M&S - Ian Mahoney – Our Multi-Channel Journey
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CCMG After Forever Conference Day 1, Solutions Stream 11:00 - M&S - Ian Mahoney – Our Multi-Channel Journey
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M&S - Ian Mahoney – Our Multi-Channel Journey
- 2. Good Morning Ian Mahoney – Our Multi-Channel Journey • Joined M&S in 2012, brought in to lead the Customer Services delivery for the Multi Channel Foundation Programme • Currently Head of Delivery for the resulting M&S.com platform • 15 year’s experience in the delivery of enterprise commerce and contact centre applications for top FTSE companies • Prior to M&S, I spent 6 years working for Sky delivering their consumer, retail and direct sales platforms
- 3. Who are M&S?… • From Michael Marks to Tom Spencer • 766 UK and 418 international stores • Sales equiv to R200bn last year • Multi channel sales +22.8% • But what M&S is really famous for is…
- 4. The Multi Channel Foundation Programme • Largest Retail IT Programme in Europe • R2.8bn (£150m) • 25 vendors • 1000+ people • 3 years • IT re-platforming programme • Website • Order Management • Integration • Contact Centre • Why?
- 5. The Contact Centre Solution…
- 6. The contact centre before MCFP… Web Fax Email SMS Voice Social Whitemail Siloed non-integrated channels In house Contact Centre Outsource Contact Centre
- 7. The contact centre after MCFP… IBM Smarter Commerce Web Fax Email SMS Voice Social Whitemail In house Contact Centre Outsource Contact Centre Order Management Omni-channel fully integrated
- 8. Our contact center solution has… 1500 Agent Seats Voice Channel – Inbound call delivery Case Management Customer Contact History Email Channel SMS channel Facebook Channel Twitter Channel Alert Channel White mail Channel Knowledge Management Integration (Transversal) IVR Workforce Management Blanket call recording. Quality Management CSAT (including outbound IVR calls) Data Archive (recordings and contact history.) Historic Reporting (Interactive Insights.) Integration with IBM Smarter Commerce Proactive Contact (bulk outbound email and SMS) Real Time Reporting (CC Pulse) Supervisor functions Citrix Hosting Unified Application Launching Business Routing Interface
- 9. At the agent’s level…
- 10. 3 key use cases…
- 11. Web site integration… Web Mo1b. Ciulestomer Creates Account on Web Site 2. Customer details sent & stored in Genesys 3. Customer interacts with call centre 4. Customer details automatically appear 5. Customer Interacts with web site. (places orders, received orders…) Web site sends automated emails and SMSs 6. Details sent to Genesys 7. All web site interactions, including orders, SMS & emails appear for agents, alongside all customer service interactions Contact Centre System
- 12. Business Alerts… 2. Issue is raised on IBM order fulfilment systems Web Mobile 1. A supply chain issue occurs. Orders will be effected contact centre for all 4. Alerts routed to agents with the right skill (just like a call or email) 7. IBM fulfils resolution 6. IBM updated with resolution 3. Alerts sent to orders affected 5. Agent interacts with customer and facilitates resolution (wait, cancel, order alternative…)
- 13. Integrated Case Management… Web Mobile 3. Agent creates case 1. Customer interacts with contact centre 2. Agent needs to raise a case 7. Case “Alert” routed through Genesys (Just like a call or email.) Contact Centre System Case Management System One button in Genesys creates case and auto populates customer data 4. Case ID stored in Genesys 5. Case workflow 6. Case needs attention 7. Alert “popped” to agent/manager
- 14. Delivery Timeline… Build Start Go live of the Anana Genesys multi-channel contact center Roll out of new store And phone ordering tools Jul 2012 Requirements gathering and start of design Jan 2013 Aug 2013 Jan 2014 Nov 2013 Stand alone contact center transition complete Feb 2014 Launch of the new website 7 months!
- 15. Why a ‘customer experience’ platform? ordering for store collection Phone Phone ordering for home delivery Amending phone and online orders Order in-store for home delivery Order online for store collection Order online / return in-store Managing customer complaints Customer Experience
- 16. Why Genesys?
- 17. Why Anana? • ‘Master Builders’ • Able to demonstrate solution • Experts in multi-channel contact centres • Deep product understanding • Able to provide a managed hosted solution • Challenging timescales • A safe pair of hands
- 18. Benefits to M&S…
- 19. Thank You! Any Questions???
Editor's Notes
- Why? Move off of the amazon platform More flexibility Better multi channel experience Mobile integration We created a short 3 minute video to explain all of the change as a result of these new applications to our teams in the contact centres – I’ll play it now as it gives a very good overvier of what we had to achieve…
- 2 separate operations using different applications RCS, 100 seat in house – deals with traditional retail issues Button fell off my shirt There is a fly in my lasagne Direct, Capita, deals with the .com customer contcts 700 – 1,200 seats depending to the time of year 4 locations around the UK, 1 in India Deals with M&S.com Double the migration challenge – one of which was an outsource partner which meant even less under M&S control in terms of governance, IT
- Single customer interaction management platform that provides advanced contact centre capabilities to support customer experience across the entire M&S estate. Agents were delivered a single Genesys desktop, tailored by Anana to allow them to manage the interactions along with the customer details– more on that later The solution was fully VoIP from the carrier networks to the agent desktop
- Once we saw what was available, we wanted it all…. Alert channel, bespoke built for our solution by Anana – Routes business events to agents in the same was an inbound voice interaction White mail channel (normal postal letters, scanned in), again custom built for our solution, but slotted seamlessly into the Genesys framework Custom IVR with a bespoke Business Routing Interface, designed by Anana to allow the operations team to manage and change the IVR without involvement from IT Genesys Quality Management used for agent performance and training
- Sample screenshot of what an agent sees relating to a customer’s interaction with M&S Call out – Great to have all interaction history in one place regardless of channel Also capture the customers activities on the web site in this view to give agents a full picture of what a customer is doing
- Create account online – PHONE NUM and EMAIL Real time feed via web services into Genesys Next time that customer calls the contact centre, in a day/week/month/year, agent can find account and see activity via the single interaction view of the customer on their desktop
- Lorry en-route to store with items for 500 customers drives off a cliff – THANKFULLY DRIVER MANAGES TO JUMP OUT! Customers will not receive their orders on time Incident raised from IBM Sterling Commerce, which creates an alert into Genesys which is presented to the agent just like any other inbound interaction promoting them to perform an action Replan or Cancel
- Not all contacts are able to be closed in one call / email, sometimes a case is required to be opened E.g. The same lorry that went off of a cliff, hit another car whilst sliding across the road Case management application launched from a button within the Genesys Agent Desktop Case populated with customer data from Genesys Genesys populated with case number and a line created in the interaction history view of that customer, so next time they call and speak to a different agent, they have all info available to them In reality, most cases are far less dramatic and relate to someone slipping in-store or finding a fly in their lasagna!
- The contact center part of the overall MCFP solution was the last to start, yet the first to roll out Expect a project of this complexity to take 18 months to 2 years! Roll out complete for xmas peak load testing in December Cannot break multi channel experience for too long, hence quick post xmas roll out
- To put the customer first and design a custom solution around them rather than be focussed on legacy IT architecture – Customer Experience is at the heart of everything we do It was important that interactions could be treated agnostically of channel Very quickly realised that this was not just simply an ACD replacement, but a true transformation of our multi channel customer experience To engage our 14.5 m customers who visit our store but do not shop on line with M&S Allow our customers the ability to simply and easily shift between channels and receive the same great experience
- Building blocks Tailored solution to meet our needs head on only platform we could find that was truly multi channel Plus had the flexibility to be integrated tightly with all of our systems
- Hopefully, those of you with small children will have recognised that song from the Lego Movie earlier this year If Genesys is a box of Lego, we needed someone to create the solution out of the building blocks Anana were able to show us a working demo rather than just slides of how it would work Experts in Genesys products and implementation A proven track record in delivering successful solutions in tight timelines Anana’s flexible and agile approach towards our changing requirements was critical for the successful delivery
- Improved, easy to use system for agents Reduced training time due to having an intuitive system – Peak ramp up by 500 Training reduced from 1 week to 2 days! Improved customer experience Delivered on time and within budget