View
749
Download
0
Category
Preview:
Citation preview
Contact Centers Must Go Digital or Die!
© 2015 Forrester Research, Inc. Reproduction Prohibited 2
Source: September 12, 2014 “The CIO's Blueprint For Strategy In The Age Of The Customer”, Forrester report
Customers Control The Conversation That They Have With Businesses
© 2015 Forrester Research, Inc. Reproduction Prohibited 3
Source: June 27, 2014 “What drives a profitable customer experience”, Forrester report
Good Customer Experiences Are Good For Business
Retentionloyalty
Enrichmentloyalty
Advocacyloyalty
The likelihood that a customer will keep existing business with the company
The likelihood that a customer will buy additional products and services from the company
The likelihood that a customer will recommend the company to others
© 2015 Forrester Research, Inc. Reproduction Prohibited 4
Source: April 20, 2015, “The Customer Experience Index, 2015” Forrester report
Few Businesses Deliver An Outstanding Experience
73%
Very Poor(0 to 54)
52%
Poor( 55 to 64)
OK(65 to 74)
Good( 75 to 84)
Excellent( 85+)
26%
1%
19%
2%
© 2015 Forrester Research, Inc. Reproduction Prohibited 5
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
Source: January 20, 2015 “Channel Management Core To Your Customer Service Strategy” Forrester report
Customers Expect Effortless Service
55% will abandon online purchases if they can’t find a quick answer
For 77%, valuing their time is the most important thing a company can do to provide good service
© 2015 Forrester Research, Inc. Reproduction Prohibited 7
Customers Increasingly Rely On Self-Service
Help or FAQs on a company website
Phone
Chat
8 Confidential and Proprietary.
Redefine Self-Service
IVR
Web Self-Service
Mobile Apps
Personalized, Contextual and Multimodal
9 Confidential and Proprietary.
Multimodal Self-Service Empowers Customers
•Customer dynamically offered visually assisted call to enrich interaction
• Schedule call back time
• Schedule appointments
• Complete & Collect Survey
• Access “How To” Videos
• Push Relevant Information
• In-App Notification
10 Confidential and Proprietary.
Case Study: Switzerland’s Leading Telecom
Improves Productivity While Helping Customers More Quickly with Innovative Self-Service App
“With this app, customers are more apt to help themselves, regardless of their location. Self-service and “mobile first” – that’s our motto”
Vanna BredaHead of Interaction Experience andInnovation Topics
Swisscom Group
Challenges• Integrate mobile apps with existing customer service and contact
center processes • Manage customer interactions that span mobile engagement and
other channels• Improve customer service experience with an innovative portfolio
of attractive and efficient contact opportunities — from chat, to click-to-call, to new online services
SolutionReplaced traditional IVR with new app’s graphic IVR. Integrating mobile engagement capabilities provided smartphone users with an intuitive drop-down menu to directly contact the appropriate agent by selecting the type of contact they need. App recognizes relevant topics and displays appropriate answers as the customer navigates the system.
Results• Workload reduction up to 125,000 work hours annually • Improved call center productivity without impacting service quality• Customers both reach the menu and get help more quickly with
graphical IVR
© 2015 Forrester Research, Inc. Reproduction Prohibited 11
27%
33%
45%
2009(N=4,569)
2012(N=7,411)
2014(N=7,522)
“I like having an instant messaging/online chat box appear and ask if I need help with my online research or purchase”
Base: US online adults (18+); Source: North American Technographics Customer Experience Online Survey, Q4 2009, North American Technographics Customer Experience Online Survey, Q4 2012 (US), North American Technographics Customer Experience Survey, 2014
Channel Use Changes Year Over Year
Source: Channel Management Core To Your Customer Service Strategy: Jan 20, 2015
© 2015 Forrester Research, Inc. Reproduction Prohibited 12
Let’s Dive Into Those Numbers By Age
74%
83%
65%
55%
54%
51%
73%
73%
42%
35%
37%
31%
0% 20% 40% 60% 80% 100%
Conversation with a customer service representative oragent via telephone
Help or Frequently Asked Questions (FAQs) on acompany's Web site
Online forum or community with other customers (e.g.,Walmart's Customer Q&A Exchange, Dell's customer
forums, fixya.com)
Using a self-service mobile phone application
Using an online “virtual agent” (an avatar that simulates a customer service conversation with a live person)
Contacting a company using Twitter
35+ years old*
18-34 years old
Base: US Online Adults (Online Weekly or More) 18-34 years old; *35+ years old
Source: North American Consumer Technographics Customer Life Cycle Survey 2, 2014
13 Confidential and Proprietary.
Case Study: Digital Banking with a Human Face
Challenges• Meet the banking needs of a young, tech-savvy population• Differentiate the customer experience• Improve contact center sales and efficiency
“Agent-assisted video is very popular and a first for Turkish banking in online banking and mobile channels customers can request a video call at a time and place of their choice."
Ender DurukanSenior VP, Contact Centers
Differentiate self-service customer experience with video engagement and social media
SolutionUsing Genesys digital channels, Akbank has turned its internet banking portal into a self-service channel with the option of video sessions – putting a human face on online customer interactions
Results• Direct Banking customer numbers are now doubled after
announcing new video-enabled mobile banking application• Service level is approximately 85%• Abandoned calls ratio is less than 3%
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
15 Confidential and Proprietary.
Deliver Personalized Web Experiences
Behavioral Monitoring
Proactive
Proactive and Personalized
Next Best
Action
Website Clickstream
Rules Engine
Customer Context
Key Event
16 Confidential and Proprietary.
Case Study: Leading Mobile Communications Provider
Genesys Solutions Provide Personalized Omnichannel Customer Engagement Resulting in 3X Increase in Sales Conversions
“The solutions that Genesys has helped us develop over the past 13 years have enabled us to become closer to our customers, understand them better and provide them top class service."
Steve BriggsExecutive Head of Online and Self-Service
Challenges• Increase online sales conversions without increasing operational
overhead• Identify hot leads and proactively engage in a chat with an
omnichannel agent
SolutionGenesys CX Platform including Workforce Optimization, Reporting and Analytics and Digital Engagement.
Results• 3X increase in online sales conversions• Faster time to market• Reduced cost of sale: using existing people, process and
technology
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
Social
Web
In person
Phone
Mobile
Support Customers Through Their End To End Journey
Browse Community
Forum
Browse Facebook
page
Browse a company website
Tweet about a company
Email a company
service agent
Navigate an IVR on a
smartphoneReceive info
via SMS
Transfer to service agent
Visit an In-store sales
agent
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Source: The Boston Globe mobile app
Don’t Forget About Mobility
19 Confidential and Proprietary.
Case Study: Leader in Online Accommodations Reservations
Genesys Digital Engagement Center Supports Building a Next-Generation Customer Experience Platform Resulting in a NPS 25% Higher Than Industry Average
“ The mobile capabilities of the Genesys solution build better customer experiences and that is essential to our present leadership in the marketplace."
Gary DingVice President of Operations
Challenges• Huge growing number of users• Rapid business growth• Users expect to complete orders promptly through mobile app
SolutionGenesys CX Platform including Desktop, Self-Service and Digital Engagement Center.
Results• Savings of US$ 10K per month for phone costs• Significantly improved its customer experience and retention• Reduced costs and increase productivity through callback
reservations and workforce allocation
20 Confidential and Proprietary.
eLong Mobile App Integrated into Contact Center
“Apologies, all of our agents are currently busy. You are 5th in queue,
would you like us to call you
back in about 4 minutes?”
Scheduled Callback,
confirm phone number and
time: after 15, 30, 45, 60, or 120 minutes.
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
Contact Centers Are Not Delivering Service In Line With Customer Expectations
© 2015 Forrester Research, Inc. Reproduction Prohibited 22
Contact Centers Don’t Often Pay Attention To Best Practices
Phone
Chat
Help/FAQ on a website
SATI
SFA
CTI
ON
CH
ANN
EL U
SE
© 2015 Forrester Research, Inc. Reproduction Prohibited 23
Contact Centers Are Not Keeping Up With Expectations
Only 45% of contact
centers use quality
monitoring tools
Only 30% of contact centers have agents that
can handle multiple channelsOnly 54%of
contact centers use satisfaction
surveys
Only 39% of contact centers
use CTI to display customer
information
24 Confidential and Proprietary.
Case Study: Fast Growing Health Insurer
Genesys Solutions Provide for a High Touch, High Tech Omnichannel Customer Experience Resulting in Overall Multi-channel Satisfaction of 96%
“Genesys Chat has allowed UPMC to provide a high level of service to our members and to push First Contact Resolution to new heights. Member feedback utilizing chat is excellent."
Anne PalmerineAVP of Customer Engagement and Enrollment Services UPMC Health PlanResults
• First contact resolution rates improved to 96%• Increased the delivery of high-touch, proactive customer
experience• Real-time contact center insight for day-to-day agility
Challenges• Improve efficiency while maintaining CX, customer segment
generating 25% of business was utilizing 45% of resources• Differentiate in a complex healthcare market• Proactively contact members who may not be getting care or
services they need
SolutionOmnichannel capabilities with the Genesys CX Platform. Including Inbound and Outbound Engagement, single Desktop across channels including voice, Self-Service IVR, Analytics for actionable insights into team performance and customer care issues and Digital Engagement.
25 Confidential and Proprietary.
Customer Experience Platform
Cloud Hybrid On-Premises
Customer Service & Support
Outbound Sales & MarketingPayment & Collections
Inbound Sales & eCommerce
Store/Branch
Directto Rep
BackOffice
ContactCenter
MarketingPromotion
MobileAppWebsite Social
Self Service In/Outbound Back Office Workforce
© 2015 Forrester Research, Inc. Reproduction Prohibited 26
What are you doing about it?
© 2015 Forrester Research, Inc. Reproduction Prohibited 27
Evolve Operations By Focusing On Four Dimensions
© 2015 Forrester Research, Inc. Reproduction Prohibited 28
Evolve Operations By Focusing On Four Dimensions
o What is your customer engagement strategy?
o How are you embracing the self-service shift?
© 2015 Forrester Research, Inc. Reproduction Prohibited 29
Evolve Operations By Focusing On Four Dimensions
o Are you investing in technology to support digital operations?
o How are you standardizing content?
© 2015 Forrester Research, Inc. Reproduction Prohibited 30
Evolve Operations By Focusing On Four Dimensions
o Does the contact center own all digital channels?
o How are you standardizing processes?
© 2015 Forrester Research, Inc. Reproduction Prohibited 31
Evolve Operations By Focusing On Four Dimensions
o How are you recruiting omnichannel agents?
o Are you cross-training agents?o How are you scheduling agents?o How are you compensating
agents?
© 2015 Forrester Research, Inc. Reproduction Prohibited 32
Six Steps to an Omnichannel Contact Center Roadmap
1. Leverage your data to align operations with customer expectations
2. Monitor customer self-service journeys and pass journey information to agents
3. Empower agents with contextual customer information
4. Invest in a universal queue for omnichannel inquiries
5. Use a universal desktop to standardize agent experiences
6. Standardize measures of success across channels
Recommended