Read this article about Cognizant Technology Solutions, one of our finalists, in the category Best Achievement in Operational Excellence to deliver an outstanding Customer Experience Excellence, selected by the independent judging panel, for the 2019 Business Transformation & Operational Excellence Industry Awards program. Click here to read articles on other finalists.

 Predictive Operations for Outstanding Customer Experience

Technology vertical at Cognizant is the fastest growing Digital Operations business unit which enables the transformation agenda for born-digital organizations. Our Digital Operations transformation framework helps clients achieve breakthrough performance improvements across the entire value chain by applying advanced technology levers and deep business operation knowledge.

In this project, we utilized our Cognitive Ops and Intelligent Ops capabilities to deliver Customer Experience Excellence in Digital Marketing Operations.

Project / Challenge:

We were facing challenges in meeting timeliness SLAs and Customer Experience SLAs in Campaign Implementation workflow of Digital Marketing Operations. We prepared an innovative machine learning-based solution to ensure significant improvement in Timeliness and Customer Experience outcomes.

Process:

Our campaign implementation team is responsible for end to end implementation of task in client provided tools. Team receives tickets with multiple SLAs, e.g. 5 hrs, 6 hrs and 24 hrs. Multiple Account Managers (Our customers) have varied needs and use nonstandard inputs. Time-critical transactions require to be monitored aggressively to ensure good customer experience and mitigate potential loss to the customer due to delays & errors. Team has to manually manage the allocation of tasks after assessing the task requirements.

Challenge:

As there is no standard design for inputs, different tasks have different SLAs, different work content, and every account manager has their own preferences around communication and inputs discipline; Our teams needed a solution that could handle these multiple factors to suggest the Next Best Action.

Solution:

We utilized our Analytics capability to identify the factors that affect customer experience, and utilized our Cognitive Ops capability to develop a robust solution to ensure better customer experience. A tool using Intelligent Ops capability was developed and has 2 stages.

In stage 1, the solution utilizes real time analytics and operates as a Match Maker. The solution at this stage is able to:

1. Identify the top 5 operators in sequence of best match for the job
2. Assess the job content and predict time taken to process it, compare it with the SLA of the job and assign priority to the job based on time due and work content

This information of Predicted SLA, Assigned Priority and Best Operator for the job; help the tool assign the job to Best Available Operator.

In stage 2, once the task is assigned to an operator, the tool analyzes the historic CSAT scores and comments for the combination of operator and the account manager, predict likely CSAT (using ML models XGBoost) and shares insights (Next Best Action) on what is critical for operator to deliver a better customer experience for the account manager.

This is just like a crystal ball that looks into the future and guides you to take action to change that future if it is not favorable. That is why we call it Crystal Gazer.