Cisco webinar serving the connected customer

Cisco Confidential

Total Customer Experience

27 January, 2015

Serving the Connected Customer by focusing on Outcomes that Matter

Cisco Confidential 2© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.

Today’s Speakers

Brian AtkinsonHead of Customer Collaboration

UK & Ireland

@batkinso

[email protected]

Noel HarrisDigital Transformation Expert

John ConnorsTechnical Director


Key Takeaways

#1: Today’s Reality

#2: Imperatives of an OmniChannel Solution

#3: Delivering True Business Value


Four Customer Experience Trends We’re Seeing

“Mobile First” Customer

Experience

85% of Customers Start Here -

Be There

#1

“Low Effort” Interactions

Low Effort Companies Have Much

Higher Loyalty Outcomes

#2

From “Reactive” to

“Proactive”

Customers Are Time Constrained –

Get To Them First!

#3

“Experiences Crossing

Boundaries”

Data and Insight Must Follow the

Interaction

#4


What Today’s Customers Expect

34%

27%

26%

24%

20%

4%

10%

8%

They treat me as a valued customer

The person who answers the phone handlesthe whole of my call

They answer the phone quickly

They know my transactions via the app

They are familiar with my previous dealingswith them

They pass me to someone I’ve dealt with before

None of these

Don’t know

Source: CCA & Mori

Treated As A Valued Customer

Consistency of Service

A Connected Journey


8.5%

40.4%

12.8%

36.2%

2.1%

Do your contact centre agents have a single view of all customer contact regardless of channel used?

Yes, we can easily identify the journey customers have takenacross different channels e.g. online to voice, or online toweb-chat, etcWe can see some parts of the journey customers have takenacross different channels

Our customer information is stored in silos so it is difficult foragents to see all customer data

No, the different channels in our organisation are still siloed

Not sure

CCA Member Survey: 73 respondents, all sectors, Sep 2013

Silos still dominate

Barriers to obtaining a single view of a customer journey


30.2%

74.4%

51.2%

23.3%

4.7%9.3%

2.3%0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

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What do you see are the main barriers to improving agent desktops/toolkit to support a single customer view? (Please select all that apply)

Cisco / CCA Member Survey: 73 respondents, all sectors, Sep 2013

Barriers to obtaining a single view of a customer journey

Legacy Systems a barrier

Cost & Business Case

Too Complicated


Wave 1:Cost

Skills Routing

Reporting

Reactive Interactions

Non Integrated Systems

Siloed Locations & Functions

Wave 2:Relationship

Personalized

Multi Channel

Self Service

Dynamic Workspaces

Customer Data Driven

Speech analytics

Proactive contact

Virtualised

Digital interactions

Analytics

Connected Journeys

Borderless Customer Care

New Business Imperatives

Mobile Customer Care

Wave 3:Experience

Transactions Interactions Engagements

Reactive Proactive

The 3 WavesWhere are you focused?


The Contact Centre is Now The ExceptionExceptions Now Rule Direct Customer Engagement

Customers Customer Care

Web Branch Contact Centre Mobile


Where to Target ValueThe 5 “Moments of Truth” in the Journey

Transfers

Repeat Contacts

Cumbersome

Authentication

Channel Shift

Missing

Context THE

EXCEPTIONAL

SERVICE

CHALLENGE

Cisco Confidential 11© 2013-2014 Cisco and/or its affiliates. All rights reserved.

Imperatives of the OmnichannelJourney


Multi-Channel Versus Omni-Channel

Multi-Channel

• Result of business P&L’s and

structure

• Siloed in nature

• Little tracking of customer

journeys cross function

• Measured on a per contact basis

• High focus on improving ‘that’

interaction

• Reactive in nature

Omni- Channel

• Customer centric design

• Seamless integration cross and

intra-medium

• Focusses on supporting

customers through their journey

• Measured & improved on a

journey basis

• High focus on making the ‘task’

easier

• Proactive in nature


The changing landscape…

For 71% of customers, valuing their time

is the most important thing a company

can do to provide good service

“68% of all Millennials demand

an integrated, seamless

experience regardless of the

channel

That means being able to

transition effortlessly from

smartphone to

personal computer to physical

store in their quest for the best

products and services.”

You’ve got to start with the

customer

experience and work back

toward the

technology – not the other way

aroundSteve Jobs - 1997

“Think Journeys not Contact

Channels”

Forrester Customer Experience Online Survey, 2013

52% will abandon online purchases if they

can’t find a quick answer

Accenture

2013 Shopping behaviours of 6,000 consumers, of which 1,707

were Millennials across eight countries


The effortless experience

14

• 125k customers surveyed to understand drivers of loyalty

• 5k Customer Service Reps surveyed to understand drivers of

performance

• 100+ companies analysed to understand impact of policies

• 3 Major Findings


The effortless experience

Finding 1 – Delight doesn’t pay

More

Loyal

Less

Loyal

Below

Customer

expectations

Meets

Customer

expectations

Exceeds

Customer

expectations

• “Delight” increases costs by 10-20%

• “Delight” only happens 16% of the time

Finding 2 – Service Drives Disloyalty

1.x

4.x

The

Perception

The

Reality

More

Loyal

More

Disloyal

Drivers of Disloyalty

• Repeat contacts

• Channel Switching

• Transfers

• Repeating information

• Robotic Service

• Policies & processes customers

have to endure

• “Hassle factor”

Customer Effort

Finding 3 – Mitigate Disloyalty by reducing effort


The path of least resistance

A Shift from Driving Customer Experience to Reducing Customer

Effort……But How?

Be Personal Be Relevant

Be Targeted And Above All

- Be Proactive

40% of customers

prefer Self Service

to a human

interaction for their

future contact with

companies*

That Said….

73%

Said they wanted to

speak to a person

even when the

Digital channel

worked perfectly*

*Steven Van Bellegham – Author of ‘The Conversation

Manager’ & ‘The Conversation Company’

Know me and treat me

as an individual

Know where I have

been and what my issue

is

Know where to help meDon’t pester me but

know when to help me

There is No One Size Fits All

Approach


The approach

• Be clear on success criteria – what are you trying to do from a customer and business perspective

• Help define and understand the high effort bottlenecks within the support channels and target your efforts here

• Create an INTEGRATED environment that allows you to escalate to the most APPROPRIATE channel to resolve quickly and first time

• Introduce new channels….start small, grow, learn and refine

• Critical to measure the RIGHT things….linked to success criteria

• Partner with a company who will help/consult/advise on best practice and has experience of doing this

• Help create an eco-system that works WITH and compliments your existing channels

• Give you the tools to create Personal, Relevant and Targetted ‘interventions’

• Give agents access to the RIGHT information at the RIGHT time

• Test, learn, grow, refine and remove (the human element)……create the path of least resistance


Telco Early life - transfer contacts

Order handset

online

Go to Retail

Call sales

dept.

Email

Docs

Handed

Docs.

Posted

Docs.

Return

Home

Handset

arrives

Handset

arrives

Charges phone and

puts sim in

Doesn’t know how to

transfer contacts

Goes

Online

Cant find

processContact Us

Issue Resolved

3

2

4

5

1

1

1

1Is the initial documentation fit for purpose….does it link to success

criteria/strategy?.....what help and support is provided/links to content

2

2What do we send with the handset?....does it link to success

criteria/strategy?.. .what help and support is provided/links to content

3 We know when the handset is connected to the network so what do we

do?.....proactive comms/links to helpful videos/EL site?

4This is common query type so how do we offer proactive

content/knowledge/support?

5 How do we ensure agents know what customers have done previously

and give them the support to manage efficiently and effectively?

5 5


Omni-channel check list

Omni- Channel

• Customer centric design

• Seamless integration cross and intra-medium

• Focusses on supporting customers through their

journey

• Measured & improved on a journey basis

• High focus on making the ‘task’ easier

• Proactive in nature


The Art of the Possible –Seamless Interaction


What customers want…


WHAT IS EFFORT?


Recipe for low effort?


Customer knowledge


Organisational Knowledge


Review brochure

Call 1-800 number

from a TV ad

Check website

Enroll at local office

Talk to claims agent

Rave at Pub

Steve GeorgeAge: 59 Baby Boomer

“Hopefully retiring soon…

EASY, Connected Journeys

Agent

Knowledg

e BaseSelfService

Knowledge

Base

Claims

Knowledge

Base

Store

Knowledge

Base


What Impacts can you expect?

23% 90% 30%Improved call

quality

Improved

handlingRelevant

questions

19% 50%Reduced

escalationsTraining

reduction


CHECKLIST for EASY INTERACTIONS?


Delivering Business Value


Contact Centre as a cost centreAHT, ASA, AWT

Technology Strategy

Contact Centre

Strategy

Business Strategy


Customer Care is impacting the BusinessKey Linkages to Higher Order Outcomes

Technology Strategy

Customer Engagement Strategy

Business Strategy


“Net Promoter” metrics: willingness to refer a friend (1-100):• 70 – Telephone

• 76 – Click to Chat/Web Browser

• 93 – iPad Video Chat

More personalized service using “channel of choice”

Reinforce innovation of the brand

OUTCOMES


Low Effort OmniChannel in Action


Low Effort OmniChannel in Action


How do we get there?Build a Self Funding Roadmap

Current State

£

ACD Consolidation

Agent Virtualisation

Self Service

“Current Business

Performance &

Challenges”

Cost Savings

£££

Optimise Business

Process

Leverage resources

across the company

Proactive Sales Contact

Drive Revenue

“Improved Business

Results and

Innovation”

End State

£££££

Create Unparallelled

Customer Experiences

Enable New Business

Models

Drive Disruptive

Innovation

Industry

Leadership

Business Value

Inn

ovati

on


Key Takeaways

#1: Today’s Reality

#2: Imperatives of an OmniChannel Solution

#3: Delivering True Business Value


Call to Action

Link to download slides will be

delivered via email

Visit our websitehttp://www.cisco.co.uk/contactcentresolutions

Any further questions?

Claire Ryan

[email protected]