Making Automation Feel Less Automated
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Making Automation Feel Less Automated

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Making Automation Feel Lees Automated webinar presentation hosted by Call Centre Focus with SpeechStorm & Novum

Making Automation Feel Lees Automated webinar presentation hosted by Call Centre Focus with SpeechStorm & Novum

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Making Automation Feel Less Automated Making Automation Feel Less Automated Presentation Transcript

  • Claudia Hathway
    Editor
    Call Centre Focus
    “Making Automation Feel Less Automated and More Caring”
    Daniel Hong
    Senior Analyst
    Ovum
    Damian Kelly
    VP Sales & Marketing
    SpeechStorm
  • Why is personalisation important?
    Claudia Hathway
    Editor
    Call Centre Focus
  • Rise of automated self-service
    Telephony self-service up to
    8 timescheaper than traditional live agent calls
  • Rise of automated self-service
    According to ContactBabel, 36% of contact centres offer telephony self-service*
    86% in small centres use touchtone IVR, but 30% of large organisations are using speech recognition self-service
    * The ContactBabel report The UK Contact Centre Decision Makers Guide 2011 is available on www.contactbabel.com
  • Importance of being personal
    Customer service is the only competitive differentiator that matters – driving loyalty, likelihood to recommend, and increase spend
    Consumer demand for excellent service is higher than ever
  • Importance of being personal
    According to Top 50 focus groups, the minimum they expect from an interaction is that it is:
    Timely
    Easy to use
    Reliable
    Knowledgeable
  • Importance of being personal
    According to these groups, the only way to drive real delight with the service delivered is for it to feel
    personalised.
    “a degree of personal service, a degree of personal care”
  • Importance of being personal
    It’s not easy! Overall Top 50 results in 2010:
    Reliable: 96.4%
    Easy to use: 94.1%
    Timely: 87.6%
    Knowledgeable staff: 83.6%
    Personalised: 67.6%
  • How Automated Customer Care canFeel Less Automated and More Caring
    Daniel Hong, Lead Analyst
    Customer Interaction at Ovum
    daniel.hong@ovum.com
    Twitter: d_hong
    15 September 2011
  • What’s going on in today’s market…
    Social
    Mobile
    Experience
    Cloud
    Customers have access to information and can share it with the large digital communities and the world.
    Smart phones and social media are becoming pervasive (75%) and have dramatically changed the dynamic between the enterprise and the customer
    Customer expectations of service, price and delivery is rapidly changing. It’s all about customer loyalty!
    $83 billion lost
    Cloud is changing the way products are created, delivered and priced.
  • When reaching out to customer service, through which channels have you had most success resolving your issue on the first attempt?
    Live agent (3,233)
    Automated service with speech recognition (260)
    Automated service with touchtone (435)
    SMS (393)
    Email (1,525)
    Social networking (ie Facebook or Twitter) (265)
    FAQ pages on company website or message board (715)
    Independent blogs and forums (473)
    Web chat / instant messaging (843)
    4,500
    3,500
    Number of respondents
    2,500
    1,500
    500
    1
    4
    5
    6
    7
    8
    9
    2
    3
    n=4086
  • What do you find most frustrating about using an automated telephony system that has speech recognition or a touchtone menu?
    Speech recognition doesn’t recognize my voice (582)
    Long/confusing menu options (1,642)
    Takes too long to find information (1,749)
    Unable to solve problems without a live agent (1,795)
    System doesn't remember past interactions (580)
    Incorrect routing (1,402)
    Other (56)
    Never used automated solution (183)
    4,500
    3,500
    2,500
    Number of respondents
    1,500
    500
    2
    3
    4
    6
    1
    5
    7
    8
    n=4086
  • How would you feel if an automated telephony system remembered the nature of your previous interactions with the enterprise in order to provide a more personalised customer experience?
    • 74% of respondentsfavor personalisation if it results in improved customer service.
    • personalisation can route customers quicker and more efficiently by remembering past interactions and better predicting the reason for a call.
    I am indifferent
    8%
    No, this makes
    me uncomfortable
    19%
    74%
    Yes, if it results in better service
    n=4086
  • What is personalised IVR?
    personalised IVR is not a single product…
    CTI + IVR
    Custom applications
    Business analytics
    Reporting tools
    Professional services
    A personalised IVR solution connects with enterprise databases…
    Caller histories
    Trends
    Geographic locales
    The solution can create a unique customer service experience by re-configuring the call flows or intelligently routing the caller – DYNAMIC CAPABILITIES.
    Image from www.jmorganmarketing.com
  • Levels of personalisation
    by caller behavior
  • Levels of personalisation
    by caller behavior
  • Levels of personalisation
    by caller behavior
  • Levels of personalisation
    by caller behavior
  • Levels of personalisation
  • Where personalisation makes sense
    High call volume and transaction environments
    Contact center operations that have strict SLAs for service delivery
    Financial services, communications, public sector and retail are leading the way
    Companies that have already deployed speech, and want to…
    Improve customer satisfaction
    Streamline identification and verification
    Introduce dynamic upsell / cross-sell campaigns
    Companies that are embracing multi-channel strategies
    Innovation for inbound and proactive outbound applications
    Rounding out the voice channel (automation and agent assist)
  • Vertical use cases for personalised IVR
  • The list – barriers to adoption
    Legacy infrastructure
    Proprietary back-end systems
    Misconceptions / awareness
  • Strategic recommendations
    Remember data integration is key!
    Improve your reporting/ monitoring and analytics capabilities…
    Avoid over-personalisation…
    Treat personalised IVR as one component of an overall multi-channel and cross channel strategy…
    Choose a strategic partner and build a roadmap…
  • Personalisation in Practice
    Damian Kelly
    VP Sales & Marketing
    d.kelly@speechstorm.com
    Twitter: @damianjjk
  • betterself-service
    lowercost toserve
  • making personalisation pay
    Industry:
    Communications
    Calls per annum:
    5 million
    Solution
    Identify & verify
    Order status
    Balance enquiry
    Payments
    Reconnects
    Time to implement:
    4 months
    Payback
    <12 months
    Presenting the right option first time increases automation rates and reduces cost-to-serve
  • personalisation demands greater flexibility and faster response
    Pre-built applications for rapid deployment
    Real-time performance management
    Instant changes and one-click deployment
    Leveraging investments you have already made
  • more context ...
    Agent
    Facebook
    Chat
    Twitter
    CRM
    Store
    Web
    ERP
    Delivery
    Branch
    Phone
    App
    Location
    ... more personal
  • Q&A
    Daniel Hong
    Senior Analyst
    Ovum
    Claudia Hathway
    Editor
    Call Centre Focus
    Damian Kelly
    VP Sales & Marketing
    SpeechStorm
  • Thank You!
    Daniel Hong
    Senior Analyst
    Ovum
    daniel.hong@ovum.com
    Claudia Hathway
    Editor
    Call Centre Focus
    claudia.hathway@ubm.com
    Damian Kelly
    VP Sales & Marketing
    SpeechStorm
    d.kelly@speechstorm.com