Building the Digital Contact Centre - Engage Customer€¦ · Evolution of the customer journey Why is it taking so long? 3. 4 Fast is quickly becoming the new normal Source: McKinsey

Confidential | For internal use only

Building the Digital Contact Centre

1

Overcoming Digital Customer Engagement Challenges

Matt Hooper I SVP Global Marketing

* Source: 2016 Global Contact Centre Benchmarking Report by Dimension Data 2

The new reality

Contact centres will have to manage 9

different communication channels by 2017*

Digital interaction will for the first time surpass

the level of voice calls

Evolution of the customer journey

Why is it takingso long?

3

4

Fast is quickly becoming the new normal

Source: McKinsey Digital Labs

5

Understanding how customers want to engage

Source: McKinsey Digital Labs

Customer Service is the new Marketing

7

Top experience traits for consumers

Speed

Data

The human touch

Source: CCIQ Customer Engagement Report 2016

8

Proactive customer engagement - traditional vs. digital

Expensive

Time Intensive

Restricted Data

Sharing

Long Waiting Queues

No Longer Preferred

Cost-effective

Faster, Responsive

Multi-media Data

Sharing

Instant

Preferred by

Customers

“IT application leaders must evaluate

social customer service applications

that go beyond reactive engagement

to proactive customer services. These

enhance customer satisfaction,

increase brand loyalty, and can make

social media an integral part of a

multichannel customer engagement

centre strategy.”

Gartner Research

9

The role of the humble contact centre is changing

From Call Centres to Digital Customer Experience Centres

10

Choosing the right digital engagement channels

Focus on the jobs your customers

need to get done

Source: CCIQ Customer Engagement Report 2016

Integrate proactive

messaging with voice

for better closure rates

of sales opportunities

Verify suspicious

payments with

customers quickly and

effectively

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Areas where digital can be applied to customer jobs

Fraud Verification

Engage customers for

appointments,

deliveries, renewals at

the perfect point in the

customer journey

Sales

Better first contact

response rates, faster

payments

Collections

Outbound Communications – Agent Initiated

Enable customers to

book appoints with

simple interactive

messaging using their

preferred channel

Ensure customer

continuity throughout

the complaints

resolution process for a

better experience

Provide customers with

clear interactive

communication for

complex service desk

cases

Provide the most

effective interactive

channel on mobile for

bookings

Appointment scheduling Customer complaints Customer service desk Booking services

Inbound Communications – Customer Initiated

Proactive Communications

12

Enabling agents to interact with customers on the right channel

But what about

automation?

13

$100m – Singles’ day AI chatbot revenue on WeChat in 2015

14

Brand’s Facebook Page

Customer selects ‘message’ and is

directed to Facebook Messenger

App

15

Customer initiates a conversation

with the Brand

Brand responds to the

customer request

16

Customer is presented with the list of

recommendations on services offered

Swipe across to view

the services

Interactive service

recommendations for

customers to explore

17

Customer clicks on the required service

from the recommendations

Takes a confirmation from the

customer for the selected service

Customer responds with a “YES”

Automated service

activations without any

manual support

18

Customer provides his / her Mobile

Number

Requests the Mobile Number /

Customer responds with a “YES”

OTP sent to the Mobile Number of the

customer for verification

Enters the OTP and completes the

verification process

Service activation process completion

success

Automated service

activations without any

manual support

19

Success story: Leading home insurance provider

► Business Challenge

o Time intensive customer cases with multiple contact streams

o 60p per minute spend on serving customers via voice

o Low contact rates for outbound communications

Lower inbound call volumes

by 15%+

Efficiency Improvement

1 hour of time saved per agent, per day

Faster proactive first contact

78% of customers respond within 24 hours

► Solution

o Proactive updates regarding claims

o Conversational resolution via text messaging

o More customers helped in less time

o Improved customer experience

“We’re taking hundreds of claims each day and are now serving

half of all claims via text messaging using IMIchat” Group Service Delivery Manager

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How unified is your business around customer experience ?

Source: CCIQ Customer Engagement report

21

So what are the barriers to digital customer engagement

Technology and

integration

are the

biggest barriers

Source: Contact Centre Decision Maker’s Guide 2016

22

How should you approach it?

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What do we now know?

Everything is now Mobile-

centric

Customer experience

really is king

Customers expect joined-

up journeys

Digital messaging is

the key to proactive

engagement

Integrate with light-touch,

don’t rip and replace

Chatbots are not a

gimmick, but won’t replace

a human

Thank you Visit us on stand 4

[email protected]