best practice ideas moderated by sheryl kingstone, 451 ......retailer or brand for better rewards...
TRANSCRIPT
Best Practice Ideas
Moderated by Sheryl Kingstone,
451 Research
Peter Whibley, Software
Product Marketing
Manager
Verint
Dan Gordon
SVP
West
Barry Knack
Manager Professional Services
inContact
Alyx Kaczuwka
Product Marketing Manager,
IVR, OmniChannel Self-Service
and Cloud, Aspect
Aspect
Digital Transformation in the Age of the Customer
Sheryl Kingstone, Research Director, Business Applications
Digital transformation is the future of CX
• Digital transformation is using technologies to improve, connect and
radically change business processes, enhance customer experiences
and harness innovation.
• Technology required to deliver an effortless omnichannel customer
experience (CX) requires a shift from traditional customer service
• Investments in CX can be the difference between a compelling
competitive advantage and irrelevance
Customer Experience is the new key to Lasting Differentiation
What Do Customers Want?
“#1 driver for company's IT
investments is to improve customer
responsiveness.”
Source: 451 Research ITDM Survey
A commitment to customer interactions that are
consistent, dynamic and transparent across all four
dimensions of the experience.
The goal is to achieve competitive differentiation by
viewing the world through the eyes of one’s customers
and modifying interactions of the experience
accordingly.
Five Year Shift in Customer Channel Preferences
“Calling the
Contact Center is
the most frequently
used channel, but
the shift to mobile
is strong.”
Both Customers and Businesses are ready and willing to pick up the level of engagement
E-commerce
Social Networks
Mobile Apps
Loyalty Rewards Programs
64% of Businesses want to
communicate with mobile
customers using social
networks
Retail Stores
45% of consumers
would share personal
information with a
retailer or brand for
better rewards
62% of businesses want
to understand user
behavior on mobile
application for marketing
campaigns across
channels-- SMS, in-app
and email
55% of consumers
would pay a little
more to shop at a
retail store with better
customer experience
Contact Centers
53% of consumers
are very interested in
Click to Chat or
Request Call-Back.
51% said it would
improve their opinion
of the business
Next We Hear From Experts in the FieldKey Topics include:
• New Mobile and Social Channels of Engagement Create Broader Omni-Channel Requirements
• The Importance of Data and Analytics to Improve Both Employee Efficiency and Customer Experience
• It’s not always about the Technology. Change Management and Process Improvements are Critical
Confidential and proprietary information of Verint Systems Inc. © 2016 Verint Systems Inc. All Rights Reserved Worldwide.
Customer Service Stakeholders
• 3 Customer Service Stakeholders
• All have different, sometimes conflicting requirements
Customer
• Speed
• Convenience
• Single Point of Contact
• Accuracy
• Consistency
• Experience
Organization
• Customer Satisfaction
• Cost/Efficiency
• Upsell
• Business Agility
• Targets/Metrics/SLAs
• Compliance
• Reports
Employee
• Empowerment
• Application Integration
• Data Access
• Status Information
• Guidance & Support
• Collaboration
Training and Recruitment
• Analyze QM results to:• Improve new hire training
• Improve recruitment process for skills needed
• Identify new modules and on floor support needed
• Provide more “tools” for supervisors to use when coaching
• Create consistency in materials, techniques, and skills
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Think beyond the app!
PersonalMobile phone typically belongs to one person, not shared
Reduces CostsLess expensive than IVR technology
PersistentDialogs are archived on a phone automatically
User-friendlyLets the user advance in a dialog at their own pace. No speech recognition challenges or the like
Less intrusiveSMS dialog can be conducted silently, during meetings, in presence of others, while travelling, etc.
More tolerant…to network coverage issues
UbiquitousWorks on ANY cell phone, and older feature phones are predominant in some regions of the world
AsynchronousDoes not take user’s entire attention, i.e. they can pursue other tasks while interacting via SMS
Text Self-Service – SMS, Twitter, Facebook Messenger and More
DATA IS KEY TO KNOWING YOUR
CUSTOMER
What’s the
problem?
Develop
your
hypothesis
Determine
the scopeTest your
hypothesis
Get
Started!
Confidential and proprietary information of Verint Systems Inc. © 2016 Verint Systems Inc. All Rights Reserved Worldwide.
Knowledge Management – Underpins Your
Omnichannel Strategy
Knowledge Management
The Power of Speech Analytics
• Analytics can categorize and push the most important calls for evaluation
Natural Language Understanding
Directed Dialog, NLU-Enhanced
Directed Dialog, Keyword-Spotting
Don’t assume you can drive
user behavior at all times
!
EVALUATE YOUR FIRST CALL
RESOLUTION
Tune speech
prompts regularly
Use data to diagnose
pain points in your IVRUtilize other channels
to deflect calls
Confidential and proprietary information of Verint Systems Inc. © 2016 Verint Systems Inc. All Rights Reserved Worldwide.
Multichannel + Escalation Management = Omnichannel
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• Focus on the Escalation Path between Self-
Service and Assisted Service
• Offer the Right Escalation Channel, NOT
Every Channel
o Self-service to Web Chat
o Chat to Co-browse
o Email to Secure Email
o Social to Web -Chat
• Avoid repeated requests for information
• Deliver Consistency
• Avoid Customer Cost
• Consider Physical Channels
Coaching
• Coach to desired results
• Imperative that Supervisors/QA/Leads are coaching to the results delivered from analytics and QM reporting
• Measure your effectiveness• How will you know when you have “arrived” if you don’t know where you
started?
Disposable Apps
• Reach the 96% of customers who aren’t regular users of your mobile app
• Nothing to download or install, always up to date and not OS specific - built in HTML5
• Complements your existing mobile native app
A special-purpose secure mobile Web app that requires no prior download, works across all smartphone platforms, lets your customer engage on the spot
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• Pay bills • View lab results
• Enter data • And much more
IMPROVE YOUR CX FROM THE
OUTSIDE, IN
Define what the
experience should
look like
Map what’s actually
happening todayCreate connected
access points
Confidential and proprietary information of Verint Systems Inc. © 2016 Verint Systems Inc. All Rights Reserved Worldwide.
• Customer profile
• Channel preferences
• Current issue
• Transaction history
• Case history
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• Recent browsing activity
• Recent chat activity
• Location
• Recent Feedback
• Device
Personalization – Context “Know Me”: Customer & Employee Context
• Availability
• Training Requirements
• Knowledge & Skills
• Performance
• Application Usage
• Work Preferences
Calibration
1. Do you calibrate?
2. How often?
3. Who is involved?
4. How is it tracked?
5. What follow up is done?
Matt receivespayment reminder
Confirm via SMS
Bill payment for ABC
Power is due on March
10. To pay with card on
file send OK. For more
options tap
https://aspct.co/1dK9J,
enter “KHLUM”
Switch to disposableapp for richer transactions and proper authentication
No secure information
exposedenter “KHLUM” for more
optionsConfirm
You paid your bill using your card on file. Thanks and goodbye!
OR
Secured via HTTPS
Proactive Engagement
BUILD YOUR ORGANIZATIONAL
STRUCTURE AROUND YOUR
CUSTOMERS
Align your resources Create shared
resources
Encourage
transparency
Confidential and proprietary information of Verint Systems Inc. © 2016 Verint Systems Inc. All Rights Reserved Worldwide.
Processes Cut Across Departments
Case Management
Five Reasons Quality Initiatives Fail
1. Not aligned
2. Not supported
3. Not structured
4. Not informed
5. Not evolving
•Bonus: Not actionable!
©2015 Aspect Software, Inc. All rights reserved
Show them you know them!
• Wow your customers by knowing when and whythey contacted you last, and whether there are any outstanding issues
• Provide a seamless Omni-Channel CustomerJourney by preserving session state across customer touch points– self-service and agent assisted
• Dynamically personalize and ease self-service interactions by managing customer preferences and segmentation data
CONTEXT
CONTINUITY
CONVENIENCE
Experience Continuity
FOCUS ON YOUR CUSTOMERS’
METRICS FOR SUCCESS NOT JUST
YOUR OWN
Q&AAll webcast recordings are available for 7 days