Working with data specialist Aiimi, Northumbrian Water Group has developed an innovative solution that delivers automatic, data-driven CSAT insights. These will inform future CX transformation projects.
After a three-year development phase, the model now enables Northumbrian Water to understand where pain points lie within customer journeys. The company may then proactively address these frictions and, over time, develop effortless customer experiences.
Yet, the AI model also supports the reactive function of customer service. If each customer has a predicted CSAT rate - which Northumbrian Water refers to as a Customer Measure of Experience (C-MeX) score - the business may adapt its service delivery approach.
For instance, when a low-satisfaction customer calls in, the contact centre may route them to retention specialists, who engage in service recovery.
Undoubtedly, there are many more potential use cases across the company. Advanced segmentation initiatives are another excellent example. These may result in personalised, progressive proactive campaigns that further enhance CX.
However, crafting such a multipurpose tool was an uphill struggle. Aiimi engineers created a cutting-edge data infrastructure, which ingests information from multiple systems. These include CRM, telephony, and VoC systems.
By piecing such systems together, every customer has a predicted CSAT score, which comes with context. CX teams can, therefore, dig deeper to understand the specific business processes and interactions that inform the score. In doing so, they assess the "digital twin" of each customer.
Going into greater detail, Michael Hull, Intelligence & Analytics Manager at Northumbrian Water, says:
The customer experience digital twin applies this rigorous data-centric approach to improving how we operate as an organisation in response to customer feedback.
He continues: "Now, we can respond in near real-time to data-driven insights that reveal the true customer journey, as well as understand how we align communications with the needs of individual customers."
