Contact Center Mobility

Ben EisnerPresident CosmoCom Americas

3Empowering the Reachable Enterprise• CosmoCom provides a leading all-IP,

multi-tenant, inbound/outbound contact center platform

• Our mission is to optimize communication between organizations and their customers.

• Our contact center systems are making enterprises more reachable & responsive, improving the customer experience, and reducing costs for companies on every continent.

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• Intersecting Trends – Increasing customer expectations – Expanding communications channels – Distributed mobile workforce.

• Emerging drivers for customer care strategies– Care Providers– Care Consumers

• Architectural and functional requirements of connecting with mobile informal care-givers.

• Conceptual vertical industry use cases

Contact Center Mobility

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Outline

• Market Drivers

• Solution Enablers

• Solution Examples

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Four Key Market Drivers

• Customer Care by the Enterprise

• Customer Care by the Market

• Prospect Care by Everyone

• Everyone is Mobile

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Customer Care by the Enterprise

• “The company is the contact center”– customer care by information workers– often mobile

• Cost and effectiveness objectives– contain formal agent costs– provide faster, better resolution

• Hurdles: mobile informal agent empowerment work flow

– availability, quality, cost-effectiveness

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Customer Care by the Market

• “The market is the contact center”– customer care by expert enthusiasts– often mobile

• Cost and effectiveness objectives– decrease formal agent costs– provide faster, better resolution

• Hurdles: mobile informal agent empowerment work flow

– availability, quality, cost-effectiveness

9

Prospect Care by Everyone

• “Everyone is the contact center”– prospect care by sales force or enthusiasts– often mobile

• Revenue-based objectives– increase return on marketing investment– increase sales force productivity

• Hurdles: mobile informal agent empowerment work flow

– (availability, quality and cost-effectiveness)

10Contact center communication support

• Intelligent routing – skills and presence• Detailed caller info with call• Inquiry and transaction enablement of agent• Management Tools

– Tracking– Reporting– QA

• With mobility: none of the above

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Everyone is Mobile

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

ROW

Asia/Pacific

Japan

Western Europe

United States

Glo

bal

Mo

bile

Wo

rkfo

rce

by

Reg

ion

Percent of Total Workforce

2011

2006

IDC 209883E, March 2008

Mobility data depend on region, vertical, Mobility data depend on region, vertical, size, worker categorysize, worker category

Informal care agents are typically mobile: Informal care agents are typically mobile: information workers, sales associates, and information workers, sales associates, and expert enthusiasts are not predictably expert enthusiasts are not predictably fixedfixed

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Outline

• Market Drivers

• Solution Enablers

• Solution Examples

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Four Key Solution Enablers

• Consolidation 2.0

• Next Gen Wired WANs

• Next Gen Wireless WANs

• Empowerment of mobile informal agents

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Consolidation 2.0

• One contact center platform that consolidates . . .

• Functions• Channels• Agents• Applications

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Next Gen WANs

• Next Gen Wired WANs– global MPLS WANs with PSTN gateways– routinely available through global comms

• Next Gen Wireless WANs– 2G voice plus GPRS/EDGE/3G data– 3G not yet pervasive

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Informal agents on the Go!

Site 1

Contact CtrEnvironment

Site n

BackOffice

SmartPhone AgentSmartPhone Agent 2G TDM voice2G TDM voice GPRS/EDGE/3G IP dataGPRS/EDGE/3G IP data

Full Call Center CTI featuresFull Call Center CTI features

Switched voice and IP presence-Switched voice and IP presence-awareaware

Fixed formal agent Fixed formal agent empowerment in pocket of empowerment in pocket of mobile informal agentmobile informal agent

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Outline

• Market Drivers

• Solution Enablers

• Solution Examples

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Example Use CasesIndustry Use Case

Automobile Dealerships Prospect Care by mobile sales associates

Real Estate Brokers Buy-side/sell-side Prospect Care by mobile brokers

Utility Field Force Response

Customer/Prospect Care by mobile field force

Consumer Electronics Ecosystem

Customer/Prospect Care by mobile expert enthusiasts

Medical Emergency Response

Critical Patient Care by nomadic/mobile ER staff

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Solution Examples

• A Dramatization

• Business Case & ROI Considerations

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Video

Automobile DealershipAutomobile DealershipProspect Care by Mobile SalesProspect Care by Mobile Sales

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Message of the Video: Dual Benefits

• Responsive VIP Care by Mobile Sales– fixed formal agent empowerment in pocket of mobile

sales associate– prospects highly satisfied, retained, buy

• Enterprise Ownership and Control– prospect/customer ownership managed & maintained– data doesn’t go with the employees’ mobile phones– tracking and reporting enables management & rewarding

performance– real-time and post-call supervisor review aids training

and QA

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Solution Examples

• A Dramatization

• Business Case & ROI Considerations

23U.S. Auto Dealership Market Factoids• 21,000 stores, $675B revenue• Employ 700,000 people, including 230,000 sales associates• 20% of all retail sales• 25% of all state government revenue• 59% new, 29% used, 12% service and parts• Publicly held represent < 10% market share• 100M inbound calls, 500M outbound calls• $10B spend for Dealer Management Systems, Customer

Relation Management solutions• $8B spend for marketing• 80% of purchases begin on-line, but only 12% of ad budget

Four Major Pain Points: Four Major Pain Points:

low prospect retentionlow prospect retention

low return on marketing investmentlow return on marketing investment

low sales force productivitylow sales force productivity

unresponsive mobile salesunresponsive mobile sales

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Example: CarCountryWorld15 regional groups, 257 dealerships, 37 car brands

Revenue $19B

New and used units sold 600,000

Percent revenue from new cars 59%

Percent from new prospect calls 8%

Gross Margin 5.3%

New prospect calls/franchise per dayNew prospect calls/franchise per day 2.32.3

Prospect retention rateProspect retention rate 85%85%

Retained prospect closure rateRetained prospect closure rate 10%10%

Objective: increase prospect call volume, Objective: increase prospect call volume, retention, and closureretention, and closure

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0.85 0.86 0.87 0.88 0.89 0.9 0.91 0.92 0.93 0.94 0.95

0.100.11

0.120.13

0.140.15

$0.00

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

Prospect Retention Rate

Retained Prospect Closure

Rate

Gross Profit Payoff ($M/year)new prospects/franchise per day increased from 2.3 to 3

• VIP VIP treatment treatment increases increases ProspectProspect• volumevolume• retentionretention• closureclosure

• Company Company oversight oversight increasesincreases• revenuerevenue• profitprofit• ROMIROMI• sales sales

force force produc-produc-tivitytivity

ROI

26Contact center communication support

• Intelligent routing – skills and presence• Detailed caller info with call• Inquiry and transaction enablement of agent• Management Tools

– Tracking– Reporting– QA

• With mobility: of the aboveallnone

Contact Center Mobility

Thank you from CosmoCom