Engage Your Customers Their Way—Why the Cloud is Key to Effortless Customer Experience

Engage Your Customers Their Way—Why the Cloud is Key to Effortless Customer Experience

© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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Can the Cloud Help you Provide an Effortless Customer Experience?

• Providing a superior, effortless customer experience is key success driver

• Focusing on the Journey is critical

• You need a platform that can support the customers journey and grow with your business

• The cloud can help your get the quickly and efficiently

Engage Your Customers Their Way—Why the Cloud

is Key to Effortless Customer Experience

Art Schoeller

Vice President and Principal Analyst

Service Manager

Customers

© 2013 Forrester Research, Inc. Reproduction Prohibited

Customer Experience is Driving Shareholder Value

October 2013 “Technology Management In The Age Of The Customer”

Companies

view customer

experience as

one of their top

priorities

Use customer

experiences as

a competitive

differentiator

The State Of Customer Experience, Management, 2013

© 2013 Forrester Research, Inc. Reproduction Prohibited 6

Source: January 21, 2014, “The Customer Experience Index, 2014” Forrester report

Few Companies Deliver an Outstanding Experience

53%

Very Poor(0 to 54)

42%

Poor( 55 to 64)

OK(65 to 74)

Good( 75 to 84)

Excellent( 85+)

37%

11%10%

1%


Understand that Your Customers Expect Effortless Service

Customer Experience Online Survey, 2013

52% will abandon

online purchases

if they can’t find a

quick answer

For 71%, valuing their

time is the most important

thing a company can do to

provide good service


Take a Step Back and Think About the Journey that Customers Expect to have with Your Company


Most of the Time this Journey is Fractured. Why?


Source:April 2013 “TechRadar™ For AD&D Pros: Contact Center Solutions For Customer Service, Q2 2013”

Contact Center Technology Maturity


But Does this Look Like a Contact Center Suite?

Benefits of Cloud Computing are Flexibility First, Cost Savings Second

Base: North American and European software decision-makers of

companies with 20+ employees who are using or planning to use SAAS

“How important were the following benefits in your firm’s decision to use SaaS?”

(Percent of respondents that selected 4 ‘important factor’ or 5 ‘very important factor) (Select one for each row)

Source: Forrsights Software Survey, Q4 2009, 2010, 2011, 2012, 2013

“Lower overall cost” “Improve business agility”

71%61% 60% 56%

67%

2009(N=287)

2010(N=534)

2011(N=920)

2012(N=1,429)

2013(N=1,417)

32%

58%

72% 69%75%

2009(N=287)

2010(N=534)

2011(N=920)

2012(N=1,429)

2013(N=1,417)


Contact Center Deployment Models

0% 5% 10% 15% 20% 25% 30% 35% 40%

Don't know

Public cloud (as a service accessedover the Internet)

Cloud-type as a service (sharedinfrastructure)

Outsourced (provider decides)

Hosted off premises (dedicatedinfrastructure)

Self provisioned and self managed

On-premises managed service (CPEbased)

Future

Now

Base: 633 contact center decision-makers with 20+ employees and 50+ seat contact center

Source: Forrsights Networks And Telecommunications Survey, Q1 2013

In the future, how do you think your firm would prefer to manage or deploy it's contact center technology?

Today, how does your firm primarily manage or deploy its contact center technology?

50 – 99 seat

contact

centers

drops from

45% to 31%


Migration to a Cloud Contact Center

• IVR programming

• Queuing and routing rules

• Customization of reports

• Export of historical data for

forecasting and scheduling

• Archives of call recordings

• Change management / training

‒ Agent

‒ Supervisor

‒ Reporting, analytics, and WFM teams

‒ Infrastructure and Operations support

• Telecom, network, and contact center apps

• Sandbox for application development and testing

Why Consider Cloud Contact Center

›Seasonality

›Distributed contact center

›BPO management

›Wrest control from IT……but

›Agility

›Simplification of infrastructure

›Refresh, simplification of user

interfaces (agent, supervisor)


Thank you

Art Schoeller

[email protected]


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Are You Keeping Pace With Your Customers? Do they Demand an Enhanced Customer Experience?

• Today’s customers are impatient

• Need gratification is instantaneous

• Companies are following fast paced societal changes

• Monitoring and reaction time is critical

• The consequences of a slow pace can be disastrous


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Customer Expectations Have Changed


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Pending Pressure for ChangePressure for Change:Evolution to Multi-Channel

58%Use Web first, before calling

45%Say better Mobile

service reduces risk of churn

21%Say companies

provide consistent experience

89%Use 1 online

channel, average 3

Source: Dimension Data, 2013


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Pending Pressure for Change

19.8%Have a smartphone

offering

27.9%Have web chat

function

32.2%Have social media

capability

28.6%Have an SMS

function

Pressure for Change:Contact Center Evolution to Multi-Channel



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Pending Pressure for Change


31.9%Smartphone

Pressure for Change:For Gen Y Phone is Fourth Channel Choice

42.3%Email/SMS

29.4%Phone

36.4%Social media


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With All these New Touchpoints—Why Do Customers Still End Up in the Contact Center?

Voice Self-Service

Mobile App

Web Self-Service

FAIL Contact Center

FAIL

58%

34%

Callers who first used web in current transaction

Callers on web while talking to a rep

10%Leakage of loyalty whenweb self-service fails

FAIL

Source: CEB


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Integration is Still a Challenge

Voice & IVRText Chat

Location data

Social Media

Mobile App

Web &

e-Services

Scanned Documents


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CUSTOMEREXPERIENCE CENTER

• Journey Orchestration• Multi-modal, Cross-Channel• Predictive and proactive• Journey-intent routing• Soft switching (egWebRTC)• Continuous WFO• Speech/Text analytics• Journey analytics & insights• CX work item SLAs enforced

CONTACT CENTER

• Siloed Multi-Channel • Interaction focus• Skill-based routing• Manual Quality Mgmt• Complex work mix• Siloed touchpoints• Siloed WFO • Fragmented analytics

CALL CENTER

• Single channel• Interaction focus• Next-up staff• Broad work mix

Evolving the Contact Center is Key to Moving Beyond the Silos

Human-Assisted Reach

Self-ServiceReach

Channels

Coverage

Fragmented Silos


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But What is a Customer Journey?

•A customer journey is…• Anchored in how customers think about it

• An event that marks the defining experienceof key life-cycles of a customer

• Typically multi-touch, multi-channeland cross functional

• An evolution in thinking over traditional touchpoint or “moments of truth” approaches

Over 50% of customer interactions happen during a multi-event, multi-channel journey


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Mobility is Growing in Importance

• Mobile is coming into focus • Only 38% of companies offer mobile channel - ICMI

• Yet 89% of businesses planning new mobile apps or website in 2014

• and 64% say contact center will have increased role in mobile future

• Mobile Touchpoints Are Critical To Customer Journeys

40%of companies planning future integration of customer care into mobile apps

−Yankee


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Why Mobile Enable Your Contact Center

Your customers expect it!

• Extend contact center capabilities to mobile devices

• Deliver more personalized assisted service

• Enhance Customer Experience to drive satisfaction, loyalty, NPS

• Reduce contact center costs through better informed agents and volume metering


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• Increased business agility

• Speed to market and rapid

deployment

• Flexible capacity and

functionality

• Enable greater business

initiative focus

Why Consider the Cloud?


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Leveraging the Cloud to Create Competitive Differentiation• Implement innovative capabilities quickly

• Provide a seamless technology growth path

• Faster adoption of new technology

• Focus resources on the customer,not the technology

•“Companies today struggle

with inflexible technology infrastructure that

does not let them quickly adjust to business

demand and deliver experiences in line with

customer demand”

Forrester, April 2012


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•Business Drivers• Competitive market differentiation

• Support customers over any channel

• Agility to meet changing needs

• Multi-lingual support

•Objectives• Differentiate the customer

experience

• Synchronize with corporate strategies

• Integrate with existing systems

• Increase revenue generation, while keeping costs low

Case in Point: HospitalityLeverage Cloud-based Contact Center to Differentiate Experience

Highly competitive market


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•Business Drivers• Competitive market differentiation

• Limited knowledge of customer intent

• Agility to meet changing customer engagement preferences

• CX didn’t match corporate brand

•Objectives• Support channels their demographic

(13-23 year old males) were demanding

• Synchronize with corporate branding

• Deploy across in-house and outsources contact centers

• Provide that differentiated experience

Case in Point: Consumer/Retail/DigitalCreate Competitive Advantage with Customer Experience

Highly competitive market


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Cloud

Carrier

Customer Premise

Multiple Deployment Options

Customer Premise

Hybrid Cloud

Carrier

Customer Premise

Local Telephony

Carrier

MediaServer Genesys

Premises

Carrier

Customer Premise


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Cloud Hybrid On-Premises

Customer Service

Mobile MarketingTelemarketing & Sales

eCommerce Payment & Collections

Genesys Customer Experience Platform

Store/Branch

Directto Rep

BackOffice

ContactCenter

MarketingPromotion

MobileAppWebsiteVoice IVR Social


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Key Takeaways

• Focus on low effort customer

experience

• Support the channels your

customers are demanding

• Recognize that customers are

on a journey

• Consider the cloud to help you

get there quickly and easily


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@Genesys

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Date post:	19-Jul-2015
Category:	Technology
Upload:	genesys
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