Consistently Deliver an
Exceptional Experience
Throughout the Customer
Journey
March 2015
Everything Is Amazing…and Nobody Is Happy
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2
What’s the Big Deal Anyway?
People are Talking…
“In 2015, we predict that customers will continue to
demand effortless interactions over web and
mobile self-service channels.” ” – Kate Leggett, Forrester
Research
Factoids…
1.3+ billion
Active Users
on Facebook
680+ million
Active Mobile Users
of Facebook
% of Users Log In Everyday
48 %
“Companies may hesitate to engage with media that any
middle-school student can access. But if you fail to
adapt to and use your adversaries’ best tactics,
you cede the field of battle.” – Leslie Gaines-Ross,
645+ million
Accounts on Twitter
58+ million
Tweets per Day
Harvard Business Review
43%
% of users who use their
phone to tweet
“Companies are using newer technologies and striving for
a seamless omni-channel experience, but still feel
most comfortable with traditional channels. A
significant barrier to adding new support channels is cost
(43%). Integration challenges such as inability to align with
existing systems (44%) and fears about implementation
(39%) are also barriers..” – Forbes Insights – Modern
Customer Experience
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1.28 billion
Shipped worldwide in 2014
1.87 billion
By 2018
15%-25%
Increase in Broadband Speeds
in 2015
3
Digital engagement
is strong and growing.
67
42
MANAGE MOST
%
47
ACCOUNTS
ONLINE
%
TRANSACTION
S VIA MOBILE
APP
11
TO AVOID
CALLING
TYPICALLY ACCESS
28
%
12pt
INTERNET
VIA MOBILE
PREFER TEXT
%
3pt
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%
5pt
CAN HANDLE ALL
8pt
WILL DO ANYTHING
OVER EMAIL
WHEN CONTACTING
4
Where is digital’s biggest impact?
Suppressing phone contacts.
Most Recent Channel Used
phone
.COM
in-person
48%
36%
2011
2013
36%
2014
12%
20%
20%
22%
25%
23%
2011
2013
2014
2011
2013
2014
0%
1%
4%
1%
5%
4%
2011
2013
2014
2011
2013
2014
app
m.COM
ONLINE CHAT:
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42011%
42013%
42014%
5
Why is chat usage flat?
It’s still not top-of-mind.
When using chat, do you…
Impact on Satisfaction
% satisfied among chat users
75%
active
67%
27%
74%
active
passive
Log in with intent to use
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14
in
passive
FEEL THAT HOW
COMPANIES
OFFER CHAT IS
ANNOYING
6
Relative to other contact channels,
chat is considered one of the hardest to use.
Effort Ratings: % Easy
How to convert calls to chats?
most recent channel
among those who prefer to call
76% 75% 73%
72% 72%
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Phone
Chat
IVR
E-mail
m.CO
M
App
Inperson
.COM
62% 60%
58%
19%
12%
12%
10%
9%
9%
WOULD NEVER
USE CHAT
MAKE CHAT MORE
ACCESSIBLE, AVAILABLE
ENABLE CHAT TO BE
FASTER, EASIER TO
USE
MAKE AGENT MORE
KNOWLEDGE.,
ACCURATE
SITUATION/NEED, USE
FOR SIMPLER TASKS
MORE USER-FRIENDLY,
BETTER FUNCTIONALITY
7
Customers Simply Want…
…a more personalized experience in all contact channels.
They expect you to know:
Who they
are
 Customer name
Purchased
products or
services
 Purchase history
Customer name
 Preferences
Purchase history
 Service issues
Preferences
Service issues
Channel
preference
Service
issues
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8
The end goal: a successful customer journey
Customer Experience IS
the cumulative impact of multiple touch points throughout the customer’s journey
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9
What are the Digital Engagement Trends?
Customers increasingly prefer and
expect digital engagement options like
chat, email, etc.
However…
No 360
View
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No Context
Hard to use
Response
Times
10
Managing and Optimizing Digital Interactions
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11
Satellite Provider Case Study
 Deployment
– Chat used for customer service and
sales support
– Agents receive 2 concurrent chats
– Sales chats route immediately to agent;
service chats can queue
 Current metrics
– Client handles ~350,000 chats per
month; 4 million per year
– 200 chat sales agents in the Philippines
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Satellite Provider Case Study
 Engagement Engine Deployment
– Successful deployment of the Engagement
Engine into production environment
November 2013
 Current Solutions
– The following Rules were implemented as part
of the Engagement Engine Project:
 Cart Time on Page Rule 30 seconds
 Goals of Deployment
 Drive and reduce abandonment
 Increase sales and conversion
 Lower amount of support calls
 Increase customer satisfaction
 Current EE Stats (01/10/14)
Total
Invitations
Rule Triggered
 Additional Savings Rule
 Cart Abandonment Rule
 Compare Overlay 30 IDLE
 Compare Overlay Time on Page Rule
 Abandon Cart Email Rule
%
chats/offe
rs
% Conversion/
chats
216,754
11,851
1,667
15442
1043
425
7.12%
8.80%
25.49%
10.10%
10.26%
7.76%
Compare Overlay 30 IDLE
4,455
284
6.37%
9.86%
Compare Overlay Time on Page
Rule
2,287
194
8.48%
10.82%
Abandon Cart Email Rule
1,381
153
11.08%
24.84%
238,395
17541
7.36%
10.19%
Cart Time on Page Rule 30 secs
Savings Rule
Cart Abandonment Rule
Total
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Actual
chats
13
Technology Provider Case Study
 Solution Overview
 Deployment
– Software subscription renewal
notifications sent via email
–
First renewal campaign launched on Dec.
10, 2013
– Branded, personalized outbound email
–
Renewal notifications are sent 120 days
prior to renewal and then on regular
intervals
– Dynamic renewal data includes expiring
service contracts and software
subscriptions
– Invitation to chat with a sales person
– Links to knowledge articles
– Request a call back after hours
– Post-chat survey
– Email click-through analysis
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 Goals of Deployment
 Improve customer satisfaction by offering
additional channel choice
 Increase # of interactions with high volume,
low value accounts
 Increase renewal percentage and revenue
 Track all interaction history on single platform
14
Convergys
 Sample email and chat invite
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Making a better customer journey come to life
Technical Support
Customer
Care
Revenue
Generation
Customer
Retention
Collections
Design and deliver a turn-key customer journey that fulfills your brand promise.
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Key Takeaways
Key Takeaways
Design a low effort chat solution that enables high issue resolution rates, drives
increased chat usage and is a good experience for customers
Deploy the right chat solution as part of a broader self-service contact strategy
Make chat relevant for the customer and personalized to individual needs
Ensure the chat agent is equipped to effectively manage chat interactions
Analyze chat results, transcripts and customer feedback to create better outcomes
Ensure effective and efficient chat program operations
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Scalability
and
Stability
Who is Convergys?
Half
of Fortune
50
companies
served
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in revenue
of positive free cash flow
A Gartner Magic Quadrant Leader
in Customer Management Contact
Center BPO, Worldwide
invested
into
business
annually
Insights
and Results
88%
1
of clients report
consistent high levels of
service
9 of 10
Employees
Locations
17 years $120M
4
years
Performance
125K
31 150 $3B
Countries
employees are proud
to work at Convergys
79%
of the top
research
practices
in
the US
94%
$5B
in client revenue
generated a year
of analytics clients report
good value from services
People
of managers
promoted from
within
18
A Leader in Chat
12+ YEARS
OF CHAT
EXPERIENCE
8,000+
CHAT AGENTS
MORE THAN 26 MILLION
CHATS HANDLED
ANNUALLY
PROACTIVE
MULTICHANNEL
CHAT
DIGITAL TECHNOLOGY
DESIGN
TEXT MINING FOR
CUSTOMER SENTIMENT
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SOLUTIONS
GLOBAL BEST
PRACTICES
CUSTOMER
JOURNEY
MAPPING
19
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20