Many enterprises (B2B or B2C) struggle with an ever-increasing amount of feedback from different channels. They need to optimize their operations to make this manageable and to make the most from their client interactions. In the race to become customer-centric, one of the world’s largest logistics companies invested heavily in its customer contact center. But being active in over 150 countries, they faced a number of challenges.
High rate of agents churn and low customer satisfaction
The headquarters received many complaints from regional customer contact agents. But unfortunately, there was no structured way to gather and analyze this feedback. This resulted in a high churn rate of their agents, increasing the cost of operations for their contact centers. Each new agent meant more recruitment and training costs, and they lacked the needed experience and knowledge. Customers had a low tolerance for failure, and many were switching to different providers.
This resulted in the second major challenge, namely the lack of customer insight. No-one wanted to take on the daunting task of analyzing the heaps of customer contact data that was lying around. Therefore, the company’s board made it a priority for the company to understand customers and their needs. The goals were big: to reduce the number of customer interactions with the contact center, increasing the agent’s retention and effectiveness, and improving the overall customer experience.
The need for an effective solution to deal with the feedback
Anna, a 20 year veteran in the contact center business, was responsible for managing the Benelux region. Anna: “On the one hand, I’ve seen the increasing importance of good customer care, especially for our company. But at the same time, the daily calls and chats increase, too. Our clients share requests and feedback via email, chat, social media, and of course, the phone.” The cost of maintaining such an active contact center was becoming a burden for the company.
They needed a more effective solution to deal with both the agent and customer feedback. To identify and understand the main concerns and doubts from the feedback, Anna and her team picked Wonderflow to analyze the data.
Through the Wonderboard, we were able to increase the rate of agent retention while also improving customer experience.
Improvement of agents’ satisfaction
For the analysis of feedback coming from the company’s agents, Wonderflow and Anna ran an email campaign to ask agents for their feedback in free text format, in their language. The feedback was ingested into Wonderflow’s natural language processing system, translated, anonymized, and visualized in the company’s dashboard (the Wonderboard).
Another source of insights turned out to be the call logs that the company had. After analyzing the phone calls through speech to text analysis, Wonderflow identified the aspects that agents needed to improve. Anna and her teams participated in workshops to address the most common issues and challenges. This allowed the employees to understand where they stood in terms of performance, as well as how to improve and acquire new skills. Additionally, employees’ positive performances started being rewarded and shared with the rest of the team. These initiatives increased engagement and further motivated the agents. And with good results: the agent satisfaction by 40% in 6 months, improving agent retention by 12%.
Development of a more effective customer service
For the analysis of the feedback coming from clients, Wonderflow analyzed a segment of 20.000 customer contact records, in different languages. This included emails and chats, as well as calls received by the customer service team. The thorough AI-driven analysis allowed the company to find out about customer issues they were not aware of. Agents often failed to report problems they could not deal with, focusing only on the customers’ short-term requests. This prevented the management from making strategic decisions to solve these issues, and consequently improving the customer experience.
Speech to text analysis proved to be an outstanding tool to identify issues the company needs to tackle to improve CX.
The insights from the analysis allowed the company to make specific improvements to its website to reduce the need for visitors to ever contact the support staff. Through these changes, incoming email traffic decreased by 8%, and chat by 16%, all within the first three months.