Today I am going to share some thoughts on how companies can improve interaction with their customers through Communications Enabled Business Processes (CEBP). VoiceSage is currently providing CEBP to some of the UK’s largest companies in Financial Services, Utilities, and Retail. I hope that you can get a “take away” that you can use in your own business, and I also hope that people here will give me pointers on where CEBP could be most useful to Web companies and services.
VoiceSage is at the forefront of an area that is being called Integrated CEBP, Communications Enabled Business Processes. We use Voice, SMS, Email, and soon Presence and related modes to remove “lags and drags” in business processes. So we follow the customer interaction cycle from Appointment setting to Payments to isolate particular metrics that can be approached “from the enterprise edge” with no Integration, and no footprint into anyone's domain. Our Mantra is Move the Metric: If it doesn’t get measured, we just move the conversation elsewhere. Our focus is to solve a specific problem for a specific role in a specific segment. If you have this job title, we know you have “this problem”. My guess here today, is that you haven’t really had time to sit back and think about how your customer communications strategy will need to evolve as you scale, or indeed, how your customer communications strategy can help you retain customers, and compete more effectively.
I’m guessing that many here look to service customers entirely on the web (email, forum, perhaps even wiki). I’m guessing that you are looking at email solutions, and ways in which to handle inbound email responses. But as you grow, and competition intensifies, you have to find new ways to manage Customer Interaction. That means when you know that the customer is going to need to know something, or do something, tell them pro-actively. Best to consider the web a semi-permeable membrane that lets some data, people, and interactions through in certain contexts, and terminates or delivers them in various other ways. For instance an inbound email saying “our email server is down, we are not getting customer orders, this is serious”, may trigger an outbound call, to a customer support engineer, associated with that account, and available now. SMS is passive, Voice is Active Mode, Presence is Pulse. Each has a context in which it is appropriate to be used within. Sometimes it helps to think about “getting in front of the decision, in terms of nudges”. People do strange things: after getting an sms (passive mode) to confirm an appointment, nearly half of a telco’s customers rang into the call centre, just to confirm “from their side”. The context needed a “handshake”. Think of the emotional state a person is in, and how you want to move that. Why do people ring in to confirm that you received the direct debit? Because they are worried. It’s money. The message you send to them should help manage that state.
We have found that Retailers, those Metrics driven companies, are pretty rigorous about measuring what matters. So why do customers ring in? There’s the where’s my stuff question. Did my form / application move to the next stage, is it approved? I sent the money through bank transfer, did you get it? Need to use agents to confirm delivery time and availability. New customers, use out of band authentication. Reduce Fraud. Managing the Experience !
OK Hard Examples : Catalogue companies reduced Days Sales Outstanding by A National retailer reduced delivery no shows from high single digits to under 1% Turns out they all have very similar metric-challenges (late night ordering from TV?) Web Retailers, we suspect have similar problems, but maybe not the exact same (where would you phone in?), but as high street retail, catalogue, and online presence blends, we will see new challenges (order and collect?) Buying from Vending machines? Is machine empty? Does money need to be collected? CEBP.
A Scandinavian Bank showed amazing clarity Their thought process linked metric performance from the everyday, mundane, to the market capitalisation of the bank (like the Balanced Scorecard?) Who’d have thought that asking people whether they wanted Tea or Coffee could increase the value of the bank?
No matter where the calls are triggered from, and delivered to, it’s still all about moving the metric.
We allow you to mix and match inbound – outbound to create new service propositions For some situations passive mode moving to active mode is very effective (Open University – Forms) Asynchronous (sms-sms/ SMS – email) versus Synchronous (talk-talk), Getting creative AND methodical in examination of context. Often this is the live and die by activity.
Communicating Beyond (and through) Web
<ul><li>Paul Sweeney </li></ul><ul><li>Director of Innovation </li></ul><ul><li>VoiceSage </li></ul><ul><li>www.VoiceSage.com </li></ul>Communicating Beyond ( and through ) Web
Some Big Points <ul><li>Our Mantra: Move The Metric </li></ul><ul><li>Solve a defined problem </li></ul><ul><li>Segment specific </li></ul><ul><li>Strategic approach to customer interaction management </li></ul><ul><li>What metrics would you drive? </li></ul>
Beyond Web? <ul><li>OK, Beyond our current frame of web </li></ul><ul><li>Does email alone suffice as you grow? </li></ul><ul><li>More of a blended mode web </li></ul><ul><li>Why might you reach out beyond email? </li></ul><ul><li>Personal, Pro-active, Emotional nudges </li></ul><ul><li>Err… emotional? </li></ul>
Retailers <ul><li>Where’s my stuff? </li></ul><ul><li>Did that go through? </li></ul><ul><li>Did you get my money? </li></ul><ul><li>Will you be there for delivery? </li></ul><ul><li>We haven’t done business before, so… </li></ul><ul><li>How do you feel, before, during, and after Com? </li></ul>
Retailers? <ul><li>Catalogue Companies - JD Williams </li></ul><ul><li>Large High Street Chains - Argos </li></ul><ul><li>Media Retailers - Confidential </li></ul><ul><li>Web Retailers – ? </li></ul><ul><li>M2C - TBA </li></ul>
Bank Example <ul><li>What drives loyalty? </li></ul><ul><li>Good experience with bank manager. </li></ul><ul><li>Lets drive clients to bank manager meetings </li></ul><ul><li>More good meetings = more loyalty </li></ul><ul><li>More loyalty = customer lifetime value </li></ul><ul><li>Higher CLV = higher market capitalisation </li></ul><ul><li>So, Do you want tea or coffee at the meeting? </li></ul>
Metrics <ul><li>Reduced inbound calling - Reduced no shows </li></ul><ul><li>Reduced DSO - Reduced Bad Debt </li></ul><ul><li>Oh, and Increased Profit. </li></ul><ul><li>So what are your metrics to be moved? </li></ul>
On/Off-Web-Metrics <ul><li>Why do you communicate </li></ul><ul><li>Why do they communicate with you </li></ul><ul><li>What are the business value interaction points </li></ul><ul><li>Visit site - download client -open client - </li></ul><ul><li>Form page - filled out form - got catalogue </li></ul>
Getting Creative <ul><li>Matching Availabilities </li></ul><ul><li>Appropriate Modes </li></ul><ul><li>Asynchronous – Synchronous </li></ul><ul><li>Context Before & After </li></ul>