Engaging Customers on Their Terms

Attracting and retaining customers today, especially younger generations, is all about giving them more choices for when and how to interact with your organization. An Avaya survey of contact center clients showed that “new” communications channels, such as mobile apps, Web, text, video and social media, are growing rapidly while use of traditional voice channels is waning. In a Frost and Sullivan survey, 75 percent of respondents cited “provides better customer service” as the top benefit of social media customer interactions, while another 58 percent of respondents said they “drive more sales.”2

This trend of consumers preferring new interaction channels over voice suggests that businesses could fall behind if they don’t respond. Yet at the same time, that trend could lead to opportunities for cost savings and agent efficiency improvement that help fund investment in the new channels. For example, the cost of interaction via chat, e-mail and self-service can be 50 percent, 30 percent and 10 percent less, respectively, than the cost of voice interaction.1 If those alternate channels can help generate such savings, then migration to the new channels could be self-funding over time. Consider how leading customer service organizations in the following two industries are taking advantage of these opportunities, not only for day-to-day customer contact, but also for proactive communication with customers based on other events.

Healthcare industry. Healthcare providers can remind patients of appointments and offer instructions for necessary preparations. So the number of patient no-shows is reduced, and visits are more productive when patients are more effectively prepared for the visit. For example, a large integrated health services organization, serving more than 2.6 million residents, implemented a self-service and proactive contact solution for appointment scheduling, reminders and payments. Based on information provided by the organization, it reduced calls to agents by 44 percent while improving patient service levels by 34 percent.

Financial services industry. A credit union faced increasing delinquencies in its $4 billion loan portfolio, along with declining customer satisfaction ratings. The credit union deployed a proactive multimedia contact solution that enabled it to automatically flag delinquent customers and notify them of delay and collect payments. Ultimately, the credit union reports that the solution enabled it to reduce its delinquencies by more than $35 million in eight months; in addition, it allowed the organization to move agents from collections activity to other, more value-added tasks, thereby improving agent productivity metrics.

Even personally, I am accessible at all time via email/SMS even when I may not be able to take phone calls (while in a meeting for example). So if the doctor’s office/son’s school/Bank wants to get hold of me in the middle of a busy working day, they need to SMS/Email me !

Regards
Sanjeev

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Call it what you will: Multi-channel, Omnichannel—It isn’t about the Contact Center!

At this point, we know that most companies are competing exclusively on the customer experience (83%, according to Dimension Data). McKinsey Insights shows that effective customer journeys are impactful: increase revenue by up to 15%, boost customer satisfaction by up to 20%, and turn predictive insight into customers’ needs by up to 30%. The issue isn’t that companies fail to understand the importance of the customer experience (CX). The problem is that over half of companies today fail to grasp what is arguably the single most important driver of a successful CX strategy: organizational alignment.

This isn’t to say that companies aren’t taking the necessary steps to strengthen their CX strategies. Looking back five years ago, 92% of organizations were already working to integrate multiple interaction channels—call it multi-channel, omnichannel, digital transformation—to deliver more consistent, contextualized experiences. The needle is moving in the right direction. However, companies will find themselves in a stalemate if they limit the customer experience to the contact center.

Customer Experience is the Entire Brand Journey

That’s right, the customer experience is NOT about the contact center. In fact, it never was. The customer experience is instead about seamlessly supporting consumers across their entire brand journey regardless of where, when, how and with whom it happens. This means supporting not just one business area (i.e., the contact center), but the entire organization as one living, breathing entity. This means supporting not just one single interaction, but the entire experience a customer has with a company from start to—well, forever. After all, the customer journey never truly ends.

Are companies ready for this future of the customer experience? Perhaps not: 52% of companies currently don’t share customer intelligence outside of the contact center, according to Deloitte.

Executives are planning for not only contact channels to expand but most are expecting these interaction journeys to grow in complexity. It’s clear that a contact-center-only structure doesn’t cut it anymore. At today’s rate of growth and change, it’s easy to see how a CX strategy can miss the mark when the entire customer journey is being limited to the contact center. Imagine how much stronger a company would perform if it supported the customer experience as the natural enterprise-wide journey it is? A journey where interactions take place across multiple channels and devices, unfolding across multiple key areas of business (i.e., sales, HR, billing, marketing)?

Imagine, for instance, a hospital immediately routing an outpatient to the travel nurse who cared for him last week, although she is now on the road to her next location. Imagine a bank being able to automatically route a customer to a money management expert after seeing that the last five questions asked via live chat were about account spending. Imagine a salesperson knowing that a customer attended a webinar last week on a new product launch and had submitted three questions—all before picking up the phone. Imagine a retail store associate knowing you walked in and that you were searching online for formal attire.

Contextual Awareness is Critical

Today’s CX strategy is no longer about asking the right questions: it’s about having the right information at the right time to drive anticipatory engagement. It’s no longer about being able to resolve a customer issue quickly. It’s about building an authentic, organization-wide relationship based on contextual awareness. In short, this means companies being able to openly track, measure, and share customer data across all teams, processes, and customer touch points. This ability either makes or breaks the CX today.

So, are you near the breaking point? Consider that nearly 40% of executives say their agents’ top frustration is that they can’t access all of the information they need. Less than 25% of contact centers today enjoy full collaboration on process design with their entire enterprise. Connected customer journeys and the overall CX are now top areas of focus as most organizations support up to nine channel options. CX will encounter a dramatic shift of reimagined customer engagements that will be able to incorporate technologies such as artificial intelligence, IoT, analytics, and augmented reality and virtual reality.

The bottom line is this: organizations must support an enterprise-wide customer journey to support the future of the CX now! They must share contextual data inside and outside of the contact center, and they need seamless and immediate access to that data anytime, anywhere, under any given circumstance. Above all, organizations need the right architectural foundation to support this anytime, anywhere ecosystem—otherwise, even their best moves will always result in a draw.

Get out of the Queue: Drive Your CX with Attribute Matching

At this point, nearly every company is working overtime to realign around two simple words: customer experience (CX). So much so that nearly 90% of companies now compete solely on CX—a drastic increase from 36 % in 2010—and 50 % of consumer product investments are expected to be redirected to CX innovations—like attribute matching—by the end of this year.

But what exactly does the CX consist of, especially in today’s new world of digital business innovation? This next-generation CX is supported by several advanced technologies—big data analytics, omnichannel, automation—however, these investments are all aimed at driving one thing: contextualization.

The rise of contextualized service—the ability for companies to not only gain insightful information about their customers but also deliver information in a way that is relevant and meaningful to customers based on individual circumstances to improve their experience—has evolved the CX to a point where it looks virtually nothing like it did as recently as 10 years ago. Whereas consumers once primarily focused on the act of purchasing, driven by such things as product quality and price, they now focus on the richness of brand relationships, driven by the personal value that companies deliver throughout the customer journey. Just consider that 70% of buying experiences are now based on how customers feel they are being treated. This is the key factor that sets apart market leaders like Amazon, Trader Joe’s, and Apple from the competition.

According to Accenture, there is an estimated $6 trillion in global revenue up for grabs due to dissatisfied customers constantly switching providers. The ability for companies to offer contextualized service is vital for operating at the speed of the consumer and capturing more of this market share. There’s just one thing preventing companies from seizing this limitless potential: the traditional call queue.

Every customer is familiar with the call queue. This is the place where statements like, “Your call is important to us. Please continue to hold,” and “Let me transfer you to a specialized team who can help you with that” perpetually live. It’s where exhaustive efforts to route customers to the correct service rep become lost, or where consumers must repeat the same information to multiple agents across different teams. It’s the greatest barrier preventing companies from being more dynamically connected to their consumers, and one of the greatest reasons why customers reduce their commitment to a brand.

Driving Contextualization with Attribute Matching

In a world where customers demand a profound level of connection and transparency, organizations can no longer support a contact center environment in which calls are distributed among agents who are organized by function (i.e., sales, service, support). In today’s smart, digital world, companies must transform the traditional call center into an integrated, digital communications hub. This means moving away from a siloed, metric-driven queue and instead working to put customers in touch with the best organizational resource depending on their exact need or circumstance as immediately as possible. The most effective way to achieve this is to migrate from archaic infrastructure towards an integrated, agile, next-generation platform built on open communications architecture.

Open communications architecture allows organizations to seamlessly collect, track and share contextual data across various teams, processes, and customer touch points. This integrated environment supports a real-time data repository from which businesses can pull from to route customers based on needs beyond traditional characteristics (like language preference). Rather, the technology allows companies to build customized learning algorithms that drive anticipatory engagement, enabling them to match customers based on next-level variables like personality, emotion and relatability.

Imagine, for example, a hotel routing a customer directly to an IT staffer after seeing that the person tweeted about a poor in-room Wi-Fi connection. Imagine a bank being able to route a customer to a money management expert after seeing that the last five questions asked via live chat were about account spending. Imagine an athletic apparel company matching a customer with an agent who is an avid runner after noticing that the individual recently signed up for a 5K.

The future of the CX means creating and continually building a contextualized view of customers throughout their entire brand journey. It means going beyond customer service to establish unparalleled, organization-wide relationships. It means transforming peoples’ lives, verses simply answering questions. This is what companies must work to align themselves with. The good news is that technology has evolved to a point where they can now easily, effectively and cost-efficiently do so.

Interested in learning more or getting beyond the queue to Redefine Your Customer and Employee Experiences? Contact us. We’d love to hear from you.

2017 Avaya Customer Innovation Awards Honor Five Companies Leading the Way in Digital Transformation

Every year, Avaya and IAUG recognize a handful of customers who are innovators. These customers are recognized with Customer Innovation Awards. Last year’s award winners included a number of technology firms. This year’s five award winners, recognized on stage at Avaya Engage in Las Vegas, include three customers in the financial services sector, a leading global retailer, and a leader in the film production industry.

Each of these customers is benefiting from the latest Avaya solutions to meet business goals—whether the goals are growth, customer experience, cost management, or risk mitigation.

BECU

BECU, which began life 80 years ago as the Boeing Employee Credit Union, today is the fourth largest credit union in the US, with over $12 billion in assets and over a million credit union members. In 2016, BECU embarked on a digital transformation journey focused on the customer experience. BECU relies on Avaya Elite Multichannel running on an Avaya Pod Fx™ infrastructure.

BECU engineer Rick Webb says, “BECU is rapidly expanding and needed a technology partner that could support that expansion and keep our members happy. The Avaya Elite Multichannel infrastructure does just that, while providing increased flexibility and allowing BECU to better meet the expectations of our more than 1 million members.”

Green Shield Canada (GSC)

Green Shield Canada (GSC) is a one of the leading health and dental benefit carriers in Canada, with over 850 employees across seven locations. Starting last year, GSC is deploying the Avaya Equinox™ Experience and seeing strong results. Competing with larger players in its industry, GSC sees strong collaboration among its workforce as a key ingredient for success.

Jim Mastronardi, GSC Director for Enterprise Infrastructure says, “Green Shield Canada has over 850 employees across seven offices in Canada—from Montreal to Vancouver. We saw an opportunity to explore technology upgrades that would enhance company-wide communications and bring our teams across Canada closer together. With just a single training session, employees have hit the ground running with the Avaya Equinox tools. The video conferencing option has provided a solution to overbooked meeting rooms, and the instant messaging feature is already cutting down on the number of emails being sent.”

Scotiabank

Scotiabank prides itself on “being a technology company providing financial services.” As a long-time Avaya customer—and a beta customer for Avaya Oceana™ and Avaya Oceanalytics™—Scotiabank is on a digital transformation journey to better serve bank customers worldwide. Scotiabank contact centers located in Canada and the Caribbean & Latin America region have benefited from a next-gen centralized architecture leveraging the latest Avaya solutions to better serve customers.

Scotiabank has already developed and deployed Avaya Oceana and Avaya Breeze™ apps, and continues to innovate in an ongoing drive to improve customer service and meet customer needs in a competitive market. The success of Scotiabank’s transformation program has enabled the bank to move with greater agility, improved reliability, and speed to market. This has changed the framework for deployment from months/years to days/weeks while improving the overall ROI/TCO.

The Crossing Studios

The Crossing Studios is one of Vancouver’s largest and fastest growing full-service studios and production facilities for film. The firm caters to companies like Fox, Nickelodeon, Showtime, and Netflix. The Crossing Studios were unhappy with the stability and quality of the disparate systems previously in place across their seven studio locations. In 2016, The Crossing Studios deployed a Powered by Avaya IP Office solution offered by local provider Unity Connected Solutions.

Powered by Avaya IP Office has improved stability, reduced TCO and provided the advanced features that the business needs to serve a very demanding film industry client base, including high scale audio conferencing, extensive web collaboration, and rich multi-vendor HD video conferencing. CTO Mark Herrman says, “We needed something that would support our rapid growth, support our clients, and support our bottom line. Thanks to IP Office and the hosted cloud model, we’re able to keep pace with dynamic, fast-moving film productions, staying as flexible as our clients need us to be.” Estimated savings are in the six figures for the first year alone.

Walgreens

Walgreens is using custom Avaya Snap-ins to bring centralized contact center reporting capabilities to local branch sites, for compliance purposes and to help improve the overall customer experience. Avaya Professional Services were instrumental with the deployment, which relies on an Avaya Pod Fx infrastructure.

These companies are each leaders in their respective industries. As part of their digital transformation journeys, they recognize that when it comes to selecting a trusted technology advisor, “experience is everything.” #ExperienceAvaya.