How Cash App Uses Machine Learning to Route Customers to the Right Support Agent
In April 2024, Cash App began rolling out Smart Routing for Voice (phone) customer support, a feature that uses Artificial Intelligence (AI) to direct customers seeking support to answers or experts that can help them solve their issue.
Cash App’s Voice channel support previously operated with a singular advocate group to support all customer issue types. As Cash App’s suite of offerings has grown, the Customer Success team determined that dividing advocates into specialized areas of expertise (Primary Banking, Accounts & Risk, P2P and Cards, and General) would be a more scalable solution to the specialized and complex needs of customers calling in for support.
Now callers are routed to the appropriate specialist using an architecture of Voice software, machine learning, an automated switchboard, and a collection of other behind-the-scenes tools.
Customers who call into the Cash App customer support number are presented with a conversational experience inquiring about the reason for their call. A customer support machine learning algorithm determines the customer’s intent and the corresponding specialty group or automated directions. Inquiries such as checking account balance are completely automated and alleviate the need to talk to a customer service advocate. For all other issues, customer requests are mapped to advocates’ specialized skill sets. Voice customer support is available in both English and Spanish.
Melissa O’Keefe, Channel Lead for the Cash Customer Success Voice team said: “Time is a precious resource. Smart Routing greatly improves the overall customer support experience by quickly and automatically directing calls to expressly trained and informed advocates and teams. Increasing efficiency allows our specialists to focus on resolving more complex issues, which in turn enhances trust and safety for customers by ensuring they receive accurate, fast and reliable support.”
Since May 2024, the Cash App Smart Routing system has routed approximately 4 million phone calls.
In April 2024, Cash App began rolling out Smart Routing for Voice (phone) customer support, a feature that uses Artificial Intelligence (AI) to direct customers seeking support to answers or experts that can help them solve their issue.
Cash App’s Voice channel support previously operated with a singular advocate group to support all customer issue types. As Cash App’s suite of offerings has grown, the Customer Success team determined that dividing advocates into specialized areas of expertise (Primary Banking, Accounts & Risk, P2P and Cards, and General) would be a more scalable solution to the specialized and complex needs of customers calling in for support.
Now callers are routed to the appropriate specialist using an architecture of Voice software, machine learning, an automated switchboard, and a collection of other behind-the-scenes tools.
Customers who call into the Cash App customer support number are presented with a conversational experience inquiring about the reason for their call. A customer support machine learning algorithm determines the customer’s intent and the corresponding specialty group or automated directions. Inquiries such as checking account balance are completely automated and alleviate the need to talk to a customer service advocate. For all other issues, customer requests are mapped to advocates’ specialized skill sets. Voice customer support is available in both English and Spanish.
Melissa O’Keefe, Channel Lead for the Cash Customer Success Voice team said: “Time is a precious resource. Smart Routing greatly improves the overall customer support experience by quickly and automatically directing calls to expressly trained and informed advocates and teams. Increasing efficiency allows our specialists to focus on resolving more complex issues, which in turn enhances trust and safety for customers by ensuring they receive accurate, fast and reliable support.”
Since May 2024, the Cash App Smart Routing system has routed approximately 4 million phone calls.