the rise of the multichannel consumer
TRANSCRIPT
Putting you in the driving seat
on the journey
to customer engagement
Today’s panellists
Richard FarrellChief Technology Officer
Your Questions matter #Q!
Join the chat room now www.netcall.com/11march
Tony NormanSolution Architects Manager
At the close of every contact
do you ask your customers?
Please use the online poll
Your questions #Q or #tips in the chat
room www.netcall.com/11march
“Have we answered your query today?” (or similar)
Our journey today…
• Customers and their journey experience– Preferred customer channels
– A view of generation web chat and social
– Impact of failed contact and escalated queries
• Helping them reach their destination– Cost of failure
– Benefits of success
– Audience Q&A
• Four improvement routes to help you to – Improve response times and reduce customer effort
– Ensure consistency across traditional and new channels
– Audience Q&A
GENDER AGE REGION
Understanding the customer journeyResearch base of 1,300 conducted in September 2014
Choices customers make,
their impact on your services
What is your preferred method
of contacting an organisation?
When the journey fails…What channel is used to follow up missed query?
If you cannot get resolution with your
preferred method, what are the next
methods you might use to escalate
your query and gain resolution?
Talking to a person is the only way
to get my problem resolved
It is the quickest way to get
my problem resolved
I have a tracking log of written engagement
that I don’t have when I talk to a person
I prefer to write to a person or company
rather than have to talk to a person
Online I have access to other Q&A type
resources which often answer my question
Other
When the journey fails…Why would you choose these methods to escalate your enquiry?
Web chat - a journey for everyoneWhat would make you choose web chat over other methods?
Age
Nothing would make me choose
web chat over other methodsAge
It is easy when you are
already on a website
Social media - a generational journeyWhat would make you choose social media over other methods?
Nothing would make me
choose social media
over other methods
You thought you might get a
faster response this way
You wanted to shame the
company into resolving a
complaint
Customer journey experiences
Implications to consider
95%say resolution not
always achieved after
first contact
42%will ask for the
supervisor as the
next response
8%will post on social
media to express
dissatisfaction
1in10will take their
business
elsewhere
Are we confirming we have met customer expectations?
Results Oct 2014
We don’t measure FCR
Post call survey
We ask the customer
No repeat contacts in CRM
No repeat calls within a given
timeframe
Today’s
poll
result
Questions for the panelists?
Pop #Q in the chat room for Q&A
www.netcall.com/11march
Help them reach their destinationOr improve first contact resolution (FCR)
The customer should define when the query has been resolved
QUERY
STATUS:Open Closed
Customer
makes
first
contact
Customer makes no
subsequent contact regarding
that query
Time
Contact
centre
resolves
query
Broken journeys
What is the impact of repeated or failed contact?
Higher overall
interaction
volumes
Repeated Contact
with Company
Greater
customer
effort
Higher
number of
agents
required
Poor
customer
experience
Higher than
necessary
operational
costs
Reduced
customer
satisfaction
Costs
between 5%
and 15%
Costs 4 to 10
times more to
recruit new
customers
Technolo
gy
Join
ed u
p s
yste
ms
Agent empowerment
Factors that impact the
customer journey
Need for a single
view of customer
information
Inefficiency caused
by internal system
complexity
Rigid regimes where
agents have no discretion
Skilled agents have discretion
to deliver a quality experience
Questions for the panelists?
Pop #Q in the chat room for Q&A
www.netcall.com/11march
Do your agents feel empowered to resolve contact?
Select applicable statement
Our agents:
• Only operate from a defined script
• Have boundaries but have some flexibility
• Have guidelines
• Are empowered to operate within own
discretion
Please use the online poll
Your questions #Q or #tips in the chat
room www.netcall.com/11march
Identify reasons for repeat contact
Integrate key systems
Agent empowerment
Contact avoidance
Four routes to improvement
• Analyse enquiry types and deploy self-service
automation
• Proactive outbound
• Monitor social media streams and sentiment
• Capture feedback …and respond!
Continuous improvement – route 1
Identify reasons for
repeat contact
Integrate key systems
Agent empowerment
Contact avoidance
Te
chnolo
gy
Join
ed u
p s
yste
ms
Agent empowerment
Questions for the panelists?
#Q in the chat room for Q&A
www.netcall.com/11march
How many applications do your agents
have open at any one time?
1 - 3
4 - 7
8 - 10
> 11
Questions for the panelists?
#Q in the chat room for Q&A
www.netcall.com/11march
Advisors need clear vision across every customer journeyWhen you have used more than one method to make contact on a single
topic or issue, which of the following best signifies your experience?
Each time I speak to the company,
they don’t really know who I am
None of the following best
signifies my experience
The company knows who I am and the conversation starts
where I last left off, but only if I use the same method
The company knows who I am and the conversation starts
where I last left off, irrespective of my method of making contact
I have never used more than one method
to make contact
Top tip to offer? Pop #tips in the chat room
www.netcall.com/11march to win!
Audience
Q&A
Average handling time alone is not a good predictor of resolution
Schedule appropriately trained agents to meet demand
Implement an agent focused quality monitoring system
Highlight areas of repeat data entry or system delay
Identify reasons for
repeat contact
Integrate key systems
Agent empowerment
Contact avoidance
Continuous improvement – route 2
Te
chnolo
gy
Join
ed u
p s
yste
ms
Agent empowerment
Skills based routing and omni-channel management
SERVICES
MULTI SKILLING
CHANNEL HANDLING
OMNI-CHANNEL
100% agents handle
all services100% agents omni-channel
50% agents handle all services 50% agents omni-channel
Specialist handling of services Specialist handling of channels
Audit processes between contact centre and back-office
Integrate internal systems to speed-up information access
Include all channels in a universal queue
Improve visibility of internal staff able to help resolve queries
Identify reasons for
repeat contact
Integrate key systems
Agent empowerment
Contact avoidance
Continuous improvement – route 3
Te
chnolo
gy
Join
ed u
p s
yste
ms
Agent empowerment
Top problems customers commonly encounter
when in dialogue/conversation with an advisor?
Increased talk or hold time while
agent deals with multiple systems
They appear to have incorrect or
inconsistent information across their systems
Lack of agent knowledge to be able
to really help you
Kept waiting
Having to repeat information
Improve agent skills and knowledge
Ensure targets motivate ‘once and done’ approach
Train agents to pre-empt probable follow-up interactions
Harness knowledge base technology
Identify reasons for
repeat contact
Integrate key systems
Agent empowerment
Contact avoidance
Continuous improvement – route 4
Te
chnolo
gy
Join
ed u
p s
yste
ms
Agent empowerment
An effective customer journey
- is there a business case?
Customers with positive experiences:
• Are nearly twice as likely to refer friends
• More likely to buy additional products
You make savings:
• Reduce interaction volumes (save 5 to 15%)
• Retain more customers (4 to 10 times more to
recruit new customers)
What would have the highest impact to solve
problems on the customer journey?
Select from:
• Skilling of agents
• Automated integrated workflows
• Agent desktop – single view
• Avoid demand created by others i.e. marketing
• Instant messaging such as Lync® / Jabber®
Please use the online poll
Your questions #Q or #tips in the
chat room www.netcall.com/11march
Top tip to offer? Chat room closing now for submissions #tips
Winning tip will be announced on Twitter
Audience
Q&A
It is a continuous journey
Solutions must:
• Include a balance of technology and
agent empowerment
• Allow you to measure improvement
Each action begins a new
improvement cycle! Technolo
gy
Join
ed u
p s
yste
ms
Agent empowerment
Self-service for telephone and web
Skills based routing
Workforce management
Voice of customer
Unified agent desktop
Automated workflows and processes
Quality management and call recording
Knowledge base
Enabling tactics and technologies
for improving the customer experience
0330 333 6100w w w . n e t c a l l . c o m
Remember to:
• Download the Executive Summary of Research Report
• Visit our blog www.netcall.com/blog
• Download ‘Your four stop route to continuous improvement’
• Join the conversation and follow us on social media
Thank you for joining us!