What Does the Rise of Omnichannel Mean for Your Customer Experience Strategy?

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What Does the Rise of Omnichannel Mean for Your Customer Experience Strategy?

Transcript of What Does the Rise of Omnichannel Mean for Your Customer Experience Strategy?

Page 1: What Does the Rise of Omnichannel Mean for Your Customer Experience Strategy?

What Does the Rise of Omnichannel Mean for Your Customer Experience Strategy?

Page 2: What Does the Rise of Omnichannel Mean for Your Customer Experience Strategy?

What  Does  the  Rise  of  Omnichannel  Mean  for  Your  Customer  Experience  Strategy?

• Disruption  from  digital  transformation  • Anywhere,  anytime,  any-­‐channel  interactions  

• The  new  standard  in  addressing  today’s  customer  needs  • Maturing  to  Omnichannel  

• Science  of  Human  Interactions  in  the  Contact  Center  • Increased  velocity  is  changing  customer  relationships  

• The  new  Contact  Center  mix  • Teams  and  technologies  improving  customer  loyalty  &  retention  

• Evolving  to  more  customer  profitability  and  success  • Lowering  TCO  through  packaged  technology;  What  success  looks  like

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Pressures  On  the  Traditional  Contact  Center

Limited  Options  and  Call  Centers  Flourish1990’s

Siloed  Customer  Touchpoints   Makes  CX  Problematic

Multiple  Channels  Available with  No  Integration   2010’s

Add  “Company  Brochure”  Websites   and  E-­‐Mail  Support 2000’s

Call  Center  Augments  Branch/Store

TODAY Aspire  to   Managed   Journeys ?

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Digital  Engagement  Is  Exploding

50%prefer  the  phone  for  more  complex  

issues

70%

expect  web-­‐chat  offers  while  online

75%go  digital  before  

using  voice  channels

25%

use  more  than  4  channels  to  

consume  service

75%see  customer  experience  as  a  differentiator

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How  Disruptive  Is  Digital  Transformation?    

• Interactions  occur  anywhere,  anytime,  yet  more  channels  than  ever  

• New  ability  to  collect  rich  customer  data  

• You  face  limitations  to  shaping  a  comprehensive  customer  profile  if  NOT  designed  for  omnichannel

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How  disruptive  is  digital  transformation?    

• Digital  transformation  can  cause  you  to  lose  control  of  your  brand  

• Customers  are   more  intelligent,   more  influential  –  and  more  impatient  

• A  new  world  of  instant  gratification  

• Leveraging  technology  to  provide  a  single  view  of  the  Customer

Source: Edison Research 2014

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Confidential and Proprietary

Multi-­‐Channel

Cross-­‐Channel

Omni-­‐Channel

People  don’t  think  in  ‘channels’Their  analogue  is  interacting  with  friends–able  to  switch  ‘channels’  between  mobile,  social,  chat,  web,  email  and  messaging–never  having  to  start  a  conversation  over.

Simply  supporting  more   than  one  channel

Enabling  a  transition  from  one  channel  to  another Mutually  aware  channels

Omnichannel  is  the  new  standard  to  address  today’s  customer  

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Omnichannel  Engagement  Center  Approach

Branches

Employ  analytics  to  drive  actionable  insights  and  predict  next  best  actions  for  targeted  outcomes

4. OPTIMIZE

ORCHESTRATION  &  ROUTING

Website

Voice

Chat

Mobile

Social

Systems  of  Record

Identify  customers  and  link  interactions  across  channels

1. COLLECT

ENGAGE  WITH  REAL-­‐TIME  NEXT  BEST  ACTION  

Drive  personalized  and  proactive  engagement  based  on  customer  context,  business  rules  and  predictive  next  best  actions

3. ENGAGE

Systems  of  Record

Customer   Engagement   Profile  and  

Journey  HistoryCONTEXT  SERVICES

Analyze  in  real-­‐time  to  understand  customer  behavior,  intent,  engagement  profile  and  opportunities

2. ANALYZE

BUSINESS  RULES Analytics

Actionable  Insights  &  Next  Best  Action  

Predictions

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Omnichannel  Is  the  New  Standard  to  Address  Today’s  Customer    

• Business  maturity  is  necessary  to  manage  – Common  misperceptions  around  cost  and  training  

• Contact  centers  are  challenged  to  support  omnichannel  – Notorious  for  high  turnover  

• Company  size  is  irrelevant  • What  does  omnichannel  support  look  like?

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Omnichannel  Is  the  New  Standard  to  Address  Today’s  Customer    

Source: Institute of Customer Service, 2013

What  Customers  Complain  About

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Human  Interactions  Science        

“The heart has reasons that the mind knows nothing of.”

People  are  Driven  By  Emotions

Pathos – appeal to emotions

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Human  Interactions  Science        

• Human  touch  –  more  than  being  a  “number”  • Bonding  with  customers  through  personalization  • The  importance  of  employee  morale  – Omnichannel  impacts  employee  engagement  and  productivity  

– Informed  and  confident  agents  reduce  customer  frustration  

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New  Teams  Now  Part  of  the  Contact  Center  Mix        

• Moving  from  cost  center  to  opportunity  center  – From  Containment  to  Consulting  

• Seeing  the  call  center  as  a  knowledge  center  for  messaging  and  customer  connections  – Programs  to  improve  customer  retention  and    loyalty  – Educating  versus  selling  

• Building  Collaboration   with  other  departments

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New  Teams  Now  Part  of  yhe  Contact  Center  Mix        

• Advanced  analytics  provide  insight  into  customer  journeys    

• Gaining  visibility  across  all  interactions  

• Balance  between  cost  and  customer  satisfaction  

• Ease  of  use  is  at  the  heart  of  successful  customer  engagement

Extensive Use of Customer Analytics Impact On Corporate Performance

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Important  Technologies  for  Midmarket  Customer  Experience      

•Contact  center  evolving  to  contribute  more  to  customer  profitability  and  success    • Investment  components  in  both  technology  and  in  people  

•Multi-­‐vendor,  point  solutions  versus  integrated,  best-­‐of-­‐suite  approach  • Scalable  solutions  are  critical  

•Start  small  and  grow  as  needed  • Lower  TCO  over  time  through  packaged,  scalable,  multiple-­‐channel  technology  • Savings  Assessment  Tool  available

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•Session  Initiation  Protocol  (SIP)  benefits  IT  • Facilitates  transition  to  multi-­‐channel  call  control  • Integrates  with  existing  infrastructure  

•Workforce  management  benefits  both  companies  and  customers  • Guide  hiring  and  compensation  needs  • Increase  agent  productivity  and  retention

Important  Technologies  for  Midmarket  Customer  Experience      

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Choosing  Your  Omnichannel  Engagement  Center

Single  Platform  for   Voice  &  Digital  

+ Proven  at  Scale

+Choice:  

Cloud  or  Premise Hardware  Agnostic Open  Standards

+ System  of  Engagement  

Capabilities

CRM

ERP

BPM

Orders

Dept.  A

Dept.  B

Dept.  C

Systems

System  of  Engagement

Personalized  Orchestration

Lifecycle  Monitoring

&  Analytics

Omnichannel  

Context Workforce  

Optim

ization

Interaction  &  

Work  Item  Routing          

Departments

CX  ServicesSelf  &  Assisted  

Personalized,    Consistent  CX

Customer  

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‹#› Confidential and Proprietary.

Simplified  for  Companies  of  All  Sizes

On  Demand,  Fast  and  Easy

For  Small  &  Midsized  Businesses

Cloud

Packaged,  Scalable  Capabilities

For  Midsized  &  Large  Businesses

Cloud  &  On-­‐Premises

Fully  Customizable

For  Larger  Businesses

Cloud,  Hybrid,  &  On-­‐Premises

Omnichannel  Engagement  Center

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Award  Winning   Genesys  Customer  Experience  Platform

•2015  Leader  in  Contact  Center  Infrastructure  MQ •2014  Challenger  in  Workforce  Optimization  MQ •2014  IVR  Marketscope–Strong  Positive–Best  Score

•2014  Mobile  Customer  Engagement  Company  of  the  Year •2013  Contact  Center  Company  of  the  Year •2013  NA  Top  3  Cloud  Contact  Center  Provider

• 2015  Market  Leader,  CC  &  Software  Infrastructure

• 2015  Market  Leader,  Multichannel  Cloud  Contact  Center

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Confidential and Proprietary

Focus  and  Success  in  Multiple  Industries

• Banking  • Retail    • Insurance  • Healthcare  • Telecom  • Government  • Utilities  • Travel  and  

Hospitality

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Routing  Workforce  

ManagementReporting

Single,  Unified  Engagement  across  Voice  and  Digital

Customer Journey

Social

Chat

Outbound  Voice

Email

Inbound  Voice

Back  Office

PersonalizedEngagement

• Customer  Intent • Employee  Strengths • Low  Effort  Experience • Target  Outcomes

Right  Experience.   All  the  Channels.   All  the  Time.

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“With  a  cloud  contact  center  model  from  Genesys,  we’ve  been  able  to  reduce  maintenance  expense,  while  meeting  our  global  disaster  recovery  and  business  continuity  requirements.”

Lee  Congdon,  CIORed  Hat

Industry  Software Region  North  America  /  Global  

Challenges • Create  true  business  continuity  and  high  availability • Connect  regional  contact  center  silos • Support  rapid  growth

Solution • Genesys  Customer  Experience  Platform  established  a  global  voice  

queue  for  inbound  calls,  providing    a  “follow  the  sun”  solution  to  serve  customers  across  all  global  regions  throughout  the  day.  Includes  IVR,  centralized  routing,  reporting,  WFM.    Solution  will  drive  more  operational  visibility  with  universal  queue  of  customer  interactions  across  all  touch  points  and  channels.

Results • Unmatched  redundancy  for  business  continuity • Handle  more  volume  with  existing  staff • Improved  customer  service  by  routing  customers  to  qualified  agents  the  first  time

Global  Voice  Queue  Supporting  a  Unified,  

Virtual  Team

Read  the  stories  on  the  Web:  Customer  Success  Story  -­‐  Connecting  Global  Support  in  the  Cloud  Genesys  Newsroom  -­‐  Genesys  Cloud  Contact  Center  Solution  Selected  by  Red  Hat  to  Transform  Customer  Experience

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“Previously  we  used  a  pool  of  agents,  and  they  could  cherry-­‐pick  their  tasks.  Now  we  push  emails  direct  to  them  in  order  of  priority.  We’re  a  lot  more  responsive  to  customers  as  a  result.”

Luc  Greefs   Director,  Shared  Delivery  Services Cegeka

Profile • 3,200  IT  services  experts  (Microsoft  partner) • Consulting  services:  development,  complex  IT  support • Global  international  IT  helpdesk

Challenges • Complex  administration  and  cross  division  integration • Lack  of  unified  communications • Financial  inefficiencies

Solution • Legacy  Avaya  &  Cisco  replacement  with  S4B  and  Genesys   • One  Genesys  virtual  platform  for  voice  &  email

Results • Cross-­‐country  virtualization • Cost  savings • Future-­‐proof  multimedia  platform  (adding  chat)

Industry  Information  Technology Region  EMEA

Read  the  story  on  the  Web

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“Genesys  and  Microsoft  share  a  joint  vision  to  connect  users  in  more  personal  ways.  We  believe  Genesys  is  a  leader  in  the  contact  center  space  and  together  we  will  transform  the  way  customers  engage,  both  inside  and  outside  the  business  using  chat,  voice  and  video.”

Zig  Serafin Corporate  Vice  President,  Microsoft

Challenges • Displaced  technology  with  terrible  reporting  and  analytics  capabilities.  Any  changes  to  the  IVR  caused  multiple  problems.

Solution • One  of  the  world’s  largest  contact  center  systems  that  will  extend  the  Skype  for  Business  PBX,  conferencing  and  messaging  system  already  used  daily  by  approximately  100,000  Microsoft  employees  globally.    

• Genesys  now  collaborating  with  Microsoft  on  a  global  cloud  solution  to  bring  next  generation  customer  experiences  to  customersResults

• Integration  of  Skype  for  Business  with  the  Genesys  Customer  Experience  Platform  enables  customers  and  companies  to  seamlessly  engage  through  video,  voice  and  instant  messaging.  

• Genesys  and  Skype  for  Business  customers  can  now  deliver  orchestrated  customer  engagement  to  each  and  every  customer  interaction  and  journey.  

Industry  Technology  Sector Region  North  America

Read  the  story  on  the  Web

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Summary  

• Customers  are  dictating  the  pace  of  digital  disruption  – Voice  is  still  important,  but  impactful  when  integrated  with  digital  channels  

• Leverage  technology  to  control  the  experience  and  collect  rich  data  and  perspectives  – Customer  journeys  can  be  optimized  over  time  

• Bond  with  customers  through  personalization    – Avoid  customers  feeling  like  a  “number”;  Drive  positive  emotions  

• Omnichannel  is  an  evolution,  but  requires  a  level  of  business  maturity  – Company  size  is  irrelevant;  Contact  Centers  are  challenged  to  support  

• Employee  morale  and  productivity  are  important  components  of  delivering  customer  experience  – Build  collaboration  between  departments  

• Scalable,  integrated  best-­‐of-­‐suite  technologies  help  reduce  costs  – Choose  wisely