workforce optimization best practices to unleash multi-channel operational excellence

Workforce Optimization Best Practices to Unleash Multi-Channel Operational Excellence

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.2

Today’s Presenters

Stefan CaptijnDirector, Product MarketingGenesys@stefancaptijn

Sean MurphyProduct Marketing LeadSpeech AnalyticsGenesys

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.3 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.3

Agenda

• Introduction

• Drivers for Increased TCO & Reduced Efficiency

• 3 Steps towards Operational Excellence

• Continuous Workforce Optimization

• Identifying & Quantifying for ROI

• Q+A


End-to-End Customer Journeys – The CX that Matters

Branch ContactCenterMobile AppWebsite Back Office

Purchase Journey

Onboarding Journey

Account Change Journey

Renewal and Repurchase Journey

Problem Resolution Journey

Companies focused on the end-to-end journey perform better

Customer Satisfaction

20%

Revenue Growth

10 to 15%

Lower Costto Serve

15 to 20%

Purchase Journey

Onboarding Journey

Account Change Journey

Renewal and Repurchase Journey

Problem Resolution Journey

Branch ContactCenterMobile AppWebsite Back Office


CX Bottlenecks Across End-to-End Journey

Sales Support Back Office Billing

Bottlenecks • Many calls & emails• Transfers• Repeat of Info• Difficult Contract

Process • Contract stalled

in back office

• Many handoffs• Many emails,

calls and chat

• Handoff Calls and email to set appointment

• Changed appts• Wrong info at

handoff –context lost

• Billing issues• Usage

information unexpected

• Phone and email to correct challenging

Onboarding Journey

Journey

LoyaltyErosion

85%

85%72%

61%52%

100%

85%85% 85%

First BillProvisionWelcomeSign Up


Turning Analytics in to Action


The same KPI’s but multiplied Complexity

First Contact Resolution

How to measure FCR across channels?

Why does an interaction end up in the contact

center anyway?

Is there a trend across products, customer

segments etc?

Average Handle Time

Problem with a specific part of the interaction ?

Perhaps IT System design / performance is an issue?

How long does it take for new hires to perform on

the desired level?




74% of Consumers use at least 3 channels

25%of consumers use

1 or 2 channels

52%of consumers use

3 or 4 channels

22%of consumers use

5 or more channels

3 channels 4 channels 5 or more channels1 channel 2 channels

Source: Ovum


The Multi Channel Challenge

2008 2020

Touch Point and Channel Explosion

Cu

sto

mer

Sat

isfa

ctio

n/E

xper

ien

ce

TransformationOpportunity

2014


Are you ready for the High Velocity Customer?


Channel & Mobile Explosion

Single device provides access to all channels

Switching from one channel to the other has never been easier

‘Time to Complain’ on social channels decreased dramatically


Front & Back Office Integration

Front Office Back Office

CRM Cases

Customer Journey

Managed Unmanaged

Forecast ‘Deferred Work Items’ & Schedule Employees

Proactively route Work Items

Measure & Analyze Performance

Assess & Update Employee Skills

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=GQrLmgeOGgjOFM&tbnid=RqcciKPAS8uzJM:&ved=0CAgQjRwwAA&url=http://huntingtonoutdoor.com/?page_id=1869&ei=NjhFUrvzLaSGjAL1n4HIBg&psig=AFQjCNGIsRSiG5TOo-AarMsOfprbZ_UBUw&ust=1380354486791736

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=GQrLmgeOGgjOFM&tbnid=RqcciKPAS8uzJM:&ved=0CAgQjRwwAA&url=http://huntingtonoutdoor.com/?page_id=1869&ei=NjhFUrvzLaSGjAL1n4HIBg&psig=AFQjCNGIsRSiG5TOo-AarMsOfprbZ_UBUw&ust=1380354486791736

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=t_lcVkH1WtvxgM&tbnid=nlEsrQF1so0ABM:&ved=0CAgQjRwwAA&url=http://www.flickr.com/photos/joshjoseph/2316703779/&ei=wAFJUo6sG-m9yAHUl4DIDQ&psig=AFQjCNHKy_DZW1y9uh4IbtGz0SJL7qChTQ&ust=1380602688487483

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=t_lcVkH1WtvxgM&tbnid=nlEsrQF1so0ABM:&ved=0CAgQjRwwAA&url=http://www.flickr.com/photos/joshjoseph/2316703779/&ei=wAFJUo6sG-m9yAHUl4DIDQ&psig=AFQjCNHKy_DZW1y9uh4IbtGz0SJL7qChTQ&ust=1380602688487483


“The explosion of Customer Service Touch Points has

greatly impacted Operational Efficiency”


Operational Islands

Call flows

IntradayDigitalChannels Planning



Impact to the Operations Team


• Multiple systems to administer

• Inconsistent planning across channels & tasks

• Cannot effectively blend channels

• No single view of employee availability & adherence across channels

• Manual queue / skill changes

• Performance data in multiple (silo) systems

• Random sampling for QM is not reliable


Poll question

•What do you believe is the biggest roadblock in your organization that prevents you from increasing operational efficiency?

• Single point solutions for each channel

• Integration of channels into CRM/Desktop

• Limited integration of Workforce Management Solution with Contact Center Infrastructure

• Manual work for data analysis and Quality Management


3 Steps towards Operational Excellence


1

2

3

Integration of Interaction Routing

and Workforce Planning

Single Platform for all

Interactions & Work Items

Automation of the

Quality Assurance Process


Single

Platform

#1: Single Platform reduces manual effort

• All channels in one (UQ)

• Single user & skill administration

• Blending of Interactions

• Business Rules drive routing

• One source for Statistics & Reports

• SIP Integration eliminates PBX

• Integrated recording capabilities

• ‘Direct Audio Acquisition’ delivers high-fidelity dual-channel audio for Speech Analytics

Benefits of Contact Center Suite


#2: Integration of Routing and Planning

Front Office

Back Office

“Changes to the schedule drive routing decisions and put the operations team firmly in control.”


Total Cost of Ownership

Source: Jim Davies - Gartner

•“The era of buying stand-alone, best-of-breed, agent-centric technologies for core WFO functions (such as call recording and agent scheduling) is gradually coming to an end.”

•“The benefits of a WFO suite approach range from having a single-vendor contract and a lower TCO to removing integration problems, and the incorporation of cross-functional workflow is driving adoption.”

Automating the Quality Assurance Process with Interaction AnalyticsSean Murphy


The Contact Center Decision-Makers' Guide

•6th edition of Definitive Guide to Contact Center Operations by ContactBabel.

•Taking a random sample of the industry, a detailed structured questionnaire was asked to 205 contact center Managers and Directors between January and February 2013.

2013 Contact Center Decision-Makers’ Guide


Source: The Contact Center Decision-Makers’ Guide 2013

Effectiveness of Recording Solution For:

Understanding Why Customers Call

11% 15%

34%

65%

30%

10%18%

10%7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Interaction Analytics Not Used Interaction Analytics Used

Very ineffective

Ineffective

Neutral

Effective

Very effective


Effectiveness of Recording Solution For:

14%29%

55%

62%

14%

5%14%5%

2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Interaction Analytics Not Used Interaction Analytics Used

Very ineffective

Ineffective

Neutral

Effective

Very effective

Identifying Agent Training Needs

Source: The Contact Center Decision-Makers’ Guide 2013


Limited Visibility with Traditional Quality Mgmt.


Random Sampling • Manual, labor intensive

• Only feasible to review 2% or less of randomly selected calls

• Separate silos for other channels---reviewed separately/in isolation

CallRecordings


Interaction Analytics Driven Quality Management

• Specific Agent Skills

• Build Rapport

• Contact Reason/Type

• Product Issue

• Billing Issue

• Etc…..

Topic Mapped Phrases

• How are you today?

• What’s the weather like there?

• I understand your frustration

Build Rapport

Product Issue• I have a problem with product “x”

• “x” function isn’t working

• How can I do “x” with the product?

Billing Issue• I have a question about my bill

• Why am I being charged for….

• You’re overcharging me


Are you ready for the High Velocity Customer?


Automation & Visibility through Analytics

Automatically Evaluate All Conversations Across All Channels

Precisely Measure Performance

Accelerate KPI Improvements

Repurpose freed-up capacity in the Operations Team



Auto-TriggeredWorkflows

Conversations


Analytics-driven Workforce Optimization

Conversation Processing

PhraseRecognition

“Connect me to your Supervisor”

WorkforceOptimization

Knowledge Assessments

Statistical Analysis

CustomerFeedback

CallRecordings

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.27© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.

Operational Excellence through Integration

WorkDistribution


Multi Channel Support

CentralizedAdministration

Cross Application Workflows

Schedule based Routing

Real Time Adherence


Continuous Workforce Optimization

Front Office

Back Office


WorkDistribution


Return on Investment for WFO

Eliminate Manual Tasks

Increased Occupancy

Customer Experience Differentiation

Building the Business Case

Reduced Integration Effort



Customer ProfileUK leading telecommunications Brand

32 Contact Centres and up to 10.000 Agents33 Resource planners for Forecasting & Scheduling

ChallengeComplex shift patterns and individual contracts to manage. Training and

investment scheduling done manually and take too much time.

SolutionAutomated scheduling of staff, coaching sessions and team meetings.

More time for managers to support front line staff

ResultsReduced average handle time by 10%.

Automated training management down from 3 week effort to 25 minutes. Time to schedule e-learning session from 7+hours down to 1 hour a day.


British Telecom


Summary

Operational Excellence• Managing more Touch Points comes with a burden

• Operations team struggles to ‘keep up’

• Separated systems are a roadblock for operational excellence

•Continuous Workforce Optimization• Single solution to manage all Touch Points

• Automation reduces number of manual tasks

• Enables cross-application workflows and unique capabilities


For More Information


• Visit our Booth in the Exhibit Hall for a chance to win a $20 Amazon gift card!

• Visit us at Genesys.com


Questions & Answers



Additional Questions?

Stefan Captijn

[email protected]

Sean Murphy

[email protected]

thankyou

workforce optimization best practices to unleash multi-channel operational excellence

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