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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)

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Please see blog http://blog.eComm.ec

Please see blog http://blog.eComm.ec

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Transcript

  • 1.
  • 2. 2
    When Click-to-CallBecomes Tap-to-Call
    Shai Berger
    June, 2011
  • 3. 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. 4
    Why is it significant?
    • Provides an easy platform for innovation.
    • 5. Works with any browser and phone.
    • 6. 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
  • 7. 5
    Memory lane
    At eComm 2008:
    And elsewhere…
    Lots of excitement!
  • 8. 6
    Fonolo launches consumer service
    • Automated mapping of phone menus.
    • 9. Free “Deep Dialing” service lets you skip the phone menu.
  • 7
    C-to-C as used by companies…
  • 10. 8
    The downside
    • Using of computer + phone is awkward.
    • 11. Strong motivation needed to get over that barrier
    • 12. Cheaper LD
    • 13. Call anonymously
    • 14. Avoid phone menus / waiting on hold
    • 15. Others?
  • 9
    Then this happened…
  • 16. 10
    Or, more importantly, this…
  • 17. 11
    The smartphone
    • Apple changed all the rules in the summer of 2008.
    • 18. Unleashed a flood of innovation in mobile apps.
    • 19. The end of telco gatekeeping.
    • 20. 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.
    • 21. But still the easiest to implement.
    • 22. 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
  • 23. 14
    Meanwhile, with click-to-call
    • Its role as an alternate way to connect consumers and companies has continued to grow.
    • 24. We’ve learned a lot about how to make it work well.
    • 25. Business case now well established.
  • 15
    Meanwhile, at the call center…
    • Innovation plateaued a decade ago.
    • 26. High degree of consumer dislike.
    • 27. Anatomy of a call…
    Navigating
    Waitingon hold
    Exchanginginfo
    Discussing with agent
    Call ends
    Call starts
    Agent answers
    Pain points
  • 28. 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?
  • 29. 17
    Navigation
  • 30. 18
    The navigation problem
    • The keypad is inherently limited.
    • 31. We’re locked-in to a spec created in 1960!
    • 32. Decades of research and trials have squeezed as much out of it as possible.
    • 33. But still a very high rate of zero-outs and misnavigation.
  • 19
    Queuing
    • Everybody hates waiting on hold.
    • 34. 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.”
    • 35. This is “virtual queuing”.
  • 21
    VQ: Why is it still so rare?
    On premise equipment
    +
    Call center integration
    =
    A costly and time-consuming project
  • 36. 22
    Pre-call questions
    “Can I have your customer ID?”
    “Do you have a reference number?”
    “Please read out the tracking code…”
  • 37. 23
    The current approach
    • Callers often have to repeat information.The “data pass-through” problem(“I already gave that info to your system!”)
    • 38. Agent time wasted waiting for a caller to find information.Use the queuing time constructively
    • 39. 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
    • 40. multi-site operations
    • 41. outsourced call centers
    • 42. 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
    • 43. An interactive visual interface
    • 44. Backwards compatibility
    • 45. Easy call center integration
  • 26
    Where are we today?
  • 46. 27
    A rare example…
    Group AMA (European insurance company)
    (wow)
  • 47. 28
    The typical case
    Most mobile apps miss the opportunity altogether...
  • 48. 29
    A breakthrough is needed
    • An open, popular platform
    • 49. An interactive visual interface
    • 50. Backwards compatibility
    • 51. Easy call center integration
  • 30
    Fonolo on a website
  • 52. 31
    Integrated with mobile app
  • 53. 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.
  • 54. 33
    Our approach to queuing
  • 55. 34
    Our approach to pre-call questions
  • 56. 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
  • 57. 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.
  • 58. 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.
  • 59. 38
    Thank you!
    Shai Berger@shaiberger