2015 Vision for Member Communications

Transcription

1 7 th Annual Customer Contact 2011, East: Bob Leach, CIO, AAA Western and Central New York Visionary Perspectives on Customer Contact Technology Advancements Key Take-Aways: An inventory of specific consumer focused business requirements AAA WCNY sought to meet, what new technologies they needed to acquire, and what products were selected along with their financial justification. Pitfalls encountered along the journey and what course corrections are being taken. What gaps remain were products are not available to meet the 2015 vision. Sharing of business results accomplished to date.

2 2015 Vision for Member Communications Our 2015 Vision The Multi-Channel platform we are developing Technology gaps we have encountered The benefits we have gotten to date Add BU Icons

3 The Customer s Experience expectations are: Provide me with the best experience that I ever have had with anyone, anywhere at any time Always able to get to the most qualified Associate to meet my needs who has the right tools Personalized service and offers (one-to-one marketing) based upon who I am (CRM, Analytics and where I am in the buying process) A consistent effective Experience regardless of the communications channel that I selected

4 Customers initiate collaboration where and how it works best for them Any Time Access High Bandwidth Collaboration Video and Multimedia The Anytime Anywhere Member Expects Fast Response, and Instantaneous Gratification Media Rich Content and Collaboration Digital Community Dominant Means of Communication

5 The Customer s communication channels: Telephone Talk to a specific person Talk to an expert Self Service Voice mail correspondence as a telephone call Text Messaging Web Chat through AAA.COM Text Chat Virtual Assistant Voice Click to Call Co-Browse Two-Way Video Conversation Media Push Including Video Concierge Collaboration via Video At Travel, Insurance Centers & Car Care At a Kiosk in branches, airports, retail At Home through their own web-camera Through Mobile connections anywhere Walk-in at retail

6 AAA WCNY is Building a Multi-Channel collaboration platform Achieving The Vision 2011 to 2012 Enhanced Experience 2009 to 2010 Efficient Processes Travel Agent Avatar Helps Customer in the Dreaming Phase of a travel experience Immersive Web Collaboration AAA Virtual branch with providing one-to-one personalized service Inbound Customer Video Call Route to best Associate to meet the Customer s specific need Analytical driven routing Matching the best Associate with each individual Customer interaction Interaction Routing Effectively service a Customer utilizing resources from an alternate channel Work Force Optimization Match Customer service request with available staff across channels Connected Enterprise Enabling the vision through Networks, The Internet, Clouds, and Circuits Workflow Engine Delivers a consistent Customer Experience across channels Customer Relationship Management Recognize the member and past interaction history

7 Benefits Achieved Process Efficiency Driven Benefits ( ) Improve average handle time Customer Experience through eliminating non-value added time Pipeline management Higher win rate Increased net income Fewer call transfers Total cost of ownership neutrality Process benefits are self-funding Enhanced Experience phase ( )

8 Key Learning's Develop the vision independent of vendors offerings Do not limit the vision by what is practical Be ready to execute out of sequence if the world changes quicker than you thought Right size phases to what your culture can absorb Co-opt the CFO at the beginning of the visioning process so that finance buys-in to the funding and benefits Solutions that make sense in one channel can probably be leverage in other channels with some creativity Negotiate contracts with the entire vision in mind Having the right partners is critical

9 Your Questions?

10 Business Requirements Inventory Requirement Technology Solution\Vendor Justification In bound customer initiated ad hoc video call Video call routing throughout the enterprise Non-existent Phase 3 to be funded through phase 2 results Route inbound interaction based upon customer s personality CTI & analytics on steroids using our CRM intelligence Immature capability - custom code Better closure rate 360% Profile usage that is channel agnostic Real time integration of customer profile CDC s Pivotal6 Higher retention Maximize usage of staff across call center & retail locations Work Force Optimization & Ability to move work Calabrio No charge Negotiated as part of call center contract

11 Business Requirements Inventory Requirement Technology Solution\Vendor Justification Adherence of frontline staff to customer experience expectations Workflow engine that matches SOP and hold supervision accountable CDC s Pivotal 6 as part of CRM project No charge item negotiated in CRM project contract Knowledge of all aspects of a customer s interactions 360º Profile of customer interactions CDC s Pivotal 6 Higher closure rate on potential sales Proactively offer meaningful cross sells to consumers Next Best Opportunity CDC s Pivotal 6 (delivery) Smart Focus s Viper (analytics) No charge item negotiated in CRM project contract Know what consumers want Business analytics of prior sales Smart Focus s Viper Part of 2010 Vision - base requirement

12 Business Requirements Inventory Requirement Technology Solution\Vendor Justification Present to supervisors potentially problematic calls Analyze voice tones to identify distressed customers eloyalty Behavioral Analytics Improve processes, and associate coaching Matching available inbound agent to handle outbound needs Automated outbound campaigns eloyalty iclist integrated with Cisco s Outbound Dialer Incremental top line sales growth using spare agent time Airport or retail after hours video interactions through kiosk Video Kioskbased interactions with Travel Agents Cisco Business Video Member retention Having the correct data circuits Circuit for voice, data, internet and video using IP over an Ethernet network Time Warner Business Class fiber any-to-any Funded by eliminating more expensive obsolete technology

13 Business Requirements Inventory Requirement Technology Solution\Vendor Justification Routing interactions Directs messages to the best associate Cisco Unified Contact Center Enterprise with Interaction Paid for by phase 1 savings Routing Web based interactions Support two-way, "follow me" web browsing, web callback, shared knowledgebase Cisco Unified Contact Center Enterprise with Web Interaction Paid for by phase 1 savings Solve long term viability of bankrupt telephony vendor VOIP based, multi-skill routing, IVR and CTI to CRM Cisco Unified Contact Center Enterprise TCO neutral while matching 2015 vision Technology partners to deliver the connected enterprise Phase-able, modules that met future needs not yet defined Cisco and associated technology partners Self funding meeting the 2015 vision with realized savings