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Frost & Sullivan Pro Active Customer Contact Analyst Briefing
 

Frost & Sullivan Pro Active Customer Contact Analyst Briefing

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Frost & Sullivan’s analyst briefing on Pro-Active Customer Contact

Frost & Sullivan’s analyst briefing on Pro-Active Customer Contact

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    Frost & Sullivan Pro Active Customer Contact Analyst Briefing Frost & Sullivan Pro Active Customer Contact Analyst Briefing Presentation Transcript

    • Time For the Offense to Take the Field Pro-Active Customer Contact Joe Outlaw, Principal Analyst Contact Centers September 23, 2008
    • Focus Points • What is pro-active customer contact (PCC) and why you should care? • Which strategies best leverage pro-active customer contact? • Which applications and technologies enable pro-active customer contact strategies? 2
    • What is pro-active customer contact and why you should care? 3
    • Pro-active Customer Contact (PCC): More Than Traditional Tele-Marketing Outbound Dialing Outbound IVR applications Collections Health check w/order option Tele-marketing for new sales Order or service status update Comprehensive Pro-Active Customer Contact Emergencies After call feedback Appointment Random sampling Product Reminders Recalls With product registration Notification and Alerting Customer Feedback 4
    • Impact of PCC on Customer Retention and Revenues Relationship Between Customer Retention Rate and Profitability Proactivity increases customers’ positive view of the company – strengthens 50 the brand Profit/customer 25 Positive customers remain 0 customers longer -25 Positive customers buy 0 1 2 3 4 5 more Years Customer Retained Positive customers Source: The Loyalty Effect recommend the company’s products to others 5
    • Impact of PCC on Competitive Differentiation Reactive, Pro-active, and Blended Point applications evolve to become comprehensive PCC program Addition of point PCC applications Widening Gap Reactive-only customer contact Reactive-only 6
    • Impact of PCC on Contact Center Operations Fill inbound call troughs with pro-active Contact Center Increase agent and systems utilization Costs Simplify staff planning Reduce inbound calls, particularly complaints Increase job diversity for call center Agent agents Satisfaction Reduce staff turnover which reduces recruitment and training 7
    • Which strategies best leverage pro-active customer contact? 8
    • PCC Emphasis: Contact Center Cost Reduction Outbound contacts balance valleys in inbound call loads 160 Incoming customer calls 140 Staffing Level 120 Outbound 100 Contacts 80 60 40 20 0 8AM 10AM Noon 2PM Time of Day 9
    • PCC Emphasis: Customer Loyalty and Revenue Growth Mine customer interaction data - identify opportunities to provide valued customers’ with: •useful product/service information Contact Center •offers on new and related products of Revenues previous or projected interest for sale Identify quot;bestquot; resource for pro-active service follow-up or sales offers Challenges: • need different agent performance metrics for outbound and blended contact handling Customer •need to provide sales training for agents Satisfaction • add sales and blended skill sets to WFM and routing applications 10
    • Future: Unified PCC Revenue Focus High Sales and Marketing Customer Contact - Reactive Unified Customer Contact - Proactive PCC Contact Center Customer Service Focus High 11
    • Which applications and technologies enable pro-active customer contact strategies? 12
    • Pro-Active Customer Contact Technologies Automated dialing applications - can be operated in various states of Outbound Dialing and scripting automation, such as power, preview, and predictive IVR and voice portal DTMF or speech recognition interfaced platform-based applications for outbound calling can outbound applications support simple to complex interaction Outbound notification and alerts can be delivered by telephone, fax, other Notification and alerting media, and mixed media, can be scheduled or event-driven Can be a few instant reaction questions Pro-active survey and customer after a call or lengthy periodic surveys feedback collection/analysis with the same objective - to gather applications and analyze the “voice of the customer” 13
    • Pro-active Customer Contact Applications Pro-Active Customer Contact as a competitive differentiator – combating commoditization in some of the most competitive industries. Airlines/Travel Banking Govt. Health Care • Flight status update • On-boarding • Emergency • Appt. remind • Resv. confirm • Credit card fraud • Tax reminders • Prescription renew • Emergency • Payment reminders • Political campaign • Disease mgt Retail Insurance • Sale alerts Telecom Utilities • On-boarding • Delivery notification • Switch to auto pay • Appt. confirm • Claim-process • Product recalls • Minutes used • Outage status • Renewal reminder • Order confirmation • Crew callout 14
    • Summary and Recommendations • PCC solutions: leaders are moving from point to comprehensive deployments • PCC solutions can deliver both operational efficiencies and revenue growth • Start by creating a PCC vision for your organization • Develop a PCC strategy and tactics to achieve your vision • Determine application/technology, staffing, training requirements • Iterate toward your vision - quality improvement approach 15
    • Your Feedback is Important to Us What would you like to see from Frost & Sullivan? Growth Forecasts? Competitive Structure? Emerging Trends? Strategic Recommendations? Other? Please inform us by taking our survey. 16
    • For Additional Information • To leave a comment, ask the analyst a question, or receive the free audio segment that accompanies this presentation, please contact Stephanie Ochoa, Social Media Manager at (210) 247- 2421, via email, analystbriefings@frost.com, or on Twitter at http://twitter.com/stephanieochoa. 17