Patent Application
20100153502
Aspects of the disclosure relate to systems and methods for supporting initiatives to limit attrition of at risk customers.
Text chat is currently an emerging customer service contact channel. This contact channel is being used across various service industries.
Most companies that deploy text chat utilize a vendor solution. These vendor products (like LivePerson's™ timpani) have the capability of using business rules to determine whether or not to offer a chat invitation to a customer navigating through the website.
Typically, the business rules are related- to customer types, location within the website, or online behaviors (such as time spent on a specific page).
It would be desirable to formulate a set of rules to determine whether a current customer navigating through an entity website is in danger of terminating his or her relationship with the entity.
It would be further desirable that the rules identify particular online customer behaviors that show the customer to be at-risk for terminating his or her relationship with the entity.
A method for initiating text chat for at-risk customers has been provided. The method may include using an electronic information processing platform.
The method may further include the steps of monitoring a customer's online website navigation at an entity's website to determine whether the customer's online website navigation exhibits a characteristic indicative of a potential termination of the relationship between the customer and the entity. The method may also include, in response to a determination that the customer's online website navigation includes the at-risk characteristic, transmitting a text chat invitation via the electronic information processing platform to the customer.
The objects and advantages of the invention will be apparent upon consideration of the following detailed description, taken in conjunction with the accompanying drawings, in which like reference characters refer to like parts throughout, and in which:
Systems and methods for initiating a text chat for at-risk customers, according to the invention, are an extension of a known customer service text chat channel. Such systems and methods may enhance an existing text chat channel by being able to target customers that are at elevated risk of attrition—i.e., ceasing to be an effective customer—or ending their relationship with an entity.
In systems and methods according to the invention, customers that display characteristics or behaviors common to customers who close accounts will proactively receive text chat invitations.
This invention relates to various aspects of initiatives to limit attrition of at-risk entity customers. A first aspect of the invention relates to determining common characteristics or criteria that indicate a customer is likely to close accounts or end their relationship with an entity.
Another aspect of the invention relates to developing a preferably algorithmic “at-risk of attrition” flag. Such a flag can preferably be utilized by the website and chat application for identifying which customer receives a chat invitation.
Such a flag preferably identifies the customer based on the common characteristics and/or criteria of customers who are more likely to be subject to attrition. In addition, such a flag may also be implemented within an overarching structure of business rules that determine where and when the identification of the at-risk customer may be useful.
Yet another aspect of the invention may relate to providing specialized processes to follow when communicating with the at-risk customer.
This invention is intended to proactively engage customers that are likely to attrite. By targeting these at-risk customers, an entity may be able to resolve key customer issues while there is still time to salvage the customer relationship.
In order to implement solutions according to the invention, systems and methods may include several components.
An entity can determine common characteristics or behaviors of customers who are likely to attrite. These characteristics may be related to account levels, certain characteristics of recent account activity—e.g., transferring money out of accounts—, upcoming maturity of accounts—e.g., Mortgages and CDs—, characteristics of recent online activity—e.g., a high number of customer service request emails—, outside the entity value transfers—e.g., transfers from a bank account to an external banking source, search queries related to closing accounts, and any other suitable characteristics related to the customer. In alternative embodiments of the invention, determinations may be based on some combination of the foregoing characteristics or on suitable characteristics not described herein.
Based on the above criteria and information received from transaction systems and databases, the customer information system of record may maintain an at-risk flag with respect to particular customer.
In further embodiments of the invention, a customer can be assigned the flag as the customer logs in. The flag can then be used within chat business rules to determine whether or not to offer a pro-active, unsolicited, text chat invitation to the customer. In alternative embodiments of the invention, the flag can be activated during the online customer's interactive entity session. Accordingly, during any suitable web session, customers who exhibit new online behaviors that are indicative of being at-risk for attrition may also receive the chat invitation.
While the flag could primarily be used for the text chat channel, it could also be displayed in other customer service channels such as on a display suitable for a phone service representative. Alternatively, the flag could be stored to trigger special servicing at a later date or time.
The approach to defining and identifying customers that are likely to attrite may apply across industries. Proactively engaging likely to attrite target customers through chat can be used by any suitable eCommerce company, as well as be installed in any suitable online chat application.
In the following description of the various embodiments, reference is made to the accompanying drawings, which form a part hereof, and in which is shown by way of illustration various embodiments in which the invention may be practiced. It is to be understood that other embodiments may be utilized and structural and functional modifications may be made without departing from the scope and spirit of the present invention.
As will be appreciated by one of skill in the art upon reading the following disclosure, various aspects described herein may be embodied as a method, a data processing system, or a computer program product. Accordingly, those aspects may take the form of an entirely hardware embodiment, an entirely software embodiment or an embodiment combining software and hardware aspects.
Furthermore, such aspects may take the form of a computer program product stored by one or more computer-readable storage media having computer-readable program code, or instructions, embodied in or on the storage media. Any suitable computer readable storage media may be utilized, including hard disks, CD-ROMs, optical storage devices, magnetic storage devices, and/or any combination thereof. In addition, various signals representing data or events as described herein may be transferred between a source and a destination in the form of electromagnetic waves traveling through signal-conducting media such as metal wires, optical fibers, and/or wireless transmission media (e.g., air and/or space).
Input/output (“I/O”) module 109 may include a microphone, keypad, touch screen, and/or stylus through which a user of device 101 may provide input, and may also include one or more of a speaker for providing audio output and a video display device for providing textual, audiovisual and/or graphical output. Software may be stored within memory 115 and/or storage to provide instructions to processor 103 for enabling server 101 to perform various functions. For example, memory 115 may store software used by server 101, such as an operating system 117, application programs 119, and an associated database 121. Alternatively, some or all of server 101 computer executable instructions may be embodied in hardware or firmware (not shown). As described in detail below, database 121 may provide storage for criteria for identifying likeliness to attrite, rules for determining whether or not to offer a chat invitation to a customer navigating through the website, and any other suitable information.
Server 101 may operate in a networked environment supporting connections to one or more remote computers, such as terminals 141 and 151. Terminals 141 and 151 may be personal computers or servers that include many or all of the elements described above relative to server 101. The network connections depicted in
Additionally, application program 119, which may be used by server 101, may include computer executable instructions for invoking user functionality related to communication, such as email, short message service (SMS), and voice input and speech recognition applications.
Computing device 101 and/or terminals 141 or 151 may also be mobile terminals including various other components, such as a battery, speaker, and antennas (not shown).
The invention is operational with numerous other general purpose or special purpose computing system environments or configurations. Examples of well known computing systems, environments, and/or configurations that may be suitable for use with the invention include, but are not limited to, personal computers, server computers, hand-held or laptop devices, mobile phones and/or other personal digital assistants (“PDAs”), multiprocessor systems, microprocessor-based systems, set top boxes, programmable consumer electronics, network PCs, minicomputers, mainframe computers, distributed computing environments that include any of the above systems or devices, and the like.
The invention may be described in the general context of computer-executable instructions, such as program modules, being executed by a computer. Generally, program modules include routines, programs, objects, components, data structures, etc. that perform particular tasks or implement particular abstract data types. The invention may also be practiced in distributed computing environments where tasks are performed by remote processing devices that are linked through a communications network. In a distributed computing environment, program modules may be located in both local and remote computer storage media including memory storage devices.
The process may query whether an attrition flag is present, as shown at step 206. This query may preferably be implemented on an electronic communication platform, such as the apparatus shown in
The attrition flag can be set and maintained in a system of record. It can be set when a customer meets criteria that are common to customers who have ended their relationships or closed accounts at the entity.
In certain embodiments of the invention, the attrition flag could be set by reaching threshold levels of characteristics related to account balance levels, recent account activities—e.g., transferring funds out of accounts, upcoming maturing of accounts (mortgage, CD, insurance, etc.), and recent online activity.
If the attrition flag is present—i.e., set, step 208, this indicates that a threshold level of behaviors as described above with respect to step 206 is met. The flag may indicate further that a customer may be presented with text chat invitation. If the customer accepts the chat invitation, as shown at step 210, the entity chat agent may address customer concerns that can reduce attrition risk, as shown at 218.
Preferably, a chat agent may be empowered by an entity to ‘make things right’ for the customer by correcting critical servicing issues, rewarding customers for their relationships, and/or helping the customer find new product solutions. If the customer does not accept the chat invitation, then the web session can continue and end with a typical termination of the process, as may be found in termination of a “business as usual” web process.
Step 220 shows business as usual following the text encounter.
Step 212 shows that, following a determination that no attrition flag exists with respect to a predetermined customer, the customer may continue to navigate through the website.
Step 214 shows a process query that queries whether the customer, during a web session, exhibits predetermined at-risk behavior as the customer continues to navigate through the website. At-risk behaviors can be customer actions within the website that are common to customers who are likely to attrite. Examples of such behaviors may include search queries regarding “closing an account”, transferring funds so that accounts are zero balance, and large transfers from within the entity to outside the entity.
If the customer shows thresholds levels at-risk behavior during the web session, then the customer may be presented with a text chat invitation, at step 208.
If no at-risk behaviors are identified during the current web session, then the process may end at step 216.
A chat application 304, which may be resident in a memory such as memory 115 in
A customer information system of record 306 may also interact with website 302. System 306 may initiate and/or maintain the attrition risk flag based on characteristics found in other systems of record.
A back office system of record and data warehouse is shown at 308. Such a back office and warehouse 308 may preferably support the system of record 306. Such support may include maintaining a database to store various characteristics regarding the customer. System 306 may preferably retrieve such information from back office and data warehouse 308.
Multiple transactional systems, which may form part of back office and data warehouse 308, may further provide routine data to customer information system of record 306 through existing interfaces.
Aspects of the invention have been described in terms of illustrative embodiments thereof. A person having ordinary skill in the art will appreciate that numerous additional embodiments, modifications, and variations may exist that remain within the scope and spirit of the invention.
One of ordinary skill in the art will appreciate that the apparatus features described herein and illustrated in the FIGs. may be arranged in other than the recited configuration and that one or more of the features may be optional. Also, the methods described herein and illustrated in the FIGS. may be performed in other than the recited order and that one or more steps illustrated may be optional. The above-referenced embodiments may involve the use of other additional elements, steps, computer-executable instructions, or computer-readable data structures. In this regard, other embodiments are disclosed herein as well that can be partially or wholly implemented on a computer-readable medium, for example, by storing computer-executable instructions or modules or by utilizing computer-readable data structures.
Thus, systems and methods for providing text chat for at-risk customers have been provided. Persons skilled in the art will appreciate that the present invention can be practiced by other than the described embodiments, which are presented for purposes of illustration rather than of limitation, and that the present invention is limited only by the claims that follow.
