Ccf – Delivering Rich Customer Experience


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  • This is an average cost split for a call center. Off course the size of buckets might differ from country to country, mainly depending on labor cost. So in countries with high labor cost the share of Staff remuneration might be even higher, while in countries with lower labor costs the share might be lower, because the other buckets might relatively gain importance. In general there are (again) several initiatives to reduce costs:Better efficiency means the way the way how the Users and CSRs (Customer Service Representatives), agents or back office workers are working. By improving access to information, avoiding re-entering / re-keying of information in different systems, automating search routines in different systems, especially when the users have to jump from one application to another to enter a search key into a search field, the key they have identified by another search routine in the other system before. Those improvements are categorized by “improve efficiency”Reduce turnover means to reduce the number of transfers, by either giving better information to the users to enable them to solve a case at the first interaction without having the need anymore to transfer to a specialist or to call back. In both case wrap up time (to explain to the colleague or to re-enter the case) is time consuming and cost effective.The shift of calls to other (=cheaper) channels will reduce the number of calls to be taken by users with human interaction. Every case which can be solved by Internet Self Service or IVR without human interaction will reduce cost of service significantly.Target Audience: Business – Call Center Manager or cost responsible management within sales-, marketing- or service-organization
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  • Ccf – Delivering Rich Customer Experience

    1. 1. Name: Amit Kumar Agrawal Title: Consultant Company: Microsoft
    2. 2. Agenda Understanding Contact Center Pain points Microsoft CCF as Customer Care Solution CCF Demo CCF - Architecture CCF – Business Value Proposition CCF Case Study Video Questions
    3. 3. Understanding Contact Centre Pains The Integrated Desktop Solution
    4. 4. Understanding Contact Centre Pains Multiple application to deal with Alt + Tab issues Copy & Paste issues Redundant operations No Demographic information on customer Customer 360 degree information Status of customer/order Contact History Cross Sell / Up Sell Opportunity Multiple logins to various systems Single Sign On Process Compliance Multiple Channel Choice of channel Consistency of information Continuity
    5. 5. Understanding Contact Center Pains (Cont.) Agent Training Meeting Service Levels Agent Turnover Agent Productivity Cost Control Technology Infrastructure Driving Revenue Customer Retention Other 0% 10% 20% 30% 40% 50% Yankee Group
    6. 6. Typical Cost Structure of a Service Center or Call Center The enormous share of HR-related costs outlines the importance for significant improvements in agents’ time and effort. Interpretation  HR cost is the best single area to investigate for cost reduction initiatives:  Improve efficiency  Reduce turnover  Increase automation and self-services Besides the enormous portion of HR related costs, it is remarkable that software spending accounts for only 3.2 percent. Source: Analysis on Benchmark Report “Best in class call center performance” 2008 Purdue University in USA figures might differ from country to country, depending on level of salaries Figures will differ slightly in service organizations beside classical call centers
    7. 7. Customer Care Data points Why Customers defect Churn Rates 1% Die 3% Move away Between 2% - 5% 5% Develop other relationships New Customer acquisition cost: ~$300 9% Leave for the competition Example: 14% Leave because of dissatisfaction with product/service 20M Subscribers – 3% Churn 68% Leave because they encountered  600k Lost Customers an attitude of indifference as Customer acquisition cost $180M they were being served! What about Subscriber growth? Source: Excelling in the 1990’s: CEO Perspectives by R.P. Cooley Support Cost Support Issues Percent of Time CSRs Devote to Each Task Payments, 8% Trouble Other, 9% Management, 36% New Sales and Customer Ordering, 13% First ~$100 90 days After 1 year Billing Problem ~$40 ~$20-30 Resolution, Product 19% Inquiries, 15%
    8. 8. Key Service Provider Issues How to materially and continuously reduce the cost of service per customer System-Centric while raising the quality of customer care Views How to improve the yield of marketing Limited initiatives — new business Integration acquisition, retention, cross-selling, and up selling 6-8 Siloed How to significantly reduce the risk of Applications contact center initiatives, while minimizing costs and optimizing the level of Manual investment in contact center Processes infrastructure How best to revitalize their customer- Inconsistent facing technology and processes in a Data manner that is affordable and fast Paper trail and logging to support your business processes and workflow Consuming valuable time...
    9. 9. What’s the Solution? An Integrated Desktop …
    10. 10. What is Microsoft’s Customer Care Framework? Microsoft Customer Care Framework (CCF) is a software product that offers multi-channel integration capabilities via web services, and desktop level application integration through information sharing and interaction between different Line of Business applications. CCF increases contact center agent productivity, facilitating reduction in costs and improving the quality of service, by providing real time synchronization between Self Service Solutions (Portals, Speech/IVR). What is CCF?  Several Assets for Client and Server  CCF Client delivers a integrated 360o view of customer interactions from a single, intuitive desktop  CCF Middle Tier (Web services) that manage, encapsulate, and interoperate with a client’s core systems (Siebel, SAP..) in a way that significantly enriches customer service and sales capabilities  CCF IS NOT CTI, IVR, PBX, CRM… CCF provides real time  CCF works with Routing, Queuing and synchronization between Self Service other contact center products from Solutions (Portals, Speech/IVR, Kiosk) partners to provide low cost and easy and Contact Centers by providing a to integrated total customer care complete vision and unified solutions. architecture for all Customer Care channels
    11. 11. Microsoft CCF Introduction Microsoft Customer Care Framework (CCF) offers value addition in following ways - • Aggregate Information to create Unified View of Customer • Automate Tasks across Silo Applications and Interaction Channels • Accelerates Rollout of Customer Care Solutions
    12. 12. Microsoft CCF Introduction Unified View of Customers Multichannel Integration
    13. 13. Where can we use the Solution? At Contact Centers Enterprises, Administrators, Retailers and Network Operation Centers For Tellers / Relationship Managers at Banks To build Multi-functional Kiosks and kiosk-Management Solution Self-Service featured Websites
    14. 14. CCF Unified Desktop in Bank Name : Amit Kumar Agrawal Title : Consultant Company : Microsoft
    15. 15. CCF Desktop Call Management (CTI integration) Context Management Active customer sessions with navigation tracking Existing Applications Integration Workflow
    16. 16. CCF - Silver light Desktop Customer Call management dashboard (CTI integration)  User-centric interface  Leverage existing technology investments “No Rip and Replace”  Reduce integration cost and risks Active customer sessions with navigation tracking Desktop workflow Call center status info Application integration
    17. 17. Microsoft CCF Architecture Automation Session Single Sign on Unified View CCF Multi-Channel Management (Admin Console) CCF Agent Desktop CCF Self-Service CCF Core Server (Logging & Reporting, Configuration - Session Distributed Connectivity Services & Context Applications SSO Credential Store) CCF Middle Tier Self Care Customer Touch Point Channels Business Process Integration KIOSK Bank Branch CRM Knowledge Management ERP Phone Email SMS Chat
    18. 18. Microsoft CCF Architecture
    19. 19. Core Components of Solution » Client side components » Windows XP/Vista » Unified Desktop framework client (CCF) » Middle layer components » Collaboration Server (MOSS) - optional » Unified Desktop Server (Customer Care Framework) » Backend Server Components » Windows Server » SQL Server » Microsoft Operation Management (MOM) » Biz Talk Server - optional
    20. 20. Microsoft CCF Architecture CCF is a next generation customer care solution for optimized customer service and revenue via unified real-time access to all a customer’s information by customer service representatives and customer self serve channels. Integrated Desktop – Displays unified CCF Logical Blocks view of customer information, hosted applications along with context sensitive help and call guide. HAT & AIF – Host, automate and aggregate line of business applications. Facilitates in context sharing, session management and scripted call guidance. MCE – Multichannel is used to create user interfaces supported on multiple display channels like Windows, Web, Kiosk, Mobile etc. DCS – SOA enablement platform to CRM write new services layer and/or Billing aggregate and collaborate existing Knowledge Management services. ERP
    21. 21. Microsoft CCF Architecture Hosted Application Toolkit (HAT)
    22. 22. Microsoft CCF Architecture Distributed Connectivity Services (DCS) DCS is a set of Web services and other components that Provides infrastructure hosting services and the client applications to connect to them. The following image shows the logical architecture of DCS and highlights the key functionality that the DCS infrastructure provides.
    23. 23. Microsoft CCF Architecture Multi-Channel Engine (MCE) Work Unit Physical Providers Physical Views Work Unit Definition Windows Forms Physical View ASP.NET Physical View Work Unit Workflow State Machine Workflow State Machine Workflow Containers Windows Forms Logical Views AIF Logical View Web Logical View Office SharePoint Host Application Server (SP1)
    24. 24. Value Propositions Single Sign on to multiple Role/profile based access applications Single User interface with No Rip and replace philosophy enhanced user experience Improve user productivity with Reduce integration cost and risk existing LOB Easy information access and Up sell and cross sell guided Experience Increase Customer Satisfaction Multichannel integration Reduce Operation cost platform Reduce Training and retention Ready to use self-care web-parts Cost Architectural flexibility and Reduce customer churn capabilities User Centric Interface Easy up sell/ cross sell
    25. 25. CCF Implementation in Telco & Banking Contact Center
    26. 26. © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.