Integrated Contact Center (Final)

Integrated contact center experience – Self Service

Creation

Example from CUNA Mutual

Future

Customers generally hate IVR self-service…. (Video Clip)

Source: “Policyowner Self-Service – A Delicate Balance”, LIMRA International, 2006; Diamond Analysis

Sometimes, humans are no better either… (Audio Clip)

700,000+ hits in 12 hours for his blog entry Insignificant Thoughts … NBC Interview about his ordeal… The New York Times feature him on print…

Nicholas Graham, Executive Vice President of AOL Corporate Communications

Don’t have your channels in silos

Get the right balance

Don’t over step the boundary

Don’t under-estimate the power of the new media

Contact channels

Distribution channels

Customer Life-cycle Stages

Products

Research Service Renew Purchase

Revenue Benefit Realization Operating Efficiency Realization Sources: Diamond Analysis Stage 1: Channel Fragmentation Stage 2: Point-to Point Integration Stage 3: Rationalization & Consolidation Stage 4: Integrated Contact Management

1

Show ROI

2

Integrate

3

Measure

4

Promote

Insurance and Financial Services for Credit Unions, their members, and their employees.

8900 US Credit Unions. Number declining, asset size increasing.

Core Products – Fidelity Bond, Corporate P&C, Individual Life & Disability, Employee Benefits & Retirement, Brokerage Services and Mutual Funds

Established 1935 in Madison, WI

4500 Employees

Madison, WI – Corporate HQ

Waverly, IA

Fort Worth, TX

$2.6B Revenue – 95% US, with growing operations in Canada, Australia, China, Europe, and Caribbean

2007 – In year 2 of a 3 year corporate transformation initiative.

Old Model – Internal Driven –> Result: 37 Contact Centers, 70+ published 800 numbers, 15 web sites.

New Model – Customer Driven-> Result: One “Customer Operations” organization, 3 sites.

Contact Centers: 7M Calls annually, 600 contact center agents.

80% Consumer, 20% B2B

90% Customer Service, 10% Sales

Moving to standard platform – Avaya, NICE, IEX

Objective: Create Economic Benefit – Fix root cause issues, move calls to self-service, reduce AHT, improve agent availability and productivity.

Strategic Discussion – The right timing?

Strategic Dependencies

Ownership Issues

Focus shift - Opportunities to Improve

Improve Customer Experience

Reduce Expenses

First Phase: Oct – Dec 2006. With Diamond Consulting

ID Opportunities -> 35 Opportunities Identified

Implementation Roadmap –> 5 releases over 2 years

Costs and Benefits ->NPV of cumulative project cash flows = 120% of investment over 5 year period

Show ROI

Usage Assumptions -> ROI

Terminal Usage

Growth Rate

Defection Success Ratio

Scale-Loss Adjustment

Show ROI Total Cost Transaction Volume Self Service Call Center Minimum volume for break even A Game of Scale

Value Drivers & Examples

Call Deflection - primary

Call Elimination

AHT Reduction

Selecting Channels

Lower Cost

Table Stakes First (Web and IVR)

Selecting Transactions

Higher Volume

Lower Complexity

Build for Usability

Use Real Customers

Use Real Usability Professionals

Integrate

Additional Operating Costs

In call center

Higher AHT

Lower FCR

Higher Skilled Agents

In Self Service

Monitor & Report

Promotion

Continuous Improvement

Maintenance

Integrate

Preferred method – Measure transaction volume by channel

Requires cross-channel tracking at a call type level

We are not there yet!

Proxy methods

Measure call reductions from a baseline

Requires a very stable and predictable baseline

Measure actual self-service usage and infer call deflections

Get stakeholder signoff on deflection success rate assumptions up-front

To claim benefits

Integrate measures with budget reductions

Integrate self-service measures with Workforce Management

Measure

Channel: Web

Implemented: May 07

Call Volume: 80,000/yr

Terminal deflection target: 7%

Ramp-up period: 6 months

Promotion: By Agent and Notification Letters

Promote Collateral Protection - Insurance Verification

Channel: IVR

Implemented: May 07

Promotion: Call Flow Usability

Promote Directory Assistance – Call flow Improvements & Dial-by-Name

Life Insurance Products – Coverage Questions

Channel: Web – FAQ and Contact Info Changes

Implemented : May 07

Promotion: None

Promote

Agent-Assisted IVR

Virtual Agents

Web 2.0

Speech Analytics

Integrated Analytics

Revenue Benefit Realization Operating Efficiency Realization Stage 1: Channel Fragmentation Stage 2: Point-to Point Integration Stage 3: Rationalization & Consolidation Stage 4: Integrated Contact Management Sources: Diamond Analysis Stage 5: Insight-Driven Customer Experience Insight-Driven Customer Experience

Completion rate of 65%

Thelmma Project - interactive automated telephone-based voice-recognition dietary recall system

Reduced survey time from hours to 25 minutes

Agent bridged into an automated session

Assess situation

Update information

Direct IVR

Initiate dialog

Benefits

Improved completion rates

Better utilization

Increased satisfaction

Sources: Speech Technology Magazine; Diamond Analysis

Sources: Speech Analytics by Speech Technology Magazine, Sep 2007; Diamond Analysis

Root cause analysis & trend spotting… Emotion detection & sentiment analysis… Speech mining with meaning… Sources: Speech Analytics by Speech Technology Magazine, Sep 2007; eTalk White Paper, Autonomy; ULTRA IntelliFind by Verint, July 2007; Diamond Analysis

Auto insurance example … Sources: Speech Analytics: The Fastest Growing App in Contact Centers, CallCenter Magazine; Verint solutions in Action, Verint; Diamond Analysis

120 million calls/year

Analyzed 10,000 calls

6% of calls due to defective handset

$30 million credit from handset provider

Increased customer satisfaction

Wireless provider example …

Integrated analytics IVR drop-off/transfer analysis Call center agent analysis Web and click-stream analysis Sources: Webside Story Whitepapers; Clickfox Whitepapers; Verint Whitepapers; Diamond Analysis