the call center: another retail channel
TRANSCRIPT
Agenda
Introduction: What is Tealeaf
Call Center challenges
Tealeaf Customer Service Optimization
Use case and ROI
– Intelligent, personalized, human engagement from digital channels
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January 19, 2015
IBM Tealeaf Customer Behavior Analysis Captures Every Customer, Every Interaction, Every Time
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All actionsAll actions
All interactionsAll interactions
All customer
experience obstacles
All customer
experience obstacles
IBM Tealeaf Customer Behavior Analysis For Digital Channels
Web Mobile
(1) Forrester Consulting
Real-time Experience
Capture
Automatic Struggle Detection
Revenue Impact
Analysis
Experience Replay
Customer & Revenue Recovery
Visibility. Insight. Answers.
Digital CX Integrated with the Contact Center: Intelligent, personalized, human engagement from digital channels
Proactive assistance
based on intent
Understand need and resolve in less
time and effort
Maximize sales effectiveness
The contact center gains visibility into its customers’ online behavior that drives meaningful conversations in less time
CALL Centre
Smartphones browsed
Tablets bought
As consumers embrace digital channels, they are seamlessly combining multiple devices in their journey
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Source. IBM Digital Analytics Benchmark, November 2013.Note. Smartphones drove 19.7 percent of all online traffic compared with tablets at 11.5 percent. When it comes to making the sale, tablets drove 11.7 percent of all online sales, more than double that of smartphones, which accounted for 5.5 percent.
In Thanksgiving 2013, as measured by IBM® Digital Analytics Benchmark:
40%of all online traffic that was mobile
20%growth in online
sales year to year
22%of all online sales
that were from mobile
Engaging customers continuously across mobile devices and other digital channels is critical to increasing success rates.
70% of consumers first view online before interacting with a contact
center.Mobile and Web
SOURCE: Navigate The Future of Customer Service” Forrester Research, Inc., February 01, 2013
Digital experience finalized with human experience: WHY
Start online transaction, finish with human contact
Always research online first, but prefer live assistance to complete transactions
Struggle–Usability clarification–Questions not answered online–Confirmation of online transaction–Error code received
Complaints and disputes
Customer satisfaction redefined
A measurement of customer efforteffort correlates highly with customer satisfaction.
Challenge: No strategy to align digital experience with the contact center
Source: "Cross-Channel Design, One Channel Pair At A Time", Forrester Research, Inc., January 2009.
Source: Harris Survey
Only 49% of consumers are satisfied with the transition
from web to phone!
Only 49% of consumers are satisfied with the transition
from web to phone!
And 45% of those frustrated customers completely stopped doing business with a company
as a result of bad guest service.
And 45% of those frustrated customers completely stopped doing business with a company
as a result of bad guest service.
Challenge: siloed channels and disconnected groups: All interface with the digital consumer
Support
Problem resolution
Online Shopping
Focus on web transactions
Customer Service, Account Management, Billing
Front line CSRs
Challenge:
Call Centre agents are blind to why the customer is calling.
Blind to online struggle, intent and interest.
Customer Service Should Be…
Forrester Research 2015
PAIN FREE PROACTIVE
PERSONALIZED PRODUCTIVE
REDUCE CALL CENTRE COSTS
Ken starts research or transaction via web or mobile
Tealeaf detects struggle, notifies chat/call back system
Ken is more comfortable with a phone call: Tealeaf assures consistent experience on all channels
Tealeaf’s contextual insight about the customer’s online experience drives tailored IVR menus
IVR
No Personalization:English, Spanish or French: press 1 or 2Existing customer, press 1 orEnter card number or speak ‘xyz’Please select from one of the 5 optionsPlease select more options
Vs.
Personalized and innovative experience:Start by playing language per web pageOnline authentication shared with IVRPlease hold to be transferred to a loan specialistOr press one for other options
NO EFFORT!
Intelligent routing based on Ken’s online behavior
Sue: best skilled advisor via call center routing system
•Gap: Blind to online struggle, intent and interest.
Customer Service
Call Center Routing System
Are you sure you entered the information correctly?
Are you sure you entered the information correctly?
What loan fees do you see?
What loan fees do you see?
What were you trying to
accomplish before you contacted
me?
What were you trying to
accomplish before you contacted
me?
I am sorry, I don’t see that
promotional price in my system.
I am sorry, I don’t see that
promotional price in my system.
What did online help say to do?
What did online help say to do?
Gap: online experience transition to the contact center
Can you read me the exact message
you received?
Can you read me the exact message
you received?
Intelligent routing based on Ken’s online behavior
Sue: best skilled advisorTealeaf closes the gap: Sue views Ken’s current and previous digital sessions in less time than Ken explains need Manual search•Auto screen pop
• Authenticated customer• Visitor: many options to match call
with Tealeaf record
Customer Service:Agent insight about the customer - effortless
Call Center Routing System
Tealeaf session view: Current and Historical Sessions
Configurable journey ‘events’ for a quick, intelligent and easy viewAdvisor understand Ken’s need in less timeEngage and resolve need in less time
Jump right into a “Session
History” list from the CRM
console.
Jump right into a “Session
History” list from the CRM
console.
CSR contextual insight completes the call in less time
Most CSRs will gather enough information from the ‘event’ summary to engage in personal conversations.
Advisor understand Ken’s need to move out of discovery and into resolving Ken’s need in less talk time.
Conversation (phone, email or chat) is complete.
Occasionally, the CSR may need further detail. Tealeaf offers many views to meet the
need of the CSR and customer.
When needed: single click drill down for details
Quickly see a detailed view of what happened in the
customer session without having to replay a session
Quickly see a detailed view of what happened in the
customer session without having to replay a session
Drill Down:Sue’s quick access to error page via replay
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Easily replay full or partial sessions, showing the
exact actions, interactions and customer experiences
encountered.
Easily replay full or partial sessions, showing the
exact actions, interactions and customer experiences
encountered.
84% of respondents agree that customer
service is increasingly a sales channel and that satisfied customers represent great
brand advocates.
Source: eConsultancy report, on Reducing Customer Struggle in association with Tealeaf May 2011
Cost Center into a revenue center
Contextual insight empowers agent with customers’ other intent and interestPersonalize conversation beyond need
Maximize upsell opportunity that is meaningful to the customer
Proactive customer recovery
Customer or visitor abandons web/mobile transaction
WebsiteMobile
Why? Tealeaf CBA
Recover: outbound campaign from Tealeaf’s visitor/customer abandon
list (i.e. Auto Dialers)
Advisor quick connect with customer. Engage and personalize from time of
abandoned transaction
VOC: Survey results provide access to Tealeaf Replay for specific respondents See the customers full journey by adding digital experience with WFO, QM, and Speech Analytics
Tealeaf logo provides direct link from survey results to Tealeaf session replay. This provides visibility of the specific issues
the customer had and why they provided particular survey
results or feedback
Tealeaf Customer Service Optimization: Real-world ROI
Continuous Improvement to Customer LoyaltyContext across all touch
pointsClose gap between online experience
and the call centerReduce handle time 8-10%
Customer RecoveryImmediate re-engagement via
outbound, chat, email and marketing incentives
55% consumers stay with proactive service
Proactive ServiceRemove barriers to effectively
complete transactions and provide optimal suggestions
Improve sales conversion 3.5%
Agent EmpowermentDrive immediate resolution without
confusionImprove FCR 25-50%
407% Return on Investment
Payback period less than four
months*
Source: A commissioned study by Forrester Consulting, “The Total Economic Impact of Tealeaf’s Customer Service Optimization Suite.” December 2013
Dollar Bank – Delivering seamless digital banking journeys to strengthen customer retention and acquisition
30 percent fewer call escalations, increasing customer satisfaction
"IBM Tealeaf is a unique technology that helps us provide a high level of service to our customers."—Pamela A. Dancisin, VP of Marketing, Dollar Bank
25 second reduction in average contact Centre call times, boosting efficiency
Rapid resolution of sticking points on the customer journey, protecting revenues
BankingSmarter Commerce
Solution components
The transformation: Previously, Dollar Bank was unable to identify and eliminate sticking points in digital customer journeys, so customers often had to call its contact Centre instead. Today, the bank can replay online banking journeys in real time, find and fix any issues rapidly, and deliver a seamless experience to every customer.
Software•IBM® ExperienceOne
• IBM Tealeaf® CX• IBM Tealeaf cxImpact• IBM Tealeaf cxView• IBM Tealeaf cxReveal• IBM Tealeaf cxConnect for
Data Analysis
Customer Service Optimization by Tealeaf
IBM Watson Online self service
Chat initiated on struggleContext driven intent
CSR/Agent •Contextual insight to drive personalized
conversation•Understand intent and interest
•Reduced effort and handle time•Multi-channel consistency
Call Center Interaction Management Systems
Digital context driven Intelligent IVR, routing
Chat when needed by struggleEase of use with integrated desktop
Thank you!
Questions?
–Karen Konkel–Tealeaf Call Center Sales Specialist–[email protected]–425-591-3188