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

Automated systems talking with each other…
(Audio Clip) (Video Clip)
Humans turning into machines…

1
Show ROI
2
Integrate
3
Measure
4
Promote

Integrated Contact Center (Final)

by AnandRao on Jan 06, 2009

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Integrated Contact Center (Final) — Presentation Transcript