Personality Mapping in the Call Center – The Next Evolution in Customer Experience Management

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Why do customers buy from you?  In call center environments, purchase behavior is driven by the degree to which agents build empathy and rapport with a caller.  This bonding occurs as a direct result of the personality match between caller and agent.

The days of call center scheduling, of simply assigning callers to agents on a first-in-first-out basis are over.  Technology now exists that can take an agent, look at all of the available callers, and determine which caller an agent has the best chance of building a rapport with thus leading to an improved customer experience. 

Finding the optimal match between caller and agent is a rich and evolving process based on caller and agent characteristics.  Until a few years ago, there was not enough computing power available to perform the millions of calculations required to match callers and agents using enough data attributes of each to produce optimum pairings with consistent results.  Today the computing power exists and is aided by artificial intelligence and neural networks that are capable of matching callers and agents based upon personality attributes in 40 milliseconds.

Below is a sample of the 100 demographic and psychographic attributes that are currently being used to match callers and agents in real time:

Household Size/Income
Household Age Range
Affluence Level
Languages Spoken
Regional Affinity
Entertainment Preferences
Lifestyle Preferences
Travel Habits
Current Zip Code
Previous Zip Code

What kind of results can such a technology deliver?  Technology that can take in data on the agent, caller, and agent performance history can dramatically increase conversions in a sales environment.  It can increase first call resolution and customer satisfaction while decreasing average handle time (AHT).  Matching callers to agents based on the probability that an agent can generate a rapport with the caller also leads to higher agent satisfaction scores, an improved work environment, greater retention, and decreased agent burnout.

One company using this solution, a Canadian Telecom Provider, had experienced rapidly escalating customer acquisition costs in its blended inbound and outbound sales program, with the cost of new subscribers exceeding $500.  Conventional measures of focusing on training, messaging, and recruiting were yielding increasingly marginal results.   It was determined that this customer was seeking to increase conversion rates, reduce average handle time (AHT), and improve customer satisfaction (C-Sat).

With the implementation of this technology the client achieved the following business results:

Inbound conversion rates increased by 15.7%
Outbound conversion rates increased by 23.3%

Inbound AHT decreased by 2.3%
Outbound AHT decreased by 5.7%

Customer satisfaction increased from 3.7 to 4.2 on a scale of 1-5

The implementation produced an annual incremental program value of $206MM.  Since the implementation, the client regarded this technology as the single most transformative investment in technology that they have undertaken.

Many companies have typically invested heavily in making the right media decisions, the right creative decisions, and the right product decisions.   This cutting-edge technology helps to insure that those investments are optimized.

With the ability to now match customers and agents based upon demographic and psychographic attributes, companies will be able to capture one of the last remaining large-scale efficiencies in their call center operation.  The decision to accept and implement this technological enhancement is inevitable as the customer experience improves and customers become loyal customers and loyal customers become advocates.

 

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