Webinar Series: 1-to-1 Customer Service Best Practice #2: One-to-One Routing
May 20, 2015
Webinar Series: 1-to-1 Customer Service Best Practice #2: One-to-One Routing
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.2
Presenters
Stefan CaptijnDirector of Solution Marketing
Genesys
Angela RiordanDirector of Solution Marketing
Genesys
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.3
Agenda
•- Introduction•- Importance of a good contact routing strategy•- 4 Ingredients for ‘one-to-one routing’•- Strategic and operational benefits•- Summary•- Q+A
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.4
Today’s Customer Experience Defines Your Brand!
“I never loved the company as much as I did at that moment.”
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.5
BrandPromise
500BAdvertising
BrandDelivery
10BCustomer
Service
Promise versus Delivery
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Median Age is 28 Worldwide
•Two-thirds of Millennials are 21+ with established careers, families and incredible influence
•Globally 86% will share their brand preference online
•They seek more product information for purchase consideration on average 7.4 times per month
•20% attended a brand sponsored event in past 30 days with 65% purchasing the featured product
•Worldwide 25% joined 7 or more brand-sponsored communities online
•70% will try a new product and will post a review online to promote the experience
•65% disconnected as little as 1 hr per day or less
Source: Edelman Digital – Feb 2011
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Social networks influence brand perception
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Customer Service is Increasing in Impact
Only 1 in 4 contact center
experiences are good ones
Only 20%
of companies support mobile apps
Only 1 in 3companies respond
to Tweets about customer service
Companies are struggling to deliver a good experience
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.9
Four-Year Customer Service Channel Shifts
Source: Yankee Group and Others 2008 2012
Phone with or without IVR
Web Self-service
IVR
Chat
45%
15%
15%
18%
6%
67%
12%
4%
15%
2%
22% decrease in telephony channel
But overall increase of total number of interactions
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.10
The lines are blurring...
Phone
SMS
Web
Preferences
Location
Identity Notification
Chat
Social Media
Video
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.11
Driver Channel Conversation
Promoter
Satisfied
Neutral
Negative
DemoterOrganisation
CustomerAgent
Why do customers
contact you?
What channel do they use?
The Importance of good contact routing
4 Ingredients for One-to-One Routing
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1. Identify your customers across all channels
Who is the customer?Preferred language?What is their address?What customer segment are they in?What was their last transaction?What were the latest survey results?NPS Score?Credit status?Outstanding Payments?Location?What is the reason for contact?
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.14
1. Identify your customers across all channels
- Customer ID- Case ID- ANI- DNIS- Email Address- Twitter handle- Voice pattern (biometrics)- Meta data in mobile application
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.15
1. Identify your customers across all channels
- How often did the customer call from the same number?- Frequent change in email addresses?- Ask for a customer ID- When to greet the customer by their name?
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.16
2. Employee Profiles
Satisfaction score?Knowledge? Language skills?
Soft skills?
Behaviour?
Demographics?
Performance?
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.17
3. Business & distribution rules
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.18
3. Business & distribution rules
CUSTOMER
Specialized Needs and/or Higher Value
ASSOCIATE
a) In-source b) branch c) back-office
CUSTOMER
General Needs and/or Lower Value
ASSOCIATE
a) Outsourcer b) In-source c) Call-back
CUSTOMER
Specific Customer Request
ASSOCIATE
a) Branch b) Contact Center c) Call-back
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.19
4. Presence & Schedule information
- What employees match the skill profile?- Where are they located?- Who is available?- If multiple available, who goes 1st?- What does their schedule say?
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.20
Loosely coupled but dynamically linked
EmployeeProfile &
Competencies
Presence&
Schedule information
Business & Distribution
Rules
Customer & Channel Context + + +
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.21
Business Prioritization
Customer Interaction Queue
Back Office TaskChatInboundOutboundCampaign
CSR
Rules & Routing Engine
Interaction AgeCustomer Value / Opportunity
SMS/MobileSocial MediaVideo
One solution for all...
OutsourcedBack Office
Real Time Presence
BranchRetail / Store
Skill Based Distribution
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.22
Benefits of ‘One-to-One Routing’
1. Better customer experience through better conversations with customers – personalized customer service
2. Increases operational efficiencies across the end 2 end Service Chain – the right interactions and work delivered to the right person the 1st time
3. Enables differentiated customer service - optimally balancing both cost and satisfaction
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.23
Summary
•Define objectives • Customer Experience• Efficiency• Sales
•Start with the basics – work up from there• Don’t simply copy your ACD• Skill based routing can be simple or uber-complex. You choose.
•Add enough intelligence to prevent the ‘skill-change-syndrome’
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.24
Ask the Experts!
For more information, please visit
www.genesys.comEmail us:
Stefan CaptijnAngela Riordan
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.25
For more information
To learn how to virtualize your Customer Service organisation and make use of economies of scale and simplify your architecture, download the featured whitepaper.
A traditional call center based on Automatic Call Distributor or ACDs, is capable of juggling day-to-day call center tasks, but does it help your agents provide a memorable customer experience?
Thank You for participating!For more information, please visit
www.genesys.com/products
Email us: [email protected]