Real World Multi-channel & Case Study - . - PowerPoint PPT Presentation

Dave Tidwell Chief Operating Officer Real World Multi-channel & Case Study - .

Contact Centres & Best Practice for Multi-Channel • Definition – Compare Multi to Omni [Channel]? • When is multi-channel not multi-channel but multiple channels? • Typical Business Structure (by department) • Sales • Marketing • Brand Management • Online • Mobile / Applications • Customer Operations • Legal • Why is this structure so broken? • It was well learned; but entirely unfit for purpose in 21CN • What is needed instead? • Go << H O R I Z O N T A L >> • In broad terms; how is it done? • Phase One – AT • Phase Two – ABOUT • Phase Three – BEHIND • Strategy only works with a single “ VoC ” capability – otherwise big #FAIL

Multi-Channel – Rules of Thumb & Best Practice • Acceptable SLA’s • I don’t mean business ‘acceptable’ • I mean consumer/customer acceptable based on how they use each channel • What are good consumer SLA’s for SMS, Web -Chat, Walk-In, Facebook, Twitter, eMail, Voice, Mail, Deliveries? • Have a well oiled channel matrix • What channels support which others in your business universe? • Think about how interactions may go from public, to private and back to public? • How can we use this dynamic to our business and service advantage? • The safest position is ‘channel agnosticism’ multiplied by ‘channel cost’ weighted by consumer expectation • Average number of Tweets to FCR? • Average Tweet ‘interaction’ handling time? • Social Media is VERY badly done by most Enterprises • Consider TweetReach • Consider Authority • Consider Engagement [If I have connectivity I will show you what I mean!] • True multichannel hits the business top and bottom line in ways you’ve never dreamed of; • Do a google search starting “White iphone 1” and take Google’s best option!

What we do – SI - Multi Channel Contact Centres Voice eCommerce E Mail Fax White Mail Social Media Community Forums Knowledge Webchat & Callback Retail Alerts Outlets Chat Voice SMS MMS

Evolution from Uni-Channel From this… To This…

Case Study

M&S Before Outsourced Chester SMS M&S In Contact House Centre Conver- Outlook Seibel CRM social email Mitel Manual Voice Red Box Manual reporting Recording Knowledge Mgmt. Excel Amazon Order Excel WFM Quality Dearne Valley Management Mgmt. Contact Outsourced csat Centre Capita Outsourced 3C quality Custom SMS Outsourced mgmt. Time Amazon CRM Mgmt. Custom Amazon Web Manual CRM Manchester Avaya Site Reporting Nice Voice Analytics Contact Conver- Centre Amazon email social Verint recording IEX WFM Pune Centre Forres Contact Centre

M&S Virtual Contact Centre Web Mobile Email SMS Voice Social Media Fax Whitemail Parcels Including - CRM, Recording, Reporting, CSAT, Quality Management, WFM Knowledge Management Outsourced Agents In House Agents

M&S Virtual Contact Centre - Future Mobile Email SMS Voice Social Media Whitemail Parcels Web Fax Interaction Analytics Including - CRM, Recording, Reporting, CSAT, Quality Management, WFM Knowledge Management Outsourced Agents In House Agents

M&S Services   1500 Agent Seats Blanket call recording.  Voice Channel – Inbound call delivery  CSAT (including outbound IVR calls using OCS)   Case Management (FrontRange) Data Archive (recordings and contact history.)   Customer Contact History Historic Reporting (Interactive Insights.)   Email Channel Integration with IBM Smarter Commerce   SMS channel Proactive Contact (bulk outbound email and SMS)   Facebook Channel QM call recording and scoring   Twitter Channel Real Time Reporting (CC Pulse)   Alert Channel Supervisor functions   White mail Channel Citrix Hosting   Knowledge Management Integration Unified Application Launching   Auto Attendant IVR application Business Routing Interface  Workforce Management

SINGLE view of the customer !

Web Site Integration 5. Customer Interacts with web site. (places orders, Web Mobile received orders… ) 1. Customer Creates Account on Web Site Web site sends automated emails and SMSs 6. Details sent to Genesys 2. Customer details sent & stored in Genesys Contact Centre System 3. Customer interacts with call centre 7. All web site 4. Customer interactions, including details orders, SMS & emails automatically appear for agents, appear alongside all customer service interactions

Business Alerts 2. Issue is raised on IBM order fulfilment systems 7. IBM fulfils Web Mobile resolution 3. Alerts sent to contact centre for all orders affected 1. A supply chain issue occurs. Orders will be effected 6. IBM updated with resolution 4. Alerts routed to agents with the right skill (just like a call or email) 5. Agent interacts with customer and facilitates resolution (wait, cancel, order alternative… )

Integrated Case Management Web Mobile 1. Customer interacts with contact centre 2. Agent needs to raise a case 7. Case “Alert” routed through Genesys (Just like a call or email.) Contact Centre System 7. Alert “popped” to 3. Agent creates case 4. Case ID stored in Genesys agent/manager One button in 6. Case Genesys creates needs case and auto attention populates customer data Case Management System 5. Case workflow

M&S Customisations   User Provisioning Application Anana IWS Printing Module   Interaction History Composite Web Services Anana IWS Knowledge Module   Contact Composite Web Services Anana IWS Bulk Messaging Module   CSR Alerts Composite Web Services Anana IWS Search by Reference Number Module   Goodwill ETL Anana IWS CSR Alert Module   Anana Bulk Load Transformer Anana IWS Grammar Checking Module   Anana Bulk Load Interface Anana IWS SLA Module   Anana IWS Contact Module Anana IWS Login Module   Anana IWS Interaction History Extension Module Anana IWS User Provisioning Module   Anana IWS ID&V Module Anana FrontRange IWS Integration Module   Anana IWS Disposition Module Anana IWS FrontRange Integration Module   Anana IWS WCS Integration Module Academy exclusion   Anana IWS Sterling COM Integration Module Academy reporting  Anana IWS White Mail Module

M&S Infrastructure  4 Dedicated Racks in private cage (with dedicated CCTV) in Telecity Powergate in Acton  4 Distinct Environments – Dev (Anana House), Pre-Prod, Training & Prod  400 Virtual Servers (VMware)  656 Processor Cores  4.7 Tb RAM  11 Firewalls & 6 (SBCs) Session Border Controllers  26 x 10Gb Switches & 11 x 1Gb Switches on an 80Gb backbone  220 Terabytes of Storage  Full H/A Architecture  Built for PCI compliancy – Internal & External penetration testing & monitoring, FIMS, HIDS…  Solution fully managed & operated by Anana

M&S WAN Capita Citrix Phone browser Notes · Use of Anana House for ADR2 testing from Oct 2012 to Feb 2013 COM SBC CCA Client Anana Capita CC · Powergate Data centre comes online Feb 2013 Powergate · INTERNET Powergate is a non-resilient data centre Citrix Receiver CE CE CCA client CCA server browser Capita LAN 1G/10M Capita Capita SBC COM Citrix Leeds Rotherham AT&T Amsterdam WCS CE CE CE CE DOM 1G/100M 1G/10M 1G/100M 1G/100M Anana CE 1G/100M EM Anana House, Bristol 1G/10M CCA Server VRF: Capita or Anana Powergate-Capita CCA Client VRF: Anana AT&T Powergate-AT&T VRF:Capita Woking SBC WCS Capita-AT&T Citrix 1G/10M COM DOM VRF: Anana CE Powergate-STP2 EM 1G/10M CE IPSEC VPN: Anana 100M/10M VRF: M&S STP2-AT&T INTERNET C&W MPLS CLOUD 1G/1G 1G/1G VRF Summary non-peak Mbps peak Mbps Internet 50 74 VRF Anana/Powergate-AT&T 6 7 M&S VRF Anana/Powergate-Capita 155 239 STP2 CE CE VRF Anana/Powergate-STP2 18 20 VRF Capita Capita-AT&T 43 67 SBC BLUECOAT XB60 VRF M&S STP2-AT&T 1 1 COM->DOM HTTPS M&S LAN COM->DOM HTTPS (ADR2 only) M&S M&S SBC SIP (VoIP) RCS Chester Corporate EM SBC SIP (VoIP) (ADR2 only) Phone Phone MQ Messaging or SFTP Citrix Display Traffic Citrix Receiver Citrix Receiver Genesys FrontRange Client to Server MCFP Call Centre Wide Area Network HLD Author David Raine Date 25 Sept 2012 Rev 5

Architecture Models:  Logical  Component  Physical  Data  Deployment  Interfaces  Customisations  Requirements  Use Cases  Flows  Traceability

M&S Timescales