OPTIMIZING INBOUND INTERACTIONS TO GROW SALES

Xen Mendelsohn Aderka Solution Marketing Manager, Real-Time Solutions

• The Market trends

• The challenges of Customer

Service and Marketing

• How to overcome the

challenges and grow the

business in inbound

interactions

• Real-life example

“Companies need to increase the

productivity of their contact centers and

boost customer revenues by determining the

optimum time to present customer offers. One way to accomplish

this is to use realtime information to guide agents through

customer queries and push relevant information to the agent

desktop.”

(Ovum, May 2012)

3

Trends in the market

“Offering customers additional products or

services in context of the support call not only drives

incremental revenue, but when handled correctly, has no impact

on customer satisfaction or can even raise customer

satisfaction as customers feel they are receiving a more

comprehensive solution. (TSIA Research, May 2012)

4

Trends in the market

A context-relevant offer during an

inbound interaction is 10

times more effective than any

outbound marketing technique”

“50.9% of respondents said increasing sales is a

primary goal for their contact center

organizations in 2013-14”

(Customer Management iQ, a division of IQPC, October 2012)

5

Trends in the market

Reconcile Differences to Improve Inbound

Interactions

Need to run consistent and

effective Cross-Channel

campaigns

Need to utilize incoming customer

interactions for marketing

Doesn’t own the channels, have

little influence on operations

Measured mainly on efficiency,

CSAT

Workforce is skilled for service

Minimal access to marketing data

from other channels

Marketing Challenges Contact Center Challenges

6

NICE Approach to Successful Service-to-Sales Interactions

7

Service-to-Sales: What Service Reps

Struggle With

Sales

Service

Make an Offer

Transition

Take the

Order

Select an

Offer

Reveal

Context

&

Qualify

Guided Dialog

Next-Best-Offer

Guided Selling

Order

Automation

Interaction Analytics & Optimization

Agent Performance & Incentive Management

NICE Approach to Successful Service-to-Sales

Interactions

8

Reveal the Context

“Hi, I am moving in with my boyfriend

(we’re in November).

I need to change my address.”

getting married

Captured by

Desktop Monitoring

Captured by

Speech Analytics

Select an Offer Make an Offer Transition Take the Order Optimization Agent PM

9

Smooth Transition from Service to Sales

What

How

Context-aware Real-Time

Customer-Agent Guided

Dialog

Customer answers are unique

inputs for Next-Best-Offer

recalculation

Real-Time Guidance:

Pre-defined conversations

Dynamic selection of

questions

Off-line Interaction Analytics

driven

May I ask if you’re

renting or buying

your new house?

Congratulations! We have

great offers for

homeowner insurances…

The house is mine

Optimization Agent PM Take the Order Make an Offer

Better Inputs Make Better Decisions

What

Contextual Real-Time Next-

Best-Offer recommendation,

based on: Customer profile

Agent profile

Interaction context

How

Unique Inputs: Desktop Monitoring

Guided Dialog

Optional - Real-Time Speech

Analytics

Real-Time Decisioning: Built-in decision engine, or

Leverage existing decision engines

Real-Time Sales Engine

Insights from

Transactions

Campaign

Management,

Predictive Models

Insights from

Interactions

Cross-Channel

Interaction

Analytics

Agent Skills

& scoring

Agent Profile

Real-Time

Speech Analytics

Guided Dialog Desktop Monitoring

Real-time

Next-Best-

Offer

Scoring Segmentation Rules

Better Inputs Make Better Decisions

Select an Offer Transition

10

11

Context-aware, Personalized Guided Selling

Off-line Interaction Analytics – Best

practices

Defined by marketing

Offer fulfillment

Select an Offer Make an Offer Transition Take the Order Optimization Agent PM

Real-time Sales Guidance

Take the Order - Process Automation

Select an Offer Make an Offer Transition Take the Order Optimization Agent PM

Order-Process Automation

12

13

Analytics-driven Scripting

1 Compare Practices of

High Performing vs.

Low Performing Agents

3 Implement successful sales

tactic scripts into the Guided

Selling callouts

2 Identify terms and

sentences used in

best selling offers

Select an Offer Make an Offer Transition Take the Order Optimization Agent PM

14

Objection Handling Analysis

The main reason for objections was customer shopping

and complaints about service being too expensive

18%

18%

18%

14%

11%

11%

7% 3%

Don't Want

Too Expensive

Bundles

Purchase Modem

One Time Charge

Talk to Spouse

Multiple TV Boxes

Router Separate

20%

20%

40%

20%

Internet

Phone

Cable

DVR

Top Customer Objections

Too Expensive Reasons

Select an Offer Make an Offer Transition Take the Order Optimization Agent PM

Increase Sales Revenue

“The use of gaming mechanism in non-entertainment

environments to drive desired agent behavior and increase

motivation”

15

Gamification – Effectively Drive Agent Behavior

Select an Offer Make an Offer Transition Take the Order Optimization Agent PM

16

How Gamification Works?

M OTIVATION

We all desire for status

and acknowledgement

A CTIONS

Agents are encouraged

to turn service into sales

interactions

R EWARDS

Agents get points

according to pre-defined

KPIs

A CHIEVEMENTS

Badges, trophies,

leaderboard, which

increase motivation

Select an Offer Make an Offer Transition Take the Order Optimization Agent PM

Sales Performance Management

17

Built for Compensation Admins

(not IT Departments)

Much more than BI and

Homegrown Dashboard

Incentive Compensation Management Performance Management

&

Select an Offer Make an Offer Transition Take the Order Optimization Agent PM

18

Virtual Currency

Achievements

Current Challenges

Demo

19

Web-based Business User interface for Marketers and Analysts

Intuitive, no need for programming skills

Dashboard & Reporting

Built-in logic and content

Design and Control – Sales Designer Application

20

Sample Implementation – Mobile Service Provider

Account view – current

services and automated

analysis of usage during

the last 3 months

If over-usage is

detected, offers are

being evaluated

Best-offers (plans,

upgrades etc.) are

presented to agents inc.

justification, plan details,

prices, selling points

22

A Big Sales Opportunity in Inbound Interactions

in generated leads xx% Insurance Provider

in annual incremental revenue 9M Insurance Provider

In conversion rate 24% UPC

Insurance Provider in annual incremental revenue 11%

In conversion rate 150%

23

Summary – Value and Benefits

Drive the transition

from cost center to

profit center

Align marketing

and customer

care

Optimize inbound

interactions to

increase sales

Increase Value from Each Interaction

THANK YOU

Xen Mendelsohn Aderka Solution Marketing Manager

xenm@nice.com