The Outbound Engagement Playbook - Voxai Solutions€¦ · The Outbound Engagement Playbook will:...

The Outbound Engagement PlaybookYour Guide to Selecting an Outbound Engagement Solution to Proactively Communicate with Your Customers and Deliver Great Customer Experiences

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4 IMPORTANCE ACROSS THE CUSTOMER LIFECYCLE

7 CONCLUSION

1 INTRODUCTION

2 OVERCOMING CHALLENGES WITH OUTBOUND ENGAGEMENT

3 WHAT TO LOOK FOR IN A MODERN OUTBOUNDENGAGEMENT SOLUTION—SIX KEY COMPONENTS

5 CHOICE OF DEPLOYMENT TYPES

6 CASE STUDIES

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What is an Outbound Engagement Solution? An outbound engagement solution enables organizations to proactively communicate with customers across a variety of channels. By managing expectations and keeping customers informed throughout their journeys, companies can increase customer satisfaction, reduce churn, and build profitable, long-term customer relationships.

CHAPTER 1: INTRODUCTION

The Outbound Engagement Playbook will:

� Guide you through current market trends

� Identify common challenges and ways to

overcome them

� Outline the benefits of proactively communicating

with customers

� Describe deployment options

� Provide real examples of successful

outbound campaigns

How This Playbook Can Help

1: INTRODUCTION 2: CHALLENGES 3: WHAT TO LOOK FOR 4: CUSTOMER LIFECYCLE 5: DEPLOYMENT TYPES 6: CASE STUDIES 7. CONCLUSION







Why Your Company Needs an Outbound Engagement SolutionThree key industry trends are fueling the significant expansion of and focus on outbound engagement solutions.

� More demanding customer expectations: According to Forbes, 87% of customers want to receive proactive communications from companies regarding customer service issues.1

� Rise of the “mobile-first” consumer: Increasingly, customers are relying primarily—or even solely—on their mobile devices. More than half the global population uses mobile phones, and according to Portico Research, nearly one billion text messages are sent per hour worldwide.2

� More restrictive compliance requirements: Evolving regulatory requirements and business policies are compelling organizations to modernize their outbound tools so they can more easily comply with restrictions governing how, when, and over which channels they communicate with customers.

Companies who increase their investments in outbound engagement strategies are delivering improved customer experiences and, in turn, are

benefiting from deeper customer loyalty and higher ROI from their outbound campaigns.

1 Forbes: “Why Relying Only on Reactive Customer Service Is no Longer Good Enough” (2015)2 Portico Research: “Mobile Messaging Futures” (2014)










Many of the challenges organizations face today can be overcome or avoided with a modern and comprehensive outbound engagement solution. Challenges include:

CHAPTER 2: OVERCOMING CHALLENGES WITH OUTBOUND ENGAGEMENT

High Customer Support CostsThese are often the result

of the large volume of

inbound calls in the contact

center. Organizations

that do not proactively

communicate with their

customers end up with

too many avoidable and

low-value inbound calls,

resulting in high agent costs

and a negative impact on

customer satisfaction.

High Customer Churn Uninformed customers with

outstanding needs—and

the lack of personalized

outreach and self-service

options—directly impact

customer satisfaction and

increase churn.

Disjointed Customer Experience Companies often have

siloed communication

strategies, where different

outbound channels are

controlled by different

tools and/or different

groups of people. These

organizational inefficiencies

result in a non-integrated

approach to customer

outreach and make it

virtually impossible to share

context across interactions.

Low Customer Response Rates When an organization

relies on only one or two

outbound channels, the

chances of successfully

contacting a customer or

communicating over their

preferred channel are low.

High Agent Idle Times and Low Agent Utilization Organizations that do not

automate and effectively

pace the volume of

outbound calls will have

inefficient agents and

suboptimal campaign ROI.









Inefficiencies from Vendor Over-RelianceOutbound engagement

solutions that don’t let

companies create, manage,

and tune their own

outbound campaigns using

self-service tools create an

over-reliance on vendor

assistance, which results in

increased costs and longer

lead times.

Struggle to Meet Compliance RequirementsOrganizations without

dynamic and granular

self-service control over

their outbound campaigns

struggle to comply and

keep current with evolving

regulatory requirements and

corporate policies.

No Mobile Strategy for Outbound CommunicationsCompanies that have not

yet embraced mobile

interactions are missing

opportunities to: engage

with customers over their

preferred channels, lower

customer effort, and

build loyalty.

If you are using disparate communications systems, not offering self-service options, struggling with compliance, or ignoring the mobile channel, can you effectively engage your customers along their journeys?

Modernizing your outbound engagement solution will provide you with the right tools to address these challenges, improve the performance of your outbound campaigns, and enhance customer experiences.









To effectively compete in this quickly changing, customer-driven world, companies cannot rely solely on reactive, inbound customer communication. Part of your organization’s mission should be to proactively inform, interact, and engage with your customers, and to do so across multiple channels as part of an integrated, omnichannel customer engagement strategy.

CHAPTER 3: WHAT TO LOOK FOR IN A MODERN OUTBOUND ENGAGEMENT SOLUTION—SIX KEY COMPONENTS

Easily Create and Manage Your Campaigns2

Coordinate Communication Across Channels3

Offer a Variety of Outbound Channels1

Capture and Maintain Customer Opt-In5

Integrated Analytics6

Simplify Compliance with Self-Service4









You want to communicate with customers over landlines and mobile

devices using as many integrated channels as possible. Do not

ignore the great opportunity to interact over mobile channels and

via technologies such as text messaging (SMS and MMS), push

notifications, Wallet, and mobile web pages, as well as outbound IVR

and email. When considering an outbound dialer, you want to partner

with a vendor that has proven to deliver agent utilization rates above

90%. Enabling customer interactions over as many channels as

possible extends your reach, strengthens your relationships, and will

create a customer journey that improves your financial results and

delivers the optimal customer experience.

Offer a Variety of Outbound Channels1

@###

DIALER VOICE TEXT

EMAIL MOBILE WEB

PUSH & WALLET









Your outbound communication needs will continue to evolve, and

implementing simple, self-service tools will allow you to easily create,

manage, and tune your outbound campaigns over time. Pay close attention

to both list management and campaign management tools.

List management: Prepare your contact lists for use in campaigns.

� Import contact lists and internal suppression lists.

� Filter out telemarketing “do not contact” records.

� Reject improperly constructed numbers.

� Identify mobile numbers.

� Segment contacts.

Campaign management: Design and manage your campaigns.

� Define channels.

� Set outbound dialing modes.

� Determine landline versus mobile treatment strategies.

� Manage pacing of outbound volumes.

� Continually monitor and tune campaigns.

As a guiding principle, you will want your outbound engagement solution to

include self-service tools so that you are not stuck relying on—and paying

for—a vendor to create, manage, and tune your outbound campaigns.

Easily Create and Manage Your Campaigns2

@

###

EMAIL

VOICE

TEXT

DIALER MOBILE WEB

PUSH & WALLET









You need the ability to design your campaigns to communicate across multiple channels as part of a single customer interaction. This cross-

channel communication is achieved through escalation and blending strategies.

� Escalation strategy: Initiate outreach in one channel, and then expand outreach attempts to another channel if no response is received. For example, you may first try calling an individual up to three times, and then send a text message, and then leave a voice message, and finally, send an email.

� Blending strategy: Coordinate an interaction across more than one channel as part of a single customer dialog. It includes actions such as scheduling a service call via the phone, and then sending a text-based reminder one day before the scheduled appointment that includes the option to reschedule via a live agent if needed.

Strategically coordinating communication across channels lets you pass content and history between channels for a seamless interaction with

the customer and contact them via their preferred channels, which results in better campaign reach and performance.

Coordinate Communication Across Channels3









Not only are organizations faced with a growing number of regulatory

requirements that govern outbound communications, but many companies

are also dictating their own internal policies aimed at protecting the customer

experience by restricting when, how frequently, and which channels are used

to contact consumers.

In order to simplify compliance with both internal and external requirements—

and respond quickly to new requirements—you need to be able to easily

create, update, and audit your own contact strategies with granular control

and not have to rely on a vendor to do it for you. Customizing business rules

for your outbound campaigns could include limiting the number of outreach

attempts over a specified time frame, defining allowable contact windows, and

setting outreach limitations by geography.

Simplify Compliance with Self-Service4









“Opt-in” is when a customer gives their permission to an organization to

be contacted over the channels they specify. Customer opt-in satisfies not

only various regulatory requirements in many parts of the world, but it

also improves customer experience and campaign results, since customers

are being sent information they want over the channels they want. And

the vendor you work with should be savvy at not only integrating opt-

in requests into existing customer touchpoints but also at creating new

campaigns specifically geared towards gaining opt-ins. The process of

opting-in for a customer could be as simple as checking a box on an online

or paper form that essentially says, “Yes, please contact me on my mobile

device with account-related messages.”

You also need to be cautious about not becoming bogged down while trying

to maintain your opt-in database. Consider not just collecting the opt-in data

but providing automated opt-out processes, removing contacts from your

opt-in database when appropriate, and seamlessly integrating your opt-in

list into your outbound campaigns. It’s best to select a vendor that has deep

experience working with organizations to manage and maximize the size of

their opt-in databases.

Capture and Maintain Customer Opt-In5









Organizations should analyze how their outbound campaigns and agents are

performing in order to fine-tune their efforts and improve performance.

There are two kinds of analytics to focus on:

� Campaign analytics: Real-time insight into a campaign’s effectiveness provides actionable business intelligence to improve response rates and increase campaign ROI.

� Speech/text analytics: Cost-effectively and systematically evaluate agents, improve their compliance with script requirements, identify trends, and ultimately improve agent performance and the customer experience.

Having deep insights from integrated analytics, reports, and dashboards

will enable you to make more informed decisions and have more successful

outbound campaigns.

Integrated Analytics6









Outbound engagement is important across the customer lifecycle, from marketing to customer service to payment collection. Many vendors lack the deep industry expertise and in-country best practices that are invaluable when creating effective outbound contact strategies across the lifecycle. However, by working with a vendor that possesses the domain expertise to be most effective, you can ensure a positive customer experience.

CHAPTER 4: IMPORTANCE ACROSS THE CUSTOMER LIFECYCLE









$Sales and Marketing

Maximize the effectiveness of your sales

and marketing campaigns. Deliver a range

of telemarketing and automated outbound

communications to acquire, up-sell and

engage consumers to increase contact

center efficiency, agent utilization, and

drive revenue. Expand marketing channels

by utilizing advanced mobile marketing

techniques for loyalty, promotions,

customer win-back, and opt-in.

Customer Service and Support

Anticipate customer needs, proactively

solve issues, and build lifelong customer

relationships. Engage customers, and

supply them with relevant and timely

information, such as appointment

confirmations, fraud alerts, service outage

notifications, card-activation reminders,

and surveys. Common strategies include

blending outbound communications across

multiple preferred channels and closing the

loop with unhappy customers in real time.

Payments and Collections

Send payment reminders and recover

debt more efficiently by increasing contact

rates and improving agent efficiency with

best-in-class dialing capabilities, patented

predictive pacing, inbound/outbound call

blending, and self-service compliance tools.

Additionally, leverage mobile devices to

maximize contacts and provide self-service

payment options via voice, text, and mobile

web channels.








Organizations looking to modernize and expand their outbound engagement solution have three major architectural options to consider: on-premises, cloud, or hybrid. Below is a summary of the characteristics and advantages of each deployment model to help you choose the best one for your organization.


CHAPTER 5: CHOICE OF DEPLOYMENT TYPES

On-Premises

� Maximize control by keeping hardware, software, and data housed internally.

� Rely on internal networks and personnel to meet security requirements.

� Determine the timing and frequency of software updates to fit internal time frames and resource availability.

� Maximum customization and flexibility of deployed solution.

� Treat the investment as CAPEX for budgeting purposes.

Cloud

� Deploy quickly, due to little to no hardware or software installation.

� Rely on the vendor to meet security requirements as part of the cloud infrastructure.

� Automatic updates provide instant access to new features and functionalities.

� On-demand elasticity and scalability support peaks in demand.

� Stretch IT budgets by moving from CAPEX to OPEX.

Hybrid

� Introduce elements of the cloud into an organization without migrating all on-premises systems at once.

� Flexibly and affordably augment existing premise-based deployments.

� Deploy relatively quickly with pre-packaged solutions.

� Benefit from the combination of internal and vendor-provided security measures.

� Combine CAPEX and OPEX strategies.

Regardless of the deployment type you choose, it’s critical to partner with a vendor who can tailor an outbound engagement solution that fits your

current requirements and is flexible enough to evolve to meet future needs.








CHAPTER 6: CASE STUDIES A robust outbound engagement solution offers rapid returns in the form of increased satisfaction, more revenue, reduced costs, and growth of profitable, long-term customer relationships.

A best-in-class outbound engagement solution will deliver measurable improvements in the performance of your campaigns, agent utilization, and call waiting times. And it will help reduce inbound calls and alleviate peak capacity concerns. This all leads to stronger customer loyalty and a better overall customer experience. Here are a few Genesys case studies that illustrate how successful outbound campaigns significantly impact the bottom line.









Genesys Case Study: OnProcess Technology

ChallengeOne longtime OnProcess client, a top three US cable, high-speed internet, and phone provider, was incurring high operational costs and reduced customer satisfaction scores as a result of customers missing or rescheduling installation appointments. This caused unnecessary truck rolls and delayed service start dates and incurred additional back-office

costs that were impacting customer satisfaction.

SolutionGenesys reseller OnProcess implemented Genesys Outbound on behalf of a cable operator to improve cable operator improve installation success rates. They had already been using outbound IVR calls to remind customers of upcoming installations, but they added proactive text message reminders to verify scheduled in-home appointments and avoid the expense

of sending a technician when no one was home.

OutcomeSuccessful installations increased, and rescheduled appointments, truck rolls, and day-of-job failures decreased.

KEY BENEFITS

� 7.2% improvement in installation success rates

� $1.2 million in cost savings per year

� $1.7 million per-year increase in acquisition revenue

OnProcess Technology provides service supply-chain optimization, back-office operations support, and customer experience management services to some of the world’s leading technology companies.

“Proactive reminders via text have not only helped our cable client streamline installation processes but also increased their customer satisfaction levels.” —Lindsay Shields, Solutions Engineer, OnProcess Technology


Find Out More








http://www.genesys.com/about-genesys/customer-stories/onprocess-technology

Genesys Case Study: Afni

ChallengeReducing costs is critically important in debt collections, a traditionally high-volume, low-margin

business. Afni sought to consolidate agent dialing (predictive/preview) and inbound/outbound

IVR calls into a single agent group in order to better penetrate its monthly receivables contact list,

generate more right-party conversations, and maximize efficiency. In addition, it was critical that

they maintain compliance and not negatively impact call abandonment rates.

SolutionWith Genesys Outbound IVR already in place, Afni selected the Genesys Dialer to replace

its existing dialer to seamlessly integrate these two outbound channels and increase agent

productivity.

OutcomeImproved agent productivity results were driven by superior pacing of outbound call volumes.

Genesys also provided the ability to optimally blend calls from predictive dialing, preview dialing,

inbound IVR, and outbound IVR campaigns into a single agent group. Finally, Genesys provided

compliance controls and analytics-driven campaign optimization.

KEY BENEFITS

� 93% agent productivity—a 19% increase

� 50% decrease in call abandonment rates

� 35% decrease in cost to collect

Afni is one of the leading private customer care, sales, and collections companies in the US and primarily serves the telecommunications and insurance industries.

“The Genesys Outbound solution and the strength of the Dialer and Inbound/Outbound IVR was extremely attractive to us and resulted in a measurable improvement in our collections success.” —John O’Donnell, VP Receivables, Afni


Find Out More








http://www.genesys.com/about-genesys/customer-stories/afni

Genesys Case Study: UPMC Health Plan

ChallengeUPMC wanted to provide innovative and personalized customer service by proactively reaching out

to their Medicare Advantage members to help ensure they live healthier lives. To deliver this level

of service, UPMC assigned dedicated concierges to each member—but they needed a technology

solution to ensure all communication with a given member went through the right concierge.

SolutionUPMC uses Genesys Outbound to have their healthcare concierges proactively call members and to

send them emails. The automated process creates a daily call list and loads it into the outbound dialer.

Real-time statistics help manage workload and adjust the pace of outbound calls.

OutcomeMember care has improved, resulting in better satisfaction scores and fewer inbound calls to

the contact center. Concierges now call members for various reasons, including welcoming new

members; discussing gaps in recommended care; and notifying them of prescription approvals,

benefits changes, free services, and renewal reminders.

“Genesys has enabled us to become more sophisticated in our customer interactions and hold proactive conversations.” —Mary Beth Jenkins, Chief Operating Officer, UPMC Health Plan

KEY BENEFITS

� 27% reduction in inbound call volume

� Better member satisfaction scores

� Numerous examples of how proactive calls aided in identifying untreated medical issues and coordinating immediate medical care

UPMC Health Plan, one of the nation’s fastest growing health insurance plans offers a range of commercial Medicaid and Medicare HMO products and services. Its top-down commitment to customer experience is a major differentiator in the competitive healthcare insurance market.

Find Out More



http://www.genesys.com/about-genesys/customer-stories/upmc-health-plan-optimizes-customer-conversations-to-ensure-service-excelle







Organizations that proactively send timely, relevant, and personalized messages to their customers over preferred channels are well-positioned to have happy customers throughout the customer lifecycle. To accomplish this goal, you should seek an outbound engagement solution that:

� Offers a variety of integrated outbound channels

� Allows you to easily create and manage your campaigns

� Coordinates communication across all channels

Companies looking to improve how they proactively communicate with customers should look for a holistic outbound engagement solution that delivers these six key components. In doing so, you address the challenges you face with your outbound customer communications and benefit by keeping customers informed, proactively solving their issues, and properly setting their expectations.

CHAPTER 7: CONCLUSION

� Simplifies compliance with self-service tools

� Captures and maintains customer opt-in

� Integrates analytics to improve performance










Learn More Request a Demo Speak to an Expert

Are Your Outbound Communications Actually Engaging Your Customers?Your customers have come to expect relevant, timely, and personalized communication from the companies they do business with. Are you delivering? Having a robust outbound engagement solution elevates your customer experience. By anticipating customer needs and communicating with them in a way that produces better interactions, offers more insight, and provides your agents and supervisors with easy-to-use tools, you’ll achieve superior outcomes and proactively engage your customers all along their journeys.

Let Genesys help modernize your contact center, thrive in the mobile world, and achieve your outbound customer engagement goals! Learn more by speaking with an expert or trying it for free.







http://www.genesys.com/solutions/proactive-customer-communications

http://www.genesys.com/about-genesys/demo

http://www.genesys.com/about-genesys/demo

http://www.genesys.com/about-genesys/contact-us

Website: www.genesys.com Contact Us: 1-888-GENESYS

Genesys, the world’s #1 Customer Experience Platform, empowers companies to create exceptional omnichannel experiences, journeys and relationships. For over 25 years, we have put the customer at the center of all we do, and we passionately believe that great customer engagement drives great business outcomes. Genesys is trusted by over 4,700 customers in 120 countries, to orchestrate over 24 billion contact center interactions per year in the cloud and on premises. For more information www.genesys.com.

Copyright ©2016 Genesys. 2001 Junipero Serra Blvd., Daly City, CA 94014

All Rights reserved. Genesys and the Genesys logo are registered trademarks of Genesys. All other company names and logos may be registered trademarks or trademarks of their respective companies.







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