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Integrated Contact Center (Final)

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Presented at the LOMA Contact Center Conference in 2008

Veröffentlicht in: Business, Wirtschaft & Finanzen
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Integrated Contact Center (Final)

  1. 2. <ul><li>Integrated contact center experience – Self Service </li></ul><ul><ul><li>Creation </li></ul></ul><ul><ul><li>Example from CUNA Mutual </li></ul></ul><ul><ul><li>Future </li></ul></ul>
  2. 3. Customers generally hate IVR self-service…. (Video Clip)
  3. 4. Source: “Policyowner Self-Service – A Delicate Balance”, LIMRA International, 2006; Diamond Analysis
  4. 5. Sometimes, humans are no better either… (Audio Clip)
  5. 6. 700,000+ hits in 12 hours for his blog entry Insignificant Thoughts … NBC Interview about his ordeal… The New York Times feature him on print…
  6. 7. Nicholas Graham, Executive Vice President of AOL Corporate Communications
  7. 8. <ul><li>Don’t have your channels in silos </li></ul><ul><li>Get the right balance </li></ul><ul><li>Don’t over step the boundary </li></ul><ul><li>Don’t under-estimate the power of the new media </li></ul>
  8. 9. <ul><li>Contact channels </li></ul><ul><li>Distribution channels </li></ul><ul><li>Customer Life-cycle Stages </li></ul><ul><li>Products </li></ul>Research Service Renew Purchase
  9. 10. Revenue Benefit Realization Operating Efficiency Realization Sources: Diamond Analysis Stage 1: Channel Fragmentation Stage 2: Point-to Point Integration Stage 3: Rationalization & Consolidation Stage 4: Integrated Contact Management
  10. 11. 1 <ul><li>Show ROI </li></ul>2 <ul><li>Integrate </li></ul>3 <ul><li>Measure </li></ul>4 <ul><li>Promote </li></ul>
  11. 12. <ul><li>Insurance and Financial Services for Credit Unions, their members, and their employees. </li></ul><ul><ul><li>8900 US Credit Unions. Number declining, asset size increasing. </li></ul></ul><ul><ul><li>Core Products – Fidelity Bond, Corporate P&C, Individual Life & Disability, Employee Benefits & Retirement, Brokerage Services and Mutual Funds </li></ul></ul><ul><li>Established 1935 in Madison, WI </li></ul><ul><li>4500 Employees </li></ul><ul><ul><li>Madison, WI – Corporate HQ </li></ul></ul><ul><ul><li>Waverly, IA </li></ul></ul><ul><ul><li>Fort Worth, TX </li></ul></ul><ul><li>$2.6B Revenue – 95% US, with growing operations in Canada, Australia, China, Europe, and Caribbean </li></ul>
  12. 13. <ul><li>2007 – In year 2 of a 3 year corporate transformation initiative. </li></ul><ul><ul><li>Old Model – Internal Driven –> Result: 37 Contact Centers, 70+ published 800 numbers, 15 web sites. </li></ul></ul><ul><ul><li>New Model – Customer Driven-> Result: One “Customer Operations” organization, 3 sites. </li></ul></ul><ul><ul><li>Contact Centers: 7M Calls annually, 600 contact center agents. </li></ul></ul><ul><ul><ul><li>80% Consumer, 20% B2B </li></ul></ul></ul><ul><ul><ul><li>90% Customer Service, 10% Sales </li></ul></ul></ul><ul><ul><ul><li>Moving to standard platform – Avaya, NICE, IEX </li></ul></ul></ul><ul><ul><ul><li>Objective: Create Economic Benefit – Fix root cause issues, move calls to self-service, reduce AHT, improve agent availability and productivity. </li></ul></ul></ul>
  13. 14. <ul><li>Strategic Discussion – The right timing? </li></ul><ul><ul><li>Strategic Dependencies </li></ul></ul><ul><ul><li>Ownership Issues </li></ul></ul><ul><li>Focus shift - Opportunities to Improve </li></ul><ul><ul><li>Improve Customer Experience </li></ul></ul><ul><ul><li>Reduce Expenses </li></ul></ul><ul><li>First Phase: Oct – Dec 2006. With Diamond Consulting </li></ul><ul><ul><li>ID Opportunities -> 35 Opportunities Identified </li></ul></ul><ul><ul><li>Implementation Roadmap –> 5 releases over 2 years </li></ul></ul><ul><ul><li>Costs and Benefits ->NPV of cumulative project cash flows = 120% of investment over 5 year period </li></ul></ul>Show ROI
  14. 15. <ul><li>Usage Assumptions -> ROI </li></ul><ul><ul><li>Terminal Usage </li></ul></ul><ul><ul><li>Growth Rate </li></ul></ul><ul><ul><li>Defection Success Ratio </li></ul></ul><ul><ul><li>Scale-Loss Adjustment </li></ul></ul>Show ROI Total Cost Transaction Volume Self Service Call Center Minimum volume for break even A Game of Scale
  15. 16. <ul><li>Value Drivers & Examples </li></ul><ul><ul><li>Call Deflection - primary </li></ul></ul><ul><ul><li>Call Elimination </li></ul></ul><ul><ul><li>AHT Reduction </li></ul></ul><ul><li>Selecting Channels </li></ul><ul><ul><li>Lower Cost </li></ul></ul><ul><ul><li>Table Stakes First (Web and IVR) </li></ul></ul><ul><li>Selecting Transactions </li></ul><ul><ul><li>Higher Volume </li></ul></ul><ul><ul><li>Lower Complexity </li></ul></ul><ul><li>Build for Usability </li></ul><ul><ul><li>Use Real Customers </li></ul></ul><ul><ul><li>Use Real Usability Professionals </li></ul></ul>Integrate
  16. 17. <ul><li>Additional Operating Costs </li></ul><ul><ul><li>In call center </li></ul></ul><ul><ul><ul><li>Higher AHT </li></ul></ul></ul><ul><ul><ul><li>Lower FCR </li></ul></ul></ul><ul><ul><ul><li>Higher Skilled Agents </li></ul></ul></ul><ul><ul><li>In Self Service </li></ul></ul><ul><ul><ul><li>Monitor & Report </li></ul></ul></ul><ul><ul><ul><li>Promotion </li></ul></ul></ul><ul><ul><ul><li>Continuous Improvement </li></ul></ul></ul><ul><ul><ul><li>Maintenance </li></ul></ul></ul>Integrate
  17. 18. <ul><li>Preferred method – Measure transaction volume by channel </li></ul><ul><ul><li>Requires cross-channel tracking at a call type level </li></ul></ul><ul><ul><li>We are not there yet! </li></ul></ul><ul><li>Proxy methods </li></ul><ul><ul><li>Measure call reductions from a baseline </li></ul></ul><ul><ul><ul><li>Requires a very stable and predictable baseline </li></ul></ul></ul><ul><ul><li>Measure actual self-service usage and infer call deflections </li></ul></ul><ul><ul><ul><li>Get stakeholder signoff on deflection success rate assumptions up-front </li></ul></ul></ul><ul><li>To claim benefits </li></ul><ul><ul><li>Integrate measures with budget reductions </li></ul></ul><ul><ul><li>Integrate self-service measures with Workforce Management </li></ul></ul>Measure
  18. 19. <ul><ul><li>Channel: Web </li></ul></ul><ul><ul><li>Implemented: May 07 </li></ul></ul><ul><ul><li>Call Volume: 80,000/yr </li></ul></ul><ul><ul><li>Terminal deflection target: 7% </li></ul></ul><ul><ul><li>Ramp-up period: 6 months </li></ul></ul><ul><ul><li>Promotion: By Agent and Notification Letters </li></ul></ul>Promote Collateral Protection - Insurance Verification
  19. 20. <ul><ul><li>Channel: IVR </li></ul></ul><ul><ul><li>Implemented: May 07 </li></ul></ul><ul><ul><li>Call Volume: 270,000/yr </li></ul></ul><ul><ul><li>Terminal deflection target: 15% </li></ul></ul><ul><ul><li>Ramp-up period: 3 months </li></ul></ul><ul><ul><li>Promotion: Call Flow Usability </li></ul></ul>Promote Directory Assistance – Call flow Improvements & Dial-by-Name
  20. 21. Life Insurance Products – Coverage Questions <ul><ul><li>Channel: Web – FAQ and Contact Info Changes </li></ul></ul><ul><ul><li>Implemented : May 07 </li></ul></ul><ul><ul><li>Call Volume: 280,000/yr </li></ul></ul><ul><ul><li>Terminal deflection target: 12% </li></ul></ul><ul><ul><li>Ramp-up period: 6 months </li></ul></ul><ul><ul><li>Promotion: None </li></ul></ul>Promote
  21. 22. <ul><li>Agent-Assisted IVR </li></ul><ul><li>Virtual Agents </li></ul><ul><li>Web 2.0 </li></ul><ul><li>Speech Analytics </li></ul><ul><li>Integrated Analytics </li></ul>Revenue Benefit Realization Operating Efficiency Realization Stage 1: Channel Fragmentation Stage 2: Point-to Point Integration Stage 3: Rationalization & Consolidation Stage 4: Integrated Contact Management Sources: Diamond Analysis Stage 5: Insight-Driven Customer Experience Insight-Driven Customer Experience
  22. 23. <ul><li>Completion rate of 65% </li></ul><ul><li>Thelmma Project - interactive automated telephone-based voice-recognition dietary recall system </li></ul><ul><li>Reduced survey time from hours to 25 minutes </li></ul><ul><li>Agent bridged into an automated session </li></ul><ul><li>Assess situation </li></ul><ul><li>Update information </li></ul><ul><li>Direct IVR </li></ul><ul><li>Initiate dialog </li></ul><ul><li>Benefits </li></ul><ul><ul><li>Improved completion rates </li></ul></ul><ul><ul><li>Better utilization </li></ul></ul><ul><ul><li>Increased satisfaction </li></ul></ul>Sources: Speech Technology Magazine; Diamond Analysis
  23. 24. Sources: Speech Analytics by Speech Technology Magazine, Sep 2007; Diamond Analysis
  24. 25. Root cause analysis & trend spotting… Emotion detection & sentiment analysis… Speech mining with meaning… Sources: Speech Analytics by Speech Technology Magazine, Sep 2007; eTalk White Paper, Autonomy; ULTRA IntelliFind by Verint, July 2007; Diamond Analysis
  25. 26. Auto insurance example … Sources: Speech Analytics: The Fastest Growing App in Contact Centers, CallCenter Magazine; Verint solutions in Action, Verint; Diamond Analysis <ul><li>120 million calls/year </li></ul><ul><li>Analyzed 10,000 calls </li></ul><ul><li>6% of calls due to defective handset </li></ul><ul><li>$30 million credit from handset provider </li></ul><ul><li>Increased customer satisfaction </li></ul>Wireless provider example …
  26. 27. Integrated analytics IVR drop-off/transfer analysis Call center agent analysis Web and click-stream analysis Sources: Webside Story Whitepapers; Clickfox Whitepapers; Verint Whitepapers; Diamond Analysis
  27. 28. <ul><li>Automated systems talking with each other… </li></ul>(Audio Clip) (Video Clip) <ul><li>Humans turning into machines… </li></ul>
  28. 29. 1 <ul><li>Show ROI </li></ul>2 <ul><li>Integrate </li></ul>3 <ul><li>Measure </li></ul>4 <ul><li>Promote </li></ul>