Managing Technology Innovation In Contact Centres

Managing Technology Innovation

In Contact Centres

How do contact centres

handle and harness the constant wave of

technology innovation

for improved customer service?

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 3

Lots You Could Buy


What Are You Buying Into?


The Customer Experience

Does not understand the supposed USPs between vendor choices

After Vendor Se lection Day

What Does This Mean?


Competing against other marketers claims rather than your attention, understanding and priorities

Historic Communication Failure

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 7Conditioned by consumer tech - it just works!


Does not care about the supposed USPs between vendor choices


Meanwhile the CS ecosystem grows ever more complex



Investment priorities become even tougher as customer engagement behaviour keep evolving



What Do You Really Need?


Mobile Customer Service

Choose Your Service Choose Your Channel Choose Your Time

Customer experiences greater choice in the workflow


An estimated 95% of mobile apps in the app store lack an in-app channel for customers to get immediate support

App Based Service

Source: Based 1.3 Billion devices the Helpshift SDK is installed on over 6 month tracking

1 in 5 Mobile Users Seeks In-App HelpThis number doesn’t even account for the users who encounter a problem and simply leave the app


“Make a reservation at Main Street Cafe for 8pm, but only if it’s not going to be raining when we’re there”

“Are there any concert tickets under $65 within 25 miles for any of my favourite bands?”

“Is this a good lawn mower to buy based on the reviews? Is this the best price I can get, and can I return it easily if I don’t like it?”

“If I book this vacation, will I still be within my quarterly budget, and if not, are them some better vacation deals that my family would enjoy?”

Intelligent Assistance

14M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s

© Brainfood Consulting 2016

Customer Service now has enterprise attention.

Expectations are even greater.

But my budget has not grown

How do I prioritise?

My Challenges



My service infrastructure sits in silos.

Customers punish us for poor service experiences.

I need low risk ways of moving forward.

My Challenges



Customers expect 24x7 attention

Some insist on live assistance.

Others want everything via an app.

How can I make this affordable?

My Challenges



WHAT TO INVEST IN?


1. Set out the customer journeys2. Understand what matters3. Invest in ‘low effort’, high returns’

experiences


Think Journeys Not Channels

Design Principle


• Almost every flight is now booked using self-service technology

• Only 8% had contact with a human• 75% used a website. While 18% of these

say they now intend to move to a mobile app, only 4% say they will seek out a human

• Similar figures for mobile apps• 91% of those who used self-service

technology to check-in saying they will do so again

• If a passenger is dissatisfied with the technology, they will seek an alternative technology rather than reverting to a human being

Source: latest SITA research 2016 Air Transport IT Summit in Barcelona

Travellers Prefer…


Insurance Customers Prefer


W h e n a s ke d to ra n k w h a t ’s i m p o r ta nt w h e n t h e y i nte ra c t w i t h a n i n s u r e r, t h e to p p re fe r e n c e s a r e

• Ability to speak to a live person 42%• This goes up to 51% for female Millennials

But If I’m Inexperienced…

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016

u p s t r e a m d o w n s t r e a m

LitigationComplaint2+ Time

ResolutionMultiple

Transfers1st Time

Resolution

InboundSituation

Recognised

OutboundNeed

AnticipatedNeed

Removed

“Has my claim been accepted?”

Anticipate Needs:Reduce Effort

M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016

LitigationComplaint2+ Time

ResolutionMultiple

Transfers1st Time

Resolution

InboundSituation

Recognised

OutboundNeed

AnticipatedNeed

Removed

1.Need to phone and find out2.Automated, instant

confirmations triggered at each stage of claims workflow

Anticipate Needs:Reduce Effort


1. Low risk experimentation2. Be agile. Iterate lots3. Work to a flexible vision



It’s All About Integration

Make It Simple



The ‘Lego’ blocks have to beSimple to fit together

ScalableAdaptableReusable


Imagined As One Ecosystem


Convert To Cloud


Unified Channel Mgt

Operationally Simple


Fail Fast, Learn Quick

Client’s ACD

Main Call Centre

Traditional Skills Based Routing

Customers

Post Call SurveyingComparing NPS/C-SAT scores

CloudRouting

1

2

3

4

A/B Split TestingExtracted traffic is routed for separate treatments

Call CentreStaffing

UTILISATION

5

Sandbox Extractorreal time, statistically valid sample

Sandbox Team A Sandbox Team B

Client DashboardReal time comparison of NPS/C-SAT scores, call outcomes

% v %6

A/B Testing



Invest In What Matters

customers

brand team


I'm a customer engagement and a 'beyond silos' strategist. I am also an author, international keynote speaker and chair. Working under my own brand, Brainfood Consulting, I deliver a range of master classes and interventions.

Current topics include empowered service cultures, omni-channel design, automation and self service, proactive service models, mobile and social customer service. All targeted at delivering disruptive service innovation.

I'm is also a founding member of Beyond Silos – a group of specialist practitioners offering design and delivery service for embedding customer hubs – next generation customer engagement.

Please contact me either via [email protected] or 078 1691 5845

2015 Lifetime Achievement Award - European Contact Centre & Customer Service Awards

Managing Technology Innovation In Contact Centres

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