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

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Would the real expert please stand up!

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Agenda

Setting the Stage (15 min)• Opening presentation by moderator Lizanne Kaiser

Audience Participation (45 min)• Activities to be explained shortly…

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“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 Truthin the Customer Experience

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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 #1Cell Phone Company

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Moments of Truth #2Phone Company

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Moments of Truth #2Phone 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 email re-summarizing dispute:• “This is costing your company & my impression of your customer service WAY

MORE than 5 cents!!!”

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Moments of Truth #2Phone Company

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Moments of Truth #2Phone Company

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Customers do not live in a world of SilosThey live in a world of Experiences & Emotions

Call Center

Branch Office/Store

Speech Automation

Chat

SMS Text Messaging

Back Office

Web

Sales & Marketing

Email

Video

SpecialistDirect Mail

Product Lines

Outbound Calls

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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

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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 DesignerGenesys