Introducing automation across the customer journey is top priority for business across industries, with more than 73% of decision makers saying that improving CX with AI is essential to their strategy over the next year (Forrester). But while businesses recognize that automation is the future of customer engagement, many are still struggling to understand how to implement and manage a self-serve solution for long-term success.
That’s why this week we hosted a webinar exploring key ways CX leaders can prepare their business, teams, and measurement strategies to introduce automation that drives ROI, now and into the future.
Ada Head of Operations, Jason Myers, was joined by Cory Wain, Director of Automated Customer Experience (ACX) at TELUS – Canada’s fastest growing telco.
Working with Ada’s AI-powered platform, Cory has led his team to build the ‘TELUS Virtual Assistant’ (TVA) that has evolved to automate more than 1.2M conversations in the last year alone, solving customer inquiries with deep levels of personalization.
Together, the duo leveraged their experiences to provide webinar attendees with three core considerations for implementing, managing, and measuring a self-serve experience:
Don’t set it and forget it
While some organizations think of AI as a black box that their IT team can ‘plug in and play’, ACX must be integrated with a more proactive approach in which the chatbot is trained and managed as if it were an employee.
“Just like a new employee, you must onboard, educate, and review your chatbot,” explained Cory. “And just like an employee, you need a team of people to manage the chatbot,” he continued.
Using his experience developing one of the world’s first ACX Departments, Cory shared the value of building a team with new roles and goals, dedicated to managing the quality and ROI of automated experience across the customer journey.
Evolve your KPIs
“Metrics that are used to track the quality of an agent-customer conversations do not always translate to the chatbot experience,” shared Jason.
This means, as businesses shift from agent-first to automation-first strategies, the KPIs for success must shift too. Over and above measuring for CSAT and handletime, new metrics must be introduced and tracked, including:
- Containment Rate (how many inquiries a chatbot can handle without a live agent);
- Deflection Rate (how many inbound inquiries a chabot deflects); and
- Recognition Rate (the ability for a chatbot to understand a customer’s question).
Many businesses feel that in order for a chatbot to be successful, it needs to answer every customer inquiry from day one of deployment. As described by both Cory and Jason, at Ada we’ve actually found great success on ‘starting small and iterating quickly’.
“A small percentage of your total knowledge base represents the answer to the vast majority of customer inquiries. That’s why to save your time and effort and start reaping rewards immediately, when building a chatbot start with high priority use cases, then optimize, and expand from there,” explained Jason. Cory’s experience building the TVA was reflective of this strategy, and he shared its evolution: the bot began with FAQs, it was then personalized, and later introduced across new channels and integrations.
As part of this webinar, we also wanted to understand the existing challenges stopping the industry leaders in attendance from introducing ACX across their business. Here are two key results:
- 70% shared that cost of deployment and managing the chatbot remain core obstacles
- 70% expressed that limited technical resources are stopping them from implementing AI
While these numbers are high, they’re not surprising. This poll further reinforces the cross-industry confusion about who should be managing ACX, and the need for AI-platforms to be purpose-built to empower non-technical teams to drive digital transformation.
Curious to learn more about who should be managing ACX within your business?