Omnichannel Customer Relationship Tools May 23th, 2019
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SPEAKERS
MEHDI BENABDALLA H Partner COLORADO GROUPE
VINCENT PLACER Partner COLORADO GROUPE
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SUMMARY 01
Omnichannel: a customer experience question
02
The contact centre: a key element for omnichannel customer
03
Omnichannel customer relationship player
04
journey
map Outlook of omnichannel solutions
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01 Omnichannel: a customer experience question
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The switch from multichannel to omnichannel requires channels’ interconnectivity Multichan nel
Omnichanne l
Crosschannel
E-mail Webform
Website E-commerce Store
Social media
SMS
Social media
Store
E-mail Webform
Phone
Chat
Website E-commerce
Mail Chat
Social media
Store
E-mail Webform
Phone
Chat
Website E-commerce Fax
The company provides the consumer with several contact channels, each independent of one another
The company provides the consumer with several complementary contact channels
Apps Phone
The company provides the consumer with interconnected contact channels which can be used simultaneously
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The development of the experience economy sets news standards… « Welcome to the experience economy »* The rise of new technologies and the emergence of pure player and GAFA have made the competitive environment more complex: •
Changeover of a system based on the sale of products and services towards a model centered around the customer experience
•
Transition from an economy of possession to an economy to use and subscription
•
Transformation of the consumer relationship to information
Accessibility and fluidity Customers want to be able to contact a company via the communication channel of their choice
Personalization of the customer experience Consumers can no longer be considered as anonymous targets; they must represent identified profiles with which the company can undertake a personalized relationship
Responsiveness and immediacy Companies must ensure that they minimize customer effort and wasted time, and reduce delays and the risk of incidents during the purchasing and usage journey
*Source : Joseph Pine & James Gilmore
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‌ but on the company side the path to reach omnicanality is long and complex Mains issues associated with a shift to omnichannel:
1
Managing journeys
Companies need to be able to respond to the phenomenon of non-linear customer journeys
2
HR and organizational
Structural silos must be reviewed and replaced with new, 100% user-centric organizational
3
Managing performance
4
Competition between channels
There is a need to convince the physical network's sales force that digital channels are not
5
Information Systems
Omnichannel has a major impact on the company's information systems, with associated
6
Focus Retail : Logistics
To complete the omnichannel transition, companies need to have complete, unified, real-
by keeping track of constantly intermingling customer actions
structures All parts of the company must be customer-focused and managed through new indicators
a threat
high costs that often require significant investment
time visibility of their entire stock
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02 - The contact centre: a key element in the omnichannel customer journey WIFI digitbench19
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The contact centre plays a decisive role in the omnichannel customer experience The contact centre: the cornerstone of the omnichannel customer relationship INTERNET
Information search Internet purchase Click & Collect
CUSTOMER RELATIONS CENTRE
PHYSICAL SALES POINT
• Ability to change channel during an interaction • Possibility to manage several channel simultaneously
Chat with an advisor for further information (or chatbot)
SMS receipt + confirmatio n email
Photos sent by MMS during the conversation
New purchase by telephone
Telephone conversation with an aftersale service representativ e
Pre-requisites
Purchase picked-up Click & Collect
• Unified view of all interactions and points of contact in the customer journey
The CRC is a central point of contact which makes a key difference at "moments of truth" in the journey: expert advice request, relationship and emotional contact, complex cases, etc.
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An omnichannel customer relationship solution is composed of several modules Selfcare
Contact Center 1
INTERACTION
Modules allowing the collection, routing and processing of incoming flows from the various contact channels offered
2
Customer area Static FAQ / Dynamic FAQ Chatbot / Voicebot Interactive Voice Server Online diagnosis Forum / community chat
Knowledge base
Scripting
Unified interface
Training
Gamification
STEERING
Guarantee the quality of execution; Manage the experience lived by each client throughout their journey
4
Webcall back RĂŠseaux sociaux Social networks Messaging Mobile Application Forum
ENGAGEMENT
Facilitate / professionalize the advisors daily work; Promote the consideration and the autonomy; boost sales revenue
3
Voice E-mail Webform Live Chat Mail
ECOSYSTEM IS Support the three pillars
Must Have
Quality monitoring
Customer Feedback Management
Workforce management
Speech Analytics
CRM
Third-party business tools
Business Intelligence
‌
Nice to Have
Futur
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03 Omnichannel customer relationship player map
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3 strategies for an omnichannel solution 2
1
« Generalist » contact management tool
CRM Solutions
Quality monitoring
Customer Feedback Manageme nt
Workforce manageme nt
Speech Analytics
Scripting
Knowledge base
Gamificatio n
Training
Voice Email Webform Live Chat Mail
3
Quality monitoring
Customer Feedback Manageme nt
Workforce manageme nt
Speech Analytics
Scripting
Knowledge base
Gamificatio n
Training
« Best-of-breed » contact management tool
Quality monitoring
Customer Feedback Manageme nt
Workforce manageme nt
Speech Analytics
Scripting
Knowledge base
Gamificatio n
Training
Unified advisor interface
Unified advisor interface
Unified advisor interface
Contact channel
Newsfeed / 360 customer record
Newsfeed / 360 customer record
Customer area Webcall back Static FAQ / dynamic FAQ Social networks Chatbot / Voicebot Messaging Interactive voice Mobile server Application Forum / community Forum chat
CRM
Contact channel Voice Email Webform Live Chat Mail
Customer area Webcall back Static FAQ / Social networks dynamic FAQ Messaging Chatbot / Voicebot Mobile Interactive voice Application server Forum Forum / community chat
Voice
Email Webfor m Livecha t
Webcall back Social networks Messaging Mobile App Forum
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Customer area Static FAQ Dynamic FAQ Chatbot / Voicebot Interactive Voice Server Forum / Community Chat
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Overview of customer relationship solutions software editors 1 CRM Solutions
2 « Generalist » contact management tool
3 « Best-of-breed » contact management tool
Association of specialized actors: packaged solutions
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Strenghts & Weaknesses of each strategy
CRM Solution
+
-
« Generalist » contact management tool
« Best-of-breed » contact management tool
• Customer knowledge: frame of reference shared with various company departments
• Wide choice features • Easy for agents to manage
• Possible to integrate key market players, offering the benefits of complementary strengts
• Exhaustive marketplace: easy additional integrations
• Simplified customer/provider relationship (one single point of contact)
• Cutting-edge expertise in targeted channels and provision of advanced features
• No coverage of all channels: solution sometimes insufficient for managing own Customer Relationship
• Functionality sometimes less advanced in some channels (outside publisher’s core business)
• Investments in other complementary solutions often required
• Strongly dependent on service provider
• Integration work often necessary and risk of medium/long-term incompatibility depending on partners’ strategies
• Considerable configuration work
• Higher costs • Increased management complexity
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Solutions Benchmark Almost all Customer Relationship players provide solutions for managing voice, SMS and email/webform channels …
PEGA
Eloquant Akio
Vocalcom
Zendesk
Worldline Dimelo
…… the differentiation is now mainly achieved through the extend of the digital channel offer
iAdvize
PEGA
Voice
SMS
Mobile App
X
X
Zendesk
Vocalcom
iAdvize
Worldline
Eloquant
Akio
X
Youtube
Webform
X
Linkedin Facebook Mess.
Chat Forum
Dimelo
X
X
Fax
X
X
X
X
X
X
Apple Busin. Chat
X
Wechat Viber
Channels offered natively Channels offered via integration X Channels not offered
Channels integrated Channels being integrated
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Major software editors are diversifying their offer with additional features
PEGA
iAdvize
Dimelo
Quality Monitoring Workforce Management
X
Gamification / Reward Data Management Platform Analytics / Performance Management Customer Feedback Management
Adobe Audience
X
Zendesk
Eloquant
Vocalcom
Akio
Worldline
Hubicus
Hubicus Verint
Qualitista
NC
RingCentral Contact Center Verint
Tymeshift
NC
Verint
Holydis
Verint Invision
RocketFid
Badgeville
NC
X
X
X
NC
X
X
X
IBM Salesforce
Manager
X
X Hubicus
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Special attention should be paid to the following dimensions when implementing an omnichannel customer relationship solution 1
Saas VS On-Premise
Depending on the company's data security policy, particular attention should be paid to how the solution is hosted. Today (all software editors assessed offer SaaS solutions)
2
Opening/Interconnectivity of the solution
To assess the degree of openness of a solution for an omnichannel contact centre, particular attention should be paid to: the voice channel, the synchronization between the channel management tool and the CRM, the company’s IS architecture
3
4
Need to create and share a single customer reference framework
To create and share a single customer reference framework, it is essential
Customer data mining beyond CRC
Customer knowledge should not be limited to the CRC but should be used
to synthesize and rationalize data from multiple sources, continuously optimize the quality of collected data, have access to the same data quality in real time
to support the roadmaps of the company's other departments
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04 - Outlook of omnichannel solutions
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If omnicanality is to become the norm, software editors will be able to differentiate themselves via the artificial intelligence integration
AI addresses consumer
AI maximizes agent
accessibility and autonomy
performance
needs Consumers want to be able to reach businesses at
AI can provide agents with a virtual advisor to assist them in
any time, via any contact channel
processing customer requests
AI lets agents focus on
AI enriches customer knowledge
complex tasks with high added
through the Voice of the Customer
value
AI must enable the resolution of basic client cases,
Several innovative technologies have recently appeared that
enabling agents to refocus on complex, high added-
make it possible to take advantage of the Customer's Voice to
value tasks
enrich CRM, improve the customer experience and put the call center back at the heart of its omnichannel strategy
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CONTACT MEHDI BENABDALLAH
VINCENT PLACER
Partner
Partner
mbenabdallah@coloradogroupe.com
vplacer@coloradogroupe.com
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THANK YOU !
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Appendices
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Customer Relationship Solution : the “nice-to-have” additional features
Engagement tools
Steering tools
Goal
Key features
Goal
Knowledge base
• To centralize information required by agents for responding to and processing customer requests, and to make it easily available
• To survey and measure the quality of interactions between CRC agents and customers or prospects, and to generate reports
Scripting
• To frame and rationalize business processes in order to standardize decisions and improve operational performance
• Semi-automatic search mode • « Push » display of advisor responses • Shared access with Customer Relationship managers and their • Decision trees customers • Configuring choices and advisor responses • Predefining advisor script • Defining workflow
Training
Gamificati on
• To deliver continuous training to agents to upgrade their skills
• E-learning formulation modules • Knowledge testing quiz
• To transpose video game philosophy to the contact centre in order to influence, motivate and measure agent activities
• Organizing competitions • Allocating rewards
Quality Monitoring
Customer Feedback Manageme nt
Workforce manageme nt
Speech Analytics
• To manage customer reviews
Key features • Recording conversations • Creating a personalized scorecard • Producing daily reports and personalized agent records with areas for • progress Intermittent or continuous,
• To optimize employee efficiency and productivity, scheduling the right number of resources at the right time
real-time collection of customer feedback using « hot » or « cold » satisfaction surveys • Statistical or textual analysis of customer reviews • Consolidation human resources and activity information Scheduling the right number of resources at the right time • Managing the schedule of each public agent
• To transform raw interactions data into structured data that can be analyzed to improve Customer Satisfaction and performance
• Recording and transcribing interactions from different channels • Analyzing content and cross-analysis with metadata • Emotion curve
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