genesys webinar - how to deliver a seamless omnichannel customer experience

BEST PRACTICE WEBINAR

How to Deliver a Seamless Omnichannel Customer Experience

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Speakers

Lisa Abbott Director, Product Marketing,

Genesys

Janelle Matthews VP Business Consulting,

Genesys

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Vision

Experiences

Requirements

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Best Practice #1: Identify your Target Consumer and What Matters Most to Each of Them

•Consider: • Who are the most profitable

customers? • Factors impacting profitability

• Reservation frequency

• Cost to serve

• Established relationship

• What market need are you looking to address?

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Best Practice #2: Baseline the Current Customer Journey for Each Segment – Identifying the High Points, and the Low Points Along the Way

•Example: Making a Reservation

Perfection

Extraordinary

Excellent

Very Good

Good

Min Standard

Unacceptable

Peak

Peak

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Best Practice #3: Prioritize Where to Focus and Map Out the to-be Customer Journey

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Best Practice #3: Prioritize Where to Focus and Map Out the to-be Customer Journey

For interactions within the journeys, identify relevant customer channels

Perform gap analysis between current state and future state customer journeys

Example

Customer Lifecycle Interactions Volume

Search for Flights

Make a Reservation

Change a Reservation

Cancel a Reservation

50,000

200,000

100,000

60,000

? X

?

Y

N

Example Consider making changes under any of these three conditions:

Condition

1. Current state journey step is below future state journey step

2. Current state journey step is above future state journey step

3. Current state journey step is at unacceptable level to customer

Does current state journey step negatively impact your

brand promises? Business Impact

Customer Experience

Wasted Resources

Customer Experience

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Best Practice #3: Prioritize Where to Focus and Map Out the to-be Customer Journey

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Conversation Manager

Rules

Context

+

Best Practice #1: Use context

Examples • Offer suggested products in real-time • Enable (or disable) contact channels (e.g. Priority service, contact

number) • Special offers / coupons • Schedule changes to web context based on rules

Customer is browsing the company web site

Using the context from marketing activities or smart lists (e.g. Fraud list). We can dynamically change the web site content to personalize the web experience

Online Activity

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Best Practice #1: Use context

Callback is made at the most appropriate time

with full context

Speech IVR

After 12 hours the customer calls in to

check on their order

Online Activity

Conversation Manager

Agent

Callback

Deferred Interaction

X

Due to the low value nature of the call, the customer is offered a callback, making

better use of agent resources

IVR application is aware of the customer order online. It intercepts the call and

provides a status update

Customer has placed an order online for non-critical medication Status Update - Deflection

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Best Practice #1: Use context

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Best Practice #2: Identify the CX and Operational Metrics to Measure Success

•Example:

NPS CSAT

CES

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Best Practice #3: Adjust “The 3Rs” to Operationalize the Experience

1. Adjust training, skilling, and staffing of resources

2. Adjust self-service and assisted-service choices for customer channels by target customer segment

3. Adjust intra-day and historical metrics

4. Adjust interaction routing rules

• Best Practice in Defining Omni-channel Routing Rules

i. Identify

ii. Segment

iii. Objective

iv. Route

v. Fulfill

Let’s take a look

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Best Practices in Defining Omni-channel Routing Rules

Identify • Who is it? • Why are they contacting? What do they need? (Reason/Intent) • What do we need to know about them? (Query Relevant History)

Segment

• What segment are they in? • What is their value? • What have they done recently? • What is their satisfaction?

Objective

• Is there any other conversation going on? • Any products/services to offer? • Any activities to be completed? • Any status to provide?

Route

• What is the best resource to handle this request? Not all inquiries are destined for “Live” agent-assisted support

• Are delivery times reasonable? • What resource options are available?

Fulfill

• Have we delivered what the customer asked for (e.g., Resolved)? • Opportunity to cross-sell/up-sell? • Do we need to transfer? • Would they like to take a survey? (e.g., Customer Satisfaction)

If transfer – repeat (data

attached)

Att

ach

ing

Dat

a iii

i

ii

iv

v

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Customer Intent Routing

• Speech • Customer Identification • Data (IVR, Infomart, CRM, History) • Intention Diagnosis –Explicit customer needs – Implied business needs

• Intention Proficiency Performance –Optimal (Business) –Suitable (Customer) –Acceptable (Business)

e.g., Low NPS results

Intention Identified

Intention Target Optimal, Suitable or Acceptable

Resource - Agent

• Max. Wait Time: Per intention, 99% of calls in a defined period of time • Intention Target: Route customer intent to target resource (not group/queue) • Resource: High performance FCR and NPS per intention (optimal and Suitable)

• WFM planning on minimum service standards

• Done away with overflow (queue-expand-wait, repeat)

• Done away with intra-day skill changes

IVR

Customer

Routing and Orchestration

Virtual Callback

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Best Practices in Creating Memorable Omni-channel Experiences

ID your target consumer and what matters most

Baseline the current journey

Prioritize where to focus and map out the to-be journey

Use context

Identify the CX and operational metrics to measure success

Adjust the “3Rs” to operationalize the experience

Design Deliver

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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• Certified in Global Customer Experience Management

• 12-25 years of experience in customer experience management in sales and service operations

• Industry expertise – Financial Services, Retail, Healthcare, Government, Telco, Insurance

Need Help with your Roadmap to Creating a Memorable Omni-Channel Experience?

BUSINESS CONSULTING

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Ask the Experts

For more information, please visit

www.genesys.com

Lisa Abbott Janelle Matthews

© 2014, Genesys All rights reserved.

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