1 PROPRIETARY &

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EXPERTISE HOUR:

THE DOS & DON’TS OF

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Speaker

Johan Jacobs, Former Research Director,

Gartner, Inc.

Johan Jacobs

Former Gartner Analyst

13 August 2013

Which Group are You? Some organizations have tried Web Chat already, and

have it live or had it live at some point Not working for you

Low CSAT scores

Not seeing the benefits

Thinking of switching Web Chat off

Some organizations are planning on deploying Web Chat in the not too distant future

Find out what mistakes the above group made

Reality is that Web Chat is very fast growing channel and being demanded by customers for Web and Mobile interactions

Terminology Live Chat

Proactive Chat

Mobile Chat

Interactive Chat

Many names to add to the confusion

We will use “Web Chat”

Why Web Chat? The reason most often quoted is to reduce costs

Introduce additional Customer interaction channels

Start a Pilot project Most deployments start as pilots

Most pilot projects are not seen as strategic

Select low cost product

Pilots tend to become permanent

Success criteria

Low Cost ….. But you have high people cost

High Satisfaction ….. This seldom happens

Best Practice # 1

NO PILOT project…….

Either commit to the project or don’t do it at all

Lets explore further…….

Web Chat Costs Two Types

Cost of the Technology

Cost of the Agent

Technology cost = 10% to 20% of a Contact Center

Agent cost

72% of Agent cost is Salaries

28% of Agent cost attributed to Technology

Only looking at Technology Cost savings will yield only a small benefit

Focus on Agent Costs Average Web Chat duration = Phone AHT x 2

A Web Chat takes twice as long as a phone call

A Web Chat agent is half as productive as a phone agent

The cost for a Web Chat agent is double that of a phone agent

TCO of Web Chat is worse than that of a Phone call

Cost Savings / Cost Reduction Business Case Fail

Best Practice # 2 The day you start Web Chat agents must perform

minimum of 2 simultaneous concurrent Web Chat sessions

Lets explore further…….

Web Chat Benchmark Simplistic Interaction Environment

6 simultaneous Web Chat sessions

3 times as productive as a phone call

1/3 the cost of a phone call

Complex Interaction Environment

4 simultaneous Web Chat sessions

2 times as productive as a phone call

½ the cost of a phone call

Hands Up…….. Anybody that knows an agent that can successfully

achieve 6 simultaneous Web Chat Sessions and get high CSAT scores …

Never give a Web Chat responsibility to a phone based Call Center agent

Single biggest Web Chat mistake that organizations make

Lets explore further…….

Best Practice # 3

Why Phone Agents can’t Chat It’s Simple - They can’t type

90% of Call Center Agents type with only two fingers

Minimum requirement is 65 Words Per minute double hand typing

What you should do Change recruitment technique / process when

planning to deploy Web Chat Recruit for Business Writing Skills

Recruit for Typing Skills

Web Chat is a Written Business Communication Channel NOT a spoken one

Web Chat is not poorly structured sentences

Web Chat does not consist of a number of acronyms strung together

AWGTHTGTTA – (Google it)

Final Piece of Puzzle

Web Chat actually has nothing to do with Chat

The success of Web Chat depends on

Knowledge Management

Five Knowledge Categories Corporate Knowledge

Policies and Processes and Corporate Content

What companies did in the 80’s

Agent Knowledge

Information CSR’s need to answer Customer questions

Customer Knowledge

Information Customers need to answer own questions

Partner Knowledge

Information Partners in your supply chain need

Social Knowledge

Content contributed by and delivered to Social communities

Five Levels of Search Key Word or Question matching Search

Least accurate

Natural Language Search Ability to understand sentences

Semantic Search Different meanings of words

Multiple questions in one sentence

Intent Based Search Intention behind question by looking at behaviour

Decision Trees or Case Base Reasoning Search engine asks you questions

Knowledge Centered Information Is NOT….

Google

FAQ

10 to 20 answers to a Question

Document Management

Scripted responses

IS….

The ability to deliver highly relevant answers

The “Single Right Answer”

Knowledge has a KPI & SLA Key Performance Indicator

Relevance of Response

Relevance of Response = First Call Resolution

Service Level Agreement 85% or more

Only ever deliver 3 or less answers to a question

How you do this, what the organizational structure looks like, who owns it etc. will be the topic of our next Webinar

Assuming you have a deep rich Knowledge Base solution

Tightly couple and Integrate your Knowledge Base with your Web Chat solution

Lets explore further…….

Best Practice # 4

How it Works Customer Types Question in Web Chat session

Knowledge Base intercepts and search for answer

Pops Answer to Agent

Agents press <Paste> to get answer to Web Chat window

Agent sends answer to Customer

Benefits Same answer irrespective if…

Customer searches Self Service KBS by themselves

Customer asks Call Center agent

Customer engage with Web Chat Agent

Multiple simultaneous concurrent Web Chat sessions

High Customer Satisfaction due to good quality responses

High Productivity due to not retyping same answer

Well Authored answers

Highly Relevant Responses (85% or more)

Pilot Project Final Analysis Had integrated Knowledge Base

Same response to same question

Agents had typing skills

Agents had business writing skills

Multiple simultaneous chat sessions

Ep

ic Web

Ch

at Fail

Four Web Chat Best Practices Commit yourself to Web Chat or don’t do it. Pilot

projects for Web Chat does not work

From day 1 you need to run multiple simultaneous Web Chat sessions

Never give a Call Center phone agent the responsibility to perform Web Chat

Tightly couple a Knowledge Management solution with your Web Chat product. Without this low cost & high productivity is not possible

Video Chat Considerations

Agent Aesthetics

Not all your CSR’s necessarily suitable to represent the corporate image on camera

Distracting Contact Center

Personalized cubicles are distracting

Moving People are distracting

CSR not focus on camera is distracting

http://www.youtube.com/watch?v=mR8oGt_QX38

Virtual Assistants Conversational interface that delivers text and/or voice

based information via a mobile or web user interface

Knowledge Navigator first surfaced

in 1987 - http://www.youtube.com/watch?v=_a0t2Eb7YJk

Tightly coupled with Knowledge Base

Delivers “Single Right Answer”

Increases Self Service “Stickiness”

Reduce Cost of transaction

Never take leave; Never gets sick; Never ask for a raise & works 24x7

Johan Jacobs

Former Gartner Analyst

13 August 2013

johanj01@telkomsa.net

Twitter: Bushman10

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