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1© 2016, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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HOW TO DELIVER OMNICHANNEL CUSTOMER ENGAGEMENT, TODAY!
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AGENDA
◉ Why omnichannel customer engagement◉ The vision and path to success◉ How to map your customer’s journey ◉ How you can deliver seamless experiences◉ Business benefits◉ Success stories
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WHY ARE WE TALKING ABOUT OMNICHANNEL ENGAGEMENT AND THE URGENCY TO DELIVER IT TODAY?
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Digitalization“The use of digital technologies to change a business model and provide new revenueand value-producing opportunities; it is the process of moving to a digital business” -Gartner
“The worldwide spending on digital transformation technologies will grow more than 2.1 trillion in 2019. A 16.8% CAGR in the 2014-2019 forecast period”- Worldwide Digital Transformation 2016 Predictions, IDC
Digital Transformation“The continuous process by which enterprises adapt to or drive disruptive changes in their customers and markets by leveraging digital competencies to innovate new business models, products, and services that seamlessly blend digital and physical and business and customer experiences while improving operational efficiencies and organizational performance” - Worldwide Digital Transformation 2016 Predictions, IDC
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DIGITAL TRANSFORMATION INVOLVES ENTERPRISE WIDE CHANGE
6© 2016, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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CONSUMER EXPECTATIONS
WHY?
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SO HOW DOES DIGITAL TRANSFORMATION RELATE TO OMNICHANNEL ENGAGEMENT?
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DEFINING OMNICHANNEL
Commonly used in the Retail industry to describe multi-path purchase experiences that take place across in-store touchpoints, online storefronts, and mobile applications
Omnichannel CX is driven by the goal of gathering and using information and context across all engagement channels, throughout the complete customer lifecycle, for the purpose of increasing customer satisfaction, loyalty, and sales
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MULTI-CHANNEL VS OMNICHANNEL
CALL CENTER CONTACT CENTER OMNICHANNEL ENGAGEMENT CENTERAssisted
Service Touchpoint
Coverage
Self-ServiceTouchpoint
Coverage
Channel Coverage
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Video Natives
Multi-Modal
User Interaction/User Experience(Pokémon Go, Amazon Dash)
12 Years Old
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CX VALUE GAP
5 YEARS
-40% 52%THE COST OF DOING NOTHING THE BENEFIT OF ACTION
LOWER PROFITSNO MIND SHAREDECREASING MARKET SHAREINCREASING ACQUISITION COSTGROWING CHURN
GROWING PROFITSMIND & APP SHAREINCREASING MARKET SHARELOWER ACQUISITION COSTLOW CHURN
92%
5 Year GAP
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WHAT SHOULD BE THE END STATE, THEIR VISION OF SUCCESS?
13© 2016, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Omnichannel involves enterprise-wide change requiring innovation in organization, customer experience, operating model, information and leadership
To remain competitive and retain their digitally evolving customers, companies must undergo a significant transformation from the inside out.
THE VISION
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Consistent, contextual and personalized experience –unified channels
Aligned processes across departments
Empowered omnichannelemployees – omnichanneldesktop
Next gen self-service
Connected CX across self/assisted service channels that increase NPS, sales, satisfaction
Improved operational efficiency
Improved employee experience that results in improved productivity
Balance between cost savings and increased customer satisfaction
TOP-DOWN DIRECTIVE - BENEFITS
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ROI AND BUSINESS BENEFITS OF OMNICHANNEL
158% ROI OverFive Years
Paybackin 12.8 Months
$20M+ Reductionin Infrastructure Costs
$7600+ NPVPer Agent License
30% improvement in ecommerce conversions
50% reduction in customer abandonment
12.5% improvement in agent handle time
ACCORDING TO THE FORRESTER TOTAL ECONOMIC IMPACT STUDY, ENTERPRISES
USING THE GENESYS CX PLATFORM ACHIEVE:
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WHERE TO START?
17© 2016, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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CHANGE TO BE ON A CONTINUOUS CHANGE STATE
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GETTING ON THE PATH TO SUCCESS
Customer Engagement Strategy
Employee Engagement Goals
Business Optimization Needs
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CUSTOMER ENGAGEMENT STRATEGY
◉ Map journeys of specific personas◉ Use research methods to establish accuracy◉ Identify channels throughout those Journeys◉ Analyze the Journeys to find pain points◉ Design Optimized Journeys
Discover, Design, Execute
Create service blueprint and prioritized roadmap
20© 2016, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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EMPLOYEE ENGAGEMENT GOALS
Can your employees summarize the company’s strategy?◉ Empowering your agents
● Omnichannel Desktop● Routing Interactions● Multi-modality and proactive collaboration
◉ Omnichannel forecasting and scheduling ◉ Journey insights
21© 2016, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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◉ Integration of business processes and applications
◉ Automation of the management of back office work tasks
◉ Rule-based prioritization to consistently achieve promised service levels
BUSINESS OPTIMIZATION NEEDS
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MATURITY MODEL – ASSESSING CURRENT STATE AND DEFINING ROADMAPEXECUTION
CHANNELS PROCESEES EMPLOYEES SELF-SERVICE
TIME FOR CHANGE, ARE YOU READY?
The right channels in the right touchpoints
Consistent, contextual and personalized
Predictive Routing
Interdepartmental processes
Identify all Stakeholders and their relationships
Journey first, then the processes
The right set of skills and tools
Empowered agents in all touchpoints
Aligned with the strategy
Simple, dynamic, effective
Connected to Assisted Service
Proactive and predictive
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GENESYS CUSTOMER EXPERIENCE PLATFORM
Seamless omnichannel orchestration for new and existing channels
Best of breed workforce optimization and journey analytics
Hyper-personalization and digital automation for marketing, sales and services
Multimedia communications for contact center, back office, branch and any other knowledge worker
From small to large – on-premises, hybrid architectures and next-generation global cloud network
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WHAT SUCCESS HAVE YOU SEEN FROM CUSTOMERS?
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VODAFONE: UNLEASHING THE POWER OF OMNICHANNEL
◉ CHALLENGES ● Unify interactions across all customer
touchpoints● Differentiation through superior CX
◉ RESULTS ● 18 million monthly cross- channel contacts
now handled by one department ● 86% of customers routed to the best agent
within seconds, irrespective of channel ● Average hold time cut by 10 seconds per
interaction ● 50% reduction in IVR handling time
“This is the best contact center I could have imagined. We’ve been ranked the number one Vodafone contact center worldwide. And with the new innovative channels we’ve developed, we know there’s a lot more to come.”
Jörg KnoopHead of Contact Center and Telesales CapabilityVodafone Germany
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AKBANK: DIGITAL BANKING WITH A HUMAN FACE
◉ CHALLENGES ● Meet the banking needs of a young, tech-
savvy population ● Differentiate the customer experience ● Improve contact center sales and efficiency
◉ RESULTS ● Success of Akbank Direct Banking:
● Direct Banking customer numbers are doubled after announcing new video-enabled mobile banking application.
“Our customers are shifting from voice to digital interactions. Omnichannel innovation gives customers easier ways to do business, like self-service and web chat.”
Ender Durukan, Senior Vice President, Contact CentersAkbank
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UPMC: HIGH-TOUCH OMNICHANNEL CUSTOMER EXPERIENCE
◉ CHALLENGES ● Customer segment generating 25% of business
was utilizing 45% of resources ● Differentiate in a complex healthcare marketplace ● Proactively contact members who may not be
getting the care or services they need
◉ RESULTS ● Efficiency gains in servicing different customer
segments ● Increased the delivery of high-touch, proactive
customer experience ● 27% reduction in inbound call volume ● 96% Overall Multi-Channel Satisfaction ● 95% Agent Multi-Channel Knowledge ● 96% First Contact Resolution ● 93% Chat Satisfaction ● 93% Agent Chat Knowledge ● 92% First Chat Contact Resolution
“We’re using Genesys technology to help us be more sophisticated in our service delivery, and to really understand the voice of the customer.”
Mary Beth Jenkins, Chief Operating Officer, UPMC Health Plan
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CONCLUSION
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and deliver omnichannel experiences to their customers today
Omnichannel engagement is key in the digital transformation process and your customer experience platform should support multiple channels seamlessly.
Defining your customer engagement strategy, aligning your employee engagement goals and understanding your business optimization needs, can provide an actionable path to success
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GET ADDITIONAL RESOURCES
White Paper: Roadmap for Omnichannel Customer
Engagement
The Omnichannel Customer Engagement Playbook
Calculate Your OmnichannelEngagement ROI in 5 Minutes!
For more information, visit www.genesys.com
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THANK YOU
For more information www.genesys.com
Email: [email protected]
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Tweet us: #Gwebinar, @Genesys
Genesys Blog: http://blog.genesys.com/
