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Making Automation Feel Less Automated and More Caring


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Slide presentation from the CCF webinar 'Making Automation Feel Less Automated and More Caring' hosted with SpeechStorm and Ovum.

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Making Automation Feel Less Automated and More Caring

  1. 1. Claudia Hathway<br />Editor<br />Call Centre Focus<br />“Making Automation Feel Less Automated and More Caring”<br />Daniel Hong<br />Senior Analyst<br />Ovum<br />Damian Kelly<br />VP Sales & Marketing<br />SpeechStorm<br />
  2. 2. Why is personalisation important?<br />Claudia Hathway<br />Editor<br />Call Centre Focus<br />
  3. 3. Rise of automated self-service<br />Telephony self-service up to <br />8 timescheaper than traditional live agent calls<br />
  4. 4. Rise of automated self-service<br />According to ContactBabel, 36% of contact centres offer telephony self-service*<br />86% in small centres use touchtone IVR, but 30% of large organisations are using speech recognition self-service<br />* The ContactBabel report The UK Contact Centre Decision Makers Guide 2011 is available on<br />
  5. 5. Importance of being personal<br />Customer service is the only competitive differentiator that matters – driving loyalty, likelihood to recommend, and increase spend<br />Consumer demand for excellent service is higher than ever<br />
  6. 6. Importance of being personal<br />According to Top 50 focus groups, the minimum they expect from an interaction is that it is:<br />Timely<br />Easy to use<br />Reliable<br />Knowledgeable<br />
  7. 7. Importance of being personal<br />According to these groups, the only way to drive real delight with the service delivered is for it to feel <br /> personalised.<br />“a degree of personal service, a degree of personal care”<br />
  8. 8. Importance of being personal<br />It’s not easy! Overall Top 50 results in 2010:<br /> Reliable: 96.4%<br /> Easy to use: 94.1%<br /> Timely: 87.6%<br /> Knowledgeable staff: 83.6%<br />Personalised: 67.6%<br />
  9. 9. How Automated Customer Care canFeel Less Automated and More Caring<br />Daniel Hong, Lead Analyst<br />Customer Interaction at Ovum<br /><br />Twitter: d_hong<br />15 September 2011<br />
  10. 10. What’s going on in today’s market…<br />Social<br />Mobile<br />Experience<br />Cloud<br />Customers have access to information and can share it with the large digital communities and the world.<br />Smart phones and social media are becoming pervasive (75%) and have dramatically changed the dynamic between the enterprise and the customer<br />Customer expectations of service, price and delivery is rapidly changing. It’s all about customer loyalty! <br />$83 billion lost<br />Cloud is changing the way products are created, delivered and priced. <br />
  11. 11. When reaching out to customer service, through which channels have you had most success resolving your issue on the first attempt? <br />Live agent (3,233)<br />Automated service with speech recognition (260)<br />Automated service with touchtone (435)<br />SMS (393)<br />Email (1,525)<br />Social networking (ie Facebook or Twitter) (265)<br />FAQ pages on company website or message board (715)<br />Independent blogs and forums (473)<br />Web chat / instant messaging (843)<br />4,500<br />3,500<br />Number of respondents<br />2,500<br />1,500<br />500<br />1<br />4<br />5<br />6<br />7<br />8<br />9<br />2<br />3<br />n=4086<br />
  12. 12. What do you find most frustrating about using an automated telephony system that has speech recognition or a touchtone menu? <br />Speech recognition doesn’t recognize my voice (582)<br />Long/confusing menu options (1,642)<br />Takes too long to find information (1,749)<br />Unable to solve problems without a live agent (1,795)<br />System doesn't remember past interactions (580)<br />Incorrect routing (1,402)<br />Other (56)<br />Never used automated solution (183)<br />4,500<br />3,500<br />2,500<br />Number of respondents<br />1,500<br />500<br />2<br />3<br />4<br />6<br />1<br />5<br />7<br />8<br />n=4086<br />
  13. 13. How would you feel if an automated telephony system remembered the nature of your previous interactions with the enterprise in order to provide a more personalised customer experience?<br /><ul><li>74% of respondentsfavor personalisation if it results in improved customer service.
  14. 14. personalisation can route customers quicker and more efficiently by remembering past interactions and better predicting the reason for a call.</li></ul>I am indifferent <br />8%<br />No, this makes <br />me uncomfortable<br />19%<br />74%<br />Yes, if it results in better service<br />n=4086<br />
  15. 15. What is personalised IVR?<br />personalised IVR is not a single product…<br />CTI + IVR<br />Custom applications<br />Business analytics<br />Reporting tools<br />Professional services<br />A personalised IVR solution connects with enterprise databases… <br />Caller histories<br />Trends<br />Geographic locales <br />The solution can create a unique customer service experience by re-configuring the call flows or intelligently routing the caller – DYNAMIC CAPABILITIES.<br />Image from<br />
  16. 16. Levels of personalisation<br />by caller behavior<br />
  17. 17. Levels of personalisation<br />by caller behavior<br />
  18. 18. Levels of personalisation<br />by caller behavior<br />
  19. 19. Levels of personalisation<br />by caller behavior<br />
  20. 20. Levels of personalisation<br />
  21. 21. Where personalisation makes sense<br />High call volume and transaction environments<br />Contact center operations that have strict SLAs for service delivery<br />Financial services, communications, public sector and retail are leading the way<br />Companies that have already deployed speech, and want to…<br />Improve customer satisfaction<br />Streamline identification and verification<br />Introduce dynamic upsell / cross-sell campaigns<br />Companies that are embracing multi-channel strategies<br />Innovation for inbound and proactive outbound applications<br />Rounding out the voice channel (automation and agent assist)<br />
  22. 22. Vertical use cases for personalised IVR<br />
  23. 23. The list – barriers to adoption<br />Legacy infrastructure<br />Proprietary back-end systems<br />Misconceptions / awareness<br />
  24. 24. Strategic recommendations<br />Remember data integration is key!<br />Improve your reporting/ monitoring and analytics capabilities…<br />Avoid over-personalisation…<br />Treat personalised IVR as one component of an overall multi-channel and cross channel strategy…<br />Choose a strategic partner and build a roadmap…<br />
  25. 25. Personalisation in Practice<br />Damian Kelly<br />VP Sales & Marketing<br /><br />Twitter: @damianjjk<br />
  26. 26. betterself-service<br />lowercost toserve<br />
  27. 27. making personalisation pay<br />Industry:<br />Communications<br />Calls per annum:<br />5 million<br />Solution<br />Identify & verify<br />Order status<br />Balance enquiry<br />Payments<br />Reconnects<br />Time to implement:<br />4 months<br />Payback<br /><12 months<br />Presenting the right option first time increases automation rates and reduces cost-to-serve<br />
  28. 28. personalisation demands greater flexibility and faster response<br />Pre-built applications for rapid deployment<br />Real-time performance management<br />Instant changes and one-click deployment<br />Leveraging investments you have already made<br />
  29. 29. more context ...<br />Agent<br />Facebook<br />Chat<br />Twitter<br />CRM<br />Store<br />Web<br />ERP<br />Delivery<br />Branch<br />Phone<br />App<br />Location<br />... more personal<br />
  30. 30. Q&A<br />Daniel Hong<br />Senior Analyst<br />Ovum<br />Claudia Hathway<br />Editor<br />Call Centre Focus<br />Damian Kelly<br />VP Sales & Marketing<br />SpeechStorm<br />
  31. 31. Thank You!<br />Daniel Hong<br />Senior Analyst<br />Ovum<br /><br />Claudia Hathway<br />Editor<br />Call Centre Focus<br /><br />Damian Kelly<br />VP Sales & Marketing<br />SpeechStorm<br /><br />