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TALKDESK EBOOK5 steps to AIsuccess: Leadingcontact centersto a Netflix-likecustomerexperience

Table of contentsIntroduction 03I.How AI is delivering on its potential 04II.How AI-led operational precision improves CX 05III.How the path to a Netflix-like CXmust include contact centers 07IV.The five crucial steps to embed AI into contact centers 08Conclusion 15

IntroductionDelivering an effortless customer experience isthe best way to gain loyalty, with brands like Netflixand Amazon, leading the way.Consumers worldwide have grown accustomedto personalized and frictionless journeys.Yet, many are unaware that Artificial Intelligence(AI) raises the bar for this gold standard customerexperience. Having a connected brand experienceacross the entire customer journey is essentialto transform CX the right way.This ebook explores AI-driven CX outcomes incontact centers, and how to create a Netflix-likecustomer experience, with five crucial steps tosuccessfully embark on an AI journey.3

I. How AI is deliveringon its potentialIn simple terms, Artificial Intelligence(AI) is processing large amounts ofdata to “learn” solutions to problems.One of the founding pioneers ofAI, professor John McCarthy fromStanford University, described itas “the science and engineering ofmaking intelligent machines”. But ittook many years for AI to overcome itsbiggest obstacle: the lack of computerstorage and processing powerrequired for the vast amounts of datafor AI systems to function well.Thanks to computing power and datastorage advancement through cloudcomputing, AI is now well-positionedto do incredible things and can be25% 40%Gartner predicts that 40%of interactions will be fullyautomated using AI and selfservice in 2023, up from around25% in 2018. Automation is keyto CX excellence, and brandsmust act now to uncoverthe opportunities.usefully deployed in practically everyindustry. Yet, there is plenty of hype,jargon, and abstract technology,making it difficult for non-expertsto identify the most interestingopportunities to apply AI in everydayuse cases.Transforming workforce productivityis an important area where AI deliversexcellent value through automation.20182023The purpose of automation is not about replacing humanswith machines; it’s about changing the tasks usually carriedout by humans who can focus on more purposeful work andoptimize workplace productivity.4

II. How AI-led operationalprecision improves CXThe best AI tools leverage cloud technology anddata to deliver powerful support solutions and anincredible level of operational precision in contactcenters across some key areas:AutomationResolve more cases with improved accuracy,automating repetitive processes, allowing agentsto focus on higher-order tasks. The cost per casedecreases and customer satisfaction improves.DiscoveryDiscover patterns hidden deep in the vast amountsof customer interaction data, and boost performanceresults with predictive recommendations.AssistanceDeliver faster service, reduced escalations, andenhanced performance. Arming agents with AIpractical assistance reduces handle time, mitigatesagent errors and improves first contact resolution.PredictionBetter predict future outcomes using AI to analyzepatterns and historical data. Create models thatcan predict customer behavior more accurately.OptimizationReduce agent stress by eliminating search andbrowsing tasks with AI recommendations - drivinghigher value customer interactions.5

PrescriptionProvide agents with intelligent guidance, recommendingnext best actions to resolve customer issues ePredictionSimplify how agents receive recommended next stepsor next best actions by proactively delivering informationin a single interface, thereby preventing agents frombeing scattered between several data sources.AlertDetect and react quickly when something goeswrong without any manual intervention. Get alertsabout specific data points, detect anomalies andunusual deviations from the norm to trigger ommendationAlert6

III. How the path toa Netflix-like CX mustinclude contact centersNetflix relentlessly focuses onpersonalization and customerexperience, making it one of theworld’s leading online entertainmentproviders and valuable brands.Companies across all industriescan benefit from understandinghow Netflix uses AI to transformCX.Customers love the speed andsimplicity, for which Netflix usesAI to go beyond personalizationby focusing on customer interactions,identifying friction points, and workinghard to remove them. Netflixunderstands that customer adoptionrequires eliminating unnecessaryhuman interaction or human control,providing a baseline for frictionlesscustomer experience.Contact centers can support everypiece of the CX value chain byimplementing and operationalizingAI across all customer interactions.Excellent customer experience requires findingautomated ways to collect data points across variouscustomer touch points, including complaints, supportrequests, transactions, and feedback.7

IV. The five crucialsteps to embed AIinto contact centersContact centers are a large source of customerinformation. They can generate enormous quantitiesof data through interactions and integrations withapplications across the entire CX ecosystem,including a CRM, ticketing tool, and an eCommerceplatform.Implementing the right AI tools will help to harnessdata to make fast decisions or quickly deduceconclusions. Contact centers can take moreproactive actions, moving away from complicatedIVRs and long wait times that cause customerfrustration and damage brand value.8

STEP 1:setting the stagefor AI successCloud APIs make it easier to collectdata that allows AI to solve problemseffectively. With data points‘everywhere’, contact centers needto capture data across channels,interactions, and users. Robustintegrations help to combine servicesand data from diverse systems andapplications.Many enterprises consider AI as acore part of Digital Transformationprograms, providing extensiveopportunities across key areas,such as:Automationand optimizationAI follows pre-programmed rulesto handle simple and often repetitivetasks in an expedited manner,automating the most repetitive tasksand letting agents focus on delightingcustomers. Recommendations fromAI also lead to optimization of theprimary metrics that define contactcenter’s day-to-day operationperformance. For example, improvingCustomer Satisfaction (CSAT) andNet Promoter Score (NPS) to reduceagent stress by eliminating search andbrowsing tasks to simplify agent effort.Detectionand discoveryRelying on AI to cultivate datafrom billions of interactions leadsto actionable discoveries andcustomer insights that drive predictiverecommendations and optimizeagent and contact center efficiency.Additionally, if something goes wrong,the AI “brain” should send an alertabout specific data points, reducingshort and long-term training effortsthrough real-time error identification,for example.Prescriptionand assistanceDirectly or indirectly, every personain the contact center can benefitfrom AI practical assistance. AI shouldrecognize new patterns and suggestthe next best steps based on thatrecognition, empowering agents withintelligent guidance, recommendingthe best actions to solve customerissues. Proactively deliveringinformation in a simple interface alsoprevents agents from being scatteredbetween several data sources.Similarly, contact centers shouldreduce manual supervision, leveragingautomated guidance to trim downagent-supervisor ad-hoc interactions,giving supervisors more time to focuson workforce engagement activitiesand agents more quality time withcustomers.9

STEP 2:using Speech Analytics to improvehumanized automationThe COVID-19 pandemic forcedcontact centers to reinforce theirstaffing and divert interactions todigital channels like chatbots. Butthere were worries about the lackof human empathy that can arise fromautomated conversations coupled withthe impact of process automation thatcould threaten job losses in contactcenters.Natural Language Processing (NLP)analyzes hundreds of millions ofcalls, learning why people call thecontact center and categorizing allconversations from customer-agentinteractions.NLP infused tools like SpeechAnalytics uncover opportunitiesfor process automation for multipleuse cases, relying on capabilitieslike:SentimentanalysisBy analyzing customers’ voice toneand listening for keywords during theconversation, AI helps identify processautomation enhancements for a bettercustomer experience.Topic andintent analysisBy revealing topics and keywords thatare being discussed to holisticallyapproach customer demands faster.Call transcriptioncardsCustomers are now morefamiliar with digitalengagement channels,and business leadersare following the trendrecognizing the potentialcost benefits of automation.In 2020 digital channelsaccounted for 80%of marketing budgets.By using speech-to-text and NLP forbetter and faster on-call answers andafter-call work.10

Speech Analytics data can positively impact criticalmetrics, like Average Handle Time (AHT), First CallResolution (FCR), and cost per contact (CPC), by:Hi, I’m Mike,how can I helpyou today? Identifying the best IVR setup (e.g., new IVR exits) Making agents more knowledgeable Empowering customersHi, I’m Alice, I would liketo know what paymentmethods do you accept.AgentPerformanceHumanizing automation in CX is a fine balance.Before jumping into automated environments,contact centers should consider developinga set of customer journey maps and identifyinghow customers navigate them. Then, separaterepetitive tasks from the more complex onesto evaluate automation opportunities and set tasksthat benefit from agents’ human touch, assistedwith AI.AnalysisNaturalLanguageProcessingHi, what paymentdo you have?IVR AnalysisI was wonderinghow can I pay?PaymentKnowledgeGraph “Brain”IntentIntentSpotting11

STEP 3:introducing Agent Assistto workflowsAI can empower agents with apersonalized assistant that listens,learns, and provides intelligentrecommendations in everyconversation to help resolvecomplex customer issues faster.An AI-powered agent assistant canbrowse a knowledge base, wholeconversations, and all the availabledata to fetch the most relevantdocuments related to a customerquery and present it to the agent.For Contact Centers with a transientworkforce, an AI-agent assistant toolwill simplify onboarding processesand ramp-up new hires with contextualinformation during calls, reducingthe need for manual supervisionand assistance. Features include: Real-time actions and quickshortcuts: Reduce the need to leavethe customer on hold or transferthe call to a different agent ora supervisor. Smart notes: Summarize the entireconversation and show the agent’stranscript to accept or modify it. Real-time analytics and errordetection: the agent assist canmonitor the call to ensure the agentgoes through the standard protocoland follows the established script.CustomerThe information extracted from thismonitoring can later be used to offertraining recommendations in real-timeor after the call.AgentKnowledgeAgent AssistGraph “Brain” Automatic data entry: Whensomeone calls, an agent assistantcan make the right application popup with the customer’s name andaddress, so the agent is not delayedby having to type in any data. Escalation assistance: It is nerveracking for the customer when theircall is transferred and they have todescribe the entire situation all overagain. With a powerful agent assist,the complete customer record issummarized, extracted, and deliveredin just a couple of bullet points to thenext agent or supervisor.Knowledge BaseCRM/CSMConversationalTranscript12