The ROI of customer satisfaction: How CCHS turned claims into gains
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Interactive Northwest, Inc. discusses the optimization of customer experience for Cross Country Home Services (CCHS) by enhancing self-service applications and implementing user experience improvements. Key initiatives include upgrading the IVR system to reduce call dropout rates and improve customer engagement strategies, resulting in a significant decrease in call transfers to live associates. The document outlines phases of improvement, showcasing metrics that point to enhanced caller identification and a user-friendly design, ultimately aiming for continuous refinement of services.
![interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS
Tuning: Phase 1 (Prometheus)
Caller Intent
“Now, I'll need to know the
type of claim you're calling
about. Please say “Air
conditioning” or press 1,
“Heating” or press 2,
“Appliances” or press 3,
“Water Heater” or press 4,
“Plumbing” or press 5,
“Electrical” or press 6,
“Garage Door Opener” or
press 7,
“Pools and Spas” or press 8,
or say “Other” or press 9.
[pause] To hear these choices
again, say “repeat”.
The Issue: The second most popular option is
“Other”, which results in a transfer—not self-
service. This is known as “The Recency Effect”.
The Solution: Reduce the prompt length and style it
in a list format which encourages barge-in.
The Recommendation
And Why It Works:
“What type of claim are you calling
about? You can say:
Appliances. Heating. Air
Conditioning. Plumbing. Electrical.
Water Heater. Garage Door Opener.
Pools and Spas. Or, ‘Something Else’.](https://image.slidesharecdn.com/theroiofcustomrsatisfactionhowcchsturnedclaimsintogains-180206230459/85/The-ROI-of-customer-satisfaction-How-CCHS-turned-claims-into-gains-22-320.jpg)
The ROI of customer satisfaction: How CCHS turned claims into gains
- 1. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Interactive Northwest, Inc.
- 2. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS The ROI of Customer Satisfaction: How Cross Country Home Services Turned Claims into Gains
- 3. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Learning Objectives • Learn how to optimize existing self-service applications through tuning. • Understand how to implement user experience- focused enhancements that benefit both customers and the organization. • Learn creative customer engagement strategies. • Apply these learnings to any application use case/vertical.
- 4. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS We bring over 25 years of experience in the IVR industry developing products of excellence tailored to our customers’ specific and diverse needs. Experience Our attention to detail and high quality products stand out from our competitors. We are thorough in development, testing and delivery. Quality We stay abreast of new technologies and are in a constant state of refining our products to meet the demands of an ever- changing IVR landscape. Innovation Who We Are The Cross Country Group is one of the nation’s largest privately-held customer service providers, serving various industries and generating more than $1 Billion in annual revenues. Cross Country Home Services (CCHS) is the parent company of home warranty and maintenance services, dedicated to making home repairs easier and more affordable to consumers nationwide. Since 1978, the company has marketed its services under the TotalProtect and HMS Home Warranty brands, and also provides private label services to national retail brands likes Sears.
- 5. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Introduction • Seasonal customer demands with summer and winter peaks • Up to 1,300 phone, offline, and support associates supporting • Incoming call handling • Offline tasks and activities • 2 Internal Contact Centers • Anderson, South Carolina • Sunrise, Florida • Multiple PBO relationships • Inbound Calls • Outbound service calls • Outbound marketing calls CUSTOMER SERVICE PROFILE
- 6. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Introduction CCHS Priorities Customer Service Excellence Service Network Supremacy Product and Channel Innovation CCHS Technology Strategies Digital Transformation Omni-channel Experience Device Agnostic Self-Service
- 7. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS History of IVR at CCHS CHALLENGES Limited View Poor Design Old Platform “Lost” Call Center Lack of Metrics
- 8. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS The Impact: 2016 Hundreds of thousands of calls transferred to live associates IVR dropout rate of 77%
- 9. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS The Plan for Improvement Customer Experience $ Savings Improved Metrics Low Hanging Fruit Lift and Shift Digital First Impact Summary Goal 1: Drive communications, technical, and procedural improvements that will Goal 2: Coordinate implementation with the Field Service Management software and Digital Transformation initiatives.alleviate follow up calls per claim by 10-20% annually.
- 10. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Step One: Upgrade the Environment Communication Manager Avaya Aura Experience Portal 7 MPP2MPP1 Production: INI Application Server TTS Dev: INI Application Server ASR
- 11. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Step Two: Understand the Pain Points Review Reports Interview Agents Monitor Calls Tune Application
- 12. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Step Two: Understand the Pain Points This thing doesn’t understand me! I’m not sure what to say. I’ll just press zero. • Where are callers exceeding max tries? • Where are callers opting out? • WHAT are callers saying?
- 13. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Step Three: Identify Enhancement Opportunities 1. Address call flow weaknesses 2. Support Sears appointment scheduling 3. Improvements to FSM integration
- 14. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Step Four: Overcome Roadblocks Managing two backend systems - Two types of customers, different needs Web services - Planning - Loss of production and system errors Convincing management of the value - Creating visibility - Getting fired (almost)!?
- 15. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Phase One: Prometheus
- 16. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS The Approach: Phase 1 (Prometheus) 1. Focus on improvements to deliver prior to summer peak 2. Perform platform upgrade 3. Rewrite IVR claims application with minor enhancements 4. Obtain metrics that could be used for future tuning/phases
- 17. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS The Enhancements: Phase 1 (Prometheus) Key Prometheus Features Improve caller identification by multiple factors: ANI, Contract, Phone Add ability for Sears warranties to initiate claims through scheduling Correct business rules for warranty recognition Define new transfer management rules for Customer Service, Retention, and Sears Enhance Activity Reporting Tune speech recognition performance
- 18. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS The Results: Phase 1 (Prometheus) On May 17th, 2017 the TIMX/Sears release was put into production. In the first 26 days, • Call completion rate improved • Managed transfer rate improved • Dropout rate decreased from 77% to 54% • 98% of Sears claim initiation completed successfully in IVR • Customers with accounts pending cancellation were redirected to Retention agents instead of Customer Service The call reduction to live associates for 2017 was 23.2%
- 19. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Tuning: Phase 1 (Prometheus) Collection of tuning data began immediately following deployment. Enable Utterance Capture Download Logs and .Wavs Transcribe and Categorize Analyze Results Recommend Changes CCHS is fully committed to the tuning process and the value it adds!
- 20. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Tuning: Phase 1 (Prometheus) Prompt Wording Issues Grammar Under- and Over-Coverage Pronunciation Difficulty Confidence Thresholds User Experience Problems Do users understand the options? Are they saying unexpected things? Are we rejecting valid utterances? Are the keywords difficult to say?
- 21. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Tuning: Phase 1 (Prometheus) Caller Identification “To get started, I’ll need to get your 8-digit contract number, which is printed on your contract. Please say or enter it now.” The Issue: 62% of callers say “I don’t know” or “I don’t have one.” Callers are failing at this prompt and sound frustrated. The Solution: Reduce the perception of failure by giving callers an easy way to choose their preferred method of identification. The Recommendation And Why It Works: “Do you know your contract number?”
- 22. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Tuning: Phase 1 (Prometheus) Caller Intent “Now, I'll need to know the type of claim you're calling about. Please say “Air conditioning” or press 1, “Heating” or press 2, “Appliances” or press 3, “Water Heater” or press 4, “Plumbing” or press 5, “Electrical” or press 6, “Garage Door Opener” or press 7, “Pools and Spas” or press 8, or say “Other” or press 9. [pause] To hear these choices again, say “repeat”. The Issue: The second most popular option is “Other”, which results in a transfer—not self- service. This is known as “The Recency Effect”. The Solution: Reduce the prompt length and style it in a list format which encourages barge-in. The Recommendation And Why It Works: “What type of claim are you calling about? You can say: Appliances. Heating. Air Conditioning. Plumbing. Electrical. Water Heater. Garage Door Opener. Pools and Spas. Or, ‘Something Else’.
- 23. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Tuning: Phase 1 (Prometheus) Call Completion “Before we finish, are there any other items you'd like to report? Please say YES or NO. The Issue: This dialog is the final prompt before submitting the claim information. Callers who fail here lose all progress made up to this point. The Solution: 93% of callers say No at this prompt. Retry attempts should be limited and all non-YES responses treated as NO. The Recommendation And Why It Works: Before we finish, are there any other items you'd like to report? Please say YES or NO.
- 24. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Phase Two: Firefly
- 25. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS The Approach: Phase 2 (Firefly) 1. Tuning cycle to identify further user experience issues 2. Onsite deep-dive design meetings 3. Extended planning and design phase 4. Coordination with new backend web services implementation
- 26. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Tuning Findings: PRE-Phase 2 (Firefly) Caller Identification “Do you know your contract number?” Yes “Great. Please say it now.” Pre-Tuning Post-Tuning Callers who don’t know contract number 62% 2%
- 27. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Tuning Findings: PRE-Phase 2 (Firefly) Appointment Scheduling For <date/time>, say one. For <date/time>, say two. For <date/time>, say three. To hear that again, say Repeat. To hear more appointments, say More Options. The Issue: 25% of utterances are Out-Of- Grammar. This was due to callers saying the date or time INSTEAD of the option #. The Solution: Provide better instructions to users, increasing their understanding and chance of success. The Recommendation And Why It Works: When you hear the appointment you want, say the NUMBER of its place in the list. For example, for the second appointment, say TWO.
- 28. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS The Enhancements: Phase 2 (Firefly) Key Firefly Features Enable “Referral” scheduling and remove legacy FSM interface Add support for Claim Status calls Allow maintenance claims and multiple claims to self-serve Improve routing with screen pop and dynamic transfers Create new IVR application for Service Providers Collect credit card payments
- 29. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS The Enhancements: Phase 2 (Firefly) PROJECTED: • Live associate call reduction of 160k annually • 17-45 second Average Handling Time reduction from screen pop • Total visibility into caller identification and intent
- 31. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Testimonial • “Delivering digital forward channel options improves our corporate scalability and allows Cross Country’s customers to be serviced in the manner in which they are most comfortable. An effective IVR platform increases opportunities for our customers to achieve that flexibility in self servicing without sacrificing the customer experience.” • • - Chris Askew, COO, Cross Country Home Services
- 32. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Best Practices Spend more time than you think you need on design Prioritize the caller experience Develop the path of least resistance Perform usability testing Tune immediately before and after each new release Evaluate caller exit reports often to help identify problem areas NEVER STOP IMPROVING
- 33. interactivenw.comCUSTOMER EXPERIENCE SOLUTIONS Visit our website at www.interactivenw.com or give us a call at 1-800-732-3236 Whether it’s a custom application or one of our award-winning products, we have a solution that is right for you. Learn More About INI’s Innovative Solutions