The Essential Guide to Contact Center Modernization€¦ · The Essential Guide to Contact Center...

The Essential Guide to Contact Center ModernizationYour Guide to Evaluating, Selecting, and Modernizing Your Contact Center to Deliver Exceptional Customer Experiences

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4 SCALABLE CONTACT CENTER MODERNIZATION TECHNOLOGY AND INFRASTRUCTURE

7 CONCLUSION

1 INTRODUCTION

2 MODERN CONTACT CENTER NEEDS ASSESSMENT

3 ENHANCING THE CUSTOMER EXPERIENCE

5 CONTACT CENTER DEPLOYMENT OPTIONS

6 CONTACT CENTER MODERNIZATION CASE STUDIES

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What is a modern contact center? A modern contact center is one that improves the customer experiences (CX) your business delivers. The modernization process centers on making sure you’re able to support all the ways customers want to communicate with your business. Supporting an omnichannel experience is a critical necessity for any business looking to stay competitive. In addition to supporting multiple channels, your contact center must also be capable of delivering integrated customer journeys that manage and guide successful interaction outcomes from any channel. Whether your modernization process

is in-house or in the cloud, it’s all about driving better business results by delivering outstanding CX.

Mid-market companies in all industries have one thing in common: They seek to innovate and differentiate, recognizing that business today is all about digital communication. To effectively compete in this new era of technology and personalization, your company needs to modernize in order to stay relevant.

When you’re exploring how to transform your contact center into a competitive advantage you’ll discover it’s all about how to deliver a consistent, seamless,

and personalized experience across all interactions–from self-service to agent-assisted interactions. You will quickly understand that delivering seamless omnichannel experiences can only come from modernizing your contact center.

Start delivering omnichannel experiences, connecting and aligning journey-specific customer exchanges, and personalized interactions. And don’t worry: It’s possible to focus on growth while driving efficiencies, even if your IT resources are limited.

CHAPTER 1: INTRODUCTION

1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION








Is your contact center in need of modernization?

Do you need to:

� Improve satisfaction by managing customer journeys and optimizing their experiences?

� Lower costs by building efficiencies into your contact center?

� Fuel growth by reducing employee churn and improving upselling opportunities and customer acquisition metrics?

� Engage employees by providing managers with the ability to make adjustments and empower agents with relevant information and integrated processes?









Businesses today see a major shift in how their contact center should interact with customers. Earlier shifts came by making contact centers more proactive through the addition of outbound communications. From there, communicating across multiple channels became important as we experienced the rise of the digital consumer. This newest shift is more about personalization—communicating on the customers’ channel of choice, and by allowing customers more flexibility to utilize self-service when they choose to do so.

Once businesses decide to modernize their contact centers, they need to evaluate what’s already in place and determine the appropriate strategy to move forward. Perhaps your company has already added new channels to the equation, but those channels aren’t well integrated. You realize that

adding siloed channels solves one problem but creates others. Not only does this cause an integration issue, it also requires you to coordinate multiple vendors and solutions.

There are certain questions to answer and areas to consider while researching options. Here are three key elements of cost-effective contact center modernization:

CHAPTER 2: MODERN CONTACT CENTERNEEDS ASSESSMENT

Customer experience innovation

Omnichannel interaction management

Operational efficiency gains

2

3

1









Innovating your CX while taking advantage of improved business

processes is the ideal approach to contact center modernization.

It provides a lasting foundation for optimizing CX with the lowest

cost of operations. Breaking down the organizational silos and

removing technological constraints of legacy infrastructure

enables you to deliver consistent experiences at every touchpoint

and across all channels of the customer journey. It also enables

you to stay competitive in any market.

Are you delivering a consistent experience today by integrating

your customer’s history and feedback throughout the journey?

Customer Experience Innovation1









Omnichannel touchpoints can create complicated end-to-end customer

journeys. The goal is to create consistent CX at every digital touchpoint and

channel while preserving context and history across interactions.

Are you able to support multiple digital channels, including web (email,

forms, chat, videos, social media) and mobile (SMS/MMS messaging, self-

service, apps) to deliver consistent experiences over a series of interactions,

regardless of the channels?

Omnichannel Interaction Management2









Effectively optimizing your company’s contact center so sufficient staff is always available and properly trained to handle a wide range of

customer interactions has never been more challenging. Delivering a great CX is all about ensuring that customers reach the most appropriate

agent in the fastest time possible. Creating a virtualized customer engagement environment to route any interaction across departments,

teams, and locations is the underpinning of continuous workforce optimization—including planning, scheduling, and managing people

across your company.

Are you fully utilizing your most important asset: your people? Have you implemented continuous workforce optimization?

Operational Efficiency Gains3









Every business today wants to deliver a great CX, but to do so, an organization is best served by first understanding what customers want and then aligning their strategy to best deliver that experience.

Customers today want effortless interactions. When they connect with your contact center, they want to reach agents who know their history and who have the context to efficiently solve their problems or address their issues quickly. And enabling customers to interact with your company the way they prefer to—via voice, chat, email, or text, with self-service and assisted service options—has become critically important. To satisfy these requirements, companies are looking to step away from siloed, non-interactive, one- or two-channel approaches and modernize their contact centers.

CHAPTER 3: ENHANCING THE CUSTOMER EXPERIENCE









� Understand the context of each interaction across channels to optimize routing and engage customers personally and consistently.

� Use a single platform as the foundation for delivering the simplest and most cost-effective, well-defined customer journeys.

� Exceed customer expectations to deliver higher revenues, lower costs, more efficiencies, and happier employees.

� Leverage a unified solution that delivers journey orchestration and workforce optimization across all channels—whether it’s deployed in the cloud or on-premises—delivering effortless experiences for your customers.

Focusing on consistent, seamless, low effort omnichannel experiences gives you a competitive edge in any market you serve. Your can measurably

improve customer satisfaction and first contact resolution rates, and increase customer retention rates by enhancing the CX.

To address these customer requirements, you should:









Modern call centers are different from their predecessors. Gone are the days when a call would come in and an agent simply answered the phone.

Today’s contact center managers and business owners face issues their predecessors did not, such as ACDs reaching end-of-life, integrating digital channels, maintaining the history and context of customer conversations, overcoming staffing inefficiencies, meeting customer satisfaction and Net Promoter Score metrics, and remaining competitive—all while enhancing the CX. Contact center modernization addresses these issues and implements the technology and infrastructure to deliver exceptional service to your customers, enhance personalization, and improve contact center efficiency.

When upgrading to a modernized contact center, your organization should look beyond current needs and consider where your customers may want to go. For example, moving to an omnichannel offering adds email, chat, and mobile to the voice channel already in place. However, to future-proof your contact center, look for a platform that supports a vision for omnichannel customer journeys in order to eventually provide the same experience seamlessly across channels. With the right investments, strategic plans, and vision, you can implement the technology and infrastructure to achieve modernization today that will drive CX and call center efficiencies and keep your business competitive.

CHAPTER 4: SCALABLE CONTACT CENTER MODERNIZATION TECHNOLOGY AND INFRASTRUCTURE









SIP

Adopting an open-standards,

SIP-enabled ACD replacement

speeds your evolution to

an IP-based contact center

and provides the freedom to

adopt agile architecture and

administration models while

reducing costs.

Routing

Assigning customers to the

most skilled and appropriate

agent delivers the right

experience for each customer.

CRM Integration

Unifying your contact center

with your CRM systems

delivers a completely

personalized CX, saves time,

lowers costs, and boosts

agent efficiency.

Workforce Management

Accurate forecasting and

cost-effective scheduling

across all communication

channels optimizes your

workforce.









While exploring the merits of contact center modernization, your deployment model might also be an important point for consideration. Are you looking to expand your current on-premises or cloud strategy, or is your organization looking to make a move from an on-premises implementation to a cloud-based one?

There are certain basics that are part of any deployment that are needed to compete, and other options for each type of deployment that will deliver the ultimate CX. A modern contact center can be easily and successfully deployed in an on-premises, cloud, or even a hybrid environment. Each offers certain benefits, and the decision is based primarily on your business needs.

Outlined on the next page are select benefits of each deployment method to help you analyze which offering delivers the best opportunity and choice for your business.

CHAPTER 5: DEPLOYMENT CHOICES









On-Premises

� Existing investments: Use existing IT infrastructure and system integrations, and support custom disaster recovery plans.

� Straightforward deployment: Out-of-the-box, pre-configured packages simplify deployment.

� Flexibility: Select capabilities and options that meet your current business needs, and add channels and options as your contact center evolves.

� In-house resources: Use existing IT resources and skills.

� Maintain control: Preserve data and security control over all systems and data—all critical business infrastructure resides in-house.

Cloud

� Fast deployment: Turn on a comprehensive contact center faster without all the internal hassles.

� Unlimited scale: Add agents and locations to match growth, or reduce staff based on seasonal needs.

� Managed security: Meet compliance requirements such as PCI DSS, HIPAA, and other certifications .

� Ongoing technology updates: Automatic upgrades keep your solution up to date.

� Subscription pricing: Pay-as-you-go model offers flexibility.

No matter the deployment model, you’ll benefit from a modernization strategy that meets your current needs and offers the ability to

future-proof your contact center. By building a strong CX, your organization will stand out from the competition.








CHAPTER 6: CONTACT CENTER MODERNIZATION CASE STUDIES One of the major drivers for an organization looking to update their contact center is the ROI associated with making the change. ROI for a modern contact center can be measured in operational efficiencies and the strengthening of your business through customer loyalty and satisfaction.

Modernization will allow you to meet customers’ changing needs, be more efficient, and expand your operations. Antiquated systems unnecessarily limit your operations and your customers. In modernizing your contact center, you’ll see positive ROI in revenue growth and intangible benefits that result in customer satisfaction.

The following case studies illustrate a few examples of companies that have seen the operational and cost-saving benefits of modernizing their contact centers.










Read the Complete Story

On-Premises Case Study: Almajdouie Motors Group

KEY BENEFITS

� Improved contact through voice calls

� Extended customer interaction to digital platforms such as social media

� Introduced new services like single call service bookings

� Grouped all customer interactions onto a single platform

Almajdouie Group, a major Saudi conglomerate and the nation’s leading automotive dealer, has always been focused on client care and satisfaction. For 29 years, the company and its products have gained the trust of their valued clients, and Almajdouie wanted to continue that tradition by using the latest tools and technologies to provide the most professional care.

ChallengeAs part of their overall corporate practices, Almajdouie wanted to improve their customer service and profitability. Previously, one person at each of its 11 showrooms handled incoming calls. They were unable to guarantee that each call would be answered, and they weren’t able to

keep a tally of people responding to advertisements or promotions.

SolutionThe decision was made to modernize. Working with Genesys, Almajdouie introduced a single

contact center for their whole business that offered flexibility and integration capabilities.

OutcomeWith a modernized call center, Almajdouie now easily handles digital channels as well as inbound and outbound calls. The system was up and running fast, with new service offerings, improved customer relations, and extended multi-channel interactions.








http://www.genesys.com/about-genesys/customer-stories/almajdouie-motors


KEY BENEFITS

� Call response times improved 90%

� Time to add new call flows decreased from a week to minutes

� Faster integration of contact center acquisitions

ChallengeThey had an environment spanning two separate sites and at least three different contact center

technologies; thus, adding extra seats or capabilities was a chore. Obtaining a single view of

operations was nearly impossible, which hampered agents’ ability to collaborate with each other

and the business. Email handling was equally difficult. Cegeka sought to consolidate its contact

centers to improve efficiencies.

SolutionCegaka turned to Genesys to create a dynamic and flexible contact center system to meet the

needs of their growing business.

OutcomeWith the modernization of their contact center, Cegeka achieved full integration between their sites,

improved agent collaboration, and boosted its customer service levels.

Cegeka provides high-quality ICT solutions that help clients achieve their business objectives. The company employees 3,200 people in five nations.


On-Premises Case Study: Cegeka








http://www.genesys.com/about-genesys/customer-stories/cegeka


Cloud Case Study: Red Hat

ChallengeAs Red Hat grew into a global organization, they needed to replace their four disconnected

systems with a single global platform with robust routing and reporting to allow for a consistent,

best-in-class call center associate experience, everywhere.

SolutionGenesys consolidated the experience for all Red Hat associates by providing one set of tools

and giving transparency for managers to balance workloads. A global voice queue was created,

enabling the company to function as one virtual team and easily manage all voice interactions in a

consistent, seamless manner across the world via the cloud.

OutcomeRed Hat asked Genesys to build out their existing platform, deploying a cloud contact center

solution to optimize routing, manage workforce optimization, and provide a disaster recovery

program to ensure business continuity. With a single, flexible platform to intelligently route both

voice and non-voice customer interactions to the best agent, Red Hat is now able to handle more

volume with their existing staff while enabling customers to move seamlessly between phone

and chat sessions with skilled agents.

KEY BENEFITS

� Reduced maintenance and management expenses

� Meets global disaster recovery and business continuity requirements

� Handles more volume with their existing staff

� Delivers best-in-class CX

Red Hat is a global, open-source software company with more than 500 contact center agents supporting 14 different locations around the world. Red Hat needed a system that would align with their move to an open source telephony platform that also delivered true business continuity.









http://www.genesys.com/about-genesys/customer-stories/red-hat


Cloud Case Study: Atom

ChallengeThis new concept of self-service for all banking needs via smartphones and tablets was backed

by a 24/7 customer service team. Their vision was to design a set of technologies that barely

existed five years ago.

SolutionAtom worked with Genesys to provide Atom’s customer service solutions. They knew they

needed a thoroughly modern contact center to support their customer base and meet their CX

goals.

OutcomeUsing the Genesys Customer Experience Platform, Atom’s customers are able to contact the

support center using voice calls, web chat, email, or social media. Customer contact has been

designed with security in mind while ensuring effort is kept to a minimum.

KEY BENEFITS

� Offers self-service options to customers

� Employs a varied, multi-channel strategy to address customers’ communication preferences

� Highly scalable cloud platform for future growth

Atom is a startup bank founded in 2014 and based in the UK. The bank is working to bring pioneering banking technology to Europe. Atom is building the UK’s first bank designed specifically for digital banking.

Watch the Case Study Video








http://www.genesys.com/about-genesys/customer-stories/atom-bank

Today’s customers want interactions that match how they live, work, and play. When they communicate with companies, they want to do so on their preferred channels and receive personalized service.

Genesys Business Edition delivers all-in-one functionality that deploys rapidly, is easy to use, and scales as your contact center grows. Support your customers over their channels of choice, giving them easy access to self-service or assisted service, all while making your contact center more efficient. By modernizing your contact center, employing the technologies and tools to maximize efficiencies, and offering omnichannel experiences for your customers, your company will gain loyal customers and key competitive advantages.

CHAPTER 7: CONCLUSION


� Built on the market-leading Genesys all-in-one platform, Business Edition is optimal for 50–250 seats, and can scale up to 1,000 seats.

� Inbound and outbound omnichannel support—including email, chat, mobile, and advanced self-service channels—to meet your customers’ expectations for consistent experiences over the channels of their choice.

� Pre-configured routing and analytics options offer rapid deployment and lower cost of ownership.

� Best-in-class routing using full context delivers optimal experiences with the lowest cost.

� Ease of deployment through the cloud, on-premises, or a hybrid approach helps you get up and running faster.

Key Capabilities









Learn More Request a Demo Speak to an Expert Read the White Paper

Let Genesys help you beat your competition by modernizing your contact center and giving you the opportunity to achieve your CX goals.







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Genesys, the world’s #1 Customer Experience Platform, empowers companies to create exceptional omnichannel experiences, journeys and relationships. For over 25 years, we have put the customer at the center of all we do, and we passionately believe that great customer engagement drives great business outcomes. Genesys is trusted by over 4,700 customers in 120 countries, to orchestrate over 24 billion contact center interactions per year in the cloud and on premises. For more information www.genesys.com.

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