20 Minutes on Desktop Analytics: Top Uses in the Contact Center

Desktop Analytics
Contact Center
Mike Garner – CCO, Former Ops Guy and “User” of DA

Leadership
Glenn Kelman, the CEO of Redfin
• "Sometimes I just feel like I'm in this endless competition with an imagined successor…You want to be a tough
act to follow. How do you make sure that happens?”

Albert Szent Gyorgyi
• “Discovery consists in seeing what everybody has seen and thinking what nobody has thought”
IDEO
• ”How might we….?” (IDEO)
Apple
• Think Differently

Copyright © 2014 Cicero Inc.

Cicero Discovery - Desktop Activity Intelligence™

Reduce Friction with Facts
Don Peppers – “Serving the Frictionless Customer”

• Friction causes wasted heat and noise
• Figure out a way to create less friction (or effort) and you will
have created serious value for all stakeholders
Fix something you KNOW to be a problem or something you THINK is a problem?

• Deal in Facts and You can iterate to higher performance that
much faster



Something funny I saw on LinkedIn



Use the Desktop – It’s Where Everything Converges
Knowledge
Management

Service
Details

Customer
History

Tasks

Softphone
Wrap-up

CRM

Websites
Disposition

Processes
Procedures

Surveys
Cases

Internet

Product
Details

Customer
Look-up

Intranet
Salesforce
Data Entry

Email

Tabbing
Siebel


Clicks
Chat


Tickets

Gathering Business Intelligence
Web Analytics – capture everything a
visitor does on a website
Surveys, Voice of the Customer – capture
direct feedback from customers

Speech Analytics – capture customer employee conversations

Desktop Analytics – capture
everything that employees
do, measure processes, gather IT info



Why desktop activity monitoring matters…
You can't manage what you can't measure
Empirical vs. anecdotal data
Always On
No ‘observer effect’
Support big data initiatives by capturing
the customer journey at various touch
points within an organization.



What is Cicero Discovery?

Desktop Activity Intelligence™
People

Processes

Technology

How employees
actually work

Steps, sequence
and points of failure

System, application
usage and
responsiveness



How Cicero Discovery Works
Capture

Desktops

Laptops

Desktop Activities
• User Activities
• Process Events
• Application Data
• Network Data


Store/Publish

Database

Web Service

Data
• Collected in a Database
• Shared Network Drive
• Publish/Subscribe


Analyze

Reporting

3rd Party Reporting
and Applications

Reporting & Analytics
• Real time, Historical
• BPMS, BAM, BI
• WFM, Analytics

Out-of-the-Box Intelligence - People
Data Collected

People

Unapproved
Application Usage
versus Norm

Actual Work Time
versus Norm

Cut & Copy
Frequency versus
Norm


Performance vs. Potential

Productivity Gain @ Norm



Thresholds

> 10 minutes
per day

Actions

Potential Outcomes

• ID non-engaged personnel for coaching and/or
Audit for compliance – accountability
coaching and
• Bandwidth strain reduction can improve site and
accountability
app response time - savings up to $5 per employee
per day

• Just as with ACD ‘unavailable’ status – can improve
Isolate force to load
service level and speed of answer with minimal FTE
> 5 minutes per
imbalance drivers,
cost
day
approved business and
• Identification of training availability – allowing for
personal apps.
up to 10 minutes more per day in productive time

>10% variance
up or down

• Isolate individual training opportunities and
Isolate training needs
potential best practice v the larger group process
for individuals on
• Individual employee productivity increases up to
specific apps and
30% - lifting overall group by 1% to 5% depending
workflows
on size


Out-of-the-Box Intelligence - Process
Data Collected

Thresholds

Productivity Gain @ 0%

> 50 x per day
per person

Right Path Productivity Gain

>20%
variance to
group norm

Actions

Potential Outcomes

Identify & prioritize
Identification of integration and automation targets –
training, integration and
5% to 10% productivity lift in front office ; up to 90%
automation opportunities
in back office

Process

Cut & Copy
Frequency overall

Performance vs.
Potential

Variability in
Application Usage
across same skill
Group


Procedure and System
review – for group with
lower KPIs


Procedure simplification and process redesign can
often yield 2% to 10% in productivity

Out-of-the-Box Intelligence - Technology
Data Collected

Productive Time
Opportunity

Thresholds

> 5 minutes per
day

Technology

Application
Response Time

Performance vs.
Potential

Unused
Applications


Avoidable Maintenance
Spend

< 5% of time
spent in app

Actions

Potential Outcomes

Deliver empirical
• Feedback and correction can save up to 10 seconds per
evidence to IT regarding interaction or case and over $5 per employee per day
memory /network issues • Employee Satisfaction – big driver

• Feedback to IT and shut down can save $100,000 or more
Guide IT to sunset /retire in maintenance and upkeep of non-essential systems
apps
• Reduces memory, processing and network strain (as
applicable) on machines and infrastructure


Process Intelligence
The workstation is a gold mine….
Capture practically any business data or action for more
surgical process improvement - even across users and
departments
Tag specific work processes for task time
measurement and bottleneck isolation
Capture specific customer intent, data changes
and account actions for Big Data /marketing
input
Define workflow and other milestones



Bottleneck Isolation
Bottleneck: 48% of the Claims are
in this step at >21 days. Drill down
with Business Process and Data
Monitors to find out Why?

Simple Claims Process
Review Credit

Check Fraud History

Claim > $500
APPROVE
Pay Claim Sub
Process

Review Large
Claim

Start

Submit Claim

End

Wait for Report &
Estimate

REJECT
Claim < = $500

Application Response:
Employees wait for screens to
refresh while navigating
application.

Send Thank
You Letter

Send Rejection
Letter
Review Small
Claim

Training: Employees are not
following steps using best
practices.


Manual or Missing Steps
Simple Customer Service Inquiry

Missing Process: CRM not
updated consistently after
technician completes work.
UNRESOLVED

Dispatch Sub
Process

RESOLVED

RESOLVED

Active Contract

Troubleshoot
Problem

Contract
Status?

Phone
Create Case

Assign Case

YES

Customer Lookup

End
New Contract
Sub Process

Website
Expired Contract

Purchase
Contract?
NO

Manual Process: Employee
searches 2 different
customer databases for
status and contract details.

PCI Compliance: Credit card
information is not masked for all
users.


Isolate High Value, Risk or Cost Transactions
Hotel Reservation Process

Is Room Available?
No
Customer Requests
Reservation

Take Reservation
Details

Check Room
Availability

Notify
Customer of
Inavailability

Yes

End Interaction

Customer Agrees to
Terms?

VIP Customer!

No

Provisionally
Book Room

Calculate
Room Price

Review Quote
With Customer

Yes

Customer Rejects

Cancel Provisional
Reservation
Credit OK?
No

Compliance: Start/Stop Call
Recording when collecting
credit card information.

Take Customer
Details

Send Credit Details
to Agency

Rework: Missing data field
before release of work item
or order to other
departments.

Yes


Deny Reservation

Email
Confirmation

Room Booked

Credit Accepted

Provide Reservation
Confirmation


Notify Customer of
Credit Problem

Tag Transactions based on LVC

Is Room Available?
No
Customer Requests
Reservation

Take Reservation
Details

Check Room
Availability

Notify
Customer of
Inavailability

Yes

End Interaction

Customer Agrees to
Terms?

VIP Customer!

No

Provisionally
Book Room

Calculate
Room Price

Review Quote
With Customer

Yes

Customer Rejects

Cancel Provisional
Reservation
Credit OK?
No

Take Customer
Details

Send Credit Details
to Agency

Yes

Notify Customer of
Credit Problem

Deny Reservation

Email
Confirmation

Room Booked

Credit Accepted

Provide Reservation
Confirmation



Avoid Recording of Private Information

Is Room Available?
No
Customer Requests
Reservation

Take Reservation
Details

Check Room
Availability

Notify
Customer of
Inavailability

Yes

End Interaction

Customer Agrees to
Terms?
No

Provisionally
Book Room

Calculate
Room Price

Review Quote
With Customer

Yes

Customer Rejects

Cancel Provisional
Reservation
Credit OK?
No

Compliance: Start/Stop Call
Recording when collecting
credit card information.

Take Customer
Details

Send Credit Details
to Agency

Yes

Notify Customer of
Credit Problem

Deny Reservation

Email
Confirmation

Room Booked

Credit Accepted

Provide Reservation
Confirmation



Head Off Costly Rework

Is Room Available?
No
Customer Requests
Reservation

Take Reservation
Details

Check Room
Availability

Yes

Notify
Customer of
Inavailability

End Interaction

Customer Agrees to
Terms?
No

Provisionally
Book Room

Calculate
Room Price

Review Quote
With Customer

Yes

Customer Rejects

Cancel Provisional
Reservation
Credit OK?
No

Take Customer
Details

Send Credit Details
to Agency

Yes

Notify Customer of
Credit Problem

Deny Reservation

Email
Confirmation

Room Booked

Credit Accepted

Rework: Missing data field
before release of work item
or order to other
departments.


Provide Reservation
Confirmation

Journey, Rep and Account Level Insight



Frequency & FCR by Interaction Reason

Ed Goldghen & Innoverse


AHT by ACTIVITY > Overall AHT



Customer Journey across 2 IB & 1 OB Calls



DMG – 2013 DA Report Highlights
The benefits of DA are
substantial, quantifiable and
can save users time, money
and customers:

As of the end of July 2013,
DMG Consulting estimates
there were 993 front and backoffice customers using DA, an
increase of 103.9% since 2010.

Perhaps most importantly,
DA can help users analyze
and enhance the customer
experience by recreating
many aspects of the journey
based on desktop events.


The DA sector is expected to
grow by 20%, 25%, 25%, 30%
and 30% in each year between
2013 and 2017, respectively.

These numbers may be
conservative if DA really
catches on in the back
office, which employs three
times more people than the
contact center sector.


Thanks & A Programming Note
o

Next Thursday @ 11:30am Eastern
o Back Office Use Cases

o

Questions or Live Demo Requests
o www.ciceroinc.com



20 Minutes on Desktop Analytics: Top Uses in the Contact Center

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