personalization is an imperative today · learning creating new innovation uber-ization of society,...

© 2017, Genesys Telecommunications Laboratories, Inc. All rights reserved.1

PERSONALIZATIONIS AN IMPERATIVE TODAYSTEFAN KAUCK GENESYS, SR. PRINCIPAL BUSINESS CONSULTANT

2

A DAY IN MY LIFE

ONE, PERSONALIZED Conversation

• WhatsApp • Facebook Messenger • Facebook • SMS • E-Mail • Mobile • Landline • Photo & video • Meet in person

PC / Tablet / Smartphone / Telephone

Digital Immigrant

Digital Native

3

Security, fraud and

authentication once again

become hip to talk aboutArtificial

intelligence will be on the move: the singularity

Video and augmented reality are a

normal part of CX

We will have 35 billion IOT

equipped devices

Cognitive computing: Big

Data and machine

learning creating new innovation

Uber-ization of society, down to

the agent

Consumers own, manage and

monetize their data: ‘Block

Chain’

99% of all conversations

start online

Multimodal CX is the norm, seamless

between self and assisted service

Hyper personalization and advanced

biometrics-based

authenticationNew speech-based device paradigms: wearable,

proximity, and sensors

Messaging based channels

will overtake voice volume-

wise

CX will be delivered mostly from the Cloud

DATA is the new currency, CX the new differentiator

2020

NEXT-GENERATION TRENDS

4

Security, fraud and

authentication once again

become hip to talk aboutArtificial

intelligence will be on the move: the singularity

Video and augmented reality are a

normal part of CX

We will have 35 billion IOT

equipped devices

Cognitive computing: Big

Data and machine

learning creating new innovation

Uber-ization of society, down to

the agent

Consumers own, manage and

monetize their data: ‘Block

Chain’

99% of all conversations

start online

Multimodal CX is the norm, seamless

between self and assisted service

Hyper personalization and advanced

biometrics-based

authenticationNew speech-based device paradigms: wearable,

proximity, and sensors

Messaging based channels

will overtake voice volume-

wise

CX will be delivered mostly from the Cloud

DATA is the new currency, CX the new differentiator

2020

NEXT-GENERATION TRENDS

5

TRADITIONAL BUSINESS MODELS ARE CHALLENGED

Profitability DigitalizationDisruption

?

6

◉ Customer Journeys involve multiple channels

◉ Inside-out channel design, separation of channels

◉ Inconsistent and impersonal experiences

◉ No predictability of outcomes ◉ High effort required to manage CX

“I CAN’T SEE MY CUSTOMERS THROUGH MY CHANNELS”

Merijn te Booij, 1999

INCREASING CUSTOMER TOUCHPOINTS

7

TODAY‘S REALITY!

Customer

Mail

Website

Mobile App

Phone

Self Service

Messaging

Chat

Video Chat

Social Media

Company

Call Center

Experts

Back Office

Branch

Relationship Manager

BranchRepresentative

Self ServiceMarketing

8

THE DEMANDING CUSTOMER

Shop around the world Search and find info aboutcompanies, products, services

Share their experience withhundreds & thousands

Make or Break brands overnight

Become impatient and disloyal easily

9

DISRUPTION, EXAMPLE: BANKING

Banks have a simplistic understanding of their customers and a vast, complex product set

Disrupters are turning this situation on its

head, developing a more complete understanding of their customers

and dramatically simplifying their

product set, thus delivering a

s ign i f icant ly enhanced CX

11

THE IMPORTANCE OF PERSONALIZED RELATIONSHIPS

12

SEGMENTATION CANNOT BUILD PERSONAL RELATIONSHIPS!

13

SEGMENTATION ≠ PERSONALIZATION

14

THE TRUE VALUE OF PERSONALIZATION

Increase Sales Improve CSat/NPS Cost Reduction

◉ Eliminate Silos ● AHT (↓) ● FCR (↑)

◉ AI, VR, Robots, Machine Learning

◉ Self Service ● Low value services ● Faster for customer ● Status information

◉ Proactive Notification

◉ Individualized approach (i.e. personal advisor)

◉ Improved Conversion Rate ● Proactive Engagement ● Lead Management ● Cross-channel awareness

of sales opportunities and Marketing campaigns(Inbound, outbond, digital, physical)

● Co-Browsing / Document Sharing

◉ Personalized treatment vs. anonymized

◉ Proactiveness instead of reacting only

◉ Managing Conversations and Customer Journey

◉ Using Churn Risk indicators as triggers

15 Experience Delivery

HOW TO PERSONALIZE

Strategy

Data

Predictive Modeling

BusinessRules

Who

Interactions

Transactions

Portfolio

Demographics

Social Media Data

Campaigns/ Campaign Response

Preferences

Behavior

Voice of the Customer

Churn Risk

Real Time Monitoring

Data

Post Experience

Data

Cost Reduction

Reduce Churn

Staff Reduction

Increase Sales

Improve CSat/NPS

Innovation Leadership

Predict Outcome & Optimize

Provide Insights: Omnichannel Data& Journey Context

Leverage Machine Learning

Value

16

PERSONALIZATION APPLIED

Reduction:Cost/Resources,

Churn

Increase: CSat/NPS, Revenue

(Cross-/Upselling)


Strategy

Prospect/Starter/ Basic/VIP/

SMB/Enterprise/ Transactor/Revolver

Social-demographic and regional factors

Attributs:Value/potential,

Churn risc, Open collections

Who

Day of month

Time of day

Day of week /working day

/weekend/bank holiday

When

Home/ Work

ATM/POS/ Branch

On travel,abroad

Where

Telefony: Landline/Mobile

Digitale Channels: Email/SMS/Online/

Chat/App/Social

Letter/Fax/Application

Which Channel

Open query/order/

claim/complaint

History: Transactions/Inter-actions/Activities/

Customer Effort

Contacted by company, campaign

Why

Experience Deliver

Predictive Routing/Announcement,

Proactive Engagement

Self Service/ Assisted Service

Agent-Group/ Personal Advisor/

SpecialistCallback SLA/Prioritization Proactive

Notification

17



Churn


(Cross-/Upselling)


Strategy






Who

Day of month

Time of day



When

Home/ Work

ATM/POS/ Branch

On travel,abroad

Where


Digitale Channels: Email/SMS/Online/ Chat/App/Social


Which Channel

Open query/order/

claim/complaint


Customer Effort


Why

Experience Deliver






Notification

Example: Customer calls each end of the month to check receipt of salary ➢ Identification of pattern & prediction of actual call

reason ➢ Automated read-out of account status ➢ Offer to be informed proactively in future

18



Churn


(Cross-/Upselling)


Strategy






Who

Day of month

Time of day



When

Home/ Work

ATM/POS/ Branch

On travel,abroad

Where




Which Channel

Open query/order/

claim/complaint


Customer Effort


Why

Experience Deliver






Notification

Example: Interaction history shows open complaint. CRM triggers churn risk for calling customer. ➢ Predictive announcement to verify actual call reason ➢ Routing with high priority directly to complaint handling

agent

19



Churn


(Cross-/Upselling)


Strategy






Who

Day of month

Time of day



When

Home/ Work

ATM/POS/ Branch

On travel,abroad

Where




Which Channel

Open query/order/

claim/complaint


Customer Effort


Why

Experience Deliver






Notification

Example: Customer browses company‘s web page for product information and puts an item on the shopping card. After a while he abandons without purchasing. ➢ Business rule triggers to proactively engage with

customer and ask if he needs help ➢ Can be in the same session, a later one or on another

channel

20

PERSONALIZATION & OMNICHANNEL INTEGRATION

Multimodal Interaction Channels (integrated / no silos)

Inbound Outbound Callback SMS Chat Video Co-Browsing Social Email Fax Letter/Task Self-Service Push

Frontoffice, Backoffice, Branch Self-Services Robotics

Frontoffice Backoffice Branch / Experts StatusInfo

Callback Scheduling

IVR Web/App Self-Service

Visual IVR

Announce-ment

Chat & Email Automation

Seamless Customer Experience & 360° View on Customer

Customer Touchpoints

Mobile Web KioskPhone Branch B2B-Service IoT

Universal Routing-, Reporting and Rules-Engine

Journey & HistoryConfiguration Skillbased & Intelligent Routing

PrioritizationContext Workforce Management

21

OPTICHANNEL EXPERIENCE

‘Optichannel’ - The channel that’s optimum for each point in the customer journey This engagement strategy uses the most optimal, most appropriate customer engagement channel based on the situation. • It finds the best channel by

leveraging contextual analytics, such as previous customer transactions, prior online activity and other data to steer the consumer to the most suitable one.

• So it's not being everywhere at once with the same exact message. It's optimizing those channels to determine where and when you have to be – right channel, right time, right message.

OPTIchannel

Omnichannel

Frictionless Customer Experience across all touch points

Predict the next step for the customer and personalize the offerPredictive

Analytics

Personalization

Customer needs / preferences / treatments

22

SUMMARY

◉ xxx

Picture by: Martina Podszun

PERSONALIZATION: SUMMARY

• Tailor to Business& Customer Needs

And: Start to Walk before you learn to run!

• Utilize Context

• Omnichannel Orchestration

23

Paldies!

personalization is an imperative today · learning creating new innovation uber-ization of society,...

Documents