cambridge technology partners 18. november 1999 · · 2000-04-13cambridge technology partners 18....

Cambridge Technology Partners 18. November 1999

Proprietary Information 1

Peter HubeleCambridge Technology Partners

Deutschland GmbHTel. 089/20600-1569

[email protected]

Wandel im Call Center Markt

Agenda

■ Cambridge Technology Partners

■ Marktentwicklung + Chancen im Kundenmanagement

■ Evolution vom Call Center zum Contact Center

■ Auswirkungen auf existierende Call Center

■ Beispiel für Blended Media Call Center

Cambridge - Überblick und Meilensteine

1991

Erweiterung des Service Portfolios um ManagementConsulting, vornehmlich im Bereich Change Managementund Prozess-Consulting

Gründung als Systemintegrator in Cambridge/Mass. USA

Unternehmensphilosophie basierend auf Kunden-orientierung, Konsens, Fairness und dem Konzept Fixed Time/Fixed Price Technologische Umsetzung in Form unsererRAD - Rapid Application Deployment Methodik

1995

Cambridge - heute

•• Fixed Time/Fixed PriceFixed Time/Fixed Price•• Rapid Application DeploymentRapid Application Deployment•• Growth-Oriented SolutionsGrowth-Oriented Solutions•• Business CaseBusiness Case•• Knowledge TransferKnowledge Transfer•• Behavior-Driven MethodologyBehavior-Driven Methodology

GrundwerteGrundwerte

($M)

•• Schnelle UmsetzungSchnelle Umsetzung•• RisikominimierungRisikominimierung•• KonsensorientiertKonsensorientiert•• Bewährte VorgehensweiseBewährte Vorgehensweise•• IT IT und geschäftliche Ziele imund geschäftliche Ziele im

EinklangEinklang

Nutzen fürNutzen für den den KundenKunden

•• GegründetGegründet 1991 1991•• 4500 4500 MitarbeiterMitarbeiter•• 53 53 Büros weltweitBüros weltweit•• ~ 1500 ~ 1500 MitarbeiterMitarbeiter in in EuropaEuropa•• ~ 220 in D, CH, A~ 220 in D, CH, A

Internationale PräsenzInternationale Präsenz

0100200300400500600700

1994 1995 1996 1997 1998

$407$407

$273$273

$180$180

$113$113

$612$612

Repräsentative Kunden

DeutschsprachigDeutschsprachig::ADP/Taylorix *Allied Signal *Bayernwerk Netkom *Bobst S.A. *Braun AG *Deutsche Post AG *Deutsche Börse Systems AGDresdner Bank AGGerling Konzern *Henkel AGHoechst AGLufthansaÖBBR-V VersicherungSunrise *Swissair *VIAG Interkom *Wellmann ** = Kundenmanagement Lösungen

EuropaEuropa::AlbacomAlbacom * *AT&T AT&T Unisource Unisource **British Telecom*British Telecom*DHL *DHL *EdonEdon * *GE Capital GE Capital Hewlett-Packard *Hewlett-Packard *InterpayInterpayKLMKLMLiberfoneLiberfone * * NewsbankNewsbank * *NykreditNykredit A/S A/SOrange Communications *Orange Communications *Philips Consumer ElectronicsPhilips Consumer ElectronicsPrudential U.K. *Prudential U.K. *Prime HealthPrime HealthRacal Telecommunications *Racal Telecommunications *TelenordiaTelenordia * *TelfortTelfort * * ShellShellSilicon Graphics *Silicon Graphics *UnileverUnileverVrij UitVrij Uit Travel ( Travel (NeckermannNeckermann))

WeltweitWeltweit::3 COM3 COMBertelsmannBertelsmannCambridge *Cambridge *ChevronChevronCisco Systems *Cisco Systems *Dell ComputerDell ComputerEnron *Enron *Fleet Bank *Fleet Bank *Gillette *Gillette *HBO *HBO *Lucent *Lucent *MarriottMarriottMCI/MCI/Worldcom Worldcom * * Microsoft *Microsoft *Pacific BellPacific BellPeopleSoftPeopleSoft * *Pepsi Canada *Pepsi Canada *Procter&GambleProcter&GamblePrudential *Prudential *Sybase *Sybase *Toronto Dominion *Toronto Dominion *Union Energy *Union Energy *VISA *VISA *

Cambridge Dienstleistungen

Cambridge bietet Lösungen für die „New Economy“, die neue digitaleGeschäftswelt - vom Business Modell bis zur technologischen Umsetzung:

•Customer Relationship Management (CRM)• Customer Contact Center, Vertriebslösungen, Service Force Automation, Web-Self-Service, CTI, IT-Help-Desks

• E-Business• E-Procurement, E-Commerce, Online Marketing, Online Communities

• Knowledge Management• XRP-Lösungen, Supply Chain Management



■ Dynamischer Web Service� Collaborative Chat� E-Comm One-to-One� Fulfillment Status

■ Web Self Service� Web-Enabled Case

Management� Knowledge Bases / FAQ

■ Blended Channel Routing� Email Routing� Chat Routing� Telephony� Skills-Based

■ Email� Intelligent Email Response� Sorting and Management

■ Kundenkontakt Center� Support� Service� Vertrieb/Telesales

■ Campaign Management� statisch� Real Time

■ Business Intelligence� Data Mining� Analysen� Modelling

■ Sicherheit� Internal Authentication� External Authentication� Client, Level and Role

Cambridge – Erfahrung in CRM Lösungen These days Customers are Determining...

■ What products and services you willprovide

■ How and where they buy■ When delivery will take place■ When and how service/support will

take place■ What they will pay for an item

Where will customers increasingly buy?

76

66

22

77

63

25

66

45

90

102030405060

7080

Germany UK France

ObtainedInformation aboutproducts andservicesResearchedproducts andservices

Purchased productsand services

What percentage of web users are using the Web for shopping?

Ziff-Davis Study ‘99

How should companies create loyalty and repeat purchases?

52% 36% 20%

20%15%

11%5%

Great Customer ServicePersonalized content/communicationsMaximize convenienceGiveawaysMore interactivityReturn coupons, discount offersNot doing anything

Source; Forrester Research

The Customer’s Point of View

Fall off is tremendous, 67% of web transactionsnever completed

Corporate Home Page

CatalogSearching

Product Configuration

Product Ordering

Transaction

TransactionConfirmation

Why does E-Commerce need to be better?

■ E-Commerce sites are not taking into considerationall types of buyers

■ E-Commerce sites may not be able to anticipateevery buyers questions

■ They leave and don’t tell us why■ They leave disappointed and tell others

--They came, they shopped, but they could not buy--



50% of Internet Customers say they would buy ifthey could interact with a human being

Corporate HomePage

CatalogSearching


Product Ordering

Transaction


Is it possible to capture them before they leave?

Ziff-Davis Study ‘99

Reasons Why Customers Don’t Buy on theInternet (in Germany)

■ Concerns over credit card privacy and transaction security

(29%)

■ Prefer to go to the shops (25%)

■ The desire to talk to a real person (22%)

■ Data Protection concerns (3%)

■ Not got around to it yet (7%)

Email

Live Chat

Call Back

Voice over IP

Place Live Customer Service Where it counts!

Email

Live Chat

Call Back

Voice over IP “Last Year We Were Happy With Providing‘Pretty’ Web-sites”

The Migration:What We Are Seeing

■ Customer will use multiple touch points to interactwith your company for services and purchasing

■ Customer contact centers will continue to grow asthe focal point for customer relations

■ Traditional Call Center will migrate from voice-only tofully integrated Contact Centers

■ Many customers may get their “FIRST” experiencewith you through the web.

VoiceContact

IVR Contact

Website

BlendedMedia

Contact

•Quick•Mobile•Simple

•Complex Questions•Personal Touch

•Simple•Common

•Visual•Self Guided•Instant fulfillment

Selling Will Take on a Whole New Look...

■ Each medium has attributes that serve different setsof customer service needs

■ The combination of medium is a powerful selling tool

The new interaction Opportunities -

■ Call-Me Back Later/Now� Allows you to direct sell on their time� Solves single phone line issue

■ Live Text� Real time closing of Sale� Ability to push content and lead the customer



The Opportunities -

■ Email automated response� Reduce operational costs� Familiar to customers, widely used� Covers 24/7

■ Web Self Service� Considerable reductions in operational cost� Covers 24/7� Empowers your customer

■ Click Stream analysis� Use to improve products and services� Use to improve your website

The Opportunities -

■ One to One Marketing� Best way to deliver push message via E-Mail

subscriptions

The Opportunities -

■ Screen / Browser control and push technologies� Guides a customer through the sale� Points to the exact spot!

■ Voice over IP

Detailed Front Office Value ChainTransportation

& Routing

Architecture &Infrastructure

Net

wor

king

Blen

ded

Chan

nel I

nteg

ratio

n(C

TI)

Tele

-ph

ony

Rout

ing

Net

wor

king

Mob

ilSy

nchr

oniz

a-tio

nSe

curit

y

Systems

Assimilation & Training

Pers

onal

izat

ion

E-Commerceand/or

I-Commerce

ContentManagement

EmailManagement

Sales Force Automation

Cam

paig

n M

anag

emen

t

Smart EmailResponse

CSRFunctions

(Case Mngt,Inter Mngt,Cross Sell,

Cust Profile)

Point of Sale

WebCollaboration

Soft Phone

Phone

XML

XML

XML

XML

Self Help

Community

Adve

rtis

emen

t

Channel Interface

SupportProcesses

Shopping

Buying

ProblemSolving

Web

EMail

Chat

VoIP

Phone

Point of Sale

Direct SalesForce

Relating

Processes CustomerKnowledge

Cust

omer

Int

erac

tion

/ Co

ntac

t M

anag

emen

t

Dat

a M

arke

ting

/Min

ing

Support Ops &Sys

Maintenance

Syndication/ContentCreation

Fulfi

llmen

t &

Ope

ratio

ns

Prod

uct

Man

agem

ent

&D

evel

opm

ent

Cust

omer

Car

e

Case

Man

agem

ent

XML

XML

XML

Reality today is ...

0%10%20%30%40%50%60%70%80%90%

100%

Phone E-mail Web Teleweb

Primary Channel Limited Offer Not available

Source: Forrester Research, Inc.

Customer Interaction Outsourcers support the following channels:■ First what kind of company are you?

What Does it Take to Build an IntegratedContact Center

� What type of product do you sell?� What type of customers are you contacting� What functions can be separated, even

outsourced?� Do you have an overall digital strategy?� How much can you spend?

Existing Call Center with Infrastructure

New .COM company with no Infrastructure



Preparing for the Technology

■ Develop a Digital Strategy

■ Plan for a common repository structure for customer data

■ Plan for a common collection method and repository for ContactCenter measurements data

■ Start with a pilot business area if possible

■ Bring up silo channels if you need to get started right away, buthave an overall integration plan

■ Have plans for a single integrated CSR Cockpit

■ Look for vendors that have open systems and establishedrelationships with other vendors

Preparing for Operations

■ Golden Rule: Plan to treat all channels with the samediligence as your voice channel

■ Do as much self service (FAQ, Automated Email, WebsiteDesign) as you can first. Use a dedicated team

■ Evaluate the Universal Agent approach carefully it may notapply to you

■ If you are a portal to another provider/partner make surethey treat your customers the same as you would

■ Make sure your backend processes are fully integrated withthe new communications channels

■ Monitor your agents and email to make real timeimprovements to your Website

First Model and then monitor the expected number ofcalls at each page

500 email/day1500 calls/day1000 chat/day





• Be prepared to handle the estimated volume• But don’t miss opportunities to up-sell, cross sell and close• Select a set of recommend channels for each page

Corporate HomePage

CatalogSearching


Product Ordering

Transaction


• Created a high level multi-functionalroadmap

• Created a business plan identifying market,business definition, approach, and financials

• Creating a complete business processdefinition and architecture framework

• Implementing Blended Channel Integration -integrating many disparate packages for acommon purpose

• Leading CRM Package• E-Commerce One-to-one Package• Marketing Automation Software• Data Warehousing and Mining• CTI Routing Software• UNIX and NT• Duration to rollout: ~8.5 months

• Capture a new emerging market in theNew Economy focussed on the customer

• Increase clients’ revenues through theuse of more appropriate channels andpersonalization

• Enable clients to minimize complexitywhile increasing revenue growth

• Providing clients’ customers a choice ofmedia to receive service or purchasegoods

• Create from scratch an outsourcing companythat provides a new way for clients toimprove their customer interactions acrossall channels

• Integrate all of the benefits of CRM, E-Commerce, and Data Mining

• Minimize the technical and human resourcecomplexity to the the new company’s clients

• Manage and execute a significant multi-trackprogram involving front to back office

Ticketmaster Interaction Center

Rich set of Contact Center Functionality

e-mail, web, voice, VoIP, regular mail, facsimileChannel Routing

real-time / near real-time metrics of the contact centerChannel Reporting

via interface to an address validation sourceAddress Validation

Credit Card AuthorizationKnowledge Mgmt.

Campaign Mgmt

Order Mgmt.

Order Entry

administer + manage flow of products through systemProduct Management

administer + manage the customer’s profileAccount Management

Customer ManagementCommentsFunctions

CTI

Aspect ACD

VOIP Gateway

Omtool

Brightware

Scanner

Acuity

Routing andScreen Pop

Agent ACD Telsetor Winset Adapter

Agent PC

Frontend Application

Future

Qconsole

Main Screen

Focus A

Client Screen

Focus B

Client Screen

Application System

Data

Client ASpecific

Data

Client BSpecific

Data

ApplicationArchitecture

Application Architecture

USPS

Voice

VOIP

Fax

Telephone

PSTN orIXC

Internet

PC

Internet,PSTN, or

IXCFax

Email Internet

PC

US PostalService

PC

WebChat Internet

Future Future

Customer

Reporting

FAQ

Fulfillment

Accounting

Clie

nt S

peci

fic In

terfa

ces

HR

Others



Voice Integration

Ethernet

ACD

Agent Workstation

InternetPSTN

VoIP Gateway

CTI ServerLinetap

Handset

Digital Recording

Headset

PRITie-line

IVR

Web Chat and Collaboration

eSolutions Network

Customer withany Web browser Ethernet

1 23 4

Internet

Acuity RTE Acuity SQL

5

CSRQuintus Qrouter

6

• Clients initiates chat – gets routed – gets notified

• Agent gets info about link selected

• Chat happens

• Conversation gets added to client profile

Reasons for Implementing CTI & IVRTechnologies

■ Significant cost savings per call to the client■ Reduced talk time allows the CSR to take more calls.■ Skill based routing allows better service■ Reduced client wait times in the queue■ Fault tolerance or recovery■ Reduced number of misdirected calls■ Automated fraud detection■ Reporting capabilities■ Quality Assurance■ Employee satisfaction

CCS - Building The Contact Center Foundation

Customer FacingCall Center Mgmt.

Process

Application Functionality & DataBusiness

Case Education

Telephony Networking

CTI/Internet Connectivity

Systems Management

Proven Cambridge Methodology

RolloutRolloutDevelopmentDevelopmentDesignDesignScope orScope orPackagePackageSelectionSelectionWorkshopWorkshop

1 - 5 weeks 1 - 5 weeks 4-6 weeks4-6 weeks 6-12 weeks6-12 weeks

Training and AssimilationTraining and Assimilation

Strategic Vendor Partnerships

■ CMS� Siebel, Clarify, and Vantive - top tier CMS application vendors

■ CTI specific� Genesys Labs - vision & cutting edge technologies� Hewlett Packard - engineering excellence� Quintus (Nabnasset) - routing and reporting several channels, up &

coming� Acuity WebCenter - live chat� Aspect - premier ACD platform, IVR, and TCS staffing products� Periphonics - IVR leader� Nuance - leading edge voice recognition systems

■ One to One marketing� E.piphany� Broadbase



A History of Success

Proctor & GambleConsumer Goods

• Implement customer care solution forlarge Corporate customers

• CTI Scope, Design & Development

NortelClarifyGenesys

LifelineSystems

• Life critical, Fault Tolerant, 24x7x365• PEW, Design & Development• Proprietary Hardware Integration

Lucent, VantiveGenesysCustom Java

ExcelCommunicationsTelecommunications

• CTI enable new Vantive and 3 legacysystems in 3 call centers

• PEW, Design & Development

Aspect, VantiveHewlett PackardGeoTel

Allegheny PowerUtilities

• CTI enable new GUI consolidated frontend to multiple legacy systems

• CTI Design and Development

LucentGenesysCustom Programming

Fleet BankFinancial Services

• Telesales application for 4 call centers• Package Evaluation Workshop• Design & Development

Lucent, Aspect, DavoxScopusGenesys, Prospect

Client / Industry Business Problem /Project Technologies

Vielen Dank für IhreAufmerksamkeit !

cambridge technology partners 18. november 1999 · · 2000-04-13cambridge technology partners 18....

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