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How to align your contact center to support the varied consumer communications channels to better service customers
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Providing a Unique Customer Experience via a Multi-Channel Contact Center
Agenda
• Introductions
• Recommendations for Effective Customer Support– Elizabeth Herrell, VP and Principal Analyst, Forrester Research
• Contact Center Innovations Drive Better Customer Experience– Joe Gallagher, Enterprise Program Director, SoundBite
Communications
• Question & Answer
2
3Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Effective customer support reaches customers
anywhere over any device
4Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Agenda
• Changing customer expectations
• New models for customer support
–Social media
–Mobile devices
–Proactive communications
• Business value for proactive reach
• Short term steps for moving forward
5Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Disconnect between companies and customers
Today’s customers want
• Personal engagement
• Responsive behavior
• Relevant information
• Timely information
• Recognition
…but companies deliver
• Impersonal support
• Long wait for agent
• Information overload
• Too little to late
• Indifferent support
6Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Customer expectations continue to evolve
Last 5 years
Current
Next 5 years
7Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Customer service needs to focus on positive customer experience
• Delivers more value across all channels
• Improves workflow for business process
• Increases emphasis on customer analytics
• Reaches out to customers proactively
• Contacts customers before they place a call
• Offers business benefits
─Improved customer satisfaction
─Faster response time for sales and service issues
8Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Delivering positive customer experience means reaching customers over channel of choice
• Expecting to find customers at home on landline phone is not realistic and increasingly difficult
• Huge rise in cell phone usage indicates most want to contacted directly any where they are
• Acknowledge customer preference to communicate ─ send and receive ─ via SMS or text messages
• Realize voice communications is just one channel, not the only channel
• Achieve a positive customer experience by
─Aligning with customers’ expectations
─Supporting cross channels for interactions
9Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Customers engage multiple channels based on nature of interaction• Customers often choose non-voice channels for getting information
and basic transactions
• Text messaging replaces email as preferred channel for supporting data interactions
• Seamless support required across all channels— phone, email, Web, SMS, text messaging, IVR, fax, chat, and social networking
• Providing agents with transaction history on non-voice channels, promotes use of lower cost channels
10Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Social media explodes as outlet for customers
• Customers increasingly using social media for contact with companies and their customers
• Social networking sites used for multiple activities: sales, service, support
• Common interest groups may challenge traditional sources of communications
• Companies need to respond and support these channels for customers and business partners
• Social media sites allow companies to reach broader market
11Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Reaching out to customers promotes intimacy
• Supports relationship based services that improve the customer’s experience
• Emphasis placed on what customer is saying and doing across all modes
• Customer satisfaction becomes key indicator of success
• Leverages real time customer information for self-service, assisted service, and proactive outreach
• Supports targeted up sell / cross-sell interactions based on preferences
• Provides value added support such as reminders, alerts, and notifications
12Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Alerting customers yields positive response
• Engages with customers over their channel of choice: cell phones, SMS, email, or landline phone
• Provides convenient way to add new level of support
• Proactive notification and alert systems used for
─Customer care
─Collections
─Emergency notification
• Supports alerts on matters of importance to customers
• Uses advance speech technology for automated interactions and supports transfer to agent
13Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Proactive notification lowers operation costs
• Timely receipt of information reduces need to make a call
• Alerts customers to take action on matters that could cause future delays or payment penalties
• Encourages customers to use self-service sites to retrieve more information
• Promotes usage of self-service channels
• If customer follows up with live call, it often results in shorter call
• Bottom line: Fewer incoming calls results in lower operational costs
14Entire contents © 2010 Forrester Research, Inc. All rights reserved.
…and expands revenue opportunities
• Selectively sends relevant information on promotional offers
• Alerts customers to special values for products previously purchased
• Improves collection rates for delinquent payments
• Encourages customers to take action when it is more likely they will make a purchase
• Supports customer satisfaction by informing them of errors or recalls
• Notifies customers if current contract or policy will expire to promote renewals
15Entire contents © 2010 Forrester Research, Inc. All rights reserved.
ROI for self-service activities
• ROI dependent on percent of increase in automation
• Number of interactions that are partially or fully automated determines savings
• Intuitive interface increases adoption rate
• Many companies realize payback in one year
Type of transaction Approx. cost
Fully assisted services $6
Technical support $12 and up
Chat, collaboration $2 - $5
Email auto response $0.10 - $0.20
Email assisted $3.00
IVR without speech $.0,20 - $0.30
IVR with speech $.0.20 - $.0.50
Proactive notification 0.15 - $0.20
Quantifiable saving per contact lowers operational costs for contactSelf service averages less than $0.30 per contact compared to $6/call
16Entire contents © 2010 Forrester Research, Inc. All rights reserved.
How to move forward with proactive communications• Identify areas that trigger a high number of incoming calls for basic
information:
─Schedules
─Payments
─Account information
─Plan changes
• Update customer information regarding preferred outreach channel
• Sync up with marketing for current account information
• Manage customer’s account proactively — expiration dates, travel info, service contracts, schedules, policies, renewals, etc.
• Anticipate reasons for calls based on individual accounts
• Send proactive messages and track results
17Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Best practices for deploying proactive notification
• Avoid a silo approach and integrate into overall customer support operations
• Make it easy and intuitive for users
• Limit contacts to matters of importance for customers
• Link to a live agent as needed for comprehensive support
• Ensure stringent security practices
• Start simply and expand
• Review and monitor to determine success
18Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Recommendations
• Gain support from marketing, sales, and service organizations who will benefit from proactive notifications
• Keep customer data updated on their current contact information
• Receive customer’s permission to notify them on special promotions and savings
• Select POC for initial outreach program
• Monitor and refresh as needed to reach objective
• Evaluate savings from program with accurate reporting of success based on before and after scenarios
19Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Elizabeth Herrell
617-613-6000
www.forrester.com
Thank you
Contact Center Innovations Drive Better Customer Experience
Agenda
• About SoundBite Communications
• Consumer Communications Preferences Vary: A Multi-channel Strategy is Required
• Creating an Interactive Customer Dialog Across All Channels
• Contact Center Innovations Drive Better Customer Experience
21
Reactive Communications
22
Paradigm Shift: Towards Proactive Communications
Proactive Communications
“Interactive multichannel communications provide several benefits… to build strong customer relationships while also reducing costs.”
Source: “Proactive Outbound Notification Saves Money”, Forrester Research, January 2009
Introduction to SoundBite Communications
Proactive Customer Communications Market Leader•Intelligent platform enables clients to design, execute, measure and optimize customer communications
•Multi-channel: voice, text, email
•Software-as-a-Service (SaaS)
•Solutions span clients’ customer lifecycle
Over 200 clients•~50 Fortune 500 B2C companies
Strong financial position•$36M cash
•No debt
23
Company Facts•Founded: 2000
•Headquarters: Bedford, MA
•NASDAQ Ticker: SDBT
•2009 Revenue: $40.2M
•2009 Messages: ~2B
7 of the top 10 global issuing
banks
7 of the top 10 U.S. telecom & media providers
5 of the top 20 U.S. retailers
12 of the top 20 U.S. utility providers
~90 collections firms
24
SoundBite Users
More than 200 clients actively use SoundBite’s Proactive Customer Communications offering
Financial Services
Telecom& Media Retail
Energy & Utilities
Collection Agencies
Consumer Communications Preferences Vary: A Multi-channel Strategy is Required
26
Paradigm Shift: Towards Mobile Communications
50
100
150
Text Messages(billions per month)
‘00
100
200
300
Telephones (millions)
‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09
Source: CTIA and FCC
Landline Numbers Mobile Numbers Text Messages
Breaking Through the Noise
27
direct mailtext messaging
voiceemail
social media
To get desired results, communications must be proactive and...
Relevant Personal Timely Engaging
Consumer Communication Preferences Vary
28
Source: Based on actual client data
Varied channel preferences indicate that a multi-channel strategy is required
A Multi-Channel Strategy is Required
29
Blend voice, text, and email in a
single customer interaction
Escalate to other channels
based on recipient response
Measure customer
engagement across all channels
Create a personalized,
interactive dialog across all channels
Communicate through varying and multiple channels to drive higher response rates
SMS
Create a Personalized, Interactive Dialog
30
Fully-automated customer interactions that deliver a highly personalized experience
Free Msg: Welcome to TelMobile! To get answers to FAQ reply FAQ or to send a text msg to a live agent reply AGENT
For help reply HELP
To end alerts reply STOP.
Reply Options
Hi, this is TelMobile calling for Jane Doe. We wanted to welcome you and let you know we're happy you joined us.
To get started, we’d like to provide answers to some frequently asked questions.
To hear more, please select from the following options: • To hear how to set up your voicemail, press 1.• For the details of your current plan, press 2.• To learn how your charges are determined, press 3.
$2.5M/year in FTE saving
Top Ten Global Bank Drives Improved Collections
Situation• One of the world’s largest Financial Services
institutions sought improved card collections performance
Strategy• Selected SoundBite – first deploying voice
messaging then text messaging and email messaging across multiple segments of inventory
Results• Estimated savings of 90 FTE (~$2.5M/year)
• 2-10% improvement in cure rate
• Initial US deployment expanding to UK and other European locations
31
Multi-channel messaging combines to optimize collections
“Overall, the performance has been extremely strong and much surpassed the initial business case”
– Client Executive
Contact Center Innovations Drive Better Customer Experience
Contact Center Solutions
33
• Partner with SoundBite to differentiate your customer contact strategies
• Our solutions help optimize agent performance, reduce operating costs, and increase customer service levels
Contact Center Optimization
Contact Center Text Messaging
CTI ConnectAgent Portal
SoundBite Contact Center Text Messaging Solution
34
Business Opportunities
•Empower contact center agents to support customers via text messaging channel
•Adopt a cost-effective channel while providing a positive customer experience
SoundBite Value•Offering text for customer support improves customer satisfaction
•Agents can handle multiple customer conversations
•Enables customer self-service resulting in cost-efficiencies
•Further expands the multi-channel experience in the Contact Center
Contact Center Text Messaging Solution
Dialog Engine enables automated, interactive text messaging
Agents respond to text messages via Agent Text Portal
Enhanced keyword search
Standard and FTEU rate text
Contact Center reporting
Optimization Solution
Retail Example: Agent Support
Dialog EngineCustomer
Agent Text
Portal
A printed marketing piece says, “Sign up for our Loyalty program! Text LOYALTY to 77053”
35
LOYALTY
ALERT
ORDER
Welcome to Loyalty Rewards Plus. To check your balance at any time reply BALANCE. To sign up for new product alerts reply ALERT
New product is available next Friday. 20% off for early orders. For more info reply MORE. To order now reply ORDER. To opt out reply STOP.
Thanks for ordering New Product. To complete your order we need …”
Interactive Text Messaging Increases Collections
Situation• Wireless provider uses 1-way text alerts for
collecting on delinquent accounts
• Goal to increase auto-pay and self-cure rates while reducing agent costs
Strategy• Leverage SoundBite’s Contact Center Text
Messaging Solution for payment and past-due reminders
• Interactive Text Messaging enables subscribers to reply HELP or OPTIONS for more information
Results• 55% lift in same-day payments
• 46% lift in same-day cure rates over BAU
36
Increasing payments while dramatically lowering costs
Contact Center Text Messaging more than
doubles same-day payments
SoundBite CTI Connect – Genesys Solution
37
Business ChallengesOrganizations are under pressure to reduce costs and increase customer service.
•Balance contact center efficiency with great customer experiences
•Integrate proactive customer communications with contact center infrastructure
SoundBite Value•Up to 90% reduction in customer hold times and disconnects on hold
•Match calling levels to agent resources to optimize agent utilization
•Present agents with detailed information at time of call to deliver positive customer experience
Ready-built software plug-in to Genesys i-Server
Warm transfer with screen pops to agent desktop
Intelligent call routing
Dynamic call pacing
On-screen display of real-time agent availability and hold time
CTI Connect SolutionContact Center Solution
Situation• Multiple contact centers with varying levels of agent resources,
availability, and processes. • Required a solution flexible enough to accommodate call fluctuations
across multiple contact centers while also delivering a consistent customer experience.
Strategy• Integrate SoundBite CTI Connect module with Genesys to exchange
key customer data at the time of the call
• Collect real-time agent resource statistics to adjust and route calls to optimal contact center location
• Replace whisper functionality with integrated screen pops to deliver personalized and detailed customer information to agent screens
ResultsSegments customers based on days past due in order to intelligently route customers to available agents for immediate service
•Average customer on hold time reduced to 3 seconds
•Call abandon rate reduced by 83% leading to fewer callback attempts required to reach customers
Top Issuing Bank Provides Optimal Customer Experience
SoundBite CTI Connect Integrates with Bank’s Existing Genesys Technology
Connect
Average Hold Time Reduced to
3 Seconds
38
Summary
Summary
• Proactive Customer Communications anticipate customer needs and reduce inbound calls
• Align your contact center to support varied communications channels to better service customers
• Create an interactive and personalized dialog across multiple channels to increase automation
• Provide agents with visibility into customer interactions across all channels for better service and agent performance
40
Question & Answer
• For a copy of today’s presentation, or if you have additional questions, please contact SoundBite at 888-465-7632 or [email protected]
Thank You!
41