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The Outbound Engagement PlaybookYour Guide to Selecting an Outbound Engagement Solution to Proactively Communicate with Your Customers and Deliver Great Customer Experiences
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4 IMPORTANCE ACROSS THE CUSTOMER LIFECYCLE
7 CONCLUSION
1 INTRODUCTION
2 OVERCOMING CHALLENGES WITH OUTBOUND ENGAGEMENT
3 WHAT TO LOOK FOR IN A MODERN OUTBOUNDENGAGEMENT SOLUTION—SIX KEY COMPONENTS
5 CHOICE OF DEPLOYMENT TYPES
6 CASE STUDIES
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What is an Outbound Engagement Solution? An outbound engagement solution enables organizations to proactively communicate with customers across a variety of channels. By managing expectations and keeping customers informed throughout their journeys, companies can increase customer satisfaction, reduce churn, and build profitable, long-term customer relationships.
CHAPTER 1: INTRODUCTION
The Outbound Engagement Playbook will:
� Guide you through current market trends
� Identify common challenges and ways to
overcome them
� Outline the benefits of proactively communicating
with customers
� Describe deployment options
� Provide real examples of successful
outbound campaigns
How This Playbook Can Help
1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
Why Your Company Needs an Outbound Engagement SolutionThree key industry trends are fueling the significant expansion of and focus on outbound engagement solutions.
� More demanding customer expectations: According to Forbes, 87% of customers want to receive proactive communications from companies regarding customer service issues.1
� Rise of the “mobile-first” consumer: Increasingly, customers are relying primarily—or even solely—on their mobile devices. More than half the global population uses mobile phones, and according to Portico Research, nearly one billion text messages are sent per hour worldwide.2
� More restrictive compliance requirements: Evolving regulatory requirements and business policies are compelling organizations to modernize their outbound tools so they can more easily comply with restrictions governing how, when, and over which channels they communicate with customers.
Companies who increase their investments in outbound engagement strategies are delivering improved customer experiences and, in turn, are
benefiting from deeper customer loyalty and higher ROI from their outbound campaigns.
1 Forbes: “Why Relying Only on Reactive Customer Service Is no Longer Good Enough” (2015)2 Portico Research: “Mobile Messaging Futures” (2014)
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1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
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Many of the challenges organizations face today can be overcome or avoided with a modern and comprehensive outbound engagement solution. Challenges include:
CHAPTER 2: OVERCOMING CHALLENGES WITH OUTBOUND ENGAGEMENT
High Customer Support CostsThese are often the result
of the large volume of
inbound calls in the contact
center. Organizations
that do not proactively
communicate with their
customers end up with
too many avoidable and
low-value inbound calls,
resulting in high agent costs
and a negative impact on
customer satisfaction.
High Customer Churn Uninformed customers with
outstanding needs—and
the lack of personalized
outreach and self-service
options—directly impact
customer satisfaction and
increase churn.
Disjointed Customer Experience Companies often have
siloed communication
strategies, where different
outbound channels are
controlled by different
tools and/or different
groups of people. These
organizational inefficiencies
result in a non-integrated
approach to customer
outreach and make it
virtually impossible to share
context across interactions.
Low Customer Response Rates When an organization
relies on only one or two
outbound channels, the
chances of successfully
contacting a customer or
communicating over their
preferred channel are low.
High Agent Idle Times and Low Agent Utilization Organizations that do not
automate and effectively
pace the volume of
outbound calls will have
inefficient agents and
suboptimal campaign ROI.
1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
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Inefficiencies from Vendor Over-RelianceOutbound engagement
solutions that don’t let
companies create, manage,
and tune their own
outbound campaigns using
self-service tools create an
over-reliance on vendor
assistance, which results in
increased costs and longer
lead times.
Struggle to Meet Compliance RequirementsOrganizations without
dynamic and granular
self-service control over
their outbound campaigns
struggle to comply and
keep current with evolving
regulatory requirements and
corporate policies.
No Mobile Strategy for Outbound CommunicationsCompanies that have not
yet embraced mobile
interactions are missing
opportunities to: engage
with customers over their
preferred channels, lower
customer effort, and
build loyalty.
If you are using disparate communications systems, not offering self-service options, struggling with compliance, or ignoring the mobile channel, can you effectively engage your customers along their journeys?
Modernizing your outbound engagement solution will provide you with the right tools to address these challenges, improve the performance of your outbound campaigns, and enhance customer experiences.
1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
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To effectively compete in this quickly changing, customer-driven world, companies cannot rely solely on reactive, inbound customer communication. Part of your organization’s mission should be to proactively inform, interact, and engage with your customers, and to do so across multiple channels as part of an integrated, omnichannel customer engagement strategy.
CHAPTER 3: WHAT TO LOOK FOR IN A MODERN OUTBOUND ENGAGEMENT SOLUTION—SIX KEY COMPONENTS
Easily Create and Manage Your Campaigns2
Coordinate Communication Across Channels3
Offer a Variety of Outbound Channels1
Capture and Maintain Customer Opt-In5
Integrated Analytics6
Simplify Compliance with Self-Service4
1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
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You want to communicate with customers over landlines and mobile
devices using as many integrated channels as possible. Do not
ignore the great opportunity to interact over mobile channels and
via technologies such as text messaging (SMS and MMS), push
notifications, Wallet, and mobile web pages, as well as outbound IVR
and email. When considering an outbound dialer, you want to partner
with a vendor that has proven to deliver agent utilization rates above
90%. Enabling customer interactions over as many channels as
possible extends your reach, strengthens your relationships, and will
create a customer journey that improves your financial results and
delivers the optimal customer experience.
Offer a Variety of Outbound Channels1
@###
DIALER VOICE TEXT
EMAIL MOBILE WEB
PUSH & WALLET
1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
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Your outbound communication needs will continue to evolve, and
implementing simple, self-service tools will allow you to easily create,
manage, and tune your outbound campaigns over time. Pay close attention
to both list management and campaign management tools.
List management: Prepare your contact lists for use in campaigns.
� Import contact lists and internal suppression lists.
� Filter out telemarketing “do not contact” records.
� Reject improperly constructed numbers.
� Identify mobile numbers.
� Segment contacts.
Campaign management: Design and manage your campaigns.
� Define channels.
� Set outbound dialing modes.
� Determine landline versus mobile treatment strategies.
� Manage pacing of outbound volumes.
� Continually monitor and tune campaigns.
As a guiding principle, you will want your outbound engagement solution to
include self-service tools so that you are not stuck relying on—and paying
for—a vendor to create, manage, and tune your outbound campaigns.
Easily Create and Manage Your Campaigns2
@
###
VOICE
TEXT
DIALER MOBILE WEB
PUSH & WALLET
1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
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You need the ability to design your campaigns to communicate across multiple channels as part of a single customer interaction. This cross-
channel communication is achieved through escalation and blending strategies.
� Escalation strategy: Initiate outreach in one channel, and then expand outreach attempts to another channel if no response is received. For example, you may first try calling an individual up to three times, and then send a text message, and then leave a voice message, and finally, send an email.
� Blending strategy: Coordinate an interaction across more than one channel as part of a single customer dialog. It includes actions such as scheduling a service call via the phone, and then sending a text-based reminder one day before the scheduled appointment that includes the option to reschedule via a live agent if needed.
Strategically coordinating communication across channels lets you pass content and history between channels for a seamless interaction with
the customer and contact them via their preferred channels, which results in better campaign reach and performance.
Coordinate Communication Across Channels3
1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
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Not only are organizations faced with a growing number of regulatory
requirements that govern outbound communications, but many companies
are also dictating their own internal policies aimed at protecting the customer
experience by restricting when, how frequently, and which channels are used
to contact consumers.
In order to simplify compliance with both internal and external requirements—
and respond quickly to new requirements—you need to be able to easily
create, update, and audit your own contact strategies with granular control
and not have to rely on a vendor to do it for you. Customizing business rules
for your outbound campaigns could include limiting the number of outreach
attempts over a specified time frame, defining allowable contact windows, and
setting outreach limitations by geography.
Simplify Compliance with Self-Service4
1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
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“Opt-in” is when a customer gives their permission to an organization to
be contacted over the channels they specify. Customer opt-in satisfies not
only various regulatory requirements in many parts of the world, but it
also improves customer experience and campaign results, since customers
are being sent information they want over the channels they want. And
the vendor you work with should be savvy at not only integrating opt-
in requests into existing customer touchpoints but also at creating new
campaigns specifically geared towards gaining opt-ins. The process of
opting-in for a customer could be as simple as checking a box on an online
or paper form that essentially says, “Yes, please contact me on my mobile
device with account-related messages.”
You also need to be cautious about not becoming bogged down while trying
to maintain your opt-in database. Consider not just collecting the opt-in data
but providing automated opt-out processes, removing contacts from your
opt-in database when appropriate, and seamlessly integrating your opt-in
list into your outbound campaigns. It’s best to select a vendor that has deep
experience working with organizations to manage and maximize the size of
their opt-in databases.
Capture and Maintain Customer Opt-In5
1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
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Organizations should analyze how their outbound campaigns and agents are
performing in order to fine-tune their efforts and improve performance.
There are two kinds of analytics to focus on:
� Campaign analytics: Real-time insight into a campaign’s effectiveness provides actionable business intelligence to improve response rates and increase campaign ROI.
� Speech/text analytics: Cost-effectively and systematically evaluate agents, improve their compliance with script requirements, identify trends, and ultimately improve agent performance and the customer experience.
Having deep insights from integrated analytics, reports, and dashboards
will enable you to make more informed decisions and have more successful
outbound campaigns.
Integrated Analytics6
1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
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Outbound engagement is important across the customer lifecycle, from marketing to customer service to payment collection. Many vendors lack the deep industry expertise and in-country best practices that are invaluable when creating effective outbound contact strategies across the lifecycle. However, by working with a vendor that possesses the domain expertise to be most effective, you can ensure a positive customer experience.
CHAPTER 4: IMPORTANCE ACROSS THE CUSTOMER LIFECYCLE
1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
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$Sales and Marketing
Maximize the effectiveness of your sales
and marketing campaigns. Deliver a range
of telemarketing and automated outbound
communications to acquire, up-sell and
engage consumers to increase contact
center efficiency, agent utilization, and
drive revenue. Expand marketing channels
by utilizing advanced mobile marketing
techniques for loyalty, promotions,
customer win-back, and opt-in.
Customer Service and Support
Anticipate customer needs, proactively
solve issues, and build lifelong customer
relationships. Engage customers, and
supply them with relevant and timely
information, such as appointment
confirmations, fraud alerts, service outage
notifications, card-activation reminders,
and surveys. Common strategies include
blending outbound communications across
multiple preferred channels and closing the
loop with unhappy customers in real time.
Payments and Collections
Send payment reminders and recover
debt more efficiently by increasing contact
rates and improving agent efficiency with
best-in-class dialing capabilities, patented
predictive pacing, inbound/outbound call
blending, and self-service compliance tools.
Additionally, leverage mobile devices to
maximize contacts and provide self-service
payment options via voice, text, and mobile
web channels.
1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
Organizations looking to modernize and expand their outbound engagement solution have three major architectural options to consider: on-premises, cloud, or hybrid. Below is a summary of the characteristics and advantages of each deployment model to help you choose the best one for your organization.
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CHAPTER 5: CHOICE OF DEPLOYMENT TYPES
On-Premises
� Maximize control by keeping hardware, software, and data housed internally.
� Rely on internal networks and personnel to meet security requirements.
� Determine the timing and frequency of software updates to fit internal time frames and resource availability.
� Maximum customization and flexibility of deployed solution.
� Treat the investment as CAPEX for budgeting purposes.
Cloud
� Deploy quickly, due to little to no hardware or software installation.
� Rely on the vendor to meet security requirements as part of the cloud infrastructure.
� Automatic updates provide instant access to new features and functionalities.
� On-demand elasticity and scalability support peaks in demand.
� Stretch IT budgets by moving from CAPEX to OPEX.
Hybrid
� Introduce elements of the cloud into an organization without migrating all on-premises systems at once.
� Flexibly and affordably augment existing premise-based deployments.
� Deploy relatively quickly with pre-packaged solutions.
� Benefit from the combination of internal and vendor-provided security measures.
� Combine CAPEX and OPEX strategies.
Regardless of the deployment type you choose, it’s critical to partner with a vendor who can tailor an outbound engagement solution that fits your
current requirements and is flexible enough to evolve to meet future needs.
1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
CHAPTER 6: CASE STUDIES A robust outbound engagement solution offers rapid returns in the form of increased satisfaction, more revenue, reduced costs, and growth of profitable, long-term customer relationships.
A best-in-class outbound engagement solution will deliver measurable improvements in the performance of your campaigns, agent utilization, and call waiting times. And it will help reduce inbound calls and alleviate peak capacity concerns. This all leads to stronger customer loyalty and a better overall customer experience. Here are a few Genesys case studies that illustrate how successful outbound campaigns significantly impact the bottom line.
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1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
Genesys Case Study: OnProcess Technology
ChallengeOne longtime OnProcess client, a top three US cable, high-speed internet, and phone provider, was incurring high operational costs and reduced customer satisfaction scores as a result of customers missing or rescheduling installation appointments. This caused unnecessary truck rolls and delayed service start dates and incurred additional back-office
costs that were impacting customer satisfaction.
SolutionGenesys reseller OnProcess implemented Genesys Outbound on behalf of a cable operator to improve cable operator improve installation success rates. They had already been using outbound IVR calls to remind customers of upcoming installations, but they added proactive text message reminders to verify scheduled in-home appointments and avoid the expense
of sending a technician when no one was home.
OutcomeSuccessful installations increased, and rescheduled appointments, truck rolls, and day-of-job failures decreased.
KEY BENEFITS
� 7.2% improvement in installation success rates
� $1.2 million in cost savings per year
� $1.7 million per-year increase in acquisition revenue
OnProcess Technology provides service supply-chain optimization, back-office operations support, and customer experience management services to some of the world’s leading technology companies.
“Proactive reminders via text have not only helped our cable client streamline installation processes but also increased their customer satisfaction levels.” —Lindsay Shields, Solutions Engineer, OnProcess Technology
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Find Out More
1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
Genesys Case Study: Afni
ChallengeReducing costs is critically important in debt collections, a traditionally high-volume, low-margin
business. Afni sought to consolidate agent dialing (predictive/preview) and inbound/outbound
IVR calls into a single agent group in order to better penetrate its monthly receivables contact list,
generate more right-party conversations, and maximize efficiency. In addition, it was critical that
they maintain compliance and not negatively impact call abandonment rates.
SolutionWith Genesys Outbound IVR already in place, Afni selected the Genesys Dialer to replace
its existing dialer to seamlessly integrate these two outbound channels and increase agent
productivity.
OutcomeImproved agent productivity results were driven by superior pacing of outbound call volumes.
Genesys also provided the ability to optimally blend calls from predictive dialing, preview dialing,
inbound IVR, and outbound IVR campaigns into a single agent group. Finally, Genesys provided
compliance controls and analytics-driven campaign optimization.
KEY BENEFITS
� 93% agent productivity—a 19% increase
� 50% decrease in call abandonment rates
� 35% decrease in cost to collect
Afni is one of the leading private customer care, sales, and collections companies in the US and primarily serves the telecommunications and insurance industries.
“The Genesys Outbound solution and the strength of the Dialer and Inbound/Outbound IVR was extremely attractive to us and resulted in a measurable improvement in our collections success.” —John O’Donnell, VP Receivables, Afni
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1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
Genesys Case Study: UPMC Health Plan
ChallengeUPMC wanted to provide innovative and personalized customer service by proactively reaching out
to their Medicare Advantage members to help ensure they live healthier lives. To deliver this level
of service, UPMC assigned dedicated concierges to each member—but they needed a technology
solution to ensure all communication with a given member went through the right concierge.
SolutionUPMC uses Genesys Outbound to have their healthcare concierges proactively call members and to
send them emails. The automated process creates a daily call list and loads it into the outbound dialer.
Real-time statistics help manage workload and adjust the pace of outbound calls.
OutcomeMember care has improved, resulting in better satisfaction scores and fewer inbound calls to
the contact center. Concierges now call members for various reasons, including welcoming new
members; discussing gaps in recommended care; and notifying them of prescription approvals,
benefits changes, free services, and renewal reminders.
“Genesys has enabled us to become more sophisticated in our customer interactions and hold proactive conversations.” —Mary Beth Jenkins, Chief Operating Officer, UPMC Health Plan
KEY BENEFITS
� 27% reduction in inbound call volume
� Better member satisfaction scores
� Numerous examples of how proactive calls aided in identifying untreated medical issues and coordinating immediate medical care
UPMC Health Plan, one of the nation’s fastest growing health insurance plans offers a range of commercial Medicaid and Medicare HMO products and services. Its top-down commitment to customer experience is a major differentiator in the competitive healthcare insurance market.
Find Out More
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1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
Organizations that proactively send timely, relevant, and personalized messages to their customers over preferred channels are well-positioned to have happy customers throughout the customer lifecycle. To accomplish this goal, you should seek an outbound engagement solution that:
� Offers a variety of integrated outbound channels
� Allows you to easily create and manage your campaigns
� Coordinates communication across all channels
Companies looking to improve how they proactively communicate with customers should look for a holistic outbound engagement solution that delivers these six key components. In doing so, you address the challenges you face with your outbound customer communications and benefit by keeping customers informed, proactively solving their issues, and properly setting their expectations.
CHAPTER 7: CONCLUSION
� Simplifies compliance with self-service tools
� Captures and maintains customer opt-in
� Integrates analytics to improve performance
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1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION
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Learn More Request a Demo Speak to an Expert
Are Your Outbound Communications Actually Engaging Your Customers?Your customers have come to expect relevant, timely, and personalized communication from the companies they do business with. Are you delivering? Having a robust outbound engagement solution elevates your customer experience. By anticipating customer needs and communicating with them in a way that produces better interactions, offers more insight, and provides your agents and supervisors with easy-to-use tools, you’ll achieve superior outcomes and proactively engage your customers all along their journeys.
Let Genesys help modernize your contact center, thrive in the mobile world, and achieve your outbound customer engagement goals! Learn more by speaking with an expert or trying it for free.
Website: www.genesys.com Contact Us: 1-888-GENESYS
Genesys, the world’s #1 Customer Experience Platform, empowers companies to create exceptional omnichannel experiences, journeys and relationships. For over 25 years, we have put the customer at the center of all we do, and we passionately believe that great customer engagement drives great business outcomes. Genesys is trusted by over 4,700 customers in 120 countries, to orchestrate over 24 billion contact center interactions per year in the cloud and on premises. For more information www.genesys.com.
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