Next Generation Contact Center Taking the customer experience to next level
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1 Next Generation Contact Center Taking the customer experience to next level Sukhbir Singh Consulting Architect APAC Unified Communications 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 1
2 Agenda The Experience Imperative Contact Center Realities & Challenges Next Generation Contact Center Technologies Customer Interaction Network & Cisco Unified Contact Center What s Coming? 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 2
3 The Experience Imperative 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 3
4 Loyalty Drives Customer Profitability Loyal customers generate higher profits by spending more on favorite brands Interactions build loyalty and profitability by delivering rich, rewarding experiences to a wide range of customers Loyal customers are more profitable Acquisition Costs Base Profit This should grow, because less expensive to serve Yr. 1 Yr. 2 Time Premium Referrals Life Cycle Add Sales Base Profit Sources: Forrester, March 2004; Frederick Reichheld, The Loyalty Effect, Cisco Systems, Inc. All rights reserved. Cisco Public 4
5 Service Quality is Key to Customer Loyalty As products commoditize, service quality has the highest impact on customers decisions to leave or stay. Likelihood to (Re) Purchase Service Quality Product Features Price 5:1 difference Source: Harvard Business Review, 2004; Monitor Group (Rayport, Jaworski) 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 5
6 Executive Trends Echo QoS Focus What is on CEOs minds is, number one, customer service. The focus has changed from cost reduction to revenue. John Chambers President and CEO Cisco Systems, Inc. Networkers 2005 Keynote (6/21/05) Customer Satisfaction Figures Into Some Executives Bonuses 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 6
7 Cornerstones of Customer Experience I. Customer knowledge driven interactions II. Consistent messaging across channels III. Philosophy of learning / optimization IV. Brand-building interactions 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 7
8 Customer Contact Realities 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 8
9 The contact center and the phone, in particular, are critical for customer service. Customer Service Inquiries Percent of All Service Transactions > 70% Phone 15% 10% < 5% < 5% Online Mail Branch Other Trend: Source: First Manhattan Consulting Group, Gartner (2005) 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 9
10 Further, the economics of call automation are very compelling. Cost per Completed Transaction ($) Average Transaction Costs 10:1 cost difference Source: Datamonitor IVR Offshore Agent Onshore Agent 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 10
11 Leverage Self-Service to Drive Down Costs > $500 Sources: Siebel and Forrester > $5 < $1 Field Visit Call Center Self-Service Service 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 11
12 Common Complaints about Experience Inconsistent service experience Agent doesn t know who I am Poor usability, e.g., voic jail Agent not trained to handle my problem 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 12
13 Silos in the Contact Center IVR Quality Monitoring Chat ACD Agent Desktop CTI Workforce Optimization Video PBX Outbound Dialer Dashboard and Analytics 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 13
14 Contact Center Business Challenges Operational Efficiency Increased web & voice self-service and resolution time Virtualized operations Integrating CRM strategy Multichannel integration Migration to advanced speech applications Employee Effectiveness Increased resource utilization Reduced agent attrition/increased employee satisfaction Aligning agents around customer segmentation Automation through real-time analytics 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 14
15 Next Gen Contact Center Technologies 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 15
16 Contact Center Business Challenges Revenue Growth Reduced cost for communications infrastructure Capture lost revenue opportunities (crosssell/up-sell) Increased share of customer spend Customer Satisfaction Improve customer satisfaction and reduce cost Consistent personalized service Increased customer loyalty 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 16
17 Next Gen technologies for Contact Centers Virtualization Any time, anywhere Presence Intelligence in the network Mobility Wired and wireless Policy & Preference Find me, follow me, hide me Rich Media Voice, video, and Web collaboration Speech Simple access to services 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 17
18 SIP introduces new levels of collaboration SIP call control enables new functions for contact centers Lowers bandwidth requirements Software-based, eliminates CTI link Facilitates conferencing and collaboration Extends to experts outside of contact centers Supports caller preferences on channel use Connects to multiple types of devices Presence promotes faster problem resolution 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 18
19 Presence Awareness What is Presence? Information about a person s willingness and availability to communicate Examples of presence in action today IM Buddy List status indication Busy tone on traditional phone Contact Center Agent status Publish / Subscribe Clients publish presence information to other users who are called subscribers 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 19
20 Cisco Presence Server Traditional Phone Dual Mode Phone IP Phone with Browser Mobile Phone with Browser Mobile Data with Voice Soft phone 3 rd Party Clients and Services Presence/ SIP Network SIP SIMPLE Effectively connecting devices Cisco Presence Server Cisco Clients Partner Apps to intelligent services in the network Cisco Unity Connection Unified IPCC Unified MeetingPlace Express Cisco Unified CallManager Express Cisco Unified CallManager 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 20
21 Cisco Self Service Vision IVR will disappear! 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 21
22 but not overnight. Self service, collab, voic , auto-attendant,. common DNA Application Call Control Media Vertically integrated Open, horizontal, standards t 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 22
23 IVR Architecture Traditional IVR systems contain all components on one server. Traditional IVR Telephony Hardware, Service Creation & Application Logic VoiceXML IVR systems distribute these components across multiple servers. MRCP Speech Server VoiceXML IVR Internet VXML Doc Telephony Interface and Voice Browser Web Server Application Logic Service Creation 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 23
24 Today Generally distinct user experience boundary between self service and assisted service 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 24
25 Tomorrow A more seamless user experience Natural language understanding Speech aware networks Hot word recognition Speech rec assistance to the agent Voice authentication Agents supervise speech interaction Realtime caller disposition analysis 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 25
26 ASR Enhances Self-Service Success Speech Rec Technology has Matured Dramatically Increases IVR Acceptance Very Compelling ROI and it works! DTMF With Speech 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 26
27 The Customer Interaction Network 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 27
28 The Next Chapter in Customer Service Off-site worker Web tools/ Off-site worker Web tools/ Remote sites CRM PBX Remote sites Off-site worker Web tools/ Remote sites CRM IP PBX Remote sites Knowledge workers/skilled resources Remote sites PBX Remote sites Knowledge workers/skilled resources CRM Knowledge workers/skilled resources 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 28
29 The Customer Interaction Network Combination of strategy and architecture to empower efficient and effective customer communication across an enterprise-wide, globally-capable, distributed, and resilient network that can deliver any application to any resource in any medium any where! 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 29
30 Customer Interaction Network Shared applications/services Hosted anywhere on network Distributed services and end points Standards based interfaces Internet Web Apps, Speech-enabled self service Voice/Data Network Business Rules, Routing Logic, Treatment Engine, Reporting Agents CRM PSTN Telephony Gateway Mobile Agents Cisco Unified Knowledge Workers CallManager Departmental Care Groups 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 30
31 Customer Interaction Network Shared applications/services Hosted anywhere on network Distributed services and end points Standards based interfaces Center is a very key component Agents of Voice/Data Network Internet Web Apps, Speech-enabled self service Business Rules, Routing Logic, Treatment Engine, Reporting The Cisco Unified Customer Contact Customer Interaction Network CRM PSTN Telephony Gateway Mobile Agents Cisco Unified Knowledge Workers CallManager Departmental Care Groups 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 31
32 Cisco Unified Contact Center Overview 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 32
33 Cisco Unified Contact Center (CUCC) Architecture Traditional ACD Architecture Services Plane Open Service Application Layer Open/Standard Interface CUCC Express Edition CUCC Edition JTAPI Call Control Plane Open Call Control Layer Cisco CallManager Connection Control Open/Standard Interface H.323/MGCP/SIP Standards-Based Packet Infrastructure Layer Cisco IOS Voice Gateways, IP Phones, Desktops 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 33
34 Cisco Unified Contact Center Solutions: Cisco Product Portfolio ACD Mid-Market Service Provider CUCC Express Edition CUCC Edition CUCC Hosted Edition Contact Management Service Provider ICM Edition ICM Hosted Edition Self Service Mid-Market IP-IVR CVP 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 34
35 Customer Voice Portal Enabling a migration to an IP Contact Center CVP Customer Voice Portal: CVP The Cisco Customer Voice Portal is a web-based, highly scaleable platform that provides Self-Service IVR applications, Prompt & Collect, Queuing, Speech and Call Control services for TDM and IP Contact Centers 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 35
36 Repetitive Coding for Data Access Application Application Application Call Center Applications Data Access Data Access Data Access Data Access Data Data Data Data 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 36
37 Messaging Infrastructure Simplifies Applications Application Application Application Messaging Infrastructure (Tibco, MQ Series, XML Data Feeds) Data Data Data Data 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 37
38 Contact Center Bears Little Benefit Application Application Application Call Center Applications Messaging Infrastructure (Tibco, MQ Series, XML Data Feeds) Data Access Data Data Data Data 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 38
39 Business Rules Reused Across Applications Application Application Application Call Center Applications Business Rules Business Rules Business Rules Business Rules Messaging Infrastructure (Tibco, MQ Series, XML Data Feeds) Data Access Data Data Data Data 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 39
40 Contact Center Bears Little Benefit from Middleware unification Application Application Application Call Center Applications Unified Application Infrastructure (WebSphere, WebLogic,.NET) Business Rules Messaging Infrastructure (Tibco, MQ Series, XML Data Feeds) Data Access Data Data Data Data 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 40
41 Contact Center Bears Little Benefit, Still Application Application Application Call Center Applications Unified Application Infrastructure (WebSphere, WebLogic,.NET) Business Rules Messaging Infrastructure (Tibco, MQ Series, XML Data Feeds) Data Access Data Data Data Data 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 41
42 CVP Applying SOA to the Contact Center Gateway Call Control Call Routing Call Control CVP Open API GED-125 Transfers to Agents ASR / TTS Server MRCP VoiceXML Customer Elements Cisco Elements 3rd Party Elements Application Application Application Unified Application Infrastructure (WebSphere, WebLogic,.NET) CVP VoiceXML Server Messaging Infrastructure (Tibco, MQ Series, XML Data Feeds) Data Data Data Data 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 42
43 CVP: Unique Platform Architecture Efficiency, Scalability, Programming CVP Voice Treatment Treatment at the edge gateway Support for third-party VXML applications CVP Switching Function Uses the edge gateway to switch calls around in converged network ICM/IPCC controls voice switching Open dialog creation environment Dynamic VXML generation Based on Eclipse: Web and Voice harmonization Automatic Speech Recognition Text to Speech ASR/TTS integration through open MRCP protocol ASR/TTS resources dynamically allocate to call when needed efficient use of resources 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 43
44 What s Coming ** 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 44
45 Cisco Unified Video Contact Center Kiosk User SIP CVP Mobile subscriber 3G Gateway RTP (video) VXML/SIP Video-enabled Agent Video Browser/Streamer 1. Video-equipped mobile subscriber or kiosk user places call 2. Caller navigates video menus to make self service or routing selections 3. Caller selects pre-recorded or live/streamed video for video self-service 4. Caller views video (pre-recorded or live) while in queue for agent 5. Call directed to video agent with two or one-way live video connection 6. Agent can push additional video (pre-recorded or live) to the caller Planned for CVP 4.x release in 1H CY Cisco Systems, Inc. All rights reserved. Cisco Public 45
46 Q and A 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 46
47 THANK YOU! 2006 Cisco Systems, Inc. All rights reserved. Cisco Public 47
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