Managing Technology Innovation In Contact Centres

Managing Technology Innovation

In Contact Centres

How do contact centres

handle and harness the constant wave of

technology innovation

for improved customer service?

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 3

Lots You Could Buy

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 4

What Are You Buying Into?

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 5

The Customer Experience

Does not understand the supposed USPs between vendor choices

After Vendor Se lection Day

What Does This Mean?

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 6

Competing against other marketers claims rather than your attention, understanding and priorities

Historic Communication Failure

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 7Conditioned by consumer tech - it just works!

The Customer Experience

Does not care about the supposed USPs between vendor choices

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 8

Meanwhile the CS ecosystem grows ever more complex

The Customer Experience

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 9

Investment priorities become even tougher as customer engagement behaviour keep evolving

The Customer Experience

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 10

What Do You Really Need?

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 11

Mobile Customer Service

Choose Your Service Choose Your Channel Choose Your Time

Customer experiences greater choice in the workflow

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 12

An estimated 95% of mobile apps in the app store lack an in-app channel for customers to get immediate support

App Based Service

Source: Based 1.3 Billion devices the Helpshift SDK is installed on over 6 month tracking

1 in 5 Mobile Users Seeks In-App HelpThis number doesn’t even account for the users who encounter a problem and simply leave the app

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 13

“Make a reservation at Main Street Cafe for 8pm, but only if it’s not going to be raining when we’re there”

“Are there any concert tickets under $65 within 25 miles for any of my favourite bands?”

“Is this a good lawn mower to buy based on the reviews? Is this the best price I can get, and can I return it easily if I don’t like it?”

“If I book this vacation, will I still be within my quarterly budget, and if not, are them some better vacation deals that my family would enjoy?”

Intelligent Assistance

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© Brainfood Consulting 2016

Customer Service now has enterprise attention.

Expectations are even greater.

But my budget has not grown

How do I prioritise?

My Challenges

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© Brainfood Consulting 2016

My service infrastructure sits in silos.

Customers punish us for poor service experiences.

I need low risk ways of moving forward.

My Challenges

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© Brainfood Consulting 2016

Customers expect 24x7 attention

Some insist on live assistance.

Others want everything via an app.

How can I make this affordable?

My Challenges

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© Brainfood Consulting 2016

WHAT TO INVEST IN?

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 18

1. Set out the customer journeys2. Understand what matters3. Invest in ‘low effort’, high returns’

experiences

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 19

Think Journeys Not Channels

Design Principle

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 20

• Almost every flight is now booked using self-service technology

• Only 8% had contact with a human• 75% used a website. While 18% of these

say they now intend to move to a mobile app, only 4% say they will seek out a human

• Similar figures for mobile apps• 91% of those who used self-service

technology to check-in saying they will do so again

• If a passenger is dissatisfied with the technology, they will seek an alternative technology rather than reverting to a human being

Source: latest SITA research 2016 Air Transport IT Summit in Barcelona

Travellers Prefer…

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 21

Insurance Customers Prefer

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 22

W h e n a s ke d to ra n k w h a t ’s i m p o r ta nt w h e n t h e y i nte ra c t w i t h a n i n s u r e r, t h e to p p re fe r e n c e s a r e

• Ability to speak to a live person 42%• This goes up to 51% for female Millennials

But If I’m Inexperienced…

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016

u p s t r e a m d o w n s t r e a m

LitigationComplaint2+ Time

ResolutionMultiple

Transfers1st Time

Resolution

InboundSituation

Recognised

OutboundNeed

AnticipatedNeed

Removed

“Has my claim been accepted?”

Anticipate Needs:Reduce Effort

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016

LitigationComplaint2+ Time

ResolutionMultiple

Transfers1st Time

Resolution

InboundSituation

Recognised

OutboundNeed

AnticipatedNeed

Removed

1.Need to phone and find out2.Automated, instant

confirmations triggered at each stage of claims workflow

Anticipate Needs:Reduce Effort

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 25

1. Low risk experimentation2. Be agile. Iterate lots3. Work to a flexible vision

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© Brainfood Consulting 2016

It’s All About Integration

Make It Simple

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© Brainfood Consulting 2016

The ‘Lego’ blocks have to beSimple to fit together

ScalableAdaptableReusable

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 28

Imagined As One Ecosystem

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 29

Convert To Cloud

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 30

Unified Channel Mgt

Operationally Simple

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 31

Fail Fast, Learn Quick

Client’s ACD

Main Call Centre

Traditional Skills Based Routing

Customers

Post Call SurveyingComparing NPS/C-SAT scores

CloudRouting

1

2

3

4

A/B Split TestingExtracted traffic is routed for separate treatments

Call CentreStaffing

UTILISATION

5

Sandbox Extractorreal time, statistically valid sample

Sandbox Team A Sandbox Team B

Client DashboardReal time comparison of NPS/C-SAT scores, call outcomes

% v %6

A/B Testing

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© Brainfood Consulting 2016

Invest In What Matters

customers

brand team

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 34

I'm a customer engagement and a 'beyond silos' strategist. I am also an author, international keynote speaker and chair. Working under my own brand, Brainfood Consulting, I deliver a range of master classes and interventions. 

Current topics include empowered service cultures, omni-channel design, automation and self service, proactive service models, mobile and social customer service. All targeted at delivering disruptive service innovation. 

I'm is also a founding member of Beyond Silos – a group of specialist practitioners offering design and delivery service for embedding customer hubs – next generation customer engagement. 

Please contact me either via martin@brainfoodextra.com or 078 1691 5845

2015 Lifetime Achievement Award - European Contact Centre & Customer Service Awards