1. “Customer Experience; You’re invested, now get ROI “
Martha Brooke
Chief CX Analyst & Founder
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“Customer Experience: You’re invested, now get ROI” is sponsored by the following partners:

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Thanks for joining us this morning. My name is Brian LaRoche of CallMiner.
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5. “Customer Experience; You’re invested, now get ROI “
Martha Brooke
Chief CX Analyst & Founder
So again, thanks for joining us today. This is Brian LaRoche, a member of CallMiner’s Marketing Team and your host, moderator and co-presenter for today’s webinar. For those of you not familiar with us, CallMiner develops customer interaction analytics software and solutions to improve the performance of your agents, your contact center, and your business as a whole.
We host webinars on a monthly basis with the goal of sharing topical, relevant subject matter for the call center industry as well as best practices and results from various organizations and industries that have implemented customer interaction analytics programs within their contact center.
We are excited you have joined us for this highly topical webinar “Customer Experience: You’re invested not get ROI” and are very pleased to have join Martha Brooke of Interaction Metrics here with us today for this enlightening webinar.
Martha Brooke of Interaction Metrics,,,,,,,,,,,,,,bio
Martha is the Chief CX Analyst and founder of Interaction Metrics and oversees client programs while leading top-rated sessions on actionable CX metrics to improve customer experience. Martha has had a lengthy career in customer service evaluation, customer satisfaction surveys, and actionable metrics. She has a passion for the social sciences and is certified in Black Belt Six Sigma.
Shaunta is the Training Director for NCC and has been with them since Prior to this role Shaunta lead the training and quality assurance effort for a large communication 3rd Party Vendor. Shaunta serves in both the Recruiting and Training roles relying on her background in the financial services industry to support the human resources, Operational Management, Analytics and coaching roles within NCC.
In order to set the stage for Shaunta’s presentation today, we are going to spend a couple of minutes giving a quick overview of the analytics technology organizations that support ideal agent performance and optimal contact outcomes.

6. But First, a Survey Question…
What methods do you currently have in place to assess your Customer’s Experience sentiment?
Interaction Analytics (i.e. Speech, Chat or Text Analytics)
Surveys
Journey Mapping
Mystery Shopping
Currently not measuring Customer Experience sentiment
Survey Question:
How are you currently assessing agent contact efficiencies in your contact center?
Manual monitoring only
Manual monitoring plus contact center platform stats 
By interactions analytics driven reporting plus other forms of input

7. CX programs for
SIGNIFICANT ROI

8. EXPERIENCE

10. Deliver a Great Customer Experience!
Customer Feedback Programs
Customer Service Analysis
Customer Surveys
Interviews
Verbatim Analysis
Journey Maps
Customer Service Evaluations
Customer Service Metrics
CX Skills Coaching
Mystery Shopping

11. STATUS QUO
Explaining Why Companies Struggle to Get ROI on their Customer Experience Programs

12. … because most CX approaches are subjective
& simplistic

13. Get for our 20 Point Checklist
Examples | Subjective & Simplistic:
Get for our 20 Point Checklist
Customer Feedback
Customer Service
Small Sample – Skewed
Sampling Errors
Response Bias
Ignoring or merely reading customer comments
Small Sample of Tested Interactions
Sampling Errors (as available)
Scoring Rules not based on customer priorities, often just a check list with limited definitions

14. This results in a view of CX that’s FLAT & FALSE
You don’t know:
How to increase average order size
How to increase customer loyalty
How to increase conversion
And you certainly don’t know how to prove ROI

15. The mindset and approach you need to drive CX ROI.
THE BETTER WAY
The mindset and approach you need to drive CX ROI.

16. Objectivity:
Objective facts are how you improve. If you don’t improve, ROI is zero.
Representative samples
Replicable results
Robust Data –high fidelity to cx

17. Commit to a Customer Feedback Process
2. Identify and Prioritize Gaps
DATA SOURCES
1. Measure x
IVR Survey
Surveys
Cust. Interviews
3. Client Leads Action
3. Depending on Size Offload to software for ongoing tracking

18. AND a Process for Customer Service Analysis
2. Identify and Prioritize Gaps
DATA SOURCES
1. Measure x
Recorded Calls
Chat Transcripts
Cust. Reviews
4. Vendor Leads Action
3. Depending on Size Offload to software for ongoing tracking

19. Two examples of how objective facts & improvement processes drive ROI:
1. Computer Hardware Co.
2. Ophthalmology Chain
CUSTOMER FEEDBACK
CUSTOMER SERVICE $
Nominal compared to the average relationship value.
Nominal compared to the procedure volume & value
Investment

20. Computer Hardware Customer Feedback
What They Do
Computer Hardware Customer Feedback

21. $13 Million One Facet of the Business $ Before Number of Distributors
645
Average Relationship Value
$95,000
Revenue from Distributors
$61 million
$ Before
Incremental Revenue Gain 2 Years Later
$13 Million

22. Tools Before Tools After Survey based on a template. OBJECTIVE
Have you ever called our service department?
If YES: service questions
If NO…
IT Support
Procurement
IT Director
CEO
Relationship Score
OBJECTIVE
Survey with dynamic branching logic to ensure relevancy for each customer type.
Customer Effort Score
Respondent interviews to deepen the data
Phone survey for non- respondents to balance data
Verbatim analysis to quantify themes in open ends.
Employee
Employee survey to capture blind spots

23. Metrics Before Metrics After 88 NPS 49% No further insights QCI™ Score
PLATINUM CX™ 88
QCI™ Score
Relationship Score
Customer Effort Score

24. CONTROL RISK
Who isn’t responding to the survey
What are you neglecting to ask about
Risk that there is something going on that you don’t know about

25. CONTROL RISK
Who isn’t responding to the survey
What are you neglecting to ask about
Risk that there is something going on that you don’t know about
Their Priorities

26. Who isn’t responding to the survey
CONTROL RISK
Who isn’t responding to the survey
What are you neglecting to ask about
Risk that there is something going on that you don’t know about
Identify Specifics. Then Act.
Distributor Priorities
Improve Regional Presence
Product Samples
Two Whitepapers: product innovation & product comparisons
Direct End Users 50%
Indirect End Users 38%
Distributors 22%
Response Time
Problem Resolution Specifics
Improve Return Policy – Supply Chain Issues
Employee Blind Spot
Distributer Reach Out
Clarify Territories

27. $13 Million $ Before $ After Incremental Revenue Gain 2 Years later
Number of Distributors
645
Average Relationship Value
$95,000
Revenue from Distributors
$61 million
Number of Distributors
645
Average Relationship Value
$115,000
Revenue from Distributors
$74 million
$ After
Incremental Revenue Gain 2 Years later
$13 Million

28. Ophthalmology Chain Customer Service
What They Do
Ophthalmology Chain Customer Service

29. $85,000 $ Before Prospect calls per day 500
Callers that come in for a consult
300
Consults that convert to patients
100
Revenue
$500,000
Incremental Revenue Gain Per Day
$85,000

30. Tools Before Tools After
As time permits, supervisors use a generic checklist as they listen to CSRs and read through chats.
Announced hold-time. 
Answered question.
Said “Thank You!”
Gave an incident number.
Tools Before
Specific and objective scoring rules, weighted based on customer and interaction type, allowing for objective evaluation of each call, chat, or .
Tools After

32. Metrics Before Metrics After 59 Hold Time Handle Time Abandon Rate
Element Scores
QCI™ Score
PLATINUM CX™ 59
Which breaks down into more nuanced metrics.
Persuasion Score

33. This informs targeted model answers and skills coaching.
Nuanced & specific metrics highlight exactly where things are going wrong.
Element Scores
This informs targeted model answers and skills coaching.
Which drives improvement.
Persuasion Score

34. $85,000 $ Before $ After Incremental Revenue Gain Per Day Revenue
Prospect calls per day
500
Callers that come in for a consult
300
Consults that convert to patients
100
Revenue
$500,000
$ After
Prospect calls per day
500
Callers that come in for a consult
350
Consults that convert to patients
117
Revenue
$585,000
Incremental Revenue Gain Per Day
$85,000

35. Non-Financial Reasons to Invest in CX
PROVEN FACTS
Show stakeholders you’re invested in CX.
CONTROLLED RISKS
Control the risk of poor word-of-mouth. Control the risk that customers are not buying as much as they could.
BETTER CX
Take advantage of the high correlation between customers feelings and how much they spend.

36. Whether you collect customer feedback, or have a customer service team, you’re invested in customer experience.
When you’re already invested, why not spend a fraction more—to drive ROI?

37. Takeaways | For CX ROI: Combine powerful methods Get objective facts
Have end-to-end processes
Identify specific actions items
Then, act! (and measure!)

38. “If you can’t measure it,
The Simple Value of Automated Interaction Analytics “
“If you can’t measure it,
you can’t improve it.”
As the product marketing manager for an analytics company I am sure it will be no surprise to our audience that I strongly advocate that contact centers should leverage automated interaction analytics as a key tool in their belt to achieve optimal contact outcomes with your patients.
For any organization serious about improving their Customer Experience and Satisfaction levels (and its clear everyone watching this webinar is keenly focused on that objective), the only way to improve is to measure, discover what working right or wrong in your environment and take the steps necessary to adjust, adapt and optimize your customer’s experience.
I hope Peter Drucker didn’t mind me “hacking up his quote”!
Lord Kelvin

39. Complete Engagement Analytics Product Portfolio
Analytics workbench, category/ scorecard configuration
Agent and supervisor feedback performance portal
Exportable customer engagement analytics structured data
Real-time automated quality monitoring, agent assistant
All Protected by

40. Automated Interaction (a/k/a Speech) Analytics - Explained
100%
Interactions
With metadata
Transcription &
acoustic measurements
(redacted)
Use case specific
automated tagging
(language patterning)
Use case specific
Scoring, trending
& tracking
Compliance, behavior & targeted coaching and marketing insight
Calls
Agitation
Chats
Word Tempo
Audio
Values
Silence
Surveys
Text Messages
Agent Info
IVR Details
Caller Info s
Metadata
Values
CRM Data
Twitter
WFO Data

41. Automated Interaction Analytics - Explained
100%
Interactions
With metadata
Transcription &
acoustic measurements
(redacted)
Use case specific
automated tagging
(language patterning)
Use case specific
scoring & tracking
Compliance, behavior & targeted coaching insight
Thank you for calling ABC Corp. How can I help you?
This is my third time calling! You overcharged me on my last bill. I need to speak with a manager!
May I confirm your name, address , and address? your account?
I’ve already given that information to the previous agent This is ridiculous !
Proper
Greeting
Right Party
Contact
Dispute
Language
Compliance Language
Dissatisfaction
Empathy
Agent
Effectiveness
Politeness
Close
Language

42. Automated Interaction Analytics - Explained
100%
Interactions
With metadata
Transcription &
acoustic measurements
(redacted)
Use case specific
automated tagging
(language patterning)
Use case specific
scoring & tracking
Compliance, behavior & targeted coaching insight
Use Cases
QA and Performance
Identify Opportunity for improvement
Identifying Voice of the Customer
Improving Customer Experience
Show Data Output of Complaints/Disputes
Show Data Output of possible compliance violations
AGENT
QUALITY
BILLING ISSUES
DISATISFACTION
WARRANTY
ESCALATION
COMPETITOR
MENTIONS 72 81 76 35 59 45

43. How Speech Analytics Works
100%
Interactions
With metadata
Transcription &
acoustic measurements
(redacted)
Automated categorization
and tagging
(language patterning)
Configurable automated
scoring & tracking
Compliance, trends, behavior & targeted coaching insight
ALERT
ANALYZE
FEEDBACK
API
Real-time
Monitoring
Search, Trend, Discover
Compare, Report
Automated Quality or Performance Management
Exporting Data to 3rd Party Applications

44. Measuring Customer Satisfaction (example)
Beyond surveys alone, Interaction Analytics scores every customer contact…
dissatisfaction Language
long duration
competitor
Mentions
high silence
escalations
compliments
positive comments
acoustic agitation
After describing the theory of how analytics works, this slide explains how you can make a score to measure customer satisfaction. The tags and acoustics represent the data that you can extract from any call interaction. These can be converted to “points” and combined into a score.
actionable
insights
satisfaction score
insight
tagging
(language patterning and acoustics)
negative comments
holds - transfers
confusion
churn mentions

46. Real Results by Analyzing 100% of Customer Interactions3%
26%
30%
12.8%
7.6%
REDUCED AVERAGE
CALL TIME
IMPROVEMENT IN
TOP BOX SCORES
CUSTOMER SATISFACTION
IMPROVEMENT IN
MULTI-PRODUCT SALES
INCREASE IN
INCREASE IN FCR
NET PROMOTER SCORE
INCREASE IN
Reduce AHT and # of Contacts
Identifies drivers that extend call lengths or create call back situations
Improve Customer Experience
Pinpoints ideal customer journey paths and optimal agent behavior
Increase Revenue Results
Discover/create best practices for sales, cross- selling, churn reduction, etc.
Build Brand Loyalty
Show your customers you are valuable and unique

47. Q&A and next steps
1: so if you only had one question you could ask on a survey what would it be?
(my answer, every company is different and templates are not the best approach but a very common question we write is about the comp.)
2. do you have a way that you look at CS – you talked about elements, but I wasn’t sure if there were factors common to all companies?
(my answer, the 4 dimensions) but I may wind up covering this, not sure.

48. Educational Webinar was brought to you by

49. Today’s Educational Webinar
FREE WEBINAR
Today’s Educational Webinar
“Customer Experience: You’re invested, now go get ROI” is sponsored by the following partners:

50. https://callminer.com/#see-a-demo
Our On-line ROI Calculator, ROI Whitepaper, ROI Input Checklist and Aberdeen Report on “How to Fund Speech Analytics” available on CallMiner’s website at the links below.
ROI

51. Upcoming Feature Showcase:
“Achieving Operational Efficiency
with Speech Analytics”
Upcoming Feature Showcase:
“Achieving Operational Efficiency with Speech Analytics”
August 10, :00PM EST
Upcoming Webinar:
“5 Tips for a Successful Implementation of Speech Analytics”
August 17, :00PM EST
callminer.com/webinars