CICERO XM SMART DESKTOP USE CASES SUMMARY The most effective way to improve your contact center s performance is to rapidly give customer service representatives (employees) all of the information they need to address each inquiry in an easy-to-use desktop presentation. This simple concept has frustrated generations of contact center managers. Cicero has delivered a suite of desktop and telephony integration, presentation and reporting software that empowers contact center managers to control their own servicing destiny. Imagine a world where employees screens, scripts and workflows can be designed and delivered by business managers in hours instead of months or years, without having to engage IT support. Cicero XM makes this happen. INTRODUCTION Contact centers are expected to be agile and responsive organizations. Unfortunately, their dependence on inflexible solutions and applications often limits their ability to adapt their activities with the speed and efficiency that is increasingly necessary to provide an outstanding and differentiated customer experience. There has been a great deal of innovation in telephony, but servicing applications sales, customer service, collections, field service, technical support, fraud, etc. continue to be challenging and costly to develop and, even worse, to use. Many enterprises have invested millions in Customer Relationship Management (CRM) suites that were intended to meet the diverse needs of their sales, service and marketing organizations, only to discover that no one was satisfied and the payback wasn t there. Those who didn t jump on the CRM bandwagon are still using mainframe or other legacy solutions to support their contact center servicing needs. Either way, the servicing systems used by more than 80% of contact centers would benefit from an overhaul to improve their effectiveness. Cicero delivers a suite of desktop integration and automation capabilities that are designed for business managers. The Cicero XM suite helps contact center managers rapidly and dynamically transform their servicing environment. It facilitates the sharing of data between applications, automates manual tasks, provides contextsensitive employee desktop screens and guidance, and utilizes smart workflows, without the cost and disruption of displacing the existing servicing infrastructure and applications. Cicero supports over 200,000 seats in leading financial services, BPO, insurance, telecom and healthcare organizations. The results and the return on investment are astounding because they are typically realized in less than four months and deliver quantifiable improvements in contact center efficiency and effectiveness while discovering previously unidentified customer insights. Cicero gives contact center managers a cost- effective,
practical and easy to-use solution for building servicing and CRM applications that empower employees with the information and tools they need to provide each and every customer with an outstanding customer experience. CONTACT CENTER EFFICIENCY AND EFFECTIVENESS The ineffectiveness of contact center servicing applications accounts for a surprising amount of customer and employee dissatisfaction. It is also extremely costly for enterprises, as it is estimated that employees waste 20% to 50% of their time struggling to find and retrieve the information they need in their outdated and/or poorly designed servicing solutions. Additionally, employees who struggle to find the information they need are not listening to their customers, which often begins a cycle of customer misunderstanding, distrust and unhappiness. This leads to customer attrition and, even worse, negative press that harms the brand. The Cicero XM suite can help contact center managers avoid these problems and reduce operating expenses by a minimum of 20% by giving employees the information they need to deliver a consistently outstanding customer experience. Mergers are a fact of life for many industries, and the pace of consolidations is expected to increase in the next few years. Once a company agrees to merge, operations managers have to rapidly integrate departments, including contact centers and other customer-facing organizations. It is more important to get all customerfacing servicing groups to operate under the same management and policies than it is to integrate the back-end servicing solutions; as a result, service quality is almost always negatively impacted at a time when it s most essential. Employees want to do the best job they can but simply do not have the information or training. Due to corporate priorities, it often takes years before back-end systems are integrated. While these challenges do not justify poor service, they are among the reasons why the telecom industry consistently receives some of the poorest ratings for customer satisfaction in independent quality studies. It s not because employees want to deliver poor service; it s because they often lack the information they need to meet their customers needs. Enterprises in financial services, insurance, healthcare and retailing are all confronting the same issues. Cicero XM is a game changer. It gives managers an easy and cost-effective way to standardize operating environments and servicing solutions without major IT investments. Below are some of the more common uses of Cicero XM.
CICERO XM APPLICATION USES Efficiency through Integration and Smart Workflow: Enables the automated sharing and population of data among any enterprise solutions at the desktop. Common Uses for Cicero XM Use Eliminates the need to manually copy and paste data between applications Uses CTI data to identify, retrieve and populate customer information in any CRM/servicing/customer management application Delivers the appropriate screen to the employee, based on call context Shares after-call/post-call data with all appropriate applications Passes data between mainframe 3270 screens and servicing/customer management applications, enabling the integration of information from legacy systems into the workflow of applications used by employees Uses a smart workflow to identify the context of a situation and capture relevant data from other systems, so the right information can be delivered to the employee to address the customer s issue Delivers desktop analytics; monitors, captures, tracks and analyzes everything that employees do while using their desktop servicing application to identify areas for process and system improvements and employee training Example An address change made in a supply chain system can automatically populate all other systems that use this information, including the servicing application, and vice versa Once a call is identified via CTI, Cicero XM can grab the required data from a premise-based Oracle Siebel system or a hosted Salesforce.com application and integrate it into the employee s servicing application Gives the employee the screen relevant to the IVR activity being accessed at the point when the customer decided to request live help Copies and pastes the employee s after-call wrap-up summary from the servicing application to an ERP or R&D application so that engineers can see what needs to be fixed Automates the transfer of sales data from an enterprise resource planning (ERP) system into the employee s servicing application When an employee accesses the credit line increase decision screen on their serving system, the smart workflow mechanism grabs the increase approval guidelines as well as the necessary information about the customer s credit-worthiness to determine if the caller qualifies and to provide a dollar amount Cicero XM can identify when third-party applications supporting the contact center are slow to respond and when employees repeatedly go to the wrong screens; this information can be used to diagnose operating issues and employee training needs 1
Common Uses for Cicero XM Automates and generates employee activity reports, eliminating the need to manually collect and aggregate employee activity data in Excel spreadsheets Hides unnecessary fields, toolbars and data not required by employees, expediting the handling of inquiries and improving quality In merged environments, such as in banking, telecom, insurance, etc., where there are often two or more customer servicing systems, Cicero XM can find the appropriate information in all of the relevant systems, normalize and aggregate it, and present it to management in a standard format Giving employees more information than necessary can be confusing or, even worse, cause them to be out of compliance; Cicero XM can hide customers personal information from the claims adjustment screens so that employees do not have access to information that is not relevant to them Effectiveness with Intelligent Presentation and Guidance: Enables the development and delivery of enhanced or new composite servicing screens with data from all appropriate enterprise applications, empowering employees to address a minimum of 80% of all inquiries in one environment. Common Uses for Cicero XM Use Context-sensitive composite screens can deliver the appropriate toolbar based on caller information, such as caller s incoming phone number, customer value, customer category, most recent purchase, payment history, etc. Provides single sign-in and automated log-in capability for employees Presents a 360-degree view of the customer by accessing and combining data from all relevant systems and applications Identifies the ideal prospects for up-sell/cross-sell opportunities; also identifies the best offers for these prospects Example The icons included in the toolbar change based on the needs of each caller; if a call is about an address change, the employee receives one set of icons; if the call is about a credit line increase, the employee is presented with different icons Many servicing environments require employees to access data 4 to 10 different enterprise systems to resolve customer inquiries, so employees often spend the first five to ten minutes of every work day just signing in; this sign-in process can be automated and accomplished rapidly by Cicero XM Cicero XM can obtain customer servicing history from an Oracle Siebel solution, a list of sales transactions from Salesforce.com, and product configuration data from SAP; all of this information can be presented to the employee in one composite screen so that they do not have to jump among supporting applications to obtain the information they need to answer customer inquiries When a customer orders a pair of slacks, Cicero XM can flag this individual as an ideal prospect for a shirt and belt 2
Common Uses for Cicero XM Issues alerts, triggers flags or pop-ups to employees when a caller/customer requires special handling Enforces compliance with business policies and rules by issuing pop-ups with instructions Enforces compliance with business policies and rules by preventing employees from entering data into inappropriate fields or entering wrong data Profiles customers and enables special handling for qualified callers Provides employees with guided scripts to facilitate the handling and resolution of inquiries Composite screens, workflows, scripts, alerts and other notifications can be easily built and maintained by business analysts without the assistance of IT or the risk of negatively impacting the underlying operating systems Includes a softphone capability that eliminates the need for employees to use a separate ACD console to answer customer calls Provides role-based work spaces so that employees, supervisors and managers receive the screens and fields that are appropriate for their jobs If a caller is a known fraud risk, the employee receives a pop- up alert not to sell them anything and to transfer the call to the fraud department When an employee tries to close down or leave a screen without filling in all of the required fields, the system sends a pop-up message reminding them to insert the missing information If an employee tries to insert the wrong CVV numbers (security code) for a MasterCard, the system rejects the transaction and generates a pop-up message explaining why High net worth callers can be routed to the top-rated employees with the best quality assurance scores New employees are delivered the right scripts for each call type, while experienced employees may receive just a few reminders When contact center managers need to modify or enhance one of the servicing solutions, they must complete the paperwork and submit the request to IT, where the submission is reviewed and prioritized based on their workload; this often delays the delivery of functionality that is considered high-value to contact centers but low-value by IT; the delay prevents the contact center from rapidly meeting the changing needs of their internal and external customers; with Cicero XM, the contact center controls its own destiny by enabling business analysts to make the changes on a same-day basis (analysts can access the business logic that has been abstracted from the underlying code) The contact center can build a new composite servicing application that has the information necessary to resolve 80% of all inquiries, as well as offering softphone controls so that employees do not need to use their ACD consoles Each supervisor is enabled to see only the data for their employees and not for other teams Communication, Collaboration, and Insight: Empowers managers to build, implement and deliver desktop servicing/case management solutions using its own workflow tools, database and data store. Comes with fully 3
integrated communications, telephony, CTI and presence features that simplify processing, back-end integration, reporting and analytics. Common Uses for Cicero XM Use Simplifies the contact center reporting challenge by giving managers a server that collects operational (historical) and real-time data from all telephony and business systems and presents the consolidated data in real-time dashboards or customized report formats Provides an application development environment, database and data store that are capable of functioning as the primary customer information repository/case management/order entry/trouble ticket system for the department Provides the underlying technology, architecture, application development tools, database, data store, workflows, functionality and pre-built services to rapidly build a case management/service or trouble ticket solution. Using the consolidated data store, Cicero XM s predictive analytics capabilities can identify customer insights and operational challenges Example Cicero XM can gather data from multiple ACDs, case management applications and the sales systems so that the contact center VP can compare the performance of each center down to the employee level, without manually integrating the results from a variety of systems Cicero XM can be used to build an order entry application for employees to use when closing new sales or doing up-sells/cross-sells; the order entry application feeds the enterprise s ERP solution Cicero XM can be used to build a new case management/trouble ticket servicing application for a high-technology support team. The solution can identify the best up-sell offering for a particular customer, and share this information with an employee when the customer calls in. BENEFITS AND ROI The Cicero XM suite enables managers to rapidly deliver a unified servicing desktop, resolving a serious business problem that has plagued contact centers for the past 20 years. Without changing or impacting your underlying systems infrastructure or applications, Cicero XM can integrate your back-end systems and build a united servicing infrastructure that uses scripts and smart workflows to deliver context-sensitive screens to the right employee with each transaction. The following table provides a summary of the contact center and enterprise benefits delivered by Cicero. 4
Contact Center and Enterprise Benefits of Cicero XM Contact Center Creates a consolidated servicing/case management environment, with 80% of required information for employees 20% to 50% increase in employee productivity (average handle time) 10% to 30% reduction in employee training time 30% increase in employee retention 20% increase in employee quality assurance scores Improves alignment of contact center and enterprise goals Empowers contact center with agility to respond to business needs Decreases dependence on overburdened IT resources Provides a single and consistent view of the customer 40% increase in sales Enterprise 40% increase in early-stage collections 100% increase in customer satisfaction scores, such as Net Promoter Score (NPS) Increases brand equity Improves customer retention Provides a strategic service advantage Reduces operating expenses Increases profitability Cicero is committed to helping customers achieve their business goals. They work with you to understand your challenges and typically exceed your expectations. No two efforts are the same, even when the underlying issues are similar. Cicero s advanced framework and patent-pending United Data Model make it possible to deliver a fully functioning advanced employee servicing desktop, typically in 4 to 14 weeks, depending on the number of systems that need to be integrated. In many organizations, they start with the top two or three applications so that the contact center can rapidly realize benefits, and then add more data fields during the subsequent four weeks. Cicero s engineers work with and train your staff, enabling engagements to be completed and handed off in less than four weeks. By delivering a consolidated servicing/case management desktop, contact center users commonly realize employee productivity savings of 20% to 50%. This benefit alone delivers a highly desirable payback. However, while cost savings are essential for justifying any investment today, Cicero gives you a great deal more. By simplifying the systems environment, training time is generally reduced by 10% to 30%, while employee quality assurance scores increase by 20%. Additionally, employee retention increases by 30% as the compensation and the complexity of the job start to align. Cicero delivers a solution with a 6-month payback period and a low total cost of ownership. Their clients success proves that it is possible to cost effectively solve the employee desktop servicing challenge without disrupting the operation or changing back-end technology. Benefits from the Cicero XM suite extend too many customer-facing groups. For sales organizations, Cicero typically delivers a 40% increase in revenue. Similarly, early-stage collectors generally report a 40% increase in 5
collections. Companies realize substantial quantifiable benefits at the same time as they see a 100% increase in their overall customer satisfaction ratings. Companies that use Net Promoter Score (NPS) to measure customer satisfaction have reported a 100% increase in top ratings. This alone represents a tremendous contribution to customer retention and brand equity. By solving the employee desktop servicing challenge, Cicero increases customer and employee satisfaction, gives your company a strategic service advantage and, most importantly, increases enterprise profitability. Users of Cicero XM will be able to realize their goal of having a single and consistent view of their customers; this is a goal that has eluded all but a few companies, even those with big investments in CRM systems. CHECKLIST FOR FIXING YOUR SERVICING APPLICATION ENVIRONMENT Contact center managers interesting in overcoming their desktop servicing challenge should take the following steps: Create a project team consisting of employees, supervisors, managers, quality assurance specialists and trainers who are very familiar with all tasks performed by the contact center. Compile a list of the top 20 transactions/inquiries handled by the contact center. Identify all of the systems that are accessed by the contact center to address and resolve customer inquiries. Compile a list of all fields that are accessed by employees in all of the various systems, and prioritize their importance. Design new unified desktop servicing screens that give employees access to the data fields they need to resolve at least 80% of all inquiries, keeping the number of screens as small as possible. Review the new screen mock-ups with leading employees, and identify missing information this iterative process must be performed until the team is satisfied that the new screens will achieve all of their enterprise goals. Once the screens are designed, identify employee tasks that can be eliminated through the use of context- sensitive scripting and smart workflows. Prioritize the development of smart workflows based on frequency and improvement potential of each task. Identify information that needs to be shared with multiple systems. Identify information created by contact center employees that is important to share with other operating groups and systems, as well as data created by other operating groups that would improve employee performance but is not currently shared with the contact center. After these steps are completed, you will have the information you need to rapidly build a new unified desktop servicing environment using the Cicero XM suite. Cicero s professional services team is available to assist or guide you through this process. 6
WHAT THIS MEANS TO YOUR OPERATING ENVIRONMENT Cicero appreciates the challenges that your organization is confronting in trying to deliver timely and useful information to employees for each interaction. It is well established that servicing/case management/crm solutions are essential to the success of any contact center. The effectiveness of these solutions drives employee satisfaction and an outstanding customer experience. Historically, a cost-effective and agile servicing infrastructure is a goal that has eluded the majority of contact centers. Cicero solves this problem. By removing the barriers to productivity and service excellence, Cicero XM gives you a strategic advantage by empowering your business managers to rapidly respond to the dynamic needs of their enterprise and customers. NEXT STEPS Cicero offers a complimentary, no-obligation evaluation of your customer service and/or back office work environment with our Efficiency, Effectiveness, and Insight Assessment. Contact us at sales@ciceroinc.com or call us at 1-866-538-3588 for more information. ABOUT CICERO Cicero provides desktop activity intelligence and improvement software that enables companies to monitor people, processes, and technology, to identify areas for improvement, and to implement change using existing technologies. Cicero Discovery is used to collect any activity and track business objects across time and across multiple users as well as support big data initiatives by capturing the customer journey at various touch points within an organization. Cicero XM improves contact center and back office performance by integrating, automating, and presenting information. Cicero helps customers such as Nationwide and UBS perform to their potential and rapidly build enterprise value by reducing cost, improving operations and increasing employee productivity. Learn more at www.ciceroinc.com. CICERO CONTACT INFORMATION Headquarters: 8000 Regency Pkwy, Suite 542, Cary, NC 27518 USA US 1-866-538-3588 International 1-919-380-5000 E-mail: sales@ciceroinc.com www.ciceroinc.com Cicero, Cicero XM, Cicero Discovery, United Desktop and United Data Model are trademarks or registered trademarks of Cicero Inc. and/or its affiliates. Other company names and/or products are for identification purposes and are the property of, and may be trademarks of, their respective owners. 7