roundtable enhancing customer engagement with omni-channel...
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ROUNDTABLE – ENHANCING CUSTOMER ENGAGEMENT WITH OMNI-CHANNEL SELF SERVICE
NOVEMBER 2017
Evan Dobkin, Product Marketing Manager, Aspect
Annette Miesbach, Product Marketing Manager, NICE inContact
John Forrester, CMO, Inbenta
Omni-Channel Self Service:
What’s Next & What’s Right Now
Evan Dobkin, Sr Product Marketing Manager, Self-Service
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©2017 Aspect Software, Inc. All rights reserved
FOCUS ON CUSTOMER SUCCESS
Customer Success is…
when your customers achieve their Desired Outcome
through their interactions with your company.
✓ Let me do it
✓ Fit it into my life
✓ Save me time
✓ Make me smarter
✓ Make it easy
✓ Make it mobile
©2017 Aspect Software, Inc. All rights reserved
Digital Self-Service is Part of a Broader Play:
Address Customers Early in the Technology Adoption Cycle
Innovators
Early
Adopters
Early
Majority
Late
Majority Laggards
• Actively evaluating omni-channel, and with
that chatbots
• Likely focused on CX vs cost savings
• Mostly still multi-, not omni-channel: voice, chat and
email; self-service only on IVR and mobile apps
• Focused on driving efficiencies in existing channels
• Overwhelmed by innovation
• Likely unhappy with poor IVR NPS and ROI
• Basic multi-channel: voice, email, maybe chat
• Basic touch-tone IVR in place for call routing/auto-
attendant, no self-service, no speech recognition
• Still developing perspective/comfort on cloud
Key characteristics
Omni-Channel Self-Service Technology Adoption Curve
Customer
Segment
©2017 Aspect Software, Inc. All rights reserved
Modern IVR: An IVR Experience Your Customers Can Love
2. Predict Caller Intent
3. Adapt to Me
5. Go Digital: Visual IVR
6. Go Multi-modal: Text2IVR
7. No time wasted on hold: In Queue
Self-Service
4. Call them
before they call you
1. Provide Context Continuity
Know me
Fit into my life
Make it mobile
Save me time
Make me smarter
Let me do it
THE IVR
INNOVATION WHEEL
Personalize
Supplement
with digital
channels
Customer Service Expectations of 2017:
*https://www.aspect.com/globalassets/2016-aspect-consumer-experience-index-survey_index-results-final.pdf
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©2017 Aspect Software, Inc. All rights reserved
REDUCING EFFORT IS MOST IMPORTANT – HBR
• Customer service no longer
needs to be over-the-top in
order to be effective
• To drive truly loyalty-producing
engagements, you simply need
to make it simple...
for your customer
#1The most important factor
in customer loyalty
is reduction of customer
effort - Harvard Business Review
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©2017 Aspect Software, Inc. All rights reserved
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Service Needs to Be
Delivered Quicker
Now than Before
56%have higher expectations for
customer service now than just
one year ago.
across all age groups expect
brands to respond within 24 hrs
67%
The faster the
response, the more
likely customers
are satisfied
2016 Microsoft State of Global Customer Service Report
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©2017 Aspect Software, Inc. All rights reserved
The Impact of
WASTED APPOINTMENTS
There was an estimated
11,693 same day cancellations or
no shows resulting in a
$2,221,663 revenue loss*
A 10% decrease in same-day
cancellations or no shows
would translate into
$1,481,088 in realized revenue
* Source: Healthcare Intelligence
©2017 Aspect Software, Inc. All rights reserved9
of consumers say receiving a personalized customer
experience is VERY important to them
75%
People don’t like
one-size fits all service.
Source: Aspect Customer Experience Index, 2016
©2017 Aspect Software, Inc. All rights reserved
IVR:
99% of IVRs Today
Did you know you can
check your claim online at
double you double you
double you…Seriously? I’ve just been
to your website 5 minutes
ago!
That’s why I’m calling!!!
Without Context Continuity
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©2017 Aspect Software, Inc. All rights reserved 11
Examples
▸ Dropout points in IVR interactions
▸ Business tasks that weren’t completed on last call
▸ Last transaction performed in mobile app
▸ Last time the customer talked to an agent
▸ Last issue discussed with agent
▸ Most recent page of your website the customer visited
Think “BROWSER COOKIES”Small data bits that track the customer journey
How? Context Cookies Stored in Continuity Server
IVR:
I can see you just came from
our website, checking on a
claim. Let me connect you to a
claims expert who will have
your record on file and can
help you right away...
Wow that’s awesome,
THANKS!
©2017 Aspect Software, Inc. All rights reserved
MESSAGINGAsynchronous communication, apps on billions of phones, discovery built-in through embedded address book – just “send your question”
SMSAsynchronous communication, app on every phone – find phone number, then just “send your question”
WEB/APPApp requires discovery and download – apps require download, question needs to be translated into menu options
Synchronous, i.e. requires full attention, slow –question needs to be translated into menu options
PHONE CALL
Pain-point & Emerging Need:
to Provide Low-Cost, Frictionless Customer Service
Effo
rt/T
ime
Sp
en
t
Channel
©2017 Aspect Software, Inc. All rights reserved
Common Tasks Well-Suited to Digital Self-Service
✓ Scheduling appointments or meetings
✓ Placing orders and recommending products
✓ Responding to customer inquiries about orders or shipments
✓ Responding to frequently asked questions
✓ Providing information and updates about service outages
✓ Issuing notifications on news, weather alerts, company news,
or other important information
We are at the forefront of the
INTERACTIVE TEXT RESPONSE (AKA CHATBOT) REVOLUTION
Top 5 Global
Automotive Major
Overstock.com Latin American
Financial Services
Major
Top 5 Power
Tool
Manufacturer
Radisson Blu
Edwardian
about the 2013 Model1 or
2008 Model2?
Model
1
Model
1
Meet Edward, ‘s SMS Virtual Host
WHAT?Adapt to our guests’ ever-evolving needs
and deliver a new level of service excellence
WHY?Respond to new guest behavior, stay relevant,
stay competitive through service quality, reduce
cost through automation
HOW?
Welcome guest with a text, respond to questions
instantaneously via AI, involve staff where
needed, offer option to receive call to bridge self-
and live service
Welcome to the Radisson Blu Edwardian Grafton. My name is Edward and I’m your virtual host. If I may be of assistance, please text me. Examples: apps.edwardian.com/ e/003ed.html
OMNICHANNEL SELF - SERVICE
Anyone, anytime, any channel
Annette Miesbach
Senior Marketing Manager, NICE inContact
Annette focusses on product marketing for CXone Omnichannel Routing, including routing
engine (ACD), integrated IVR, Central administration and the Studio visual routing designer.
She is also responsible for the My Agent eXperience – MAX agent interface and all inbound
and outbound, voice and digital interaction channels, as well as the Supervisor interfaces.
Josh Gibson
Sales Engineer, NICE inContact
Josh brings to the table an expertise in both software development and sales engineering, with
a specific knowledge over the NICE inContact core platform. He is responsible for supporting
sales as a product knowledge expert for the Southeast Enterprise team.
Self service in 2017 and beyond
• Omnichannel Self Service:
Combining voice and digital
• Proactive Self Service:
Addressing issues before they arise
• Beyond Self Service:
Merging self service and agent assisted
2
1
Trend No. 1: Companies
extend and enhance self-service.Forrester, Top Trends For Customer Service In 2017
Self Service in 2017 and beyond
When a customer drops out of self-service, 39% of
customers are still being transferred blindly.Dimension Data, Global Customer Experience Benchmarking Report (2017)
Organizations are committed to self-service solutions.
78% prioritize web self-service investments, […]CCW Executive Report Performance and Agents (2017)
Self-service is increasingly relevant as it appeals to
consumers who seek information and take action at a
time of their choosing and on their preferred device…Ventana Research, The Next Generation Contact Center in the Cloud (2016)
2
2
Omnichannel Self Service
• Don’t “force” customers to self-serve
in any single channel
• Seamlessly combine channels across
voice and digital
• Honor customer preferences whenever
possible and reasonable
2
3
Proactive Self Service
• Know your customer - reach out in the
preferred channel
• Reach out BEFORE you have to –
anticipate the need!
• Make sure you give customers the
ability to interact
2
4
Beyond Self Service
• Be available – don’t “hide” behind self-
service
• Don’t “lose” the data
• Ensure you can provide true
Omnichannel: Self service and agent
assisted, voice and digital
Example Customer Self-Service Flow
2
5
Proactive Outreach
Example Customer Self-Service Flow
2
6
CRM Integration
Example Customer Self-Service Flow
2
7
IVR Self-Service
Example Customer Self-Service Flow
2
8
Example Customer Self-Service Flow
2
9
SMS / Text
Example Customer Self-Service Flow
3
0
Agent assisted
Service
Super Saver rate of $995 ends December 31, 2017!
REGISTER NOW HTTPS://WWW.NICE.COM/INTERACTIONS/INDEX.HTML
ARTIFICIAL INTELLIGENCEFOR SUPPORT & E-COMMERCE
JOHN FORRESTER
CHIEF MARKETING OFFICER
How are you improving customer service?
inb
en
ta c
on
fide
ntia
l an
d p
rop
rieta
ry
For the Customer:
• Difficult to navigate websites
• Inaccurate search functions
• Complex and frustrating phone trees
• Slow-to-respond chat agents
• Transferred to multiple agents for
answers
The Challenges Around Customer Interactions
For the Business:
• High cost of support teams (phone & chat)
• High staff turnover and training costs
• Increased churn due to low CSAT scores
• Brand & competitive hit from poor CSAT
• Supporting customers across multiple channels
(Social, Web, Mobile)
Enterprise-class AI Has Arrived
• Shows results that customers want
• Understands conversational language & context
• Results improve over time with Machine Learning
& Computational Linguist-customization
• Asks for necessary information
• Integrates with transactional back-end systems
The Challenges of Keyword-search Technology
...But the Content Exists!
Natural Language Processing understands the meaning behind questions
International shipping policy
Cruises in the south of Europe
Demo Example of Chatbot Conversation
Example of Conversation
Example of Conversation
A Brain with Two Hemispheres
Example Ticketmaster
Product offering
Case
Management
Knowledge
Management
SearchChatbot
Our Chatbots are online
virtual assistant that can
answer questions, fill in
forms and help customers
make transactions in a
conversational way.
Our search solutions
brings more power and a
greater depth of
understanding for your
website visitors. Because
Inbenta search can
understand what your staff
and customers say rather
than just scanning for
keywords.
Inbenta Knowledge
Management makes it
easy to have all the
information you need in
one place. Control your
information and make sure
that your customers can
ask questions and get the
right answer.
Our ticketing system
convert email, social and
online contact into a
manageable queue with
the ability to assign and
monitor ticket progress
amongst your customer
service agents.
Total Economic Impact
390% ROI
Our Customers
ROUNDTABLE – ENHANCING CUSTOMER ENGAGEMENT WITH OMNI-CHANNEL SELF SERVICE
NOVEMBER 2017
Evan Dobkin, Product Marketing Manager, Aspect
Annette Miesbach, Product Marketing Manager, NICE inContact
John Forrester, CMO, Inbenta