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Contact Center ’09 – Not Just Surviving but Thriving in a Down EconomyPresenters:Donna Fluss, DMG ConsultingStephen Bell, RightNow<br />

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Introducing Our Keynote Speaker<br />Donna Fluss, President of DMG Consulting<br />25 Years Experience in CRM and Contact Centers<br />Author of our give away book: <br />The Real-Time Contact Center<br />

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3<br />Customer-Focused Strategy, Operations and Technology<br />Contact Centers: Thriving in Good and Challenging Times<br />Donna Fluss, President<br />January 2009<br />3<br />

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4<br />Customer-Centric Business Trends<br />The recession will dramatically impact the role of contact centers<br />Customer churn plagues most industries (5% to 30% annually) and is a greater issue during recessionary times<br />Internet-based social networking has given customers a vehicle for spreading good and bad news in the click of a mouse<br />Generation Y’ers with an inseparable connection to technology will change the way business is conducted in the next 3 to 5 years. <br />Contact centers are converting to revenue generators<br />Analytical solutions are bridging the gap between the contact center and sales, marketing, operations and the executive suite<br />The contact center is becoming the primary source of enterprise customer analytics<br />Contact centers are increasingly viewed as essential corporate players<br />4<br />

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5<br />5<br />2009 Contact Center Mgt. Challenges<br />2009 Goals<br /><ul><li>Increasing productivity and reducing costs

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Retaining customers

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Generating revenue

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Providing an outstanding & branded customer experience

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Increasing use of self-service systems

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Reducing agent attrition

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Identifying reasons customers call or email

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Migrating to virtual environments

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Improving perception of contact center

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Preventing outsourcing</li></li></ul><li>6<br />Touch-Tone IVR <br />Speech-Enabled IVR <br />Web Self-Service <br />Reducing Agent Traffic with Self-Service<br />Productivity Improvements<br />Productivity Improvements<br />Productivity Improvements<br />Revenue Generation <br />Revenue Generation <br />Outstanding Customer Experience <br />Outstanding Customer Experience <br />Branding <br />Branding <br />Complex Activities<br />BENEFITS<br />

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7<br />Performance Management<br />Long-Term/Strategic Planner<br />Multi-Channel Forecasting<br />Multi-Skill Support<br />Forecasting<br />Scheduling<br />Intra-Day<br />Real-Time Adherence<br />Agent Self-Service<br />Administrative<br />Reporting<br />Reducing Agent Staffing Costs with WFM<br />Workforce Management Solution<br />Optional Modules<br />Contact Center Value-Added Modules<br />Core Modules<br />

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8<br />Proactive Customer Care<br /> Reorder Reminders<br />Subscription Services<br />Shipment Notification<br />Special Occasion Calls<br />Outstanding<br />Loyalty Calls<br />Welcome calls<br />Travel Alerts<br />Installation<br />Scheduling<br />Appt. Reminders<br />Sales Announcements<br />Early-Stage Collections<br />Warranty/Service Contracts<br />Surveying<br />Call Backs<br />Product Recalls<br />Product Recalls<br />Service Notification<br />Customer Experience<br />Fraud Prevention<br />Broadcasts<br />Telemarketing<br />Late-Stage Collections<br />Political Campaign Calls<br />Poor<br />Profitability<br />High<br />Low<br />

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9<br />Enterprise Role of Contact Centers<br />Channels<br />Calls<br />eMails<br />Self<br />Service<br />Mobile<br />(self-service)<br />Blogs<br />Rss <br />Feeds<br />Bulletin<br />Boards<br />IM/Chat<br />Video<br />Contact Center<br />Inquiries/problems/transactions<br />RevenueGeneration<br />Sales & Mktg. Opportunitiesand Challenges<br />General Co.Feedback<br />CustomerAnalytics<br />Business Units<br />ExecutiveSuite<br />Sales<br />Marketing<br />Operations<br />Fulfillment<br />MFC<br />9<br />

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10<br />The Challenge: Taming Unstructured Data <br />Unsolicited Feedback<br />The Challenge<br />How to: <br />Community Forums<br /><ul><li> Phone

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E-mail

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IM/Chat

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Mail

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Fax

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SMS

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Survey

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Video

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Web </li></ul> Blogs<br />Capture <br />Wikis<br />Structure<br /> Unstructured Communications <br />Take <br />Analyze <br />Contact Center <br />Take Action <br />

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11<br />Analytics is the Answer<br />v<br />Quality scores<br />Customerfeedback<br />Real-timeanalytics<br />Performance management<br />Speech analytics<br />Web analytics<br />Predictive analytics<br />Analytics Applications<br />Customer valueanalytics<br />11<br />

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12<br />It’s Time to Change Corporate Culture!<br />Corporate Lobotomy<br />

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13<br />Customer-Focused Strategy, Operations and Technology<br />Thank You!<br />DMG Consulting LLC, 6 Crestwood Drive, West Orange, NJ 07052<br />tel 973.325.2954 | cell 973.493.0120 | fax 973.325.2071 | donna.fluss@dmgconsult.com<br />13<br />

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Contact Center ’09 – Not Just Surviving but Thriving in a Down EconomyStephen Bell, RightNow<br />

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Agenda<br />2009: Focus on Retention and Cost Control<br />The Customer Experience Imperative<br />Technology Strategies to Achieve Both Goals<br />8 Steps<br />

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2009: Focus on Retention and Cost Control<br />Major strategic Call Center priorities for 2009?*<br />Cost reduction and customer retention are enterprise top priorities<br />COST REDUCTION<br />1<br />2<br />CUSTOMER RETENTION<br />3<br />Improve Business Intelligence<br />4<br />Acquire New Customers<br />5<br />Environmental Issues<br />“Technology investments that increase customer retention and protect revenue or help reduce inventory and operational costs will move to the forefront.“<br />- AMR&apos;s 2009 Customer Management Market Outlook<br />* “CRM in the Contact Center” Datamonitor September 2008<br />

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The Customer Experience Imperative<br />“80% have quit doing business after a negative experience…<br />20% will never return.”*<br />“99% are likely to recommend your business after a positive customer experience.”*<br />“In 2009, the spotlight will remain on customer experience. Our analysis shows that good customer experience is highly correlated to customer loyalty, but customer-facing touchpoints at many organizations are clearly broken”<br /> - Forrester Research, Trends 2009: Customer Relationship Management<br />* Harris Interactive, “Customer Experience Report,” March 2007<br />

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Cost Control Measures<br />Typical contact center cost control measures:<br /><ul><li>Improving agent productivity

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Moving customers to self-service (web, voice)</li></ul>“The most significant imperative for contact center managers is to offset your high operational expenses by automating more customer transactions”. <br />- Forrester Research, 2008 Contact Center Technology Trends, August 08<br />“2009 Recommendations: Push more of your customer support activities to the web. Build out basic self-service capabilities”<br />- AMR&apos;s 2009 Customer Management Market Outlook <br />

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The Experience/Cost Dilemma<br />Spend money to improve the customer experience <br />OR <br />cut costs and risk losing customers<br />

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Technology Strategies to Achieve Both Goals:<br /><ul><li>Deliver a superior customer experience

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Reduce costs</li></li></ul><li>Customer Isolation<br />Phone<br /><ul><li>Impersonal relationship

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Inconsistent customer view

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Poor communication

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Inconsistent experience across channels

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No service differentiation</li></ul>Management<br />Field Service<br />Customer Support<br />Outside Sales<br />Inside Sales<br />Billing<br />Delivery<br />Order Processing<br />Typical Customer Experience<br />Email<br />Web<br />Chat<br /> Agents have siloed view of customer:<br /><ul><li> departmental silos

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information/knowledge silos

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channel silos</li></li></ul><li>Phone<br />Email<br />Web<br />Chat<br />Service/<br />Support<br />Shipping/<br />Receiving<br />Sales<br />Manufacturing<br />Human<br />Resources<br />Finance/<br />Administration<br />Sales<br />Sales/<br />Marketing<br />Engineering/<br />Research<br />The Ideal Customer Experience<br /><ul><li>Customer sees only one enterprise Consistent experience across channels

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Agent is aware of total customer relationship but sees only the information they need (in context)</li></li></ul><li>Contact Center Technology Strategies<br />Knowledge Foundation<br />Customer Self-Service<br />Unified Multi-channel Agent Desktop<br />Proactive Customer Service<br />Software as a Service (SaaS)<br />

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It Starts With a Knowledge Foundation<br />Knowledge is the key to a great customer experience -<br />right knowledge, right place, right time.<br />

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Customer Self-Service<br />Web Self-Service:<br />Provides automated 24x7 online answers to customer questions, deflecting higher cost live calls<br />Leverages online communities so your customers can help augment your support staff<br />Speech-Enabled Voice Self-Service:<br />Provides automated 24x7 answers to customer questions via the telephone, deflecting higher cost live calls<br />“Contact center managers looking to automate customer interactions should focus on Web integration with the contact center and speech self-service applications”.<br />- Forrester Research, 2008 Contact Center Technology Trends, August 08<br />

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Case Study: Overstock.com<br />FCR rates have improved 10% while call handle times have been reduced by 25%<br />Email volume is down 72% <br />Estimated $1,000,000 in savings per month from contact center reductions<br />The Overstock.com NetPromoter score has seen nearly a 7x improvement while customer satisfaction scores have jumped 10%<br />RMA and Teradata database integrations bolster contact center efficiency<br />High-value customer insight consistently delivered to decision-makers in multiple departments<br />

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Unified Multi-Channel Agent Desktop<br />Empowers your Frontline Agents and Managers:<br />“The unified agent desktop aims to bring all relevant information into one user interface, to make agent–customer interactions more seamless and reduce hold time for customers.”<br /> - “CRM in the Contact Center” Datamonitor September 2008<br />All channels centralized:<br />Voice, Web, Email, Chat, and Co-Browse<br />Seamless integration between web and contact center <br />Information/knowledge centralized:<br />Customer information<br />KB answers to customer inquiries<br />Disparate enterprise information (ERP, order status, etc.)<br />Desktop Add-in Framework<br />Computer telephony integration (CTI)<br />

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Unified Multi-Channel Agent Desktop<br />Empowers your Frontline Agents and Managers (cont.):<br />Contextual, guided interactions:<br />Contextual workspaces - presents relevant information to agent at right time in context of the conversation and agent need<br />Agent scripting –codifies customer interaction best practices and drives cross-sell, up-sell opportunities<br />Guided assistance –troubleshooting decision trees allow agents of all skill levels to rapidly and consistently resolve customer issues<br />

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Case Study: Nikon<br />Comprehensive system that enables contact center staff to view complete service histories across all channels<br />Incidents can be quickly routed and/or escalated to the right person<br />Powerful knowledge base enables Nikon staff and customers to find approved, up-to-date, and relevant answers<br />50% reduction in call response times (30-second savings per phone incident—multiplied by tens of thousands of calls per month…)<br />70% reduction in email response times<br />Responsive interactions drive customer satisfaction scores above 95%<br />

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Proactive Customer Service<br />Benefits:<br />Gather actionable customer insight<br />Uncover unmet customer needs<br />Prevent downstream costs <br />Technologies:<br />Event-triggered notifications (email marketing)<br />Proactive chat<br />Customer feedback<br />Analytics<br />Leverage your customers – forums/communities<br />

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Case Study: Black and Decker<br />Product management, manufacturing, and other departments gain rich, actionable customer insight<br />Real-time feedback saves company thousands of dollars in product returns<br />Estimated more than $250,000 in annual savings achieved through self-service<br />Voice application paid for itself in 90 days<br />Software-as-a-service enables new users anywhere to be added right away<br />

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RightNow On Demand Contact Center Platform<br />Faster deployment, speed to value<br />Modular<br />Augment what you have<br />Nimble/right-sizing for:<br />Seasonality<br />Outsourcing fluctuations<br />At-home agents<br />Highly configurable<br />Operational vs capital expense<br />The SaaS Advantage<br />“Globalization, rapid market change, a changing workforce, and regulations have turned the desire for more agile and usable applications into a business imperative.”<br /> - Forrester Research, Trends 2009: Customer Relationship Management <br />

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Case Study: GameFly<br />On-demand model enabled implementation of multi-channel contact center in three weeks<br />Headcount growth rate kept well below business growth rate<br />Customer issues quickly resolved by phone, email, and web<br />

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8Steps to Great Customer Experiences<br />1Establish a knowledge foundation<br />2Empower customers<br />3Empower frontline employees<br />4Offer multi-channel choice<br />5Listen to your customers<br />6Design seamless experiences<br />7Engage proactively<br />8Measure and improve continuously<br />

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Question & Answer Session<br />With Donna Fluss & Stephen Bell<br />

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Additional Resources<br />RightNow Eight Steps Video:<br /> http://www.rightnow.com/resource-video-8-steps.php<br /> <br />RightNow Eight Steps Strategy:<br /> http://www.rightnow.com/strategy-eight-steps.php <br />DMG January 2009 Newsletter:<br />http://visitor.constantcontact.com/manage/optin?v=001mXHD3JkBT2glWS3ohsviYfKcrJzcTd6n<br />