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You be the Expert! Speech & the End-to-end Customer Experience Lizanne Kaiser, Ph.D. Customer Experience Designer Genesys August 20, 2007, 3:00pm, B104
All rights reserved © 2007, Genesys Telecommunications Laboratories, Inc. 2 Would the real expert please stand up!
All rights reserved © 2007, Genesys Telecommunications Laboratories, Inc. 3 Agenda Setting the Stage (15 min) Opening presentation by moderator Lizanne Kaiser Audience Participation (45 min) Activities to be explained shortly…
All rights reserved © 2007, Genesys Telecommunications Laboratories, Inc. 4 “Those few interactions where customers have an unusual amount of emotional energy invested in the outcome.” “…when the long-term relationship between a business and its customers can change significantly – for better or for worse.” “Superb handling of these moments requires a … response that puts the customer’s emotional needs ahead of the company’s and the employee’s agenda.” “The emotionally driven behavior [during moments of truth] explains how great customer service companies earn trust and loyalty.” “The impact on the bottom line is clear.” “Pure technological solutions can never stoke the emotional connection between employee and customer.” – The McKinsey Quarterly 2006 Moments of Truth in the Customer Experience
All rights reserved © 2007, Genesys Telecommunications Laboratories, Inc. 5 A day in my life… Unexplained charge on cell phone bill Call answered by automated system Cooperative user of automation, but need real human Call excerpts: Authentication & Menu Selection: Transfer Message with Wait Time: On Hold Messaging: Agent Greeting (after 10+ min) : Moment of Truth #1 Cell Phone Company
All rights reserved © 2007, Genesys Telecommunications Laboratories, Inc. 6 Moments of Truth #2 Phone Company
All rights reserved © 2007, Genesys Telecommunications Laboratories, Inc. 7 Moments of Truth #2 Phone Company Written check for $XX.X7 was mis-scanned as $XX.X2 Call answered by Natural Language Speech System Transfer to Agent: Asks for phone number again. Mistypes it 3X, saying account doesn’t exist! Finally finds account & immediately says he has to transfer me to Collections!! Not empowered to re-credit 5 cents Transfer to Supervisor: Says she has resolved issue, and correction will appear on next month’s bill Next month’s bill: 5 cents still not re-credited My re-summarizing dispute: “This is costing your company & my impression of your customer service WAY MORE than 5 cents!!!”
All rights reserved © 2007, Genesys Telecommunications Laboratories, Inc. 8 Moments of Truth #2 Phone Company
All rights reserved © 2007, Genesys Telecommunications Laboratories, Inc. 9 Moments of Truth #2 Phone Company
All rights reserved © 2007, Genesys Telecommunications Laboratories, Inc. 10 Customers do not live in a world of Silos They live in a world of Experiences & Emotions Call Center Branch Office/Store Speech Automation Chat SMS Text Messaging Back Office Web Sales & Marketing Video Specialist Direct Mail Product Lines Outbound Calls
All rights reserved © 2007, Genesys Telecommunications Laboratories, Inc. 11 Closing Thoughts… Design VUI with end-to-end Customer Experience in mind Anticipate & coordinate smooth cross-channel transitions both before & after VUI (Speech) automation is incapable of handling emotional Moments of Truth As long as we can still tell it’s not a real human, there’s no real empathy Evaluate how VUI may be perceived in a Moment of Truth Speech system should not block Customers from reaching real humans Let real humans do what humans do best! Companies should create more opportunities to speak with loyal Customers Speech technology is best used for: Non-emotionally-charged tasks -Is Account Balance a non-emotionally-charged task? That depends… Getting just enough info to quickly transfer call to most appropriate resource Potentially pre-identifying Moment-of-Truth calls based on: -Natural Language phrases and/or Emotion Detection of caller’s voice
All rights reserved © 2007, Genesys Telecommunications Laboratories, Inc. 12 Audience Participation Speech & the End-to-End Customer Experience Topics: (5 min) Write on card 1 question/issue re: Speech & End-to-End Customer Experience Card Swap & Group Discussion: (15 min) Divided into small groups (great networking opportunity!) Read your card to group If someone has solution or some useful info on that topic, swap cards Person with card is volunteering to be “expert” (designated speaker) on that topic Everyone should end up with a card different from their own Selecting a Group Representative: (5 min) Group selects the most interesting topic (one card + proposed solution) Presentation to Entire Audience: (15 min) Group’s designated speaker presents their topic to audience, with brief Q&A Wrap-Up: (5 min)
Thank you! Lizanne Kaiser, Ph.D. Customer Experience Designer Genesys
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