Not Your Mother s Call Center Using Context to Maximize Customer Experience and Operational Excellence

Transcription

1 Not Your Mother s Call Center Using Context to Maximize Customer Experience and Operational Excellence Tom Hanson Product Manager RightNow Contact Center Solutions RightNow Technologies, Inc.

2 Call Centers Remain a Critical Contact Channel The phone remains the primary customer interaction channel over 80% of all interactions Customer Preference ContactBabel, The US Contact Center Decision-Maker s Guide, 3 rd edition 2009/2010

3 Call Center Value Provide Live, High Touch, High Customer Experience interactions Managed with a focus on differentiated skills through recruitment, training, and scheduling Measured for ongoing operational improvements to drive outcomes based on KPIs

4 Evolution of the Call Center 1980 s 1990 s 2000 s Basic Automated Call Distribution Functions Any agent any call Skills and routing to differentiated skills Widespread use of IVRs to gain intent before routing Widespread use of Integration to provide basic Context through CTI Widespread use of Workforce management and quality monitoring

5 The 2000 s (continued) Evolution to the Contact Center Added other channels: Chat Web Interactions (escalation) Social Interactions Focused on Value Added Desktop to drive operational efficiency and customer insight Delivered Unified Routing and Queuing (not necessarily Universal Agents)

6 A Delicate Balance Customer Experience Management and Operational Excellence Through Tools Operational Excellence and Customer Experience Management Through People Management

7 A Delicate Balance Customer Experience Management and Operational Excellence Through Tools Operational Excellence and Customer Experience Management Through People Management Integrated Communications Controls Recruitment Contextual Agent Desktop Tools for CX Management Training and Skill Management Telephone Access , Chat, Web Access Supervision and Monitoring

8 Operational and Customer Experience Maturity Model Progressive Developing Disconnected Call Center - Managed as a Silo - Operational Metrics around Call Handling - Agent Desktop Provides Tools for Efficiency - No Integrated CSAT measures Practicing Integrated Call Center - Desktop and context integrated - Integrated Operational Metrics around Call Handling and CSAT - Context and Skills from Call Center drive Agent Selection; Agent Desktop Provides Tools for Efficiency - Context Drives Agent Desktop - Integrated CSAT measures Unified Contact Center - Cross Channel Desktop and Context Unified - Unified Operational Metrics around Contact Handling and CSAT - Context and Skills from Call Center drive Resource Selection cross channel; Agent Desktop Provides Tools for Efficiency - Unified CSAT measures

9 Developing: The Disconnected Call Center Caller Selected Sales Desktop: Knowledge Base Customer Records Integrated Tools Customer I have a question about purchasing additional features for my existing calling plan Agent Can I get your name and address? Sales, Support Occupied Support Returns Available Sales Available

10 Practicing: The Integrated Call Center Caller has a registered XP-15 Caller has an open incident Agent Hello Mr Jones are you calling about The issue with your XP-15? Caller Selected Support Desktop: Based on Context Knowledge Base Customer Records Integrated Tools Integrated Agent Availability Communications Controls We currently are showing the replacement will be Delivered tomorrow. Sales, Support Occupied Support (XP-15) Returns Available Sales Available

11 Progressive: Unified Contact Center Agent Hello Mr Jones are you calling about The issue with your XP-15? Caller Selected Support I see that you used our guided assistance through A Web Chat Session I will consult with that agent Caller has a registered XP-15 Caller has an open incident Web Chat Context XP-15 GA Desktop: Contextually driven Knowledge Base Customer Records Integrated Tools Unified Multi-channel Multi-channel Agent Availability Unified Communications Controls Multi-channel Management , Voice, Sales, Support Occupied Voice, Support, XP15 Returns Available Voice, Sales Available

12 Leading: The Emergent Social Contact Center 5. Record social media interactions and measure outcomes 3. Route the important conversations to qualified company representatives 4. Provide representatives with a simple means of engaging, with the company s best knowledge and guidance at their fingertips your customer 2. Find the conversations that matter to your company 1. Get access to conversations across social media channels

13 KPIs at Each Level That Matter Progressive KPIs First Call Resolution, Average Handle Time, Adherance - Customer Satisfaction Metrics: FCR (operational metrics with Developing KPIs strong CSAT relationship), Customer Satisfaction using Disconnected Call Center Integrated Surveys, Net Promoter - Operational Metrics: Score Average Handle Time, After Call Work, Average Speed to Answer - Customer Satisfaction Metrics: Limited (stand-alone surveys) Practicing KPIs Integrated Call Center - Operation Metrics: Unified Contact Center - Operational Metrics: Agent Effectiveness, First Contact Resolution, Time to Resolution - Customer Satisfaction Metrics: Quality of Contact, Channel Choice, Time to Resolution, Csat, NPS, Proactive Resolution, Agent Scorecards

14 Backup

15 Solutions from RightNow Disconnected Call Center RightNow Agent Desktop, basic softphone integration - Uses Voice Routing to manage Voice Interaction - RightNow Provides Agent Information and Case Management - RightNow Provides Web, , Chat using separate process than call routing Integrated Call Center RightNow Desktop with Integrated Media Bar and RightNow Voice - Infrastructure Routing of Voice Interactions - RightNow drives Agent Desktop Interactions based on Context from RightNow and Call Center Context - RightNow Provides Web, , Chat capabilities using a separate process than Call Routing Unified Contact Center Unified through Media Bar and Unified Routing/Queuing - Unified Routing of Voice, , Web, and Chat interactions through Infrastructure - RightNow contributes context to routing of interactions - RightNow Provides Web, , Chat handling using a unified process of routing and workflow

16 Characteristics of a Progressive Contact Center Context and History is Captured Cross Channel Voice Interactions, IVR Interactions, Interactions, etc. History includes Customer Purchasing, Servicing and Demographic Data Normalized Intent is Captured Cross Channel Voice Interactions including IVR/Speech Intent Explicit Intent ( inquiry) is mapped cross channel for Implicit Intent (followed by a phone call within X minutes) Context, History and Intent are used in selection of Skills Explicit Skills ( I need help with my XP-15 MP3 player -> Service, XP-15) Implicit Skills ( English speaker, Existing Customer, Silver Level Customer) Context, History, Intent and Required Skills are Communicated to Resources Dynamic Agent Desktop receives History and Intent wake from upstream systems Context, History, Intent, Skills Drive Agent Interaction Contextual Workspace Selected with Appropriate Tools based on upstream systems Agent Scripting Drives Interaction to maximize Customer Experience and Effectiveness Agent Guides leads through specialized troubleshooting based on Context, History, Intent and Skills Knowledge Foundation drives Proactive Resolution