What Does the Rise of Omnichannel Mean for Your Customer Experience Strategy?
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Transcript of What Does the Rise of Omnichannel Mean for Your Customer Experience Strategy?
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
‹#›
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 ?
‹#›
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
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
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
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
‹#›
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
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?
Omnichannel Is the New Standard to Address Today’s Customer
Source: Institute of Customer Service, 2013
What Customers Complain About
Human Interactions Science
“The heart has reasons that the mind knows nothing of.”
People are Driven By Emotions
Pathos – appeal to emotions
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
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
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
‹#›
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
‹#›
•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
‹#›
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
‹#› 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
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
Confidential and Proprietary
Focus and Success in Multiple Industries
• Banking • Retail • Insurance • Healthcare • Telecom • Government • Utilities • Travel and
Hospitality
‹#›
Routing Workforce
ManagementReporting
Single, Unified Engagement across Voice and Digital
Customer Journey
Social
Chat
Outbound Voice
Inbound Voice
Back Office
PersonalizedEngagement
• Customer Intent • Employee Strengths • Low Effort Experience • Target Outcomes
Right Experience. All the Channels. All the Time.
‹#›
“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
‹#›
“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
‹#›
“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
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
More Information -‐ Resources
• New paper by TEC, – Digital Transformation for Midsize
Contact Centers • Fast Track to Omnichannel
Customer Experience Success – Forrester Total Economic
Impact™ (TEI) Study – Examines the potential return
on investment (ROI) • Omnichannel tools at
genesys.com/go-‐omnichannel – eBook, Papers, Webinar – Savings assessment – Vendor capability comparison