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Islands of Data in Your

Omnichannel Contact CenterBrought to you by CPI

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The purpose of Queued IN is to empower and enrich contact center leadership with practical insights and best practices.

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About CPI

Over 120,000 business professionals around the world

rely on CPI to power their connections, so they can

engage, collaborate and take care of their customers

Solutions / Services

Enterprise Phone

SystemsContact Center CRM Collaboration

Consulting Implementation SupportCustomer Success

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Questions

Our Speaker

8

Rick McGlinchey

Management Consultant

• 23 years experience in Contact Center and

Enterprise Software

• Helps organizations small and large improve their

customer experience including: Eli Lilly, Cardinal

Health, Abbott Labs, JPMorganChase, Ceridian

• Provides C-level Advisory and Program Management

for the Hard Things, especially if you need someone

“who doesn’t have a dog in the race.”

Brought to you by

Islands of Data in Your

Omnichannel Contact CenterBrought to you by CPI

Agenda

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What is Omnichannel?

Islands of Data History

History Repeats

How to Navigate?

Where’s the Gartner Quote?

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• No industry analyst quotes yet, and I’ll explain why…

• Opinions based on my personal experience on actual

client engagements

What is Omnichannel? (trick question)

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• “It Depends”… on your industry and context

• Retail, Banks, Insurance = brick and mortar

• An omnichannel marketing strategy could include

channels like radio, billboards and snail mail

• Contact Center = media supported and possibly

switching or promoting channels (chat to video)

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an omnichannel contact center

platform supports more than

voice as a channel and possibly

channel switching/promotion

capability (chat to video)

History of Islands circa 1990s

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New channels such as email and chat emerge

Agent Experience Goes from Awful to Tragic

Dawn of Multi-Media Queuing (MMQ) for “ACD”

15

History of Islands circa 1990s and WFM

vision reality

Proprietary phone systems rule (Big Iron…serial cables)

Open contact center platforms are new…end up as an island of data?

Flat file export was common to “integrate” 3rd Party Workforce Management (WFM)

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History repeats…?

Factors Causing New Islands of Data

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• Rise of Point Solutions for SMS, Video, Social, Co-browse

• Contact Center Platforms, especially cloud, not yet fully

capable on all channels…

• …or possibly with “some assembly required”

• Overlap of channel options between communications

platforms, CRM, e-commerce, ERP, and others

Case Study: Fortune 200 East Cost Pharma

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Transformation program included People, Process, Technology, and Strategy (side note: don’t call me if this is your approach)

Overlap between newly selected CRM and communications platforms resulted in a “land grab”

Customer intended to use WFM for scheduling and forecasting for the same reps handling all channels

Customer chose additional technical debt (customization) to put SMS and Chat in the CRM

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So, WWWTP?What’sWrongWithThisPicture?

Case Study: East Coast Pharma WWWTP?

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Presence Management – reps managing in 2 places

Agent Experience made unnecessarily complex

WFM – requires additional manual factoring

New Islands created for WFM and Reporting

Solution: Be ready for additional integration…or consider putting these channels in the contact center platform

Food for Thought:

• Can You Sequence Your

Deployments?

• Does not matter which

goes first (CRM or

Contact Center)

• Sprints/Change are

Constant

Case Study: Fortune 500 Products Co.

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Customer chose new CRM and contact center platforms

Inside Sales reps need individualized call lists for outbound calls

Customer initially opted to add outbound dialing capability in the contact center platform, integrated with CRM

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So, WWWTP?What’sWrongWithThisPicture?

Case Study: Fortune 500 Prod WWWTP?

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Implementation would have required extensive customization (breaking) of outbound tool to meet requirements

“Individual call lists” defeats the purpose and benefit of scale when dialing using groups of agents

Customer journey data would have landed in the communications platform instead of the CRM (custom scheduling code in the CRM was their “secret sauce”)

Solution: Customer scaled back to use “click-to-dial” integration between the CRM and contact center platforms

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So how to navigate…?

(trick question)

It Depends…

How to Navigate New Islands

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• What’s the impact to Routing, WFM and Reporting?

• Is the new channel isolated or handled by existing reps or agents?

• Is the need temporary or long term? Don’t know? THINK AGILE

• Ask all of your concerned vendors but don’t get “sold”

• Document the decision with options, benefits and trade-offs

• Maybe engage someone “who doesn’t have a dog in the race”...?

• Make an informed decision

When is it ok to Introduce a new Island?

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• Point Solution vs. All-in-One vs. CRM (etc.) – determine

the highest value (to you) option

• Insure you can get metrics and factor additional

volume into your WFM (if applicable)

• Expect some integration to tie up customer journey

between each platform and the Source of Truth

• Expect some custom reporting

• Correlate Data in a data warehouse

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Questions/

Scenarios

Thank You

30

THANK YOU!

For Further Discussion Contact:

CPI or

Rick McGlinchey

+1.317.782.5783

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