53
Chat is Dead – The Rise of Unified Digital Communications
Chat is Dead – The Rise of Unified Digital Communications
© 2016 24/7 CUSTOMER, INC.
[24]7
Graham Knowles, Enterprise Solutions Architect
Reagan Miller, Vice-president of Chat Agent Services • The presentation will be made
available after the webinar
• A recording will be available on the CRMXchange and [24]7 websites
• There will be a short Q&A period after the presentation
Why Chat is Dead…
4
Chat is dead.Because of her….
…smartphone.
‘Phone’ isn’t on her home screen and…
she hasn’t downloaded your app
She is Gen C
Gen C ≠ Millennials
Gen C is a powerful new force in culture and commerce. Sixty-five percent are under 35 but they span the generations, empowered by technology to search out authentic content that they consume across all platforms and all screens, whenever and wherever they want.
Gen C is a powerful new force in consumer culture. It’s a term we use to describe people who care deeply about creation, curation, connection, and community. It’s not an age group; it’s an attitude and mindset.
Social interactions give Gen C its sense of self. They are what they share, like, comment on, and retweet…
88%of Gen C has a social profile, with
65%updating it daily
Gen C values great conversations that are aligned with its own interests
39% aren’t opposed to ads when they are relevant
Starbucks Gift Card
Giveaway
Gen C eats, sleeps, and breathes the internet across devices. Literally…
91% of Gen C sleeps next to a smartphone
What % of Gen C sleeps next to a smartphone?
Gen C sets the trends and determines what’s going to be popular next, with an influencethat accounts for
$500bnof spending a year in the US alone
…because it is no longer a strategic imperative. It’s just a channel.
Chat is Dead…
Welcome to 1:n
The Rise of Unified Digital
Out in the world there are people who want to touch your brand through digital channels. Bring them into focus by unifying the channels into one single view.
What is Unified Digital Engagement?
1. Channel agnostic2. Intent driven3. End-to-end journeys
4. Effortless CX5. Real time, deep BI6. Unified Agent desktop
18
My story is constantly evolving over time and across channels
Channel Agnostic
Customer acquisition spans devices, channels and time
19
CUSTOMER JOURNEY
Googles “iPhone 7S upgrade Premium Communications”
Gets directed to iPhone 7S product and upgrade details
Logs in to account. Finds out he is not eligible for upgrade on current iPhone as he has 2 months left on the contract.
Goes on Facebook to ask friends about how to upgrade iPhones early
Googles “iPhone 7, best deals Carrier A, Carrier B, Carrier C reimburse termination fee”
AdWords directs them to a social site for a competitor
Calls Carrier ACalls Carrier BLogs in to Premium Communications native app and views “Contact Us”
Calls number listed and talks to an agent. He says he is ready to take business elsewhere.
Logs in to the Premium Communications website while speaking with the agent and upgrades early to iPhone 7S
Picks up iPhone 7S in storeSOCIAL
MOBILE
WEB
VOICE
BRICK & MORTAR
Evolution of Messaging as an interaction model
20
Offers the benefits of Asynchronous and Synchronous mediums
Email ChatMessaging
Asynchronous SynchronousSemi-synchronous
Approach to Digital Interactions
21
Deploy across many channels – agile for future channels
Web Widget Mobile SDKMessaging Apps
Integration
Live Agent Virtual Agent
Proactive messages, Virtual Agent
Conversations in one canonical thread
Always available to interact
Semi-synchronous communication
22
My Intent is more important than your Demographic analysis
Intent-driven
Intent beats identity.
Connecting intent to identify customer journey data is key
OFF DOMAIN
ON DOMAIN
BUSINESS DATA SOCIAL DATA
Web Interaction Data(Display, TV, Affiliates, Search)
Social Interaction Data(FB, YouTube, G+, Twitter,
Vine, Pinterest)
Channels Interaction Data(.com, App, IVR, Live chat,
VA, Voice, Stores)
Community Interaction Data (Lithium, Jive, forums, blogs)
CUSTOMER
IDENTIFICATION
& INTENT
Starbucks Gift Card
Giveaway
What percentage of companies have begun the journey mapping process?
54%
Anticipate intent and determine optimal treatment
CUSTOMER DATA + JOURNEY DATA + SESSION DATA PREDICTIVE MODELS
WHO to TARGET. WHEN to INTERVENE. HOW to ENGAGE. WHAT to RECOMMEND.
Intent in Action: Customer Interacts with Virtual Agent
Customer asks Virtual Agent about travel options
Customer continues self-service journey
Virtual Agent provides best answer and a self-service option
Interactive Q&A
Have a question about international roaming?
Can I get a travel pack?
Type something here Ask
POWERED BY [24] 7
Interactive Q&A
Type something here Ask
POWERED BY [24] 7
Open Travel Planner
There are a variety of travel options you can
add to your account.
Our Travel Planner can help look up
compatability of your phone model and
compare plan options.
Have a question about international roaming?
Can I get a travel pack?
Customer asks Virtual Agent an additional question
Customer completes self-service transaction and rates experience
First, let’s check the compatability of your
device.
Where will you be traveling?
I will be on a cruise ship as part of this trip
I will be going to multiple countries
Brazil
Travel Planner
Anne Fairchild
415.555.1212
Apple iPhone 5
DataPro 2GB 4G LTE
Messaging 200
Check CompatabilityBackType something here Ask
POWERED BY [24] 7
Interactive Q&AInteractive Q&A
Open Travel Planner
There are a variety of travel options you can
add to your account.
Our Travel Planner can help look up
compatability of your phone model and
compare plan options.
Have a question about international roaming?
Can I get a travel pack?
First, let’s check the compatability of your
device.
Where will you be traveling?
I will be on a cruise ship as part of this trip
I will be going to multiple countries
Travel Planner
Anne Fairchild
415.555.1212
Apple iPhone 5
DataPro 2GB 4G LTE
Messaging 200
Type something here Check CompatabilityBackAsk
POWERED BY [24] 7
Interactive Q&AInteractive Q&A
Open Travel Planner
There are a variety of travel options you can
add to your account.
Our Travel Planner can help look up
compatability of your phone model and
compare plan options.
Have a question about international roaming?
Can I get a travel pack?
First, let’s check the compatability of your
device.
Where will you be traveling?
I will be on a cruise ship as part of this trip
I will be going to multiple countries
Travel Planner
Anne Fairchild
415.555.1212
Apple iPhone 5
DataPro 2GB 4G LTE
Messaging 200
Type something here Check CompatabilityBackAsk
POWERED BY [24] 7
Interactive Q&AInteractive Q&A
Open Travel Planner
There are a variety of travel options you can
add to your account.
Our Travel Planner can help look up
compatability of your phone model and
compare plan options.
Have a question about international roaming?
Can I get a travel pack?
Br
Brunei
BrazilFirst, let’s check the compatability of your
device.
Where will you be traveling?
I will be on a cruise ship as part of this trip
I will be going to multiple countries
Brazil
Travel Planner
Anne Fairchild
415.555.1212
Apple iPhone 5
DataPro 2GB 4G LTE
Messaging 200
Type something here Check CompatabilityBackAsk
POWERED BY [24] 7
Interactive Q&AInteractive Q&A
Open Travel Planner
There are a variety of travel options you can
add to your account.
Our Travel Planner can help look up
compatability of your phone model and
compare plan options.
Have a question about international roaming?
Can I get a travel pack?
Ask
Your phone will work in Brazil. Which
plan would you like to add?
International talk, text & data
Type something here Select & ReviewBack
POWERED BY [24] 7
Interactive Q&AInteractive Q&A
Travel Credit Add On (Standard)
Travel Pack*
Travel Credit Add On (Pro)
$30.00
N/A
$60.00
This package includes 120 MB data, and
$1.00 per minute calling per device.
*Not available in Brazil
This package includes 300 MB data, and
$.50 per minute calling per device.
Open Travel Planner
There are a variety of travel options you can
add to your account.
Our Travel Planner can help look up
compatability of your phone model and
compare plan options.
Have a question about international roaming?
Can I get a travel pack?
Type something here Ask Select & ReviewBack
POWERED BY [24] 7
Interactive Q&AInteractive Q&A
Your phone will work in Brazil. Which
plan would you like to add?
International talk, text & data
Travel Credit Add On (Standard)
Travel Pack*
Travel Credit Add On (Pro)
$30.00
N/A
$60.00
This package includes 120 MB data, and
$1.00 per minute calling per device.
*Not available in Brazil
This package includes 300 MB data, and
$.50 per minute calling per device.
Open Travel Planner
There are a variety of travel options you can
add to your account.
Our Travel Planner can help look up
compatability of your phone model and
compare plan options.
Have a question about international roaming?
Can I get a travel pack?
Will I get a usage alert while traveling?
Type something here Ask Select & ReviewBack
POWERED BY [24] 7
Interactive Q&AInteractive Q&A
Your phone will work in Brazil. Which
plan would you like to add?
International talk, text & data
Travel Credit Add On (Standard)
Travel Pack*
Travel Credit Add On (Pro)
$30.00
N/A
$60.00
This package includes 120 MB data, and
$1.00 per minute calling per device.
*Not available in Brazil
This package includes 300 MB data, and
$.50 per minute calling per device.
Open Travel Planner
There are a variety of travel options you can
add to your account.
Our Travel Planner can help look up
compatability of your phone model and
compare plan options.
As a pre-paid user you’ll get a low-balance
alert to let you know while you’re running
low.
Have a question about international roaming?
Can I get a travel pack?
Will I get a usage alert while traveling?
Review Plan
Type something here Ask Add to PlanBack
POWERED BY [24] 7
Interactive Q&AInteractive Q&A
$60.00
One-time charge
How would you rate the experience of
changing your phone plan?
Open Travel Planner
There are a variety of travel options you can
add to your account.
Our Travel Planner can help look up
compatability of your phone model and
compare plan options.
As a pre-paid user you’ll get a low-balance
alert to let you know while you’re running
low.
Have a question about international roaming?
Can I get a travel pack?
Will I get a usage alert while traveling?
Travel Credit Add On (Pro)
This package includes 300 MB data, and
$.50 per minute calling per device.
Review Plan
Effective
7/18/15
Add to PlanBack
Passport Plus
$60.00
One-time charge
This package includes 300 MB data, and
How would you rate the experience of
changing your phone plan?
Type something here Ask
POWERED BY [24] 7
Interactive Q&AInteractive Q&A
Open Travel Planner
There are a variety of travel options you can
add to your account.
Our Travel Planner can help look up
compatability of your phone model and
compare plan options.
As a pre-paid user you’ll get a low-balance
alert to let you know while you’re running
low.
Have a question about international roaming?
Can I get a travel pack?
Will I get a usage alert while traveling?
Travel Credit Add On (Pro)
Open Travel Planner
There are a variety of travel options you can
add to your account.
Our Travel Planner can help look up
compatability of your phone model and
compare plan options.
As a pre-paid user you’ll get a low-balance
alert to let you know while you’re running
low.
Will I get a usage alert while traveling?
Type something here Ask
POWERED BY [24] 7
Your travel plan has been added.
Interactive Q&AInteractive Q&A
$60.00One-time charge300 MB data$.50 per minute calling
Intent in Action: Customer Requests Phone Upgrade
Virtual Agent escalates (Right Channels) the interaction to live chat
Chat Agent shares rich content about phone options
You are now chatting with Emma
One of our associates can help you choose your new phone. Would you like to chat now?
Hi, here are two options for you to choose from.
Can I switch my phone to an iPhone 6?
Customer requests a phone upgrade
Chat now
Do they have the same camera?
Your existing iPhone 5C plan restrictions ended, so this should be possible with no penalties!
Personalized answer provided
iPhone 6Display measures 4.7 inches corner-to-corner at a resolution of 1334 x 750 pixels
iPhone 6 PlusDisplay measures 5.5 inches and a resolution of 1920 x 1080 pixels
iPhone 6 iPhone 6 Plus
30
Measurement & Big Data Analytics
Using big data analytics and elastic customer insight platform, we provide comprehensive consumer insights specific to audience, intent, interest, engagement, conversions, locations, device, income, and creative. Sample reports and visualizations:
If I like your brand and have an emotional connection, I’ll stay longer and buy more
End-to-end journeys
Sample Facebook Newsfeed ads, personalized for locationLeft: Male living in SF; Right: Male living in NYC
You know where I live…
You know what I like…
Sample Instagram ads, personalized for interestLeft-right: Camping, kayaking , rock climbing, biking
Create an Emotional Connection
Be Proactive
Follow me across time and channel with context
36
Assisted Conversion
Optimize SEM, SMM bidding (right time, right amount)
Voice AgentChat Agent
Paid Media
Personalization (On/Off Domain)
Intent driven engagement
Paid Media
Retargeting
Web Personalization AssistedTraffic Funnel
Online Conversions
Online Sales and Conversions
Connect Intent Data and Assisted Conversions–at scale
Search provides us valuable data
38
Individual profiles and derived user intent segments
are constantly evolving over time and across channels...
Real-time decisioning platform and machine-learning algorithms dynamically serve hyper-targeted,
personalized ads to the user at every step of their journey...
All journeys have an end point, get there quickly
Resolution is king
My life is more important than your company’s processes
Effortless CX
Starbucks Gift Card
Giveaway
This Actors Name Is…
Patrick Warburton
Design Experience Around Intent, not Process
Immediacy trumps loyalty.
Create an Simple Interaction
This is a lot easier than navigating the 1-800 IVR
© 2015 24/7 CUSTOMER, INC.
Provide rich interactive media
45
© 2015 24/7 CUSTOMER, INC.
Interactive task completion through
cards
• Flexible framework for agents to
push forms and interactive
elements to customers
• Secure, sensitive or personal info
can be masked from agents
• Can be integrated with internal
systems to perform advanced
tasks such as authentication
46
Provide secure efficient task completion
I know exactly what’s happening in my digital channels.
Real-time, deep BI
48
Original Question
Post Interaction Analytics
Expanding countries eligible for Travel Packs is a revenue opportunity – look at data for top requests
$
Customers are asking about Travel Packs for tier 2 countries
“Will I get a usage alert when traveling?”- adds to prediction quality, & prevents a 2nd contact
Tag CRM record with interests for future Marketing campaigns
$
Update call driver summary for ContactCenter Resource planning
Update KPI metrics (revenues, high NPS,low CES)
$
Can I get a travel pack (for Brazil)?
$
How many digital interactions, across all channels, did your enterprise engage last week?
49
Measurement & Big Data Analytics
Consumer insights specific to audience, intent, interest, engagement, conversions, locations, device, income, and creative. Sample reports and visualizations:
I still matter…give me enough information and I’ll help your customer do just about anything
Unified Agent desktop
Isn’t
addressing this?
52
Unified view of customer intent, journey and context: Unified Agent Console
Social
IVR
Mobile
Virtual Agent
Real time recommendations
Intent models and routing drive agent operations efficiencies
Context and continuity enables effectiveness and optimal NPS/CSAT
© 2016 24/7 CUSTOMER, INC.
[24]7Graham Knowles, Enterprise Solutions Architect
Reagan Miller, Vice-president of Chat Agent Services
Q&A
