Contact Centers Must Go Digital or Die!

Contact Centers Must Go Digital or Die!

© 2015 Forrester Research, Inc. Reproduction Prohibited 2

Source: September 12, 2014 “The CIO's Blueprint For Strategy In The Age Of The Customer”, Forrester report

Customers Control The Conversation That They Have With Businesses


Source: June 27, 2014 “What drives a profitable customer experience”, Forrester report

Good Customer Experiences Are Good For Business

Retentionloyalty

Enrichmentloyalty

Advocacyloyalty

The likelihood that a customer will keep existing business with the company

The likelihood that a customer will buy additional products and services from the company

The likelihood that a customer will recommend the company to others


Source: April 20, 2015, “The Customer Experience Index, 2015” Forrester report

Few Businesses Deliver An Outstanding Experience

73%

Very Poor(0 to 54)

52%

Poor( 55 to 64)

OK(65 to 74)

Good( 75 to 84)

Excellent( 85+)

26%

1%

19%

2%



Source: January 20, 2015 “Channel Management Core To Your Customer Service Strategy” Forrester report

Customers Expect Effortless Service

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

For 77%, valuing their time is the most important thing a company can do to provide good service


Customers Increasingly Rely On Self-Service

Help or FAQs on a company website

Phone

Email

Chat

Twitter

8 Confidential and Proprietary.

Redefine Self-Service

IVR

Web Self-Service

Mobile Apps

Personalized, Contextual and Multimodal


Multimodal Self-Service Empowers Customers

•Customer dynamically offered visually assisted call to enrich interaction

• Schedule call back time

• Schedule appointments

• Complete & Collect Survey

• Access “How To” Videos

• Push Relevant Information

• In-App Notification


Case Study: Switzerland’s Leading Telecom

Improves Productivity While Helping Customers More Quickly with Innovative Self-Service App

“With this app, customers are more apt to help themselves, regardless of their location. Self-service and “mobile first” – that’s our motto”

Vanna BredaHead of Interaction Experience andInnovation Topics

Swisscom Group

Challenges• Integrate mobile apps with existing customer service and contact

center processes • Manage customer interactions that span mobile engagement and

other channels• Improve customer service experience with an innovative portfolio

of attractive and efficient contact opportunities — from chat, to click-to-call, to new online services

SolutionReplaced traditional IVR with new app’s graphic IVR. Integrating mobile engagement capabilities provided smartphone users with an intuitive drop-down menu to directly contact the appropriate agent by selecting the type of contact they need. App recognizes relevant topics and displays appropriate answers as the customer navigates the system.

Results• Workload reduction up to 125,000 work hours annually • Improved call center productivity without impacting service quality• Customers both reach the menu and get help more quickly with

graphical IVR


27%

33%

45%

2009(N=4,569)

2012(N=7,411)

2014(N=7,522)

“I like having an instant messaging/online chat box appear and ask if I need help with my online research or purchase”

Base: US online adults (18+); Source: North American Technographics Customer Experience Online Survey, Q4 2009, North American Technographics Customer Experience Online Survey, Q4 2012 (US), North American Technographics Customer Experience Survey, 2014

Channel Use Changes Year Over Year

Source: Channel Management Core To Your Customer Service Strategy: Jan 20, 2015


Let’s Dive Into Those Numbers By Age

74%

83%

65%

55%

54%

51%

73%

73%

42%

35%

37%

31%

0% 20% 40% 60% 80% 100%

Conversation with a customer service representative oragent via telephone

Help or Frequently Asked Questions (FAQs) on acompany's Web site

Online forum or community with other customers (e.g.,Walmart's Customer Q&A Exchange, Dell's customer

forums, fixya.com)

Using a self-service mobile phone application

Using an online “virtual agent” (an avatar that simulates a customer service conversation with a live person)

Contacting a company using Twitter

35+ years old*

18-34 years old

Base: US Online Adults (Online Weekly or More) 18-34 years old; *35+ years old

Source: North American Consumer Technographics Customer Life Cycle Survey 2, 2014


Case Study: 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

“Agent-assisted video is very popular and a first for Turkish banking in online banking and mobile channels customers can request a video call at a time and place of their choice."

Ender DurukanSenior VP, Contact Centers

Differentiate self-service customer experience with video engagement and social media

SolutionUsing Genesys digital channels, Akbank has turned its internet banking portal into a self-service channel with the option of video sessions – putting a human face on online customer interactions

Results• Direct Banking customer numbers are now doubled after

announcing new video-enabled mobile banking application• Service level is approximately 85%• Abandoned calls ratio is less than 3%



Deliver Personalized Web Experiences

Behavioral Monitoring

Proactive

Proactive and Personalized

Next Best

Action

Website Clickstream

Rules Engine

Customer Context

Key Event


Case Study: Leading Mobile Communications Provider

Genesys Solutions Provide Personalized Omnichannel Customer Engagement Resulting in 3X Increase in Sales Conversions

“The solutions that Genesys has helped us develop over the past 13 years have enabled us to become closer to our customers, understand them better and provide them top class service."

Steve BriggsExecutive Head of Online and Self-Service

Challenges• Increase online sales conversions without increasing operational

overhead• Identify hot leads and proactively engage in a chat with an

omnichannel agent

SolutionGenesys CX Platform including Workforce Optimization, Reporting and Analytics and Digital Engagement.

Results• 3X increase in online sales conversions• Faster time to market• Reduced cost of sale: using existing people, process and

technology

Presenter

Presentation Notes

Vodacom a leading mobile communications provider from South Africa was looking to increase their sales conversions while maintaining the operational costs. By leveraging the Chat and Web Engagement capabilities of the Digital Engagement Center along with the Genesys CX Platform, Vodacom was able to increase online sales conversions 3X.


Social

Web

In person

Phone

Mobile

Support Customers Through Their End To End Journey

Browse Community

Forum

Browse Facebook

page

Browse a company website

Tweet about a company

Email a company

service agent

Navigate an IVR on a

smartphoneReceive info

via SMS

Transfer to service agent

Visit an In-store sales

agent

Presenter

Presentation Notes

Customers often take a set of steps with a company – called a customer journey which cross touchpoints and communication channels. These channels are often managed by different functional organizations within a company. What we see is that few companies extend the measurement discipline of voice-only call centers to other communication channels. Dimension Data reports that only 30% of organizations measure web self-service interaction costs, 20% of web chat costs, and 10% of social media interaction costs. Forrester also reports that 58% of companies inconsistently measure or fail to measure their customer’s cross-channel journey. Without these measurements, organizations don’t have a holistic understanding of a customer’s intent, behavior or context and cannot effectively support a customer throughout their customer service journey – let alone answer basic questions such as the reason for channel choices or cross-channel escalations. Our 7th trend is that we expect customer service organizations to start moving forward with broader measurement programs for communication channels and touchpoints. This will allow organizations to understand the cost and success of end-to-end customer journeys and pinpoint areas of addressable pain — such as an escalation from a mobile self-service session to an agent-assisted call. It will also allow organizations to derive insights from their customer behavior — such as an analysis of the variation of journeys by customer segment or issue type — insight which organizations will be able to use to better personalize end-to-end experiences.


Source: The Boston Globe mobile app

Don’t Forget About Mobility


Case Study: Leader in Online Accommodations Reservations

Genesys Digital Engagement Center Supports Building a Next-Generation Customer Experience Platform Resulting in a NPS 25% Higher Than Industry Average

“ The mobile capabilities of the Genesys solution build better customer experiences and that is essential to our present leadership in the marketplace."

Gary DingVice President of Operations

Challenges• Huge growing number of users• Rapid business growth• Users expect to complete orders promptly through mobile app

SolutionGenesys CX Platform including Desktop, Self-Service and Digital Engagement Center.

Results• Savings of US$ 10K per month for phone costs• Significantly improved its customer experience and retention• Reduced costs and increase productivity through callback

reservations and workforce allocation

Presenter

Presentation Notes

eLong is a leader in online accommodations reservations in China, with over 66,000 daily hotel bookings, many of which are submitted through mobile devices. Currently, eLong has established a comprehensive services network covering 370,000 hotels, guesthouses, and apartments in over 200 countrie. With the rapid growth of business in the past few years, eLong has become the leading provider of online travel services in China. In order to meet such a large and rapidly growing business demand, eLong has developed an overall strategy to upgrade customer experiences, through major initiatives designed to enhance customer satisfaction, focus on core business areas, and improve working efficiency. Genesys Mobile Engagement provided in the mobile app a one-click call to the contact center. Genesys SIP-based Customer Experience Platform, has permitted eLong to fulfill the demand for high scalability and customization of contact centers commonly required by large online businesses. The Genesys Customer Experience Platform enables enterprises to meet and exceed customers’ needs and expectations by providing unique customer journeys and allocating workload and service levels for each customer with greater efficiency. The solution powers eLong to provide customer services consistently across all touchpoints, multimedia channels and various applications, not only for marketing and sales functions at the front office, but also the operations from the back office


eLong Mobile App Integrated into Contact Center

“Apologies, all of our agents are currently busy. You are 5th in queue,

would you like us to call you

back in about 4 minutes?”

Scheduled Callback,

confirm phone number and

time: after 15, 30, 45, 60, or 120 minutes.


Contact Centers Are Not Delivering Service In Line With Customer Expectations


Contact Centers Don’t Often Pay Attention To Best Practices

Phone

Email

Chat

Twitter

Help/FAQ on a website

SATI

SFA

CTI

ON

CH

ANN

EL U

SE


Contact Centers Are Not Keeping Up With Expectations

Only 45% of contact

centers use quality

monitoring tools

Only 30% of contact centers have agents that

can handle multiple channelsOnly 54%of

contact centers use satisfaction

surveys

Only 39% of contact centers

use CTI to display customer

information


Case Study: Fast Growing Health Insurer

Genesys Solutions Provide for a High Touch, High Tech Omnichannel Customer Experience Resulting in Overall Multi-channel Satisfaction of 96%

“Genesys Chat has allowed UPMC to provide a high level of service to our members and to push First Contact Resolution to new heights. Member feedback utilizing chat is excellent."

Anne PalmerineAVP of Customer Engagement and Enrollment Services UPMC Health PlanResults

• First contact resolution rates improved to 96%• Increased the delivery of high-touch, proactive customer

experience• Real-time contact center insight for day-to-day agility

Challenges• Improve efficiency while maintaining CX, customer segment

generating 25% of business was utilizing 45% of resources• Differentiate in a complex healthcare market• Proactively contact members who may not be getting care or

services they need

SolutionOmnichannel capabilities with the Genesys CX Platform. Including Inbound and Outbound Engagement, single Desktop across channels including voice, Self-Service IVR, Analytics for actionable insights into team performance and customer care issues and Digital Engagement.

Presenter

Presentation Notes

The University of Pittsburgh Medical Center provides a full range of insurance products including group and children’s health insurance, Medicare, dental, vision, worker’s compensation to over 2.2 million members. They were challenged with the fact that 25% of their business was utilizing 45% of their resources. Genesys was a key enabler in helping UPMC to be more sophisticated in their customer interactions and in achieving their goals of providing proactive inbound and outbound multichannel conversations with members.


Customer Experience Platform

Cloud Hybrid On-Premises

Customer Service & Support

Outbound Sales & MarketingPayment & Collections

Inbound Sales & eCommerce

Store/Branch

Directto Rep

BackOffice

ContactCenter

MarketingPromotion

MobileAppWebsite Social

Self Service In/Outbound Back Office Workforce

Presenter

Presentation Notes

Single integrated platform with full support for the customer experience. Covering the range of use cases with self-service, inbound/outbound, back office and workforce optimization at the core available to the customer in the deployment model of their choice: cloud, hybrid, or on-premises. Enable digital transformation with a common platform of native interaction channels including voice to deliver a seamless omnichannel customer journey experience Deliver the greatest level of customer engagement through a truly personalized and dynamically driven self and assisted service experience Integrate Workforce Optimization for consistent experience over any channel 4 Drive revenue and create efficiencies Deliver a great customer experience


What are you doing about it?


Evolve Operations By Focusing On Four Dimensions



o What is your customer engagement strategy?

o How are you embracing the self-service shift?



o Are you investing in technology to support digital operations?

o How are you standardizing content?



o Does the contact center own all digital channels?

o How are you standardizing processes?



o How are you recruiting omnichannel agents?

o Are you cross-training agents?o How are you scheduling agents?o How are you compensating

agents?


Six Steps to an Omnichannel Contact Center Roadmap

1. Leverage your data to align operations with customer expectations

2. Monitor customer self-service journeys and pass journey information to agents

3. Empower agents with contextual customer information

4. Invest in a universal queue for omnichannel inquiries

5. Use a universal desktop to standardize agent experiences

6. Standardize measures of success across channels

Technology

Contact Centers Must Go Digital or Die!