​Xero implements machine learning for better customer personalisation

Xero says the new customer service offering is about lifting customer experience

Xero has today launched a My Cases feature within Xero Central, using machine learning to personalise content and speed up response time in order to deliver better customer experience (CX).

Xero Central is built on the Salesforce Community platform and powered by Coveo machine learning, and aims to provide customers faster resolutions to potential issues, with instantaneous answers to common questions and support issues. To do this, it tracks patterns and obtains insights from previous support issues, and also offers opportunities for further learning and surfaces relevant content.

Xero executive general manager of customer success, Nigel Piper, said 70 per cent of the cloud-based accounting vendor's customers prefer to find answers to their questions online.

“This has been a work in progress for a couple of years now in order to try and give more power back to our customers,” Piper told CMO. "Now, customers can find articles easier thanks to machine learning capabilities, and with the introduction of My Cases, people can see all of their cases on a portal, how long a responses is going to take, with more visibility over them and more control."

“People want to find the answers to themselves, they are comfortable doing that. So now, we’ll surface to them contextual articles, using machine learning for suggested responses. We are confident they are going to find the answers the first time, but we have a fantastic team of accountants that can take the case up if necessary."

For Piper, it's all about making sure the customers have control. "It is our aim to keep improving this, and there is more we want to do to ensure customers have a fantastic experience.”

The next stage will see Xero educating customers around the topics most relevant to them. “There is no point scattergunning a whole heap of content and hoping people consume it. We know what our customers are interesting in, what courses they’ve done, and can suggest the next action or course, in case they want to learn more," Piper continued. 

“Consumers are savvy, and highly selective. They are also happy to get something relevant to them, but they don’t want to be bombarded with stuff that is not relevant to them.”

Piper also said the implementation of the ML platform with Coveo has been fast, and offers scalability as Xero continues to grow.

“We see Xero Central as the beginning. We want to use this platform to truly help customers have a personalised learning experience, allowing users to go on a beautiful seamless journey with Xero, and fully understand the benefits of our platform," he said. 

With Xero Central already proving successful at providing customers with a holistic destination to find information, My Cases further streamlines the process for both users and Xero’s customer support, Piper said.

"We can provide high value answers at speed with the use of machine learning. Fundamentally - Xero’s mission is to give more time back to our customers.

“As we grow beyond 1.6 million customers in more than 180 countries around the world, we are always looking at how we can take our customer service to the next level, particularly as we grow at speed. My Cases is an important piece of the puzzle that will allow us to scale our approach in order to provide the best possible experience for all our users."

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in