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

Volt Delta

Trends

Why personalise and how?

Scenarios

Gaining insight

Summary

Agenda Volt Delta Trends Why personalise and how? Scenarios Gaining insight Summary Ref: 19121 Issue: 1.0 © Volt Delta International 2009

Volt Delta

Trends

Why personalise and how?

Scenarios

Gaining insight

Summary

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

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

Volt Delta

Trends

Why personalise and how?

Scenarios

Gaining insight

Summary

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

Transaction management

Average handling time…

CRM

More proactive

Cross sell /outbound calling

Net Promoter Score

Customer recommends you

Call Handling

Service policies

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

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

In five years time traffic mix will be:

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

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

Agenda Volt Delta Trends Why personalise and how? Scenarios Gaining insight Summary Ref: 19121 Issue: 1.0 © Volt Delta International 2009

Volt Delta

Trends

Why personalise and how?

Scenarios

Gaining insight

Summary

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%”

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

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

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

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

By Individual Caller

A Number

Customer log-in

By Service or Wholesaler

Switch ID

Trunk group

Service provider ID

Service number

T.O.D.

Etc.

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

Volt Delta

Trends

Why personalise and how?

Scenarios

Gaining insight

Summary

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

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…?

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

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

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

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

Agenda Volt Delta Trends Why personalise and how? Scenarios Gaining insight Summary Ref: 19121 Issue: 1.0 © Volt Delta International 2009

Volt Delta

Trends

Why personalise and how?

Scenarios

Gaining insight

Summary

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

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

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

Immediate Feedback Loop to the contact centre in real time & on large scale

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

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

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

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

Contact Details James Glasspool Sunbury-on-Thames Email: [email_address] Tel: +44 1932 755 550 Web: www.voltdelta.net

James Glasspool

Sunbury-on-Thames

Email: [email_address]

Tel: +44 1932 755 550

Web: www.voltdelta.net