Omnichannel Customer Engagement: From Vision to Results The Vodafone Success Story
Transcript of Omnichannel Customer Engagement: From Vision to Results The Vodafone Success Story
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1© 2016, Genesys Telecommunications Laboratories, Inc. All rights reserved.
OMNICHANNEL CUSTOMER ENGAGEMENT: FROM VISION TO RESULTS THE VODAFONE SUCCESS STORY
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GREAT RELATIONSHIPS MEAN LOW EFFORT
4 •% of customers with high effort will repurchase
4 % of customers with high effort increase spend
% of customers with high effort spread the word81
•% of customers with low effort will repurchase 94
88 % of customers with low effort increase spend
1% of customers with low effort spread the word
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4 C’S OF PERSONALIZED ENGAGEMENT
CUSTOMER CONTEXT CAPACITY CONTROL
What do we know about you?
Why might you be contacting us?
How best can we respond to your need?
What can we do to improve your experience?
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CHANGE THE FOCUS TO CUSTOMER JOURNEY
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TRANSFORMING YOUR CONTACT CENTER FOR OMNICHANNEL ENGAGEMENT
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Jörg KnoopContact Centre and Telesales CapabilitiesVodafone Germany
Digital Transformationand OmnichannelCustomer Journey@Vodafone Germany
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VODAFONE – WE ARE INTERNATIONAL
Vodafone Germany is part of the Vodafone Group.Own mobile networks in 26 countries.Partner networks in 55 further countries.Own Fixed Net infrastructure in 17 countries.
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WHO WE ARE
At a glancewww.vodafone.de
• Location: Germany
• Number of customer interactions: More than 18 million per month
• Deflected contacts through Self Service:More than 3.7 million p.a.
• ONE Virtual Contact Centre: More than 8500 agents working on one virtual system at 45+ sites
• Interactive Social Media contacts: More than 337k contacts in the first half of 2016
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WHERE DO WE COME FROM
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WHAT DO CUSTOMERS EXPECT
ü Be available 24/7
ü Be available for ALL my questions
ü Be available ON ANY CHANNEL
ü Be more DIGITAL
ü Understand that I am SWITCHING CHANNELS
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Self Carewith Billviews without Billviews
RetailService related
„Classical“ Care
ON WHAT CHANNELS ARE OUR CUSTOMERS MOST ACTIVESocial CareTelemarketing
Contact development
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USE THE RIGHT PLATFORM TO ENABLE OMNICHANNEL INTERACTION
Multi-Channel Contact History
Automated ServicesNLU/IVR
Mobile Employee
Branch OfficeInternal Outsourced Back Office
Expert
Call Center Agents
Proactive Notification
Voice SMSE-mail (basic)
Chat (Web & App)
Fax / Documents Work Item
Enterprise Database
Intraday Control Reporting and Analytics
Social Media
Telesales
In planningIn planning
Genesys Customer Experience Platform
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REALTIME MONITORING & CONTROL
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REALTIME MONITORING & CONTROL
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REALTIME MONITORING & CONTROL
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REALTIME MONITORING & CONTROL
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REALTIME MONITORING & CONTROL
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Significant Improvements with NLU
maßgeblich
Customer Experience
Savings
Open Question Recognition(stabilzed on a high level)
Duration in IVR(less than half)
69 %
< 90 sec.
T-NPS Value(clearly improved) > 0
Hang-up Rate(reduced by a third) - 35 %
Finalized Self Serviceincluded:automated announcements in 2015
15%
> 3 million
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MOBILE FIRST – RED BUTTON
Online-ChatØ 10k per weekü In App Chat (no browser)ü Direct link to Contact Centreü Context- and skill-basedü Dynamic control based on statistics or
customer data
Click2CallØ 20k per weekü Direct link to Contact Centreü No IVR ü Contextual routing into the right team (skill-based)ü Identification- and authentication-process doneü Dynamic control based on statistics or customer
data
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WHAT IS NEXT
CallbackChannelOrchestration
CaseManagement
Document&
Work Items
Chat Robots&
Messenger
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VODAFONE OMNICHANNEL – THE ULTIMATE CUSTOMER JOURNEY
https://www.youtube.com/watch?v=rTYlhxCuAOk&feature=youtu.be
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CUSTOMER EXPERIENCE PLATFORM PORTFOLIO
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THE ENTIRE PORTFOLIO SHARES THE SAME FOCUS
DESIGN EXCEPTIONAL RELATIONSHIPS WITH ALL YOUR CUSTOMERS
EMPOWER YOUR STAFF TO BE THE CEO OF YOUR CUSTOMERS’ JOURNEY
RUN YOUR BUSINESS IN SMARTER WAYS
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CUSTOMER EXPERIENCE PLATFORM FOCUSCU
STOMER
ENGA
GEMEN
T
DIGITALINBOUNDSELF SERVICEOUTBOUND EM
PLOY
EE ENGA
GEMEN
T
BUSINESS OPTIM
IZATION
WORKFORCE OPTIMIZATIONOMICHANNEL DESKTOPCOLLABORATION
WORKLOAD MANAGEMENTANALYTICSPLATFORMINTEGRATION
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ENHANCED OMNICHANNEL ANALYTICS AND VISUALIZATION INTO & ACROSS THE JOURNE
NEXT GENERATION ALGORITHMS FOR STRATEGIC PLANNING AND PREDICTIVE ROUTING
JOINT CASE + WORKLOAD MANAGEMENT FOR THE WORLD’S BEST PEOPLE PROCESS MANAGEMENT
STATE-‐OF-‐THE-‐ART API’S FOR MARKETING, SALES AND SERVICE APPLICATIONS
SIMPLICITY IN USER EXPERIENCE FOR WORKFORCE OPTIMIZATION AND OMNICHANNEL DESKTOP; REAL TIME SPEECH & QUALITY MANAGEMENT ADDITIONS
NEXT GENERATION WORKFORCE OPTIMIZATION AND LONG-‐TERM PLANNING CAPABILITIES
ONGOING COLLABORATION ENHANCEMENTS
GENESYS CUSTOMER EXPERIENCE PLATFORM
HELPING COMPANIES MAKE DIGITAL CUSTOMER EXPERIENCE A COMPETITIVE WEAPON BY SIMPLY CONNECTING PEOPLE ACROSS ANY CHANNEL AT ANY TIME ON ANY DEVICE: WIDGETS
INTEGRATED OMNICHANNEL OUTBOUND AND SELF SERVICE ACROSS CLOUD, ON-‐PREMISE & HYBRID.
SUPPORTING THE COMPLETE MARKETING, SALES AN SERVICE LIFECYCLE WITH MICRO APPS
MAKING EVERY
EXPERIENCE EFFORTLESS
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HOW DOES GENESYS DRIVE CUSTOMER ENGAGEMENT?
Support all channels – voice and digital – across your entire enterprise
Deliver timely, relevant, personalized, and predictable experiences
Proactively monitor and engage on your website or mobile application
Increase resource utilization and reduce reoccurring infrastructure costs
Reduce shopping cart abandonment and improve sales conversions
Transition seamlessly from self-‐service to assisted service
Preserve context in transitions to provide superior cross-‐channel experience
Virtualize operations across the enterprise to match customer with best agent
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HOW GENESYS ENABLES THE OMNICHANNELCUSTOMER JOURNEY
NATIVE SUPPORT FOR VOICE &
DIGITAL CHANNELS
CROSS CHANNEL SLA MANAGEMENT
ORCHESTRATED CUSTOMER-‐TO-‐
AGENTMATCHING
PROVEN FOR HIGHLY SCALABLE, MISSION CRITICAL
OPERATIONS
HYPER-‐PERSONALIZED
SERVICE
OMNICHANNEL DESKTOP
WITH JOURNEY TIMELINE
INTEGRATED WORKFORCE MANAGEMENT ACROSS ALL CHANNELS
MANAGE WORK WITH UNIVERSAL &
VIRTUALIZED QUEUE
“YOU CAN’T BE OMNICHANNEL WITHOUT SUPPORTING ALL CHANNELS – VOICE AND DIGITAL”
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ROI AND BUSINESS BENEFITS OF OMNICHANNEL
158% ROI OverFive Years
Paybackin 12.8 Months
$20M+ Reductionin Infrastructure Costs
$7600+ NPVPer Agent License
30% improvement in ecommerce conversions
50% reduction in customer abandonment
12.5% improvement in agent handle time
ACCORDING TO THE FORRESTER TOTAL ECONOMIC IMPACT STUDY, ENTERPRISES
USING THE GENESYS CX PLATFORM ACHIEVE:
Find Out the ROI of Your Omnichannel Investment: genesys.com/tei-‐of-‐genesys
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GET ADDITIONAL RESOURCES
Take the Online Omnichannel Customer Service Assessment
eBook: Busting the Top 10 Myths of OmnichannelCustomer Engagement
5 Minute Demo Video: Enabling OmnichannelCustomer Engagement
◉ For more information, visit http://www.genesys.com/
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THANK YOU
For more information www.genesys.com
Email: [email protected]
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