2<br />When Click-to-CallBecomes Tap-to-Call<br />Shai Berger<br />June, 2011<br />
What is click-to-call?<br />1<br />Browser                X<br />C-to-Cprovider<br />click!<br />2<br />3<br />4<br />ring...
4<br />Why is it significant?<br /><ul><li>Provides an easy platform for innovation.
Works with any browser and phone.
Does an “end-run” around telco gatekeeping. </li></ul>In the mid 2000’s:<br />Click-to-call+ Asterisk+ low-cost terminatio...
5<br />Memory lane<br />At eComm 2008:<br />And elsewhere…<br />Lots of excitement!<br />
6<br />Fonolo launches consumer service<br /><ul><li>Automated mapping of phone menus.
Free “Deep Dialing” service lets you skip the phone menu.</li></li></ul><li>7<br />C-to-C as used by companies…<br />
8<br />The downside<br /><ul><li>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? </li></li></ul><li>9<br />Then this happened…<br />
10<br />Or, more importantly, this…<br />
11<br />The smartphone <br /><ul><li>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.</li></li></ul><li>12<br />Click-to-call on the smartphone ...
But still the easiest to implement.
In fact… much easier than the old PC-Plus-phone approach.</li></li></ul><li>13<br />On the smartphone…<br />In other words...
14<br />Meanwhile, with click-to-call<br /><ul><li>Its role as an alternate way to connect consumers and companies has con...
We’ve learned a lot about how to make it work well.
Business case now well established.</li></li></ul><li>15<br />Meanwhile, at the call center…<br /><ul><li>Innovation plate...
High degree of consumer dislike.
Anatomy of a call…</li></ul>Navigating<br />Waitingon hold<br />Exchanginginfo<br />Discussing with agent<br />Call ends<b...
The flaws<br />Experience marred by pain points:<br />Navigation (phone menus)<br />Waiting on hold<br />Repeating informa...
17<br />Navigation<br />
18<br />The navigation problem<br /><ul><li>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.</li></li></ul><li>19<br />Queuing<br /><ul><li>Everybody hates ...
It’s a “lose-lose” approach to queuing.</li></li></ul><li>20<br />A better approach<br /><ul><li>An obvious but elusive id...
This is “virtual queuing”.</li></li></ul><li>21<br />VQ: Why is it still so rare?<br />On premise equipment<br />+<br />Ca...
22<br />Pre-call questions<br />“Can I have your customer ID?”<br />“Do you have a reference number?”<br />“Please read ou...
23<br />The current approach<br /><ul><li>Callers often have to repeat information.The “data pass-through” problem(“I alre...
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?”</li></li></ul><li>24<br />Call cente...
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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)

  1. 1.
  2. 2. 2<br />When Click-to-CallBecomes Tap-to-Call<br />Shai Berger<br />June, 2011<br />
  3. 3. What is click-to-call?<br />1<br />Browser X<br />C-to-Cprovider<br />click!<br />2<br />3<br />4<br />ring!<br />ring!<br />A “clever hack” to initiate phone calls from web pages<br />
  4. 4. 4<br />Why is it significant?<br /><ul><li>Provides an easy platform for innovation.
  5. 5. Works with any browser and phone.
  6. 6. Does an “end-run” around telco gatekeeping. </li></ul>In the mid 2000’s:<br />Click-to-call+ Asterisk+ low-cost termination explosion of “Voice 2.0” ideas<br />
  7. 7. 5<br />Memory lane<br />At eComm 2008:<br />And elsewhere…<br />Lots of excitement!<br />
  8. 8. 6<br />Fonolo launches consumer service<br /><ul><li>Automated mapping of phone menus.
  9. 9. Free “Deep Dialing” service lets you skip the phone menu.</li></li></ul><li>7<br />C-to-C as used by companies…<br />
  10. 10. 8<br />The downside<br /><ul><li>Using of computer + phone is awkward.
  11. 11. Strong motivation needed to get over that barrier
  12. 12. Cheaper LD
  13. 13. Call anonymously
  14. 14. Avoid phone menus / waiting on hold
  15. 15. Others? </li></li></ul><li>9<br />Then this happened…<br />
  16. 16. 10<br />Or, more importantly, this…<br />
  17. 17. 11<br />The smartphone <br /><ul><li>Apple changed all the rules in the summer of 2008.
  18. 18. Unleashed a flood of innovation in mobile apps.
  19. 19. The end of telco gatekeeping.
  20. 20. As for Voice 2.0… iPhone sucked all the oxygen out of the room.</li></li></ul><li>12<br />Click-to-call on the smartphone <br /><ul><li>No longer the only way to access the voice channel.
  21. 21. But still the easiest to implement.
  22. 22. In fact… much easier than the old PC-Plus-phone approach.</li></li></ul><li>13<br />On the smartphone…<br />In other words…<br />“Non-native” calls can have a nearlyfirst-class experience.<br />Click-to-call becomes tap-to-call<br />
  23. 23. 14<br />Meanwhile, with click-to-call<br /><ul><li>Its role as an alternate way to connect consumers and companies has continued to grow.
  24. 24. We’ve learned a lot about how to make it work well.
  25. 25. Business case now well established.</li></li></ul><li>15<br />Meanwhile, at the call center…<br /><ul><li>Innovation plateaued a decade ago.
  26. 26. High degree of consumer dislike.
  27. 27. Anatomy of a call…</li></ul>Navigating<br />Waitingon hold<br />Exchanginginfo<br />Discussing with agent<br />Call ends<br />Call starts<br />Agent answers<br />Pain points<br />
  28. 28. The flaws<br />Experience marred by pain points:<br />Navigation (phone menus)<br />Waiting on hold<br />Repeating information to agents<br />Key questions:<br />How bad are these pain points?<br />Why have they been so tough to fix?<br />Can click-to-call plus smartphone be our salvation?<br />
  29. 29. 17<br />Navigation<br />
  30. 30. 18<br />The navigation problem<br /><ul><li>The keypad is inherently limited.
  31. 31. We’re locked-in to a spec created in 1960!
  32. 32. Decades of research and trials have squeezed as much out of it as possible.
  33. 33. But still a very high rate of zero-outs and misnavigation.</li></li></ul><li>19<br />Queuing<br /><ul><li>Everybody hates waiting on hold.
  34. 34. It’s a “lose-lose” approach to queuing.</li></li></ul><li>20<br />A better approach<br /><ul><li>An obvious but elusive idea:“Call me back when an agent is ready.”
  35. 35. This is “virtual queuing”.</li></li></ul><li>21<br />VQ: Why is it still so rare?<br />On premise equipment<br />+<br />Call center integration<br />=<br />A costly and time-consuming project<br />
  36. 36. 22<br />Pre-call questions<br />“Can I have your customer ID?”<br />“Do you have a reference number?”<br />“Please read out the tracking code…”<br />
  37. 37. 23<br />The current approach<br /><ul><li>Callers often have to repeat information.The “data pass-through” problem(“I already gave that info to your system!”)
  38. 38. Agent time wasted waiting for a caller to find information.Use the queuing time constructively
  39. 39. Agent time wasted trying to communicate data.“Was that 15 as in one-five or five-oh?”</li></li></ul><li>24<br />Call center integration is tough<br />Why?<br /><ul><li>closed, proprietary infrastructure
  40. 40. multi-site operations
  41. 41. outsourced call centers
  42. 42. organizational silos</li></li></ul><li>25<br />Solving the big flaws<br />We know the solutions:<br />Phone menus<br />Visual navigation<br />Waiting on hold<br />Virtual Queuing<br />Repeating info<br />Pre-call questions<br />What do we need to make it happen?<br /><ul><li>An open, popular platform
  43. 43. An interactive visual interface
  44. 44. Backwards compatibility
  45. 45. Easy call center integration</li></li></ul><li>26<br />Where are we today?<br />
  46. 46. 27<br />A rare example…<br />Group AMA (European insurance company)<br />(wow)<br />
  47. 47. 28<br />The typical case<br />Most mobile apps miss the opportunity altogether...<br />
  48. 48. 29<br />A breakthrough is needed<br /><ul><li>An open, popular platform
  49. 49. An interactive visual interface
  50. 50. Backwards compatibility
  51. 51. Easy call center integration</li></li></ul><li>30<br />Fonolo on a website<br />
  52. 52. 31<br />Integrated with mobile app<br />
  53. 53. 32<br />Our approach to navigation<br />Fonolo takes the company's existing phone-based process...<br />…and replaces it with an intelligent visual interface…<br />…presented on their web site or mobile application.<br />
  54. 54. 33<br />Our approach to queuing<br />
  55. 55. 34<br />Our approach to pre-call questions<br />
  56. 56. 35<br />Pain points… revisited<br />Navigating<br />Waitingon hold<br />Exchanginginfo<br />Discussing with agent<br />Call ends<br />Call starts<br />Agent answers<br />Visual UI +Deep Dialing<br />Virtual queuing(Hold-for-Me)<br />Pre-call Q’s<br />Post-call Survey<br />
  57. 57. 36<br />Tying it all together<br />Click-to-call<br />A better call center experience<br />Smartphones<br />This is an opportunity to fix the long-standing flaws with the call center experience.<br />
  58. 58. 37<br />Tying it all together<br />Click-to-call<br />A better call center experience<br />Smartphones<br />Happier customers<br />Lower cost-per-call<br />By fixing call center flaws, companies can get happier customers and lower cost-per-call.<br />
  59. 59. 38<br />Thank you!<br />Shai Berger@shaiberger<br />
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