{"id":4027,"date":"2020-05-26T13:14:33","date_gmt":"2020-05-26T03:14:33","guid":{"rendered":"https:\/\/news.sap.com\/australia\/?p=4027"},"modified":"2020-05-26T13:14:33","modified_gmt":"2020-05-26T03:14:33","slug":"weaving-empathy-into-digital-strategy-lessons-from-mercury","status":"publish","type":"post","link":"https:\/\/news.sap.com\/australia\/2020\/05\/26\/weaving-empathy-into-digital-strategy-lessons-from-mercury\/","title":{"rendered":"Weaving empathy into digital strategy: Lessons from Mercury"},"content":{"rendered":"<p class=\"lead\">Chatbots and self-service cannot be default customer service channels, especially during an unprecedented event such as COVID-19<\/p>\n<p>\u2018What\u2019s my bill? What\u2019s my account balance? How much energy did I use?\u2019<\/p>\n<p>Questions flew thick and fast from customers to Mercury\u2019s online channels and contact centres during the COVID-19 lockdown.<\/p>\n<p>\u201cWe have seen 30 per cent increase in interactions with our customers across all engagement channels,\u201d says Kevin Angland, general manager retail and digital at the energy company.<\/p>\n<p>He notes that the call centre, in particular, has been very active during the lockdown. Some of the increase, he adds, has been proactively driven by Mercury engaging with their customers, as they recognise most customers are consuming more electricity at home. During the lockdown, Mercury offered a free power hour every day for a week where customers could nominate their preferred hour to receive free power.<\/p>\n<p>Mercury, however, did not simply push all customer queries to digital agents or self-service.<\/p>\n<p>His team, for instance, discerned a pattern from customers financially impacted by\u00a0<a href=\"https:\/\/www.cio.com\/nz\/tag\/covid-19\/\">COVID-19.<\/a>\u00a0These customers wanted to understand their bill payment options and plans.<\/p>\n<p>Thus, they funnelled simple queries such as \u2018what\u2019s my bill\u2019 and \u2018when is my payment due\u2019 through\u00a0<a href=\"https:\/\/www.cio.com\/article\/3519310\/the-making-of-a-multitasking-chatbot-lessons-from-mercury.html\">Hiko, their chatbot.\u00a0<\/a><\/p>\n<p>\u201cThis frees up our contact centre agents to spend quality time speaking to those customers who have more complex enquiries and need empathy,\u201d he explains.<\/p>\n<p>Our regular \u2018voice of the customer\u2019 reports show customers \u201creally appreciated the empathy of our call centre agents regarding their individual circumstances,\u201d says Angland.\u00a0\u201cThat emotional connection is a lot harder to achieve when you have got a digital platform or chatbot servicing such calls.\u201d<\/p>\n<h2><strong>A chatbot is not \u2018a magic call deflection machine\u2019<\/strong><\/h2>\n<p>Mercury\u2019s approach is crucial amid advice from research firm Forrester that organisations should understand that a chatbot is not a \u201cmagic call deflection machine\u201d.<\/p>\n<p>As Forrester analysts Vasupradha Srinivasan and Leslie Joseph point out, many organisations implement a chatbot to reduce contact centre touchpoints. \u201cJust implementing a bot doesn\u2019t accomplish that goal,\u201d they state. \u201cChannel deflection is programmed and powered by continuous insights gleaned from journey maps, visitor behaviour, and bot interactions.\u201d<\/p>\n<p>This aligns with our approach to \u201cdeliver data-driven, digitally-enabled, customer experiences\u201d, says Angland.<\/p>\n<p>\u201cOver the past year, in addition to building our digital capability, we have made a significant investment in lifting our data science and analytics capability,\u201d he says. \u201cWe also know that our chatbot is not a silver bullet; the service offering available through Hiko must be complementary and consistent with the service offering though all channels a customer chooses to engage with Mercury.\u201d<\/p>\n<p>\u201cTogether, they form a comprehensive customer experience,\u201d says Angland.<\/p>\n<h2><strong>How COVID-19 is changing contact centre patterns<\/strong><\/h2>\n<p>Angland notes that Mercury had largely maintained their service levels across all customer channels. \u201cThey have been strained at times due to call volumes, but we managed to keep service levels at what you would expect in our traditional (pre-COVID) contact centre model,\u201d he says.<\/p>\n<p>He reveals Hiko (\u2018power\u2019 in Te Reo), the chatbot they unveiled at the start of the year, became their most productive agent. Hiko averages 200 interactions a day, more than double prior to COVID-19.<\/p>\n<p>Hiko works 24 hours a day and a lot of that interaction is outside normal business hours, he explains. Thus, Hiko is doing the work of four or five contact centre agents.<strong>\u00a0<\/strong><\/p>\n<p>Angland says they also noted there are a lot less inbound inquiries after 5 pm. Traditionally, Mercury staffs the contact centre from 8 am to 8:30 pm.<\/p>\n<p>\u201cWe found early on call patterns after 5 pm dropped significantly, because a lot of people are working from home and contacting us during the day. Previously, they may have been working in an office or retail premise and did not have the ability to make personal calls during the day,\u201d he points out.<\/p>\n<p>He foresees some practices that were firmed up during the lockdown to continue post-COVID-19.<\/p>\n<p>\u201cWe do expect as we move through Alert Levels 2 and 1, customers will want to continue to engage via more digital means,\u201d says Angland. \u201cAs a result, we will probably lift our planned investment in those digital platforms.\u201d<\/p>\n<p>Angland adds that COVID-19 also prompted the digital team to adjust their plans for Hiko. Initially, they had envisioned the chatbot to eventually answer simple administrative queries from internal staff.<\/p>\n<p>\u201cWe have learned from the period of COVID-19 response that there is far more value in building richer content and more sentiment into the customer-facing elements of Hiko. So, we are putting that internal element, such as using Hiko to answer internal staff queries, on hold for now,\u201d he explains. \u201cThe team is instead building more information on the customer facing element of Hiko.\u201d<\/p>\n<p>The other is the desire for customers to tailor some of their solutions or payment plans a little more differently from what we have traditionally seen, says Angland. \u201cSo, we are building and modifying some of our backend processes to respond to that, like the ability to have more choice around payment plans and dates.\u201d<\/p>\n<p>\u201cHow organisations respond to this is going to be important,\u201d he states. \u201cWhile COVID-19 is a health crisis that is going to have a significant economic and financial impact globally and even more locally in New Zealand, there is a huge opportunity to rethink, review, and potentially reimagine the future that we are being asked to serve. What is the impact COVID-19 is going to have on our customers?\u201d<\/p>\n<h2><strong>Long-term ICT investments key to agility<\/strong><\/h2>\n<p>Angland says\u00a0<a href=\"https:\/\/www.cio.com\/article\/3508012\/mission-possible-lessons-on-digital-evolution-from-mercury.html\">investments from more than two years ago<\/a>\u00a0ensured they had the agility to respond to fast changes demanded by COVID-19. He traces this back to 2017, when Mercury moved all of its core technology platform 51风流into the cloud with Amazon Web Services, and rolled out SAP\u2019s Hana real-time data platform and Hybris for its contact centre.<\/p>\n<p>\u201cRight across the business, we have lifted everything that is hosted physically in Mercury into the cloud, and that was one of the drivers for the move to the new building in Newmarket. We did not want to be building a data centre or a new data room,\u201d he says.<\/p>\n<p>The shift to the cloud also includes the move to Office 365 and going into agile working. The new building had no fixed desks and they replaced the entire desktop fleet with laptops. \u201cIt was the concept of giving people freedom to do their best work and we recognised if we continue to run the desktop technology, then we were anchoring people to silos.\u201d<\/p>\n<p>He says the office tested the work from home scenario when Auckland had a measles outbreak last year. \u201cWe asked some of the call centre staff to work from home. That gave us a good insight into the practicalities of running a call centre remotely,\u201d he says.<\/p>\n<p>When the COVID-19 situation developed and they could see the possibility of having to move everybody to work from home, they ran a full business continuity planning test in the weeks before the lockdown.<\/p>\n<p>Thus, ahead of the national lockdown, staff simply picked up their laptops, took it home with them, and connected via secure VPN.<\/p>\n<p>He does not see the move away from the agile workplace as a result of the pandemic. \u201cWhat we expect is more people will work from home, and that will create additional capacity in the Newmarket building. That actually allows us to continue with agile hotdesk type working without compromising the safety and security of our people.\u201d<\/p>\n<p>This article first appeared on <em><a href=\"https:\/\/www.cio.com\/article\/3543766\/weaving-empathy-into-digital-strategy-lessons-from-mercury.html\">CIO New Zealand.<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chatbots and self-service cannot be default customer service channels, especially during an unprecedented event such as COVID-19 \u2018What\u2019s my bill? What\u2019s my account balance? How&#8230;<\/p>\n","protected":false},"author":3146,"featured_media":4028,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[199],"tags":[5564158,5560582,5562092],"sapn-display":[],"sapn-type":[5560547],"class_list":["post-4027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customers","tag-chatbots","tag-customer-experience","tag-mercury-nz","sapn-type-feature"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v26.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Weaving empathy into digital strategy: Lessons from Mercury - 51风流Australia &amp; New Zealand News Center<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.sap.com\/australia\/2020\/05\/26\/weaving-empathy-into-digital-strategy-lessons-from-mercury\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Weaving empathy into digital strategy: Lessons from Mercury\" \/>\n<meta property=\"og:description\" content=\"Chatbots and self-service cannot be default customer service channels, especially during an unprecedented event such as COVID-19 \u2018What\u2019s my bill? 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