© 2015 IBM Corporation Improving Customer Service with Real-Time Omnichannel Engagements with Customer Experience for Service IBM ExperienceOne Karen He Product Marketing Manager at IBM Tealeaf
Jul 17, 2015
© 2015 IBM Corporation
Improving Customer Service with Real-Time OmnichannelEngagementswith Customer Experience for ServiceIBM ExperienceOne
Karen He
Product Marketing Manager at IBM Tealeaf
Consumer Behavior and Interactions Change
1
mobile devices world-wide;
1B+ of them smartphones
74%
6B
of Millennials believe
technology makes life easier
81%say mobile is fundamentally
changing how they do business
Smartphones browsed
Tablets bought
As consumers embrace digital channels, they are seamlessly combining multiple devices in their journey
2
Source. IBM Digital Analytics Benchmark, November 2013.
Note. Smartphones drove 19.7 percent of all online traffic compared with tablets at 11.5 percent. When it comes to making the sale, tablets drove 11.7 percent of all online
sales, more than double that of smartphones, which accounted for 5.5 percent.
In Thanksgiving 2013, as measured by IBM® Digital Analytics Benchmark:
40%of all online
traffic that was
mobile
20%growth in online
sales year to
year
22%of all online
sales that were
from mobile
Engaging customers continuously across mobile devices and other
digital channels is critical to increasing success rates.
“You don’t know me”Intolerance of mass-market, impersonalized approaches
“You make it too hard”Expectations for immediate results
“You’re not connecting with me”Demand for interaction on channel of choice
Customers desire personal engagement with businesses
© 2014 International Business Machines Corporation 3
Why do customers leave the business?
57%
of online consumers have
had unsatisfactory service
interactions
83%
of web transactions
are still completed
with the help of an agent
60%
of customer will purchase
somewhere else if they
experience negative
customer service
*Forrester Research and eConsultancy
Gap: Digital Behavior Aligned with Contact Center ConversationsHuman Centered Experience: Customer and Agent
Seamless Transition: Real-time and historical context about the online customer experience
57% of online consumers
are unsatisfied with the
transition from digital to
call centers in the last
12 months
SOURCE: Navigate The Future of Customer Service” Forrester Research, Inc., February 01, 2013
Consumers demand choices and expect consistent service on all channels
Contact
customer
service
by phone
73%
57%
Contact
customer
service
via Social
Media
22%
Sent an
email to
customer
service
70% of consumers first view
online before interacting
with a contact center.
Mobile and Web
Evolving digital customers create new customer service challenges
6
Convert Digital Prospects
To Loyal Customers
with digital marketing
Reinvent And
Automate Complex B2B
Sales Processes
with B2B commerce
Curate Meaningful
Customer Interactions
with real-time personalization
Deliver Empowering
Digital Experienceswith customer digital
experience
Deliver Exceptional
Experiences Across
All Channelswith omni-channel customer
engagement
Understand
Your Customers
with customer analytics
Maximize Sales, Profit
And Shopper Loyaltywith omni-channel
merchandise optimizationServe And Delight
Your Customerswith customer experience
for service
Ignite And Grow
Customer Relationships
with omni-channel marketing
Personalize The
Store Experience
with store of the future
Customer Service Should Be…
8
Forrester Research 2015
PAIN FREE PROACTIVE
PERSONALIZED PRODUCTIVE
REDUCE CALL
CENTRE COSTS
IBM Tealeaf: See your Digital Channels Through the Eyes of your Customers
9
Reduce costs: handle time, first-
contact-resolution, call avoidance
customer/agent churn
Exceed new strategic measurements:
Effort scores, personal service, competitive
differentiation, customer journey
Each Action
Each Interaction
Each customer experience obstacles
Tealeaf in Call Centers: Same visibility
through an efficient interface for tier one
agents and escalation groups. Quick
access to pin point struggle, intent and
interest.
Tealeaf provides visibility into online and mobile customer experience.
Captures every session, every interaction, every time.
Use Case: Contextual Insights in the Call Center
Proactive
assistance
based on intent
Understand need
and resolve in less
time and effort
Maximize sales
effectiveness
The contact center gains visibility into its customers’ online behavior that drives meaningful conversations in less time
CALL CENTER
Ken starts research or transaction via web or mobile
Tealeaf detects struggle, notifies chat/call back system
Ken is more comfortable with a phone call: Tealeaf assures consistent experience on all channels
Tealeaf’s contextual insight about the customer’s online experience drives tailored IVR menus
12
IVR
No Personalization:
English, Spanish or French: press 1 or 2
Existing customer, press 1 or
Enter card number or speak ‘xyz’
Please select from one of the 5 options
Please select more options
Vs.
Personalized and innovative experience:
Start by playing language per web page
Online authentication shared with IVR
Please hold to be transferred to a loan specialist
Or press one for other options
NO EFFORT!
Intelligent routing based on Ken’s online behavior
13
Sue: best skilled advisor via call center routing
system
• Gap: Blind to online struggle, intent and interest.
Customer Service
Call Center Routing System
Are you sure you entered the information correctly?
What loan fees do you see?
What were you trying to
accomplish before you contacted
me?
I am sorry, I don’t see that
promotional price in my system.
What did online help say to do?
Gap: online experience transition to the contact center
Can you read me the exact message
you received?
14
Intelligent routing based on Ken’s online behavior
15
Sue: best skilled advisor
Tealeaf closes the gap: Sue views Ken’s
current and previous digital sessions in less
time than Ken explains need
Manual search
• Auto screen pop
• Authenticated customer
• Visitor: many options to match call
with Tealeaf record
Customer Service:
Agent insight about the
customer - effortless
Call Center Routing System
Personalized EngagementsTealeaf at the CSR/agent’s desktop
16
Tealeaf session view: Current and Historical Sessions
17
Configurable journey ‘events’ for a quick, intelligent and easy viewAdvisor understand Ken’s need in less timeEngage and resolve need in less time
Jump right into a “Session
History” list from the CRM
console.
When needed: single click drill down for details
1827 February 2015
Quickly see a detailed view of what happened in the
customer session without having to replay a session
Drill Down:Sue’s quick access to error page via replay
19
Easily replay full or partial sessions, showing the
exact actions, interactions and customer experiences
encountered.
20
Sue annotates error and email to IT for resolutionFeedback to marketing, sales
21
Cost Center into a revenue center
Contextual insight empowers agent with customers’ other intent and interestPersonalize conversation beyond need
Maximize upsell opportunity that is meaningful to the customer
Proactive customer recovery
Customer or visitor abandons web/mobile transaction
22
WebsiteMobile
Why? Tealeaf CBA
Recover: outbound campaign from Tealeaf’s visitor/customer abandon
list (i.e. Auto Dialers)
Advisor quick connect with customer.
Engage and personalize from time of abandoned transaction
Customer Service Optimization by Tealeaf
23
IBM Watson Online self service
Chat initiated on struggleContext driven intent
CSR/Agent • Contextual insight to drive
personalized conversation• Understand intent and interest• Reduced effort and handle time
• Multi-channel consistency
Call Center Interaction Management Systems
Digital context driven Intelligent IVR, routing
Chat when needed by struggleEase of use with integrated desktop
Tealeaf
Proactive Customer Recovery
25%never contact
the call center
Recover abandoned
customers to
improve customer
support
effectiveness
Support customers
complete transactions to
prevent customer churn
and increase revenue
stream
Download customer list
with similar issues to
dialer for agents to
quickly support
customers
Real-time Alerts
With IBM Tealeaf, empowered agents can effectively reduce
customer churn, improve customer retention and acquisition.
Recovery After
Drop Off
Optimized
customer support
Beyond the conversation
• Monitor CSR usage of Tealeaf
• Management can access activity dashboards and reporting for rapid insights on CSR usage
• Benefits:
– Measure CSR usage and areas for improvement
– Identify training needs
– Identify non-compliant agent behavior
• Alerts, i.e. sudden error – notify call center to expect higher volume until error is fixed
• Additional use: fraud, compliance, dispute
26
IBM Tealeaf: Optimize Existing Technologies
• Enhance ROI on your investment in other technologies
• Closes gaps that are not met by other technologies
• Quick implementation assures faster ROI
RoutingOmni-channel Management
IVR
CRM/Order Mgmt.
DesktopBig Data and
Reports
VoCQM/RecordingSpeech/Text AnalyticsSurveys
TealeafAgent ScriptingAuto Response
DialersProcess Automation
Total economic impact of IBM (formerly Tealeaf) Customer Service Optimization suite: risk-adjusted payback in less than four months
Results synthesized
from four clients:• A bank with a strong
online presence
• An international hotel
chain
• A credit card
company
• A computer
technology company
with a strong online
presence
Benefits quantified in the study
30 sec decrease in CSR average handle time
50% reduction in web-related escalations
0.25% incremental revenue from increased converted orders
Three-year risk-adjusted results
407% return on investment (ROI)
3.9 months payback period
USD743,386 total net present value
SOURCE: Forrester Consulting, The Total Economic Impact of IBM’s Tealeaf Customer Service Optimization Suite , Norman Forbush,
December 2013. Report commissioned by IBM
Note: Benefits found in this study were risk-adjusted and were achieved over a three-year period.
Dollar Bank gives call center agents the inside view and makes significant improvements in its customers’ online experience
Business challenge: With incumbent contact center solutions, agents at this
regional US bank had limited insight into what its customers were going through
during their online sessions. The bank sought a solution with a means to closely
monitor the customer experience by synchronizing call center operations with its
website in near-real time, with the goal of resolving problems on the first call.
The smarter solution: The customer experience management (CEM) solution
enabled the bank to watch customer sessions and learn how to quickly and
effectively assist customers. The solution captures and records each step of the
online interaction with each customer, allowing the bank to identify the source of
customer problems, and uses advanced analytics to resolve customer issues
effectively and rapidly.
IBM Tealeaf is a unique technology that provides customers a high level of service.
Solution components
25 secondsof time saved in average customer
call, a 10% reduction leading to
increased customer satisfaction
30% reductionin the escalation of call center
calls to a higher level of support
• IBM® ExperienceOne
• IBM Tealeaf® CX
• IBM Tealeaf cxImpact
• IBM Tealeaf cxView
• IBM Tealeaf cxReveal
• IBM Tealeaf cxConnect for Data Analysis
• IBM Software Services
Proactive alertsto IT and security teams about
website issues to enable fast,
efficient resolution
Leading financial institution
Problem: The online banking customer service team wanted to reduce
average call handle time but lacked visibility into customer experiences,
resulting in long diagnosing discussions.
Solution: Reduced average call handle time by 7 percent (27 seconds),
improved first call resolution rates and reduced calls escalated to tier 2 support
by 95 percent.
IBM Tealeaf impact: Estimated savings of eight full-time employees allocated
to more high-value initiatives. Expanded use of Tealeaf software to twice as
many agents.
7%reduction in average call
handle time
95% reduction in call escalations
Regional US Bank
30
Problem: Key banking flows were confusing and presented errors that
prevented customers from successfully completing their transactions.
Solution: Used in the Call Center to quickly resolve problems related to
site issues and by the e-business team to address issues and
continuously improve site functionality.
IBM Tealeaf impact: Call Deflection- CSR feedback provided input to
e-business to improved site functionality and usability. Efficiency –
Average Handle Time dropped by 40 seconds or 15%. Effectiveness -
50% reduction in escalations resulting in conversion improvement.
50%Reduction in escalations
25%Reduced average handle
time
Tealeaf Customer Service Optimization: Real-world ROI
Continuous Improvement
To
Customer Loyalty
Context across all touch pointsClose gap between online experience and the call centerReduce handle time 8-10%
Customer RecoveryImmediate re-engagement via
outbound, chat, email and marketing
incentives
55% consumers stay with proactive
service
Proactive ServiceRemove barriers to effectively
complete transactions and provide
optimal suggestions
Improve sales conversion 3.5%
Agent EmpowermentDrive immediate resolution without
confusion
Improve FCR 25-50%
407% Return on Investment
Payback period less than four
months*
*Source: A commissioned study by Forrester Consulting, “The Total Economic Impact of Tealeaf’s Customer Service Optimization Suite.” December 2013
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