This works for the web experience because we get the thing we’re looking for immediately, and the elements brought to us via personalization are unobtrusive. For example, on the Google search results page, the main results are in the center of the page, with relevant ads at the top and on the side. On an Amazon.com shopping page, the item we chose is at the top of the page, and recommendations/substitutes are below.

Note that in both cases, the design allows direct access to complete the desired task – getting information or completing a transaction – we’re interested in, and puts the other information nearby – in case we need it.

What about the telephone?

The key difference from a communications point of view between visual and audible content is fast random access vs. linear, fixed speed listening (delivery). Audio requires attention, where graphical content is less demanding. It’s ok if your eyes wander a bit while you think and return to a page, but if you get distracted while listening you often need to listen again. This attention makes audio a bit more involving and more personal than a pure graphical presentation. Both these qualities – linear delivery and the involving nature play key roles in the use of personalization.

Arguably, the most critical factor to consider when using personalization techniques on the phone is the relevance of the information you provide. The relevance test is more important for callers than for web visitors due to the qualities of each channel. Highly relevant personalization strategies will add value by shortening calls, increasing automation, and providing increased customer satisfaction. However, if the relevance isn’t high enough, you’ll be presenting information to the caller which is potentially “in the way” of the caller’s objective. If you have any information to present which may not be relevant, be sure to consider presenting it only after the caller has completed their primary task.

Be sure to check out the new TuVox personalization module, a great way to get together the data and rules you need for a highly relevant set of offers.

Unfortunately, my son got an injury while at a Boy Scout event earlier this year. He and a knife got acquainted a bit too closely…and ended up needing emergency treatment. He’s fine (he doesn’t seem to be very sensitive to pain, as we’re finding). In any case…

I received a bill from the emergency center, and Kaiser paid part of it, leaving some in dispute. When I called Kaiser to appeal (at a minimum for help), I had a classically bad phone experience. Layers of touch tone menus, jarring on-hold reminders that my call is important, etc. I got ahold of a great agent who offered to transfer me to the appeals group. When she went to transfer me, I heard more hold music…and then I was disconnected. OK…start again.

Next call…same upfront experience. But then I got back to the same agent. Miracle or plan? I’m not sure, but she apologized and offered to quickly transfer me. We go to the transfer and … once again … disconnect.

Of course, you’ve been here too. I started laughing/crying. I’m 30 minutes in to this experience and about to start again. Some office-mates walk up and ask what’s going on. I explain my lament…and while I’m explaining, my cell phone rings. It’s the agent! She has tracked me down, apologizes again, and tells me how to conduct my business with a fax.

Needless to say, given the circumstances, I was very pleased.

Amanda, if I can figure out how to put you up for a commendation, it’s coming.

There’s been a long-standing trend in the contact center industry that’s been at the center of cost reduction.

Specifically I’m referring to “labor arbitrage”: The process of substituting lower cost labor from other geographies.

This global phenomenon has gone through some unique phases:

• Lower-cost in-country resources
• Outsourcing to specialist firms
• Lower-cost cross-border resources

The economics behind this process have been extremely compelling for contact center managers. That said, from my recent conversations with executives, I have gotten the distinct impression that the arbitrage has slowed down or even stopped. Some companies have clearly pushed as much labor as they can across borders.

I was wondering how this looked at a global scale, and so I did a little analysis.

Datamonitor, a leading analyst firm that covers contact center agents and technologies, shows continued growth at about a 4% compound annual growth rate (CAGR) in agent positions worldwide. (For you math geeks who want to check out my calculation, here are the raw numbers – 2007: 7.9M; 2008: 8.2M; 2009: 8.6M; 2010 8.9M).

Now the comparison. Datamonitor shows that the CAGR for outsourced positions is dropping substantially for the

U.S.: 2006-2008: 15% vs. 2008-2010: 5%. That’s a huge shift in the rate of change of the rate of change (yes calculus fans, that’s the second derivative! Mr. Piatt, my math teacher, will be so pleased!). But what does it mean?My take: this validates what I’m hearing from executives. What we’re seeing is that most of the “labor arbitrage” that can be achieved has been ‘squeezed out’ of the system. It appears that the remaining positions can’t be taken across borders for structural reasons (legal/privacy restrictions, customer service quality concerns – real or perceived, availability of skills, management overhead, rising cost of labor globally, etc.).

Says Spock, eyebrow raised: intriguing.

Our perspective is the continued cost pressures faced by contact centers will turn to other fronts. In particular, this will continue to accelerate the adoption of self-service technologies, including kiosk, web self service, and of course voice self-service.

We were thrilled to hear that Steve Jobs was reviewing the prompts for the iPhone voice system – what a testament to branding and concern about the customer experience! The idea here is simple: help the caller get to the right company when they need help – either AppleCare or AT&T.

Thank You Steve Jobs & The Apple Team!

We wish the best to Apple with the iPhone launch.

-The TuVox Team

Personalization Arrives in the Voice Channel

It’s amazing how quickly you get used to personalized customer service. Most merchants and companies I do business with have a personalized web experience. On Amazon, Netflix, eBay I’m greeted by name. My recommendations are highly tailored and my account information is readily accessible.

I’ve been waiting for this for years on the phone, and it’s finally happened.

I was just greeted by name when I called American Airlines. It’s about time!

American has just deployed a really amazing new system that has some really cool features. My favorite is one of the simplest — I can opt-in so my cell phone is recognized, so I’m immediately identified and authenticated.

“Thanks for calling American Airlines. Welcome back, Steve.” It’s very cool. Better yet, I get proactive service — when I’ve got a flight coming up, I automatically get flight status. When I land, I’m offered help with lost baggage. If I need to be rebooked, it is handled automatically. The most common options are menu-free — they’re proactively offered.

The phone has taken a huge step forward.

Are you an American frequent flyer? Try it! You can get information on the American Airlines website.

TuVox built this system using multiple personalization techniques. A series of dynamic features are used to create a highly personalized experience. Some of the personalization features include greeting by name and context-specific menus — so that I’m only offered appropriate choices at any point.

The other key element of a next-generation personalized experience is what we refer to as ‘anticipating intent’. The American application looks at your current status to see if you’re flying; if you’re between legs of a trip; if you’ve just landed; if you’ve got an upcoming return flight, etc. On top of your status is event-based information — are planes late, have you been re-booked. The combination of these may result in a high probability reason for a phone call.

Anticipating intent allows American to offer service without having to present a menu selection. This is very forward-thinking and breaks significant new ground for a phone system.

This is the phone system of the future, here today.

Putting a Voice to your Key Support Knowledge

Second, are callers who have not used the web – either it’s not convenient (they’re mobile) or they just didn’t bother. In any case, BOTH know there’s a website. Just telling them there’s a support website is a waste of their time and precious telecom costs.

That’s a shame, when it’s relatively easy to help callers with knowledgebase content right on the phone. Or, just a way to guide callers to specific information online – not general message, but a specific page that will help.

The question is:
Why aren’t companies making this information available over the phone?

If you’re in charge of providing telephone-based support at your company, I have to ask — are you leveraging this information across all customer interaction channels, including Web self-service and voice self-service?

The reality is that some customers will use Web support and some won’t. In many cases, customers have tried Web support, but couldn’t easily find a solution.

Others might not have tried Web support at all — some customers are unable (not near a computer, technologically challenged, etc.) and a few are unwilling — they would prefer to speak with a live customer service representative at any cost.

For these reasons, your technical support line continues to ring (and ring). And every call handled by a live agent is costly, cutting into ever-narrowing profit margins.

When customers have reviewed all your Web articles, and are willing to wait any length of time, it is difficult to decrease the business impact of these calls.

For all other callers, however, using voice automation to access your knowledgebase can save up to 90% per call.

To successfully automate a large percentage of routine technical support calls, there are five key best practices to keep in mind.

Download the rest of the article here.

5 Best Practices to Make Your Knowledgebase “Talk”