From iCFD to Web Integration in the Contact Center

"Making Customer Centricity Happen: Defining Customer Intentions "

Gerry Cools 12/09/2012

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Belgacom

Belgacom is the incumbent Belgian operator and a strong player in voice, broadband & digital TV (fixed & mobile). It is the only telecom operator offering full quadruple play on its market.

It has leading positions on residential and business markets in the 3 regions of the country and has also seized real opportunities in selected foreign countries.

Its identity is built on three strong convictions: customer centricity, responsibility and innovation.

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Belgacom focuses on Customer Centricity, Responsibility and Innovation

Innovation

• Belgacom TV is one of the three fastest-growing and most innovative IPTV services in the world

• Investing in transformation: almost 10% of Group revenue

• Top 5 in the world for fiber-optic deployment

78% of our products did not exist 15 years ago

Responsibility

• Top Employer 2010

• Official partner of UNICEF

• Exclusive sponsoring of Justine Henin

• -70% CO2 by 2020

Focus on health, access and a greener society

Customer Centricity

• Belgacom makes a step forward from convergent products to convergent services

• Belgacom wants to improve the end-to-end customer experience from purchase to billing, through installation and repair, but also during key moments

Our customer is King

• Belgacom makes a step forward from convergent products to convergent services

• Belgacom wants to improve the end-to-end customer experience from purchase to billing, through installation and repair, but also during key moments

Our customer is King

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Our world is constantly changing...

... this creates new challenges but also opportunities for our group

Market transition, new cost management following the crisis

Fight for leadership in technologies:

xDSL/Fiber vs DOCSIS 3.0 3G/LTE

Threats and

opportunities

• 3 Volts/meter

• Subsidized

devices

• Lower MTR

The customer is king, and demands ever more convergent solutions

Newcomers, different from the traditional "telecom operators"

• Providing access to new technologies

• Creating a greener society by reducing carbon emissions by 70% by 2020

• Providing clear information on electromagnetic waves and their potential impact on health

Products and services

Regulation

Customer

Competition

Market Technology

Corporate Social Responsibility

... and for customer care!

5 5 5 | Self Service and intelligent Customer Front Door™ | September 2008

the intelligent

Customer Front Door™?

1 the intelligent

Customer Front Door™? 1

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What is a Poor Example of Self-Service Innovation Today?

Answer?

The dreaded IVR

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Why?

24/7

Universal

Easy to Operate

Intuitive

Transactional

IVR

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The Customer Service Challenge

Support new product releases: VOIP and Digital TV while …

1. Reducing inbound calls by 1 million

2. Maintaining SLA’s (KPIs & Quality) and customer satisfaction

3. Increasing sales & sales generating capacity through

the CC channel

…all without any increase in budget!

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The Solutions

Simplify the products and processes

Automate more calls with Self Service

Develop alternative channels – e.g., Web

Improve Agent training

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What We Implemented

New, data-driven, 100% dynamic IVR, allowing dynamic menus, profound customer identification and routing

Main drivers are:

• Fast time to market

• Data driven

• Straight Through Processing

• Cross channel alignment

• Text To Speech (TTS)

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What does the intelligent Customer Front Door™ do?

iCFD retrieves context and

uses rules to manage the

experience

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The Results

Exceeded the business case:

• Stayed within budget

• Reduced calls by 1 million +

While

• Adding the new products to the mix

• Improving the customer satisfaction ratings

• Improving sales through the CC

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Belgacom Customer Care

We wanted cost reduction but we also got more :

Innovation

Customer Centricity Our customer is King

Revenue increase

Value based management

14 14 14 | Self Service and intelligent Customer Front Door™ | September 2008

the intelligent

Customer Front Door™?

1 Towards web integration

in the contact centre

2

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Today’s Challenges

... Website visitors can’t find the information in a quick and easy way

... They abandon the site without result or buying products

... Need for improved conversion rate & improved customer satisfaction

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Scope definition

Implementation of click to call (ph. 1),to chat (ph.2),to mail and to sms buttons with addition of Genesys co-browsing (during call or chat).

Clickstream analysis and routing tables will determine when and how the “click to” buttons will behave and where they will lead to.

Gain trust to use other tools on the site, in (pre)sales and support. In order to decrease abandon rate and increase conversions.

Integration of web & contact centre

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Strategic Objectives

Innovation

Customer Centricity Online support through Contact Centre

Improved customer experience

Revenue increase

Cost reduction

Use of new technologies like chat… Use web info about the customer

Intelligent proposals, support & routing

Increased conversion rate

Increased online ordering & servicing

Value based management

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STEP 1: Monitor & Identify Online Visitors

Advanced Analytics provides the online experience predicted most likely to satisfy the wants and needs of each unique visitor.

With each action, or inaction, your visitors provide clues to their true motivators.

By paying close attention to these clues and reacting in real-time, you can increase online success rates and overall customer

satisfaction.

Genesys

E-Services

+

…key is determining customer intent!

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Step 2: Match Intent With Best Available Resource

Genesys CIM platform delivers customer interactions to the right resource at the right time.

Align and prioritize contact center resources with business objectives and customers channel usage = CONTROLS WORKLOAD & MANPOWER

Publish web insights to offline channels and proactively engage web customers who call for assistance based on their current or recent web activity

CIM is running at Belgacom

Genesys

CIM

Platform

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Five Key Aims of Integration

Proactive Engagement Online

Improve Agent Yield

Web Insights to Offline Channels

Better Engage Web ‘Caller’

Increase Value / revenue

Confidence