Shai Berger - Presentation at Emerging Communications Conference & Awards (eComm 2011)

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When Click-to-CallBecomes Tap-to-Call
Shai Berger
June, 2011

What is click-to-call?
1
Browser X
C-to-Cprovider
click!
2
3
4
ring!
ring!
A “clever hack” to initiate phone calls from web pages

4
Why is it significant?
Provides an easy platform for innovation.
Works with any browser and phone.
Does an “end-run” around telco gatekeeping.
In the mid 2000’s:
Click-to-call+ Asterisk+ low-cost termination explosion of “Voice 2.0” ideas

5
Memory lane
At eComm 2008:
And elsewhere…
Lots of excitement!

6
Fonolo launches consumer service
Automated mapping of phone menus.
Free “Deep Dialing” service lets you skip the phone menu.

7
C-to-C as used by companies…

8
The downside
Using of computer + phone is awkward.
Strong motivation needed to get over that barrier
Cheaper LD
Call anonymously
Avoid phone menus / waiting on hold
Others?

9
Then this happened…

10
Or, more importantly, this…

11
The smartphone
Apple changed all the rules in the summer of 2008.
Unleashed a flood of innovation in mobile apps.
The end of telco gatekeeping.
As for Voice 2.0… iPhone sucked all the oxygen out of the room.

12
Click-to-call on the smartphone
No longer the only way to access the voice channel.
But still the easiest to implement.
In fact… much easier than the old PC-Plus-phone approach.

13
On the smartphone…
In other words…
“Non-native” calls can have a nearlyfirst-class experience.
Click-to-call becomes tap-to-call

14
Meanwhile, with click-to-call
Its role as an alternate way to connect consumers and companies has continued to grow.
We’ve learned a lot about how to make it work well.
Business case now well established.

15
Meanwhile, at the call center…
Innovation plateaued a decade ago.
High degree of consumer dislike.
Anatomy of a call…
Navigating
Waitingon hold
Exchanginginfo
Discussing with agent
Call ends
Call starts
Agent answers
Pain points

The flaws
Experience marred by pain points:
Navigation (phone menus)
Waiting on hold
Repeating information to agents
Key questions:
How bad are these pain points?
Why have they been so tough to fix?
Can click-to-call plus smartphone be our salvation?

17
Navigation

18
The navigation problem
The keypad is inherently limited.
We’re locked-in to a spec created in 1960!
Decades of research and trials have squeezed as much out of it as possible.
But still a very high rate of zero-outs and misnavigation.

19
Queuing
Everybody hates waiting on hold.
It’s a “lose-lose” approach to queuing.

20
A better approach
An obvious but elusive idea:“Call me back when an agent is ready.”
This is “virtual queuing”.

21
VQ: Why is it still so rare?
On premise equipment
+
Call center integration
=
A costly and time-consuming project

22
Pre-call questions
“Can I have your customer ID?”
“Do you have a reference number?”
“Please read out the tracking code…”

23
The current approach
Callers often have to repeat information.The “data pass-through” problem(“I already gave that info to your system!”)
Agent time wasted waiting for a caller to find information.Use the queuing time constructively
Agent time wasted trying to communicate data.“Was that 15 as in one-five or five-oh?”

24
Call center integration is tough
Why?
closed, proprietary infrastructure
multi-site operations
outsourced call centers
organizational silos

25
Solving the big flaws
We know the solutions:
Phone menus
Visual navigation
Waiting on hold
Virtual Queuing
Repeating info
Pre-call questions
What do we need to make it happen?
An open, popular platform
An interactive visual interface
Backwards compatibility
Easy call center integration

26
Where are we today?

27
A rare example…
Group AMA (European insurance company)
(wow)

28
The typical case
Most mobile apps miss the opportunity altogether...

29
A breakthrough is needed
An open, popular platform
An interactive visual interface
Backwards compatibility
Easy call center integration

30
Fonolo on a website

31
Integrated with mobile app

32
Our approach to navigation
Fonolo takes the company's existing phone-based process...
…and replaces it with an intelligent visual interface…
…presented on their web site or mobile application.

33
Our approach to queuing

34
Our approach to pre-call questions

35
Pain points… revisited
Navigating
Waitingon hold
Exchanginginfo
Discussing with agent
Call ends
Call starts
Agent answers
Visual UI +Deep Dialing
Virtual queuing(Hold-for-Me)
Pre-call Q’s
Post-call Survey

36
Tying it all together
Click-to-call
A better call center experience
Smartphones
This is an opportunity to fix the long-standing flaws with the call center experience.

37
Tying it all together
Click-to-call
A better call center experience
Smartphones
Happier customers
Lower cost-per-call
By fixing call center flaws, companies can get happier customers and lower cost-per-call.

38
Thank you!
Shai Berger@shaiberger

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Shai Berger - Presentation at Emerging Communications Conference & Awards (eComm 2011)

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Shai Berger - Presentation at Emerging Communications Conference & Awards (eComm 2011) — Presentation Transcript