Call Center Design for Improved
Customer Experience
February 13, 2014
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
The Business Impact of Customer Experience, 2013 by Maxie Schmidt-Subramanian
© AdvanTel Networks Inc.
CA Contractor’s License 533064
6
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
© AdvanTel Networks Inc.
CA Contractor’s License 533064
7
What is CE in a Contact Center?
Analytics will tell you, but generally customers…
Chat
Fast
Knowledgable
Phone
Email
Easy to
reach
Know
me
I already told
you my account
number!
If my call was
that important I
wouldn’t still be
waiting
© AdvanTel Networks Inc.
Press 2,
the 3,
then
what?
Don’t
transfer
me again
8
The Challenge
Deloitte – Getting the most out of your contact center – A benchmark study on contact center maturity in Sweden
© AdvanTel Networks Inc.
9
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
© AdvanTel Networks Inc.
10
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
© AdvanTel Networks Inc.
11
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
© AdvanTel Networks Inc.
12
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
© AdvanTel Networks Inc.
13
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
Identify & Service The Customer
» IVR
– Data Dip
– Call Routing
– Speech
HINT: Use data
from multiple
sources to
customize menus:
» Elite Multi-Channel »
– Data Dip
– Call Routing Rules
– Screen Pop
»
»
»
»
Bill recently paid
Bill due
Recent claim
Product portfolio
Tech support
return call
© AdvanTel Networks Inc.
16
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
© AdvanTel Networks Inc.
17
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
© AdvanTel Networks Inc.
18
Process & Operations
Management
GARTNER MAGIC QUADRANT
» WFO
– Reduce Overstaffing
– Improve Adherence
– Improve Supervisory
Efficiency
» Avaya Business
– Reserve Agents
– Dynamic Advocate
» Interruptible AUX
Ability to Execute
Advocate
Completeness of Vision
© AdvanTel Networks Inc.
19
IT & Technology
» Easy to
»
»
»
»
configure
Easy to
use
Robust
Flexible
Supports
multichannel
© AdvanTel Networks Inc.
20
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, email, chat
© AdvanTel Networks Inc.
21
Measurement & Metrics
© AdvanTel Networks Inc.
22
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 emails by key
word search
» No single metric is the answer
–
–
–
–
Efficiency
Quality
Customer Feedback
Multi-channel data
© AdvanTel Networks Inc.
23
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
© AdvanTel Networks Inc.
24
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
© AdvanTel Networks Inc.
25
Summary
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
© AdvanTel Networks Inc.
26
Questions
Thank You
Mary-Ellen Vicinus
mvicinus@advantel.com
Phone: 408 954-5179
© AdvanTel Networks Inc.
27