Contact Center Routing Strategies for Improving Customer Experience March 2013
May 19, 2015
Contact Center Routing Strategies for Improving Customer ExperienceMarch 2013
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
2
Presenters
Janelle MatthewsSr. Director, Business Solutions
& ConsultingGenesys
Brendan DykesSr. Solution Marketing
ManagerGenesys
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
3
What We’ll Cover
1. The reality of supply v demand in the Contact Center2. Having more resources through virtualisation3. Managing availability of skilled resources effectively4. Managing variability in the contact traffic patterns5. Use case examples of these approaches being applied6. The value in changing to this approach
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
4
...states that an infinite number of monkeys hitting keys at random on typewriters for an infinite amount of time
would ultimately type the complete works of William Shakespeare
The infinite monkey theorem
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
5
The reality is...
• A finite number of associates
Limited skills available
Variable volume of calls
• Limited amount of time
• And a patchy (at best) Customer Experience
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
6
A finite number of associates...
Other Centers
Back OfficeOutsourcing Partners
Branch Offices
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
7
Limited skills available...
Source: Black Chair Limited
and you’re constantly changing them
Worst Case
500 associates
44,000 changes in a day!
Average Case
7500 associates
3,000 changes Per day
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
8
Variable volume of calls...
Planning
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
9
Limited amount of time...
Schedule Adherence
Ineffective Routing
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
10
Genesys Routing Strategy - Flexible Simplicity
No
Identify Caller(implicitly or explicitly)
Skilled associate available?
Yes
Planning for the Unexpected Genesys Virtual Hold
“Rather than wait on hold, we can call you back when it’s your turn...”
CONTACT CENTER
No
Yes
Customer Value RoutingTo self-service or
skilled associate with screen-pop
Human
Automation
Yes
No
Business As UsualAutomated Self-Service
“Your account balance is...”“Your bill is due on...”
Context from Conversation
Manager
iCFD™ Interceptor“Are you calling about...?”
“We have an update for you...”
Business As UsualCaller Intent
”Tell me what you’re calling about...”“Please select from the following options...”
Best handled
by...
2
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
11
Routing Strategy based on Flexible SimplicityBusiness as Usual – Team-based routing to general skills
ENGLISH SALES TEAM
SPANISH SALES TEAM
ENGLISH GENERAL TEAM
SPANISH GENERAL TEAM
CAREER PATH
CAREER PATH
SKILLS:
• + English
• +Spanish
• + General
• + Sales
QUEUES:
• +English General
• + Spanish General
• +Spanish + English General
• + English Sales
• + Spanish Sales
• + Spanish + English Sales
• …
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
12
Routing Strategy based on Flexible SimplicityPlanning for the Unexpected – Borrowing & lending virtualized resources
ENGLISH SALES TEAM
SPANISH SALES TEAM
ENGLISH GENERAL TEAM
SPANISH GENERAL TEAM
ASSOCIATE SKILLS:
• +Eng +General
• +Sp (+Eng) +General
• +Eng +Sales (+General)
• +Sp (+Eng) +Sales (+General)LEND
LEND
LEND
Right Customer - Right Resource
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
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
14
Key Challenges• Best customers aren’t getting the best service
• Customer service is disjointed across time and channels.
• Lack timely insight to anticipate needs and respond to business challenges
Use Case 1: Flexible Simplicity with Customer Service Interceptors
Vision“Make it easy for valuable customers to do business with us by connecting conversations across locations, time, and media channels”
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
15
Use Case 1: Examples of Interceptors
Cross-Channel Conversations
Web/Mobile Phone
Service Resumption
Dropped Calls
Value-based SegmentationGold/Silver/Bronze
Targeted Cross/Up-
SellingProducts per Household
TimelyUpdates
Account Activity
Multi-Step Process
Application StatusIssue Resolution
Customer Preferences
Language Frequent Tasks
Fraud / Risk Suspicious Activity
Collections
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
16
Current Experience
Previous ExperienceGenesys
Outbound Contact
Calling List Outbound Agent Outbound Voice Call Customer
Customer Context
Customer
Your term deposit's nearing maturity. If you'd like to speak with an investment specialist, press 1.
Inbound Self ServiceInterceptor
Intelligent Routing
Screen-pop of customer &
lead data
Outbound Agent(customer opts in)
Term Deposit Maturity
Use Case 1: Flexible Simplicity with Customer Service Interceptors
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
17
Key Challenges• Customer Service Resources were not optimized
• Lots of data – but not actionable
• Lack of business continuity
• Multiple channels creating competing priorities
Use Case 2: Transitioning from queue-based routing to virtualized customer service
VisionTo change the customer experience and address business challenges, we needed to start with the end in mind:
• Consistent
• Personalized
• Easy
• Scalable and repeatable
• Informative
• Prioritized
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
18
Use Case 2: Transitioning from queue-based routing to virtualized customer service
Strategic Approach• Virtualization with agent-level routing
• Borrow/Lend Resources
• Consolidated, actionable data for targeted cross-sell/up-sell
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
19
A Bad Customer Experience...
Multiple Attempts to Resolve
Resolution Took Too Long
Had to Repeat Information
Source 2011 Convergys Scorecard Research
40%
35% 34%
Top Three Dissatisfiers
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
20
Why is it so Important?
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
21
Conclusion
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
22
For more information, please visit
www.genesys.comEmail us:
QnA: Ask the Experts!
Janelle Matthews Brendan Dykes