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Navigating Customer Contact Space in the 21st Century

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

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Navigating Customer Contact Space in the 21st Century

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  1. Navigating Customer Contact Space in the 21st Century Bill Durr Director, Global Field Marketing

  2. My Credentials

  3. My Credentials That’s Me!

  4. We’ve Consulted Great Thinkers

  5. Call Center Environment

  6. Customer Contact Environment

  7. Contact Center Cost Model Communications 25% Labor 65% Technology 10%

  8. Communications 25% Labor 65% Technology 10% Leverage Potential • Customer Retention • Customer Loyalty • Revenue Growth • Profit Enhancement

  9. The First Call Distributor

  10. Technology Roadmap • 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

  11. Definitions & Comments • Basic Call Processing • Define a Target Group • Define Delay Announcement(s) • Define Overflow Target Group • Real-Time & Historical Reporting • Historical Reporting • Enables Planning the Work • Real-Time Reporting • Enables Reacting to Deviations from Work Plan

  12. Definitions & Comments • Conditional Call Processing Lexicon • Sophisticated Rules-Based Call Routing • Key Elements to Consider • If…..Then Statement • Number & Kind of Variables • For Example: • If Sales Service Level <80%, Then Offer Call to Customer Service • Powerful Variables • Service Level • Calls Waiting • Average Speed of Answer • Number of Agents Available

  13. Definitions & Comments • ODBC Reporting • Add Business Data to Contact Center Reports • Enterprise Access to Contact Center Data • CTI Data Link • Screen Pops • Saves Agent Time • Personalizes Interaction • Promotes Loyalty

  14. CTI in the Call Center - Hype • Screen pops and beyond • Relationship management • Call processing aligned with business issues • Enhances revenues, reduces costs

  15. CTI in the Call Center - Reality • Very low level of implementation • Many projects fail or underwhelm • Expensive • Drag on

  16. CTI in the Contact Center

  17. Definitions & Comments • IVR • Robot Agents • Increasingly Accepted • Handles Simple Transactions • Natural Language, Speaker Independent • Very Powerful • Very Customer Pleasing

  18. IVR in the Contact Center • It’s Hard to Imagine a Contact Center Without IVR

  19. Definitions & Comments • Workforce Management Software • Accepts History from Contact Center Data • Provides Forecasts • Call Volume • Transaction Time • Define Agent Shifts & Preferences • Generates Agent Schedules • Real-Time and/or Historical Adherence

  20. Workforce Management in the Contact Center • Particularly for Contact Centers • With Extended Hours • Over 50 Agents

  21. Intelligent Call Processing • AKA Customer Relationship Management • Identify Who is Calling • Evaluate Worth to the Company • Route Accordingly • Treating Different Customers Differently • Pareto Customers • 20% of Customers Yield 80% of Revenues • Some Customers Not Worth Having

  22. Intelligent Call Processing (CRM) in the Contact Center • Extensive DataBase Required • Look Out for Integration Costs • 1.5 to 5 Times Cost of “Tools” & “Products”

  23. Definitions & Comments • E-Mail • Differentiate Specific vs. Non-Specific E-Mail • e.g. Webmaster@, Sales@, Service@ • Contact Centers Will Be Expected to Handle Non-Specific

  24. E-Mail in the Call Center - Hype • 50% of US Have E-Mail Access by 2001 • 10% of all customer contacts by e-mail in 2001 • 95% of all e-mail messages delivered in 5 minutes or less • Response Time Implications

  25. E-Mail in the Call Center - Why? • 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

  26. E-Mail in the Call Center - Reality • Ultimately, A Great Addition to the Contact Center • Carefully consider before integrating with voice calling • Unpredictable volumes • Unpredictable response expectations • Different skill-set • Potential high impact on operations • Rising Volumes Will Dictate Automated Response

  27. Email MailServer Web-Mail Automation Auto-Response Automated Email Agent Databases Messages Suggested Responses Complex Messages Email ACD Message Tracking and Workflow Web Messages CSR Call Center Manager Firewall

  28. Definitions & Comments • IP Transactions • Voice Over IP • Text Chat • Application Sharing • Whiteboarding • Video Over IP

  29. From Call Centers to Contact Centers PSTN ACD Voice Server Station Wiring

  30. From Call Centers to Contact Centers PSTN IP Gateway PSTN Fiber Network IP PSTN Gateway ACD Voice Server Station Wiring

  31. From Call Centers to Contact Centers PSTN IP Gateway IP PSTN Fiber Network IP PSTN Gateway ACD Voice Server IP Station Wiring

  32. Voice Over the Internet - Hype • Essentially free calling • High-touch web-integration • Assisted browsing • Page push/pull • Getting better all the time

  33. Voice Over the Internet - Reality • Reliability issues • “High availability LAN” = oxymoron • Quality issues • Packet delay matters • Average delay in PSTN = 20 msec • People notice delay = 50 msec • Disruption begins = 100 msec • Practical unintelligible = 250 msec • Typical multihop IP delay • As low as 150 msec • Frequently as high as 500 msec Source: Gartner Group June 9, 1998

  34. Voice Over the Internet • Acceptable for Private, Controllable Network Use • Not Ready for Prime Time • Will Eventually Blow Away Text Chat

  35. Video Over the Internet - Hype • Multimedia PC’s rapidly proliferating • Humans are visual creatures • Video transactions are rich & pleasing • Simple matter of bandwidth • Bandwidth is trending to zero cost

  36. Video Over the Internet - Reality • Great for internal users • Video enabled consumers • Small population

  37. Video Over the Internet • Acceptable for Private, Controllable Network Use • Not Ready for Prime Time • Will Eventually Blow Away Everything Else

  38. WFM Media Integration Manager ACD Voice Server Reports Server Public Switched Telephone Network Internet Packet Network Web Server LAN/WAN IVR E-Mail Server PBX Fax Server Agent Workstation MultiMedia Contact Center CTI Server

  39. We Know Where We Want to Be

  40. Technology Uptake in the Call Center • Forget vertical market differences • Type A firms • Already have call centers • Believe call centers are strategic assets • Moving To implement multi-media • Type B firms • Already have call centers • View as important But not strategic • Implement multi-media when customers demand it • Type C firms • Emerging call centers • Viewed as not important to mission • Won’t implement multi-media 15% 65% 20%

  41. The Goal: Recapture One to One, Personal Interaction

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