demystifying the magnificent · 2018-10-19 · journey mapping. build try to be ‘generic ... •...
TRANSCRIPT
DEMYSTIFYING THE MAGNIFICENT
THE FIVE PRINCIPLES IN GOING FROM GREAT TO MEMORABLE CX
Stuart Waldman, Product Owner, TELUS
Remy Claret, Product Marketing Director, Genesys
The Uncomfortable Truth
Conscious Journeys
vision
journey
designbuild
iterate
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2
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5
Creating Memorable Customer Experiences
Vision - Taking an Outside-In Approach
Designed JourneyRandom Journey
EmotionalCurve
Great customer journeys are designed for low customer effort
Cu
sto
mer
Li
fecy
cle
JOIN
EXIT
GR
OW
MA
NA
GE
CH
OO
SE
Cu
sto
mer
’s
Tran
sact
ion
al
Jou
rney
Cu
sto
mer
’s
Emo
tio
nal
Jou
rney
ORDER RECEIVE
Not recognizedas a customer
Inconsistent experiences
No proactiveupdates
Hard to get assistance
RESEARCH
Vision - Embracing Marketing, Sales and Service
Journey - Applying Service Design Principals
The
Op
erat
ion
alJo
urn
ey
SCH
EDU
LE
TRA
IN
AN
ALY
IZE
REP
OR
T
MA
NA
GE
FOR
ECA
ST
The
Effi
cien
cyJo
urn
ey
Agents not adhering to schedule
Skills not matched to contact channels and
customer needs
Quality and compliance standards missed
Low staff morale and high staff churn
Journey - Aiming at Efficiency & Satisfaction
Design - Leveraging a CX Maturity Model
Consistent Defined DifferentiatedRandom
• CX same level with each channel• Maintain control of CX with core planning• Focus on KPIs, Quality and Costs• WFM is with tools for specific channels• Quality Management is subjective
• Actively planning CX and integrated cross channel experience
• Using Analytics to drive CX strategy• Measuring CX with NPS, CES, and Quality• WFM is fully integrated cross channels• Quality Management is automated
• Aligning Brand Values and Customer Needs
• Full Omni-Channel & managing customer journeys
• Leverage Analytics for Customer Engagement & Employee Engagement
• Journey based planning based on CX routing and agent competency based scheduling
• Quality management is fully integrated with planning and execution phase
• No consistency in CX• No consistency in channel Interactions• Orgs are in “Crisis” mode• Manual Planning/Scheduling
Build – Taking a Phased Approach
• Personalized IVR• Personalized (cross-channel context)
and Value Routing for Digital Channels
• Proactively keep customers informed via multi-channel with preference management
• Monitor customer behavior on your website• Increase NPS while Managing Urgent Conversations• Extend IVR to Visual IVR• Proactive Contact based on Customer Context and
Journey• Proactive Live Assistance across any channel• Extend Mobile to Video Calls• Predictive Matching• Distribute Business Tasks with Customer Context
• CUSTOMER EXPERIENCE• EMPLOYEE ENGAGEMENT• BUSINESS OPTIMIZATION
• Effective Identification & Validation in IVR
• Proactively keep customers informed via SMS notification
• Distribute Business Tasks Effectively - Basic
Defined
Consistent
Differentiated
Iterate – Via Incremental Business Steps
Consistent Defined DifferentiatedRandom
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2
3
Connect Voice Interaction to right resources
Optimize agent utilization for voice interactions
Personalized & Value based Voice Routing
Effective Identification & Validation in Self-service
Personalized Self-service
Enable Schedule-based routing
Proactive Contact based on Customer Context and Journey
Increase NPS while Managing Urgent Conversations
Reduction of Handle Time 12% Reduction of Handle Time 5% Reduction of Handle Time 5% Reduction of Handle Time 3%
CURRENTSTATE
IDEALSTATE
Genesys Benchmarks
4
1313
A NEW WORLD OF EXPERIENCES AWAITSYES
MAKE THE CUSTOMER EXPERIENCE GREAT AGAIN!
DEMYSTIFYING THE
MAGNIFICENT
Stuart Waldman, Product Owner, TELUS
INTENSITY
(negative to positive)
SE
NT
IM
EN
T
(Pa
ssio
n L
ow
to
Hig
h)
Top Loyalty Brands on
Forrester’s CX Loyalty
Index
Forrester’s Study – Brand Loyalty and Emotion.https://www.youtube.com/watch?v=gnayLX7xUMQ
Canadian telecom
40K team members
Global contact centers
12K ‘agents’
8.6M wireless customers
1.7M internet customers
1.4M residential lines
1.0M TV customers
Competition has evolved.
1258
535
http://www.ccts-cprst.ca/wp-content/uploads/pdfs/en/2016-2017/CCTS-Mid-Year-Report-2016-2017.pdf
CCTS mid-year reportAugust 2016 – January 2017 : Top 3 Providers
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vision
journey
designbuild
iterate
Creating memorable customer experiences.
1
2
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5
VISION
LEADERSHIP
BUY-IN
CROSS
FUNCTIONAL
MEASUREABLE
RETURNS
RELENTLESS
COMMITMENT
CULTURE &
LEARNING
STRATEGIC
LINK
Making Vision Stick.
The Mind Shift.
Successful journeys.
Phone Swap
Customer pre-
orders iPhone 8
Phone Swapped
Renewal Completed
Features Set Up
Price Plan Reviewed
New Bill Reviewed
App Installed
Self-Serve Explained
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2
3
4
5
6
Identification
Analytics
Sit-Ins
Focus Groups
Social
Tools
Prioritization
Link to Vision
Return
Effort
Design
Process
Procedures
Technology
Training
Change
Management
Mapping
End-to-end customer journey mapping
Root cause / Process teams
Journey mapping.
Build
Try to be ‘generic’
Start small (POC)
Learn (Pilot)
Fail fast (Risk Tolerance)
Iterate
Measure
Tweak
Revisit
The technology challenge.
How do we enable journey mapping?
How do we enable a single ‘case owner’?
How do we integrate all points of presence?
How do we integrate with other platforms?
The Genesys technology model.
“knows the customer
and their journey”
CRM
BILLING SYSTEMS
DATA CENTERS
Let’s roam together.
Amanda is browsing the telus.com
roaming page for over 3 minutes.
Web Engagement
Proactive Chat Triggered
CM Notified
Case Created > Owner Assigned
An IWD task is triggered to
automatically send an SMS with link
to roaming self-serve.
Genesys IWD
Genesys SMS
CM NotifiedAmanda completes the roaming
package purchase in self-serve and
an SMS confirmation is sent to her.
Genesys SMS
CM Notified
Amanda calls TELUS and she is
routed to her roaming case owner
who can see the entire journey.
Genesys Voice
Genesys IWS (Jouney View)
CM Notified
Amanda leaves on her trip and a
personal email is sent to her from
her personal assistant.
Genesys Email
CM Notified
Amanda has a coverage question
and uses chat in the mobile app to
talk to her personal assistance.
Genesys Mobile Engagement
Genesys Chat
CM Notified
Amanda is back home! An SMS is
sent to her and she can reply back if
she has billing questions.
Genesys SMS
CM Notified
Amanda’s Personal Assistant calls
her back and Reviews bill. Case is
closed.
Genesys Call Back (GCB)
Genesys Voice
CM Notified
Lean, mean, agile machine.
Building blocks.
Minimum viable product is an actual
product
Don’t build to a specific use case
Make your product ‘testable’
It’s about learning – failures are
successes
Remember the human cost
Be prepared to iterate.
Markets change
Societies change
Technology changes
Organizations change
Products change
Strategies change
Embrace change
TELUS Proprietary 38
the future is friendly.
Key Takeaways
• More Bang for your bucks!• Genesys has more opportunities to generate business value
• Find the best business step with SMART
• Time to connect • Visit our Booths – See your CX maturty & projected benefits
• Plan your SMART CX workshop & use-cases to success