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BEST PRACTICE WEBINARTake the First 3 Steps to Building a Cross-Channel Customer Experience
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.2
Tweet to Win!
• Use #GWebinar • Reference @Genesys• TWO Winners!
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.3
Presenter
Pete WermterVP Marketing Genesys
@pete_wermter
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.4
Customer Experience
Channels Human-Assisted Touchpoints
Self-ServiceTouchpoints
What is Great Customer Experience?
Contact Center
Store/Branch
Back Office
Direct to RepWebsite
Voice IVR
Mobile App
Marketing Promo
Personalized
Seamless
Low effort
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.5
What's Different About Cross-Channel Today?
Voice Self-Service
Mobile App
Web Self-Service
FA
IL Contact Center
FA
IL
58%34%
Callers who first used web in current transaction
Callers on web while talking to a rep
10%Leakage of loyalty whenweb self-service fails
FAIL
FAIL
FAIL
Source: CEB
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.6
Building Optimal Cross-Channel Customer Journeys
On-BoardingJourney First BillProvisionWelcomeSign Up
Website
MobileApp
ContactCenter
Branch
Directto Rep
BackOffice
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.7
Map the cross-channel customer journey
Give context to IVR and agents
Move to a single platform
Take the First 3 Steps to Building a Cross-Channel CX
#1
#2
#3
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.8
Map the Cross-Channel Customer Journey#1
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.9
Map the Cross-Channel Customer Journey
One Company Purchase Journey
Branch
• Build Insights - Your brand aspirations + customer insight, VoC
• Identify and define target segments & contextual needs, wants and preferences
• Map the engagement lifecycle - across channels and touchpoints
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.10
Mobile
IVR/Contact Center
In Person
Web
Social
Mapping Problem Resolution Journey
Talk
Chat
Pickup
Consult GroupTweet
ID/AuthVisual IVR
Question
Talk
CUSTOMER WITH ISSUE SETTING UP MOBILE EMAIL
Desired Experience: Customer is sent a link via chat that auto configures customer’s mobile or gives an easy to follow instructions and resolves the problem!
@yourcompany – great #cx to fix
my problem 2day #loyal
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.11
Give Context to IVR and Agents#2
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.12
Journey Across Channels - What Agents See
Mobile
IVR/Contact Center
In Person
Web
Social Partial Form
Talk
Chat
Pickup
Consult GroupTweet
ID/AuthVisual IVR
Question
Talk
Agents have very little insight into the customer journey and have to ask the caller ‘How may I help you?’
Agent sees screen pop from IVR, static account info
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.13
Leverage Cross-Channel Customer Context
Mobile
IVR/Contact Center
In Person
Web
Social Partial Form
Talk
Chat
Pickup
Consult GroupTweet
ID/AuthVisual IVR
Question
Talk
Customer & CXContext
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.14
Context to IVR and Agents Drives Great CX
Mobile
IVR/Contact Center
In Person
Web
Social
IVR: If you would like help with the web form you were filling out? I can connect you to an
agent right now!
IVR: If you would like help with the web form you were filling out? I can connect you to an
agent right now!
Partial Form Fill
Chat
Agent: Hi Mr. Wells I see you were just on the web
and a chat too, let me help you complete the
form online?
Agent: Hi Mr. Wells I see you were just on the web
and a chat too, let me help you complete the
form online?Customer & CX Context
Knowing what happened at each touchpoint allows optimal treatment by the IVR and agent.
TIP!Consider
customer mood and emotions in
design
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.15
Move to a single platform#3
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.16
Fragmented Silos Degrade Cross-Channel Experience
Siloed and Fragmented Business and Touchpoints
Delivered with Fragmented and
Incomplete Solutions
Chat
CRM
ACD
SFA
Social
Mobile
WebCust Svc
IVR
Website
WFO
Website
MobileApp
ContactCenter
BackOffice
Line of Business
Department
Line of Business
Department
+ Bad Experiences=
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.17
CloudOn-Premises Hybrid
Genesys Customer Experience Platform
Store/Branch
Directto Rep
BackOffice
ContactCenter
MarketingPromotion
MobileAppWebsiteVoice IVR
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.18
Genesys Customer Experience Platform
SIP Communications
Analytics and Reporting
Self-Service CampaignManagement
Proactive Notifications
+ Dialer
InteractionManagement
ChannelsChannels
DesktopDesktop
Routing EngineInteraction
Work Items
Multi-Channel Workforce Optimization
RulesCommon routing
strategies
Integrated self-service
Centralized reporting
Single agent environment
Visit www.genesys.com for more customer stories
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.20
Map the cross-channel customer journey
Give context to IVR and agents
Move to a single platform
Take the First 3 Steps to Building a Cross-Channel CX
#1
#2
#3
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.21
Ask the Experts!
For more information, please visit
www.genesys.comEmail us:
Pete Wermter
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.22
Upcoming Webinars
•Analyst Webinar with Dr. Natalie PetouhoffThe Economic Imperative of Customer Experience•March 19, 2014
•Best Practice WebinarWhat are 99% of Your Customers Hiding from You? Find Out with Cloud-Based Speech Analytics•March 26, 2014
•Check genesys.com for on demand webinars!
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