​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

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

Myer vs. David Jones: Do cyborgs win?

As two of Australia’s stalwart brands in Myer and David Jones continue their respective journeys through troubled waters, it heralds yet another sign of the shifting business environment and shift towards an experience economy.

Tom Uhlhorn

Founder and strategy director, Tiny CX

nice article

meripadhai

5 things marketers need to do to get better in buy in when presenting

Read more

International business is closely related to marketing or marketing activities carried out by the company. According to Gitman and McDani...

Eko Prasetyo Utomo X

Salesforce: The age of the marketing campaign is over

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Latest Podcast

More podcasts

Sign in