Self Service
Self Service can have a dramatic impact on call centre resourcing needs.
Consider an operation that has an average call duration of 5 minutes, with the first part of the call requiring you to verify the identification of the caller. This will be done by collecting some structured information – for example name; address; postcode and date of birth. This combination of verification data is suitable for a speech recognition application to automate and is consistent with many different types of call.
Once the call purpose has been identified, the call can be routed as appropriate. If this application were to save just 30 seconds in the Agent’s call handling time then there would be a 10% reduction in resource needs. If your operation is 200 seats and you operate your centre 7 days a week then a very simple calculation means this will save you resourcing for circa 30 staff. But this may just be the start of your savings as having identified the caller you can then offer them a range of services that are automated, for example balance enquiries, making payment etc.
Scenarios where self-service can be applied
So how do you go about identifying where a
speech recognition application is suitable? Well first you need to think about the types of calls that your customers make, in particular those that are most frequent. For example: automate billing enquiries, bookings, address changes, etc.
Secondly, understand the structure of the call and break the call down into a sequence of steps. For each call type, you need to consider how well structured is the business process and how well defined is the information that you collect:
- Introduction and welcome – you can use the speech application to provide a consistent welcome/brand to the customer from the start, for example by providing a message or information such as opening times, advising the customer if the call is being recorded. This should be consistent across all call types.
- Menu selection – where speech is more effective than IVR. Studies have shown that customers can only easily navigate a menu with 3 options. Above this number confusion begins to set in. Speech recognition applications model the different ways customers request the services you offer leaving customers the freedom to ask directly for what they want: “I’d like to check my balance”, “Could you send me a new PIN”, etc.
- Validation and security – where you need to confirm the identity and verification (ID&V) of the caller then you could collect relevant information using a speech application. Think about the precise nature of the information that you use as part of the verification process. Some of this information will be straight forward for a speech application to collect – such as numerical reference numbers, addresses including post code and date of birth. Other types of information may be more problematic, particularly where a single word is collected and the vocabulary set is wide.
- Standard or structured questions to ascertain requirements – where the business process has a set number of mandatory questions, for example in obtaining a quote, then a speech application could be applied. Think of the type of equivalent processes that are already being offered over the internet. With car insurance, many sites have “quick quotes” that collect a basic amount of information in order to provide a provisional estimate. This would include age of driver, address and postcode, car make, model and value, and type of cover. This type of function could also be offered by a speech application with a call transfer to an Agent if the customer is interested in proceeding with the sale;
- Terms and conditions – certain types of transaction require the customer to be made aware of the terms and conditions. A speech application can be used to read back this information to the caller and for them to confirm that they agree to the information;
- End of call for customer surveys – once the call transaction process is completed then a speech application could be used to collect feedback from the caller about the organisation or process that they have just been through. Where the purpose of the questionnaire is to collect information about the Agent who handled the call, then a speech application can be a good way to collect information which the caller would be uncomfortable providing to the Agent themselves.
So there are plenty of potential opportunities to reduce costs by exploiting self service in your operation.
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