matt hooper - engage customer - how customer and employee engagement … · 2019-06-17 · chatbots...

Matt HooperIMImobile

@imimobile

Evolving Contact Centres into

Interactive Digital Communications Hubs

Matt Hooper – SVP

Where is the battle for Frictionless Customer Experience

Everything used to be about Inbound

Then Outbound gained ground

Now everything is moving to the cloud and going digital

New channels and models are everywhere, but how do you get them working together?

Apple Business Chat WhatsApp RCS Chatbots

Chatbots are great if used in the right way

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▪ Improve customer experience over messaging channels

▪ Proactively reach out to customers to automate engagement

▪ Self Service – simple tasks / knowledge base

▪ Manage Contact Centre costs

- Augment agents and reduce inbound

- Extend capacity at peak or out of hours

- Cross Language engagement

▪ Risk – First point of contact / represents your brand

Consumers increasingly communicate, share and manage

their lives over digital channels

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Everything at my finger tips

Give me the toolsto serve myself

I want a frictionless messaging based

experience

Fast, real-time

communications

Just for me

Customers now expect businesses to deliver the same frictionless

customer experience they get from the digital first pioneers

Backend IT – Getting your house in order

CRM – Knowing your customer

CX – From systems of record to engagement

Early 1980s to 1990s

Early 1990s to Late 2000s

2010 onwards

Customer Experience is the new battleground for business growth

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FCX – The new frontier – Frictionless CX2019 onwards

Omni-channel

= RoI?

= Risk of Ignorance

Businesses face a number of challenges in creating a frictionless customer experience

Disparate legacy

systems

Business

Applications

Communication

Channels

Appointment Reminders

Fraud Alerts

Parcel Notifications

Live Chat

Music & video content

POOR CX

NO SINGLE POINT OF

ORCHESTRATION

BETWEEN CHANNELS

COMPLEX

COMMUNICATION

INTEGRATION

FRAGMENTATION OF

CHANNELS &

CONSUMER JOURNEYS

LACK OF INBOUND /

OUTBOUND CONTROL

LACK OF SCALE

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This should no longer be acceptable

DO NOT REPLY TO THIS MESSAGE

How can you win and get the right Omnichannel RoI?

The key goal is enable two-way one to one communications across any channel and consistently across operations

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Marketing

Communications

Automated

service messages

SCHEDULED / BATCH

COMMUNICATIONS

EVENT-TRIGGERED COMMUNICATIONS

EVENT: “A CUSTOMER’S REQUEST, ACTION, OR STATUS CHANGE.”

CUSTOMER OR AGENT INITIATED

CUSTOMER CARE INTERACTIONS

Personal interaction

Augment Inbound Capabilities – Channels and Rich Data

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Integrate with modern CRMs or legacy systems to add additional

context to inbound customer requests

AGENT CONSOLE

CRM

Decision engines

Marketing Clouds

Proactive outbound - Chat events and fulfilment journeys

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AGENT CONSOLE

Agent can request additional information from a system during an engagement or trigger a fulfilment workflow once a chat is complete

AGENT EVENTS

SESSION EVENTS

FULFILLMENT ACTIONS • RECHARGES• ORDER UPDATES• ACTIVATIONS

COMMS

• NPS SURVEYS• FULFILLMENT

NOTIFICATIONS

CRM

Decision engines

Marketing Clouds

Fulfilment

ERP

Provisioning

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BROWSE & CONFIGURE PRODUCT ENQUIRY ADD TO BASKET COMPLETE PURCHASE

IN CHANNEL BROWSE & PURCHASE FROM EMAIL COMMS

OMNI CHANNEL COMMS ORCHESTRATION

CHATBOT WITH HANDOVER TO AGENT IF REQUIRED

ABANDONED BASKET NOTIFICATION TRIGGERS

AUTO DISCOUNT TO RENGAGE

CONFIRM ORDER AND PLACE

CONFIRM ORDER, MAKE PAYMENT

ORDER CONFIRMATION NOTIFICATION

ANALTICS CLOUDOption to engage an agent at any point in the journey on the interaction channel of choice

Omnichannel Communications example – Order to Aftercare

TRIGGER BASED STATUS UPDATES

SOCIAL HOUR CHECKS

WHERE IS MY ORDER MESSAGING

REAL-TIME SURVEYSDRIVE PREFERENCE BASED COMMS

DELIVERY RESCHEDULE OR ARRANGE PICK-UPPHOTO ENABLED SAFE PLACE

DELIVERY DATE/TIME, ORCHESTRATED WITH BACKEND SYSTEMS

Omnichannel Communications example – Order to Aftercare

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STATUS UPDATES PROACTIVE DELIVERY NOTIFICATION DELIVERY RESCHEDULE POST SALE ENGAGEMENT

Amazon Alexa

Option to engage an agent at any point in the journey on the interaction channel of choice

Self-serve, customer initiated

> Customers can initiate a return of their parcel

> From parcel picking to returned, proactively keep the

customer updated with return progress

> Encourage customers to manage returns digitally

> Improve the customer experience and reduce cost to

serve through automation

Information Agent example: Automate returning of a parcel

How to test you’ve got the foundations right

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1. Are all your digital

channels one to one and

two-way?

Do your new and existing

channels integrate and

work together?

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2. Orchestrate the inbound

and proactive outbound

communications mix with the

contact centre at the heart

of the operation

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3. Assure channel agnostic

consistency to future proof

your contact centre

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4. Chatbots are great, but you

need to think about how to

augment them to work with the

Contact Centre

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5. Make sure your business is

clear on what Omnichannel

means and how it will benefit

your customers

Interactive Digital Customer Communications Hub

Enterprise end state for delivering automated communications

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CUSTOMER

COMMUNICATIONS

1-way, system-init iated, mul t i -

channel , intel l igent fa l l back

CUSTOMER

SERVICE & SUPPORT

Two-way across channels .

Powered by a combinat ion of bots

& human agents

PROACTIVE CUSTOMER

ENGAGEMENT

Interact ive, mul t i -step journeys,

system-ini t iated

CONTACT CENTRE

MULIPLE

REGIONS /

BUSINESSES

UK market leader for cloud communications software and messaging based customer interaction

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SITASITA

SITASITA

› IMImobile is the market leader of cloud communication

software and services for digital interactions in UK, South

African and Canadian markets.

› We provide software and tools to help businesses automate

and improve customer interactions.

› IMImobile headquartered in London, is listed on London Stock

Exchange’s AIM Market, and has 1,100+ employees globally

with offices in Dubai, Hyderabad, Johannesburg and Toronto.

Delivering services at global scale

Working with leading enterprise businesses globally

Who we are

Thank you

matt.hooper@imimobile.com

@mattjhoops