meeting the emotional needs of consumers and agents · the emotional connection of advisors to...

Meeting the emotional needs of consumers and agents

Exceeding Customer Experience Expectations Across All Generations

Neil TitcombManaging Director UKI

© Odigo 2020. All rights reserved |

Ringing in the changes – Defined by social consciousnessRinging in the changes – Defined by social consciousness

1920s 1930s 1940s 1950s 1970s 1980s

1925

SilentGeneration

BabyBoomers Gen X

Gen YMillennials

1943 1965 1980


The singularity timeline


Face to face – a world of personalities with emotion


Each generation has a different emotional bias towards technology

MillennialsBaby Boomers Gen Z• Will ask why is it

useful?

• Typically non-habitual users

• In general, tech does not change their life

• Evolved with technology

• Resourceful and often lead disruption

• Embrace all channels with business and personal overlap

• Only knows technology

• Tends be consumed in a digital world

• Takes it all for granted

Gen X• First to assimilate the

WWW and computers

• Generally adopt new channels but…

• Social channels are for personal use


Contact Centre

The emotional connection of advisors to customers

Slow

systems

Re-

keying

Surprise

events

Lack of

insight

Fraud

The

internal

challenges

Work-

arounds

Angry

Urgency

Expectation

Embarrassed

Frustration

The

external

challenges

Fraudster

Customer NPS

Ease of journey

Right first time

Agent NPS

© Odigo 2020. All rights reserved |Capability

Omni-Channel SCV /

Decisioning Omni-Channel /

Intelligent Routing

Stand Alone / Voice Only

Siloed voice-only channel operating in a reactive capacity, little or no customer insight

Enables Guests to engage via preferred channels (voice, email, SMS, chat), Agents empowered by unified desktop offering & intelligent routing

Granular SCV

incorporating real-time

digital behaviours, ID

resolution & preferences

maintained, AI and

automation to deliver

Next Best Experience Cu

sto

mer E

xp

erie

nce D

elivered

Seamless interplay between human & automated channels, centralised decisioning, content & offers adapted in real-time based on 1:1 context

Multi-Channel / Retrospective

Analysis

Voice & email operating independently, limited operational CRM & Agent KPI dashboards

Automated, Predictive,

Contextual 1:1 Personalisation

Single Channel Multi-Channel Omni-Channel Channel-Less

Limited Differentiation

Transition from Re-Active Engagement → Pro-Active Engagement

Contact Centre – Transition and Maturity Journey


Personalisation

Most customers expect an agent to know their contact details, the history of

previous exchanges...

76%

▪ Context▪ Contact preferences▪ History▪ Recognition

Source : Microsoft Global Customer Service Report March 2019


Contact Centre

Contextual and informed – Where new meets traditional

Predict

why

Capture

intent

Know their

history

Enhanced

Self-

service

Early

insights

Identify

fraud faster

Emotional

disposition

Likely

next step

Emotional

intent

Context and

history

Next best

action

Early

insights

Identify fraud

faster

Matching to

agent not

process

Sentiment

Informed routing

WhoWhyWhatWhenWhere


“Which customer service brands are leaders in customer emotion management? (Contact Centres and online examples only)

Not sure I could name

anyone

Can’t think of one!

Nothing outstanding

comes to mind

Not actually aware of any that I would

call specialCan’t think of a single

one

Not seen it done well

I haven’t dealt with any that are or had people talk about

any

Many stand out for the wrong reasons, few for

positive emotional management


Automatisationwhen relevant

Match queries with the most suitable resource

Match your people with the customers who will appreciate them

Integration with CRM or other business tools

AI for smart qualification

Contextual routing based on global customer knowledge

Which of the following are IMPORTANTwhen receiving customer service?

65%agent

Knowledge

47%non

repetition

CCW

Personalisationthanks to customer cardand interactions history

meeting the emotional needs of consumers and agents · the emotional connection of advisors to...

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