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Phone Self-service Gets Human Assist, Avoids Big Brother
Applications using speech recognition can be structured with menus similar to traditional touch-tone systems, or can be unstructured (e.g. “How may I help you?”) to better leverage the benefits of speech. Traditional approaches toward assistive technologies have produced mixed results for customer service and support applications.
This article discusses a new concept for human-assisted ASR technology.
New Trend: Human Assisted Self-Service
The most ubiquitous example of the new trend is U-Scan based self-service checkouts in supermarkets or major retailers. These systems have required continual tweaking to adapt to individual customers’ lack of conformity (or coordination) to what the system is programmed to do.
Scanners and sensors are synchronized to ensure each and every item is scanned and placed in a bag. Process variables (such as customers fumbling with articles and plastic bags) trigger errors which lock up the system and require an override by a store clerk, who is overseeing four or more checkout kiosks.
By contrast, the traditional method was a single clerk who scanned the entire shopping cart, one customer at a time. The process of self-service technology and oversight by a human can provide the desired benefits of cost effectiveness, efficiency and customer satisfaction. This concept is also being applied to contact centers.
Guided Speech Interactive Voice Response
I recently had a phone interview with executives from Spoken Communications, including its founder, Gilad Odinak. Spoken has created a unique approach to a voice-activated self-service technology with a “Guide” invisibly assisting behind the call by using human intelligence and transcription to ensure that the right computerized service is provided.
According to Odinak, 40 to 145 calls can be handled by a single agent or guide in a one hour period. In one case, two thousand calls were handled by three guides in an 8-hour day. Completion rates increased from 11 percent to 65 percent by leveraging and re-assembling an existing ASR system with Spoken’s patented solution.
Companies Are (Or Should Be) Looking to Improve Customer Service
At a Direct Marketing Association Teleservices Conference last month, I attended a session that dealt with compliance issues. Research was presented showing that some states are actually considering legislation to ensure that certain market segments are providing sufficient customer service and support for customers, including availability of live agents.
Preferably, all enterprises—including those that could be directly affected—will voluntarily work to avoid such government intervention. Best practices for web and phone self-service, in conjunction with guided speech IVR, could be part of the solution.
Ed LaBanca is President & Principal Analyst for CollabGen Inc. He works with CXO’s, executives and department managers to improve communications and customer service in contact centers and across the enterprise.
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