navigating customer contact space
TRANSCRIPT
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Navigating Customer Contact Space in
the 21st Century
Bill Durr
Director, Global Field Marketing
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My Credentials
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My Credentials Thats Me!
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Weve Consulted Great Thinkers
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Call Center Environment
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Customer Contact Environment
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Contact Center Cost Model
Labor65%
Communications25%
Technology
10%
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Leverage Potential
Labor
65%
Communications
25%
Technology
10%
Customer Retention
Customer Loyalty
Revenue Growth
Profit Enhancement
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The First Call Distributor
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Technology Roadmap
Basic Call Processing
Real-Time & Historical Reporting
Conditional Call Routing Lexicon
Open DataBase Connectivity (ODBC)
IVR (Interactive Voice Response)
CTI Data Link (Computer Telephony Integration)
Workforce Management Tools (WFM)
Intelligent Call Processing (aka CRM)
E-Mail
IP Transactions
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Definitions & Comments
Basic Call Processing
Define a Target Group
Define Delay Announcement(s)
Define Overflow Target Group
Real-Time & Historical Reporting
Historical Reporting
Enables Planning the Work Real-Time Reporting
Enables Reacting to Deviations from Work Plan
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Definitions & Comments
Conditional Call Processing Lexicon Sophisticated Rules-Based Call Routing
Key Elements to Consider
If..Then Statement
Number & Kind of Variables
For Example:
If Sales Service Level
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Definitions & Comments
ODBC Reporting
Add Business Data to Contact Center Reports
Enterprise Access to Contact Center Data
CTI Data Link
Screen Pops
Saves Agent Time
Personalizes Interaction
Promotes Loyalty
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CTI in the Call Center - Reality
Very low level of implementation
Many projects fail or underwhelm
Expensive
Drag on
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CTI in the Contact Center
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Definitions & Comments
IVR
Robot Agents
Increasingly Accepted
Handles Simple Transactions
Natural Language, Speaker Independent
Very Powerful
Very Customer Pleasing
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IVR in the Contact Center
Its Hard to Imagine a Contact Center Without IVR
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Definitions & Comments
Workforce Management Software
Accepts History from Contact Center Data
Provides Forecasts
Call Volume
Transaction Time
Define Agent Shifts & Preferences
Generates Agent Schedules
Real-Time and/or Historical Adherence
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Workforce Management in the
Contact Center
Particularly for Contact Centers
With Extended Hours
Over 50 Agents
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Intelligent Call Processing
AKA Customer Relationship Management
Identify Who is Calling
Evaluate Worth to the Company
Route Accordingly
Treating Different Customers Differently
Pareto Customers
20% of Customers Yield 80% of Revenues Some Customers Not Worth Having
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Intelligent Call Processing (CRM)
in the Contact Center
Extensive DataBase Required
Look Out for Integration Costs
1.5 to 5 Times Cost of Tools & Products
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Definitions & Comments
E-Mail
Differentiate Specific vs. Non-Specific E-Mail
e.g. Webmaster@, Sales@, Service@
Contact Centers Will Be Expected to Handle Non-Specific
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E-Mail in the Call Center - Hype
50% of US Have E-Mail Access by 2001
10% of all customer contacts by e-mail in 2001
95% of all e-mail messages delivered in 5 minutes
or less
Response Time Implications
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E-Mail in the Call Center - Why?
Cant or wont wait for human assistance Web page content prompted inquiry/transaction
Need convenience of 24x7 messaging access
Dont need to discuss anything Want to send information & data attachments first
Want well-documented audit trail of interchange
Want to eliminate time, errors & effort in transcribing
information during live conversation
Dont have 2nd line for live call-back while still
connected to web
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E-Mail in the Call Center - Reality
Ultimately, A Great Addition to the Contact Center
Carefully consider before integrating with voice calling
Unpredictable volumes Unpredictable response expectations
Different skill-set
Potential high impact on operations
Rising Volumes Will Dictate Automated Response
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Web-Mail Automation
Mail
Server
Auto-Response
CSR
Email
Firewall
Web
Messages
DatabasesMessages
Automated
Email Agent
Message
Tracking and
WorkflowEmail ACD
ComplexMessages
SuggestedResponses
Call Center Manager
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Definitions & Comments
IP Transactions
Voice Over IP
Text Chat
Application Sharing
Whiteboarding
Video Over IP
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From Call Centers to Contact
Centers
PSTN
ACD
Voice
Server StationWiring
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From Call Centers to Contact
Centers
Fiber Network
IPGateway
PSTN
PSTN
ACD
Voice
Server
Gateway
Station
Wiring
IPPSTN
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From Call Centers to Contact
Centers
Fiber Network
IP
IP
IPGateway
PSTN
PSTN
ACD
Voice
Server
Gateway
Station
Wiring
IPPSTN
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Voice Over the Internet - Hype
Essentially free calling
High-touch web-integration
Assisted browsing
Page push/pull
Getting better all the time
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Source: Gartner Group June 9, 1998
Voice Over the Internet - Reality
Reliability issues
High availability LAN = oxymoron
Quality issues
Packet delay matters
Average delay in PSTN = 20 msec
People notice delay = 50 msec
Disruption begins = 100 msec
Practical unintelligible = 250 msec
Typical multihop IP delay
As low as 150 msec
Frequently as high as 500 msec
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Voice Over the Internet
Acceptable for Private, Controllable Network Use
Not Ready for Prime Time
Will Eventually Blow Away Text Chat
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Video Over the Internet - Hype
Multimedia PCs rapidly proliferating
Humans are visual creatures
Video transactions are rich & pleasing
Simple matter of bandwidth
Bandwidth is trending to zero cost
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Video Over the Internet - Reality
Great for internal users
Video enabled consumers
Small population
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Video Over the Internet
Acceptable for Private, Controllable Network Use
Not Ready for Prime Time
Will Eventually Blow Away Everything Else
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MultiMedia Contact Center
MediaIntegration
ManagerReportsServer
ACD Voice
Server
PBX
Agent
Workstation
LAN/WAN
WFM
IVR
Fax
Server
CTI
Server
E-Mail
Server
Web
ServerPublic
SwitchedTelephone
NetworkInternet
Packet
Network
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We Know Where We Want to Be
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Technology Uptake in the Call Center
Forget vertical market differences
Type A firms
Already have call centers
Believe call centers are strategic assets
Moving To implement multi-media
Type B firms
Already have call centers
View as important But not strategic
Implement multi-media when customers demand it
Type C firms
Emerging call centers
Viewed as not important to mission
Wont implement multi-media
15%
65%
20%
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The Goal: Recapture One to One,
Personal Interaction