Developing A True Multi-Channel Contact Center Case Study Based Evidence Report Sponsored by: GoToAssist Report Prepared by: callcentres.net Pty Ltd (part of ACA Research Group) Published: November 2010
Table of Contents 1. Introduction... 3 2. The Multi-Channel Environment... 4 3. Facts : Multi-Channel Contact Centers... 5 4. Case Study: Pitney Bowes Australia... 7 5. Case Study: Telnet Services... 8 6. Case Study: EZIBUY... 9 7. Key Learnings from Case Studies... 10 8. About callcentres.net... 11 9. About GoToAssist Remote Support Made Easy... 13 2
1. Introduction The most talked about topic in the service and contact center sector currently is the coming of the multi-channel service center. Service centers have progressed from phone-based call centers to contact centers (phone and email) to now being truly multi-channel with up to 15 different customer touch points being handled by the contact center. Given the environment in which customers have access to multiple channels for communication, it is important that the contact centers offer them options to match their needs. Developing a multi-channel contact center requires planning and assessment with a clear understanding of the benefits and pitfalls of operating a multi-channel contact center. During September 2010, callcentres.net conducted a number of case studies in Australia and New Zealand to explore models of successful multi-channel contact centers. This whitepaper will focus on key learnings from the case studies, including: 1. Why it s critical to start transitioning to a multi-channel contact center 2. 3 key steps to developing a true multi-channel contact center 3. How to successfully implement a multi-channel strategy 3
2. The Multi-Channel Environment The multi-channel contact center today works across a number of customer touch points through a variety of channels. The most common channels include: 1. Voice : caller to live attendant 2. Voice : caller to IVR 3. Voice : caller to speech 4. Voice : click to talk 5. Voice: VOIP 6. SMS 7. Facsimile 8. Email 9. Internet 10. Video 11. Web Chat 12. Social Media 13. Instant Messaging 14. Automated Web Chat 15. Remote Technical Assist 4
3. Facts: Multi-Channel Contact Centers Percentage of interactions handled per contact center channel Most interactions with contact centers still occur via the phone, however there is an increasing representation of other channels, demonstrating the growth of the multi-channel contact center. Phone (agent involvement) Phone (agent only) Phone (agent after IVR) Email Phone (IVR only) Self-service via the web Fax Letter Phone (agent after speech Phone (speech recognition only) SMS Web chat (text or voice) Other 7% 4% 5% 2% 2% 2% 1% 0.5% 0.2% 1% 26% 54% 2010 (n=112) Australia: Mean % 80% Multi-Channel Integration Close to half the contact centers in both Australia and New Zealand today are likely to have fully or partially implemented multiple channels for interaction. Of the contact centers that have not implemented multiple channels yet, 20% of the contact centers in Australia and 31% of the centers in New Zealand plan to implement multiple channels for interaction in the next 2 years. Australia New Zealand 46% fully or partially implemented 48% fully or partially implemented n=112 n=42 5
Multi-Channel Agents Close to half the contact centers in both Australia (50%) and New Zealand (54%) have multichannel agents in place already. This trend is likely to grow moving forward. Australia New Zealand Fully implemented 25% Fully implemented 21% Partially implemented 25% 50% fully or partially implemented Partially implemented 33% 54% fully or partially implemented Not implemented, but have plans to in the next 2 years No plans to implement in the next 2 years 22% 28% n=112 Not implemented, but have plans to in the next 2 years No plans to implement in the next 2 years 19% 26% n=42 6
4. Case Study: Pitney Bowes Australia Pitney Bowes Australia Pty Ltd is part of the global Pitney Bowes group whose parent company is Pitney Bowes Inc. They are the world s leading provider of integrated mail and document handling systems, which unite physical communications channels with digital ones. Pitney Bowes Australia has 3 contact center teams and 16 contact center consultants with over 160 employees in Australia. Channels Implemented in Contact Centers: 1. Phone 2. Email 3. Fax 4. Online Enquires 5. IVR 6. Twitter (for special events) It is important to have the team involved in the implementation of Multi-Channel They are the ones who can identify the frontline issues with implementing the channel. Motivations for Implementing Multi Channel: Reduce response time to customer queries through multiple channels Reduce effort for customer and business Keep traditional channels for clients who do not wish to migrate Reduce paper waste Key Considerations: Evaluate necessity of the channel Training agents on systems, processes, procedures and time management Prioritize channels based on agent recommendations, as they have frontline experience Regularly measure the customer experience Benefits Realized: Reduction in average response time to queries Increase in year on year ROI through increased revenue generated Reduction in customer effort in contacting our company Cater to the needs of all businesses irrespective of size 7
5. Case Study: Telnet Services Telnet Services is an outsourced contact center provider, providing seamless customer service and managing both inbound and outbound sales and service centers. Telnet provides contact center capability to a wide range of industries, including utilities, fuel, financial institutions and consumer technology providers. Telnet currently has a 170 seat contact center based in New Zealand. Channels Implemented in Contact Center: 1. Phone 2. Web Chat 3. SMS 4. Fax 5. Email 6. Internet 7. Social Media 8. Push Email 9. Callback Our focus is to improve the customer experience. Multiple customer touch points give customers increased flexibility and results in more satisfied customers. Motivations for Implementing Multi Channel: Improve customer experience Provide cost effective customer service solutions Staying connected to new audiences Gen Y Key Considerations: Which channels the customer base prefers Universal queuing and common delivery processes Online knowledge management to ensure all relevant information is easily available Consistency in service delivered across channels achieved through templated responses to common queries and reference information on knowledge portal in first person. Ensure consultants have correct skills to work across channels Benefits Realized: Easy to do business with Enhanced customer experience and increased satisfaction Reduction in cost per interaction Improved first-call resolution 8
6. Case Study: EZIBUY EziBuy is a leading online retail store and New Zealand s #1 women s clothing store online, with more than 580,000 active customers in New Zealand and Australia. Ezibuy has a 70-seat contact center based in New Zealand, with 62 agents and 8 team leaders. Channels Implemented in Contact Center: 1. Phone 2. Web Chat 3. Email 4. SMS 5. Direct Stores 6. Fax Additional Planned Channels: Click to Call Facebook and Twitter We don t give customer the call back option it goes into a vicious cycle of call backs. Instead, we direct customers to other channels they can contact us on making us easily accessible Motivations for Implementing Multi Channel: Make EziBuy more accessible to customers through increased touch points No matter where you are Personalize customer service Deliver customer service through customer s preferred channel Key Considerations: Recruit multi skilled computer-savvy staff Ensure new systems are compatible with existing systems Ensure technology is in strategic fit with business case for implementation Build relationship with technology provider as a partner not supplier Customers are directed to alternative and quicker routes in case of hitting a queue when contacting customer service Benefits Realized: Gives a holistic 360 degree view of the customer Ability to measure impact of email and webchat on customer service High ROI Increased customer satisfaction scores Reduction in average speed of answer 9
7. Key Learnings from Case Studies The key learnings from the case studies include: 1. Organizations likely to have multi-channel contact centers are: Larger centers with 50+ seats Retail/Wholesale, Outsourcers, IT and Business Services Experiencing higher growth in contact center seats (9% growth in next 12 months) Operate 24x7 2. The top 3 considerations in developing a multi channel contact center include: 1. Customer: Understand the changing needs of the customer and offer channels that meet those needs. Continually adapt to the needs of the customer. 2. People: Recruit for the right skill-set in agents and ensure agents are fully trained and equipped to handle new channels. 3. Technology: Work in collaboration with technology vendors to ensure smooth implementation and integration of channels that meet the business needs. 10
8. About callcentres.net callcentres.net Pty Ltd, (www.callcentres.net) incorporated in 1998, part of the ACA Research Group, is a service strategy consultancy, research, benchmarking and online publishing company dedicated to the Australian and Asia Pacific service, contact center and outsourcing sectors. Based in Sydney with a regional office in Singapore, having over 9,000 executive subscribers, callcentres.net is recognized as the leading provider of consulting, research and information pertaining to the service and contact center sectors. Services offered include: Service Strategy Consulting 1. Service strategy consulting: enterprise wide multi-channel service strategy (face2face, voice, web and social media channels); 2. Contact center strategy (voice, speech recognition, ivr, email, online, web chat and social media channels); 3. Diagnostic reviews of service operations; and 4. Benchmarking performance and cost comparisons. Research 1. Market sizing and growth studies 2. Customer engagement research: B2B and B2C; CustomerEngage 3. Qualitative, quantitative, online research 4. Innovative customer storytelling research methodologies 5. Contact center market indices such as Consumer Index, Technology Index 6. Outsourcing sector industry research 7. Location and investment attraction studies 8. Employee engagement studies: EmployeeEngage 9. Human resources research 10. Contact center technology research 11
Benchmarking 1. Annual Contact Center Industry Benchmarking Reports: Australia; New Zealand, China, India, The Philippines, Singapore, Malaysia, Thailand, Indonesia and Vietnam 2. Contact Center Consumer Index 3. Contact Center Employee Engagement Report 4. Contact Center Benchmarking Partner Programs: benchmarking organizations against competitors, industry sector, best-in-class, national and international programs 5. Outsourcing Benchmarking Programs Online Publishing and Social Media 1. Online publishing and website information portal; over 9,000 subscribers to news services; contact news Australia and NZ and Asia (regarded as the main source of news for the Asia Pacific contact center industries); and 2. Social media strategy and research. For a free subscription go to: www.callcentres.net/register 12
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