cuando hablar no es suficiente... el autoservicio es la solución. montserrat morales, aspect latam
TRANSCRIPT
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©2014 Aspect Software, Inc. All rights reserved 1
Montserrat Morales reside en Sunrise, Florida. Ingeniero en Electronica con Maestria en Ciencias Computacionales y un MBA de la Universidad de Phoenix. Con mas de 20 a~nos de experiencia en contact centers y telecomunicaciones
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©2013 Aspect Software, Inc. All rights reserved rev: Mar 2013
Cuando hablar no es suficiente…. Mexico City, June, 2015
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©2014 Aspect Software, Inc. All rights reserved
Customer Engagement 20/20: Differences in Generations and the Impact on the
Contact Center
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©2015 Aspect Software, Inc. All rights reserved 4
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©2014 Aspect Software, Inc. All rights reserved
How Different?
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©2014 Aspect Software, Inc. All rights reserved 6
Forrester (2015, http://mobilemindshift.forrester.com/)
Telefonica (2015, http://www.slideshare.net/fullscreen/TelefonicaEurope/gms-tech-fact-sheet-final/1)
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CONSUMERS ARE SMARTER AND MORE EMPOWERED THAN EVER BEFORE
use multiple channels
trust friends’ reviews over
experts
more is spent by
multi-channel buyers
are more price
conscious than a
year ago
prefer self-service for service
needs
©2015 Aspect Software, Inc. All rights reserved 7
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©2015 Aspect Software, Inc. All rights reserved 8
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©2014 Aspect Software, Inc. All rights reserved 9
www.aspect.com/millennials
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©2014 Aspect Software, Inc. All rights reserved
Differences in Generations
Traditionalists 1928 – 1945
Baby Boomers 1946 – 1964
Generation X 1965 - 1980
Millennial 1980 - 2000
Core Values Discipline Respect Patriotism Frugality
Challenge status quo Championed causes Bing ‘cool’ Buy now, pay later
Risk takers Mistrust institutions Having fun Save for later
Change the rules Citizens of the world Self-expression Instant gratification
Media and Communication
Prefer humans to machines
Appreciate technology
Technology savvy Tethered to technology
Mantra Poor but proud No pain, no gain Work smarter, not harder
I’m entitled
Self Self-sacrifice Self-sufficiency Self-reliance Self-fulfillment
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LATAM Perspective
Millennials in Latin America are generally optimistic Conscious about the environment, health, and career aspirations While cost conscious, they spend 5x more with brands that they and their peers trust
Telefonica Latin America Millennials survey 2015
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©2014 Aspect Software, Inc. All rights reserved 13
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©2014 Aspect Software, Inc. All rights reserved
LATAM Perspective
Much more tech savvy and tech dependent Believe in the power and value of technology to drive transformational change Expect to engage on their own terms. Telefonica Latin America
Millennials survey 2015 14
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©2014 Aspect Software, Inc. All rights reserved
What Self-Service Situations Can Cause Customer Frustration?
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©2015 Aspect Software, Inc. All rights reserved 16
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©2015 Aspect Software, Inc. All rights reserved
It’s not just about millennials. Trends and expectations are also shared by Gen X and Baby Boomers
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Know me Make it mobile Let me do it Make it social Fit into my life Save me time Make me smarter Help me discover
THE “NOW CONSUMER” EXPECTATIONS
©2015 Aspect Software, Inc. All rights reserved 18
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Contact center engagement model must change to meet the now consumer expectations
Omni-Channel Self-Service
Social and Proactive Engagement
Workforce Optimization
Customer
Omni-Channel Interaction Management
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A Model
An Architecture And Products
A Cloud Execution Plan
Your Consumer Engagement 20/20 Blueprint
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©2015 Aspect Software, Inc. All rights reserved
The best fit for the customer – Put the Self back in Self-Service
People love to help and to be helped by other consumers….
Proactive information improves the quality of the customer relationship in every interaction
©2015 Aspect Software, Inc. All rights reserved
When self-service falls short, agent contact as a safety net is an absolute necessity
Aspect Consumer Engagement Reference Model
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VALUE PROPOSITION CONSUMER ENGAGEMENT 20/20
INCREASE customer
interactions
IMPROVE consumer
satisfaction
DECREASE costs through
self-service
MAXIMIZE agent value
Independence, Autonomy, and a Sense of Belonging…
DRIVE LOYALTY ©2015 Aspect Software, Inc. All rights reserved
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©2015 Aspect Software, Inc. All rights reserved
Customer Satisfaction Journey Sentiment Assessment
IVR self-service
Text based self-service
dropped calls
I have to repeat my info
mobile Disposable app Know ME
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Bridge the Gap: IVR and Contact Center Submit context and history of IVR interaction to agent
Self-Service Live Service
Welcome back to ABC BANK! Please enter your account
number…
3 – 8 – 5 – 1 – 2 –
0
Contextual Handover to Live Agent
ANI recognition
Hello Mrs. Reyes. I can see you are calling in about your most
recent transactions…
Thanks. I can see you have question about your recent
transactions. Would you like to speak to
an agent?
Yes, Please
Personalization
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Bridge the Gap: TEXT and Contact Center Extend self-service to textual channels, and seamlessly hand over to live service on same channel
Contextual Handover to Live Agent
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©2014 Aspect Software, Inc. All rights reserved
Show them you know them!
• Wow your customers by knowing when and why they contacted you last, and whether there are any outstanding issues
• Provide a seamless Omni-Channel Customer Journey by preserving session state across customer touch points – self-service and agent assisted
• Dynamically personalize and ease self-service interactions by managing customer preferences and segmentation data
The Solution: Experience Continuity
CONTEXT
CONTINUITY
CONVENIENCE
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Bridge the Gap: MOBILE and Contact Center
Hello Mrs. Myers. You wanted us to
call you back regarding your
appointment with Dr. Green?
Contextual Handover to Live Agent
Self-Service Live Service
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VALUE PROPOSITION CONSUMER ENGAGEMENT 20/20
INCREASE customer
interactions
IMPROVE consumer
satisfaction
DECREASE costs through
self-service
MAXIMIZE agent value
Independence, Autonomy, and a Sense of Belonging… DRIVE LOYALTY
©2015 Aspect Software, Inc. All rights reserved
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WE CAN HELP YOU CHANGE THE CONVERSATION
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©2015 Aspect Software, Inc. All rights reserved ©2015 Aspect Software, Inc. All rights reserved 30