The Secret to a Lasting Relationship or How Proactive Customer Contact Improves Customer Satisfaction
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1 The Secret to a Lasting Relationship or How Proactive Customer Contact Improves Customer Satisfaction Mathew Erickson Sr. Product Manager Interactive Intelligence Featuring Contributions
2 Copyright Interactive Intelligence Group Inc. All rights reserved. Brand and product names referred to in this document are the trademarks or registered trademarks of their respective companies. Interactive Intelligence Group Inc Interactive Way Indianapolis, IN Telephone/Fax (317) Rev , version 1 Interactive Intelligence Group Inc. 2 The Secret to a Lasting Relationship
3 Table of Contents Introduction... 4 What are the benefits of proactive customer contact?... 5 Q: Over the next 2 years, what changes do you expect in terms of volume for the following outbound customer programs?... 6 Q: Over the next 2 years, what changes do you expect in terms of volume of proactive value-add customer interactions?... 6 What technologies are available to do proactive customer contact?... 7 What strategies work best for proactive customer contact?... 7 Collections... 7 Telemarketing... 8 Insurance... 8 Medical Supplies... 8 Summary and recommendations... 9 Interactive Intelligence Group Inc. 3 The Secret to a Lasting Relationship
4 Introduction Calling your customers is not a new idea. Outbound calling, auto dialers and telemarketing have been with us for some time. What is new about outbound is that leading companies are discovering the strategic business value of comprehensive approaches to proactive customer contact (PCC). They are leveraging customer and product information from across the enterprise to reach out to their customers with personalized service messages and sales offers to cement and grow profitable relationships. For real leading-edge companies, PCC initiatives are an integral part of their unified communications visions and strategies. Despite the obvious value of outbound contact for some businesses and the maturity of the technologies, most companies still don't employ service-related PCC. Instead, most rely entirely on their customers to contact them for questions and problems. Many companies even wait for customers to call them in sales situations, as with many Internet-based businesses. PCC is briefly defined as sales or service-related contacts that are initiated by a company to their customers, both current or recent. People can be contacted using a broad variety of media -- telephone calls, , text messages, and even postal mail. PCC does not include the traditional sales and marketing programs for acquiring new customers, nor "up-sell and cross-sell" activities which are initiated on inbound customer calls, since these are inherently reactive and not proactive. Interactive Intelligence Group Inc. 4 The Secret to a Lasting Relationship
5 What are the benefits of proactive customer contact? The number one reason every company should be doing some form of PCC is increased revenue. Proactive customer contact shows the customer that the business cares about their time and their relationship, which, over time, strengthens that relationship. Happy customers are loyal customers and loyal customers tend to spend more money with the companies to which they are loyal. Happy customers also have a multitude of tools available to them to express their happiness with the company: , SMS, Facebook, Twitter, and other powerful new social channels. Friends of happy customers have more reason to become customers themselves, thereby further increasing the revenue generated by one satisfied customer. Chart 2.1 Relationship Between Customer Retention Rate and Profitability Businesses also derive other significant benefits from PCC. Increasing revenues is great, but doing it while you also reduce expenses is even better. Using , SMS, or automated outbound campaigns to proactively contact customers reduces FTE requirements, telephony charges, and costs associated with inbound contacts from those same customers. Customers that interact with the contact center generally do so for information or support, and have had to make an investment of their personal time to do that. PCC enables those customers to receive the information they need without having to schedule time in their day to call into the center. More and more companies recognize the value of PCC. In a 2010 survey of contact center professionals by Frost & Sullivan, 51% of respondents said their collections, sales and marketing volume would remain the same, but 65% said their PCC would increase. This represents a significant shift in the way businesses perceive the outbound contact center and potentially a change in the way they think their customers perceive outbound. Interactive Intelligence Group Inc. 5 The Secret to a Lasting Relationship
6 Q: Over the next 2 years, what changes do you expect in terms of volume for the following outbound customer programs? Source: Frost & Sullivan Contact Center Survey conducted in April 2010; N = 311 The increase in PCC isn t restricted to just one industry with unique needs. Rather, it is finding acceptance across the business spectrum, as evidenced by the Frost & Sullivan survey. Whether it s healthcare, retail, financial, communications, or any other industry, PCC can be applied to increase customer retention and revenue. Q: Over the next 2 years, what changes do you expect in terms of volume of proactive value-add customer interactions? Source: Frost & Sullivan Contact Center Survey conducted in April 2010; N = 311 Interactive Intelligence Group Inc. 6 The Secret to a Lasting Relationship
7 What technologies are available to do proactive customer contact? There are a number of technologies available today that can assist in a PCC strategy. Generally, they can be grouped into one of four categories: 1) Outbound Dialer: Any automated dialing application with various automation states, including but not limited to predictive, power, or preview dialing. 2) IVR: DTMF (dual-tone multi-frequency) or speech recognition-enabled application that supports outbound calling without agent intervention. 3) Alerting and Notification: Outbound , SMS, phone, fax, or mixed media notifications and alerts sent at predefined times by schedule or based on other events occurring. 4) Survey and Feedback: Phone, SMS, or survey applications used to gauge customer sentiment after a customer sales or service event. These technologies can be used as a unified approach to PCC, or as single point applications to address the needs of the business. Some examples of using these applications for PCC could include: A medical supply company using IVR to contact customers whose prescriptions are due to be refilled. An insurance company alerting customers that their claim has moved to the next step in the process, and giving them information about where to get extended information and documents. Financial services companies using IVR to notify customers that payment will be due and providing options to make payments through that IVR or over the phone with an agent (who may also be working on an outbound dialer). Retail stores using data about products customers own to generate outbound surveys asking about product satisfaction, this can be combined with an outbound notification when similar or complementary products go on sale. Clearly, the application space for PCC has only just begun to be explored, with many options for mutually beneficial automated contact between companies and their customers. What strategies work best for proactive customer contact? Collections For a financial services company, proactive customer contact is not a new concept. For many years, collections departments have been providing an inbound IVR that allows customers to make payments without ever talking to an agent. Now, some companies are taking this to the next level by calling early stage collections accounts, using the IVR to validate the right party is on the phone, and allowing the option to make an automated payment. Using this method of proactive customer contact has been shown to reduce agent time with these customers by as much as 40%, and can save collections and financial services companies hundreds of thousands of dollars that they may have spent using outsourcers for these collections efforts. Interactive Intelligence Group Inc. 7 The Secret to a Lasting Relationship
8 Telemarketing Telemarketing and retail sales companies can also benefit from using proactive customer contact. Currently, a number of telemarketing departments use existing customer relationships to determine complimentary products or services that can be provided. Then they use these determinations to run targeted campaigns that not only explain the benefits of the new product or service, but allow ordering of the new product or service through an reply, a phone call to an IVR, or through a SMS text message. Retail companies are using proactive customer contact for both sales and service. While the sales processes are similar to those used in telemarketing, they are also using and SMS messaging to gauge customer satisfaction of products and services. Insurance Insurance companies are finding a number of ways to use proactive customer contact to increase customer satisfaction and decrease costs. Many of these are focused on the insurance claims process, including inbound IVR to provide self-service to customers calling about claims information, s and SMS messaging as claims move through the process or when additional information is needed. Some insurance companies are even using proactive customer contact to notify customers about specific health seminars based on customer medical history, announcements to customers about insurance discount opportunities based on medical or driving records, and reminders about getting shots or vaccinations based on medical and demographic history of the customer. Medical Supplies Medical Supply companies are using proactive customer contact to send reminders to customers when their refills are almost due to be filled, when new and improved supplies are available to replace older ones, or when diabetes supplies are projected to be in short supply by the customer. In the medical supply field, proactive customer contact isn t simply about customer satisfaction or decreased costs, sometimes it can be a matter of life and death! Proactive customer contact is used when potential issues could arise from a deadly mix of medications. If a customer s medical history shows multiple prescriptions are being taken or have been taken in the past, proactive customer contact can quite literally be the difference between life and death for these customers. Immediate notification of any possible issues is tantamount for these customers, and proactive customer contact allows that immediate notification to occur. Interactive Intelligence Group Inc. 8 The Secret to a Lasting Relationship
9 Summary and recommendations The most important thing to remember about today s PCC is that it is vastly different from old-style telemarketing and collections. It represents a wholly new mode of interaction, based on customer preferences and permissions that adds value to the relationship and enhances loyalty. That is why leading companies are adopting it and building creative applications with it. Many of those leading companies are moving from the experimental stage (where they use point solutions) to more strategic and comprehensive proactive customer contact programs that incorporate multiple technologies and fuller application development. Along the way, they are learning that PCC, aka smart outbound, can deliver both operational efficiencies and revenue growth. To begin a successful PCC program, we recommend taking several advance steps: Start with a PCC vision for your organization. In other words, map out what you want to do, what you want to accomplish, and how you ll measure success. Understand the back and forth flow of the interactions you want to automate, and the workflows that enable them, before jumping headlong into an outbound program. Develop strategy and tactics to achieve your vision. This means understanding who the stakeholders are inside your organization and what the resources are that they can bring to bear. It also means acting realistically to understand what the criteria for success might be: Will it be measured in terms of costs controlled? Customer satisfaction improvement? Revenue enhancement? Which metric you care about will influence how you roll out a PCC program. Once you have a vision, strategy, and tactics you are ready to determine your application/technology, staffing, and training requirement to enable them. As with other potentially large enterprise programs, start small and iterate toward your vision using a quality cycle approach. Above all, use PCC to let your customers know you are thinking about them. Reach out to help them make the most of your products and services. You are likely to find that your outreach is the beginning of a fruitful two-way conversation. Interactive Intelligence Group Inc. 9 The Secret to a Lasting Relationship
10 Interactive Intelligence, Inc. Interactive Intelligence Inc. (Nasdaq: ININ) is a global provider of unified business communications solutions for contact center automation, enterprise IP telephony, and business process automation. The company has developed an all-in-one IP communications software suite that s scalable and standards-based, offering single-platform architecture with inherent multichannel processing to deliver comprehensive applications minus the cost and complexity introduced by multipoint products. Founded in 1994 and backed by more than 4,000 customers worldwide, Interactive Intelligence is an experienced leader delivering a comprehensive solution-set composed of premise-based and on-demand Communications as a Service (CaaS) offerings, including software, hardware, consulting, support, education and implementation. Mathew Erickson is the Sr. Product Manager for outbound solutions at Interactive Intelligence. Mat has worked in the contact center space since 1998 as a dialer administrator, director of call center operations, and global outbound consultant. Mat graduated from Valley Forge Military College in 1995, and American InterContinental University in 2005 with a Bachelors in Information Technology. Interactive Intelligence Group Inc. 10 The Secret to a Lasting Relationship
11 Frost & Sullivan Frost & Sullivan, the Growth Partnership Company, partners with clients to accelerate their growth. The company's TEAM Research, Growth Consulting, and Growth Team Membership empower clients to create a growth-focused culture that generates, evaluates, and implements effective growth strategies. Frost & Sullivan employs over 50 years of experience in partnering with Global 1000 companies, emerging businesses, and the investment community from more than 40 offices on six continents. For more information about Frost & Sullivan s Growth Partnership Services, visit Interactive Intelligence Group Inc. 11 The Secret to a Lasting Relationship
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