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While the quality of customer service is increasingly becoming a differentiating factor for consumers, customer relations continue to generate dissatisfaction and/or significant costs. Companies are therefore seeking to optimize the volume of contacts while improving the customer experience. One answer to this dual problem is to automate non-priority workflows. To address this issue, here are the 3 steps to follow:
Whether it's a question of lost identifiers, or tracking refunds or deliveries, the intentions of contacts qualified as "low added value" are legion. Time-consuming and repetitive, they mobilize contact center resources for reasons that could be answered by an automated path (digital or voice). Instead, they often result in frustrating calls for customers, generating dissatisfaction linked to the difficulty of reaching advisors: waiting times, multiple choices of IVR with the possibility of errors, line saturation, etc. In contrast, "high value-added" calls are those for which contact with an advisor appears to be a priority, for reasons linked to commercial potential (subscription requests, for example) or because no digital solution is available to respond to this reason (modifying bank card limits, for example). A detailed knowledge of call intentions is therefore a prerequisite for optimizing service quality, handling costs and the transformation of "high value-added" calls. But how can you get a precise view of call intentions, and above all, how can you use this information to optimize your inbound flow management?
These are the first questions to help you categorize your intentions. But why? At DialOnce, we believe that understanding and prioritizing call intentions is the best way to build optimal contact paths.
This first step should enable us to give "value" to each intention, so that we can prioritize (low value-added contacts / high value-added contacts).
says Benoit Bouffard, product owner and co-founder of DialOnce.
To do this, we need to identify call intentions. Here are the 3 ways of identifying contact intent:
Via upstream customer behavior: number called, IVR path, website path.
Via its identification: by identifying the contract and the associated product, we can pre-qualify the list of its intentions.
Periodic: depending on the period/time/context, it's possible to deduce probabilities of need.
Once this mapping of intentions has been carried out, the second essential step is to personalize customer paths based on the information gathered.
explains Benoit Bouffard.
3 types of personalization are possible:
Personalization of the pathway based on the context of the customer pathway.
The contact solution proposed will be adapted to the customer's previous experience.
Personalization based on the company's knowledge of the customer.
The proposed contact solution will be adapted to elements the company already knows about the customer, such as age, location, preferred contact channel, etc.
Personalization according to the company's processing capacity.
The contact solution proposed will be adapted according to the company's context: unavailability of customer service, for example.
In addition to providing a better user experience, this strategy enables the company's contact channels to be better exploited. High value-added" calls are routed to the best transformation channels, while "low value-added" calls are directed to automated self-care or digital contact channels.
According to a study conducted by think-tank EBG on the future of customer relations, following an interaction with a customer service department, 62% of customers say they are "irritated by inappropriate responses" or "annoyed by long waiting times". Today, therefore, it seems crucial to build efficient customer paths, so as to direct customers towards the most effective solution, depending on the customer's context and the company's capacity at the time of contact.
"IVR DTMF, natural language, voicebot, chatbot, FAQ" are all tools that promote automation, but which must be used wisely in the contact process, and for which effectiveness must be monitored in an omnichannel context. High value-added" contacts are handled by advisors, who have more time available to them, and are therefore more efficient in their processing.
This strategy delivers several major benefits:
In this way, the prioritization of call intentions enables us to better control costs, service quality and customer satisfaction.
