Intelenet Knowledge Services | Our Thinking

October 2016 | #1

T. A . P. Technology Analytics Process Excellence Customer Intelligence: The Next Frontier For Customer Experience Page 15 Design Thinking With Visual Cognition Page 04 Winning With Speech Analytics Page 07

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It is often said that Customer Experience is really “owned” by the customer but in actuality an experience ensues when a company offers its services as a stage and its products as props, to engage customers in a way that create memorable events. While the commodities are replaceable, products palpable and services impalpable, it is the experiences that are memorable and that remain.”

Dibyendu Das

Director, Knowledge Services

MESSAGE FROM THE LEADERS Customer Experience. Traditionally we have measured customer experience after the event, using survey instruments, across different customer journeys, at times across different interaction channels and obtained a qualitative and a quantitative view. Measures such as customer experience score, customer effort, NPS, CSAT captured after the event only tell us how we did. However, they do not help change an experience for the better. Or avoid an unpleasant one in the making. Going forward we believe this would change. Expectations would revolve around the ability to predict an experience for the customer and in fact go a step forward to underwrite it for each customer. It would be about timely intervention to avoid an unpleasant experience, with the customer not even in the know that something was to fail. Something that may seem as divine intervention today. So how does one make “divine intervention” become “designed intervention”? It would start with understanding what the customer wants and then delivering it in a way that leads to a cherished experience for the customer with this not happening just once, but over time repeatedly. Understanding what the customer wants is function of the customer journey, customer segmentation, knowing customer preferences and understanding the environment they come from, amongst many others. It is about the ability to predict usage patterns, query patterns - by product or service types for the customer and relating their needs at that time. Once the need is understood, the question of how to deliver that by determining the best way needs to get addressed. Doing this when the customer is oblivious to the fact that this was done by design would be just brilliant! It is about providing a personalized experience for all customers while being within the “budgets”! This is where the power of predictive analytics would play a key role. Feeding off the raw data coming from sources such as – trace of customer's journey, customer's interaction data available within the organization and the customer's social footprints – all triangulated together on real-time basis – providing visibility to what the customer wants. This followed by nuances of determining when and how to intervene in a way that best saves an ungainly experience for the customer. It is going to be the design of such services that would become differentiators in the future. It is about emancipation from servicing a need to creating an experience for customers that holds promise. We are excited to introduce TAP, our quarterly thought paper aimed to introduce new trends and concepts within the Business Process Management industry. Our intent is to share our perspectives in this ever changing and dynamic landscape. We would be grateful if you could share your views and recommendations and suggest themes that you would like us to publish in the future.

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Contents

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01 DESIGN THINKING WITH VISUAL COGNITION A visual analytics solution is the logical hub of interactive channel analysis based on complex data. Data visualization provides customers nonintrusive, yet personalized experience that adds value every step of the way. 02 WINNING WITH SPEECH ANALYTICS Every customer interaction is an opportunity to build a growing relationship with your customers. You need to sensibly plan, to capitalize on these opportunities using Speech Analytics.

OPTIMISE YOUR SELF-SERVE CHANNELS

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Directing customers to the selfserve option doesn’t mean you don’t want to deal with them personally, but do your customers KNOW this?

CUSTOMER INTELLIGENCE: THE NEXT FRONTIER FOR CUSTOMER EXPERIENCE

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Customer Intelligence will reduce time consuming interapplication tasks and allow more focused approached towards customers.

03 KNOWING THE NEW-AGE CUSTOMER Plenty of information is available about customers (actual and potential) in the form of unstructured data coming from non-typical sources like social media. Mining this data to generate actionable insights on real time basis allows businesses to focus on desired outcome. 03

DESIGN THINKING WITH VISUAL COGNITION By Puja Joshi & Abhishek Bhadoria

We live in a world that is constantly online and always connected. In this age of digital disruption, the marketplace is in a state of rapid change. This digital revolution is challenging every business to reevaluate its purpose, value proposition, and its business model to become future ready. Products and services are becoming increasingly interchangeable and we are progressing towards an "Experienced Economy". Organisations today have to ensure that they deliver meaningful experiences that capture value for their clients and stakeholders.

REACTIVE IS ‘OUT’ PROACTIVE IS ‘IN’ Technology is being intertwined with our daily lives and customers are seeking more proactive experiences that anticipate and satisfy their needs. Imagine your train reservation getting cancelled due to disruptions and instead of having you wait in a long queue at the ticket counter, or listening to hold music on the IVR, your train company proactively sends out information about the next available train and alternate travel options. Designing customer experience is tricky. It is not just about marketing your services effectively, but also anticipating customer needs and creating a journey where customers can use your services with minimal efforts. If you search online for "how to, customer experience”, you will get thousands of methods and approaches, each with their own pros and cons. One of the most practical approaches however, is Design Thinking enabled with Customer Analytics.

Design Thinking and Analytics - SIX D’s Approach: Define Define the problem you want to resolve. A typical challenge in defining the problem is to diagnose the problems clearly. Advanced Visual Data Analytics with Interactive Graphics help you identify meaningful insights into the opportunities and challenges in the environment.

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Discover Brainstorm new ideas, views and challenge the ‘as is’ process. Identify ways to provide proactive services.

Design Design ideas using statistical simulations to understand the impact using Predictive and Prescriptive Analytics. Repeat this process until you can design the optimal future state.

Decide Select the most appropriate and practical idea, based on statistical models like AHP (Analytics hierarchical process)

Do Communicate and implement the action plan.

Detect Observe what works and what does not. Track the results using visual analytics to find a shift in patterns.

With Visual Analytics, you can see the emerging patterns, a shift in trends and get quick insights to source your inspiration for design thinking and find simplicity in complexity, improving the quality of customer experience with elegant solutions.

‘Seeing is Believing’ Intelenet has extensive experience in deployment of Visual Analytics across various industry spectrums. Intelenet’s iVisualizar (Intelenet's visualisation studio) platform can help you uncover insights using the power of visualisation.

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What you see 

Customer Satisfaction

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Sales Conversions

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Average Handle Time

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Customer Churn

What you don’t see 

Agent Behavior Patterns

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Customer Behavior Patterns

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Agent talk-over percentage

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Customer Journey Insights

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Complaint causes

Uncover hidden insights in millions of customer interactions

To know more: [email protected] 06

Interaction Lab

WINNING WITH SPEECH ANALYTICS By Aman Chawla & Shaily Dixit

Investment in Speech Analytics is growing in the contact centre environment. However, significant confusion exists when trying to determine what aspects need to be considered to ensure the investment in Speech Analytics delivers the required business outcomes and return on investment. This technology allows an organisation to transcribe and analyse audio calls helping uncover hidden insights on customer preferences, advisor and customer behaviors. When deploying Speech Analytics as a tool for success, four key areas which require careful planning are: Business Objective: It is important to define business objectives for deploying Speech Analytics. A lot of companies deploy this platform and later find that either it is too expensive or realize that the product they purchased was not suitable in their environment Skillset: Optimizing the speech analytics tool to give actionable intelligence is time consuming and requires specialized skillsets. Most Speech Analytics projects fail because they do not have the right people working on them, i.e. people with skills & passion for customer experience, project management and analytics. The best people for the job are those who can synthesize both logical and creative viewpoints. Setup and Configuration: Majority of Speech Analytics tools require configuration, fine tuning and testing of business rules, especially for the classification engine for better accuracy and outcomes. Selecting the Right Deployment Mode: There are numerous ways to deploy a Speech Analytics solution and the optimal solution depends on your business problem and budget. Some of the key deployment solutions are as following: a) Dedicated on premise – refers to the traditional way of configuring the Speech Analytics locally configured directly with the voice recording solution. Although the most expensive solution, this is ideal if the number of calls are high and exporting calls to another network may lead to compliance issues. b) Managed Service – under this model, a third party specialist provider is given an agreed number of call recordings which are then analyzed in a secure environment. This is especially useful if the organization wants to deploy Speech Analytics for a particular project outcome c) SaaS – this model can be deployed if the SaaS provider can configure their solution with the on premise voice recording solution. However you would have to depend on the skill sets of the SaaS provider for the outcome delivery. Despite the challenges, Speech Analytics has numerous success stories that encourage continued exploration. Intelenet Knowledge Service’s framework for Speech Analytics, DDACA: Define, Design, Accuracy Check, Cause and Action can help build a successful case. 07

Define  Articulate the business problem and the objectives, for e.g.: In a customer experience scenario, the objective should be to identify triggers or reasons that impact customer satisfaction, effort or NPS

Design  Build a library of words and phrases which can help you gain insights on the actual voice of customer. For e.g.: If you are working to gain insight on the experience milestone of your customer journey, build library of words like “not happy”, “not sure”, “calling back”, “I want to cancel”, etc.

Accuracy Check  Check the right context of a word or phrase. For instance, the customer might have used the word “expensive”, but in the actual (entire) context, could have said that the “competitor was expensive” and that is why they switched  Check importance or incremental value of each keyword/phrase used in a business rule for more accurate results

Cause  Map the resultant data to other factors like tenure, advisor profile, customer life time value etc. to get a actionable insights

Action  Implement recommended actions and track results/progress  Any inputs generated by re-training the Speech Analytics tool, should be patched in to improve the monitoring and control of actions under implementation  Taking the CSAT example, if one of your recommended actions is for the advisor to use power words/phrases like “sure”, “I can help”, “Happy to help”, check the effectiveness of these suggestions and reconfigure the tool basis the output 08

Speech Analytics can give actionable intelligence which would have otherwise, gone undetected. Appropriately used and applied Speech Analytics can help optimize business efficiency and enhance customer experience. It can certainly help win happy & satisfied customers.

KNOWING THE NEW-AGE CUSTOMER By Ajay Shrivastava & Vishal Shadija

The marketplace is rapidly going digital, thanks to a tech-savvy and mobile customer base. The traditional customer profile has been changing and in less than a decade, customer expectations have transformed radically. No longer are customers willing to accept long waits, slow response times or an inferior service. Customers are well aware of their options and with the click of a button they can find someone else willing to do business with them. Traditional customer contact channels such as Phone have given way to alternate channels such as Web-Chat and Emails. This shift has resulted in a colossal amount of untapped, unstructured data, accumulated from such channels. The availability of unstructured data has increased from 67% in 2013 to 74% in 2015 and is

growing at a rapid pace. It is therefore, essential for companies to capture, analyze and understand this data to know customer issues and take timely actions. Whilst the traditional mediums of manual audits continue to exist, these are slow and expensive. The answer to understanding this mammoth unstructured text data lies in NLP - Natural Language Processing. NLP is a field of artificial intelligence and computational linguistics that can help businesses define qualitative experience, capture the customer sentiment and contact reason and focus on providing personalized experiences by studying their customer’s personalities and emotional states.

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How text analytics adds value: 1. Sentiment Analysis: This metric is extremely useful as it can help identify potential problems in products and services. Knowing your customer is of immense importance to companies and an early insight about your customer’s sentiment is one way to take corrective actions on time. 2. Customer Journey: An efficient text analytics tool can provide a rich source of information on the customer experience. This enables companies to impact their customers positively by identifying pain areas and reducing their effort. 3. Cause Analysis: Unlike structured data, unstructured data contains much more information about the problems your customers are facing. Majority of customer reviews not only shed light on the details of the issues, but also elucidate information related to their expectations. 4. Identify Churn: Advanced text features like NER (Name Entity Extraction) can provide triggers where the customer mentions competition. This information can help predict the customers’ state and enable organizations to adopt proactive approaches to act faster. 5. Personalized Service: Customers expect that you 'know them' and give them a bespoke experience. Different personality types deal with problems differently. An advanced text analytics tool can help identify customer personalities based on their writing styles. Combining this information with information such as demographic data provides valuable insights that can help you deal with customer issues better and faster. As conversations are increasingly becoming digital, an Advanced Text Analytics tool is essential for every business to put together a Customer Experience strategy. For effective Customer Experience Management knowing only one element such as customer sentiment is not sufficient. You need to integrate several data points such as customer demographic and spend patterns along with other information to get a holistic view of your performance and to enable quick action.

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48% of the communication is through text

Advanced Text Analytics Tool Key insights from multiple touch points and data sources. How customer expectations and loyalty can be improved? Which customers are about to churn? Identify brand performance. How to reduce risk? To schedule a demo: [email protected]

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OPTIMISE YOUR SELF-SERVE CHANNELS By Ramneek Rajpal & Manav Walia

In an age of digitisation and millennial customers, more and more companies are moving towards self-service channels not only to reduce costs, but also to differentiate themselves from the competition by improved customer engagement and enhanced user experience. According to a study by Forrester, 72% of users prefer to use selfservice support rather than phone or email support to resolve problems, obtain information, or to make a purchase.

using it again. It also increases the fallback traffic for the bank’s contact center. Let’s consider another scenario where a train operating company (TOC) has made the train schedule available on their website for the customer’s convenience but the data is presented in a cryptic format which is of no use to the customer. So while the TOC has designed the selfserve option to meet customer requirements, poor design leads to high cost of implementation with poor returns.

While most customer-centric companies have made radical changes to adapt to the self-service culture by deploying various self-service channels like IVR, mobile apps, website forums and others, however most of these lack proper implementation. As per a Nuance study approx. 58% of customers are unable to resolve their issues through self-service, while 59% get frustrated when they have to reach out to a customer service representative.

A self-serve channel should be looked at as a medium to support current service gaps while enabling customers to solve their problems quicker and make their lives easier. For these, companies need to decipher what works and what doesn’t for ensuring customer self-service satisfaction.

The problem is that while the self-serve channels can present a transformational opportunity to redefine customer engagement, it is commonly seen as a channel shift to reduce cost. For example, a banking customer calling to enquire about the reason for a blocked transaction is offered multiple choices by an IVR, none of which pertains to the actual concern. After this laborious process, when the customer manages to speak to a representative, their problem is addressed and resolution provided in a couple of minutes. The customer’s interaction with the IVR proves to be completely futile, thereby leading to a poor customer experience and slimming their chances of 12

So how do you get your customers to use your self-service implementations to the optimum? Market leaders with expertise in Customer Experience Management such as Intelenet enable companies to transform their strategy and create a tailored business design and technical solution to transform their self-serve aspirations. Such companies help deliver customer selfservice channels, which put the “self” back into “self-service” with the required technology and business domain knowledge.

Customer First Hone

 Assess effectiveness by putting yourself in customer's shoes and simulate their journey  Monitor and observe customer feedback, assess their experience across all selfserve channels. Your customer is expecting to pay their bill effortlessly across all channels.  Assess technical stability, test all your self-serve channels for their stability, customer can easily lose confidence if your self-serve channels have errors  Understand new technology and upgrade before time  Integrate your CRM and self-serve intelligently to provide tailored interactions to the customers

Monitor

 Let customers be the primary driver behind the evolution of your self-serve  Use Customer segmentation to build personas to create a user-centred channel based on the diversity that exists within your customer base  Identify the reasons why customers contact you, apply the 80-20 principle  If your processes are complex don't put them on self-serve  Be proactive and make your self-serve channel error free  Design your channels for bespoke customer experience. Well-designed selfserve channel is expected to provide the same quality service as a well-trained call center advisor

 Adopt High impact performance metrics to gauge effectiveness of your selfserve channels:  IVR - Task completion rate, Abandonment rate, Routing accuracy, Exit rate etc.  Website/App - Bounce rate, Conversion rate, Engagement time, Average page view duration etc.  Measuring and managing self-serve channels on above metrics enables you to understand where to focus development efforts  Continually track and update your self-serve channel strategy by using data to reduce silo activities. Tracking IVR using Nod Analysis allows to understand where in the process, customers are using the IVR intensively and generating positive results, but also the points where people are getting frustrated and abandoning the self-service process altogether **Metrics compiled from different standards

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“Two-thirds of customer service interactions will not require the support of a human intermediary by the year 2017” - Gartner

With the ongoing self-service sweep and its unquestionable benefits, inevitably all companies will be forced to move towards empowering their customers with more intelligent solutions and as technology advances customers will be presented with new arenas, an offspring of artificial intelligence. The key for companies however is to continually study the constant evolution of customer mind-set and explore new offerings and analyse existing offerings using various techniques like Intelenet’s CHM framework which can help you design, develop and deploy your selfservice channels. With the evolution 14

towards the self-service society happening by leaps and bounds, garnering insights on self-serve channels at macro-level and micro-level refines them to place greater meaning for customers by providing greater relevance and faster processes.

CUSTOMER INTELLIGENCE: THE NEXT FRONTIER FOR CUSTOMER EXPERIENCE By Amit Sarotra

Customer intelligence refers to the insights collected by organisations from data sources like CRM, Telephony Systems and customer interaction data. The key objective of CI is to understand customer behaviour and motivations, to know what customers are doing - and why? In almost all industries, digitally empowered consumers are challenging the status quo and are demanding enhanced and personalised experiences. This paradigm shift is forcing every organisation to have a deeper and better understanding of their customers. The question then is how do we get better at capturing customer insights? Real customer insights are usually based on three components:

Data Data is the core of information about customers, and all organisations collect and store a vast amount of customer data in their CRM like their demographics, previous purchases, contacts history, etc. In addition, data can be accessed from other sources like speech analytics, emails, chats, customer satisfaction and market research surveys.

Technology While all organisations collect and store data, the biggest challenge is to use data from multiple sources to solve a common business problem. Another challenge is that many organisations still use legacy CRM systems, which limit their ability to use and analyse this data. Upgrading to a new CRM or migrating the data to a new age tool is expensive and requires time, which can prove to be fatal for the business.

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? Analytics Advanced Analytics can help you get a 360° view of your customer experience. Statistical techniques like segmentation and lifetime value, coupled with data from customer interactions, helps you know your customer, which can help in designing personalised experiences for each customer segment. This data can help reduce churn, increase customer base and up-sell to customers.

Intelenet’s Customer Intelligence Toolkit and Data Induction Platform enable data collection from traditional or legacy CRM tools as well as from various other data sources, and help transform this into effective Customer Insight. We overarch across legacy platforms and provide insights into customer behaviour, preferences, operations, loyalty, assets and more…

“The empowered customer is more demanding and less loyal.”

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AUTHORS PROFILE Aman Chawla Consultant - Interaction Lab & Customer Experience MBA, Six Sigma GB, Prince 2 Customer experience consultant with 14+ years of experience in Contact Center Operations, Transaction Quality, Cx Management, Interaction Analytics, Change Management, Transition & Compliance.

Ramneek Rajpal Consultant - Customer Experience Management PGDBM, Six Sigma GB Management consultant with over 8+ years of experience into Contact Centre Audits, Delivery Management, Transactional Quality, Training, Client servicing and Transition.

Puja Joshi Senior Consultant - Analytics and Insights PGDBM, PGDCA, Business Analytics Analytics and Data visualisation expert with 12+ years of experience in BI reporting, Workforce management, Infographics and Data Analytics.

Ajay Shrivastava Consultant - Analytics and Insights MCA, SAS Certified Analytics consultant with over 7+ years of experience into Data Analytics, Text Analytics, R, Python, VBA Programming.

Amit Sarotra GM - Digitisation MCA, Prince 2 Experienced performance strategist and efficiency advisor with 14+ years of work experience in Software Development , Delivery Management, Service delivery, Systems Integration, Solutions and innovations, Business intelligence, Best Practices Implementation, consulting and Project Management.

The theme for the next edition is

Impact of Robotics and AI on Customer Experience

About Intelenet Global Services Intelenet Global Services is a leading provider of business project management services across industries including Government, Travel & Hospitality, Telecom, Finance & Accounting, Healthcare, Utilities & Energy, Banking & Insurance and Retail & Manufacturing. With more than 55,000 people spread across 70+ global delivery centers, Intelenet supports over 110 clients across US, UK, Europe, Middle East & India, in over 50 languages. Intelenet's service capabilities are customised to cater to unique industry requirements, process mandates and resource needs. We have consistently been ranked amongst the top leaders in Nasscom BPO listing and aim to rise higher with our focus on “customer experience” powered by Consulting, Analytics and Technology.

About Knowledge Services Intelenet Knowledge Services is an independent consulting arm of Intelenet Global Services. Our consultants support projects across multiple domains globally including Transformational Consulting, Analytics, Research, Customer Experience Management, Financial Modelling, Strategy, Programme Management and Resource Optimisation spanning a wide range of industry sectors. Our deep exposure within the outsourcing and contact center services environment provides us with the required domain knowledge and expertise to manage complex programmes and transformation initiatives to deliver exceptional value.

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