How to Rock the Multichannel Call Center with Avaya

Bruce Glenn, Avaya Customer Experience Management

Agenda

Market Dynamics/Trends

Reinventing the Customer Experience

Multi Media for both Inbound and Outbound

Video Use Cases

Once Upon a Time…

Businesses were in charge!

Customer service has transformed over the years…

Customers talk to

businesses

Businesses focus on

efficiencies

Customers connect

with businesses

1990’s 2000-2005 2005-2010

And consumers are driving the future transformation

Pervasive Video

Multichannel Devices

Customer

Social Media

Consumer

There Is A Need To Reinvent The Customer Experience…APPROACH OBJECTIVES TECHNOLOGY PROCESSES PEOPLE

Advisors, Subject Matter Experts

Social, Apps, Video, Self-Service, Proactive, Outbound

Dynamic, Adaptive, Business Intelligence-Based

Optimal Resource Matching, Opportunity Expansion

Proactive, Engaging, Collaborative

Agents, Support

Phone, Email Linear, Static, Slow

Speed of Resolution

Reactive, Scripted, Controlling

But Contact Centers Have Challenges

Compete effectively with

existing resources and

personnel

Improve profitability and lower

operating costs

Engage more customers and

prospects to grow the business

Consumers want to be served in their channel of choice…

Source: Webtorials Editorial/Analyst Division

63%

15%27% 27% 27%

9%15%

8% 10% 9%

Voice

(agent)Fax

Voice

(self)Email Web SMS Chat Video

Social

MediaIM

There are consequences if you don’t…

Sources: Avaya Consumer Preference eBook – CPE, Customer Care Measurement & Consulting, 2011

Customers whose problem is

unsolved on first attempt

Average attempts

before customer problem is

solved

Customers who share negative service

experiences across social

networks

Customers that think they know more about that issue than

agent

26% 4.4 79% 90%

But there are opportunities and rewards if you do!

Customers will buy more

from companies that make doing business easier

Customers will spend 20% more with companies providing good

service

Customers will spend more money for

good customer service

83% 70% 20%

$ $

Source: BTGS The Anonymous Consumer, January 2011, Wall Street Journal, April, 2011

2000 2002 2004 2006 2008 2010

Units Shipped

2000 2002 2004 2006 2008 2010

# of Active Accounts

2000 2002 2004 2006 2008 2010

$$ Revenue

2000 2002 2004 2006 2008 2010

Messages Sent (non-spam)

Fundamental Market TransitionsPCs / Laptops

vsSmartphones / Tablets

Emailvs

Social Media + SMS

Emailvs

SMS

Microsoft Revenuevs

iPhone Revenue

2000 2005 2010 2015 2020

Your customers are using these devices already

Some With A Disjointed Experience

Can you confirm

your address please?

What is your

account number? What is

your user name?

Move from inefficient, unmemorable service

IVR Agent Store

Customer Provided

Data

Customer

Customer Provided

Data

Customer Provided

Data

To a streamlined, differentiated experience across channels

IVR StoreAgentSpecialist

Session

Context

Customer

Avaya Aura® Contact Center Solution

Customer

VOICE OUTBOUND

SCREEN POP

CALL RECORDING

REPORTING/ANALYTICS

VOICE (SELF) INTELLIGENT ROUTING

EMAIL WEBCHAT INSTANT MESSAGE

SOCIALMEDIA

HOSTEDPREMISECLOUDMANAGEDHYBRID

Delivered in the way that’s best for your enterprise

DELIVERY MODEL

Avaya Elite Multichannel (EMC)

Avaya Aura Call Center Elite Multichannel Feature Pack (EMC)

• Overview:• Tightly integrated into Elite

• Adds multichannel capabilities for up to 1,000 concurrent agents

• Email, Web chat, SMS, Fax, IM and outbound dialing

• Screen-pop

• Data Directed Routing

• Simple to manage and deploy

• Runs on customer provided Windows™ servers

• Uses CMS for consolidated reporting

• Available on Elite 4.x, 5.x and 6.x

Add Multichannel and Preserve Elite Investment

Call Center EliteMultichannel Agent

Desktop

Multichannel work item

20

Avaya EMC

• Universal queue for all work items• Skills-based routing to ensure using

“the right agent for the right problem”• Increase first-contact-resolution

through self-service, efficient routing, and reaching experts outside the contact center

• Works seamlessly with existing Avayaapps and clients – leverage existing investments

Contact center agents and customers communicate using the customer’s preferred channel

Multichannel Contact Management

Avaya Elite Multichannel (EMC) Video

Business Value:

The Customer

The CFO The CIOThe Contact

Center Manager Issues are more

likely to be solved on first contact

Agent knows about previous interactions

Connect with a business from a mobile device, a Web site, or via Text messaging

Caller to agent match rates are optimized reducing costs

Slim architecture reduces ongoing maintenance costs

Use of home agent resources for contact spikes and to draw from a broader talent pool

Minimal hardware to maintain

Investment protection in the core call center

5 9’s reliability Simple to

manage day-to-day operations

Blended voice and multichannel reporting in CMS

Maximize agent productivity with blended inbound/outbound and non-voice contacts

Shorter wait times and fewer abandoned calls

Social Media Manager

8,285people like this

7,679followers

98,562SOCIAL MEDIA MENTIONS last year

7,679

IN THE PAST MONTH

?WHAT ARE THEY SAYING?

Satisfaction and Loyalty Builds Your Brand

CustomerLoyalty

Customer Satisfaction

Brand

What is said in social media can damage it but how do you monitor with limited staff?

There is a lot of activity, but…

Only 10% of Issues are ACTIONABLE

CustomerServiceCustomer

!

SalesHR

Customer Service AgentCustomer

Jay RobertsSRP turned my water off yesterday!

May 6 at 10:32am Like Comment

SRPHey Jay, we’re sorry your family had a bad experience and we’d like to help. Please click http://bit.ly/iMRgWZ to connect with us live. Your Customer Service Team

May 6 at 10:33am 2 people commented

!++

+

GATHERINTERACTIONS ON SOCIAL MEDIA PLATFORMS

ANALYZEAND FILTER INFORMATION

PROCESSSOCIAL MEDIA INSIGHTS

INTEGRATETHIS INFORMATION SO RELEVANTPARTY CAN ACT ON IT IMMEDIATELY

SHORTENS INCREASES ENHANCESResponse

TimeRevenue Customer

Satisfaction

REAL-TIME INTEGRATIONINTO EXISTING PROCESSES

INTELLIGENT FILTERING AND ORGANIZATION

RICH AND ACTIONABLE REPORTING

Benefits of Social Media Management

Identify and work only the

items that need

attention

Proactively manage brand with existing

resources

Improve customer satisfaction with

differentiated experience

Multi Media for Outbound Applications

Avaya, Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya policy. 3

8

Market

Growth

IB/OB Blend

Outbound Only

Multi - Channel

Traditional• Collections

Proactive Outreach• Collections• Telemarketing• Customer Service• Appointment

reminders• Surveys• Loyalty Calling• Automated Agents• SMS• Email

Traditional +• Collections• Telemarketing• Welcome Calls• Winbacks

Mid-late 1980’s

1990’s 2000’s

Evolution of Outbound Dialing

Outbound Market Trends

Customers Expect Personalized, Proactive, Easy Engagement

69% of consumers expect unique

treatment, contacted in a way they want, with offers

tailored to them

Source: Avaya Customer Experience Global Research, March 2014

26% of consumers claim they

are using a wider variety of ways to engage with companies in last 12 mo

92% of consumers expect

companies to notify them in advance of problems

But…

83% of organizations cannot deliver a

completely blended customer experience automatically and in

real time

40

Multi-channel Considerations

• Consumer preference for channel

• Effectiveness of channel

• Cost of channel vs. value of channel

40% Use chat, text, self-service

55% Will use E-Mail in 1-2 years

50% US customers opt for automated voice response when offered

Cost Structure (example)Cost Structure (example)

Item Live Agent Agentless

Agent Labor 70% 5%

Systems 10% 5%

IT Costs 5% 2%

Management 15% 5%

Cost Per Contact $10.00 $1.70

SMS

Email

Live Agent Phone Call

Automated Voice Notification

Live Agent Phone Call

Automated Voice Notification

SMS

Email

Eff

ec

tive

ne

ss

Consumer Preference Effectiveness of ChannelCost of Channel

College Students Seniors

The right channel for the right audience

SMS

Email

Live Agent

Automated Voice

Live Agent

Automated Voice

SMS

Eff

ect

ive

ne

ss

CAMPAIGN

Student Loan Collections DEMOGRAPHIC

Age 23–30

CAMPAIGN

Medicare Enrollment DEMOGRAPHIC

Age 62-67

Cater your strategy to the target demographic

Email

Example only

The right channel for the right time

Appointment Reminders

Premium Renewals

Flight Alerts

Ticket Sales

Seminar Invitations

Membership Sales

Past Due Collections

Add - On Sales

Service Call Follow-ups

Satisfaction Surveys

Service Resumption

Appointment Re-Scheduling

Pre-event build-up / Post-event follow-up

Pre-EventChannel Week 3 Week 2 Week 1

Live Agent   Daily

AN (Voice)   Daily

Text/SMS   Daily

Email Every Other Day  

Post-EventWeek 1 Week 2 Week 3

  Daily  Daily  

Daily  Every Other Day  

EVENT

“Your subscription is set to expire in 60 days! To save time and 5%, renew on-

line now at www.renewnow.com”

“Thank you for your renewal! We appreciate your business! Please visit

www.company.com

“Your subscription is about to expire. We can help you avoid all the hassle and

renew now over the phone, and save you 5%!”

“Your subscription is about to expire. We value you as a customer and help

you renew now and save you 5%!”

Agent Phone

call

Automated

Email

Automated Voice

Notification

SMS or email

Design a multi-layered strategy that supports your business model …

Comprehensive Marketing…

Many people prefer texts now, right? Let’s send a bunch of texts announcing our big sale

We’ll be sending out a series of mailers promoting our big sale

SERENITY

NOW !!!!

Let’s have our contact center agents call our most valuable customers and offer them upgrades to our platinum card

Let’s send some emails offering an extra 10% discount if they call now

We’re going to be using Automated Voice Notifications to go after early stage & low balance delinquencies

The CEO wants us to run a customer satisfaction survey campaign. Let’s use email with a survey link

SMS

…or Customer Bombardment?

The consequence

I wonder if they meant 5% PLUS the original 10%?

Pressing “0” to be connected to a live agent

What do you mean, my bill is past due? I already paid this!

Yes, I’m interested in upgrading to the platinum card

They didn’t say how late the store is open. I’ll place a quick call

Your current wait

time is approximat

ely 37 minutes

Your email said to call this number if I had any questions

46

Proactive Outreach Manager (POM)What is it?• A complete solution to create and manage all outbound

communications including agent-based predictive dialing campaigns as well as agent-less voice, email, and SMS notifications and interactive services

Why does it matter?• Enables organizations to proactively reach out to

customers with the right information at the right timeat the lowest possible costs, resulting in increased customer satisfaction and loyalty, lower overall costs of service and improved inbound call volume management

How does it work?• Run with Avaya Aura Experience Portal and Avaya’s

assisted contact center solutions • Unified agent administration, Inbound/Outbound

blending, Agent desktop APIs• Provide personalized Voice, SMS, Email interactive

services paced automatically to inbound service levels• Powerful strategy builder to escalate between agent-

less voice, e-mail and SMS AND agent-based predictive, preview, progressive tasks to ensure right-party connects

• Extensive web services for rapid integration

Campaign+

Customer data

SIP

Proactive Outreach Manager

Live Agent(as an opt-out from an automated notification)

Voice

Text

E Mail

Live AgentPredictive

Proactive Outbound Management Video

Automated Chat

Web Customer Service Automation

• Instead of live agents back and forth text conversation- The concept of Virtual Agents use natural language processing to analyze customer queries and reply information back via knowledgebase databases.

• Passes to live agent when needed.• Knowledgebase learns via live agent handling of the call over time and becomes more

effective.• Online, Social and Mobile consumer trends are driving the need for fast, accurate, Web

Customer Service models• Enterprises are looking for ways to reduce cost in the Call Center.• Up to 72% of the costs of customer service interactions are in agent salaries• Superior ROI – Automated Chat is 1/10th the cost of traditional customer service channels

Virtual Agents - It’s the Next “Big” Thing

By 2015, 50% of online customer self service activities will be via a Virtual Agent for at least 1,500 large enterprises

Strategic Planning assumption, Nov 2011

The deployment of Web self-service won't make the contact center agent role extinct, but canlead to a decline of up to 5% year over year in the number of phone-based service agents.

There are already 1.4 million virtual agent conversations for businesses each day.

Virtual Agent Vendor Selection report, Nov 2011

More with Less Productivity Plug & Play

Live Agents “Coached” to Provide Better Experience & Gain Wallet Share

Introduce Chat into Web Operations

without Disruptions & Re-Engineering

Handle More Live Chat Interactions with Sophisticated Front

End Automation

Natural Language

Processing

Real-Time Knowledge

Base Incorporation

Software as a Service (SaaS)

Avaya Automated ChatSummary – Why it’s Relevant

Eating Our Own Dog FoodAsk AVA @ support.avaya.com

Automated Chat Video

“The most valuable action you can be taking on behalf of your customers and

for the economic success of your organization is to reduce customer

effort”

Thanks!

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