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How to Gain a Competitive Advantage with a Virtual Call Center

How to Gain a Competitive Advantage with a Virtual Call Center

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Page 1: How to Gain a Competitive Advantage with a Virtual Call Center

How to Gain a Competitive Advantage with a Virtual Call Center

Page 2: How to Gain a Competitive Advantage with a Virtual Call Center

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Agenda

Cloud  technology  market  overview

Benefits  of  a  Virtual  Call  Center

Questions  to  address  before  selecting  a  solution

How  to  Compete  Against  Larger  Businesses

Case  Studies

Q&A

Page 3: How to Gain a Competitive Advantage with a Virtual Call Center

3©  Copyright  Ovum  2015.  All  rights  reserved.

Which  of  the  following  support  channels  do  you  typically  use  to  reach  a  business  with  customer  support  questions?  What  did  you  use  two  years  ago?

Customers  are  switching  to  digital  and  mobile  channels

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4©  Copyright  Ovum  2015.  All  rights  reserved.

Businesses  must  be  adaptable  while  managing  costs

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5©  Copyright  Ovum  2015.  All  rights  reserved.

Cloud  technology  helps  businesses  differentiate

Implement Consolidate Optimize Transform

Goals Efficiency  and  cost  savings

Efficiency  and  customer  satisfaction

Effectiveness  and  customer  

loyalty

Customer  experience

Deployment Mix  of  applications  and  

services

Cloud  call  center  platform used  to  

route  and  manage  channels

Cloud-­basedrouting  integrated  across  

communication  channels

Standardized  communicationtools  across  business,  

connected  by  data

Channels One  to  two  channels

Multichannel Cross-­channel Data  &  workflow  sharing  across  functions

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6©  Copyright  Ovum  2015.  All  rights  reserved.

Adoption  of  cloud-­contact  center  technology  is  rapid

200  

400  

600  

800  

1,000  

2014 2015 2016 2017 2018 2019

Agent  positions  (000s)

The  number  of  cloud-­based  agent  seats  in  North  America  will  grow  at  20%  from  

2015  to  2016

Page 7: How to Gain a Competitive Advantage with a Virtual Call Center

7©  Copyright  Ovum  2015.  All  rights  reserved.

What  is  a  virtual  call  center  (VCC)?

A  complete  package  of  quick-­to-­deploy,  cloud-­based  customer  support  applicationsEssential:

ü Basic  inbound  call  routing  with  voiceü Advanced  multi-­channel  routing  (web  chat,  and  email)ü Automated  voice  self-­service  (touchtone  or  speech  recognition)ü Integrated  call  recording  and  quality  monitoringü Out  of  the  box  CRM  integrations

Add-­ons:ü Outbound  dialingü Role-­specific  reporting  and  performance  metricsü Mobile  dashboards  showing  real-­time  performance  updates  on  different  devices  

ü Voice  of  the  customer  analytics  

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8©  Copyright  Ovum  2015.  All  rights  reserved.

What  are  the  benefits?

§ Cost  savings§ Pay-­as-­you-­go  subscription  pricing§ Internal  resources  for  managing  the  call  center§ Hire  agents  in  any  location

§ Deployment  times§ Delivered  via  a  browser,  minimal  installations§ Available  CRM  integrations

§ Access  to  the  latest  features§ Implement  channels  in  stages§ Regular  feature  upgrades  

§ Usability§ User  friendly  solutions  are  typically  more  intuitive

§ Scalability§ Manage  seasonal  call  volumes  or  company  growth  

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9©  Copyright  Ovum  2015.  All  rights  reserved.

Goals• Customer  support  requirements

• Business  objectives

• Customer  satisfaction  metrics

• Agent  performance  tracking

Channels• Customer  preferences  and  common  queries

• First  phase  (voice,  email)

• Second  phase  (chat)

• Voice  and  web  self-­service  options

Technology• Agent  desktop  functionality

• Integrations  with  CRM

• Industry  regulations

• Reporting  and  analytics  options

Staff• Agent  hiring  and  training

• Seasonal  flexibility  and  growth  strategies

• Staff  locations  and  device  accessibility

• Shared  data  across  business  functions

Essential  considerations  for  businesses

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10©  Copyright  Ovum  2015.  All  rights  reserved.

Business  goals  and  metrics

§ What  is  the  primary  reason  for  implementing  a  new  support  platform?

§ Which  shared  business  objectives  can  be  impacted  by  customer  service?

§ Which  metrics  will  you  use  to  track  improvements  in  customer  satisfaction?

§ How  will  you  monitor  the  efficiency  of  your  customer  service  organization?

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11©  Copyright  Ovum  2015.  All  rights  reserved.

Communications  channels  and  interaction  types

§ What  are  the  primary  channels?§ Do  you  require  inbound  and  outbound  voice  capabilities?

§ How  are  communication  preferences  and  interaction  volumes  evolving?

§ Can  alternative  channels  such  as  web  chat  help  you  differentiate?

§ Which  common  questions  do  customers  ask  in  each  channel?

§ Which  questions  can  be  resolved  in  self-­service?

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12©  Copyright  Ovum  2015.  All  rights  reserved.

Technology  features  and  functionality

§ What  are  the  most  essential  agent  desktop  features?

§ How  will  industry  regulations  affect  your  business  (call  recording,  PCI,  HIPAA)?

§ Do  you  need  the  ability  to  connect  customer  data  across  channels?

§ Is  speech  recognition  important  for  your  automated  self-­service?

§ Which  performance  reporting  and  analytics  tools  are  essential?

§ Do  you  require  voice  of  the  customer  analytics  tools?

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13©  Copyright  Ovum  2015.  All  rights  reserved.

Organizational  structure

§ How  many  agents  are  required  to  handle  queries  in  each  channel?

§ Will  you  need  additional  staff  to  handle  higher  interaction  volumes  during  peak  seasons?

§ Where  will  your  support  staff  be  based  and  will  you  hire  home-­based  agents?

§ Which  devices  will  your  team  be  using?

§ How  quickly  can  new  agents  be  trained  on  the  call  center  platform?

§ Which  employees  would  benefit  from  access  to  customer  data?

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When  Competing  with  Larger  BusinessesFeeling  like  deck  is  stacked…in  their  favor?

ü Resourcesü Budgetü Brand  awarenessü Costü Distribution

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What  is  Your  Competitive  Strategy?

Based  on  Porter’s  Generic  Competitive  Strategies

Customer  Service  a  Key  Differentiator

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Riches  are  in  the  Niches

ü Personalized  customer  service

ü Product  knowledgeü Local  businessü Family  runü Flexibilityü Best  overall  experience

What  is  Your  Key  Advantage?

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Case Study:  Business  Services

Challenges• Small  company  that  provides  outsourced  call  center  support  for  100+  dental  offices  remotely

• Current  platform  lacked  analytics  and  reporting,  plus  call  queues,  auto  answer

• Replace  platform  graduallySolution• Cloud  based  Premier  Edition  with  Self-­‐Service  and  BluIP soft-­‐phone   integration

Results• Deployed  the  next  day  after  seeing  demo• Director  of  IT    caught  on  quickly  and  made  immediate  changes  to  manage  call  centerplatforms

Industry:  Dental  Practice  Seminar  and  Alliance  Network  

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Case Study:  VIP  Pet  Care

Challenges• Rapid  selection  and  deployment  timeframe• Replace  outdated  ACD,  add  self  service   IVR• Integrate  CC  to  provide  geo-­‐location  searchSolution• Cloud  based  Premier  Edition  with  Self-­‐Service  and  API  integration

Results• Deployed  in  days,  preventing  any  major  business  impact  

• Ease  of  use  empowered  staff  to  make  any  necessary  changes  on  the  fly

Industry:  Vet  Care  Wellness  Provider

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Case Study:  Plated

Challenges• Disconnected  systems• Poor  response  and  abandon  rate• No  insight  to  business  performanceSolutionGenesys  and  Zendesk  integration,  streamlined  ticket  process  creation,  new  IVR  and  relied  on  CX  Analytics  dashboard  for  improved  operational  performance

ResultsHT  reduced  by  50%  to  7.5  min  /  t• AHT  reduced  by  50%  to  7.5  min  /  ticket• CSAT  increase   from  70s  to  mid-­‐90s• Scaled  back  agents  by  50%  due  to  automated  processes

• Reduced  escalations

Industry: Delivery Service  of  Pre-­‐packaged  Healthy  Meals

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• Deploys  quickly  with  point  and  click  simplicity

• No  capital  investment  with  low  operational  costs  

• Designed  for  business  user  control

• Multi-­‐Channel  Universal  Queue  with  Calls,  Web  Chat,  and  Email

• Robust  IVR  and  CRM  integration

• Out-­‐of-­‐the-­‐box  reports  for  end-­‐to-­‐end  multi-­‐channel   visibility

Genesys  Premier  Edition

Pure  cloud-­‐based  virtual  call  center  (VCC)

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1.  Be  Responsive  to  Your  Customers

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2.  Proactively  Anticipate  Customer  Needs  

ü Art  of  listeningü Tapping  big  dataü Use  of  IVR  and  CRM

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3.  Empower  Your  Customer  Service  Agents  and  Supervisors

ü Make  changes  faster

ü Easy  to  useü Remote  access

Page 24: How to Gain a Competitive Advantage with a Virtual Call Center

24©  Copyright  Ovum  2015.  All  rights  reserved.

Recommendations

§ Use  cloud  technology  to  be  more  nimble

§ Look  for  an  integrated  suite  of  routing  and  automated  self-­service  

§ Add  channels  in  stages  based  on  short-­ and  medium-­term  priorities  

§ Use  data  to  give  customers  that  personalized  touch

§ Share  customer  information  across  departments