optimizing proactive customer engagement › files › atf_2016...mobile platform messaging...

OPTIMIZING PROACTIVE

CUSTOMER ENGAGEMENT

THE ROLE OF AUTOMATED SERVICES IN

A COMPREHENSIVE OMNI CHANNEL BUSINESS STRATEGY

Tore Christensen

2

THERE IS NO “DIGITAL STRATEGY”

ANYMORE, JUST STRATEGY IN A

DIGITAL WORLD

© 2016 Avaya Inc. All right reserved 3

Consumers Are Demanding…

...and only 48%

have initiatives in place to reduce

customer effort

Businesses Are Battling To Meet Demands…

Physical Digital

Retail

Location

Kiosk

Terminal

Self

Service

Live

Agent

Sales

Specialist

Direct

Mail Social

Media

Corporate

Website

Mobile

Platform

Messaging

Interaction

App Team

Contact Center Marketing Marketing

Sales

83% of organizations can’t deliver all requirements for

completely blended customer experience...

Would rather spend money

with organizations that are

easy to do business with

Sources:

• Dynamic Markets, 2014

• BT and Avaya, 2015

In this Digital World

92% Expect proactive engagement

Expect unique treatment 70%


COMPREHENSIVE OUTREACH…

… OR CUSTOMER BOMBARDMENT?

Many people prefer texts now, right? Let’s send a series of texts announcing our big sale

We’ll be sending out a series of mailers promoting our big sale

Let’s have our contact center agents call our most valuable customers and offer them upgrades to our platinum card

Let’s send some emails offering an extra 10% discount if they call now

We’re going to be using Automated Voice Notifications to go after early stage & low balance delinquencies

The CEO wants us to run a customer satisfaction survey campaign. Let’s use email with a survey link

SERENITY

NOW !!!!

http://www.google.com/url?q=http://blog.eventish.com/2012/09/20/how-to-organize-a-business-meeting/&sa=U&ei=ePIyU5eIC8bvoATzvoDoAg&ved=0CCwQ9QEwAA&usg=AFQjCNEIs6sVd5BCh_KXICBDb1OIwjAtGQ

http://www.google.com/url?q=http://www.itsuccesscenter.com/secrets-of-effective-business-communication/&sa=U&ei=ePIyU5eIC8bvoATzvoDoAg&ved=0CC4Q9QEwAQ&usg=AFQjCNF-ldRniD5fu-w4jDAaSVlTBCPiEA

http://www.google.com/url?q=http://www.kwintessential.co.uk/cultural-services/articles/business-meeting-etiquette.html&sa=U&ei=ePIyU5eIC8bvoATzvoDoAg&ved=0CDAQ9QEwAg&usg=AFQjCNGp7DX1YrczjqvqUO5fGbVXp3QrlA

http://www.matton.com/images/jpg/ver_fan1005936.html/sok-business meetings/browse-1/cat-C48


THE CONSEQUENCE

Your email said to call this number if I had any questions

I wonder if they meant 5% PLUS the original 10%?

They didn’t say how late the store is open. I’ll place a quick call

Pressing “0” to be connected to a live agent

What do you mean, my bill is past due? I already paid this!

Yes, I’m interested in upgrading to the platinum card

Your current wait

time is approximately

37 minutes

http://www.google.com/url?q=http://blog.eventish.com/2012/09/20/how-to-organize-a-business-meeting/&sa=U&ei=ePIyU5eIC8bvoATzvoDoAg&ved=0CCwQ9QEwAA&usg=AFQjCNEIs6sVd5BCh_KXICBDb1OIwjAtGQ



http://www.matton.com/images/jpg/ver_fan1005936.html/sok-business meetings/browse-1/cat-C48


OPPORTUNITIES FOR AUTOMATED CUSTOMER CARE

Proactive Customer Care, at your service. Extend a helping hand before even customer ask for it.

Integrating Self service with the entire customer service strategy for consistent user experience

Omni-Channel enables new opportunities for automation, driving customer satisfaction & significantly increased ROI

Reporting and analytic tools track caller behavior for personalization and continuous improvement

Proactive Customer Care





KEEP IN MIND CHANNEL EFFECTIVENESS VS. COSTS

Sta

ff t

ime r

eq

uir

ed

Decreasing cost per transaction

Reduce Costs While Increasing Revenue & Customer Satisfaction

Pre-Emptive Service

Self Service

Assisted Service

Field Service

Servicing customers

before they ask

Customer driven

interaction with

automated system

On-site visit to the

customer

Human assisted service

(e.g. contact center)


MULTI-CHANNEL CONSIDERATIONS

Consumer preference for channel

Cost of channel vs. value of channel

Effectiveness of channel

Digital Transformation tip: Don’t remain Silo’ed

40% Use chat, text, self-service

55%

Will use E-Mail in 1-2 years

50% US customers opt for automated voice response when offered

Cost Structure (example)

Item Live Agent Agentless

Agent Labor 70% 5%

Systems 10% 5%

IT Costs 5% 2%

Management 15% 5%

Cost Per

Contact $10.00 $1.70

SMS

Email

Live Agent Phone Call

Automated Voice Notification

Live Agent Phone Call


SMS

Email Eff

ec

tive

ne

ss

Consumer Preference Effectiveness of Channel Cost of Channel

College Students

Seniors


THE RIGHT CHANNEL FOR THE RIGHT AUDIENCE

SMS

Email

Live Agent

Automated Voice

Live Agent

Automated Voice

SMS

Eff

ecti

ven

ess

CAMPAIGN Student Loan Collections

DEMOGRAPHIC Age 23–30

CAMPAIGN Medicare Enrollment

DEMOGRAPHIC Age 62-67

Cater your strategy to the target demographic

Email

Example only


THE RIGHT CHANNEL FOR THE RIGHT TIME

Appointment

Reminders

Premium

Renewals

Flight

Alerts

Ticket

Sales

Seminar

Invitations

Membership

Sales

Past Due

Collections

Add - On

Sales

Service Call

Follow-ups

Satisfaction

Surveys

Service

Resumption

Appointment Re-

Scheduling

Pre-event build-up / Post-event follow-up

Pre-Event

Channel Week 3 Week 2 Week 1

Live Agent Daily

AN (Voice) Daily

Text/SMS Daily

Email Every Other Day

Post-Event

Week 1 Week 2 Week 3

Daily

Daily

Daily

Every Other Day

E V E N T


COLLECTIONS USE CASE W/ POPS AUTOMATIC PAYMENT

Pre

delinquency

Early

Stage collections Mid- Stage

30 days

Late stage

60 days

Time

Predictive call Preview call Due date

E Mail

Text

E Mail

Text

Voice

Live Agent

Email-SMS payment reminders including inbound 800 number

and/or web link

Click the

audio icons

for audio

demos

Inbound Call – automatic payment App

Outbound Call - automatic payment app

Outbound Call - payment reminder only App


COST PER SUCCESS – MULTI-CHANNEL

Cost/Success Cost Per channel

Success Rate

Generic Formula

Example

$5/Success

Cost per email: $0.25

Success Rate: 5%

Example

$0 .78/Success

Cost per Text: $0.35

Success Rate: 45%

Examples only


Email

A “Success” is = $120

Response rate is 2%

Close Ratio is 50%

The value of each email is $1.20

A “Success” = $120

Response rate is 25%

Close rate is 50%

The value of every SMS is $15

SMS (Text) Message

Live Phone Call



Close rate is 50%

The value of every call is $30



Close rate is 50%

The value of every AN is $24

Automated Notification

Examples only

Q: WHAT IS THE VALUE OF A CONTACT CHANNEL TO

YOUR ORGANIZATION?


HOW TO DELIVER EFFECTIVE CAMPAIGNS?

INTRODUCING PROACTIVE OUTREACH MANAGER

What is it? – A complete solution to create and manage all

outbound communications including – Agent-less voice, email, and SMS notifications and interactive voice

– Agent-based predictive dialing campaigns

Why does it matter? – Enables organizations to proactively reach out to customers with the right

information at the right time

How does it work? – Works with Avaya Experience Portal and Avaya’s assisted contact center

solutions

– Provides personalized Voice, SMS, Email interactive services automatically paced to inbound service levels

– Escalate between agent-less voice, e-mail and SMS AND agent-based predictive, preview, progressive tasks to ensure right-party connects

– Unifies agent administration, Inbound/Outbound blending, Agent desktop APIs

– Extensive web services for rapid integration

Campaign

+

Customer

data

SIP

Proactive Outreach Manager

Live Agent (as an opt-out from an automated notification)

Live Agent Predictive

E Mail

Text

Voice


DESIGN A MULTI-LAYERED STRATEGY THAT SUPPORTS

YOU BUSINESS MODEL

“Your subscription is set to expire in 60 days! To save time and 5%, renew on-line now at www.renewnow.com”

“Thank you for your renewal! We appreciate your business!

Please visit www.company.com

“Your subscription is about to expire. We can help you avoid all the hassle and renew now over the phone, and save you 5%!”

“Your subscription is about to expire. We value you as a customer and help you renew now and save you 5%!”

Agent Phone call

Automated Email


SMS or email


AND LET THE SYSTEM MANAGE

CHANNEL ESCALATIONS AUTOMATICALLY

Pass to Agent Live Voice

Custom Voicemail message:

“Sorry we missed you. Your delivery is

planned for tomorrow 11 AM! Voicemail

Attempt additional try in 2 hours then

move to text or email

Ring - No

Answer

Retry in 10 minutes Busy

Live Agent Predictive

E Mail

Text

Voice

SIP

Proactive Outreach Customer


AND DELIVER STRUCTURED OUTCOMES

Combine agent-less and agent-based tasks in a single campaign flow

Collections

Agent


MISSION: REDUCE COST OF OUTREACH BY 10%

Consider your Cost Structure

0% 20% 40% 60% 80% 100% 120%

Live Agent

Agent-less 5% 10% 2% 5% $1.70/contact

70% 10% 5% 15% $10/contact

Agent labor

Management

Systems

IT Costs

Example Cost Structure of Agent v Agentless

A cost savings of $8.30 per contact!


MISSION: REDUCE COST OF OUTREACH BY 10%

Compare Costs

Live Agent: 35,000 contacts x $10 = $350,000

Agentless: 35,000 contacts x $1.70 = $59,500

If effectiveness is 30%, 24,500 contacts still need to be made

24,500 contacts x $10 = $245,000 Agentless Total Cost = $304,500

$45,500 or 13% Savings

20

IS PROACTIVE ENGAGEMENT OUTBOUND ONLY?

Customers expect you to be Proactive Whether interaction initiated by Customer or Contact Centre


CUSTOMER

JOURNEY:

PERSPECTIVES

Customer can start the journey wherever they want

Context is preserved through bounces

Each channel compliments each other seamlessly

Web

Kiosk / Mini-Branch

Mobile

Contact Center


THINK ABOUT BEING PROACTIVE

THROUGHOUT CUSTOMER LIFECYCLE

Buy Own

Purchase

Research Receive

Onboard

Use

Promote

Renew

Breakdown

Damage

Interesting!

Find Out More!

Place

an Order

Receive

and Setup

Chase

Order

Learn to Use

Product

Make

Payment

Troubleshoot

Upgrade

Disconnect

Leaving

Retain & Win-

back

Promotion

Offer

Feel &

Compare

Products

Research

Products

Select Maintain

Callback

in queue

Web chat

support

Promotion

notifications

Renewal

notification

Payment

processing

Payment

notification

Payment

notification Customer

Identification

Voice

biometrics

Online or

mobile

Online

or mobile

Online

or mobile

Web chat

support

Delivery status

update

Collections &

Telemarketing


TYPICAL INBOUND APPLICATION FLOW

ID&V

Segmentation

Self Service

Routing

Wait Treatment

Who are you?

Why are you calling?

Speech transactions

What do we know about you? -Products owned -Personalization -Preferences

Next Best

Action?

Best Location

Oops – need to wait - what message?

Context

Store

Done


INTELLIGENT CUSTOMER ROUTING IN ACTION

“Hi Laura, how can I help you?”

“I need account balance”

“Now I need a loan”

Personalized

Speech Self Service

2

Laura’s loan inquiry routed to the appropriate agent based on:

Business Processes, Rules & Routing Engine

Expertise

Availability

Location

Cost

Real-Time

Efficiency

3

Call queued

Advanced Wait Treatment:

Overdraft Protection Offer

Account Updated

Streaming Video

BusinessApplications Data and Intelligence

4 Laura calls with a question

1

Presence Policy Skill Wait Time

Call Back?

Outsourcer Call Center Branch

5


AND WHAT ABOUT MOBILE EXPERIENCE?

Welcome

Start Claim

Mobile application enables data capture and rich customer context: Authentication, Location, Photos, etc. Need Help?

Dial 1-888-297-4700? This will exit the

application and dial 1-888-297-4700 and lose

all your context, would you like to continue?

Enter Data

All of this is lost when transitioning to Contact Center


LETS TAKE A USE CASE

MOBILE INTEGRATION IN CUSTOMER JOURNEY

Customer starts interaction on mobile web application.

– HTML5 content rendered from Orchestration Designer

User establishes context through interaction

Two “call” scenarios:

– Calls in and is connected to agent with context

– Requests a callback from the agent if there is a wait time


MOBILE APPLICATION – COLLECT CUSTOMER

INFORMATION


MOBILE APPLICATION –

COLLECT CUSTOMER INFORMATION


COLLECTING CUSTOMER INFORMATION

Taking advantage of mobile capabilities


CONTEXT STORE CONNECTOR – SAVE CONTEXT


CALLING IN/ CALLING BACK WITH THE CONTEXT

Context registered from the mobile application

Caller mobile context joined with the voice callback from Contact Centre

Agent aware of the Context before making callback

Avoids “You left a callback request, how can I help you?”

I see you had issue with Shoe

A, how can I help you proceed?


CALL-BACK

HOW DOES IT WORK?

Immediate Call from contact center to customer

Scheduled Call from contact center to customer

– Option to select time and date

– Based on customer preference and call center wait time

Context of caller delivered with the contact to the agent


CONTEXT DELIVERED TO AGENT

Contact Delivered with Context to the Agent

Application Information

Location Information

Pictures

Authentication


CHANGING THE CHANNEL

Caller calls in from Mobile Phone

Caller identified in voice application for the incoming call

Contact Context established

Caller identified as being on mobile phone

Caller offered other channel to continue interaction

SMS with link to transaction sent to mobile phone

Caller can continue transaction on mobile web application

Welcome back Mary. The expected

wait time for an agent is 27

minutes. Do you want to file a claim using our mobile web application?


ENHANCING THE MOBILE WEB EXPERIENCE:

OFFERING ALTERNATIVE CHANNEL OPTIONS

“If you are calling from a smart phone and would like to navigate from your phone, say yes…..A link has been sent to your smart phone”


TRANSITIONS FROM VOICE TO ALTERNATIVE CHANNELS

Context of caller delivered with the contact to the chat agent

(Customer view)

(Agent View)

“Your estimated wait time is greater than 15 minutes. Would you prefer to chat instead? ……. A link has been sent to your smartphone”


CUSTOMER EXPERIENCE REPORTING


OMNI-CHANNEL EXPERIENCE MEANS…

… seamless channel escalation with full Context preserved, e.g. O/B on another channel during I/B voice in queue

Customer Journey

Identify the problem

Customer initiates call from mobile

phone to support line

Personalized greeting

Authenticate Customer

SMS with URL to HTML5 application

Agent answers or calls back

with full context

Wait time for the best

resource

Launch mobile application

Wait in queue or Call Back immediate or scheduled

Omni-Channel Survey

Automated voice Segmentation Personalized wait treatment SMS -> Mobile Agent Post Call

i

39

How does it Work?

The Architecture


DELIVERING NEW CAPABILITIES

IN A MORE MODULAR WAY

Open APIs Avaya Aura® System

Manager Media and

Video

Avaya Snap Ins

WebRTC Real-Time

Speech

Context

Store

Work

Assignment

Mobile

Video

Reporting

& Analytics

Scopia

iView

Session Manager

CUSTOMERS CONTACT CENTER &

ENTERPRISE

Avaya Aura®

Experience Portal +

Proactive Outreach

Manager

Avaya Aura®

Contact Center

Avaya Aura®

Call Center Elite

Avaya Engagement

Designer

AvayaLive™

Collaboratory


EXPERIENCE PORTAL ARCHITECTURE

Media servers

Live Agent

Campaign and Customer Data

Orchestration Designer Runtime

Application Server

(existing or new)

Orchestration Designer Apps

(VoiceXML/CCXML/SMS/Email/HTML)

HTML5 Redirector

Experience Portal

Manager VoiceXML Interpretation

Call Classification

Telephony

Admin/Configuration

Licensing

Reporting

Database

Email

Server

Experience

Portal

Proactive Outreach Manager

Campaign Management

SMS Gateway

Email

Intelligent Customer Routing

Media servers Experience

Portal Media servers

Experience Portal Architecture

E Mail

Text

Voice

Mobile

PSTN

SMSC


MOBILE ARCHITECTURE

Existing Mobile Web

Applications

Orchestration

Designer

Channels

(Experience Portal)

Context Store

Snap-in

ACD

(Elite, Elite Multi-Channel,

Interaction Center, AACC

Automation Apps:

- Callback Assist

- Proactive Outreach Manager

- Intelligent Customer Routing

Avaya Breeze

- Engagement Designer

- Enterprise Work Assignment

Secure Firewall

Avaya Mobile applications integrate via HTML

5 with either a mobile web app or a hybrid

application

https

Voice

SMS

email

video


SUMMARY & CALL TO ACTION

Customers have choices

Effective Digital strategy supports Proactive engagement throughout

Customer Lifecycle

Grow revenue, cut costs by effective use of channels

– Identify lower cost channels, don’t fall in “Silo Trap”

– Weave them seamlessly in proactive engagement strategy

Growing relevance of Mobile Apps in Customer Journey

– What do you want to do about them?

Talk to us: improve Proactive Engagement!

44

Thank You

Q&A


HTML5 AND/OR NATIVE APPLICATION?

Every Customer needs to download the application

Application needs to be serviced

One code base for all mobile OS’s

When on a call can’t switch to native application with context awareness

optimizing proactive customer engagement › files › atf_2016...mobile platform messaging...

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