Genesys Webinar - How to Deliver a Seamless Omnichannel Customer Experience
Transcript of Genesys Webinar - How to Deliver a Seamless Omnichannel Customer Experience
BEST PRACTICE WEBINAR
How to Deliver a Seamless Omnichannel Customer Experience
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Speakers
Lisa Abbott Director, Product Marketing,
Genesys
Janelle Matthews VP Business Consulting,
Genesys
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Vision
Experiences
Requirements
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Best Practice #1: Identify your Target Consumer and What Matters Most to Each of Them
•Consider: • Who are the most profitable
customers? • Factors impacting profitability
• Reservation frequency
• Cost to serve
• Established relationship
• What market need are you looking to address?
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Best Practice #2: Baseline the Current Customer Journey for Each Segment – Identifying the High Points, and the Low Points Along the Way
•Example: Making a Reservation
Perfection
Extraordinary
Excellent
Very Good
Good
Min Standard
Unacceptable
Peak
Peak
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Best Practice #3: Prioritize Where to Focus and Map Out the to-be Customer Journey
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Best Practice #3: Prioritize Where to Focus and Map Out the to-be Customer Journey
For interactions within the journeys, identify relevant customer channels
Perform gap analysis between current state and future state customer journeys
Example
Customer Lifecycle Interactions Volume
Search for Flights
Make a Reservation
Change a Reservation
Cancel a Reservation
50,000
200,000
100,000
60,000
? X
?
Y
N
Example Consider making changes under any of these three conditions:
Condition
1. Current state journey step is below future state journey step
2. Current state journey step is above future state journey step
3. Current state journey step is at unacceptable level to customer
Does current state journey step negatively impact your
brand promises? Business Impact
Customer Experience
Wasted Resources
Customer Experience
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Best Practice #3: Prioritize Where to Focus and Map Out the to-be Customer Journey
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Conversation Manager
Rules
Context
+
Best Practice #1: Use context
Examples • Offer suggested products in real-time • Enable (or disable) contact channels (e.g. Priority service, contact
number) • Special offers / coupons • Schedule changes to web context based on rules
Customer is browsing the company web site
Using the context from marketing activities or smart lists (e.g. Fraud list). We can dynamically change the web site content to personalize the web experience
Online Activity
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Best Practice #1: Use context
Callback is made at the most appropriate time
with full context
Speech IVR
After 12 hours the customer calls in to
check on their order
Online Activity
Conversation Manager
Agent
Callback
Deferred Interaction
X
Due to the low value nature of the call, the customer is offered a callback, making
better use of agent resources
IVR application is aware of the customer order online. It intercepts the call and
provides a status update
Customer has placed an order online for non-critical medication Status Update - Deflection
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Best Practice #1: Use context
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Best Practice #2: Identify the CX and Operational Metrics to Measure Success
•Example:
NPS CSAT
CES
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Best Practice #3: Adjust “The 3Rs” to Operationalize the Experience
1. Adjust training, skilling, and staffing of resources
2. Adjust self-service and assisted-service choices for customer channels by target customer segment
3. Adjust intra-day and historical metrics
4. Adjust interaction routing rules
• Best Practice in Defining Omni-channel Routing Rules
i. Identify
ii. Segment
iii. Objective
iv. Route
v. Fulfill
Let’s take a look
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Best Practices in Defining Omni-channel Routing Rules
Identify • Who is it? • Why are they contacting? What do they need? (Reason/Intent) • What do we need to know about them? (Query Relevant History)
Segment
• What segment are they in? • What is their value? • What have they done recently? • What is their satisfaction?
Objective
• Is there any other conversation going on? • Any products/services to offer? • Any activities to be completed? • Any status to provide?
Route
• What is the best resource to handle this request? Not all inquiries are destined for “Live” agent-assisted support
• Are delivery times reasonable? • What resource options are available?
Fulfill
• Have we delivered what the customer asked for (e.g., Resolved)? • Opportunity to cross-sell/up-sell? • Do we need to transfer? • Would they like to take a survey? (e.g., Customer Satisfaction)
If transfer – repeat (data
attached)
Att
ach
ing
Dat
a iii
i
ii
iv
v
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Customer Intent Routing
• Speech • Customer Identification • Data (IVR, Infomart, CRM, History) • Intention Diagnosis –Explicit customer needs – Implied business needs
• Intention Proficiency Performance –Optimal (Business) –Suitable (Customer) –Acceptable (Business)
e.g., Low NPS results
Intention Identified
Intention Target Optimal, Suitable or Acceptable
Resource - Agent
• Max. Wait Time: Per intention, 99% of calls in a defined period of time • Intention Target: Route customer intent to target resource (not group/queue) • Resource: High performance FCR and NPS per intention (optimal and Suitable)
• WFM planning on minimum service standards
• Done away with overflow (queue-expand-wait, repeat)
• Done away with intra-day skill changes
IVR
Customer
Routing and Orchestration
Virtual Callback
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Best Practices in Creating Memorable Omni-channel Experiences
ID your target consumer and what matters most
Baseline the current journey
Prioritize where to focus and map out the to-be journey
Use context
Identify the CX and operational metrics to measure success
Adjust the “3Rs” to operationalize the experience
Design Deliver
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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• Certified in Global Customer Experience Management
• 12-25 years of experience in customer experience management in sales and service operations
• Industry expertise – Financial Services, Retail, Healthcare, Government, Telco, Insurance
Need Help with your Roadmap to Creating a Memorable Omni-Channel Experience?
BUSINESS CONSULTING
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Ask the Experts
For more information, please visit
www.genesys.com
Lisa Abbott Janelle Matthews
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Upcoming Webinars
Critical Requirements for Building a Future-Ready Contact Center Wednesday, October 29
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•Analyst Webinar Featuring Jason Andersson from IDC
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