From iCFD to Web Integration in the Contact Center
"Making Customer Centricity Happen: Defining Customer Intentions "
Gerry Cools 12/09/2012
2 2
Belgacom
Belgacom is the incumbent Belgian operator and a strong player in voice, broadband & digital TV (fixed & mobile). It is the only telecom operator offering full quadruple play on its market.
It has leading positions on residential and business markets in the 3 regions of the country and has also seized real opportunities in selected foreign countries.
Its identity is built on three strong convictions: customer centricity, responsibility and innovation.
3 3
Belgacom focuses on Customer Centricity, Responsibility and Innovation
Innovation
• Belgacom TV is one of the three fastest-growing and most innovative IPTV services in the world
• Investing in transformation: almost 10% of Group revenue
• Top 5 in the world for fiber-optic deployment
78% of our products did not exist 15 years ago
Responsibility
• Top Employer 2010
• Official partner of UNICEF
• Exclusive sponsoring of Justine Henin
• -70% CO2 by 2020
Focus on health, access and a greener society
Customer Centricity
• Belgacom makes a step forward from convergent products to convergent services
• Belgacom wants to improve the end-to-end customer experience from purchase to billing, through installation and repair, but also during key moments
Our customer is King
• Belgacom makes a step forward from convergent products to convergent services
• Belgacom wants to improve the end-to-end customer experience from purchase to billing, through installation and repair, but also during key moments
Our customer is King
4 4
Our world is constantly changing...
... this creates new challenges but also opportunities for our group
Market transition, new cost management following the crisis
Fight for leadership in technologies:
xDSL/Fiber vs DOCSIS 3.0 3G/LTE
Threats and
opportunities
• 3 Volts/meter
• Subsidized
devices
• Lower MTR
The customer is king, and demands ever more convergent solutions
Newcomers, different from the traditional "telecom operators"
• Providing access to new technologies
• Creating a greener society by reducing carbon emissions by 70% by 2020
• Providing clear information on electromagnetic waves and their potential impact on health
Products and services
Regulation
Customer
Competition
Market Technology
Corporate Social Responsibility
... and for customer care!
5 5 5 | Self Service and intelligent Customer Front Door™ | September 2008
the intelligent
Customer Front Door™?
1 the intelligent
Customer Front Door™? 1
6 6
What is a Poor Example of Self-Service Innovation Today?
Answer?
The dreaded IVR
7 7
Why?
24/7
Universal
Easy to Operate
Intuitive
Transactional
IVR
8 8
The Customer Service Challenge
Support new product releases: VOIP and Digital TV while …
1. Reducing inbound calls by 1 million
2. Maintaining SLA’s (KPIs & Quality) and customer satisfaction
3. Increasing sales & sales generating capacity through
the CC channel
…all without any increase in budget!
9 9
The Solutions
Simplify the products and processes
Automate more calls with Self Service
Develop alternative channels – e.g., Web
Improve Agent training
10 10
What We Implemented
New, data-driven, 100% dynamic IVR, allowing dynamic menus, profound customer identification and routing
Main drivers are:
• Fast time to market
• Data driven
• Straight Through Processing
• Cross channel alignment
• Text To Speech (TTS)
11 11
What does the intelligent Customer Front Door™ do?
iCFD retrieves context and
uses rules to manage the
experience
12 12
The Results
Exceeded the business case:
• Stayed within budget
• Reduced calls by 1 million +
While
• Adding the new products to the mix
• Improving the customer satisfaction ratings
• Improving sales through the CC
13 13
Belgacom Customer Care
We wanted cost reduction but we also got more :
Innovation
Customer Centricity Our customer is King
Revenue increase
Value based management
14 14 14 | Self Service and intelligent Customer Front Door™ | September 2008
the intelligent
Customer Front Door™?
1 Towards web integration
in the contact centre
2
15 15
Today’s Challenges
... Website visitors can’t find the information in a quick and easy way
... They abandon the site without result or buying products
... Need for improved conversion rate & improved customer satisfaction
16 16
Scope definition
Implementation of click to call (ph. 1),to chat (ph.2),to mail and to sms buttons with addition of Genesys co-browsing (during call or chat).
Clickstream analysis and routing tables will determine when and how the “click to” buttons will behave and where they will lead to.
Gain trust to use other tools on the site, in (pre)sales and support. In order to decrease abandon rate and increase conversions.
Integration of web & contact centre
17 17
Strategic Objectives
Innovation
Customer Centricity Online support through Contact Centre
Improved customer experience
Revenue increase
Cost reduction
Use of new technologies like chat… Use web info about the customer
Intelligent proposals, support & routing
Increased conversion rate
Increased online ordering & servicing
Value based management
18 18
STEP 1: Monitor & Identify Online Visitors
Advanced Analytics provides the online experience predicted most likely to satisfy the wants and needs of each unique visitor.
With each action, or inaction, your visitors provide clues to their true motivators.
By paying close attention to these clues and reacting in real-time, you can increase online success rates and overall customer
satisfaction.
Genesys
E-Services
+
…key is determining customer intent!
19 19
Step 2: Match Intent With Best Available Resource
Genesys CIM platform delivers customer interactions to the right resource at the right time.
Align and prioritize contact center resources with business objectives and customers channel usage = CONTROLS WORKLOAD & MANPOWER
Publish web insights to offline channels and proactively engage web customers who call for assistance based on their current or recent web activity
CIM is running at Belgacom
Genesys
CIM
Platform
20 20
Five Key Aims of Integration
Proactive Engagement Online
Improve Agent Yield
Web Insights to Offline Channels
Better Engage Web ‘Caller’
Increase Value / revenue
Confidence
Top Related