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Evolving From Contact Center to Engagement Center

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Page 1: Evolving From Contact Center to Engagement Center · Evolving From Contact Center to Engagement Center Share this E-book: 3 ... Evolving From Contact Center to Engagement Center Share

Evolving From Contact Center to Engagement Center

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Today’s digitally empowered customers are more demanding than ever. They expect a quick, accurate resolution to their inquiry via their communication channel and device of choice.

In this ebook, Pegasystems’ Steve Kraus discusses why digitally empowered customers make it imperative for service organizations to evolve from traditional contact centers to engagement centers and how to successfully start the journey.

Steve KrausSenior Director, Product MarketingP E G A S Y S T E M S

JOIN THE CONVERSATION

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It’s no secret that customer service lies at the heart of the customer relationship. Gartner

reports that service interactions make up 75% of overall customer interactions,

and a Bain & Co. survey reports that customers are 4 times more likely to buy from

a competitor as a result of a bad service experience.

Unfortunately customer expectations have evolved faster than customer service

delivery, leaving the majority of customers dissatisfied with the service they receive.

The Demand for ChangeGood service is good business

1%OF CUSTOMERS FEEL

THEIR EXPECTATIONS ARE CONSISTENTLY MET.*

91% OF CUSTOMERS ARE FRUSTRATED A SINGLE

ISSUE REQUIRES MULTIPLE CONTACTS TO RESOLVE.**

ONLY

* 2013 Forbes Article, "Customer Experience: Is It The Chicken Or Egg," January 20, 2013** Accenture Customer Service Study

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Customer service is no longer limited to phone calls between 9am and 5pm. Customers

demand that service is available to them in any channel, at all times and on every device.

Companies must engage customers on the web, on their mobile device, in social media

as well as on the phone.

Most customers now use multiple channels simultaneously and expect service

organizations to instantly respond across these channels. And if they do not,

the customer may abandon the purchase, churn or even demonize the company via

social media.

Customers Demand ChangeEngaging everywhere

74%OF CONSUMERS UTILIZE THREE OR MORE CHANNELS WHEN SEEKING CUSTOMER CARE*

58%OF CUSTOMERS

ARE FRUSTRATED BY INCONSISTENT

EXPERIENCES ACROSS CHANNELS**

* Ovum 2014 State of Multichannel Customer Service Survey, September 2014** Forrester Research, North American TechnographicsR Customer Experience Online Survey.

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According to a 2013 global Gallup poll, 80% of today’s employees are disengaged from

their jobs. Employees are forced to wade through information overload, work

towards de-motivational metrics and comply with continuously shifting policies

and procedures.

Customer Service Representatives (CSRs) are not empowered to act on the customers’

behalf to resolve issues and must frequently escalate to managers. They cannot

understand why their personal technology has become so easy to use while their work

systems remain difficult and unintuitive.

Employees Demand ChangeDisengaged amidst shifting responsibilities

EMPLOYEE LEVELS OF JOB ENGAGEMENT

60%20% 20%ENGAGED

NOT ENGAGED

ACTIVELYDISENGAGED

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Engagement centers are designed to improve the customer and employee experience,

providing omni-channel interactions tailored to the needs to the individual and designed

to rapidly incorporate feedback and adapt to change. Engagement centers exhibit five

key characteristics that improve service delivery and the bottom line.

GARTNER’S DEFINITION OF THE CUSTOMER ENGAGEMENT CENTER (CEC):

The Engagement CenterMeeting the demand for change

Business applications that are engineered to provide customer service and support, regardless of the engagement channel.

The goal of the CEC is not only to provide service to customers as they move among communications channels—including social media—while retaining the customer’s context, but also to deliver the appropriate business rules to determine the next best action, information or process with which to engage the customer.*

* Gartner Magic Quadrant for the CRM Customer Engagement Center, Michael Maoz, April 24, 2014

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The engagement center must deliver service when and where customers need it. It

is equipped to handle interactions via each channel and device to resolve the

customer’s issue.

Whether using video chat, self-diagnosing connected devices, co-browsing or social

media, the engagement center sits at the heart of each customer interaction. It

seamlessly connects and transitions from one touch point to the next, gathering and

using context along the way to better personalize every encounter.

CUSTOMER ENGAGEMENT

CENTER

Embrace the Everywhere Customer1

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The engagement center provides the CSR with the context they need to intelligently

resolve an interaction. This goes far beyond serving up the traditional 360-degree

view of the customer. Context captures the customer intent and employee goals for

an interaction and eliminates information overload. CSRs can focus on delivering an

accurate and complete resolution for each customer while aligning their actions to

their performance goals.

A dynamically assigned SLA keeps the CSR on track to meet goals

The customer's valueis clearly presented

An overall goal for the interaction is

automatically assigned

The system recommends the best action to take based on context

A comprehensive view of the customer's relevant transactions and interactions are presented to the CSR

Empower Employees2

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91 percent of customers are frustrated that a single issue requires multiple contacts to

resolve.* This results from the fact that the people, channels and systems needed for a

resolution often operate in isolated silos.

An engagement center breaks down the walls between organizations and systems,

hiding the complexity from the customer. It leverages a unified case to cut across

channels, interactions, departments, and systems so that inquiries can be completely

resolved on the first contact. The result is more efficient interactions that build trust with

your customers.

CASE

Eliminate Silos4

* Forrester Research, "Navigate The Future of Customer Service" by Kate Leggett, February 6, 2014

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Fixing a customer issue is an good outcome, but it essentially puts customers back where

they would have been if they did not have an issue to begin with.

Engagement centers take each opportunity to advise customers, based on their

usage and preferences, on how they can get more value from their existing products

and services or from complementary products. The engagement center leverages

capabilities such as predictive analytics and business rules to anticipate a customer’s

needs and directly align those needs to the best products and services to build a long-

term relationship.

Add Value for the Customer5

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Transitioning from Contact Center to Engagement CenterKey Best Practices

SELECT THE RIGHT TECHNOLOGY — Choose flexible and agile technologies

that support the five key characteristics of the engagement center. Do not

choose technology that maintains siloed channels and processes.

CAPTURE THE CUSTOMER JOURNEY — Capture the journey directly within

your system execution so that it becomes the backbone of service operations,

engages employees and guides each interaction.

NEVER STOP EVOLVING — Customer demands, products, regulations and

business goals never stop evolving and the engagement center should keep

pace. Follow an agile approach to change. Implement, learn and improve, to

deliver a more efficient and customer-focused experience.

There are three key best practices for evolving from the contact center to the

engagement center:

1

2

3

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The Rewards Of The Engagement Center

DRIVE MORE REVENUE AND NET PROMOTERS — Happy

customers stay loyal, buy more and tell their friends. 86% of

customers say they are willing to pay more for a better customer

experience.* And with social media, this means their positive

experiences can influence thousands in seconds.

INCREASE PRODUCTIVITY — CSRs do not waste time on low value

tasks like handling repeat calls or searching through irrelevant

information. They are more motivated by a system that helps

them effectively engage with customers, leading to productivity

boosts of 40% and higher.

BE FASTER TO MARKET — Engagement centers leverage agile

technologies for constant evolution. This means you can bring

new products to market rapidly (as much as 7x faster) and quickly

change to meet new customer demands, channels, regulations

and business objectives.

* 2014 Marketing Pilgrim Blog

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© Copyright 2014 Pegasystems Inc. All rights reserved. All trademarks are the property of their respective owners.

About Pegasystems

Pegasystems, the leader in business process management and software for customer centricity, helps organizations enhance customer loyalty, generate new business, and improve productivity. Our patented Build for Change® technology speeds the delivery of critical business solutions by directly capturing business objectives and eliminating manual programming. Pegasystems enables clients to quickly adapt to changing business conditions in order to outperform the competition.

For more information, please visit us at www.pega.com.

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