Empowering intelligent customer operations through Lean Digital
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Transcript of Empowering intelligent customer operations through Lean Digital
Overviewwww.genpact.com/home/solutions/multi-channel-customer-service
MULTI - CHANNEL CUSTOMER EXPERIENCE REIMAGINED THROUGH A LEAN DIGITAL APPROACH: INTELLIGENT CUSTOMER OPERATIONS
PROVIDEVISIBILITY
STEER
EFFECTIVENESS
EXECUTEACTIONS
2© 2015 Copyright Genpact. All Rights Reserved.
Executive summary
INTELLIGENT MULTI-CHANNEL CUSTOMER SERVICESCUT COSTS AND BOOST CUSTOMER LOYALTY
Industry challenges
Customers demand superior and consistent engagements across channels Untenable cost structures: escalating IT costs, poor sales productivity Increasing volumes of structured and unstructured data
Genpact solution
Genpact’s Lean DigitalSM approach re-architects across front, middle and back office through digital technologies, design thinking and lean principles Proprietary SEPSM framework: granular view of processes and key process drivers Data-to-insights-to-actionSM: industry KPIs, pre-built data marts, channel
optimization, predictive analytics and social media reporting enable smarter interactions
Digital integration and omni-channel support through machine learning, natural language processing, cognitive computing, robotics
Potential impact
5-10% reduction in cost year-on-year, 3-5% better customer satisfaction per year 6-8% better cross/up sell
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CONNECTED, EMPOWERED CUSTOMER = HARDER TO SERVE
Challenges
Increasing customer expectations
Connected and informed customers are empowered by digital technologies such as mobile, web, and social media with expectations of superior and consistent engagements
Customer interactions are increasing in volume and importance. Companies must understand their needs and engage by sharing relevant information across their preferred channels
Ever-changing regulations Increasing volumes of complex structured and unstructured data Escalating IT costs: fragmented systems for multiple channels Insufficient cross-functional collaboration due to data/process silos
High cost-to-serve from increasingly complex operations: multiple products, geographically dispersed teams, multiple CRM and legacy systems
Balancing cost and customer experience
Increasing complexity and risk
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ENABLING SEAMLESS MULTI-CHANNEL SERVICES
Solution overview
A LEAN DIGITALSM APPROACH TO DATA TO INSIGHT TO ACTIONSM
Customer experience management Create customer personas Map customer experience to
relevant touch points Identify customer loyalty
drivers and key pain points Insights drive targeted
actions
Smart customer interaction services Multi-channel optimization Reduce volume from high-cost
to low-cost channels Provide first contact resolution,
upsell, cross-sell analytics Churn analytics
Process re-design and continuous improvement Smart Enterprise
ProcessesSM map key performance drivers to business outcomes
Metrics benchmarking and continuous baselining
Digital enablement Create seamless customer
experience across channels Drive efficiencies through
interactive self-service channels, such as integrated voice
response, web, community servicing Enable omni-channel interactions through
e.g. machine learning, natural language processing and robotics
A full-service contact center
practice focused on the customer
experience with advanced analytics
and operational excellence
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MULTI-CHANNEL CUSTOMER CONTACT WITH ANALYTICS-BASED DECISION SUPPORT
Solutions ► Smart customer interaction services
Multi-channel customer contact
with analytics-based decision support
Customer Experience
Process Streamlining
Cost
EfficiencyIn
crea
sing
Rev
enue
Multi-channel optimization IVR performance management
framework Web breakage elimination Chat, email and channel
migrations
Cross/up-sell analytics Identification of existing
eligible customer base Product priority by segment Lead prioritization and channel
selection KPI baselining and agent
evaluations Track customer behavior by segment
Customer survey analytics Integrated customer
satisfaction and quality assurance analysis
Customer effort index and affinity score
FCR / repeat call analysis and call elimination First call resolution (FCR) Hypothesis formulation and
solution design Design and develop call
index measure Shift interaction volume to
low-cost channels
Interactive visualization Drilldown to transactional Mobile dashboards Collections of charts and maps
Pre-built marts and templates with a BI interface
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CUSTOMER EXPERIENCE MANAGEMENTSolutions ► Customer experience management
MAPPING CUSTOMER EXPERIENCE ACROSS TOUCH-POINTSIdentify touch-
pointsPrimary data
inputsData
integrationKPI
dashboardsActions and
response
Key action areas Identify customer loyalty
drivers and pain points by mapping touch points by channels
Measure / analyze touch point satisfaction
Identify cross-sell propensity by customer segment
Identify improvement opportunities at product design and self-service levels
Social media dataContact center data
Net Promoter Score, voice of customer data
Ad/brand research survey data
Best practices Standardized cross-market
best practices and procedures Set up command center to
drive end-to-end governance, visibility, and standardization
Sharing of operations across geographies
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Solutions ► Digital enablement
ENABLING SEAMLESS OMNI-CHANNEL EXPERIENCEPUTTING DIGITAL TO WORK
Social Community E-mail Chat SMS Video Mobile PortalVoice IVR
Multi-channel contact infrastructure
Agent enablement
Smart desk Knowledge base Call recording Workforce management
Analytics and Insights
Integrated data management
Speech and text analytics
Real-time next-best action BI/reporting Social media real-time
monitor
Core systems CRM Master data
Core systems - process and products Customer data
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Solutions ► Process re-design
SMART ENTERPRISE PROCESS FRAMEWORKLEAN DIGITAL APPROACH PUTS DIGITAL AND ANALYTICS TO WORK
Level 1 SEPSM
Level 2Sub-
processes
Level 3 Activities
ActivationCustomer Account Servicing
Reorder, Cross-sell, Up-
sell
Retention and Account Closure
Customer Account Setup
Capacity Planning and Process Mgmt.
Keyperformance
measures
1. Customer Retention 2. Cost to Serve3. Revenue from Cross-sell/Up-sell
Keyperformance
drivers
•Planned vs. actual channel penetration
•Agent occupancy %
•Service level % •Abandon rate
• Hold time• FCR• Call quality
scores• Call quality
scores on agent informing customers on T&C, product and service features
• Transfer rate• Average
contacts required for resolution
• Cycle time for resolution
• % of queries available on the web
• Authentication reject rate
• Website resolve rate
• IVR abandon rate
• ASA to IVR• IVR
authentication reject rate
• IVR resolve rate
•Lead generation rate •% of closure requests retained
•Cost to retain•% of accounts closed within TAT
•C-Sat scores •Cost per transaction per channel
•Cost per active customer
•Number of customer complaints
•C-Sat scores•Number of customer complaints
•Channel resolution rate
•Cycle time from approval receipt to account setup
• '% of applications approved, declined, and referred
Authenticate and service requests on
IVR
Resolve customer
queries with respective
departments
Service requests through the
website
Receive calls, confirm the
request type, and service/
resolve
Record complaints and
initiate resolution
Manage feedback
Service requests through e-mail
• Complaints resolved within TAT per channel
• Top 5 reasons for customer complaints vs. industry trend
• Variance (CQ/external C-Sat)
• Actual sample size achieved per channel per month
• % of route backs
• Accuracy• E-mail
turnaround time (TAT)
Example
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Case study ► Intelligent OperationsSM
Gather feedback
STEER
EFFECTIVENESS
Correct strategy and targets
PROVIDEVISIBILITY
Consolidate, report
Analyze
EXECU
TEA
CTIO
NSMeasure
Operate
Implement
SIMPLIFIED
ILLUSTRATIVE
Run data-to-insight: • Global CRM• Analytics CoE for
consumer experience, social media, brand/ad research
2
Improve execution practices• Command center to control
consumer hubs• Social engagement
playbook• Process and IVR
improvements
3
• Identify target outcome: customer engagement, brand love, revenue growth
• Identify metrics: customer satisfaction score, turn around time, call volume
1
4
Continuous learning• Improve product portfolio• Brand, channel strategy, marketing
and promotional effectiveness• New research, data sources,
analytics model, and SOPs
4
INTELLIGENT OPERATIONS DRIVEN BY ANALYTICSDRIVE CUSTOMER ENGAGEMENT TO IMPROVE SATISFACTION
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We reimagine your business
by extending digital’s power
all the way through middle and back office
where it can generate
growth, cost efficiency and business agility.
We architect the Lean Digital SM enterprisec