Uncover Strategies to Best Serve the Omni-Channel Customer

Strategies to Best Serve the Omni-Channel Customer

July 17 2013July 17 2013

Nancy Jamison, Principal Analyst, Contact Centers

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Today’s Presenter

Nancy JamisonPrincipal Analyst, Customer Contact

Frost & Sullivan

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Customer ForumsFacebook

YouTubeWikis

Twitter

Blogs

LinkedIn

Customer Interaction Channels

IVR/Automation

Email

Voice Mobile

Web

Chat

From Multi-Channel to Omni-Channel

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From Call Center to Multi-Channel to Omni-Channel

1950’s-1960s -

Telemarketing, DA

1983 - Call Center/ ACD Development

Late 1970’s-1980’s – IVR, Help Desks

1991 - WWW

1996 – Chat, Email 2008 -Social Media

2012 - Mobile Care, Big Data, Virtual Assistants

2013 – Omni-Channel Customer Care

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Rise of the Omni-Channel Worker/Customer

• Worker: Bring Your Own Device (BYOD) Movement Instant Messaging Social Media

• Customer Social Networking

Frost & Sullivan research shows that 71% of firms use social media to connect with customers, partners, and suppliers

Mobility Frost & Sullivan forecasts the number of North American wireless

subscribers to grow from 337m in 2012 to 386m in 2017

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Multi-Channel by Design not Accident It’s all about the Customer Journey

“Omni channel is ensuring a consistent, high quality customer experience regardless of how and where a customer chooses to interact with an organization, and no matter the purpose. It ensures that data and context from initial contact carries over to subsequent channels, reducing customer effort, improving the customer interaction, and enabling the business to tailor the customer journey.”

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Omni-Channel Retailing – ‘Click and Mortar’

Mobile• Product information, price check, comparison shop• Online purchase – in-store pick-up or return• In-store shopping – ship to home option• Location-based services, including coupons, special offers

Email and the Web • Promotional outbound to drive customers to in-store events• Allow online shoppers to see stock at local stores• Use social media to connect with customers and drive brand loyalty• Build a sense of community

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Challenges for Multi/Omni-Channel Deployment

Competition for IT Resources Lack of Cross Organizational Support Application Silos Cost Integration Complexity Paucity of APO Tools (forecasting, scheduling, training, etc.)

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Enabling Technology Trends

• Cloud adoption

• All-in-one, software-based systems

• Application integration on legacy systems

• Big Data integration

• Extending social and mobile to in-person experiences

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Omni-Channel Application Trends

• Mobile Customer Care

• Social Media

• Chat

• Persistent Conversations

• Text Analytics

• Workforce Management

• Speech Analytics

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Omni-Channel Best Practices

• Create a Cross Organizational Customer Experience Team• Develop a Voice of the Customer Program• Develop Agent Hiring and Training Guidelines• Develop Interaction Handling Guidelines• Rethink Metrics• Eliminate Information Silos

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Next Steps

Develop Your Visionary and Innovative SkillsGrowth Partnership Service Share your growth thought leadership and ideas or

join our GIL Global Community

Join our GIL Community Newsletter Keep abreast of innovative growth opportunities

Phone: 1-877-GOFROST (463-7678) Email: [email protected]

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For Additional Information: Featured Analysts

Brendan ReadIndustry AnalystICT – Customer Care(917) 618-4394 [email protected]

Nancy JamisonPrincipal AnalystICT- Customer Care(650) 494 -4077 [email protected]

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For Additional Information

Mireya EspinozaCorporate CommunicationsICT(210) 247-3870Email: [email protected]

Craig HaysSales ManagerICT(210) [email protected]

Stephen LoyndGlobal Program ManagerICT – Customer Care(978) 430-4307 [email protected]