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

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

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

    • 2
      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