Leveraging Opportunities in the Age of Digital Channel Delivery

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RYA N S T R AT E G I C A D V I S O RY
Leveraging Opportunities
in the Age of
Digital Channel Delivery

2. Presentation Structure
Introduction
Evolution of Contact Channels
Today’s Channel Reality
Optimizing the Channel Strategy
Wrap Up

3. Introduction

4. Introduction
• The contact center channel dynamic is more complex than ever
• Today, consumers drive enterprises to provide multiple channels
• However, there are many variables than can influence channel choices
• Managing channels concurrently is among the biggest challenges for CRM managers
• Finding the right business model is crucial in driving efficiencies and C-EX

5. Contact Channel Evolution

6. Contact Center Channels - 1987

7. Contact Center Channels - 2002

8. Contact Center Channels - 2017

9. Social Media - 2017

10. The Analytics Paradigm - 2017

11. Key CRM Challenges in 2017
1 – Keeping up with the pace of new channels
2 – Ascertaining what channels consumers want to use now
3 – Determining what consumers will want to use in the future
4 – Making resources available for cross-channel management
5 – Leveraging omni-channel analytical capabilities

12. Today’s Channel Reality

13. Channel Shift in US Contact Centers
Supporting voice Supporting non-voice
• Most workstations are voice enabled in US
contact centers
• But, in 2017 more than 1/3 are equipped
to do non-voice work
• American consumers are moving toward
digital channels faster than in other
countries
% US workstations currently supporting voice
and non-voice interactions - 2017

14. Varied US Digital Channel Deployments
• US consumers are demanding service via mature & emerging channels
Contact center channel capabilities - 2017
0% 20% 40% 60% 80% 100%
Video
Chatbots
Instant message
Webchat
SMS
Post
Fax
Social media
Email

15. Limited Resources for Digital Channels
• <50% of US CRM managers have the flexibility to invest in an evolving channel mix
0% 10% 20% 30% 40% 50% 60% 70%
2017
2018
Increase Decrease / Remain Static
Anticipated US in-house contact center investment capacity –
2017 & 2018

16. Optimizing the Channel
Strategy

17. Rule #1 – Know Your Consumer Base

18. Key Consumer Channel Considerations
• Age
• Income levels
• Educational attainment
• Cultural nuances
• Data availability

19. Rule #2 – Know Your Industry

20. Key Industry Channel Considerations
• Legal regulation
• Industry compliance
• Internal processes
• Customer profile
• Economic maturity of sector

21. Key Industry Channel Considerations
(Cont’d)
Traditional Industries
• Heavily-regulated
• More likely to use mature channels
• Favored mediums include
▪ Voice
▪ Mail
▪ Fax
▪ Email
Emerging Industries
• Less prone to regulation
• Open to new communication mediums
• Less focus on voice
• Favored mediums include
▪ Email
▪ Web-chat
▪ Social media
▪ Forums

22. Rule #3 – Know Your Existing Capabilities

23. Assessing Current Channel Capabilities
• What channels does your organization currently offer?
• Which ones are anticipated to become more important?
• Are there any that can be de-emphasized?
• Can existing platforms accommodate new channel demands?
• Will new investments be needed?

24. Rule #4 – Know Your Ability to Invest

25. Key Channel Investment Considerations
• Which channel gaps need immediate attention?
• Are resources readily available within existing budgets?
• Is it possible to source funds beyond exiting budgets?
• If not, what options are available to provide enhanced channel offerings?

26. Rule #5 – Know Your Digital Channel Options

27. Responding to Customer Channel
Expectations
• Understand what channel mix needs to look like
▪ Now and over the next 24 months
• Determine internal investment capabilities
▪ Find any existing funding gaps
• Plug holes with relevant partnerships
▪ Broad outsourcers or niche channel players
▪ Front-line and back-end

28. Wrap Up

29. Final Thoughts
• Consumers are using more contact channels than ever
• Enterprises must respond by offering a robust selection of contact points
• For many, this will involve overcoming tight financial constraints
• It may also involve leveraging alternative delivery models
• However, to do nothing will ensure lost end-user loyalty over the long term

30. Questions?
+ 514 586 396
www.ryanadvisory.com
peter@ryanadvisory.com
pryanmontreal