The Tricky Side Of Omni-Channel

THE TRICKY SIDE OF OMNI-
CHANNEL
Yoeri Callebaut – EMEA Marketing Director

What is the purpose of CC & CS
• To solve customer inquiries / Avoid dissatisfied clients / increase brand satisfaction
ÞUltimately: Contribute significantly to the brand image and long term growth of the
company
• As optimally as possible, as measured by a series of KPI’s / metrics
• First time resolution
• Average waiting times
• Customer satisfaction scores
• Overal service levels
• Etc ...
• And all that at a minimal cost

How has the CC evolved in order
to fulfil its mission?

A little bit of history:
From simplicity to complexity
1960-1990: The
Call Centre
2010 – now: Omni
Channel
1990-2010: the
Contact Centre

The parallel evolution
1960-1990: The
Call Centre
2010 – now: Omni
Channel
1990-2010: the
Contact Centre
Solving customer
problems through
services based
interactions
Driving customer
engagement and
commercial success

Rising possibilities, rising complexity
Call Centre amplification Contact Centre innovation Omni Channel Engagement Centre

… And more complexity
Agents
Peer to peer
networks
Bots and AI
Self Service

Almost multiple engagement centres into one
Agents
Peer to peer
networks
Bots and AI
Self Service &
intelligent FAQ

When implemented correctly, the new CC
technologies create a lot of benefits
Organisation
- Cost savings
- Customer
satisfaction
- Stronger brand
- Increased revenue
Consumer
- Freedom of choice
- Quick and accurate
support
- Better service and
more convenience
- Less or no irritation
/ frustration
Opportunity

However its not an automatic
result as one ‘simple’ Journey …

… Turned into one journey with a
million possibilities running in 2 ways
How to manage these flows in a way that creates value for
the organisation and consumer alike and allows the CC to
adhere to its new role of being a centre to lead the
customer engagement movement?

And if not organized and managed very
carefully …

Lets go back to the start
• The purpose of the CS department in the engagement era is to contribute significantly to
the brand image and long term growth of the company
• However in order to do so the basics need to be covered
Are they?
• Reports have indicated that even with all these new systems, platforms and
technologies in a significant amount of CC’s:
• Average call time has increased
• Drop off rates have increased
• Customer satisfaction rates have not improved
• In some cases customer ratings of the service have declines
• Overall productivity and service levels have not improved or even worsened

In other words: the steep growth in CC &
CS technology can create as many
obstacles to performance as it creates
opportunities and lower performance.
WHY?

Some potential causes to look into
1. Dispersed and non available data hinders performance
2. Right point of entry
3. More complex voice contacts – need for right support and info
4. Lack of employee engagement

1.Dispersed and non available data
hinders actionability
• Before: Few systems used, few data sources.
• Yet event then some issues are observed: reporting is time intensive,
insights are delayed / non real-time, non democratic access to information
and insights, … limited impact and value of data goes lost
System
Report
action

Sources: Gartner, Pringle & Company, Forrester, Bain & Company, Gallup, Aberdeen Group)
27%
6.1
60%
64%
OF WORKERS AGREE
THAT THE INFORMATION
THEY CURRENTLY
RECEVE HELPS WITH
THEIR WORK LOAD
DAYS IT TAKE TO GET
REPORTS BUILT WITH
TRADITIONAL BI TOOLS
OF BUSINESS AND
TECHNOLOGY DECISION -
MAKERS REPORT TIME
CONCERNS WITH CREATING/
UPDATING DASHBOARDS
OF BUSINESS AND
TECHNOLOGY DECISION –
MAKERS HAVE DIFFICULTY
GETTING CLEAR ANSWERS
FROM THEIR DASHBOARD
METRICS

Typical journey of
daily operational & tactical decisions
Processes and systems
generate operational
data + big data
Data across systems,
processes and / or
departments gets
aggregated
Data gets
captured &
processed
Managers
receive reports
Decisions
can be
made
Actions take
place
DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 7-8 DAY 9 > DAY 10+
Potential issue occurs
negatively impacting
performance or positive
opportunity arises
Issue or opportunity is
‘hidden’ in the internal
or external data
Reports are
created
Reports are
analyses for
relative insights
and information
Actions based off
of decisions are
communicated to
employees
It takes on average 6.1 days
to get a report (slide 4)

More data sources, more fragmentation,
less pro-active decision making?
SMS
Voice
Text
Social
Disparate
Data
sources
Email
Existing barriers
Apps
Data and information stored in many
disparate systems. Manual or delayed
reporting to obtain fragmented insights.
Long term and instant
decisions are made, based
on information / insights

In many CCs this is what information
looks like
How engaging is it?
Does it allow you to make the right decisions?

2. Point of entry
Solution?

System /
Data /
Info
System /
Data /
Info
d
i
s
c
o
n
n
e
c
t
System /
Data /
Info
System /
Data /
Info
System /
Data /
Info
Which back office systems and processes can support which request and are
they sufficiently connected?

And things can get messy
Result: Customer will be frustrated and annoyed, KPI’s will not be met, client
might be lost => CC mission not fulfilled

3. More complex voice contacts
• With successful implementation of AI, bots self service,
many simple issues can get solved without interference
from agents
• What rests for the agents are the difficult cases
• Leading to increasing call times
• These are generally also the more sensitive cases with the
biggest ‘explosive’ danger
Þimportance to have extra informed and
empowered agents with access to the right
information and clear view of proper
performance at any given moment

4. Effective Communication is key
• 70% of business transformation efforts fail due to lack of engagement
• Connections are the basis of every well-functioning entity. Any society,
organisation, system or process depends on connections being made.
• Good communication is identified by 30% of business leaders as the most
determining factor for employee and customer engagement and business
success.

Is this agent
likely to perform?
- 57% of employees in UK are
disengaged
- 26% are HIGHLY
disengaged
- => together 83%
- Situation in CC and CS
departments often worse
because of nature of job and
customer reactions
Source: UK Gallup study

Companies with engaged employees
21% 21% 10% 147%
More
profitable
Better service and
productivity
Higher
customer loyalty
Higher earnings
per share
SOURCES: : Gallup Survey 2013, Gallup Q12® Meta-Analysis Report, Quora consulting report 2016, office for national statistics and OECD, Source office for national statistics

Challenges in achieveing
effective internal communications
EMAIL
CLUTTER
INTRANETS
UNDERUTILISED
TRADITIONAL
REPORTING
Inbox overload
Unengaging delivery
Easy to ignore
Competes with spam messages
Hard to reach employees
Under utilised or not easily /
regularly accessed
Lack of personal messaging
‘Pull’ approach to content
Usage varies
Time intensive (expensive)
Non democratic
Delayed – looses relevance
Disparate and non unified
Does not allow proactive decision
making

A Part Of The Solution:
The Intelligent Visual Contact
Centre

Wired for
Visual
Comms
Visuals are processed
People remember
80%
Of what they SEE
Compared to 10% of what they
hear and 20% of what they read
NASDAQ
60,000X faster
In the brain than text

A More Productive Implementation Model
Intelligent visual technology can provide a constant solid base for efficient performance management
strategy within the modern CC.
Creating a more connected, informed and engaged workforce, nourishing a more efficient more efficient
and productive environment, leading to better performances.

From content and data to results
DATA
INFORMATION
INSIGHTS
RESPONSE
Raw numbers that
we capture
following a certain
standard
A collection of data points
that we can use to
understand something
about what's being
measured
Understand what's
going on with a
particular situation,
context or
phenomenon
Using the insights
in order to achieve
a desired outcome
and achieve
positive results
Which actions to take?
For that we need insights!
In real time
Many CCs today
CC’s with visual performance
management solutions

Real Time Cross-System Info / Insights
Improve agent productivity with real-time information, performance metrics and key performance
indicators to deliver information that empowers your agents to make quick, informed responses.
Democratically disseminate KPIs with data alert thresholds to desktops and mobile devices —
allowing managers and staff to take quick action anytime and anywhere.

Internal communications with impact
Inform, inspire, involve, connect … engage
Use intellignt visual communications to reshape the working environment and create a more
immersive and productive culture
Use social media as a connector creating a bridge and giving employees an active role in
the communications strategy, making them a participant rather than a spectator

Aligned integrated cross platform
customer visual communications
Guide clients and consumer front of house towards the right channels and
information, manage processes at their origin
Inform along the customer journey from start to finish
Make sure agents and consumers have access to the right info at the right
moment – visual alignment back and front of house
Closer collaboration between CC &CS and marketing !

BEFORE

INCLUSION
INTELLIGENT
DYNAMIC IC
TOOLS
EMPOWERED
EMPLOYEES
PERFORMANCE
METRICS
ENGAGEMENT
INTERNAL
SYSTEMS &
PLATFORMS
RELEVANT
PERSONALISED
CONTENT
CONNECTED
TEAMS
COMPANY
RESULTS
TRANSPARENCY

Connecting
The Dots Across
The CC & CS
Providing the right information at the right time
depending on the employee and his/her need for
specific insights.
One-to-One
One-to-Few
Direct targeting.
Get critical information to
who needs it most.
Allows segmentation of your
audience. Deliver messaging to
different locations, departments
or groups.
One-to-Many
Allows you to connect all
areas of your business on a
global scale.

Adding
an edge
for more
impact

CONNECTING THE DOTS
Performance enhancing technology for future the modern engagement CC

CONNECTING THE DOTS
Performance enhancing technology for future the modern engagement CC

Typical Journey with
Intelligent Data and Content Visualisation
Daily operational
performance Data
and Big Data
Potential
issue or
opportunity
occurs
Staff and managers
get presented with
best potential solution
to issue automatically
Well informed engaged
staff and management
take pro-active action to
uphold high performance
levels
Performance is
maintained and
improved, company
results positively
impacted
ON THE SPOT - INSTANTANEOUSLY
Reports at
the end of
the month
in green
Performance metrics
and content are
acquired, aggregated
and structured
Intelligent visual real
time dashboards
present issue or
opportunity
immediately to staff
and managers across
the enterprise
Multi channel
approach makes
information / insights
and actions to be
taken available any
time anywhere
All management,
executive management
as well as all staff see
impact of decisions and
actions as real time
performance updated
immediately

Visit us at stand 2180
THANK YOU
FOR YOUR TIME
rmgnetworks.com
@rmgnetworks