ccof webinar 22 sep 2016-david jaffe presentation
TRANSCRIPT
2
Discussion Points
• Three things that have changed
• Four things that have stayed the same
• Two cases to prove what’s possible
4
Change 1 : Their Customer Rules
1. Browse First
2. Look on social media and ask their mates
4. Call…if I have to
3. Text if they can
Ask Mum or Dad to do it
Change 1 : Survey of 3000 customers across US/UK and Australia on Channel Preference
1st
2nd
3rd
4th
5th
PC
Order of Channel Preference
2nd
Tablet
Smartphone
Landline
Regular mobile
Store
Source: 24*7 Engagement Index Survey of 3000 customers
6
Change 2 : Digital Drives New Demand (OMG!!, WIGO!!)
GM of Contact - Major Bank“We have almost complete uptake of internet banking, our mobile app uptake is going ballistic and our web site is best in class…
BUT
I have the same number of customer contacts as we did 10 years ago!”
Change 3 : Digital changes the needs and expectations of the contact centre
Can you help me with
this on line
application?
I tried using your
web site but it fell
over/hung/wouldn’t
work
“You’ve got my email ?”
…but I was offered
a 20% discount on
line
I’ve just completed
X on the web site
can you see that…
“I’m on the XXXX
page…”
8
Not Changed No. 1: The Contact Centre Only Drives 10-20% of Demand
Contact Category Owner
I’m moving in / out (11.6%) Head of Sales
Rates enquiry (<1%)
Head of MarketingWhat can you offer? (2.2%)
How do I get Solar? (<1%)
Why is my bill so high? (incorrect bill) (1.5%)
Head of BillingWhere’s my bill? (2.4%)
I don’t understand my bill? (1.4)
I have a complaint about a letter? (4.1%)
Head of Credit
Where’s my payment? (1.3%)
I’ve been disconnected. (1.4%)
Can I set up / change my payment plan. (5%)
Can I set up bill smoothing (1%)
Where’s my concession (3.2%) Head of BPO
Why is my bill so high? (estimated read) (1.5%) Head of Network Relations
I cant log on. (<1%) Head of I/T
What’s my balance ( 2.1%) Head of Customer Service
9
Not Changed No 1: The Contact Centre Only Drives 10-20% of Demand
ValueIrritant
Irritant
ValueSimplify
Leverage Opportunity
Eliminate Automate
Org
anis
atio
n
Customer
Value/Irritant Classification Example
46% 24%
10
Not Changed No. 2: Our Needs as Customers
1. Know me remember me
The Seven Customer Needs
2. Give me choices 3. Make it easy for me
4. Value me 5. Trust me
“EffectiveInteractions”
“A relationship”
“My partner”
Maturity Stage
6. Surprise
me
7. Help medo more
13
Case 1: The Magic of Best Practice Procedures – designing integrated solutions
One of Ten Design Principles
Digital integration and promotion We design from a default position of a digital mobilised world, encouraging, promoting
and helping customers use our digital platforms. We will integrate digital self-service into every interaction through recommended contact handling
guidelines. Text will be a primary communication and help methodology
15
Case 1: BPPs across channels
Separate email Team
New email process aligned/integrated
with calls
BPPs for email included jumping channels
Cross Channel BPP’s and Email’s Resolved
No email team
18
Case 2: Integrated Management Across Channel teams
Frequently Seen Multi Channel Organisation Design
Dig tech
supportChat team
Inbound
handlingInbound
service
Digital Chat Email/SMS Calls
Sales +
(Service)
Face to face
Social MediaDigital
marketing
marketing
Inbound
sales
Outbound
19
Case 3: Potential of cross channel capability
What does almost every call/contact centre want but few have?
Staff can work in
manychannels
Move workto when
we want to do it
Our team areused in the
most effectiveway
Flexible Capacity
20
Case 3: In action
Real “Active management”
The technology combines with
defined management
process
Call queues, emails, chat and text and
“case management activity”
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0
500
1,000
1,500
2,000
2,500
3,000
0
200
400
600
800
1000
Mon
14/
11/2
011
Tue
15/1
1/20
11
Wed
16/
11/2
011
Thu
17/1
1/20
11
Fri 1
8/11
/201
1
Mon
21/
11/2
011
Tue
22/1
1/20
11
Wed
23/
11/2
011
Thu
24/1
1/20
11
Fri 2
5/11
/201
1
Mon
28/
11/2
011
Tue
29/1
1/20
11
Wed
30/
11/2
011
Thu
1/12
/201
1
Fri 2
/12/
2011
Mon
5/1
2/20
11
Tue
6/12
/201
1
Wed
7/1
2 /2
011
Thu
8/12
/201
1
Fri 9
/12/
2011
Mon
12/
12/2
011
Tue
13/1
2/20
11
Wed
14/
12/2
011
Thu
15/1
2/20
11
Fri 1
6/12
/201
1
Mon
19/
12/2
011
Tue
20/1
2/20
11
Wed
21/
12/2
011
Thu
22/1
2/20
11
Fri 2
3/12
/201
1
Tue
3/1/
2012
Wed
4/1
/201
2
Thu
5/1/
2012
Fri 6
/1/2
012
Mon
9/1
/201
2
Tue
10/1
/201
2
Wed
11/
1/20
12
Thu
12/1
/201
2
Fri 1
3/1/
2012
Mon
16/
1/20
12
Tue
17/1
/201
2
Wed
18/
1/20
12
Thu
19/1
/201
2
Fri 2
0/1/
2012
Mon
23/
1/20
12
Tue
24/1
/201
2
Wed
25/
1/20
12
Fri 2
7/1/
2012
Mon
30/
1/20
12
Tue
31/1
/201
2
Wed
1/2
/201
2
Thu
2/2/
2012
Total on Hand Backlog
Abandoned Calls
Case 3: Flexibility can produce great results for customers
EmailBacklog
Flexibility Impact