1 to 1 Customer Service - One-to-One Routing

Webinar Series: 1-to-1 Customer Service Best Practice #2: One-to-One Routing

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.2

Presenters

Stefan CaptijnDirector of Solution Marketing

Genesys

Angela RiordanDirector of Solution Marketing

Genesys

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.3

Agenda

•- Introduction•- Importance of a good contact routing strategy•- 4 Ingredients for ‘one-to-one routing’•- Strategic and operational benefits•- Summary•- Q+A

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.4

Today’s Customer Experience Defines Your Brand!

“I never loved the company as much as I did at that moment.”

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.5

BrandPromise

500BAdvertising

BrandDelivery

10BCustomer

Service

Promise versus Delivery

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.6

Median Age is 28 Worldwide

•Two-thirds of Millennials are 21+ with established careers, families and incredible influence

•Globally 86% will share their brand preference online

•They seek more product information for purchase consideration on average 7.4 times per month

•20% attended a brand sponsored event in past 30 days with 65% purchasing the featured product

•Worldwide 25% joined 7 or more brand-sponsored communities online

•70% will try a new product and will post a review online to promote the experience

•65% disconnected as little as 1 hr per day or less

Source: Edelman Digital – Feb 2011

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.7

Social networks influence brand perception

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.8

Customer Service is Increasing in Impact

Only 1 in 4 contact center

experiences are good ones

Only 20%

of companies support mobile apps

Only 1 in 3companies respond

to Tweets about customer service

Companies are struggling to deliver a good experience

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.9

Four-Year Customer Service Channel Shifts

Source: Yankee Group and Others 2008 2012

Phone with or without IVR

Web Self-service

IVR

Email

Chat

45%

15%

15%

18%

6%

67%

12%

4%

15%

2%

22% decrease in telephony channel

But overall increase of total number of interactions

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.10

The lines are blurring...

Phone

SMS

Web

Preferences

Location

Identity Notification

Chat

Social Media

Email

Video

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.11

Driver Channel Conversation

Promoter

Satisfied

Neutral

Negative

DemoterOrganisation

CustomerAgent

Why do customers

contact you?

What channel do they use?

The Importance of good contact routing

4 Ingredients for One-to-One Routing

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.13

1. Identify your customers across all channels

Who is the customer?Preferred language?What is their address?What customer segment are they in?What was their last transaction?What were the latest survey results?NPS Score?Credit status?Outstanding Payments?Location?What is the reason for contact?

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.14

1. Identify your customers across all channels

- Customer ID- Case ID- ANI- DNIS- Email Address- Twitter handle- Voice pattern (biometrics)- Meta data in mobile application

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.15

1. Identify your customers across all channels

- How often did the customer call from the same number?- Frequent change in email addresses?- Ask for a customer ID- When to greet the customer by their name?

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.16

2. Employee Profiles

Satisfaction score?Knowledge? Language skills?

Soft skills?

Behaviour?

Demographics?

Performance?

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.17

3. Business & distribution rules

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.18

3. Business & distribution rules

CUSTOMER

Specialized Needs and/or Higher Value

ASSOCIATE

a) In-source b) branch c) back-office

CUSTOMER

General Needs and/or Lower Value

ASSOCIATE

a) Outsourcer b) In-source c) Call-back

CUSTOMER

Specific Customer Request

ASSOCIATE

a) Branch b) Contact Center c) Call-back

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.19

4. Presence & Schedule information

- What employees match the skill profile?- Where are they located?- Who is available?- If multiple available, who goes 1st?- What does their schedule say?

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.20

Loosely coupled but dynamically linked

EmployeeProfile &

Competencies

Presence&

Schedule information

Business & Distribution

Rules

Customer & Channel Context + + +

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.21

Business Prioritization

Customer Interaction Queue

Back Office TaskChatInboundOutboundCampaign

CSR

Rules & Routing Engine

Interaction AgeCustomer Value / Opportunity

SMS/MobileSocial MediaVideo

One solution for all...

OutsourcedBack Office

Real Time Presence

BranchRetail / Store

Skill Based Distribution

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.22

Benefits of ‘One-to-One Routing’

1. Better customer experience through better conversations with customers – personalized customer service

2. Increases operational efficiencies across the end 2 end Service Chain – the right interactions and work delivered to the right person the 1st time

3. Enables differentiated customer service - optimally balancing both cost and satisfaction

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.23

Summary

•Define objectives • Customer Experience• Efficiency• Sales

•Start with the basics – work up from there• Don’t simply copy your ACD• Skill based routing can be simple or uber-complex. You choose.

•Add enough intelligence to prevent the ‘skill-change-syndrome’

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.24

Ask the Experts!

For more information, please visit

www.genesys.comEmail us:

enterprise.programs@genesys.com

Stefan CaptijnAngela Riordan

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.25

For more information

To learn how to virtualize your Customer Service organisation and make use of economies of scale and simplify your architecture, download the featured whitepaper.

A traditional call center based on Automatic Call Distributor or ACDs, is capable of juggling day-to-day call center tasks, but does it help your agents provide a memorable customer experience?

Thank You for participating!For more information, please visit

www.genesys.com/products

Email us: enterprise.programs@genesys.com