1. Call Center Design for Improved Customer Experience
February 13, 2014

2. Agenda Introduction Customer Experience
Employing Avaya to Improve Customer Experience
Call Back Applications
Multi-Media
Screen Pop
Business Advocate
Metrics
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Introduction
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4. Introduction Mary-Ellen Vicinus, AKA Mel Experience Rules
9 Years at AAA – Representative, Supervisor, Manager
The Hartford – Call Center Administration, Project Manager, Director Contact Center Strategy
Avaya, Viable Resources, AdvanTel Networks
Rules
Laugh at all my jokes
Ask questions
Assume everything I say is followed by “please”
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Customer Experience
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6. Why Design CC for Customers?
Correlates Highly to Future Business
Links Directly to Willingness to Recommend
Correlated with Customer Loyalty
The Business Impact of Customer Experience, 2013 by Maxie Schmidt-Subramanian
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7. Customer Experience and the Bottom Line
Better customer experience can be worth millions in revenue
Incremental revenue in the same year
Revenue saved from lower churn
New sales from word of mouth
L1 = Add’l purchases
L2 = Churn savings
L3 = Word of Mouth
The Business Impact of Customer Experience, 2013 by Maxie Schmidt-Subramanian
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8. What is CE in a Contact Center?
Analytics will tell you, but generally customers…
Press 2, the 3, then what?
Chat
I already told you my account number!
Phone
Easy to reach
Fast
If my call was that important I wouldn’t still be waiting
Don’t transfer me again
Know me
Know-ledgable
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The Challenge
Deloitte – Getting the most out of your contact center – A benchmark study on contact center maturity in Sweden
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Strategy
All customers are NOT created equal
“A highly effective contact center is focused on differentiating and managing customer relationships based on their value and unique needs.”
Strategy will include:
Business Alignment – what are the contact center objectives?
Business Analytics – how are key performance indicators measured?
Channel Management Strategy – is there a defined contact handling process?
Deloitte – Getting the most out of your contact center – A benchmark study on contact center maturity in Sweden
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11. People, Culture & Organization
Training
Retention
Roles & Responsibilities
Agent: Frontline contact with customers
Supervisors: Training and coaching
Technology
Enable Supervisors to coach
Increase agents awareness of call center state, customer needs, and individual performance
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12. Process & Operations Management
“The primary function of professional contact center organizations is to effectively manage and resolve customer support queues as well as generate good-will and high customer satisfaction throughout the customer lifecycle.”
Process & Operations Management Includes:
Workload Management – Scheduling & Forecasting
Communication & Agent Support Tools
Process Workflow
Roles & Responsibilities
Deloitte – Getting the most out of your contact center – A benchmark study on contact center maturity in Sweden
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IT & Technology
“Defining the processes and steps necessary for gathering, managing, and reporting customer data, thus providing the appropriate information to support customer care agents in their daily work as well as providing the business and decision making processes with the right kind of information.”
IT & Technology will include:
IVR
CRM
Multi-Channel
Reporting Systems
Deloitte – Getting the most out of your contact center – A benchmark study on contact center maturity in Sweden
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14. Employing Avaya to Improve Customer Experience
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Enabling Strategy
Identify the customer to drive caller experience
IVR
Elite Multi-Channel
Avaya Business Advocate
Provide Multi-Channel Options
Inbound & Outbound Voice
Chat
IM/Text
Voice Mail & Fax
Utilize presence to reach experts
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16. Identify & Service The Customer
IVR
Data Dip
Call Routing
Speech
Elite Multi-Channel
Call Routing Rules
Screen Pop
HINT: Use data from multiple sources to customize menus:
Bill recently paid
Bill due
Recent claim
Product portfolio
Tech support
return call
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17. Avaya Business Advocate provides New Rules for Call Selection
All Customers R Not =
Cost/channel
Limited Resources
Avaya Business Advocate provides New Rules for Call Selection
Predicted Wait Time (PWT)
PWT = Current Wait Time + Advance Time
Advance Time: If the agent who just became available doesn’t answer the call, how much longer will it wait to be answered?
Service Objective
Relative Value of the Call
PWT/SO Ratio
If skill level is equal, deliver the call with the highest PWT/SO ratio
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Training & Retention
Use call recordings & customer feedback as drivers for agent specific training
Align metrics with business objectives
Understand impact of metrics, do they drive the desired behaviors?
Are metrics easily accessible to both the Supervisor/Manager and the agent?
HINTS:
CMS reports can easily be customized
Reports can be exported to HTML and sent to agents
ODBC is available to combine call data with other data sources
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19. Process & Operations Management
GARTNER MAGIC QUADRANT
WFO
Reduce Overstaffing
Improve Adherence
Improve Supervisory Efficiency
Avaya Business Advocate
Reserve Agents
Dynamic Advocate
Interruptible AUX
Ability to Execute
Completeness of Vision
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IT & Technology
Easy to configure
Easy to use
Robust
Flexible
Supports multi-channel
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What I’m Seeing…
Callback applications with high customer adoption rates
Quick & easy to implement
Excellent success in reaching customer
Best Practice: connect agent first and customer second
Increased use of data available to agent
Avaya One-X Agent makes it easy to deploy screen pop
Screen pop available for text, , chat
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Measurement & Metrics
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Measurement & Metrics
Customer data is in multiple sources
Combine data from multiple sources into database to be used for call routing & agent selection
EMC can route s by key word search
No single metric is the answer
Efficiency
Quality
Customer Feedback
Multi-channel data
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24. Measurement & Analysis Tools
CMS
Recently expanded standard report set includes more service level related reports
Customization of reports via Report Designer is relatively easy
Internal call history allows for creation of more detailed reports about customer experience
R17 allows for virtual servers
Now using Dell Servers for smaller call centers
Elite Multi Channel
Gets data from CMS to show real-time and historical results
Information available in Interaction Data Server
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Be Proactive
Speech & Text Analytics
Identifies trends that can help you not only manage the contact center, but the business
Competitive threats
Dissatisfaction
Product Issues
Focused training opportunities
Upsell & cross-sell opportunities
Lost time (silence while agent looking something up)
Identify & share good calls
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Summary
Use the data to:
Know your customers
Coach your agents
Refine your customer experience
Define a strategy to incorporate technology and tools that enable the Agents to service customers and the Supervisors to focus on coaching. Tools like One-X agent, EMC, CMS, & Avaya Business Advocate will enable you to meet the revenue, efficiency and customer experience challenge.
“I can design a call center 10 different ways, and the customer experience will be the same. I design the call center to provide you with the data you need to do the analysis to continuously improve.” ~ Me
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Questions
Thank You
Mary-Ellen Vicinus
Phone:
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