By any measure status quo sucks 1 in 3 visitors can’t find what they want 80% abandon at storefront, and 65% at product/service pages 2-3% conversion rate 55% of customers rate the call centre experience as poor (Forrester)
Numerous studies by Forrester, Jupiter and Gartner about custom experience 3 keys Consistent experience – different answers Give customers the tools they need to get information to easily evaluate and choose your company Timely and relevant interactions consistent with the customer’s objective – EXAMPLE – popping up a Chat button when the customer is doing their initial qualification is annoying and inappropriate timing
Bottom – traditional view Explain concept Chat solutions have focused on engaging INTENDERS who exhibit significant interest Great success increasing AOV and applications/shopping card order Top of pipeline – QUALIFIC ATION by consumer Here’s the problem 80%, 65%, 2-3%....etc. 93% have abandoned at storefront or product/service entry pages, and 45% were intenders 93 out of 100 have disappeared before they will engage with an agent Proactive Chat from LP does a great job on the 7 who get through net! We intend to talk about a way to: Reduce the abandonment of intenders Passing more HOT LEADS to LP Chat Every 1% reduction in abandonment - 5% more applicants
We’re going to tell you about a different approach – multi channel online service solution Website SS – IR Proactive Chat – LP Live agent interaction – 24-7, but with a focus on the transition, productivity, consistency and quality of the agent interaction Let me now show you how it works
Status quo - SEARCH Position as a real life scenario – (i) visitor tries to find out on the website about cancelling a cheque….[joke about CHEQUE vs CHECK] can’t find, (ii) tries search solution….221 possible answers all 221 WRONG URL links make customer hunt and peck Documents not answers Ambiguous and confusing – which one is right? Better way – IR Instant Answer Agent Question in natural English IR derives INTENT of question IR finds single, accurate, approved and branded answer Note that the answer header doesn’t contain 1 word in the actual question! IR has recognized that “…cancel an issued cheque” = “…stop a payment..” Related questions are those that the visitor will likely want to know – CONTEXTUAL, RELEVANT, TIMELY
Intelligent detection Code on website is monitor consumer behavior and looking for “triggers” based on what the consumer is doing, how long they are staying, how interested they are, or how frustrated they seem to be In LP proactive chat, you establish rules based on the behavior and the triggers – this case poor answer Immediately identifying a likely frustration and intervening Seamless and optimal Appropriate channel Another example – “HOW DO I CANCEL MY SERVICE?”
Asked question – perfect answer B ased on this, plus other website behavior such as time on site, other questions – proactive Chat – CONTEXTUAL, RELEVANT, IMMEDIATE
Now let’s go behind the scenes and look at the 3 rd critical element of a multi-channel solution – CONTACT CENTRE Seamless transition critical Questions asked provides agent with context Agent opening line reflects this context IMMEDIATE POSITIVE IMPRESSION
Talked about consistent experience across channels being critical Talk to slide example – Question in Chat gets 1 right answer from IR Different KBs = INCONSISTENT ANSWERS, confusion, frustration Traditional Agent support if NO ANSWER Search a knowledgebase by keyword Get lots of confusing, inconsistent answers Choose the best Cut, paste if email or chat Better way IR KB accessible by all channels Instant accurate answers to agents Faster, consistent, accurate Reduces AHT, FCR times Increases Csat Reduces business risk of wrong answer (returns, litigation, etc)
Go through each point Increase conversions Key is reducing early abandonment of INTENDERS 24/7 self-service VIRTUAL AGENT 24x7 Lead retention Rules based behavior monitoring and proactive engagement by Chat agent at the right time for the right reason Increased sales agent productivity Seamless escalation, context, instant consistent answers Lower service costs Great customer self-service will cut costs and keep service high Voice of the customer LP and IR capture information about consumer behavior, whether engagement rules work, what they’re asking Feeds back to better service, higher chat acceptance, etc.
24-7 has created a Contact Centre of Excellence Delivers on the promise of what we spoke about today
IntelliResponse & LivePerson Webinar: Enhancing the Customer Experience - A Multi-Channel Online Service Solution
Enhancing The Customer Experience: A Multi-Channel Online Service Solution January 29, 2009
Agenda <ul><li>Introductions </li></ul><ul><ul><li>Matt Cockell, 24-7 INtouch </li></ul></ul><ul><ul><li>Michael Pratt, LivePerson </li></ul></ul><ul><ul><li>Paul Smith, IntelliResponse </li></ul></ul><ul><li>The Case for Multi-Channel Online Service </li></ul><ul><li>Use Cases </li></ul><ul><li>Q&A </li></ul>
Strategic Partnership <ul><li>24-7 INtouch has created a multi-channel Center of Excellence that brings together the industry’s leading-edge online technology solutions from LivePerson and IntelliResponse with a results-based contact center from 24-7 INtouch </li></ul><ul><li>Customers will be able to outsource a business function and pay based on improvements in business metrics that are delivered through the combined and integrated offering </li></ul>
The Status Quo Demands Change Leading to Customer Churn
The Secret to Success <ul><li>Consistent, effective customer interactions across all channels </li></ul><ul><li>Providing the customer with the tools to quickly and easily find the information they are looking for </li></ul><ul><li>Ensuring that the interactions are timely, relevant and help facilitate the customers end goal </li></ul>
Reduce Early Abandonment of “Intenders” – Expand Hot Leads
An Elegant Multi-Channel Online Service Solution <ul><li>Help website visitors quickly and easily find the information they need </li></ul><ul><li>The right answer the first time </li></ul><ul><li>Intuitive and contextual tool </li></ul><ul><li>Seamless escalation to live chat or voice interaction </li></ul><ul><li>Proactively engage qualified “hot-lead” visitors </li></ul><ul><li>Visitor exhibiting conversion behavior </li></ul><ul><li>Visitor indicates question not answered via self-service </li></ul><ul><li>Visitor requests to speak with live representative </li></ul><ul><li>Resolve inquiry via consistent and efficient live agent interaction </li></ul><ul><li>Visitor interacts with qualified chat certified agent </li></ul><ul><li>Consistent scripting and chat escalation process </li></ul><ul><li>High agent efficiency using knowledgebase </li></ul><ul><li>Escalation to live phone agent available </li></ul>
Multiple search results and possible answers The “One Right Answer” The Instant Answer Agent “ Search Paradigm” A typical question regarding canceled cheques Provide Visitors Accurate & Concise Answers Related questions
Proactive Channel Escalation: Unanswered Question enPONT visitor asks a question about selling power back and receives an answer about natural gas generators. Visitor rates the automated answer a “1” (poor), triggering a proactive chat invitation. Visitor clicks Chat Now, launching a chat conversation with an enPONT specialist who can answer the visitor’s question. Thank you for visiting enPont. You are now chatting with David. David: Hello. I can answer your questions about selling power back. Visitor: Great. I want to install solar panels on my home and was wondering if I could sell any extra power back. David: Yes we do have a program for that. I’d be happy to explain how it works.
Proactive Channel Escalation: “Hot Lead” Global Bank visitor navigates to Help page and asks how to apply for a Visa. “ Hot Lead” alert triggers a proactive multi-channel invitation, giving the visitor the opportunity to escalate to a live interaction with a Global Bank representative .
Operator Console: View Visitor’s Questions Global Bank chat agents can see the questions the visitor asked on their website before the chat conversation begins, providing context for the conversation. Chat agent opens the conversation with a relevant, contextual sentence. Visitor is immediately impressed. Paul: Thank you for visiting Global Bank. Paul: Can I help you with a travel rewards credit card? Visitor: Yes. I have some questions about how the points work. Paul: I’d be happy to assist you.
Operator Console: Access Centralized Knowledgebase The IR knowledgebase is the “Enterprise Answer Agent” that provides single, consistent answers to visitor questions, regardless of the channel.
The Right Solution <ul><li>Increase online conversions & sales </li></ul><ul><ul><li>Influence more buying decisions earlier in the research & consideration phases </li></ul></ul><ul><ul><li>Reduce abandonment of “intenders” by a minimum of 6% </li></ul></ul><ul><ul><li>More informed and qualified leads </li></ul></ul><ul><li>24/7 quality interactive self-service experience </li></ul><ul><li>Lead retention via immediate escalation to a live agent </li></ul><ul><li>Increased sales agent productivity with focus on higher-value customers </li></ul><ul><li>Lower service costs without sacrificing customer experience </li></ul><ul><li>Capture “voice of the customer” at every interaction point </li></ul>
Joint Partnership – People, Process, Technology <ul><li>The Contact Center of Excellence </li></ul><ul><li>Brings together best people, process, and technology to provide a complete, turnkey solution </li></ul><ul><li>24-7 INtouch agents certified in LivePerson and IntelliResponse technologies </li></ul><ul><li>Novak & Associates ensures agent productivity is maximized through agent training, coaching and overall performance management </li></ul><ul><li>Increased levels of quality and agent support (1:12) </li></ul><ul><li>Enhancement of knowledge base and agent productivity </li></ul><ul><li>Culture of high performance and reduction of overall support costs </li></ul><ul><li>Reporting and process calibration to improve business KPIs </li></ul>