customer care experience · • catch me • know me • make it easy 4 me • connect me •...
TRANSCRIPT
Customer CareExperience
Christian RaahaveProduct Sales Specialist
Michael AhrensburgConsulting System Engineer
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They are talking about you !
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Three Waves of Contact Center Innovation
Borderless Customer Care
Wave 1:
Voice Channel
Wave 2:
Multichannel
Customer
Care Center
BranchOnline
Multiple channels but little cross-channel consistency
Consistent experience across all channels Wave 3:
Omnichannel
To
da
y
Web
Mobile
Contact Center
VoiceBrick and
Mortar
Kiosk
Social Media
Chat
SMS
Customer
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Human behavior
• Catch me
• Know me
• Make it easy 4 me
• Connect me
• Surprise me
• Make me feel
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Outcomes of Customer Collaboration should be !
Connect
EngageOptimize
FCR
CES
NPS
Revenue Increase/Protection
Cost Control/Reduction
Brand Value/Recognition
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Business Outcomes in The Contact Center
Word-of Mouth
NPS
Customer
Effort Score
First Contact
ResolutionCustomer Lifetime
Value (CLV)
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Goal: Loyal Customers
Relevancy to Business Outcome
Effectiveness
Efficiency
Customer
Effort
NPS
First
Contact
Resolution
Service
Level
Low High
CSAT
“Loyalty” and
LOB Quadrant
“Efficiency” and
Operations
Quadrant
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The ultimate question
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Total Customer Experience – Moments of Truth
Research Engage Convince Decide Buy Support
Social
Web/
App
Contact
Ctr
Data
Analytics
Store
Community
Tweets Friends and
Family
Interactive App with
Chat and Voice
Mobile Video
Remote Expert
Customer Engagement
Exchange
Immersive Kiosk
Web, Social, Video,
and Self-Service
Connect with
customers across
multiple channels
Engage with
consistency and
context
Optimize interactions
with a single platform
and reporting
In space –
no one can hear you scream
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Drivers of disloyalty
Transferred
during
support
session
Must contact
repeatedly to
resolve issue
Cumbersome
Authentication
Must switch from
web self-serve to
voice
Consumers
have to
re-explain
issue
57%
59
%
62% 50%
56% THE
EXCEPTIONAL
SERVICE
CHALLENGE
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Characteristics on Customer LoyaltyMore Loyal
Neutral
More Disloyal
Total Potential Impact: 1x
Effort: First Contact Resolution
Moments of Wow: Teaching the customer something new
.14x
.86x
Effort: More than One Contact to Resolve(2.52x)
Rep Experience: Generic Service (.52x)
Effort: Repeating Information (.46x)
Effort: Perceived Additional Effort to Resolve (.46x)
(.20x)Effort: Transfers
Total Potential Impact: (3.93x)
N=97.176 customers
Source: CEB, 2013
Wow & Delight
Customer Effort
Agent Experience & Style
1
2
3
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How to avoid transfers and repeated calls
Agent Screen Recording(AQM)
Customized evaluation forms
Additional Metadata call resolved to agent and custom via API
Visualization, including tagging
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Data & Analytics - Unlock the Value
Data
Monetization
Customer
Engagement
Optimized Operations
Organizational
Effectiveness
Threat
Minimization
Source: Cisco Consulting Services primary research, 2013
$7.3T of the $19T IoE Opportunity over the Next 10 Years will be Realized Through Data & Analytics
Engage with Consistency and Context
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Disclaimer
The Cisco products, services or features identified in this document may
not yet be available or may not be available in all areas and may be
subject to change without notice. Consult your local Cisco business
contact for information on the products or services available in your area.
You can find additional information via Cisco’s World Wide Web server at
http://www.cisco.com. Actual performance and environmental costs of
Cisco products will vary depending on individual customer configurations
and conditions.
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Cisco FinesseWeb 2.0 Browser Based Desktop
Agent State Controls
Supervisor Reports
Customizable Gadgets
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Cisco FinesseIntegrated Web-Chat and Email Gadget
Web-Chat
Email Reply Pane
Chat and Email
State Control
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Businesses have little
knowledge of their
previous interactions
with consumers across
multiple channels
Wasted
agent time
Consumer
frustration Existing solutions are
pricey, complex, or
proprietary
Context ServiceBusiness Challenges
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Context ServiceCloud-based storage of customer interaction data
Mobile
IoE
Phone
IVR
Customer
Journey
Enables a complete
view of the customer
journey
Better-informed
agents provide a
superior experience
Out-of-the-box Cisco
platform integration
Open web interfaces
enable partner
applicationsCisco Customer
Collaboration PlatformsPartner Applications
Web
Retail
SMS
Social Media
Chat
Deliver
Omnichannel
Seamlessly
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Context ServiceData Handling
Customer Request
Mobile
Web
Retail
SMS
Social Media
PodPod
Phone
IoE
PodPod
Chat
Phone
POD
Cisco Customer
Collaboration PlatformsPartner Applications
IVR
Agent
TagTag
POD
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Context ServiceSystem of Engagement
25
Context Service is the System of Engagement
Business applications continue to function as the System of Record
A Request can map to one or more business applications to represent customer’s view
One business process may consider issue as resolved but it may not be customer’s view
Systems of record may communicate with each other via an Enterprise Service Bus without Context Service
RequestOmni-
channel
Business Process
Fulfillment
Marketing
CRM
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Context ServiceOut of the box feature of CCE and CCX solutions
26
New gadget in Finesse hosted from cloud
Shows all Requests and PODs by Customer
Org can customize fields layout via the new cloud management interface
Sample ScreenActual version may differ
Context Service
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Context ServiceExample Use Cases
Customer Interaction History
Route to last agent or preferred agent
Route to same agent on channel shift
Route based on customer sentiment from previous call
Track IVR path
Trending issues based on popular tags
Agent search on similar issues by tag
Build outbound campaigns based on tags
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Channel
agnostic
Consumer
“journeys”
SecureEasy
Context ServiceSummary
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Total Customer Experience
Connect Engage Optimize
Interact with clients
across channels
Personalized and
effective
Greater Loyalty, value,
and repeat spending
Effortless Experience
Increase Productivity
Tools and flexibility to
Empower people
Deliver Consistent
outcomes
Single Platform reducing
complexity, for simpler
integration and lower
TCO
Simplified admin,
configuration,
management, services,
and reporting