steve bartos information technology futures capital one financial corporation ip networking and...
TRANSCRIPT
Steve Bartos
Information Technology Futures
Capital One Financial Corporation
IP Networking and Mediacom-2004 International Telecommunications Union
24/04/2001 Geneve
World Wide Multimedia AvailabilityThe Impact On Call Center Customer Systems
Agenda• Overview of Capital One
• Knowing the customer
• Emerging technology
• Call to action
World Wide Multimedia AvailabilityThe Impact On Call Center Customer Systems
Background on Capital One
• 6th largest card issuer in the United States • S&P 500 as of 1998• Fortune 500 company last two years• Managed loans at $31.6 billion level
Capital One has more than 36 million customers and Capital One has more than 36 million customers and 20,000+ associates across the globe20,000+ associates across the globe
We have expanded outside of credit cards
Auto Finance
Credit Recovery Services
Using IBS to drive mass customization
Success is driven by the Information-Based Strategy
“Mass Customization” results in Micro-Segmentation
Capital One’s IBS•Testing - products•Analysis - responses•Micro-segmentation - Solicitation
Right ProductRight Product
Right CustomerRight Customer
Right PriceRight Price
Right TimeRight Time
Right ChannelRight Channel
Our ability to mass customize has allowed us to manage the customer relationship differently...
Common Practice MASS CUSTOMIZATION
Knowledge
Empowerment
Actions
broad and shallow narrow and deep
constrained
directed
constrained
directed
thoughtful, delegated decision making
motivated
The Call Center Dilemma
Diversity Mass Customization Complexity
RightRight CALLCALL
RightRight REP/VRUREP/VRU
RightRight LOCATIONLOCATION
RightRight SERVICESERVICELEVELLEVEL
…Primary interactive touch point is the contact center
Contact Center IBSTesting - routingAnalyze - productivity & qualityMicro-segment - agent grouping
In an extraordinarily complex environment...
• 217 call types
• 54 agents groups
• 14 switches and growing
• 45,000+ tests per year
Complex Routing Challenge
AG3S
Technology is the enabler
14 Switches
Customer
Carrier Network
CustomerCustomer
S S SS S S S S
S S
AG1
AG2
AG3
AG4
S
Intelligent Call Routing (ICR)Determines how to handle the call• Right VRU• Right Rep
ICR
VRU PoolVRU Pool
Intelligent CRM in the blink of an eye
Customers are connected to the right VRU or phone rep in 1/100th seconds - literally in the
blink of an eye
Intelligent Call Routing is:• Account-level, attribute-driven routing • Match to correct associate
– Account status– Propensity to buy– Language preference– Product– Age of account
– Availability– Special skills– Functional expertise– Tests
The routing decision is made in the network.
• Load balancing
• Minimizes infrastructure
• Facilitates growth
– Appropriate distribution of work– Service levels managed by call type– Protection of special call types– Deliberate imbalance capability exists
– Switch interconnectivity not required
– Could not grow to the number of sites and switches under prior architecture
– Highly variable site size and configuration options
Without ICR, we lose value.
w/ ICR w/o ICR
Occupancy
Difference
4%
w/ ICR w/o ICR
Sales
Difference
12%
% O
ccu
pan
cy
% S
ales
We consider many things when determining how to service a customer
Account Customer Associate Call Center
• What product?
• What age?
• Current Status
- terms
- payment history
- credit line
• Why are they calling?
• What is their propensity to buy?
• How comfortable are they with technology?
• Language skills
• Areas of expertise
- products
- functions
• Sales skills
• What sites are open?
• What wait times exist for the various queues?
Technology makes it happen!
ANI,
DNI
Customer-
external info
Databases, segmentation & rules engines
ACD’s &
Routing
technologies
• Who is this?
• Why are they calling?
• Best route
• Best Product
• Tests
VRUAgent
Groups
Data Bases Analytical
ToolsAll in 1/100th of a second - the blink of an eye
Customization of customer interaction touches many components
In the future we must continue to customize each and every customer interaction
• The Customer Service Representative• The CSR interface• Intelligent Call Routing• Customer hand - off• Auditability
John Smith
Capital One On-line Account Servicing
In an even more complex environment...
• 217 call types
• 54 agents groups
• 14 switches and growing
• 45,000+ tests per year• X Contact origination sources
BIGGER Routing Challenge!
So what’s next?
New TechnologiesIP network based interaction
Live Interactive Contact• Chat• Video Conferencing• One way video
Automated Interactive Contact• Face Mail• On-line Query
New Business Models
Call Center Staffing• Follow the Sun• Language Handling
Privacy Issues• In country handling• Personal Information Protection
Fraud Protection
New Appliances
Handhelds• Cell phones as terminals• PDA’s
Embedded Internet systems• Plug and Play terminals• Voice recognition
Product• Account Status• Account attributes
Customer• Language • Preferences
Country• Privacy• Culture
Every Interaction Must Be Unique
Technical • ICR in the (many) networks
• Call setup and tracking
• Auditability
• System complexity
Barriers to adopting new contact center technologies
Logistical
• Representative training
• Customer acceptance
• Quality management
Standardize what?
- Key features today required tomorrow- ANI- Intelligent Call Routing- Take Back and Transfer
- New features we need- Audit- Tracing- Billing
So Why Standardize ?
•From a Business Perspective:•Attract our adoption of your New Service Offerings•Attract our business to your Region
•From a Global Perspective:•Inter-operability between distant contact centers
•From Our Perspective:•Efficiencies of scale and cost savings•Customer satisfaction
Customer Customer Segment Segment CC
Customer Customer Segment Segment BB
Customer Customer Segment Segment AA
Standardize to Hit the Target Anytime Anyway Anywhere
Thank you!
Steve Bartos
Information Technology Futures
Capital One Financial Corporation