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8/4/2019 Navigating Customer Contact Space
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Navigating Customer Contact Space in
the 21st Century
Bill Durr
Director, Global Field Marketing
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My Credentials
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My Credentials Thats Me!
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Weve Consulted Great Thinkers
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Call Center Environment
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Customer Contact Environment
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Contact Center Cost Model
Labor65%
Communications25%
Technology
10%
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Leverage Potential
Labor
65%
Communications
25%
Technology
10%
Customer Retention
Customer Loyalty
Revenue Growth
Profit Enhancement
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The First Call Distributor
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Technology Roadmap
Basic Call Processing
Real-Time & Historical Reporting
Conditional Call Routing Lexicon
Open DataBase Connectivity (ODBC)
IVR (Interactive Voice Response)
CTI Data Link (Computer Telephony Integration)
Workforce Management Tools (WFM)
Intelligent Call Processing (aka CRM)
IP Transactions
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Definitions & Comments
Basic Call Processing
Define a Target Group
Define Delay Announcement(s)
Define Overflow Target Group
Real-Time & Historical Reporting
Historical Reporting
Enables Planning the Work Real-Time Reporting
Enables Reacting to Deviations from Work Plan
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Definitions & Comments
Conditional Call Processing Lexicon Sophisticated Rules-Based Call Routing
Key Elements to Consider
If..Then Statement
Number & Kind of Variables
For Example:
If Sales Service Level
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Definitions & Comments
ODBC Reporting
Add Business Data to Contact Center Reports
Enterprise Access to Contact Center Data
CTI Data Link
Screen Pops
Saves Agent Time
Personalizes Interaction
Promotes Loyalty
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CTI in the Call Center - Reality
Very low level of implementation
Many projects fail or underwhelm
Expensive
Drag on
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CTI in the Contact Center
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Definitions & Comments
IVR
Robot Agents
Increasingly Accepted
Handles Simple Transactions
Natural Language, Speaker Independent
Very Powerful
Very Customer Pleasing
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IVR in the Contact Center
Its Hard to Imagine a Contact Center Without IVR
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Definitions & Comments
Workforce Management Software
Accepts History from Contact Center Data
Provides Forecasts
Call Volume
Transaction Time
Define Agent Shifts & Preferences
Generates Agent Schedules
Real-Time and/or Historical Adherence
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Workforce Management in the
Contact Center
Particularly for Contact Centers
With Extended Hours
Over 50 Agents
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Intelligent Call Processing
AKA Customer Relationship Management
Identify Who is Calling
Evaluate Worth to the Company
Route Accordingly
Treating Different Customers Differently
Pareto Customers
20% of Customers Yield 80% of Revenues Some Customers Not Worth Having
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Intelligent Call Processing (CRM)
in the Contact Center
Extensive DataBase Required
Look Out for Integration Costs
1.5 to 5 Times Cost of Tools & Products
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Definitions & Comments
Differentiate Specific vs. Non-Specific E-Mail
e.g. Webmaster@, Sales@, Service@
Contact Centers Will Be Expected to Handle Non-Specific
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E-Mail in the Call Center - Hype
50% of US Have E-Mail Access by 2001
10% of all customer contacts by e-mail in 2001
95% of all e-mail messages delivered in 5 minutes
or less
Response Time Implications
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E-Mail in the Call Center - Why?
Cant or wont wait for human assistance Web page content prompted inquiry/transaction
Need convenience of 24x7 messaging access
Dont need to discuss anything Want to send information & data attachments first
Want well-documented audit trail of interchange
Want to eliminate time, errors & effort in transcribing
information during live conversation
Dont have 2nd line for live call-back while still
connected to web
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E-Mail in the Call Center - Reality
Ultimately, A Great Addition to the Contact Center
Carefully consider before integrating with voice calling
Unpredictable volumes Unpredictable response expectations
Different skill-set
Potential high impact on operations
Rising Volumes Will Dictate Automated Response
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Web-Mail Automation
Server
Auto-Response
CSR
Firewall
Web
Messages
DatabasesMessages
Automated
Email Agent
Message
Tracking and
WorkflowEmail ACD
ComplexMessages
SuggestedResponses
Call Center Manager
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Definitions & Comments
IP Transactions
Voice Over IP
Text Chat
Application Sharing
Whiteboarding
Video Over IP
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From Call Centers to Contact
Centers
PSTN
ACD
Voice
Server StationWiring
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From Call Centers to Contact
Centers
Fiber Network
IPGateway
PSTN
PSTN
ACD
Voice
Server
Gateway
Station
Wiring
IPPSTN
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From Call Centers to Contact
Centers
Fiber Network
IP
IP
IPGateway
PSTN
PSTN
ACD
Voice
Server
Gateway
Station
Wiring
IPPSTN
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Voice Over the Internet - Hype
Essentially free calling
High-touch web-integration
Assisted browsing
Page push/pull
Getting better all the time
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Source: Gartner Group June 9, 1998
Voice Over the Internet - Reality
Reliability issues
High availability LAN = oxymoron
Quality issues
Packet delay matters
Average delay in PSTN = 20 msec
People notice delay = 50 msec
Disruption begins = 100 msec
Practical unintelligible = 250 msec
Typical multihop IP delay
As low as 150 msec
Frequently as high as 500 msec
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Voice Over the Internet
Acceptable for Private, Controllable Network Use
Not Ready for Prime Time
Will Eventually Blow Away Text Chat
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Video Over the Internet - Hype
Multimedia PCs rapidly proliferating
Humans are visual creatures
Video transactions are rich & pleasing
Simple matter of bandwidth
Bandwidth is trending to zero cost
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Video Over the Internet - Reality
Great for internal users
Video enabled consumers
Small population
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Video Over the Internet
Acceptable for Private, Controllable Network Use
Not Ready for Prime Time
Will Eventually Blow Away Everything Else
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MultiMedia Contact Center
MediaIntegration
ManagerReportsServer
ACD Voice
Server
PBX
Agent
Workstation
LAN/WAN
WFM
IVR
Fax
Server
CTI
Server
Server
Web
ServerPublic
SwitchedTelephone
NetworkInternet
Packet
Network
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We Know Where We Want to Be
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Technology Uptake in the Call Center
Forget vertical market differences
Type A firms
Already have call centers
Believe call centers are strategic assets
Moving To implement multi-media
Type B firms
Already have call centers
View as important But not strategic
Implement multi-media when customers demand it
Type C firms
Emerging call centers
Viewed as not important to mission
Wont implement multi-media
15%
65%
20%
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The Goal: Recapture One to One,
Personal Interaction