Graphical Contact Routing Process

Hypothesis

There are 2 key test questions that are at the heart of CX Design that have significantly changed over the last 5 years but most organisations have not effectively adapted to this change

Then

Here is what the answers looked like from the 1990’s until about 2010/11

  • Q1“What do you do when you have customers who want to speak to your organisation on the phone?”

Steer them through IVR Routing

  • Q2  – “What is the most efficient, cheapest, easiest way to queue & route customers correctly to the right agent at the right time?”

Steer them through IVR Routing

Now

The answers to these questions are now different as technology & Customer behaviour have changed.

  • Q1“What do you do when you have customers who want to speak to your organisation on the phone?”

Self steering and increased self service prior to arriving at an agent using Visual IVR

  • Q2  – “What is the most efficient, cheapest, easiest way to queue & route customers correctly to the right agent at the right time?”

Self steering and increased self service prior to arriving at an agent using Visual IVR

This change has been driven by a number of factors

Behaviour

  • Customers Power through Social media has increased
  • Best in class suppliers offer an Omni-channel Experience
  • Customer expectation & intolerance of bad experience has increased
  • Customers have more sources of information
  • Customers have more choice of suppliers
  • Significant increase in Customer Self Service

Processes

  • Customer Centric Design has changed the cost & operating model
  • Customer involvement in the assessment of processes has increased
  • Joined up processes have become the key focus across channels
  • Changes to business processes is slower than changes to Customer behaviour

Technology

  • Smartphone adoption (tripled over last 3 years)
  • Customer technology innovation is outpacing corporate technology
  • WiFi and 3G/4G has increased the use of the internet and apps as a primary channel for self-service
  • HTML5 and other technology standards have increased the commonality between technologies

The most common CCP (Customer Contact Process) from website to contact centre when self service fails looks like this

Customer-contact-process-a

GCR step 3Step 3 is the first point of failure

Hide the number – Many organisations have a strategy to discourage contact with agents and make it hard to find the contact number which has proved to be ineffective at controlling customer demand……it just makes the customer more difficult to deal with once they get through which adds cost.

It reduces the ROI of your investment in Website / Contact Centre and Brand

On a practical level this strategy is not efficient as it just wastes customer time creating increased Customer Effort and friction in the relationship ……which creates cost

However the biggest cost are real-time queuing & the abandoned on-line transaction

Customer-contact-process-a

Impacts

GCR should produce the following substantial impacts:

Increase

  • First Call Resolution
  • Self Service Completion
  • Customer Relationship Value
  • Customer Satisfaction
  • Call Avoidance

Reduce

  • Call Volumes & Call Lengths
  • Cost of ID & Verification
  • Use of IVR & therefore cost
  • Management cost of routing
  • Abandoned calls & transactions

The revised CCP from website to contact centre when self service fails looks like this

Graphical Contact Routing Process Model 1

Instead of 3 – 5 minutes it takes 20 – 30 seconds and then the agent calls the customer or triggers the customers phone

Your graphical contact interface takes them through security ….adds the data from the online session

……. It can add mandatory additional self service steps

…..then queues the call virtually without the need for actual IVR queuing or the customer holding on

……..and sends the call to the right agent who has much more information at the start of the call

The interface allows the customer to points and click to describe what help is needed. It is just an extension of Self Service processes

Graphical Contact Routing Process Model 2

The customer is advised how long before the call is to be put through

The customer is not hanging on or listening to music on hold and can get on with what they are doing because they are not holding on dramatically reducing the level of stress which reduces Service Recovery Costs.

The cost savings of having a single customer contact interface across all platforms and processes may be as much as 30-40%.

The cost of queuing and routing large scale calls in IVR is massively higher than in virtual queues.

The revised CCP (Customer Contact Process) has clear measurable benefits

Graphical Contact Routing Benefits 1

There are both cost savings and Customer Experience Improvements to be considered in any business case

Graphical Contact Routing Benefits 2

IVR costs should be the biggest area of direct cost savings

Graphical Contact Routing Benefits 3

Strong Business Case – Big cost and customer wins

Low cost deployment (Relatively). Its not a simple design but it is mostly through existing platforms and interfaces.

Most of the skills you need are within your existing operation. It’s a connectivity programme using your existing contact technology more efficiently and driving towards efficient contact.

Parts of GCR are already being delivered – Visual IVR, Jacada toolkit & others

Issues to be considered include:

The impacts of this design change include Culture and Training as well as all the technology. The drive for more innovative customer interaction strategies is starting to use different flavours of GCR to deliver a better customer experience. In this case better is cheaper & quicker. However traditional technologies will have to be integrated with new things and these technical issues will be part of how you are able to derive the benefits. For example you might want to Facebook & Skype to provide routing data

If you have a large audience of consumers with smart phones then there are some big financial wins but if you an ageing audience at home the benefits are there but on a much smaller scale.

The question is not IF you will move customers to GCR but WHEN and HOW?

Finally

<h2?These web pages should have given you some insight in to GCR but we have only covered the headlines for the Benefits Business Case.

If you are interested in what is presented here then, you probably have some questions about how to work out what the benefits are to your organisation or that there are specific issues that we haven’t mentioned or maybe glossed over. You may want to understand the analysis, Customer Experience or technology design. Feel free to ask a question or make that challenge.