the rise of the multichannel consumer

Putting you in the driving seat

on the journey

to customer engagement

Today’s panellists

Richard FarrellChief Technology Officer

Your Questions matter #Q!

Join the chat room now www.netcall.com/11march

Tony NormanSolution Architects Manager

At the close of every contact

do you ask your customers?

Please use the online poll

Your questions #Q or #tips in the chat

room www.netcall.com/11march

“Have we answered your query today?” (or similar)

Our journey today…

• Customers and their journey experience– Preferred customer channels

– A view of generation web chat and social

– Impact of failed contact and escalated queries

• Helping them reach their destination– Cost of failure

– Benefits of success

– Audience Q&A

• Four improvement routes to help you to – Improve response times and reduce customer effort

– Ensure consistency across traditional and new channels

– Audience Q&A

GENDER AGE REGION

Understanding the customer journeyResearch base of 1,300 conducted in September 2014

Choices customers make,

their impact on your services

What is your preferred method

of contacting an organisation?

When the journey fails…What channel is used to follow up missed query?

If you cannot get resolution with your

preferred method, what are the next

methods you might use to escalate

your query and gain resolution?

Talking to a person is the only way

to get my problem resolved

It is the quickest way to get

my problem resolved

I have a tracking log of written engagement

that I don’t have when I talk to a person

I prefer to write to a person or company

rather than have to talk to a person

Online I have access to other Q&A type

resources which often answer my question

Other

When the journey fails…Why would you choose these methods to escalate your enquiry?

Web chat - a journey for everyoneWhat would make you choose web chat over other methods?

Age

Nothing would make me choose

web chat over other methodsAge

It is easy when you are

already on a website

Social media - a generational journeyWhat would make you choose social media over other methods?

Nothing would make me

choose social media

over other methods

You thought you might get a

faster response this way

You wanted to shame the

company into resolving a

complaint

Customer journey experiences

Implications to consider

95%say resolution not

always achieved after

first contact

42%will ask for the

supervisor as the

next response

8%will post on social

media to express

dissatisfaction

1in10will take their

business

elsewhere

Are we confirming we have met customer expectations?

Results Oct 2014

We don’t measure FCR

Post call survey

We ask the customer

No repeat contacts in CRM

No repeat calls within a given

timeframe

Today’s

poll

result

Questions for the panelists?

Pop #Q in the chat room for Q&A

www.netcall.com/11march

Help them reach their destinationOr improve first contact resolution (FCR)

The customer should define when the query has been resolved

QUERY

STATUS:Open Closed

Customer

makes

first

contact

Customer makes no

subsequent contact regarding

that query

Time

Contact

centre

resolves

query

Broken journeys

What is the impact of repeated or failed contact?

Higher overall

interaction

volumes

Repeated Contact

with Company

Greater

customer

effort

Higher

number of

agents

required

Poor

customer

experience

Higher than

necessary

operational

costs

Reduced

customer

satisfaction

Costs

between 5%

and 15%

Costs 4 to 10

times more to

recruit new

customers

Technolo

gy

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ms

Agent empowerment

Factors that impact the

customer journey

Need for a single

view of customer

information

Inefficiency caused

by internal system

complexity

Rigid regimes where

agents have no discretion

Skilled agents have discretion

to deliver a quality experience

Questions for the panelists?

Pop #Q in the chat room for Q&A

www.netcall.com/11march

Do your agents feel empowered to resolve contact?

Select applicable statement

Our agents:

• Only operate from a defined script

• Have boundaries but have some flexibility

• Have guidelines

• Are empowered to operate within own

discretion

Please use the online poll

Your questions #Q or #tips in the chat

room www.netcall.com/11march

Identify reasons for repeat contact

Integrate key systems

Agent empowerment

Contact avoidance

Four routes to improvement

• Analyse enquiry types and deploy self-service

automation

• Proactive outbound

• Monitor social media streams and sentiment

• Capture feedback …and respond!

Continuous improvement – route 1

Identify reasons for

repeat contact

Integrate key systems

Agent empowerment

Contact avoidance

Te

chnolo

gy

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Agent empowerment

Questions for the panelists?

#Q in the chat room for Q&A

www.netcall.com/11march

How many applications do your agents

have open at any one time?

1 - 3

4 - 7

8 - 10

> 11

Questions for the panelists?

#Q in the chat room for Q&A

www.netcall.com/11march

Advisors need clear vision across every customer journeyWhen you have used more than one method to make contact on a single

topic or issue, which of the following best signifies your experience?

Each time I speak to the company,

they don’t really know who I am

None of the following best

signifies my experience

The company knows who I am and the conversation starts

where I last left off, but only if I use the same method

The company knows who I am and the conversation starts

where I last left off, irrespective of my method of making contact

I have never used more than one method

to make contact

Top tip to offer? Pop #tips in the chat room

www.netcall.com/11march to win!

Audience

Q&A

Average handling time alone is not a good predictor of resolution

Schedule appropriately trained agents to meet demand

Implement an agent focused quality monitoring system

Highlight areas of repeat data entry or system delay

Identify reasons for

repeat contact

Integrate key systems

Agent empowerment

Contact avoidance

Continuous improvement – route 2

Te

chnolo

gy

Join

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Agent empowerment

Skills based routing and omni-channel management

SERVICES

MULTI SKILLING

CHANNEL HANDLING

OMNI-CHANNEL

100% agents handle

all services100% agents omni-channel

50% agents handle all services 50% agents omni-channel

Specialist handling of services Specialist handling of channels

Audit processes between contact centre and back-office

Integrate internal systems to speed-up information access

Include all channels in a universal queue

Improve visibility of internal staff able to help resolve queries

Identify reasons for

repeat contact

Integrate key systems

Agent empowerment

Contact avoidance

Continuous improvement – route 3

Te

chnolo

gy

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Agent empowerment

Top problems customers commonly encounter

when in dialogue/conversation with an advisor?

Increased talk or hold time while

agent deals with multiple systems

They appear to have incorrect or

inconsistent information across their systems

Lack of agent knowledge to be able

to really help you

Kept waiting

Having to repeat information

Improve agent skills and knowledge

Ensure targets motivate ‘once and done’ approach

Train agents to pre-empt probable follow-up interactions

Harness knowledge base technology

Identify reasons for

repeat contact

Integrate key systems

Agent empowerment

Contact avoidance

Continuous improvement – route 4

Te

chnolo

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Join

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Agent empowerment

An effective customer journey

- is there a business case?

Customers with positive experiences:

• Are nearly twice as likely to refer friends

• More likely to buy additional products

You make savings:

• Reduce interaction volumes (save 5 to 15%)

• Retain more customers (4 to 10 times more to

recruit new customers)

What would have the highest impact to solve

problems on the customer journey?

Select from:

• Skilling of agents

• Automated integrated workflows

• Agent desktop – single view

• Avoid demand created by others i.e. marketing

• Instant messaging such as Lync® / Jabber®

Please use the online poll

Your questions #Q or #tips in the

chat room www.netcall.com/11march

Top tip to offer? Chat room closing now for submissions #tips

Winning tip will be announced on Twitter

Audience

Q&A

It is a continuous journey

Solutions must:

• Include a balance of technology and

agent empowerment

• Allow you to measure improvement

Each action begins a new

improvement cycle! Technolo

gy

Join

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yste

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Agent empowerment

Self-service for telephone and web

Skills based routing

Workforce management

Voice of customer

Unified agent desktop

Automated workflows and processes

Quality management and call recording

Knowledge base

Enabling tactics and technologies

for improving the customer experience

0330 333 6100w w w . n e t c a l l . c o m

Remember to:

• Download the Executive Summary of Research Report

• Visit our blog www.netcall.com/blog

• Download ‘Your four stop route to continuous improvement’

• Join the conversation and follow us on social media

Thank you for joining us!