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Published byDorian Collyer
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February 13, 2014 Call Center Design for Improved Customer Experience
Agenda » Introduction » Customer Experience » Employing Avaya to Improve Customer Experience – Call Back Applications – Multi-Media – Screen Pop – Business Advocate » Metrics © AdvanTel Networks Inc. CA Contractor’s License 533064 2
Introduction © AdvanTel Networks Inc.3
Introduction » Mary-Ellen Vicinus, AKA Mel – Experience 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” © AdvanTel Networks Inc. CA Contractor’s License 533064 4
Customer Experience © AdvanTel Networks Inc.5
Why Design CC for Customers? » Correlates Highly to Future Business » Links Directly to Willingness to Recommend » Correlated with Customer Loyalty © AdvanTel Networks Inc. CA Contractor’s License 533064 6 The Business Impact of Customer Experience, 2013 by Maxie Schmidt-Subramanian
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 © AdvanTel Networks Inc. CA Contractor’s License 533064 7 The Business Impact of Customer Experience, 2013 by Maxie Schmidt-Subramanian L1 = Add’l purchases L2 = Churn savings L3 = Word of Mouth
What is CE in a Contact Center? © AdvanTel Networks Inc.8 Easy to reach Know me Fast Know- ledgable Chat Email Phone Analytics will tell you, but generally customers… Don’t transfer me again If my call was that important I wouldn’t still be waiting I already told you my account number! Press 2, the 3, then what?
The Challenge © AdvanTel Networks Inc.9 Deloitte – Getting the most out of your contact center – A benchmark study on contact center maturity in Sweden
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? © AdvanTel Networks Inc.10 Deloitte – Getting the most out of your contact center – A benchmark study on contact center maturity in Sweden
» Training » Retention People, Culture & Organization © AdvanTel Networks Inc.11 » 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
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 © AdvanTel Networks Inc.12 Deloitte – Getting the most out of your contact center – A benchmark study on contact center maturity in Sweden
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 © AdvanTel Networks Inc.13 Deloitte – Getting the most out of your contact center – A benchmark study on contact center maturity in Sweden
Employing Avaya to Improve Customer Experience © AdvanTel Networks Inc.14
Enabling Strategy » Identify the customer to drive caller experience – IVR – Elite Multi-Channel – Avaya Business Advocate » Provide Multi-Channel Options – Elite Multi-Channel Inbound & Outbound Voice Email Chat IM/Text Voice Mail & Fax – Utilize presence to reach experts © AdvanTel Networks Inc.15
» IVR – Data Dip – Call Routing – Speech » Elite Multi-Channel – Data Dip – 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 HINT: Use data from multiple sources to customize menus: » Bill recently paid » Bill due » Recent claim » Product portfolio » Tech support return call Identify & Service The Customer © AdvanTel Networks Inc.16
» Cost/channel » Limited Resources All Customers R Not = © AdvanTel Networks Inc.17 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
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? © AdvanTel Networks Inc.18 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
» WFO – Reduce Overstaffing – Improve Adherence – Improve Supervisory Efficiency » Avaya Business Advocate – Reserve Agents – Dynamic Advocate » Interruptible AUX Process & Operations Management © AdvanTel Networks Inc.19 Ability to Execute Completeness of Vision GARTNER MAGIC QUADRANT
» Easy to configure » Easy to use » Robust » Flexible » Supports multi- channel IT & Technology © AdvanTel Networks Inc.20
» 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, email, chat What I’m Seeing… © AdvanTel Networks Inc.21
Measurement & Metrics © AdvanTel Networks Inc.22
» Customer data is in multiple sources – Combine data from multiple sources into database to be used for call routing & agent selection – EMC can route emails by key word search » No single metric is the answer – Efficiency – Quality – Customer Feedback – Multi-channel data Measurement & Metrics © AdvanTel Networks Inc.23
» 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 Measurement & Analysis Tools © AdvanTel Networks Inc.24
» 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 Be Proactive © AdvanTel Networks Inc.25
Use the data to: 1. Know your customers 2. Coach your agents 3. 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 Summary © AdvanTel Networks Inc.26
Questions © AdvanTel Networks Inc.27 Thank You Mary-Ellen Vicinus email@example.com Phone: 408 954-5179
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