Connected Analytics for Contact Centers. Rajesh Krishnan Cisco Advanced Services

Transcription

1 Connected Analytics for Contact Centers Rajesh Krishnan Cisco Advanced Services

2 Today s discussion The importance of analytics for contact centers Cisco s approach to connected analytics for contact centers Examples of what companies are doing today 2

3 What do Contact Centers care about? CUSTOMER EXPERIENCE Differentiated and Personalized REVENUE ACTIVITIES Promotions Increase Up-sell and Cross-sell OPERATIONS PERFORMANCE Reduce Costs Improve Efficiency

4 Business Transformation Opportunity Landscape with Connected Analytics Channel Layer Video First Contact Layer IVR Internet Intranet Enterprise Web Portal Backend Layer CRM Business Applications/ Processes

5 Cisco Connected Analytics Network-Enriched Insights from Data and Decision Science Packaged, modular analytics applied to data exhaust from Cisco devices and endpoints enriched with customer operational and business data IT Contact Center Collaboration Retail Telco IoE Cisco Packaged Analytics Solutions Optimized networks for service agility Personalized contact center service in real-time Organizational effectiveness, collaborative selling Store operations and customer service Customer stickiness and operational efficiency Enabling new business models for innovation, agility, efficiency 1. TAC Problem Resolution 2. Customer Care Analytics 3. Contact Center Optimization 5

6 Value Prop What is Connected Analytics for Contact Center (CACC)? CACC is a bundle of analytics software and data & decision science services that delivers actionable insights for strategic decision management CACC Cisco Data & Decision Science Analytics Engine Cisco Data Integration Cisco UCCE Quantifies business problems Executes modeling and evaluation Delivers actionable business recommendations Descriptive & Predictive Analytics, Decision Strategy Reusable data modeling templates Visualizations Aggregates structured & unstructured data sources Reduces transport and transformation Presents unified data view to analytics/applications Improve Customer Care and Value Increase in revenue via improvement in segmentation, target marketing Increase in salesforce productivity Drive Operational Efficiency Agent Productivity, Reduce Call volumes, Low-Cost Channels Cisco and/or its affiliates. All rights reserved. 6

7 CACC Enables Positive Business Outcomes Gain clear understanding of business performance, identify targeted areas for improvement Per extracted business metrics, predict future trends and behavior Derive actionable insights and execution strategies Operational Efficiencies IVR tree enhancement Repeat call reduction Workforce optimization Customer Care Improvement First contact resolution CSAT improvement Revenue Impacting Initiatives Customer retention program Cross sell & up sell strategies Business Outcome Cisco and/or its affiliates. All rights reserved. 7

8 Enterprise Data Data Integration Dev Environment Run Time Server Environment Manager Environment Data Analytics Verification Audit and Control Optimization Business Results CACC Framework Collection assessment Targeted marketing Cross sell/upsell Outbound campaign Executive Dashboard KPI Agent Workflow Near Realtime Alert Actionabl e Insights Retention strategy Workforce optimization Data Analysis Problem definition Gap analysis Transformation Verification Descriptive Statistics Predictive Statistics Sentiment Analysis Clustering Outliers detection Data visualization Decision tree Regression techniques Text mining Supervised learning vector machine Natural language processing Data Virtualization Real Time Discovery Studio Performance +Adaptor Cisco Information Server Manager Monitor Active Cluster Analytics Cache Text Ingestion Nonreal Time Structured Cisco and/or its affiliates. All rights reserved. UCCE Unstructured 8

9 CACC Deployment Architecture SQL Internal API vxml SIP XML/HTTP GED-125 JTAPI RE Kiosk CACC = Connected Analytics for Contact Center Unified Contact Center Enterprise ExpressWay Edge/Core Jabber GW Cisco Analytics Platform Voice/video/chat session initiated Clouds Metadata Server Mid-tier Application Customer CVP queries Mid-tier for scorecard and forwards to ICM CVP CUBE/vXML GW Finesse retrieves context and visual data from mid-tier SOAP/HTTP Visualization Server Analytics Engine UCCE selects Finesse agent and sends context ID UCCE Analytics Cache ODBC/ JDBC CIS/ETL Analytics engine invokes CIS to retrieve data Finesse Agent Enterprise Data Sources Finesse Server HDS CUCM Cisco and/or its affiliates. All rights reserved. 9

10 Connected Analytics for Contact Centers How?? Channel Layer Video F2F Conversations Social Media ATM transaction Patterns IVR exchanges Conversations Speech Conversations Live Video Clickstreams Exchanges Conversations Channel Interaction Data Analytic Techniques! Analytic Models Analytic Models Other Enterprise and CC Data Sources Databases, Events, Logs etc.. (IVR, ACD, Web, , Agent Activity, WFM etc.) Value Creation Churn Segmentation Cross-Sell/Up-Sell Customer Experience Assist in Real Time and Batch Decision Making in the CC Productivity Understand Customer Behavior IVR Analytics

11 Contact Center Big Data Sources will complement your Enterprise Data Sources Financial/Business Data Customer Lifetime Tenure Churn rate Revenue New customers Lease Renewals Sales Transactions Lifetime Products purchased Frequency of purchase Partner/Dealer Data Dealer Tier Revenue Contribution Customer Feedback Certification Cash/Lease Sales Dealer Feedback Contact Center Data Sources Customer Production Data Production Data Energy Consumption Data Reliability/Break fix data Product Data Products Sold MTBF Serviceability Data Product Lifecycle Data Customer Acquisition Data Customer Retention Data Relationship Surveys Social media Feeds Multi-channel Feedback Referrals/Loyalty Data Channel Interaction Data Multi-Channel Interaction Log IVR interactions Agent / / Web interactions Mobile interactions Social Media interactions/feeds Recordings Personnel Data Agent Performance Data Agent Satisfaction Data Agent Loyalty Data Customer Relationship Management Data Contact Center Operational Data Agent AHT/ ATT / ASA First Call Resolution Abandonment Repeat Calls Adherence/Shr inkage CDRs Tickets/Logs

12 Business Insights Customized to Your Needs Improve operational efficiency and customer experience by proactive and pre-emptive detection of call patterns, IVR interactive, and correlations in CC data CC Operational Analytics Deep insights into business and operational needs, with correlations to customer satisfaction, sales closure rate, and marketing campaign effectiveness CRM Customer Experience Analytics 360 view: Increase revenue by upsell / cross-sell and targeted advertising by personalized customer care, real-time recommendations Revenue Generation UCCE Data Enterprise Data (CRM, ERP) Social Media Data 2014 Cisco and/or its affiliates. All rights reserved. Data Availability 12

13 CACC Analytics to Improve Customer Care Experience Customer Care Journey Landing Advisor Application CVP UCCE Finesse Agent Time, T0 T1 = initial contact T2 Tx = agent engaged Segmentation Analytics Text Mining & Sentiment Analysis Real Time Predictive Analytics Analytics - based Call Routing Analytics Visualisation Advisor profile Client profile Agent profile Case history Call history Clickstream monitoring Sentiment monitoring Location tracking Advisor Life Time Value calculation Client attrition risk calculation Call history & queue analysis Routing scripts based on analytics values Clickstream history Recommendations Customer information Demographics CLV & risks Case & call history CRM profile data CRM case data UCCE historical call data UCCE operations metrics Authentication data Clickstream data Streaming content Social media Geo data Data model based on segmentation Real-time access to CRM and UCCE AW Analytics database Analytics database CRM case data UCCE historical data Cisco and/or its affiliates. All rights reserved. 13

14 Call Routing Logic Advisor Profiling Advisor Identification CACC/UCCE Analytics-Based Routing Process Advisor on ipad/phone Advisor on Social Media Advisor Landing Application Advisor on Phone Advisor on Web Portal Advisor on Advisor clicks to call or chat Advisor Identification Process Collect ANI, address, or SIP user ID Real-time data ingestion No Caller ID d Yes Multi- Level Call Profiling Process Session Level Profiling Track channel usage Track call pattern Track landing page activities Track call redirection Geographic & demographic s Previous call disposition Advisor Level Profiling Scorecard (value, status, risks) Service suggestions Sentiment & CSAT Business Rule Engine Agent profile =/ (location, skill, availability, time zone) Agent Location 1 Agent Location 2 Agent Location 3 Finese agent desktop with feedback loop Cisco and/or its affiliates. All rights reserved. 14

15 Operations Performance & Revenue Activities Example: Make your End of Call inforrmation do more for you Challenges We use Wrap Up codes, but we need to do more with them We want to predict future business and call volumes associated with wrap up codes We are asked to target customers likely to accept upsell/cross sell offers but are not sure how to be effective Solution Wrap-up call analysis using UCCE data, CRM, and other enterprise data sources Analyze and identify call characteristics (successful wrapup, call length, time of day, etc.) Use real-time analytics to drive precision routing, identify successful wrap up sequences, successful agents to determine cross training. Impact & Results Callers speak with most knowledge able agents faster, reduce FCR, TTR Increase revenue with higher acceptance rates on promotions/offers Increase agent productivity Continuously improve routing efficiency 15

16 Cisco and/or its affiliates. All rights reserved. 16

17 Cisco Connected Analytics Methodology Audit & Control Integration & Deployment Project Scope Definition DATA Data modeling & design Data Gap Analysis Data Ingestion Define problem statement and goals Identify operations, processes, & data sources Profile data syntactically & semantically Map attributes to people, process, & technology Schedule bulk data extraction with ETL Cleanse & check data quality Select performance/decision variables Develop data model & create decision strategies Integrate business processes & operations Execute strategies with real-time data access Create & publish reports and actionable insights Validate & feedback Cisco and/or its affiliates. All rights reserved. 17

18 Case Study 1: Public Sector Agency Uses Connected Analytics for Contact Center to predict and proactively address issues Challenges Solution Impact & Results High call volumes with little understanding of causes Wanted to evolve from a reactive model to be more efficient and plan for growth Lacked knowledge about talent and skills of field personnel Correlated trouble tickets to events, processes, people, geography Provide detailed analysis on call data (by geo, by issue, by product, etc.) predicting escalations and early warnings, RMAs Visibility into service requests trending and critical issues Predicting issues allowed for preemptive actions Results of analysis and insights drove justification for additional resources and training 18

19 Case Study 2: Cisco TAC Leverage Predictive Analytics to Inform Decisions Challenges Solution Impact & Results Reduce Customer Assurance Program escalation cases Resolve service calls effectively and efficiently Avoid overloading CSEs Predictive analytics identifies service calls likely to escalate Business rules engine drives critical actions to mitigate risk of escalation and serve based on customer value Utilizes intelligent routing to best match support resources based on skills, availability, and current workload Increased first call resolution Use of low-cost channels Decrease number of calls, misrouted calls, and call duration Improved service, customer insight Reduced costs Increased agent productivity 19

20 Enterprise Data Data Integration Dev Environment Run Time Server Environment Manager Environment Data Analytics Verification Audit and Control Optimization Business Results Connected Analytics spans the internal analytics journey Collection assessment Targeted marketing Cross sell/upsell Outbound campaign Executive Dashboard KPI Agent Workflow Near Realtime Alert Actionabl e Insights Retention strategy Workforce optimization Data Analysis Problem definition Gap analysis Transformation Verification Descriptive Statistics Predictive Statistics Sentiment Analysis Clustering Outliers detection Data visualization Decision tree Regression techniques Text mining Supervised learning vector machine Natural language processing Data Virtualization Discovery Studio Performance +Adaptor Cisco Information Server Manager Monitor Active Cluster Analytics Cache Text Ingestion Nonreal Time Structured UCCE Unstructured 20

21 Benefit from Cisco Expertise Cisco Connected Analytics gives you access to: Leader in contact center technology and services Trusted advisor to IT and business organization Access to Cisco data expertise and technology Single source for holistic contact center management, data decision sciences analytics, & IT solutions and services 21

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