What’s NExT in Customer Care?

Santhana Krishnasamy RD-ILAB-SSF

September 20th, 2005

Agenda

What is NExT in Customer Care? Verizon Customer Self Service Microsoft Customer Care Framework New Channel: Instant Messaging Our CEO Vision Key Takeaways for FT

What is NExT in Customer Care?

IT Architecture should be SOA based

Rules based Self-service

New contact channel: Instant Messaging & Presence

Case Study: Verizon Customer Self Service

Verizon CSS Channels

Inbound

Phone

•Installed uniform set of IVR and CTI platforms to collect information for proper routing•Paid close attention to user experience•Converged approach to speech automation (SIP, VoiceXML) leverages existing application and web servers

Internet

•Create a disciplined approach to combined sales and service website•Consultative approach, information-rich selling•Always be Selling, Always be Asking•Rich Media Everywhere

Enterprise

•Segmented approach to Enterprise self-service•‘Enterprise Direct’ portal for Large Enterprise customers•$15 million investment in IT•Separate Call Centers support Enterprise segments

Architecture

SOA delivery framework prevent reinventing applications and transactions, reduce complexity

Complex products and offers can be managed because they are rules-based

These rules cut across platforms, and are separate from presentation

Product/Pricingmanagement

Activation & FulfillmentManagement

Other Engines Distribution Management

Common Verizon Web ServicesOn Enteprise Web Services Grid

Internal CMS systems - nationwide

External CMS SystemsWebsite, voice portal

External Web ServicesWholesale, partners, B2B

Retail Customers Enterprise Customers Wholesale

Web services Backbone – IT WorkbenchManagement, Integration, Security

Sales/Service Ordermanagement

Billing & PaymentManagement

Trouble Management

Product/Pricingmanagement

Activation & FulfillmentManagement

Other Engines Distribution Management

Common Verizon Web ServicesOn Enteprise Web Services Grid

Internal CMS systems - nationwide

External CMS SystemsWebsite, voice portal

External Web ServicesWholesale, partners, B2B

Retail Customers Enterprise Customers Wholesale

Web services Backbone – IT WorkbenchManagement, Integration, Security

Sales/Service Ordermanagement

Billing & PaymentManagement

Trouble Management

CMS: Customer Management SystemSource: Verizon

Lessons Learned: Aspiration & Reality Self-service is fresh opportunity to create bundled offers

Electronic binding of invoices into one bill (Verizon product is “OneBill”) easily accomplished online by user herself

Product complexity increases support cost

Increasingly complex products and bundles can occasionally create feature conflicts

Deployment issues for new services must be handled efficiently

Customer dissatisfaction & revenue implication will be avoided by providing alternatives when service request can’t be fulfilled as requested – don’t say ‘no,’ cross-sell

From Persona-based development to Persona-based selling

Make complex products easily understood by showing persona how other users benefit

Microsoft CCF

Customer Care Framework

SOA based .NET framework which supports multi-channel delivery of customer service functions including self-service. Greatly leverages the “presence” functionality

What is Next for Microsoft?

Ambitious plan to become a major player in Contact Center/CRM market Extend the Windows OS functions to the agent desktop

Initial strategy - partnership with Contact Center vendors like Cosmocom, Interactive Intelligence & Mitel

Push selling Windows based infrastructure into contact centers

VoIP, IM/Presence, CTI & BizTalk will become key to their success

Technology•CCF is based on the Microsoft .NET Framework and Windows Server System •Combined capabilities by Visual Studio .NET, BizTalk Server 2004, SQL Server 2000, and Host Integration Server 2004 •CCF smart client uses the Agent Desktop, the CTI API, the Real Time Communication (RTC) module, and the Application Integration Framework (AIF)•Self Services Framework uses BizTalk Server 2004, Speech server & Content Management Server 2002

New Contact Center Channels

Contact Center - Channels

•Alternate channel grow & handle almost 1/3 of incoming queries

•IVR is mostly widely used for self-service

•Contact center Service Providers are investing in other channels (Online Self-Service, Email & Web Chat = 10%)

Channel Software Investment in next 12 monthsAlternative Channel Growth

Source: Yankee report on “CRM Strategies” Feb 2005

Cost: Service Channeling

•Cost increase when customer want more personal interaction

•Best cost benefit both the customer & enterprises will gain is through multi-channel session (text, voice, video…)

Source: Conversagent Whitepaper on Automated Service Agent

IM the New Channel

Add Air France Contact Center Agent on your Messenger Buddylist

Air France

Customer Care Agent

Customer Self-Service

IM Chat with Live Agent

Voice Chat with Live Agent

Video chat with Live Agent

Share My Desktop

Find Agent Availability

Share My Presence Info

Block My Presence

View My Profile

Air France

Self-Service Buddy: Hello I am an automated buddy. How can I help you today?

ksanthan1: What time is flight AF 320 reaching Paris?

What time is flight AF 320 reaching Paris?

Customer Self-Service

IM Chat with Live Agent

Voice Chat with Live Agent

Video chat with Live Agent

Share My Desktop

Use Tabs to include customer support process information on Messenger client

Architecture with IM Channel

RTC-MSN Gateway

RTC-AIM Gateway

RTC-WM Gateway

RTC-YM Gateway

Public IM Domain

RTC Proxy

Enterprise RTC Domain Consumers

RTC Server

Call Center Application

Live Agent 1

Live Agent 2

Supervisor 1

Remote Agent 3

•Customer profile

•Call Queuing

•Skill Based Routing

•Customer Self Service

•Business Process management

•Agent Server

•Integration with CC application

•Agent Presence

•Communication channels (IM, voice, video)

Call Center Agent

Why IM?There are 320 million public IM users worldwide using

Messenger clients for IM, Presence, voice/video conference

Ability for the customer to contact the CC Agent using different channel from Messenger client IMBots (Customer Self Service), IM chat, voice/video, remote

desktop management Smooth escalation from self-service -> chat -> voice

Contact Center ACD can coexist with Enterprise RTC platform’s Presence server

Customer leverages presence information of Contact Center Agents (without compromising privacy)

Why IM?Moving towards all IP based platform (SIP)

IP Contact Center RTC platforms based on SIP/SIMPLE

Add on additional process oriented information on Messenger client Location, map of nearest service center, store timing & shipping

details

Our CEO’s Vision

Self Service

SOA

Key Takeaway for FT France Telecom can help its bottom line by helping its customers

help themselves

The bottom line savings can be dramatic, if achieved through a combination of three things:

Promulgation of a core set of transactions and messages across all platforms connected via SOA

Extensive web portal for both selling and servicing across all product lines

Customer care driven by business requirements

Customers will respond by resolving 25-35% of touches on their own

IM channel enables FT to be always ‘present’ Balance with disruption to special number services

Thanks!

Working towards a green future…

VZ.com VZW.com FT.com OR.co.uk/fr MLTV.com Woo.com Flash Yes Yes Yes No No No Download manuals

Yes Yes Yes ? Yes ?

Live Chat Yes Yes ? No No No Interactive Comparisons

No Yes ? No ? ?

Online Account Maintenance

Yes Yes Yes Yes ? Yes

Personae in Demos

Yes ? Yes (L) ? ? No

Community Yes (L) No ? No No Yes On-pack CD w/Flash Tutorial

No Yes NA ? ? NA

Legend: VZ.com = verizon.com, VZW.com = verizonwireless.com, FT.com = francetelecom.com, OR.co.uk.fr = orange sites for France and UK, MLTV.com = malignetv.com, Woo.com = wanadoo.com

Where we place an (L) next to a Yes entry it means “Limited”

• The bad news is that mobile – most dispersed service -- needs most work • The good news is that platforms can be addressed to multiple stakeholders

in a coordinated fashion (ex: Live Chat, Flash demos)• The other good news is “espace client” is transversal already