2.6 James Glasspool – Volt Delta

783 views

Published on

2009 Information Innovation Conference

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
783
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
15
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

2.6 James Glasspool – Volt Delta

  1. 1. International Information Innovation Conference 2009 Day 2 1st October 2009 Steffen Schlimmer – NetBiscuits.com
  2. 2. James Glasspool – Volt Delta “ Increasing Retention through Customer Insight and Personalisation”
  3. 3. Increasing retention through customer insight and personalisation Loyalty & Retention Day 2 118 Awards James Glasspool Director of Strategic Marketing Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  4. 4. Agenda <ul><li>Volt Delta </li></ul><ul><li>Trends </li></ul><ul><li>Why personalise and how? </li></ul><ul><li>Scenarios </li></ul><ul><li>Gaining insight </li></ul><ul><li>Summary </li></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  5. 5. Agenda <ul><li>Volt Delta </li></ul><ul><li>Trends </li></ul><ul><li>Why personalise and how? </li></ul><ul><li>Scenarios </li></ul><ul><li>Gaining insight </li></ul><ul><li>Summary </li></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  6. 6. Volt Delta - Overview Ref: 18241 Issue: 2.4© Volt Delta International 2008 <ul><li>Volt Delta International </li></ul><ul><ul><li>Major systems provider for telecom and service providers </li></ul></ul><ul><ul><li>30 years experience of high volume platform solutions </li></ul></ul><ul><ul><li>European product development; products include: </li></ul></ul><ul><ul><ul><li>OASIS – contact centre & switching </li></ul></ul></ul><ul><ul><ul><li>360 – Directory assistance applications & services </li></ul></ul></ul><ul><ul><ul><li>DPS – Publishing system </li></ul></ul></ul><ul><ul><li>LSSi Europe – directory content </li></ul></ul><ul><li>Parent Company - Volt Delta Resources Inc. </li></ul><ul><ul><li>500 + worldwide staff; Revenues: $212m </li></ul></ul><ul><li>Volt Information Sciences; Fortune 1000 company </li></ul>
  7. 7. Agenda <ul><li>Volt Delta </li></ul><ul><li>Trends </li></ul><ul><li>Why personalise and how? </li></ul><ul><li>Scenarios </li></ul><ul><li>Gaining insight </li></ul><ul><li>Summary </li></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  8. 8. Contact Centre Trends - 1 C O S T F O C U S Cost Effective Basics Customer Experience Mgt Customer Interactions <ul><li>Transaction management </li></ul><ul><li>Average handling time… </li></ul><ul><li>CRM </li></ul><ul><li>More proactive </li></ul><ul><li>Cross sell /outbound calling </li></ul><ul><li>Net Promoter Score </li></ul><ul><li>Customer recommends you </li></ul>CUSTOMER FOCUS <ul><li>Call Handling </li></ul><ul><li>Service policies </li></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009 Basic ACD Workforce Performance Mgt Personalised Survey Reviews Multi-Media
  9. 9. Contact Centre Trends - 2 <ul><li>What will the future look like? </li></ul><ul><li>87% of call centre managers expect to use self-service solutions, </li></ul><ul><li>but… </li></ul><ul><li>50% think Internet’s ability to reduce calls is overstated </li></ul>Call Centre Association Annual Survey of Members UK 2008 <ul><li>In five years time traffic mix will be: </li></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009 <ul><ul><li>60% </li></ul></ul><ul><ul><li>Phone </li></ul></ul><ul><ul><li>13% </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>17% </li></ul></ul><ul><ul><li>Self-serve </li></ul></ul><ul><ul><li>6% </li></ul></ul><ul><ul><li>Web-chat </li></ul></ul><ul><ul><li>4% </li></ul></ul><ul><ul><li>Text </li></ul></ul>
  10. 10. DA or YP Contact Centre <ul><li>Many of generic trends are the same in DA/YP </li></ul><ul><li>Some greater as the customer is paying for a service – some are relevant: </li></ul><ul><ul><li>Attrition </li></ul></ul><ul><ul><li>Recognising the individual customer </li></ul></ul><ul><ul><li>Offering a choice of access with similar but appropriate experiences & outcomes </li></ul></ul><ul><ul><li>Focus on customer experience – will they recommend you? </li></ul></ul><ul><ul><li>Product focus and service content </li></ul></ul><ul><li>But differences: </li></ul><ul><ul><li>First time resolution – always a DA priority </li></ul></ul><ul><ul><li>Call time reduction is not (now) desirable </li></ul></ul><ul><ul><li>Move from paying model to advertiser supported </li></ul></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  11. 11. Agenda <ul><li>Volt Delta </li></ul><ul><li>Trends </li></ul><ul><li>Why personalise and how? </li></ul><ul><li>Scenarios </li></ul><ul><li>Gaining insight </li></ul><ul><li>Summary </li></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  12. 12. Market Situation - Why personalise? <ul><li>Substitute products – decline in paid voice based DA </li></ul><ul><ul><li>Internet / Mobile Internet / Smart Phone / iPhone </li></ul></ul><ul><li>Deregulation 18xyz now in most European markets </li></ul><ul><ul><li>Accelerated trend of falling call volume </li></ul></ul><ul><ul><li>Stimulated product & service development </li></ul></ul><ul><li>Free DA here / on horizon </li></ul><ul><li>Focus on: </li></ul><ul><ul><li>Service innovation – extending services with new features </li></ul></ul><ul><ul><li>Better customer experience – trying to recognise your frequent high value customers & serve them better </li></ul></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009 © Volt Delta International 2007 Bain & Co. “Our studies show that a 5% increase in customer retention can increase a company' profitability by 75%”
  13. 13. Personalising services <ul><li>Tailor the service to individual caller’s preferences </li></ul><ul><ul><li>Based on user selection or </li></ul></ul><ul><ul><li>On past behaviour </li></ul></ul><ul><li>Improve service experience </li></ul><ul><ul><li>Priority route VIP customers </li></ul></ul><ul><ul><li>Greet your customer by name </li></ul></ul><ul><ul><li>Keep data from previous calls </li></ul></ul><ul><ul><li>Let them save some data </li></ul></ul><ul><ul><li>Let them save preferences – limits annoying questions </li></ul></ul><ul><ul><li>Sell new service features </li></ul></ul><ul><ul><li>Ensure VIP/heavy use customers are identified to the agent </li></ul></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  14. 14. From customisation to personalisation Customisation Personalisation <ul><li>By Individual Caller </li></ul><ul><ul><li>A Number </li></ul></ul><ul><ul><li>Customer log-in </li></ul></ul>Tailor the experience for each caller for differentiation & to make service “sticky”. <ul><li>By Service or Wholesaler </li></ul><ul><ul><li>Switch ID </li></ul></ul><ul><ul><li>Trunk group </li></ul></ul><ul><ul><li>Service provider ID </li></ul></ul><ul><ul><li>Service number </li></ul></ul><ul><ul><li>T.O.D. </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>Brand Wholesale – Retail Branding <ul><li>Automation </li></ul><ul><li>Call Flow Persona </li></ul><ul><li>Level of Automation </li></ul><ul><li>Preferences </li></ul><ul><li>Language choice </li></ul><ul><li>Opt in for LBS </li></ul><ul><li>Service & Content </li></ul><ul><li>DA only </li></ul><ul><li>Reverse DA </li></ul><ul><li>Enhanced DA </li></ul><ul><li>Delivery </li></ul><ul><li>SMS, WAP, MMS </li></ul><ul><li>Call Completion </li></ul><ul><li>Device Capabilities </li></ul><ul><li>WAP, MMS, Video, Screen </li></ul><ul><li>VIP Callers </li></ul><ul><li>Preferential routing </li></ul><ul><li>Dedicated agents </li></ul>
  15. 15. Agenda <ul><li>Volt Delta </li></ul><ul><li>Trends </li></ul><ul><li>Why personalise and how? </li></ul><ul><li>Scenarios </li></ul><ul><li>Gaining insight </li></ul><ul><li>Summary </li></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  16. 16. Scenario 1: VIP status <ul><li>Heavy use callers – 80:20 rule typically applies </li></ul><ul><li>Ensure they get the highest quality service </li></ul><ul><li>Priority routing </li></ul><ul><li>Dedicated agents / highlight to agents </li></ul><ul><li>Greet by name </li></ul><ul><li>Remember last searches </li></ul><ul><li>Offer more services </li></ul><ul><li>Reduce automation </li></ul><ul><li>Offer a VIP club / Loyalty </li></ul><ul><li>Up sell service opportunity </li></ul><ul><ul><li>“ Did you know we offer…? </li></ul></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  17. 17. Scenario 2: Location based services <ul><li>Enable easy to use permission based services e.g. Location Based Services </li></ul><ul><li>Only ask a caller once if they can be geo-located using their mobile </li></ul><ul><li>This “Opt in” then saved for future use </li></ul><ul><li>Better and more rapid service experience </li></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  18. 18. Explicit vs. implicit personalisation <ul><li>Explicit Personalisation: Customer customises system </li></ul><ul><ul><li>Message delivery </li></ul></ul><ul><ul><li>Additional listing information </li></ul></ul><ul><ul><li>Mobile call completion option </li></ul></ul><ul><ul><li>Personal address books </li></ul></ul><ul><ul><li>Issue: Efforts may outweigh the benefits </li></ul></ul><ul><ul><li>Benefit : enriched service </li></ul></ul><ul><li>Implicit Personalisation: Self-learning DA system </li></ul><ul><ul><li>Individual treatment </li></ul></ul><ul><ul><li>VIP status </li></ul></ul><ul><ul><li>Language preference </li></ul></ul><ul><ul><li>Little effort required by customer </li></ul></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  19. 19. Agenda <ul><li>Volt Delta </li></ul><ul><li>Trends </li></ul><ul><li>Why personalise and how? </li></ul><ul><li>Scenarios </li></ul><ul><li>Gaining insight </li></ul><ul><li>Summary </li></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  20. 20. Customer Insight <ul><li>Having differentiated your service with personalisation, how do you measure your customer’s experience? </li></ul><ul><li>How do you assess your Net Promoter Score? </li></ul><ul><li>Survey: </li></ul><ul><ul><li>Mail – response times </li></ul></ul><ul><ul><li>Web/email – Issues if dealing with voice based services </li></ul></ul><ul><ul><li>Agent call – costly, agent bias, privacy </li></ul></ul><ul><ul><li>Automated – immediate and cheap but perceived bias against IVR/automated services </li></ul></ul>Capture, share and analyse the voice of your customer Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  21. 21. Insight with automated surveying <ul><li>Immediate Feedback Loop to the contact centre in real time & on large scale </li></ul>At end of call, customer is offered chance to participate in a survey Survey handled automatically by IVR Contact Centre Ref: 19121 Issue: 1.0 © Volt Delta International 2009 Customer calls in for service and is connect to agent Results continuously updated & fed to contact centre Agents get feedback of customer experience
  22. 22. Advantages of automated survey <ul><ul><li>Immediate – offered immediately after an agent </li></ul></ul><ul><ul><li>Consistent – asked with identical tone and pace </li></ul></ul><ul><ul><li>Cost-effective – without use of agents </li></ul></ul><ul><ul><li>Voice-based – no transition to text required </li></ul></ul><ul><ul><li>Eliminate bias – eliminates extraneous influences </li></ul></ul><ul><ul><li>Anonymity – Caller is not speaking with a person </li></ul></ul><ul><ul><li>Flexible – easy to quickly add/change questions </li></ul></ul><ul><ul><li>Targeted – offer to all or segment with personalisation </li></ul></ul><ul><ul><li>Verbatim – allows customers to add extra information that will offer further insight, tone of caller </li></ul></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  23. 23. Summary <ul><li>Personalisation is a key tool for customer loyalty & retention: </li></ul><ul><li>Recognise your heavy users & reward them </li></ul><ul><li>Differentiate in a crowded market </li></ul><ul><li>Make your service more “sticky” </li></ul><ul><li>Able to offer more complex services </li></ul><ul><li>No need to repeat preference questions </li></ul><ul><li>Up selling is easier </li></ul><ul><li>Implicit personalisation can be first step </li></ul><ul><li>Combine with surveying techniques to continuously gain real time insight </li></ul>Ref: 19121 Issue: 1.0 © Volt Delta International 2009
  24. 24. Contact Details <ul><li>James Glasspool </li></ul><ul><li>Sunbury-on-Thames </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Tel: +44 1932 755 550 </li></ul><ul><li>Web: www.voltdelta.net </li></ul>

×