Contact Center Routing Strategies for Improving Customer Experience - Featuring Two Use Cases

Contact Center Routing Strategies for Improving Customer ExperienceMarch 2013

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

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Presenters

Janelle MatthewsSr. Director, Business Solutions

& ConsultingGenesys

Brendan DykesSr. Solution Marketing

ManagerGenesys


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What We’ll Cover

1. The reality of supply v demand in the Contact Center2. Having more resources through virtualisation3. Managing availability of skilled resources effectively4. Managing variability in the contact traffic patterns5. Use case examples of these approaches being applied6. The value in changing to this approach


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...states that an infinite number of monkeys hitting keys at random on typewriters for an infinite amount of time

would ultimately type the complete works of William Shakespeare

The infinite monkey theorem


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The reality is...

• A finite number of associates

Limited skills available

Variable volume of calls

• Limited amount of time

• And a patchy (at best) Customer Experience


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A finite number of associates...

Other Centers

Back OfficeOutsourcing Partners

Branch Offices


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Limited skills available...

Source: Black Chair Limited

and you’re constantly changing them

Worst Case

500 associates

44,000 changes in a day!

Average Case

7500 associates

3,000 changes Per day


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Variable volume of calls...

Planning


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Limited amount of time...

Schedule Adherence

Ineffective Routing


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Genesys Routing Strategy - Flexible Simplicity

No

Identify Caller(implicitly or explicitly)

Skilled associate available?

Yes

Planning for the Unexpected Genesys Virtual Hold

“Rather than wait on hold, we can call you back when it’s your turn...”

CONTACT CENTER

No

Yes

Customer Value RoutingTo self-service or

skilled associate with screen-pop

Human

Automation

Yes

No

Business As UsualAutomated Self-Service

“Your account balance is...”“Your bill is due on...”

Context from Conversation

Manager

iCFD™ Interceptor“Are you calling about...?”

“We have an update for you...”

Business As UsualCaller Intent

”Tell me what you’re calling about...”“Please select from the following options...”

Best handled

by...

2


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Routing Strategy based on Flexible SimplicityBusiness as Usual – Team-based routing to general skills

ENGLISH SALES TEAM

SPANISH SALES TEAM

ENGLISH GENERAL TEAM

SPANISH GENERAL TEAM

CAREER PATH

CAREER PATH

SKILLS:

• + English

• +Spanish

• + General

• + Sales

QUEUES:

• +English General

• + Spanish General

• +Spanish + English General

• + English Sales

• + Spanish Sales

• + Spanish + English Sales

• …


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Routing Strategy based on Flexible SimplicityPlanning for the Unexpected – Borrowing & lending virtualized resources

ENGLISH SALES TEAM

SPANISH SALES TEAM

ENGLISH GENERAL TEAM

SPANISH GENERAL TEAM

ASSOCIATE SKILLS:

• +Eng +General

• +Sp (+Eng) +General

• +Eng +Sales (+General)

• +Sp (+Eng) +Sales (+General)LEND

LEND

LEND

Right Customer - Right Resource

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


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Key Challenges• Best customers aren’t getting the best service

• Customer service is disjointed across time and channels.

• Lack timely insight to anticipate needs and respond to business challenges

Use Case 1: Flexible Simplicity with Customer Service Interceptors

Vision“Make it easy for valuable customers to do business with us by connecting conversations across locations, time, and media channels”


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Use Case 1: Examples of Interceptors

Cross-Channel Conversations

Web/Mobile Phone

Service Resumption

Dropped Calls

Value-based SegmentationGold/Silver/Bronze

Targeted Cross/Up-

SellingProducts per Household

TimelyUpdates

Account Activity

Multi-Step Process

Application StatusIssue Resolution

Customer Preferences

Language Frequent Tasks

Fraud / Risk Suspicious Activity

Collections


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Current Experience

Previous ExperienceGenesys

Outbound Contact

Calling List Outbound Agent Outbound Voice Call Customer

Customer Context

Customer

Your term deposit's nearing maturity. If you'd like to speak with an investment specialist, press 1.

Inbound Self ServiceInterceptor

Intelligent Routing

Screen-pop of customer &

lead data

Outbound Agent(customer opts in)

Term Deposit Maturity

Use Case 1: Flexible Simplicity with Customer Service Interceptors


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Key Challenges• Customer Service Resources were not optimized

• Lots of data – but not actionable

• Lack of business continuity

• Multiple channels creating competing priorities

Use Case 2: Transitioning from queue-based routing to virtualized customer service

VisionTo change the customer experience and address business challenges, we needed to start with the end in mind:

• Consistent

• Personalized

• Easy

• Scalable and repeatable

• Informative

• Prioritized


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Use Case 2: Transitioning from queue-based routing to virtualized customer service

Strategic Approach• Virtualization with agent-level routing

• Borrow/Lend Resources

• Consolidated, actionable data for targeted cross-sell/up-sell


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A Bad Customer Experience...

Multiple Attempts to Resolve

Resolution Took Too Long

Had to Repeat Information

Source 2011 Convergys Scorecard Research

40%

35% 34%

Top Three Dissatisfiers


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Why is it so Important?


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Conclusion


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For more information, please visit

www.genesys.comEmail us:

[email protected]

QnA: Ask the Experts!

Janelle Matthews Brendan Dykes

http://www.genesyslab.com/

mailto:[email protected]



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Contact Center Routing Strategies for Improving Customer Experience - Featuring Two Use Cases