Why Multi-Touch Matters more than Multi-Channel

When it comes to customer service, it seems that change is the only constant. I know you’ve heard it all before; how single channel service evolved into multi-channel service evolved into omni-channel service. You’ve heard countless times about the importance of keeping up with this accelerating pace of change to consistently deliver amazing customer experiences.

There’s a good chance you’re part of the nearly 90 percent of companies today that compete solely on the basis of CX. But what if I told you that your customer engagement strategy is missing the mark? What if I told you that the customer experience is not necessarily about the channels you implement? Yes, you need them, but it’s how you use them that matters. 

I realize you’ve heard this statement before, but have you considered what it really means? I’m betting you have also heard the term “customer journey,” but have you considered the depth and breadth of each interaction held with your organization along that journey? Better yet, have you considered how you’re nurturing that end-to end-journey with your brand?

From Servicing Channels to Channeling Your Customers

Today, it’s not so much about what channels are used during the service experience, but rather how those channels are used to engage customers at every touchpoint, enterprise-wide.

Think about it: there are dozens of channels that customers can leverage today depending on what they believe best meets their needs, and dozens more will inevitably emerge as technology advances. By 2020, for instance, Gartner predicts 100 million consumers will be shopping in augmented reality, and 30 percent of Web browsing sessions will be done without a screen.

The question isn’t how many of these innovative channels companies can adopt. Although it’s important to offer a dynamic set of service channels that grows alongside consumer demand, what’s infinitely more important is that those channels are being seamlessly integrated to enable consistent, contextual, predictive experiences across an organization’s entire brand. This is the fundamental difference between multi-channel and multi-touch service.

The Multi-touch Difference

Now don’t get me wrong, multi-channel service has done a lot to help define and shape the end-to-end customer experience. As I mentioned in a previous blog, however, the problem with multi-channel service is that channels act independently in this environment. This means that any data captured across these channels is kept in silos, creating fragmented and isolated communications for customers and representatives alike. Unfortunately, about 90 percent of businesses today still operate within this type of environment. This is why consumers still find themselves dealing with the biggest dissatisfier in customer service: repeating the same information to multiple agents across multiple channels during the same interaction. In a multi-channel environment, channels aren’t intelligently tied together.

Omni-channel service—in which contextual information travels from channel to channel—seems to alleviate these pains; however, there’s still the issue of enabling a contextual visualization of the customer journey organization-wide (in other words, beyond the contact center).

This is where multi-touch service comes into play. This type of environment supports the end-to-end customer journey with 360-degree transparency as interactions travel across an entire brand via any channel. In this environment, for instance, all historical, transactional and real-time data is kept intact as a customer travels from a live chat session with a contact center agent to a phone call with a billing rep to email correspondences with a salesperson. In a multi-touch environment, customers are also matched with the ideal subject matter expert depending on their circumstance; it doesn’t matter who this person is and where they are in (or outside of) the organization during the customer’s time of need.

In these ways, multi-touch service allows businesses to truly keep a finger on the pulse of their customers. This enables them to create anticipatory engagement, contextual awareness and predictive insights that drive the best experiences possible throughout the entire brand journey, however long it may be. After all, a customer’s journey with a brand could be one minute or one month; multi-touch environments are timeless.  Providing the optimal experience and customer journey, all the time, every time will result in positive Customer Lifetime Value.

Research indicates this is exactly the direction the market must take to meet the next-generation needs of today and tomorrow’s customers. The findings of a recent Loudhouse study sum it up best: among 7,000 surveyed consumers, 67 percent made purchases that involved multiple channels; however, 87 percent believe brands must work harder to create a truly seamless customer experience.  

How to Master Multi-touch

Understanding the need for multi-touch is only part of the process. The other, more challenging, part involves taking the right steps to effectively gain this contextual, enterprise-wide view of the customer journey.

It’s not easy to go from “contact” to “engagement,” especially in a way that builds on your existing investments and knowledge. So, how can you begin mastering multi-touch service? To drive exceptional customer experiences at every touchpoint, you need exceptional technology. This means a solution that drives unprecedented value in today’s digital world; one that:

  • Offers integrated, multi-touch support for all media:

    To provide customers with the perfect experience, you must be able to meet them where they’re at—wherever that may be. This requires integrated support for all media (i.e. social, phone, email) across any device or endpoint (i.e. mobile, Web, phone) at any moment for any duration of time. Keep in mind that as you migrate your architecture, you’ll need to ensure the seamless combination of data gathered from past interactions (via your existing systems) with all new data to begin delivering contextual, multi-touch service.

  • Finally breaks down traditional UC&CC barriers:

    To gain 360-degree organizational alignment around the customer experience, the barriers that have historically existed between unified communications and customer contact must be broken once and for all. The right solution will deliver this lasting blow with the ability to flexibly create processes and applications that deeply embed easy-to-access communication capabilities into everyday services and workflows. In short, breaking these silos allows all applications, services and technologies to become more flexibly leveraged organization-wide. This is what ensures customers are paired with the right resources, and that those resources are equipped with the right information at the right time so that information doesn’t have to be repeated (and let’s not forget the ROI impact that will result from this).

  • Captures and capitalizes on big data across the entire enterprise:

    As I mentioned, you simply can’t rely on quarantined data. The right solution will break down the silos surrounding traditional analytics tools, empowering you with a richer visualization of data throughout your entire organization. This will fuel real-time, smarter decision making (which, of course, will drive customer satisfaction and loyalty).

At Avaya, we believe that multi-touch service is a necessity that shouldn’t be so complicated. This should be easy for companies to adopt in a way that meets their budget and infrastructure requirements, allowing them to migrate at their desired pace with no disruption or financial strain.

The way we see it, when someone asks how they can capitalize on today’s multi-touch world, you should be able to tell them that the solution is simple (literally).

Want help getting started?  Using a proven process, we’ll help you create a strategy to increase your customer experience and develop a priority plan – short term, long term, you name it – to help transform your organization.  Interested?  Interested?  Contact us.  We’d love to hear from you.

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Connected Health: The Digital Transformation of Care Innovation

All around the world, across the spectrum of disease, IT is changing our approach to chronic conditions and how we approach connected health. Text messages remind people living with HIV to take their medication and keep their medical appointments. Smartphone apps diagnose post-traumatic stress disorder by analyzing a user’s voice. Online forums enable breast cancer patients and survivors to trade information related to every stage of their care.

Collectively known as “connected health,” these recent, IT-driven innovations represent the intersection of digital technology and care. They’re transforming not only the way people manage their own health, but also the way they interact with their healthcare providers.

Unintended, but welcomed, consequences

By and large, connected health is an adaptation of technologies that were originally developed for other purposes. Mobile technology started out as a voice communication tool. Instant messaging was an outgrowth of online chat rooms. Social media became a means for making new friends.

Now these technologies have evolved and converged in a way that is overcoming formerly intractable barriers to care. By minding the agenda of day-to-day care, for instance, they give people the opportunity to stay in adherence with their treatments even where clinical visits are impractical due to cost, distance or availability. And by helping patients preserve their privacy, make sense of their conditions, and learn from others with similar experiences, health IT can lift the stifling veil of stigma from disease. 

The implications don’t stop with the individual. Connected health also helps people manage their own disease state so they don’t spread it to others. Across whole populations, it can allow interventions aimed at preventing chronic diseases, such as behavioral modifications that reduce the incidence of obesity.

Changing care innovation paradigms

In all these respects, connectivity is bringing to medicine a level of accountability and democratization that seemed unimaginable not so long ago. But it’s also dialing up the urgency of some unanswered questions. Among them:

  • What information is appropriate to gather? Not all information has value in a healthcare setting.
  • Will information remain proprietary? It’s unclear to what extent stakeholders are willing to advance the interests of the community ahead of the interests of a company.
  • What would a sharing paradigm look like? If companies were to share information, they would need a seamless, cohesive way to do it.
  • How will privacy and security be preserved? Artificial intelligence and machine learning are critical pieces of this equation.
  • How will healthcare use technologies to create new models of care? Today’s applications are largely geared toward improving quality and outcomes of existing care models.

There’s no one-size fits all solution to these questions. Neither is care innovation strictly a technology issue. Technologists must collaborate with clinicians, patients, and patient advocates to take care coordination and operational efficiency to the next level in helping people cope with long-term diseases. A new, technology-powered paradigm—one that transcends existing constraints of time and resources—can bring a welcome transformation in the ongoing management of care coordination and the patient experience.

Avaya Equinox, Now with Team Collaboration, Just Got More “Go-To”

 

I recently read that the Apple App Store now contains about 2.2 million apps. It’s an amazing number and a testament to the creativity of developers and the variety of our human interests and needs. But it made me wonder: how many apps can we really use on a regular basis & for what? Are they for fun? Are they informative? Do they increase team collaboration? If your smartphone is like mine, you’ve got a number of go-to apps that you use regularly, let’s say weekly, and probably a few you use daily or almost constantly. Then there are the Tier 2 apps, hiding in your folders that seldom see the light of day. It’s fun to delve into these folders every few months and rediscover the apps that I thought looked so interesting at the time but now languish for months on end.

What’s fun for personal apps however, can often become a nightmare in the work world. We all have someone in the office that has that need to be first with the latest hot app, to provide their take on what’s cool and what’s not and make everyone else feel a little short of the mark for not using it first. Of course most of these apps get frenzied activity for about 3 ½ days and then slip into oblivion. The issue for most of us is we simply have too much on the go to be constantly changing the way we work and coercing others to adopt our favorite app of the week.

What my work day really needs is a true go-to app. One that makes me more productive, more reachable, more on track and that lets me get to my tasks and meetings with a single touch. If you’ve read my previous blogs, you know where I’m going with this: my go-to app is Avaya Equinox®. With its “mobile-first” Top of Mind screen, it provides me with at-a-glance visibility to meetings, instant messages and my call history giving me a single place to keep up to date and productive regardless of where my day may take me.

I’m happy to say that my go-to app just got more, well, “go-to”. The Avaya UC experience that I rely on every day is now being extended with the integration of a cloud-based team collaboration capability.  It gives me the full benefits of a team work environment that integrates voice, video, persistent team chat and messaging, along with file and screen sharing, all from within the Avaya Equinox experience.

Let me give you an example of these new Equinox team collaboration capabilities in action. I’m currently working with an external vendor on a major project. Our work will carry on for several quarters with new materials being created that need review, discussion, and likely several rounds of back and forth. To get the project kicked off and a vendor selected, we needed the full gamut of collaboration capabilities from simple voice calls to several all-day video conferences with participants joining from around the world – something easily managed with Avaya Equinox. 

The next step was to establish a core team and shift into a regular cadence of interaction. Adding the participants to the team collaboration space from both inside and outside Avaya was a snap and we were instantly able to communicate with one another – I use one to one instant messaging for small items or questions and chat when I want to involve the entire team for broader issues. Tasks get assigned within Avaya Equinox to keep our review cycles on track and we use the file sharing capability avoid clogging up our email. If I’m off line at some point, due to travel or other activity, a quick glance at Avaya Equinox gets me back up to speed with the team’s progress.

On a weekly basis, we usually need some face time, and Avaya Equinox provides complete meeting capabilities including audio / video conferencing with screen sharing so we all gain the advantages of personal interaction. No matter where we are or what we are doing, we can all collaborate on content in real-time – it’s more productive and prevents misunderstandings across a widely distributed team. 

In many ways our team collaboration space has become a virtual “war room”.  Information is clearly visible and easily shared, I can see who’s available at any time and formal and informal discussions can be initiated with ease.

There’s no shortage of apps available to anyone with a mobile device and the time to spend browsing around an app store. The real challenge is finding those few go-to apps that you’ll use every day. If you aren’t using Avaya Equinox yet, I’d encourage you to give it a try. I think it will make your short list of “go-to” apps and in a month or two, you might wonder how you got through your day without it!

Building SMS Text Bots is a Breeze

As a nerdy guy, I love movies about other nerdy guys. Give me movies like “A Beautiful Mind,” “The Theory of Everything,” or “Einstein and Eddington” (two nerdy scientists for the price of one), and I am in geek heaven. Recently, I was thrilled by “The Imitation Game”—the story of Alan Turing and his quest to break Germany’s WWII secret code. While I would never dare to compare myself to Mr. Turing, I like to think that we would have a few things in common. One area would be our shared interest in natural language processing and intelligent behavior.

Way back in 1950, Turing crystallized his research into these studies in what has become known as The Turing Test. Simply put, The Turing Test is a test of a machine’s ability to impersonate a human being. For a machine to pass The Turing Test, it must be able to participate in a conversation with a human being to the point where the human doesn’t realize that he or she is interacting with a machine. I can only imagine what Turing would think of today’s technology such as Siri, Alexa, and Google Home. Better yet, imagine Alan conversing with the robot, Sophia. Would he be excited or frightened? Personally, I am a little of both.

Real or Not

If you have been reading my articles on No Jitter and here on the Avaya blog, you know how enamored I am of the Breeze and Zang workflow designers. Although I have spent the bulk of my professional life writing software in programming languages such C++ and Java, I have fallen in love with how quickly I can use the Breeze/Zang tools to go from idea, to prototype, to a production-quality application. I like to say that if you can draw it on a whiteboard, you can “code” it with Breeze.

So, the day I decided to build a text bot, I knew exactly how I was going to do it. Starting with a list of things I wanted my text bot to do, I was soon drawing out message flows and decision points (if this, do that). Once I was happy I had captured all the salient points, I turned to my computer and began typing. Early on, I realized that there was no way on earth I could capture all the different text messages my application would need to process. For instance, how many different ways can you ask for the location of a store? “Where are you located?” “What is your address?” “What city are you in?” “How can I find you?” The variations are nearly endless.

To solve this problem, I turned to natural language processing (NLP) and artificial intelligence (AI). That, of course, led me to the 500-pound gorilla in the room—IBM Watson. With Watson, I can build “Conversations” that allow me to create intents, entities, and dialogs. Intents are used to classify a request. You can think of entities as modifiers to those intents. Dialogs are the words you want to “speak” after determining the intent.

For example, consider the phrase “Are you open on Sunday?” Here, the intent could be classified as “hours.” The entity is “Sunday.” A proper dialog could be, “We are open on Sunday from 12:00 to 5:00.” To keep things simple, I created three intents for my bot: Directions, Holidays, Hours. Those intents resulted in three dialogs. I left off entities for now.

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My next decision point had to do with maintaining a conversation over many text messages. For that I choose Avaya’s Contest Store, which allows me to temporarily store information about a text conversation. This information can then be accessed over the life of the chat.

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Now that I had an engine to process incoming text messages (Watson), and a method of maintaining a chat’s context (Contest Store), it was time to launch the Avaya Breeze Engagement Designer. I will admit that I still had a few logic problems to work through, but I would not be stretching the truth if I said that I had a rough draft of my text bot up and running in less than an hour. Working through those remaining issues consumed another couple of hours, but in a fraction of the time it would take me to write my application in Java, my bot was accepting text messages, building contexts, and texting back replies.

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I should also say that my bot is fully multi-user. It didn’t matter if one or one hundred people were all texting in at the same time. My bot kept track of each individual conversation and no one received a text meant for someone else.

 
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While my example bot is fairly simple in terms of what it can handle, the framework is extendable to just about any SMS conversations you might want to support. Future plans have me using Context Store to save the entire conversation between human and machine. Not only could this be useful for determining how accurately my bot responds to incoming requests, but it could also be used to help better serve customers. A recorded chat sessions could be presented to a human agent in the case where the user moved from text to a phone call.

Next, I would love to incorporate some of the other features that Watson provides. For example, by detecting the tone/sentiment of the conversation, my bot could sense if the human was becoming frustrated with the answers he or she was receiving from my bot. This would allow the bot to either escalate the chat to a live agent, or have an agent follow up afterwards to help soothe over what might have been an unpleasant experience – or both.

Mischief Managed

Human to human conversations aren’t going away anytime soon, but more and more machines are going to step in to handle the easy to moderately hard stuff. The point is not to trick people into thinking they are talking to a human being. The point is that machines can handle tedious jobs without coming across as machines.

While I highly doubt that anyone will ever make a movie about Andrew and his fabulous text bots, it isn’t all about fame and glory, right? This is exciting technology and the fact that I can use Breeze to create sophisticated bots by easily combining powerful, but disparate technologies, is red-carpet stuff.