Managing Technology Innovation In Contact Centres
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Transcript of Managing Technology Innovation In Contact Centres
Managing Technology Innovation
In Contact Centres
How do contact centres
handle and harness the constant wave of
technology innovation
for improved customer service?
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 3
Lots You Could Buy
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 4
What Are You Buying Into?
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 5
The Customer Experience
Does not understand the supposed USPs between vendor choices
After Vendor Se lection Day
What Does This Mean?
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 6
Competing against other marketers claims rather than your attention, understanding and priorities
Historic Communication Failure
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 7Conditioned by consumer tech - it just works!
The Customer Experience
Does not care about the supposed USPs between vendor choices
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 8
Meanwhile the CS ecosystem grows ever more complex
The Customer Experience
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 9
Investment priorities become even tougher as customer engagement behaviour keep evolving
The Customer Experience
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 10
What Do You Really Need?
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 11
Mobile Customer Service
Choose Your Service Choose Your Channel Choose Your Time
Customer experiences greater choice in the workflow
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 12
An estimated 95% of mobile apps in the app store lack an in-app channel for customers to get immediate support
App Based Service
Source: Based 1.3 Billion devices the Helpshift SDK is installed on over 6 month tracking
1 in 5 Mobile Users Seeks In-App HelpThis number doesn’t even account for the users who encounter a problem and simply leave the app
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 13
“Make a reservation at Main Street Cafe for 8pm, but only if it’s not going to be raining when we’re there”
“Are there any concert tickets under $65 within 25 miles for any of my favourite bands?”
“Is this a good lawn mower to buy based on the reviews? Is this the best price I can get, and can I return it easily if I don’t like it?”
“If I book this vacation, will I still be within my quarterly budget, and if not, are them some better vacation deals that my family would enjoy?”
Intelligent Assistance
14M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s
© Brainfood Consulting 2016
Customer Service now has enterprise attention.
Expectations are even greater.
But my budget has not grown
How do I prioritise?
My Challenges
15M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s
© Brainfood Consulting 2016
My service infrastructure sits in silos.
Customers punish us for poor service experiences.
I need low risk ways of moving forward.
My Challenges
16M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s
© Brainfood Consulting 2016
Customers expect 24x7 attention
Some insist on live assistance.
Others want everything via an app.
How can I make this affordable?
My Challenges
17M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s
© Brainfood Consulting 2016
WHAT TO INVEST IN?
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 18
1. Set out the customer journeys2. Understand what matters3. Invest in ‘low effort’, high returns’
experiences
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 19
Think Journeys Not Channels
Design Principle
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 20
• Almost every flight is now booked using self-service technology
• Only 8% had contact with a human• 75% used a website. While 18% of these
say they now intend to move to a mobile app, only 4% say they will seek out a human
• Similar figures for mobile apps• 91% of those who used self-service
technology to check-in saying they will do so again
• If a passenger is dissatisfied with the technology, they will seek an alternative technology rather than reverting to a human being
Source: latest SITA research 2016 Air Transport IT Summit in Barcelona
Travellers Prefer…
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 21
Insurance Customers Prefer
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 22
W h e n a s ke d to ra n k w h a t ’s i m p o r ta nt w h e n t h e y i nte ra c t w i t h a n i n s u r e r, t h e to p p re fe r e n c e s a r e
• Ability to speak to a live person 42%• This goes up to 51% for female Millennials
But If I’m Inexperienced…
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016
u p s t r e a m d o w n s t r e a m
LitigationComplaint2+ Time
ResolutionMultiple
Transfers1st Time
Resolution
InboundSituation
Recognised
OutboundNeed
AnticipatedNeed
Removed
“Has my claim been accepted?”
Anticipate Needs:Reduce Effort
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016
LitigationComplaint2+ Time
ResolutionMultiple
Transfers1st Time
Resolution
InboundSituation
Recognised
OutboundNeed
AnticipatedNeed
Removed
1.Need to phone and find out2.Automated, instant
confirmations triggered at each stage of claims workflow
Anticipate Needs:Reduce Effort
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 25
1. Low risk experimentation2. Be agile. Iterate lots3. Work to a flexible vision
26M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s
© Brainfood Consulting 2016
It’s All About Integration
Make It Simple
27M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s
© Brainfood Consulting 2016
The ‘Lego’ blocks have to beSimple to fit together
ScalableAdaptableReusable
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 28
Imagined As One Ecosystem
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 29
Convert To Cloud
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 30
Unified Channel Mgt
Operationally Simple
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 31
Fail Fast, Learn Quick
Client’s ACD
Main Call Centre
Traditional Skills Based Routing
Customers
Post Call SurveyingComparing NPS/C-SAT scores
CloudRouting
1
2
3
4
A/B Split TestingExtracted traffic is routed for separate treatments
Call CentreStaffing
UTILISATION
5
Sandbox Extractorreal time, statistically valid sample
Sandbox Team A Sandbox Team B
Client DashboardReal time comparison of NPS/C-SAT scores, call outcomes
% v %6
A/B Testing
33M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s
© Brainfood Consulting 2016
Invest In What Matters
customers
brand team
M a n a g i n g T e c h n o l o g y I n n o v a t i o n I n C o n t a c t C e n t r e s© Brainfood Consulting 2016 34
I'm a customer engagement and a 'beyond silos' strategist. I am also an author, international keynote speaker and chair. Working under my own brand, Brainfood Consulting, I deliver a range of master classes and interventions.
Current topics include empowered service cultures, omni-channel design, automation and self service, proactive service models, mobile and social customer service. All targeted at delivering disruptive service innovation.
I'm is also a founding member of Beyond Silos – a group of specialist practitioners offering design and delivery service for embedding customer hubs – next generation customer engagement.
Please contact me either via [email protected] or 078 1691 5845
2015 Lifetime Achievement Award - European Contact Centre & Customer Service Awards