Published on 29-Apr-2011
Validated on 01 Jul 2013
"Personalized up-selling recommendations enable many agents to generate value in a single contact, allowing them to recommend the purchase of certain products to the client they are speaking to" - Omar Rois, Head of Sogecable’s Portfolio Analysis
BA - Business Analytics, BA - Business Intelligence, Big Data & Analytics, Big Data & Analytics: Customers
In 2008, Digital+, part of Sogecable, realized that the Call Center Department required an interface allowing it to personalize its agents’ communication with clients in order to improve those interactions and optimize its customer service over the telephone. Digital+ contacted IBM to find a solution that would address this need.
Sogecable required an interface that would enable its agents to conduct personalized conversations with clients instead of using traditional standard scripts.
The IBM SPSS software provides call center agents with instant and reliable information on each client in a “pop-up” window, including key details from their contract and the products they have purchased. This enables Digital+ to enhance its relationship with each individual consumer. Furthermore, this screen provides recommendations and personalized messages which are key to empowering agents to perform their customer retention activities more successfully and to increase sales to those customers.
• Optimization of customer service over the telephone • Acquisition and retention of clients • Reliable and instant data • Quick and reliable performance of statistical analyses and predictive models • Segmentation of inbound calls and improved results
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Sogecable is a frequent user of IBM SPSS software, as several of the company’s departments use it for different applications, from analyzing audiences and market studies to creating data mining and client segmentation models.
In 2008, Digital+, part of Sogecable, realized that the Call Center Department required an interface allowing it to personalize its agents’ communication with clients in order to improve those interactions and optimize its customer service over the telephone. Digital+ contacted IBM to find a solution that would address this need. IBM SPSS predictive analytics was the key technology to improve new client acquisition as well as customer satisfaction and loyalty, and contributed to a significant increase in customer retention a mere two months after the initial introduction of predictive models.
The challenge: achieving personalized contact with clients
Sogecable required an interface that would enable its agents to conduct personalized conversations with clients instead of using traditional standard scripts. Omar Rois, head of Sogecable’s Portfolio Analysis, confirms the importance of satisfying this requirement: “In our business, the call center is the channel we use to manage the majority of contacts with clients.
“By observing our agents’ work, we realized that the interfaces in the applications they were using did not provide them with personalized, user-friendly information about the client they were talking to, and that the design of the interfaces was more managerial and not commercial as we required,” states Rois.
The solution: IBM SPSS Modeler
In order to ensure that the applications being used by Sogecable’s call center agents provided a user-friendly conversation format, a screen was designed that pulled together the most important information on the client in the form of alerts. The data in question was drawn from different operating systems and from different analyses carried out using Modeler and was then loaded daily into a data mart. In the words of Omar Rois, “By providing a portrait of the client, our goal was to personalize the conversation between them and the agent.”
Now that it has been rolled out, the IBM SPSS software provides call center agents with instant and reliable information on each client in a “pop-up” window, including key details from their contract and the products they have purchased. This enables Digital+ to enhance its relationship with each individual consumer. Furthermore, this screen provides recommendations and personalized messages which are key to empowering agents to perform their customer retention activities more successfully and to increase sales to those customers. Rois points out that “Each of these recommendations is accompanied by an image which is a very visual and commercial representation of each of the offers, reducing the humdrum and ‘administrative’ impression given by the application interfaces currently used by call center agents.”
Advantages: one client, one message
Rois believes that “Without doubt, Modeler assists us in assigning the ideal message to each client using predictive models, such as decision trees.” In fact, this carries with it a series of irrefutable advantages: for example, other analyses, such as those that establish a client abandonment model, are also featured on the screen, alerting the agent when they are in contact with a client likely to stop purchasing our services. “We achieved a large increase in customer retention in only two months, thanks to Modeler.”
Another advantage Sogecable found that Modeler had, compared to other similar applications is that it enables statistical analyses and predictive models to be run very quickly and practically and also supports the most advanced data mining models.
The results: customer acquisition, maintenance and retention
Undoubtedly, this system has enabled Sogecable to segment inbound calls and improve results, as regards both customer retention and up-selling and cross-selling activities. “This ‘personalized recommendations’ system for up-selling allows many call center agents who used to be 100 percent focused on managerial and information tasks to generate value during the same contacts because they are able to recommend products to the clients they speak to. And the results are often several times better than those of ‘paired’ outbound campaigns. Moreover, we have been able to test, almost in real time, the effectiveness of the inbound campaigns, and the new system has contributed to significantly increasing the results of these inbound call campaigns,” stated Omar Rois.
Technological infrastructure: a dedicated server
Sogecable has a dedicated server for Modeler and only had to work on integration with the data marts to make the marketing analysts’ work more operational.
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Products and services used
IBM products and services that were used in this case study.
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