Voice of the Contact Centre Mark Lockyer Agenda Why? The Challenge - - PowerPoint PPT Presentation

Voice of the Customer & Voice of the Contact Centre

Mark Lockyer

Agenda

• Why? The Challenge
• What? VoC + VoCC = CLV
• How? Analytics to Impact

What We Do

Business Connectivity, LAN, WAN VOIP, Data Networks Unique IP Created Contact Centre Tools & Performance Software Contact Centre Systems Integration & Delivery Phone, Web, VOIP and Data Contact Centre Integration Virtual IT Department Support And Service Contact Centre 3.0 Strategy & Innovation

Why? The Challenge

Loyalty

Market leaders Differentiate by doing something exceptional or exceptionally well

The measurement challenge

• See your business analytically through the eyes of your customer
• How does the Customer Journey affect Brand Performance
• Analyse and Identify priorities for customer experience

improvements

• Data segmentation is essential
• Build trustworthy data that links to % profit growth

20 40 60 80

25 75 100 Billing Misinformation Shipping Online

The management challenge

• Empower the organisation to act on data so your customer experience

goals can be realised

• Get the right data into the hands of the right people, at the right time.
• Give people access to information through systems they want to use
• Build on proven best practice
• Engage the organisation at speed and drive action

Drive action

Excellence is translated into your day to day for Contact Optimisation

An optimised customer interaction, regardless of channel, is defined as:

• 1. Having the lowest possible cost per contact,
• 2. Highest propensity for sales revenue and
• 3. The best customer expressed experience.

IPI’s Broader View on Optimisation

• Manually reviewing customer

Interactions (QM)

• Automatically Analysing multiple

customer interactions (Analytics)

• Automatically optimising available time

to develop employees (WFM)

• Capturing and reviewing customer

satisfaction (CSAT Management)

CONTACT OPTIMISATION

CONTACT CENTRE

VOC + VOCC

VoC + VOCC is concerned with finding how the interactions between the Business and the Customer can be optimised. This may include:

What? Voc + VoCC = CLV

Virtualization is happening:

Distributed & Outsourced Organizations

Interactions are changing:

The Rise of Self Service

Demographics are Changing:

Generational Shift

Web/ Internet are changing:

Social Media

Contact Center

Competition is changing:

Global Hyper Competition

Voice of the Customer (VOC)

Voice of the Contact Centre (VoCC)

Finance:

Reduce Expenses

Customer:

Give me answers … quickly

CXO:

Grow revenue and market share

Employees:

Meet my needs too

Marketing:

Launch our new campaign Contact Center

What VOC + VOCC Technologies drive increased CLV?

Enterprise Value Analytics-Driven WFO Traditional WFO

Quality Monitoring WFM eLearning

Operational Effectiveness Customer Experience Agent/centre Performance Compliance and Liability Complexity of Objective

Performance Mgt Customer Feedback Speech Analytics Data Analytics Record, Store & Playback

Extracting insight from ANALYTICS Across VoC & VoCC Touchpoints

SpeechAnalytics

Voice

Omnichannel - EngagementAnalytics Survey Analytics TextAnalytics

• Open Survey Verbatim
• Email/Chat/SMS
• Customer Sentiment
• Social Media Analysisand

Response

Unstructured Text

• Deep Behavioral Insights
• At-risk Customers
• Automated Root Cause

Analysis

• Self-serviceAbandonment
• Transactional & Relationship

Satisfaction

• Employee Feedback
• Loyalty Drivers
• Product/Service/Channel

Feedback

Structured Surveys

Action drivers of VoC are automatically identified so the business can prioritize actions

Results

• Prioritizes areas of

investments & improvements

• Understand the

strength of association between actions and outcomes

• Build business

cases on statistically relevant drivers

Value of VoC + VoCC

Increase First Contact Resolution

Determine and eliminate repeat call drivers

Reduce Average HandleTime

Detect root cause of longcalls

Improve Customer Satisfaction

Uncover customer complaints

Improve Self-Service

Assess departure points of web and IVRchannels

Increase Sales

Pinpoint best (and worst) selling behaviours

Reduce Customer Churn

Determine what causes customers to cancel accounts and how good agents savethem

Improve Business Processes

Leverage customer interactions to find process inefficiencies

Focused Quality Monitoring

Find the calls that “matter most” in a fraction of the time

Questions