customer journey-analyses en persoonlijke klantervaringen - melvin harmsen, avaya
TRANSCRIPT
Customer journey..why?
NCCC, 4 juni 2015
Melvin Harmsen
Managing Director, Avaya NL
Avaya – Confidential & Proprietary. Use pursuant to your signed agreement or Avaya Policy
Waarom is customer
engagement zo belangrijk?
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https://hbr.org/2015/04/why-strong-customer-relationships-trump-powerful-brands?utm_source=Socialflow&utm_medium=Tweet&utm_campaign=Socialflow
Reality Check
© 2015 Avaya, Inc. All rights reserved.
Average company lifespan on S&P 500 index (in years)
1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 2025
Projections based
on current data
Year (each data point represents
a rolling 7-year average lifespan)
Reality Check
© 2015 Avaya, Inc. All rights reserved.
Business Consumers
CLV
0 10 20 30 40 50 60 70 80 90 100
Cloud Services
Professional Services
IP Office
RV Mobile Video
Networking
Net Promoter Score
NPS for Selected Products & Services
70
60
50
40
30
20
10
0
NPS World-Class (Top
1%)
USAA, Costco
Best-in-Class
(Top 10%)
Avaya, Amazon
Good (Top Quartile)
Cisco
Microsoft
Average (2nd
Quartile)
Shoretel
Dell
Last 4 Qtr’s
50
FY14 45
FY13 41
FY12 32
FY11 28
Poor:
Alcatel-Lucent
Last Qtr 65
NPS For Tech Companies
Avaya’s NPS journey
Reality Check
© 2015 Avaya, Inc. All rights reserved.
Business Consumers
CLV
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Hoeveel is uw klant waard? CLV
Topline Growth
+
Contact Center
Efficiency
+
Customer
Experience
Customer
Experience
| Seamless | Easy |
| Adaptable |
Reduce Effort, Improve
NPS, Differentiate
Contact
Center
Efficiency
| Informed | Optimal |
| Visible |
Optimize Resources,
Reduce Costs, Exceed
SLAs
Contact
Center
Efficiency
| Informed | Optimal |
| Visible |
Optimize Resources,
Reduce Costs, Exceed
SLAs
Customer Lifetime
Value
Acquisitie Kosten =
Duur van de relatie
– Support kosten X
Topline Growth
|Proactive | Connected |
| Responsive |
Improve Sales, Increase Retention,
Improve Wallet Share
Klant omzet
–
Avaya – Confidential & Proprietary. Use pursuant to your signed agreement or Avaya Policy
Customer Engagement
Omni Channel
Ervaring
Enterprise
Wide Team
Engagement
Google cloud
Avaya – Confidential & Proprietary. Use pursuant to your signed agreement or Avaya Policy
Customer Engagement
Omni Channel
Ervaring
Enterprise
Wide Team
Engagement
Google cloud
Avaya – Confidential & Proprietary. Use pursuant to your signed agreement or Avaya Policy
Web Site
Email F2F In Store
Phone Overseas Call Center
77%
Facebook APP Twitter Video Web FAQs
Web Chat
72% 64% 59%
37%
53%
26%
20% 14%
11%
5%
Lower than 2010
Same as 2010
Higher than 2010
Customer engagement in action
Avaya – Confidential & Proprietary. Use pursuant to your signed agreement or Avaya Policy
Uitdaging: Wie is de eigenaar?
Fysiek Digitaal
Winkel Kiosk
Terminal
Self
Service
Live
Agent
Sales
Specialist
Direct
Mail Social
Media
Corporate
Website
Mobiel
Platform
Messaging
Interaction
Marketing Contact Center Marketing
App Team Sales
Avaya – Confidential & Proprietary. Use pursuant to your signed agreement or Avaya Policy
Omni-channel betekent
Naadloos, juiste media, juiste moment, elk contact…
RETAIL
LOCATION
Kiosk
Terminal
SELF SERVICE LIVE AGENT
SALES
SPECIALIST
DIRECT MAIL SOCIAL MEDIA
CORPORATE
WEBSITE
MOBILE
PLATFORM
MESSAGING
INTERACTION
(Aberdeen Group, 2014)
• 9.0% in client retention rates
• 5.8% in customer lifetime value
Avaya – Confidential & Proprietary. Use pursuant to your signed agreement or Avaya Policy
Naadloos, geïntegreerde Customer Journey
Handel betaling af
Proactief informeren over
renewal
Initieer een webcall
Vraag feedback
Authenticeer de klant
Vind de beste resource
Bevestig transactie
Personaliseer de wachtbehandeling
Omni-channel betekent ook
… Self Service een rol speelt – zelfs wanneer een agent betrokken is
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Customer Engagement
Driving FCR
Omni Channel
Ervaring
Enterprise
Wide Team
Engagement
Google cloud
ACD,SBR
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Individuele behandeling van elke klant, door de best beschikbare resource
Team Engagement is… …CONTEXT-BASED MATCHING om de juiste persoon te betrekken
Avaya – Confidential & Proprietary. Use pursuant to your signed agreement or Avaya Policy
Identified Subject Matter Experts?
Agent requires
assistance
Available Subject Matter Experts? BEST Match Subject Matter Expert
Team Engagement Means… …Collaborating To Deliver Real-time Customer Experience
Individuele behandeling van elke klant, door de best beschikbare resource
Avaya – Confidential & Proprietary. Use pursuant to your signed agreement or Avaya Policy
Customer Engagement
Verbeter de klantervaring en verhoog Customer Lifetime Value
Omni Channel
Ervaring
Enterprise
Wide Team
Engagement
Google cloud
Why google?
Chromebox
Desktops
starting at $179
Chromebook
Laptops from 11”-
15”. Priced at
$199+
Agent for Chrome
• Chrome Packaged Application
• Avaya Aura Call Center Elite
• Premise or Cloud
• Flexible media modes
Fase 1) WebRTC Upgrade of the conversation
• Avaya’s expertise in Contact Center + Google’s leadership in Public Cloud
• CCaas (pay as you go)
Customer Engagement OnAvaya™ Powered by Google Cloud Platform
has emerged
The Methodology – As Is To Be
Current State Strategic Vision & Guiding Principles Future State
Business Benefits Roadmap
Issues & Impacts List
Avaya – Confidential & Proprietary. Use pursuant to your signed agreement or Avaya Policy
© 2015 Avaya, Inc. All rights reserved. © 2015 Avaya, Inc. All rights reserved.
https://www.gsb.stanford.edu/insights/earthquakes-president-dave-kaval-how-major-league-soccer-silicon-valley-startup
Samenvatting
o Gemeende aandacht
o Omnichannel is een must
o Uw contact center is een onderdeel van de
klantervaring – vaak het laatste contact
o Perspectief: self service = good stuff
o Eigenaarschap - Sla bruggen tussen afdelingen
o Samen een “best practice” proces
o Google cloud – upgrade of the conversation
THANKS