Personalized, conversational online engagement for improved customer experience.
IP Australia is the Australian Government agency that administers intellectual property (IP) rights and legislation relating to patents, trademarks, designs and plant breeder’s rights in Australia. It contributes to the innovation system more broadly by using its specialist skills and experience to assist Australian businesses and individuals to make the most of their IP and to provide advice to government. IP Australia performs the critical role of protecting Australian innovation through registered IP.
Though IP Australia customers were willing to use static website self-help tools to resolve some questions or issues online, IP Australia found that these tools were not delivering satisfactory results; they were difficult for customers to navigate due to the sheer volume and complexity of IP rights information. IP Australia identified that their customers wanted to communicate in a conversational way online to enable them to express their needs naturally.
If customers decided to call in, phone agents offered customers a personalized experience with high‑resolution rates, but live calls with an agent come with a much higher price tag. In addition to long wait times, the contact center has limited availability of operating hours for customers seeking responses outside a 9-to-5 working day.
Since 2012, we have focused on transforming our business model. Then, only 12 percent of customers undertook transactions online,” said Patricia Kelly, Director General, IP Australia. “Today, over 99 percent of the 800,000 plus customer transactions we manage each year are done digitally.”