Developing A True Multi-Channel Contact Center

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Developing A True

Multi-Channel

Contact Center

Case Study Based Evidence

Report Sponsored by:

GoToAssist

Report Prepared by:

callcentres.net Pty Ltd

(part of ACA Research Group)

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The most talked about topic in the service and contact center sector currently is the coming of the multi-channel service center. Service centers have progressed from phone-based call centers to contact centers (phone and email) to now being truly multi-channel with up to 15 different customer touch points being handled by the contact center.

Given the environment in which customers have access to multiple channels for

communication, it is important that the contact centers offer them options to match their needs. Developing a multi-channel contact center requires planning and assessment with a clear understanding of the benefits and pitfalls of operating a multi-channel contact center. During September 2010, callcentres.net conducted a number of case studies in Australia and New Zealand to explore models of successful multi-channel contact centers.

This whitepaper will focus on key learnings from the case studies, including: 1. Why it’s critical to start transitioning to a multi-channel contact center 2. 3 key steps to developing a true multi-channel contact center

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2. The Multi-Channel Environment

The multi-channel contact center today works across a number of customer touch points through a variety of channels.

The most common channels include: 1. Voice : caller to live attendant 2. Voice : caller to IVR

3. Voice : caller to speech 4. Voice : click to talk 5. Voice: VOIP 6. SMS 7. Facsimile 8. Email 9. Internet 10. Video 11. Web Chat 12. Social Media 13. Instant Messaging 14. Automated Web Chat 15. Remote Technical Assist

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3. Facts: Multi-Channel Contact Centers

Percentage of interactions handled per contact center channel

Most interactions with contact centers still occur via the phone, however there is an increasing

representation of other channels, demonstrating the growth of the multi-channel contact center.

Multi-Channel Integration

Close to half the contact centers in both Australia and New Zealand today are likely to have fully or partially implemented multiple channels for interaction.

Of the contact centers that have not implemented multiple channels yet, 20% of the contact centers in Australia and 31% of the centers in New Zealand plan to implement multiple channels for interaction in the next 2 years.

n=112

46% fully or partially implemented

Australia New Zealand

n=42 48% fully or partially implemented 80% 54% 26% 7% 4% 5% 2% 2% 2% 1% 0.5% 0.2% 1%

Phone (agent involvement) Phone (agent only) Phone (agent after IVR) Email Phone (IVR only) Self-service via the web Fax Letter Phone (agent after speech … Phone (speech recognition only)

SMS Web chat (text or voice) Other

2010 (n=112)

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Multi-Channel Agents

Close to half the contact centers in both Australia (50%) and New Zealand (54%) have multi-channel agents in place already. This trend is likely to grow moving forward.

n=112 25% 25% 22% 28% Fully implemented Partially implemented Not implemented, but have plans to in the next 2 years

No plans to implement in the next 2 years 50% fully or partially implemented

Australia New Zealand

n=42 21% 33% 19% 26% Fully implemented Partially implemented Not implemented, but have plans to in the next 2 years

No plans to implement in the next 2 years 54% fully or partially implemented

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4. Case Study: Pitney Bowes Australia

Pitney Bowes Australia Pty Ltd is part of the global Pitney Bowes group whose parent company is Pitney Bowes Inc.

They are the world’s leading provider of integrated mail and document handling systems, which unite physical communications channels with digital ones. Pitney Bowes Australia has 3 contact center teams and 16 contact center consultants

with over 160 employees in Australia.

Channels Implemented in Contact Centers:

1. Phone 2. Email 3. Fax

4. Online Enquires 5. IVR

6. Twitter (for special events)

Motivations for Implementing Multi Channel:

 Reduce response time to customer queries through multiple channels

 Reduce effort for customer and business

 Keep traditional channels for clients who do not wish to migrate

 Reduce paper waste

Key Considerations:

 Evaluate necessity of the channel

 Training agents on systems, processes, procedures and time management

 Prioritize channels based on agent recommendations, as they have frontline experience

 Regularly measure the customer experience

Benefits Realized:

 Reduction in average response time to queries

 Increase in year on year ROI through increased revenue generated

 Reduction in customer effort in contacting our company

 Cater to the needs of all businesses irrespective of size

“It is important to have the team involved in the implementation of Multi-Channel…They are the ones who can identify the frontline issues

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5. Case Study: Telnet Services

Telnet Services is an outsourced contact center provider, providing seamless customer service and managing both inbound and outbound sales and service centers. Telnet provides contact center capability to a wide range of industries, including

utilities, fuel, financial institutions and consumer technology providers. Telnet currently has a 170 seat contact center based in New Zealand.

Channels Implemented in Contact Center:

1. Phone 2. Web Chat 3. SMS 4. Fax 5. Email 6. Internet 7. Social Media 8. Push Email 9. Callback

Motivations for Implementing Multi Channel:

 Improve customer experience

 Provide cost effective customer service solutions

 Staying connected to new audiences – Gen Y

Key Considerations:

 Which channels the customer base prefers

 Universal queuing and common delivery processes

 Online knowledge management to ensure all relevant information is easily available

 Consistency in service delivered across channels ‒ achieved through templated responses to

common queries and reference information on knowledge portal in first person.

 Ensure consultants have correct skills to work across channels

Benefits Realized:

 Easy to do business with

 Enhanced customer experience and increased satisfaction

 Reduction in cost per interaction

 Improved first-call resolution

“Our focus is to improve the customer experience. Multiple customer touch points give

customers increased flexibility and results in more satisfied customers.”

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6. Case Study: EZIBUY

EziBuy is a leading online retail store and New Zealand’s #1 women’s clothing store online, with more than 580,000 active customers in New Zealand and Australia. Ezibuy has a 70-seat contact center based in New Zealand, with 62 agents and 8 team

leaders.

Channels Implemented in Contact Center:

1. Phone 2. Web Chat 3. Email 4. SMS 5. Direct Stores 6. Fax

Additional Planned Channels:

 Click to Call

 Facebook and Twitter

Motivations for Implementing Multi Channel:

 Make EziBuy more accessible to customers through increased touch points ‒ “No matter

where you are”

 Personalize customer service

 Deliver customer service through customer’s preferred channel

Key Considerations:

 Recruit multi skilled computer-savvy staff

 Ensure new systems are compatible with existing systems

 Ensure technology is in strategic fit with business case for implementation

 Build relationship with technology provider as a partner not supplier

 Customers are directed to alternative and quicker routes in case of hitting a queue when

contacting customer service

Benefits Realized:

 Gives a holistic 360 degree view of the customer

 Ability to measure impact of email and webchat on customer service

 High ROI

 Increased customer satisfaction scores

 Reduction in average speed of answer

“We don’t give customer the call back option…it goes into a vicious cycle of call backs. Instead, we direct

customers to other channels they can contact us on making us easily

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7. Key Learnings from Case Studies

The key learnings from the case studies include:

1. Organizations likely to have multi-channel contact centers are:

 Larger centers with 50+ seats

 Retail/Wholesale, Outsourcers, IT and Business Services

 Experiencing higher growth in contact center seats (9% growth in next 12 months)

 Operate 24x7

2. The top 3 considerations in developing a multi channel contact center include:

1. Customer: Understand the changing needs of the customer and offer channels that meet

those needs. Continually adapt to the needs of the customer.

2. People: Recruit for the right skill-set in agents and ensure agents are fully trained and equipped to handle new channels.

3. Technology: Work in collaboration with technology vendors to ensure smooth implementation and integration of channels that meet the business’ needs.

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8. About callcentres.net

callcentres.net Pty Ltd, (www.callcentres.net) incorporated in 1998, part of the ACA Research

Group, is a service strategy consultancy, research, benchmarking and online publishing company dedicated to the Australian and Asia Pacific service, contact center and outsourcing sectors. Based in Sydney with a regional office in Singapore, having over 9,000 executive subscribers, callcentres.net is recognized as the leading provider of consulting, research and information pertaining to the service and contact center sectors. Services offered include:

Service Strategy Consulting

1. Service strategy consulting: enterprise wide multi-channel service strategy (face2face, voice, web and social media channels);

2. Contact center strategy (voice, speech recognition, ivr, email, online, web chat and social media channels);

3. Diagnostic reviews of service operations; and 4. Benchmarking performance and cost comparisons.

Research

1. Market sizing and growth studies

3. Qualitative, quantitative, online research

4. Innovative customer storytelling research methodologies

5. Contact center market indices such as Consumer Index, Technology Index 6. Outsourcing sector industry research

7. Location and investment attraction studies

9. Human resources research

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Benchmarking

1. Annual Contact Center Industry Benchmarking Reports: Australia; New Zealand, China, India, The Philippines, Singapore, Malaysia, Thailand, Indonesia and Vietnam

2. Contact Center Consumer Index

3. Contact Center Employee Engagement Report

4. Contact Center Benchmarking Partner Programs: benchmarking organizations against competitors, industry sector, best-in-class, national and international programs 5. Outsourcing Benchmarking Programs

Online Publishing and Social Media

1. Online publishing and website information portal; over 9,000 subscribers to news services;

contact news Australia and NZ and Asia (regarded as the main source of news for the Asia Pacific contact center industries); and

2. Social media strategy and research.

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Developing A True Multi-Channel Contact Center