chat, social, email....getting engagement right in the contact centre

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Chat, Social, Email… ...getting engagement right Paul White CEO

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This Presentation which featured in a recent webinar by mplsystems CEO, Paul White, covers: 1. The evolving customer landscape 2. Reducing Multi-Channel Complexity 3. Multi-Channel in Action 4. Email - Making it Work! 5. Web Chat - Best Practice 6. Social Customer Service Tips 7. Smart Phone Apps and how to be prepared

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Page 1: Chat, Social, Email....Getting Engagement Right in the Contact Centre

Chat, Social, Email…

...getting engagement right

Paul White

CEO

Page 2: Chat, Social, Email....Getting Engagement Right in the Contact Centre

Agenda

• The Evolving Customer Landscape

• Reducing Multi- Channel complexity

• Multi Channel in Action

• Email – Making it work!

• Web Chat – Best Practice

• Social Customer Service Tips

• Smart Phone Apps and how to be prepared

Page 3: Chat, Social, Email....Getting Engagement Right in the Contact Centre

The evolving customer landscape

• By 2016, 40% of customer service contact is predicted to

be through a combination of social sites and mobile apps -CCA

2013)

• 34% of consumers state email is their preferenceFifth Quadrant – Consumer Preference Report 2012

• Web Chat tipped as latest channel of choice

web chat usage is growing at 18% per year ContactBabel 2012

• 80% Consumers trust social recommendations

26% contact centres focussing on social, further 44% using social as

a minor channel ContactBabel 2012

• 50% of smart phone users prefer to use a mobile customer

service app, before calling a call centre (Speech Cycle and Echo

Research Study)

Page 4: Chat, Social, Email....Getting Engagement Right in the Contact Centre

How do customers engage today?

“Which methods have you

used to contact customer

service centres over the

past 6 months?”

Based on consumer preference

surveys 2012

66% 74% 69%49%

40% 64% 70% 54%

65% 54% 40% 28%

48% 31% 14%

35% 22%

35% 20%

41% 36% 29%

51% of over 16s have a smart

phone. Half of these use a

MobileApp to resolve issues before

calling a call centre

Mobile Marketing News May 2012

Channels vs Demographics

Page 5: Chat, Social, Email....Getting Engagement Right in the Contact Centre

Mobile

Contact centre

In person

Web chat

Social

Email a

service

agent

Navigate

IVR via a

smart

phone

Transfer to

a service

agent

Co-browse

company

website

Receive

information

by SMS

Browse

community

forum

Tweet

Join chat

session

Visit a local

store

Everything is connected

Email

Page 6: Chat, Social, Email....Getting Engagement Right in the Contact Centre

The Multi Channel Dilemma

Page 7: Chat, Social, Email....Getting Engagement Right in the Contact Centre

• Too much plumbing for IT to integrate… Social media

Explosion of email

Mobile apps

Speech applications

Interactive web services

Live web chat

• …has created a fragmented approach to the customer (again) Inconsistent experience

Double keying

Inefficiency

Lack of service level visibility

Human errors

The Challenges of Multi-Channel

Page 8: Chat, Social, Email....Getting Engagement Right in the Contact Centre

Broken Desktop

Page 9: Chat, Social, Email....Getting Engagement Right in the Contact Centre

Intelligent Agent Desktop

CRM BIG DATA

Page 10: Chat, Social, Email....Getting Engagement Right in the Contact Centre

“Grouping” Channels

Page 11: Chat, Social, Email....Getting Engagement Right in the Contact Centre

The integrated desktop

Page 12: Chat, Social, Email....Getting Engagement Right in the Contact Centre

Global Blue Desktop

Providing comprehensive front office support for all their

processes In 18 languages

Page 13: Chat, Social, Email....Getting Engagement Right in the Contact Centre

Iceland

http://www.mplsystems.co.uk/

Page 14: Chat, Social, Email....Getting Engagement Right in the Contact Centre

Multi-Channel: Improving Productivity and Quality

• Ford Retail:

– Agent Productivity up 25%

• Fitness First:

– Eliminated repeat calls

• Babcock International

– Sales Performance up 40%

• Balfour Beatty Workplace

– 18% improvement in response rates and more than £1/2M

cost savings

Page 15: Chat, Social, Email....Getting Engagement Right in the Contact Centre

Email – making it work!

• Respond within 2 hours of receipt

But many people expect an almost immediate response

• Group intelligently

To set expectations and prepopulate using knowledge

management

offer self-service options

• Same or separate team?

49% of consumers want to email the same agent they speak to

• Provide agents with the tools to handle all channels

less monotony; take ownership of an Customer request

• Use intelligent routing

• Drive responses through the knowledge base

Page 16: Chat, Social, Email....Getting Engagement Right in the Contact Centre

Web Chat - the Issues

• Web Chats take twice as long as phone calls, reduce impact:– Concurrent chat sessions, do not ignore quality - max 4

– Use knowledge base to provide automated responses from top templates

• Seamless Transition to other channels– Agents continue interaction with serious customer by phone

• Channel training is secondary to core skills and aptitude

– Typos are OK! – authenticity

• Multi- language spell checks response templates

• Incorporate Web Chat in Mobile Apps

Page 17: Chat, Social, Email....Getting Engagement Right in the Contact Centre

Social Customer Service tips

• Set up your own Communities & Forums: let critics respond directly to

you

• Social is time driven: Respond within an a an hour

• Avoid canned responses - “Call the Call centre on ……” is still

commonplace

• Dedicated Social Agents????

– Euip social agents on multiple channels to simplify workforce optimisation

• Broadcast Updates: product failure/ extreme weather advice

• Encourage Advocacy: “Happy with your service today – tell us via Twitter”

• Use incentives to gain social contact details

• Apologise! Customers appreciate honesty don’t be afraid to say you were

wrong on Social

Page 18: Chat, Social, Email....Getting Engagement Right in the Contact Centre

Web Chat & Mobile

• 50% of smart phone users prefer mobile apps to the call centre

Mobile apps increasingly integrate web chat function, cheap option to ask complex

questions in parallel to app

• Three-way chat and chat conferencing Can involve remote/field based experts to solve status and complex issues

Page 19: Chat, Social, Email....Getting Engagement Right in the Contact Centre

Smartphone revolution

• 50% of smart phone users prefer mobile apps to the call centre

• Smartphone availability and features improve the experience

• Linked in usage grown from 8% in 2012 to 30% in 2013

Page 20: Chat, Social, Email....Getting Engagement Right in the Contact Centre

Implementing a Multimedia Team

• Consider agents skill set: email vs. social vs. chat– Limit some agents to calls and chat only etc.

• Single agent Interface for all Channels– Consistent screen design and process rules

• Group activations

• Incorporate elements of predictive text

• Alternate between channels based on time Vs. Fully blended– 1 hour social, 1 hour chat, 1 hour email

– Vs. Full blended queue

• Consider Impact on Work Force Management– email and calls have different optimisation factors

Page 21: Chat, Social, Email....Getting Engagement Right in the Contact Centre

5 Steps to making Multi-Chanel Work

1. Equip agents to handle Multiple Channels

2. Know your Customer– Single Customer view and avoid repetition

3. Intuitive, integrated Agent Interface

4. Build in Knowledge and context

5. Consider Metrics carefully– No longer about call response times

– Consider Performance and Quality carefully

Page 22: Chat, Social, Email....Getting Engagement Right in the Contact Centre

In summary…

• Customers want to communicate with an expert

– who will resolve their request quickly

– on the channel of their choice

• Enable customers to hop from one channel to another

• Simplify it all on the agent desktop

• Consider the Mobile Customer