Chamberlain B2C and B2B digital marketing channels needed to optimize support center operations due to high cost and resource constraints. Call center engagements are costly and new technology offerings with NLP (natural language processing) combined with other work being done by my team to optimize support resources provided an opportunity to improve support offerings through the use of chatbot technologies. This was also in-line with company-wide strategies to evolve into a software as a service (SaaS) platform with and ecosystem of IoT offerings, partnerships with Amazon, myQ, automated device operation and diagnostics, and voice input capabilities.
A Phased MVP Release Approach
Knowing the ecosystem helped the team produce a phased approach using a vendor who specialized in incorporating complex ecosystems of platforms, services and content through machine learning automation.
Transition the chatbot
to Prod from a Proof of Concept
Learn from the launch
of the chatbot and incorporate more use cases, evolve chatbot capabilities
Incorporate lessons learned
from the contact center technical support team, marketing, as well as incorporating lessons learned from the IVR improvement project
Support Chat escalations to Live Agents
by further reducing Average Chat Handle Times (AHT)
Implement Bot improvements
that will enhance the Customer’s experience and overall improve the customer’s interaction with Chamberlain support
Learn when to transfer
the customer to a live Agent Interaction
Process Flow Analysis Mapping
The team audited the current support experience using existing chatbot technologies in place within the B2B digital marketing ecosystems to understand opportunities.
The team identified best-in-class offerings in the marketplace and compared them to current offerings, identifying key design opportunities that would improve the support experience. The biggest opportunity from a front-end experience perspective was offering a "human touch" in the form of a personality, much like Lemonade Insurance has done through their transformation of form inputs and lead generation.
Design & Prototyping
The team produced mockups, spec and prototypes to provide a clear development plan for implementation and presented them in a PowerPoint to the executive committee for approval.
Be There, Introduce Yourself
Provide Help in Smart, Relevant Ways in Context
A big issue identified through analytics and voice of customer feedback was that support content offerings were fragmented and disorienting. This was leading to customers abandoning the support websites and calling the support center directly which increased cost and strained resources.
Build Rapport Through Interesting Content
Another opportunity identified was to use a rich legacy of content to build rapport and strengthen personality.
Rewarding engagement and offering incentives provided a way to validate the effectiveness of the chatbot and change customer behavior, reducing call center engagement per the KPIs established for the project.