New Trends in Contact Center industry

Matija Pavelić

Voice Solutions Manager

Asseco SEE

• Omni-channel

• Customer Experience

Agenda

Omnichannel –evolution of

Multichannel or…?

Communication channels are media through which message is transmitted to its intended audience.

Traditional communication channels: telephone, fax, postal letter and face-to-face.

Digital communication channels: email, web chat, social networks, mobile apps, SMS and video chat.

Communication channels

Channel Evolution

Source – Information Dynamix/Inbound interactions by channel – (UK Contact Centers in 2015, 2014); Parature

Digital transformation

Source: Hartman Group’s The Culture of Millennias 2011 report

Digital transformation refers to changes associated with the application of digitaltechnology in all aspects of human society.

All Channels – All the Time

Source – ComScore report

Non-stop customer - Endless interaction

Omnichannel is a multichannel approach to communication that seeks to provide the customer with a effortless experience whether the customer is interacting using traditional or digital communication channels.

Omnichannel

Single-channel

Support for traditional channels

Multi-Channel

Simply supporting more than one channel

Cross-Channel

Enablingtransition from one channel to

another

Omni-Channel

Mutually aware channels

Web self-service interactions overtook all other channels.

Other self-service channels are on the rise.

Voice is increasingly becoming an escalation — not a primary service — channel.

Web chat will grow because it preserves web self-servicecontext.

Email remains a viable channel in the modern world.

Omnichannel

? ?SELF SERVICE

TECH ASSISTEDSERVICE

HUMAN ASSISTED SERVICE

Map the Customer Journey

Optimize the Journey, Not the

Touchpoint

Realize that the Journey and the

Destination Are One

People experience a brand not channel

Omnichannel goals

To utilize a meta-view of all channel engagements, seeing the entire history of a customer’s interactions with a company and leveraging a clear overview of that customer journey to facilitate better, smoother multimodal interactions in real time.

To allow customers to start, pause, and resume their journeys without starting over.

To provide customer with the optimum effortless experienceby gathering context and information across all engagement channels throughout the course of the entire customer lifecycle.

CX – now and beyond?

The Age of the Customer

Source: Forrester Research, Inc.: Compressive Strategy in The Age Of The Customer, October 10. 2013

Age of manufacturing

Age of distribution

Age of information

Age of the customer

Mass manufacturing makes industrial

powerhouses successful

Global connections and transportation

system make distribution key

Connected PCs and supply chains mean those that control

Information dominate

Empowered buyers demand a new level

of customer obsession

1900 1960 1990 2010

CX and CXM

Customer experience (CX) is the product of an interaction between an organization and a customer over the

customer’s journey.

Customer experience management (CXM) is the process that companies use to oversee and track all interactions

with a customer during the customer’s journey.

Good CX is Good Business

Source: Wikipedia; "Customer Experience Management: What it is and why it matters". SAS. Retrieved 7 May 2015.

Retention loyalty•The likelihood that a customer will keep existing business with

company

Enrichment loyalty•The likelihood that a customer will buy additional products and

services from the company

Advocacy loyalty•The likelihood that a customer will recommend the company to

others

Customer Experience KPI’s

Source: http://www.oracle.com/us/products/applications/cx-metrics-kpi-dictionary-1957374.pdf

Acquisition

Retention

Efficiency

CX

Conversion rate

Average Order Value

Brand Mentions

Net Promoter Score

Customer Effort Score

Customer Satisfaction

Service Cost

Self-Service Rate

Cost per Activity

Customer 2020

More inteligent and informed

Have more options andwill not be locked in

Dictate the experience

What will they look like?

Customer 2020

Customer will expect companies to know their individual needs and

personalize the experience

Immediate resolution will not be fastenough as customer will expect

comanies to proactively address theircurrent and future needs

With an explosion of communication methods, customers will expect to

interact their own terms

What will they expect?

A Single, Integrated, and Highly Scalable Customer

Experience Platform

An Extensible, Omnichannel Desktop with Journey Timeline

Personalized and Proactive Omnichannel Experiences

“Direct-to-Best Agent” Routing

Integrated OmnichannelWorkforce Management

Real-Time Management of Channel Service Levels

Global 360-Degree Visibility and Operational

Control

How to deliver next generation CX

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