navigating customer contact space in the 21st century bill durr director, global field marketing
TRANSCRIPT
Navigating Customer Contact Space in the 21st Century
Bill DurrDirector, Global Field Marketing
My Credentials
My Credentials That’s Me!
We’ve Consulted Great ThinkersWe’ve Consulted Great Thinkers
Call Center EnvironmentCall Center Environment
Customer Contact EnvironmentCustomer Contact Environment
Contact Center Cost ModelContact Center Cost Model
Labor65%
Communications25%
Technology10%
Leverage PotentialLeverage Potential
Labor65%
Communications25%
Technology10%
•Customer Retention•Customer Loyalty•Revenue Growth•Profit Enhancement
The First Call DistributorThe First Call Distributor
Technology RoadmapTechnology Roadmap
Basic Call Processing Real-Time & Historical Reporting Conditional Call Routing Lexicon Open DataBase Connectivity (ODBC) IVR (Interactive Voice Response) CTI Data Link (Computer Telephony Integration) Workforce Management Tools (WFM) Intelligent Call Processing (aka CRM) E-Mail IP Transactions
Definitions & CommentsDefinitions & Comments
Basic Call Processing Define a Target Group Define Delay Announcement(s) Define Overflow Target Group
Real-Time & Historical Reporting Historical Reporting
Enables Planning the Work Real-Time Reporting
Enables Reacting to Deviations from Work Plan
Definitions & CommentsDefinitions & Comments
Conditional Call Processing Lexicon Sophisticated Rules-Based Call Routing Key Elements to Consider
If…..Then Statement Number & Kind of Variables
For Example: If Sales Service Level <80%, Then Offer Call to Customer Service
Powerful Variables Service Level Calls Waiting Average Speed of Answer Number of Agents Available
Definitions & CommentsDefinitions & Comments
ODBC Reporting Add Business Data to Contact Center Reports Enterprise Access to Contact Center Data
CTI Data Link Screen Pops
Saves Agent Time Personalizes Interaction Promotes Loyalty
CTI in the Call Center - HypeCTI in the Call Center - Hype
Screen pops and beyond
Relationship management
Call processing aligned with business issues
Enhances revenues, reduces costs
CTI in the Call Center - RealityCTI in the Call Center - Reality
Very low level of implementation
Many projects fail or underwhelm
Expensive
Drag on
CTI in the Contact Center CTI in the Contact Center
Definitions & CommentsDefinitions & Comments
IVR Robot Agents Increasingly Accepted Handles Simple Transactions Natural Language, Speaker Independent
Very Powerful Very Customer Pleasing
IVR in the Contact CenterIVR in the Contact Center
It’s Hard to Imagine a Contact Center Without IVR
Definitions & CommentsDefinitions & Comments
Workforce Management Software Accepts History from Contact Center Data Provides Forecasts
Call Volume Transaction Time
Define Agent Shifts & Preferences Generates Agent Schedules Real-Time and/or Historical Adherence
Workforce Management in the Workforce Management in the Contact CenterContact Center
Particularly for Contact Centers With Extended Hours Over 50 Agents
Intelligent Call ProcessingIntelligent Call Processing
AKA Customer Relationship Management Identify Who is Calling Evaluate Worth to the Company Route Accordingly
Treating Different Customers Differently Pareto Customers
20% of Customers Yield 80% of Revenues Some Customers Not Worth Having
Intelligent Call Processing (CRM) in Intelligent Call Processing (CRM) in the Contact Centerthe Contact Center
Extensive DataBase Required Look Out for Integration Costs
1.5 to 5 Times Cost of “Tools” & “Products”
Definitions & CommentsDefinitions & Comments
E-Mail Differentiate Specific vs. Non-Specific E-Mail
e.g. Webmaster@, Sales@, Service@ Contact Centers Will Be Expected to Handle Non-Specific
E-Mail in the Call Center - HypeE-Mail in the Call Center - Hype
50% of US Have E-Mail Access by 2001
10% of all customer contacts by e-mail in 2001
95% of all e-mail messages delivered in 5 minutes or less
Response Time Implications
E-Mail in the Call Center - Why?E-Mail in the Call Center - Why?
Can’t or won’t wait for human assistance Web page content prompted inquiry/transaction Need convenience of 24x7 messaging access Don’t need to “discuss” anything Want to send information & data attachments first Want well-documented audit trail of interchange Want to eliminate time, errors & effort in transcribing
information during live conversation Don’t have 2nd line for live call-back while still connected
to web
E-Mail in the Call Center - RealityE-Mail in the Call Center - Reality
Ultimately, A Great Addition to the Contact Center Carefully consider before integrating with voice calling
Unpredictable volumes Unpredictable response expectations Different skill-set Potential high impact on operations
Rising Volumes Will Dictate Automated Response
Web-Mail AutomationWeb-Mail Automation
MailServer
Auto-Response
CSR
Firewall
WebMessages
DatabasesMessages
Automated Automated Email AgentEmail Agent
MessageMessageTracking andTracking and
WorkflowWorkflowEmail ACDEmail ACD
Complex Messages
Suggested Responses
Call Center Manager
Definitions & CommentsDefinitions & Comments
IP Transactions Voice Over IP Text Chat Application Sharing Whiteboarding Video Over IP
From Call Centers to Contact From Call Centers to Contact CentersCenters
PSTN
ACD Voice Server
Station Wiring
From Call Centers to Contact From Call Centers to Contact CentersCenters
Fiber NetworkFiber Network
IP
Gateway
PSTN
PSTN
ACD Voice Server
Gateway
Station Wiring
IP
PSTN
From Call Centers to Contact From Call Centers to Contact CentersCenters
Fiber NetworkFiber Network
IP
IP
IP
Gateway
PSTN
PSTN
ACD Voice Server
Gateway
Station Wiring
IP
PSTN
Voice Over the Internet - HypeVoice Over the Internet - Hype
Essentially free calling
High-touch web-integration Assisted browsing Page push/pull
Getting better all the time
Source: Gartner Group June 9, 1998
Voice Over the Internet - RealityVoice Over the Internet - Reality
Reliability issues “High availability LAN” = oxymoron
Quality issues Packet delay matters
Average delay in PSTN = 20 msec People notice delay = 50 msec Disruption begins = 100 msec Practical unintelligible = 250 msec
Typical multihop IP delay As low as 150 msec Frequently as high as 500 msec
Voice Over the InternetVoice Over the Internet
Acceptable for Private, Controllable Network Use Not Ready for Prime Time Will Eventually Blow Away Text Chat
Video Over the Internet - HypeVideo Over the Internet - Hype
Multimedia PC’s rapidly proliferating
Humans are visual creatures
Video transactions are rich & pleasing
Simple matter of bandwidth
Bandwidth is trending to zero cost
Video Over the Internet - RealityVideo Over the Internet - Reality
Great for internal users
Video enabled consumers Small population
Video Over the InternetVideo Over the Internet
Acceptable for Private, Controllable Network Use Not Ready for Prime Time Will Eventually Blow Away Everything Else
MultiMedia Contact CenterMultiMedia Contact Center
Media Integration ManagerReports
Server
ACD Voice Server
PBX
Agent Workstation
LAN/WAN
WFM
IVR
Fax Server
CTI Server
E-Mail Server
Web Server
PublicSwitched
TelephoneNetwork
PublicSwitched
TelephoneNetwork
InternetPacketNetwork
InternetPacketNetwork
We Know Where We Want to BeWe Know Where We Want to Be
Technology Uptake in the Call CenterTechnology Uptake in the Call Center
Forget vertical market differences Type A firms
Already have call centers Believe call centers are strategic assets Moving To implement multi-media
Type B firms Already have call centers View as important But not strategic Implement multi-media when customers demand it
Type C firms Emerging call centers Viewed as not important to mission Won’t implement multi-media
15%
65%
20%
The Goal: Recapture One to One, The Goal: Recapture One to One, Personal InteractionPersonal Interaction