navigating customer contact space in the 21st century bill durr director, global field marketing
TRANSCRIPT
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Navigating Customer Contact Space in the 21st Century
Bill DurrDirector, Global Field Marketing
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My Credentials
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My Credentials That’s Me!
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We’ve Consulted Great ThinkersWe’ve Consulted Great Thinkers
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Call Center EnvironmentCall Center Environment
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Customer Contact EnvironmentCustomer Contact Environment
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Contact Center Cost ModelContact Center Cost Model
Labor65%
Communications25%
Technology10%
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Leverage PotentialLeverage Potential
Labor65%
Communications25%
Technology10%
•Customer Retention•Customer Loyalty•Revenue Growth•Profit Enhancement
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The First Call DistributorThe First Call Distributor
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Technology RoadmapTechnology Roadmap
Basic Call Processing Real-Time & Historical Reporting Conditional Call Routing Lexicon Open DataBase Connectivity (ODBC) IVR (Interactive Voice Response) CTI Data Link (Computer Telephony Integration) Workforce Management Tools (WFM) Intelligent Call Processing (aka CRM) E-Mail IP Transactions
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Definitions & CommentsDefinitions & Comments
Basic Call Processing Define a Target Group Define Delay Announcement(s) Define Overflow Target Group
Real-Time & Historical Reporting Historical Reporting
Enables Planning the Work Real-Time Reporting
Enables Reacting to Deviations from Work Plan
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Definitions & CommentsDefinitions & Comments
Conditional Call Processing Lexicon Sophisticated Rules-Based Call Routing Key Elements to Consider
If…..Then Statement Number & Kind of Variables
For Example: If Sales Service Level <80%, Then Offer Call to Customer Service
Powerful Variables Service Level Calls Waiting Average Speed of Answer Number of Agents Available
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Definitions & CommentsDefinitions & Comments
ODBC Reporting Add Business Data to Contact Center Reports Enterprise Access to Contact Center Data
CTI Data Link Screen Pops
Saves Agent Time Personalizes Interaction Promotes Loyalty
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CTI in the Call Center - HypeCTI in the Call Center - Hype
Screen pops and beyond
Relationship management
Call processing aligned with business issues
Enhances revenues, reduces costs
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CTI in the Call Center - RealityCTI in the Call Center - Reality
Very low level of implementation
Many projects fail or underwhelm
Expensive
Drag on
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CTI in the Contact Center CTI in the Contact Center
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Definitions & CommentsDefinitions & Comments
IVR Robot Agents Increasingly Accepted Handles Simple Transactions Natural Language, Speaker Independent
Very Powerful Very Customer Pleasing
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IVR in the Contact CenterIVR in the Contact Center
It’s Hard to Imagine a Contact Center Without IVR
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Definitions & CommentsDefinitions & Comments
Workforce Management Software Accepts History from Contact Center Data Provides Forecasts
Call Volume Transaction Time
Define Agent Shifts & Preferences Generates Agent Schedules Real-Time and/or Historical Adherence
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Workforce Management in the Workforce Management in the Contact CenterContact Center
Particularly for Contact Centers With Extended Hours Over 50 Agents
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Intelligent Call ProcessingIntelligent Call Processing
AKA Customer Relationship Management Identify Who is Calling Evaluate Worth to the Company Route Accordingly
Treating Different Customers Differently Pareto Customers
20% of Customers Yield 80% of Revenues Some Customers Not Worth Having
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Intelligent Call Processing (CRM) in Intelligent Call Processing (CRM) in the Contact Centerthe Contact Center
Extensive DataBase Required Look Out for Integration Costs
1.5 to 5 Times Cost of “Tools” & “Products”
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Definitions & CommentsDefinitions & Comments
E-Mail Differentiate Specific vs. Non-Specific E-Mail
e.g. Webmaster@, Sales@, Service@ Contact Centers Will Be Expected to Handle Non-Specific
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E-Mail in the Call Center - HypeE-Mail in the Call Center - Hype
50% of US Have E-Mail Access by 2001
10% of all customer contacts by e-mail in 2001
95% of all e-mail messages delivered in 5 minutes or less
Response Time Implications
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E-Mail in the Call Center - Why?E-Mail in the Call Center - Why?
Can’t or won’t wait for human assistance Web page content prompted inquiry/transaction Need convenience of 24x7 messaging access Don’t need to “discuss” anything Want to send information & data attachments first Want well-documented audit trail of interchange Want to eliminate time, errors & effort in transcribing
information during live conversation Don’t have 2nd line for live call-back while still connected
to web
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E-Mail in the Call Center - RealityE-Mail in the Call Center - Reality
Ultimately, A Great Addition to the Contact Center Carefully consider before integrating with voice calling
Unpredictable volumes Unpredictable response expectations Different skill-set Potential high impact on operations
Rising Volumes Will Dictate Automated Response
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Web-Mail AutomationWeb-Mail Automation
MailServer
Auto-Response
CSR
Firewall
WebMessages
DatabasesMessages
Automated Automated Email AgentEmail Agent
MessageMessageTracking andTracking and
WorkflowWorkflowEmail ACDEmail ACD
Complex Messages
Suggested Responses
Call Center Manager
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Definitions & CommentsDefinitions & Comments
IP Transactions Voice Over IP Text Chat Application Sharing Whiteboarding Video Over IP
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From Call Centers to Contact From Call Centers to Contact CentersCenters
PSTN
ACD Voice Server
Station Wiring
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From Call Centers to Contact From Call Centers to Contact CentersCenters
Fiber NetworkFiber Network
IP
Gateway
PSTN
PSTN
ACD Voice Server
Gateway
Station Wiring
IP
PSTN
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From Call Centers to Contact From Call Centers to Contact CentersCenters
Fiber NetworkFiber Network
IP
IP
IP
Gateway
PSTN
PSTN
ACD Voice Server
Gateway
Station Wiring
IP
PSTN
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Voice Over the Internet - HypeVoice Over the Internet - Hype
Essentially free calling
High-touch web-integration Assisted browsing Page push/pull
Getting better all the time
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Source: Gartner Group June 9, 1998
Voice Over the Internet - RealityVoice Over the Internet - Reality
Reliability issues “High availability LAN” = oxymoron
Quality issues Packet delay matters
Average delay in PSTN = 20 msec People notice delay = 50 msec Disruption begins = 100 msec Practical unintelligible = 250 msec
Typical multihop IP delay As low as 150 msec Frequently as high as 500 msec
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Voice Over the InternetVoice Over the Internet
Acceptable for Private, Controllable Network Use Not Ready for Prime Time Will Eventually Blow Away Text Chat
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Video Over the Internet - HypeVideo Over the Internet - Hype
Multimedia PC’s rapidly proliferating
Humans are visual creatures
Video transactions are rich & pleasing
Simple matter of bandwidth
Bandwidth is trending to zero cost
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Video Over the Internet - RealityVideo Over the Internet - Reality
Great for internal users
Video enabled consumers Small population
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Video Over the InternetVideo Over the Internet
Acceptable for Private, Controllable Network Use Not Ready for Prime Time Will Eventually Blow Away Everything Else
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MultiMedia Contact CenterMultiMedia Contact Center
Media Integration ManagerReports
Server
ACD Voice Server
PBX
Agent Workstation
LAN/WAN
WFM
IVR
Fax Server
CTI Server
E-Mail Server
Web Server
PublicSwitched
TelephoneNetwork
PublicSwitched
TelephoneNetwork
InternetPacketNetwork
InternetPacketNetwork
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We Know Where We Want to BeWe Know Where We Want to Be
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Technology Uptake in the Call CenterTechnology Uptake in the Call Center
Forget vertical market differences Type A firms
Already have call centers Believe call centers are strategic assets Moving To implement multi-media
Type B firms Already have call centers View as important But not strategic Implement multi-media when customers demand it
Type C firms Emerging call centers Viewed as not important to mission Won’t implement multi-media
15%
65%
20%
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The Goal: Recapture One to One, The Goal: Recapture One to One, Personal InteractionPersonal Interaction