LAS VEGAS — Customer service at eBay starts with determining the best path for a caller, whether that's funneling them to self-service or direct a connection with a live agent.
Customer preference matters, too, as does the reason behind the call. But eBay can go even further to help customers by predicting intent.
If a shopper has only ever purchased sneakers, and they call shortly after purchasing a pair of sneakers, chances are their problem involves sneakers, according to Dan Leiva, VP of customer service technology at eBay, who spoke during Customer Contact Week 2024 in Las Vegas last week.
EBay is investing in AI technology to support the design and delivery of truly personal customer service journeys, he said.
The retailer wants to create good experiences for customers and its 6,000 global customer service agents, according to Leiva. But there are technology constraints to deal with: EBay has legacy systems that are more than 15 years old, and, in some cases, agents have to navigate more than two dozen screens to solve a single customer’s problem.
EBay is looking into ways to make the process faster, including through the use of AI, but even outdated technology should be replaced with purpose.
"It's not picking a technology and finding the problem,” Leiva said. “Understand the problem, then solve it with technology. Otherwise, you'll just get more expensive problems.”
Understand intent for great service
Intent data helps connect callers to the best available agent. Matching interests and expertise with the expected nature of the call creates better outcomes for agents as well as callers.
“Once I know who you are, what you need help with, I can figure out what the best experience is going to be for you,” Leiva said.
Personalization can go beyond simply recalling past transactions to help set customers along the most effective customer service journey for their needs. For instance, a frequent sneaker shopper may appreciate an agent who shares their interest in footwear.
“Can we match that customer and that transaction to a sneakerhead on our team?” Leiva said. “Because they're gonna love talking about that with the customer, and they'll enjoy the job a lot more.”
Agents also use customer information to make a good first impression, according to Leiva. Referencing recent transactions, agents can ask customers if they need related assistance, rather than opening with the generic, “How can I help you?”
Customer intent and agent matching goes beyond products, according to Leiva. One agent may specialize in helping customers deal with bad feedback from buyers, while another may be an expert on improving product listings. EBay can match each with callers who need their skills.
CX tech is a cross-department journey
The combination of technology and people behind a strong customer service team is complex, and CX leaders can’t work alone.
IT departments in particular are essential to help customer service build out the AI tools it needs to analyze and direct customers, according to Leiva. His team also works with eBay’s service delivery organization, which handles planning and development, to ensure their goals align.
Working across teams requires patience and technology rollouts have a way of taking longer than expected. A strong track record of success also helps get other teams to support customer experience initiatives, according to Leiva.
“Get those wins so that other teams you need help from and the other teams they apply to believe in what you're doing and buy into the vision of where you're going," he said.
