Salesforce Service Voice Will Unlock New Quality Control Capabilities
My name is Dave McCall and I am the Service Cloud Practice Director here at PolSource. I’ve been working closely with businesses to apply technology to customer service for over 15 years and nothing thrills me more than when I see new technology available to solve customer service problems.
Salesforce Voice will unlock new capabilities. My previous posts dealt mostly with capabilities for the agent. In this post, I’ll talk about how contact center management can harness the new capabilities to improve the quality of service. Better quality should mean that your customers are getting more accurate and thorough answers and you are getting better data. If you’re in service operations, you need to read this.
Targeted Quality Audits
The majority of contact centers run quality audits randomly. Random audits give a bell curve of cases: some that resolve very poorly, some that resolve very well, but mostly cases that are…well…boring. Most cases aren’t going to give us much insight into what agents do right or wrong. Our best learnings come from outliers.
Have you ever heard a really, really good customer service call? I have. I remember listening to calls with the quality auditors at a major telecom company and hearing Damien talk to a customer who came in at “a ten”. The customer was frustrated that he couldn’t self-help and that he’d already talked to two other agents with no resolution. Damien used an amazing combination of empathy, humility, and humor while reassuring the customer that Damien wouldn’t leave the call until the customer confirmed that the problem had been resolved. I labeled the call an A+ to the auditors and asked if they agreed. They asked, “how do we teach this” and I told them that when they hear a good call to do two things: write down what you think they did right and look for patterns between good calls, and send the recording out to agents listing your thoughts about the call.
Wouldn’t it be amazing if your system automatically surfaced the really great and really terrible calls for you? Salesforce Voice enables this.
As a reminder, Service Voice will automatically convert the voice to text which will be captured as part of the notes on a case. Having the call transcript and an easy flow will push the right cases to audit to your auditors.
For example, let’s imagine that we run the conversation through a sentiment analysis algorithm. By doing so, we can audit either cases where the customer was very happy or very disappointed and coach agents appropriately. Or to get even more information, what if we audited cases where the customer sentiment changes significantly between the early parts of a call and the later parts–looking at cases where a happy customer got frustrated or an angry customer left the call feeling good.
Alternatively, we could use the AI to check the case data captured on the case. I’ve already talked about the potential to use machine learning to predict the values of some of the data fields. Some of the most obvious targets would include finite values like product, category, and disposition. As I mentioned in the previous post, after the AI is fully trained, you may choose to let the machine do all of the work. Until you get to that point, it might make sense to prioritize for audit/coaching those cases where the AI predicted different values than were chosen by the agent. For example, if the agent says that he resolved the case by offering an appeasement to the customer, but the AI believed the disposition to be unresolved, this might be a very good candidate to audit. Perhaps the AI was wrong, but in the case it wasn’t you can coach the agent to provide more accurate and valuable information. This has the added benefit of helping to better train the AI.
Automatic Script Adherence Checking
I’ve worked closely with dozens of contact centers. I can count on one hand the number where an agent truly used a script. I know this disappoints a lot of very smart and well-meaning customer service business analyst teams who worked hard to develop scripts–scripts that convert, scripts that de-escalate, scripts that upsell, scripts that keep customers from leaving. If I could summarize why agents don’t use scripts, there would be 3 factors:
- The script doesn’t feel natural
- The script doesn’t really anticipate the real flow of a conversation
- Who is going to notice if I don’t use the script?
We can solve that last one. In the past, in order to determine whether agents were using those scripts, management would need to listen to calls and follow along. Generally, this is done on a small sampling of cases. Having the written transcript allows us to get much more thorough. The system could be outfitted to check every case to determine which agents are following the script. We could also determine the efficacy of a script–are the off-script agents getting better results or the on-script agents?
Perhaps in a future post I could talk more about the scripts that I have seen succeed and what I think makes them different (in short, I think it is more about giving the agent the right direction, than the right words).
Finding Customer Satisfaction Patterns
By putting the transcript into text and running that transcript through some artificial intelligence, the machine can find patterns in calls that we’ve never seen before. I am super excited for the early adopters who will be able to find patterns of speech that lead to high CSAT scores. There are likely phrases you don’t even hear when you listen to calls that have a high correlation to high CSAT. Wouldn’t you love to get all your agents using those phrases?
Some Final Thoughts
I’m psyched for the end of July when Service Voice goes GA. However, let’s be pragmatic about this. Service Voice can’t solve all of your contact center problems. Salesforce has a rich history of innovation–they were the first to truly bring Service to the cloud, accessible via the browser. Service still isn’t easy.
We all know that all-to-often we hear a little marketing and get excited about new capabilities. Telephony is new for Salesforce and while both Amazon Connect and Salesforce are both well-tested and scalable, the combination of the two has yet to be fully proven. We’re going to learn a lot when we start delivering. Service Voice will offer a transcript and true omni-channel out of the box. From there, some creative work will have to be performed to unlock the capabilities I’ve envisioned in these posts.
We will have to make sure, when we put together project plans, that we consider what it will take to move from your current telephony and all the implications of making that move. We will need to consider the differences in the ACDs, IVR, and how things work on a virtual desktop. We will need to configure a few things in Salesforce.
When I get back from some time off, I’m going to build out the first set of reference architectures for Voice including meeting with a leading cloud-based outbound dialer provider. I can’t wait to get working on that.
Please don’t let any of that scare you away. This technology is a game changer and those who ignore it do so at their own detriment. It won’t be long before the capabilities I describe in these posts are the new standard and without them agents and customers will be frustrated.
It’s time to unlock the power of Voice to transform service. Whether you’re ready for full implementation, or a pilot, we’re ready to partner with you. Contact us today to start your Voice journey. If you want to talk about whether this product is right for you (or for your customer), please feel free to reach out to me directly. I would be happy to talk it through. I especially love crazy ideas and working through possible ways to bring crazy ideas to life. So please don’t hesitate to bring those to me.
Want to learn more about Service Voice?
Read Salesforce’s press release for Service Voice: https://www.salesforce.com/company/news-press/stories/2019/11/service-cloud-voice/
Salesforce has also provided a Trailhead to introduce Service Voice: https://trailhead.salesforce.com/content/learn/modules/service-cloud-voice
Read the previous post in this series: Salesforce Service Voice Will Unlock New Voice-Activated Capabilities