The Call Center: Another Retail Channel

© 2013 IBM Corporation

THE CALL CENTER: ANOTHER RETAIL CHANNELTealeaf Customer Service Optimization

Agenda

Introduction: What is Tealeaf

Call Center challenges

Tealeaf Customer Service Optimization

Use case and ROI

– Intelligent, personalized, human engagement from digital channels

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January 19, 2015

IBM Tealeaf Customer Behavior Analysis Captures Every Customer, Every Interaction, Every Time

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All actionsAll actions

All interactionsAll interactions

All customer

experience obstacles

All customer

experience obstacles

IBM Tealeaf Customer Behavior Analysis For Digital Channels

Web Mobile

(1) Forrester Consulting

Real-time Experience

Capture

Automatic Struggle Detection

Revenue Impact

Analysis

Experience Replay

Customer & Revenue Recovery

Visibility. Insight. Answers.

Digital CX Integrated with the Contact Center: Intelligent, personalized, human engagement from digital channels

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 Centre

Smartphones browsed

Tablets bought

As consumers embrace digital channels, they are seamlessly combining multiple devices in their journey

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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.

70% of consumers first view online before interacting with a contact

center.Mobile and Web

SOURCE: Navigate The Future of Customer Service” Forrester Research, Inc., February 01, 2013

Digital experience finalized with human experience: WHY

Start online transaction, finish with human contact

Always research online first, but prefer live assistance to complete transactions

Struggle–Usability clarification–Questions not answered online–Confirmation of online transaction–Error code received

Complaints and disputes

Evolving digital customers create new customer service challenges

Customer satisfaction redefined

A measurement of customer efforteffort correlates highly with customer satisfaction.

Challenge: No strategy to align digital experience with the contact center

Source: "Cross-Channel Design, One Channel Pair At A Time", Forrester Research, Inc., January 2009.

Source: Harris Survey

Only 49% of consumers are satisfied with the transition

from web to phone!

Only 49% of consumers are satisfied with the transition

from web to phone!

And 45% of those frustrated customers completely stopped doing business with a company

as a result of bad guest service.

And 45% of those frustrated customers completely stopped doing business with a company

as a result of bad guest service.

Challenge: siloed channels and disconnected groups: All interface with the digital consumer

Support

Problem resolution

Online Shopping

Focus on web transactions

Customer Service, Account Management, Billing

Front line CSRs

Challenge:

Call Centre agents are blind to why the customer is calling.

Blind to online struggle, intent and interest.

Customer Service Should Be…

Forrester Research 2015

PAIN FREE PROACTIVE

PERSONALIZED PRODUCTIVE

REDUCE CALL CENTRE COSTS

A Day In The Call CenterConsumer and Agent Experience

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

IVR

No Personalization:English, Spanish or French: press 1 or 2Existing customer, press 1 orEnter card number or speak ‘xyz’Please select from one of the 5 optionsPlease select more options

Vs.

Personalized and innovative experience:Start by playing language per web pageOnline authentication shared with IVRPlease hold to be transferred to a loan specialistOr press one for other options

NO EFFORT!

Intelligent routing based on Ken’s online behavior

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?

Are you sure you entered the information correctly?

What loan fees do you see?

What loan fees do you see?

What were you trying to

accomplish before you contacted

me?

What were you trying to

accomplish before you contacted

me?

I am sorry, I don’t see that

promotional price in my system.

I am sorry, I don’t see that

promotional price in my system.

What did online help say to do?

What did online help say to do?

Gap: online experience transition to the contact center

Can you read me the exact message

you received?

Can you read me the exact message

you received?

Intelligent routing based on Ken’s online behavior

Sue: best skilled advisorTealeaf 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

Tealeaf session view: Current and Historical Sessions

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.

Jump right into a “Session

History” list from the CRM

console.

CSR contextual insight completes the call in less time

Most CSRs will gather enough information from the ‘event’ summary to engage in personal conversations.

Advisor understand Ken’s need to move out of discovery and into resolving Ken’s need in less talk time.

Conversation (phone, email or chat) is complete.

Occasionally, the CSR may need further detail. Tealeaf offers many views to meet the

need of the CSR and customer.

When needed: single click drill down for details

Quickly see a detailed view of what happened in the

customer session without having to replay a session

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

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Easily replay full or partial sessions, showing the

exact actions, interactions and customer experiences

encountered.

Easily replay full or partial sessions, showing the

exact actions, interactions and customer experiences

encountered.

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Sue annotates error and email to IT for resolutionFeedback to marketing, sales

84% of respondents agree that customer

service is increasingly a sales channel and that satisfied customers represent great

brand advocates.

Source: eConsultancy report, on Reducing Customer Struggle in association with Tealeaf May 2011

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

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

VOC: Survey results provide access to Tealeaf Replay for specific respondents See the customers full journey by adding digital experience with WFO, QM, and Speech Analytics

Tealeaf logo provides direct link from survey results to Tealeaf session replay. This provides visibility of the specific issues

the customer had and why they provided particular survey

results or feedback

Tealeaf Customer Service Optimization: Real-world ROI

Continuous Improvement to Customer LoyaltyContext 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

confusionImprove 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

Dollar Bank – Delivering seamless digital banking journeys to strengthen customer retention and acquisition

30 percent fewer call escalations, increasing customer satisfaction

"IBM Tealeaf is a unique technology that helps us provide a high level of service to our customers."—Pamela A. Dancisin, VP of Marketing, Dollar Bank

25 second reduction in average contact Centre call times, boosting efficiency

Rapid resolution of sticking points on the customer journey, protecting revenues

BankingSmarter Commerce

Solution components

The transformation: Previously, Dollar Bank was unable to identify and eliminate sticking points in digital customer journeys, so customers often had to call its contact Centre instead. Today, the bank can replay online banking journeys in real time, find and fix any issues rapidly, and deliver a seamless experience to every customer.

Software•IBM® ExperienceOne

• IBM Tealeaf® CX• IBM Tealeaf cxImpact• IBM Tealeaf cxView• IBM Tealeaf cxReveal• IBM Tealeaf cxConnect for

Data Analysis

Customer Service Optimization by Tealeaf

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

Thank you!

Questions?

–Karen Konkel–Tealeaf Call Center Sales Specialist–[email protected]–425-591-3188