How technology affects agent performance and the bottom line by @dr natalie petouhoff-contact center
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Transcript of How technology affects agent performance and the bottom line by @dr natalie petouhoff-contact center
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Technology’s Affect on: Delivering Great Customer Experiences via Agents & The Bo?om-‐Line
By Dr. Natalie Petouhoff www.DrNatalieNews.com @DrNatalie on Twi9er
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PWC Management Consultant
Top Forrester Customer Service,
Social Media, CRM Analyst
Chief Strategist for Social Media & Digital Communications PR & Marketing Agency
Dr. Natalie’s Background Analyst Rankings:
Instructor at Center for Entertainment, Media and Sports Summer Institutes at UCLA Anderson
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Write Books or Chapters In OPB
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The Agenda • The Study • The Results • How to Apply Findings to Your Contact Center
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The Research Study
Determine the direct affect of technology on agents
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THE RESULTS: What We Found…
• Agent Technology… • Can increase operaEonal costs
• Has a direct affect on customer churn & sales
• The eight reasons why these condiEons exist
• Steps to take to ensure the technology is supporEng your agent’s ability to deliver their best customer experience
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What’s New? Most Contact Centers…
• SEll seen as a cost center • But for this hour, consider that a contact center is revenue center…
• Even if it doesn’t answer one direct sales call…
• Consider that perhaps Service Drivesà Sales, PR, MarkeEng, Engineering, Manufacturing, Supply Chain…
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The Contact Centers is the Most Customer-‐facing Department
• It always has been…
• And even before social media it had a direct influence on future and present sales
• But with social media, the contact center ma9ers more now than ever…
• And it’s easier to prove… Why?
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The Contact Center is
Like a Canary in Coal Mine
It’s always been true…
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• What’s working • What’s not working • What would be be9er if…
Can be seen by evaluating customer conversations…
Most everything the business needs to know…
But it’s been difficult to “get” senior management to understand that…
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But Social Media has Changed the Game
In the
Contact Center’s Favor… The difference?
We call it the
Witness Factor™!
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Go Back In Time… People Were PredicTng This…
There would be…
A place in 3me
Where the… • Customer‘s voice • Employee’s voice
Would start to mean something… And there would be an enabling technology That is web 2.0 social media… We are here now… This is your opportunity…
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MANY SCHOLARS HAD ADVOCATED TO
LISTEN TO CUSTOMERS,
EMPLOYEES…
GO BACK FURTHER…
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MANY SCHOLARS HAD ADVOCATED TO
LISTEN TO CUSTOMERS,
EMPLOYEES…
GO BACK FURTHER…
Integrating That Feedback Back Into Products & Services…
Means you’d have better products, services, a better company,
more engaged employees & more loyal customers…
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Today Customer’s Post Comments online… • On review sites like – Yelp, Amazon… • On Facebook • On Twi9er • In Forums & CommuniEes…
Just because a company is not listening online, doesn’t mean that customer’s are not posEng…
What should you do about that? Come to my session tomorrow: MulE-‐Channel Customer Service at 11:45 AM 7 Steps to IntegraEng TradiEonal with Social…
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Most everything the business needs to know… • What’s working • What’s not working • What would be be9er if… Can be seen in social networks…
Word-‐of-‐mouth in social media tends to be very direct & authenEc
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Witness Factor™ Describes the idea that
with social media customer feedback
is now public
And like cave paintings, it’s permanent— for millions of
people to see, forever…
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1-9-90
• 1% complain
• 9% respond to complainer
• 90% read but don’t post
Most of your customers are in the 90%
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Social Customer Service: Not only good at
providing mission critical
information to the company…
But its public nature is
helping executives understand why the
Contact Center is so important
Canaries in Coal Mine
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Remember the book: Who Moved My Cheese?
• Social Media is not going away • It’s not about: • If the cheese is going to move • Or where it’s moving
• It’s what are you doing about it… • Do you want to learn about it now? • Or be in a reactive, PR nightmare?
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But Social Media has Changed the Game
In the
Contact Center’s Favor… The difference?
We call it the
Witness Factor™!
![Page 23: How technology affects agent performance and the bottom line by @dr natalie petouhoff-contact center](https://reader036.fdocuments.net/reader036/viewer/2022081400/554c54e9b4c905282a8b4c9a/html5/thumbnails/23.jpg)
Go Back In Time… People Were PredicTng This…
There would be…
A place in 3me
Where the… • Customer‘s voice • Employee’s voice
Would start to mean something… And there would be an enabling technology That is web 2.0 social media… We are here now… This is your opportunity…
![Page 24: How technology affects agent performance and the bottom line by @dr natalie petouhoff-contact center](https://reader036.fdocuments.net/reader036/viewer/2022081400/554c54e9b4c905282a8b4c9a/html5/thumbnails/24.jpg)
MANY SCHOLARS HAD ADVOCATED TO
LISTEN TO CUSTOMERS,
EMPLOYEES…
GO BACK FURTHER…
![Page 25: How technology affects agent performance and the bottom line by @dr natalie petouhoff-contact center](https://reader036.fdocuments.net/reader036/viewer/2022081400/554c54e9b4c905282a8b4c9a/html5/thumbnails/25.jpg)
MANY SCHOLARS HAD ADVOCATED TO
LISTEN TO CUSTOMERS,
EMPLOYEES…
GO BACK FURTHER…
Integrating That Feedback Back Into Products & Services…
Means you’d have better products, services, a better company,
more engaged employees & more loyal customers…
![Page 26: How technology affects agent performance and the bottom line by @dr natalie petouhoff-contact center](https://reader036.fdocuments.net/reader036/viewer/2022081400/554c54e9b4c905282a8b4c9a/html5/thumbnails/26.jpg)
Today Customer’s Post Comments online… • On review sites like – Yelp, Amazon… • On Facebook • On Twi9er • In Forums & CommuniEes…
Just because a company is not listening online, doesn’t mean that customer’s are not posEng…
What should you do about that? Come to my session tomorrow: MulE-‐Channel Customer Service at 11:45 AM 7 Steps to IntegraEng TradiEonal with Social…
![Page 27: How technology affects agent performance and the bottom line by @dr natalie petouhoff-contact center](https://reader036.fdocuments.net/reader036/viewer/2022081400/554c54e9b4c905282a8b4c9a/html5/thumbnails/27.jpg)
Most everything the business needs to know… • What’s working • What’s not working • What would be be9er if… Can be seen in social networks…
Word-‐of-‐mouth in social media tends to be very direct & authenEc
![Page 28: How technology affects agent performance and the bottom line by @dr natalie petouhoff-contact center](https://reader036.fdocuments.net/reader036/viewer/2022081400/554c54e9b4c905282a8b4c9a/html5/thumbnails/28.jpg)
Witness Factor™ Describes the idea that
with social media customer feedback
is now public
And like cave paintings, it’s permanent— for millions of
people to see, forever…
![Page 29: How technology affects agent performance and the bottom line by @dr natalie petouhoff-contact center](https://reader036.fdocuments.net/reader036/viewer/2022081400/554c54e9b4c905282a8b4c9a/html5/thumbnails/29.jpg)
1-9-90
• 1% complain
• 9% respond to complainer
• 90% read but don’t post
Most of your customers are in the 90%
![Page 30: How technology affects agent performance and the bottom line by @dr natalie petouhoff-contact center](https://reader036.fdocuments.net/reader036/viewer/2022081400/554c54e9b4c905282a8b4c9a/html5/thumbnails/30.jpg)
Social Customer Service: Not only good at
providing mission critical
information to the company…
But its public nature is
helping executives understand why the
Contact Center is so important
Canaries in Coal Mine
![Page 31: How technology affects agent performance and the bottom line by @dr natalie petouhoff-contact center](https://reader036.fdocuments.net/reader036/viewer/2022081400/554c54e9b4c905282a8b4c9a/html5/thumbnails/31.jpg)
Remember the book: Who Moved My Cheese?
• Social Media is not going away • It’s not about: • If the cheese is going to move • Or where it’s moving
• It’s what are you doing about it… • Do you want to learn about it now? • Or be in a reactive, PR nightmare?
![Page 32: How technology affects agent performance and the bottom line by @dr natalie petouhoff-contact center](https://reader036.fdocuments.net/reader036/viewer/2022081400/554c54e9b4c905282a8b4c9a/html5/thumbnails/32.jpg)
Our Study Looked At… Agent ProducTvity & Costs:
• A Siloed Channel Approach Agent Desktop • Not IntegraEng All Channels • Inaccurate Knowledge Management Databases
Customer LifeTme Value & Revenue: • Reducing Customer Churn Rates & Increasing Sales
– Immediate Responses to NegaEve Word-‐of-‐Mouth – ProacEve Social Customer Engagement & PosiEve Word-‐of-‐Mouth
Agent AVtudes: • Drive A9riEon • Poor Customer Experiences
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3 Case Studies • Case Study 1: – $60M private, online community & subscripEon-‐based services company providing sales & support
• Case Study 2: – $700M publically-‐traded, consumer electronics company, providing sales & tech support
• Case Study 3: – $31B publically-‐traded telecommunicaEons company, providing technical consumer support
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Case Study #1: Company Background • 60 contact center agents • QuesEons: – Technical “how to” & Billing & product info
• Agent’s measured on – ReducEon of churn / subscripEon saves – Quality of interacEon
• Contact Center Management System • Provided by outsourced vendor – Highly customized – Lack of desktop integraEon: • Chat • Social Media
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Case Study #2: Company Background • 75 agents • QuesEons: – Technical “how to” on 2500 SKUs – B2B and B2C
• Agent’s measured on – Quality of interacEon – Technical proficiency
• Contact Center Management System • SaaS implemented 1 year ago, with some customizaEons – Lack of desktop integraEon: • Chat • Social Media
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Case Study #3: Company Background • 1005 agents in this center; 17,000 Agents total • 49% Agent A9riEon • QuesEons:
– Technical “how to,” product informaEon – Social Media posts (done by hand)
• Agent’s measured on: – ReducEon of subscriber churn or subscripEon saves – Quality of contact
• CRM system – 10 year old system, highly customized – Lack of desktop integraEon:
• Chat • Social Media
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Case Study #3: Company Background • 1005 agents in this center; 17,000 Agents total • 49% Agent A9riEon • QuesEons:
– Technical “how to,” product informaEon – Social Media posts (done by hand)
• Agent’s measured on: – ReducEon of subscriber churn or subscripEon saves – Quality of contact
• CRM system – 10 year old system, highly customized – Lack of desktop integraEon:
• Chat • Social Media
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We Did Time-‐MoEon Studies to Look at:
Agent ProducTvity & Costs: – A Siloed Channel Approach Agent Desktop – Not IntegraEng All Channels – Inaccurate Knowledge Management Databases…
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The Time MoEon Analysis of… • Agents using current agent desktop • ProducEvity loss:
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Benefits Of Improving Agent’s Technology
• Reduced agent frustraTon • Increased agent producTvity • Increased FCR (First Contact ResoluTon) • Increased posiTve word-‐of-‐mouth • Increased CLTV (Customer LifeTme Value) • Reduced costs and increased revenue
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Loss in ProducEvity due to… • Too many screens open at once; Eme toggling between screens
• System very slow • Having to cut and paste informaEon from one system to another
• Knowledge bases had poor search; difficult to find correct answers – Long handle Emes – Oqen not able to resolve the issue the first Eme
• Didn’t have chat or co-‐browse or it integrated to the desktop…
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Loss in ProducEvity due to…
• Tweets, Facebook posts not integrated to the agent desktop-‐ doing it by hand – Go out to company’s Twi9er handle – Look for comments – Cut and paste the comment from Twi9er back into the contact center management system
– Try to idenEfy if the comment was made by a customer – Direct Message the customer – SomeEmes can’t match social media idenEty to customer record
– Search for answer in the knowledge base -‐ can’t find the answer….
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The Cost of Lost ProducEvity / Year
ProducTvity Metric
Case Study #1
Case Study #2
Case Study #3
Phone
-‐$236,040
-‐$542,072
-‐$4,440,800 eMail / chat
Social Media
FCR
Agent A9riEon
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Our Study Looked At… Customer LifeTme Value & Revenue: – Reducing Customer Churn Rates & Increasing Sales
• Immediate Responses to NegaEve Word-‐of-‐Mouth • ProacEve Social Customer Engagement & PosiEve Word-‐of-‐Mouth
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NegaEve Word-‐of-‐Mouth Leads to Customer Churn-‐ especially online…
“When customers see other customer’s negaEve posts,
they believe other customers more than the company’s AdverEsing and MarkeEng.”
– Edelman and Nielsen
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Metric Case Study #1 Case Study #2 Case Study #3 Reducing Customer Churn / NegaEve WOM $245,592 $960,000 $640,000
“Nega&ve WOM can reduce a company’s market share by 20%.”
– McKinsey
• Respond to negaEve comments and • Turn them around • Reduce negaEve word-‐of-‐mouth • And reduce customer churn
By Taking A ProacTve AcTon In Social Media And IntegraTng Social Media Into the Agent Desktop
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Increased Incremental Revenue / Year
Metric Case Study #1 Case Study #2 Case Study #3 Increasing CLTV/ ProacEve/ PosiEve WOM $544,000 $719,000 $3,180,000
“A high-‐impact recommenda&on— from a trusted friend conveying a relevant message,
—is up to 50X more likely to trigger a purchase than a low-‐impact recommenda&on.”
Word-‐of-‐mouth is the primary factor behind 20 to 50% of all purchasing decisions.”
-‐-‐ McKinsey
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Why Word of Mouth Ma9ers
“Sales directly aJributable to the proac&ve and posi&ve word-‐of-‐mouth
for the iPhone outstripped those aJributable
to Apple’s paid marke&ng-‐-‐ 6-‐fold.”
-‐-‐ McKinsey
h9p://vandymkEng.typepad.com/files/2010-‐4-‐mckinsey-‐a-‐new-‐way-‐to-‐measure-‐word-‐of-‐mouth.pdf
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Technology’s Affect On the Bo9om-‐line
Metric Case Study #1 Case Study #2 Case Study #3 Part 1: Agent ProducEvity
$236,040
$542,072
$4,440,800
Part 2: Customer Churn/ Customer LifeEme Value $789,592 $1,679,000 $3,820,000
The change in net profit contribuTon…
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Technology’s Affect On the Bo9om-‐line
TOTAL $1,025,632 $2,232,592 $9,240,800
Metric Case Study #1 Case Study #2 Case Study #3 Part 1: Agent ProducEvity
$236,040
$542,072
$4,440,800
Part 2: Customer Churn/ Customer LifeEme Value $789,592 $1,679,000 $3,820,000
The change in net profit contribuTon…
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Our Study Looked At… Agent AVtudes: • Drive A9riEon • Poor Customer Experiences
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What Agent’s Told Us…The Results
“Having many screens open, remembering different login passwords and toggling back and forth becomes tedious,
&resome and nega&vely affects our aPtude & our work”
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What Agent’s Told Us…The Results
“Less of us would leave if the technology we use everyday was easier to use; our job would be less repe&&ve and
less stressful”
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“We know that we can not only convert
poten&al customers into customers
but how we interact with customers drive sales
But the company has to understand this and give
us the right tools”
What Agent’s Told Us…The Results
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“I’m a customer.
I know that when I see nega&ve posts, it
discourages me from buying stuff
Our company has to start paying aJen&on to social
media…”
What Agent’s Told Us…The Results
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WHY IS CHANGE DIFFICULT? 1. OrganizaTonal PoliTcs • Lack of cross-‐funcEonal collaboraEon • MarkeEng or PR department owns the Facebook page and/or all social channels
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WHY IS CHANGE DIFFICULT?
1. OrganizaTonal PoliTcs • Lack of cross-‐funcEonal collaboraEon • MarkeEng or PR department owns the Facebook page and/or all social channels
2. Ability to Adopt to Change • Changing current methods of operaEng are daunEng
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WHY IS CHANGE DIFFICULT?
1. OrganizaTonal PoliTcs • Lack of cross-‐funcEonal collaboraEon • MarkeEng or PR department owns the Facebook page and/or all
social channels
2. Ability to Adopt to Change • Changing current methods of operaEng are daunEng 3. Training • Making changes to how agents & outsourced providers conduct tasks is Eme consuming
• Siloed systems increase training costs • 3.
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WHY IS CHANGE DIFFICULT? OrganizaTonal PoliTcs • Lack of cross-‐funcEonal collaboraEon • MarkeEng or PR department owns the Facebook page and/or all social
channels
Ability to Adopt to Change • Changing current methods of operaEng can be daunEng
Training • Making changes to how agents & outsourced providers conduct tasks is
Eme consuming • Siloed systems increase training costs
4. Outsourcing Vendor Alignment • Reliance on an outsourced provider’s platorm for soqware & hardware
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5. Legacy Systems • Large rip and replace/integraEon decisions can take Eme to approve within IT and the company
WHY IS CHANGE DIFFICULT?
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WHY IS CHANGE DIFFICULT?
5. Legacy Systems • Large rip and replace/integraEon decisions can take Eme to
approve within IT and the company 6. Too Many Choices • ProliferaEon of soqware choices w/varying features, funcEons and maturity
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WHY IS CHANGE DIFFICULT?
5. Legacy Systems • Large rip and replace/integraEon decisions can take Eme to
approve within IT and the company 6. Too Many Choices • ProliferaEon of soqware choices w/varying features, funcEons
and maturity
7. Recent Soiware Investments • Are not state-‐of-‐the-‐art, may be already outdated or not easily extensible
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WHY IS CHANGE DIFFICULT? 5. Legacy Systems • Large rip and replace/integraEon decisions can take Eme to approve within IT
and the company 6. Too Many Choices • ProliferaEon of soqware choices w/varying features, funcEons and maturity
7. Recent Soqware Investments • Are not state-‐of-‐the-‐art, may be already outdated or not easily extensible
8. Need the Business Case • OperaEonal costs and topline revenue impact of making changes has not been quanEfied in terms of benefits and ROI to the company
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PracTcal Steps To Take • Review the case studies in depth • Get execuEve buy-‐in to benchmark your organizaEon • Get outside help to benchmark your content – and bolster credibility
• Review the analysis • Create the business case for change to people, process and technology
• Present it to execuEves and get approval • Create a short-‐ and long-‐term plan • Get to it before your compeEtors beat you to it!
THANK YOU! [email protected]
@DrNatalie www.DrNatalieNews.com