Transcript Applying Contact Center Technology to Optimize Customer

Navigating Customer Contact Space in
the 21st Century
Bill Durr
Director, Global Field Marketing
My Credentials
My Credentials
That’s Me!
We’ve Consulted Great Thinkers
Call Center Environment
Customer Contact Environment
Contact Center Cost Model
Communications
25%
Labor
65%
Technology
10%
Leverage Potential
•Customer Retention
•Customer Loyalty
•Revenue Growth
•Profit Enhancement
Communications
25%
Labor
65%
Technology
10%
The First Call Distributor
Technology Roadmap
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Basic Call Processing
Real-Time & Historical Reporting
Conditional Call Routing Lexicon
Open DataBase Connectivity (ODBC)
IVR (Interactive Voice Response)
CTI Data Link (Computer Telephony Integration)
Workforce Management Tools (WFM)
Intelligent Call Processing (aka CRM)
E-Mail
IP Transactions
Definitions & Comments
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Basic Call Processing
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Define a Target Group
Define Delay Announcement(s)
Define Overflow Target Group
Real-Time & Historical Reporting
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Historical Reporting
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Enables Planning the Work
Real-Time Reporting
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Enables Reacting to Deviations from Work Plan
Definitions & Comments
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Conditional Call Processing Lexicon
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Sophisticated Rules-Based Call Routing
Key Elements to Consider
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For Example:
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If…..Then Statement
Number & Kind of Variables
If Sales Service Level <80%, Then Offer Call to Customer Service
Powerful Variables
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Service Level
Calls Waiting
Average Speed of Answer
Number of Agents Available
Definitions & Comments
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ODBC Reporting
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Add Business Data to Contact Center Reports
Enterprise Access to Contact Center Data
CTI Data Link
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Screen Pops
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Saves Agent Time
Personalizes Interaction
Promotes Loyalty
CTI in the Call Center - Hype
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Screen pops and beyond
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Relationship management
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Call processing aligned with business issues
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Enhances revenues, reduces costs
CTI in the Call Center - Reality
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Very low level of implementation
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Many projects fail or underwhelm
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Expensive
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Drag on
CTI in the Contact Center
Definitions & Comments
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IVR
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Robot Agents
Increasingly Accepted
Handles Simple Transactions
Natural Language, Speaker Independent
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Very Powerful
Very Customer Pleasing
IVR in the Contact Center
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It’s Hard to Imagine a Contact Center Without IVR
Definitions & Comments
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Workforce Management Software
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Accepts History from Contact Center Data
Provides Forecasts
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Call Volume
Transaction Time
Define Agent Shifts & Preferences
Generates Agent Schedules
Real-Time and/or Historical Adherence
Workforce Management in the
Contact Center
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Particularly for Contact Centers
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With Extended Hours
Over 50 Agents
Intelligent Call Processing
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AKA Customer Relationship Management
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Identify Who is Calling
Evaluate Worth to the Company
Route Accordingly
Treating Different Customers Differently
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Pareto Customers
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20% of Customers Yield 80% of Revenues
Some Customers Not Worth Having
Intelligent Call Processing (CRM)
in the Contact Center
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Extensive DataBase Required
Look Out for Integration Costs
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1.5 to 5 Times Cost of “Tools” & “Products”
Definitions & Comments
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E-Mail
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Differentiate Specific vs. Non-Specific E-Mail
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e.g. Webmaster@, Sales@, Service@
Contact Centers Will Be Expected to Handle Non-Specific
E-Mail in the Call Center - Hype
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50% of US Have E-Mail Access by 2001
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10% of all customer contacts by e-mail in 2001
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95% of all e-mail messages delivered in 5 minutes
or less
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Response Time Implications
E-Mail in the Call Center - Why?
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Can’t or won’t wait for human assistance
Web page content prompted inquiry/transaction
Need convenience of 24x7 messaging access
Don’t need to “discuss” anything
Want to send information & data attachments first
Want well-documented audit trail of interchange
Want to eliminate time, errors & effort in transcribing
information during live conversation
Don’t have 2nd line for live call-back while still
connected to web
E-Mail in the Call Center - Reality
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Ultimately, A Great Addition to the Contact Center
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Carefully consider before integrating with voice calling
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Unpredictable volumes
Unpredictable response expectations
Different skill-set
Potential high impact on operations
Rising Volumes Will Dictate Automated Response
Web-Mail Automation
Auto-Response
Automated
Email Agent
Databases
Messages
Suggested Complex
Responses Messages
Email
Mail
Server
Email ACD
Message
Tracking and
Workflow
Web
Messages
Firewall
CSR
Call Center Manager
Definitions & Comments
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IP Transactions
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Voice Over IP
Text Chat
Application Sharing
Whiteboarding
Video Over IP
From Call Centers to Contact
Centers
PSTN
ACD
Voice
Server
Station
Wiring
From Call Centers to Contact
Centers
PSTN
IP
Gateway
PSTN
Fiber Network
IP
PSTN
Gateway
ACD
Voice
Server
Station
Wiring
From Call Centers to Contact
Centers
PSTN
IP
Gateway
IP
PSTN
Fiber Network
IP
PSTN
Gateway
ACD
Voice
Server
Station
Wiring
IP
Voice Over the Internet - Hype
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Essentially free calling
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High-touch web-integration
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Assisted browsing
Page push/pull
Getting better all the time
Voice Over the Internet - Reality
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Reliability issues
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“High availability LAN” = oxymoron
Quality issues
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Packet delay matters
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Average delay in PSTN = 20 msec
People notice delay = 50 msec
Disruption begins = 100 msec
Practical unintelligible = 250 msec
Typical multihop IP delay
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As low as 150 msec
Frequently as high as 500 msec
Source: Gartner Group June 9, 1998
Voice Over the Internet
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Acceptable for Private, Controllable Network Use
Not Ready for Prime Time
Will Eventually Blow Away Text Chat
Video Over the Internet - Hype
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Multimedia PC’s rapidly proliferating
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Humans are visual creatures
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Video transactions are rich & pleasing
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Simple matter of bandwidth
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Bandwidth is trending to zero cost
Video Over the Internet - Reality
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Great for internal users
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Video enabled consumers
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Small population
Video Over the Internet
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Acceptable for Private, Controllable Network Use
Not Ready for Prime Time
Will Eventually Blow Away Everything Else
MultiMedia Contact Center
WFM
ACD Voice
Server
Public
Switched
Telephone
Network
Media
Integration
Manager
Reports
Server
CTI
Server
LAN/WAN
Web
Server
IVR
E-Mail
Server
PBX
Fax
Server
Agent
Workstation
Internet
Packet
Network
We Know Where We Want to Be
Technology Uptake in the Call Center
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Forget vertical market differences
Type A firms
15%
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Type B firms
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Already have call centers
Believe call centers are strategic assets
Moving To implement multi-media
Already have call centers
View as important But not strategic
Implement multi-media when customers demand it
Type C firms
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65%
20%
Emerging call centers
Viewed as not important to mission
Won’t implement multi-media
The Goal: Recapture One to One,
Personal Interaction