how to leverage mobile to improve your outbound customer engagement

How to Leverage Mobile to Improve Your Outbound Customer Engagement

3© Copyright Ovum 2015. All rights reserved.3 Confidential and Proprietary.

• How Mobility has Changed Consumer Behavior

• Best Practices in LeveragingMobile

• Use Cases from Across the Customer Lifecycle

• Genesys Outbound Engagement -‐ Overview and Customer Successes

• Q&A

Agenda

4© Copyright Ovum 2015. All rights reserved.

Mobility upends customer behavior

Ubiquitous mobility…

• Global population using smartphones73%

• Global SMS messages per day

16 billion

• Of calls to contact centers come from mobile devices

55%


Mobility upends customer behavior

Ubiquitous mobility…

• Global population using smartphones73%

• Global SMS messages per day

16 billion

• Of calls to contact centers come from mobile devices

55%

…has changed consumer behavior

§ More contact options, as channels rub shoulders on devices

§ Less patience for irrelevant communications

§ Willingness to engage with contextually relevant messages


Which outbound channels are you using to contact mobile devices?

Possible answers (check all that apply):1. Automated calls (i.e.: Outbound IVR)2. Calls by agent3. Email4. Push notifications5. Text messaging6. Other

Poll question #1

6 Confidential and Proprietary.


Strong consumer appetite for being proactively contacted by companies

0% 20% 40% 60% 80% 100%

Account enrollment

Product recall

Appointment reminder

When you call into a contact center for support butthe wait time is too long

Service outages

Natural disasters and emergencies

When I am a victim of suspected fraud

Percentage of respondents

Phone call from CSR Phone call from automated system Email SMS N/A

Question: If a company or organization needs to get in touch with you for the following reasons which method of communication would you prefer?


Source: Inbound Customer Service and Tech Support Call Volumes, 2013–18, Ovum

Inbound customer service calls originate on mobile devices


74% of consumers use at least three channels to engage

25%of consumers use1 or 2 channels

52%of consumers use 3 or 4 channels

22%of consumers use 5 or more channels

3 channels 4 channels 5 or more channels1 channel 2 channels

N=8,000Source: Ovum


Leverage multiple mobile channels and supporting mobile capabilities

• Availability of multimedia specific to each channel (SMS, video)

• Conditions trigger delivery of time- and threshold-sensitive information

• Customize appearance to conform to the small screen

• Context provided by numerous systems, including device location (e.g., Passbook)

• Supporting technologies enhance the outbound experience


Personalize messages

Context

Opt-in

CRM

• Organize contextual data about the customer

• Provide mechanism for customer choices• Channels• Content• Frequency

• Target messages based on meaningful criteria:• Time• Location• Status• Triggers


Outbound starts a conversation


Which channels and supporting mobile capabilities are you interested in as part of your mobile outbound strategy? Possible answers (check all that apply):1. Automated calls (i.e.: Outbound IVR)2. Calls by agent3. Customer opt-‐in4. Email5. Location services6. Mobile webpages7. Passbook8. Push notifications9. Text messaging10. Other

Poll question #2



Many opportunities for leveraging outbound

• Rx refills• Appointment confirmations and reminders• Claims management

Healthcare

• Fraud alerts• Payment reminders• New customer onboarding

Financial Services

• Shipping / delivery info• Discounts / sales• Customer surveys

Retail

• Outage status• Service call confirmation• Planned downtime

Utilities

• Network status• Account refills (minutes, data)• Customer surveys

Telecoms

• Discounts / sales• Booking confirmations• Itinerary updates

Travel / Hospitality


Use case: sales and marketing enhancement

Benefits:• Helps build on existing insights into customer behavior

• Leverages latest trends in analytics

• Automates the initial phases of the acquisition, cross-sell and upsell process

• Inserts messages that are contextually relevant

• Multiple channels can increase response rates

• Device upgrade availability• Customer win-back campaigns

• Eligibility for product discounts

• Pay-per-view or on-demand media notifications

• Location-based offers

Sales & Marketing


Use case: building sophisticated customer service

Benefits:• Keeps customers informed and set expectations

• Provides immediate info in urgent situations

• Deflects avoidable inbound traffic

• Gives customers a starting point to begin complex interactions on their own

• Begins the collections process gently, in compliance with regulations

• Outage notifications• Fraud alerts• Shipment tracking info• Wireless data usage and roaming alerts

• “Welcome” packages and onboarding

• Payment reminders

Customer Service


Key Takeaways

§ If you’re not specifically tailoring outbound engagement to mobile, you’re doing it wrong

§ Outbound programs that cross channels or that consist of multiple sequential interactions should retain awareness of contextual information

§ Personalize to expressed customer preferences

§ Maintain customer opt-in for compliance, better performance, and improved customer experiences

§ Leverage technology to synchronize the different communications technologies, data management, preference management and compliance issues


What types of outbound communications are you sending (or considering sending) to customers?

Possible answers (check all that apply):1. Account related information2. Customer service3. Payment reminders4. Surveys5. Sales and marketing6. Other

Poll question #3



Easily create and manage campaigns

Communicate across

channels

Capture and maintain

customer opt-‐in

Variety of outbound channels

Integrated analytics

Summary of Genesys Outbound Engagement

Simplify compliance with self-‐service tools



Text Reminders Keep Cable Installations Rolling


Challenge:• A top three US cable company was incurring high costs and low satisfaction resulting from customers missing installation and service appointments

• Inefficiencies from unnecessary truck rolls include: Extra rescheduling, rerouting, and technician costs; Delaying service and billing

Solution:• Genesys reseller implemented Genesys Outbound on behalf of a top three U.S. cable operator to remind customers of their scheduled in-‐home appointments

• Send SMS text messages to mobile opted-‐in customers to confirm installation appointments, decrease unexpected appointment cancellations, keep trucks rolling on schedule, and reduce inbound calls

Results:• 7% improvement in appointment success rate• $1.2 million cost savings per year• $1.7 million per year increase in acquisition revenue

“Sending SMS reminders has streamlined our client’s installation processes and

increased customer satisfaction scores.”

– Lindsay Shields, OnProcess

Text


75% of customers had an improved outage

experience

Voice

Text

Proactive Outbound Notifications Program


Challenge:• A large utility company, wanted to deploy a cutting-‐edge notification program to proactively alert and update customers experiencing service interruptions

• Require ability to quickly send a large number of notifications as well as the ability gauge customer sentiment towards the program

Solution:• Genesys Outbound integrates with our client’s Outage Management System:ü Notify thousands of customers per minute via Outbound IVRü Capture personalized update requests (ie: Text/Voice; Daytime/

After Hours updates), including cause and estimated restoral time

ü Survey customers who received outage alertsü Analyze results, including drill-‐down sentiment by geography

Results:• 90% listen to the entire outage notification• Reduction in the number of inbound calls• 75% surveyed report they had an improved outage experience

To receive ongoing updates about the outage in your

area, press 1.


Challenge:• Mobile numbers can only be dialed manually unless consumer opts-‐in to receive mobile calls

• Removing mobile numbers left them with 35% fewer accounts that could be automatically dialed, significantly impacting campaign reach and performance

Solution:• Leveraged Genesys Outbound to grow their mobile opt-‐in database by asking customers for their consent to be contacted on their mobile phone

• Call landlines of consumers with mobile numbers on file• Automated message was a service call to verify contact information and ask for opt-‐in to contact mobile phone for account-‐related matters

Results:• 79% of consumers provided initial consent• 54% verified their initial consent• 10% provided additional contact number

>50% of customers provided

mobile consent

Financial Institution Grows Opt-‐in Database


“I’m very pleased with the results and plan to continue

running the campaign.”– VP, Default CollectionsVoice

how to leverage mobile to improve your outbound customer engagement

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