OMNICHANNEL IS MULTICHANNEL DONE RIGHT !

GORAN MARTIC(goranmartic@avaya.com)

Application Sales Manager Eastern Europe, Benelux & Nordics

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Voice / IVR

Results

Aim to drive Customer to Agent with

Appropriate Skillset

Customer Proactively encouraged to Self

Serve in busy periods

May arrive at least skilled agent in Busy Periods to meet SLA

VOICE BASED ROUTING

Routing Based on ANI,DNIS, CED (“Customer Entered Digits”) and Business Rules

Service Level (SLA)

CRM Lookup

IVR (Automated)

Skills Based Routing to Agent

The Traditional Approach

Routing Decision

MULTICHANNEL BASED ROUTING

Web / Web RTC

Voice / IVR

Email

Mobile / SMS

Social

Video

Results

No Single View of Agent Status

No “Channel Hopping”

Complex/Multiple Sets of Business & Routing Rules

First Time Resolution

Time to Market Changes

SLA Mismatch

Limited cross sell/up sell ability by agents

Routing Independent of Contact Channel

Service Level (SLA)

CRM Lookup

IVR (Automated)

Routing Decision

Service Level (SLA)

CRM Lookup

Routing Decision

Time of Day

Service Level (SLA)

CRM Lookup

Routing Decision

Time of Day

Service Level (SLA)

CRM Lookup

Routing Decision

Time of Day

Service Level (SLA)

CRM Lookup

Routing Decision

Time of Day

Service Level (SLA)

CRM Lookup

Routing Decision

Time of Day

Blended D

elivery to Agent P

ool

BreadcrumbsPrefferences

Capabilities

Events

Strategy

Campaign

Service LevelModality

History

Social

Multiplicity

Business Data

Demographics

Surveys

AGENTMATCH

Web / Web RTC

Voice / IVR

Email

Mobile / SMS

Social

Video

Results

Higher customer satisfaction

More efficient employees

Acceleratedresponse

Omni Channel Experience

OMNICHANNEL IS MULTICHANNEL DONE RIGHT!

Contextually Aware OmniChannel Contact Treatment

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DIGITAL ENTERPRISE DRIVING SHIFTIN INTERACTIONS FROM VOICE TO DIGITAL

10 years ago there was no web chat, smart phone apps, social media, and very little email. Today, digital interactions account for over 35% of all interactions and, at the current rate, will overtake voice in two year’s time.

Telephone

IVR touchtone

IVR speech

Email

Web Chat

Social Media (Facebook/Twitter)

Smartphone App

SMS Text/Instant Messaging

Video Chat

Internet Website (peer-to-peer systems)

2015

2013

2006

*Copyright © 2015 Dimension Data

Voice shift toDigital Interactions

68% of Agents in CCs are still voice only dedicated, 19% Omnicahnnel 19% are Omni CCs, 28% of CCs have no Omni at all, 58% have some Omnichannel CCs to growth from 22% to 76% in the next 2 years

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CONSISTENT JOURNEY ACROSS THE CHANNELSThe key is that most companies are only seeing the last touch-point - and that is often the voice channel

Physical Digital

Retail Location

Kiosk Terminal

Self Service

Live Agent

SalesSpecialist

DirectMail

Social Media

Corporate Website

Mobile Platform

Messaging Interaction

App Team

Contact Center MarketingMarketing

Sales

Omnichannel Engagement is about keeping the customer context along the journey/contact channels

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OMNICHANNEL IS CHANGING THE CONVERSATIONSOmnichannel based Contact Center

Less RICH Agent Experience, but FULLCustomer Insight

Stand-alone/”Point” Channel Solutions

RICHER Agent Experiences, butWEAK customer Insight

Text

Mobile Web/Apps

Email

Speech

The Role of the live Agent (Voice) is changing Voice will increasingly become an Escalation

(not a primary service) & Sales channel

Context kept Across Channels The Customer experience begins way before

the conversation with the contact center agent “Channel Hopping” with the same agent is a

must !

Mobile Channel as Omnichannel driver

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OMNICHANNEL RELATED “AUTONOMOUS REPORT 2015” FINDINGS

I get better info/answers from call centre than using online self service

62%I want to possibility to switch from Chat to Voice within the same interaction & agent

90%Want to e-mail same agent as speak to on the phone

55%Want to share my screen with an agent

81%Organisations should always offer different channels to meet my needs

60%Would like Visual IVR when calling on a smartphone

61%The calls I make to Contact Centres are complex, I do simple things online

Source: BT/Avaya, 2015. Except where stated, data is the 10 country total.

Although there are many new channels, but the voice is still very requested …

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MOBILE AS GROWING CONTACT CHANNEL – INTENT AND CONTEXT Traditional Context with Voice interaction as channel

– Historically: ANI (Calling Number), DNIS (Called Number), collected IVR digits,…

Mobile Context with Voice interaction as channel• Social Media profile & other profile info• Application history• QR code• Camera – Photos• Geo-Location coordinates• Device information• ….

WebRTC

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OMNICHANNEL (USE CASES)

- MOBILE- SELF SERVICES- WEB & OUTBOUND- CONTEXT

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QUEUE WAIT TREATMENT & TRANSITIONS FROM VOICE TO ALTERNATIVE CHANNELS

QueueCCCustomer calls traditional CC, but waiting time is too long1

Customer gets the option to access CC agent via a full collab. session (voice, video, etc…).3

“Your estimated wait time is greater than 15 minutes. Would you prefer a Mobile Self Service App to be offered to solve the problem? Self Services

Management

Automated system monitoring queue offers customer to continue via Mobile App2 ?

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FROM WEB SESSION TO PHONE CALL WITH CO-BROWSE

Agent/Customer concludes that voice is needed (complex inquiry, too long /expensive chat…)2

Customer and Agent are having Web chat with Co-Browse session1

Agent/Customer presses click-to-call button on the Web page (WebRTC voice session is established)3

Co-browse session is kept –> Voice + Co-browse is the fastest collaboration way

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Sources:• The Autonomous Customer 2015, Commissioned by BT and Avaya, 2015

BESIDE THE DIGITAL CHANNELS, CUSTOMERS DEMAND ACCESS TO LIVE SUPPORT TOO…IN A SEAMLESS, INTEGRATED FASHION

71%of customers would like apps that allow them to

communicate with service staff while online (like web chat, video, phone or messaging)

59%of customers would like video on phone calls

so that they can see the agent when discussing complex issues

84% of US &79% of UK

customers want an advisor available on phone / web-chat when internet shopping

62%of customers want to switch from web chat to

phone

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ASSISTED SALES (“ABANDONED SHOPPING CART”)Customer logs in and loads shopping cart but doesn’t buy1

Contact Center (eCommerce, CRM…) monitors actions and stores context2

MonitoringContextStore

5 Agent and customer co-browse, discuss and conclude purchase

4 Agent has insight into cart, discusses and sends link via email/sms

3 Customer calls Contact Center

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Source: January 20, 2015 “Channel Management Core To Your

Customer Service Strategy

CUSTOMER PURCHASE BEHAVIOR

55% will abandon online purchases if they can’t find a

quick answer

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830Jane is called by the outbound system in response to a trigger. 900

She is greeted and offered a “retention” offer. Jane can choose to accept, hear more, talk to an agent or schedule a call back that suits her.

Jane access “my Bank” portal & browses to the exit terms in the T&C’s

11451 Jane receives her callback, this time from an agent who discuss the offer & obtains agreement from Jane

SEAMLESS CUSTOMER JOURNEY – “SAVING JANE”

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MOBILE CALL WITH CONTEXT FROM SMARTPHONE APPCustomer browses Smartphone application self-services options1

Unable to resolve the problem, customer initiates click-to-call2Smartphone app context is stored

ContextRepository

Mobile call towards CC is initiated

ContactCenter

Context is associated with call & available for routing & treatment

Customer is connected to agent3Full Smartphone app context is available

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Consumers Are Demanding…

...and only 48%have initiatives in place to reduce

customer effort

Businesses Are Battling To Meet Demands…

Physical Digital

Retail Location

Kiosk Terminal

Self Service

Live Agent

SalesSpecialist

DirectMail

Social Media

Corporate Website

Mobile Platform

Messaging Interaction

App Team

Contact Center MarketingMarketing

Sales

83% of organizations can’t deliver all requirements for completely blended customer experience...

Would rather spend money with organizations that are easy to do business with

87%

Sources: • Dynamic Markets, 2014• BT and Avaya, 2015

In this Digital World

92% Expect proactive engagement

Expect unique treatment70%

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Your customer reach you via the channel of their

choice

You have information and

context to personalize their

experience

You have engaged workforce working the channels they

serve best

You provide an experience that

keeps the customer happy

You maximize your CLV and

increase profits

(Aberdeen Group, 2014)

Businesses delivering seamless customer experience across multiple touch-points enjoy:

• 7.1% in customer retention rates

• 4.0% in customer lifetime value

Businesses integrating contact centers with Omnichannel enjoy even higher growth: • 9.0% in customer retention rates

• 5.8% in customer lifetime value

NPS

CSAT

CES

OMNICHANNEL OPPORTUNITIES

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