Voice of the Customer &

Voice of the Contact Centre

Mark Lockyer

Agenda

• Why? The Challenge

• What? VoC + VoCC = CLV

• How? Analytics to Impact

What We Do

Business Connectivity, LAN, WAN VOIP, Data

Networks

Unique IP Created Contact Centre Tools & Performance

Software

Contact Centre Systems Integration &

Delivery

Phone, Web, VOIP and Data Contact Centre Integration

Virtual IT Department Support And Service

Contact Centre 3.0 Strategy & Innovation

Why?

The Challenge

Loyalty

Market leaders Differentiate by doing something exceptional or exceptionally well

The measurement challenge

• See your business analytically through the eyes of your customer

• How does the Customer Journey affect Brand Performance

• Analyse and Identify priorities for customer experience

improvements

• Data segmentation is essential

• Build trustworthy data that links to % profit growth

20

40

60

80 0 25 75 100

Billing

Misinformation

Shipping

Online

The management challenge

• Empower the organisation to act on data so your customer experience

goals can be realised

• Get the right data into the hands of the right people, at the right time.

• Give people access to information through systems they want to use

• Build on proven best practice

• Engage the organisation at speed and drive action

Drive action

Excellence is translated into your day to day for

Contact Optimisation

An optimised customer

interaction, regardless of

channel, is defined as:

1. Having the lowest possible cost per contact,

2. Highest propensity for sales revenue and

3. The best customer expressed experience.

IPI’s Broader View on Optimisation

• Manually reviewing customer

Interactions (QM)

• Automatically Analysing multiple

customer interactions (Analytics)

• Automatically optimising available time

to develop employees (WFM)

• Capturing and reviewing customer

satisfaction (CSAT Management)

CONTACT OPTIMISATION

CONTACT CENTRE

VOC + VOCC

VoC + VOCC is concerned with finding how the

interactions between the Business and the Customer

can be optimised. This may include:

What?

Voc + VoCC = CLV

Virtualization is happening:

Distributed & Outsourced Organizations

Interactions are changing:The Rise ofSelf Service

Demographics are Changing:

Generational Shift

Web/ Internet are changing:Social Media

Contact Center

Competition is changing:Global HyperCompetition

Voice of the Customer (VOC)

Voice of the Contact Centre (VoCC)

Finance:Reduce Expenses

Customer: Give me answers …

quickly

CXO: Grow revenue and market share

Employees:Meet my needs too

Marketing:Launch our new campaign

Contact Center

What VOC + VOCC Technologies drive

increased CLV?

En

terp

ris

e V

alu

e

Analytics-Driven WFO

Traditional WFO

Quality Monitoring

WFM

eLearning

OperationalEffectiveness

CustomerExperience

Agent/centrePerformance

Compliance andLiability

Complexity of Objective

Performance Mgt

Customer Feedback

Speech Analytics

Data Analytics

Record, Store &

Playback

Extracting insight from ANALYTICS

Across VoC & VoCC Touchpoints SpeechAnalytics

Voice

Omnichannel - Engagement Analytics

Survey Analytics Text Analytics

• Open Survey Verbatim

• Email/Chat/SMS

• Customer Sentiment

• Social Media Analysis and

Response

Unstructured Text

• Deep Behavioral Insights

• At-risk Customers

• Automated Root Cause

Analysis

• Self-serviceAbandonment

• Transactional & Relationship

Satisfaction

• Employee Feedback

• Loyalty Drivers

• Product/Service/Channel

Feedback

Structured Surveys

Action drivers of VoC are automatically

identified so the business can prioritize actions

Results

• Prioritizes areas of

investments &

improvements

• Understand the

strength of

association

between actions

and outcomes

• Build business

cases on

statistically relevant

drivers

Value of VoC + VoCC

Increase First Contact ResolutionDetermine and eliminate repeat call drivers

Reduce Average HandleTimeDetect root cause of long calls

Improve Customer SatisfactionUncover customer complaints

Improve Self-ServiceAssess departure points of web and IVR channels

Increase SalesPinpoint best (and worst) selling behaviours

Reduce Customer ChurnDetermine what causes customers to cancel

accounts and how good agents savethem

Improve Business ProcessesLeverage customer interactions to find process

inefficiencies

Focused Quality MonitoringFind the calls that “matter most” in a fraction of

the time

Questions