The Tricky Side Of Omni-Channel
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THE TRICKY SIDE OF OMNI-<br />
CHANNEL<br />
Yoeri Callebaut – EMEA Marketing Director
What is the purpose of CC & CS<br />
• To solve customer inquiries / Avoid dissatisfied clients / increase brand satisfaction<br />
ÞUltimately: Contribute significantly to the brand image and long term growth of the<br />
company<br />
• As optimally as possible, as measured by a series of KPI’s / metrics<br />
• First time resolution<br />
• Average waiting times<br />
• Customer satisfaction scores<br />
• Overal service levels<br />
• Etc ...<br />
• And all that at a minimal cost
How has the CC evolved in order<br />
to fulfil its mission?
A little bit of history:<br />
From simplicity to complexity<br />
1960-1990: <strong>The</strong><br />
Call Centre<br />
2010 – now: <strong>Omni</strong><br />
<strong>Channel</strong><br />
1990-2010: the<br />
Contact Centre
<strong>The</strong> parallel evolution<br />
1960-1990: <strong>The</strong><br />
Call Centre<br />
2010 – now: <strong>Omni</strong><br />
<strong>Channel</strong><br />
1990-2010: the<br />
Contact Centre<br />
Solving customer<br />
problems through<br />
services based<br />
interactions<br />
Driving customer<br />
engagement and<br />
commercial success
Rising possibilities, rising complexity<br />
Call Centre amplification Contact Centre innovation <strong>Omni</strong> <strong>Channel</strong> Engagement Centre
… And more complexity<br />
Agents<br />
Peer to peer<br />
networks<br />
Bots and AI<br />
Self Service
Almost multiple engagement centres into one<br />
Agents<br />
Peer to peer<br />
networks<br />
Bots and AI<br />
Self Service &<br />
intelligent FAQ
When implemented correctly, the new CC<br />
technologies create a lot of benefits<br />
Organisation<br />
- Cost savings<br />
- Customer<br />
satisfaction<br />
- Stronger brand<br />
- Increased revenue<br />
Consumer<br />
- Freedom of choice<br />
- Quick and accurate<br />
support<br />
- Better service and<br />
more convenience<br />
- Less or no irritation<br />
/ frustration<br />
Opportunity
However its not an automatic<br />
result as one ‘simple’ Journey …
… Turned into one journey with a<br />
million possibilities running in 2 ways<br />
How to manage these flows in a way that creates value for<br />
the organisation and consumer alike and allows the CC to<br />
adhere to its new role of being a centre to lead the<br />
customer engagement movement?
And if not organized and managed very<br />
carefully …
Lets go back to the start<br />
• <strong>The</strong> purpose of the CS department in the engagement era is to contribute significantly to<br />
the brand image and long term growth of the company<br />
• However in order to do so the basics need to be covered<br />
Are they?<br />
• Reports have indicated that even with all these new systems, platforms and<br />
technologies in a significant amount of CC’s:<br />
• Average call time has increased<br />
• Drop off rates have increased<br />
• Customer satisfaction rates have not improved<br />
• In some cases customer ratings of the service have declines<br />
• Overall productivity and service levels have not improved or even worsened
In other words: the steep growth in CC &<br />
CS technology can create as many<br />
obstacles to performance as it creates<br />
opportunities and lower performance.<br />
WHY?
Some potential causes to look into<br />
1. Dispersed and non available data hinders performance<br />
2. Right point of entry<br />
3. More complex voice contacts – need for right support and info<br />
4. Lack of employee engagement
1.Dispersed and non available data<br />
hinders actionability<br />
• Before: Few systems used, few data sources.<br />
• Yet event then some issues are observed: reporting is time intensive,<br />
insights are delayed / non real-time, non democratic access to information<br />
and insights, … limited impact and value of data goes lost<br />
System<br />
Report<br />
action
Sources: Gartner, Pringle & Company, Forrester, Bain & Company, Gallup, Aberdeen Group)<br />
27%<br />
6.1<br />
60%<br />
64%<br />
OF WORKERS AGREE<br />
THAT THE INFORMATION<br />
THEY CURRENTLY<br />
RECEVE HELPS WITH<br />
THEIR WORK LOAD<br />
DAYS IT TAKE TO GET<br />
REPORTS BUILT WITH<br />
TRADITIONAL BI TOOLS<br />
OF BUSINESS AND<br />
TECHNOLOGY DECISION -<br />
MAKERS REPORT TIME<br />
CONCERNS WITH CREATING/<br />
UPDATING DASHBOARDS<br />
OF BUSINESS AND<br />
TECHNOLOGY DECISION –<br />
MAKERS HAVE DIFFICULTY<br />
GETTING CLEAR ANSWERS<br />
FROM THEIR DASHBOARD<br />
METRICS
Typical journey of<br />
daily operational & tactical decisions<br />
Processes and systems<br />
generate operational<br />
data + big data<br />
Data across systems,<br />
processes and / or<br />
departments gets<br />
aggregated<br />
Data gets<br />
captured &<br />
processed<br />
Managers<br />
receive reports<br />
Decisions<br />
can be<br />
made<br />
Actions take<br />
place<br />
DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 7-8 DAY 9 > DAY 10+<br />
Potential issue occurs<br />
negatively impacting<br />
performance or positive<br />
opportunity arises<br />
Issue or opportunity is<br />
‘hidden’ in the internal<br />
or external data<br />
Reports are<br />
created<br />
Reports are<br />
analyses for<br />
relative insights<br />
and information<br />
Actions based off<br />
of decisions are<br />
communicated to<br />
employees<br />
It takes on average 6.1 days<br />
to get a report (slide 4)
More data sources, more fragmentation,<br />
less pro-active decision making?<br />
SMS<br />
Voice<br />
Text<br />
Social<br />
Disparate<br />
Data<br />
sources<br />
Email<br />
Existing barriers<br />
Apps<br />
Data and information stored in many<br />
disparate systems. Manual or delayed<br />
reporting to obtain fragmented insights.<br />
Long term and instant<br />
decisions are made, based<br />
on information / insights
In many CCs this is what information<br />
looks like<br />
How engaging is it?<br />
Does it allow you to make the right decisions?
2. Point of entry<br />
Solution?
System /<br />
Data /<br />
Info<br />
System /<br />
Data /<br />
Info<br />
d<br />
i<br />
s<br />
c<br />
o<br />
n<br />
n<br />
e<br />
c<br />
t<br />
System /<br />
Data /<br />
Info<br />
System /<br />
Data /<br />
Info<br />
System /<br />
Data /<br />
Info<br />
Which back office systems and processes can support which request and are<br />
they sufficiently connected?
And things can get messy<br />
Result: Customer will be frustrated and annoyed, KPI’s will not be met, client<br />
might be lost => CC mission not fulfilled
3. More complex voice contacts<br />
• With successful implementation of AI, bots self service,<br />
many simple issues can get solved without interference<br />
from agents<br />
• What rests for the agents are the difficult cases<br />
• Leading to increasing call times<br />
• <strong>The</strong>se are generally also the more sensitive cases with the<br />
biggest ‘explosive’ danger<br />
Þimportance to have extra informed and<br />
empowered agents with access to the right<br />
information and clear view of proper<br />
performance at any given moment
4. Effective Communication is key<br />
• 70% of business transformation efforts fail due to lack of engagement<br />
• Connections are the basis of every well-functioning entity. Any society,<br />
organisation, system or process depends on connections being made.<br />
• Good communication is identified by 30% of business leaders as the most<br />
determining factor for employee and customer engagement and business<br />
success.
Is this agent<br />
likely to perform?<br />
- 57% of employees in UK are<br />
disengaged<br />
- 26% are HIGHLY<br />
disengaged<br />
- => together 83%<br />
- Situation in CC and CS<br />
departments often worse<br />
because of nature of job and<br />
customer reactions<br />
Source: UK Gallup study
Companies with engaged employees<br />
21% 21% 10% 147%<br />
More<br />
profitable<br />
Better service and<br />
productivity<br />
Higher<br />
customer loyalty<br />
Higher earnings<br />
per share<br />
SOURCES: : Gallup Survey 2013, Gallup Q12® Meta-Analysis Report, Quora consulting report 2016, office for national statistics and OECD, Source office for national statistics
Challenges in achieveing<br />
effective internal communications<br />
EMAIL<br />
CLUTTER<br />
INTRANETS<br />
UNDERUTILISED<br />
TRADITIONAL<br />
REPORTING<br />
Inbox overload<br />
Unengaging delivery<br />
Easy to ignore<br />
Competes with spam messages<br />
Hard to reach employees<br />
Under utilised or not easily /<br />
regularly accessed<br />
Lack of personal messaging<br />
‘Pull’ approach to content<br />
Usage varies<br />
Time intensive (expensive)<br />
Non democratic<br />
Delayed – looses relevance<br />
Disparate and non unified<br />
Does not allow proactive decision<br />
making
A Part <strong>Of</strong> <strong>The</strong> Solution:<br />
<strong>The</strong> Intelligent Visual Contact<br />
Centre
Wired for<br />
Visual<br />
Comms<br />
Visuals are processed<br />
People remember<br />
80%<br />
<strong>Of</strong> what they SEE<br />
Compared to 10% of what they<br />
hear and 20% of what they read<br />
NASDAQ<br />
60,000X faster<br />
In the brain than text
A More Productive Implementation Model<br />
Intelligent visual technology can provide a constant solid base for efficient performance management<br />
strategy within the modern CC.<br />
Creating a more connected, informed and engaged workforce, nourishing a more efficient more efficient<br />
and productive environment, leading to better performances.
From content and data to results<br />
DATA<br />
INFORMATION<br />
INSIGHTS<br />
RESPONSE<br />
Raw numbers that<br />
we capture<br />
following a certain<br />
standard<br />
A collection of data points<br />
that we can use to<br />
understand something<br />
about what's being<br />
measured<br />
Understand what's<br />
going on with a<br />
particular situation,<br />
context or<br />
phenomenon<br />
Using the insights<br />
in order to achieve<br />
a desired outcome<br />
and achieve<br />
positive results<br />
Which actions to take?<br />
For that we need insights!<br />
In real time<br />
Many CCs today<br />
CC’s with visual performance<br />
management solutions
Real Time Cross-System Info / Insights<br />
Improve agent productivity with real-time information, performance metrics and key performance<br />
indicators to deliver information that empowers your agents to make quick, informed responses.<br />
Democratically disseminate KPIs with data alert thresholds to desktops and mobile devices —<br />
allowing managers and staff to take quick action anytime and anywhere.
Internal communications with impact<br />
Inform, inspire, involve, connect … engage<br />
Use intellignt visual communications to reshape the working environment and create a more<br />
immersive and productive culture<br />
Use social media as a connector creating a bridge and giving employees an active role in<br />
the communications strategy, making them a participant rather than a spectator
Aligned integrated cross platform<br />
customer visual communications<br />
Guide clients and consumer front of house towards the right channels and<br />
information, manage processes at their origin<br />
Inform along the customer journey from start to finish<br />
Make sure agents and consumers have access to the right info at the right<br />
moment – visual alignment back and front of house<br />
Closer collaboration between CC &CS and marketing !
BEFORE
INCLUSION<br />
INTELLIGENT<br />
DYNAMIC IC<br />
TOOLS<br />
EMPOWERED<br />
EMPLOYEES<br />
PERFORMANCE<br />
METRICS<br />
ENGAGEMENT<br />
INTERNAL<br />
SYSTEMS &<br />
PLATFORMS<br />
RELEVANT<br />
PERSONALISED<br />
CONTENT<br />
CONNECTED<br />
TEAMS<br />
COMPANY<br />
RESULTS<br />
TRANSPARENCY
Connecting<br />
<strong>The</strong> Dots Across<br />
<strong>The</strong> CC & CS<br />
Providing the right information at the right time<br />
depending on the employee and his/her need for<br />
specific insights.<br />
One-to-One<br />
One-to-Few<br />
Direct targeting.<br />
Get critical information to<br />
who needs it most.<br />
Allows segmentation of your<br />
audience. Deliver messaging to<br />
different locations, departments<br />
or groups.<br />
One-to-Many<br />
Allows you to connect all<br />
areas of your business on a<br />
global scale.
Adding<br />
an edge<br />
for more<br />
impact
CONNECTING THE DOTS<br />
Performance enhancing technology for future the modern engagement CC
CONNECTING THE DOTS<br />
Performance enhancing technology for future the modern engagement CC
Typical Journey with<br />
Intelligent Data and Content Visualisation<br />
Daily operational<br />
performance Data<br />
and Big Data<br />
Potential<br />
issue or<br />
opportunity<br />
occurs<br />
Staff and managers<br />
get presented with<br />
best potential solution<br />
to issue automatically<br />
Well informed engaged<br />
staff and management<br />
take pro-active action to<br />
uphold high performance<br />
levels<br />
Performance is<br />
maintained and<br />
improved, company<br />
results positively<br />
impacted<br />
ON THE SPOT - INSTANTANEOUSLY<br />
Reports at<br />
the end of<br />
the month<br />
in green<br />
Performance metrics<br />
and content are<br />
acquired, aggregated<br />
and structured<br />
Intelligent visual real<br />
time dashboards<br />
present issue or<br />
opportunity<br />
immediately to staff<br />
and managers across<br />
the enterprise<br />
Multi channel<br />
approach makes<br />
information / insights<br />
and actions to be<br />
taken available any<br />
time anywhere<br />
All management,<br />
executive management<br />
as well as all staff see<br />
impact of decisions and<br />
actions as real time<br />
performance updated<br />
immediately
Visit us at stand 2180<br />
THANK YOU<br />
FOR YOUR TIME<br />
rmgnetworks.com<br />
@rmgnetworks