Chat is Dead The Rise of Unified Digital Communications

Transcription

1 Chat is Dead The Rise of Unified Digital Communications

2 The presentation will be made available after the webinar A recording will be available on the CRMXchange and [24]7 websites There will be a short Q&A period after the presentation [24]7 Reagan Miller, Vice-president of Chat Agent Services Graham Knowles, Enterprise Solutions Architect /7 CUSTOMER, INC.

3 Why Chat is Dead

4 Because Chat is dead. of her. 4

5 smartphone. Phone isn t on her home screen and she hasn t downloaded your app

6

7 She is Gen C

8 Gen C Millennials Gen C is a powerful new force in culture and commerce. Sixty-five percent are under 35 but they span the generations, empowered by technology to search out authentic content that they consume across all platforms and all screens, whenever and wherever they want.

9 Gen C is a powerful new force in consumer culture. It s a term we use to describe people who care deeply about creation, curation, connection, and community. It s not an age group; it s an attitude and mindset.

10 Social interactions give Gen C its sense of self. They are what they share, like, comment on, and retweet 88% of Gen C has a social profile, with 65% updating it daily

11 Gen C values great conversations that are aligned with its own interests 39% aren t opposed to ads when they are relevant

12 Starbucks Gift Card Giveaway

13 Gen C eats, sleeps, and breathes the internet across devices. Literally 91% What % of Gen C sleeps next to a smartphone?

14 Gen C sets the trends and determines what s going to be popular next, with an influence that accounts for $500bn of spending a year in the US alone

15 because it is no longer a strategic imperative. Chat is Dead It s just a channel.

16 Welcome to 1:n The Rise of Unified Digital Out in the world there are people who want to touch your brand through digital channels. Bring them into focus by unifying the channels into one single view.

17 What is Unified Digital Engagement? 1. Channel agnostic 2. Intent driven 3. End-to-end journeys 4. Effortless CX 5. Real time, deep BI 6. Unified Agent desktop

18 Channel Agnostic My story is constantly evolving over time and across channels 18

19 Customer acquisition spans devices, channels and time SOCIAL MOBILE WEB Picks Googles Goes Logs Gets AdWords Finds Calls in directed Carrier number up on out to iphone Facebook directs Premium the account. BA is listed to not 7S 7, them 7S to in store best ask Communications Premium iphone eligible upgrade and a friends social talks deals 7S for Premium to product Carrier site upgrade about an for agent. how A, a and on Carrier to native competitor current Communications He upgrade says app B, iphone he details Carrier and is iphones ready views as C he to reimburse early Contact website has take 2 business months while Us termination left fee speaking the elsewhere. contract. with the agent and upgrades early to iphone 7S VOICE BRICK & MORTAR CUSTOMER JOURNEY 19

20 Evolution of Messaging as an interaction model Offers the benefits of Asynchronous and Synchronous mediums Messaging Chat Asynchronous Semi-synchronous Synchronous 20

21 Approach to Digital Interactions Deploy across many channels agile for future channels Web Widget Messaging Apps Integration Mobile SDK Proactive messages, Virtual Agent Always available to interact Conversations in one canonical thread Semi-synchronous communication Live Agent Virtual Agent 21

22 Intent-driven My Intent is more important than your Demographic analysis 22

23 Intent beats identity.

24 Connecting intent to identify customer journey data is key OFF DOMAIN Web Interaction Data (Display, TV, Affiliates, Search) BUSINESS DATA CUSTOMER IDENTIFICATION & INTENT Social Interaction Data (FB, YouTube, G+, Twitter, Vine, Pinterest) SOCIAL DATA Channels Interaction Data (.com, App, IVR, Live chat, VA, Voice, Stores) ON DOMAIN Community Interaction Data (Lithium, Jive, forums, blogs)

25 Starbucks Gift Card Giveaway

26 What percentage of companies have begun the journey mapping process? 54%

27 Anticipate intent and determine optimal treatment CUSTOMER DATA + JOURNEY DATA + SESSION DATA PREDICTIVE MODELS WHO to TARGET. WHEN to INTERVENE. HOW to ENGAGE. WHAT to RECOMMEND.

28 Intent in Action: Customer Interacts with Virtual Agent Interactive Q&A Q&A Interactive Interactive Q&A Q&A There Interactive are a variety Q&A of travel options you can add to your account. Have a question about international Have Have a question a roaming? question about about international international roaming? International roaming? Travel Review Planner talk, text & data Our Travel Planner can help look up Travel Passport Credit Your Plus compatability Anne phone Add of Fairchild your will On will (Pro) phone work in in model Brazil. and Which Can I get a travel pack? Can Can I get I a get travel plan a travel pack? compare would pack? you like to to add? $60.00 plan options One-time Apple iphone 5 There are a variety of travel options charge There are a variety of travel There options are a you variety can of travel options Travel you Pack* can Open you can Travel Planner N/A DataPro 2GB 4G LTE add to your account. add to add your to your account. account. This Interactive *Not package available Q&A includes Brazil 300 MB data, and $.50 per minute Messaging calling 200 per device. Our Travel Planner can help Our look Travel Our up Travel Planner Planner can help can Have help look a look up question Will up I get about a usage international alert while On roaming? traveling? Travel Credit Add On (Standard) $30.00 compatability of your phone compatability model compatability and of your of your phone phone model model and How compare plan options. First, would and let s you rate check the the experience compatability of of your compare plan options. compare plan options. This package includes 120 MB data, and As changing device. Brazil a pre-paid $1.00 your user per phone you ll minute Can plan? get calling I get a low-balance per a travel device. pack? alert Effective to let you know while you re running Open Travel Planner Open Open Travel Travel Planner low. 7/18/15 Planner Where There Brunei are will a you variety be traveling? of options you can On add Interactive to Travel your Credit account. Q&A Add On (Pro) $60.00 Will I get a usage alert while Will traveling? I get a usage alert Brazil while Your This traveling? plan has been added. package includes 300 MB data, and Our $.50 Travel per Planner Credit minute Add can calling On help (Pro) per look device. up Have compatability I a will question be of about a your cruise international phone ship as model part roaming? and of this trip As a pre-paid user you ll As get a a pre-paid low-balance user you ll get a low-balance $60.00 compare plan options. alert to let you know while alert you re to let running you know while you re One-time I will running charge be going to multiple countries low. low. 300 MB data $.50 per Can I get a travel pack? Open minute Travel calling Planner POWERED BY [24] 7 POWERED POWERED BY [24] BY 7[24] 7 POWERED BY [24] 7 Type something here Type Type something something here Ask here Type Back something Ask here Ask Check Select Add Compatability to & Review Plan Ask Customer asks Virtual Agent about travel options Virtual Agent provides best answer and a selfservice option Customer continues selfservice journey Customer asks Virtual Agent an additional question Customer completes selfservice transaction and rates experience

29 Intent in Action: Customer Requests Phone Upgrade You are now chatting with Emma Can I switch my phone to an iphone 6? iphone 6 iphone 6 Plus Your existing iphone 5C plan restrictions Display Display ended, so this should be possible with no measures measures 5.5 penalties! 4.7 inches inches and a corner-tocorner at a can help you 1920 x 1080 resolution of One of our associates choose your resolution new phone. Would you like pixels to chat now? iphone 6 of 1334 x 750 pixels Chat nowiphone 6 Plus Hi, here are two options for you to choose from. Do they have the same camera? Customer requests a phone upgrade Personalized answer provided Virtual Agent escalates (Right Channels) the interaction to live chat Chat Agent shares rich content about phone options

30 Measurement & Big Data Analytics End-to-end journeys Using big data analytics and elastic customer insight platform, we provide comprehensive consumer insights specific to audience, intent, interest, engagement, conversions, locations, device, income, and creative. Sample reports and visualizations: If I like your brand and have an emotional connection, I ll stay longer and buy more 30

31 You know where I live Sample Facebook Newsfeed ads, personalized for location Left: Male living in SF; Right: Male living in NYC

32 You know what I like Sample Instagram ads, personalized for interest Left-right: Camping, kayaking, rock climbing, biking

33 Create an Emotional Connection

34 Be Proactive

35 Follow me across time and channel with context

36 Connect Intent Data and Assisted Conversions at scale Traffic Funnel Paid Media Web Personalization Assisted Retargeting Paid Media Optimize SEM, SMM bidding (right time, right amount) Online Conversions Online Sales and Conversions Personalization (On/Off Domain) Intent driven engagement Assisted Conversion Chat Agent Voice Agent 36

37 Search provides us valuable data

38 Individual profiles and derived user intent segments are constantly evolving over time and across channels... Real-time decisioning platform and machine-learning algorithms dynamically serve hyper-targeted, personalized ads to the user at every step of their journey... 38

39 Resolution is king All journeys have an end point, get there quickly

40 My life is more important than your company s processes Effortless CX

41 Starbucks Gift Card Giveaway

42 This Actors Name Is Patrick Warburton

43 Design Experience Around Intent, not Process Immediacy trumps loyalty.

44 Create an Simple Interaction This is a lot easier than navigating the IVR

45 Provide rich interactive media /7 CUSTOMER, INC. 45

46 Provide secure efficient task completion Interactive task completion through cards Flexible framework for agents to push forms and interactive elements to customers Secure, sensitive or personal info can be masked from agents Can be integrated with internal systems to perform advanced tasks such as authentication /7 CUSTOMER, INC. 46

47 I know exactly what s happening in my digital channels. Real-time, deep BI

48 How many digital interactions, across all channels, did your enterprise engage last week? Original Question Can I get a travel pack (for Brazil)? Post Interaction Analytics Customers are asking about Travel Packs for tier 2 countries $ Expanding countries eligible for Travel Packs is a revenue opportunity look at data for top requests $ $ Will I get a usage alert when traveling? - adds to prediction quality, & prevents a 2 nd contact Tag CRM record with interests for future Marketing campaigns Update call driver summary for Contact Center Resource planning $ Update KPI metrics (revenues, high NPS, low CES) 48

49 Measurement & Big Data Analytics Consumer insights specific to audience, intent, interest, engagement, conversions, locations, device, income, and creative. Sample reports and visualizations: 49

50 Unified Agent desktop I still matter give me enough information and I ll help your customer do just about anything

51 Isn t addressing this?

52 Unified view of customer intent, journey and context: Unified Agent Console Social Real time recommendations IVR Mobile Virtual Agent Intent models and routing drive agent operations efficiencies Context and continuity enables effectiveness and optimal NPS/CSAT 52

53 [24]7 Reagan Miller, Vice-president of Chat Agent Services Q&A Graham Knowles, Enterprise Solutions Architect /7 CUSTOMER, INC.