Sky Solutions supports one of the largest telecommunications providers in the United States. The company serves a broad base of wireline and wireless customers across TV, phone, internet, and mobile services, offering a comprehensive range of customer interaction channels to ensure seamless communication. These channels include its website, online chat, mobile apps, social media platforms, email support, and direct communication with customer service representatives via phone.
Goal
The client wanted to improve customer service efficiency and the overall experience for its customers by using the Pega platform. By reducing static, repetitive interactions across marketing channels, they sought to improve customer satisfaction while enhancing operational efficiency. Redirecting calls from call centers would result in significant cost savings. Hence, they wanted to implement an intelligent system that would enable the organization to make informed predictions based on cross-channel indicators of customer activity. Cross-channel integration would ensure a consistent and personalized experience for every customer.
Challenge
The existing customer service systems were neither integrated nor intelligent, leading to a series of static and disconnected customer interactions. These design flaws resulted in long wait times for customers calling the center, and the lack of personalization often made the experience irrelevant to their specific needs. This, in turn, caused frustration, increased customer turnover, and higher operational costs due to increased human intervention. As customer satisfaction declined and call volumes to the center rose, the company’s bottom-line was directly impacted.
Solutions
Sky Solutions implemented an intelligent interactive voice response (IVR) system tailored to each customer’s attributes and interaction history. By capturing and analyzing customer feedback, the system continuously refined its decision-making process, ensuring the most relevant IVR prompts were presented.
To further enhance the customer experience, the system also made on-hold messaging dynamic. Messages played during the IVR phase were no longer repeated while the customer waited, creating a more engaging and seamless experience.
A centralized decision hub was developed to guide the next best action for each customer, maintaining a personalized experience even during the hold period. This hub generated up to five potential IVR intents and three hold message options, ensuring the interaction felt relevant and timely.
In addition to the phone channel, the solution was expanded to other customer touchpoints, including the mobile app and website, making it truly omni-channel. The decision hub was built using Pega’s Customer Decision Hub, enabling adaptive models that learn from customer responses, balancing the need to improve customer satisfaction with the business goals of increasing sales and reducing costs.
Technologies/Methodologies
Low-code development
Agile methodologies
Digital Process Automation (DPA)
Pega
Outcome
Reduced on-call time: By utilizing intelligently determined customer engagement intents, on-call time was significantly reduced, streamlining interactions.
Cost savings: The solution reduced the number of calls handled by customer service agents, leading to nearly $7 million in savings within the first seven months of deployment.
Unified cross-channel experience: The solution was successfully extended to both wireline and wireless domains, creating a seamless experience across all customer touchpoints.
Improved customer satisfaction: The cohesive experience contributed to a significant increase in customer satisfaction and a reduction in customer turnover.
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