World Wide Multimedia Availability
The Impact On Call Center Customer Systems
Steve Bartos
Information Technology Futures
Capital One Financial Corporation
IP Networking and Mediacom-2004
International Telecommunications Union
24/04/2001 Geneve
World Wide Multimedia Availability
The Impact On Call Center Customer Systems
Agenda
• Overview of Capital One
• Knowing the customer
• Emerging technology
• Call to action
Background on Capital One
•
•
•
•
6th largest card issuer in the United States
S&P 500 as of 1998
Fortune 500 company last two years
Managed loans at $31.6 billion level
Capital One has more than 36 million customers and
20,000+ associates across the globe
We have expanded outside of credit cards
Auto Finance
Credit Recovery
Services
Using IBS to drive
mass customization
Success is driven by the
Information-Based Strategy
Right Product
Capital One’s IBS
•Testing - products
•Analysis - responses
•Micro-segmentation Solicitation
Right Customer
Right Price
Right Time
Right Channel
“Mass Customization” results in Micro-Segmentation
Our ability to mass customize has allowed us to
manage the customer relationship differently...
Common Practice
Knowledge
Empowerment
Actions
broad and shallow
MASS CUSTOMIZATION
narrow and deep
constrained
constrained
directed
directed
thoughtful, delegated
decision making
motivated
The Call Center Dilemma
Diversity
Mass Customization
Complexity
…Primary interactive touch point is the
contact center
Right CALL
Contact Center IBS
Testing - routing
Analyze - productivity
& quality
Micro-segment agent grouping
Right REP/VRU
Right SERVICE
LEVEL
Right LOCATION
In an extraordinarily complex environment...
• 217 call types
• 54 agents groups
• 14 switches and growing
• 45,000+ tests per year
Complex
Routing
Challenge
Technology is the enabler
Customer
Customer
Customer
Intelligent Call Routing (ICR)
Determines how to handle the call
• Right VRU
• Right Rep
Carrier
Network
ICR
AG1
VRU Pool
AG2
S
AG3
S
S
AG4
S
S
S
S
S
S
S
S
14 Switches
Intelligent CRM in the blink of an eye
Customers are connected to the right VRU or
phone rep in 1/100th seconds - literally in the
blink of an eye
Intelligent Call Routing is:
• Account-level, attribute-driven
routing
– Account status
–
Propensity to buy
–
Language preference
–
Product
–
Age of account
• Match to correct associate
– Availability
–
Special skills
–
Functional expertise
–
Tests
The routing decision is made in the network.
• Load balancing
–
–
–
–
Appropriate distribution of work
Service levels managed by call type
Protection of special call types
Deliberate imbalance capability exists
• Minimizes infrastructure
– Switch interconnectivity not required
• Facilitates growth
–
–
Could not grow to the number of sites and
switches under prior architecture
Highly variable site size and configuration options
Without ICR, we lose value.
w/o ICR
w/ ICR
Sales
Difference
Difference
12%
4%
w/ ICR
Occupancy
w/o ICR
We consider many things when determining
how to service a customer
Account
• What product?
• What age?
• Current Status
- terms
- payment history
- credit line
Customer
• Why are they
calling?
• What is their
propensity to buy?
• How comfortable
are they with
technology?
Associate
• Language skills
• Areas of expertise
- products
- functions
• Sales skills
Call Center
• What sites
are open?
• What wait
times exist for
the various
queues?
Technology makes it happen!
ANI,
DNI
Customerexternal info
• Who is this?
• Why are
they calling?
Databases,
segmentation
& rules
engines
ACD’s &
Routing
technologies
• Best route
• Best Product
• Tests
All in 1/100th of a second - the blink of an eye
VRU
Agent
Groups
Data Bases
Analytical Tools
Customization of customer interaction touches many
components
•
•
•
•
•
The Customer Service Representative
The CSR interface
Intelligent Call Routing
Customer hand - off
Auditability
In the future we must continue to customize
each and every customer interaction
Capital One On-line Account Servicing
John Smith
In an even more complex environment...
• 217 call types
• 54 agents groups
• 14 switches and growing
• 45,000+ tests per year
• X Contact origination
sources
BIGGER
Routing
Challenge!
So what’s next?
New Technologies
IP network based interaction
Live Interactive Contact
• Chat
• Video Conferencing
• One way video
Automated Interactive Contact
• Face Mail
• On-line Query
New Business Models
Call Center Staffing
• Follow the Sun
• Language Handling
Privacy Issues
• In country handling
• Personal Information Protection
Fraud Protection
New Appliances
Handhelds
• Cell phones as terminals
• PDA’s
Embedded Internet systems
• Plug and Play terminals
• Voice recognition
Every Interaction Must Be Unique
Product
• Account Status
• Account attributes
Customer
• Language
• Preferences
Country
• Privacy
• Culture
Barriers to adopting new
contact center technologies
Technical
Logistical
• ICR in the (many) networks
• Representative training
• Call setup and tracking
• Customer acceptance
• Auditability
• Quality management
• System complexity
Standardize what?
-
Key features today required tomorrow
-
ANI
Intelligent Call Routing
Take Back and Transfer
- New features we need
-
Audit
Tracing
Billing
So Why Standardize ?
•From a Business Perspective:
•Attract our adoption of your New Service Offerings
•Attract our business to your Region
•From a Global Perspective:
•Inter-operability between distant contact centers
•From Our Perspective:
•Efficiencies of scale and cost savings
•Customer satisfaction
Standardize to Hit the Target
Anytime
Anyway
Anywhere
Customer
Segment C
Customer
Segment B
Customer
Segment A
Thank you!
Steve Bartos
Information Technology Futures
Capital One Financial Corporation