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OPTIMIZING PROACTIVE
CUSTOMER ENGAGEMENT
THE ROLE OF AUTOMATED SERVICES IN
A COMPREHENSIVE OMNI CHANNEL BUSINESS STRATEGY
Tore Christensen
2
THERE IS NO “DIGITAL STRATEGY”
ANYMORE, JUST STRATEGY IN A
DIGITAL WORLD
© 2016 Avaya Inc. All right reserved 3
Consumers Are Demanding…
...and only 48%
have initiatives in place to reduce
customer effort
Businesses Are Battling To Meet Demands…
Physical Digital
Retail
Location
Kiosk
Terminal
Self
Service
Live
Agent
Sales
Specialist
Direct
Mail Social
Media
Corporate
Website
Mobile
Platform
Messaging
Interaction
App Team
Contact Center Marketing Marketing
Sales
83% of organizations can’t deliver all requirements for
completely blended customer experience...
Would rather spend money
with organizations that are
easy to do business with
Sources:
• Dynamic Markets, 2014
• BT and Avaya, 2015
In this Digital World
92% Expect proactive engagement
Expect unique treatment 70%
© 2016 Avaya Inc. All right reserved 4
COMPREHENSIVE OUTREACH…
… OR CUSTOMER BOMBARDMENT?
Many people prefer texts now, right? Let’s send a series of texts announcing our big sale
We’ll be sending out a series of mailers promoting our big sale
Let’s have our contact center agents call our most valuable customers and offer them upgrades to our platinum card
Let’s send some emails offering an extra 10% discount if they call now
We’re going to be using Automated Voice Notifications to go after early stage & low balance delinquencies
The CEO wants us to run a customer satisfaction survey campaign. Let’s use email with a survey link
SERENITY
NOW !!!!
© 2016 Avaya Inc. All right reserved 5
THE CONSEQUENCE
Your email said to call this number if I had any questions
I wonder if they meant 5% PLUS the original 10%?
They didn’t say how late the store is open. I’ll place a quick call
Pressing “0” to be connected to a live agent
What do you mean, my bill is past due? I already paid this!
Yes, I’m interested in upgrading to the platinum card
Your current wait
time is approximately
37 minutes
© 2016 Avaya Inc. All right reserved 6
OPPORTUNITIES FOR AUTOMATED CUSTOMER CARE
Proactive Customer Care, at your service. Extend a helping hand before even customer ask for it.
Integrating Self service with the entire customer service strategy for consistent user experience
Omni-Channel enables new opportunities for automation, driving customer satisfaction & significantly increased ROI
Reporting and analytic tools track caller behavior for personalization and continuous improvement
Proactive Customer Care
Proactive Customer Care
Proactive Customer Care
Proactive Customer Care
© 2016 Avaya Inc. All right reserved 7
KEEP IN MIND CHANNEL EFFECTIVENESS VS. COSTS
Sta
ff t
ime r
eq
uir
ed
Decreasing cost per transaction
Reduce Costs While Increasing Revenue & Customer Satisfaction
Pre-Emptive Service
Self Service
Assisted Service
Field Service
Servicing customers
before they ask
Customer driven
interaction with
automated system
On-site visit to the
customer
Human assisted service
(e.g. contact center)
© 2016 Avaya Inc. All right reserved 8
MULTI-CHANNEL CONSIDERATIONS
Consumer preference for channel
Cost of channel vs. value of channel
Effectiveness of channel
Digital Transformation tip: Don’t remain Silo’ed
40% Use chat, text, self-service
55%
Will use E-Mail in 1-2 years
50% US customers opt for automated voice response when offered
Cost Structure (example)
Item Live Agent Agentless
Agent Labor 70% 5%
Systems 10% 5%
IT Costs 5% 2%
Management 15% 5%
Cost Per
Contact $10.00 $1.70
SMS
Live Agent Phone Call
Automated Voice Notification
Live Agent Phone Call
Automated Voice Notification
SMS
Email Eff
ec
tive
ne
ss
Consumer Preference Effectiveness of Channel Cost of Channel
College Students
Seniors
© 2016 Avaya Inc. All right reserved 9
THE RIGHT CHANNEL FOR THE RIGHT AUDIENCE
SMS
Live Agent
Automated Voice
Live Agent
Automated Voice
SMS
Eff
ecti
ven
ess
CAMPAIGN Student Loan Collections
DEMOGRAPHIC Age 23–30
CAMPAIGN Medicare Enrollment
DEMOGRAPHIC Age 62-67
Cater your strategy to the target demographic
Example only
© 2016 Avaya Inc. All right reserved 10
THE RIGHT CHANNEL FOR THE RIGHT TIME
Appointment
Reminders
Premium
Renewals
Flight
Alerts
Ticket
Sales
Seminar
Invitations
Membership
Sales
Past Due
Collections
Add - On
Sales
Service Call
Follow-ups
Satisfaction
Surveys
Service
Resumption
Appointment Re-
Scheduling
Pre-event build-up / Post-event follow-up
Pre-Event
Channel Week 3 Week 2 Week 1
Live Agent Daily
AN (Voice) Daily
Text/SMS Daily
Email Every Other Day
Post-Event
Week 1 Week 2 Week 3
Daily
Daily
Daily
Every Other Day
E V E N T
© 2016 Avaya Inc. All right reserved 11
COLLECTIONS USE CASE W/ POPS AUTOMATIC PAYMENT
Pre
delinquency
Early
Stage collections Mid- Stage
30 days
Late stage
60 days
Time
Predictive call Preview call Due date
E Mail
Text
E Mail
Text
Voice
Live Agent
Email-SMS payment reminders including inbound 800 number
and/or web link
Click the
audio icons
for audio
demos
Inbound Call – automatic payment App
Outbound Call - automatic payment app
Outbound Call - payment reminder only App
© 2016 Avaya Inc. All right reserved 12
COST PER SUCCESS – MULTI-CHANNEL
Cost/Success Cost Per channel
Success Rate
Generic Formula
Example
$5/Success
Cost per email: $0.25
Success Rate: 5%
Example
$0 .78/Success
Cost per Text: $0.35
Success Rate: 45%
Examples only
© 2016 Avaya Inc. All right reserved 13
A “Success” is = $120
Response rate is 2%
Close Ratio is 50%
The value of each email is $1.20
A “Success” = $120
Response rate is 25%
Close rate is 50%
The value of every SMS is $15
SMS (Text) Message
Live Phone Call
A “Success” = $120
Response rate is 50%
Close rate is 50%
The value of every call is $30
A “Success” = $120
Response rate is 33%
Close rate is 50%
The value of every AN is $24
Automated Notification
Examples only
Q: WHAT IS THE VALUE OF A CONTACT CHANNEL TO
YOUR ORGANIZATION?
© 2016 Avaya Inc. All right reserved 14
HOW TO DELIVER EFFECTIVE CAMPAIGNS?
INTRODUCING PROACTIVE OUTREACH MANAGER
What is it? – A complete solution to create and manage all
outbound communications including – Agent-less voice, email, and SMS notifications and interactive voice
– Agent-based predictive dialing campaigns
Why does it matter? – Enables organizations to proactively reach out to customers with the right
information at the right time
How does it work? – Works with Avaya Experience Portal and Avaya’s assisted contact center
solutions
– Provides personalized Voice, SMS, Email interactive services automatically paced to inbound service levels
– Escalate between agent-less voice, e-mail and SMS AND agent-based predictive, preview, progressive tasks to ensure right-party connects
– Unifies agent administration, Inbound/Outbound blending, Agent desktop APIs
– Extensive web services for rapid integration
Campaign
+
Customer
data
SIP
Proactive Outreach Manager
Live Agent (as an opt-out from an automated notification)
Live Agent Predictive
E Mail
Text
Voice
© 2016 Avaya Inc. All right reserved 15
DESIGN A MULTI-LAYERED STRATEGY THAT SUPPORTS
YOU BUSINESS MODEL
“Your subscription is set to expire in 60 days! To save time and 5%, renew on-line now at www.renewnow.com”
“Thank you for your renewal! We appreciate your business!
Please visit www.company.com
“Your subscription is about to expire. We can help you avoid all the hassle and renew now over the phone, and save you 5%!”
“Your subscription is about to expire. We value you as a customer and help you renew now and save you 5%!”
Agent Phone call
Automated Email
Automated Voice Notification
SMS or email
© 2016 Avaya Inc. All right reserved 16
AND LET THE SYSTEM MANAGE
CHANNEL ESCALATIONS AUTOMATICALLY
Pass to Agent Live Voice
Custom Voicemail message:
“Sorry we missed you. Your delivery is
planned for tomorrow 11 AM! Voicemail
Attempt additional try in 2 hours then
move to text or email
Ring - No
Answer
Retry in 10 minutes Busy
Live Agent Predictive
E Mail
Text
Voice
SIP
Proactive Outreach Customer
© 2016 Avaya Inc. All right reserved 17
AND DELIVER STRUCTURED OUTCOMES
Combine agent-less and agent-based tasks in a single campaign flow
Collections
Agent
© 2016 Avaya Inc. All right reserved 18
MISSION: REDUCE COST OF OUTREACH BY 10%
Consider your Cost Structure
0% 20% 40% 60% 80% 100% 120%
Live Agent
Agent-less 5% 10% 2% 5% $1.70/contact
70% 10% 5% 15% $10/contact
Agent labor
Management
Systems
IT Costs
Example Cost Structure of Agent v Agentless
A cost savings of $8.30 per contact!
© 2016 Avaya Inc. All right reserved 19
MISSION: REDUCE COST OF OUTREACH BY 10%
Compare Costs
Live Agent: 35,000 contacts x $10 = $350,000
Agentless: 35,000 contacts x $1.70 = $59,500
If effectiveness is 30%, 24,500 contacts still need to be made
24,500 contacts x $10 = $245,000 Agentless Total Cost = $304,500
$45,500 or 13% Savings
20
IS PROACTIVE ENGAGEMENT OUTBOUND ONLY?
Customers expect you to be Proactive Whether interaction initiated by Customer or Contact Centre
© 2016 Avaya Inc. All right reserved 21
CUSTOMER
JOURNEY:
PERSPECTIVES
Customer can start the journey wherever they want
Context is preserved through bounces
Each channel compliments each other seamlessly
Web
Kiosk / Mini-Branch
Mobile
Contact Center
© 2016 Avaya Inc. All right reserved 22
THINK ABOUT BEING PROACTIVE
THROUGHOUT CUSTOMER LIFECYCLE
Buy Own
Purchase
Research Receive
Onboard
Use
Promote
Renew
Breakdown
Damage
Interesting!
Find Out More!
Place
an Order
Receive
and Setup
Chase
Order
Learn to Use
Product
Make
Payment
Troubleshoot
Upgrade
Disconnect
Leaving
Retain & Win-
back
Promotion
Offer
Feel &
Compare
Products
Research
Products
Select Maintain
Callback
in queue
Web chat
support
Promotion
notifications
Renewal
notification
Payment
processing
Payment
notification
Payment
notification Customer
Identification
Voice
biometrics
Online or
mobile
Online
or mobile
Online
or mobile
Web chat
support
Delivery status
update
Collections &
Telemarketing
© 2016 Avaya Inc. All right reserved 23
TYPICAL INBOUND APPLICATION FLOW
ID&V
Segmentation
Self Service
Routing
Wait Treatment
Who are you?
Why are you calling?
Speech transactions
What do we know about you? -Products owned -Personalization -Preferences
Next Best
Action?
Best Location
Oops – need to wait - what message?
Context
Store
Done
© 2016 Avaya Inc. All right reserved 24
INTELLIGENT CUSTOMER ROUTING IN ACTION
“Hi Laura, how can I help you?”
“I need account balance”
“Now I need a loan”
Personalized
Speech Self Service
2
Laura’s loan inquiry routed to the appropriate agent based on:
Business Processes, Rules & Routing Engine
Expertise
Availability
Location
Cost
Real-Time
Efficiency
3
Call queued
Advanced Wait Treatment:
Overdraft Protection Offer
Account Updated
Streaming Video
BusinessApplications Data and Intelligence
4 Laura calls with a question
1
Presence Policy Skill Wait Time
Call Back?
Outsourcer Call Center Branch
5
© 2016 Avaya Inc. All right reserved 25
AND WHAT ABOUT MOBILE EXPERIENCE?
Welcome
Start Claim
Mobile application enables data capture and rich customer context: Authentication, Location, Photos, etc. Need Help?
Dial 1-888-297-4700? This will exit the
application and dial 1-888-297-4700 and lose
all your context, would you like to continue?
Enter Data
All of this is lost when transitioning to Contact Center
© 2016 Avaya Inc. All right reserved 26
LETS TAKE A USE CASE
MOBILE INTEGRATION IN CUSTOMER JOURNEY
Customer starts interaction on mobile web application.
– HTML5 content rendered from Orchestration Designer
User establishes context through interaction
Two “call” scenarios:
– Calls in and is connected to agent with context
– Requests a callback from the agent if there is a wait time
© 2016 Avaya Inc. All right reserved 27
MOBILE APPLICATION – COLLECT CUSTOMER
INFORMATION
© 2016 Avaya Inc. All right reserved 28
MOBILE APPLICATION –
COLLECT CUSTOMER INFORMATION
© 2016 Avaya Inc. All right reserved 29
COLLECTING CUSTOMER INFORMATION
Taking advantage of mobile capabilities
© 2016 Avaya Inc. All right reserved 30
CONTEXT STORE CONNECTOR – SAVE CONTEXT
© 2016 Avaya Inc. All right reserved 31
CALLING IN/ CALLING BACK WITH THE CONTEXT
Context registered from the mobile application
Caller mobile context joined with the voice callback from Contact Centre
Agent aware of the Context before making callback
Avoids “You left a callback request, how can I help you?”
I see you had issue with Shoe
A, how can I help you proceed?
© 2016 Avaya Inc. All right reserved 32
CALL-BACK
HOW DOES IT WORK?
Immediate Call from contact center to customer
Scheduled Call from contact center to customer
– Option to select time and date
– Based on customer preference and call center wait time
Context of caller delivered with the contact to the agent
© 2016 Avaya Inc. All right reserved 33
CONTEXT DELIVERED TO AGENT
Contact Delivered with Context to the Agent
Application Information
Location Information
Pictures
Authentication
© 2016 Avaya Inc. All right reserved 34
CHANGING THE CHANNEL
Caller calls in from Mobile Phone
Caller identified in voice application for the incoming call
Contact Context established
Caller identified as being on mobile phone
Caller offered other channel to continue interaction
SMS with link to transaction sent to mobile phone
Caller can continue transaction on mobile web application
Welcome back Mary. The expected
wait time for an agent is 27
minutes. Do you want to file a claim using our mobile web application?
© 2016 Avaya Inc. All right reserved 35
ENHANCING THE MOBILE WEB EXPERIENCE:
OFFERING ALTERNATIVE CHANNEL OPTIONS
“If you are calling from a smart phone and would like to navigate from your phone, say yes…..A link has been sent to your smart phone”
© 2016 Avaya Inc. All right reserved 36
TRANSITIONS FROM VOICE TO ALTERNATIVE CHANNELS
Context of caller delivered with the contact to the chat agent
(Customer view)
(Agent View)
“Your estimated wait time is greater than 15 minutes. Would you prefer to chat instead? ……. A link has been sent to your smartphone”
© 2016 Avaya Inc. All right reserved 37
CUSTOMER EXPERIENCE REPORTING
© 2016 Avaya Inc. All right reserved 38
OMNI-CHANNEL EXPERIENCE MEANS…
… seamless channel escalation with full Context preserved, e.g. O/B on another channel during I/B voice in queue
Customer Journey
Identify the problem
Customer initiates call from mobile
phone to support line
Personalized greeting
Authenticate Customer
SMS with URL to HTML5 application
Agent answers or calls back
with full context
Wait time for the best
resource
Launch mobile application
Wait in queue or Call Back immediate or scheduled
Omni-Channel Survey
Automated voice Segmentation Personalized wait treatment SMS -> Mobile Agent Post Call
i
39
How does it Work?
The Architecture
© 2016 Avaya Inc. All right reserved 40
DELIVERING NEW CAPABILITIES
IN A MORE MODULAR WAY
Open APIs Avaya Aura® System
Manager Media and
Video
Avaya Snap Ins
WebRTC Real-Time
Speech
Context
Store
Work
Assignment
Mobile
Video
Reporting
& Analytics
Scopia
iView
Session Manager
CUSTOMERS CONTACT CENTER &
ENTERPRISE
Avaya Aura®
Experience Portal +
Proactive Outreach
Manager
Avaya Aura®
Contact Center
Avaya Aura®
Call Center Elite
Avaya Engagement
Designer
AvayaLive™
Collaboratory
© 2016 Avaya Inc. All right reserved 41
EXPERIENCE PORTAL ARCHITECTURE
Media servers
Live Agent
Campaign and Customer Data
Orchestration Designer Runtime
Application Server
(existing or new)
Orchestration Designer Apps
(VoiceXML/CCXML/SMS/Email/HTML)
HTML5 Redirector
Experience Portal
Manager VoiceXML Interpretation
Call Classification
Telephony
Admin/Configuration
Licensing
Reporting
Database
Server
Experience
Portal
Proactive Outreach Manager
Campaign Management
SMS Gateway
Intelligent Customer Routing
Media servers Experience
Portal Media servers
Experience Portal Architecture
E Mail
Text
Voice
Mobile
PSTN
SMSC
© 2016 Avaya Inc. All right reserved 42
MOBILE ARCHITECTURE
Existing Mobile Web
Applications
Orchestration
Designer
Channels
(Experience Portal)
Context Store
Snap-in
ACD
(Elite, Elite Multi-Channel,
Interaction Center, AACC
Automation Apps:
- Callback Assist
- Proactive Outreach Manager
- Intelligent Customer Routing
Avaya Breeze
- Engagement Designer
- Enterprise Work Assignment
Secure Firewall
Avaya Mobile applications integrate via HTML
5 with either a mobile web app or a hybrid
application
https
Voice
SMS
video
© 2016 Avaya Inc. All right reserved 43
SUMMARY & CALL TO ACTION
Customers have choices
Effective Digital strategy supports Proactive engagement throughout
Customer Lifecycle
Grow revenue, cut costs by effective use of channels
– Identify lower cost channels, don’t fall in “Silo Trap”
– Weave them seamlessly in proactive engagement strategy
Growing relevance of Mobile Apps in Customer Journey
– What do you want to do about them?
Talk to us: improve Proactive Engagement!
44
Thank You
Q&A
© 2016 Avaya Inc. All right reserved 46
HTML5 AND/OR NATIVE APPLICATION?
Every Customer needs to download the application
Application needs to be serviced
One code base for all mobile OS’s
When on a call can’t switch to native application with context awareness