ITIC Global 2024 | Improving customer centricity strategies

The ITIJ team have been reporting live from ITIC Global in Vienna this week (November 2024) sharing the discussions that took place at the conference. Read all reports

Amy Brown, Founder and CEO, Authenticx

Brown began by defining a conversation as exchanging information or ideas between two or more parties. While this exchange has traditionally occurred between people, she noted that, today, conversations can also take place between humans and digital entities, such as chatbots and virtual assistants.

She proceeded to outline the following key AI terms:

• NLP (natural language processing): word search and analysis
• Machine learning/deep learning: infers intent
• Generative AI: creates new content
• Human in the loop: framework ensuring oversight and accountability in AI processes
• Eddy Effect: looks for friction in the customer journey.

Brown observed that conversations within businesses and with customers generate continuous, contextually rich, unsolicited feedback. However, she noted that businesses require tools to interpret and leverage this data effectively. This is where AI comes into play.

Additionally, she discussed how the industry has typically analysed data from phone calls between agents and customers separately, but the most valuable insights and intelligence come from understanding the context of these two-way conversations.  

Brown explained that AI tools enable “listening at scale”, allowing businesses to analyse 100% of conversational data, thereby enhancing customer centricity and deepening insights.

Mark Carney, President and CEO, WorldTrips

Carney began his section of the presentation by discussing how insurance companies can use conversational insights facilitated by companies like Authenticx to enhance their operations.

He discussed how conversational data insights have been used at WorldTrips to drive improvements and boost customer satisfaction, focusing on two key outcomes. First, listening at scale revealed that customers unfamiliar with the US healthcare system found ID cards confusing, prompting the team to clarify the cards, add an FAQ to the website, and enhance training for call centre representatives to improve ID code interpretation. Second, by identifying call centre staff confusion as a major factor in long call durations, they implemented targeted training and workshops, successfully reducing call times.

To wrap up the session, Brown reiterated that listening at scale provides opportunities for agent development, identifying market trends and events, and enhancing customer centricity through a focus on customer feedback.

Additionally, Brown and Carney highlighted how listening at scale can boost staff motivation and morale by identifying positive feedback from customers.

Brown concluded the session by emphasising that continuous listening empowers businesses to be more responsive to their customers. For those starting their journey with listening at scale, she outlined the key steps: listening to customer conversations to uncover valuable insights, identifying key focus areas, and prioritising actionable steps.