Customer Effort - Alcatel

Changing the Conversation
iCFD™ with Genesys Conversation Manager and
Customer Effort
Richard McCrossan
Brendan Dykes
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
Would
you like to
Are you
charge 13%
seeking
more
profitfor
or your
product or
possibility?
service?
Source: American Express Survey
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COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
70%
81%
Customers would
pay more for
decent service
Question
competence if you
ask for information
already held
Source: American Express
Source: Transactis
3
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
75%
Gave up on a planned
transaction/purchase
due to bad service
Source: American Express
4
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
Self
Service
Live
agent
Callback
Knowledge
Management
Other
treatments
Front Door
We’re used to personalised self-service
6
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
Finansbank changing the Conversation with
intelligent Customer Front Door
Zafer Toygar
Mehmet Akgun
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
Finansbank
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
9
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
20% 28% 96%
Of "satisfied
customers"
intend to leave
Of “dissatisfied
customer”
intend to stay
Of customers who
put forth high
effort to resolve
their issue are
more disloyal
An excerpt from Shifting the Loyalty Curve
Mitigating Disloyalty by Reducing Customer Effort
CUSTOMER CONTACT COUNCIL R
10
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
Customer Effort
“CES [Customer Effort Score] is measured by asking a
single question: How much effort did you personally have
to put forth to handle your request? It is scored on a
scale of 1 (very low effort) to 5 (very high effort).
Customer service organizations can use CES, along with
operational measurements of such things as repeat calls,
transfers, and channel switching, to conduct an “effort
audit” and improve areas, where customers are
expending undue energy.”
Stop trying to delight your customers
Harvard Business Review July-August 2010
CUSTOMER CONTACT COUNCIL R
Matthew Dixon, Karen Freeman, and Nicholas Toman
11
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
Customer Effort
“CES [Customer Effort Score] is measured by asking a
single question: How much effort did you personally have
to put forth to handle your request? It is scored on a
scale of 1 (very low effort) to 5 (very high effort).
Customer service organizations can use CES, along with
operational measurements of such things as repeat calls,
transfers, and channel switching, to conduct an “effort
audit” and improve areas, where customers are
expending undue energy.”
Stop trying to delight your customers
Harvard Business Review July-August 2010
CUSTOMER CONTACT COUNCIL R
Matthew Dixon, Karen Freeman, and Nicholas Toman
12
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
Customer Effort
“CES [Customer Effort Score] is measured by asking a
single question: How much effort did you personally have
to put forth to handle your request? It is scored on a
scale of 1 (very low effort) to 5 (very high effort).
Customer service organizations can use CES, along with
operational measurements of such things as repeat calls,
transfers, and channel switching, to conduct an “effort
audit” and improve areas, where customers are
expending undue energy.”
Stop trying to delight your customers
Harvard Business Review July-August 2010
CUSTOMER CONTACT COUNCIL R
Matthew Dixon, Karen Freeman, and Nicholas Toman
13
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
Customer Service Measures
Effort
Experience
1. Number of extra contacts
1. Agent „listening‟
2. Number of channels used
2. Agent’ attitude & empathy
3. Interaction durations
3. Customer ‘Rapport’
4. Transfers
4. Clarity of communication
5. SLA adherence
5. Personalisation
6. „Resolution‟ lapse time
6. Confidence in Agent
7. Total „conversation‟ time
Soft skills have the greatest impact on satisfaction…
but reducing effort has the greatest impact on loyalty
An excerpt from Shifting the Loyalty Curve Mitigating Disloyalty by Reducing Customer Effort
14
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
Put Yourself in Your Customers’ Shoes
Sent in an appeal to insurance company:
X
X X
CUSTOMER CONTACT COUNCIL R
Posted on 17 May 11 by Lara Ponomareff - http://cccbuzz.exbdblogs.com/author/lponomareff/
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
Recognise the Moment
Event Type
Events
Weighting
Score
1st Call
1
1
1
Letter
1
3
3
2nd Call
1
3
3
1st Transfer
1
2
2
2nd Transfer
1
4
4
3rd Transfer
1
8
8
Long „On-hold‟ time
1
3
3
TOTAL
7
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COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
24
Cross Channel Conversation
Fulfill
IVR Queue
Talk time
Close
ACW
Browse
Offer
Email
Chat
IVR Queue
Reporting
Talk time
Analytics
ACW
Back office
Effectiveness
Workforce Optimization
All rights reserved © 2010, Genesys Telecommunications Laboratories, Inc.
What is a Conversation?
Social
Media
DTV
In-home
Chat
Knowledge
Management
Agent
Mobile
CONVERSATION
White Mail
Forums
Email
Web
IVR
18
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
SMS
In Store
Assess and Identify
Broken Conversations
Terrific
Statement
and Payment
Special
Offers
Low
Auto Balance
Check
Existing
Customer
Effort
Loan
Inquiry
Deposit
Renewal
High
Loan
Application
Credit Card
application
Funds
Transfer
Terrible
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COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
Tech
Support
Conversation Manager
Two major gaps in the enterprise’s ability to maximize
customer interactions across all channels
Conversation Manager
Who?
Loyalty?
Segment?
Goals
Circumstances
Context Services
Rules System
What products?
Retention?
What Services?
Up Sell?
What Behaviour?
Containment?
20
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
iCFD™ Cases: Banking Customer
Sales Leads
(Certificate of Deposit Maturity)
Outbound
Contact
Calling
List
Previous Experience
Outbound
Agent
Outbound
Sales Call
Customer
(May not be available or receptive)
Conversation
Manager
Conversation Manager Experience
Your term deposit's nearing
maturity. If you'd like to speak
with an investment specialist,
press 1.
Customer
Inbound Self-Service
Interceptor
(Customer opts-in)
22
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
Intelligent Routing
Screen-pop of
customer &
lead data
Inbound Agent
iCFD™ Cases: Banking Customer
Cross-Channel
(Online Credit Card Application)
Online Activity
Previous ExperienceNot aware of
customer’s
online
activity
Customer
Inbound Self-Service
(Customer transfers out)
Online Activity
Customer
General
Agent
Conversation Manager Experience
Conversation Manager
It looks like you’ve
been filling out an
online credit card
application. If you'd
like to speak with a
credit card specialist,
press 1.
Inbound SelfInterceptor
Service
(Customer opts-in)
23
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
Must start
application
again
Specialist
Agent
Aware of customer’s
online activity
Specialist
Agent
Conversation Manager - Two capabilities
tightly integrated with Composer
Conversation Manager
Genesys Rules System
Context Services
Rules Engine
Rules GUI
Composer Plug-in
(Rule Templates)
Composer
Context Services
Genesys Rules
System
• Context from across data systems
and channels
• Allows use of rules to control
customer treatment
Tightly integrated • Developer and business line manager
collaboration
with Composer
25
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
Reduce the Effort – Change the Conversation
Take
Action!
Business
Process
Recognize the
Moment!
Context
Services
Genesys
Conversation
Manager
Monitor the
effort
26
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
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27
COPYRIGHT © 2011 ALCATEL-LUCENT ENTERPRISE. ALL RIGHTS RESERVED.
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