The Next Battleground for Mid-Size Businesses—Multi-Channel Customer Experience Analyst Webinar

The Next Battleground for Mid-Size Businesses—Multi-Channel Customer Experience

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved. 2

Today’s Presenters

Melanie Turek Vice President, Research, Enterprise Communications & Collaboration Frost & Sullivan

Lisa Abbott Product Marketing Director Genesys

Are You Prepared for a Multi-Channel World?

April 2, 2014

Melanie Turek, Vice President,

Research

4

Customer Forums Facebook

YouTube Wikis

Twitter

Blogs

LinkedIn

Customer

Interaction Channels

IVR/Automation

Email

Voice Mobile

Web

Chat

Defining Multi-Channel for the Future

5

Multi-Channel is Driven by Employees and Customers

• Employees:

Bring Your Own Device (BYOD)

Instant Messaging

Social Media

Back-Office Channels

• Consumers

Social Networking

Mobility

Video

Personal Power

6

Source: Frost & Sullivan

NCCD-76

Increasing Versus Declining Contact Center

Applications

ACD

Chat

CRM

Customer surveys

IVR

Social media contract & Mobile contract

Outbound applications

Quality monitoring

Speech analytics

Web collaboration tools Workforce

management

25%

30%

35%

40%

45%

50%

55%

60%

25% 30% 35% 40% 45% 50% 55% 60% Ap

pli

ca

tio

ns

Pla

nn

ing

to

Us

e

Tw

o Y

ea

rs f

rom

No

w

Currently Used Applications

Increasing Versus Declining Contact Center Applications: North America, 2014

Increasing use Declining use Constant use

Q23a. Which of the following contact center applications do you currently use as a hosted/cloud solution? Select all

that apply.

Q23b. Which of the following contact center applications do you expect will be moved to a hosted/cloud solution two

years from now? Select all that apply.

Base: Filtered respondents: those who currently use hosted/cloud solutions (n=160); those, who use or plan to use

hosted/cloud solutions (n=284).

7


NCD2-76

Growth Opportunities for Customer Interaction

Channels

Chat, 5%

Mobile apps, 20%

Social media, 24%

Video, 9%

Web self-service portal, 14%

0

2

4

6

8

10

12

14

16

0 2 4 6 8 10 12 14

Fu

ture

Cu

sto

me

r In

tera

cti

on

C

ha

nn

els

Tw

o Y

ea

rs f

rom

No

w

(Pe

rce

nt

of

Me

an

s)

Current Customer Interaction Channels Used (Percent of Means)

Expected Growth Rates for Customer Interaction Channels: North America, 2014

Q7a. What proportion of your customer interactions currently take place in each of the following channels? - Mean scores

Q7b. Thinking about your contact centers two years from now, what proportion of your customer interactions do you expect will

take place in each of the following channels? - Mean scores

Base: All respondents (n=305).

8

Customer Satisfaction, by Contact Channel

Base: All who contacted a company via specific channel

5.70

5.67

5.45

5.24

5.21

1 2 3 4 5 6 7

Website Self-Service

Phone / Live Agent

E-mail

Website / Chat with Live

Agent

Phone / IVR

Continued Self-Service Makeover

Q: Considering your customer service experience overall, how would you rate your level of satisfaction?

7=Very satisfied 1=Very dissatisfied Mean scores

Source: Frost & Sullivan analysis

9


NCD2-76

Current Customer Interaction Channels by Contact

Center Size

31

23

9

11

8 7 7 5

25

17

13 11

9 10 9 7

22

19

12 11 11 9

8 8

Live agent-voice

Email Chat Web self-service portal

Social media Mobile app IVR Video

Current Customer Interaction Channels (Mean Percents): North America, 2014

Small Medium Large

Q7a. What proportion of your customer interactions currently take place in each of the following channels? - Mean

scores


10


NCD2-76

Future Customer Interaction Channels by Contact

Center Size

24 22

14

10 11

8 6 6

20

15

12 12 12 12

8 7

20

17

12 13 11 10

8 9

Live agent-voice

Email Web self-service portal

Chat Social media Mobile app IVR Video

Future Customer Interaction Channels (Mean Percents): North America, 2014

Small Medium Large

Q7b. Thinking about your contact centers two years from now, what proportion of your customer interactions do you

expect will take place in each of the following channels? - Mean scores


11


NCD2-76

Current and Future Capabilities of Social Media

Customer Contact Strategy

70% 74%

59% 73%

55% 69%

55%

67% 52%

65% 49%

60%

Current, 2014 Future, 2016

Current and Future Capabilities of Social Media Customer Contact Strategy: North America, 2014

Fully integrated with other contact channels

Listen and monitor

Dedicated customer support forum/ community

Personalized marketing

Advertising and promotions

Customer service via Facebook, Twitter, etc.

Q12a. Which of the following capabilities do you currently have with your social media customer contact strategy?

Q12b. Two years from now, which of the following capabilities will you have with your social media customer contact

strategy?

Base: Filtered respondents, those who currently use social media (n=229); those who are planning to use social media two years from now (n=244).

4 ppts

Percentage point gaps

12

Mobile Matters: Smart Phones Change Customer Care

• Deliver relevant and personalized account information on the

consumer’s device or tablet display;

• Allow navigation of the app using speech, touch, or typing;

• Offer one-touch access to agents;

• Display expected wait time if an agent is requested;

• Give the option of an immediate or scheduled call back by an

agent;

• Use the unique attributes of the devices – geolocation, video,

speech recognition, etc.

13


NCD2-76

Potential Restraints by Contact Center Size

48%

40%

29% 31%

19% 20%

36% 33% 32% 32%

30% 28%

32%

25%

31% 31% 30%

20%

Budget/cost Lack of in-house resources/expertise

Legacy contact center

systems/technology

Customer willingness to adopt

new contact channels

Organizational silos Not a strategic priority

Potential Restraints (Percent of Very or Somewhat): North America, 2014

Small Medium Large

Q14. Using a five-point scale, please rate the following for the impact they have on your contact center's ability to

achieve your multichannel customer experience goals and objectives. – Bottom two box scores


14

Call to Action: Prepare to Deliver for Your Customers

Create a cross-organizational customer experience team. One or more C-level executives

should focus solely on creating a customer-centric culture across the organization..

Determine goals for new channels. Are channels being added to encourage self-service, or

to create additional opportunities to engage with customers?

Consider a solution from a single vendor, and/or integration. If all of the channels are

built on a common platform, adding new channels is seamless.

Rethink staffing—and performance metrics. While it is often assumed that adding

channels will decrease calls, Frost & Sullivan clients have reported the opposite.

Create best practices for agent hiring and training. All channels should not be handled in

the same way.

Create a Voice of the Customer (VoC) program. The addition of new channels provides an

excellent opportunity to uncover additional opportunities and challenges.

Analyze and Act. Gather data from all channels, then use it to improve processes and

outcomes.

15

For Additional Information

Melanie Turek

Vice President

Enterprise Communications

(970) 871-6110

[email protected]

@melanieturek

Best Practices

Defining Success of Your Multi-Channel Strategy


From Managing Touchpoints to Customer Journeys…


Optimal Customer Journey Re-Design

On-Boarding Journey First Bill Provision Welcome Sign Up

Deliver the Optimal Low-Effort Experience and Shape Customer Behavior Frequent Proactive Notifications Lower Customer Effort – fewer interactions

Website

Mobile App

Contact Center

Branch

Direct to Rep

Back Office


Fragmented Silos Degrade CX and Increase Effort

Siloed and Fragmented Business and Touchpoints

Delivered with Fragmented and

Incomplete Solutions

Chat

CRM

ACD

SFA

Social

Mobile

Web Cust Svc

IVR

Website

WFO

Website

Mobile App

Contact Center

Back Office

Line of Business

Department

Line of Business

Department

+ Bad Experiences =


Multi-channel vs. Cross-channel – Understand Context

Service

Cross-channel Multi-channel

Service


Cloud Economics and Agility

Simultaneous IT and CX Transformation

Reduce Costs

Improve Flexibility

Innovate Mitigate

Risks


Telecom Provider Increases Responses & NPS

Situation • Increasing customer acquisition costs have put a focus on

measuring customer satisfaction and improving loyalty, especially among triple play customers

Strategy •Implement closed-loop, cross-channel Net Promoter Survey (NPS) program:

• Interactive SMS: 3-question NPS survey sent 1 day after talking with customer care agent

• Voice: Same-day live agent calls to all detractors using the integrated Genesys hosted dialer

Results • 36% response rate • Agents called and spoke with 40% of detractors • Reduced inbound call volumes • Overall NPS has improved

5X more responses

with text surveys

Interactive text survey

Emailed web survey

10%

20%

30%

0%

Response Rates: Interactive text vs.

previous emailed surveys

36% 180,000

7% 35,000

Text survey with closed-loop voice follow up to convert detractors into promoters

Retailer Increases Reward Redemptions

Situation

• 50% of retailer’s rewards not being redeemed by their loyalty program members despite email reminders

Strategy

• Use Genesys Proactive Loyalty Solution to deliver multi-channel rewards expiration reminders

Results

• 3 times higher redemption rate

• Projected incremental revenue and $20M in incremental margin over a 1yr program

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Voice +Email Voice

Email

10%

20%

30%

0%

40%

50%

Multi-channel strategy significantly increases revenue

Increase in Redemption

Rate Over Control Group

Projected incremental

revenue


For more information visit genesys.com

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved. 24 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved. 24


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The Next Battleground for Mid-Size Businesses—Multi-Channel Customer Experience Analyst Webinar