Contact centre presentation en webinar version

10/03/2020 1.
From worthless to priceless
Transforming your Contact Centre into Customer Value Centre

TODAY’S AGENDA:
1 orphan story
3 magic spells
4-horse carriage
Happily Ever After
FUTURELAB

Alain ThysStefan Kolle
@FLB_StefanKolle
www.futurelab.net
Stefan Kolle, Founder of Futurelab
Welcome

We make customer experience happen. Profitably.
Industry expertise
A structured approach for automotive firms to embed
the customer perspective in every aspect of their
business, from customer journey development to POS
training
Automotive
A structured approach for telecommunication firms to
embed the customer perspective in every aspect of
their business.
Telecommunications
A skilled multi-language team for EMEA Customers B2B and B2C Credentials
To make the world a more
customer-friendly place (for fun & profit)
Our Purpose We make customer experience happen. Profitably.Our Promise
Who are we?
What do we do?
A structured approach for B2B firms to loyalize
customers, improve share of wallet, and save accounts
at risk. NPS, customer journey, and other key tools.
Business to Business
We are Customer Experience Architects.
Futurelab is the European customer experience (CX) consultancy. For more than 15 years we help our
Customers understand the needs of their customers, develop better customer experience, and draw profit from
customers’ loyalty and word of mouth.
We call ourselves “Customer Experience Architects” because we help you dream, design, launch and
implement your CX program – just like an architect helps a Customer to dream, design and create a new
building. We listen to your needs, evaluate your current situation, and plan projects with your team, managing
your agencies and vendors towards the desired result.
But we don't stop just there: like any good architect, we stay with you overseeing the implementation process,
making sure that projects are on track, the necessary processes are created, and your people learn necessary
skill sets.
This is why our services fit your needs – from customer strategy development and NPS ® pilots to all-company
customer centricity trainings. Our focus is on identifying quick wins and drive the ROI of any project. Through our
offices in Germany and Belgium, as well as our associates in many other countries, we are always close to you.
Own offices
Antwerp, Munich
Network partners
Copenhagen, Stuttgart
Representations
Valencia, Moscow

10/03/2020 5.
Once Upon a Time…
In a land far, far away (to be precise, in 1999 in the USA)
The best customer service is
if the customer doesn't need
to call you, doesn't need to
talk to you. It just works.

10/03/2020 6.
Let’s look at the Customer Journey
What if everything WAS like in a fairy tale?

10/03/2020 7.

10/03/2020 8.
Awareness
This website is really very
helpful! I understand
everything.

10/03/2020 9.
Awareness Prospecting
everything.
The offer is very clear, I feel
confident.

10/03/2020 10.
Awareness Prospecting Purchase
everything.
I believe they can deliver.
Let’s do it!
confident.

10/03/2020 11.
Awareness Prospecting Purchase Usage
everything.
Let’s do it!
confident.
Everything works! By the
way, I need smth else…
here, they have it!

10/03/2020 12.
Awareness Prospecting Purchase Usage Renew
everything.
Let’s do it!
I am happy, let’s continue!
confident.
Everything works! By the
way, I need smth else…
here, they have it!

10/03/2020 13.
The Journey is broken
So… why DO we need a contact centre?

10/03/2020 14.
Awareness
I can’t find what I need… I
am a bit lost. Do they have
what I need?

10/03/2020 15.
what I need?
How much does it cost,
people? Why can’t you just
tell me straight?

10/03/2020 16.
what I need?
tell me straight?
Everything looks fine… but
why can’t I pay by PayPal?

I’ve been with you for 5 years,
and you don’t offer me the
same tariff as to new ones…
Where is my order? Why is it
late?
10/03/2020 17.
what I need?
tell me straight?
I have a question… I can’t find
the answer on the website…

late?
10/03/2020 18.
Awareness Prospecting Purchase Usage Service Renew / Leave?
what I need?
tell me straight?

10/03/2020 19.
Fixing the mess someone else created
Contact Centres: The Corporate Cinderella

100% of affluent customers think the waiting
time should be <1 min.
FUTURELAB
Customers don’t like contact centres
Sources: https://www.slideshare.net/Luc_Francis_Jacobs/setting-up-your-multichannel-contact-centre
https://www.reliancestaffing.com/2012/10/call-centers-customers-hate-to-wait-infographic/

54% of customers feel that the service should
be much faster.
FUTURELAB
They REALLY dislike them
Sources: Genesys, https://www.forbes.com/sites/baininsights/2017/04/13/reinventing-the-bank-contact-center/#10c9fb5af26b
26% of customers feel not understood at all
30% had received incorrect advice
36% had to repeat information
40% are frustrated by waiting times

x2
Contact centre agents in Germany churn
twice as fast as other workers.
FUTURELAB
By the way: so do the agents
Sources: The Quality Assurance & Training Connection (QATC); https://voxeu.org/article/worker-churn-and-employment-growth-establishment-level, https://www.avoxi.com/blog/call-center-
attrition-turnover-rates/

FUTURELAB
Goodhart’s law: “When a measure becomes a
target, it ceases to be a good measure.”
Three Types of VoC/NPS
Again, dont forget the basics
And we live and die by KPI
What is the problem with many KPIs?

FUTURELAB
The vicious circle
The silos mess up. Contact Centres correct.

FUTURELAB
The vicious circle
Contact Centres carry cost. The Silos benefit.

FUTURELAB
Perception is the only reality
Perception of contact centres = A NECESSARY EVIL

Promise: Improve Customer Satisfaction
Factual investment: Reduce costs.
Follow the money

10/03/2020 30.
This is not the magic land of Oz
Toto… we’re definitely in Kansas

FUTURELAB
BUT: The customers still want a human contact

FUTURELAB
And the contact actually is good

FUTURELAB
Really good!

FUTURELAB
And technology is not going to change that

FUTURELAB
The change is coming
vs.

10/03/2020 36.
It is time to become a hero of your own story
Transforming the Contact Centres

10/03/2020 37.
Negative contact triggers = lost money

10/03/2020 38.
Awareness
what I need?
Time

10/03/2020 39.
what I need?
tell me straight?
Time Time
Marketing $

10/03/2020 40.
what I need?
tell me straight?
Time Time
Marketing $
Time
Marketing $
Funnel drop out

late?
10/03/2020 41.
what I need?
tell me straight?
Time Time
Marketing $
Time
Marketing $
Funnel drop out
Time
Marketing $
Dropped NPS
Recommendations

late?
10/03/2020 42.
Awareness Prospecting Purchase Usage Service
what I need?
tell me straight?
Time Time
Marketing $
Time
Marketing $
Funnel drop out
Time
Marketing $
Dropped NPS
Recommendations
Recovery
or
loss?

late?
10/03/2020 43.
Awareness Prospecting Purchase Usage Service Renew / Leave
what I need?
tell me straight?
Time Time
Marketing $
Time
Marketing $
Funnel drop out
Time
Marketing $
Dropped NPS
Recommendations
Time
Marketing $
Dropped NPS
Recommendations
Churn
Recovery
or
loss?

10/03/2020 44.
Fixing the broken journey
4-tiered approach

10/03/2020 45.
4-tiered approach

10/03/2020 46.
4-tiered approach

10/03/2020 47.
4-tiered approach

10/03/2020 48.
4-tiered approach

10/03/2020 49
INSPIRATION CASE:
Philips NPS Change Agents
Before we start:
Gain higher Customer Value
Total Customer Benefits
Marketing cost
Sales cost
Time cost
Employee cost
Process cost
Legal cost, etc.
Marketing benefit
Sales benefit
Time benefit
Employee benefit
Process benefit
Legal benefit, etc.
= Total Customer Value– Total Customer Cost

10/03/2020 50.
Removing negative contact triggers = earned money
Contact Centre? No, Customer Value Centre!

10/03/2020 51.
Awareness
everything.
Prevent loss

10/03/2020 52.
everything.
confident.
Prevent loss Prevent loss
Gain brand value

10/03/2020 53.
everything.
confident.
Gain brand value
Prevent loss
Gain brand value
Gain turnover

10/03/2020 54.
everything.
confident.
I believe they can deliver. Let’s
do it!
Gain brand value
Prevent loss
Gain brand value
Gain turnover
Prevent loss
Gain brand value
Gain turnover
Gain profit

10/03/2020 55.
Awareness Prospecting Purchase Usage Service
everything.
confident.
do it!
Gain brand value
Prevent loss
Gain brand value
Gain turnover
Prevent loss
Gain brand value
Gain turnover
Gain profit
Prevent loss
Gain brand value
Gain turnover
Gain profit
Gain recommendation
Gain internal efficiencies

10/03/2020 56.
Awareness Prospecting Purchase Usage Service Renew / Leave
everything.
confident.
do it!
Gain brand value
Prevent loss
Gain brand value
Gain turnover
Prevent loss
Gain brand value
Gain turnover
Gain profit
ContinuePrevent loss
Gain brand value
Gain turnover
Gain profit
Gain recommendation
Gain internal efficiencies

10/03/2020 57
INSPIRATION CASE:
The virtuous circle
The organisation working under the “Prevent and protect” principles is not just a contact
centre any more. It is a Customer Value Centre: a place which captures, maintains, and
grows customer value, thus being a crucial driver of the company’s profits.
Customer
Lifecycle
CREATE VALUE
CAPTURE VALUE
COMMUNICATE VALUE

10/03/2020 58.
Example: Bill shock
My personal story
10-min stop in Switzerland
50 Mb in data (kid plays Pokemon Go)
€ 750 bill

10/03/2020 59.
Fixing Bill Shock

10/03/2020 60.
Fixing Bill Shock
Send alert upon entering the non-EU zone

Dramatically reduce download speed after first 10
Mb download.
10/03/2020 61.
Fixing Bill Shock

After initial 100 euro losses, send another alert and
turn off the data.
Mb download.
10/03/2020 62.
Fixing Bill Shock

Forgive the 1st bill. Learn from situation. Prevent
another bill shock.
After initial 100 euro losses, send another alert and
turn off the data.
Mb download.
10/03/2020 63.
Fixing Bill Shock

10/03/2020 64.
Let’s get you to the ball
Transforming Contact Centre into Customer Value Centre

Your Three Magic Spells
Customer
Experience

Customer
Experience
Employee
Experience

Customer
Experience
Employee
Experience
Return on
Experience

FUTURELAB
86%
All customers are willing to pay more for a good
experience. Towards the end of 2020, customer
experience will become the most important brand
distinguishing feature – instead of product and price
CX market leaders show higher
growth, profit and prices
Customers have different
expectations and quickly adjust
their buying behavior
Quelle: http://www.walkerinfo.com/customers2020/
78% of consumers change supplier due to poor service
experience.
5-20% vs 60-70%: Probability of doing business with
new customers/existing customers
6-7X: Costs to attract a new customer, in relation to the
cost of keeping an existing customer.
70% of purchases depend on how well customers feel
taken care of
91% of dissatisfied customers turn away from the
company.
Source: helpscout.net

10/03/2020 70.
The difference a word makes
Understanding your customers
One word can make a difference.
Policies:
• "should arrive in five business days"
vs
• "will arrive in seven business days"
Return calls dropped from 75% to 6%
“Let's do this together”
FUTURELAB

Your Three Fairy Godmothers
Employee
Experience

Everyone SAYS it. Few DO it.
Two essential elements — employee experience and
employee engagement — are most critical for
companies to achieve an improved CX (53% of
respondents), business agility (50%) and digital
transformation (49%).
Yet when discussing their top 10 priorities, the same
companies ranked employee engagement, employee
experience and employee enablement (via technology)
at the bottom of their companies’ top 10 priorities.
Source: a survey West Monroe conducted of Customer Experience Professionals Association (CXPA) members
FUTURELAB
Employee experience

FUTURELAB
4 out of 5 most important drivers of agent
retention are non-monetary
Sources: 5th annual survey of Contact centre pipeline,https://www.contactcenterpipeline.com/Article/contact-center-challenges-priorities-for-2020-the-year-of-the-agent; McKinsey, Boosting
contact-center performance through employee engagement, 2018

FUTURELAB
79% of employees at companies with above-average
customer experience are highly-engaged in their jobs –
reduced churn, recruitment, training cost.
Sources: https://medium.com/@humansideoftech/the-link-between-employee-engagement-customer-experience-9da3fa56de18
Companies that excel at customer
experience have 1.5x more engaged
employees than companies with poor
customer experience.
Companies that make a concerted
effort to improve their customer
experience see employee
engagement rates go up by an
average of 20%.
But Customer and Employee
Experiences are intertwined.

Your Three Fairy Godmothers
Return on
Experience

FUTURELAB
Calculating the Return on Experience
The challenge

In order to escape the trap, an economic framework
must be established to measure and illustrate the
value of the service organization. Customer service
organizations must be viewed in a holistic manner as
a component of the total customer experience (CX)
with your brand. The framework must account for the
full value of CX, and the contribution made by
customer service.
Source: Three Steps to a Profitable, Modern Service Organization, Oracle
The Objective: EVERYONE must do it
Mind the gap
FUTURELAB

10/03/2020 79
The reality: very few actually do it
Mind the gap
FUTURELAB

Time to remember something
FUTURELAB

10/03/2020 81
Find the data you can – and use it
Start simple
FUTURELAB

10/03/2020 82.
Intrinsic customer value
The amount the customer
spends per purchase
X
The number of purchases a
customer makes a year
X
The number of years a
customer stays loyal.
Word-of-mouth value
The Nr of customers attracted
or detracted by word-of-mouth
X
The value of a new customer
Other value drivers
Cost to serve differential
Staff morale & turnover
Market intelligence
Reputation management
+ +
INSPIRATION CASE:
Start Simple
Calculating Return on Customer Experience
Total Customer Investment
Marketing cost
Sales cost
Time cost
Employee cost
Process cost
Legal cost, etc.
FUTURELAB
Δ
Δ

10/03/2020 83
Think about the whole cycle
Create Holistic Understanding
FUTURELAB

10/03/2020 84
3.5 Minuten AHT => 37 Minuten THT
FUTURELAB

10/03/2020 85
3.5 Minuten AHT => 37 Minuten THT
37 Minuten THT ≠ 157 Minuten THT
FUTURELAB

FUTURELAB
INSPIRATION CASE:
Start Simple
Develop step by step

Think in simple, easy to trace behaviours
Start Simple
FUTURELAB

10/03/2020 88.
Ready to go to the ball?
Technologies driving the contact centre transformation

FUTURELAB
Your 4 strong technology “horses”

10/03/2020 90.
Call up the Cloud Solutions
FUTURELAB

55%
Of executives believe moving
aspects to the cloud is a sound
technology strategy.
Flexible, fast, and yes – lower cost
Sources: Deloitte, Global Contact Center Survey 2019; Aberdeen Group
Main reasons to invest in cloud. Less maintenance
cost and better
connected to
everything you
need for an easier
work process.
FUTURELAB

10/03/2020 92.
Cloud: How it helps
Transforming Contact Centres into Customer Value Centres
• Faster implementation of innovation
• Agents better enabled, wider availability of tools
• Improved uptime and availability
FUTURELAB

10/03/2020 93.
Cloud: How it helps
• Fast implementation of EX changes
• Agents can work remotely (e.g. from home)
• Simpler interfaces and fewer switches between apps
• Workforce tools allowing for better usage of time
FUTURELAB

10/03/2020 94.
Cloud: How it helps
• Fast implementation of EX changes
• Agents can work remotely (e.g. from home)
• Simpler interfaces and fewer switches between apps
• Workforce tools allowing for better usage of time
• Substantial reduction in implementation and
operational cost
• Opex versus Capex
• Reduced training cost
FUTURELAB

10/03/2020 95.
Release the Omnichannel
FUTURELAB

63%
of customers already expect to
be able to communicate with
brands via social media
Any time, anywhere, at zero cost
Sources: CustomerThink; CyTrack; Revation
Customers need to be able
to have different options
for contacting you.
If they want to contact you
through their favourite
channel, like for example
SMS, but you do not
support this they will leave
you for another company
that does offer this kind of
support.
People use more and more technology & channels,
so as a company you can not stay behind on this.
FUTURELAB

10/03/2020 97.
Omnichannel: How it helps
• Advanced interaction routing
• Seamless transition between channels; when, where
and how the customer wants
• Transparent service availability
FUTURELAB

10/03/2020 98.
• Relieve the urgency and pressure of the phone call,
allow for more thorough approach
• More balanced workload
FUTURELAB

10/03/2020 99.
• Relieve the urgency and pressure of the phone call,
allow for more thorough approach
• More balanced workload
• Better CX & EX bring profits
• Better optimization of resources
FUTURELAB

10/03/2020 100.
Mirror, Mirror: AI & Predictive Analytics
FUTURELAB

90%
of IT and business leaders see AI as
a crucial element in the digital
transformation of their organization
The trend is unstoppable
Sources: TechTalks; 2020 Dynata Global Trends Report; Aberdeen
AI will be taking over jobs from agents so they can
focus on the more important tasks at hand.
Predictive Analytics searches for patterns in
problems that people are having.
It will make life easier
for agents, being able
to anticipate on
problems based on
what is predicted that
will happen.
FUTURELAB

10/03/2020 102.
AI and Predictive Analytics: How it helps
• Faster and better answers to customer problems
• Optimised skills-based routing
• Avoidance of valueless contacts by issue prevention
• Better ‘right agent’, contact channel and general
service availability
FUTURELAB

10/03/2020 103.
• Better case handling, understanding by employees
• Gives employees better tools to do what is needed
• Reduces unpleasant tasks for agents
FUTURELAB

10/03/2020 104.
• Better case handling, understanding by employees
• Gives employees better tools to do what is needed
• Reduces unpleasant tasks for agents
• Churn reduction
• Identification of up- and cross-sell opportunities
through analytics
FUTURELAB

10/03/2020 105.
Tireless workers: Automation & Bots
FUTURELAB

90%
of customers expect
organisations to offer a self-
service customer support portal
Better, faster, cheaper?
Sources: SharpenCX; Revation; BI Intelligence, The Chatbots Explainer
Allowing automation and bots to take over the easy
task helps free the agents for the important things.
Customers are helped faster than having to wait in
line for an agent as well.
Using chatbots will help you save money, not only in
the customer service sector but everywhere. Follow the
innovation that is here.
FUTURELAB

10/03/2020 107.
Automation and bots: how they help
• AIllow more flexibility for customers, using self-help
• Replace waiting time with productive time
• Issue prevention communication
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10/03/2020 108.
• Capture customer data before the agent interaction
• Reduce unpleasant tasks for employees
• Take care of the post-call work
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10/03/2020 109.
• Capture customer data before the agent interaction
• Reduce unpleasant tasks for employees
• Take care of the post-call work
• Reduce human intervention and reduce cost
• Internal learning process
FUTURELAB

FUTURELAB
10/03/2020 111.
Putting the human back in the middle
It will increase growth, profits, shareprice, and benefit ALL stakeholders

10/03/2020 112.
Don’t you want to have fun again?
Then put the human back in the middle

10/03/2020 113.
Questions?
FUTURELAB

FUTURELAB
Talk to us
For resources, brainstorming or sparring
https://www.futurelab.net/inspiration
Book a call or private webinar: calendly.com/sko
Send an email: sko@futurelab.net

Let’s talk ‘customer’ – over the phone or a cup
of coffee:
Stefan Kolle
Managing Director
sko@futurelab.net
+32 473 88 89 96
Wir machen Customer-Centricity geschehen. Profitabel.
Interested? Inspired?
Curious? Book?
DANKE
www.futurelab.net
www.futurelab-deutschland.de

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