing customers) and increases their willingness to buy again from you and buy more.   As we know consumers are more vocal than ever before, especially within the social sphere and review sites.  Great customer experience increases advocacy, helping you to attract new ones – becoming your best marketing channel.

By removing wasted effort and the repetitive and mundane, your people will have the time to not only do their job more efficiently but importantly support the shift towards an innovation and value driven culture. This in turn presents new opportunities to transform, differentiate and develop new target operating models, helping to drive accelerated revenue growth.

The future is now

Customers expect to be able contact you 24/7, using whatever communications method they choose whether that’s text, phone, email, video call, or web chat. More than 60 percent of customers interact through multiple channels and they expect a consistent service (Deloitte research). We often see IT managers responding to a CEO requesting a webchat solution and then rushing into buying an off the shelf product that it is not suited to their needs and not part of an overall strategy. We must emphasise that it is vital from the start to set objectives and have a strategy in place before you embark on any AI or RPA project.

A digital transformation strategy does not need to be a huge and overwhelming project with endless budgets and deadlines. By working with a Solutions Provider, you’ll be able to deconstruct it into manageable projects which will aid you in getting approval and devising a strategy.

Mapping out the customer’s journey

It is crucial to know which business goals you want an AI and RPA project to achieve. If your objective is to improve tCX with a view to increasing sales and revenue then it is advisable to study the existing journey that your customers take and question what works and what doesn’t.

With the guidance from a Solution Provider you can then look at how it should be improved by asking agents and customers how they want to communicate and what improvements they think would benefit them. By involving all stakeholders, you are not only helping with the buy-in for the new technology but also enabling them to envision how they will collaborate with the AI and RPA solution. It is crucial that companies understand how humans can augment technology and how technology can enhance the roles of humans. This is an imperative step in the process of redesigning business processes to support your objectives.

Integration is everything

A Solutions Provider will ensure that AI and RPA is integrated into the front and back office so you can utilise what you have and maximise your new solution.

A survey from Forrester revealed that 64 percent of respondents commented that a lack of single view of information was one of their biggest challenges in CRM. Often companies deploy an ad hoc AI solution that doesn’t integrate with their existing technology and the contact centre agents then have multiple screens at a time to view all of the communications. We have more technology and communications methods available to us than ever before but if we do not plan how and where to use them, then it can be counterproductive.

The aim is to create a single view of all communications and essentially to have one ‘smart in box’ so the agents can view everything on one screen. All interactions are integrated over an orchestration layer connecting the front and back office together. Then you can truly revolutionise your contact centre, CX, and your business processes.

Segmenting and prioritising customers

Customers want easy to use communications, they don’t want to be left on hold, stuck in a queue, and transferred from one department to another. They expect to move seamlessly between communication channels and not to be asked who they are and what the purpose of their call is again and again.

With AI and RPA, you can segment customers on value and expectations, for example you can prioritise high value customers so they can jump the queue to talk to an agent or provide a call back option when is convenient with them. As the customers are high value you may want to provide them with real time communications, such as a phone or video call, offering a more personalised service.

Agents can also see on their screen that they are your top tier customers and have visibility of their details and history so they can personalise the service and making them feel valued.

Data used to segment customers can be managed, used to upsell and utilised for sales and marketing. The key is that people are required to analyse the data  to encourage departments to knock down the silos and share what they are working on.

Re-thinking business processes

The beauty of AI and RPA is that it forces companies to re-think business processes and how technology can be utilised to increase revenues and return on investment. Particularly around one of the biggest investments in your business – human capital. You can realign agents to focus on high value customers or queries that require more empathy and detail whilst offloading the daily mundane administrative duties to a Conversational AI. Enabling you to save cost and reinvest in training your agents to be more specialised to get more return from your investment.

Workforce optimisation

These disruptive technologies provide endless possibilities; redesigning CX and business processes.

Conversational AI solutions can learn content from your website and their customer conversations, so they can pre-empt needs. Relieve your agents and set up a self-serve option where customers can access answers to basic questions on your website. If the enquiry becomes too complex, then the digital agent hands the query over to a human agent.

Employees fears of being replaced

Digital transformation creates an intelligent blended workforce of humans and technology.

Employees must be reassured that with they will not be replaced with an AI and RPA solution, in fact it will complement them. Digital transformation is an opportunity for them to upgrade their skills and specialist areas. They will be able to focus on more valuable interactions as the AI solution frees them from mundane tasks. They will receive more job satisfaction from the new intelligent blended workforce. When rolling out AI and RPA, it’s crucial to ensure your culture is right first, otherwise your employees will reject it. Work on an open culture that empowers employees to share their opinions, digital transformation is a never ending process of continual improvement.

Mindset of a start-up

Digital transformation brings new everything – new technology, new ways of working, new business processes. Companies need to embrace the new culture and change existing ways of thinking, and adopt the same mindset of a start-up. By working with a Solution Provider they will reduce the risk through piloting any technology finding our what works and what doesn’t. They will also hold ‘discovery workshops’ to work closely with all of your teams conducting in-depth discussions on what technology they would like in place.

So, rather than ‘mission impossible’, it is very much ‘mission possible’; especially when you select the right partner.


Colin HayColin HayJune 4, 2019
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6min375

We often hear about customer service being increasingly used as a business differentiator, but what does this really mean?

After all, customer service comes in many guises and means different things to different people. Some people simply want fast service at the right price while eBay devotees revel in the thrill of the auction without speaking to another human being. In general, speed and efficiency are all that matters, together with regular text or email updates of delivery dates and guarantees that credit card details are secure at all times.

On the other hand, consumers looking for support with complex, confidential, or emotionally sensitive matters would soon lose faith or be truly offended if they were treated as just another transaction on an endless conveyor belt of products. Adding agility to improve service levels is nothing new, but how often do we hear about businesses creating a kinder Customer Experience to stand out from the crowd?

Ombudsman: Bringing kindness to customer interactions in the real world

A kinder Customer Experience is a concept that Puzzel customer Ombudsman Services, the leading private dispute and resolution service, understands intuitively and shared at our Get Connected conference last year. Since the beginning of 2018, Ombudsman has practically re-invented its QA framework by deploying speech analytics in the contact centre to record 252,000 calls across all sectors. The organisation has successfully used voice recognition technology to capture 80 different phrases sorted into 12 categories. This established that nearly 30 percent of calls relate to dealing with someone in a vulnerable position, for example coping with mental health issues, losing their health or jobs, or just trying to stay warm.

The technology provides valuable insight into each call and caller, and strategically spots trends that identify the top issues facing all UK customers today. These powerful insights are essential to helping agents truly understand real-life consumer situations and as a result, respond with empathy and kindness as well as offer practical advice.

3 ways to create a kind Customer Experience

With a few simple strategies, every organisation is capable of winning customers over through efficient, yet kind, conversations. Here are three ways to get you started:

1. Have the right team on your side

Kindness starts from within and it starts from the top. Hire leaders who show dedication to building positive contact centres where agents care for each other as well as for their customers. Look for agents who combine passion with compassion. These are the ones who intuitively understand a customer’s emotional state then use this knowledge to solve customer problems in a highly personalised and meaningful way.

2. Overcome the fear of new technology

Introducing new technology can be an exercise of winning over hearts and minds, especially when people have faith in their traditional ways of working. What’s more, by its very nature speech analytics has a strong element of ‘big brother’ and can strike fear into the most confident employees. Overcome resistance to change by highlighting the undoubted benefits of automation. For example, accurate recording of calls that liberates language and empowers agents to engage more effectively with customers while providing high levels of transparency to build trust with each other and with customers.

3. Use knowledge to build a circle of continuous kindness

Understanding your customers’ requirements now and in the past is the first step towards treating them with kindness. Combine traditional resources of FAQs on websites with the use of chatbots to grow knowledge bases by feeding back useful information based on customer enquiry patterns. Add predictive analytics to tap into past resolutions, to  support similar scenarios in the future and pre-empt issues before they become real problems. Then combine with speech analytics to highlight proactive opportunities for kindness.

The latest cloud-based omnichannel contact centres integrate seamlessly with speech analytics technology to analyse and search 100 percent of recorded customer calls in real-time, helping them to glean valuable intelligence from thousands – even millions – of customer calls quickly and efficiently.

Highly sophisticated, today’s technology can even identify dialects, regional accents, and slang in addition to detecting the usual keywords and phrases over multiple time periods. Innovative ‘TellMeWhy’ features also help organisations quickly identify potential underlying root causes for specific calls. This all-important data should be added to the knowledge base as part of a vital circle of continuous improvement and shared learning.




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