LIVE STREAM Customer Experience
“Organisations are seeing service as the differentiator, with your insurance company you’ve got premiums and
excess etc, it’s all roughly the same. The experience is what changes that.”
Martin Taylor, Deputy CEO, Content Guru
Customer Experience in 2020
In a recent Comms Business Live Stream David Dungay spoke to Deputy CEO of Content Guru Martin Taylor and
Sabio’s Matthew Dyer about Customer Experience trends for 2020 and beyond
CBM: How has Customer
Experience changed for you
over the last few years?
Matthew Dyer (MD): When you
look back over the last 20 years
customers want to improve that
Customer Experience with the
conicting demand of driving
out cost. I personally don’t
think that has changed. We
are listening to customers, the
technology is catching up and AI
now has the ability to get costs
out and drive the automation.
e challenge around that is
what impact does that have on
the agents as they are taking
on more complex interactions.
ey are anecdotally left with
more dicult interactions and
so when customers come to us
it is very much about how can
they support their agents in this
digital/ automated environment?
It is very much about listening
to what the agents are saying.
When we talk about Sabio, from
a go-to-market perspective,
understanding where the agents
demands are sometimes tells us
where there are opportunities to
support them.
From my perspective, I don’t
think speech analytics has been
that widely adopted. If you
want to supercharge the quality
and the training experience
for your agents that’s the sort
of technology that gets every
contact and understands where
they are struggling.
Martin Taylor (MT):
Speech analytics has a long
way to go. We’re seeing a lot
more general voice demand,
but we always say 80 per cent
of our roadmap comes from
customers, 20 per cent of stu
we were going to do anyway.
But what we’re nding is the
type of customer demands
now is getting more ‘business
interesting.’ So, I think we are
moving from purely a cost centre
type base to focus on this idea of
a value centre. at’s something
that we’ve been hearing more
about in 2019.
Organisations are seeing
service as the dierentiator, with
your insurance company you’ve
got premiums and excess etc,
it’s all roughly the same. e
experience is what changes that.
When you are using an
airline to get from A to B you
can get a bigger or smaller seat,
but it’s probably the same type
of plane, so again it’s about
the experience. We’re nding
that people are valuing that
experience a bit more now, and
that in turn is unlocking further
investment.
People are looking at
measures now, for example if
you were in the top quartile
for CSAT in the customer
service function those in the
top quartile are 44 per cent
more protable than those in
the bottom quartile. You are
looking for that dierentiation,
the competitive advantage.
If you are an airline its
prot per seat/ mile. If you’re
a carrier is lifetime value of a
user. Monthly spend per user
if you are credit card company,
all of those kind of measures
benet from a better Customer
Experience. If we’re able to
provide that using primarily the
technology base then you’re not
driving up your costs, in fact
you are reducing those costs
while improving the service.”
CBM: Which technologies are
having the biggest impact on
CX?
MD: Conversational user
interface, that’s denitely an area
we are seeing (have an impact)
in terms of automation and
taking out unnecessary demand.
I think humans by their nature
are inecient machines so
if we can get some of those
contacts to be handled by AI
or Natural Language to take
out unnecessary demand it’s a
positive thing. I think that part
is easy because the technology
is there in that respect. Now
its about how do we help the
agents with all those dicult
conversations, is it next best
action from a CRM perspective?
How do we surface the correct
information to support them in
the conversations they are going
to have?
We’ve talked about
augmenting the voice channel
with sending imagery, another
area driving a lot of benet
is improving the rst contact
resolution. ere are a lot of
areas where you can harness the
technology and if you have the
foresight to understand what
this can deliver then I think
as an organisation you will be
in a good position. I think it
is about doing time in motion
studies, sitting with your
agents and understanding their
experience because that is where
you’ll start to understand where
there are opportunities.
42 | Comms Business Magazine | January 2020 www.commsbusiness.co.uk
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