managing technology innovation in contact centres
TRANSCRIPT
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Managing Technology Innovation
In Contact Centres
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How do contact centres
handle and harness the constant wave of
technology innovation
for improved customer service?
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 3
Lots You Could Buy
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 4
What Are You Buying Into?
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 5
The Customer Experience
Does not understand the supposed USPs between vendor choices
After Vendor Se lection Day
What Does This Mean?
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 6
Competing against other marketers claims rather than your attention, understanding and priorities
Historic Communication Failure
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 7Conditioned by consumer tech - it just works!
The Customer Experience
Does not care about the supposed USPs between vendor choices
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 8
Meanwhile the CS ecosystem grows ever more complex
The Customer Experience
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 9
Investment priorities become even tougher as customer engagement behaviour keep evolving
The Customer Experience
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 10
What Do You Really Need?
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 11
Mobile Customer Service
Choose Your Service Choose Your Channel Choose Your Time
Customer experiences greater choice in the workflow
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 12
An estimated 95% of mobile apps in the app store lack an in-app channel for customers to get immediate support
App Based Service
Source: Based 1.3 Billion devices the Helpshift SDK is installed on over 6 month tracking
1 in 5 Mobile Users Seeks In-App HelpThis number doesn’t even account for the users who encounter a problem and simply leave the app
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 13
“Make a reservation at Main Street Cafe for 8pm, but only if it’s not going to be raining when we’re there”
“Are there any concert tickets under $65 within 25 miles for any of my favourite bands?”
“Is this a good lawn mower to buy based on the reviews? Is this the best price I can get, and can I return it easily if I don’t like it?”
“If I book this vacation, will I still be within my quarterly budget, and if not, are them some better vacation deals that my family would enjoy?”
Intelligent Assistance
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14M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s
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Customer Service now has enterprise attention.
Expectations are even greater.
But my budget has not grown
How do I prioritise?
My Challenges
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15M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s
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My service infrastructure sits in silos.
Customers punish us for poor service experiences.
I need low risk ways of moving forward.
My Challenges
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16M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s
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Customers expect 24x7 attention
Some insist on live assistance.
Others want everything via an app.
How can I make this affordable?
My Challenges
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17M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s
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WHAT TO INVEST IN?
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 18
1. Set out the customer journeys2. Understand what matters3. Invest in ‘low effort’, high returns’
experiences
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 19
Think Journeys Not Channels
Design Principle
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 20
• Almost every flight is now booked using self-service technology
• Only 8% had contact with a human• 75% used a website. While 18% of these
say they now intend to move to a mobile app, only 4% say they will seek out a human
• Similar figures for mobile apps• 91% of those who used self-service
technology to check-in saying they will do so again
• If a passenger is dissatisfied with the technology, they will seek an alternative technology rather than reverting to a human being
Source: latest SITA research 2016 Air Transport IT Summit in Barcelona
Travellers Prefer…
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 21
Insurance Customers Prefer
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 22
W h e n a s ke d to ra n k w h a t ’s i m p o r ta nt w h e n t h e y i nte ra c t w i t h a n i n s u r e r, t h e to p p re fe r e n c e s a r e
• Ability to speak to a live person 42%• This goes up to 51% for female Millennials
But If I’m Inexperienced…
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016
u p s t r e a m d o w n s t r e a m
LitigationComplaint2+ Time
ResolutionMultiple
Transfers1st Time
Resolution
InboundSituation
Recognised
OutboundNeed
AnticipatedNeed
Removed
“Has my claim been accepted?”
Anticipate Needs:Reduce Effort
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016
LitigationComplaint2+ Time
ResolutionMultiple
Transfers1st Time
Resolution
InboundSituation
Recognised
OutboundNeed
AnticipatedNeed
Removed
1.Need to phone and find out2.Automated, instant
confirmations triggered at each stage of claims workflow
Anticipate Needs:Reduce Effort
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 25
1. Low risk experimentation2. Be agile. Iterate lots3. Work to a flexible vision
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26M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s
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It’s All About Integration
Make It Simple
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The ‘Lego’ blocks have to beSimple to fit together
ScalableAdaptableReusable
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Imagined As One Ecosystem
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Convert To Cloud
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 30
Unified Channel Mgt
Operationally Simple
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Fail Fast, Learn Quick
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Client’s ACD
Main Call Centre
Traditional Skills Based Routing
Customers
Post Call SurveyingComparing NPS/C-SAT scores
CloudRouting
1
2
3
4
A/B Split TestingExtracted traffic is routed for separate treatments
Call CentreStaffing
UTILISATION
5
Sandbox Extractorreal time, statistically valid sample
Sandbox Team A Sandbox Team B
Client DashboardReal time comparison of NPS/C-SAT scores, call outcomes
% v %6
A/B Testing
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Invest In What Matters
customers
brand team
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M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 34
I'm a customer engagement and a 'beyond silos' strategist. I am also an author, international keynote speaker and chair. Working under my own brand, Brainfood Consulting, I deliver a range of master classes and interventions.
Current topics include empowered service cultures, omni-channel design, automation and self service, proactive service models, mobile and social customer service. All targeted at delivering disruptive service innovation.
I'm is also a founding member of Beyond Silos – a group of specialist practitioners offering design and delivery service for embedding customer hubs – next generation customer engagement.
Please contact me either via [email protected] or 078 1691 5845
2015 Lifetime Achievement Award - European Contact Centre & Customer Service Awards