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© 2007 Upstream Works SoftwareAll Rights Reserved
First Call Resolution and the Complex Customer Interaction
By Upstream Works
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Why First Call Resolution?» 30% of call center work is re-work
» Repeat calls directly affect customer satisfaction
» Drives process formalization
»Reduces cost
»Reduces complexity
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Complex FCR
» Define a process
» Measure to a process
» Eliminate Variances
» Eliminate errors
» Reduce repeat calls
» Complex interaction in the right number of calls
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Definition of FCR for a Complex Transaction
» Not ‘one and done’
» Use of typical ‘First Call Resolution’ metrics is not obvious
Setting and meeting the expectation of the customer
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Complex Interaction Examples
» Service provisioning
» Take time to complete
» Require input from multiple outside sources
» Involves multiple contacts and cross channel contacts» Phone calls; letters ; fax
» Not measured wel l
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Complex Interaction Examples
» Technical help desks
» Initial report call
» Specification of required information
» Collection time
» May be resolved subsequently by agent
» May be forwarded to domain expert
» Requires final closure/ resolution with caller
» Often involves cross- channel (email/ phone)
» Not measured well
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Complex Interaction Examples
» Business to business
» Fewer callers; more variety of calls» You are on the callers “speed dial”» Multiple customer types
» Internal and external
» Multiple interaction types» Mix of simple and complex interactions» Not measured well
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Causes of Non-FCR» Agent ability/ training
» Access to information
» Authority
» Business process
» Customer
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Complex Interaction Definition» Any interaction that cannot be solved by an agent with the proper training, tools, authority and process
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Characteristics
» Cross channel
» There is cross channel interaction
» Consultation
» There is a consultation with a domain expert
» Call back
» The caller is given interim instructions
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Is Multi Channel Complex?» Email/ fax/ CHAT complex?
»May be hard to measure
»Not in themselves complex
»Email is most prone to complexity»Multiple interactions
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Predictable Domain Experts
» Domain experts may be scheduled in call center
» Insurance claims
» If not, the process is complex by definition
» May or may not be available for the caller
» How are expectations set?
» Response times are not predictable
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Call Center Types
» All call centers have ‘one and done’ interactions
» May be seen as complex
» High Volume; Low Variability
» Customer service» Mos tly non complex interac tions
» Low Volume; High Variability
» Knowledge workers» Triage» Significantly more complex interactions
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What Did I Do Today?
» Measure the interaction details
» Has both simple and complex interactions
» Less well defined measurements
»Complexity used as an excuse not to measure
» Less well defined processes
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Low Volume, High Variability
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Agent Work
» Work is mixed and spread throughout the day
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Complex Interactions
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The Common Thread
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Where is the Mystery?» Complex interactions
»Understand what the agents are actually doing
»Understand what the process is»For customer facing interactions
»Stop guessing!
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© 2008 Upstream Works Software Ltd.
The Key
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© 2008 Upstream Works Software Ltd.
» Mystery and measurement don’t get along!
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Define the Process
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Step 1 - Define the Process» Call reason tracking to identify patterns
» Many call types
»Look for patterns
» Determine intra-process steps
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Identify the Interactions
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© 2008 Upstream Works Software Ltd.
Step 2 – Identify the Interactions» Identify all agent activities related to interactions
»Call and after call work
»Email and after email work
»Measure elapsed times
»Correlate multiple interactions
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Measure the Process
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3- Measure the Process
» Track individual interactions used in the process
» Determine optimal process requirements
» Determine metrics of success
» FCR may or may not be valid
» Identify volumes and costs associated with this specific process
» Fix the biggest cost items
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Clarity…
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disappears in the daily noise
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and the weekly grind
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Interaction Management
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restores clarity
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Step 4 – Communicate the Process
» Train agents on each process step
» Communicate the process to callers
»Set expectations after each step
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FCR and the Complex Customer Interaction
» Each process has multiple steps
» Agents should execute process with each step ‘one and done’
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Step 5 – Eliminate Variances
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Step 5 – Eliminate Variances» Define an optimal process and measure to it
»Do each step once and only once
»Address variances from optimal
»Be sure it makes customer and business sense.
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Step 6 - Measure to Conformance
» Complex processes, when measured, lose their mystery
»Predictable
»Repeatable
»Measurable
» Improvable
» Learn and use best practices
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Complex Process Improvement» Access to the right information and tools
»Knowledge base
» Eliminate use of an IVR
»For complex transactions
» Leverage the internet if you can
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The Benefits» FCR
»Reduced call volumes
» Improved customer satisfaction
» Process improvement
»Better agent management
»Expose process holes
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Summary
» Mystery means things are complex
» Measure to eliminate the mystery» Define the process
» Break down each process into steps
» FCR from repeat calls within a process
» Eliminate variances from the
optimal process
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Business Interaction Management
Track and save the entire interaction as it happens. It’s easier to use and understand later
Provide in-your-face interaction context that’s role tailored for personalized service
Pre-built best practices analytics
©Upstream Works Software
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Customer Insights
Customer Experience
Performance
Improvement
Performance
Management
Training and Staffing
Process Improvemen
t
All customer channels
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Business Interaction Pain Points
» Problem: No methodology or technology used provides a single comprehensive and auditable view of how customers interact with a business.
» Result: Averages are used to allocate funds to drive customer loyalty and reduce costs across the multiple interaction channels in use today.
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Upstream Solution
» Upstream Works’ Business Interaction Management, makes the collective of customer interactions visible, accountable and controllable
» Combines technology and a methodology to track individual customer interactions across the business
» Links outcomes to supporting interactions
» Puts the collected information into a powerful form
» Compliments existing applications and infrastructure
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Next In Series
www.upstreamworks.comDownload the whitepaper from our website: Increasing Call
Center Effectiveness Through First Call Resolution
See the FCR Webinar Series – Coming Soon to Youtube!