Empowering intelligent customer operations through Lean Digital

Overviewwww.genpact.com/home/solutions/multi-channel-customer-service

MULTI - CHANNEL CUSTOMER EXPERIENCE REIMAGINED THROUGH A LEAN DIGITAL APPROACH: INTELLIGENT CUSTOMER OPERATIONS

PROVIDEVISIBILITY

STEER

EFFECTIVENESS

EXECUTEACTIONS

2© 2015 Copyright Genpact. All Rights Reserved.

Executive summary

INTELLIGENT MULTI-CHANNEL CUSTOMER SERVICESCUT COSTS AND BOOST CUSTOMER LOYALTY

Industry challenges

Customers demand superior and consistent engagements across channels Untenable cost structures: escalating IT costs, poor sales productivity Increasing volumes of structured and unstructured data

Genpact solution

Genpact’s Lean DigitalSM approach re-architects across front, middle and back office through digital technologies, design thinking and lean principles Proprietary SEPSM framework: granular view of processes and key process drivers Data-to-insights-to-actionSM: industry KPIs, pre-built data marts, channel

optimization, predictive analytics and social media reporting enable smarter interactions

Digital integration and omni-channel support through machine learning, natural language processing, cognitive computing, robotics

Potential impact

5-10% reduction in cost year-on-year, 3-5% better customer satisfaction per year 6-8% better cross/up sell


CONNECTED, EMPOWERED CUSTOMER = HARDER TO SERVE

Challenges

Increasing customer expectations

Connected and informed customers are empowered by digital technologies such as mobile, web, and social media with expectations of superior and consistent engagements

Customer interactions are increasing in volume and importance. Companies must understand their needs and engage by sharing relevant information across their preferred channels

Ever-changing regulations Increasing volumes of complex structured and unstructured data Escalating IT costs: fragmented systems for multiple channels Insufficient cross-functional collaboration due to data/process silos

High cost-to-serve from increasingly complex operations: multiple products, geographically dispersed teams, multiple CRM and legacy systems

Balancing cost and customer experience

Increasing complexity and risk


ENABLING SEAMLESS MULTI-CHANNEL SERVICES

Solution overview

A LEAN DIGITALSM APPROACH TO DATA TO INSIGHT TO ACTIONSM

Customer experience management Create customer personas Map customer experience to

relevant touch points Identify customer loyalty

drivers and key pain points Insights drive targeted

actions

Smart customer interaction services Multi-channel optimization Reduce volume from high-cost

to low-cost channels Provide first contact resolution,

upsell, cross-sell analytics Churn analytics

Process re-design and continuous improvement Smart Enterprise

ProcessesSM map key performance drivers to business outcomes

Metrics benchmarking and continuous baselining

Digital enablement Create seamless customer

experience across channels Drive efficiencies through

interactive self-service channels, such as integrated voice

response, web, community servicing Enable omni-channel interactions through

e.g. machine learning, natural language processing and robotics

A full-service contact center

practice focused on the customer

experience with advanced analytics

and operational excellence


MULTI-CHANNEL CUSTOMER CONTACT WITH ANALYTICS-BASED DECISION SUPPORT

Solutions ► Smart customer interaction services

Multi-channel customer contact

with analytics-based decision support

Customer Experience

Process Streamlining

Cost

EfficiencyIn

crea

sing

Rev

enue

Multi-channel optimization IVR performance management

framework Web breakage elimination Chat, email and channel

migrations

Cross/up-sell analytics Identification of existing

eligible customer base Product priority by segment Lead prioritization and channel

selection KPI baselining and agent

evaluations Track customer behavior by segment

Customer survey analytics Integrated customer

satisfaction and quality assurance analysis

Customer effort index and affinity score

FCR / repeat call analysis and call elimination First call resolution (FCR) Hypothesis formulation and

solution design Design and develop call

index measure Shift interaction volume to

low-cost channels

Interactive visualization Drilldown to transactional Mobile dashboards Collections of charts and maps

Pre-built marts and templates with a BI interface


CUSTOMER EXPERIENCE MANAGEMENTSolutions ► Customer experience management

MAPPING CUSTOMER EXPERIENCE ACROSS TOUCH-POINTSIdentify touch-

pointsPrimary data

inputsData

integrationKPI

dashboardsActions and

response

Key action areas Identify customer loyalty

drivers and pain points by mapping touch points by channels

Measure / analyze touch point satisfaction

Identify cross-sell propensity by customer segment

Identify improvement opportunities at product design and self-service levels

Social media dataContact center data

Net Promoter Score, voice of customer data

Ad/brand research survey data

Best practices Standardized cross-market

best practices and procedures Set up command center to

drive end-to-end governance, visibility, and standardization

Sharing of operations across geographies


Solutions ► Digital enablement

ENABLING SEAMLESS OMNI-CHANNEL EXPERIENCEPUTTING DIGITAL TO WORK

Social Community E-mail Chat SMS Video Mobile PortalVoice IVR

Multi-channel contact infrastructure

Agent enablement

Smart desk Knowledge base Call recording Workforce management

Analytics and Insights

Integrated data management

Speech and text analytics

Real-time next-best action BI/reporting Social media real-time

monitor

Core systems CRM Master data

Core systems - process and products Customer data


Solutions ► Process re-design

SMART ENTERPRISE PROCESS FRAMEWORKLEAN DIGITAL APPROACH PUTS DIGITAL AND ANALYTICS TO WORK

Level 1 SEPSM

Level 2Sub-

processes

Level 3 Activities

ActivationCustomer Account Servicing

Reorder, Cross-sell, Up-

sell

Retention and Account Closure

Customer Account Setup

Capacity Planning and Process Mgmt.

Keyperformance

measures

1. Customer Retention 2. Cost to Serve3. Revenue from Cross-sell/Up-sell

Keyperformance

drivers

•Planned vs. actual channel penetration

•Agent occupancy %

•Service level % •Abandon rate

• Hold time• FCR• Call quality

scores• Call quality

scores on agent informing customers on T&C, product and service features

• Transfer rate• Average

contacts required for resolution

• Cycle time for resolution

• % of queries available on the web

• Authentication reject rate

• Website resolve rate

• IVR abandon rate

• ASA to IVR• IVR

authentication reject rate

• IVR resolve rate

•Lead generation rate •% of closure requests retained

•Cost to retain•% of accounts closed within TAT

•C-Sat scores •Cost per transaction per channel

•Cost per active customer

•Number of customer complaints

•C-Sat scores•Number of customer complaints

•Channel resolution rate

•Cycle time from approval receipt to account setup

• '% of applications approved, declined, and referred

Authenticate and service requests on

IVR

Resolve customer

queries with respective

departments

Service requests through the

website

Receive calls, confirm the

request type, and service/

resolve

Record complaints and

initiate resolution

Manage feedback

Service requests through e-mail

• Complaints resolved within TAT per channel

• Top 5 reasons for customer complaints vs. industry trend

• Variance (CQ/external C-Sat)

• Actual sample size achieved per channel per month

• % of route backs

• Accuracy• E-mail

turnaround time (TAT)

Example


Case study ► Intelligent OperationsSM

Gather feedback

STEER

EFFECTIVENESS

Correct strategy and targets

PROVIDEVISIBILITY

Consolidate, report

Analyze

EXECU

TEA

CTIO

NSMeasure

Operate

Implement

SIMPLIFIED

ILLUSTRATIVE

Run data-to-insight: • Global CRM• Analytics CoE for

consumer experience, social media, brand/ad research

2

Improve execution practices• Command center to control

consumer hubs• Social engagement

playbook• Process and IVR

improvements

3

• Identify target outcome: customer engagement, brand love, revenue growth

• Identify metrics: customer satisfaction score, turn around time, call volume

1

4

Continuous learning• Improve product portfolio• Brand, channel strategy, marketing

and promotional effectiveness• New research, data sources,

analytics model, and SOPs

4

INTELLIGENT OPERATIONS DRIVEN BY ANALYTICSDRIVE CUSTOMER ENGAGEMENT TO IMPROVE SATISFACTION


We reimagine your business

by extending digital’s power

all the way through middle and back office

where it can generate

growth, cost efficiency and business agility.

We architect the Lean Digital SM enterprisec

Business

Empowering intelligent customer operations through Lean Digital