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2.6 James Glasspool – Volt Delta
 

2.6 James Glasspool – Volt Delta

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2009 Information Innovation Conference

2009 Information Innovation Conference

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    2.6 James Glasspool – Volt Delta 2.6 James Glasspool – Volt Delta Presentation Transcript

    • International Information Innovation Conference 2009 Day 2 1st October 2009 Steffen Schlimmer – NetBiscuits.com
    • James Glasspool – Volt Delta “ Increasing Retention through Customer Insight and Personalisation”
    • Increasing retention through customer insight and personalisation Loyalty & Retention Day 2 118 Awards James Glasspool Director of Strategic Marketing Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • Agenda
      • Volt Delta
      • Trends
      • Why personalise and how?
      • Scenarios
      • Gaining insight
      • Summary
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • Agenda
      • Volt Delta
      • Trends
      • Why personalise and how?
      • Scenarios
      • Gaining insight
      • Summary
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • Volt Delta - Overview Ref: 18241 Issue: 2.4© Volt Delta International 2008
      • Volt Delta International
        • Major systems provider for telecom and service providers
        • 30 years experience of high volume platform solutions
        • European product development; products include:
          • OASIS – contact centre & switching
          • 360 – Directory assistance applications & services
          • DPS – Publishing system
        • LSSi Europe – directory content
      • Parent Company - Volt Delta Resources Inc.
        • 500 + worldwide staff; Revenues: $212m
      • Volt Information Sciences; Fortune 1000 company
    • Agenda
      • Volt Delta
      • Trends
      • Why personalise and how?
      • Scenarios
      • Gaining insight
      • Summary
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • Contact Centre Trends - 1 C O S T F O C U S Cost Effective Basics Customer Experience Mgt Customer Interactions
      • Transaction management
      • Average handling time…
      • CRM
      • More proactive
      • Cross sell /outbound calling
      • Net Promoter Score
      • Customer recommends you
      CUSTOMER FOCUS
      • Call Handling
      • Service policies
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009 Basic ACD Workforce Performance Mgt Personalised Survey Reviews Multi-Media
    • Contact Centre Trends - 2
      • What will the future look like?
      • 87% of call centre managers expect to use self-service solutions,
      • but…
      • 50% think Internet’s ability to reduce calls is overstated
      Call Centre Association Annual Survey of Members UK 2008
      • In five years time traffic mix will be:
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009
        • 60%
        • Phone
        • 13%
        • Email
        • 17%
        • Self-serve
        • 6%
        • Web-chat
        • 4%
        • Text
    • DA or YP Contact Centre
      • Many of generic trends are the same in DA/YP
      • Some greater as the customer is paying for a service – some are relevant:
        • Attrition
        • Recognising the individual customer
        • Offering a choice of access with similar but appropriate experiences & outcomes
        • Focus on customer experience – will they recommend you?
        • Product focus and service content
      • But differences:
        • First time resolution – always a DA priority
        • Call time reduction is not (now) desirable
        • Move from paying model to advertiser supported
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • Agenda
      • Volt Delta
      • Trends
      • Why personalise and how?
      • Scenarios
      • Gaining insight
      • Summary
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • Market Situation - Why personalise?
      • Substitute products – decline in paid voice based DA
        • Internet / Mobile Internet / Smart Phone / iPhone
      • Deregulation 18xyz now in most European markets
        • Accelerated trend of falling call volume
        • Stimulated product & service development
      • Free DA here / on horizon
      • Focus on:
        • Service innovation – extending services with new features
        • Better customer experience – trying to recognise your frequent high value customers & serve them better
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009 © Volt Delta International 2007 Bain & Co. “Our studies show that a 5% increase in customer retention can increase a company' profitability by 75%”
    • Personalising services
      • Tailor the service to individual caller’s preferences
        • Based on user selection or
        • On past behaviour
      • Improve service experience
        • Priority route VIP customers
        • Greet your customer by name
        • Keep data from previous calls
        • Let them save some data
        • Let them save preferences – limits annoying questions
        • Sell new service features
        • Ensure VIP/heavy use customers are identified to the agent
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • From customisation to personalisation Customisation Personalisation
      • By Individual Caller
        • A Number
        • Customer log-in
      Tailor the experience for each caller for differentiation & to make service “sticky”.
      • By Service or Wholesaler
        • Switch ID
        • Trunk group
        • Service provider ID
        • Service number
        • T.O.D.
        • Etc.
      Brand Wholesale – Retail Branding
      • Automation
      • Call Flow Persona
      • Level of Automation
      • Preferences
      • Language choice
      • Opt in for LBS
      • Service & Content
      • DA only
      • Reverse DA
      • Enhanced DA
      • Delivery
      • SMS, WAP, MMS
      • Call Completion
      • Device Capabilities
      • WAP, MMS, Video, Screen
      • VIP Callers
      • Preferential routing
      • Dedicated agents
    • Agenda
      • Volt Delta
      • Trends
      • Why personalise and how?
      • Scenarios
      • Gaining insight
      • Summary
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • Scenario 1: VIP status
      • Heavy use callers – 80:20 rule typically applies
      • Ensure they get the highest quality service
      • Priority routing
      • Dedicated agents / highlight to agents
      • Greet by name
      • Remember last searches
      • Offer more services
      • Reduce automation
      • Offer a VIP club / Loyalty
      • Up sell service opportunity
        • “ Did you know we offer…?
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • Scenario 2: Location based services
      • Enable easy to use permission based services e.g. Location Based Services
      • Only ask a caller once if they can be geo-located using their mobile
      • This “Opt in” then saved for future use
      • Better and more rapid service experience
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • Explicit vs. implicit personalisation
      • Explicit Personalisation: Customer customises system
        • Message delivery
        • Additional listing information
        • Mobile call completion option
        • Personal address books
        • Issue: Efforts may outweigh the benefits
        • Benefit : enriched service
      • Implicit Personalisation: Self-learning DA system
        • Individual treatment
        • VIP status
        • Language preference
        • Little effort required by customer
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • Agenda
      • Volt Delta
      • Trends
      • Why personalise and how?
      • Scenarios
      • Gaining insight
      • Summary
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • Customer Insight
      • Having differentiated your service with personalisation, how do you measure your customer’s experience?
      • How do you assess your Net Promoter Score?
      • Survey:
        • Mail – response times
        • Web/email – Issues if dealing with voice based services
        • Agent call – costly, agent bias, privacy
        • Automated – immediate and cheap but perceived bias against IVR/automated services
      Capture, share and analyse the voice of your customer Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • Insight with automated surveying
      • Immediate Feedback Loop to the contact centre in real time & on large scale
      At end of call, customer is offered chance to participate in a survey Survey handled automatically by IVR Contact Centre Ref: 19121 Issue: 1.0 © Volt Delta International 2009 Customer calls in for service and is connect to agent Results continuously updated & fed to contact centre Agents get feedback of customer experience
    • Advantages of automated survey
        • Immediate – offered immediately after an agent
        • Consistent – asked with identical tone and pace
        • Cost-effective – without use of agents
        • Voice-based – no transition to text required
        • Eliminate bias – eliminates extraneous influences
        • Anonymity – Caller is not speaking with a person
        • Flexible – easy to quickly add/change questions
        • Targeted – offer to all or segment with personalisation
        • Verbatim – allows customers to add extra information that will offer further insight, tone of caller
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • Summary
      • Personalisation is a key tool for customer loyalty & retention:
      • Recognise your heavy users & reward them
      • Differentiate in a crowded market
      • Make your service more “sticky”
      • Able to offer more complex services
      • No need to repeat preference questions
      • Up selling is easier
      • Implicit personalisation can be first step
      • Combine with surveying techniques to continuously gain real time insight
      Ref: 19121 Issue: 1.0 © Volt Delta International 2009
    • Contact Details
      • James Glasspool
      • Sunbury-on-Thames
      • Email: [email_address]
      • Tel: +44 1932 755 550
      • Web: www.voltdelta.net