Enabling Chat -- Key Success Factors in Chat Implementation

Enabling Chat -- Key Success Factors in Chat

Implementation

• Benefits of Chat Support

– Additional method of support for customers

– Concurrent sessions improve productivity

– Reduced agent workload

• Canned Messaging

• Integration to self-help and portals

• Some advanced tools even offer Scripting

– Collaboration

• Real Customer Results

– 20-30% increase in staff productivity

– 35-45% improvement in first call resolution

– 25-50% reduction in incident handle time

– 10% improvement in customer satisfaction

WHY SWITCH TO CHAT SUPPORT?

Cost Per Contact

Have you considered the impact chat can have on cost per contact?

• Benefits of Chat are often not realized

– Slow or failed implementation

– Challenges of implementation

• Technical challenges

• Organizational challenges

• A Proposed Solution

– Learn from the industry’s success stories

– Build upon best practices

– Follow a proven approach

So What’s the Issue?

#1

Develop Implementation Plan

How to Start

– Identify the key areas of a successful project

– Understand your goals for Chat Support

– Set targets and milestones for your new channel of support

BEST PRACTICES CHAT SUPPORT

1. Plan Development 2. Opportunity Assessment 3. Session Initiation & Routing 4. Workforce Management 5. Hiring & Training 6. Reporting & Analytics 7. CSAT & Quality 8. Communication & Adoption

BEST PRACTICES IN CHAT SUPPORT

#2

Identify Opportunity

Drive Demand

• Determine ideal chat volume

– A detailed call driver analysis will provide a good list of chat candidates

• Determine requirements for:

– Staffing

– Hiring & Training

– Communication Planning

• Set milestones and checkpoints

to view progress and evaluate

your strategy

#3

Session Initiation & Routing

Getting to the Right Agent

BEST PRACTICES IN CHAT SUPPORT

• Provide customers fast ways to access support

– Company website or support portal

– Self-help center

– Imbedded within a software application

– From their desktop

• Route customers intelligently

– Skill Based Routing:

– Identify agents skill sets

– Use a Skills Matrix to design routing

Interrelated Components of Workforce

Management

– Forecasting: Analysis of past data, adjusted

for anticipated conditions, to determine future demand requirements

– Capacity Planning: Estimated staff

requirements, both long term and short term, to handle the forecasted direct labor needs

– Scheduling: Planned roster of staff by

interval to meet the estimated direct labor needs

– Real-Time Management: Actions and

decisions to optimize short term performance

#4

Workforce Management

Manage Inputs

BEST PRACTICES IN CHAT SUPPORT

WFM for Chat is more complex than WFM for Phone Channel

• Consider the following:

– Start with phone based WFM process

– Adjust for concurrent sessions, how many per agent?

– Adjust for collaboration

• Example of advanced inputs for Chat WFM

– Duration (AHT)

– Complexity of Issues

– Level of Engagement

– Workflow Responsibility

– Level of Focus

– Customer Type (consumers vs systems admins)

– Customer Expectations (ASA and ART targets, Abandonment Rate, Time to resolution, CSAT)

BEST PRACTICES IN CHAT SUPPORT

#5

Hiring & Training

Different Skills & Profile

Key Applicant Attributes

– Experience – Ability to Learn – Education – Keyboarding Skills – Multi-tasking – Communication Skills

Develop a Hiring Profile

Chat Agents vs. Voice Agents

Universal Agents

Voice Chat

 Cross-training some agents for both voice and chat can improve efficiencies

 Agents should be on either chat or voice, not trying to do both at the same time

 The skill sets, however, are different

BEST PRACTICES IN CHAT SUPPORT

Develop Agent Skills Through Training

– Average Response Time

– Setting Expectations

– Accuracy of Responses

– Direct Responses/Answer Customer Questions

– Conversational Flow

– Patience

Train to Impact Customer Experience

– Brevity and staying on point

– Grammar, spelling and sentence structure

– Chat Etiquette

– Voice and tone

– Terminology

#6

Reporting & Analytics

Getting Actionable Insights

BEST PRACTICES IN CHAT SUPPORT

• Determine the Key Performance

Indicators

• Set Targets

• Create a Performance

Dashboard

• Implement Management by

Metrics Methodology

The Most Common KPI’s for Chat

 Cost per Inbound Contact

 Cost per Minute of Inbound Handle Time

Cost

Productivity

Service Level

Quality

_Technician

Contact Handling

 Average Speed of Answer (ASA) (minutes)

 Call Abandonment Rate

 Inbound Contacts per Technician per Month

 Technician Utilization

 Call Quality

 First Contact Resolution Rate

 Customer Satisfaction

 Technician Occupancy

 Technician Tenure (months)

 Technician Job Satisfaction

 Inbound Handle Time (minutes)

 User Self-Service Completion Rate

#7

CSAT & Quality

Improving the Customer Experience

BEST PRACTICES IN CHAT SUPPORT

Understand the Key Drivers to Satisfaction

Quantitative Survey to determine attributes for good customer

experience

Develop Quality Monitoring Program Monitor transactions to

identify critical customer AND business critical issues

Implement cSat Survey Ongoing measure of customer satisfaction and dissatisfaction

Important CSAT Measures

– Satisfaction (CSAT) – Dissatisfaction (DSAT) – Customer Effort Improve Processes and Agent Activities Measure Results

BEST PRACTICES IN CHAT SUPPORT

• Develop a Quality Program

– Measure the business needs

– Measure customer experience

– Determine statistically relevant sample size

– Calibrate the team

– Provide feedback to the agents

Key Drivers for Positive Customer Experience Translate

Critical

Non-Critical

#8

Communication Plan

Drive Adoption

• Identify Customer Touch Points

– IVR

– Invoice

– Email

– Text Message

• Deliver a Compelling Message

– Faster Service

– Easier to Initiate Contact

– Ability to Multi-Task

– Faster Resolution

• Encourage Usage

– Offer rebates for trying chat

– Proactively ask to chat

BEST PRACTICES IN CHAT

SUPPORT

• Factoid: Demographics Matter!

– Younger customers are more inclined to try chat

– Adoption rates are also higher with younger demographics

– Millenials have the highest chat adoption rates

What to Expect

Age Range of Callers

Tri al a n d A d o p ti o n R at e s Trial Rate Adoption Rate Data Provided by MetricNet, LLC

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