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Customer Self Service using the Virtual Speech Agent (VSA) from Fluency Voice TechnologyMark Steinweg | General Manager, Carlson Leisure Travel ServicesAugust 7, 2006
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Agenda
• Carlson Companies Inc.
• Project Objectives
• Why Fluency
• The Results
• Next Steps
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Carlson Companies Inc.
• Industry leading solutions provider in travel, hospitality and marketing services
• One of the largest privately held global companies
• Operates in 140 countries; over 160,000 employees
• System-wide sales from its global, company-owned and franchised operations $21 billion
• Sales from Carlson-owned and managed operations total $7 billion
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Operating Groups
Corporatebusiness
travel
Marketing services, Incentive programs
& merchandise
Restaurants, Hotels & Cruise Line
Retail travel franchises, loyalty program fulfillment
Travel award redemptions for credit card companies and financial institutions, leisure travel services (cltsloyalty.com)
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• Service customer calls through more cost effective channels– Initial phases of travel booking calls are common
• Could be automated at a lower cost to handle than with live agents• Customer information accumulated can be screen popped to agents
– Consistent and quick customer self service access to FAQ’s, avoiding agents entirely for non-sales related calls
– Customers can be routed back to our client’s Customer Service department for non-travel related questions and resolution
• Maintain technological advantage– Speech IVR capabilities becoming more prevalent
• Near term business need – Large system migration expected to introduce agent inefficiencies– Needed to reduce call volumes presented to the agents
to achieve service levels
Reasons to Deploy a Speech IVR
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Desired Outcomes• Strengthen client loyalty on B2B2C model
– Partnered with client on solution design and development– Improved our ability to consistently achieve service levels
• Enhanced customer experience– Self service capabilities– Improve quality and reduced variation through consistent work flow
and information delivery on program rules, points balances– Easy to use, minimize customer dissatisfaction with a speech IVR
• Business case – Lower cost to service customers through speech IVR automation
and intelligent call routing• Reduce non-sales calls being presented to agents• Route customers faster to the agent who can help them
– Increase sales by qualifying and prescreening customers
• Maintain a technical advantage over competitors
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Why Fluency? The choice between custom-built solutions
and speech application products
• Faster time to market – Speech application products deployed in weeks, not months
• Lowers risk – Pre-built solution is pre-configured, pre-tuned – Speech best practice encapsulated in the product– Predictable flow of enhancements in Fluency product road map
• Lower cost of ownership – Fluency’s Management Console provides solution flexibility – Easy to change call flows and prompts with in-house resources
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Fluency’s VSA Management Console means the speech application can be maintained and enhanced in house
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What Happened
• Fluency’s VSA product configured to meet business needs– Caller qualification, call routing, and self-service for FAQs
• Four week deployment accelerates ROI – QA cycle a matter of days before full production roll out– Fluency’s VSA taking 50,000 calls in first month
• Great customer experience delivered – Customers routed to right agents or right channel– Minimal customer and agent complaints
• Call center agents embrace the technology– Agents have more time to handle revenue-generating calls
• Business case proven– Fluency’s VSA reduces call flow to agents by >20%– Sales conversion rates improved >15%
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Lesson Learned
• Speech needs to be part of an end-to-end work flow solution– Requires seamless integration with adjacent systems, processes
and agent work flow– Protects customer experience and promotes agent acceptance
• “Prove and Move” with targeted solution delivery– Automate discrete processes first to deliver benefit fast – Then extend automation to cover wider range of processes – Minimize “points of failure” or other dependencies
• Speech is automating a business process– Automation of an optimized process delivers a bigger benefit– Design is better with knowledge of what your customers want to do
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Next Steps for VSA
• Additional deployments to service more B2B2C partners – Leverage and multiply the value from existing investments in
Fluency application products and learnings
• Utilize additional Fluency products to automate more process – VSA IDVS for customer identification and points balance – VSA Locator for capturing customer itinerary information – VSA Payment Capture for automated bookings
• Global roll out and enterprise footprint – Fluency’s VSA can reduce call center costs even when utilizing
outsourced operations in India
• Personalization – Integrating speech self service with wider CRM strategies
and customer preferencing tactics
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