RIP Legacy ACD,Long Live Omnichannel Engagement!Digital transformation at eBay

Suman Arya - Director, Enterprise Applications, eBay

Vasu - Product Line Director, Genesys

Guillaume Calot - Global Solutions Strategy Director, Genesys

Our speakers today

Guillaume CalotGlobal Solutions Director

Genesys

Vasudev RamanujaiahaProduct Line Director

Genesys

Suman AryaDirector, Enterprise Applications

CS Technology at eBay Inc

Digital contacts are in the process of overtaking traditional

phone-based interactions. Source: Dimension Data’s 2017 Global Contact Centre Benchmarking Report

Digital Rules Customer Experience

“Move away from telephony-centric contact center road map planning”

Source: Forrester, Build an Outside-In Contact Center Roadmap

Traditional Voice is Becoming Obsolete

58% of callers first used web in current transaction

Source: Corporate Executive Board

Live Assistance Fits Within Every Customer Journey

Good News!

Differentiated

Service Strategy &

Omni-channel Journey

Suman Arya

Director CS Technology

Our Business

9

List

Connect

Transact

Selection

Browse

Feedback

Receive or

Pick Up

Shipping

Money-Back

Guarantee

Give Back

Marketplace

eBay Inc. at a Glance

Data as of Q1 201710

$2.2BRevenue

169MGlobal active

buyers

$10.2BMobile volume

359MApp

downloads

$20.9BGMV

57%International

revenue

Our Service Transformation Goals

11

Integrated Channel Service Strategy aligned with eBay

Digital Customer Experience

Reduce Friction on key eBay flows – Inflow help

Differentiated Segmentation Service for the customer

Skill Based Distribution vs. Legacy WFM driven routing

“Concierge Experience” (Relationship Value Strategy)

Share Work Globally, Consistent Experiences

Fully Integrated with Workforce Optimization Applications

Highly Available & Scalable Architecture & Design

Genesys Context @ eBay

12

Agents: 10,000+

Interactions/Day: 250K+

Consistent Experiences

13

Moments of Truth – Inflow Help

14

Transformation Approach

15

Hybrid PDLC

Waterfall Upfront

Discovery Requirements Solution Storyboards Design & Architecture Implementation

Agile Subsequently – “Concierge – Relationship Value Strategy”

Phased Transformation – Regional Multi-Channel Leading up to Global over 2 years

Where we are:

• Globally deployed across all Customer Service Sites

• Channels Enabled: Phone, Email, Webform, Chat, In Queue & Web Callbacks

• Routing based on Topic, Segment, Channel, Location, Language

• Overflows and Multiple Skill Levels Enabled

• Share work Globally for limited queues

• Tight integration with Self Service and Desktop Tools

• Integrated Workforce Management & Universal Contact Center Data & Reporting

• “Concierge” Launched- Expansion in Progress

Key Learnings

16

What Went Well:

• Global Service Design & Customer Experience

• End to End Integration, Storyboarding & Solution

• Transformation Approach- Upfront Design & Architecture to Scale across Channels & Sites

• Comprehensive Transformation by Region instead of a Channel at a time globally

Challenges:

Business:

• Readiness - Warm up time, Skill Based Workforce Planning, Scheduling & Routing

• Conflicting Global vs. Regional Requirements

• Channel Strategy not very well researched / defined

Technology:

• Operationalization - Support Model, Monitoring, Alerting, SLAs, KBs, Automations & Operational

Efficiencies

• Scalability & Stabilization of the platform took 6 months (Exceptional Support from Genesys!)

• Tight and Complex Integrations create challenges in Identifying root causes of issues

• Continued Technical Expertise Dependency in Certain Areas

Road Ahead

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• Channel Strategy & Expansion: Social, SMS, Messengers

• Omni-Channel / Multi-Modal - Continuous & Contextual Experience

• True Skill Based Routing, Workforce Planning Secondary Routing attributes

• Case Affinity / Preferred Agent Routing

• Scheduled Callbacks & Follow ups

Omnichannel platformVasu

PROVIDING A TRUE OMNICHANNEL CX REQUIRES

CUSTOMER AWARENESS

CONTEXTAWARENESS

RESOURCEAND CHANNEL

AWARENESS

Route each interaction to the best resource possible

Deliver personalized, predictable and proactive experiences

Support all channels – voice and digital – across your entire enterprise

Monitor and manage your global operations

Empower with a single omnichannel desktop

Proactively monitor and engage on your website or mobile application

Meet and predict customer commitments in real time

Consistently manage your workforce across all channels

OMNICHANNEL ENGAGEMENT

Behavior: User is struggling

Customer Behaviors Focused

Returning visitor Login attempt Account locked

System of engagement determines best course of action given the user context, resource availability, customer segment and business attributes

CX Platform

Listens to events from many sources

Real-time Complex Event Processing and edge view

Web & MobileMonitoring

Knowledge Center

Behavior Hub

Digital Virtual Assistance

Marketing Automation

Self service micro apps

IOT

Micro Apps

Analytics

Genesys CX Platform

ContextServices

Routing Engine

Engagement Manager

Even

ts a

nd

Inte

ract

ion

s

Engagement Manager Reporting

Engagement Manager Studio

Conversation Manager

Rules, Context

TARGETING, Engaging, Matching

Out of all the customers online right now which one should I target?

For this customer, what is the best way I should engage to get the best result?

I know my customer and I know my people, lets find the best match between them

or

Vinnie Lisa

Knowledge Chat

Skill A

Age

Demographic

Recognize Moments to Take Action

BusinessRules

ContextServices

CX & JourneyOrchestration

• Link customer behavior and interactions across time and channels

• Track Journeys and preferences to segment and personalize service delivery

• Proactively present upsell and cross-sell offers based on contextual data

• Unlock information about previously anonymous consumers

2) Take Action

1) Recognize the Moment

Example of Omnichannel Use Cases

• Preference Management & Predictive Personalization

• Journey Management & Contextual Routing• Cross-channel Service Resumption, Value Segmentation, Effort Tracking, etc.

• Mapping Anonymous to Identified Customer Journeys

• Proactive Engagement & Status Notifications• Service Outage / Flight Cancellation & Rebooking

• Service Interceptors for Call Deflection or Special Handling• Frequent / Repeat Contacts (Fraud, Unresolved Issues, Onboarding)

• Campaign Return Wave

• Collections & Churn Prevention

• Cross / Up Sell (offers in IVR or agent prompts)

Conversation Manager

Combining Targeted Solutions

Web Engagement

Customer

Tracker

ORS

Web Engagement Events, Web Identity, Visit History

Context Services

Journey History(Services, States, Tasks)

SIP Server

Genesys Rules System

Data depot + collector

Pulse(Journey

Dashboard)

Pulse collector DB(Data snapshots)

Voice

Journey Timeline

Reporting User

GVPNuance ASR/TTS

GMSChat

Interaction Server

Pulse Collector

At a high level the web user events (Login, Login Failure, etc.) are captured in real-time by web engagement

Orchestration (ORS) execute the business logic across all media types

Conversation Manager abstracts context and rules of the business logic. It also provide an ability to report on events

Conversation Manager

Engaging Customers on the Web

ORS

Context Services

Journey History(Services, States, Tasks)

GenesysSIP Server

Genesys Rules System

Voice

Voice User

Voice Platform

Nuance ASR/TTS

Web Engagement

Web Engagement Events, Web Identity, Visit History

Rest APIRest API

Rest API1

2

3rd party data source

3

Once a an inbound call arrives, an Orchestration SCXML session is invoked to execute the business logic

The ORS application may:• Interrogate Web Engagement• Interrogate Context Services• Interrogate 3rd parties

Genesys rules system is then able to determine the best course of action to take based on all of the available input data

Logical Architecture

GMS GWE GKC

Genesys Common Widgets

Chat APIsCallback APIs

Monitoring APIsEngagement APIs

Knowledge APIs

Co-browse

Co-browse APIs

HTML

Genesys Widgets

Customer secure web

server

Mobile App

SDKFirewall

Email Server

Interaction Server

Universal Contact Server Content Analyzer

Training Server

Knowledge Management

Genesys Rules System Context Services

Digital Platform

Genesys cloud drivers

Network specific API

Social Networks

Social Message Server

Twitter Driver

FacebookDriverSMS Server

Genesys aggregation cloud service or SMPP provider

Inbound SMS Email

Corporate email server(POP3 / Outlook Exchange)

Core Genesys

Routing Orchestration ReportingAnalytics Agent Desktop FrameworkWeb Services

PRESENTATION TITLE GOES HERE

Omnichannel TransformationGuillaume

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Customer Engagement Maturity

Consistent Defined DifferentiatedRandom

• CX same level with each channel• Maintain control of CX with core planning• Focus on KPIs, Quality and Costs• WFM is with tools for specific channels• Quality Management is subjective

• Actively planning CX and integrated cross channel experience

• Using Analytics to drive CX strategy• Measuring CX with NPS, CES, and Quality• WFM is fully integrated cross channels• Quality Management is automated

• Aligning Brand Values and Customer Needs

• Full Omni-Channel & managing customer journeys

• Leverage Analytics for Customer Engagement & Employee Engagement

• Journey based planning based on CX routing and agent competency based scheduling

• Quality management is fully integrated with planning and execution phase

• No consistency in CX• No consistency in channel Interactions• Orgs are in “Crisis” mode• Manual Planning/Scheduling

Use Cases

Efficiently DESIGNOutcomes

SolutionUse-Cases

DesignSession

CalculatedBenefits

ValueDifferentiation

RECOMMENDED BUSINESS STEPS

Consistent Defined DifferentiatedRandom

Route Digital Interactions to Right Resources – Email

Route Digital Interaction to Right Resources - SMS

Dynamic Voice Callback

Connect Voice Interaction to right resources

Proactively keep customers informed via SMS notification

Improve Telemarketing Success by moving beyond cold calling

Payment Capture in IVR

Effective Identification & Validation in IVR

Optimize agent utilization for voice interactions

Optimize agent utilization and Improve shrinkage management

Record Voice Interactions

Distribute Business Tasks Effectively - Basic

Batch processing of tasks from files

Optimized Work Bin Management

Implement Social Media in Your Contact Center

Personalized Value Routing for Digital Channels

Knowledge Access for Self & Agent Assistant Interactions

Enable Intelligent Click-to-Call Option to your Website or App

Proactive Chat for Sales

Enable Callback Option to Your Website or App

Offer Voice or Chat support for Web co-browse Experience

Automated Response based on Content Analysis

Personalized & Value based Voice Routing

Branch Office Integration

Access Experts across the Enterprise with Skype for Business

Accelerate payments collected using multiple channels

Proactively keep customers informed via multi-channel

Personalized IVR

Enable Schedule-based routing

Record Voice and Screen Interactions

Optimize agent utilization for digital interactions

Managing Interaction Quality

Manage High Value Leads

Proactive Live Assistance across any channel

Monitor customer behavior on your website

Extend Mobile to Video Calls

Increase NPS while Managing Urgent Conversations

Proactive Contact based on Customer Context and Journey

Extend IVR to Visual IVR

Interaction Analytics - Value Add

Interaction Analytics - Basic

Distribute Business Tasks with Customer Context

Predictive Matching

CUSTOMER ENGAGEMENT

EMPLOYEEENGAGEMENT

BUSINESSOPTIMIZATION

Use Case: Increase NPS while managing urgent conversations

CompleteResolution

Assign SpecialHandling

Customer attempts to contact a company multiple times

The customer issue is completely resolved

Business Rules trigger proactive contact with follow-up information

Contact given high priority, and distributed with full context

Business rules drive special handling of contact

Customer makes yet another attempt

AttemptYet Again…

SpecialAttention!

Resolve, and Proactively Follow Up

ProvideFull Context

Customer

Step by Step Guidance

Implementation Best Practices

Rapid Time to Value

Benefit Benchmarks