Leveraging Generative AI to Deliver an Omnichannel Digital Revolution for MYOB
MYOB is an Australian multinational corporation that provides tax, accounting, and other business services software to small and medium businesses.
Industry: Technology & Consumer Electronics
30%
reduction in customer’s voice calls
57%
increase in digital support access by customers
10x
increase in forum and traffic engagement
Challenge
MYOB is an extensive business management platform serving small-to-medium sized business (SMBs) and large enterprises. Customers frequently encountered challenges when seeking support, such as fragmented platforms, laborious FAQ searches, and the necessity to restart conversations with advisors to resolve their queries. With a surge in customer inquiries anticipated for the upcoming financial year-end, MYOB aimed to automate responses quickly and accurately.
Solution
The solution was MOCA (MYOB’s Online Chat Assistant), an advanced online conversational assistant designed to eliminate uncertain wait times for advisor interactions, delivering tailored solutions based on each customer’s unique situation. By integrating information from multiple sources, including MYOB help pages, My Account, Academy, and Community, MOCA acts as a comprehensive support concierge, unifying previously disjointed platforms to create a seamless customer experience.
Through MOCA, customers can effortlessly initiate conversations on the website for instant responses, and to access extensive help content, receive course recommendations, and explore forum threads for troubleshooting.
Where MYOB needed help was getting MOCA ready for launch. To align with their digital-first strategy, Concentrix:
- Analyzed the existing customer support journeys
- Developed conversational AI blueprints
- Leveraged generative AI to summarize FAQ articles and knowledge repository content
- Brought together the people, processes, technology, and data
As knowledgebase content had to be developed rapidly and accurately, with quality essential to customers, Concentrix leveraged ChatGPT-3 to compile and format content. This process involved multiple steps and iterations to design, test, refine the proof of concept, and ultimately transform it into a fully functional solution capable of delivering results in days rather than months.
Compiling that content meant tackling the same challenges customers faced with disjointed platforms and disconnected support journeys. Developing a comprehensive solution, however, involved more than just integrating complex APIs; it required a collaborative effort among multiple stakeholders and departments. Our expertise in effective project and change management was as crucial to the initiative’s success as the innovative technological transformation itself.
“This unique design optimizes content to generate dynamic answers in the context of the customer’s conversation and where they’re at in their unique support journey.”
–Monica Ryan, Vice President, Service Delivery, Concentrix ANZ
Outcomes
We successfully executed the entire digital revolution project within a stringent eight-month timeframe, aligning with MYOB’s expected seasonal peak. Through the implementation of our content compilation into MOCA, MYOB experienced remarkable outcomes within the first year:
30% reduction in voice calls
57% increase in digital support access by customers
152% increase in MOCA chat conversations (from 60,864 to 153,820)
10X increase in forum and traffic engagement
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