Omni-Channel Customer Touch Points

Transcription

1 Omni-Channel Customer Touch Points CIO Summit United States Steve Daniels SVP November 9 th,

2 Think Tank Description for CIO Summit The majority of people can give a similar definition of Omni-Channel. The major channels also roll off most people s mind with ease. However, when we shift the dialog to a level deeper, we arrive at something called, Customer Communication Touch Points and you almost assured to get the deer in head lights look. The main culprit is that that Omni-Channel is always thought of from a transaction (sales or service) perspective. Yet, these Touch Points are the fabric that allows Omni- Channel to bring your brand to life and ensure the desired customer experience and communications occurs. Key Takeaways: Be able to identify Customer Communication Touch Points Understand the benefits of integrating them Obtain a shared vision that is ensures both Brand and Customer Experience are executed to perfection 2

3 Customer Communications : Why Needed? Omni-Channel Strategy Customer Journey Enable Next Best Action(s) (e.g., customer can accept an offer online and banker can help complete it in Branch) and view of customer interactions across all channels Optimize sales/service/marketing communications following different events in customer journey, and coordinate customer interactions across digital and telephony channels Cost & Compliance Manage communications compliance (e.g., TCPA) and preferences, optimize cost by eliminating redundant communications tools and by minimizing data movement needs, reduce vendor dependency and streamline cost in paper channel 3

4 Market Trends* Big Channel Shifts Web Self Service Social (Communities Monitoring etc.) Phone/IVR Digital Channels (Chat etc.) % 7% 65% 8% 50% 300% 64% 150% % 28% 22% 20% Market Trends Culturally and organizationally, financial services businesses are embracing the digital mindset : it takes more than a snazzy website or sleek app to be a digital leader Digital maturity is a clear success factor: next gen digital solution includes web self-service and online/mobile engagement touch-points (video/text chat/cobrowse etc) These touch-points are being used to improve customer service, reduce cost and deliver offers as appropriate Effective integration of these touch-points is critical to support cross-channel customer journey Companies need to overcome key challenges like disparate data sources, scarce internal support resources, and legacy technology systems *Source: Forrester research playing catchup to consumers How effective mobile and online engagement drives better sales and service results, April

5 Expectations are changing on how they want financial partners to support them [ONBOARDING] After a month I would want and expect them to contact me to see if there was anything they could do for me and ask how it's all working so far [OPTIMIZE] Ask me about my overall financial health, look at patterns in my accounts and suggest financial solutions and offer me long term solutions to my financial needs [RESEARCH] I feel way out of control. I have never had anyone teach me anything about finances.! would prefer some information in a soft way at first [USE] Whenever anything big in life has happened, [USAA] can be counted on to move me (and now my husband!) through it seamlessly and with as little stress as possible 5

6 CRM and Communications : Bringing it together Communications Hub Universal Banker App Branch Banker Facing Branch Phone Enterprise Customer Data Campaigns Offers Alerts Leads List Accounts Customer Relationship Platforms Call Center Banker Facing Universal Banker App MS Dynamics UI Call Center Phone Customer Facing Channels Mobile Online Banking Customer Facing Interaction History Marketing Platform Adobe Marketing Cloud ATM IVR & Dialer Transaction History Customer Journey Builder Communications SMS + Push Preferences Campaign, Next Best Action, Predictive Analytics, Content Testing & Optimization Video Conferencing Chat/KM Marketing Direct Mail + Servicing Mail Social Media 6

7 Coordinated Strategies Are Essential Over Arching Strategy CRM & Communications Strategy CRM Tools Strategy Refresh Banker Tools and Customer Touch Points Customer Communications Strategy Framework CRM Governance Omni-Channel and Customer Experience Strategy Lead Next Best Action /Chat/Videoconferencing/ Social Media Interactions* Advanced Telephony Interactions * Customer 360 View * Customer Service * Detail strategy development in progress Campaign/Offer Strategy Enhancements 7

8 Conceptual View of Solution Enterprise Data Profile Leads Campaigns Offers Alerts Accounts Preferences Interaction Transaction Chat Knowledge Chat Knowledge Communications Hub Customer Relationship Platforms Co- Browse Calendar Co- Browse Calendar USD Video Conferencing Account Enquiries SFDC Video Conferencing Account Enquiries Dynamics CRM Functionalities Salesforce CRM Functionalities Text/Video Chat Virtual Agent Knowledge Call-Back/Video Conference Scheduling Inbound /Outbound Telephony Customer Facing Systems Social USB Mobile & App USB.com Operational Database Chat Knowledge Co- Browse Calendar UBA Video Conferencing Account Enquiries Customer Service Click to Call (Web RTC) Co-Browse Branch Tablets Analytics Datastore Marketing Platform Customer Journey Builder Communications SMS Campaign, Next Best Action, Predictive Analytics, Content Testing & Optimization Push 8

9 Customer touch-point coverage by strategic vendors Best of Breed or Integrated Suite Vendor Inbound Telephony Dialer SMS Push Chat Cobrowse Video Social Virtual Agent Avaya EIP EIP EIP EIP Cisco (egain) EIP EIP EIP EIP KM ATM Oracle SFDC/ ExactTarget Five 9 Moxie - LivePerson YesMail LN Ironport Adobe Synaverse Constant Contact Google (Push) Apple (Push) Parature (MSFT) Fitness: Low Medium High None Out of box integration 3 rd Party 9

10 Key Takeaways Customer Touch Points are the fabric that allows Omni- Channel to bring your brand to life and ensure the desired customer experience and communications occurs Must be deliberate about coordiantating and optimizing all touch points in order to drive the desired customer experience and outcomes including advancing the customer journey A concept of a Communications Hub is absolutly critical 10