All Rights Reserved © Alcatel-Lucent 2010 1 | Presentation Title | 2010 Eric Tamblyn VP Product...

All Rights Reserved © Alcatel-Lucent 2010• 1 | Presentation Title | 2010

Eric TamblynVP Product Marketing

Dynamic Customer Engagement: Leveraging Customer Engagement across Social Media and Voice Channels


“We believe that 80-90% of your satisfied customers can easily leave you if the circumstances are right.

Even though they are satisfied, the right offer at the right time can take them away from you.

The only way you combat that is by truly engaging customers.”

--Senior Retail Banking Executive

Customer ‘Satisfaction’ Isn’t Enough

Genesys Research


Customer Engagement and Service as a Competitive Differentiator

Internet & supply chain innovations have changed the competitive landscape:

Product commoditization

Competitive features rapidly replicated

Blogs and user sites have empowered consumers

Traditional marketing is losing effectiveness

Customer engagement with the brand and customer service are key differentiators


Emotional Engagement is the Driver of Growth

• 4

Satisfaction

Loyalty& Advocacy

Emotional Engagement

Frederick Reichheld

“5% more brand

champions can increase profits

25-100%”‘The Loyalty Effect: The Hidden

Force Behind Growth, Profits and Lasting Value’ - 2005


Customer Engagement: The Way it Used to be at…

…the Hotel…the restaurant

• ...recognized you, knows your preferences...

…the store

• ...knew exactly what you wanted

before you walked in...

• ...knew your preferences, and proactively made

suggestions...


What is a Customer Engagement Experience?

CONVENIENT

PROACTIVE

PERSONALIZED

COMPETENT

Ease of contact; short wait times When I want to – 24/7 Phone, self-service, email, web, chat, SMS

Agents have access to necessary information The right agent the 1st time Consistent experience across all channels

Know who I am Understand (and cater to) my needs Use the information you already have about me

Inform me about things that are relevant to me Offer me products/services relevant to my needs Add-value proactively


Enterprise Engagement Challenges

7

Store or Branch

Store or Branch

In the past, customers went to

the store, branch or office to buy...

Customer Engagement YardstickCustomer Engagement Yardstick



8

Store orBranchStore orBranch

IVRIVR

Contact CenterContact Center

...then IVRs & Contact Centers

changed the relationship...




9

Store or Branch

Store or Branch

IVRIVR

Contact CenterContact Center

...finally the Web created at-home convenience….


WebsiteWebsite



10

Unaware of contact center and Web-

activity

Unaware of Web and branch-

activity

Unaware of Contact Center and branch

activity

Store orBranchStore orBranch

IVRIVR

Contact CenterContact CenterWebsiteWebsite

…Unfortunately, these silos

disengage the customer….




11

Store/BranchStore/

BranchIVRIVR

Contact CenterContact CenterWebsiteWebsite

... customers are disengaged...



Creating Customer Engagement

Customer Service

Customer Service

Store/BranchStore/BranchContact

CentreContact

Centre

WebsiteWebsite

ExpertsExperts

Back officeBack office

VoiceVoice

E-mailE-mail

WebWeb

ChatChatLettersLetters

BillingBilling

Direct MailDirect MailSMSSMS

Home agentsHome agentsBillingBillingMarketing Analytics Marketing Analytics

Lead Management

Lead Management

PoliciesPolicies Work Process

Work Process

Work itemWork item

CRMCRM

IVRIVR


Creating Customer Engagement

VoiceVoice

E-mailE-mailWebWeb

ChatChat LettersLetters

BillingBilling

Direct MailDirect MailSMSSMS

Customer Service

Customer Service

BillingBillingMarketing Analytics Marketing Analytics

Lead Management

Lead Management

CRMCRM

InteractionsInteractions

Performanceand InsightsPerformanceand Insights

OutcomesOutcomes

ProcessesProcesses

PoliciesPolicies Work Process

Work Process

Work itemWork item

Store/BranchStore/BranchContact

CenterContact

Center

WebsiteWebsite

ExpertsExperts

Back officeBack office

Home agentsHome agents

IVRIVR

ResourcesResources

All Rights Reserved © Alcatel-Lucent 2010• 14 | Presentation Title | 2010 • 14 • All rights reserved © 2008, Genesys Telecommunications Laboratories, Inc.

Dynamic Customer Engagement

Go Beyond Customer Satisfaction…

Dynamic Customer Engagement strengthenscustomer relationships and optimizes

business outcomes by proactively engaging customers with the ideal

customer service experience through any channel.”

“


• Insights • Interactions

• Resources• Processes

• Infrastructure

Dynamic Customer Engagement• Unify the

conversation with customers across

channels

• Leverage resources across

the extended enterprise

• Build an open infrastructure to

support customers

• Optimize customer service processes

• Get visibility into business

performance


• Insights • Interactions

• Resources• Processes

• Infrastructure

• Unify the conversation

with customers

across channels

• Optimize resources across

the extended enterprise

Engaging through Social Networks


The conversation used to be simple…

• the enterprise

Customer

Contact Center In Person


• the enterprise

Now there’s many channels

Customer

ContactCenter Web

In Person

Mobile Social Communities


Shifting Relationship Models

C

MR

• Traditional 1:1 relationship

S

M

RC

• Socially enhanced 1:1:M relationship


Social CRM Powers the Customer Network

• Businesses only engaged with 1% today

• Beyond automation• Amplifying effect as

empowered customers and influencers:• Innovate• Promote• Support

• Unlocks millions of dollars

• Turns customers into competitive advantage

Online Customer Communit

ies

Traditional CRM

Social Networ

ks

Social

CRM


Live assistance is still required

Self-service success rate has declined from close to almost 50% in 2003 to less than 40% in 2009

• John Ragsdale on Intelligent search


… and it increasingly requires experts outside the contact center

Competent resources for more complex interactions

are in other specialist departments


People Want to Interact with Their Favorite Brand

• Source: RWW/Cone Research

93% believe a company should have presence on Social Media sites

47% of adults and 55% of youth want to interact with their favorite brand through


How are Businesses Employing Social Media?

Marketing/Brand awareness Create/Improve relationships Understand customer behavior/preferences Solve issues or provide guidance Increase loyalty


Customer service must connect with social communities

Customer

CustomerService

• Proactively engage

when appropriate

SocialMedia

• Monitor brand

• Share and• self help


Listen1.

2. Prioritize

3. Engage

4. Integrate

• Active

• Passive

The Genesys Social Media Strategy

Custo

mer E

ng

ag

em

en

t


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