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The Scope & Benefits OfInteraction Analytics
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 2
CX Has Set New Standards
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 3
The Bar Rises On CX Standards
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 4
“We found that compared to detractors,
promoters are more than five times as
likely to repurchase from a company,
more than five times as likely to forgive a
company if it makes a mistake, more than
seven times as likely to try a new offering
shortly after its introduction, and that
they recommend the company to about
four times as many people”
Why This Matters
Getting harderto keep up
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 6
The Gap
C o n t a c tC e n t r e s
O t h e rTo u c h P o i n t s
Service DesignSpeed of Innovation
Low Effort Engagement
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 7
How Much Effort?
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 8
How Much Effort?
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 9
Understand Journeys?
10T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016
Remains Inconsistent
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 11
Understand Preferences?
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 12
Channel Multiply, Seldom Die
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 13
Priority = Consistency
Unified Channel Mgt Granular Journey Maps
Cross Functional VoC
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 14
Need A Feedback Loop
C o n t a c tC e n t r e s
O t h e rTo u c h P o i n t s
WhatMatters
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 15
C o n t a c tC e n t r e s
O t h e rTo u c h P o i n t s
WhatNeedsFixing
Need A Feedback Loop
u p s t r e a m d o w n s t r e a m
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016
“Has my claim been accepted ?”
u p s t r e a m
LitigationComplaint2+ TimeResolution
MultipleTransfers
1st timeresolution
d o w n s t r e a m
InboundSituation
Is Recognised
OutboundNeed
is anticipated
Need isremoved
A Typical Example
u p s t r e a m d o w n s t r e a m
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016
1. Need to phone and find out2. Automated, instant confirmations triggered
at each stage of claims workflow
u p s t r e a m
LitigationComplaint2+ TimeResolution
MultipleTransfers
1st timeresolution
d o w n s t r e a m
InboundSituation
Is Recognised
OutboundNeed
is anticipated
Need isremoved
A Typical Example
Legacy MI remainsblind to customer experience
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 19
Where Can Analytics Add Value?
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 20
Performance & Quality
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 21
Compliance
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 22
Demand Failure
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 23
Omni-Channel Optimisation
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 24
Service Design
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016 25
Voice Of The Customer
u p s t r e a m d o w n s t r e a m
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s© Brainfood Consulting 2016
martin@brainfoodextra.com
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