Ponencia de Altitude en el evento organizado por Telefónica sobre Tendencias en Contact Center en Madrid el 22/05/2014. Más información sobre el servicio Contact Center de Telefónica en http://bit.ly/Ut3TPR

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New business drivers for
Customer Collaboration
Erwin-Paul Bouma
Sales Manager
C ust omer C ollaborat ion
Europe, Middle - East , A f rica & R ussia

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Cisco Customer Collaboration
Major Trends

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Wave 2:
Relationship
Wave 1:
Cost
Wave 3:
Experience
Transactions Interactions Engagements
ACD CTI, IVR, Segmentation Multichannel, Enterprise
Expertise, Social Media
Place System Enterprise Service
Operations Marketing Brand Management
Reactive Proactive

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Yesterday’s solutions aren’t enough.
at any time, in any location, and on any device.
Customers want to be taken care of…

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Customer Customer
Multi-Channel Omni-Channel
Stores
Mobile
Web
Catalogue
Stores
Mobile
Web
Catalogue
Seamless Experience

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OmniChannel is a customer
relationship strategy where the
customer is the centre of all
interaction channels; decides how,
when and where to communicate
and expects a consistent,
personalised, intuitive & rich
experience
Omni Channel

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Bringing Service to Customers Across Screens

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Moving from One-to-Many, to one-to-One

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Embracing the power of the consumer

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FitBit pedometer WiThings scale Vitality pill bottle
Nest Thermostat Pebble Watch Google Glass

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One day while at the
office…
… his car is hit in a parking lot
outside the building.
Rob “opts in” to remote car
monitoring service
Message routed to insurance
company’s proactive customer
care gateway
Local agent unavailable.
Call routed to centralized call center.
Proactive ResponseCollision DetectedMonitorOpt In
Sensors detect a collision and
route a message to Toyota USA
Sensormessage
SIP
Gateway XMPP
message

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EngagementProactive ResponseCollision DetectedMonitorOpt In
Customer care screen pop with account
information on outbound call
Detail on collision detection report from
Toyota USA
Customer engagement: Damage assessment,
claim initiation, tow, and rental car service

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Cisco Customer Collaboration
Customer behavior changes

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Delivering a Seamless and
Personalized Customer Experience
Across Multiple Channels
Improve Time to Closure…
Faster Than Today
Enable Secure Collaboration and
Ability to Close Business Across
Multiple Channels

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The Channel Puzzle
51%
research online and
then buy in store
– Google 2012

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The Channel Puzzle
32%
research online, visit in
store and then buy online
– Google 2012

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The Channel Puzzle
82%
Multichannel customers
spend 82% more than
single channel
customers

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The Channel Puzzle
84%
want consistent service,
get frustrated by
fragmented journeys
- Accenture

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Point Solutions Chaos Scenario
Tactical response
Departmental Isolation
Focus on Integration, not
Outcomes
No Common Intelligence or

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Cisco Customer Collaboration
What Businesses Are Doing

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Branchless Bank
Branches Replaced by
Kiosks
Non Traditional Placement
Significant Cost Reduction

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Energy RWE - Multichannel
Brand New Channel
Significant Customer Uptake
Strong Sales Conversion
Increasing Customer

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Everbright & Guangfa Bank
Expanded Footprint
Rolling out over 6000
units
Captures Signature and ID

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Nationwide

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Thank You