The future of the contact centre

The future of your contact centre…

5TH DECEMBER 2013

ST ERMINS HOTEL, LONDON

Agenda

Time Session Speaker

09:30 Welcome from Intelecom Klaas van der Leest

09:40 Cloud Contact Centre – Fact or Fiction? Mark Edgeworth

09:50 The truth about Social Media in business Bobby Abedeen

10.00 Case Study: Challenges and opportunities of Social

Media in customer service

Magnus Kristiansen

10:30 Refreshment Break

10:45 Gartner: Customer experience and the future of the

contact centre.

Jim Davies

11:30 Thank you from Intelecom and iPad Mini prize draw

The Future of Contact Centres2

The cloud of everything






A customer perspective

The Future of Contact Centres

`

6

A customer perspective

▶ Channel shift

▶ Different channels: different

customer satisfaction

▶ Phone and email still top

▶ Digital emergence

▶ Customer expectations


Intelecom


The Cloud Contact Centre – fact or fiction?

MARK EDGEWORTH, INTELECOM

▶ Cloud is here to stay

▶ Cloud Application Revenues were $22.9b in 2011*

▶ Projected to reach $67.3b by 2016

▶ Compound annual growth rate (CAGR) of 24%

▶ By 2016, $1 of every $5 will be spent on cloud based software and infrastructure

▶ Salesforce.com – 14 years old with over 100,000 customers

▶ On the UK Government’s G-Cloud Framework (just like Intelecom)

*Source: IDC Report – Worldwide SaaS and Cloud Software 2012–2016 Forecast and 2011 Vendor Shares

10

8 most popular myths about Cloud

Contact Centres

11

FICTION !

▶ Legacy expensive telephony kit has to be thrown away

12

FICTION !

▶ What about resilience, service levels and call quality?

13

FICTION !

▶ How about functionality – can flexibility be guaranteed?

14

FICTION !

▶ We will lose control to the cloud supplier and be unable to customise?

15

FICTION !

▶ Costs will get out of control – once in you are trapped

16

FICTION !

▶ I wont be able to integrate with existing systems

17

FICTION !

▶ And the big one – SECURITY !

18

FACT !

▶ Fact

▶ Choice is yours

▶ Not all clouds are created equal

▶ Public Cloud

▶ Private Cloud

▶ Hybrid Cloud (Connect)

19

Summary

▶ Keep existing telephony equipment

▶ Flexibility and Scalability

▶ Control over Administration and Customisation

▶ Integration for improved business processes

▶ Lower Total Cost of Ownership (TCO)

▶ Easy and cost efficient to add new channels

20

The truth about social media for business

BOBBY ABEDEEN, INTELECOM

Social Media: Don’t Be A Scaredy Cat!!!

Your Customer Engagement Centre

Social Media is not just about reputation management: Find out what customers are saying about your products and services and act quickly for competitive advantage

Enables *awareness leading to increased ability to

▶ Monitor

▶ Feedback

▶ Promote

▶ Immediacy

▶ Knowledge

▶ Respond: Clarify, defend, justify, serve

▶ Create a *Living Customer Experience▶ Low cost

http://socialme

diatoday.com/a

lexkonanykhin/

562922/new-

customer-

service-30

http://www.forbes.com/sites/raytsuchiyama/2011/01/24/launching-the-new-

customer-service-in-the-age-of-internetsns/

Customer Service 2.0 > 3.0 > ???

• Pro-active

• Communities

• Leverage

• Personalise

• On the Web

• Informed

• Real-Time

* The Experience

*My Customer Experience

The Valentine’s Day Massacre

“Let Them Eat (cheese)Cake”

Connect With Different Audiences

▶ Personal, Customer Service, Customers, Immediate,

Brand, Feedback

▶ Personal, Customer Service, Forum, Brand, Product/

Service Detail, Feedback

▶ Corporate, Groups, Connections, Companies, PR,

News, Thought leadership, Brand

▶ PR, Viral, Blogs, Announcements

*The Customer Journey

▶ Embrace

▶ Empower

▶ Engage

▶ Enthuse

= Experience

Actions You Can Take Today

▶ Type your organisation’s name/ key personnel

into Google, twitter and facebook - review

results

▶ Create a SM strategy aligned with your business

▶ Set up a presence on the key SM platforms

▶ Monitor customer feedback and comments

▶ Act quickly to respond to both negative and

constructive feedback

▶ Proactively interact with prospects and

customers

▶ Don’t just leave it to Marketing! Select key

stakeholders to manage different areas of

engagement

▶ Use technology to help you manage the “noise”


Delighted Customers Are Your Best Marketing

(…angry customers too!)

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Jim Davies

5th December 2013

Customer Experience And The Future Of

The Contact Centre

The Rate of Change Is About To Accelerate

Big data/AnalyticsSocial

Mobile

SaaS

Video

As the World Goes Mobile Customer Service

Must Follow

We cant keep our customer’s at arms length any more

As the World Goes Social Customer Service Has

to Get More Personal

Customers Care More About The Customer

Experience Than In The Past

They expect more from

you

They trust you less than

ever before

They will churn more

willingly after a bad

experience

They will voice their

negative experiences to

the world

BUT they will pay more for

a better experience

http://commons.wikimedia.org/wiki/File:Phone_calls_can_cause_anxiety_in_select_individuals..jpg

2014 CRM Pre-Conference Survey: 2014

Objectives

2014 CRM Pre-Conference Survey: 2014 Topics

of Interest

The Contact Center is Often the Primary

Influencer of the Customer Experience

Increasing the

pressure on

contact center

managers and

fuelling a fresh

approach to

engaging

customers

"Unlike most websites … Zappos prominently displays a toll-

free customer-service phone number. There are no limits on

call times, and the resulting sessions occasionally resemble

protracted talk therapy.

On July 5 [2009], a 22-year-old Customer Loyalty Team

member named Britnee Brown, who has been with the

company for a little more than a year, took a call that was a

record 5 hours, 25 minutes, and 31 seconds long, from a

woman on the East Coast interested in Masai Barefoot

Technology shoes."

Source: The New Yorker

Peer-to-Peer Support: Giffgaff

100% of customer support

is provided

by the customer

community.

During July, members

received a response

to their questions within

three minutes on

average.

A total of 96% of all

questions were

answered within

an hour.

7 Deadly Sins Lowering The Caller’s Experience

1. IVR Flow Relevance and Speech

Recognition Accuracy

2. Wait Time

3. Agent Knowledge and Attitude

4. Channels Supported

5. Cross Channel Consistency

6. Cross Channel Interaction

Information

7. Identification Duplication

Inbound Call

IVR

Miracle

So Where Do We Start? What Should Our

Future Contact Centre Look like?

It can drive competitive differentiation but is difficult to excel at and most organizations

fail at the basics.

Before During After

Start by aligning with Customer Experience Management

Setting Expectations: Competing With

Word of Mouth and Past Experience

Gap 1: Customer expectations vs. management's perception of customer expectations = not knowing what customers

expect

Gap 2: Management perceptions vs. service specifications= the wrong quality standards

Gap 3: Service specifications vs. service delivery = not being able to deliver to specs.

Gap 4: Service delivery vs. external communications= when promises do not match

delivery

Gap 5: Difference between customer expectations and customer perception of the provided service= level of customer satisfaction

Word-of-Mouth Personal Needs Past Experience

Expected Service

Perceived Service

Service DeliveryExternal CommunicationTo Customers

Service QualitySpecifications

Provider

Customer

Gap 3

Gap 4

Gap 2

Gap 1

Gap 5

Source: Delivering Service Quality Zeithaml, V.A., Parasuraman, A, & Berry, L. 1990

ManagementPerception ofCustomerExpectations

Proactive Service Communication – Setting

Expectations

“Your account is about to go overdrawn”

“Your order will be delivered between 2 and 5pm tomorrow”

Customers want personal, relevant and timely information. If you don't give it to them they'll

call and ask for it or complain afterwards:

Information is being provided to customers to allow them to reset their expectations make

informed decisions:

Contact Centres 2020?

No! Channel Consumption Forecast:

0% 20% 40% 60% 80% 100%

1990's

2000's

2010's

2020's

Phone

Non Phone

2020s

2010s

2000s

1990s

Source: Dimension Data's Global Contact Centre Benchmarking Report, 2011

BUT Channel Explosion Cannot Be Avoided

Assisted Channels

Web Chat

Email Response

Management System

Collaborative Browsing

Video Chat

Social Customer Service

Peer-to-peer Communities

Unassisted Channels

Knowledgebase forSelf-service

Email Response Management System

Virtual Assistants

"How to" and Smart Video Customer Service

SMS and MultimodalServices

IVR

Mobile

The Three Axis of Success

• Channel AvailabilityPicking the right channel mix for your

customer base

• Channel Consistency1. Corporate Knowledge

2. Agent Knowledge

3. Partner Knowledge

4. Social Knowledge

5. Community Knowledge

• Channel VisibilityProviding a view of the historical

interaction when escalate to agent

The Journey From Customer Service Contact Centre to

Customer Engagement Centre

20202013

• Phone

• Email

• Chat

• Social Community Support

• Web Self Service Tools

• Knowledge bases

• Case Management

• Business Rule Engine

• Reel time interaction analytics

• Influence/Gamification

• Workforce Optimization

• Social Community Support

• Social Media Engagement

• Customer Engagement Centre

“During the next five years, 25% of leading

companies will extend their customer service contact

centre goals to support social media, such as

Facebook and Twitter, as well as online community

activities – up from 2% in 2013”

Call Centre Contact Centre Engagement Centre

Social Media Engagement for Customer Service

• Agent based

• Contact centre like

• Data feeds

• Assignment

• Prioritization

• Case histories

• CRM integration

• CEC integration

• Supporting more than just

social

How it works:

Personalization FAIL!

The danger of repetition

Enterprise Social Networks for

Customer Service

• Real time

• Mass collaboration

• Linear

• Historical

• Independent ESNs

• Tag to case records

• View within cases


social

How it works:

Peer-to-peer Communities

How it works:

• Peer support

• 1, 9, 90 or 2, 23, 75

• Hosting

• Components

• CEC integration

• CRM integration


social

Mobile Engagement Will Dominate Future

Support Interaction Volumes

Caution: What Type Of Mobile Users Are Your

Customers? What Do They Expect?

18%

18%

10

%8%

Late

Adopters

Early

Adopters

Invo

lve

me

nt

Aspirers

Tech savants

Basic survivors

Traditionalists

Young fun-

seekers

Comfortable

conformists

Worker

bees

Techno

stragglers

Professional

achievers

Innovators

Percentages show the proportion of the total mobile user population included in each category

Match The Channel To The Demographic

Not Everyone Needs An App

Which of the following devices have you

personally used during the past 3

months for online activities such as

checking a bank balance, initiating a

bank transfer, buying goods or services

via a web site?Gartner global consumer surveys 2013

0%

20%

40%

60%

80%

100%

Desktop / laptop

Standard mobile

phone

Smartphone

Tablet

Traditionalists

Basic

survivors

Techno

stragglers

Comfortable

conformists

Worker bees

Professional

achievers

Young fun-

seekers

Tech. savants

Aspirers

Mobile Live Video Chat

Customers appreciate the

more personalized

experience

But consider agent

aesthetics and the

background environment

Live Video Chat and “How-to” Recorded Video

Combined

• Thomas Pink used video to convert

prospects into buyers:

– Expert guides, tips and tricks:

• How to tie a bow tie, how to tie a Windsor

knot

– 360° views of product

– Video campaigns aligned with the current

collection (e.g., fall, summer)

• Creates a greater feeling of brand

intimacy via an impression of being "in

the know" about the brand

How would you explain over the phone (or via

chat) how to tie a bow tie?

The Virtual Assistant User

Interface (UI)

• Human emulation that

delivers full-service customer

strategies

• Expression of your brand

• High-quality animated

graphics

• Corporate persona

• Custom personalities

• Simplifying complexity and

driving resolution through

conversation

Customer Service Technology Matrix

Customer Experience

Adopt a Balanced Approach Moving Forward

Moderate

Challenging

Easier

Achieving ROI

Productivity

Prevent "Human Disasters" Without Stifling Excellence

Employee Impact on

Customer Experience

Nu

mb

er

of

Sta

ff Maximize via

Technology

Minimize Impact of

Technology

DelightDismay

Get the Basics Right: Prioritize CEM Projects

Based on Their Impact

Focus on the “must be” functionality first

One-DimensionalCustomer Satisfied

Customer Dissatisfied

Product

DysfunctionalProduct Fully

Functional

Must-Be

Attractive

But What About the Squidgy Bit in the Middle?

Contact Center

Infrastructure

$20b

CRM Applications

$14b

Image Source: http://commons.wikimedia.org/wiki/File:Me_at_call_center.jpg?uselang=en-gb

• Right Customer Information

• Right Customer Systems

• Right Customer Metrics

• Right Personal Information

• Right Personal Systems

• Right Personal Metrics

Gamification: Strategy and technology for

existing “free pizza” mindset

Research

Listen to the Voice of the Customer if You Want

to Improve the Service Experience

Appropriate Actions!

Direct

Indirect

Inferred

Topic CustomerCollect

Store

Relate

Analyse

Image Source: http://commons.wikimedia.org/wiki/File:Fleischwolf.ganz.jpg?uselang=en-gb

Direct Feedback: Event-Driven

Customer event triggers

survey

Questions personalized to event Response can trigger

workflow

• IVR, Email and now SMS is becoming a popular channel

• Net Promoter is a good indicator of advocacy but beware “MoT”

• Limit to 3 questions

Personal, Timely and Engaging: A Personal Case

Study

"Dear Jim,

You rang yesterday and spoke with Gary about booking a

flight to Boston. Would you mind answering a few

questions about your experience?"

Low score triggers "Dissatisfaction Alert" e-mail

to manager

"We noticed you didn't book a hotel as well, do you still

need one and would you book it with us?"

"Yes" triggers outbound call

RESULTS:

35% Response Rate — up from 5% (previous quarterly surveying)

32% "Warm Lead" Conversion Rate — pays for ongoing use of survey platform

enterprisewide!

Indirect Feedback: Through the Insight Contained Within Call

Recordings

QM

Optimizing the agent

evaluation process

through call

classification and

intelligent selection.

Also enables

semi-automated form

population.

Business Goal

Configuring to help

organization achieve

specific business

targets such as CSAT,

churn reduction,

revenue growth, and

so on. Helps build

business case.

Ad Hoc Analysis

Detecting new

trends/issues through

ongoing analysis and

embarking on one-off

projects based on

departmental

requests.

Marketing

CampaignCompetitor

MentionScript Adherence IssueElevated Emotion

(agent or customer)

E E

Inputs/Logs

Inferred Feedback — Ascertaining What Your Customers

Would Say if You Asked Them

Email Logs

Cookie Logs

Web Server Logs

IVR Logs

Speech Engine Logs

CSAT Logs

CTI Server Logs

Routing Tables

CRM Logs

Segmentation Data

Churn Data

• All interaction

channels relevant

• Usually already

collecting for

operational reasons

• Normally data siloed

• Focus on linkages

Web IVR Routing Live Agent

FAQ’sTECHNICAL HELPACCOUNT ACCESS

AUTHENTICATION

How Can WeHelp You?

SS # Account #

PIN

Birth Date

OR

Invalid

More

Accurate

Routing

Insight

Into

Call Drivers

• Channel-specific

insights

Faster, More

Enjoyable

Experience

Improved

Completion

Rates

Protracted cross-channel experience lowering

satisfaction

Poor routing results in wrong agent handling and

system unfamiliarity

• Cross-channel

insights

Concluding Thoughts

• The digital era is upon us. Start developing a

customer engagement centre (CEC) strategy that

embraces web, video, social and mobile.

• Think about all three phases of customer

experience management (CEM) - before, during

and after. Invest in each equally.

• Stop recruiting agent trolls – they will become

the face of your company (literally). Empower

agents to ensure future success

About Intelecom

With over 15 years' experience, Intelecom was one of the first to develop a cloud contact centre

solution.

Highly flexible and scalable Intelecom's contact centre solutions can be adapted to accommodate one

to several thousand concurrent agents using any device, in any location and integrates with multiple

applications seamlessly.

Connect from Intelecom is a complete, multichannel cloud contact centre solution. Its rich

functionality is available in modular form which means you can switch-on new functionality when you

need it and off when you don’t. Connect is one of the few contact centre solutions that is

completely multichannel. Connect agents can respond to phone, email, Chat, Social Media and SMS

enquiries all within the one application.

This ability to build bespoke contact centre solutions is unique to Intelecom Connect, flexible and

highly scalable Connect is future proof technology that will continue to meet your business demands.

Today Intelecom provides contact centre services to over 900 organisations in over 40 countries.

12.12.2013 Intelecom Footer70

Intelecom Connect

12.12.201371

The Facts:

15 years experience in Cloud Based Services

900 customers, and users in 40 countries

Connect is a true, multi-tenant cloud solution

Advanced and well proven Contact Center and Switchboard

functionality

Highly flexible solution, customizable for each individual

customer

Highly secure and reliable solution

Trends and Market drivers:

Focus on customer experience

• In today’s market customer interaction gets more and

more important. Delivering a consistently satisfying

customer experience is the new competitive

battleground.

Focus on agility and flexibility

• High demand for scalable pay-as-you go financial models.

• High demand for integration to both internal and external

systems.

Mobility and Social Business

• Customer demand of service is rapidly changing, driven

by the growth of mobility and social media.

The solution:Intelecom Connect is a cloud-based contact center and switchboard solution which delivers all the functionality

the modern contact center need.

Contact Us

▶ Telephone: 08450 803 070

▶ Email: [email protected]

▶ Web: www.intele.com

▶ Address: 2-6 Boundary Row, London, SE1 8HP

12.12.2013 Intelecom Footer72

Thank you for your attention

The future of the contact centre

Social Media

cloud contact centres11

customer feedback

cloud contact centre

cloud software

cloud supplier

customer journey

customer experience

cloud application revenues