Framework Over Fragment - Bill Hawks - Conversations That Matter - Episode # 61

Measuring success of conversational AI can be as challenging as implementing it. Even if you have a clear definition of a metric, the interactions behind those numbers offer a different story. To help make sense, we’re joined by a catalyst for growth who offers strategic clarity. He’s an AI expert who drives an excellent customer experience through conversational AI. Joining the show this week is Vice President and Sr. Digital Product Manager of Conversational AI at Citizens Bank, Bill Hawks. Bill dispels some AI myths and explains why AI shouldn’t be looked at as a tool to replace agents, why customer recontact can be a good thing, and how to get your customers to both the right channel and the right agent.

Takeaways:

• With the rise of generative AI, implementing chatbots has gotten more difficult. With any model there is a required amount of training and hand holding from an internal team. With the high level of regulation banks face, their chatbots need more guidance.
• When looking to implement generative AI into your chatbots, consider not just how advanced the tech is, but also your own preparedness. Generative AI works well for brands who have a pre-existing foundation to build off of.
• Chatbot containment is a common KPI, but it doesn't paint the full picture. If a chatbot “contains” a customer with no hand off but doesn’t provide the answer, the customer will still need to utilize other channels, spending both time and money.
• A good omnichannel experience sends customers to the right channel, and the right agent. Sending customers to an agent who prefers and excels at solving those problems results in a better solution for the customer, and a more enjoyable task for the agent.
• Recontact rate is a good metric to track, but it’s not always negative. A customer who locks a lost bank card, and then unlocks it once found has recontacted you, but for the right reasons. Contextualizing your data is crucial to understanding the numbers.
• Omni channel does not mean having multiple siloed channels. To create a truly unified experience, your different channels need to be connected and able to provide context to each other.
• AI is not about eliminating human agents, but rather eliminating repetitive tasks from those agents. By freeing up your agents, you allow them to focus more on the situations that require human interaction and to better connect with customers.

Quote of the Show:

• “I would love to see our contact center continually transform to an advice center and a life event center.” - Bill Hawks

Links:

• Twitter: https://twitter.com/BillHawks
• LinkedIn: https://www.linkedin.com/in/billhawks/
• Website: https://www.citizensbank.com/
• Ego Is The Enemy: https://www.amazon.com/Ego-Enemy-Ryan-Holiday/dp/1591847818

Ways to Tune In:

• Apple Podcast: https://podcasts.apple.com/us/podcast/conversations-that-matter-podcast-for-contact-center/id1525650658
• Spotify: https://open.spotify.com/show/6Xx9G8w6bntQayIpbkgxc5?si=cNeVuJicSHagsftlpL8-tg
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9jb252ZXJzYXRpb25zdGhhdG1hdHRlcnBvZGNhc3QubGlic3luLmNvbS9yc3M