Integrating Disparate Enterprise Systems for Omnichannel Customer Service

22

Agenda

• Why Integration for Omnichannel Customer Service Matters

• The Omnichannel Customer Service Ecosystem

• The System of Engagement Approach

• How Do You Get There?

• Considerations for Choosing your Foundation

2 Confidential and Proprietary.

3

Pressures On the Traditional Contact Center

Limited Options and Call Centers Flourish

Add “Company Brochure” Websites and E-Mail Support

Siloed Customer Touchpoints Makes CX Problematic

Multiple Channels Availablewith No Integration

1990’s

2010’s

2000’s

Call Center AugmentsBranch/Store

TODAYAspire to Managed Journeys ?

4

Digital Engagement Is Exploding

50%

prefer the phone for more complex

issues

70%

expect web-chat offers while online

75%

go digital before using voice

channels

25%

use more than 4 channels to

consume service

75%

see customer experience as a differentiator

5

2000s 2016

Digital Adoption

Customer Satisfaction /

Experience

Customer Experience Dilemma

6

Digital & Self-Service Impact on Contact Center

Interaction Complexity

Inte

ract

ion

Co

un

t

Average

Contact Center Interactions

Interaction ComplexityIn

tera

ctio

n C

ou

nt

Contact Center

ComplexityShiftMega Trend

Self-Service Contact Center

Interaction Divide

7

The Switching Economy

Global consumers in 2013 switched service providers due

to poor customer service experiences, up 4% from the

previous yearAccenture

62%

82%Of consumers say the number one factor that

leads to a great customer service experience is

having their issues resolved quickly

LivePerson

95%Of dissatisfied customers will tell others about

their bad experience

Dimensional Research

8

-11%

-20%

-28%

-35%

-40%

+13%

+25%

+35%

+44%

+52%

The Cost of Doing Nothing… The “CX Value Gap”

Positive CX Impact

Negative CX Impact

Profits

TimeYR1 YR2 YR3 YR4 YR5

CXValue Gap 92%

Increased• Share of Wallet • Market/Mind Share • Profits

Decreased• Cost of Acquisition• Customer Churn

Decreased• Share of Wallet • Market/Mind Share • Profits

Increased• Cost of Acquisition• Customer Churn

9

Typical Customer Service Delivery Ecosystem

ERP

CR

M

Generic, Fragmented

CX

10

“Customer First” Service Delivery

CX ServicesPersonalized, Consistent CX

11

What’s the Difference?

More concerned with how systems

work.

More concerned with how peoplework.

BPM

System ofRecord

Presence & Workforce

Mgmt

System ofEngagement

CRM

BackOffice

ERPOmni-

channel Context

EngagementOrchestration

& Analytics

Digital & Voice

Channels

12

What’s the Difference?

System ofRecord

System ofEngagement

What

Why

How

Who

Where

When

Source: IDC Reveals Datacenter Predictions for 2015

IDC predicts that by 2016, 65% of organizations' infrastructure investments will target systems of engagement and insight

rather than maintaining existing systems of record.65%

13

No Omnichannel Without Real-Time

Single Channel Multi-Channel Multimodal OmnichannelInteraction

Type

InformationReal-time &

HistoricalReal-time

RelevanceContext for This + Other Events

Context for This Event

View Micro Macro

Channel Comparison

14

What’s the Difference?

CRM & Marketing Automation Systems

Omnichannel Engagement Center

Customer Information

Sales Focused

Lead & Campaign Management

Inside-out

1:Many Communication

Customer Engagement Information

Customer and Employee Focused

Engagement Orchestration

Outside-In

1:1 Customer Engagement

15

What’s the Difference?

CRM & Marketing Automation Systems

Omnichannel Engagement Center

Customer Information

Sales Focused

Lead & Campaign Management

Inside-out

1:Many Communication

Customer Engagement Information

Customer and Employee Focused

Engagement Orchestration

Outside-In

1:1 Customer Engagement

Omnichannel Customer Journey

Management

16

The Status Quo without an Omnichannel Engagement Center

Self-service escalation to

assisted

Identifycustomer &

stated intent

Route to first available agent

in queue

Queue-Based Reporting Reporting on interactions and SLAs

Agent screen pop of customer dataFIFO Queue-Based

Routing to Groups / Skills

Manual Workforce AdjustmentsAssign agents to queues to match supply to demand

Pre-Routing Interaction Routing Post-Routing

17

Orchestrated Routing

Omnichannel Engagement Center Example

Omnichannel Engagement Reporting & Analytics Collect data across channels for end-to-end reporting and analytics to optimize for target business outcomes

Workforce Optimization Efficiently forecast and schedule resources across skills and channels

Post-Routing Pre-Routing

Outcome-based Optimization

Survey customers to drive outcome-

based optimization

Offer callbacks to reduce

customer effort

Proactively update customers to keep

them informed

Inform agents of journey timeline

with Omnichannel Desktop

Expand Pool

Expand Pool

Expand target selection when

needed to find the best available

resource.

Route to agents not queues

Return to Self-Service

Proactive notifications& self-service

Identification & Predict Intent

Service Interceptors

Determine next best action with dynamic

prioritization

Segment on value

1 2 3

Leverage Journey context

Customer & Journey

Context

18

Omnichannel Engagement Center Approach

Branches

Employ analytics to drive actionable insights and predict next best actions for targeted outcomes

4. OPTIMIZE

ORCHESTRATION & ROUTING

Website

Voice

Chat

Mobile

Social

Systems of Record

Identify customers and link interactions across channels

1. COLLECT

ENGAGE WITH REAL-TIME NEXT

BEST ACTION

Drive personalized and proactive engagement based on customer context, business rules and predictive next best actions

3. ENGAGE

Systems of Record

Customer Engagement Profile and

Journey HistoryCONTEXT SERVICES

Analyze in real-time to understand customer behavior, intent, engagement profile and opportunities

2. ANALYZE

BUSINESS RULES Analytics

Actionable Insights & Next Best Action

Predictions

19

Progression to Omnichannel Customer Experience

Omnichannel Engagement CenterContact CenterCall Center

Self-Service

Assisted-Service

Characteristics• Orchestrated routing direct to agent

• Personalized journey management

• Skills based routing

• Siloed Multi-channel

• Queue based routing

• Single channel

Journey

Omnichannel

Orch

estration

PersonalizationQueues

+Add ChannelTouchpoints

+Rationalize Process

& Services into a Common Platform

+Apply Context, Journey Design & Analytics to

Improve Outcomes

Generic Personalized

PredictiveProactiveReactive

• Basic planning

• ACD Reporting

• Siloed Workforce Opt.

• Channel Reporting

• Omnichannel Workforce Optimization

• Journey Analytics & Insights

20

RoutingWFM

Reporting

Single, Unified Engagement across Voice and Digital

CustomerJourney

Social

Chat

Outbound Voice

Email

Inbound Voice

Back Office

PersonalizedEngagement

• Customer Intent

• Employee Strengths

• Low Effort Experience

• Target Outcomes

Right Experience. All the Channels.

All the Time.

21

Choosing your Omnichannel Engagement Center

Single Platform for Voice & Digital

+Proven at Scale

+Choice:

Cloud or PremiseHardware Agnostic

Open Standards

+System of Engagement

Capabilities

CX ServicesPersonalized, Consistent CX

22

More Resources on www.genesys.com

eBook: Journey Mapping: An Outside-in Approach to Delivering Great Customer Experiences

White Paper: Empower Your Contact Center Agents to Deliver a Great Customer Experience with an Omnichannel Desktop

Ovum White Paper: Put the “R” Back in CRM with a Customer Experience Platform

Customer Success Story:

• Vodafone