Improving the Speech Experience through Behavioral Analytics

1
Improving the Speech Experience through
Behavioral Analytics

• February 22, 2007
• Judith Kohn, Project Manager, Auto National Ops
• Blue Cross Blue Shield of Michigan
• jkohn_at_bcbsm.com

2
Introduction to MARS

• 5 Member IVRs we call MARS (Member Automated
  Response System)
• MARS functionality
• Claim status/payment data
• High-level benefits
• Eligibility verification
• Deductible/maximum accumulations
• COB transaction
• ID Card transaction
• EOB transaction
• Claim forms/Benefit books/brochures

3
Business Problem

• No internal IVR expertise
• ANO IVR containment averaged 41.3 in 2005 and
  42.1 in 2006 how to increase?
• Directed speech applications with DTMF default
• Forethought to log IVR data
• But, are the members being serviced?
• ACCESS reports slow and difficult to interpret
• How do I know whats happening if I cant see it?

4
Why does containment fluctuate?
2006 Metrics
5
2005 Discovered ClickFox

• Conducted IVR Proof of Concept engagement with
  Clickfox on the Ford IVR 4Q2005
• Mathematical analysis of major traffic patterns
  and dominant paths/navigation patterns
• Identification of high leverage opportunities for
  improvement based on user behavior indicators
  (e.g. drop-off rates, confusion, etc.)
• Identification of ongoing monitoring needs and
  areas requiring further analysis with
  recommendations for improving tracking capability

6
The First Business Results

• Enhancements from the start
• Implementation of measurable and actionable
  metrics into ClickFox reporting and dashboard
• ClickFox enables us to pull system performance
  reports in minutes as opposed to the hours it
  previously took for monthly reporting
• One enhancement identified through the analysis
  was developed in the FEP IVR for the 12/2005
  implementation
• FEP IVR containment average for YE 2006 was 45.7

7
Result - increase in authentication and overall
funnel starts after altering the caller
experience
Previous Flow (1/1-3/31)
New Flow (4/1-present)
Welcome
Welcome
Provider or Member
Provider or Member
Provider Referral 800 Numbers
Provider Referral 800 Numbers
Main Menu
Enter Contract Number
New call flow moved Main Menu before
authentication
Enter Contract Number
Confirm Contract Number
Confirm Contract Number
Main Menu
1/1 3/31 4/1 4/29 4/30 8/13
Authentication 69.5 49.8 76.8
Main Menu Starts 34.6 36.4 38.1
8
ClickFox Advantage

• Reporting enhancements
• Dashboard is functional with Key Metrics
• Routine IVR reports are available for deep
  analysis on a daily, weekly, monthly basis
• Release management feature allows us to see the
  impacts of the changes we make in the IVR to
  provide better self-service
• Provides us with a behavioral-based tool to
  analyze the IVR calls, identifying more
  opportunities for containment

9
Executive Dashboard
http//bcbsm.clickfox.com

• Flexible, Customizable Dashboard is configured to
  clients or to specific users needs

10
Release Management tracks changes made to the
application, displaying trends
11
The Process

• Analytics Conducted
• Deep-dive evaluations of our customers
  interactions within the six IVR applications
• Focused upon identification of inefficient
  experiences, barriers to completion of
  self-service funnels, dominant experiences of the
  majority of our callers and visitors, visits to
  invalid / timeout / help areas and evaluation of
  their usefulness
• Delivered optimization recommendations

12
Recommendations Summary

• Incorporate Agent Desktop records to identify key
  caller needs and the ultimate resolution
  treatment applied to handle need
• Expedite the customer experience to the point
  where callers make an actionable choice (Main
  Menu)
• Remove ability to transfer directly to an agent
  at any point prior to the Main Menu
• Split the Main Menu into two separate menus and
  present options by popularity
• Deliver Claim Information Main Options in the
  order they are likely to be selected
• Clarify options presented in claims area, and
  enable customers to search for claims by Dollar
  Amount and Claim Number
• Release Management - Measure effectiveness of
  changes between releases and re-prioritize
  enhancement plan

13
Experience takes significant amount of time - On
average callers take 142 to arrive at Main Menu
14
Results

• Recommendations for System Optimization
• Consolidate multiple IVR applications onto one
  operating platform
• Incorporate enhancements
• Prepare for migration from proprietary code to
  more flexible xml messages
• Enhance the IVR functionality
• Prepare for Local groups migration
• Develop an enterprise-wide MARS solution

15
Next Steps

• Analysis Validation
• Evaluate current analysis output
• Identify any modifications or additions to
  existing analysis and / or conclusions
• Execute changes / additions and integrate into
  existing framework
• Re-evaluate analysis output
• Evaluate recommendations and prioritize for
  deployment
• Prioritize the change opportunities by impact
• Containment
• Customer Satisfaction
• Scope Level of Effort (LOE) for highest impact
  opportunities
• Develop Business Cases for highest impact
  opportunities based on LOE and potential return
• Build, Test and Deploy changes to environment
• Measure impact of changes

16
Business Plan

• Business Case for IVR Enhancements
• Reviewed numerous recommendations from ClickFox
  and incorporated into Member IVR Global
  Enhancements CORE (11780)
• The CORE includes 65 enhancements ranging from
  implementing an IVR for MSO and IBU contracts,
  consolidating all IVRs onto one platform and
  miscellaneous functionality enhancements
• The business case will be presented for funding
  approval in February

17
Multiple Servicing Channels

• Total Customer Experience Analysis provides the
  following insights
• Where customers are beginning and ending their
  experience (across multiple channels)
• Channels that are driving volume to other
  channels
• Segments of customers that prefer one channel
  over another
• Channels that are more successful at self-serve
  functionality than others
• Customer behavior both intra-channel and
  cross-channel

18
Pilot Recommendations

• Desktop Analysis Pilot 4Q2006
• Improvement in Accessing Benefits Information
• Develop further Benefits self-serve options
• Better Navigation in the IVR
• Investigate expediting callers with rejected
  claims to an agent or develop a recorded message
  that explains to callers why their claim was
  rejected
• Narrow specificity of Agent Desktop Records with
  special attention to Benefits, Drugs and Dental
  issues (Ford)

19
ClickFox collects and analyzes, in aggregate,
data coming into the Customer Experience Hub from
previously unlinked customer touch points and
passes actionable information back to channel
management
Channel to Hub Analyzed actionable info back to
channel
20
ClickFox Offers A Complete Solution

• Quick Hits
• Identification of opportunities for improvement
  of existing customer experience
• Completion rates of Funnels such as
  authentication, bill pay, etc.
• Identify barriers to completion, recommendations
• Time Number of steps to complete ideal
  transaction
• Customer preference Speech vs. DTMF in dual
  systems
• Improvement of existing routing and first call
  resolution
• Segment Analysis
• Incorporation of additional customer information
  (demographics, segmentation, etc.) with
  behavioral information
• Evaluate behavior differences, completion rates,
  etc. based on customer types, attributes,
  connection speeds, etc.
• Cross Channel Analysis
• Evaluate behavior from IVR to Agent, and web to
  IVR, etc. to evaluate entire customer experience
• Uncover and prioritize new opportunities for
  offering self-service based on segmenting
  customer needs with live agents

21
Containment
22
Business Segmentation
23
Speech/DTMF Usage
24
Repeat Callers
25
Customer Behavior Intelligence Cycle
LOGS
CTI
ACD
CRM
Virtual
Prioritize Improvements
ClickFox Data Collection Algorithms
IVR / Speech
Web
Kiosk/ATM
Physical
Branch / Store

• New call flows/scripting
• Menu structure changes
• Build/extend automation
• Expanded/improved speech
• Improved logging
• Campaign changes
• Customer messaging changes
• Resource optimization

Build ROI Model
Build Model of System
Analysis of User Behavior and Experience
Map Findings to Business Needs (gap analysis)
CLICKFOX
BCBSM