Navigating Customer Contact Space

8/4/2019 Navigating Customer Contact Space

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Navigating Customer Contact Space in

the 21st Century

Bill Durr

Director, Global Field Marketing


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My Credentials


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My Credentials Thats Me!


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Weve Consulted Great Thinkers


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Call Center Environment


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Customer Contact Environment


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Contact Center Cost Model

Labor65%

Communications25%

Technology

10%


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Leverage Potential

Labor

65%

Communications

25%

Technology

10%

Customer Retention

Customer Loyalty

Revenue Growth

Profit Enhancement


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The First Call Distributor


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Technology Roadmap

Basic Call Processing

Real-Time & Historical Reporting

Conditional Call Routing Lexicon

Open DataBase Connectivity (ODBC)

IVR (Interactive Voice Response)

CTI Data Link (Computer Telephony Integration)

Workforce Management Tools (WFM)

Intelligent Call Processing (aka CRM)

E-Mail

IP Transactions


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Definitions & Comments

Basic Call Processing

Define a Target Group

Define Delay Announcement(s)

Define Overflow Target Group

Real-Time & Historical Reporting

Historical Reporting

Enables Planning the Work Real-Time Reporting

Enables Reacting to Deviations from Work Plan


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Conditional Call Processing Lexicon Sophisticated Rules-Based Call Routing

Key Elements to Consider

If..Then Statement

Number & Kind of Variables

For Example:

If Sales Service Level


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ODBC Reporting

Add Business Data to Contact Center Reports

Enterprise Access to Contact Center Data

CTI Data Link

Screen Pops

Saves Agent Time

Personalizes Interaction

Promotes Loyalty


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CTI in the Call Center - Reality

Very low level of implementation

Many projects fail or underwhelm

Expensive

Drag on


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CTI in the Contact Center


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IVR

Robot Agents

Increasingly Accepted

Handles Simple Transactions

Natural Language, Speaker Independent

Very Powerful

Very Customer Pleasing


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IVR in the Contact Center

Its Hard to Imagine a Contact Center Without IVR


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Workforce Management Software

Accepts History from Contact Center Data

Provides Forecasts

Call Volume

Transaction Time

Define Agent Shifts & Preferences

Generates Agent Schedules

Real-Time and/or Historical Adherence


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Workforce Management in the

Contact Center

Particularly for Contact Centers

With Extended Hours

Over 50 Agents


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Intelligent Call Processing

AKA Customer Relationship Management

Identify Who is Calling

Evaluate Worth to the Company

Route Accordingly

Treating Different Customers Differently

Pareto Customers

20% of Customers Yield 80% of Revenues Some Customers Not Worth Having


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Intelligent Call Processing (CRM)

in the Contact Center

Extensive DataBase Required

Look Out for Integration Costs

1.5 to 5 Times Cost of Tools & Products


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E-Mail

Differentiate Specific vs. Non-Specific E-Mail

e.g. Webmaster@, Sales@, Service@

Contact Centers Will Be Expected to Handle Non-Specific


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E-Mail in the Call Center - Hype

50% of US Have E-Mail Access by 2001

10% of all customer contacts by e-mail in 2001

95% of all e-mail messages delivered in 5 minutes

or less

Response Time Implications


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E-Mail in the Call Center - Why?

Cant or wont wait for human assistance Web page content prompted inquiry/transaction

Need convenience of 24x7 messaging access

Dont need to discuss anything Want to send information & data attachments first

Want well-documented audit trail of interchange

Want to eliminate time, errors & effort in transcribing

information during live conversation

Dont have 2nd line for live call-back while still

connected to web


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E-Mail in the Call Center - Reality

Ultimately, A Great Addition to the Contact Center

Carefully consider before integrating with voice calling

Unpredictable volumes Unpredictable response expectations

Different skill-set

Potential high impact on operations

Rising Volumes Will Dictate Automated Response


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Web-Mail Automation

Mail

Server

Auto-Response

CSR

Email

Firewall

Web

Messages

DatabasesMessages

Automated

Email Agent

Message

Tracking and

WorkflowEmail ACD

ComplexMessages

SuggestedResponses

Call Center Manager


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IP Transactions

Voice Over IP

Text Chat

Application Sharing

Whiteboarding

Video Over IP


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From Call Centers to Contact

Centers

PSTN

ACD

Voice

Server StationWiring


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Centers

Fiber Network

IPGateway

PSTN

PSTN

ACD

Voice

Server

Gateway

Station

Wiring

IPPSTN


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Centers

Fiber Network

IP

IP

IPGateway

PSTN

PSTN

ACD

Voice

Server

Gateway

Station

Wiring

IPPSTN


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Voice Over the Internet - Hype

Essentially free calling

High-touch web-integration

Assisted browsing

Page push/pull

Getting better all the time


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Source: Gartner Group June 9, 1998

Voice Over the Internet - Reality

Reliability issues

High availability LAN = oxymoron

Quality issues

Packet delay matters

Average delay in PSTN = 20 msec

People notice delay = 50 msec

Disruption begins = 100 msec

Practical unintelligible = 250 msec

Typical multihop IP delay

As low as 150 msec

Frequently as high as 500 msec


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Voice Over the Internet

Acceptable for Private, Controllable Network Use

Not Ready for Prime Time

Will Eventually Blow Away Text Chat


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Video Over the Internet - Hype

Multimedia PCs rapidly proliferating

Humans are visual creatures

Video transactions are rich & pleasing

Simple matter of bandwidth

Bandwidth is trending to zero cost


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Video Over the Internet - Reality

Great for internal users

Video enabled consumers

Small population


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Video Over the Internet

Acceptable for Private, Controllable Network Use

Not Ready for Prime Time

Will Eventually Blow Away Everything Else


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MultiMedia Contact Center

MediaIntegration

ManagerReportsServer

ACD Voice

Server

PBX

Agent

Workstation

LAN/WAN

WFM

IVR

Fax

Server

CTI

Server

E-Mail

Server

Web

ServerPublic

SwitchedTelephone

NetworkInternet

Packet

Network


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We Know Where We Want to Be


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Technology Uptake in the Call Center

Forget vertical market differences

Type A firms

Already have call centers

Believe call centers are strategic assets

Moving To implement multi-media

Type B firms

Already have call centers

View as important But not strategic

Implement multi-media when customers demand it

Type C firms

Emerging call centers

Viewed as not important to mission

Wont implement multi-media

15%

65%

20%


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The Goal: Recapture One to One,

Personal Interaction

Documents

Navigating Customer Contact Space