The Role of the Contact Center in an Omnichannel Environment To Drive Revenue and Efficiency

Transcription

1 The Role of the Contact Center in an Omnichannel Environment To Drive Revenue and Efficiency

2 Today s Presenters Page 2 D. Scott Andrick Director Retail Banking Pegasystems Peg Marty EVP, Head of Contact Center Citizens Financial Group

3 Three Factors Bearing Down Technology Customer Experience Demographics Page 3

4 Technology A PICTURE IS WORTH A THOUSAND WORDS Page 4

5 Retail & The Customer Experience Page 5

6 Demographics (aka Millennials) Page 6

7 Page 7 10 Thoughts for 2015

8 Getting Started 5 Steps to a Customer Experience Transformation 1. Understand the FULL Customer Journey 2. Listen to Your Customers and Your Employees 3. Demand a Seat at the Engagement Table 4. Ensure Your KPI s Match Your Customers Needs 5. Obtain Executive Management Buy-In Page 8

9 Employ Technology 5 Technologies Essential for a DIGITAL Transformation 1. Expand Case Management Across Channels 2. Use BPM to Standardize 3. Invest in Analytics & Decisioning 4. Employ Chat/Co-Browse 5. Eliminate Screen/Application Overload Page 9

10 Why Does It All Matter? Page 10

11 Peg Marty, Citizens Bank Page 11

12 Technology is transforming customer experience across industries RETAIL MEDIA TELECOMS 60% of retail sales are searched online; online sales are 9% AIRLINES 10+ major US newspapers out of business in last 5 years BOOKS Skype s int l call traffic growing at 36%; fixed and mobile at 7% TRANSPORTATION Around 60% of travel reservations are made online ebooks represent ~30% of new book revenues in the US Uber in over 100 cities worldwide after 5 years Page 12

13 Omni Channel Engagement Physical and Virtual Converging Page 13 Basically customers want to decide When Where How and the experience needs to be effortless.

14 Customers don t want to talk to you... But they are still calling Today Future High effort, not connected, navigation difficult, transaction based Integrated pathway, highly personalized, focused on customer engagement Page 14

15 Re-imagine the Contact Center External influences reshaping the industry Customer behaviors and expectations changing Call complexity increasing Voice of the customer more prominent New sources of revenue needed Are you ready? Page 15

16 Re-imagine the Contact Center The trouble with the future is that it usually arrives before we re ready for it. ~ Arnold H. Glasow Page 16

17 Re-imagine the Contact Center The future requires experiences that are: Simple Relevant Effortless Personal Page 17 Choice is expanding How do you get customers to choose you! 17

18 Focus on the Basics Customers talk about a negative experience more than a positive experience Get the experience right Embrace Failures and Learn Drive out complexity, increase 1 st contact resolution to reduces cost Eliminate the call altogether Measure things that are important to the customer. Page 18

19 Are you measuring the right things? Time Bound Metrics Behaviors AHT Speed to answer Calls per hour Productivity Advocacy Issue resolution Issue avoidance Positive language Page 19

20 Are you providing the right feedback? Most QA programs designed to meet company needs..rather then customer needs Compliance Authentication Process & procedures Scripted outcomes Transactional Customer advocacy Issue identification Resolution Next issue avoidance Mutually beneficial outcome Page 20 Are your reps empowered with the right knowledge?

21 Out with the old.. Hiring practices out of step Focused on Production Rote training Scripted resolution Checklist based measurement Emphasis on call efficiency Page 21

22 In with the new. Hire right people Focus on Engagement Coaching over training Tailored resolution Customer centric measures Emphasis on call effectiveness Page 22

23 Know what your customers want and what your company does best Culture hard to copy The more you engage with customers, really listen and understand, the clearer it becomes to know how to focus your energy & resources 70% of buying decisions based on how customers feel they are being treated 5% increase in customers retention can lead to significant increase in profit margin Page 23

24 Genuine relationships trump technology The human factor still matters Significantly I know you I like you I trust you Engaged customers are more loyal. make more purchase. stay true to the brand advocate Page 24

25 Takeaways Simplify Make it easy for the customer Get really good at the basics Empower frontline colleagues Listen to the customers Understand why they call What is relevant for them They define the experience Adapt Measure the right things Use service failures to drive change Test & learn Page 25

26 Looking forward. Change happens at the speed of thought End to end experiences redesigned based on voice of the customer Evolve from reactive to giving advice and offering solutions Page 26

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