Jumping from Chat to Agent: How to Turn Omnichannel ... - IARE webinar... · Digital has forever...

Jumping from Chat to Agent: How to Turn Omnichannel Interactions into Revenue

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Digital has forever changed the customer journey ... and the role contact centers play in improving it.

of executives say digital will disrupt their business in the next 12 months89%

4© 2016 Convergys Corporation. All rights reserved.

Convergys Confidential and Proprietary

CONNECTED USER EXPECTS PERSONALIZED + INSTANT

40%of end users use

multiple channels in

their quest for resolution

Proliferation of digital

Impact of baggage End user’s perception of the

contact center is driven by

their digital experience53%

said that valuing their time is

the most important thing to

good support73%

Increasing expectations

Source: Convergys Scorecard Research and Forrester



GROWTH IN DIGITAL IS EXPLODING

CUSTOMER SERVICE CHANNEL USAGE (PAST 6 MONTHS)

Today 2-5 years 5-7 years

46%

34%

33%

18%

27%

22%

38%

35%

28%

16%

15%

3%

29%

13%

58%

56%

Agent

.COM

In-person

Chatm.COM

Email

IVR

Social

2014

2016 20%

12%

8%

3%

8%

3%

m.Chat

SMS

App



1 in 3 turn to chat if unable to self-serve via website

CHAT IS EMERGING AS A MORE TOP-OF-MIND CHANNEL

ONLINE CHAT INTENTIONS

0%

10%

20%

30%

40%

50%

60%

70%

80%

20

14

20

16

43%INCREASE

17%DECREASE

Visited website

WITH INTENTto use chat

Visited website

WITH NO INTENTto use chat

20

14

20

16

When unable to accomplish task

via website, which is preferred?



MOBILE CHAT…CRITICAL TO ENGAGING MILLENIALS

*Traditional includes: Website, Online Chat, and Email | **Mobile includes: Mobile Web, Mobile App, Mobile Chat, and SMS

44%laptop

31%desktop

18%smartphone

7%tablet

use a mobile platform for chat support

vs.

USED MOST OFTEN FOR CHAT SUPPORT

1 in 4Customers

overall

1 in 3Millennials

DIGITAL PREFERENCE BY ISSUE COMPLEXITY

0%

10%

20%

30%

40%

50%

Easy Medium Hard

Tra

dit

ion

al*

Mo

bile

**



MOBILE PHONE USAGE IS THE NORM NOT THE EXCEPTION

2 in 3 use mobile phone frequently when calling agent

all the time most of the time rarely neversometimes

87%69%

42%

Millennials Gen X Boomers

Mobile Usage by Age Group

FREQUENCY OF USING A MOBILE PHONE TO AGENT

47%of US households use mobile phones only*

*Source: Centers for Disease Control and

Prevention (December 2015)

FUN FACT



Satisfaction is stronger because of it

A DRAMATIC INCREASE IN CUSTOMERS USING PREFERRED CHANNELS

SATISFACTION BY PREFERRED CHANNEL USAGE

2in3customers used

a preferred channel

<1in2customers used

a preferred channel

2016

2014

SATISFACTION BY PREFERRED CHANNEL USAGE

80%

87%

79%

85%

72%

85%

74%

80%

73%

75%

63%

72%

59%

62%

57%

59%

Healthcare

Cable/Sat

ISPTechnology

Bank

Retail

Mobile

Credit Card



WHEN THE GOING GETS TOUGH, CUSTOMERS GO TO

ASSISTED DIGITAL

54%

71%

31%

10%11% 12%

self-serviceagent-assisted

fix problem place ordertransaction fix problem place ordertransaction

Website Mobile

App

Mobile

Web

TextMobile

Chat

Social

Media

3x more likely to choose digital assisted care for fixing their

problems

Chat Email



Knowing the “right time” to offer assistance is integral to success

PROACTIVE CHAT IS THE RIGHT PATH TO ASSISTED

DIGITAL CARE

52% 23% 25%

“I don't like pop-up chat. If I want to chat, I will select the option myself.

Don't like it auto populating.”

“I am afraid to use it because I do not know enough about it.”

“It is nice to know that someone is there every step of

the way for assistance.”

How do you feel about proactive chat?



CAN CHAT DELIVER?

Chat CSAT

Online Photo

Service

83%

Reduction in

service costs

Large Motorcycle

Parts Retailer

30%

Consumers

prefer chat

Digital Media

Service Provider

75%Increase in revenue

Global Telecom

Provider

35%



THE FUTURE OF CHAT FUTURE OF CHAT

Big Data, Deep Data

Designed to delight

The “digital agent”

Persistent, pervasive,

omnichannel chat

Big Data Designed to delight The “digital agent”



Chat goes beyond the web

browser to traditional and social

channels, to drive higher

deflection and superior CX

Chat organically surfaces in any

channel when the customer

needs it the most

PERSISTENT, PERVASIVE, OMNICHANNEL CHAT

Social & Messaging

Mobile Web

Native Apps

Virtual Agent

IVR

Outbound

Marketing

Campaigns



“…TRAVEL IS THE GLOBAL CRUCIBLE FOR EVERYTHING. IT IS WHERE THE LARGEST CONSUMER AND TECH TRENDS FIRST MEET AND ARE QUICKLY TESTED. EVERYTHING CONVERGES IN TRAVEL.”

– RAFAT ALI

FOUNDER & CEO, SKIFT



1. DELIVER CONNECTED ENGAGEMENTS

2. GAIN ACTIONABLE INSIGHT

3. ACHIEVE OPTIMIZED EXECUTION

“Engage me where I am”

“Understand me, and what I want”

“Know me, and my value”

“Delight me, and wow me”

THE CUSTOMER EXPERIENCE APPROACH



ENABLING THE CUSTOMER JOURNEY

● Connected channel ● Customer experiences a brand

● Leverage ‘single view’ of the

customer in strategic manner

SINGLE CHANNEL MULTICHANNEL CROSS-CHANNEL OMNICHANNEL

Reality Aspirational NirvanaLegacy

● Single type of

touch point

● Multiple touch points

acting independently



Voice Mobile

Chat

Email

Social

IVR

.comWebsite

THE PROBLEM WITH MULTIPLE CHANNELS

40%of customers use multiple

channels in their quest for

resolution

No cross-channel visibility into

the entire customer journey

Where do you start?



EXPEDITING A HOTEL BOOKING EXPERIENCE

General Agent Specialist

Not aware of

customer activity

Starts the conversation all

over again.

Normal Experience

Cross-Channel Orchestration Experience

Online Activity

Interaction Hub

IVR

Are you calling

about your hotel

booking?

Let me route you to

our reservations

department

Specialist

Aware of mobile

activity

Customer feels she has been overcharged

Agent is aware of the

customer and her online

journey, so she can quickly

finish booking the room.

IVR

I am having

trouble booking a

hotel room on

your website.

I am having

trouble booking a

hotel room on

your website.



Increase

personalization

and leverage the

most appropriate

features and form

factor of the end-

users device

USE MOBILE-OPTIMIZED RESPONSES FOR A BETTER CXDEVICE AWARENESS



● Enables customers to request a call back from a Customer Service

Representative (Agent) while interacting with Website, Mobile or Speech

channels

CLICK TO CALL

Request an instant call-back or schedule it at a specific

date & time

Dynamic Button and Proactive invites based on

Prediction and Agent Availability

Telephone based voice interactions



Connect to a voice agent from the desktop or mobile web.

EASY ENTRY POINT FROM WEB TO VOICE

Works in a web browser;

no installation required.



• Predictive technologies allow you to target customers at the

right time in their journey.

• Customers don’t have to go through an IVR menu to reach a

voice agent.

• Leverage existing infrastructure for phone-based call

requests.

• Customize Pre-Interaction forms, form fields, welcome

message, and operational hours

• Enable multiple queues with different toll free numbers.

• Rest APIs for outbound calling.

INTERACTIVE, RESPONSIVE & SECURE WEB APPS



HOW WE ATTRACT, RECRUIT AND TRAIN SUPER CHAT AGENTS

Proactive Social

Media Users make

great Chat Agents.

Gamification +

demographic and interest-

related social targeting

Talent attraction tool

highlights strengths

identifies ‘Top Performers’

Look-a-like audience

modeling tool identifies

like-minded individuals.

Match highest scorers to

relevant, exciting new

career opportunities.

Innovative Talent Attraction Tool™ Chat Foundational Training™

Training incorporated with program-specific elements to

ensure chat agents also master product, service, process,

and policy.

Major focus on promoting confidence and best-in-class

concurrency management.

We apply our Chat

Foundational Training™

techniques to ensure

proficiency with:

PERSONALIZATION CONCURRENCYCOMMUNICATION

Develop team leaders who know how to effectively coach

chat agents.

Chat insights bring together recruiting, training,

quality, and operational practices to ensure chat

agents meet our rigorous performance standards.

Leverage real-time feedback of post-chat surveys and

analytics to identify trends and need for corrective

coaching.

Supportive feedback to develop productivity and

judgment on how to prioritize tasks and handle

concurrency.

Actionable chat program insights to drive

operational improvements.

Performance Management

1

5

4

3

2

USE

CASES



DIGITAL GLOBAL OPERATING MODEL - OPERATIONS & TECHNOLOGY

Digital Support Operations Digital CX Technologies

Analytical insights & technologies to optimize Performance & Customer Experience:

Customer Interaction Hub: Placing Chat and cross-channel in context for improved customer support

Smart Chat Desktop & Reporting: Desktop VirtualAssistant & Real-time Smart Reporting platforms

Chat Engagement Analytics: Integrating Text Analytics & Chat transcripts with VOC data

Platform Agnostic: Chat technology expertise & optimization with >50 clients & >20 platforms

Enhanced Chat insights and best practices deployed in our Global Operating Model:

Recruiting: Digital Talent Attraction Tool™ & Skills Assessments for Chat Candidates

Training: Chat Essentials Curriculum & Training Games for Digital Skills & Techniques

Quality: Chat Specific Model, Scorecards, Evaluations & Calibrations

Operations: Best Practice Insights & Process Shared Across Operations



thankyouAllyson Boudousquie

[email protected]

mailto:[email protected]

Jumping from Chat to Agent: How to Turn Omnichannel ... - IARE webinar... · Digital has forever...

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