How to Develop a True Multi-Channel Contact Centre

S p o n s o r e d B y :

callcentres.net webinar

How to Develop a True

Multi-Channel Contact Centre

We will begin at approximately 2pm Australian EDT

Listen to audio over your computer speakers or you may phone in:

Australia #: 02 8014 4932New Zealand #: 04 974 7212

Access Code: 293-598-711

Dr Catriona WallaceDirector, callcentres.net

Introductions

Glenn DobsonSocial Media Support Manager, Citrix Online

- 3 -

1. Viewer

Window

2. Control Panel

Welcome Webinar Attendees

Type question here

- 4 -

#MultiCCC

- 5 -

Poll Question:

Does your organisation currently

have a true multi-channel contact

centre that is beyond email, fax

and voice?

- 6 -

Total number of contact centre seats in Australia

2007

= 180,000 seats

2008

= 190,927 seats

2009

= 192,800 seats

2010

= 198,200 seats

2011

= 207,600 seats

2007 – 2008 growth rate

Predicted = 10%

Actual = 6%


Predicted = 7%

Actual = 1%


Predicted = 5%

Market Sizing


Predicted = 7%

Actual = 3%

198,200 seats 3% growth rate

2011 predicted 5% growth

rate

NZ: 29,900 seats 4% growth rate

2011 predicted -1% decline in

seat size

- 7 -

14%

6%

19%

5%

16%

11%

13%

9%

13%

5%

7%

12%

2%

8%

2%

32%

31%

30%

26%

22%

Staff turnover

Training/ Agent

development

Difficulty in recruiting staff

Upgrade existing

technology

Inadequate headcount to

effectively meet business

requirements

Rank 1 Rank 2 Rank 3 Total

Top 5 most significant challenges facing contact centres in the next 12 months

n=111

Contact Centre Challenges

Australia New Zealand

10%

17%

7%

10%

10%

15%

10%

12%

10%

12%

12%

7%

12%

7%

5%

36%

34%

32%

27%

27%

Upgrade existing

technology

Inadequate headcount

to effectively meet

business requirements

Improving customer

satisfaction

Staff turnover

Training/ Agent

development

n=42

- 8 -

79%

11%

4%

3%

1%

81%

8%

4%

5%

2%

77%

11%

6%

5%

1%

74%

11%

8%

6%

2%

Contact centres (all

transactions including

telephone, email, web,

etc)

Branch/Retail Network

Sales force

Other Web based/Email

not handled by the

contact centre

Other

2010 (n=112)

2009 (n=144)

2008 (n=152)

2007 (n=156)

Percentage of customer contacts per channel(Mean %)

Contact Handling

82%

7%

5%

3%

3%

77%

11%

8%

4%

1%

83%

7%

5%

4%

0%

67%

14%

9%

8%

2%

Contact centres (all

transactions including

telephone, email, web,

etc)

Branch/Retail Network

Sales force

Other Web based/Email

not handled by the

contact centre

Other

2010 (n=42)

2009 (n=53)

2008 (n=55)

2007 (n=45)


- 9 -

The Multi-Channel Environment

Voice: caller to IVR

Voice: click to talk

SMS

Email

Internet

Web Chat

Automated Web Chat

Social Media

Facsimile

Voice: caller to live attendant Instant Messaging

Voice: caller to speechVoice: VoIP

Video

Remote Assist

- 10 -

80%

54%

26%

7%

4%

5%

2%

2%

2%

1%

0.5%

0.2%

1%

Phone (agent involvement)

Phone (agent only)

Phone (agent after IVR)

Email

Phone (IVR only)

Self-service via the web

Fax

Letter

Phone (agent after speech recognition)

Phone (speech recognition only)

SMS

Web chat (text or voice)

Other

2010 (n=112)

Percentage of interactions handled per contact centre channel(Mean %)

Contact Handling

Emerging channels: SMS 0.5%;

web chat 0.2%; speech 3%;

self-service via web 5%

Australia

NZ: Emerging channels: web

chat 0.4%; SMS 0.5%; speech

1.3%; self-service via web 3%

- 11 -

Multi-Channel Integration

Contact Centre Trends

n=112

20%

26%

20%

35%

Fully implemented

Partially

implemented

Not implemented,

but have plans to

in the next 2 years

No plans to

implement in the

next 2 years

46% fully or

partially

implemented


n=42

10%

38%

31%

21%

Fully implemented

Partially

implemented

Not implemented,

but have plans to

in the next 2 years

No plans to

implement in the

next 2 years

48% fully or

partially

implemented

- 12 -

21%

33%

19%

26%

Fully implemented

Partially

implemented

Not implemented,

but have plans to

in the next 2 years

No plans to

implement in the

next 2 years

Contact Centre Trends

54% fully or

partially

implemented

Multi-Channel Agents

n=42


25%

25%

22%

28%

Fully implemented

Partially

implemented

Not implemented,

but have plans to

in the next 2 years

No plans to

implement in the

next 2 years

50% fully or

partially

implemented

n=112

- 13 -

What types of organisations are

more likely to have Multi-Channel

contact centres?

- 14 -

Organisations that are likely to have

fully implemented Multi-Channel

contact centres tend to be...

Larger centres with 50+ seats

Retail/Wholesale, Outsourcers, IT and

Business Services Experiencing higher growth in contact

centre seats (9% growth in next 12

months)

Operate 24x7

Case Studies

- 16 -

Case Study 1

PITNEY BOWES

Pitney Bowes Australia Pty Ltd is part of

the global Pitney Bowes group, whose

parent company is Pitney Bowes Inc.

World’s leading provider of integrated

mail and document handling systems

Provides software, hardware and services

that integrate physical and digital

communications channels

3 contact centre teams, 16 contact centre

consultants, with over 160 employees in

Australia

- 17 -

Case Study 1: Pitney Bowes

Channels integrated

Phone

Email

Fax

Online enquiries

IVR

Twitter (for special events)

Motivations for implementing Multi-Channel

1. Reduce response time to customer queries through multiple channels

2. Reduce effort for customer and business

3. Keep traditional channels for clients who do not wish to migrate

4. Reduce paper waste

- 18 -

Case Study 1: Pitney Bowes

Key Considerations

1. Evaluate necessity of the channel

2. Training agents on systems, processes, procedures and time management

3. Prioritise channels based on agent recommendations, as they have frontline experience

4. Regularly measure the customer experience

Benefits Realised

1. Reduction in average response time to queries

2. Increase in year on year ROI through increased revenue generated

3. Reduction in customer effort in contacting our company

4. Cater to the needs of all businesses irrespective of size

- 19 -

Case Study 2

TELNET SERVICES

Telnet Services are an outsourced contact

centre provider, providing seamless

customer service

Manage both inbound and outbound

sales and service centres

Telnet provides contact centre capability

to a wide range of industries including

utilities and fuel, financial institutions and

consumer technology providers

170 seat contact centre based in New

Zealand

- 20 -

Case Study 2: Telnet Services

Channels integrated

Phone

Web chat

SMS

Fax

Email

Internet

Social Media

Push Email

Callback


1. Improve customer experience

2. Provide cost effective customer service solutions

3. Staying connected to new audiences– Gen Y

- 21 -

Case Study 2: Telnet Services

Key Considerations

1. Understanding of the customer base; which channels are they most likely to prefer

2. Universal queuing and common delivery processes

3. Online knowledge management to ensure all relevant information is easily available

4. Consistency in service delivered across channels; achieved through templated responses to common queries and reference information on knowledge portal in 1st person.

5. Ensure consultants have correct skills to work across channels

Benefits Realised

1. Easy to do business with

2. Enhanced customer experience and increased satisfaction

3. Reduction in cost per interaction

4. Improved first call resolution

- 22 -

Case Study 3

EZIBUY

EziBuy is a leading online retail store, and

New Zealand’s #1 women’s clothing store

online

More than 580,000 active customers in

New Zealand and Australia

70 seat contact centre based in New

Zealand, with 62 agents and 8 team

leaders

- 23 -

Case Study 3: EziBuy

Channels integrated

Phone

Web chat

Email

SMS

Direct stores

Fax

Additional planned channels:

Click to Call

Facebook and Twitter


1. Make EziBuy more accessible to customers through increased touch points; ‘No matter where you are’

2. Personalise customer service

3. Deliver customer service through customer’s preferred channel

- 24 -

Case Study 3: EziBuy

Key Considerations

1. Recruit multi skilled computer-savvy staff

2. Ensure new systems are compatiblewith existing systems

3. Ensure technology is in strategic fit with business case for implementation

4. Build relationship with technology provider as a partner not supplier

5. Customers are directed to alternative and quicker routes in case of hitting a queue when contacting customer service

Benefits Realised

1. Gives a holistic 360 degree view of the customer

2. Ability to measure impact of email and webchat on customer service

3. High ROI

4. Increased customer satisfaction scores

5. Reduction in average speed of answer

- 25 -

Top 3 Key Areas of Consideration

In developing a Multi-Channel

contact centre

1. Customer: Understand the changing needs of the

customer and offer channels that meets those needs.

Continually adapt to the needs of the customer.

2. People: Recruit for the right skill-set in agents and

ensure agents are fully trained and equipped to

handle new channels.

3. Technology: Work in collaboration with technology

vendors to ensure smooth implementation and

integration of channels that meet the business’ needs.

- 26 -

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