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Cisco Confidential
Total Customer Experience
27 January, 2015
Serving the Connected Customer by focusing on Outcomes that ...
Cisco Confidential 2© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Today’s Speakers
Brian Atkinson
Hea...
Cisco Confidential 3© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Key Takeaways
#1: Today’s Reality
#...
Cisco Confidential 4© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Four Customer Experience Trends We’...
Cisco Confidential 5© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
What Today’s Customers Expect
34%
2...
Cisco Confidential 6© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
8.5%
40.4%
12.8%
36.2%
2.1%
Do your...
Cisco Confidential 7© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
30.2%
74.4%
51.2%
23.3%
4.7%
9.3%
2...
Cisco Confidential 8© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Wave 1:
Cost
Skills Routing
Reporti...
Cisco Confidential 9© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
The Contact Centre is Now The Excep...
Cisco Confidential 10© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Where to Target Value
The 5 “Momen...
Cisco Confidential 11© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Imperatives of the Omnichannel
Journey
Cisco Confidential 12© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Multi-Channel Versus Omni-Channel
...
Cisco Confidential 13© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
The changing landscape…
For 71% of...
Cisco Confidential 14© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
The effortless experience
14
• 125...
Cisco Confidential 15© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
The effortless experience
Finding ...
Cisco Confidential 16© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
The path of least resistance
A Shi...
Cisco Confidential 17© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
The approach
• Be clear on success...
Cisco Confidential 18© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Telco Early life - transfer contac...
Cisco Confidential 19© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Omni-channel check list
Omni- Chan...
Cisco Confidential 20© 2013-2014 Cisco and/or its affiliates. All rights reserved.
The Art of the Possible –
Seamless Inte...
Cisco Confidential 21© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
What customers want…
Cisco Confidential 22© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
WHAT IS EFFORT?
Cisco Confidential 23© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Recipe for low effort?
Cisco Confidential 24© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Customer knowledge
Cisco Confidential 25© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Organisational Knowledge
Cisco Confidential 26© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Review
brochure
Call 1-800
number
...
Cisco Confidential 27© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
What Impacts can you expect?
23% 9...
Cisco Confidential 28© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
CHECKLIST for EASY INTERACTIONS?
Cisco Confidential 29© 2013-2014 Cisco and/or its affiliates. All rights reserved.
Delivering Business Value
Cisco Confidential 30© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Contact Centre as a cost centre
AH...
Cisco Confidential 31© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Customer Care is impacting the Bus...
Cisco Confidential 32© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
 “Net Promoter” metrics: willingn...
Cisco Confidential 33© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Low Effort OmniChannel in Action
Cisco Confidential 34© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Low Effort OmniChannel in Action
Cisco Confidential 35© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
How do we get there?
Build a Self ...
Cisco Confidential 36© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Key Takeaways
#1: Today’s Reality
...
Cisco Confidential 37© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.
Call to Action
Link to download sl...
Cisco webinar   serving the connected customer
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Cisco webinar serving the connected customer

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This is a presentation delivered by Cisco and eGain in January 2015 focused on how to deliver the Total Customer Experience through an omni-channel solution

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Cisco webinar serving the connected customer

  1. 1. Cisco Confidential Total Customer Experience 27 January, 2015 Serving the Connected Customer by focusing on Outcomes that Matter
  2. 2. Cisco Confidential 2© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Today’s Speakers Brian Atkinson Head of Customer Collaboration UK & Ireland @batkinso batkinso@cisco.com Noel Harris Digital Transformation Expert John Connors Technical Director
  3. 3. Cisco Confidential 3© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Key Takeaways #1: Today’s Reality #2: Imperatives of an OmniChannel Solution #3: Delivering True Business Value
  4. 4. Cisco Confidential 4© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Four Customer Experience Trends We’re Seeing “Mobile First” Customer Experience 85% of Customers Start Here - Be There #1 “Low Effort” Interactions Low Effort Companies Have Much Higher Loyalty Outcomes #2 From “Reactive” to “Proactive” Customers Are Time Constrained – Get To Them First! #3 “Experiences Crossing Boundaries” Data and Insight Must Follow the Interaction #4
  5. 5. Cisco Confidential 5© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. What Today’s Customers Expect 34% 27% 26% 24% 20% 4% 10% 8% They treat me as a valued customer The person who answers the phone handles the whole of my call They answer the phone quickly They know my transactions via the app They are familiar with my previous dealings with them They pass me to someone I’ve dealt with before None of these Don’t know Source: CCA & Mori Treated As A Valued Customer Consistency of Service A Connected Journey
  6. 6. Cisco Confidential 6© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. 8.5% 40.4% 12.8% 36.2% 2.1% Do your contact centre agents have a single view of all customer contact regardless of channel used? Yes, we can easily identify the journey customers have taken across different channels e.g. online to voice, or online to web-chat, etc We can see some parts of the journey customers have taken across different channels Our customer information is stored in silos so it is difficult for agents to see all customer data No, the different channels in our organisation are still siloed Not sure CCA Member Survey: 73 respondents, all sectors, Sep 2013 Silos still dominate Barriers to obtaining a single view of a customer journey
  7. 7. Cisco Confidential 7© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. 30.2% 74.4% 51.2% 23.3% 4.7% 9.3% 2.3% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% Weareunableto demonstrateaclear businesscasefor investmentinimproved technologies Ourlegacysystemsare themainbarrierto implementingimproved technologiesforagents Webelievecostto implementisthemain barrier Toocomplicatedto implement Today’ssolutionsare notflexibleenoughto adapttoourbusiness Singlecustomerview acrosschannelsisnot importanttous Wedonotbelievethere aresolutionsavailable tomeetourneeds What do you see are the main barriers to improving agent desktops/toolkit to support a single customer view? (Please select all that apply) Cisco / CCA Member Survey: 73 respondents, all sectors, Sep 2013 Barriers to obtaining a single view of a customer journey Legacy Systems a barrier Cost & Business Case Too Complicated
  8. 8. Cisco Confidential 8© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Wave 1: Cost Skills Routing Reporting Reactive Interactions Non Integrated Systems Siloed Locations & Functions Wave 2: Relationship Personalized Multi Channel Self Service Dynamic Workspaces Customer Data Driven Speech analytics Proactive contact Virtualised Digital interactions Analytics Connected Journeys Borderless Customer Care New Business Imperatives Mobile Customer Care Wave 3: Experience Transactions Interactions Engagements Reactive Proactive The 3 Waves Where are you focused?
  9. 9. Cisco Confidential 9© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. The Contact Centre is Now The Exception Exceptions Now Rule Direct Customer Engagement Customers Customer Care Web Branch Contact Centre Mobile
  10. 10. Cisco Confidential 10© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Where to Target Value The 5 “Moments of Truth” in the Journey Transfers Repeat Contacts Cumbersome Authentication Channel Shift Missing Context THE EXCEPTIONAL SERVICE CHALLENGE
  11. 11. Cisco Confidential 11© 2013-2014 Cisco and/or its affiliates. All rights reserved. Imperatives of the Omnichannel Journey
  12. 12. Cisco Confidential 12© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Multi-Channel Versus Omni-Channel Multi-Channel • Result of business P&L’s and structure • Siloed in nature • Little tracking of customer journeys cross function • Measured on a per contact basis • High focus on improving ‘that’ interaction • Reactive in nature Omni- Channel • Customer centric design • Seamless integration cross and intra-medium • Focusses on supporting customers through their journey • Measured & improved on a journey basis • High focus on making the ‘task’ easier • Proactive in nature
  13. 13. Cisco Confidential 13© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. The changing landscape… For 71% of customers, valuing their time is the most important thing a company can do to provide good service “68% of all Millennials demand an integrated, seamless experience regardless of the channel That means being able to transition effortlessly from smartphone to personal computer to physical store in their quest for the best products and services.” You’ve got to start with the customer experience and work back toward the technology – not the other way around Steve Jobs - 1997 “Think Journeys not Contact Channels” Forrester Customer Experience Online Survey, 2013 52% will abandon online purchases if they can’t find a quick answer Accenture 2013 Shopping behaviours of 6,000 consumers, of which 1,707 were Millennials across eight countries
  14. 14. Cisco Confidential 14© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. The effortless experience 14 • 125k customers surveyed to understand drivers of loyalty • 5k Customer Service Reps surveyed to understand drivers of performance • 100+ companies analysed to understand impact of policies • 3 Major Findings
  15. 15. Cisco Confidential 15© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. The effortless experience Finding 1 – Delight doesn’t pay More Loyal Less Loyal Below Customer expectations Meets Customer expectations Exceeds Customer expectations • “Delight” increases costs by 10-20% • “Delight” only happens 16% of the time Finding 2 – Service Drives Disloyalty 1.x 4.x The Perception The Reality More Loyal More Disloyal Drivers of Disloyalty • Repeat contacts • Channel Switching • Transfers • Repeating information • Robotic Service • Policies & processes customers have to endure • “Hassle factor” Customer Effort Finding 3 – Mitigate Disloyalty by reducing effort
  16. 16. Cisco Confidential 16© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. The path of least resistance A Shift from Driving Customer Experience to Reducing Customer Effort……But How? Be Personal Be Relevant Be Targeted And Above All - Be Proactive 40% of customers prefer Self Service to a human interaction for their future contact with companies* That Said…. 73% Said they wanted to speak to a person even when the Digital channel worked perfectly* *Steven Van Bellegham – Author of ‘The Conversation Manager’ & ‘The Conversation Company’ Know me and treat me as an individual Know where I have been and what my issue is Know where to help me Don’t pester me but know when to help me There is No One Size Fits All Approach
  17. 17. Cisco Confidential 17© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. The approach • Be clear on success criteria – what are you trying to do from a customer and business perspective • Help define and understand the high effort bottlenecks within the support channels and target your efforts here • Create an INTEGRATED environment that allows you to escalate to the most APPROPRIATE channel to resolve quickly and first time • Introduce new channels….start small, grow, learn and refine • Critical to measure the RIGHT things….linked to success criteria • Partner with a company who will help/consult/advise on best practice and has experience of doing this • Help create an eco-system that works WITH and compliments your existing channels • Give you the tools to create Personal, Relevant and Targetted ‘interventions’ • Give agents access to the RIGHT information at the RIGHT time • Test, learn, grow, refine and remove (the human element)……create the path of least resistance
  18. 18. Cisco Confidential 18© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Telco Early life - transfer contacts Order handset online Go to Retail Call sales dept. Email Docs Handed Docs. Posted Docs. Return Home Handset arrives Handset arrives Charges phone and puts sim in Doesn’t know how to transfer contacts Goes Online Cant find processContact Us Issue Resolved 3 2 4 5 1 1 1 1 Is the initial documentation fit for purpose….does it link to success criteria/strategy?.....what help and support is provided/links to content 2 2 What do we send with the handset?....does it link to success criteria/strategy?.. .what help and support is provided/links to content 3 We know when the handset is connected to the network so what do we do?.....proactive comms/links to helpful videos/EL site? 4 This is common query type so how do we offer proactive content/knowledge/support? 5 How do we ensure agents know what customers have done previously and give them the support to manage efficiently and effectively? 5 5
  19. 19. Cisco Confidential 19© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Omni-channel check list Omni- Channel • Customer centric design • Seamless integration cross and intra-medium • Focusses on supporting customers through their journey • Measured & improved on a journey basis • High focus on making the ‘task’ easier • Proactive in nature
  20. 20. Cisco Confidential 20© 2013-2014 Cisco and/or its affiliates. All rights reserved. The Art of the Possible – Seamless Interaction
  21. 21. Cisco Confidential 21© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. What customers want…
  22. 22. Cisco Confidential 22© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. WHAT IS EFFORT?
  23. 23. Cisco Confidential 23© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Recipe for low effort?
  24. 24. Cisco Confidential 24© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Customer knowledge
  25. 25. Cisco Confidential 25© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Organisational Knowledge
  26. 26. Cisco Confidential 26© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Review brochure Call 1-800 number from a TV ad Check website Enroll at local office Talk to claims agent Rave at Pub Steve George Age: 59 Baby Boomer “Hopefully retiring soon… EASY, Connected Journeys Agent Knowledg e Base SelfService Knowledge Base Claims Knowledge Base Store Knowledge Base
  27. 27. Cisco Confidential 27© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. What Impacts can you expect? 23% 90% 30% Improved call quality Improved handling Relevant questions 19% 50%Reduced escalations Training reduction
  28. 28. Cisco Confidential 28© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. CHECKLIST for EASY INTERACTIONS?
  29. 29. Cisco Confidential 29© 2013-2014 Cisco and/or its affiliates. All rights reserved. Delivering Business Value
  30. 30. Cisco Confidential 30© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Contact Centre as a cost centre AHT, ASA, AWT Technology Strategy Contact Centre Strategy Business Strategy
  31. 31. Cisco Confidential 31© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Customer Care is impacting the Business Key Linkages to Higher Order Outcomes Technology Strategy Customer Engagement Strategy Business Strategy
  32. 32. Cisco Confidential 32© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved.  “Net Promoter” metrics: willingness to refer a friend (1-100): • 70 – Telephone • 76 – Click to Chat/Web Browser • 93 – iPad Video Chat  More personalized service using “channel of choice”  Reinforce innovation of the brand OUTCOMES
  33. 33. Cisco Confidential 33© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Low Effort OmniChannel in Action
  34. 34. Cisco Confidential 34© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Low Effort OmniChannel in Action
  35. 35. Cisco Confidential 35© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. How do we get there? Build a Self Funding Roadmap Current State £ ACD Consolidation Agent Virtualisation Self Service “Current Business Performance & Challenges” Cost Savings £££ Optimise Business Process Leverage resources across the company Proactive Sales Contact Drive Revenue “Improved Business Results and Innovation” End State £££££ Create Unparallelled Customer Experiences Enable New Business Models Drive Disruptive Innovation Industry Leadership Business Value Innovation
  36. 36. Cisco Confidential 36© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Key Takeaways #1: Today’s Reality #2: Imperatives of an OmniChannel Solution #3: Delivering True Business Value
  37. 37. Cisco Confidential 37© 2013-2014 Cisco BTAG and/or its affiliates. All rights reserved. Call to Action Link to download slides will be delivered via email Visit our website http://www.cisco.co.uk/contactcentresolutions Any further questions? Claire Ryan clryan@cisco.com

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