© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved. 2
Today’s Presenters
Irwin Lazar VP & Service Director, Nemertes Research
Lisa Durant
Research Analyst,
Nemertes Research
Sean Murphy
Director, Product Marketing,
Genesys
Optimizing Your Workforce in an
Evolving Contact Center Landscape July 16, 2014
Irwin Lazar, VP & Service Director
Lisa Durant, Research Analyst
@nemertes
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Agenda
Introductions
About Nemertes
The Changing Contact Center Landscape
Contact center channels
Changing analytics
Workforce management tool adoption
Contact Center Business Practices
Changing Key Performance Indicators (KPIs)
Remote agents
Measuring forecasting
Effects on workforce management
Recommendations and Best Practices
5
About Nemertes
US-based research and consulting firm specializing in evaluating the business impact of emerging technologies
The only research firm that consistently benchmarks 200+ IT organizations
Staffed by former IT and business practitioners with 20+ years experience
Organized to deliver customized research findings to clients in real-time
Independent and objective: We serve only our clients. No investment from, no stock in, no board positions on companies we cover
Founded in 2002; consistently profitable
Registered Women-Owned Business
Mobile and Network Services
Unified Communications and Collaboration
Security and Compliance
Big Data, Analytics, and Virtualization
Contact Center and Customer
Engagement
ET Innovation, Transformation
Enterprise Trusted Advisor
Cost Models and Total Cost of Ownership
Cloud Delivery
© Nemertes Research 2014 www.nemertes.com 1-888-241-2685 DN3508
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The Changing Contact Center Landscape
7
WebsiteEngagement
SocialMediaPost
LiveTextChat
VoiceCallfromPhoneorWeb
Browser
CustomerAccessChannels
VideoCall
MobileApp
Self-Service
IntelligentContext-BasedRou ng
UniversalQueue
Interac onRecordingTool
(RecordsCustomerAc vity
acrossAllChannelsto
ProvideContext)
CustomerHistory
Predic veAnalysis
Real-TimePerformanceRepor ngatAgent
Desktop
SeamlessAgent-CustomerExperience
AgentSuppliedWithCustomerHistory&
Informa on
CustomersRoutedtoSameAgentEachTime
IntegratedUCAllowsAgentstoAsk
Ques onsWithoutTransferringorHold
Time
Speech/TextAnaly csFlagRepeatQues ons,AgentIssues,andEnsure
Compliance
Real-TimeAlertsatDesktop/MobileDevice
MobileAppsAllowSupervisorstoMoveAroundCenter&S ll
Manage
Predic veRepor ngLeveragesBusiness
IntelligencetoImprovePerformance
Hands-OnSupervisorandManagement
Integra ontoWorkforceManagementToolsEnablesWorkforce
Op miza on
Contact Center’s Evolving Architecture
© Nemertes Research 2014 www.nemertes.com 1-888-241-2685 DN3508
8
Operate and
Refresh
Conservative Bleeding Edge
Ub
iqu
ito
us
R
ar
e
Operate and
Refresh
Strategize
and Execute
Evaluate and
Monitor Cloud ACD
Cloud IVR
WFM
Speech
Analytics
Mobile Agent
Apps
Customer
Community
Predictive
Analytics
Conservative IT Culture Bleeding Edge
Contact Center Technology Adoption
© Nemertes Research 2014 www.nemertes.com 1-888-241-2685 DN3508
9
Operate and
Refresh
Conservative Bleeding Edge
Ub
iqu
ito
us
R
ar
e
Operate and
Refresh
Strategize
and Execute
Evaluate and
Monitor
Mobile
Real-time Chat
Video
Social Media
Monitoring
(Anywhere)
Conservative IT Culture Bl eed ing Ed ge
Multichannel Adoption
Social media
monitoring by any
department, not just
contact center (e.g.,
Marketing)
© Nemertes Research 2014 www.nemertes.com 1-888-241-2685 DN3508
10
Email, Social, and Mobile Top Non-Voice Channels
Engaged
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What’s customers’
preferred channel?
• 90% of multichannel contact
centers say voice is #1
• 10% say email is #1
• 72% say email #2 or #3
• 33% say chat #2 or #3
• 19% put social in the top 3
11
*
* Not enough data on Text/SMS to include engagement statistic
Most Use Separate Apps For Non-Voice Channels
Integration into the contact center platform refers to an
application being integrated with the contact center routing
solution rather than remaining a standalone application.
Note that there are significant gaps between those using
email, social, and mobile and those integrating the same
technologies into their contact center platform.
© Nemertes Research 2014 www.nemertes.com 1-888-241-2685 DN3508
12
Most Have Agents Handling Multiple Channels
Even when agents
handle multiple
channel types, most
handle only one
channel at a time.
Issues coming through
text chat, etc., are just
as complex as those
coming through voice
calls.
© Nemertes Research 2014 www.nemertes.com 1-888-241-2685 DN3508
13
Most Investigating Speech Analytics
Speech analytics being
used for customer service
monitoring, compliance,
improving efficiency, and
identifying coaching
opportunities.
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14
40% Using Big Data in the Contact Center
Big Data is being used for
marketing purposes,
predictive analytics, and
to be more preventative.
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15
45% at Least Evaluating Predictive Analytics
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Predictive analytics tools
leverage business intelligence
to create forward-thinking
decisions or reports.
16
Drivers for Predictive Analytics
“Other” typically includes
evaluating the success of
a marketing or outbound
campaign.
© Nemertes Research 2014 www.nemertes.com 1-888-241-2685 DN3508
Top 3 Predictive
Analytics Use
Cases
1. Predict future issues
and contact requests
2. Identify agent best
suited to handle
contact request
3. Predict upcoming
peaks and valleys in
incoming contact
requests
17
Most Using Workforce Management Tools that Support
Multichannel
In this chart, workforce
management tools
specifically support
multiple channels.
A workforce
management tool is
used to help manage
staff scheduling, report
on labor use, manage
PTO/leave, manage
tasks/activities, and
manage
time/attendance.
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Contact Center Business Practices
19
How are Key Performance Indicators Changing?
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Non-voice channels require KPIs that account for non-voice metrics
• Most still using voice metrics like First Contact Resolution (FCR), hold/wait times, etc.
More channels mean more data, which means more to measure and analyze
Customer experience takes the forefront
• Many different metrics and KPIs affect customer experience
• The metrics and KPIs that affect customer experience vary depending on contact center purpose
• Contact centers starting to measure the entire customer experience vs. each individual interaction
• New KPIs that measure customer experience (e.g., Net Promoter Score and Customer Effort Score) emerging
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Minority Using Net Promoter Score
Net Promoter Score is a
customer loyalty and
satisfaction metric that
measures existing
loyalty between
providers and
consumers based on the
consumer’s self-reported
likelihood to recommend
the company, product, or
service to a friend or
colleague.
© Nemertes Research 2014 www.nemertes.com 1-888-241-2685 DN3508
21
Most Not Using Customer Effort Score
Customer Effort Score
is a customer
experience metric that
assesses the degree
of effort that a
customer had to exert
to get an issue
resolved. CES is
calculated by asking
customers to self-rate
the amount of effort
they put into
accomplishing a
desired outcome.
© Nemertes Research 2014 www.nemertes.com 1-888-241-2685 DN3508
22
Most Measuring Forecasting at Half-Hour Intervals or
Shorter
Some companies look
at multiple time
intervals for different
reasons.
Chart shows primary
interval used to
measure forecasting
accuracy.
© Nemertes Research 2014 www.nemertes.com 1-888-241-2685 DN3508
23
Most Using Remote Agents in the Contact Center
For this study, “remote
agent” is defined as an
agent working in a
remote location (e.g.,
at home). This does
not include agents at a
separate contact
center site (branch
agents).
© Nemertes Research 2014 www.nemertes.com 1-888-241-2685 DN3508
58% increasing
remote agents
Reducing turnover
and costs are
biggest drivers
24
Effects on Workforce Optimization
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Companies must determine the KPIs and metrics that matter most to their organization’s mission
Communicate about these important KPIs with agents and supervisors
Consider adding real-time reporting for these KPIs/metrics to display boards or agent desktops
Identify agents who perform well or poorly in the areas that matter most and coach to those important KPIs
Look at contact center forecasting at multiple intervals, including shorter intervals, to avoid masking issues
Companies must ensure that remote agents receive the same tools and experience
26
Recommendations
© Nemertes Research 2014 www.nemertes.com 1-888-241-2685 DN3508
Identify the channels that matter most to your customers/contact center users
• Ensure these channels are appropriately engaged and monitored by agents with the right skill sets
• Understand that issues coming in through chat, email, etc., are often just as complex as questions being asked through voice calls
• Do not overload agents by having them handle multiple channels at once; this could affect interaction quality
Ensure that information follows customers between channels
• Enable agents to handle multiple inquiry types without needing to transfer; consider integrating the contact center platform with the company’s UC platform or applications (when applicable)
• Ensure technology integrates as necessary to tie interaction information to specific customers
Consider using analytics tools to gain insight into contact center performance
Consider using workforce management tools that support multi-channel interactions to streamline scheduling and maximize workforce productivity
• Be sure to look at smaller time intervals for forecasting to get the best picture of true contact center performance
Identify the KPIs and metrics that most affect your objectives
• Make this information available to agents
• Consider real-time reporting of this information at the agent desktop or on a scoreboard
Optimizing the Customer Experience: Unleash the Excellence of your Multi-Channel Workforce
Sean Murphy
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved. 28
The Multi-Channel Challenge
Calls
Mobile Emails Chats
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Impact to the Operations Team
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• Multiple systems to administer • Inconsistent planning across channels &
tasks
• Cannot effectively blend channels
• No single view of employee availability & adherence across channels
• Manual queue / skill changes
• Performance data in multiple (silo) systems
• Random sampling for QM is not reliable
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Limited Visibility with Traditional Quality Mngmt.
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Random Sampling
Call Recordings
• Manual, labor intensive
• Only feasible to review 2% or less of randomly selected calls
• Other contact channels monitored separately
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3 Steps towards Workforce Excellence
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1
2
3
Integration of Interaction Routing
with Workforce Planning and
Forecasting
Single Platform for all Types of
Interactions & Work Items
Automation and Unification of
the Quality Management
Process Across All Channels
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Single
Platform
#1: Single Platform Reduces Manual Effort
• All channels in one (UQ)
• Single user & skill administration
• Blending of Interactions
• Business Rules drive routing
• One source for Statistics & Reports
• SIP Integration eliminates PBX
• Integrated recording lowers TCO & enables the entire customer journey to be captured and analyzed
Benefits of Contact Center Suite
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#2: Integration of Routing and Planning
Front Office
Back Office
“Changes to the schedule drive routing decisions and put the operations team firmly in control.”
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Are you ready for the High Velocity Customer?
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#3: Automation & Visibility through Analytics
Automatically Evaluate 100% of Conversations
Precisely Measure Performance
Accelerate KPI Improvements
Repurpose freed up capacity in the QM Team
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Turning Analytics in to Action
Auto-Triggered Workflows
Interactions
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Analytics-driven Workforce Optimization
Interaction Analytics
Phrase Recognition
“Connect me to your Supervisor”
Workforce Optimization
Knowledge Assessments
Statistical Analysis
Customer Feedback
Call Recordings
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© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
Operational Excellence through Integration
Work Distribution
Workforce Optimization
Multi Channel Support
Centralized
Administration
Cross Application Workflows
Schedule based
Routing
Real Time Adherence
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Continuous Workforce Optimization
Front Office
Back Office
Workforce Optimization
Work Distribution
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Summary of Recommendations
Identify the channel preferences of your customers and ensure that information follows customers across channels
Drive Quality Management processes by evaluating every interaction across all channels with Interaction Analytics
Capture & analyze the entire customer journey – across all channels, but also across all sites (i.e. through site transfers)
Choose a “native” multi-channel Workforce Management application to streamline scheduling & maximize workforce productivity
Identify the KPI’s that best measure the outcomes desired by your business; focus all processes on those KPI’s
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