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Wipro’s Marvel CX: Marrying Automation & Analytics to Improve Customer Experience

The biggest advantage of automation in CMS has been the ability to simplify, optimize and remove redundant workflow steps in the contact centers’ internal processes with the goal of improving the customer experience, and an end-game for vendors of increasing the number of value-add projects with their clients.

Wipro’s Marvel CX is aiming to do exactly that. Marvel CX’s components aim to encompass all of the steps in a customer experience (CX) interaction with contact center agents. Introduced a year ago, Marvel CX is Wipro’s answer to inconsistent quality of support across multiple channels and missed opportunities for revenue generation caused by disparate databases and technologies. Marvel CX features include:

  • Unified user interface
  • 360-degree view of the customer
  • Issue anticipation modeler
  • Next-best-action engine
  • Churn management
  • Cross-sell and upsell manager
  • Multi-channel enablement.

A team of ~ 55 business analysts, developers, deployment experts, and implementation specialists analyses the issues and pain points in the CX, proposes process automation alternatives, modifies and customizes the platform, and finally deploys and trains the client agents to use it.

A prime example of Marvel CX deployment is for a global telecom player operating in the U.S. region, as part of a managed services deal. The deal was for a greenfield deployment where Wipro was selected as the sole provider of the technical infrastructure and operations for its customer support division. In this case, Wipro integrated with the client’s core applications Oracle Siebel CRM and BRM, IVR, knowledge base, MNO and DMS. Wipro configured 125 use cases in this solution with the client owning the cloud-based setup. The implementation and operations go-live of this technology and services stack was completed within nine months from the project kick-off.

One of the top call drivers in telecom customer care has always been charge disputes and other billing inquiries. To answer a charge dispute, a customer care agent from the client has to use three applications: the company CRM, a knowledge management tool, and the agents’ internal portal. To verify customer details (including account status and product package) and then to identify the best answer from a decision tree, the agent has to toggle across multiple screens, perform over 30 clicks, which extends the call duration to over 280 seconds. As is common with charge disputes, the answer often does not satisfy the client, and it’s not surprising that even the most experienced agents have very little chance to upsell or cross-sell in such a situation.

Marvel CX addresses this flawed process by serving as a wrapper – a browser based UI – with a single view for the agent. This analytics-driven customer context model has the functionality to identify the reasons for the call based on business rules and then populate the information relevant to that use case. In the billing inquiry case with this telecom client, the platform looks at the billing cycle, average invoice value, and customer interaction patterns across various touch points. Finally, Marvel CX takes into account the current IVR selection to outline anomalies and create a profile for the interaction. The single view shows information on the user profile and history, establishes customer lifecycle state, measures churn propensity and predicts issues in near real-time. Once the agent drills down at the invoice level, the system automatically flags outliers in terms of usage or charges. Using next-best-action prompts, the agent picks an offer or problem resolution.

The agent can also change the presented information between different service groups by switching the product selection, for example from mobile to broadband, forcing the system to refresh the presented information. The agent can also modify and realign the interface, but more importantly enter and update information on-screen.

Through its unified and personalized view, and proactive decision inventory, Marvel CX can affect agent productivity positively, decrease AHT, and increase ASA and FCR, while driving down the interaction cost at an average of 10-15% in a year from the platform deployment. The opportunity for incremental revenue generation increases and Wipro looks for an average of 10 to 15% increase over nine months. Last but not least, because of all these improvements, Wipro predicts a direct positive impact on CSAT.

Wipro delivers Marvel CX through an upfront commitment packaged with the service offering. The company is currently building its pipeline for Marvel CX, including projects for other telecom and travel clients. In 2016 Wipro will continue to develop and invest in the platform and use it as a linchpin of its CMS offerings.

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