optimizing inbound interactions to grow …info.nice.com/rs/nice2/images/05 service to sales...
TRANSCRIPT
OPTIMIZING INBOUND INTERACTIONS TO GROW SALES
Xen Mendelsohn Aderka Solution Marketing Manager, Real-Time Solutions
• The Market trends
• The challenges of Customer
Service and Marketing
• How to overcome the
challenges and grow the
business in inbound
interactions
• Real-life example
“Companies need to increase the
productivity of their contact centers and
boost customer revenues by determining the
optimum time to present customer offers. One way to accomplish
this is to use realtime information to guide agents through
customer queries and push relevant information to the agent
desktop.”
(Ovum, May 2012)
3
Trends in the market
“Offering customers additional products or
services in context of the support call not only drives
incremental revenue, but when handled correctly, has no impact
on customer satisfaction or can even raise customer
satisfaction as customers feel they are receiving a more
comprehensive solution. (TSIA Research, May 2012)
4
Trends in the market
A context-relevant offer during an
inbound interaction is 10
times more effective than any
outbound marketing technique”
“50.9% of respondents said increasing sales is a
primary goal for their contact center
organizations in 2013-14”
(Customer Management iQ, a division of IQPC, October 2012)
5
Trends in the market
Reconcile Differences to Improve Inbound
Interactions
Need to run consistent and
effective Cross-Channel
campaigns
Need to utilize incoming customer
interactions for marketing
Doesn’t own the channels, have
little influence on operations
Measured mainly on efficiency,
CSAT
Workforce is skilled for service
Minimal access to marketing data
from other channels
Marketing Challenges Contact Center Challenges
6
NICE Approach to Successful Service-to-Sales Interactions
7
Service-to-Sales: What Service Reps
Struggle With
Sales
Service
Make an Offer
Transition
Take the
Order
Select an
Offer
Reveal
Context
&
Qualify
Guided Dialog
Next-Best-Offer
Guided Selling
Order
Automation
Interaction Analytics & Optimization
Agent Performance & Incentive Management
NICE Approach to Successful Service-to-Sales
Interactions
8
Reveal the Context
“Hi, I am moving in with my boyfriend
(we’re in November).
I need to change my address.”
getting married
Captured by
Desktop Monitoring
Captured by
Speech Analytics
Select an Offer Make an Offer Transition Take the Order Optimization Agent PM
9
Smooth Transition from Service to Sales
What
How
Context-aware Real-Time
Customer-Agent Guided
Dialog
Customer answers are unique
inputs for Next-Best-Offer
recalculation
Real-Time Guidance:
Pre-defined conversations
Dynamic selection of
questions
Off-line Interaction Analytics
driven
May I ask if you’re
renting or buying
your new house?
Congratulations! We have
great offers for
homeowner insurances…
The house is mine
Optimization Agent PM Take the Order Make an Offer
Better Inputs Make Better Decisions
What
Contextual Real-Time Next-
Best-Offer recommendation,
based on: Customer profile
Agent profile
Interaction context
How
Unique Inputs: Desktop Monitoring
Guided Dialog
Optional - Real-Time Speech
Analytics
Real-Time Decisioning: Built-in decision engine, or
Leverage existing decision engines
Real-Time Sales Engine
Insights from
Transactions
Campaign
Management,
Predictive Models
Insights from
Interactions
Cross-Channel
Interaction
Analytics
Agent Skills
& scoring
Agent Profile
Real-Time
Speech Analytics
Guided Dialog Desktop Monitoring
Real-time
Next-Best-
Offer
Scoring Segmentation Rules
Better Inputs Make Better Decisions
Select an Offer Transition
10
11
Context-aware, Personalized Guided Selling
Off-line Interaction Analytics – Best
practices
Defined by marketing
Offer fulfillment
Select an Offer Make an Offer Transition Take the Order Optimization Agent PM
Real-time Sales Guidance
Take the Order - Process Automation
Select an Offer Make an Offer Transition Take the Order Optimization Agent PM
Order-Process Automation
12
13
Analytics-driven Scripting
1 Compare Practices of
High Performing vs.
Low Performing Agents
3 Implement successful sales
tactic scripts into the Guided
Selling callouts
2 Identify terms and
sentences used in
best selling offers
Select an Offer Make an Offer Transition Take the Order Optimization Agent PM
14
Objection Handling Analysis
The main reason for objections was customer shopping
and complaints about service being too expensive
18%
18%
18%
14%
11%
11%
7% 3%
Don't Want
Too Expensive
Bundles
Purchase Modem
One Time Charge
Talk to Spouse
Multiple TV Boxes
Router Separate
20%
20%
40%
20%
Internet
Phone
Cable
DVR
Top Customer Objections
Too Expensive Reasons
Select an Offer Make an Offer Transition Take the Order Optimization Agent PM
Increase Sales Revenue
“The use of gaming mechanism in non-entertainment
environments to drive desired agent behavior and increase
motivation”
15
Gamification – Effectively Drive Agent Behavior
Select an Offer Make an Offer Transition Take the Order Optimization Agent PM
16
How Gamification Works?
M OTIVATION
We all desire for status
and acknowledgement
A CTIONS
Agents are encouraged
to turn service into sales
interactions
R EWARDS
Agents get points
according to pre-defined
KPIs
A CHIEVEMENTS
Badges, trophies,
leaderboard, which
increase motivation
Select an Offer Make an Offer Transition Take the Order Optimization Agent PM
Sales Performance Management
17
Built for Compensation Admins
(not IT Departments)
Much more than BI and
Homegrown Dashboard
Incentive Compensation Management Performance Management
&
Select an Offer Make an Offer Transition Take the Order Optimization Agent PM
18
Virtual Currency
Achievements
Current Challenges
Demo
19
Web-based Business User interface for Marketers and Analysts
Intuitive, no need for programming skills
Dashboard & Reporting
Built-in logic and content
Design and Control – Sales Designer Application
20
Sample Implementation – Mobile Service Provider
Account view – current
services and automated
analysis of usage during
the last 3 months
If over-usage is
detected, offers are
being evaluated
Best-offers (plans,
upgrades etc.) are
presented to agents inc.
justification, plan details,
prices, selling points
22
A Big Sales Opportunity in Inbound Interactions
in generated leads xx% Insurance Provider
in annual incremental revenue 9M Insurance Provider
In conversion rate 24% UPC
Insurance Provider in annual incremental revenue 11%
In conversion rate 150%
23
Summary – Value and Benefits
Drive the transition
from cost center to
profit center
Align marketing
and customer
care
Optimize inbound
interactions to
increase sales
Increase Value from Each Interaction