Dealing with & Chat

Transcription

1 Dealing with & Chat Paul White Chief Executive #crm #custserv #contactcentre

2 The evolving customer landscape still only accounts for 15.4% of inbound transactions ContactBabel 2012 But 34% of consumers state is their preference is 2 nd most preferred method after telephone Fifth Quadrant Consumer Preference Report 2012 Web Chat tipped as latest channel of choice consumer preference has grown from 11% to over 30% in 2 years Fifth Quadrant Consumer Preference Report 2012 web chat usage is growing at 18% per year ContactBabel 2012

3 How do customers engage today? 41% 36% 29% 35% 20% 35% 22% 48% 31% 14% 65% 54% 40% 28% 40% 64% 70% 54% 49% 66% 74% 69% Channels vs Demographics 51% of over 16s have a smart phone. Half of these use a MobileApp to resolve issues before calling a call centre Mobile Marketing News May 2012 Which methods have you used to contact customer service centres over the past 6 months? Based on consumer preference surveys 2012

4 Channels must work together Social Web chat Browse community forum Join chat session Co-browse company website Tweet In person a service agent Visit a local store Contact centre Transfer to a service agent Mobile Navigate IVR via a smart phone Receive information by SMS

5 But avoid too much complexity!

6 The Challenges of Multi-Channel Too much plumbing for IT to integrate Social media Explosion of Mobile apps Speech applications Interactive web services Live chat has created a fragmented approach to the customer (again) Inconsistent experience Double keying Inefficiency Lack of service level visibility Human errors

7 making it work! Don t leave s on the back burner Respond within 2 hours of receipt But many people expect an almost immediate response Use automated responses to set expectations as part of the multimedia queue for greater accuracy offer self-service options use keyword identification to provide relevant links Identify who will respond to s

8 making it work! Same or separate team? 49% of consumers want to the same agent they speak to Provide agents with the tools to handle all channels less monotony; take ownership of an issue Queue s in the same multimedia universal queue Use text analysis to prioritise and route accordingly Outlook is not the answer Quality Monitoring regular, multiple sample reviews - spelling, grammar, tone, accuracy Manage s within an integrated agent desktop with access to the same data and back office systems as calls

9 Link & Telephony

10 Route on Content & Templates

11 Web Chat coming of age? IM generation use web chat for speed and convenience Implementations of web-chat overcoming initial issues But Web Chats take twice as long as phone calls Still often only available at certain times of the day Inexperienced agents used to respond

12 Web Chat Productivity!

13 Web Chat The other issues! Automated chat to filter simple interactions Use web chat to filter the serious customer Proactive web chat can deflect calls from website users Channel training is secondary to core skills and aptitude Use of knowledge bases, templates Multi- language spell checks response templates Do not ignore quality; max 4 concurrent chat sessions Watch out for long chat sessions; agent or technical issue

14 Web Chat & Mobile 50% of smart phone users prefer mobile apps to the call centre Mobile apps increasingly integrate web chat function, cheap option to ask complex questions in parallel to app Three-way chat and chat conferencing Can involve remote/field based experts to solve status and complex issues

15 In summary Customers want to communicate with an expert who will resolve their request quickly on the channel of their choice Enable customers to hop from one channel to another Simplify it all on the agent desktop Consider the Mobile Customer

16 Handover to Andy & Mike ANDY MIKE