expertise hour: the dos and don'ts of web chat with johan jacobs
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1 PROPRIETARY &
CONFIDENTIAL
EXPERTISE HOUR:
THE DOS & DON’TS OF
WEB CHAT
Thank you for joining us. We will begin promptly at
10:00am PT / 1:00pm ET.
You must use WebEx audio via phone – receive a call back
or dial-in options available in Communicate tab.
All lines are muted. Please use the Chat panel for
questions.
2 PROPRIETARY &
CONFIDENTIAL
• Submit questions via the Chat
panel and Twitter - @MoxieSoft
and @ Bushman10
• Session is being recorded and
link will be sent to participants
THANK YOU FOR JOINING
Speaker
Johan Jacobs, Former Research Director,
Gartner, Inc.
Johan Jacobs
Former Gartner Analyst
13 August 2013
Which Group are You? Some organizations have tried Web Chat already, and
have it live or had it live at some point Not working for you
Low CSAT scores
Not seeing the benefits
Thinking of switching Web Chat off
Some organizations are planning on deploying Web Chat in the not too distant future
Find out what mistakes the above group made
Reality is that Web Chat is very fast growing channel and being demanded by customers for Web and Mobile interactions
Terminology Live Chat
Proactive Chat
Mobile Chat
Interactive Chat
Many names to add to the confusion
We will use “Web Chat”
Why Web Chat? The reason most often quoted is to reduce costs
Introduce additional Customer interaction channels
Start a Pilot project Most deployments start as pilots
Most pilot projects are not seen as strategic
Select low cost product
Pilots tend to become permanent
Success criteria
Low Cost ….. But you have high people cost
High Satisfaction ….. This seldom happens
Best Practice # 1
NO PILOT project…….
Either commit to the project or don’t do it at all
Lets explore further…….
Web Chat Costs Two Types
Cost of the Technology
Cost of the Agent
Technology cost = 10% to 20% of a Contact Center
Agent cost
72% of Agent cost is Salaries
28% of Agent cost attributed to Technology
Only looking at Technology Cost savings will yield only a small benefit
Focus on Agent Costs Average Web Chat duration = Phone AHT x 2
A Web Chat takes twice as long as a phone call
A Web Chat agent is half as productive as a phone agent
The cost for a Web Chat agent is double that of a phone agent
TCO of Web Chat is worse than that of a Phone call
Cost Savings / Cost Reduction Business Case Fail
Best Practice # 2 The day you start Web Chat agents must perform
minimum of 2 simultaneous concurrent Web Chat sessions
Lets explore further…….
Web Chat Benchmark Simplistic Interaction Environment
6 simultaneous Web Chat sessions
3 times as productive as a phone call
1/3 the cost of a phone call
Complex Interaction Environment
4 simultaneous Web Chat sessions
2 times as productive as a phone call
½ the cost of a phone call
Hands Up…….. Anybody that knows an agent that can successfully
achieve 6 simultaneous Web Chat Sessions and get high CSAT scores …
Never give a Web Chat responsibility to a phone based Call Center agent
Single biggest Web Chat mistake that organizations make
Lets explore further…….
Best Practice # 3
Why Phone Agents can’t Chat It’s Simple - They can’t type
90% of Call Center Agents type with only two fingers
Minimum requirement is 65 Words Per minute double hand typing
What you should do Change recruitment technique / process when
planning to deploy Web Chat Recruit for Business Writing Skills
Recruit for Typing Skills
Web Chat is a Written Business Communication Channel NOT a spoken one
Web Chat is not poorly structured sentences
Web Chat does not consist of a number of acronyms strung together
AWGTHTGTTA – (Google it)
Final Piece of Puzzle
Web Chat actually has nothing to do with Chat
The success of Web Chat depends on
Knowledge Management
Five Knowledge Categories Corporate Knowledge
Policies and Processes and Corporate Content
What companies did in the 80’s
Agent Knowledge
Information CSR’s need to answer Customer questions
Customer Knowledge
Information Customers need to answer own questions
Partner Knowledge
Information Partners in your supply chain need
Social Knowledge
Content contributed by and delivered to Social communities
Five Levels of Search Key Word or Question matching Search
Least accurate
Natural Language Search Ability to understand sentences
Semantic Search Different meanings of words
Multiple questions in one sentence
Intent Based Search Intention behind question by looking at behaviour
Decision Trees or Case Base Reasoning Search engine asks you questions
Knowledge Centered Information Is NOT….
FAQ
10 to 20 answers to a Question
Document Management
Scripted responses
IS….
The ability to deliver highly relevant answers
The “Single Right Answer”
Knowledge has a KPI & SLA Key Performance Indicator
Relevance of Response
Relevance of Response = First Call Resolution
Service Level Agreement 85% or more
Only ever deliver 3 or less answers to a question
How you do this, what the organizational structure looks like, who owns it etc. will be the topic of our next Webinar
Assuming you have a deep rich Knowledge Base solution
Tightly couple and Integrate your Knowledge Base with your Web Chat solution
Lets explore further…….
Best Practice # 4
How it Works Customer Types Question in Web Chat session
Knowledge Base intercepts and search for answer
Pops Answer to Agent
Agents press <Paste> to get answer to Web Chat window
Agent sends answer to Customer
Benefits Same answer irrespective if…
Customer searches Self Service KBS by themselves
Customer asks Call Center agent
Customer engage with Web Chat Agent
Multiple simultaneous concurrent Web Chat sessions
High Customer Satisfaction due to good quality responses
High Productivity due to not retyping same answer
Well Authored answers
Highly Relevant Responses (85% or more)
Pilot Project Final Analysis Had integrated Knowledge Base
Same response to same question
Agents had typing skills
Agents had business writing skills
Multiple simultaneous chat sessions
Ep
ic Web
Ch
at Fail
Four Web Chat Best Practices Commit yourself to Web Chat or don’t do it. Pilot
projects for Web Chat does not work
From day 1 you need to run multiple simultaneous Web Chat sessions
Never give a Call Center phone agent the responsibility to perform Web Chat
Tightly couple a Knowledge Management solution with your Web Chat product. Without this low cost & high productivity is not possible
Video Chat Considerations
Agent Aesthetics
Not all your CSR’s necessarily suitable to represent the corporate image on camera
Distracting Contact Center
Personalized cubicles are distracting
Moving People are distracting
CSR not focus on camera is distracting
http://www.youtube.com/watch?v=mR8oGt_QX38
Virtual Assistants Conversational interface that delivers text and/or voice
based information via a mobile or web user interface
Knowledge Navigator first surfaced
in 1987 - http://www.youtube.com/watch?v=_a0t2Eb7YJk
Tightly coupled with Knowledge Base
Delivers “Single Right Answer”
Increases Self Service “Stickiness”
Reduce Cost of transaction
Never take leave; Never gets sick; Never ask for a raise & works 24x7
Johan Jacobs
Former Gartner Analyst
13 August 2013
johanj01@telkomsa.net
Twitter: Bushman10
31 PROPRIETARY &
CONFIDENTIAL
• Submit questions via WebEx Chat Panel and Twitter - @MoxieSoft & @Bushman10
• Session recording and presentation will be sent via email
• Contact Us
• info@moxiesoft.com
• +1.800.474.1149
• www.moxiesoft.com
QUESTIONS
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