Date post: | 13-Apr-2017 |
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How to Leverage Mobile to Improve Your Outbound Customer Engagement
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• How Mobility has Changed Consumer Behavior
• Best Practices in LeveragingMobile
• Use Cases from Across the Customer Lifecycle
• Genesys Outbound Engagement -‐ Overview and Customer Successes
• Q&A
Agenda
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Mobility upends customer behavior
Ubiquitous mobility…
• Global population using smartphones73%
• Global SMS messages per day
16 billion
• Of calls to contact centers come from mobile devices
55%
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Mobility upends customer behavior
Ubiquitous mobility…
• Global population using smartphones73%
• Global SMS messages per day
16 billion
• Of calls to contact centers come from mobile devices
55%
…has changed consumer behavior
§ More contact options, as channels rub shoulders on devices
§ Less patience for irrelevant communications
§ Willingness to engage with contextually relevant messages
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Which outbound channels are you using to contact mobile devices?
Possible answers (check all that apply):1. Automated calls (i.e.: Outbound IVR)2. Calls by agent3. Email4. Push notifications5. Text messaging6. Other
Poll question #1
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Strong consumer appetite for being proactively contacted by companies
0% 20% 40% 60% 80% 100%
Account enrollment
Product recall
Appointment reminder
When you call into a contact center for support butthe wait time is too long
Service outages
Natural disasters and emergencies
When I am a victim of suspected fraud
Percentage of respondents
Phone call from CSR Phone call from automated system Email SMS N/A
Question: If a company or organization needs to get in touch with you for the following reasons which method of communication would you prefer?
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Source: Inbound Customer Service and Tech Support Call Volumes, 2013–18, Ovum
Inbound customer service calls originate on mobile devices
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74% of consumers use at least three channels to engage
25%of consumers use1 or 2 channels
52%of consumers use 3 or 4 channels
22%of consumers use 5 or more channels
3 channels 4 channels 5 or more channels1 channel 2 channels
N=8,000Source: Ovum
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Leverage multiple mobile channels and supporting mobile capabilities
• Availability of multimedia specific to each channel (SMS, video)
• Conditions trigger delivery of time- and threshold-sensitive information
• Customize appearance to conform to the small screen
• Context provided by numerous systems, including device location (e.g., Passbook)
• Supporting technologies enhance the outbound experience
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Personalize messages
Context
Opt-in
CRM
• Organize contextual data about the customer
• Provide mechanism for customer choices• Channels• Content• Frequency
• Target messages based on meaningful criteria:• Time• Location• Status• Triggers
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Outbound starts a conversation
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Which channels and supporting mobile capabilities are you interested in as part of your mobile outbound strategy? Possible answers (check all that apply):1. Automated calls (i.e.: Outbound IVR)2. Calls by agent3. Customer opt-‐in4. Email5. Location services6. Mobile webpages7. Passbook8. Push notifications9. Text messaging10. Other
Poll question #2
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Many opportunities for leveraging outbound
• Rx refills• Appointment confirmations and reminders• Claims management
Healthcare
• Fraud alerts• Payment reminders• New customer onboarding
Financial Services
• Shipping / delivery info• Discounts / sales• Customer surveys
Retail
• Outage status• Service call confirmation• Planned downtime
Utilities
• Network status• Account refills (minutes, data)• Customer surveys
Telecoms
• Discounts / sales• Booking confirmations• Itinerary updates
Travel / Hospitality
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Use case: sales and marketing enhancement
Benefits:• Helps build on existing insights into customer behavior
• Leverages latest trends in analytics
• Automates the initial phases of the acquisition, cross-sell and upsell process
• Inserts messages that are contextually relevant
• Multiple channels can increase response rates
• Device upgrade availability• Customer win-back campaigns
• Eligibility for product discounts
• Pay-per-view or on-demand media notifications
• Location-based offers
Sales & Marketing
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Use case: building sophisticated customer service
Benefits:• Keeps customers informed and set expectations
• Provides immediate info in urgent situations
• Deflects avoidable inbound traffic
• Gives customers a starting point to begin complex interactions on their own
• Begins the collections process gently, in compliance with regulations
• Outage notifications• Fraud alerts• Shipment tracking info• Wireless data usage and roaming alerts
• “Welcome” packages and onboarding
• Payment reminders
Customer Service
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Key Takeaways
§ If you’re not specifically tailoring outbound engagement to mobile, you’re doing it wrong
§ Outbound programs that cross channels or that consist of multiple sequential interactions should retain awareness of contextual information
§ Personalize to expressed customer preferences
§ Maintain customer opt-in for compliance, better performance, and improved customer experiences
§ Leverage technology to synchronize the different communications technologies, data management, preference management and compliance issues
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What types of outbound communications are you sending (or considering sending) to customers?
Possible answers (check all that apply):1. Account related information2. Customer service3. Payment reminders4. Surveys5. Sales and marketing6. Other
Poll question #3
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Easily create and manage campaigns
Communicate across
channels
Capture and maintain
customer opt-‐in
Variety of outbound channels
Integrated analytics
Summary of Genesys Outbound Engagement
Simplify compliance with self-‐service tools
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Text Reminders Keep Cable Installations Rolling
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Challenge:• A top three US cable company was incurring high costs and low satisfaction resulting from customers missing installation and service appointments
• Inefficiencies from unnecessary truck rolls include: Extra rescheduling, rerouting, and technician costs; Delaying service and billing
Solution:• Genesys reseller implemented Genesys Outbound on behalf of a top three U.S. cable operator to remind customers of their scheduled in-‐home appointments
• Send SMS text messages to mobile opted-‐in customers to confirm installation appointments, decrease unexpected appointment cancellations, keep trucks rolling on schedule, and reduce inbound calls
Results:• 7% improvement in appointment success rate• $1.2 million cost savings per year• $1.7 million per year increase in acquisition revenue
“Sending SMS reminders has streamlined our client’s installation processes and
increased customer satisfaction scores.”
– Lindsay Shields, OnProcess
Text
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75% of customers had an improved outage
experience
Voice
Text
Proactive Outbound Notifications Program
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Challenge:• A large utility company, wanted to deploy a cutting-‐edge notification program to proactively alert and update customers experiencing service interruptions
• Require ability to quickly send a large number of notifications as well as the ability gauge customer sentiment towards the program
Solution:• Genesys Outbound integrates with our client’s Outage Management System:ü Notify thousands of customers per minute via Outbound IVRü Capture personalized update requests (ie: Text/Voice; Daytime/
After Hours updates), including cause and estimated restoral time
ü Survey customers who received outage alertsü Analyze results, including drill-‐down sentiment by geography
Results:• 90% listen to the entire outage notification• Reduction in the number of inbound calls• 75% surveyed report they had an improved outage experience
To receive ongoing updates about the outage in your
area, press 1.
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Challenge:• Mobile numbers can only be dialed manually unless consumer opts-‐in to receive mobile calls
• Removing mobile numbers left them with 35% fewer accounts that could be automatically dialed, significantly impacting campaign reach and performance
Solution:• Leveraged Genesys Outbound to grow their mobile opt-‐in database by asking customers for their consent to be contacted on their mobile phone
• Call landlines of consumers with mobile numbers on file• Automated message was a service call to verify contact information and ask for opt-‐in to contact mobile phone for account-‐related matters
Results:• 79% of consumers provided initial consent• 54% verified their initial consent• 10% provided additional contact number
>50% of customers provided
mobile consent
Financial Institution Grows Opt-‐in Database
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“I’m very pleased with the results and plan to continue
running the campaign.”– VP, Default CollectionsVoice