The document discusses the current state and future trends in the contact center and customer service industry in Ireland, highlighting the growing importance of technology and personalized service. It emphasizes the need for companies to adopt multi-channel communication, empower agents, and maintain a customer-centric approach to enhance customer experience and loyalty. Key insights include the rising use of web chat, the impact of social media, and the necessity of a unified view of customer data for effective service delivery.

1. Dublin, February 17th
Building Intelligent
Customer Service

2. Dorothy O’Byrne
Managing Director, CCMA Ireland

3.  It is now estimated that there are over
40,000 people employed in the Contact
Centre & Shared Services industry in Ireland
 Companies are focusing heavily on People
Development over the coming years
 Average Absenteeism (6%) and Staff
Attrition (16.8%) rates continue to be below
the European average. Note 2013 figures
 Respondents envisaged an increase in the
adoption of interactive communication
methods such as web chat (39%), social
(18%) and video (10%)
Key Findings CCMA UCD Research 2014

4.  Customers want/expect to self serve for
simple transactions
 Customer service enquiries are more complex
 Voice transactions are becoming longer
 Customers are driving channel choice
 Customers expect advisors to be more
knowledgeable than ever
 Social media activity has moved into the front
line
Challenges for Contact
Centres

5.  Cloud technology growth
 Web chat fastest growing channel
 Mobile apps set to bypass traditional IVR
processes
 Equipping agents to deliver social media support
 Voice Analytics
 Knowledge Management systems deployment
 Customer Journey Mapping
Technology Trends

6. Stuck In A Time Warp?
Source: Parature 2014 State of Multichannel Customer Service Survey – 1,000 US consumers
Key Reasons for Poor Customer Service
Experience

7. The Characteristics of the
World’s #1 CX Brands?

8. 1. Corporate attitude
2. They’re easy to do business with
3. They’re helpful when I have a problem
4. The attitude of their people
5. Personalisation
6. The product or service
7. They’re consistent
8. The way it makes me feel
9. The way they treat me
10.They’re reliable
11.They do what they promise
12.They’re quick
13.The technical knowledge of their people

9. The Basis of Customer CX is Emotional, Functional
and Accessible

10. Take-Homes from Dorothy
O’Byrne of CCMA Ireland:

11. • Upcoming trends and challenges in the industry involve talent
management, customer journey mapping and rising channels like
web chat
• Customers want companies to know them and to treat them like
individuals
• Agents need to have a high level of knowledge and the right tools
to deliver a high standard of service
• The contact centre must become the central hub for customer
experience

12. “Keep customer focus at the
heart of the organisation to
achieve customer satisfaction
and loyalty“
- Dorothy O’Byrne, CCMA Ireland

14. Abtran – Our contact centre engine

15. Client
€
Client
€
Internet
DataCloud
Data Analytics
€
Customer Mobile
& Online Self-Service

16. • Transactional
• Limited empowerment of
agents
• Reactive
• Did not know customer
• Single channel
• Silo - Front office
• Attended hour model
• Did not lead client
• Supplier relationship
Evolution of Abtran:
From Call Centre to Customer Service
Then
• Holistic approach
• Empowered agent
• Proactive
• Know the customer
• Multichannel
• Integrated across clients – front
and back office
• Outcomes-based
• Transforming client business with
digital and analytics services
• Strategic partner relationship
Now

17. Where Next?
Contact
Single
Integrated
Service
Skype
Yammer
“Parature”
One-stop shop
Government
Analysis and
Intelligence
AI
Self Service
Automation of the
contact centre
Looking beyond
existing customers
Responsiveness
7 X 24
Instant resolution
Sales and Purchase

18. Take-Homes from Martin Leahy,
CTO of Abtran

19.  Technology has enabled Abtran to be
more flexible and responsive, and to
become an outcomes-based
organisation
 Skype for Business is a clear direction for
the sector to move in

20. “If agents are not enabled,
then they cannot give the
ultimate customer experience“
- Martin Leahy, CTO of Abtran

21. Martin Tracey
General Manager of Ace Express

22. From: On Time Sometimes
To: On Time Every Time

23. Customers
• Clarity
• 5 P’s
Staff
• Competency
• Informed Decisions
Process
• Simplify
• Automatexs
Systems
• Best of Breed
• Resource Access

24. 0 5 10 15 20 25 30 35
Quote
Order
Paper Flow
Total Mins.
3
3
25
31
5
1
4
10
67% Process Time Improvement
New Times Old Times
Constancy – Consistency – Conformance – Clarity
So What ?

25. Take-Homes from Martin Tracey,
GM of Ace Express

26.  Ask “Is good… enough?”
 Strive for excellence in IT structures and future proof
 Consider the value chain in an organisation
 “To achieve simplicity is not simple”
 Complexity adds cost rather than value; and that
companies with simple processes enjoy higher profits
 Hire multi-skilled employees with a strong portfolio of
skills

27. “The customer experience
must be seamless across
every touch point in your
organisation”
- Martin Tracey, GM of Ace Express

28. John Purdy, CEO of Ergo

29. 1
Right
People
Right
Processes
Right
Tools
Integrated Effort

30. 3 0
Unified Service Desk
 Unified Service Desk
supported by Microsoft
Dynamics xRM
 Underpinned by
ONE ERGO
 Developed on
Microsoft Technology

31. 3 1
Single View of Customer
- One source of truth
ONE ERGO
- Part of our DNA
Better Business
- Improved customer relationships and engagement
- More profitable business
Driving Better Business

32. Take-Homes from John Purdy, CEO
of Ergo

33.  Crucial need for a single, 360-degree view of customers based
on relevant, scalable technologies
 Before investing in IT, “understand what success looks like,
understand your competencies, and understand customer
expectations”
 To achieve success requires commitment from the c-suite and a
strong technology partner
 Microsoft Dynamics xRM:
 “Gives one view of the customer and has become part of the
DNA of Ergo”.
 “Provides real-time reporting, which drives better business
outcomes and decision making for Ergo”

34. “Microsoft Dynamics drives
customer engagement and
meaningful conversations”
- John Purdy, CEO of Ergo

36.  Critical to have a single view of the customer as offered
by Microsoft Dynamics
 One emerging trend in modern contact centres is the
focus on personal effectiveness KPIs
 A key benefit of telephony in the cloud, such as Skype for
Business, is that you can easily switch it on and off to see
whether it is feasible

37. “There is no need to rip and
replace your existing
telephony; Skype for Business
when integrated with CRM,
offers a software only call
centre solution“
- Dave Keddy, Microsoft

39. • Test Drive Microsoft Dynamics CRM for Customer Service – click
• Get started with our 30 day free trial of Microsoft Dynamics CRM – click here
• See how a coffee machine manufacturer, Contoso, uses Microsoft Dynamics CRM to
continuously monitor service levels and alert the customer of issues – watch
• Whitepaper ‘Social Intelligence Guide for Customer Service’ – download
Here are some links to help you learn more about
Microsoft Dynamics CRM

41. • Get in touch with Microsoft Dynamics expert, David Nagle -
dnagle@microsoft.com
• Register for a 1:1 Customer Engagement Workshop – find out more here
Here’s how: