Building Structure for Multi-Channel Technology

Transcription

1 Building Structure for Multi-Channel Technology Lori Bocklund President Strategic Contact, Inc. Brian Hinton Principal Consultant Session Goals/Objectives Plan your multi-channel strategy Understand how to define a multichannel strategy Create a vision for the customer experience end state Ensure the vision is practical and achievable Define YOUR strategy considerations What channels and why? What role should you play? Deliver on the vision Plan for Organization, People and Process implications Ensure appropriate enabling technology Establish multi-channel governance 3 1

2 What s a Channel? Dictionary.com definitions relevant to us: A route through which anything passes or progresses The specific, prescribed, or official course or means of communication A means of access To those in the corporate trenches, a channel can be: A marketing channel how we deliver a message A communication channel for customer interactions A sales and/or delivery channel a branch or storefront, the web, the contact center, fulfillment mechanisms In the contact center, we communicate over many channels, we are a channel, and we need to be in tune to all the channels our company uses to engage customers 4 Customers Value Choice So CCs Are Increasingly Multi-channel Inbound Live Agent Traditional Channels Fax Outbound Live Agent Voic Self Service Web Self-Service IVR Today In 12 Months In 1-2 Years No Plans Don't Know Social Media Emerging Channels Proactive Outbound Alerts Web Chat Mobile Applications 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% From Strategic Contact multi-channel survey conducted with Contact Center Pipeline, January 2012 Page 5 2

3 Demanding, Demanding No! Customers are Actually Reasonable Let them use diverse channels, and be mobile, proactive, and social Know who they are, their preferences, their relationship and history with you Speak with one voice Make your services and navigation easy Provide effective and consistent user interfaces Establish performance levels in line with each media Make channel (or department) transitions seamless What else? What do your customers expect? 6 Building a Multi-channel Strategy The Multi-channel Planning Process Strategic Contact 9510 SW 151 st Avenue Beaverton, OR phone toll free

4 Considerations as you Build a Multichannel Strategy Level of effort for you and your customers as you tie channels to functions Current technology opportunities, limitations Cultural impact Total costs (technology, design/development, process changes, resources ) Skill demands on agents across contact types Legal & regulatory requirements Customer segmentation strategies and impacts Change readiness Sourcing options for specific channels 8 Multi-channel Customer Interaction Must Consider the End-to-End Experience What do you own? What can you influence? 9 4

5 Multi-Channel Strategy Development Corporate Strategy Business Drivers Operational Goals MULTICHANNEL STRATEGY SELF-SERVICE IVR Kiosk Web Portal Social Media Mobile ASSISTED SERVICE Contact Center Face-to-Face Social Media Community PROACTIVE SERVICE Alerts/Notifications SMS/Text Messages Tweets RSS Technology Requirements and Constraints Step Strategy Planning Process Build a cross-functional team Conduct discovery process Develop high level requirements Create your vision for multi-channel customer contact Map contacts and applications to media Conduct gap analysis Develop plan and timeline Plan for impacts Gain approval Assign ongoing strategic responsibility 11 5

6 Many Dimensions and Decisions Inbound Reactive Non-Real-time Outbound Proactive Real-time Assisted Service Self Service Remote Face-to-Face One-to-One One-to-Many Many-to-Many Serial Monomodal Company Parallel Multimodal Community Facebook Web Video Calls SMS Forums Twitter IVR RSS Mobile Kiosk Chat Blogs Web Collaboration 12 Representative Multi-Channel Opportunities ASSISTED SERVICE SELF-SERVICE PROACTIVE SERVICE Industry Examples Company Representative Social Media Community IVR Web Voice, Text or Airline Complex travel arrangements Tips for booking travel Flight status Reservations Flight status Flight change or upgrade notification Financial Services Disputed credit card transaction Best available interest rate Account balance Monthly statements Transactions Fraud alert Balance or transaction updates Healthcare Medical consultation Physician ratings within HMO Prescription refill Detailed claims status Appointment or prescription reminder Utility Establish/ change service Troubleshoot cable modem problem Bill payment Review energy consumption over past year Payment past due, possible loss of service 13 6

7 Principles for Using Channels Effectively Focus on preferences and fit to determine appropriate channels A phone call is not always the right channel IVR offers great opportunities but may be in decline The web is a great channel if they ll use it may offer limited opportunities it s not fast enough Chat and collaboration can aid some web activities, but not all Proactive outbound is a potential differentiator We re early in the social media and mobile maturity cycle but they are both potentially game changers we must find the opportunities best suited for each business 14 As Your Vision Turns into Plans Identify the full range of changes: People (organization, roles and responsibilities, etc.) Process (front line or support) Technology Consider existing and new - media, roles, processes, technology Assess willingness (and ability) to invest: Time Money Initial and Ongoing Resources Define dependencies and prerequisites 15 7

8 Deliver Your Multi-channel Strategy Strategic Contact 9510 SW 151 st Avenue Beaverton, OR phone toll free Use Technology Effectively to Create a Consistent Experience Multimedia Routing and Reporting Consistent routing and reporting across all media Self Service Consistent user interfaces and menus Reports/Analytics/ Metrics/KPIs Comparable service levels/ response times CRM Know customer Data follows across channels KM/Wikis/KB Consistent information supports resolution in any media QM/VoC Quality processes across channels 17 8

9 People and Organization Considerations Effective and efficient workgroup segmentation Internal and external recruiting for new skills Blended or dedicated staff Hiring new staff or adding skills to current staff Skills appropriate to each media Efficient and Effective Multimedia Organization and Staffing Qualify internal staff and new hires on different media Results Economies of scale Agility Consistent outcome 18 Consistent Processes Enabled by Technology Consistent routing and reporting Data and Information consistency throughout the interaction, across all media Effective and efficient frontline contact routing and handling Visibility into the total customer experience Training and multimedia QM reinforces consistency WFM volume forecasting and staff scheduling for all media Process Success Multimedia Routing and Reporting CRM KM/Wikis Analytics Tech Pillars Application integration and centralized data repository/access Web services that support web, IVR, mobile self-service Data flow and update frequency that supports accurate/up-to-date data viewing and transaction access Data 19 9

10 Multi-channel Governance Strategic Contact 9510 SW 151 st Avenue Beaverton, OR phone toll free A Multi-channel Governance Structure Avoids Silos Steering Committee Strategic Alignment Return on Investment Risk management Resource management 3. Oversee 1. Request Channel Plans and Projects What? Why? When? How? Business champions Marketing champions IT champions 2. Approve 21 10

11 Seven Factors for Success 1. Visible senior management support 2. Representation from all channel stakeholders 3. Common goals and vision 4. Documented policies and procedures 5. Oversight of investments and resource allocations across all customer contact channels 6. Performance management 7. A formal change management process 22 Your Mission, Should You Choose to Accept It* Be a catalyst for change with a focus on the customer Work with your leadership to pursue strategy Show the benefits to the company and the customer Consider people, process and technology impacts Tear down organizational boundaries where you can What s your nirvana a Chief Customer Officer? Have a Plan B Build strong bridges where necessary Create a cohesive team with a common mission * And beware if you don t stronger forces may prevail! 23 11

12 Thank you! Strategic Contact provides independent consulting to help companies with their strategy, technology and operations. Visit our web site to find articles, white papers, and blog content including lots of info on multi-channel to further your learning. If you have questions about this presentation please call or ! Lori Bocklund Brian Hinton