Voice Analytics in Action - AHT

EVS IN ACTIONOutbound Campaigns - Average Handle Time

An iconic marketing agency was unable to establish an average handle time for successful calls in outbound campaigns.

The company approached Call Journey team with a request to analyse its recordings and find the reasons behind the large discrepancy in the lengths of successful calls.

Context of the study.Background

IndustryDigital Marketing

ChallengeOutbound call analysisand improvement

ScopeCall Centre Conversations

Audio Sample5,000 minutes

listen better© 2016 – TMA COMMS PTY LTD

ApproachIdentify • Identify Successful Calls

Profile• Profile and identify key

segments in a successful call

Create Model

• Create model using key words and criteria

Deploy Model

• Deploy model across all calls to assess close time

Solutions

• Recommend actions

A process devised to segment calls and identify close times.

EVS tools

• Call Transcription

• Keyword Spotting

• Categorisation


We identified 11 successful calls.

Call Classification: 1707 calls categorised 11 identified as successful

• Sales – Product 1 (7)• Sales – Product 2 (4)

Close rate of 0.7% (tagged calls)

Successful calls are the longest

EVS in Action: Identify

Sales - Product 1Sales - Product 2Cat3gory 3Category 4Category 5Category 6Category 7Category 8Category 9Category 10Category 11Category 12Category 13Category 14

20.5

10.0

7.6

2.5

2.1

2.0

1.9

1.1

1.0

0.6

0.6

0.5

0.2

0.0

Average Call Duration (minutes)

7

4

3

12

249

1

8

1

8

143

1

148

1

1120

Number of Calls

1120


Key Call MetricsBusiness Result Increase ProductDuration (minutes) 9.8Word Count 1,867Agent Word % 87.1%Customer Word % 12.9%

Hi Kate… my name is

Michael from 0.16 min

Four major segments in a successful call

Good. Thank you. Michael and

yourself0.21 min

Call 11

5.0 minutes

1.4 minutes

3.4 minutesCustomer

Agent

… total cost of $264

over the 12 month…5.05 min

I’ll give it a go5.12 min

… explain to you where

we’re…3.06 min

… please state your full name and confirm you give me permission…

6.19 min

… put you through to the new owner…

0.47 min

Robert… I give you

permission…6.25 min

Confirm contact details

The Pitch

The CloseBilling

… got to let you know…

if not happy… cancel for the next

year.7.52 min

… thanks mate.

9.44 min

Thank you for

your time bye9.45 min

EVS in Action: Profile


A model was created to identify and dissect successful calls.

Analyse Known Data

Input Unknown

DataPredicted Results

CREATE MODEL

Deploy Model

Feedback Loop

DEPLOY MODEL

Create Model

Test & Evaluate

ModelDeploy Model

Analyse Results

Continuous Improvement

EVS in Action: Create Model


KEY WORD / PHRASE

authorise

confirm

email

cost

bill

month

you cancel

UTTERANCEConfirm you are authorised…authorising personConfirmation emailSend you a confirmationConfirmation of the listingsemail to let you know… products are readyunless you cancelyou cancel your listing early

UTTERANCEminimum contract…12 months…total cost

basic cost… additional costtotal cost

in terms of billing

everything is at one place… your bill

monthly instalment

$[xx] per month

Step 1: We analysed successful calls and established a list of 7 key words.EVS in Action: Create Model


Three criteria established

to identify successful calls:

Call duration ≥ 8 minutes

Total Key Words spoken ≥

10

No. of Key Words spoken ≥

5

EVS in Action: Derive criteria

KEY WORD / PHRASEauthoriseconfirmemailcostbill

monthyou cancel

No. of Key Words

spoken ≥ 5

Total Key

Words spoken

≥ 10

Step 2: Establish criteria to identify all successful calls.


Step 3: Applying model against known data to evaluate outcomesEVS in Action: Test Model

KEY WORD / PHRASEauthoriseconfirmemailcostbill

monthyou cancel

1,707 Tagged CallsThe 11 successful calls

correctly identified1 anomaly

1,707 Tagged Calls

No. of Key Words

spoken ≥ 5

Total Key

Words spoken

≥ 10


BUSINESS RESULT CALL_ID

DURATION

(MINUTES)

WORD COUNT

AGENT WORD %

CUSTOMER

WORD %

Category 5 Call 12 21.1 2,966 83.7% 16.3%

The one anomaly was due to agent continuing a ‘no sale’ call for 17 minutes.

Should I give you a call back or are you gonna send

me an email regarding want

you want?Agent: 20.2 min

Get back to you within 24

hoursAgent: 20.4 min

Call 12

- 5.0 10.0 15.0 20.0

7.1 2.6

11.4

1st text criteria met

2nd text criteria met

I’ll just call tomorrow…Cust: 20.9 min

EVS in Action: Evaluate

I’ll have to talk to the boss

before I spend the money Cust: 3.8 min

Time criteria met

Call meets the criteria but doesn’t qualify

Agent continued call long after customer was identified as not authorized to conclude a sale


Call 1

Call 2

Call 3

Call 4

Call 5

Call 6

Call 7

Call 8

Call 9

Call 10

Call 11

- 5.0 10.0 15.0 20.0 25.0 30.0 35.0 13.3

16.2

6.0

8.3

9.5

10.7

12.2

3.6

5.7

3.6

5.0

2.6

0.7

12.7

6.7

3.6

0.5

0.6

3.5

2.1

1.8

1.4

17.4

13.7

2.6

5.9

6.5

4.4

2.5

7.0

5.1

4.6

3.4

Successful Calls: Time to Close

Minutes

Number of minutes call continued after Text Based Criteria is met:

Large discrepancy in close times:• Minimum: 2.5 minutes• Maximum: 17.4 minutes

Time to meet Text Based Criteria:• Shortest: 5.4 minutes• Longest: 16.9 minutes

Model used to analyse successful calls and determine close times.

Close Period

Over 16 minutes into call before Text Based Criteria was met and still a further 13+ to 17+ minutes to close.

Time to meet

criteria

EVS in Action: Deploy Model


Impact

Unnecessary information gathering

Longer calls in favour of more calls

Large discrepancy in “close times”

Close times are longer than necessary

Key driver: script weighs down AHT, incentives promote long calls

Business Insights

Key Issues:

Too much time upfront confirming details

Agents rewarded for long calls

No uniform closing system

Lengthy reading of the T&Cs at the close


EVS Action PlanEVS connects the dots and lets you drive instant change with tailored, data-backed

solutions:

• Reduce weight given to long calls • Introduce Incentives for call volume

• Confirm customer is the authorising person at beginning of call • Only confirm contact details if a sale is made• Reduce script by confirming T&Cs will be emailed

Re-design process

Realign agent

incentives


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Data & Analytics

Voice Analytics in Action - AHT