Integrated Contact Center (Final)


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Presented at the LOMA Contact Center Conference in 2008

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  • Good morning everyone. I am Anand Rao, a Partner at Diamond Management & Technology Consultants. I am here today with Jeff Milbrath to share some of our experiences about Integrated Contact Center Experience: Driving and Managing Self-Service adoption. I have been in this industry for more than 17 years – specializing in building decision support systems for contact centers and providing customers an integrated channel experience. In 1995, I was part of the team that designed one of the first rule-based Artificial Intelligence Decision Support for one of the leading telecommunication companies in Australia. The system we designed was appropriately called SPOC or Single Point of Contact designed to provide superior customer service with 98% of all calls answered at the first point of contact. The industry has come a long way since then. But the customer experience is still central and arguably more important now than ever before. We are here to share some of our more recent experiences. Let me give an opportunity to my co-speaker Jeff Milbrath to introduce himself. <Jeff Milbrath Introduction>
  • Integrated Contact Center (Final)

    1. 2. <ul><li>Integrated contact center experience – Self Service </li></ul><ul><ul><li>Creation </li></ul></ul><ul><ul><li>Example from CUNA Mutual </li></ul></ul><ul><ul><li>Future </li></ul></ul>
    2. 3. Customers generally hate IVR self-service…. (Video Clip)
    3. 4. Source: “Policyowner Self-Service – A Delicate Balance”, LIMRA International, 2006; Diamond Analysis
    4. 5. Sometimes, humans are no better either… (Audio Clip)
    5. 6. 700,000+ hits in 12 hours for his blog entry Insignificant Thoughts … NBC Interview about his ordeal… The New York Times feature him on print…
    6. 7. Nicholas Graham, Executive Vice President of AOL Corporate Communications
    7. 8. <ul><li>Don’t have your channels in silos </li></ul><ul><li>Get the right balance </li></ul><ul><li>Don’t over step the boundary </li></ul><ul><li>Don’t under-estimate the power of the new media </li></ul>
    8. 9. <ul><li>Contact channels </li></ul><ul><li>Distribution channels </li></ul><ul><li>Customer Life-cycle Stages </li></ul><ul><li>Products </li></ul>Research Service Renew Purchase
    9. 10. Revenue Benefit Realization Operating Efficiency Realization Sources: Diamond Analysis Stage 1: Channel Fragmentation Stage 2: Point-to Point Integration Stage 3: Rationalization & Consolidation Stage 4: Integrated Contact Management
    10. 11. 1 <ul><li>Show ROI </li></ul>2 <ul><li>Integrate </li></ul>3 <ul><li>Measure </li></ul>4 <ul><li>Promote </li></ul>
    11. 12. <ul><li>Insurance and Financial Services for Credit Unions, their members, and their employees. </li></ul><ul><ul><li>8900 US Credit Unions. Number declining, asset size increasing. </li></ul></ul><ul><ul><li>Core Products – Fidelity Bond, Corporate P&C, Individual Life & Disability, Employee Benefits & Retirement, Brokerage Services and Mutual Funds </li></ul></ul><ul><li>Established 1935 in Madison, WI </li></ul><ul><li>4500 Employees </li></ul><ul><ul><li>Madison, WI – Corporate HQ </li></ul></ul><ul><ul><li>Waverly, IA </li></ul></ul><ul><ul><li>Fort Worth, TX </li></ul></ul><ul><li>$2.6B Revenue – 95% US, with growing operations in Canada, Australia, China, Europe, and Caribbean </li></ul>
    12. 13. <ul><li>2007 – In year 2 of a 3 year corporate transformation initiative. </li></ul><ul><ul><li>Old Model – Internal Driven –> Result: 37 Contact Centers, 70+ published 800 numbers, 15 web sites. </li></ul></ul><ul><ul><li>New Model – Customer Driven-> Result: One “Customer Operations” organization, 3 sites. </li></ul></ul><ul><ul><li>Contact Centers: 7M Calls annually, 600 contact center agents. </li></ul></ul><ul><ul><ul><li>80% Consumer, 20% B2B </li></ul></ul></ul><ul><ul><ul><li>90% Customer Service, 10% Sales </li></ul></ul></ul><ul><ul><ul><li>Moving to standard platform – Avaya, NICE, IEX </li></ul></ul></ul><ul><ul><ul><li>Objective: Create Economic Benefit – Fix root cause issues, move calls to self-service, reduce AHT, improve agent availability and productivity. </li></ul></ul></ul>
    13. 14. <ul><li>Strategic Discussion – The right timing? </li></ul><ul><ul><li>Strategic Dependencies </li></ul></ul><ul><ul><li>Ownership Issues </li></ul></ul><ul><li>Focus shift - Opportunities to Improve </li></ul><ul><ul><li>Improve Customer Experience </li></ul></ul><ul><ul><li>Reduce Expenses </li></ul></ul><ul><li>First Phase: Oct – Dec 2006. With Diamond Consulting </li></ul><ul><ul><li>ID Opportunities -> 35 Opportunities Identified </li></ul></ul><ul><ul><li>Implementation Roadmap –> 5 releases over 2 years </li></ul></ul><ul><ul><li>Costs and Benefits ->NPV of cumulative project cash flows = 120% of investment over 5 year period </li></ul></ul>Show ROI
    14. 15. <ul><li>Usage Assumptions -> ROI </li></ul><ul><ul><li>Terminal Usage </li></ul></ul><ul><ul><li>Growth Rate </li></ul></ul><ul><ul><li>Defection Success Ratio </li></ul></ul><ul><ul><li>Scale-Loss Adjustment </li></ul></ul>Show ROI Total Cost Transaction Volume Self Service Call Center Minimum volume for break even A Game of Scale
    15. 16. <ul><li>Value Drivers & Examples </li></ul><ul><ul><li>Call Deflection - primary </li></ul></ul><ul><ul><li>Call Elimination </li></ul></ul><ul><ul><li>AHT Reduction </li></ul></ul><ul><li>Selecting Channels </li></ul><ul><ul><li>Lower Cost </li></ul></ul><ul><ul><li>Table Stakes First (Web and IVR) </li></ul></ul><ul><li>Selecting Transactions </li></ul><ul><ul><li>Higher Volume </li></ul></ul><ul><ul><li>Lower Complexity </li></ul></ul><ul><li>Build for Usability </li></ul><ul><ul><li>Use Real Customers </li></ul></ul><ul><ul><li>Use Real Usability Professionals </li></ul></ul>Integrate
    16. 17. <ul><li>Additional Operating Costs </li></ul><ul><ul><li>In call center </li></ul></ul><ul><ul><ul><li>Higher AHT </li></ul></ul></ul><ul><ul><ul><li>Lower FCR </li></ul></ul></ul><ul><ul><ul><li>Higher Skilled Agents </li></ul></ul></ul><ul><ul><li>In Self Service </li></ul></ul><ul><ul><ul><li>Monitor & Report </li></ul></ul></ul><ul><ul><ul><li>Promotion </li></ul></ul></ul><ul><ul><ul><li>Continuous Improvement </li></ul></ul></ul><ul><ul><ul><li>Maintenance </li></ul></ul></ul>Integrate
    17. 18. <ul><li>Preferred method – Measure transaction volume by channel </li></ul><ul><ul><li>Requires cross-channel tracking at a call type level </li></ul></ul><ul><ul><li>We are not there yet! </li></ul></ul><ul><li>Proxy methods </li></ul><ul><ul><li>Measure call reductions from a baseline </li></ul></ul><ul><ul><ul><li>Requires a very stable and predictable baseline </li></ul></ul></ul><ul><ul><li>Measure actual self-service usage and infer call deflections </li></ul></ul><ul><ul><ul><li>Get stakeholder signoff on deflection success rate assumptions up-front </li></ul></ul></ul><ul><li>To claim benefits </li></ul><ul><ul><li>Integrate measures with budget reductions </li></ul></ul><ul><ul><li>Integrate self-service measures with Workforce Management </li></ul></ul>Measure
    18. 19. <ul><ul><li>Channel: Web </li></ul></ul><ul><ul><li>Implemented: May 07 </li></ul></ul><ul><ul><li>Call Volume: 80,000/yr </li></ul></ul><ul><ul><li>Terminal deflection target: 7% </li></ul></ul><ul><ul><li>Ramp-up period: 6 months </li></ul></ul><ul><ul><li>Promotion: By Agent and Notification Letters </li></ul></ul>Promote Collateral Protection - Insurance Verification
    19. 20. <ul><ul><li>Channel: IVR </li></ul></ul><ul><ul><li>Implemented: May 07 </li></ul></ul><ul><ul><li>Call Volume: 270,000/yr </li></ul></ul><ul><ul><li>Terminal deflection target: 15% </li></ul></ul><ul><ul><li>Ramp-up period: 3 months </li></ul></ul><ul><ul><li>Promotion: Call Flow Usability </li></ul></ul>Promote Directory Assistance – Call flow Improvements & Dial-by-Name
    20. 21. Life Insurance Products – Coverage Questions <ul><ul><li>Channel: Web – FAQ and Contact Info Changes </li></ul></ul><ul><ul><li>Implemented : May 07 </li></ul></ul><ul><ul><li>Call Volume: 280,000/yr </li></ul></ul><ul><ul><li>Terminal deflection target: 12% </li></ul></ul><ul><ul><li>Ramp-up period: 6 months </li></ul></ul><ul><ul><li>Promotion: None </li></ul></ul>Promote
    21. 22. <ul><li>Agent-Assisted IVR </li></ul><ul><li>Virtual Agents </li></ul><ul><li>Web 2.0 </li></ul><ul><li>Speech Analytics </li></ul><ul><li>Integrated Analytics </li></ul>Revenue Benefit Realization Operating Efficiency Realization Stage 1: Channel Fragmentation Stage 2: Point-to Point Integration Stage 3: Rationalization & Consolidation Stage 4: Integrated Contact Management Sources: Diamond Analysis Stage 5: Insight-Driven Customer Experience Insight-Driven Customer Experience
    22. 23. <ul><li>Completion rate of 65% </li></ul><ul><li>Thelmma Project - interactive automated telephone-based voice-recognition dietary recall system </li></ul><ul><li>Reduced survey time from hours to 25 minutes </li></ul><ul><li>Agent bridged into an automated session </li></ul><ul><li>Assess situation </li></ul><ul><li>Update information </li></ul><ul><li>Direct IVR </li></ul><ul><li>Initiate dialog </li></ul><ul><li>Benefits </li></ul><ul><ul><li>Improved completion rates </li></ul></ul><ul><ul><li>Better utilization </li></ul></ul><ul><ul><li>Increased satisfaction </li></ul></ul>Sources: Speech Technology Magazine; Diamond Analysis
    23. 24. Sources: Speech Analytics by Speech Technology Magazine, Sep 2007; Diamond Analysis
    24. 25. Root cause analysis & trend spotting… Emotion detection & sentiment analysis… Speech mining with meaning… Sources: Speech Analytics by Speech Technology Magazine, Sep 2007; eTalk White Paper, Autonomy; ULTRA IntelliFind by Verint, July 2007; Diamond Analysis
    25. 26. Auto insurance example … Sources: Speech Analytics: The Fastest Growing App in Contact Centers, CallCenter Magazine; Verint solutions in Action, Verint; Diamond Analysis <ul><li>120 million calls/year </li></ul><ul><li>Analyzed 10,000 calls </li></ul><ul><li>6% of calls due to defective handset </li></ul><ul><li>$30 million credit from handset provider </li></ul><ul><li>Increased customer satisfaction </li></ul>Wireless provider example …
    26. 27. Integrated analytics IVR drop-off/transfer analysis Call center agent analysis Web and click-stream analysis Sources: Webside Story Whitepapers; Clickfox Whitepapers; Verint Whitepapers; Diamond Analysis
    27. 28. <ul><li>Automated systems talking with each other… </li></ul>(Audio Clip) (Video Clip) <ul><li>Humans turning into machines… </li></ul>
    28. 29. 1 <ul><li>Show ROI </li></ul>2 <ul><li>Integrate </li></ul>3 <ul><li>Measure </li></ul>4 <ul><li>Promote </li></ul>