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What’s NE x T in Customer Care?

What’s NE x T in Customer Care?. Santhana Krishnasamy RD-ILAB-SSF. September 20 th , 2005. Agenda. What is NExT in Customer Care? Verizon Customer Self Service Microsoft Customer Care Framework New Channel: Instant Messaging Our CEO Vision Key Takeaways for FT.

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What’s NE x T in Customer Care?

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  1. What’s NExT in Customer Care? Santhana Krishnasamy RD-ILAB-SSF September 20th, 2005

  2. Agenda • What is NExT in Customer Care? • Verizon Customer Self Service • Microsoft Customer Care Framework • New Channel: Instant Messaging • Our CEO Vision • Key Takeaways for FT

  3. What is NExT in Customer Care? • IT Architecture should be SOA based • Rules based Self-service • New contact channel: Instant Messaging & Presence

  4. Case Study: Verizon Customer Self Service

  5. Installed uniform set of IVR and CTI platforms to collect information for proper routing • Paid close attention to user experience • Converged approach to speech automation (SIP, VoiceXML) leverages existing application and web servers • Create a disciplined approach to combined sales and service website • Consultative approach, information-rich selling • Always be Selling, Always be Asking • Rich Media Everywhere • Segmented approach to Enterprise self-service • ‘Enterprise Direct’ portal for Large Enterprise customers • $15 million investment in IT • Separate Call Centers support Enterprise segments Phone Internet Enterprise Verizon CSS Channels Inbound

  6. Architecture • SOA delivery framework prevent reinventing applications and transactions, reduce complexity • Complex products and offers can be managed because they are rules-based • These rules cut across platforms, and are separate from presentation Source: Verizon CMS: Customer Management System

  7. Lessons Learned: Aspiration & Reality • Self-service is fresh opportunity to create bundled offers • Electronic binding of invoices into one bill (Verizon product is “OneBill”) easily accomplished online by user herself • Product complexity increases support cost • Increasingly complex products and bundles can occasionally create feature conflicts • Deployment issues for new services must be handled efficiently • Customer dissatisfaction & revenue implication will be avoided by providing alternatives when service request can’t be fulfilled as requested – don’t say ‘no,’ cross-sell • From Persona-based development to Persona-based selling • Make complex products easily understood by showing persona how other users benefit

  8. Microsoft CCF

  9. Customer Care Framework SOA based .NET framework which supports multi-channel delivery of customer service functions including self-service. Greatly leverages the “presence” functionality

  10. What is Next for Microsoft? • Technology • CCF is based on the Microsoft .NET Framework and Windows Server System • Combined capabilities by Visual Studio .NET, BizTalk Server 2004, SQL Server 2000, and Host Integration Server 2004 • CCF smart client uses the Agent Desktop, the CTI API, the Real Time Communication (RTC) module, and the Application Integration Framework (AIF) • Self Services Framework uses BizTalk Server 2004, Speech server & Content Management Server 2002 • Ambitious plan to become a major player in Contact Center/CRM market • Extend the Windows OS functions to the agent desktop • Initial strategy - partnership with Contact Center vendors like Cosmocom, Interactive Intelligence & Mitel • Push selling Windows based infrastructure into contact centers • VoIP, IM/Presence, CTI & BizTalk will become key to their success

  11. New Contact Center Channels

  12. Contact Center - Channels Alternative Channel Growth Channel Software Investment in next 12 months • Alternate channel grow & handle almost 1/3 of incoming queries • IVR is mostly widely used for self-service • Contact center Service Providers are investing in other channels (Online Self-Service, Email & Web Chat = 10%) Source: Yankee report on “CRM Strategies” Feb 2005

  13. Cost: Service Channeling Source: Conversagent Whitepaper on Automated Service Agent • Cost increase when customer want more personal interaction • Best cost benefit both the customer & enterprises will gain is through multi-channel session (text, voice, video…)

  14. Air France Self-Service Buddy: Hello I am an automated buddy. How can I help you today? ksanthan1: What time is flight AF 320 reaching Paris? Customer Self-Service IM Chat with Live Agent Voice Chat with Live Agent Video chat with Live Agent Share My Desktop Customer Care Agent What time is flight AF 320 reaching Paris? Air France Customer Self-Service IM Chat with Live Agent Voice Chat with Live Agent Video chat with Live Agent Share My Desktop Find Agent Availability Share My Presence Info Block My Presence View My Profile • Add Air France Contact Center Agent on your Messenger Buddylist IM the New Channel Use Tabs to include customer support process information on Messenger client

  15. Call Center Agent RTC Server RTC-MSN Gateway RTC-AIM Gateway RTC-WM Gateway RTC-YM Gateway RTC Proxy Remote Agent 3 Supervisor 1 Live Agent 2 Live Agent 1 Architecture with IM Channel • Customer profile • Call Queuing • Skill Based Routing • Customer Self Service • Business Process management Enterprise RTC Domain Public IM Domain Consumers Call Center Application • Agent Server • Integration with CC application • Agent Presence • Communication channels (IM, voice, video)

  16. Why IM? • There are 320 million public IM users worldwide using Messenger clients for IM, Presence, voice/video conference • Ability for the customer to contact the CC Agent using different channel from Messenger client • IMBots (Customer Self Service), IM chat, voice/video, remote desktop management • Smooth escalation from self-service -> chat -> voice • Contact Center ACD can coexist with Enterprise RTC platform’s Presence server • Customer leverages presence information of Contact Center Agents (without compromising privacy)

  17. Why IM? • Moving towards all IP based platform (SIP) • IP Contact Center • RTC platforms based on SIP/SIMPLE • Add on additional process oriented information on Messenger client • Location, map of nearest service center, store timing & shipping details

  18. SOA Self Service Our CEO’s Vision

  19. Key Takeaway for FT • France Telecom can help its bottom line by helping its customers help themselves • The bottom line savings can be dramatic, if achieved through a combination of three things: • Promulgation of a core set of transactions and messages across all platforms connected via SOA • Extensive web portal for both selling and servicing across all product lines • Customer care driven by business requirements • Customers will respond by resolving 25-35% of touches on their own • IM channel enables FT to be always ‘present’ • Balance with disruption to special number services

  20. Thanks!

  21. Working towards a green future… • The bad news is that mobile – most dispersed service -- needs most work • The good news is that platforms can be addressed to multiple stakeholders in a coordinated fashion (ex: Live Chat, Flash demos) • The other good news is “espace client” is transversal already Legend: VZ.com = verizon.com, VZW.com = verizonwireless.com, FT.com = francetelecom.com, OR.co.uk.fr = orange sites for France and UK, MLTV.com = malignetv.com, Woo.com = wanadoo.com Where we place an (L) next to a Yes entry it means “Limited”

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