martin hill wilson...global view of contact centre updates + upgrade interactive voice response ......
TRANSCRIPT
Martin Hill Wilson Brainfood Consulting
Tim Pickard Chief Strategist NewVoiceMedia
Welcome Jonty Pearce, Call Centre Helper
ContactWorld for Salesforce Technology
Overview
Call
Caller Data delivered via Salesforce UI
Call delivered to agents DDI
number
Stats and Reports
Call Recording
Call Queuing +
Distribution
Real-Time Global View of Contact Centre
Updates + Upgrade
Interactive Voice
Response
Cloud Integration delivering: Data-Driven Routing
Click to Dial Inbound Screen Pop
Integrated Stats + reports
Company
ContactWorld platform launched 2006
Customer retention rate 97% since launch, 100% in 2011
Company Structure
UK based sales, marketing, service delivery and development teams
Trust Site – 99.999% SLA Performance, availability, security are in our operational DNA
Customer base
150+ customers
300 Call centres in 29 countries
8,000+ Agents
Best Technology Partnership
Professional Services Category
Best Improvement Strategy
NewVoiceMedia Quick Facts
Customer Experience
m a k i n g i t p e r s o n a l A ‘One Agenda’ Topic
The Rise Of CX
Q: To what extent do you agree with the following statements?
The Rise Of Personalisation
Personal Web Portals
Collective Recommendations
Collaborative Filtering
User-Created Alerts
The Rapid Development Of
Personalisation in Digital Channels
Means Customers Are Being
Conditioned To Expect
A Common Approach Across
Every Channel
that includes contact centres
The Key Point
136 US retail executives and 14 product suppliers
The Omni-Channel Trend
Personalisation Catalyst
Data->Rules->Personalisation
New Ways To Be Different
Many Ways To Deliver It
Anticipate Customer Situations
Let Them Know You Know
Two Key Design Principles
The Secret
Is To Anticipate
Situations
That Matter To Customers
expected experience
best option automatically provided
mediocre experience
explaining who/why/what
worst experience
repeating who/why/what
focus
Internal
priority
Resourcing
Utilisation
interpretation
Skills-Based
focus
External
priority
Customer
Situation
interpretation
Personalised
How? Personalisation
Routing
+
Customer Data
=
Personalisation
To ensure that the customer
consciously experiences the benefit
of having their situation recognised
without further effort,
‘Let Them Know We Know’
either via
Pre-queue automated messaging
or
Post-routing live ‘welcome’
The Personalisation
Experiment
? A N
EW
E
RA
A N
EW
E
RA
Customer Situation
Automated Messaging Live Welcome
A high value customer makes contact
during peak busy period (segmentation
code)
“Hello, since you are a valued customer we
are prioritising your call for immediate
attention!”
Customer Situation
Automated Messaging Live Welcome
Has made repeated contact in a short
space of time suggesting high customer
effort (interaction history)
“We noticed you been in contact with us a
lot recently over a particular issue. Would
you like me to find one of our special
customer service trouble shooters to get
this fixed for you?”
Customer Situation
Automated Messaging Live Welcome
1. Recently abandoned an online
shopping cart
2. Recently left a half completed
online request for a quote
(web analytics )
“We noticed you were recently on our web
site and it looks like we were not able to
fully help you. Would you like me to find
someone to help you with that?”
Customer Situation
Automated Messaging Live Welcome
An incomplete situation in which the
customer has invested time with a
particular person
• Ongoing billing issue, service
request, purchase incompletion,
dropped mobile call
“Hi Mr/Mrs/Ms xxx. Great to talk again. I
assume you want to finish . . . . ?”
Customer Situation
Automated Messaging Live Welcome
The customer is an active brand
advocate (social media monitoring) and
loves to buy from the brand
(transaction history). Being
recognised for that and feeling
involved is part of the overall
relationship
“The person you normally talk to will be
free in the next few minutes. Would you
like to wait or be immediately put through
to someone else if you are in a hurry?”
Customer Situation
Automated Messaging Live Welcome
The customer is within the critical
decision making period of having to
renew and make a choice of either
staying with the brand or leaving for
a competitor (predictive churn
analytics or renewal dates)
“Hello. We know that you are due to renew
your xxx in the next few weeks/months. I
have an offer for you as a valued customer
once we have finished the reason for your
call”
Customer Situation
Automated Messaging Live Welcome
The customer has been recently
revisiting the same product pages on
both the e-commerce and m-commerce
sites. So far they have yet to
purchase
(web analytics )
“Hello, can I say just before we start that
I’ve noticed you’ve shown quite an interest
in our. . .Is that something you would also
like to discuss today?”
Customer Situation
Automated Messaging Live Welcome
The customer’ last feedback was
critical of the way she was treated.
She filled in a post call survey and
gave low scores plus critical comments
about the service
“Hello, my name is. . .I’m part of the
Customer Service management team. I would
like to start by apologising for how we
dealt with you last time. You let us know
that we did not listen.”
Customer Situation
Automated Messaging Live Welcome
The customer makes regular payments
over the phone and has to navigate the
same IVR routine every month
(IVR reports)
“Hello, are you calling today to pay a
bill?”
“Hello, since you phone every month to make
your payment, would you be interested in an
easier way?”
Customer Situation
Automated Messaging Live Welcome
The customer has repeatedly called
about a defective product (IVR menu
options) and is fast losing patience
with getting to a satisfactory outcome
“Hello, we are sorry you have had to make
contact with us too many times about a
product that is not working. We are finding
you someone who has the authority to sort
things out today”
Customer Situation
Automated Messaging Live Welcome
The customer has bought something
recently.
Online, retail, call centre
“We noticed you recently purchased from our
online catalogue, press 1 if you want to
check on delivery status or press 2 if you
want to change the order”
T a c t i c s F o r P e r s o n a l i s e d C u s t o m e r E x p e r i e n c e A BrainFood Product © BridgeHouseConsulting Ltd 2012
The Personalisation
Experiment
? A N
EW
E
RA
A N
EW
E
RA