Automated Customer Experience Self Service Solutions

Avaya Professional Services

Speakers
Mike Smith APS Sales Principal Consultant Judi Halperin Global Speech Engineering Team Leader David Martin NAR Automated Customer Experience Practice Leader

Agenda
Quick Start Solutions Depth of Services Success Stories

What Keeps You Up at Night?

Older technology cant leverage economies of scale, and cant load balance across sites System

reliability and uptime

Im constantly under pressure to do
are critical to our strategy an d operations

more with less

st I need fa

and ess c c a y s a e

n and o i t a m r o f to in expertise

Higher Costs because my systems c ant leverage new er features and functions
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Proactive Outreach for Payments Solution (POPS)

Business Challenge
Challenge
Many institutions, whose core business depends upon collecting structured payments from their customers for mortgages, credit cards, and major purchases like automobiles and other durable goods, are facing increasing collection problems from financially stressed consumers.

Opportunity
Lack of a proactive and automated collection strategy can result in 50% lower collection rates as well as 23% higher cost (multiple Industry Sources). Most financial institutions facing increasing collection challenges as indicated by the 8% delinquency rate on US home mortgages (Mortgage bankers association). Companies must find alternative methods to more effectively manage the collections process while keeping customer service top of mind.

Solution
Proactive Outreach for Payment Solution(POPS) provides multi-channel automated outbound agent functionality to pre-empt and reduce delinquency by reaching out to customers early to remind them of an upcoming payment or their past due status.
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Multi-channel Contact Strategy

Use cost effective communications - Use your current resources most effectively.

E-mail
SMS Message: Your payment is past due . can pay through the web.. Orchestration Designer voice sample call flow . can call in 0-800
Calling for Bob Jones. If you are Bob Jones, press 1. Otherwise, press 2.
This is mortgage payment reminder

SMS

Phone call

As a valued customer, I want to remind you that your mortgage payment is a few days late. A payment of $710.82 was due on August 31st To make a payment, Press 1. For payment arrangements, Press 2

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POPS Orchestration Designer Application Functionality

Best practices used in the design of the application Configurable options Real time processing of a payment to the customers account. Credit card or ACH (debit acct) through web services. Transfer to a vdn.
Initial Live Call Handling Answering Machine Handling Authenticate (configurable) Caller Confirmation Security Question Knowledge Question Call Reason Hear Payment Information Failed Promise-to-Pay Message Incentive (optional) Main Menu Make a payment Promise to pay Transfer to a representative Promise to Pay Make a Payment ACH Payments Credit Card Payments
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Wrap-Up
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Call Back Assist

The Downside of Putting Customers On Hold

Heard on Twitter
Just crossed the 50 minute mark on hold with [company name]. Just out of spite I want to cancel. About ready to cancel my [company name] service and go to another provider. Been on hold with them for 33min!!

When sent to a queue, customers are limited to 2 choices wait on hold or hang-up, leading to undesirable outcomes: Customer irritation and loss of goodwill Customer abandons the transaction and seeks a competitive alternative

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What If Theres A Better Alternative?

Improve customer satisfaction and retention while lowering costs

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Extend Your Reach

Voice Web Mobile

Avaya Callback Assist delivers superior flexibility by letting customers reach the contact center through their entry point of choice

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Improved User Experience in Self Service

Callback Functionality on a Mobile Device

Technical Support

Type of Issue

Description of Problem

Request a Callback
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Benefits: The Customer

I have greater control on how to get support When I cant wait in queue any longer they call me back I can get to other things instead of waiting on hold I can request a call back from an agent from my Smartphone or while browsing the support page I can schedule when I want to be contacted The agent is more helpful and in a better mood The agent knows what I need by the time I get a call back

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Benefits: The Contact Center Manager

Shorter wait times and fewer abandoned calls now that my customers have a call back option I can better balance my agents workload by offering customers with a callback during peak hours I can handle a spike in call volume with my existing staff My agents morale has improved when they support fewer unhappy customers who are stuck waiting on hold My toll charges have decreased now that customers dont need to wait on hold

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Imagine the Possibilities

Video Advanced Wait Treatment Call Back Assist (Kiosk, IVVR, Flash) Proactive Outreach Manager

Customer
Media Routing

Intelligent Customer Routing

Agent

SMS, eMail, vMail 2nd chance at Self Service Custom Applications

Interactive (Assisted) Service

Avaya Aura Experience Portal

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2009 Avaya Inc. All rights reserved. 16

Avaya Global Services Services Continuum

Implementation Services Support Services
Manage Day 2 Support Implement Train
" Development " Testing " Consulting " Usability Testing

Cutover Support

" Global coverage " Support for Software and Hardware

" Self-Service Optimization " Upgrades " Modifications/ Enhancements

Plan/Design

" Deployment " ASAP " Assessments " VUI Design " Reporting " Speech Tuning

" Value-added, Enhanced Support Services " Managed/Hosted

Setting You Up For Success

Maximize Uptime in Day 2

Avaya Professional Services

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Automation Services

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Avaya Solution Assessment Program (ASAP)

One-day on-site customer engagement
Call center visit and analysis Assessment session with business stakeholders

Focused on how speech recognition can be leveraged as a self-service solution

Based on industry best practices Driven by customers business objectives

Formal assessment report documenting recommended automation opportunities and ROI factors
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ASAP Benefits
Solution Oriented
Provides Focuses on business and customer needs Drives decisions based on business objectives

Better Statements of Work

Aligning needs and objectives will better define whats to be delivered Focusing on the overall solution rather than technical components

More Realistic Expectations

How the technology will be leveraged How the solution will be delivered

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Voice User Interface (VUI) Design Offer

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You can use an eraser on the drafting table or a sledge hammer on the construction site.

Frank Lloyd Wright

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Balancing the Design

Caller Caller Goals Goals

Who are your callers? Why are they calling? How often? What does the caller want out of the interaction?

Business Objectives

Why is the business implementing self service? What is the marketing strategy? What are you business goals? What are your automation goals? What do you want out of the interaction?

Need to define these upfront to make design decisions. It is a trade-off.

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Why VUI Design Matters

Improved Customer Service

Common Look and Feel with Other Touch Points

Improved Automation / Containment Rates

Improved Caller Experience

If You Build It, Will They Come?

If the IVR is easy to use and presents a positive caller experience,

callers will happily use it goodbye ROI

If the IVR is difficult to use and therefore frustrates the caller,

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Usability Offer

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The joy of an early release lasts but a short time. The bitterness of an unusable system lasts for years.

Anonymous

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What is Usability Testing?

A technique used to evaluate a system by having actual users complete high-frequency tasks while interacting with the system
Uses tasks significant to the callers goals and the business requirements

For self-service solutions, that means having callers make calls into a real working system Callers are provided with scenarios and appropriate test data The system is evaluated based on how well callers are able to accomplish their tasks in the system Did they accomplish the task or not? How long did it take to accomplish the task? How many tries did it take? Callers are also encouraged to provide opinion feedback on the system- both positive and negative
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Usability Testing Customer Benefits

Documented application usability measurements Self Service human factors and application usability expert analysis of an application Risk mitigation around VUI design strategies pre-deployment Enhanced caller experience resulting in improved caller satisfaction Reduction in costs due to human involvement reductions for transactional calls Better education and more realistic expectations regarding the self service technologies
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Grammar Development

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What is a Grammar?
Grammars define the set of words and phrases a recognizer is expected to identify and how results should be passed back to the application. Grammars constrain caller input to an appropriate set of domain-specific words and phrases
Can allow optional pre-fillers and post-fillers as appropriate Can allow synonyms Can reference a custom lexicon to help supplement the system dictionary Can include additional constraint via ECMA or Javascripting as well as standard and vendor-specific methods

Come in many flavors; current most popular variation is GRXML based on the W3C SRGS and SISR standards.
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Why Emphasize Grammar Development?

Bottom Line:
If the system does not recognize what callers say, they will not be able to complete their task in the IVR!!

As a Result
Caller/Customer satisfaction will be negatively impacted Containment rate heads south and ROI goes with it!

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Application Tuning

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Appreciate your mistakes for what they are: precious life lessons that can only be learned the hard way. Unless it's a fatal mistake, which, at least, others can learn from.

Al Franken

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Tuning Process
Audio and Log Files Proposed Recommendations

Collect Production Calls

Transcribe Data

Analyze Data

Run Experiments to Validate

Transcriptions and Grammars

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Tuning Report

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Tuning Recognition Optimization

Based on production calling environment
Caller demographics, time of day, day of week

Compare what the caller actually said against what the speech recognizer understood Determine whether the callers response is in line with what is expected
In grammar (IG) vs. Out of grammar (OOG)

Determine what happened when the recognizer was presented with both IG and OOG utterances
Correctly accepted, Falsely rejected, Falsely accepted, Correctly rejected
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Tuning Caller Experience Optimization

Examines Caller Experience Related Issues
Are callers successfully completing their goals? Poor recognition accuracy can still allow
a positive caller experience if the recognizer correctly identifies the callers intent

Are callers becoming confused or upset? If so, where and why?

Unexpected hang ups, content and tone of caller responses

Can the caller recover from recognition errors and/or missteps? Is the caller seeking functionality missing in the application?
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Self Service Optimization

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Self-Service Optimization

Are these your questions?

Which parts of the self-service solution are working as intended, which may be falling short and why? How does the actual customer path differ from the path intended by the business? How many callers are successfully completing their goals entirely within the IVR? Are there parts of the flow where users seem to get stuck or confused, need to repeat their responses, or opt out for an attendant? Are callers being forced out to an agent due to issues related to the external systems the IVR is interfacing with, because of logic required by the business processes, or due to unexpected caller behaviors? Are callers able to complete their goals in the system or are there points in the application flow where the callers are stuck or abandon?

Voic e Expe Portal 4 rienc .x/5. e P ortal x MPS 6.0 3.5 F P4

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Self-Service Optimization: Analyticsnot Reporting

Reporting
Identifies WHAT is happening Is typically counts of events

Analytics Provides tools to understand WHY it is happening Understanding WHY leads to targeted

recommendations of changes for improvement Without the WHY, changes might not strike at the heart of the problem

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Self-Service Optimization SaaS Tool

Detailed insights into EXACTLY how the callers are using the application

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Continuous Assessment and Change

Analyze Caller Experience
Use the analysis system to find out WHAT is the problem, WHY it is happening and determine a targeted recommendation Identify targeted changes to fix the issues and improve KPIs.

Change Self-Service Applications

Make necessary changes to SelfService applications Deploy changes

Collect Sample of Caller Experience

Collect call detail log files and upload to the system

Post Optimization
Collect new call detail log files and analyze to verify that the changes worked Determine new set of changes and continue

Lifecycle of Self-Service Optimization

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Case Studies

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Media and Communications

Largest Newspaper in Inland Southern California
Opportunity
Conversant End-Of-Life Limited touchtone offerings Part of a total call center upgrade Started out as an ASAP engagement Voice Portal Speech-enabled solution
English and Spanish Offers callers the ability to check account status, report a delivery issue, make a payment, or do a temporary stop/restart.

Solution

APS Services

Requirements Gathering, Design (SE and SA), Development, Application Tuning, SSO (beta customer)

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Canadian Government Entity

Justice Department
Voice Portal replacement of an Intervoice Platform End-Of-Life Speech-enabled solution for creditors and debtors Access case details, request faxed forms, and listen to FAQs Includes outbound application for appointment reminders Speech-enabled job search application Caller provides job type and geographic location Application leverages the same web services used by their web portal to access job openings Mix of pre-recorded messages and text-to-speech to hear job detail A more intuitive interface of next, back, and more details to navigate among multiple job openings.

Human Resources

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Major Municipal Employee Retirement Services

Partnered solution with Nuance Allows participants to access loan information and request

forms
Includes Speaker Verification APS-led activities:
q Development, testing, and tuning efforts q On-going design modifications q POM q SSO Beta customer

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More Deployments
AAA New York

Speech-enabled routing application Collects callers membership number and reason for calling Documented case study

Pharmaceuticals

Speech-enabled routing application Callers routed based on drug name and call reason Application prompts callers for one of 95 drug names e.g. nimbex, terazosin
Required custom lexicon 97.9% correct accepts of in-

grammar utterances
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Home Warranties
Customer provides home warranties to home buyers Speech-enabled solution for both home buyers and

contractors
Callers can check an existing claim or submit a new one Avayas first deployment using Nuances

Robust Parsing Grammar (RPG)

Allows callers to respond more naturally

without the need for a more complex statistical language model (SLM)
e.g. My air conditioner is blowing hot air.

Partnered solution with Verizon

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Major Technology Company

Opportunity
No self-service Basic call routing on CM Executive-sponsored initiative Started out as a Technical Assessment Voice Portal and Interaction Center Speech-enabled solution
English only with future plans to add more languages Offers callers the options to open a new support request or check on an existing one. Callers identified, categorized by product and problem, and prioritized by business criticality. Fully integrated with their agent desktop solution.

Solution

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Major Retailer
T&E Consulting services: solution architecture and design; grammar development; and application tuning Store Field Support solution
Design-to-Pilot deployment in 4 months Multi-slot recognition, supported by the Nuances Adaptive Grammar Engine Uses 278 grammars and upwards of 57k grammar paths Currently tuning in Pilot (60 stores)
2-4% misroutes Compared to 35-45% misroutes with previous DTMF application

Pharmacy Re-Fill solution in discussion

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QUESTIONS?
Mike Smith msmithiii@avaya.com Judi Halperin jhalperin@avaya.com David Martin davidmartin@avaya.com

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