KT Corp, Seoul, South Korea: Kt's AI Call Mapping Solution for Higher Sales Rate of KT Customer Contact Center

Written answers to the questions

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Since its foundation in 1981, KT Corp has led the development of new technological areas, including deployment and development of telecommunications infrastructure, distribution of internet, and active AI and Cloud. KT has changed and innovated the digital life of its customers from up close and its excellent service quality has been certified by various rating agencies. KT currently operates the largest customer center in Korea with 6,300 consultants employed in 17 Customer Contact Centers nationwide.

• 2023 Awarded the Operator of the Year and Future Award at WCA (World Communication Awards)
   
• 2023 Selected as Outstanding Call Center by the KS-CQI(Korea Standard-Contact Service Quality Index) for 10 consecutive years
   
• 2023 Awarded by the KSQI(Korean Service Quality Index) for 17 years, First place for 12 consecutive years
   
• 2022 Awarded the Stevie Awards for Sales & Customer Service for 6 consecutive years 

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KT introduced Korea’s largest IPCC system with 11,000 seats in 2014 and is progressively implementing its own AICC solution for the Customer Contact Center. The use of AI was extended to Call Mapping in 2023 to distribute incoming calls to consultants. This active adoption of AI serves to increase customer convenience, alleviate consultants’ workload, and promote sales.

KT Customer Contact Center performs basic CS tasks and customer care activities, while serving as an important sales channel, taking up 30% (over 50,000 monthly cases) of the total share of high-speed internet and IPTV sales.

Incoming calls are usually distributed sequentially through the IPCC system. However, the “customized customer↔consultant Call Mapping” allows for even higher sales results.

“AI Call Mapping” was developed with KT’s own technology exclusively for customer centers with the following functions:

① prioritization of optimal consultant for customer

② classification of customer groups with high sales probability for each consultant

③ connection to consultants by priority based on real-time working status

④ analysis of sales conversion rates for AI call mapping vs. control group (non-mapping)

KT Customer Contact Center Performance using AI-Call Mapping Solution

▶ Sales Conversion Rate* +1.3%p (AI-Call Mapping 11.1%, Non-mapping 9.8%), KRW 2.2B increase in annual sales

* Sales Conversion Rate = Sales Conversion/Consulted Calls

▶ Real-time ON/OFF adjustment by customer groups (private, corporate, other companies, etc.) and consulting skills

▶ Call mapping scalable for cancellation prevention, outbound, and customized customer service

- Development and operation by staff experts

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The solution is explained in detail in the attached document "System Configuration for AI Call Mapping". 

We created an infrastructure to break away from the conventional method of simply connecting incoming calls to the consultants who have waited the longest. This increases sales through optimal customer↔consultant call mapping using AI learning. AI call mapping is also used for customers of other companies whose information is not available for AI learning in advance. 

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KT is the only company to have developed and introduced AI call mapping in its Customer Contact Centers, in addition to the chatbot (1.5M monthly users), Consulting Assist (AI-based real-time voice recognition support, 6M monthly calls), voice authentication (9.8M users), and voicebot (1.9M monthly calls) services. It is also conducting B2B AICC business in Korea based on these technologies. (13 on-premise orders of KRW 193.7B, 93 service orders of KRW 38.6B).

Six Key Achievements and Functions

① Optimal customized customer↔ Consultant call mapping through advanced AI learning of customer and consultant

② AI call mapping to measure sales conversion rate and objective performance of control group (non-mapping)

③ Real-time ON/OFF available for different consulting skill sets (product request, call transfer for subscription recommendation, relocation)

④ System configuration to survey sales effect by incoming call channels (ARS, voicebot, online, etc)

⑤ System to improve sales rate by prioritizing incoming calls from other companies (non-customers) to outstanding sales consultants (outstanding consultants may be updated in real-time by managers)

⑥ Segmentation of AI learning data and connection logic by work characteristic for extended AI call mapping

The AI call mapping system is currently partially applied to incoming sales calls and will be extended to include more customer groups, cancellation prevention consulting, etc.