Real World Multi-channel & Case Study - . - - PowerPoint PPT Presentation

Dave Tidwell Chief Operating Officer

Real World Multi-channel & Case Study - .

• Definition – Compare Multi to Omni [Channel]?
• When is multi-channel not multi-channel but multiple channels?
• Typical Business Structure (by department)
• Sales
• Marketing
• Brand Management
• Online
• Mobile / Applications
• Customer Operations
• Legal
• Why is this structure so broken?
• It was well learned; but entirely unfit for purpose in 21CN
• What is needed instead?
• Go << H O R I Z O N T A L >>
• In broad terms; how is it done?
• Phase One – AT
• Phase Two – ABOUT
• Phase Three – BEHIND
• Strategy only works with a single “VoC” capability – otherwise big #FAIL

Contact Centres & Best Practice for Multi-Channel

• Acceptable SLA’s
• I don’t mean business ‘acceptable’
• I mean consumer/customer acceptable based on how they use each channel
• What are good consumer SLA’s for SMS, Web-Chat, Walk-In, Facebook, Twitter, eMail, Voice, Mail,

Deliveries?

• Have a well oiled channel matrix
• What channels support which others in your business universe?
• Think about how interactions may go from public, to private and back to public?
• How can we use this dynamic to our business and service advantage?
• The safest position is ‘channel agnosticism’ multiplied by ‘channel cost’ weighted by consumer expectation
• Average number of Tweets to FCR?
• Average Tweet ‘interaction’ handling time?
• Social Media is VERY badly done by most Enterprises
• Consider TweetReach
• Consider Authority
• Consider Engagement

[If I have connectivity I will show you what I mean!]

• True multichannel hits the business top and bottom line in ways you’ve never dreamed of;
• Do a google search starting “White iphone 1” and take Google’s best option!

Multi-Channel – Rules of Thumb & Best Practice

What we do – SI - Multi Channel Contact Centres

Alerts Chat Voice SMS MMS Retail Outlets Knowledge Community Forums White Mail Fax E Mail Voice Webchat & Callback eCommerce Social Media

Evolution from Uni-Channel

From this… To This…

Case Study

M&S Before

Amazon Web Site Manchester Contact Centre Forres Contact Centre Pune Centre Dearne Valley Contact Centre Avaya Voice

Amazon email Conver- social Outsourced SMS

Mitel Voice

Amazon CRM

Outlook email Seibel CRM Amazon Order Management

Chester Contact Centre

Verint recording IEX WFM Excel WFM Manual Reporting Custom Time Mgmt. 3C quality mgmt. Excel Quality Mgmt. Manual reporting Outsourced SMS Outsourced csat

M&S In House Capita Outsourced

Red Box Recording Conver- social Custom CRM Nice Analytics Manual Knowledge Mgmt.

M&S Virtual Contact Centre

Knowledge Management Web Mobile Email SMS Voice Social Media Whitemail Parcels Fax In House Agents Outsourced Agents Including - CRM, Recording, Reporting, CSAT, Quality Management, WFM

Knowledge Management Parcels Fax In House Agents Outsourced Agents Including - CRM, Recording, Reporting, CSAT, Quality Management, WFM Web Mobile Email SMS Voice Social Media Whitemail Interaction Analytics

M&S Virtual Contact Centre - Future

M&S Services

• 1500 Agent Seats
• Voice Channel – Inbound call delivery
• Case Management (FrontRange)
• Customer Contact History
• Email Channel
• SMS channel
• Facebook Channel
• Twitter Channel
• Alert Channel
• White mail Channel
• Knowledge Management Integration
• Auto Attendant IVR application
• Workforce Management
• Blanket call recording.
• CSAT (including outbound IVR calls using OCS)
• Data Archive (recordings and contact history.)
• Historic Reporting (Interactive Insights.)
• Integration with IBM Smarter Commerce
• Proactive Contact (bulk outbound email and SMS)
• QM call recording and scoring
• Real Time Reporting (CC Pulse)
• Supervisor functions
• Citrix Hosting
• Unified Application Launching
• Business Routing Interface

SINGLE view of the customer !

Web Site Integration Web Mobile

• 1. Customer Creates

Account on Web Site

• 3. Customer interacts with call centre
• 2. Customer details sent & stored in Genesys
• 4. Customer

details automatically appear

• 6. Details sent to Genesys
• 5. Customer Interacts with

web site. (places orders, received orders…) Web site sends automated emails and SMSs

• 7. All web site

interactions, including

• rders, SMS & emails

appear for agents, alongside all customer service interactions

Contact Centre System

Business Alerts

Web Mobile

• 1. A supply chain issue occurs.

Orders will be effected

• 5. Agent interacts with customer and facilitates resolution (wait, cancel, order alternative…)
• 2. Issue is raised on

IBM order fulfilment systems

• 4. Alerts routed

to agents with the right skill (just like a call

• r email)
• 6. IBM updated

with resolution

• 3. Alerts sent to

contact centre for all

• rders affected
• 7. IBM fulfils

resolution

Integrated Case Management

Web Mobile

• 3. Agent creates case
• 1. Customer interacts with contact centre
• 2. Agent needs to raise a case

Contact Centre System Case Management System

One button in Genesys creates case and auto populates customer data

• 4. Case ID stored in Genesys
• 5. Case workflow
• 6. Case

needs attention

• 7. Case “Alert” routed through Genesys

(Just like a call or email.)

• 7. Alert “popped” to

agent/manager

M&S Customisations

• User Provisioning Application
• Interaction History Composite Web Services
• Contact Composite Web Services
• CSR Alerts Composite Web Services
• Goodwill ETL
• Anana Bulk Load Transformer
• Anana Bulk Load Interface
• Anana IWS Contact Module
• Anana IWS Interaction History Extension Module
• Anana IWS ID&V Module
• Anana IWS Disposition Module
• Anana IWS WCS Integration Module
• Anana IWS Sterling COM Integration Module
• Anana IWS White Mail Module
• Anana IWS Printing Module
• Anana IWS Knowledge Module
• Anana IWS Bulk Messaging Module
• Anana IWS Search by Reference Number Module
• Anana IWS CSR Alert Module
• Anana IWS Grammar Checking Module
• Anana IWS SLA Module
• Anana IWS Login Module
• Anana IWS User Provisioning Module
• Anana FrontRange IWS Integration Module
• Anana IWS FrontRange Integration Module
• Academy exclusion
• Academy reporting

M&S Infrastructure

• 4 Dedicated Racks in private cage (with dedicated CCTV)

in Telecity Powergate in Acton

• 4 Distinct Environments – Dev (Anana House), Pre-Prod,

Training & Prod

• 400 Virtual Servers (VMware)
• 656 Processor Cores
• 4.7 Tb RAM
• 11 Firewalls & 6 (SBCs) Session Border Controllers
• 26 x 10Gb Switches & 11 x 1Gb Switches on an 80Gb

backbone

• 220 Terabytes of Storage
• Full H/A Architecture
• Built for PCI compliancy – Internal & External penetration

testing & monitoring, FIMS, HIDS…

• Solution fully managed & operated by Anana

M&S WAN

INTERNET INTERNET Capita M&S STP2 Anana Anana House, Bristol AT&T Woking AT&T Amsterdam Anana Powergate Capita Rotherham Capita Leeds

CE CE CE CE CE CE CE CE CE

1G/100M 1G/10M 1G/10M 1G/1G 1G/1G 1G/100M 1G/100M 1G/100M C&W MPLS CLOUD M&S RCS Chester M&S Corporate 1G/10M

CE

1G/10M

CE

1G/10M DOM WCS DOM WCS COM browser COM SBC browser COM SBC SBC SBC EM EM Citrix Receiver Citrix Receiver Phone Phone Citrix EM CCA server CCA Client CCA Client Phone CCA client Capita LAN M&S LAN Citrix MCFP Call Centre Wide Area Network HLD Author David Raine Rev 5 Date 25 Sept 2012 COM->DOM HTTPS COM->DOM HTTPS (ADR2 only) SBC SIP (VoIP) SBC SIP (VoIP) (ADR2 only) MQ Messaging or SFTP Citrix Display Traffic Genesys FrontRange Client to Server XB60 BLUECOAT Notes · Use of Anana House for ADR2 testing from Oct 2012 to Feb 2013 · Powergate Data centre comes online Feb 2013 · Powergate is a non-resilient data centre CCA Server IPSEC VPN: Anana 100M/10M VRF: M&S STP2-AT&T VRF: Capita or Anana Powergate-Capita VRF:Capita Capita-AT&T VRF: Anana Powergate-AT&T VRF: Anana Powergate-STP2 VRF Summary non-peak Mbps peak Mbps Internet 50 74 VRF Anana/Powergate-AT&T 6 7 VRF Anana/Powergate-Capita 155 239 VRF Anana/Powergate-STP2 18 20 VRF Capita Capita-AT&T 43 67 VRF M&S STP2-AT&T 1 1 Capita CC Citrix Receiver Citrix

Architecture

Models:

• Logical
• Component
• Physical
• Data
• Deployment
• Interfaces
• Customisations
• Requirements
• Use Cases
• Flows
• Traceability

M&S Timescales

M&S Service Responsibilities

Internet Gamma Telco

Anana CCA Systems (Genesys, Frontrange, Custom Services etc…)

Transversal Knowledge Management (IE) COM Order Management WCS Order Processing (IE) IWS Agent Desktop GI2 Historic Reports (IE) CC Pulse Real-time Reports GSD Supervisor Desktop (IE) WFM Web Workforce Management (IE) GQM Quality Management (IE) WFM Config Workforce Management Admin (IE) CallRec Call Recording (IE) Filezilla File Transfer Frontrange Case Managament MS Word White-mail Editing PDF Reader White-mail Viewing BRI Business Routing (IE) GA Agent Management (IE)

Anana Citrix Farm

Agent Apps Supervisor Apps Management Apps

Capita Estate

Transversal Knowledge Management (IE) COM Order Management WCS Order Processing (IE) IWS Agent Desktop GI2 Historic Reports (IE) CC Pulse Real-time Reports GSD Supervisor Desktop (IE) GQM Quality Management (IE) CallRec Call Recording (IE) Frontrange Case Managament MS Word White-mail Editing PDF Reader White-mail Viewing BRI Business Routing (IE) GA Agent Management (IE)

Capita Citrix Farm

Agent Apps Supervisor Apps Management Apps

DOM Order Management Oracle SBCs Agent Desktops Yealink SIP Phones Agent Terminals WFM Enterprise Middleware

Anana Estate Vodafone MPLS Internet PSTN

Agent Terminals Yealink SIP Phones

M&S Estate

Email M&S Email System Facebook Twitter SMS Aggregation Service EQAS Address Lookup Transversal Knowledge Management (Saas) WCS Order Processing Mitel PBX Agent Desktops Mitel Phones Klout

Customers

NRT & Agent Adherence Data Feeds Voice call agent legs (SIP/RTP) Application Traffic Web Service Integration Application Traffic WCS Application Traffic (over internet) Customer voice calls Voice call agent legs

Key to service owners: Blue = Anana, Green = M&S, Orange = Capita, Grey = Generic

Web Traffic Web Service Various Integrations Customer Emails, SMSs, Facebook & Twitter Interactions

Future of Mobile Engagement

• nly if there’s time!

Mobile evolution

Mobile evolution

Thank you

The Anana Briefing Centre - ABC

Digital Market & Online Influence

Anana Automated Design & Deployment

Automated Creation of Solution Design

Best Practice Design Templates Full Design for Customer Specific System Automatically Generated Documentation

Model Office Environment Development Environment Pre-production Environment Production Environment Automated Solution Deployment

Fully Built Contact Centre Environments Ready for the Business to Configure

Cloud or Premise VMWare

Configure Your Requirements