This document discusses the evolving landscape of digital contact channels and strategies for optimizing a channel strategy. It notes that consumers now use multiple channels and enterprises must adapt. However, managing channels concurrently is challenging due to limited resources. The presentation recommends organizations follow five rules to optimize their channel strategy: 1) Know your consumer base 2) Know your industry 3) Know your existing capabilities 4) Know your ability to invest 5) Know your digital channel options. By understanding these factors, enterprises can better respond to changing consumer expectations across channels.

1. / / A p r i l 2 0 1 7
RYA N S T R AT E G I C A D V I S O RY
Leveraging Opportunities
in the Age of
Digital Channel Delivery

2. Presentation Structure
Introduction
Evolution of Contact Channels
Today’s Channel Reality
Optimizing the Channel Strategy
Wrap Up

3. Introduction

4. Introduction
• The contact center channel dynamic is more complex than ever
• Today, consumers drive enterprises to provide multiple channels
• However, there are many variables than can influence channel choices
• Managing channels concurrently is among the biggest challenges for CRM managers
• Finding the right business model is crucial in driving efficiencies and C-EX

5. Contact Channel Evolution

6. Contact Center Channels - 1987

7. Contact Center Channels - 2002

8. Contact Center Channels - 2017

9. Social Media - 2017

10. The Analytics Paradigm - 2017

11. Key CRM Challenges in 2017
1 – Keeping up with the pace of new channels
2 – Ascertaining what channels consumers want to use now
3 – Determining what consumers will want to use in the future
4 – Making resources available for cross-channel management
5 – Leveraging omni-channel analytical capabilities

12. Today’s Channel Reality

13. Channel Shift in US Contact Centers
Supporting voice Supporting non-voice
• Most workstations are voice enabled in US
contact centers
• But, in 2017 more than 1/3 are equipped
to do non-voice work
• American consumers are moving toward
digital channels faster than in other
countries
% US workstations currently supporting voice
and non-voice interactions - 2017

14. Varied US Digital Channel Deployments
• US consumers are demanding service via mature & emerging channels
Contact center channel capabilities - 2017
0% 20% 40% 60% 80% 100%
Video
Chatbots
Instant message
Webchat
SMS
Post
Fax
Social media
Email

15. Limited Resources for Digital Channels
• <50% of US CRM managers have the flexibility to invest in an evolving channel mix
0% 10% 20% 30% 40% 50% 60% 70%
2017
2018
Increase Decrease / Remain Static
Anticipated US in-house contact center investment capacity –
2017 & 2018

16. Optimizing the Channel
Strategy

17. Rule #1 – Know Your Consumer Base

18. Key Consumer Channel Considerations
• Age
• Income levels
• Educational attainment
• Cultural nuances
• Data availability

19. Rule #2 – Know Your Industry

20. Key Industry Channel Considerations
• Legal regulation
• Industry compliance
• Internal processes
• Customer profile
• Economic maturity of sector

21. Key Industry Channel Considerations
(Cont’d)
Traditional Industries
• Heavily-regulated
• More likely to use mature channels
• Favored mediums include
▪ Voice
▪ Mail
▪ Fax
▪ Email
Emerging Industries
• Less prone to regulation
• Open to new communication mediums
• Less focus on voice
• Favored mediums include
▪ Email
▪ Web-chat
▪ Social media
▪ Forums

22. Rule #3 – Know Your Existing Capabilities

23. Assessing Current Channel Capabilities
• What channels does your organization currently offer?
• Which ones are anticipated to become more important?
• Are there any that can be de-emphasized?
• Can existing platforms accommodate new channel demands?
• Will new investments be needed?

24. Rule #4 – Know Your Ability to Invest

25. Key Channel Investment Considerations
• Which channel gaps need immediate attention?
• Are resources readily available within existing budgets?
• Is it possible to source funds beyond exiting budgets?
• If not, what options are available to provide enhanced channel offerings?

26. Rule #5 – Know Your Digital Channel Options

27. Responding to Customer Channel
Expectations
• Understand what channel mix needs to look like
▪ Now and over the next 24 months
• Determine internal investment capabilities
▪ Find any existing funding gaps
• Plug holes with relevant partnerships
▪ Broad outsourcers or niche channel players
▪ Front-line and back-end

28. Wrap Up

29. Final Thoughts
• Consumers are using more contact channels than ever
• Enterprises must respond by offering a robust selection of contact points
• For many, this will involve overcoming tight financial constraints
• It may also involve leveraging alternative delivery models
• However, to do nothing will ensure lost end-user loyalty over the long term

30. Questions?
+ 514 586 396
www.ryanadvisory.com
peter@ryanadvisory.com
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