OPTIMIZING PROACTIVE CUSTOMER ENGAGEMENT THE ROLE OF AUTOMATED SERVICES IN A COMPREHENSIVE OMNI CHANNEL BUSINESS STRATEGY.

Transcription

1 OPTIMIZING PROACTIVE CUSTOMER ENGAGEMENT THE ROLE OF AUTOMATED SERVICES IN A COMPREHENSIVE OMNI CHANNEL BUSINESS STRATEGY Tore Christensen

2 THERE IS NO DIGITAL STRATEGY ANYMORE, JUST STRATEGY IN A DIGITAL WORLD 2

3 Consumers Are Demanding Businesses Are Battling To Meet Demands In this Digital World 83% of organizations can t deliver all requirements for completely blended customer experience... Sales App Team Retail Location Sales Specialist Kiosk Terminal Messaging Interaction Mobile Platform 70 % Sources: Dynamic Markets, 2014 BT and Avaya, 2015 Expect unique treatment 92 % Expect proactive engagement Would rather spend money with organizations that are easy to do business with Direct Mail Marketing...and only 48 % have initiatives in place to reduce customer effort 2016 Avaya Inc. All right reserved 3 Physical Live Agent Self Service Corporate Website Contact Center Digital Social Media Marketing

4 COMPREHENSIVE OUTREACH OR CUSTOMER BOMBARDMENT? We ll be sending out a series of mailers promoting our big sale SERENITY NOW!!!! Many people prefer texts now, right? Let s send a series of texts announcing our big sale Let s send some s offering an extra 10% discount if they call now The CEO wants us to run a customer satisfaction survey campaign. Let s use with a survey link We re going to be using Automated Voice Notifications to go after early stage & low balance delinquencies Let s have our contact center agents call our most valuable customers and offer them upgrades to our platinum card 2016 Avaya Inc. All right reserved 4

5 THE CONSEQUENCE I wonder if they meant 5% PLUS the original 10%? Your current wait time is approximately 37 minutes Your said to call this number if I had any questions Pressing 0 to be connected to a live agent Yes, I m interested in upgrading to the platinum card What do you mean, my bill is past due? I already paid this! They didn t say how late the store is open. I ll place a quick call 2016 Avaya Inc. All right reserved 5

6 OPPORTUNITIES FOR AUTOMATED CUSTOMER CARE Proactive Customer Care Proactive Customer Care Proactive Customer Care Proactive Customer Care Proactive Customer Care, at your service. Extend a helping hand before even customer ask for it. Omni-Channel enables new opportunities for automation, driving customer satisfaction & significantly increased ROI Integrating Self service with the entire customer service strategy for consistent user experience Reporting and analytic tools track caller behavior for personalization and continuous improvement 2016 Avaya Inc. All right reserved 6

7 Staff time required KEEP IN MIND CHANNEL EFFECTIVENESS VS. COSTS Field Service On-site visit to the customer Human assisted service (e.g. contact center) Assisted Service Self Service Customer driven interaction with automated system Pre-Emptive Service Servicing customers before they ask Decreasing cost per transaction Reduce Costs While Increasing Revenue & Customer Satisfaction 2016 Avaya Inc. All right reserved 7

8 Effectiveness MULTI-CHANNEL CONSIDERATIONS Consumer preference for channel Cost of channel vs. value of channel Effectiveness of channel Digital Transformation tip: Don t remain Silo ed Consumer Preference Cost of Channel Effectiveness of Channel 40% Use chat, text, self-service 55% Cost Structure (example) Item Live Agent Agentless Agent Labor 70% 5% College Students SMS Seniors Live Agent Phone Call Will use in 1-2 years 50% US customers opt for automated voice response when offered Systems 10% 5% IT Costs 5% 2% Management 15% 5% Cost Per Contact $10.00 $1.70 Automated Voice Notification Live Agent Phone Call Automated Voice Notification SMS Avaya Inc. All right reserved 8

9 Effectiveness THE RIGHT CHANNEL FOR THE RIGHT AUDIENCE Cater your strategy to the target demographic CAMPAIGN Student Loan Collections DEMOGRAPHIC Age CAMPAIGN Medicare Enrollment DEMOGRAPHIC Age SMS Live Agent Automated Voice Automated Voice SMS Live Agent Example only 2016 Avaya Inc. All right reserved 9

10 THE RIGHT CHANNEL FOR THE RIGHT TIME Pre-event build-up / Post-event follow-up Appointment Reminders Ticket Sales Past Due Collections Satisfaction Surveys Premium Renewals Seminar Invitations Add - On Sales Service Resumption Flight Alerts Membership Sales Service Call Follow-ups Appointment Re- Scheduling Pre-Event Channel Week 3 Week 2 Week 1 Live Agent Daily AN (Voice) Daily Text/SMS Daily Every Other Day E V E N T Post-Event Week 1 Week 2 Week 3 Daily Daily Daily Every Other Day 2016 Avaya Inc. All right reserved 10

11 COLLECTIONS USE CASE W/ POPS AUTOMATIC PAYMENT Due date Predictive call Preview call Pre delinquency Early Stage collections Mid- Stage 30 days Late stage 60 days Time Live Agent E Mail Text -SMS payment reminders including inbound 800 number and/or web link E Mail Text Voice Inbound Call automatic payment App Outbound Call - automatic payment app Outbound Call - payment reminder only App Click the audio icons for audio demos 2016 Avaya Inc. All right reserved 11

12 COST PER SUCCESS MULTI-CHANNEL Generic Formula Cost/Success Cost Per channel Success Rate Example $5/Success Cost per $0.25 Success Rate: 5% Example $0.78/Success Cost per Text: $0.35 Success Rate: 45% Examples only 2016 Avaya Inc. All right reserved 12

13 Q: WHAT IS THE VALUE OF A CONTACT CHANNEL TO YOUR ORGANIZATION? A Success is = $120 Response rate is 2% Close Ratio is 50% The value of each is $1.20 SMS (Text) Message A Success = $120 Response rate is 25% Close rate is 50% The value of every SMS is $15 Automated Notification A Success = $120 Response rate is 33% Close rate is 50% The value of every AN is $24 Live Phone Call A Success = $120 Response rate is 50% Close rate is 50% The value of every call is $30 Examples only 2016 Avaya Inc. All right reserved 13

14 HOW TO DELIVER EFFECTIVE CAMPAIGNS? INTRODUCING PROACTIVE OUTREACH MANAGER What is it? A complete solution to create and manage all outbound communications including Agent-less voice, , and SMS notifications and interactive voice Agent-based predictive dialing campaigns Why does it matter? Enables organizations to proactively reach out to customers with the right information at the right time How does it work? Works with Avaya Experience Portal and Avaya s assisted contact center solutions Provides personalized Voice, SMS, interactive services automatically paced to inbound service levels Escalate between agent-less voice, and SMS AND agent-based predictive, preview, progressive tasks to ensure right-party connects Unifies agent administration, Inbound/Outbound blending, Agent desktop APIs Extensive web services for rapid integration Campaign + Customer data SIP Proactive Outreach Manager Live Agent (as an opt-out from an automated notification) E Mail Live Agent Predictive Voice Text 2016 Avaya Inc. All right reserved 14

15 DESIGN A MULTI-LAYERED STRATEGY THAT SUPPORTS YOU BUSINESS MODEL Automated Your subscription is set to expire in 60 days! To save time and 5%, renew on-line now at Automated Voice Notification Your subscription is about to expire. We can help you avoid all the hassle and renew now over the phone, and save you 5%! Agent Phone call Your subscription is about to expire. We value you as a customer and help you renew now and save you 5%! SMS or Thank you for your renewal! We appreciate your business! Please visit Avaya Inc. All right reserved 15

16 AND LET THE SYSTEM MANAGE CHANNEL ESCALATIONS AUTOMATICALLY Ring - No Answer Attempt additional try in 2 hours then move to text or SIP E Mail Proactive Outreach Voice Customer Voic Custom Voic message: Sorry we missed you. Your delivery is planned for tomorrow 11 AM! Text Busy Retry in 10 minutes Live Agent Predictive Live Voice Pass to Agent 2016 Avaya Inc. All right reserved 16

17 AND DELIVER STRUCTURED OUTCOMES Combine agent-less and agent-based tasks in a single campaign flow Collections Agent 2016 Avaya Inc. All right reserved 17

18 MISSION: REDUCE COST OF OUTREACH BY 10% Consider your Cost Structure Example Cost Structure of Agent v Agentless Live Agent 70% 15% 10% 5% $10/contact Agent labor Agent-less 5% 10% 2% 5% $1.70/contact Systems IT Costs Management A cost savings of $8.30 per contact! 0% 20% 40% 60% 80% 100% 120% 2016 Avaya Inc. All right reserved 18

19 MISSION: REDUCE COST OF OUTREACH BY 10% Compare Costs Live Agent: 35,000 contacts x $10 = $350,000 Agentless: 35,000 contacts x $1.70 = $59,500 If effectiveness is 30%, 24,500 contacts still need to be made 24,500 contacts x $10 = $245,000 Agentless Total Cost = $304,500 $45,500 or 13% Savings 2016 Avaya Inc. All right reserved 19

20 IS PROACTIVE ENGAGEMENT OUTBOUND ONLY? Customers expect you to be Proactive Whether interaction initiated by Customer or Contact Centre 20

21 CUSTOMER JOURNEY: PERSPECTIVES Contact Center Customer can start the journey wherever they want Context is preserved through bounces Each channel compliments each other seamlessly Web Mobile Kiosk / Mini-Branch 2016 Avaya Inc. All right reserved 21

22 THINK ABOUT BEING PROACTIVE THROUGHOUT CUSTOMER LIFECYCLE Online or mobile Select Online or mobile Feel & Compare Products Research Products Web chat support Purchase Place an Order Buy Research Chase Order Interesting! Find Out More! Delivery status update Online or mobile Customer Identification Voice biometrics Renew Receive Receive and Setup Renewal notification Retain & Winback Payment notification Disconnect Leaving Promote Own Learn to Use Product Onboard Payment notification Promotion Offer Make Payment Breakdown Damage Troubleshoot Upgrade Payment processing Collections & Telemarketing Promotion notifications 2016 Avaya Inc. All right reserved 22 Use Web chat support Maintain Callback in queue

23 TYPICAL INBOUND APPLICATION FLOW ID&V Who are you? Segmentation Next Best Action? Self Service Why are you calling? What do we know about you? -Products owned -Personalization -Preferences Speech transactions Routing Wait Treatment Best Location Done Oops need to wait - what message? Context Store 2016 Avaya Inc. All right reserved 23

24 INTELLIGENT CUSTOMER ROUTING IN ACTION 1 2 Laura calls with a question Hi Laura, how can I help you? I need account balance Personalized Speech Self Service 4 Call queued Advanced Wait Treatment: Overdraft Protection Offer Account Updated Streaming Video BusinessApplications Data and Intelligence Now I need a loan 3 Business Processes, Rules & Routing Engine Laura s loan inquiry routed to the appropriate agent based on: 5 Presence Policy Skill Wait Time Call Back? Expertise Cost Availability Real-Time Location Efficiency Branch Call Center Outsourcer 2016 Avaya Inc. All right reserved 24

25 AND WHAT ABOUT MOBILE EXPERIENCE? Mobile application enables data capture and rich customer context: Authentication, Location, Photos, etc. All of this is lost when transitioning to Contact Center Dial ? This will exit the application and dial and lose all your context, would you like to continue? Welcome Start Claim Enter Data Need Help? 2016 Avaya Inc. All right reserved 25

26 LETS TAKE A USE CASE MOBILE INTEGRATION IN CUSTOMER JOURNEY Customer starts interaction on mobile web application. HTML5 content rendered from Orchestration Designer User establishes context through interaction Two call scenarios: Calls in and is connected to agent with context Requests a callback from the agent if there is a wait time 2016 Avaya Inc. All right reserved 26

27 MOBILE APPLICATION COLLECT CUSTOMER INFORMATION 2016 Avaya Inc. All right reserved 27

28 MOBILE APPLICATION COLLECT CUSTOMER INFORMATION 2016 Avaya Inc. All right reserved 28

29 COLLECTING CUSTOMER INFORMATION Taking advantage of mobile capabilities 2016 Avaya Inc. All right reserved 29

30 CONTEXT STORE CONNECTOR SAVE CONTEXT 2016 Avaya Inc. All right reserved 30

31 CALLING IN/ CALLING BACK WITH THE CONTEXT Context registered from the mobile application Caller mobile context joined with the voice callback from Contact Centre Agent aware of the Context before making callback Avoids You left a callback request, how can I help you? I see you had issue with Shoe A, how can I help you proceed? 2016 Avaya Inc. All right reserved 31

32 CALL-BACK HOW DOES IT WORK? Immediate Call from contact center to customer Scheduled Call from contact center to customer Option to select time and date Based on customer preference and call center wait time Context of caller delivered with the contact to the agent 2016 Avaya Inc. All right reserved 32

33 CONTEXT DELIVERED TO AGENT Contact Delivered with Context to the Agent Application Information Location Information Pictures Authentication 2016 Avaya Inc. All right reserved 33

34 CHANGING THE CHANNEL Caller calls in from Mobile Phone Caller identified in voice application for the incoming call Contact Context established Caller identified as being on mobile phone Caller offered other channel to continue interaction SMS with link to transaction sent to mobile phone Caller can continue transaction on mobile web application Welcome back Mary. The expected wait time for an agent is 27 minutes. Do you want to file a claim using our mobile web application? 2016 Avaya Inc. All right reserved 34

35 ENHANCING THE MOBILE WEB EXPERIENCE: OFFERING ALTERNATIVE CHANNEL OPTIONS If you are calling from a smart phone and would like to navigate from your phone, say yes..a link has been sent to your smart phone 2016 Avaya Inc. All right reserved 35

36 TRANSITIONS FROM VOICE TO ALTERNATIVE CHANNELS Context of caller delivered with the contact to the chat agent (Agent View) (Customer view) Your estimated wait time is greater than 15 minutes. Would you prefer to chat instead?. A link has been sent to your smartphone 2016 Avaya Inc. All right reserved 36

37 CUSTOMER EXPERIENCE REPORTING 2016 Avaya Inc. All right reserved 37

38 OMNI-CHANNEL EXPERIENCE MEANS seamless channel escalation with full Context preserved, e.g. O/B on another channel during I/B voice in queue Customer Journey Personalized greeting Identify the problem i SMS with URL to HTML5 application Agent answers or calls back with full context Omni-Channel Survey Customer initiates call from mobile phone to support line Authenticate Customer Wait time for the best resource Launch mobile application Wait in queue or Call Back immediate or scheduled Automated voice Segmentation Personalized wait treatment SMS -> Mobile Agent Post Call 2016 Avaya Inc. All right reserved 38

39 How does it Work? The Architecture 39

40 DELIVERING NEW CAPABILITIES IN A MORE MODULAR WAY AvayaLive Collaboratory Avaya Engagement Designer Avaya Aura Experience Portal + Proactive Outreach Manager Avaya Aura Contact Center WebRTC Real-Time Speech Avaya Snap Ins Context Store Work Assignment Mobile Video Reporting & Analytics Scopia iview CUSTOMERS Avaya Aura Call Center Elite Avaya Aura Session Manager System Manager Media and Video Open APIs CONTACT CENTER & ENTERPRISE 2016 Avaya Inc. All right reserved 40

41 EXPERIENCE PORTAL ARCHITECTURE Campaign Management SMS Gateway Intelligent Customer Routing Proactive Outreach Manager VoiceXML Interpretation Call Classification Telephony Admin/Configuration Licensing Reporting Database Campaign and Customer Data Media servers Media servers Experience Portal Media servers Experience Portal Manager Experience Portal Live Agent Server SMSC PSTN E Mail Text Voice Orchestration Designer Apps (VoiceXML/CCXML/SMS/ /HTML) HTML5 Redirector Orchestration Designer Runtime Application Server (existing or new) Experience Portal Architecture Mobile 2016 Avaya Inc. All right reserved 41

42 MOBILE ARCHITECTURE Avaya Mobile applications integrate via HTML 5 with either a mobile web app or a hybrid application https Secure Firewall Existing Mobile Web Applications Orchestration Designer Automation Apps: - Callback Assist - Proactive Outreach Manager - Intelligent Customer Routing Voice Channels (Experience Portal) Context Store Snap-in Avaya Breeze - Engagement Designer - Enterprise Work Assignment SMS ACD (Elite, Elite Multi-Channel, Interaction Center, AACC video 2016 Avaya Inc. All right reserved 42

43 SUMMARY & CALL TO ACTION Customers have choices Effective Digital strategy supports Proactive engagement throughout Customer Lifecycle Grow revenue, cut costs by effective use of channels Identify lower cost channels, don t fall in Silo Trap Weave them seamlessly in proactive engagement strategy Growing relevance of Mobile Apps in Customer Journey What do you want to do about them? Talk to us: improve Proactive Engagement! 2016 Avaya Inc. All right reserved 43

44 Thank You Q&A 44

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46 HTML5 AND/OR NATIVE APPLICATION? Every Customer needs to download the application Application needs to be serviced One code base for all mobile OS s When on a call can t switch to native application with context awareness 2016 Avaya Inc. All right reserved 46