How Conversions Impact Your Contact Center and Members · RESEARCH VP, GARTNER We are undoubtedly...
Transcript of How Conversions Impact Your Contact Center and Members · RESEARCH VP, GARTNER We are undoubtedly...
How Conversions Impact Your Contact Center and Members
June 5, 2019
• The impact of conversions on your contact center and members
• Do’s and don’ts for conversion preparedness based on firsthand experiences
• Proven strategies to avoid pitfalls and ensure a world-class member experience
Today’s Presentation Will Cover:
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Janet StheleSales Engineer,Contact Center Solutions
Presenters
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Ron HasbrookeBusiness Development Executive, Contact Center Solutions
Terri PanhansVice President,Contact Center Solutions
Steve NikitasSenior Strategy Director,Marketing Solutions
The Current “Member Expectation” Landscape
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● Member expectations are at an all-time high
● Growing desire from members for omnichannel engagement
● Growing investments in newdigital technologies to retainexisting members and increase institutional share of wallet
● Upgrades to the user experience happen continuously
“I expect a seamless
experience across all channels.”
Why New Expectations? Because Members Are In Charge
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C O N V E N I E N C EA N D S P E E D
P E R S O N A L I Z E D AT T E N T I O N
I M M E D I AT E , R E S P O N S I V E S E R V I C E
C O N S I S T E N T E X P E R I E N C E S
“Be there with the solutions I need, when I need them.”
“Treat me like an individual, not a number.”
“Make it easy for me to engage
with you.”
“Member experience is proving to be the onlytruly durable competitive advantage.”
JAKE SOROFMAN
RESEARCH VP, GARTNER
We are undoubtedly in an experience economy
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What This Means for Credit Unions –“The Conversion Momentum”
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Institutionsare embarking
on a variety of enterprise conversions
Core Platform Conversions
Mergers and Acquisitions
Online and Mobile Banking Conversions
Despite Shift to Digital, Phone is #1 for Issue Resolution
8 Sources: 1. McKinsey & Company, Retail Banking Insights, Number 1, February 2014, The Future of U.S. Retail Banking Distribution
1% 4%
44%
100%99% 96%
56%
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Balance Check Funds Transfer Fee Inquiries Issue Resolution
Online
Contact Center
The Conversion Opportunity for the Contact Center
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● Change is necessary, but never easy. When faced with change, initially the challenge of navigating the new experience overshadows the benefits.
● Turn the saturation of a conversion event into an opportunity to enhance and expand relationships with members and strengthen loyalty.
High-Impact Becomes
High-Value
$$$
How Conversions Impact the Contact Center
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Prepare for a Spike in Call Volume + Handle Time
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Disruptions in Member Service Risk Conversion Success
● In the first week of a conversion, up to 30% of online banking userswill typically call, potentially doubling or even tripling call volume1
● Calls are 2-3 times longer during conversions, negatively affectingwait times and threatening member retention2
1 Harland Clarke data 20182 Ibid.
200-300%INCREASE
Proprietary and Confidential12
Inbound Volume Impacts – What to Expect
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23%22%
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S A M P L E V O L U M E I M PA C T S - 10,000 accounts
# of calls % of accounts
Cal
ls p
er
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Source: Harland Clarke data 2018
Launch Week Volume Impacts - Crucial First 3-5 days
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598 534 523
330 315
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S A M P L E V O L U M E I M PA C T S - 10,000 accounts
# of calls % of weekly
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ls p
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Source: Harland Clarke data 2018
Average Handle Time — Weekly
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111%100% = 276 seconds
88%
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AVERAGE HANDLE TIME - % OF AVERAGE (=276 SECS)A
HT
in S
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Source: Harland Clarke data 2018
Average Handle Time – Launch Week
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126%123%
119%
100% = 276 secs
90%
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WK 1 DAY 1 WK 1 DAY 2 WK 1 DAY 3 WK 1 DAY 4 WK 1 DAY 5
AVERAGE HANDLE TIME - % OF AVERAGE (=276 SECS)
Proprietary and ConfidentialSource: Harland Clarke data 2018
Lessons from Digital Conversions
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Staffing Best Practices
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Big increases in volumes and handle times create big swings in staffing needs
● Expand more than hours
● Staff for shrinkage and attrition
● Plan PTO blackouts
● Expect overtime
● Don’t over rely on branch staff
● Evaluate the impact of training on staffing requirements
A Good Project Plan
Level Up in Staff and Technology
Approach Training with Membership in Mind
Test….Then Test Again
Good Communication is Critical
Be “Hands On” During Go-Live Day
Know the “Can’t Miss” Elements
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A good plan helps guide resourceand budget requirements
● Have clear and aspirational goals
● Start early and forecast well
● Key in on first-time login procedures
● Utilize project management toolsand skills
● Secure an engaged executive sponsor
● Involve partners and seek outside input
Increase your staff and improveyour systems
● Look at capacity for peak intervals(staff and phone lines)
● Don’t forget transfer volumes
● Leverage the IVR in your planning
● Don’t neglect the other channels (email, text, chat and social media)
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A Good Project Plan
Level Up Staff and Systems
Approach Training with Membership in Mind
Test….Then Test Again
Good Communication is Critical
Be “Hands On” During Go-Live Day
Know the “Can’t Miss” Elements
Quality assurance begins with a quality training plan
● Understand impact from member perspective
● Frontline staff needs to be comfortable with the new technology
● Include role plays in training curriculum
● Utilize quick reference guides and/or learning management systems
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A Good Project Plan
Level Up Staff and Systems
Approach Training with theMember in Mind
Test….Then Test Again
Good Communication is Critical
Be “Hands On” During Go-Live Day
Know the “Can’t Miss” Elements
An often overlooked but critical step for preparedness
● Allocate the time
● Focus on unique items and features
● Loan payment options and joint account impacts
● Include as many employees as possible
● Make the new mobile icon easyto distinguish
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A Good Project Plan
Level Up Staff and Systems
Approach Training with Membership in Mind
Test …Then Test Again
Good Communication is Critical
Be “Hands On” During Go-Live Day
Know the “Can’t Miss” Elements
It’s impossible to over communicate
● Start early on cleaning membercontact information
● Communicate early and often
● Don’t communicate the date
● Utilize all channels in your communications plan
● Identify key segments and make outbound calls before the conversion
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A Good Project Plan
Level Up Staff and Systems
Approach Training with Membership in Mind
Test …Then Test Again
Good Communication Is Critical
Be “Hands On” During Go-Live Day
Know the “Can’t Miss” Elements
Be ready for kick-off
● Know the start time
● Utilize a war room
● Instant message (IM)
● Extra floaters on the floor
● Flags for help
● Food and fun
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A Good Project Plan
Level Up Staff and Systems
Approach Training with Membership in Mind
Test …Then Test Again
Good Communication is Critical
Be “Hands On” During Go-Live Day
Know the “Can’t Miss” Elements
Turning change into opportunity
● Go for “plus one” on every call
● Reinforce to staff and membersthe positives of change
● Learn from success … and failure
● Consider outsourcing
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A Good Project Plan
Level Up Staff and Systems
Approach Training with Membership in Mind
Test …Then Test Again
Good Communication is Critical
Be “Hands On” During Go-Live Day
Know the “Can’t Miss” Elements
Questions
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Thank You
CNTCR-0299-0126