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Integrated Contact Center (Final)
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Transcript of Integrated Contact Center (Final)
Integrated contact center experience – Self Service
Creation
Example from CUNA Mutual
Future
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Customers generally hate IVR self-service….
(Video Clip)
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26%
42%
76%
20%
29%
76%
24%
33%
78%
13% 10%
65%
Under 45yr 45-55yr 55-65yr 65+
IVR Web Agent
Source: “Policyowner Self-Service – A Delicate Balance”, LIMRA International, 2006; Diamond Analysis
21%
29%
74%
Overall
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Sometimes, humans are no better either…
(Audio Clip)
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700,000+ hits in 12 hours for his blog entry
Insignificant Thoughts…NBC Interview about his ordeal…
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The New York Times feature him on print…
Nicholas Graham, Executive Vice President of AOL Corporate
Communications
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Don’t have your channels in silos
Get the right balance
Don’t over step the boundary
Don’t under-estimate the power of the new
media
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Contact channels Distribution channels
Customer Life-cycle Stages Products
Research
Service
Renew Purchase
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Rev
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ene
fit
Rea
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Operating Efficiency Realization
Sources: Diamond Analysis
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Stage 1:Channel Fragmentation
Stage 2:Point-to Point Integration
Stage 3:Rationalization & Consolidation
Stage 4:Integrated Contact Management
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Show ROI
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Integrat
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Measur
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Promot
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Insurance and Financial Services for Credit Unions, their members, and their employees. 8900 US Credit Unions. Number declining, asset size increasing.
Core Products – Fidelity Bond, Corporate P&C, Individual Life & Disability, Employee Benefits & Retirement, Brokerage Services and Mutual Funds
Established 1935 in Madison, WI 4500 Employees
Madison, WI – Corporate HQ
Waverly, IA
Fort Worth, TX
$2.6B Revenue – 95% US, with growing operations in Canada, Australia, China, Europe, and Caribbean
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2007 – In year 2 of a 3 year corporate transformation initiative. Old Model – Internal Driven –> Result: 37 Contact Centers, 70+
published 800 numbers, 15 web sites. New Model – Customer Driven-> Result: One “Customer Operations”
organization, 3 sites. Contact Centers: 7M Calls annually, 600 contact center agents.
80% Consumer, 20% B2B 90% Customer Service, 10% Sales Moving to standard platform – Avaya, NICE, IEX Objective: Create Economic Benefit – Fix root cause issues, move
calls to self-service, reduce AHT, improve agent availability and productivity.
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Strategic Discussion – The right timing? Strategic Dependencies Ownership Issues
Focus shift - Opportunities to Improve Improve Customer Experience Reduce Expenses
First Phase: Oct – Dec 2006. With Diamond Consulting ID Opportunities -> 35 Opportunities Identified Implementation Roadmap –> 5 releases over 2 years Costs and Benefits ->NPV of cumulative project cash flows =
120% of investment over 5 year period
Show ROIShow ROI
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Tot
al C
ost
Transaction Volume
Self Service
Call Center
Minimum volume for break even
A Game of Scale
Usage Assumptions -> ROI Terminal Usage Growth Rate Defection Success Ratio Scale-Loss Adjustment
Show ROIShow ROI
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Value Drivers & Examples • Call Deflection - primary
• Call Elimination
• AHT Reduction
Selecting Channels• Lower Cost
• Table Stakes First (Web and IVR)
Selecting Transactions• Higher Volume
• Lower Complexity
Build for Usability• Use Real Customers
• Use Real Usability Professionals
IntegrateIntegrate
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Additional Operating Costs In call center
Higher AHT Lower FCR Higher Skilled Agents
In Self Service Monitor & Report Promotion Continuous Improvement Maintenance
IntegrateIntegrate
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Preferred method – Measure transaction volume by channel Requires cross-channel tracking at a call type level We are not there yet!
Proxy methods Measure call reductions from a baseline
Requires a very stable and predictable baseline
Measure actual self-service usage and infer call deflections Get stakeholder signoff on deflection success rate assumptions up-front
To claim benefits Integrate measures with budget reductions Integrate self-service measures with Workforce Management
MeasureMeasure
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Channel: Web
Implemented: May 07
Call Volume: 80,000/yr
Terminal deflection target: 7%
Ramp-up period: 6 months
Promotion: By Agent and Notification Letters
0
200
400
600
800
1000
1200
1400
May Jun Jul Aug Sep Oct
Target Actual
Collateral Protection - Insurance Verification
PromotePromote
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Directory Assistance – Call flow Improvements & Dial-by-Name
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500
1000
1500
2000
2500
3000
3500
4000
4500
May Jun Jul Aug Sep
Target Actual
Channel: IVR
Implemented: May 07
Call Volume: 270,000/yr
Terminal deflection target: 15%
Ramp-up period: 3 months
Promotion: Call Flow Usability
PromotePromote
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Life Insurance Products – Coverage Questions
0
500
1000
1500
2000
2500
3000
May Jun Jul Aug Sep
Target Actual
Channel: Web – FAQ and Contact Info Changes
Implemented: May 07
Call Volume: 280,000/yr
Terminal deflection target: 12%
Ramp-up period: 6 months
Promotion: None
PromotePromote
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Agent-Assisted IVR
Virtual Agents
Web 2.0
Speech Analytics
Integrated Analytics
Rev
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enef
it R
ealiz
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Operating Efficiency Realization
Stage 1:Channel Fragmentation
Stage 2:Point-to Point
Integration
Stage 3:Rationalization &
Consolidation
Stage 4:Integrated Contact
Management
Sources: Diamond Analysis
Stage 5:Insight-Driven
Customer Experience
Insight-Driven Customer ExperienceInsight-Driven Customer Experience
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Completion rate of 65%
Thelmma Project - interactive automated telephone-based voice-recognition dietary recall system
Reduced survey time from hours to 25 minutes
Agent bridged into an automated session
Assess situation Update information Direct IVR Initiate dialog Benefits
Improved completion rates Better utilization Increased satisfaction
Sources: Speech Technology Magazine; Diamond Analysis
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Sources: Speech Analytics by Speech Technology Magazine, Sep 2007; Diamond Analysis
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Root cause analysis & trend spotting…
Emotion detection & sentiment analysis…
Speech mining with meaning…
Sources: Speech Analytics by Speech Technology Magazine, Sep 2007; eTalk White Paper, Autonomy; ULTRA IntelliFind by Verint, July 2007; Diamond Analysis
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Auto insurance example …
120 million calls/year Analyzed 10,000 calls 6% of calls due to
defective handset $30 million credit from
handset provider Increased customer
satisfaction
Wireless provider example …
Sources: Speech Analytics: The Fastest Growing App in Contact Centers, CallCenter Magazine; Verint solutions in Action, Verint; Diamond Analysis
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Integrated analytics
IVR drop-off/transfer analysis
Call center agent analysis
Web and click-stream analysis
Sources: Webside Story Whitepapers; Clickfox Whitepapers; Verint Whitepapers; Diamond Analysis
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Automated systems talking with each other…
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(Video Clip)
Humans turning into machines…
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Show ROI
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Integrat
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Promot
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