Created a Next Generation Call Center GenAI Solution for H&R Block, representing all incoming customer communication channels across all product lines and integrating GenAI into both the customer and agent experience.

6,300

HR Block offices supported

$6M

Project budget

45M

Customer inquiries handled over tax season

83%

Support inquiries contained using Automation + GenAI

Executive Summary

The goal of this project is to leverage cutting-edge AI technology to deliver a best-in-class customer service experience across all retail products in a consistent, predictable, and measurable manner. The current state involves disjointed GenAI solutions across retail product lines and inconsistent knowledge stores. The initiative focused on integrating AI-driven solutions to enhance efficiency and personalize customer interactions. Using GenAI capabilities, H&R Block aimed to provide seamless support across voice, chat, social, and SMS to ensure consistent and high-quality service experiences for customers.

I represent the lead technology partner for this effort, directing a large cross-functional team that includes internal teams representing GenAI, Enterprise Architecture, Client Services, Software Development, and Sourcing. I lead all aspects of this project including business case defense to C-level leadership, RFP for vendor selection, implementation of the solution, and ongoing in-house support of the solution.

This effort includes strategically building new internal core competencies, such as Knowledge Management (used to train AI models), customer sentiment analysis, and bot flows used across multiple communication mediums (voice, chat, SMS, social, etc.), all used seamlessly alongside existing support technologies.

Strategic Aspects

• Development of a comprehensive technology roadmap, including alignment of existing contracts (removing overlapped services and establishing new services) and budget forecasting (+$4M).
• Establishment of an internal knowledge management practice across retail products and operational processes in order to support GenAI services. A key aspect was internal control of this content to support the ability to pivot GenAI partners as this technology is expected to change rapidly.
• Focus on delivering a consistent and seamless customer experience across all retail products using GenAI.
• Partnership with executive-level leadership over customer support areas to achieve strategic KPIs including (1) increase in containment rate, (2) reduction of mean handle time, (3) increase in rate of single-contact resolution, and (4) CSAT improvement.

Tactical Aspects

• Integration of AI-driven solutions for personalized customer interactions across all support channels (phone / IVR, chat, social, SMS, etc.).
• Development of a unified communication framework across all product lines for customer support agents to support retail customers.
• Establishment of a knowledge management team to train AI models, including mapping of H&R Block products and business processes.
• Training and skilling of human agents to work collaboratively with AI systems. Aspects included suggested replies to customers in real time, next best action, and RESTful API integration to H&R Block internal platforms.
• Implementation of scripted responses and automated processes to streamline customer support.