Customer Strategy & Planning 2018 - Be Your Personal Best 23rd -24th April 2018 The Majestic Hotel Harrogate - Professional Planning Forum
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Be Your Personal Best
Customer Strategy
& Planning 2018
23rd –24th April 2018
The Majestic Hotel
Harrogate
#ForumConf
Sky UK – Making good conversations great
§ Welcome to this Case Study
Presentation by Sky UK
§ There will be time for your
questions after the presentation
Simon Butler
Head of Planning
esure Insurance Services Ltd
Session Chair
Raising Standards in
2 The
Forum Customer Operations
Be Your Personal Best
Sky UK
Making good conversations
great
Scott Kerr
Speech Analytics Transformation
Manager
James Mitchell
Speech Analytics Transformation
Manager
#ForumConf
iAnalytics & Save Sky
The Forum Customer, Strategy & Planning Conference, April 2018
Britannia
5
6
Welcome to Sky
The Emoji Movie
People + Team + Customer
Our Customers & Products Watching anytime, anywhere
62m 11m 1000+
22.9m
Products Connected Movies On
Customers
(Up 20m in 5 years) Homes Demand
Our People, Locations & Operations
32
16k
sites including contact Operating across the
31,000+ Customer Advisers
centres, technology UK, ROI, Germany,
Employees &
hubs & broadcast Austria, Italy & Spain
3k Engineers
centres
What is Speech analytics?
Paddington 2Genesys SpeechMiner
Speech to Phrase Topic Analysis KPIs & Metrics
Analysis Key topics of
Speech Analytics data
Language analysed by conversation can be
is overlaid with
the engine to enable drawn out of the data
metadata to refine
identification of pre- by assessing the
the outputs in line
programmed Sky phrases present on
with business needs
• All calls handled phrases calls • Improved
are recorded and operational
attached to performance via
metadata access to
• Metadata SpeechMiner
includes Agent Dashboards.
Name, Agent • Narrowed focus to
Group, Call Output can cover a calls of interest for
This can include
Date/Time, topics such as Call range of KPIs sampling and root
Agent Location & Acoustic Analysis Reasons, Key Facts, including Sales, cause analysis.
Sounds are assessed Retention, STS, NPS • Trending of Speech
Department, Product Promotion,
survey promotion
by the engine to PINC, Competitors Data over time to
Customer ID, Call identify silences, cross- data capture etc
Outcomes etc talk etc
infer impacts of
change initiatives.
11• Facilitating better • Providing additional • What do our advisers • Working in partnership
customer conversations governance on process and customers talk with the business to
through fact based adherence, compliance and about and what phrases identify process
analysis and coaching introducing a risk based truly matter most by improvement
leading to more approach to support subject? opportunities for our
consistent performance advisers who require our • Defining best in class customer, business and
outcomes. immediate support to behaviour across a people.
• Provide Leaders with deliver the best customer range of KPIs with an
easy and quick access to service possible. aim to replicating.
relevant calls across a
range of KPIs for targeted
coachingCustomer Increase
Compliance
Experience Efficiency
• NPS • Customer • Broadband re-
• CSAT cancellation contracts
• Silence & Hold language • Adviser/Customer save
• Long calls • Under ID&V language
• Mobile sales
13Our innovation…. The Lego Batman Movie
16
17
So what are the benefits?
19
20
Save Sky coaching & the Awesome adviser case study
2122
1
Channels, household viewing tastes, tenure
2
What products are used most often and how they’re consumed
3
Channels, Sports, Cinema, Kids etc
231 The more skill topics are being discussed the better the save rate.
Combination of topics is important – some work better than others.
2
Customer Discovery alone is not enough!
Discussing competitors alone does not lead to a great Save outcome- to
3
counter focus on Sky’s fabulous products and content.
Top 2 topic combinations have the more positive save rate and lower
4
average offer cost.
2425
People feedback
26Use of categories and
topics
Providing Clarity Allows quick and easy
Provides clear visuals access to relevant calls
allowing quick access to and jump to the key point
the core of a KPI quickly. of the conversation.
Saves Time Central Source
Allows for a shorter Easy access to understand
preparation time the behaviours driving KPIs
Regular Reporting Has Energised Coaching
Published for completed Multiples KPIs can be
week and WTD coached in a single session
2728
• Fact based data • Help land new • Coaching improvements
• Representative of initiatives through the eyes of the
performance • Allows tracking on Adviser
• One version of the truth effectiveness
29Billions Series 2 Business benefits
Customer Increase
Compliance
Experience Efficiency
31• OFCOM have revealing Sky have the least customer complaints across Pay TV, Talk & Broadband for every
quarter for the last two years!*
32
*Source: OFCOM website 18th April 2018Future state innovation
Monster Family- Medium level of accuracy. Highest data reliability -
- Industry standard ~70% Accuracy achieved within Sky ~85% +
- ‘Directional’ information Identifies hold / silent periods - PHRASE
TRENDING - Surfaces the ‘unknown’ Identifies the ‘known’ -
- Terms can be added to Phrase Recognition Quality data for reporting / coaching - RECOGNITION
+ No set-up required * High accuracy +
+ Rapid identification of issues Ideally suited for: coaching, reporting and
+
Genesys compliance monitoring
- Lower accuracy
Text Speech Phrase Longer set-up period -
- Does not work well with small datasets Miner
- Not ideal for structured reporting
34Available
What does it actually mean?
Identify now
• A statistically based word and phrase self-discovery tool In Emerging
progress Insights Issues
Phrase
What does it do? and
Discovery
Statistics
• Surfaces the unknown
• Providing directional information about the ‘communal’
conversation ‘Deep-
What data does it use?
Dive’
Investig- Trending Inform
Planning
• Trending uses the transcripts of the call audio files, ations
however the logic can work on any text based data
• e.g.: Messages, survey answers, NPS verbatim etc. Process
Build
Improve-
How does it work? Rapport
ment
• Uses statistically based algorithms to determine the Challenge
Thinking Partially
most valuable words and phrases from a set of call
transcripts supported•Monitor and React
Identify •Reduce lead-times for setting-up Increase Planning
Emerging
new projects (in multiple Accuracy
Insights Issues
Phrase departments)
and
Statistics
Discovery Improve Processes
•Increase planning accuracy
Enhance Customer
‘Deep- •Rapid validation of what the Experience
Dive’
Investig- Trending Inform
Planning business ‘think’ is happening.
Increase Efficiency
ations
•Improve Rapport with Customers Expand Reporting and
Process Insight Capability
Build
Improve- •Improve Insights across multiple and
Rapport interacting factors e.g.: Processes,
ment Enable rapid informed
Challenge Products, Communications
Thinking Operational Decisions
•Protect Sky’s reputationPitch / Promotion / Opportunity & Conversion /
Customer Intent
“Best in class” Promotion Effectiveness
Good morning, thanks As part of the home move journey What Offers / discounts Does the adviser close the sale?
for calling Sky. My does the Adviser profile the are discussed. Were
name is Sarah, how customer and promote the upsell opportunities fully
can I help you today? features and benefits our products explored
& services
Advisor
App Product Holding STS, Sell Well & product Mention Topics Product Holding
SCT
Tag (Pre Call) (Post Call)
Acc Hi, Sarah – I’m just in I’m really interested 10% off TV & Broadband
No the process of moving in Movies and like sounds fantastic – I’d like
home and would like the idea of being to go ahead with that
to transfer my Sky to a able to download please
Customer new property box sets
Opportunity Promotion Effectiveness
Week ? 71.8% 10.2% 18.9%
How many Of those where Of those we
customers did not these is an promoted to, how
hold any sort of TV opportunity did we often did we
Product. promote achieve a sale?• Combining the Meta Data and Speech Phrases we can actually start to drill-down to Adviser-Level.
• By doing this we can see who is has the opportunity to promote, who is taking the opportunity and who is
effective when they do.
• Below we take a quick look at two real Advisors from Londonderry and their data for Weeks 8-10:
Calls Opportunity Promotion Effectiveness Calls Opportunity Promotion Effectiveness
Gareth 34 91% 16% 80% Amy 41 76% 68% 19%
Here, Amy is clearly eager to promote for one reason or
So here we can see that Gareth wasn’t promoting as perhaps as
another she isn’t succeeding by combining Speech and STS Data
much as he should, but he was quite effective at getting sales
we can drill-down to calls and help investigate why Amy’s
when he did. Through drill-down coaching this behaviour could
promotions aren’t working and eventually increase her
be encouraged more.
effectiveness.
• By giving CELs and coaches the tools to drill-down, we can begin to use coaching time to improve Sales
Effectiveness advisor-by-advisor.
*All Data is taken from Weeks 8-10.Be Your Personal Best
Case Study
Thank You
Innovation Award Finalist 2018
Sky UK – Making good
conversations greatTable buzz discussion
■ What was the most significant part
of this for you?
■ Which ideas may be transferable
to your organisation?
■ What is your top question?
40 Raising Standards in
The
Forum Customer OperationsNational Awards & Gala Dinner
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p roje uals s pe mi n a
ak t
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gn d in he o
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Re s an For w ope
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tea
m tea ,
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Finalists’ days in June &
July
Gala Dinner
20th September, London
Raising Standards in
41 The
Forum Customer OperationsBe Your Personal Best
Customer Strategy
& Planning 2018
23rd –24th April 2018
The Majestic Hotel
Harrogate
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