| | DECEMBER 20219same period we have also seen our customer satisfaction scores increase by 35 percent.In order to `super-charge' our self service tool we implemented AI and an answer bot in April 2020. The AI/bot works in three different ways:1. Web Widget - a traditional conversational bot on our website 2. Dynamic webforms - offering answers upon completion of a webform depending on the content entered by the customer3. Email - an automated email response which will scan the email submitted The content of our Bot is drawn from the Member Help Centre and we have seen a 200 percent improvement in unassisted resolutions between April 2020 & Jan 2021. We have also seen that the way our customers interact with the bot change over that period. In April when we first introduced the Bot email had the highest resolution rate buy a significant margin; since that time this had changed to the point where in 2021 the web widget accounts for 45 percent of resolutions, followed by dynamic webform at 35 percent and email now accounts for only 20 percent of resolutions.Key learning's from our experience with self service:1. Content is king: your knowledge base and its efficacy is only as good as the information it contains. Analyse your historical data for key drivers of volume and create articles that will address these. Set up gates as to who can contribute, review and publish.2. Ask your agents for content: speak to the people on the `coal face' who have direct contact with your customers, also keep your ears close to the ground for any common issues or roadblocks3. Update, update, update: review your most popular content regularly, be agile and create content when things `go wrong'. Allocate time every week for staff to review and update your articles.4. Promote self service: the `build it and they will come' mentality does not always change and influence customer behaviour. We have promoted self service everywhere we can including on our IVR, on every customer interaction (in every channel) and through social media campaigns5. Change agent behaviour: your people will only benefit from self service if they also utilise the knowledge base; we also incorporated use of self service into their KPI's so they would promote to our membership base. Self service was always going to be a key pillar of our omnichannel transformation, and would also assist in deflecting `high volume, low touch' queries
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