The virtual agent’s market is at an all-time high and is garnering more and more interest with each passing day. It is establishing itself as “the must-have” solution for digital service providers (DSPs) seeking to improve customer experience, reduce call center costs, and optimize time to serve.
But are these virtual agents living up to the hype they are creating? Gartner has placed them in “trough of disillusionment” in its hype cycle. Deployment of VAs are not done in a proper way, which is the primary reason for this situation. As a result, they don’t reach the required confidence levels and are not able to capture the right customer intent.
This article describes in detail about building a robust VA roll-out strategy for DSPs. It provides the top 10 considerations that can help DSPs containing their customers within VA interaction and increase overall customer satisfaction.
The inbound calls that DSP’s call center receives are categorized as customer service inquiries, technical troubleshooting, or sales based. The use case that these calls invoke can be any one of the following flows:
Self-Service, Data-Driven, or Transactional Flows.
Understanding the complexity of intent is crucial for programming or training the VA. The complexity of intent can be assessed by length of the conversation, the average time taken by an agent to complete the conversation, and the hierarchy of intents & sub intents.
Develop a machine learning-based ‘intent analyzer tool’ shown as below:
Kickoff roll-out with high-volume and simple intents for quick ROI.
From the clusters identified, representative examples are taken for training the NLU, which doesn’t cover the entire scope of that intent.
Take examples from the cluster based on the following criteria to holistically account all the variations of intent across the spectrum.
This improves containment by increasing precision and recall.
The routing guide is the first set of navigational options that VA presents to the customer on the invocation. Customers may not always know where to find the information they are interested in. Through a series of qualifying questions, users are routed to the appropriate location.
Chat interface with UI components that are functionally and visually appealing enable and enhance the conversation flow between VA and users.
A mechanism should be in place to continuously monitor and improve NLU performance even before it’s rolled out. Manually performing this task is not enough. Develop a “conversation rating engine” to perform programmatic reviews on a high volume of VA chats in real-time and also re-train the model as shown below
Conversation rating engine can improve NLU intent classification confidence by 2-4% weekly, review 200K chats per day and score the chats on the scale of 1-10 (1- worst, 10 – best)
It is crucial to decide the proportion of customer chat traffic that would be diverted to the VA while rolling out. In the early stages of the roll-out, the VA containment will remain low. i.e., most of the conversations will be diverted to live agents by VA.
It is necessary to provide enough training time to expose NLU to highly varied human conversations. It is rare to see single-digit containment efficiency in the first few weeks of VA roll-out.
In the conventional rollout approach, right after the training VA is deployed directly to face customer questions. This will have a high error-rate. Hence, it is recommended to perform an agent-driven rollout.
To follow the Agent-Driven roll-out method where the live agent can observe and alter if needed, the responses coming from NLU. Eventually, this should advance to a stage where the agent is observing multiple chats and intervening only in the cases of escalation.
A metrics dashboard should be implemented to provide VA key performance indicators and other strategic data at a glance. It should include three types of metrics – system/technical, quality, and business, providing a holistic view of VA State.
These key considerations can help DSPs in achieving:
By Sathya Ramana Varri C – Senior Director – Delivery, Prodapt
Sathya is a Senior Director & heads the AI/ML and Intelligent Automation delivery for the largest US telecom service provider player in US for Prodapt, a global leader in providing software, engineering, and operational services to the communications industry. He has 20+ years of experience spread across various domains/technologies. Sathya is instrumental in several customer experience, intelligent automation & digital transformation initiatives.