put the ‘r’ back in crm with a customer experience platform

Put the ‘R’ Back in CRM With a Customer Experience Platform

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Agenda

• How Managing Customer Relationships is Changing- How do we get the ‘R’ back? Where did it go?

• Evolution of the Contact Center- Big changes are HERE

• CRM – the System of Record- Necessary – but insufficient

• Customer Relationships Require a System of Engagement- Why is this important?

•What Success Looks Like- Building structures that optimize engagement and performance

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Pressures On the Traditional Contact Center

Limited Options and Call Centers Flourish

Add “Company Brochure” Websites and E-‐Mail Support and

Siloed Customer Touchpoints Makes CX Problematic

Multiple Channels Availablewith No Integration

1990’s

2010’s

2000’s

Call Center AugmentsBranch/Store

TODAY Aspire to Managed Journeys ?

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Problems With Current Structures

Big changes are here and more are coming

§ Mobility§ Multiple channels§ Generational changes in demand Complexity

New contact channels

Higher customer

expectations

Legacy transaction

tools

Peer-‐to-‐peer self-‐service

info

Revenue generation targets

Performance targets

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CRM System Growth

• 83% of organizations using CRM systems –CSO Insights, 2014• CRM strengths- Managing data about customers, history- Primarily serving salespeople and marketers

• Only 13% of CRM value derived from customer communication- 42% for opportunity management, 35% for sales forecasting–ZS Associates, 2015 CRM Survey, July 2015

• 47% of total CRM software revenue in 2014 from SaaS –Forbes, Gartner, May 2015

• CRM a silo in the contact center


Problems With Current Structures

Data about

customers

Channels for

communicatingACTION PLANS

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CRM: Necessary But Not Sufficient


Defining “Engagement”

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What Makes Up a System of Engagement?

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Contact Center

Sales

Engaging Customers Across All Interactions and Touchpoints

Voice IVR

Website

Mobile App

Store/Branch

Back Office

Marketing

Social

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The Personalization Imperative

•Modern Contact Centers -‐ not just support, but sales, marketing- Marketing campaign response- Cross-‐sells, Upsells • Social intercession

• Improved Customer Experience- Reduced handoffs, need to repeat info•More relevant information delivered- Improved staff efficiency• Customers gain affinity over time

• Analytics on customer interactions with the Brand


What Success Looks Like

§ A contact center that is aligned with the revenue and outcome goals of the rest of the organization, with silos broken down.

§ It collects better metrics that reflect the value of interactions (and customers), rather than just processing sheer numbers of them.

§ Customer engagement platform that encompasses more than “calls” to include subtler interactions that cross channels and don’t always end when the phone call ends.

§ Urgent integration between the data and the engagement platform because having data is just a starting point.

§ Engagement platforms encourage users to control the customer interaction environment, instead of passively describing it.

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Challenges• Improve customer service• Gain visibility into customer interactions and ROI• Comply with government customer service regulations

SolutionAlMajdouie Motors consolidates customer interfaces for auto showrooms and parts onto Genesys Business Edition contact centerResults• Improve customer relations and contact through voice calls

• Extended customer interaction to digital platforms such as social media

• Introduced new services like single call service bookings

• Grouped all customer interactions onto a single platform

AlmajdouieIndustry Automotive ServicesRegion EMEA

Saudi Group Improves Customer Satisfaction and Compliance

“If people complain about our service, then we could face a fine. Our Genesys Business Edition platform helps us avoid that –which is a huge benefit. Once the purchase decision had been made, the first inbound-‐calling phase was operational in just one month. We started seeing the value very quickly”

Gaspur SarajiProject Officer, Corporate Strategy Unit

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“Genesys and Microsoft share a joint vision to connect users in more personal ways. We believe Genesys is a leader in the contact center space and together we will transform the way customers engage, both inside and outside the business using chat, voice and video.”

Zig SerafinCorporate Vice President, Microsoft

Challenges• Displaced technology had terrible reporting and analytics capabilities. Any changes to the IVR caused multiple problems.

• Business Intelligence and analytics were important components of the on-‐demand solution.

Solution• One of the world’s largest contact center systems that will extend the Skype for Business PBX, conferencing and messaging system already used daily by approximately 100,000 Microsoft employees globally.

• Genesys now collaborating with Microsoft on a global cloud solution to bring next generation customer experiences to customersResults

• Integration of Skype for Business with the Genesys Customer Experience Platform enables customers and companies to seamlessly engage through video, voice and instant messaging.

• Customer centricity with personalized one-‐to-‐one engagement is now a practical reality across the entire organization. Customers connected with the best subject matter expert in any department and location.

• Genesys and Skype for Business customers can now deliver orchestrated customer engagement to each and every customer interaction and journey.

Microsoft CorporationIndustry Technology SectorRegion North America

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“With a cloud contact center model from Genesys, we’ve been able to reduce maintenance expense, while meeting our global disaster recovery and business continuity requirements.”

Lee Congdon, CIO, Red Hat

Red HatIndustry SoftwareRegion Global

Challenges• Create true business continuity and high availability. • Connect regional contact center silos.• Support rapid growth.SolutionGenesys Customer Experience Platform established a global voice queue for inbound calls providing a “follow the sun” solution to serve customers across all global regions throughout the day (including centralized routing, reporting, WFM and IVR.) This lays the foundation for future phases which will drive additional operational visibility and functionality such as a universal queue of customer interactions across all touch points and channels.Results• Unmatched redundancy for business continuity.• Handle more volume with existing staff.• Ability to take calls in minutes (instead of days) in case of an outage.• Improved customer service by routing customers to qualified agents the first time.

Global Voice Queue Supporting a Unified, Virtual Team

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Award Winning Genesys Customer Experience Platform

•2015 Leader in Contact Center Infrastructure MQ•2014 Challenger in Workforce Optimization MQ•2014 IVRMarketscope–Strong Positive–Best Score

•2014 Mobile Customer Engagement Company of the Year•2013 Contact Center Company of the Year•2013 NA Top 3 Cloud Contact Center Provider

• 2015 Market Leader, CC & Software Infrastructure

• 2015 Market Leader, Multichannel Cloud Contact Center

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Focus and Success in Multiple Industries

• Banking• Retail • Insurance• Healthcare• Telecom• Government• Utilities• Travel and

Hospitality

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What to Think About

• Agree on ideal customer interaction scenarios

• Understand that systems of record and systems of engagement are complementary- CRM alone is not sufficient as a tool for

engaging with speedy, multichannel customers

• Make plans to build out systems of record and engagement- Include technologies that can work together

to support your planned customer journeys

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More Information

• Ovum Whitepaper: “Put the ‘R’ Back in CRM with a Customer Experience Platform”• Ovum Decision Matrix: “Selecting a Multichannel Cloud Contact Center Solution, 2015–16”