“Making Automation Feel Less Automated and More Caring” Daniel Hong
Senior AnalystOvum
Claudia HathwayEditorCall Centre Focus
Damian KellyVP Sales & MarketingSpeechStorm
Why is personalisation important?
Claudia HathwayEditorCall Centre Focus
Rise of automated self-serviceTelephony self-service up to
8 times cheaper than traditional live agent calls
Rise of automated self-service
•According to ContactBabel, 36% of contact centres
offer telephony self-service*
•86% in small centres use touchtone IVR,
but 30% of large organisations are using speech
recognition self-service* The ContactBabel report The UK Contact Centre Decision Makers Guide 2011 is available on www.contactbabel.com
Importance of being personal
•Customer service is the only competitive
differentiator that matters – driving loyalty, likelihood
to recommend, and increase spend
•Consumer demand for excellent service is higher
than ever
Importance of being personalAccording to Top 50 focus groups, the minimum they expect from an interaction is that it is:• Timely• Easy to use• Reliable• Knowledgeable
Importance of being personal
According to these groups, the only way to drive real
delight with the service delivered is for it to feel
personalised.
“a degree of personal service, a degree
of personal care”
Importance of being personalIt’s not easy! Overall Top 50 results in 2010:
• Reliable: 96.4%
• Easy to use: 94.1%
• Timely: 87.6%
• Knowledgeable staff: 83.6%• Personalised: 67.6%
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How Automated Customer Care canFeel Less Automated and More Caring
Daniel Hong, Lead Analyst
Customer Interaction at Ovum
Twitter: d_hong
15 September 2011
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What’s going on in today’s market…
Customers have access
to information and can
share it with the large
digital communities and
the world.
Smart phones and
social media are
becoming pervasive
(75%) and have
dramatically changed
the dynamic between
the enterprise and the
customer
Customer expectations
of service, price and
delivery is rapidly
changing. It’s all about
customer loyalty!
$83 billion lost
Cloud is changing the
way products are
created, delivered
and priced.
Social Mobile Experience Cloud
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When reaching out to customer service, through which channels have you had most success resolving your issue on the first attempt?
1. Live agent (3,233)
2. Automated service with speech recognition (260)
3. Automated service with touchtone (435)
4. SMS (393)
5. Email (1,525)
6. Social networking (ie Facebook or Twitter) (265)
7. FAQ pages on company website or message board (715)
8. Independent blogs and forums (473)
9. Web chat / instant messaging (843)
500
1,500
2,500
3,500
4,500
1 2 3 4 5 6 7 8 9n=4086
Nu
mb
er
of
resp
on
de
nts
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What do you find most frustrating about using an automated telephony system that has speech recognition or a touchtone menu?
500
1,500
2,500
3,500
4,500 1. Speech recognition doesn’t recognize my voice (582)
2. Long/confusing menu options (1,642)
3. Takes too long to find information (1,749)
4. Unable to solve problems without a live agent (1,795)
5. System doesn't remember past interactions (580)
6. Incorrect routing (1,402)
7. Other (56)
8. Never used automated solution (183)
1 2 3 54 6 7 8n=4086
Nu
mb
er
of
resp
on
de
nts
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How would you feel if an automated telephony system remembered the nature of your previous interactions with the enterprise in order to provide a more personalised customer experience?
Yes, if it results in better service
No, this makes me uncomfortable
I am indifferent
74%
8%
19%
n=4086
74% of respondents favor personalisation if it results in improved customer service.
personalisation can route customers quicker and more efficiently by remembering past interactions and better predicting the reason for a call.
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What is personalised IVR?
personalised IVR is not a single product…
CTI + IVR Custom applications Business analytics Reporting tools Professional services
A personalised IVR solution connects with enterprise databases…
Caller histories Trends Geographic locales
The solution can create a unique customer service experience by re-configuring the call flows or intelligently routing the caller – DYNAMIC CAPABILITIES.
Image from www.jmorganmarketing.com
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Levels of personalisation
by caller behavior
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Levels of personalisation
by caller behavior
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Levels of personalisation
by caller behavior
© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.18
Levels of personalisation
by caller behavior
© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.19
Levels of personalisation
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Where personalisation makes sense
High call volume and transaction environments
Contact center operations that have strict SLAs for service delivery
Financial services, communications, public sector and retail are leading the way
Companies that have already deployed speech, and want to…
Improve customer satisfaction
Streamline identification and verification
Introduce dynamic upsell / cross-sell campaigns
Companies that are embracing multi-channel strategies
Innovation for inbound and proactive outbound applications
Rounding out the voice channel (automation and agent assist)
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Vertical use cases for personalised IVR
•Managing massive increased call volumes with limited resources
•Routing calls based on agent skillsets and availability
•Targeted, member-specific notices and information
•Integration with online transactions
•Growing patient / constituent base
•Aging population
•Budget constraints in government agencies
•Improving quality, cost and access to healthcare
Healthcare and Public Sector
•Expanding same level of personalized care that customers expect in-store and online
•Accommodating multiple-channel interactions as a single interaction
•Differentiation in customer care
•Consistency of customer service across channels
•Lower IT budgets
Retail
•Maintaining a consistent, high quality level of customer care
•Improving first call resolution via intelligent routing
•Adding layers of intelligence to back-end data to expand automation capabilities
•Consolidating numerous toll-free numbers and business lines into single application
•Expanding portfolio of products and services
•Differentiation in customer care for tier 2 and tier 3 retail banks
•Unique routing strategies for different customers
Financial services
•Consolidating numerous phone menu options
•Leveraging all customer data to provide a more personalized experience
•Lowering costs by increasing automation
•Reducing time of information requests
•Implementing different rules for sedentary vs. mobile callers
•Interactive outbound for on-the-go customers
•Decreasing business due to economic restrictions
•Commoditization of services / price wars
•Drastic call spikes due to adverse weather conditions
•Increased M&A activity
Travel & Hospitality
•Adding business rules to automate select calls
•Decreasing agent intervention and call volumes
•Adding outbound elements as specified by business rules
•Standardizing business policies and policy management
•Changing call flow to suit specific caller's needs
•Expanding portfolio of products and services (i.e. quad play)
•Increasing customer queries and call handling times
•Increased competition from non traditional players (Google, Skype)
Communications
Use cases and benefitsPain pointsVertical
•Managing massive increased call volumes with limited resources
•Routing calls based on agent skillsets and availability
•Targeted, member-specific notices and information
•Integration with online transactions
•Growing patient / constituent base
•Aging population
•Budget constraints in government agencies
•Improving quality, cost and access to healthcare
Healthcare and Public Sector
•Expanding same level of personalized care that customers expect in-store and online
•Accommodating multiple-channel interactions as a single interaction
•Differentiation in customer care
•Consistency of customer service across channels
•Lower IT budgets
Retail
•Maintaining a consistent, high quality level of customer care
•Improving first call resolution via intelligent routing
•Adding layers of intelligence to back-end data to expand automation capabilities
•Consolidating numerous toll-free numbers and business lines into single application
•Expanding portfolio of products and services
•Differentiation in customer care for tier 2 and tier 3 retail banks
•Unique routing strategies for different customers
Financial services
•Consolidating numerous phone menu options
•Leveraging all customer data to provide a more personalized experience
•Lowering costs by increasing automation
•Reducing time of information requests
•Implementing different rules for sedentary vs. mobile callers
•Interactive outbound for on-the-go customers
•Decreasing business due to economic restrictions
•Commoditization of services / price wars
•Drastic call spikes due to adverse weather conditions
•Increased M&A activity
Travel & Hospitality
•Adding business rules to automate select calls
•Decreasing agent intervention and call volumes
•Adding outbound elements as specified by business rules
•Standardizing business policies and policy management
•Changing call flow to suit specific caller's needs
•Expanding portfolio of products and services (i.e. quad play)
•Increasing customer queries and call handling times
•Increased competition from non traditional players (Google, Skype)
Communications
Use cases and benefitsPain pointsVertical
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The list – barriers to adoption
Legacy infrastructure
Proprietary back-end systems
Misconceptions / awareness
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Strategic recommendations
Remember data integration is key!
Improve your reporting/ monitoring and analytics capabilities…
Avoid over-personalisation…
Treat personalised IVR as one component of an overall multi-channel and cross channel strategy…
Choose a strategic partner and build a roadmap…
Personalisation in Practice
Damian KellyVP Sales & [email protected]: @damianjjk
Customer
• What do we know about you?Con
text
• Why might you be calling?
Intent
• What do you want to do?Sta
tus
• How should we respond? lower
cost toserve
betterself-service
making personalisation payIndustry:Communications
Calls per annum:5 million
SolutionIdentify & verifyOrder statusBalance enquiryPaymentsReconnects
Time to implement:4 months
Payback<12 months
Business case
Automation rates:
•Pre-implementation 15-35%
•With personalisation 45-65%
Agent time saved 21 FTE
Annual savings £540,0003 year savings £1.6 million
Presenting the right option first time increases automation rates and reduces cost-to-serve
personalisation demands greater flexibility and faster response
• Pre-built applications for rapid deployment
• Real-time performance management
• Instant changes and one-click deployment
• Leveraging investments you have already made
more context ...
Chat
Web
PhoneApp
Branch
Store
Agent Facebook
TwitterCRM
Delivery ERP
... more personalLocation
Q&A
Daniel HongSenior AnalystOvum
Claudia HathwayEditorCall Centre Focus
Damian KellyVP Sales & MarketingSpeechStorm
Thank You!
Daniel HongSenior [email protected]
Claudia HathwayEditorCall Centre [email protected]
Damian KellyVP Sales & [email protected]
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