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Designing an OmniChannel Digital Engagement Experience
- 1. © 2017 Avaya Inc. All rights reserved. Designing a Digital Engagement Experience from Journey Mapping with Avaya OceanaTM Michael Sale Director of Online Engagement Avaya Client Services
- 2. © 2017 Avaya Inc. All rights reserved. Avaya Customer Engagement Redesigning the digital experience, one great interaction at a time Using Avaya OceanaTM and Avaya BreezeTM to drive our Digital Engagement experience (DX) Expertise and Best Practice Deploy a Best-in-Class environment for Avaya customer engagement Investment in the Customer Experience Investment in the Customer Experience (CX) is an investment in growth Positive, Proven Experience for our customers Digital Experience/Customer Experience (CX/DX) Journey Mapping informs the investment in Oceana
- 3. © 2017 Avaya Inc. All rights reserved. Driving Transformation in Avaya Benefits of customer centric engagement Move from Avaya product/process centric engagement to Customer-centric engagement Savings in labor by smart engagement ‒ ‒Move from product knowledgeable front line people by connecting the right people the first time Move at the Speed of Business ‒ Put business process change in the hands of the business ‒ No IT project needed to change how we engage Consolidate Contact Centers Smart Engagement Experience is Everything Avaya Support Engineers collaborate with TSANet members to resolve issues on behalf of qualified Avaya customers Quality of Service & Time to Resolution ‒ Seamless engagement from Website to Chat to Service Request (SR) Knowledge Centered Support Integrated Engagements ‒ Guided Troubleshooting Workflows Standardize on Scalable, Elastic Platform
- 4. © 2017 Avaya Inc. All rights reserved. Avaya on Avaya Deploying Avaya OceanaTM and Avaya BreezeTM for Best-in-class Customer Engagement Avaya Global Support and Private Cloud Services Internal CC Transformation Bring the Avaya customer care vision to life and realize business benefits internally – Reduce operating costs and risks while improving customer care teams’ productivity and collaboration – Improve customer centric experience and make a true impact on customer loyalty – Provide seamless, streamlined, and identical customer experiences + BENEFITS Showcase Proof Points Leverage Avaya’s technology as a transformation proof point – Spotlight Avaya’s customer care excellence and continue to shape market vision as the leader of the pack
- 5. © 2017 Avaya Inc. All rights reserved. Investment in CX is an investment in Growth Base: 10,000 U.S. consumers Source: Temkin Group report, ROI of Customer Experience, 2016 Copyright ©2016 Temkin Group. All rights reserved. Impact of Customer Experience on Loyalty in Software Consumers who are likely to repurchase… Consumer’s Ratings of their Most Recent Interaction Okay CX Good CX Excellent CXVery Poor CX Poor CX 87% 14%
- 6. © 2017 Avaya Inc. All rights reserved. DX / CX: Journey Mapping Helps to Direct Investment into Avaya OceanaTM
- 7. © 2017 Avaya Inc. All rights reserved. The Owner’s Journey and Business Process Delivering business services based on your perspective How well we provide services for Avaya solutions is based on the experiences of our customers and partners Customer/Partner Journey Avaya Services Functions
- 8. © 2017 Avaya Inc. All rights reserved. Perception & Experience What does a Journey Map Look Like? Customer Journey Mapping & Future State Journey Mapping Download / Implement FixService RequestsSolution IdentificationIssue Identification Issue Occurs Trace Log Review Searching for solution is iterative Knowledge article doesn’t tell me the SW release Chat agent couldn’t determine proper SW release Had to wait for expertise to determine SW release Attempt to download fails due to entitlement issues Product Alarm SW Downloaded remotely Ticket generated to higher tier Problem Resolved Solution Found Customer Notification Chat routed to higher tier Initiate Chat SW Download ITSS Ticket Opened Problem Resolved Entitlement Resolved Client opens ticket Search takes multiple attempt to find proper article No confidence in chosen solution Chat agent cannot confirm SW release Expertise not immediately available for chat Client not properly entitled for software download Software download requires multiple attempts until all permissions are resolved 0 50 100 Ease of Use Perception Quality Stages Doing Moments of Truth Challenges 0 20 40 60 80 100 Ease of Use Perception Quality SOLVING A TECHNICAL ISSUE JOURNEY
- 9. 9© 2017 Avaya Inc. All rights reserved SCOPE & APPROACH
- 10. © 2017 Avaya Inc. All rights reserved. Support Services Ongoing investment and management controls strategy 5 Business Units Business Units 970 Agents Provisioned Agents Required Supporting Applications (Adjuncts) – Aura CM, CC Elite, System Manager, Session Manager, AES, Media Services, Presence Services, Control Manager, Conversive, WFO – Some level of HA for BC requirements Capacity Requirements – Web Sessions: 375,000/month with 1.5m page views/month – Call Volumes: 21,000 inbound calls/month, busy hour 350 – Live Agent Chats: 250/day Oceana Sizing Voice plus OmniChannel Oceana Integration with other tools Voice, Chat, Video, Email, SMS Oceana Workspaces with Customer Journey Chatbot with automation (n.b. Conversive in cloud @Rackspace provides automation) Breeze-designed engagements using User and Customer Product/Asset data to match Mobile Video Smart Matching/Engagement Oceana Integration with other tools Web Ticketing/CRM Install Base & Entitlement in ERP Services Web sites Remote Connectivity & Health Checks Identity Management Entitlement and asset management systems BI & Operational Reporting
- 11. © 2017 Avaya Inc. All rights reserved. KCS efforts focus on customer oriented quality that avoids Service Requests Oceana Enables Delightful Customer Experience ‒ Connect customers & their systems contextually to the right service delivery & content Multi-Pronged Effort to Customer Engagement Content by Knowledge Centered Support (KCS) Content by Connectivity Applications and Intelligent Agents: The technology is an actor directly involved in setting context and providing information instead of asking the customer to act as intermediary. Engagement by Avaya OceanaTM
- 12. 12© 2017 Avaya Inc. All rights reserved SOLUTION FOOTPRINT
- 13. © 2017 Avaya Inc. All rights reserved. Common Components Oceana Chat Chat- Bot WA CS REF Omnichannel Datastore UAC ACM ED Oceananalytics Avaya Automated Chat Existing Aura stack + Elite Carriers 1800 Hotline Voice Customer Reverse Proxy AD Functional infrastructure Overview CMS ACR WFM AAEP Oceana Workspaces to Agent AEP => CS CM => WA/ED UAC SMGR 7.x Web Front End Chat/Chatbot Cobrowse Customer Journey Customer Browser
- 14. © 2017 Avaya Inc. All rights reserved. Oceanalytics Development Footprint
- 15. © 2017 Avaya Inc. All rights reserved. Avaya Oceana™ Overarching Transformation Layers Engage people with the right services as part of the journey BREEZE Modern Workspaces Chat Co-BrowseSocial Media EmailWebRTC Voice ChatbotSMS Touch Points Efficient and Effective Resource Management Service Content & Process Management Inquira, Siebel, Interwoven (ASW), SAL, etc. Service Content SRs, KB, Documents, Healthchecks, Alarms… Services People & Process Service Desk, Backbone, Field, KCS work
- 16. © 2017 Avaya Inc. All rights reserved. Avaya Oceana/Breeze Enabled Experience Connecting clients to the right content and people with full context – personalized and seamless engagement Omni-Channel Client 360 Profile Segmentation Historical Data ..Client ..Self-Service ..CSAT ..Chat ..Clickstream Assign Engineer New Assignment 1-4566313111 Warnings: CSAT: Client History: Engage, Recommend & Resolve Engineer 360 Profile ..Authored ..Training ..Compliance Profile ..Chat History ..Experience ..Skills ..Language What you HaveWhat you Did ChatBot/ Virtual Agent Who can Help Automated Chat Aura Contact Center One Touch Video WorkForce Optimization Speech AnalyticsCall Recording CC Elite Experience Portal CMS Call Back Assist Knowledge Support Connectivity Smart Tools Operational Intelligence Health Checks Snap-ins Scopia Aura Conferencing Agent Desktop Endpoints Aura Messaging Knowledge Support Dynamic Team Formation Powered by Work Assignment Context Store Mobile Video Engagement Assistant Smart Engagement CRM/Service Customer Data Who you Are Avaya Service Functions OmniChannel Connected Engineered Contextual Silo Busting
- 17. © 2017 Avaya Inc. All rights reserved. Orchestration CONSOLIDATE ENGAGEMENT TEAMS Connecting clients to the right content and people with full context – across business silos Voice Chat Co-Browse Email WebRTC Social Media Chatbot SMS WebRTC Breeze Workflows designed to engage across silos Service to Sales Marketing to Service Marketing to Sales Service to Entitlement Service to IT CustomerJourney:SpecificGoal Engagement Cloud App to Service Catalog Sales to Service Swarm Solution Specialist with Support Swarm Product House with Service Voice Chat Co-Browse Email Social Media Chatbot SMS Omni-Channel Engagement Channels Content Providers Oceana with Breeze workflows connect the Customer Journey to: 1. Intelligent Agents 2. Automated Processes, Applications, & Content 3. The Right People with the right Workspaces Oceana provides Channels to Engage using Breeze with Context Store and Oceanalytics to maintain context across channels of engagement
- 18. 18© 2017 Avaya Inc. All rights reserved HOW TO EXECUTE?
- 19. © 2017 Avaya Inc. All rights reserved. Avaya OceanaTM AWS/On Avaya Roadmap OCEANA ON AVAYA Phase 3 Phase 2 Omnichannel & Consolidate CC’s: 1100 agents High Availability DX ASW Context Store Product Telemetry Engagement Omnichannel Oceana Workspace SMS/Email Chat/Chatbot/Cobrowse Mobile voice/video Traditional Voice Propagate Oceana On Avaya OmniChannel – MultiTouch Oceana Voice – 100 agents DX: 200 agents Cross-LOB Silo Busting Customer Journey Smart Matching with CRM Integration Intelligent Agent Engagement Hybrid Cloud Small Production Rollout; 25 Users Oceana business transformation Detailed Requirements and Rollout Planning Phase 1 Execute Oceana in Production Oceana Voice – 25 agents Breeze Call Flows DX: 20 agents using Chat, Chatbot, Cobrowse WFO: ACR, Adherence Public Cloud
- 20. 20© 2017 Avaya Inc. All rights reserved Q&A
- 21. © 2017 Avaya Inc. All rights reserved. Thank You for Attending! Please remember to complete your evaluation of this session in the Avaya ENGAGE mobile app.
- 22. © 2017 Avaya Inc. All rights reserved.
Editor's Notes
- When it comes to your customers, experience is everything. Everything happens on your customers’ terms. It’s so much more than being there when they pick up the phone, send an email or a text. It’s more than omnichannel. It’s delivering the best customer experience, every touch, every device, every time. Avaya Oceana is the next generation in multi-touch, context-driven customer engagement solutions. You want a solution where you can provide compelling customer experiences to your customers across all channels and not end up with a spaghetti solution or a spaghetti functional design in your contact center. You want a single solution and this is what we are solving with Oceana. We’re leveraging our key assets – Avaya Breeze and integration with Avaya Aura Call Center Elite and this is the key to our solution. You might be thinking that Avaya Oceana is coming out of left field since we announced it in July and are delivering it in October – and how are we able to do that so fast, and how will it have all the functionality that you need? The reason is that we’ve really been working on this for almost 5 years. The first step is Avaya Breeze and the Snap-Ins already working on the platform. Work Assignment, Engagement Designer, Context Store, Co-Browse and so on. All these assets are being leveraged and coming together. We are also building new things in terms of Chat, email and so on and creating this compelling solution which sits on one common platform and everything is similar to a Snap-In. Its an elegant architecture and it allows you to easily extend as you go along. So sitting on Avaya Breeze, leveraging the Snap-Ins we already have, we are providing the next generation routing solution using Engagement Designer where you can create visual workflows and those workflows are not limited to the contact center, they can extend to the enterprise. Obviously it will also do all the contact center workflows you need to do in terms of being able to go to the CRM system and get more data and so on. Then the way we match the incoming interaction with the customer is changing, going from traditional routing to attribute matching. The idea here is that you can augment the incoming interaction with all the details you can muster up from your systems – you know the customer is looking for this product, whether they are a VIP customer or not, and in the future you can also make calls to 3rd party systems – to figure out the age of the person, demographics, what their interests are – you can use all that information to find the most appropriate agent. You can treat the agent population and also the experts as one pool. You don’t need to figure out if they belong to this que or that que – they can all be in one pool and be assigned attributes, so lets say that I am an agent – and I speak Spanish and I know this product and this is the age and the interests, and we can use all that information to match the work with the customer. This dramatically changes how people can do routing in the contact center, and the other key point is that this routing applies to all the channels – so you don’t have to learn different ways to route different media, it becomes one engine and you can setup workflows for all the media; and not many companies can do this. Then the other big thing we are doing is really leveraging the context. Using the Context Store, you store the context of the customer and you can use it in two ways. One is that you can use it for routing decisions, for example, in the IVR you collected certain information and based on the information you can make certain routing decisions intelligently and you can use the information to paint a visual of the customer for the agent – so they can see when the customer is coming in on a phone call – maybe that they sent an SMS before, or maybe they sent an email before, the agent can visually see what is going on with the customer and they can service the customer in context. Then from supporting the customer, some customers are still picking up a phone and calling, but a lot of customers want to interact with their mobile device when contacting the company, using social media such as Facebook and they want to contact the company there. Or they want to contact the company through SMS or chat, and with Oceana, we enable the customer to service their customers irrespective of the device they are being contacted on. When the customer contacts the company, we enable them to service their customers through all the different medias – voice, WebRTC, SMS, email, chat, chatbot, co-browse are there are very rich communication and collaboration capabilities provided for you to service your customers, and these can be form fitted depending on the device the customer is coming from. As this is a solution, we have designed it in such a way to be easy to administer and report on, and it is tightly integrated with Avaya Aura Call Center Elite, and we’ll discuss in a bit how Oceana and CC Elite work together. And finally, lets get into the agent experience. Unfortunately the agent experience has been overlooked in many systems. They get an ugly UI, and they typically need to work with many different systems to get their work done. We've spent a lot of time to address how they can effectively work and be productive handling all the different channels. Our new Oceana Workspaces offers a very compelling UI for agents to service their customers in this complex world.
- Q&A happens. This concludes the presentation. Thank you Michael for a great presentation. We hope you enjoyed today’s presentation and if you have any further questions, please reach out to your account manager or authorized partner. If any questions require fuller answers we will follow up with you. We look forward to seeing you next month on March 14th. We’ll be talking about “the Avaya Cloud strategy and look at how the Avaya Enterprise Cloud has moved from just a way to reduce costs and improve flexibility to a solution that facilitates business transformation and operational growth.”