SlideShare a Scribd company logo
1 of 11
Download to read offline
Getting it Right:
Seven Steps to
Right Channeling
Customer Interactions
A Joint Whitepaper from IntelliResponse and Oracle


In seven simple steps, eBusiness, Customer
Experience and Contact Center professionals can
right channel online customer service inquiries,
boosting sales and customer satisfaction while
reducing customer service costs.
Getting it Right: Seven Steps to Right Channeling Customer Interactions           2




What is Right
Channeling?
                                                         “Right Channeling
Right channeling is an integrated business process
                                                          is an integrated
and technology strategy that enables organizations
to maximize the value from each customer service          business process
inquiry while minimizing its cost. New right
channeling technologies – including dynamic
                                                          and technology
engagement, intelligent self-service, virtual agents,     strategy that enables
and live help – are available to help organizations
automatically assess the potential value and
                                                          organizations to
complexity of each incoming inquiry before it is          maximize the value
handled, choose the right communication channel on
the fly, and escalate across channels to maximize ROI.    of each customer
                                                          service inquiry while
At its core, right channeling is all about delivering
the right information and service to the right            minimizing its cost.”
customer at the right time, via the channel of
their preference. The benefits of a successful
right channeling strategy are significant, and can
be measured in increased revenue and customer
satisfaction, as well as by significant reductions in
many service related costs.


eBusiness, Contact Center and Customer
Experience executives, may find right channel to
be a daunting project. The key to getting started is
to understand how to assess existing contact center
inefficiencies and choose the right technology,
and implement the right process changes. This
introductory guide outlines the seven steps to right
channeling, from analyzing your interactions,
to implementing the right technology across
channels, to measuring and optimizing results.
Getting it Right: Seven Steps to Right Channeling Customer Interactions                                          3




Why Right Channeling                                     chat option. And, increasingly, they can just blast
                                                         their question out into the social ether via Twitter
– And Why Now?                                           or Facebook – hopeful that a friend, follower or
                                                         company representative will respond. With the
Right channeling isn’t a new term or strategy.           proliferation of intelligent options available, it is
For years, Customer Service departments have             more important than ever for organizations to be
attempted to deploy right channeling strategies to       able to effectively “funnel” customers into specific
optimize traditional customer service interactions       communication channels based on their needs
(e.g. agent-assisted service vs. self-service). Today,   and behaviors.
however, right channeling is re-emerging, evolving,
and re-asserting its importance as a strategy. Why?      The Instant, Public Exposure
Because three significant marketplace trends are
                                                         of Bad Service Experiences
converging, creating a “perfect storm” for Contact
                                                         (and the Resulting Impact on
Center and eBusiness executives.
                                                         Sales and Satisfaction)
The Growth and Proliferation                             In today’s social, inter-connected world, a bad
of New Online Customer                                   customer service experience is no longer limited
Service Channels                                         to the impacted customer or prospective customer.
                                                         Empowered customers who feel wronged by
In today’s cross-channel customer interaction
                                                         customer service today can instantly broadcast
environments, tech-savvy customers have an array
                                                         their frustrations through social networks, website
of communication options to choose from to
                                                         forums, or bad ratings or reviews – damaging
get answers to their sales and customer service
                                                         corporate brands and directly impacting sales and
questions. They can call a toll-free number
                                                         Net Promoter scores. The increasing adoption
(which is, interestingly, often not their preferred
                                                         of mobile devices such as smart phones, tablets
communication channel). They can go online and
                                                         or even the iTouch, makes such broadcasting
self-serve via the next generation of self-service
                                                         even easier, and more immediate. In response,
and Virtual Agent technologies. They can also
                                                         many Customer Experience departments are
seek out or accept a chat or Click to Call option
                                                         incorporating social monitoring and engagement
to bypass interactive voice response (IVR) systems
                                                         into their right channeling strategies, in order
and menus. They can search an online community
                                                         to identify and “move” interactions out of public
forum (company- or customer-run). They can look
                                                         forums into less visible, more personalized channels.
for an SMS short code and text a question. They
can even download the company’s mobile app to
access a mobile self-service answer agent, or pull
up their mobile Web site and look for a mobile
Getting it Right: Seven Steps to Right Channeling Customer Interactions       4




The Continued Pressure to                                  Right Channeling
Reduce Contact Center Costs                                Market Drivers:
Amidst Challenging Macro-
economic Conditions

In today’s challenging macro-economic
environment, all lines of business in organizations
are being forced to reduce costs. Yet, as the number
of customer interaction channels increases,
eBusiness, Customer Experience and Contact
Center professionals are facing a tidal wave of
inbound customer inquiries, increasing their
net number of interactions and their associated
cost. Learning how to reduce the volume and cost
of customer interactions – in a way that doesn’t
negatively impact sales or customer satisfaction, or
give competitors an edge – is becoming a critical skill.
Getting it Right: Seven Steps to Right Channeling Customer Interactions                                            5




Seven Steps to                                         Step 2: Quantify the Cost of
                                                       Customer Interactions
Right Channeling                                       Estimate the total human and technology cost
                                                       attributable to each communication channel. Include:
Customers simply want a quick answer to their
question or solution to their problem. More than
                                                       1. Fully burdened agent costs
just reducing costs, right channeling customer
interactions can help you handle customer inquiries    2. Software and hardware costs

faster, reduce average wait times, lower response      3. Indirect costs such as training, IT and general
times, lift first contact resolution, increase sales     and administrative maintenance.
and customer acquisition, and increase customer
satisfaction levels.                                   If you do not know the cost associated to
                                                       each channel, use the market averages in
Step 1: Quantify the Volume of                         Figure 1 and multiply them by the amount of
Customer Interactions                                  inquiries or requests you receive.
Start by estimating the number of inquiries you
receive in each communication channel:                 Step 3: Classify the Value of
                                                       Customer Interactions
1. How many customer service-related emails            Classify all types of customer interactions you receive
  do you receive?                                      (for example a sales inquiry, a billing inquiry, a change
2. How many phone calls does your website              of address, a password reset request, an order tracking
  generate to your Contact Center?                     inquiry, a technical support question, or a request to
                                                       renew a service subscription) in terms of the value
3. If you have an FAQ on your website, a virtual
                                                       of those interactions. Classify each interaction type
  agent solution, or live chat, how many searches,
                                                       as one of three “value buckets” (low value, medium
  queries or inbound chats are you generating
                                                       value and high value) relative to how valuable these
  through each channel?
                                                       interactions are to your business. Here are some key
                                                       questions to consider as you classify interaction value:
Right Channeling Tip: Average annual
customer interaction channel totals vs.
                                                       1. Which inquiries require an immediate response,
multiplying weekly or monthly totals to
                                                         versus those that can wait?
account for seasonal fluctuations that will
                                                       2. How many are informational in nature? (i.e could
skew your analysis.
                                                         be handled by web self-service or an intelligent
                                                         answer agent?)

                                                       3. Which inquiries are critical to building and
                                                         maintaining a profitable customer relationship,
                                                         versus those that are not?
Getting it Right: Seven Steps to Right Channeling Customer Interactions                                         6




Step 4: Classify the                                      Step 5: Create Your Right
Complexity of Customer                                    Channeling Strategy
Interactions                                              Once you’ve determined the cost of different
Classify all types of customer interactions you           channels, and classified interaction types by value
receive in terms of the complexity of those               and complexity, you’re ready to right channel.
interactions. Put each interaction type into one          Based on your analysis, decide which customer
of three “complexity buckets” (low complexity,            inquiries to direct to which channel using cost
medium complexity and high complexity). Here              estimates in Figure 1 and recommended channels
are some key questions to consider as you classify        in Figure 2. Here are some good rules of thumb:
interaction complexity:
                                                          • Low value and low complexity customer inquiries
1. How many sources of information are required           are best handled by low cost interaction channels
  to address the question? Is it a simple, single right   such as Smart FAQs, self service tools and
  answer, or multiple sources or answers?                 virtual agents.

2. What level and depth of agent expertise is             • Medium value and medium complexity inquiries
   required to address each inquiry?                      are best handled by medium cost interaction
                                                          channels such as online community forums,
3. What level of customer information – both from
                                                          virtual agents, email response and live chat.
   prior interactions and customer history as well as
   the customer’s current context – is required?          • High value or high complexity interactions should
                                                          be handled by more interactive and personal
4. What level of interaction is required? Is it
                                                          communication channels such as proactive chat,
   simple text information sharing, or is real-time
                                                          Click to Call and Co-browse.
   communication and interaction required?


Figure 2 can help suggest the right channels for
different levels of complexity.
Getting it Right: Seven Steps to Right Channeling Customer Interactions                                        7




Step 6: Implement Your Right                            Step 7: Optimize Your Right
Channeling Strategy                                     Channeling Strategy
To effectively right channel all online customer        Right channeling is not a one-time project – it
service interactions, you should implement your         requires ongoing measurement and optimization
strategy across both traditional and emerging           to drive continuous improvement. With the
channels of interaction.                                interaction analysis you completed in Steps 1-4,
                                                        you have a benchmark from which to measure the
1. Start with your website – which is likely the        impact of right channeling. After right channeling
  biggest driver of customer interactions. Using        for three to six months, complete these steps again.
  Web analytics, call recordings, email/chat            Pay close attention to usage and analytics from your
  transcripts and survey responses, identify the        live help provider, and analyze transcripts from
  specific web pages, Web behavior, and referring       each channel. Here are some good questions to ask
  traffic sources that drive a given level or type of   to ensure an optimal right channel strategy.
  customer interaction.
                                                        1. Are you diverting the right types of inquiries to
2. Deploy the right communication technology
                                                          lower cost channels?
  for each interaction based on your value and
  complexity classifications.                           2. Has your overall cost-per-contact been reduced?

3. Ideally choose a right channeling solution that      3. How has the volume of inquiries and associated
  enables self-service business rules management           cost in each communication channel changed?
  and the ability to escalate across channels without 4. Have your sales increased, remained flat,
  losing the continuity of the interaction.              or decreased?

                                                        5. Have first-contact resolution rates increased
                                                           or decreased?

                                                        6. Has customer satisfaction in each channel
                                                           increased, remained flat, or decreased?


                                                        Right Channeling Tip: Optimizing your right
                                                        channeling strategy requires evaluating both
                                                        the cost and value of interactions. Evaluate
                                                        sales metrics (e.g. conversion rates and
                                                        transaction values) satisfaction metrics
                                                        (i.e. CSAT and Net Promoter score), as well
                                                        as cost-per-interaction to ensure you’re
                                                        optimizing the return on investment from
                                                        each customer interaction.
Getting it Right: Seven Steps to Right Channeling Customer Interactions   8




Conclusion:
Right channeling is a simple strategy – it’s all about
offering the right customer service channel at the
right time to maximize revenue and satisfaction
while minimizing cost. Yet implementing this
strategy correctly requires a dedicated crossfunctional
business case – across marketing, customer experience,
and contact center teams – to ensure the right business
processes and technology are put in place and the right
reporting and analytics are available to measure success
across multiple KPIs.


Oracle and IntelliResponse:
Right Channeling Done Right

Oracle and IntelliResponse have helped more than
1,000 enterprise customers right channel their
interactions across Retail, Financial Services,
Travel, Consumer Products, Business & Consumer
Services, High Tech, and Education. Our integrated
solution – which includes Oracle ATG Live Help On
Demand, and Next Generation Multi-Channel Self Service
powered by an intelligent tracking & targeting
engine – provides everything you need to right channel
your interactions. Our service teams will work with you
provide the business consulting, training,
implementation and optimization services to help
you drive continuous improvement. When you’re ready
to right channel, get in touch with your ORACLE or
IntelliResponse account representative to learn
more about how to get started and build the
business case for right channeling.
Getting it Right: Seven Steps to Right Channeling Customer Interactions                                                                                                       9




           *on average, a non technical telephone contact costs between $6-$12. A technical telephone contact **source: Oracle ATG client Data (20% AHT reduction and labor
            component corresponds to 70% of total costs) costs between $12-$25.
Getting it Right: Seven Steps to Right Channeling Customer Interactions   10
Getting it Right: Seven Steps to Right Channeling Customer Interactions                                                                                   11




For More Information                                                           For More Information
For more information on cost effective ways to enhance                         For more information please visit www.oracle.com/atgcommerce
the customer experience at your organization contact:                          650-506-7000
Mike Hennessy
IntelliResponse                                                                About Oracle Corporation
mike.hennessy@intelliresponse.com                                              Oracle (NASDAQ: ORCL) is the world’s most complete, open and integrated
                                                                               business software and hardware systems company. We develop,
About IntelliResponse                                                          manufacture, market, distribute and service database and middleware
IntelliResponse enhances the multi-channel customer experience for             software as well as applications software designed to help our customers
businesses and educational institutions via its Instant Answer Agent, a        manage and grow their business operations.
question-and-answer software platform that allows web site visitors to ask
questions in natural language, and get the “One Right Answer”, regardless
of the hundreds of ways the question may be asked.

This industry leading On Demand software platform is used by both
consumers and contact center agents. With more than 200 live, customerfacing
implementations answering 50 million+ questions with one right
answer, IntelliResponse is the gold standard in first line customer
experience management.

Some of the world’s most recognized corporate brands and higher
education institutions trust their customer experience management needs
to IntelliResponse - including ING Direct, TD Canada Trust, Scotiabank,
Penn State University, The Ohio State University, University of British
Columbia and Harvard University Extension School.

Copyright © 2011, IntelliResponse Systems Inc. All rights reserved.
The trademarks identified herein are the trademarks or registered
trademarks of IntelliResponse Systems Inc. or other third party.

More Related Content

Viewers also liked

Viewers also liked (7)

The best!
The best!The best!
The best!
 
Introduction to writing algorithms
Introduction to writing algorithmsIntroduction to writing algorithms
Introduction to writing algorithms
 
What's new in Ruby 2.0
What's new in Ruby 2.0What's new in Ruby 2.0
What's new in Ruby 2.0
 
Fischer GmbH Russisch
Fischer GmbH RussischFischer GmbH Russisch
Fischer GmbH Russisch
 
Trilo ACTIVE QUIZ
Trilo ACTIVE QUIZTrilo ACTIVE QUIZ
Trilo ACTIVE QUIZ
 
481 bb0091
481 bb0091481 bb0091
481 bb0091
 
Clojure 1a
Clojure 1aClojure 1a
Clojure 1a
 

More from IntelliResponse Systems Inc.

Customer Uprising! 8 Signs You're Headed For A Customer Rebellion
Customer Uprising! 8 Signs You're Headed For A Customer RebellionCustomer Uprising! 8 Signs You're Headed For A Customer Rebellion
Customer Uprising! 8 Signs You're Headed For A Customer RebellionIntelliResponse Systems Inc.
 
6 Reasons Why Web Self-Service Makes a Leaner, More Responsive Institution
6 Reasons Why Web Self-Service Makes a Leaner, More Responsive Institution6 Reasons Why Web Self-Service Makes a Leaner, More Responsive Institution
6 Reasons Why Web Self-Service Makes a Leaner, More Responsive InstitutionIntelliResponse Systems Inc.
 
What's On Their Minds? Voice of the Student Report
What's On Their Minds? Voice of the Student ReportWhat's On Their Minds? Voice of the Student Report
What's On Their Minds? Voice of the Student ReportIntelliResponse Systems Inc.
 
Higher Education: Is Web Self-Service Right for You
Higher Education: Is Web Self-Service Right for YouHigher Education: Is Web Self-Service Right for You
Higher Education: Is Web Self-Service Right for YouIntelliResponse Systems Inc.
 
Web Self-Service in Times of Budget Uncertainty: A Case Study with Lane Commu...
Web Self-Service in Times of Budget Uncertainty: A Case Study with Lane Commu...Web Self-Service in Times of Budget Uncertainty: A Case Study with Lane Commu...
Web Self-Service in Times of Budget Uncertainty: A Case Study with Lane Commu...IntelliResponse Systems Inc.
 
Delivering Online Student Self Service Support and Knowledge Management at Ca...
Delivering Online Student Self Service Support and Knowledge Management at Ca...Delivering Online Student Self Service Support and Knowledge Management at Ca...
Delivering Online Student Self Service Support and Knowledge Management at Ca...IntelliResponse Systems Inc.
 
The Case for Multi-Channel Self-Service - Webinar with CIBC Bank
The Case for Multi-Channel Self-Service - Webinar with CIBC BankThe Case for Multi-Channel Self-Service - Webinar with CIBC Bank
The Case for Multi-Channel Self-Service - Webinar with CIBC BankIntelliResponse Systems Inc.
 
Fight the Paradox of Growth: Virtual Assistant Technology & the Contact Center
Fight the Paradox of Growth: Virtual Assistant Technology & the Contact Center Fight the Paradox of Growth: Virtual Assistant Technology & the Contact Center
Fight the Paradox of Growth: Virtual Assistant Technology & the Contact Center IntelliResponse Systems Inc.
 

More from IntelliResponse Systems Inc. (20)

Customer Uprising! 8 Signs You're Headed For A Customer Rebellion
Customer Uprising! 8 Signs You're Headed For A Customer RebellionCustomer Uprising! 8 Signs You're Headed For A Customer Rebellion
Customer Uprising! 8 Signs You're Headed For A Customer Rebellion
 
Optus Customer Case Study Infographic
Optus Customer Case Study InfographicOptus Customer Case Study Infographic
Optus Customer Case Study Infographic
 
Lane Community College [infographic]
Lane Community College [infographic]Lane Community College [infographic]
Lane Community College [infographic]
 
Texas Women's University [infographic]
Texas Women's University [infographic]Texas Women's University [infographic]
Texas Women's University [infographic]
 
Temple University [infographic]
Temple University [infographic]Temple University [infographic]
Temple University [infographic]
 
University of Miami [infographic]
University of Miami [infographic]University of Miami [infographic]
University of Miami [infographic]
 
Pennsylvania State University [infographic]
Pennsylvania State University [infographic]Pennsylvania State University [infographic]
Pennsylvania State University [infographic]
 
Foothill College [infographic]
Foothill College [infographic]Foothill College [infographic]
Foothill College [infographic]
 
EPCOR [infographic]
EPCOR [infographic]EPCOR [infographic]
EPCOR [infographic]
 
Front Range Community College [infographic]
Front Range Community College [infographic]Front Range Community College [infographic]
Front Range Community College [infographic]
 
The Rise of the Virtual Agent
The Rise of the Virtual AgentThe Rise of the Virtual Agent
The Rise of the Virtual Agent
 
6 Reasons Why Web Self-Service Makes a Leaner, More Responsive Institution
6 Reasons Why Web Self-Service Makes a Leaner, More Responsive Institution6 Reasons Why Web Self-Service Makes a Leaner, More Responsive Institution
6 Reasons Why Web Self-Service Makes a Leaner, More Responsive Institution
 
Is Web Self-Service Right for Your Organization
Is Web Self-Service Right for Your OrganizationIs Web Self-Service Right for Your Organization
Is Web Self-Service Right for Your Organization
 
What's On Their Minds? Voice of the Student Report
What's On Their Minds? Voice of the Student ReportWhat's On Their Minds? Voice of the Student Report
What's On Their Minds? Voice of the Student Report
 
Higher Education: Is Web Self-Service Right for You
Higher Education: Is Web Self-Service Right for YouHigher Education: Is Web Self-Service Right for You
Higher Education: Is Web Self-Service Right for You
 
Going mobile: Web Self-Service for Students
Going mobile: Web Self-Service for StudentsGoing mobile: Web Self-Service for Students
Going mobile: Web Self-Service for Students
 
Web Self-Service in Times of Budget Uncertainty: A Case Study with Lane Commu...
Web Self-Service in Times of Budget Uncertainty: A Case Study with Lane Commu...Web Self-Service in Times of Budget Uncertainty: A Case Study with Lane Commu...
Web Self-Service in Times of Budget Uncertainty: A Case Study with Lane Commu...
 
Delivering Online Student Self Service Support and Knowledge Management at Ca...
Delivering Online Student Self Service Support and Knowledge Management at Ca...Delivering Online Student Self Service Support and Knowledge Management at Ca...
Delivering Online Student Self Service Support and Knowledge Management at Ca...
 
The Case for Multi-Channel Self-Service - Webinar with CIBC Bank
The Case for Multi-Channel Self-Service - Webinar with CIBC BankThe Case for Multi-Channel Self-Service - Webinar with CIBC Bank
The Case for Multi-Channel Self-Service - Webinar with CIBC Bank
 
Fight the Paradox of Growth: Virtual Assistant Technology & the Contact Center
Fight the Paradox of Growth: Virtual Assistant Technology & the Contact Center Fight the Paradox of Growth: Virtual Assistant Technology & the Contact Center
Fight the Paradox of Growth: Virtual Assistant Technology & the Contact Center
 

Recently uploaded

Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 

Recently uploaded (20)

Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 

7 Steps to Right Channeling Customer Interactions

  • 1. Getting it Right: Seven Steps to Right Channeling Customer Interactions A Joint Whitepaper from IntelliResponse and Oracle In seven simple steps, eBusiness, Customer Experience and Contact Center professionals can right channel online customer service inquiries, boosting sales and customer satisfaction while reducing customer service costs.
  • 2. Getting it Right: Seven Steps to Right Channeling Customer Interactions 2 What is Right Channeling? “Right Channeling Right channeling is an integrated business process is an integrated and technology strategy that enables organizations to maximize the value from each customer service business process inquiry while minimizing its cost. New right channeling technologies – including dynamic and technology engagement, intelligent self-service, virtual agents, strategy that enables and live help – are available to help organizations automatically assess the potential value and organizations to complexity of each incoming inquiry before it is maximize the value handled, choose the right communication channel on the fly, and escalate across channels to maximize ROI. of each customer service inquiry while At its core, right channeling is all about delivering the right information and service to the right minimizing its cost.” customer at the right time, via the channel of their preference. The benefits of a successful right channeling strategy are significant, and can be measured in increased revenue and customer satisfaction, as well as by significant reductions in many service related costs. eBusiness, Contact Center and Customer Experience executives, may find right channel to be a daunting project. The key to getting started is to understand how to assess existing contact center inefficiencies and choose the right technology, and implement the right process changes. This introductory guide outlines the seven steps to right channeling, from analyzing your interactions, to implementing the right technology across channels, to measuring and optimizing results.
  • 3. Getting it Right: Seven Steps to Right Channeling Customer Interactions 3 Why Right Channeling chat option. And, increasingly, they can just blast their question out into the social ether via Twitter – And Why Now? or Facebook – hopeful that a friend, follower or company representative will respond. With the Right channeling isn’t a new term or strategy. proliferation of intelligent options available, it is For years, Customer Service departments have more important than ever for organizations to be attempted to deploy right channeling strategies to able to effectively “funnel” customers into specific optimize traditional customer service interactions communication channels based on their needs (e.g. agent-assisted service vs. self-service). Today, and behaviors. however, right channeling is re-emerging, evolving, and re-asserting its importance as a strategy. Why? The Instant, Public Exposure Because three significant marketplace trends are of Bad Service Experiences converging, creating a “perfect storm” for Contact (and the Resulting Impact on Center and eBusiness executives. Sales and Satisfaction) The Growth and Proliferation In today’s social, inter-connected world, a bad of New Online Customer customer service experience is no longer limited Service Channels to the impacted customer or prospective customer. Empowered customers who feel wronged by In today’s cross-channel customer interaction customer service today can instantly broadcast environments, tech-savvy customers have an array their frustrations through social networks, website of communication options to choose from to forums, or bad ratings or reviews – damaging get answers to their sales and customer service corporate brands and directly impacting sales and questions. They can call a toll-free number Net Promoter scores. The increasing adoption (which is, interestingly, often not their preferred of mobile devices such as smart phones, tablets communication channel). They can go online and or even the iTouch, makes such broadcasting self-serve via the next generation of self-service even easier, and more immediate. In response, and Virtual Agent technologies. They can also many Customer Experience departments are seek out or accept a chat or Click to Call option incorporating social monitoring and engagement to bypass interactive voice response (IVR) systems into their right channeling strategies, in order and menus. They can search an online community to identify and “move” interactions out of public forum (company- or customer-run). They can look forums into less visible, more personalized channels. for an SMS short code and text a question. They can even download the company’s mobile app to access a mobile self-service answer agent, or pull up their mobile Web site and look for a mobile
  • 4. Getting it Right: Seven Steps to Right Channeling Customer Interactions 4 The Continued Pressure to Right Channeling Reduce Contact Center Costs Market Drivers: Amidst Challenging Macro- economic Conditions In today’s challenging macro-economic environment, all lines of business in organizations are being forced to reduce costs. Yet, as the number of customer interaction channels increases, eBusiness, Customer Experience and Contact Center professionals are facing a tidal wave of inbound customer inquiries, increasing their net number of interactions and their associated cost. Learning how to reduce the volume and cost of customer interactions – in a way that doesn’t negatively impact sales or customer satisfaction, or give competitors an edge – is becoming a critical skill.
  • 5. Getting it Right: Seven Steps to Right Channeling Customer Interactions 5 Seven Steps to Step 2: Quantify the Cost of Customer Interactions Right Channeling Estimate the total human and technology cost attributable to each communication channel. Include: Customers simply want a quick answer to their question or solution to their problem. More than 1. Fully burdened agent costs just reducing costs, right channeling customer interactions can help you handle customer inquiries 2. Software and hardware costs faster, reduce average wait times, lower response 3. Indirect costs such as training, IT and general times, lift first contact resolution, increase sales and administrative maintenance. and customer acquisition, and increase customer satisfaction levels. If you do not know the cost associated to each channel, use the market averages in Step 1: Quantify the Volume of Figure 1 and multiply them by the amount of Customer Interactions inquiries or requests you receive. Start by estimating the number of inquiries you receive in each communication channel: Step 3: Classify the Value of Customer Interactions 1. How many customer service-related emails Classify all types of customer interactions you receive do you receive? (for example a sales inquiry, a billing inquiry, a change 2. How many phone calls does your website of address, a password reset request, an order tracking generate to your Contact Center? inquiry, a technical support question, or a request to renew a service subscription) in terms of the value 3. If you have an FAQ on your website, a virtual of those interactions. Classify each interaction type agent solution, or live chat, how many searches, as one of three “value buckets” (low value, medium queries or inbound chats are you generating value and high value) relative to how valuable these through each channel? interactions are to your business. Here are some key questions to consider as you classify interaction value: Right Channeling Tip: Average annual customer interaction channel totals vs. 1. Which inquiries require an immediate response, multiplying weekly or monthly totals to versus those that can wait? account for seasonal fluctuations that will 2. How many are informational in nature? (i.e could skew your analysis. be handled by web self-service or an intelligent answer agent?) 3. Which inquiries are critical to building and maintaining a profitable customer relationship, versus those that are not?
  • 6. Getting it Right: Seven Steps to Right Channeling Customer Interactions 6 Step 4: Classify the Step 5: Create Your Right Complexity of Customer Channeling Strategy Interactions Once you’ve determined the cost of different Classify all types of customer interactions you channels, and classified interaction types by value receive in terms of the complexity of those and complexity, you’re ready to right channel. interactions. Put each interaction type into one Based on your analysis, decide which customer of three “complexity buckets” (low complexity, inquiries to direct to which channel using cost medium complexity and high complexity). Here estimates in Figure 1 and recommended channels are some key questions to consider as you classify in Figure 2. Here are some good rules of thumb: interaction complexity: • Low value and low complexity customer inquiries 1. How many sources of information are required are best handled by low cost interaction channels to address the question? Is it a simple, single right such as Smart FAQs, self service tools and answer, or multiple sources or answers? virtual agents. 2. What level and depth of agent expertise is • Medium value and medium complexity inquiries required to address each inquiry? are best handled by medium cost interaction channels such as online community forums, 3. What level of customer information – both from virtual agents, email response and live chat. prior interactions and customer history as well as the customer’s current context – is required? • High value or high complexity interactions should be handled by more interactive and personal 4. What level of interaction is required? Is it communication channels such as proactive chat, simple text information sharing, or is real-time Click to Call and Co-browse. communication and interaction required? Figure 2 can help suggest the right channels for different levels of complexity.
  • 7. Getting it Right: Seven Steps to Right Channeling Customer Interactions 7 Step 6: Implement Your Right Step 7: Optimize Your Right Channeling Strategy Channeling Strategy To effectively right channel all online customer Right channeling is not a one-time project – it service interactions, you should implement your requires ongoing measurement and optimization strategy across both traditional and emerging to drive continuous improvement. With the channels of interaction. interaction analysis you completed in Steps 1-4, you have a benchmark from which to measure the 1. Start with your website – which is likely the impact of right channeling. After right channeling biggest driver of customer interactions. Using for three to six months, complete these steps again. Web analytics, call recordings, email/chat Pay close attention to usage and analytics from your transcripts and survey responses, identify the live help provider, and analyze transcripts from specific web pages, Web behavior, and referring each channel. Here are some good questions to ask traffic sources that drive a given level or type of to ensure an optimal right channel strategy. customer interaction. 1. Are you diverting the right types of inquiries to 2. Deploy the right communication technology lower cost channels? for each interaction based on your value and complexity classifications. 2. Has your overall cost-per-contact been reduced? 3. Ideally choose a right channeling solution that 3. How has the volume of inquiries and associated enables self-service business rules management cost in each communication channel changed? and the ability to escalate across channels without 4. Have your sales increased, remained flat, losing the continuity of the interaction. or decreased? 5. Have first-contact resolution rates increased or decreased? 6. Has customer satisfaction in each channel increased, remained flat, or decreased? Right Channeling Tip: Optimizing your right channeling strategy requires evaluating both the cost and value of interactions. Evaluate sales metrics (e.g. conversion rates and transaction values) satisfaction metrics (i.e. CSAT and Net Promoter score), as well as cost-per-interaction to ensure you’re optimizing the return on investment from each customer interaction.
  • 8. Getting it Right: Seven Steps to Right Channeling Customer Interactions 8 Conclusion: Right channeling is a simple strategy – it’s all about offering the right customer service channel at the right time to maximize revenue and satisfaction while minimizing cost. Yet implementing this strategy correctly requires a dedicated crossfunctional business case – across marketing, customer experience, and contact center teams – to ensure the right business processes and technology are put in place and the right reporting and analytics are available to measure success across multiple KPIs. Oracle and IntelliResponse: Right Channeling Done Right Oracle and IntelliResponse have helped more than 1,000 enterprise customers right channel their interactions across Retail, Financial Services, Travel, Consumer Products, Business & Consumer Services, High Tech, and Education. Our integrated solution – which includes Oracle ATG Live Help On Demand, and Next Generation Multi-Channel Self Service powered by an intelligent tracking & targeting engine – provides everything you need to right channel your interactions. Our service teams will work with you provide the business consulting, training, implementation and optimization services to help you drive continuous improvement. When you’re ready to right channel, get in touch with your ORACLE or IntelliResponse account representative to learn more about how to get started and build the business case for right channeling.
  • 9. Getting it Right: Seven Steps to Right Channeling Customer Interactions 9 *on average, a non technical telephone contact costs between $6-$12. A technical telephone contact **source: Oracle ATG client Data (20% AHT reduction and labor component corresponds to 70% of total costs) costs between $12-$25.
  • 10. Getting it Right: Seven Steps to Right Channeling Customer Interactions 10
  • 11. Getting it Right: Seven Steps to Right Channeling Customer Interactions 11 For More Information For More Information For more information on cost effective ways to enhance For more information please visit www.oracle.com/atgcommerce the customer experience at your organization contact: 650-506-7000 Mike Hennessy IntelliResponse About Oracle Corporation mike.hennessy@intelliresponse.com Oracle (NASDAQ: ORCL) is the world’s most complete, open and integrated business software and hardware systems company. We develop, About IntelliResponse manufacture, market, distribute and service database and middleware IntelliResponse enhances the multi-channel customer experience for software as well as applications software designed to help our customers businesses and educational institutions via its Instant Answer Agent, a manage and grow their business operations. question-and-answer software platform that allows web site visitors to ask questions in natural language, and get the “One Right Answer”, regardless of the hundreds of ways the question may be asked. This industry leading On Demand software platform is used by both consumers and contact center agents. With more than 200 live, customerfacing implementations answering 50 million+ questions with one right answer, IntelliResponse is the gold standard in first line customer experience management. Some of the world’s most recognized corporate brands and higher education institutions trust their customer experience management needs to IntelliResponse - including ING Direct, TD Canada Trust, Scotiabank, Penn State University, The Ohio State University, University of British Columbia and Harvard University Extension School. Copyright © 2011, IntelliResponse Systems Inc. All rights reserved. The trademarks identified herein are the trademarks or registered trademarks of IntelliResponse Systems Inc. or other third party.