Matt HooperIMImobile
@imimobile
Evolving Contact Centres into
Interactive Digital Communications Hubs
Matt Hooper – SVP
Where is the battle for Frictionless Customer Experience
Everything used to be about Inbound
Then Outbound gained ground
Now everything is moving to the cloud and going digital
New channels and models are everywhere, but how do you get them working together?
Apple Business Chat WhatsApp RCS Chatbots
Chatbots are great if used in the right way
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▪ Improve customer experience over messaging channels
▪ Proactively reach out to customers to automate engagement
▪ Self Service – simple tasks / knowledge base
▪ Manage Contact Centre costs
- Augment agents and reduce inbound
- Extend capacity at peak or out of hours
- Cross Language engagement
▪ Risk – First point of contact / represents your brand
Consumers increasingly communicate, share and manage
their lives over digital channels
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Everything at my finger tips
Give me the toolsto serve myself
I want a frictionless messaging based
experience
Fast, real-time
communications
Just for me
Customers now expect businesses to deliver the same frictionless
customer experience they get from the digital first pioneers
Backend IT – Getting your house in order
CRM – Knowing your customer
CX – From systems of record to engagement
Early 1980s to 1990s
Early 1990s to Late 2000s
2010 onwards
Customer Experience is the new battleground for business growth
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FCX – The new frontier – Frictionless CX2019 onwards
Omni-channel
= RoI?
= Risk of Ignorance
Businesses face a number of challenges in creating a frictionless customer experience
Disparate legacy
systems
Business
Applications
Communication
Channels
Appointment Reminders
Fraud Alerts
Parcel Notifications
Live Chat
Music & video content
POOR CX
NO SINGLE POINT OF
ORCHESTRATION
BETWEEN CHANNELS
COMPLEX
COMMUNICATION
INTEGRATION
FRAGMENTATION OF
CHANNELS &
CONSUMER JOURNEYS
LACK OF INBOUND /
OUTBOUND CONTROL
LACK OF SCALE
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This should no longer be acceptable
DO NOT REPLY TO THIS MESSAGE
How can you win and get the right Omnichannel RoI?
The key goal is enable two-way one to one communications across any channel and consistently across operations
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Marketing
Communications
Automated
service messages
SCHEDULED / BATCH
COMMUNICATIONS
EVENT-TRIGGERED COMMUNICATIONS
EVENT: “A CUSTOMER’S REQUEST, ACTION, OR STATUS CHANGE.”
CUSTOMER OR AGENT INITIATED
CUSTOMER CARE INTERACTIONS
Personal interaction
Augment Inbound Capabilities – Channels and Rich Data
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Integrate with modern CRMs or legacy systems to add additional
context to inbound customer requests
AGENT CONSOLE
CRM
Decision engines
Marketing Clouds
Proactive outbound - Chat events and fulfilment journeys
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AGENT CONSOLE
Agent can request additional information from a system during an engagement or trigger a fulfilment workflow once a chat is complete
AGENT EVENTS
SESSION EVENTS
FULFILLMENT ACTIONS • RECHARGES• ORDER UPDATES• ACTIVATIONS
COMMS
• NPS SURVEYS• FULFILLMENT
NOTIFICATIONS
CRM
Decision engines
Marketing Clouds
Fulfilment
ERP
Provisioning
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BROWSE & CONFIGURE PRODUCT ENQUIRY ADD TO BASKET COMPLETE PURCHASE
IN CHANNEL BROWSE & PURCHASE FROM EMAIL COMMS
OMNI CHANNEL COMMS ORCHESTRATION
CHATBOT WITH HANDOVER TO AGENT IF REQUIRED
ABANDONED BASKET NOTIFICATION TRIGGERS
AUTO DISCOUNT TO RENGAGE
CONFIRM ORDER AND PLACE
CONFIRM ORDER, MAKE PAYMENT
ORDER CONFIRMATION NOTIFICATION
ANALTICS CLOUDOption to engage an agent at any point in the journey on the interaction channel of choice
Omnichannel Communications example – Order to Aftercare
TRIGGER BASED STATUS UPDATES
SOCIAL HOUR CHECKS
WHERE IS MY ORDER MESSAGING
REAL-TIME SURVEYSDRIVE PREFERENCE BASED COMMS
DELIVERY RESCHEDULE OR ARRANGE PICK-UPPHOTO ENABLED SAFE PLACE
DELIVERY DATE/TIME, ORCHESTRATED WITH BACKEND SYSTEMS
Omnichannel Communications example – Order to Aftercare
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STATUS UPDATES PROACTIVE DELIVERY NOTIFICATION DELIVERY RESCHEDULE POST SALE ENGAGEMENT
Amazon Alexa
Option to engage an agent at any point in the journey on the interaction channel of choice
Self-serve, customer initiated
> Customers can initiate a return of their parcel
> From parcel picking to returned, proactively keep the
customer updated with return progress
> Encourage customers to manage returns digitally
> Improve the customer experience and reduce cost to
serve through automation
Information Agent example: Automate returning of a parcel
How to test you’ve got the foundations right
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1. Are all your digital
channels one to one and
two-way?
Do your new and existing
channels integrate and
work together?
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2. Orchestrate the inbound
and proactive outbound
communications mix with the
contact centre at the heart
of the operation
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3. Assure channel agnostic
consistency to future proof
your contact centre
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4. Chatbots are great, but you
need to think about how to
augment them to work with the
Contact Centre
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5. Make sure your business is
clear on what Omnichannel
means and how it will benefit
your customers
Interactive Digital Customer Communications Hub
Enterprise end state for delivering automated communications
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CUSTOMER
COMMUNICATIONS
1-way, system-init iated, mul t i -
channel , intel l igent fa l l back
CUSTOMER
SERVICE & SUPPORT
Two-way across channels .
Powered by a combinat ion of bots
& human agents
PROACTIVE CUSTOMER
ENGAGEMENT
Interact ive, mul t i -step journeys,
system-ini t iated
CONTACT CENTRE
MULIPLE
REGIONS /
BUSINESSES
UK market leader for cloud communications software and messaging based customer interaction
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SITASITA
SITASITA
› IMImobile is the market leader of cloud communication
software and services for digital interactions in UK, South
African and Canadian markets.
› We provide software and tools to help businesses automate
and improve customer interactions.
› IMImobile headquartered in London, is listed on London Stock
Exchange’s AIM Market, and has 1,100+ employees globally
with offices in Dubai, Hyderabad, Johannesburg and Toronto.
Delivering services at global scale
Working with leading enterprise businesses globally
Who we are