ccf – delivering rich customer experience

CCF – Delivering rich Customer Experience

Name: Amit Kumar AgrawalTitle: ConsultantCompany: Microsoft

Agenda

Understanding Contact Center Pain pointsMicrosoft CCF as Customer Care SolutionCCF DemoCCF - Architecture CCF – Business Value PropositionCCF Case Study VideoQuestions

Understanding Contact Centre PainsThe Integrated Desktop

Solution

Understanding Contact Centre PainsMultiple application to deal with

Alt + Tab issuesCopy & Paste issuesRedundant operations

No Demographic information on customerCustomer 360 degree informationStatus of customer/orderContact HistoryCross Sell / Up Sell Opportunity

Multiple logins to various systemsSingle Sign On

Process ComplianceMultiple Channel

Choice of channelConsistency of informationContinuity

Understanding Contact Center Pains (Cont.)

Yankee Group

Agent Training

Meeting Service Levels

Agent Turnover

Agent Productivity

Cost Control

Technology Infrastructure

Driving Revenue

Customer Retention

Other

0% 50%40%30%20%10%

Typical Cost Structure of a Service Center or Call CenterThe enormous share of HR-related costs outlines the importance for significant improvements in agents’ time and effort.

HR cost is the best single area to investigate for cost reduction initiatives: Improve efficiency Reduce turnover Increase automation

and self-services

Interpretation

Besides the enormous portion of HR related costs, it is remarkable that software spending accounts for only 3.2 percent.

Source: Analysis on Benchmark Report “Best in class call center performance” 2008 Purdue University in USA figures might differ from country to country, depending on level of salaries

Figures will differ slightly in service organizations beside classical call centers

Customer Care Data points

Why Customers defect Churn Rates1% Die3% Move away5% Develop other relationships9% Leave for the competition14% Leave because of dissatisfaction

with product/service68% Leave because they encountered

an attitude of indifference as they were being served!

Source: Excelling in the 1990’s: CEO Perspectives by R.P. Cooley

Between 2% - 5%New Customer acquisition cost: ~$300Example:

20M Subscribers – 3% Churn 600k Lost CustomersCustomer acquisition cost $180MWhat about Subscriber growth?

NewCustomer

~$100First

90 days~$40

After 1 year

~$20-30

Support Cost Support IssuesPercent of Time CSRs Devote to Each Task

Billing Problem Resolution,

19%

Trouble Management,

36%

Other, 9%

Payments, 8%

Sales and Ordering, 13%

Product Inquiries, 15%

Key Service Provider Issues

How to materially and continuously reduce the cost of service per customer while raising the quality of customer careHow to improve the yield of marketing initiatives — new business acquisition, retention, cross-selling, and up sellingHow to significantly reduce the risk of contact center initiatives, while minimizing costs and optimizing the level of investment in contact center infrastructureHow best to revitalize their customer-facing technology and processes in a manner that is affordable and fastPaper trail and logging to support your business processes and workflow

Limited Integration

Limited Integration

System-Centric Views

System-Centric Views

Manual ProcessesManual

Processes

InconsistentData

InconsistentData

6-8 Siloed Applications6-8 Siloed

Applications

Consuming valuable time...

What’s the Solution?

An Integrated Desktop …

What is Microsoft’s Customer Care Framework?

CCF provides real time synchronization between Self Service Solutions (Portals, Speech/IVR, Kiosk) and Contact Centers by providing a complete vision and unified architecture for all Customer Care channels

What is CCF? Several Assets for Client and Server

CCF Client delivers a integrated 360o view of customer interactions from a single, intuitive desktop

CCF Middle Tier (Web services) that manage, encapsulate, and interoperate with a client’s core systems (Siebel, SAP..) in a way that significantly enriches customer service and sales capabilities

CCF IS NOT CTI, IVR, PBX, CRM… CCF works with Routing, Queuing and

other contact center products from partners to provide low cost and easy to integrated total customer care solutions.

Microsoft Customer Care Framework (CCF) is a software product that offers multi-channel integration capabilities via web services, and desktop level application integration through information sharing and interaction between different Line of Business applications. CCF increases contact center agent productivity, facilitating reduction in costs and improving the quality of service, by providing real time synchronization between Self Service Solutions (Portals, Speech/IVR).

• Aggregate Information to create Unified View of Customer

• Automate Tasks across Silo Applications and Interaction Channels

• Accelerates Rollout of Customer Care Solutions

Microsoft Customer Care Framework (CCF) offers value addition in following ways -

Microsoft CCF Introduction

Next Generati on Sales & Customer Care Off ering

Unified View of Customers Multichannel Integration

• Choice of Channels• Consistent Information• Continuity Process

• Aggregate Information• Automate Process• Accelerate Service

AND

Microsoft CCF Introduction

Where can we use the Solution?At Contact CentersEnterprises, Administrators, Retailers and Network Operation CentersFor Tellers / Relationship Managers at BanksTo build Multi-functional Kiosks and kiosk-Management SolutionSelf-Service featured Websites

CCF Unified Desktop in BankName : Amit Kumar AgrawalTitle : ConsultantCompany : Microsoft

demo

CCF Desktop

ContextManagement

Workflow

Call Management(CTI integration)

Active customer sessions with

navigation tracking Existing ApplicationsIntegration

Desktopworkflow

Call management(CTI integration)

Applicationintegration

Active customer sessions with

navigation tracking

User-centric interfaceLeverage existing

technology investments “No Rip and Replace”

Reduce integration cost and risks

Call center status info

Customer dashboard

CCF - Silver light Desktop

Microsoft CCF Architecture

CCF Agent Desktop

AutomationSession

Single Sign onUnified View

Multi-Channel

Customer Touch Point Channels

CCF Management(Admin Console)

CCF Middle Tier

Distributed Connectivity Services

CCF Core Server(Logging & Reporting, Configuration - Session

& Context ApplicationsSSO Credential Store)

Business Process Integration

CCF Self-Service

CRM Knowledge Management ERPBank Branch

Phone Email SMS Chat

KIOSK

Self Care

Microsoft CCF Architecture

Core Components of Solution» Client side components

» Windows XP/Vista » Unified Desktop framework client (CCF)

» Middle layer components» Collaboration Server (MOSS) - optional» Unified Desktop Server (Customer Care Framework)

» Backend Server Components» Windows Server » SQL Server» Microsoft Operation Management (MOM)» Biz Talk Server - optional

Microsoft CCF Architecture

CRM

Billing

Knowledge Management ERP

Integrated Desktop – Displays unified view of customer information, hosted applications along with context sensitive help and call guide.

HAT & AIF – Host, automate and aggregate line of business applications. Facilitates in context sharing, session management and scripted call guidance.

MCE – Multichannel is used to create user interfaces supported on multiple display channels like Windows, Web, Kiosk, Mobile etc.

DCS – SOA enablement platform to write new services layer and/or aggregate and collaborate existing services.

CCF Logical Blocks

CCF is a next generation customer care solution for optimized customer service and revenue via unified real-time access to all a customer’s information by customer service representatives and customer self serve channels.

Microsoft CCF ArchitectureHosted Application Toolkit (HAT)

Microsoft CCF ArchitectureDistributed Connectivity Services (DCS)

DCS is a set of Web services and other components that Provides infrastructure hosting services and the client applications to connect to them. The following image shows the logical architecture of DCS and highlights the key functionality that the DCS infrastructure provides.

Microsoft CCF ArchitectureMulti-Channel Engine (MCE)

Host Application

Logical Views

Logical View

Logical View

Physical Views

Physical View

Physical View

Containers

Windows Forms

AIF

Web

Office SharePoint Server (SP1)

Work Unit

Work Unit Definition

Work Unit Workflow

State Machine Workflow

State Machine Workflow

Physical Providers

Windows Forms

ASP.NET

Value PropositionsSingle Sign on to multiple applicationsNo Rip and replace philosophyImprove user productivity with existing LOBUp sell and cross sellIncrease Customer SatisfactionReduce Operation costReduce Training and retention CostReduce customer churnUser Centric Interface

Role/profile based accessSingle User interface with enhanced user experienceReduce integration cost and riskEasy information access and guided ExperienceMultichannel integration platformReady to use self-care web-partsArchitectural flexibility and capabilitiesEasy up sell/ cross sell

CCF Implementation in Telco & Banking Contact Center

video

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