martin hill wilson...global view of contact centre updates + upgrade interactive voice response ......

Martin Hill Wilson Brainfood Consulting

Tim Pickard Chief Strategist NewVoiceMedia

Welcome Jonty Pearce, Call Centre Helper

ContactWorld for Salesforce Technology

Overview

Call

Caller Data delivered via Salesforce UI

Call delivered to agents DDI

number

Stats and Reports

Call Recording

Call Queuing +

Distribution

Real-Time Global View of Contact Centre

Updates + Upgrade

Interactive Voice

Response

Cloud Integration delivering: Data-Driven Routing

Click to Dial Inbound Screen Pop

Integrated Stats + reports

Company

ContactWorld platform launched 2006

Customer retention rate 97% since launch, 100% in 2011

Company Structure

UK based sales, marketing, service delivery and development teams

Trust Site – 99.999% SLA Performance, availability, security are in our operational DNA

Customer base

150+ customers

300 Call centres in 29 countries

8,000+ Agents

Best Technology Partnership

Professional Services Category

Best Improvement Strategy

NewVoiceMedia Quick Facts

Customer Experience

m a k i n g i t p e r s o n a l A ‘One Agenda’ Topic

The Rise Of CX

Q: To what extent do you agree with the following statements?

The Rise Of Personalisation

Personal Web Portals

Collective Recommendations

Collaborative Filtering

User-Created Alerts

The Rapid Development Of

Personalisation in Digital Channels

Means Customers Are Being

Conditioned To Expect

A Common Approach Across

Every Channel

that includes contact centres

The Key Point

136 US retail executives and 14 product suppliers

The Omni-Channel Trend

Personalisation Catalyst

Data->Rules->Personalisation

New Ways To Be Different

Many Ways To Deliver It

Anticipate Customer Situations

Let Them Know You Know

Two Key Design Principles

The Secret

Is To Anticipate

Situations

That Matter To Customers

expected experience

best option automatically provided

mediocre experience

explaining who/why/what

worst experience

repeating who/why/what

focus

Internal

priority

Resourcing

Utilisation

interpretation

Skills-Based

focus

External

priority

Customer

Situation

interpretation

Personalised

How? Personalisation

Routing

+

Customer Data

=

Personalisation

To ensure that the customer

consciously experiences the benefit

of having their situation recognised

without further effort,

‘Let Them Know We Know’

either via

Pre-queue automated messaging

or

Post-routing live ‘welcome’

The Personalisation

Experiment

? A N

EW

E

RA

A N

EW

E

RA

Customer Situation

Automated Messaging Live Welcome

A high value customer makes contact

during peak busy period (segmentation

code)

“Hello, since you are a valued customer we

are prioritising your call for immediate

attention!”

Customer Situation


Has made repeated contact in a short

space of time suggesting high customer

effort (interaction history)

“We noticed you been in contact with us a

lot recently over a particular issue. Would

you like me to find one of our special

customer service trouble shooters to get

this fixed for you?”

Customer Situation


1. Recently abandoned an online

shopping cart

2. Recently left a half completed

online request for a quote

(web analytics )

“We noticed you were recently on our web

site and it looks like we were not able to

fully help you. Would you like me to find

someone to help you with that?”

Customer Situation


An incomplete situation in which the

customer has invested time with a

particular person

• Ongoing billing issue, service

request, purchase incompletion,

dropped mobile call

“Hi Mr/Mrs/Ms xxx. Great to talk again. I

assume you want to finish . . . . ?”

Customer Situation


The customer is an active brand

advocate (social media monitoring) and

loves to buy from the brand

(transaction history). Being

recognised for that and feeling

involved is part of the overall

relationship

“The person you normally talk to will be

free in the next few minutes. Would you

like to wait or be immediately put through

to someone else if you are in a hurry?”

Customer Situation


The customer is within the critical

decision making period of having to

renew and make a choice of either

staying with the brand or leaving for

a competitor (predictive churn

analytics or renewal dates)

“Hello. We know that you are due to renew

your xxx in the next few weeks/months. I

have an offer for you as a valued customer

once we have finished the reason for your

call”

Customer Situation


The customer has been recently

revisiting the same product pages on

both the e-commerce and m-commerce

sites. So far they have yet to

purchase

(web analytics )

“Hello, can I say just before we start that

I’ve noticed you’ve shown quite an interest

in our. . .Is that something you would also

like to discuss today?”

Customer Situation


The customer’ last feedback was

critical of the way she was treated.

She filled in a post call survey and

gave low scores plus critical comments

about the service

“Hello, my name is. . .I’m part of the

Customer Service management team. I would

like to start by apologising for how we

dealt with you last time. You let us know

that we did not listen.”

Customer Situation


The customer makes regular payments

over the phone and has to navigate the

same IVR routine every month

(IVR reports)

“Hello, are you calling today to pay a

bill?”

“Hello, since you phone every month to make

your payment, would you be interested in an

easier way?”

Customer Situation


The customer has repeatedly called

about a defective product (IVR menu

options) and is fast losing patience

with getting to a satisfactory outcome

“Hello, we are sorry you have had to make

contact with us too many times about a

product that is not working. We are finding

you someone who has the authority to sort

things out today”

Customer Situation


The customer has bought something

recently.

Online, retail, call centre

“We noticed you recently purchased from our

online catalogue, press 1 if you want to

check on delivery status or press 2 if you

want to change the order”

T a c t i c s F o r P e r s o n a l i s e d C u s t o m e r E x p e r i e n c e A BrainFood Product © BridgeHouseConsulting Ltd 2012

The Personalisation

Experiment

? A N

EW

E

RA

A N

EW

E

RA

martin hill wilson...global view of contact centre updates + upgrade interactive voice response ......

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