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OMNICHANNEL IS MULTICHANNEL DONE RIGHT !
GORAN MARTIC(goranmartic@avaya.com)
Application Sales Manager Eastern Europe, Benelux & Nordics
Avaya – Confidential & Proprietary. Use pursuant to your signed agreement or Avaya Policy
Voice / IVR
Results
Aim to drive Customer to Agent with
Appropriate Skillset
Customer Proactively encouraged to Self
Serve in busy periods
May arrive at least skilled agent in Busy Periods to meet SLA
VOICE BASED ROUTING
Routing Based on ANI,DNIS, CED (“Customer Entered Digits”) and Business Rules
Service Level (SLA)
CRM Lookup
IVR (Automated)
Skills Based Routing to Agent
The Traditional Approach
Routing Decision
MULTICHANNEL BASED ROUTING
Web / Web RTC
Voice / IVR
Mobile / SMS
Social
Video
Results
No Single View of Agent Status
No “Channel Hopping”
Complex/Multiple Sets of Business & Routing Rules
First Time Resolution
Time to Market Changes
SLA Mismatch
Limited cross sell/up sell ability by agents
Routing Independent of Contact Channel
Service Level (SLA)
CRM Lookup
IVR (Automated)
Routing Decision
Service Level (SLA)
CRM Lookup
Routing Decision
Time of Day
Service Level (SLA)
CRM Lookup
Routing Decision
Time of Day
Service Level (SLA)
CRM Lookup
Routing Decision
Time of Day
Service Level (SLA)
CRM Lookup
Routing Decision
Time of Day
Service Level (SLA)
CRM Lookup
Routing Decision
Time of Day
Blended D
elivery to Agent P
ool
BreadcrumbsPrefferences
Capabilities
Events
Strategy
Campaign
Service LevelModality
History
Social
Multiplicity
Business Data
Demographics
Surveys
AGENTMATCH
Web / Web RTC
Voice / IVR
Mobile / SMS
Social
Video
Results
Higher customer satisfaction
More efficient employees
Acceleratedresponse
Omni Channel Experience
OMNICHANNEL IS MULTICHANNEL DONE RIGHT!
Contextually Aware OmniChannel Contact Treatment
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DIGITAL ENTERPRISE DRIVING SHIFTIN INTERACTIONS FROM VOICE TO DIGITAL
10 years ago there was no web chat, smart phone apps, social media, and very little email. Today, digital interactions account for over 35% of all interactions and, at the current rate, will overtake voice in two year’s time.
Telephone
IVR touchtone
IVR speech
Web Chat
Social Media (Facebook/Twitter)
Smartphone App
SMS Text/Instant Messaging
Video Chat
Internet Website (peer-to-peer systems)
2015
2013
2006
*Copyright © 2015 Dimension Data
Voice shift toDigital Interactions
68% of Agents in CCs are still voice only dedicated, 19% Omnicahnnel 19% are Omni CCs, 28% of CCs have no Omni at all, 58% have some Omnichannel CCs to growth from 22% to 76% in the next 2 years
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CONSISTENT JOURNEY ACROSS THE CHANNELSThe key is that most companies are only seeing the last touch-point - and that is often the voice channel
Physical Digital
Retail Location
Kiosk Terminal
Self Service
Live Agent
SalesSpecialist
DirectMail
Social Media
Corporate Website
Mobile Platform
Messaging Interaction
App Team
Contact Center MarketingMarketing
Sales
Omnichannel Engagement is about keeping the customer context along the journey/contact channels
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OMNICHANNEL IS CHANGING THE CONVERSATIONSOmnichannel based Contact Center
Less RICH Agent Experience, but FULLCustomer Insight
Stand-alone/”Point” Channel Solutions
RICHER Agent Experiences, butWEAK customer Insight
Text
Mobile Web/Apps
Speech
The Role of the live Agent (Voice) is changing Voice will increasingly become an Escalation
(not a primary service) & Sales channel
Context kept Across Channels The Customer experience begins way before
the conversation with the contact center agent “Channel Hopping” with the same agent is a
must !
Mobile Channel as Omnichannel driver
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OMNICHANNEL RELATED “AUTONOMOUS REPORT 2015” FINDINGS
I get better info/answers from call centre than using online self service
62%I want to possibility to switch from Chat to Voice within the same interaction & agent
90%Want to e-mail same agent as speak to on the phone
55%Want to share my screen with an agent
81%Organisations should always offer different channels to meet my needs
60%Would like Visual IVR when calling on a smartphone
61%The calls I make to Contact Centres are complex, I do simple things online
Source: BT/Avaya, 2015. Except where stated, data is the 10 country total.
Although there are many new channels, but the voice is still very requested …
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MOBILE AS GROWING CONTACT CHANNEL – INTENT AND CONTEXT Traditional Context with Voice interaction as channel
– Historically: ANI (Calling Number), DNIS (Called Number), collected IVR digits,…
Mobile Context with Voice interaction as channel• Social Media profile & other profile info• Application history• QR code• Camera – Photos• Geo-Location coordinates• Device information• ….
WebRTC
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OMNICHANNEL (USE CASES)
- MOBILE- SELF SERVICES- WEB & OUTBOUND- CONTEXT
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QUEUE WAIT TREATMENT & TRANSITIONS FROM VOICE TO ALTERNATIVE CHANNELS
QueueCCCustomer calls traditional CC, but waiting time is too long1
Customer gets the option to access CC agent via a full collab. session (voice, video, etc…).3
“Your estimated wait time is greater than 15 minutes. Would you prefer a Mobile Self Service App to be offered to solve the problem? Self Services
Management
Automated system monitoring queue offers customer to continue via Mobile App2 ?
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FROM WEB SESSION TO PHONE CALL WITH CO-BROWSE
Agent/Customer concludes that voice is needed (complex inquiry, too long /expensive chat…)2
Customer and Agent are having Web chat with Co-Browse session1
Agent/Customer presses click-to-call button on the Web page (WebRTC voice session is established)3
Co-browse session is kept –> Voice + Co-browse is the fastest collaboration way
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Sources:• The Autonomous Customer 2015, Commissioned by BT and Avaya, 2015
BESIDE THE DIGITAL CHANNELS, CUSTOMERS DEMAND ACCESS TO LIVE SUPPORT TOO…IN A SEAMLESS, INTEGRATED FASHION
71%of customers would like apps that allow them to
communicate with service staff while online (like web chat, video, phone or messaging)
59%of customers would like video on phone calls
so that they can see the agent when discussing complex issues
84% of US &79% of UK
customers want an advisor available on phone / web-chat when internet shopping
62%of customers want to switch from web chat to
phone
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ASSISTED SALES (“ABANDONED SHOPPING CART”)Customer logs in and loads shopping cart but doesn’t buy1
Contact Center (eCommerce, CRM…) monitors actions and stores context2
MonitoringContextStore
5 Agent and customer co-browse, discuss and conclude purchase
4 Agent has insight into cart, discusses and sends link via email/sms
3 Customer calls Contact Center
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Source: January 20, 2015 “Channel Management Core To Your
Customer Service Strategy
CUSTOMER PURCHASE BEHAVIOR
55% will abandon online purchases if they can’t find a
quick answer
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830Jane is called by the outbound system in response to a trigger. 900
She is greeted and offered a “retention” offer. Jane can choose to accept, hear more, talk to an agent or schedule a call back that suits her.
Jane access “my Bank” portal & browses to the exit terms in the T&C’s
11451 Jane receives her callback, this time from an agent who discuss the offer & obtains agreement from Jane
SEAMLESS CUSTOMER JOURNEY – “SAVING JANE”
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MOBILE CALL WITH CONTEXT FROM SMARTPHONE APPCustomer browses Smartphone application self-services options1
Unable to resolve the problem, customer initiates click-to-call2Smartphone app context is stored
ContextRepository
Mobile call towards CC is initiated
ContactCenter
Context is associated with call & available for routing & treatment
Customer is connected to agent3Full Smartphone app context is available
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Consumers Are Demanding…
...and only 48%have initiatives in place to reduce
customer effort
Businesses Are Battling To Meet Demands…
Physical Digital
Retail Location
Kiosk Terminal
Self Service
Live Agent
SalesSpecialist
DirectMail
Social Media
Corporate Website
Mobile Platform
Messaging Interaction
App Team
Contact Center MarketingMarketing
Sales
83% of organizations can’t deliver all requirements for completely blended customer experience...
Would rather spend money with organizations that are easy to do business with
87%
Sources: • Dynamic Markets, 2014• BT and Avaya, 2015
In this Digital World
92% Expect proactive engagement
Expect unique treatment70%
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Your customer reach you via the channel of their
choice
You have information and
context to personalize their
experience
You have engaged workforce working the channels they
serve best
You provide an experience that
keeps the customer happy
You maximize your CLV and
increase profits
(Aberdeen Group, 2014)
Businesses delivering seamless customer experience across multiple touch-points enjoy:
• 7.1% in customer retention rates
• 4.0% in customer lifetime value
Businesses integrating contact centers with Omnichannel enjoy even higher growth: • 9.0% in customer retention rates
• 5.8% in customer lifetime value
NPS
CSAT
CES
OMNICHANNEL OPPORTUNITIES
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