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THE

OMNICHANNEL PLAYBOOKfor

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THE OMNICHANNEL PLAYBOOK

1.

Oracle Service Cloud is a powerful platform, which Forrester ranked highest among Customer Service Solutions. If your contact center simply needs digital interaction control, knowledge and case management, it is a great solution. But, if your contact center is like most, you want to create a world-class Omnichannel experience for your customers, which inevitably includes telephony. And, so you are probably wondering… how does Oracle Service Cloud integrate with telephony platforms, routing solutions, reporting and workforce management?

Well, the simple answer is seamlessly, quickly and cost-effectively.

This playbook is rooted in the experiences of real clients creating world-class Omnichannel experiences. Contact center leaders who have followed this playbook have realized the following benefits:

1. A world-class customer experience2. Utilization of their existing telephony, routing, reporting and workforce management3. 30+ second reduction in average handle time4. 10+% improvement in agent utilization5. Personalized customer interactions6. Payback in weeks or months

Beyond the tangible benefits, this playbook enables all major customer service stakeholders to meet their Omnichannel goals, including customers, agents, Operations / IT leaders, and Service leaders.

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THE OMNICHANNEL PLAYBOOK

2.

In this playbook, we’ll go over four simple elements of this seamless, quick, and cost-effective integration:

1. Unified CRM2. Unified Data & Workflows 3. Unified Routing4. Unified Interaction Desktop

1. UNIFIED CRM – ESTABLISHING ORACLE SERVICE CLOUD AS THE “SYSTEM OF ENGAGEMENT”

The first step in creating a world-class Omnichannel experience is to create a Unified CRM, by establishing Oracle Service Cloud as the “System of Engagement” for agents and customers. This step is strategically the most important, yet also the most difficult to make.

Establishing Oracle Service Cloud as the “System of Engagement” means putting a stake in the ground that CRM will be the future hub of all agent and customer interactions. Overtime, all interactions will be managed through CRM, all the teams will use CRM, all necessary information will flow through CRM, and all applications will integrate with CRM.

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THE OMNICHANNEL PLAYBOOK

3.

If we take a step back, contact centers have more complexity than ever. The proliferation of technology, information, and applications within contact centers has unintentionally proliferated silos.

Increasingly, contact centers are forcing customers through these silos during their customer journey. The customer feels this cumbersome journey in very real ways, such as being transferred, having to repeat themselves, and waiting.

To turn the tide and begin the journey of reducing customer effort and silos, contact centers establish CRM as their "system of customer engagement”, which on the one hand makes sense, since the CRM is the current and future center for customer information and workflows. Yet, on the other hand, this is a very difficult decision for contact center leaders given the historical importance of and investment in the telephony platform, and the related routing infrastructure, workforce management, reporting, and quality applications.

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THE OMNICHANNEL PLAYBOOK

4.

Realistically, contact center leaders do not have to make a trade-off between their CRM and telephony platforms. They can both work incredibly synergistically, with the CRM platform managing customer journeys, while the telephony platform can continue to manage the operations of the contact center. As we get into the next three elements of this playbook, you will understand how this blended contact center architect can give you the best of both worlds.

2. UNIFIED DATA & WORKFLOWS – AUTOMATION WITH POPFLOW STUDIO

The foundation of any seamless Omnichannel customer experience necessitates unifying the data and workflows between interaction channels, CRM and other applications. PopFlow Studio is a powerful Oracle Service Cloud plugin, which exposes and integrates all of the data flowing through a contact center’s telephony, IVR, interaction and ACD platforms. PopFlow Studio enables an Oracle Service Cloud administrator to access the data and have it drive and automate workflows through a simple visual drag and drop developer.

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THE OMNICHANNEL PLAYBOOK

5.

With PopFlow Studio, it literally takes one non-technical person minutes to do automations that typically takes upwards of a dozen people coordinating months of custom development. For instance, with a click of a few buttons, an administrator can automate the simple use case of passing the telephone number of a caller, as the call is routed to an agent, to Oracle Service Cloud, so it pops up the callers account or latest order on the OSvC agent desktop. PopFlow Studio not only automates data access and workflows, but also tests and deploys live in contact centers with a few clicks of a button. All of the sudden, a customer experience goes from an agent asking,

“Can I please have your phone number and name?”

TO

“Hi Joe, it looks like you have an order from yesterday. How can I help you?”

Clients are amazed at the power of PopFlow Studio, and some equate PopFlow’s impact on telephony integration to what Wordpress has done in automating and simplifying web development, putting the power of creation in the hands of non-developers. And, with the ability to integrate with other data sets and applications beyond telephony, the possibilities are absolutely endless to continuously improve, segment, tree, personalize, and automate a contact center’s customer journey. Contact centers use PopFlow Studio to not only optimize their overall customer experience, but also customer flows tied to loyalty member levels, country or state specific business rules, customer lifecycle, risk assessment, and many more use cases.

For most clients, within a few weeks of designing, testing and deploying automated workflows, PopFlow Studio shaves more than 30 seconds off of their average handle time and personalizes their customer journey. The cost savings from this simple plugin often creates more cost savings then the overall cost of Oracle Service Cloud.

3. UNIFIED ROUTING – LEVERAGING THE UNIVERSAL COMPOSITE QUEUE

Unified Routing entails routing Oracle Service Cloud’s digital interaction channels (email, chat, cobrowse) through the telephony platform’s ACD. The Harmony Universal Composite Queue enables Unified Routing by routing the digital interactions of Oracle Service Cloud through the ACD, and then once an interaction is routed to the right agent, it then reroutes the interaction back to Oracle Service Cloud so the agent can manage the customer interaction. The Universal Composite Queue makes the routing of Oracle Service Cloud email, chat, and cobrowsing native to the telephony platform’s ACD, and works for ACDs from all the major vendors, including Cisco, Avaya, Genesys, Interactive Intelligence, Aspect, Twilio, and others.

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THE OMNICHANNEL PLAYBOOK

6.

By utilizing the traditional telephony platform to route all interactions, contact centers are able to leverage their typically large historic investment in routing tables, queuing logic, workforce management, reporting, and quality. Contact center leaders that apply this strategic play are able to quickly and cost effectively integrate digital interactions into their operational infrastructure and business rules, with minimal effort and time.

There are some other key benefits to Unified Routing. First, it enables seamless transfers and the context of the transfer from one agent to another across interaction channels. As customers are transferred to a new agent, the Harmony Universal Composite Queue pops the screen and information, where the last agent left off, which eliminates the need for customers repeating themselves. Furthermore, with Unified Routing, the potential migration to Omnichannel agents, where one agent can handle different interaction types, is facilitated since all interactions funnel through one system, eliminating the potential for an agent to be overloaded with different interactions from different systems.

4. UNIFIED INTERACTION DESKTOP – EMBEDDING THE MEDIA BAR INTO ORACLE SERVICE CLOUD

The fourth element to the Omnichannel playbook is creating a Unified Interaction Desktop by leveraging the Harmony Media Bar, which makes telephony applications native to Oracle Service Cloud. Clients think of the Harmony Media Bar as a smart phone for their CRM that is deeply embedded with customer context and agent functionality.

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7.

Most clients don’t realize that they can actually eliminate the need for separate agent telephony apps, and simply embed their telephony functionality directly into the Oracle Service Cloud workspace. But once they do and implement it, their agent experience significantly improves. Agents are able to take a new call, post their status, conference in others, work on and manage multiple interactions simultaneously, receive customer and call detail information, along with many other workflows, all within their Oracle Service Cloud workspace. They no longer waste precious customer time have toggling and cutting and pasting data from one application to the next.

THE SIMPLE OMNICHANNEL GAME PLAN

There is a lot of noise in the marketplace about Omnichannel and frankly it makes things seem more complicated then they actually are. Contact centers following this simple Omnichannel playbook are realizing their Omnichannel visions. They tap the power of Oracle Service Cloud to create customer-centric experiences, while also leveraging their existing operational investment in their telephony and related infrastructure. By utilizing Harmony and PopFlow Studio to unify their CRM, Data & Workflows, Queueing and Interaction Desktop, contact centers are able to seamlessly, quickly and cost effectively integrate Oracle Service Cloud with their telephony, queuing / routing, workforce management and reporting platforms.

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THE OMNICHANNEL PLAYBOOK

8.

If you already have Oracle Service Cloud, the investment is minimal in time and cost, but the payback is significant in customer experience and cost improvements. And, if you are thinking about deploying Oracle Service Cloud, realize it has the best telephony integration solutions of any contact center platform on the market.

If you would like to learn more about the playbook and solutions, drop us a line or email.

Email: info@openmethods.com

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