2015 Vision for Member Communications

7

th

_{Annual Customer Contact 2011, East:}

Bob Leach, CIO, AAA Western and Central New York

Visionary Perspectives on Customer Contact Technology Advancements

Key Take-Aways:

•An inventory of specific consumer focused business requirements AAA

WCNY sought to meet, what new technologies they needed to acquire, and

what products were selected along with their financial justification.

•Pitfalls encountered along the journey and what course corrections are

being taken.

•What gaps remain were products are not available to meet the 2015

vision.

2015 Vision for Member Communications

• Our 2015 Vision

• The Multi-Channel platform we are developing

• Technology gaps we have encountered

• The benefits we have gotten to date

The Customer’s Experience expectations are:

• Provide me with the “best” experience that I ever have

had with anyone, anywhere at any time

• Always able to get to the most qualified Associate to

meet my needs who has the right tools

• Personalized service and offers (one-to-one marketing)

based upon who I am (CRM, Analytics and where I am in

the buying process)

• A consistent effective Experience regardless of the

communications channel that I selected

Customers initiate collaboration where

and how it works best for them

Any Time Access – High Bandwidth Collaboration – Video and Multimedia

The Anytime Anywhere Member –

Expects Fast Response, and Instantaneous Gratification Media Rich Content

and Collaboration ‘Digital Community’

Dominant Means of Communication

The Customer’s communication channels:

Telephone

–Talk to a specific person –Talk to an expert

–Self Service –Voice mail

Email correspondence as a telephone call

Text Messaging

Web Chat through AAA.COM –Text Chat

–‘Virtual Assistant’ –Voice – ‘Click to Call’

Co-Browse

–Two-Way Video Conversation –Media Push Including Video

Concierge Collaboration via Video –At Travel, Insurance Centers & Car Care –At a Kiosk in branches, airports, retail –At Home through their own web-camera –Through Mobile connections anywhere

AAA WCNY is Building a Multi-Channel

collaboration platform

Travel Agent Avatar – Helps Customer in the “Dreaming Phase” of a travel experience

Immersive Web Collaboration – AAA Virtual branch with providing one-to-one personalized service

Inbound Customer Video Call – Route to “best” Associate to meet the Customer’s specific need Analytical driven routing – Matching the “best” Associate with each individual Customer interaction Interaction Routing – Effectively service a Customer utilizing resources from an alternate channel

Work Force Optimization – Match Customer service request with available staff across channels

Connected Enterprise – Enabling the vision through Networks, The Internet, Clouds, and Circuits

Workflow Engine – Delivers a consistent Customer Experience across channels

Customer Relationship Management – Recognize the member and past interaction history

2009 to 2010 Efficient Processes 2011 to 2012 Enhanced Experience 2013+ Achieving The Vision

Benefits Achieved

• Process Efficiency Driven Benefits (2009-2010)

– Improve average handle time

– Customer Experience through eliminating non-value

added time

– Pipeline management

• Higher win rate

• Increased net income

– Fewer call transfers

– Total cost of ownership neutrality

• Process benefits are self-funding Enhanced

Experience phase (2011-2012)

Key Learning's

• Develop the vision independent of vendors’ offerings

• Do not limit the vision by what is practical

• Be ready to execute out of sequence if the world changes

quicker than you thought

• Right size phases to what your culture can absorb

• Co-opt the CFO at the beginning of the visioning process

so that finance buys-in to the funding and benefits

• Solutions that make sense in one channel can probably be

leverage in other channels with some creativity

• Negotiate contracts with the entire vision in mind

• Having the right partners is critical

Business Requirements Inventory

No charge – Negotiated as part of call center contract Calabrio Work Force Optimization & Ability to move work Maximize usage of staff across call center & retail locations Higher retention CDC’s Pivotal6 Real time integration of customer profile 360% Profile usage that is channel agnostic

Better closure rate Immature

capability -custom code CTI & analytics on

steroids using our CRM intelligence Route inbound interaction based upon customer’s personality Phase 3 to be funded through phase 2 results Non-existent

Video call routing throughout the enterprise

In bound

customer initiated ad hoc video call

Justification Solution\Vendor

Technology Requirement

Business Requirements Inventory

Part of 2010 Vision - base requirement Smart Focus’s Viper Business analytics of prior sales Know what consumers want No charge item negotiated in CRM project contract CDC’s Pivotal 6 (delivery) Smart Focus’s Viper (analytics) Next Best Opportunity Proactively offer meaningful cross sells to consumers Higher closure rate on potential sales CDC’s Pivotal 6 360º Profile of customer interactions Knowledge of all aspects of a customer’s interactions No charge item negotiated in CRM project contract CDC’s Pivotal 6 as part of CRM project Workflow engine that matches SOP and hold supervision accountable Adherence of frontline staff to customer experience expectations Justification Solution\Vendor Technology Requirement

Business Requirements Inventory

Funded by eliminating more expensive obsolete technology Time Warner Business Class fiber any-to-any Circuit for voice,

data, internet and video using IP over an Ethernet network

Having the correct data circuits

Requirement Technology Solution\Vendor Justification

Present to supervisors potentially problematic calls Analyze voice tones to identify distressed customers eLoyalty Behavioral Analytics Improve processes, and associate coaching Matching available inbound agent to handle outbound needs Automated outbound campaigns eLoyalty icList integrated with Cisco’s Outbound Dialer Incremental top line sales growth using spare agent time

Airport or retail after hours video interactions through kiosk Video Kiosk-based interactions with Travel Agents Cisco Business Video Member retention

Business Requirements Inventory

Self funding meeting the 2015 vision with realized savings Cisco and associated technology partners Phase-able,

modules that met future needs not yet defined

Technology

partners to deliver the “connected enterprise”

TCO neutral while matching 2015 vision Cisco Unified Contact Center Enterprise VOIP based, multi-skill routing, IVR and CTI to CRM

Solve long term viability of

bankrupt

telephony vendor

Paid for by phase 1 savings Cisco Unified Contact Center Enterprise with Web Interaction Support two-way,

"follow me" web browsing, web callback, shared knowledgebase Routing Web

based interactions

Paid for by phase 1 savings Cisco Unified Contact Center Enterprise with Email Interaction Directs messages to the “best” associate Routing email interactions Justification Solution\Vendor Technology Requirement