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State of the “Contact Center Technology” Industry
Bill Price, President Driva Solutions
August 2, 2011
High Tech High Touch Solutions Teleseminar
State of the “contact center technology” industrywhat we’ll cover today
1. Getting up to speed on the latest contact center technologies, aligning them with benefits including cost savings and improvements in customer satisfaction.
2. Identifying “best fit” contact center technologies, from the 30+ categories of available solutions.
3. Obtaining definitions and examples of some of the hot new contact center technologies that really work today, with sample costs and ROI.center technologies that really work today, with sample costs and ROI.
4. Beginning to research vendors/suppliers that can provide these new technologies.
214 Apr 2011
My Journey
Sacramento
14 Apr 2011 3
Seven principles of Best Service, chapters 2-8Foundation = chapter 1 “Challenge customer demand for service”
4
... “Book 2” under construction ... “Customer Happiness”
14 Apr 2011
26 Customer Contact Toolstypically needed in contact centers today
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26 Customer Contact Tools setting up scoring vs. 6
possible “uses”
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1st 3 of 26 Customer Contact Tools vs. possible uses
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Next 3 of 26 Customer Contact Tools vs. possible uses
14 Apr 2011 8
Next 3 (1st 9) of 26 Customer Contact Tools vs.
possible uses
14 Apr 2011 9
Next 3 of 26 Customer Contact Tools vs. possible uses
14 Apr 2011 10
Next 3 of 26 Customer Contact Tools vs. possible uses
14 Apr 2011 11
Next 3 (10-18) of 26 Customer Contact Tools vs.
possible uses
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Next 3 of 26 Customer Contact Tools vs. possible uses
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Next 3 of 26 Customer Contact Tools vs. possible uses
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Final 2 of 26 Customer Contact Tools vs. possible uses
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A. Analyze 26 tools
B. Rate importance vs. state today C. Plot all tools, find gaps
D. Produce roadmap, costs, vendors, returns, risks
26 tools importance minus
“state” analysis, selecting highest “delta” as 1st wave of technologies to add
For all target technologies to add, construct “roadmap”
Determining “best fit” contact center tools
14 Apr 2011
E. Select “best-fit” vendors � implement, improve over time
For all target technologies to add, construct “roadmap”with dependencies over next 3 years
For each target technology to add:1. estimate hosted vs. licensed costs to develop, rollout2. list potential vendors (from our 700+ Vendor Directory)3. calculate payback (or IRR/NPV)4. state risks and mitigation
(Phase 2) Select “best-fit” vendors-partners for each technology, perhaps using our proprietary online RFxManager tool
16
Determining “best fit” contact center tools
14 Apr 2011 17
Hot new technologieslet’s explore the 4 in red
Ten new technologies to consider (checks = 4 to follow)
Wiki-based knowledge base, updated
by CSS“Guided” IVR
CFM (customer feedback management)
incl. post-contact email- or IVR-based
WOCAS (“what our customers are
saying”), submitted by CFE with incl. post-contact email- or IVR-based
c-sat surveys feeding closed loop
service “recovery”
saying”), submitted by CFE with
same closed loop within enterprise, and back to customer
Remote support softwareE-learning, instead of classroom
training
Speech + data analytics to discover
VOCSocial media mining
“Click to Call”, enabling CFE to
assist befuddled online customer2-way text messaging
14 Apr 2011 18
1st of 4: Click to call [back]assisting customer while still online
customer lands on “high
value page”, “dwells” too
long in Help, or at checkout
... and is stuck
but he gets box inviting him to get call from CS
immediately or when it’s convenient for him
system sends web log data to agent, skipping general “how can I help you?”
� shorter handle time + higher conversion rate + more satisfied customers
14 Apr 2011 19
1st of 4: Click to call [back]Continental Airlines case (eStara site)
Business ChallengeIn a period of intense competition, Continental Airlines sought to refine its online
reservation process to improve conversion rates, reduce website abandonment
and drive even higher levels of customer satisfaction.
SolutionContinental deployed eStara’s Click to Call service to connect online website
visitors with reservation agents at key decision points throughout the online sales visitors with reservation agents at key decision points throughout the online sales
process.
Results• 35% of Click to Call calls were converted into sales – double the rate for
Continental’s traditional toll-free calls.
• Click to Call reduced website abandon- ment by over 25% on pages where it
was offered.
• 92% of Click to Call users surveyed said the service “greatly” or “significantly”
enhanced their online experience with Continental.
• 78% of Click to Call callers said the service increases the likelihood that they’ll
use Continental.com again in the future.
14 Apr 2011 20
2nd of 4: WOCAS(what our customers are saying; closed-loop feedback/action cycle)
14 Apr 2011 21
1. listen
5.communicate
�Front line staff capture “voices” by logging recurring customer issues
�Provide information for systematic categorization and scoring
�Customer issues identified
�Editors provide information on successes on the WOCAS portal
�Solution Owners send Feedback to those having identified the issues
�Motivation and relevant information�Loop gets closed and engine oiled
2nd of 4: WOCAS(what our customers are saying; closed-loop feedback/action cycle)
4.resolve
2.aggregate
3.own
�Voice Analysts aggregate recurring “issues”
�Relevance to business andcustomers identified
�Business Owners are held accountable for issues originating in their business unit
�Active governance of issues in business owner meetings
�Prioritized list of Top Issue initiatives
�Solution Owners manage resolution process
�Analyze and remove root cause of customer issues
�Transparent resolution process
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Contacts clearly Contacts clearly connected to identified issues
Workload at the start of the
Co
nta
ct
Vo
lum
e
Start
160 issues
identified,
50 already
solved 38 %
23% longer term fix
3% Quick Wins
12 months perspective
7% mid term fix
possible
After 3 months
2nd of 4: WOCAS(what our customers are saying; closed-loop feedback/action cycle)
Other contacts
issuesthe start of the listening processC
on
tact
Vo
lum
e
62 %
23% longer term fix
possible
(< 1 year)
5% not (economically)
fixable
Within the first 3 month 160 issues were identified. 50 issues were closed already and have delivered reductions in customer demand. 110 issues are still open and represent 38% of the remaining contact volume. 33% of the volume is connected to issues that can be solved within
a 12 months timeframe.
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3rd of 4: social media miningculling insights across myriad of web presences
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3rd of 4: social media miningmeasuring/reporting customer sentiment
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4th of 4: 2-way text messagingstaying in the customer’s channel of preference
26
Customer sends textmessage to CS, e.g. to ask about policy expiration or enroll in new services ...
... for customer to readon mobile device, hopefully satisfying thequery (= FCR)!
... CSR receives text message in same screen asemail, types response (withlinks, as needed), and system translates back intoSMS format ...
14 Apr 2011
4th of 4: 2-way text messagingstaying in the customer’s channel of preference
Wokingham Council - Case Study
Save Thousands, Improves Communications, Award Winning with CONTACT
In October 2010 Wokingham Borough Council won the Top Public Services Call Centre for Email Communication using
CONTACT. Wokingham Direct, Wokingham Borough Council’s front line customer management team reached the Top
4 Nov 2010
Ten for e-mail communications in latest research from the Top 50 Call Centre’s rating for Customer Service. They came
top of the Public Services sector for their e-mail communications with a score of 87.62% against an overall Top 50 e-
mail average of 74%.
Each call centre was rated using over 50 criteria across five key areas of service - timeliness, ease of use, reliability,
staff knowledge and personalised service – and awarded a Customer Service rating in percentage terms.
Simon Thorpe, Programme Director, Top 50 Call Centres for Customer Service, commented:
“The results show that many organisations are already delivering a world-class service to their customers.
27
4th of 4: 2-way text messagingstaying in the customer’s channel of preference
Summary
Communicating with citizens and businesses about issues and public services is a major responsibility for Wokingham
Borough Council. In attempting to reach its diverse audience, contact centre staff spent long hours on outdated and
expensive hardware which was limited to emails. Looking to expand its ability to communicate in the most convenient
channels for citizens, business owners, students and employees, Wokingham Borough Council turned to Datasquirt to
implement the CONTACT multi-channel solution. Integrating into CRM databases and the council’s hosted voice
4 Nov 2010
technology, CONTACT directs emails, SMS and live web chat sessions to 10 specialist agents who answer questions
and communicate in real-time.
The hosted Contact Centre solution should save council tax payers thousands of pounds in the future by offering lower-
cost alternatives to voice communications. Equally important, CONTACT enables the Council to improve public services
and communicate in using personalised texts and emails, including payment or event reminders, important notifications,
general notices and information about waste and recycling, parks and open spaces, roads and highways, traffic
management and planning.
Situation
Wokingham Borough Council faced several business challenges:
•Cumbersome, costly legacy system. The Council’s communication system relied on expensive hardware and costly
28
4th of 4: 2-way text messagingstaying in the customer’s channel of preference
Datasquirt Solution
Wokingham Borough Council implemented the CONTACT multi-channel solution for SMS, Email and Web-chat. The solution
allows contact centre agents to easily manage multiple communications and reach audiences via the most convenient channel.
Launched in just a few weeks – the fastest deployment ever for the Council – the CONTACT solution interfaces with CRM and
voice systems to offer an easy and convenient way to communicate timely information.
Benefits
4 Nov 2010
Benefits
Wokingham Borough Council experienced a range of benefits from CONTACT:
•Cost savings. The CONTACT solution will save the Council thousands of pounds in the coming years.
•Reduced administration. CONTACT provides agents with immediate access to all the information they need to answer
multiple service enquiries, via multiple channels, in a single blended environment. They also have access to specific staff
performance and management tools to help understand customer needs through continuous monitoring of their citizens’
requests, responses and satisfaction levels.
•Higher quality communications. CONTACT makes it easier to communicate with audiences and offers tools to ensure
consistency and high standards.
•Award Recognition. Winning a top 50 Call Centre Award for email communications using CONTACT.29
Customer Contact Tools framework that you can use
Discrepancy
IMP - ST IMP ST
Average Average Average
Importance Importance to "State" today
minus increasing CE (1 great to 4 weak
avg state (1 high to 4 low) 5 not existent)
balanced performance management
best agent profiling
chat
contact coding (simplicity)
contact recording
c-sat measurement/management
desktop software on one screendesktop software on one screen
e-learning
email management/processing
forecasting & scheduling
IVR automation
IVR routing
knowledge sharing
network ACD
outbound alerts, notification
outbound dialer
quality monitoring
screen pop
social media, C2C
team leader training
2-way text messaging
unstructured data analysis
unstructured speech analysis
virtual agent, web-based avatar
web self-service
WOCAS14 Apr 2011 30
Four hot new technologies’ sample providers
Hot new technology Sample providers
click to call ATG (f.k.a. eStara), sub. OracleLivePerson
WOCAS LimeBridge GermanyResponseTekResponseTek
social media mining JiveLithiumRadian 6Visible
2-way text messaging DatasquirtGenesysSoundbite
14 Apr 2011 31
State of the “contact center technology” industrywhat we covered today
1. Getting up to speed on the latest contact center technologies, aligning them with benefits including cost savings and improvements in customer satisfaction.
2. Identifying “best fit” contact center technologies, from the 30+ categories of available solutions.
3. Obtaining definitions and examples of some of the hot new contact center technologies that really work today, with sample costs and ROI.center technologies that really work today, with sample costs and ROI.
4. Beginning to research vendors/suppliers that can provide these new technologies.
14 Apr 2011 32
There’s no time to lose!
“The great French Marshal Lyautey … once asked his gardener to
plant a tree. The gardener objected that tree was slow-
growing and would not reach maturity for over a hundred
years. The marshal replied, “in that case, there is no time to years. The marshal replied, “in that case, there is no time to
lose. Plant it this afternoon.””
Source: “Denial can lead to a disaster just as easily here”, Joel Connelly in Seattle Post-Intelligencer, September 7, 2005; opens with “A favorite story from John F. Kennedy comes to mind:”
14 Apr 2011 33
THANKS –QUESTIONS , PLEASE!
Bill Price, Founder/President Driva Solutions 1-206-321-0841
14 Apr 2011 34