Cuando hablar no es suficiente... el autoservicio es la solución. Montserrat Morales, Aspect LATAM

©2014 Aspect Software, Inc. All rights reserved
1
Montserrat Morales reside en
Sunrise, Florida. Ingeniero en
Electronica con Maestria en Ciencias
Computacionales y un MBA de la
Universidad de Phoenix. Con mas
de 20 a~nos de experiencia en
contact centers y
telecomunicaciones

©2013 Aspect Software, Inc. All rights reserved rev: Mar 2013
Cuando hablar no es suficiente….
Mexico City, June, 2015

Customer Engagement 20/20:
Differences in Generations and the Impact on the
Contact Center
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How Different?
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Forrester (2015, http://mobilemindshift.forrester.com/)
Telefonica (2015, http://www.slideshare.net/fullscreen/TelefonicaEurope/gms-tech-fact-sheet-final/1)

CONSUMERS ARE
SMARTER AND MORE EMPOWERED THAN EVER BEFORE
use multiple
channels
trust friends’
reviews over
experts
more
is spent by
multi-channel
buyers
are more
price
conscious
than a
year ago
prefer
self-service
for service
needs
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8

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www.aspect.com/millennials

Differences in Generations
Traditionalists
1928 – 1945
Baby Boomers
1946 – 1964
Generation X
1965 - 1980
Millennial
1980 - 2000
Core Values Discipline
Respect
Patriotism
Frugality
Challenge status quo
Championed causes
Bing ‘cool’
Buy now, pay later
Risk takers
Mistrust
institutions
Having fun
Save for later
Change the rules
Citizens of the
world
Self-expression
Instant
gratification
Media and
Communication
Prefer humans
to machines
Appreciate
technology
Technology savvy Tethered to
technology
Mantra Poor but proud No pain, no gain Work smarter, not
harder
I’m entitled
Self Self-sacrifice Self-sufficiency Self-reliance Self-fulfillment
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LATAM Perspective
Millennials in Latin America are
generally optimistic
Conscious about the environment,
health, and career aspirations
While cost conscious, they spend 5x
more with brands that they and their
peers trust
Telefonica Latin America Millennials
survey 2015
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LATAM Perspective
Much more tech savvy and
tech dependent
Believe in the power and
value of technology to drive
transformational change
Expect to engage on their
own terms.
Telefonica Latin America
Millennials survey 2015 14

What Self-Service Situations Can Cause Customer Frustration?
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It’s not just about
millennials. Trends and
expectations are also
shared by Gen X and Baby
Boomers
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Know me
Make it mobile
Let me do it
Make it social
Fit into my life
Save me time
Make me smarter
Help me discover
THE “NOW CONSUMER” EXPECTATIONS
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Contact center engagement model must change to
meet the now consumer expectations
Omni-Channel
Self-Service
Social and Proactive
Engagement
Workforce
Optimization
Customer
Omni-Channel
Interaction Management

A Model
An Architecture
And Products
A Cloud Execution Plan
Your Consumer Engagement 20/20 Blueprint
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The best fit
for the customer –
Put the Self back
in Self-Service
People love to help
and to be helped by
other consumers….
Proactive information
improves the quality
of the customer relationship
in every interaction
When self-service
falls short, agent contact
as a safety net is an
absolute necessity
Aspect Consumer Engagement
Reference Model
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VALUE PROPOSITION
CONSUMER ENGAGEMENT 20/20
INCREASE
customer
interactions
IMPROVE
consumer
satisfaction
DECREASE
costs through
self-service
MAXIMIZE
agent
value
Independence, Autonomy, and a Sense of Belonging…
DRIVE LOYALTY
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Customer Satisfaction Journey
Sentiment Assessment
IVR self-
service
Text based
self-service
dropped calls
I have to repeat my info
mobile
Disposable app Know ME
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Bridge the Gap: IVR and Contact Center
Submit context and history of IVR interaction to agent
Self-Service Live Service
Welcome back to
ABC BANK! Please
enter your account
number…
3 – 8 – 5
– 1 – 2 –
0
Contextual
Handover to
Live Agent
ANI recognition
Hello Mrs.
Reyes. I can see
you are calling in
about your most
recent
transactions…
Thanks. I can see
you have question
about your recent
transactions. Would
you like to speak to
an agent?
Yes,
Please
Personalization

Bridge the Gap: TEXT and Contact Center
Extend self-service to textual channels,
and seamlessly hand over to live service on same channel
Contextual
Handover to
Live Agent

Show them
you know them!
•  Wow your customers by knowing when and why
they contacted you last, and whether there are any
outstanding issues
•  Provide a seamless Omni-Channel Customer
Journey by preserving session state across customer
touch points – self-service and agent assisted
•  Dynamically personalize and ease self-service
interactions by managing customer preferences and
segmentation data
The Solution: Experience Continuity
CONTEXT
CONTINUITY
CONVENIENCE
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Bridge the Gap: MOBILE and Contact Center
Hello Mrs. Myers.
You wanted us to
call you back
regarding your
appointment with Dr.
Green?
Contextual
Handover to
Live Agent
Self-Service Live Service

VALUE PROPOSITION
CONSUMER ENGAGEMENT 20/20
INCREASE
customer
interactions
IMPROVE
consumer
satisfaction
DECREASE
costs through
self-service
MAXIMIZE
agent
value
Independence, Autonomy, and a Sense of Belonging…
DRIVE LOYALTY

WE CAN HELP YOU
CHANGE THE CONVERSATION
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Cuando hablar no es suficiente... el autoservicio es la solución. Montserrat Morales, Aspect LATAM

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Cuando hablar no es suficiente... el autoservicio es la solución. Montserrat Morales, Aspect LATAM