Contact Center Routing Strategies for Improving Customer Experience - Featuring Two Use Cases
Benchmark Your Contact Center Routing
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BEST PRACTICE WEBINAR Benchmark Your Contact Center Routing How Do You Score Against Today’s Best Practices?
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Transcript of Benchmark Your Contact Center Routing
BEST PRACTICE WEBINAR
Benchmark Your Contact Center RoutingHow Do You Score Against Today’s Best Practices?
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Speakers
Chris HorneSr. Manager, Product
Marketing,Genesys
Lawrence HodgsonSr. Principal Business
Consultant,Genesys
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Four Industry Best Practices
• Route for Multi-Channel
• Route to Agents, not Queues
• Route with Customer Segmentation
• Route per the Customer Journey
Next Steps!
Benchmark Your Contact Center RoutingHow Do You Score Against Today’s Best Practices?
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Route for Multi-ChannelYour customers have changed
•<10 years ago
• Facebook 1.2 Billion active users
• Twitter 350M tweets daily
• Customer care anytime, anywhere
50 years ago
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Route for Multi-ChannelWith Metadata
2007 2014201020001985
PhoneSMS Email
Web
Social Media
Video
Co-Browse
Identity
Location
Payments
Chat
Notifications
Apps
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Queue-Based Routing
Calls routed to queues.
Agents log in to queue(s).
Reporting done on queues.
Best Practice : Route to Agents, not to QueuesDefinitions
Agent-Based Routing
Calls routed to agents.
Agents log in to universal queue.
Reporting on any KPIs…. including queues!
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Routing to Queues has Challenges
Customer Interactions
EmailQueues
Inbound VoiceQueues
ChatQueue
Outbound VoiceQueues
Social Queue
WFMReporting
WFMReporting
WFMReporting
WFMReporting
WFMReporting
Siloed Workforce Management
Hard to load balance agents
Multiple sources of truth
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Customer Interactions
EmailInbound Voice ChatOutbound Voice Social
Routing to Agents has Advantages
Back Office
Single source of truth
Integrated systems to manage
Easy to load balance agents
Right Agent.
Right Time.SLAs – Wait Time
Business Value
Agent Skills Universal Queue
WFM RoutingRouting WFM Reporting
Classic SLAs
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Route with Customer SegmentationThird of Four Routing Best Practice
•Customers move quickly. The ‘window of opportunity’ may
close before you know it.
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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High Value
• Proactively engage to sell
Elite
• Proactively engage to sell
• Dedicated Personal Rep
Mass Market
• Manage cost of sale
• Sell reactively
Low Value or Costly
• Tightly manage cost
Cu
sto
mer
Val
ue
Customer Cost
Hig
h
HighLow
Low
Route with Customer SegmentationRoute to the Right Resource
Many companies do this wellMany companies miss this
Engage your most valuable
customers
Deflect your most costly customers.
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Branch ContactCenterMobile AppWebsite Back Office
Purchase Journey
Onboarding Journey
Account Change Journey
Renewal and Repurchase Journey
Problem Resolution Journey
Purchase Journey
Onboarding Journey
Account Change Journey
Renewal and Repurchase Journey
Problem Resolution Journey
Branch ContactCenterMobile AppWebsite Back Office
Finally, Route per the Customer JourneyGive your Agents Context!
Routing should provide Customer Journey context across interactions
• WHO the customer is
• WHICH channels they have used
• WHEN and WHY they contacted us
• HOW the business wants to help them.
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Where are you Today?Siloed or Integrated Channels
CALL CENTER
Agent-Assisted
Channels
Routing • One Channel
• Voice Only• ACD route to queues
CUSTOMER EXPERIENCE CENTER
• Integrated channels• Integrated WFO across channels
• Journey Intent Routing• Predictive and Proactive• Blended agents
Time
CONTACT CENTER
• Siloed channels• Siloed WFO per channel
• Often Queue-based• Interaction focus,
no Customer Journey
Integrated ChannelsOne Channel Siloed Channels,Some Integration
Customer Journey Enabled
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Example ROI of Best Practices
1) Route for Multi-Channel
Automation of cross-channel workforce scheduling (%) 34% 40% 46%
2) Route to Agents, not QueuesImproved agent occupancy through blended interactions 0.5% 0.8% 1.0%
3) Route with Customer Segmentation
Improvement in customer retention rates 0.4% 0.6% 0.7%
4) Route per the Customer Journey
Reduction of handle time via screen pop of cross-channel contact history 31 sec 37 sec 43 sec
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Ask the Experts
For more information, please visit
www.genesys.comEmail us:
Chris HorneLawrence Hodgson
© 2014, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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