State of the “Contact Center Technology” Industry

Bill Price, President Driva Solutions

August 2, 2011

High Tech High Touch Solutions Teleseminar

State of the “contact center technology” industrywhat we’ll cover today

1. Getting up to speed on the latest contact center technologies, aligning them with benefits including cost savings and improvements in customer satisfaction.

2. Identifying “best fit” contact center technologies, from the 30+ categories of available solutions.

3. Obtaining definitions and examples of some of the hot new contact center technologies that really work today, with sample costs and ROI.center technologies that really work today, with sample costs and ROI.

4. Beginning to research vendors/suppliers that can provide these new technologies.

214 Apr 2011

My Journey

Sacramento

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Seven principles of Best Service, chapters 2-8Foundation = chapter 1 “Challenge customer demand for service”

4

... “Book 2” under construction ... “Customer Happiness”

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26 Customer Contact Toolstypically needed in contact centers today

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26 Customer Contact Tools setting up scoring vs. 6

possible “uses”

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1st 3 of 26 Customer Contact Tools vs. possible uses

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Next 3 of 26 Customer Contact Tools vs. possible uses

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Next 3 (1st 9) of 26 Customer Contact Tools vs.

possible uses

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Next 3 of 26 Customer Contact Tools vs. possible uses

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Next 3 of 26 Customer Contact Tools vs. possible uses

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Next 3 (10-18) of 26 Customer Contact Tools vs.

possible uses

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Next 3 of 26 Customer Contact Tools vs. possible uses

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Next 3 of 26 Customer Contact Tools vs. possible uses

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Final 2 of 26 Customer Contact Tools vs. possible uses

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A. Analyze 26 tools

B. Rate importance vs. state today C. Plot all tools, find gaps

D. Produce roadmap, costs, vendors, returns, risks

26 tools importance minus

“state” analysis, selecting highest “delta” as 1st wave of technologies to add

For all target technologies to add, construct “roadmap”

Determining “best fit” contact center tools

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E. Select “best-fit” vendors � implement, improve over time

For all target technologies to add, construct “roadmap”with dependencies over next 3 years

For each target technology to add:1. estimate hosted vs. licensed costs to develop, rollout2. list potential vendors (from our 700+ Vendor Directory)3. calculate payback (or IRR/NPV)4. state risks and mitigation

(Phase 2) Select “best-fit” vendors-partners for each technology, perhaps using our proprietary online RFxManager tool

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Determining “best fit” contact center tools

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Hot new technologieslet’s explore the 4 in red

Ten new technologies to consider (checks = 4 to follow)

Wiki-based knowledge base, updated

by CSS“Guided” IVR

CFM (customer feedback management)

incl. post-contact email- or IVR-based

WOCAS (“what our customers are

saying”), submitted by CFE with incl. post-contact email- or IVR-based

c-sat surveys feeding closed loop

service “recovery”

saying”), submitted by CFE with

same closed loop within enterprise, and back to customer

Remote support softwareE-learning, instead of classroom

training

Speech + data analytics to discover

VOCSocial media mining

“Click to Call”, enabling CFE to

assist befuddled online customer2-way text messaging

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1st of 4: Click to call [back]assisting customer while still online

customer lands on “high

value page”, “dwells” too

long in Help, or at checkout

... and is stuck

but he gets box inviting him to get call from CS

immediately or when it’s convenient for him

system sends web log data to agent, skipping general “how can I help you?”

� shorter handle time + higher conversion rate + more satisfied customers

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1st of 4: Click to call [back]Continental Airlines case (eStara site)

Business ChallengeIn a period of intense competition, Continental Airlines sought to refine its online

reservation process to improve conversion rates, reduce website abandonment

and drive even higher levels of customer satisfaction.

SolutionContinental deployed eStara’s Click to Call service to connect online website

visitors with reservation agents at key decision points throughout the online sales visitors with reservation agents at key decision points throughout the online sales

process.

Results• 35% of Click to Call calls were converted into sales – double the rate for

Continental’s traditional toll-free calls.

• Click to Call reduced website abandon- ment by over 25% on pages where it

was offered.

• 92% of Click to Call users surveyed said the service “greatly” or “significantly”

enhanced their online experience with Continental.

• 78% of Click to Call callers said the service increases the likelihood that they’ll

use Continental.com again in the future.

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2nd of 4: WOCAS(what our customers are saying; closed-loop feedback/action cycle)

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1. listen

5.communicate

�Front line staff capture “voices” by logging recurring customer issues

�Provide information for systematic categorization and scoring

�Customer issues identified

�Editors provide information on successes on the WOCAS portal

�Solution Owners send Feedback to those having identified the issues

�Motivation and relevant information�Loop gets closed and engine oiled

2nd of 4: WOCAS(what our customers are saying; closed-loop feedback/action cycle)

4.resolve

2.aggregate

3.own

�Voice Analysts aggregate recurring “issues”

�Relevance to business andcustomers identified

�Business Owners are held accountable for issues originating in their business unit

�Active governance of issues in business owner meetings

�Prioritized list of Top Issue initiatives

�Solution Owners manage resolution process

�Analyze and remove root cause of customer issues

�Transparent resolution process

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Contacts clearly Contacts clearly connected to identified issues

Workload at the start of the

Co

nta

ct

Vo

lum

e

Start

160 issues

identified,

50 already

solved 38 %

23% longer term fix

3% Quick Wins

12 months perspective

7% mid term fix

possible

After 3 months

2nd of 4: WOCAS(what our customers are saying; closed-loop feedback/action cycle)

Other contacts

issuesthe start of the listening processC

on

tact

Vo

lum

e

62 %

23% longer term fix

possible

(< 1 year)

5% not (economically)

fixable

Within the first 3 month 160 issues were identified. 50 issues were closed already and have delivered reductions in customer demand. 110 issues are still open and represent 38% of the remaining contact volume. 33% of the volume is connected to issues that can be solved within

a 12 months timeframe.

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3rd of 4: social media miningculling insights across myriad of web presences

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3rd of 4: social media miningmeasuring/reporting customer sentiment

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4th of 4: 2-way text messagingstaying in the customer’s channel of preference

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Customer sends textmessage to CS, e.g. to ask about policy expiration or enroll in new services ...

... for customer to readon mobile device, hopefully satisfying thequery (= FCR)!

... CSR receives text message in same screen asemail, types response (withlinks, as needed), and system translates back intoSMS format ...

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4th of 4: 2-way text messagingstaying in the customer’s channel of preference

Wokingham Council - Case Study

Save Thousands, Improves Communications, Award Winning with CONTACT

In October 2010 Wokingham Borough Council won the Top Public Services Call Centre for Email Communication using

CONTACT. Wokingham Direct, Wokingham Borough Council’s front line customer management team reached the Top

4 Nov 2010

Ten for e-mail communications in latest research from the Top 50 Call Centre’s rating for Customer Service. They came

top of the Public Services sector for their e-mail communications with a score of 87.62% against an overall Top 50 e-

mail average of 74%.

Each call centre was rated using over 50 criteria across five key areas of service - timeliness, ease of use, reliability,

staff knowledge and personalised service – and awarded a Customer Service rating in percentage terms.

Simon Thorpe, Programme Director, Top 50 Call Centres for Customer Service, commented:

“The results show that many organisations are already delivering a world-class service to their customers.

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4th of 4: 2-way text messagingstaying in the customer’s channel of preference

Summary

Communicating with citizens and businesses about issues and public services is a major responsibility for Wokingham

Borough Council. In attempting to reach its diverse audience, contact centre staff spent long hours on outdated and

expensive hardware which was limited to emails. Looking to expand its ability to communicate in the most convenient

channels for citizens, business owners, students and employees, Wokingham Borough Council turned to Datasquirt to

implement the CONTACT multi-channel solution. Integrating into CRM databases and the council’s hosted voice

4 Nov 2010

technology, CONTACT directs emails, SMS and live web chat sessions to 10 specialist agents who answer questions

and communicate in real-time.

The hosted Contact Centre solution should save council tax payers thousands of pounds in the future by offering lower-

cost alternatives to voice communications. Equally important, CONTACT enables the Council to improve public services

and communicate in using personalised texts and emails, including payment or event reminders, important notifications,

general notices and information about waste and recycling, parks and open spaces, roads and highways, traffic

management and planning.

Situation

Wokingham Borough Council faced several business challenges:

•Cumbersome, costly legacy system. The Council’s communication system relied on expensive hardware and costly

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4th of 4: 2-way text messagingstaying in the customer’s channel of preference

Datasquirt Solution

Wokingham Borough Council implemented the CONTACT multi-channel solution for SMS, Email and Web-chat. The solution

allows contact centre agents to easily manage multiple communications and reach audiences via the most convenient channel.

Launched in just a few weeks – the fastest deployment ever for the Council – the CONTACT solution interfaces with CRM and

voice systems to offer an easy and convenient way to communicate timely information.

Benefits

4 Nov 2010

Benefits

Wokingham Borough Council experienced a range of benefits from CONTACT:

•Cost savings. The CONTACT solution will save the Council thousands of pounds in the coming years.

•Reduced administration. CONTACT provides agents with immediate access to all the information they need to answer

multiple service enquiries, via multiple channels, in a single blended environment. They also have access to specific staff

performance and management tools to help understand customer needs through continuous monitoring of their citizens’

requests, responses and satisfaction levels.

•Higher quality communications. CONTACT makes it easier to communicate with audiences and offers tools to ensure

consistency and high standards.

•Award Recognition. Winning a top 50 Call Centre Award for email communications using CONTACT.29

Customer Contact Tools framework that you can use

Discrepancy

IMP - ST IMP ST

Average Average Average

Importance Importance to "State" today

minus increasing CE (1 great to 4 weak

avg state (1 high to 4 low) 5 not existent)

balanced performance management

best agent profiling

chat

contact coding (simplicity)

contact recording

c-sat measurement/management

desktop software on one screendesktop software on one screen

e-learning

email management/processing

forecasting & scheduling

IVR automation

IVR routing

knowledge sharing

network ACD

outbound alerts, notification

outbound dialer

quality monitoring

screen pop

social media, C2C

team leader training

2-way text messaging

unstructured data analysis

unstructured speech analysis

virtual agent, web-based avatar

web self-service

WOCAS14 Apr 2011 30

Four hot new technologies’ sample providers

Hot new technology Sample providers

click to call ATG (f.k.a. eStara), sub. OracleLivePerson

WOCAS LimeBridge GermanyResponseTekResponseTek

social media mining JiveLithiumRadian 6Visible

2-way text messaging DatasquirtGenesysSoundbite

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State of the “contact center technology” industrywhat we covered today

1. Getting up to speed on the latest contact center technologies, aligning them with benefits including cost savings and improvements in customer satisfaction.

2. Identifying “best fit” contact center technologies, from the 30+ categories of available solutions.

3. Obtaining definitions and examples of some of the hot new contact center technologies that really work today, with sample costs and ROI.center technologies that really work today, with sample costs and ROI.

4. Beginning to research vendors/suppliers that can provide these new technologies.

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There’s no time to lose!

“The great French Marshal Lyautey … once asked his gardener to

plant a tree. The gardener objected that tree was slow-

growing and would not reach maturity for over a hundred

years. The marshal replied, “in that case, there is no time to years. The marshal replied, “in that case, there is no time to

lose. Plant it this afternoon.””

Source: “Denial can lead to a disaster just as easily here”, Joel Connelly in Seattle Post-Intelligencer, September 7, 2005; opens with “A favorite story from John F. Kennedy comes to mind:”

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THANKS –QUESTIONS , PLEASE!

Bill Price, Founder/President Driva Solutions 1-206-321-0841

bill@drivasolutions.com

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