© 2015 IBM Corporation

Improving Customer Service with Real-Time OmnichannelEngagementswith Customer Experience for ServiceIBM ExperienceOne

Karen He

Product Marketing Manager at IBM Tealeaf

Consumer Behavior and Interactions Change

1

mobile devices world-wide;

1B+ of them smartphones

74%

6B

of Millennials believe

technology makes life easier

81%say mobile is fundamentally

changing how they do business

Smartphones browsed

Tablets bought

As consumers embrace digital channels, they are seamlessly combining multiple devices in their journey

2

Source. IBM Digital Analytics Benchmark, November 2013.

Note. Smartphones drove 19.7 percent of all online traffic compared with tablets at 11.5 percent. When it comes to making the sale, tablets drove 11.7 percent of all online

sales, more than double that of smartphones, which accounted for 5.5 percent.

In Thanksgiving 2013, as measured by IBM® Digital Analytics Benchmark:

40%of all online

traffic that was

mobile

20%growth in online

sales year to

year

22%of all online

sales that were

from mobile

Engaging customers continuously across mobile devices and other

digital channels is critical to increasing success rates.

“You don’t know me”Intolerance of mass-market, impersonalized approaches

“You make it too hard”Expectations for immediate results

“You’re not connecting with me”Demand for interaction on channel of choice

Customers desire personal engagement with businesses

© 2014 International Business Machines Corporation 3

Why do customers leave the business?

57%

of online consumers have

had unsatisfactory service

interactions

83%

of web transactions

are still completed

with the help of an agent

60%

of customer will purchase

somewhere else if they

experience negative

customer service

*Forrester Research and eConsultancy

Gap: Digital Behavior Aligned with Contact Center ConversationsHuman Centered Experience: Customer and Agent

Seamless Transition: Real-time and historical context about the online customer experience

57% of online consumers

are unsatisfied with the

transition from digital to

call centers in the last

12 months

SOURCE: Navigate The Future of Customer Service” Forrester Research, Inc., February 01, 2013

Consumers demand choices and expect consistent service on all channels

Contact

customer

service

by phone

73%

57%

Contact

customer

service

via Social

Media

22%

Sent an

email to

customer

service

70% of consumers first view

online before interacting

with a contact center.

Mobile and Web

Evolving digital customers create new customer service challenges

6

Convert Digital Prospects

To Loyal Customers

with digital marketing

Reinvent And

Automate Complex B2B

Sales Processes

with B2B commerce

Curate Meaningful

Customer Interactions

with real-time personalization

Deliver Empowering

Digital Experienceswith customer digital

experience

Deliver Exceptional

Experiences Across

All Channelswith omni-channel customer

engagement

Understand

Your Customers

with customer analytics

Maximize Sales, Profit

And Shopper Loyaltywith omni-channel

merchandise optimizationServe And Delight

Your Customerswith customer experience

for service

Ignite And Grow

Customer Relationships

with omni-channel marketing

Personalize The

Store Experience

with store of the future

Customer Service Should Be…

8

Forrester Research 2015

PAIN FREE PROACTIVE

PERSONALIZED PRODUCTIVE

REDUCE CALL

CENTRE COSTS

IBM Tealeaf: See your Digital Channels Through the Eyes of your Customers

9

Reduce costs: handle time, first-

contact-resolution, call avoidance

customer/agent churn

Exceed new strategic measurements:

Effort scores, personal service, competitive

differentiation, customer journey

Each Action

Each Interaction

Each customer experience obstacles

Tealeaf in Call Centers: Same visibility

through an efficient interface for tier one

agents and escalation groups. Quick

access to pin point struggle, intent and

interest.

Tealeaf provides visibility into online and mobile customer experience.

Captures every session, every interaction, every time.

Use Case: Contextual Insights in the Call Center

Proactive

assistance

based on intent

Understand need

and resolve in less

time and effort

Maximize sales

effectiveness

The contact center gains visibility into its customers’ online behavior that drives meaningful conversations in less time

CALL CENTER

Ken starts research or transaction via web or mobile

Tealeaf detects struggle, notifies chat/call back system

Ken is more comfortable with a phone call: Tealeaf assures consistent experience on all channels

Tealeaf’s contextual insight about the customer’s online experience drives tailored IVR menus

12

IVR

No Personalization:

English, Spanish or French: press 1 or 2

Existing customer, press 1 or

Enter card number or speak ‘xyz’

Please select from one of the 5 options

Please select more options

Vs.

Personalized and innovative experience:

Start by playing language per web page

Online authentication shared with IVR

Please hold to be transferred to a loan specialist

Or press one for other options

NO EFFORT!

Intelligent routing based on Ken’s online behavior

13

Sue: best skilled advisor via call center routing

system

• Gap: Blind to online struggle, intent and interest.

Customer Service

Call Center Routing System

Are you sure you entered the information correctly?

What loan fees do you see?

What were you trying to

accomplish before you contacted

me?

I am sorry, I don’t see that

promotional price in my system.

What did online help say to do?

Gap: online experience transition to the contact center

Can you read me the exact message

you received?

14

Intelligent routing based on Ken’s online behavior

15

Sue: best skilled advisor

Tealeaf closes the gap: Sue views Ken’s

current and previous digital sessions in less

time than Ken explains need

Manual search

• Auto screen pop

• Authenticated customer

• Visitor: many options to match call

with Tealeaf record

Customer Service:

Agent insight about the

customer - effortless

Call Center Routing System

Personalized EngagementsTealeaf at the CSR/agent’s desktop

16

Tealeaf session view: Current and Historical Sessions

17

Configurable journey ‘events’ for a quick, intelligent and easy viewAdvisor understand Ken’s need in less timeEngage and resolve need in less time

Jump right into a “Session

History” list from the CRM

console.

When needed: single click drill down for details

1827 February 2015

Quickly see a detailed view of what happened in the

customer session without having to replay a session

Drill Down:Sue’s quick access to error page via replay

19

Easily replay full or partial sessions, showing the

exact actions, interactions and customer experiences

encountered.

20

Sue annotates error and email to IT for resolutionFeedback to marketing, sales

21

Cost Center into a revenue center

Contextual insight empowers agent with customers’ other intent and interestPersonalize conversation beyond need

Maximize upsell opportunity that is meaningful to the customer

Proactive customer recovery

Customer or visitor abandons web/mobile transaction

22

WebsiteMobile

Why? Tealeaf CBA

Recover: outbound campaign from Tealeaf’s visitor/customer abandon

list (i.e. Auto Dialers)

Advisor quick connect with customer.

Engage and personalize from time of abandoned transaction

Customer Service Optimization by Tealeaf

23

IBM Watson Online self service

Chat initiated on struggleContext driven intent

CSR/Agent • Contextual insight to drive

personalized conversation• Understand intent and interest• Reduced effort and handle time

• Multi-channel consistency

Call Center Interaction Management Systems

Digital context driven Intelligent IVR, routing

Chat when needed by struggleEase of use with integrated desktop

Tealeaf

Proactive Customer Recovery

25%never contact

the call center

Recover abandoned

customers to

improve customer

support

effectiveness

Support customers

complete transactions to

prevent customer churn

and increase revenue

stream

Download customer list

with similar issues to

dialer for agents to

quickly support

customers

Real-time Alerts

With IBM Tealeaf, empowered agents can effectively reduce

customer churn, improve customer retention and acquisition.

Recovery After

Drop Off

Optimized

customer support

Beyond the conversation

• Monitor CSR usage of Tealeaf

• Management can access activity dashboards and reporting for rapid insights on CSR usage

• Benefits:

– Measure CSR usage and areas for improvement

– Identify training needs

– Identify non-compliant agent behavior

• Alerts, i.e. sudden error – notify call center to expect higher volume until error is fixed

• Additional use: fraud, compliance, dispute

26

IBM Tealeaf: Optimize Existing Technologies

• Enhance ROI on your investment in other technologies

• Closes gaps that are not met by other technologies

• Quick implementation assures faster ROI

RoutingOmni-channel Management

IVR

CRM/Order Mgmt.

DesktopBig Data and

Reports

VoCQM/RecordingSpeech/Text AnalyticsSurveys

TealeafAgent ScriptingAuto Response

DialersProcess Automation

Total economic impact of IBM (formerly Tealeaf) Customer Service Optimization suite: risk-adjusted payback in less than four months

Results synthesized

from four clients:• A bank with a strong

online presence

• An international hotel

chain

• A credit card

company

• A computer

technology company

with a strong online

presence

Benefits quantified in the study

30 sec decrease in CSR average handle time

50% reduction in web-related escalations

0.25% incremental revenue from increased converted orders

Three-year risk-adjusted results

407% return on investment (ROI)

3.9 months payback period

USD743,386 total net present value

SOURCE: Forrester Consulting, The Total Economic Impact of IBM’s Tealeaf Customer Service Optimization Suite , Norman Forbush,

December 2013. Report commissioned by IBM

Note: Benefits found in this study were risk-adjusted and were achieved over a three-year period.

Dollar Bank gives call center agents the inside view and makes significant improvements in its customers’ online experience

Business challenge: With incumbent contact center solutions, agents at this

regional US bank had limited insight into what its customers were going through

during their online sessions. The bank sought a solution with a means to closely

monitor the customer experience by synchronizing call center operations with its

website in near-real time, with the goal of resolving problems on the first call.

The smarter solution: The customer experience management (CEM) solution

enabled the bank to watch customer sessions and learn how to quickly and

effectively assist customers. The solution captures and records each step of the

online interaction with each customer, allowing the bank to identify the source of

customer problems, and uses advanced analytics to resolve customer issues

effectively and rapidly.

IBM Tealeaf is a unique technology that provides customers a high level of service.

Solution components

25 secondsof time saved in average customer

call, a 10% reduction leading to

increased customer satisfaction

30% reductionin the escalation of call center

calls to a higher level of support

• IBM® ExperienceOne

• IBM Tealeaf® CX

• IBM Tealeaf cxImpact

• IBM Tealeaf cxView

• IBM Tealeaf cxReveal

• IBM Tealeaf cxConnect for Data Analysis

• IBM Software Services

Proactive alertsto IT and security teams about

website issues to enable fast,

efficient resolution

Leading financial institution

Problem: The online banking customer service team wanted to reduce

average call handle time but lacked visibility into customer experiences,

resulting in long diagnosing discussions.

Solution: Reduced average call handle time by 7 percent (27 seconds),

improved first call resolution rates and reduced calls escalated to tier 2 support

by 95 percent.

IBM Tealeaf impact: Estimated savings of eight full-time employees allocated

to more high-value initiatives. Expanded use of Tealeaf software to twice as

many agents.

7%reduction in average call

handle time

95% reduction in call escalations

Regional US Bank

30

Problem: Key banking flows were confusing and presented errors that

prevented customers from successfully completing their transactions.

Solution: Used in the Call Center to quickly resolve problems related to

site issues and by the e-business team to address issues and

continuously improve site functionality.

IBM Tealeaf impact: Call Deflection- CSR feedback provided input to

e-business to improved site functionality and usability. Efficiency –

Average Handle Time dropped by 40 seconds or 15%. Effectiveness -

50% reduction in escalations resulting in conversion improvement.

50%Reduction in escalations

25%Reduced average handle

time

Tealeaf Customer Service Optimization: Real-world ROI

Continuous Improvement

To

Customer Loyalty

Context across all touch pointsClose gap between online experience and the call centerReduce handle time 8-10%

Customer RecoveryImmediate re-engagement via

outbound, chat, email and marketing

incentives

55% consumers stay with proactive

service

Proactive ServiceRemove barriers to effectively

complete transactions and provide

optimal suggestions

Improve sales conversion 3.5%

Agent EmpowermentDrive immediate resolution without

confusion

Improve FCR 25-50%

407% Return on Investment

Payback period less than four

months*

*Source: A commissioned study by Forrester Consulting, “The Total Economic Impact of Tealeaf’s Customer Service Optimization Suite.” December 2013

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