Contact Centre Conference - Dublin, March 2001

Building multi-media customer loyalty strategies with technologyNeil BerryDirector, Business Development EMEALarry O’BrienDirector, Operations eBookers

Service / Business DriversService / Business Drivers

Customer ExpectationsCustomer Expectations

The Value of the WebThe Value of the Web

The Role of the AGENT?The Role of the AGENT?

eBookers.com Case StudyeBookers.com Case Study

Virtual ChallengesVirtual ChallengesCall to Action - ChallengesCall to Action - Challenges

Agenda

Customer LoyaltyIt All Starts With A Customer Contact

11 p.m. at work...

• Neil needs another vacation...• “I haven’t surfed in warm

water in a long time...”

From the Maui Web Page

to the Agent!...

“Is this what you might be looking for?...”

CustomerCustomerContactContact

TechnologicalInnovations

BusinessDrivers

CustomerExpectations

Growing in importance . . .

Growing in complexity

$10

8

6

4

2

0

Cost saving per TransactionCost saving per Transaction

$1.20

$1.00

80¢

60¢

40¢

20¢

0

TravelTravelTravel agent computer reservation

Airline call center

e-ticket

Branch

Telephone

ATM

Internet

PC Banking

BankingBanking Stock MarketStock Market$100$100

8080

6060

4040

2020

00

Traditionalbrokerage

Onlinetrading

New profit opportunities are arising

And a focus on the cross-sell and up sell to drive growth

eBuisness Interactions Today

• vital need for live customer interactions • 63% of survey respondents said they will not buy

over the Internet until there is more human interaction. (Yankelovich Partners)

• 1% - 2% actually purchasing products on the web today

• 2/3 of people abandon their shopping cart before buying

• e-commerce sites offer no voice component

01020304050

19972001

05

10

15

19972001

Population using E-mail(Percent)

Number of E-mail messages per day(Billions)

Corporate Web sites are creating a deluge of E-mail

“A rising tide of customer e-mails is heading toward the call centre, but it will take two years for the tools needed to manage them to catch up.”

Forrester Research

Growth of Email, Web and Voice Interactions

Voice20%

Email116%

Web110%

% CAGR 1998-2003

Source: IDC ; Frost & Sullivan

Pelorus Group

Average Cost of Customer Interactions

$-

$2.00

$4.00

$6.00

$8.00

$10.00

$12.00

$14.00

$16.00

$18.00

Voice Web Email

Voice

Web

Email

$1.44 $0.04

up to$18.00

Interaction Type

Cos

t

The Value of Communication in the Future

PersonalPersonalRockRockWorthlessWorthless

ValuableValuable Web

Fax

Video +phone+

In Person

Email

UK Survey - Bricks & Clicks Vs The .Coms

No difference in service delivery Missed Opportunity Not leveraging existing infrastructure 70% companies not enabling multi media

communications 0ver 65% of Companies never response to high

value customer over web/email 47% Set an expectation of service only 10%

delivered… 20% offer some form of web chat /callback Almost 100% not consistent communications

Source : Ovum

Selecting an eBusiness approach

To survive:You must deliver on the promise

“The company that delivers the same high level of service regardless of interaction method has a distinct market advantage” Aberdeen Group

So What?

eBusiness – The Loyalty Zones

Zone of Defection

Zone of Indifference

Customer Satisfaction

CustomerLoyalty

Zone of Loyalty

Source: Harvard Business School - James Cash1 2 3 4 5

Drivers for eServices - customer demand

Why implement a multimedia contact centre?

0 20 40 60 80 100

Customer demand

Agent cost reduction

Call avoidance

Reduce marketing spend

% of respondents stating this as a critical reason

The Compelling Needs Created by These Changes

• Cohesive management of multiple media• Consolidated reporting view of multiple

media• Efficiencies in resource utilization to contain

costs of doing business• Service commitments for all media

Skills Service Levels Routes Response TimesQueues Utilization Levels

Any media…Any Time… Any Agent……AnyWhere……….

Customers Enterprise

What is Interaction Management?

software solution that Routes, Tracks Manages, Alarms

Reports on all Interactions

Today’s Customer Chaos

Marketing Department

Sales Department

Call Centre

IT Departmen

t

Bringing Order to Chaos

Marketing Department

Sales Department

Call Centre

IT Departmen

t

Voice Email Web Chat Web Callback Voice Mail Abandoned OutboundFax

Total Interaction Management - Common Challenges

• Providing Customers with consistent Options• Need “Timely” response for all media• Flexible Business Rules• Virtual “Follow the Sun” Approach

• Changing the role of the Agent• Decision Management Challenges

Business RulesWhat do we know about the Customer?•Who’s contacting us?•What do they want?•What is their value, across the organization?•What do I know about them and their needs?•What’s going on in the contact centre(s)?•What available skills match their requirements?

•How should I treat them while they wait?•Should I let them wait?•How about letting them serve themselves?•Could I contact them later?

E-mail

WAP

Outbound calls

Multimedia Contact Queues

Inbound callsWeb

Business Rules

Interaction Management across Multiple Channels

... ......... ......... ...... ...... ...

......... ............ ......... ......

... ...... ... ... ...... ...... .........

Flexible Enterprise Business Rules

Enterprise BusinessRules

The Intelligent Desktop

• The “cockpit” for the empowered agent to manage relationships

www.ebookers.com

Multi-MediaInteraction

Centreebookers.com

Traditional Travel AgentFlightbookers

Evolution from travel agent - call centre - contact centre

“If we can’t make money in this business nobody can………………………..” CEO ebookers.com

Business Challenges - The realities

First Step - Flightbookers.co.uk•Website - Information Only•Save on advertising•Reduce Calls

•Reality• Increased Coverage• Increased Calls• Influx of emails

Next Step •Booking engine•Web Forms

Reality•Increased Bookings•Increased Calls•Increased emails

Business Challenges - The realities

www.ebookers.com

The Solution

From Challenges to Solutions

• Automation• European Roll-Out• Growth through acquisition• Choice of channels for customer• Consistency of service across all channels• Short timescales• Integration with existing systems• Adapting to changing business environment

The Result

• Rapid Deployment• Personalized Customer Service• Competitive Advantage• Scalable model for groth• Managed Implementation

ebookers.com today reaches 88% of European Internet users

ebookers.com is the firstpan-European online travel company ...

Countries

CumulativeInternet users

1999 (mm)

% oftotalusers

UK, France, GermanyFinland, Sweden, NorwayNetherlands, Ireland,Denmark, Spain

55.0 88%

TOTAL EUROPEAN ONLINE POPULATION 62.4 100%

www.ebookers.ie

www.ebookers.ie

The Impacts of Change?

Call Center Management Philosophies Turned Upside Down

•Erlang models for queuing?–Or new models?

•Resource management and utilization?–Or empowered personal management?

•“Push” calls? –Or “Pull” calls?

•Focus on real-time management and calls in queue and ACD stats and reports?–Or focus on customer and problem and

queue-based reports across media?

Management Philosophies Turned Upside Down• Erlang models for queuing?

– Or new models?• Resource management and utilization?

– Or empowered personal management?• “Push” calls?

– Or “Pull” calls?• Focus on real-time management and calls in queue

and ACD stats and reports?– Or focus on customer and problem and queue-

based reports across media?

Changing Agent Roles and Responsibilities

• Reactive to Proactive• Serving Customers to Managing Relationships

Reactive• Customer service skills• Telephone skills

• Proactive• Specialized skills• Specialized tools• Telephone, visual,

and writing skills

Relationship Management

Customer Service

"Thousands per Year""Thousands per Year" AgentAgent

ExecutiveExecutive

Number ofCustomerContactsper Year

Number ofCustomerContactsper Year

Why Agents are a valued Resource

15,000 “Moments of Truth”15,000 “Moments of Truth”

The Gold Mine of Data in Customer Service

International Marquis Customers

Call to ActionYou’ll Have to be Innovative

• Take a leadership role• Determine contact centre’s strategic business imperatives • Be Innovative and constant• Choose the right experienced partners• Choose an architecture that is scalable• Include all types of interactions in your planning

• Don’t forget your agents• Choose an Interaction Management approach that is

integrated into your CRM solution.

Call to ActionYou’ll Have to be Innovative

Remember that Technology is JUST the enabler

Some Final Thoughts

“Some men see things as they are, and ask why; I dream of things that aren’t, and ask why not ?”

Robert F. Kennedy

Questions

? ? ?