the 360 degrees of customer experience

Get Smart with Avaya Contact Center Learning Series

Host: John PittsSales Consultant-Customer Experience

© 2014 Avaya Inc. All rights reserved. 22

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Upcoming Learning Sessionson the second Tuesday of each month

February 11– Crafting your Customer Experience

March 11– Customer Lifetime Value

The slides and a link to the recording will be sent to all registrants in approximately one week from today’s session.

Remember: Sessions begin promptly at 12 noon Eastern Time.


Today’s Call – 360 Degree Customer Experience

12:00 – 12:05 p.m. Introduction / Welcome

– John Hamilton, Sales Consultant, Avaya Customer Experience Solutions

12:05 – 12:55 p.m. 360 Degree Customer Experience – Tore Christensen, Corporate Consulting Engineer, Avaya Innovation and Customer

Experience

– Tom Hanson, Director of Product Management, Avaya Contact Center Automation Applications

12:55 – 1:00 p.m. Questions

Discussion window will be monitored during call and questions will be addressed via the discussion window.

Times shown are Eastern Time Zone


Session Details – Experience Portal and Automation

The concept of a 360° customer experience is driven from a focus on the customer journey and has a very strong and proven ROI in contact centers. Through the automation of simple transactions with identification and segmentation of callers, and mobile and web users, it enables optimal experience and connects consumers with the right resources at the right time.

Avaya enables the concept of 360° customer experience, leveraging traditional approaches while expanding to consumer driven capabilities through inbound and outbound multi-channel and multi-modal communication.

We will examine some of the use cases that highlight the value that these capabilities can provide to end users and contact centers. We will also look at several of the applications that enable businesses to respond to these experience-driven needs.

360 Degree Customer Experience Understanding and Influencing Your Customer's Journey

Tore ChristensenCorporate Consulting EngineerInnovations and Customer Experience

Tom HansonProduct Management DirectorAutomation Applications


Agenda

Managing the Customer Experience

– Customer Lifetime Value

– Enabling the 360 degree Customer Journey

The Evolution of Automation and Customer Touch Points

Addressing Business Problems to Drive Lifetime Customer Value

Example Solutions to Deliver 360°Customer Experience


Customer Lifetime Value

Customer Lifetime Value is a prediction of the net profit attributed to the entire future relationship of an Enterprise with a customer

Customer Lifetime Value is positively correlated with Customer Experience

Customer Experience is delivered primarily in infrequent interactions (touch points) between Customers and Enterprises– Anytime you don’t positively impact your customer’s

perception on your Enterprise is a lost opportunity…


Poll Question

What is your role in defining the customer experience in your business?– Own the definition and execution of the customer

experience strategy

– Help to define the business requirements for the contact center

– Deliver and support the technology solution to deliver the customer experience

– It is not part of my responsibility


The Upside of Getting it Right: Better Experiences Can Drive Revenue

Source: Forrester March 2012 “The Business Impact Of Customer Experience, 2012”


CXi Leaders 22.5%

S&P 500 Index,-1.3

CXi Laggards-46.3%

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-40%

-30%

-20%

-10%

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10%

20%

30%

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The Upside of Getting it Right: Better Experiences Drive Better Returns

Source: Forrester and Watermark Consulting


Customers Engage Their Way…Not Yours….

Change is constant but its also accelerating

The fundamental ways that consumers want to engage with our Enterprise Customers are changing

Formal Channels loosing out to Informal Channels– DIY on YouTube

– Google for support

– Twitter/Facebook Recommendations

Wait times up, satisfaction down.

E Mail

Text Mobile Web/AppsSocial

Speech

5X Adoption!Telephone penetration rates that took 50 years took10 years for Smartphones…


How Do You Get Customers to Engage?

When formal channels don’t perform Enterprises loose out …– Delighting Customers

– Gaining Customer Insight

– Influencing Customers

– Driving Lifetime Customer Value

Experiences must be– Timely (Proactive not

Reactive)

– Relevant (Brings Value)

– Frictionless

– Comprehensive and unified

– Measurable and focused on continuous improvement


Autonomous Customer Survey 2013 – “Fragmentation of Channels” Increases

Organisations must support wider channel choice for consumers

Fragvergence research

(BT/Avaya 2008)

Consumers will use more channels to communicate with organisations, leaving the challenge of providing an integrated experience

82%Would like it if organisations always offered different channels to meet my needs


Buy Own

Select

Purchase

ResearchReceive

Onboard

Use

Maintain

Promote

Renew

Interesting! Find Out More!

Place anOrder

Receipt and Setup

ChasingOrder

Learning to Use Product

Making aPayment

TroubleshootUpgrade

DisconnectLeaving

Retain & Winback

Promotion Offer

Feel & CompareProducts

Mobile/Web Research

Driving Lifetime Value Enhancing Interactions

Enabling the 360 degree Customer Journey

BreakdownDamage


Principles of Customer Experience

Timely (Proactive not Reactive)– Why are you talking to me now?

Relevant (Brings Real Value to the Contact)– So you contacted me, why does it matter?

Personalized (Speak to a Customer of “1”)– Are you talking to me or a whole group?

Frictionless (Reducing the options)– Now that you have me, help me sort through the options


Poll Question

How important is customer experience and customer lifetime value to your business?– It is the most important thing we do in my business

– It is something that is of interest

– It comes secondary to cost containment

– It is not part of my responsibility


Use Case:Alumni Engagement


Alumni and University Organizations

Universities are one of the largest Recipients of Donations– $41B in the US in 2012 (Giving USA)

– Universities under increasing pressure to manage costs for students while State funding is under severe constraints

Problem Statement:– University Alumni Outreach program

focused on traditional donations– Paper Mailers– Bulk Email– Traditional Dialing

– But Alumni have stopped responding– Throwing Away Mailers– Ignoring Email/Spam– Hiding behind Caller ID

Fact: You can’t engage a customer if they are unwilling to engage with you (much less answer the phone)

Solution– Change the Conversation from Asking to

Engaging

Concept:– “What if we could engage Alumni around a

common theme or activity, move from ‘asking’ to providing value to the Alumni wherever they are within their Customer Journey” ?

– What if we could bring up long time Alumni to away football games and create a “homecoming away from home” ?

– How would Alumni respond to engagement rather than solicitation?


Customer Experience to Drive Engagement

Timely (Proactive not Reactive)

– Can we engage an Alumni around an event that is interesting to them?

Build Engagement around “away” football games as a rallying point…

Relevant (Brings Real Value to the Contact)

– Lets engage with relevant information (“Your Alma Mater’s is coming to your town! Lets get together”)

Personalized (Speak to a Customer of “1”)

– “John Smith, we are having a class of ‘99 get together at Mulligans on Saturday”

Frictionless (Don’t make me wade through the options)

– “Let us contact you with details”


Email channel initiates awareness with “opt-in”

This is an email from Laccenture University letting you know that the

Panthers are coming to town against the local State Wolves… Do

you think you might attend the game to support the team ?

VOICE

EMAIL

MOBILE

Reply:“Sure” or

Click Thru to Website

Timely

– Email Sent 2 weeks ahead with time for alumni to opt-in

Relevant

– Sent only to Alumni based on location, history and interest

Personalized

– Addressed and speaks to Alumni

Frictionless

– Simple Reply or Click-thru to Web Site


SMS Follow Up with More Information

SMS: Reminder that the Panthers/Wolves game is in 2 days. Interested in meeting up with other

Alumni?

VOICE

EMAIL

MOBILE

SMS: Yes

SMS: Great. We are having a class of ‘99 get together at Mulligans pub.

We will call you to remind you

Timely

– SMS Sent a few days ahead with time for alumni to get more information and plan

Relevant

– Sent only to Alumni that opted-in in prior step

Personalized

– Provides specific information about get together

Frictionless

– Simply “reply” to get follow-up call


Proactive, Relevant, Personalized, Valued

Hello, JohnThis is Billy from Laccenture

University. I am calling to let you know more about the pre-game get

together at Mulligan’s pub.

VOICE

EMAIL

MOBILE

Great, can you tell me more?

Timely

– Call scheduled right ahead of game for reminder; Customer answers expected call

Relevant

– Customer not only opted in but expressed interest in follow-up call

Personalized

– Focus on personalized conversation

Frictionless

– Easy ability to gain additional information and make donation to support cause


Buy Own

Select

Purchase

ResearchReceive

Onboard

Use

Maintain

PromoteRenew


Place anOrder

Receipt and Setup

ChasingOrder


Making aPayment

TroubleshootUpgrade

DisconnectLeaving

Retain & Winback

Promotion Offer


Mobile/Web Research



BreakdownDamage


Buy Own

Select

Purchase

ResearchReceive

Onboard

Use

Maintain

Promote

Renew


Place anOrder

Receipt and Setup

ChasingOrder


Making aPayment

TroubleshootUpgrade

DisconnectLeaving

Retain & Winback

Promotion Offer


Mobile/Web Research



Advanced Wait

Treatment

Callback Assist

Enterprise Call Routing

Automated Chat Email, Speech

CC Mobile

SMS/EmailSocial Media Security &

Biometrics

BreakdownDamage

ProactiveOutreach

Automated Web Chat

ProactiveOutreach


Use Case:Travel


Travel – Dealing with Exceptions

Handling unexpected travel issues

– Leverage knowledge of the customer

– Leverage data and systems

Proactively handling customers issues

– Address the issue before it becomes a crisis

Dealing with everyday disasters

– Travel can be unpredictable – your support should not be

“It’s not about the weather. It’s about how airlines communicate after weather occurs.” - Brandon Macsata, executive director of the Association for Airline Passenger Rights


Travel

Disruption and Delays are a Fact of Life in the Travel Industry– 21% of all flights are delayed*

– Customer satisfaction is tied to how these situations are handled

Problem Statement:– Travelers need an effective way to

understand the issue and their options

– Status boards– Announcements– Alerts

– But the solutions are reactive– Long lines at customer service– Long waits in call center

Fact: Giving bad news without options causes emotional stress

Solution– Proactively notify effected

customers with the options and the ability to act on those options

Concept:– What if you could provide the

ability for customers to be notified and self service?

– What if you provided this service in a segmented premium way?

*Source: Bureau of Transportation Statistics


Customer Contacts


– Notify customers of situation as soon as it is known


– Provide specific information their current travel situation.


– “John Smith, because of the delay in flight 34 to Denver, you will miss your connecting flight to San Francisco. Here are your options in priority order…”


– “You can select from the following options to change your flight…”


SMS Alert with Options

SMS: Flight 25 from Atlanta for Denver has been cancelled. Would you like to

see what you options are? (yes/no) VOICE

EMAIL

MOBILE

SMS: Yes

SMS: You have the following Options:

1 – Flt 3706– Dep: 3:26 Ar: 4:502 – Flt 6288– Dep: 6:20 Ar: 7:45

…

Timely

– SMS sent when the issue is detected

Relevant

– Sent only to travelers who have opted in

Personalized

– Provides specific information about options that are applicable

Frictionless

– Simply “reply” to make the change


Outbound Voice Automation

Flight 25 from Atlanta for Denver has been cancelled. Here are your options in priority order. Say “next one” to hear

the next option

VOICE

EMAIL

MOBILE

Voice: Next one

Flight 3706 Departing Atlanta at 3:26 PM arriving Denver at 4:50 PM

…

Timely

– Outbound message launched when the issue is detected

Relevant

– Sent only to travelers who have opted in

Personalized

– Provides specific information about options that are applicable

Frictionless

– Voice automation to choose the appropriate options


Use Case:Bill Presentment and Collections


Electronic Bill Presentment & Collections

Reducing DSO and outstanding receivables impacts Cash Flow– Cost of interest

– Capital invested

Problem Statement:– Small $ amounts not cost effective

to collect wtih traditional methods– Cost of collections– Volume

– Customers are reluctant to have auto payment

– Want to review bill– Want to control their cash flow

Solution– Enable automation with escalating

workflow for collection.

Concept:– What if you could provide

automated outbound transactions that could handle the majority of receivables?

– What if you could enable automated payments with the customers channel of choice?

– What if you could have an escalation workflow to contact only those customers that where not handled with automation?


Customer Contacts


– Alerts the customer to the issue early


– Provides options before payment becomes an issue (penalty, shut off)


– “John Smith, your December bill of $500.12 is overdue to by 45 days…”


– “Respond with ‘yes’ to charge this to the card on file ending in 8920”


Outbound alert with ability to respond

SMS: Bob: this is Lacenture Health, Your January Bill of $500.12 is past

due – OK to bill to card ending in 8920?

Timely

– SMS sent before payment becomes and issue

Relevant

– Customer can avoid penalty or late fees

VOICE

EMAIL

MOBILE

SMS: Yes

Personalized

– Specific for the customer with customer defined options

Frictionless

– Simple yes/no response

SMS: Your account is now current with your payment of $500.12.

Thank you


Escalation to Agent Negative response

Voice: Bob: this is Lacenture Health, Your January Bill of $500.12 is past

due. Is now a good time to talk?

Timely

– Customer added to outbound when they decline

Relevant

– Customer can avoid penalty or late fees

VOICE

EMAIL

MOBILE

Voice: Yes

Personalized

– Specific for the customer with their account information

Frictionless

– Voice discussion with customer context


Buy Own

Select

Purchase

ResearchReceive

Onboard

Use

Maintain

Promote

Renew


Place anOrder

Receipt and Setup

ChasingOrder


Making aPayment

TroubleshootUpgrade

DisconnectLeaving

Retain & Winback

Promotion Offer


Mobile/Web Research



Advanced Wait

Treatment

Callback Assist

Automated Chat Email, Speech

CC Mobile

Social Media

BreakdownDamage

ProactiveOutreach

Automated Web Chat

ProactiveOutreach


Conclusion

Customer experience impacts customer life time value, revenue generation & profitability

The customer experience is defined by a series of customer touch points

These touch points need to be Timely, Relevant, Personalized, and Frictionless – and must bring value

These touch points need available in the channel of choice for the customer – and consistent across channel


Poll Question

Would this solution be something that would fit your customer experience needs?– Already doing this today

– Yes, we could use this now

– Yes, this is something we are looking at in the next 12 months.

– Maybe, would need to evaluate more

– No

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