Implementing CX Index as our voice of the customer solution has meant real-time insights for real-time actions. We've been able to analyse both our highest and lowest rated interactions and find trends, leading us to make valuable changes to improve the customer experience
MICHAEL ROGERS
DIRECTOR OF INSIGHTS
ATB FINANCIAL
ATB FINANCIAL
DELIVERING BETTER EXPERIENCES
REAL-TIME INSIGHTS AND MULTI-CHANNEL INTEGRATION THAT HAVE HELPED ATB TO MOVE THE DIAL ON CX IN A MEANINGFUL WAY.
INCREASE IN SURVEY
RESPONSE RATES
IMPROVEMENT IN EASE OF INTERACTION
CX Index
DELIVERING BETTER OUTCOMES
READ ON TO FIND OUT HOW CX INDEX DELIVERS BETTER OUTCOMES FOR YOU AND YOUR CUSTOMERS
IN LEVEL OF IMPROVEMENT IN REQUEST FULFILLED
IMPROVEMENT
IN SERVICE QUALITY
SUMMER 2018
REQUIREMENTS AND DECISION
In the summer of 2018, ATB decided to select CX Index for the following reasons:
Since ATB Financial was moving onto the Genesys platform, it made sense to look for a survey solution that could integrate value-added contextual insights from the full range of engagement channels that Genesys offered. ATB understood the value of an integrated solution, which would bring them better understanding and improvement of customer experience. It also would free up valuable capacity oftheir Insights Analysts, who were spending so much time on the manual management ofthe previous solution.
- CX Index was recommended by Genesys as it was the only platform that was fully integrated across Chat, Email and IVR for Genesys Pure Engage Cloud.
- CX Index has a deep range of functionality designed to drive actionable outcomes and better decisions.
- Being a retail bank, information security is important for ATB Financial, and CX Index has achieved the ISO27001 standard which provides a level of comfort around the controls and processes in place to safeguard data.
SEPTEMBER 2018
PLANNING AND IMPLEMENTATION
Before embarking on any Voice of the Customer programme, a plan needs to be put in place and the project scoped out. The following must be determined...
As ATB Financial was already collecting Feedback, they had a very good idea of the metrics they wished to adopt. ATB decided to adopt a hybrid of well-known metrics, as can be seen in their questionnaire.
The person I chatted with provided high-quality service.
This is a way of gauging overall Customer Satisfaction, at team member level
The person I chatted with was able to fulfil my request.
Asking about the employee's ability to fulfil a customer's request is another way to get to measure the level of efficiency in processes to handle issues.
The person I chatted with made the interaction easy for me.
While this is another way of framing a Customer Effort Score Question, traditionally a low score means low effort, but this is less intuitive for the respondent. In this instance, it has correctly been reversed.
There is also a section for comments to help ATB better understand the emotional part of the engagement and also to drive up customer-led innovation.
ATB manage to cover their bases here with a well-designed questionnaire that is short but captures enough relevant information.
(IVR/CHAT/EMAIL)
CX Index integrates for chat, email and IVR on Pure Engage Cloud. ATB decided on IVR and chat as the first channels that they would tackle in the integration.
While a well-designed questionnaire is important, it even more valuable to have a real understanding of the context behind the answers to the questions. As such, it is imperative that each survey questionnaire can relate, in real-time or as close to real-time as feasible, with the contextual data around the customer interaction.
The metadata provides answers to a lot of relevant questions, and through it, ATB is able to avoid asking a customer a question about something they already know about them. Asking such questions is bad practise!
Between IVR and Chat, 17 variables are being passed in metadata, and from these variables AТВ can get answers to things such as:
Why was the customer calling,
emailing or chatting?
What was their experience to date?
Which agent or team were they dealing with?
How long were they on hold for?
What department were they interacting with?
When you combine the metadata with the survey responses, it's a sure-fire way to unearth actions to drive improvements in the business.
ATB recognised that democratizing the data and enabling personnel to see the information that is relevant to them is a strong way to drive up levels of engagement and buy-in when it comes to improving customer experience. This approach follows significant academic research, from the likes of Kinicki and Kreitner, which has shown that empowering front-line employees fosters an environment of trust, helping businesses to learn from successes and analyse failures.
OCTOBER 2018 GO LIVE
After the solution was designed, the next step was to go live with the real-time surveys that were fully integrated with metadata from Genesys. ATB launched IVR surveys in October and subsequently launched chat surveys in December. Due to the differing natures of the integrations,each survey required a slightly different type of APl, as soon as ATB went live data was being captured that could be used in analysis.
JANUARY 2019 -STAKEHOLDER ENGAGEMENT
Following on from launching both chat and IVR at the end of 2018, the next phase was to deliver the newly acquired information across the organisation. ATB has a wide range of teams and functions that manage customer relations in the contact centre. Managing this can be a challenging task, but CX Index worked closely with ATB to ensure that the right data got in front of the right people without too much effort.
Information has been provided to managers and team members, depending on their level of seniority within the organisation. Senior managers can see data relating to the managers below them and all of their teams; managers can see data relating to their whole team; team members can see their own individual data.
In order to ensure optimal levels of engagement, people can access data that is relevant to them within the Genesys environment. This means there is no switching between systems, which of course increases the level of user engagement. This element is critical to ensure employees are committed and engaged on an ongoing basis.
OUTCOMES
Response rates are up by 500% on the previous solution with nearly 34000 responses to IVR surveys and over 1400 responses to chat surveys since launching in October and December respectively.
On the IVR responses, looking at each of the main metrics that have been adopted by ATB, the trend is very similar with positive outcomes and trends continuing in each.
SUMMARY
ATB Financial migrated their contact centre to Genesys Pure Engage Cloud in 2018. As part of the move, they were in need of a feedback/survey solution and selected CX Index as their vendor of choice to fulfil their requirements.
This case study describes ATB Financial's journey with CX Index.
OUTCOMES INCLUDE
Increase in survey response rates
Improvement in ease of interaction
In level of improvement in request fulf illed
Improvement in service quality
PREVIOUS STATE
Prior to launching with CX Index, ATB Financial had been collecting feedback from their customers, but there are significant differences between the previous solution and CX Index. Prior to Genesys and CX Index, they used email surveys exclusively. This had no integration with their CRM or contact centre infrastructure, resulting in a very manual process and a 3 day delay in surveying customers.
