PERSONALIZATION IS AN IMPERATIVE TODAY

Transcription

1 PERSONALIZATION IS AN IMPERATIVE TODAY STEFAN KAUCK GENESYS, SR. PRINCIPAL BUSINESS CONSULTANT 2017, 1 Genesys Telecommunications Laboratories, Inc. All rights reserved.

2 Digital Native A DAY IN MY LIFE ONE, PERSONALIZED Conversation WhatsApp Facebook Messenger Facebook SMS Mobile Landline Photo & video Meet in person PC / Tablet / Smartphone / Telephone Digital Immigrant 2

3 NEXT-GENERATION TRENDS Security, fraud and authentication once again become hip to talk about Artificial intelligence will be on the move: the singularity Video and augmented reality are a normal part of CX We will have 35 billion IOT equipped devices Cognitive computing: Big Data and machine learning creating new innovation Uber-ization of society, down to the agent Consumers own, manage and monetize their data: Block Chain % of all conversations start online Multimodal CX is the norm, seamless between self and assisted service Hyper personalization and advanced biometricsbased authentication New speechbased device paradigms: wearable, proximity, and sensors Messaging based channels will overtake voice volumewise CX will be delivered mostly from the Cloud DATA is the new currency, CX the new differentiator 3

4 NEXT-GENERATION TRENDS Security, fraud and authentication once again become hip to talk about Artificial intelligence will be on the move: the singularity Video and augmented reality are a normal part of CX We will have 35 billion IOT equipped devices Cognitive computing: Big Data and machine learning creating new innovation Uber-ization of society, down to the agent Consumers own, manage and monetize their data: Block Chain % of all conversations start online Multimodal CX is the norm, seamless between self and assisted service Hyper personalization and advanced biometricsbased authentication New speechbased device paradigms: wearable, proximity, and sensors Messaging based channels will overtake voice volumewise CX will be delivered mostly from the Cloud DATA is the new currency, CX the new differentiator 4

5 TRADITIONAL BUSINESS MODELS ARE CHALLENGED? 5 Profitability Disruption Digitalization

6 INCREASING CUSTOMER TOUCHPOINTS Customer Journeys involve multiple channels Inside-out channel design, separation of channels Inconsistent and impersonal experiences No predictability of outcomes High effort required to manage CX I CAN T SEE MY CUSTOMERS THROUGH MY CHANNELS Merijn te Booij,

7 TODAY S REALITY! Mobile App Company Website Mail Back Office Customer Phone Self Service Messaging Relationship Manager Branch Representative Chat Call Center Branch Video Chat Experts 7 Social Media Self Service Marketing

8 THE DEMANDING CUSTOMER Shop around the world Search and find info about companies, products, services Share their experience with hundreds & thousands Become impatient and disloyal easily Make or Break brands overnight 8

9 DISRUPTION, EXAMPLE: BANKING Banks have a simplistic understanding of their customers and a vast, complex product set Disrupters are turning this situation on its head, developing a more complete understanding of their customers and dramatically simplifying their product set, thus delivering a significantly enhanced CX 9

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11 THE IMPORTANCE OF PERSONALIZED RELATIONSHIPS 11

12 SEGMENTATION CANNOT BUILD PERSONAL RELATIONSHIPS! 12

13 SEGMENTATION PERSONALIZATION 13

14 THE TRUE VALUE OF PERSONALIZATION Increase Sales Improve CSat/NPS Cost Reduction 14 Individualized approach (i.e. personal advisor) Improved Conversion Rate Proactive Engagement Lead Management Cross-channel awareness of sales opportunities and Marketing campaigns (Inbound, outbond, digital, physical) Co-Browsing / Document Sharing Personalized treatment vs. anonymized Proactiveness instead of reacting only Managing Conversations and Customer Journey Using Churn Risk indicators as triggers Eliminate Silos AHT ( ) FCR ( ) AI, VR, Robots, Machine Learning Self Service Low value services Faster for customer Status information Proactive Notification

15 HOW TO PERSONALIZE Data Interactions Churn Risk Who Strategy Transactions Portfolio Demographics Social Media Data Cost Reduction Improve CSat/NPS Predictive Modeling Provide Insights: Omnichannel Data & Journey Context Real Time Monitoring Data Increase Sales Business Rules Innovation Leadership Reduce Churn Staff Reduction Predict Outcome & Optimize Leverage Machine Learning Post Experience Data Campaigns / Campaign Response Behavior Voice of the Customer Preferences Value 15 Experience Delivery

16 PERSONALIZATION APPLIED Strategy Who When Where Which Channel Why Reduction: Cost/Resources, Churn Prospect/Starter/ Basic/VIP/ SMB/Enterprise/ Transactor/Revolver Day of month Home/ Work Telefony: Landline/ Mobile Open query/order/ claim/complaint Increase: CSat/NPS, Revenue (Cross-/Upselling) Social-demographic and regional factors Time of day ATM/POS/ Branch Digitale Channels: /SMS/Online/ Chat/App/Social History: Transactions/Interactions/Activities/ Customer Effort Innovation Leadership Attributs: Value/potential, Churn risc, Open collections Day of week /working day /weekend /bank holiday On travel, abroad Letter/Fax/ Application Contacted by company, campaign e Predictive Routing /Announcement, Proactive Engagement Self Service/ Assisted Service Agent-Group/ Personal Advisor/ Specialist Callback SLA/Prioritization Proactive Notification 16

17 PERSONALIZATION APPLIED Strategy Who When Where Which Channel Why Reduction: Cost/Resources, Churn Increase: CSat/NPS, Revenue (Cross-/Upselling) Innovation Leadership Prospect/Starter/ Basic/VIP/ SMB/Enterprise/ Transactor/Revolver Day of month Home/ Work Telefony: Landline/ Mobile Social-demographic Example: Digitale Channels: ATM/POS/ Time of day /SMS/Online/ and regional factors Customer calls each end of the month Branch to check receipt Chat/App/Social of salary Attributs: Day of week Identification of pattern & prediction of actual call Value/potential, /working day On travel, Letter/Fax/ Churn risc, reason /weekend abroad Application Open collections Automated /bank read-out holiday of account status Offer to be informed proactively in future e Open query/order/ claim/complaint History: Transactions/Interactions/Activities/ Customer Effort Contacted by company, campaign Predictive Routing /Announcement, Proactive Engagement Self Service/ Assisted Service Agent-Group/ Personal Advisor/ Specialist Callback SLA/Prioritization Proactive Notification 17

18 PERSONALIZATION APPLIED Strategy Who When Where Which Channel Why Reduction: Cost/Resources, Churn Increase: CSat/NPS, Revenue (Cross-/Upselling) Innovation Leadership Prospect/Starter/ Basic/VIP/ SMB/Enterprise/ Transactor/Revolver Day of month Home/ Work Telefony: Landline/ Mobile Social-demographic Example: Digitale Channels: ATM/POS/ Time of day /SMS/Online/ and regional factors Interaction history shows open complaint. BranchCRM triggers Chat/App/Social churn risk for calling customer. Attributs: Day of week Predictive announcement to verify actual call reason Value/potential, /working day On travel, Letter/Fax/ Churn risc, Routing with /weekend high priority directly to abroad complaint handling Application Open collections agent /bank holiday Open query/order/ claim/complaint History: Transactions/Interactions/Activities/ Customer Effort Contacted by company, campaign e Predictive Routing /Announcement, Proactive Engagement Self Service/ Assisted Service Agent-Group/ Personal Advisor/ Specialist Callback SLA/Prioritization Proactive Notification 18

19 PERSONALIZATION APPLIED Strategy Who When Where Which Channel Why Reduction: Cost/Resources, Churn Increase: CSat/NPS, Revenue (Cross-/Upselling) Innovation Leadership Prospect/Starter/ Basic/VIP/ Home/ Telefony: Landline/ Day of month SMB/Enterprise/ Example: Work Mobile Transactor/Revolver Customer browses company s web page for product information and puts an item on the shopping card. After Digitale a Channels: Social-demographic ATM/POS/ while he abandons Time of without day purchasing. /SMS/Online/ and regional factors Branch Chat/App/Social Business rule triggers to proactively engage with Attributs: customer and Day ask of week if he needs help Value/potential, Can be in the /working same day session, a later On one travel, or on another Letter/Fax/ Churn risc, /weekend abroad Application channel Open collections /bank holiday Open query/order/ claim/complaint History: Transactions/Interactions/Activities/ Customer Effort Contacted by company, campaign e Predictive Routing /Announcement, Proactive Engagement Self Service/ Assisted Service Agent-Group/ Personal Advisor/ Specialist Callback SLA/Prioritization Proactive Notification 19

20 PERSONALIZATION & OMNICHANNEL INTEGRATION Customer Touchpoints Phone Mobile Web Branch Kiosk B2B-Service IoT Multimodal Interaction Channels (integrated / no silos) Inbound Outbound Callback SMS Chat Video Co-Browsing Social Fax Letter/Task Self-Service Push Universal Routing-, Reporting and Rules-Engine Context Configuration Prioritization Skillbased & Intelligent Routing Journey & History Workforce Management Frontoffice, Backoffice, Branch Self-Services Robotics Frontoffice Backoffice Branch / Experts Announce- Status ment Info Scheduling Callback IVR Web/App Self-Service Visual IVR Chat & Automation Seamless Customer Experience & 360 View on Customer 20

21 OPTICHANNEL EXPERIENCE 21 OPTIchannel Omnichannel Predictive Analytics Personalization Frictionless Customer Experience across all touch points Predict the next step for the customer and personalize the offer Customer needs / preferences / treatments Optichannel - The channel that s optimum for each point in the customer journey This engagement strategy uses the most optimal, most appropriate customer engagement channel based on the situation. It finds the best channel by leveraging contextual analytics, such as previous customer transactions, prior online activity and other data to steer the consumer to the most suitable one. So it's not being everywhere at once with the same exact message. It's optimizing those channels to determine where and when you have to be right channel, right time, right message.

22 PERSONALIZATION: SUMMARY SUMMARY xxx Tailor to Business & Customer Needs Utilize Context Omnichannel Orchestration And: 22 Start to Walk before you learn Picture by: Martina Podszun

23 23 Paldies!