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About CPI
Over 120,000 business professionals around the world
rely on CPI to power their connections, so they can
engage, collaborate and take care of their customers
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Solutions / Services
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SystemsContact Center CRM Collaboration
Consulting Implementation SupportCustomer Success
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Our Partnerships
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www.cpi.solutions/survey
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Questions
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Our Speaker
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Rick McGlinchey
Management Consultant
• 23 years experience in Contact Center and
Enterprise Software
• Helps organizations small and large improve their
customer experience including: Eli Lilly, Cardinal
Health, Abbott Labs, JPMorganChase, Ceridian
• Provides C-level Advisory and Program Management
for the Hard Things, especially if you need someone
“who doesn’t have a dog in the race.”
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Brought to you by
Islands of Data in Your
Omnichannel Contact CenterBrought to you by CPI
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Agenda
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What is Omnichannel?
Islands of Data History
History Repeats
How to Navigate?
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Where’s the Gartner Quote?
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• No industry analyst quotes yet, and I’ll explain why…
• Opinions based on my personal experience on actual
client engagements
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What is Omnichannel? (trick question)
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• “It Depends”… on your industry and context
• Retail, Banks, Insurance = brick and mortar
• An omnichannel marketing strategy could include
channels like radio, billboards and snail mail
• Contact Center = media supported and possibly
switching or promoting channels (chat to video)
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an omnichannel contact center
platform supports more than
voice as a channel and possibly
channel switching/promotion
capability (chat to video)
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History of Islands circa 1990s
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New channels such as email and chat emerge
Agent Experience Goes from Awful to Tragic
Dawn of Multi-Media Queuing (MMQ) for “ACD”
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History of Islands circa 1990s and WFM
vision reality
Proprietary phone systems rule (Big Iron…serial cables)
Open contact center platforms are new…end up as an island of data?
Flat file export was common to “integrate” 3rd Party Workforce Management (WFM)
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History repeats…?
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Factors Causing New Islands of Data
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• Rise of Point Solutions for SMS, Video, Social, Co-browse
• Contact Center Platforms, especially cloud, not yet fully
capable on all channels…
• …or possibly with “some assembly required”
• Overlap of channel options between communications
platforms, CRM, e-commerce, ERP, and others
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Case Study: Fortune 200 East Cost Pharma
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Transformation program included People, Process, Technology, and Strategy (side note: don’t call me if this is your approach)
Overlap between newly selected CRM and communications platforms resulted in a “land grab”
Customer intended to use WFM for scheduling and forecasting for the same reps handling all channels
Customer chose additional technical debt (customization) to put SMS and Chat in the CRM
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So, WWWTP?What’sWrongWithThisPicture?
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Case Study: East Coast Pharma WWWTP?
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Presence Management – reps managing in 2 places
Agent Experience made unnecessarily complex
WFM – requires additional manual factoring
New Islands created for WFM and Reporting
Solution: Be ready for additional integration…or consider putting these channels in the contact center platform
Food for Thought:
• Can You Sequence Your
Deployments?
• Does not matter which
goes first (CRM or
Contact Center)
• Sprints/Change are
Constant
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Case Study: Fortune 500 Products Co.
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Customer chose new CRM and contact center platforms
Inside Sales reps need individualized call lists for outbound calls
Customer initially opted to add outbound dialing capability in the contact center platform, integrated with CRM
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So, WWWTP?What’sWrongWithThisPicture?
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Case Study: Fortune 500 Prod WWWTP?
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Implementation would have required extensive customization (breaking) of outbound tool to meet requirements
“Individual call lists” defeats the purpose and benefit of scale when dialing using groups of agents
Customer journey data would have landed in the communications platform instead of the CRM (custom scheduling code in the CRM was their “secret sauce”)
Solution: Customer scaled back to use “click-to-dial” integration between the CRM and contact center platforms
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So how to navigate…?
(trick question)
It Depends…
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How to Navigate New Islands
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• What’s the impact to Routing, WFM and Reporting?
• Is the new channel isolated or handled by existing reps or agents?
• Is the need temporary or long term? Don’t know? THINK AGILE
• Ask all of your concerned vendors but don’t get “sold”
• Document the decision with options, benefits and trade-offs
• Maybe engage someone “who doesn’t have a dog in the race”...?
• Make an informed decision
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When is it ok to Introduce a new Island?
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• Point Solution vs. All-in-One vs. CRM (etc.) – determine
the highest value (to you) option
• Insure you can get metrics and factor additional
volume into your WFM (if applicable)
• Expect some integration to tie up customer journey
between each platform and the Source of Truth
• Expect some custom reporting
• Correlate Data in a data warehouse
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www.cpi.solutions/survey
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Questions/
Scenarios
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Thank You
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THANK YOU!
For Further Discussion Contact:
CPI or
Rick McGlinchey
+1.317.782.5783
Connect on LinkedIn
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