New Trends in Contact Center industry. Matija Pavelić Voice Solutions Manager Asseco SEE

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2 New Trends in Contact Center industry Matija Pavelić Voice Solutions Manager Asseco SEE

3 Agenda Omni-channel Customer Experience

4 Omnichannel evolution of Multichannel or?

5 Communication channels Communication channels are media through which message is transmitted to its intended audience. Traditional communication channels: telephone, fax, postal letter and face-to-face. Digital communication channels: , web chat, social networks, mobile apps, SMS and video chat.

6 Channel Evolution Source Information Dynamix/Inbound interactions by channel (UK Contact Centers in 2015, 2014); Parature

7 Digital transformation Digital transformation refers to changes associated with the application of digital technology in all aspects of human society. Source: Hartman Group s The Culture of Millennias 2011 report

8 All Channels All the Time Non-stop customer - Endless interaction Source ComScore report

9 Omnichannel Singlechannel Multi- Channel Cross- Channel Omni- Channel Support for traditional channels Simply supporting more than one channel Enabling transition from one channel to another Mutually aware channels Omnichannel is a multichannel approach to communication that seeks to provide the customer with a effortless experience whether the customer is interacting using traditional or digital communication channels.

10 Omnichannel Web self-service interactions overtook all other channels. Other selfservice channels are on the rise. Voice is increasingly becoming an escalation not a primary service channel. Web chat will grow because it preserves web self-service context. remains a viable channel in the modern world.

11 People experience a brand not channel SELF SERVICE? TECH ASSISTED SERVICE? HUMAN ASSISTED SERVICE Map the Customer Journey Optimize the Journey, Not the Touchpoint Realize that the Journey and the Destination Are One

12 Omnichannel goals To utilize a meta-view of all channel engagements, seeing the entire history of a customer s interactions with a company and leveraging a clear overview of that customer journey to facilitate better, smoother multimodal interactions in real time. To allow customers to start, pause, and resume their journeys without starting over. To provide customer with the optimum effortless experience by gathering context and information across all engagement channels throughout the course of the entire customer lifecycle.

13 CX now and beyond?

14 The Age of the Customer Age of manufacturing Age of distribution Age of information Age of the customer Mass manufacturing makes industrial powerhouses successful Global connections and transportation system make distribution key Connected PCs and supply chains mean those that control Information dominate Empowered buyers demand a new level of customer obsession Source: Forrester Research, Inc.: Compressive Strategy in The Age Of The Customer, October

15 CX and CXM Customer experience (CX) is the product of an interaction between an organization and a customer over the customer s journey. Customer experience management (CXM) is the process that companies use to oversee and track all interactions with a customer during the customer s journey.

16 Good CX is Good Business Retention loyalty The likelihood that a customer will keep existing business with company Enrichment loyalty The likelihood that a customer will buy additional products and services from the company Advocacy loyalty The likelihood that a customer will recommend the company to others Source: Wikipedia; "Customer Experience Management: What it is and why it matters". SAS. Retrieved 7 May 2015.

17 Customer Experience KPI s Acquisition Conversion rate Average Order Value Brand Mentions CX Retention Net Promoter Score Customer Effort Score Customer Satisfaction Efficiency Service Cost Self-Service Rate Cost per Activity Source:

18 Customer 2020 What will they look like? More inteligent and informed Have more options and will not be locked in Dictate the experience

19 Customer 2020 What will they expect? Customer will expect companies to know their individual needs and personalize the experience Immediate resolution will not be fast enough as customer will expect comanies to proactively address their current and future needs With an explosion of communication methods, customers will expect to interact their own terms

20 How to deliver next generation CX A Single, Integrated, and Highly Scalable Customer Experience Platform An Extensible, Omnichannel Desktop with Journey Timeline Personalized and Proactive Omnichannel Experiences Direct-to-Best Agent Routing Integrated Omnichannel Workforce Management Real-Time Management of Channel Service Levels Global 360-Degree Visibility and Operational Control

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