Intelligent Call Routing: Getting callers to the right place, at the right time, for the right service
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Learn how innovative marketers improved the call experience with intelligent call routing.
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Intelligent Call Routing: Getting callers to the right place, at the right time, for the right service
- 2. #InvocaSummit THE PANEL Lindsey Schwarze CSM, Enterprise Engagements Kaylan Pasieka Specialist, Online Experience Sarah Wernik, Director, Enterprise Engagements Chadd Ryan, Sr. Manager, Residential Insights
- 4. #InvocaSummit Getting callers to the RIGHT destinations at the RIGHT time. …Oh and also… Getting the RIGHT data from the RIGHT Marketing Technology
- 5. #InvocaSummit What Will We Be Discussing Today? The Right Routing The Right Data The Future of Right
- 6. #InvocaSummit OVERVIEW Allstate Business Requirement Invoca Solution Ensure local agent/agency marketing ads don’t route calls to the contact center Create one unique call routing campaign per Allstate Agent, with no option to route to the contact center Ensure no leads are lost due to inability to connect to an agent or an agent speaking the correct language Define routing for corporate campaigns that route to the agency during hours but contact center after hours or back to the agency when the CC is closed Provide French call treatment for Quebec efforts Attribute marketing campaigns impact on inbound calls to 500 local agents, 98 agencies, and contact centers Provide unique accounts and logins for each Marketing tactic (local vs. corporate) and numbers assigned 1:1 to activates or dynamically based on digital experience
- 8. #InvocaSummit CALL FLOW During Hours After Hours Agent’s Desk Agency 1 During Hours After Hours Agency 2 Quote Claims Agency 3 Quote Claims During Hours French Contact Center for Claims After Hours French Contact Center for Quotes After Hours French Contact Center for Claims 1) Agent’s Rate Flyer Pamphlet 2) Corporate Marketing Ad
- 9. #InvocaSummit RESULTS Accurate routing & improved customer experience 50% decrease in abandoned calls Agent buy-in and increased marketing adoption 16% increase in calls YOY Improved reporting and analytics Decreased customer acquisition costs
- 10. #InvocaSummit OVERVIEW Frontier Business Requirement Invoca Solution Separate call routing and analytics across the 6 different regions and business lines (Commercial and Residential) Unique accounts and logins provided for each Region x Business Line (i.e. Residential - East) Unique destination points for calls within each Region x Business Line in Invoca Maintain unique call treatment and routing for Sales vs. Service calls and New Customer vs. Existing Customer calls Each unique Region x Business Line destination in Invoca route to Frontier’s CTI where exiting call treatments are maintained Attribute marketing campaigns to inbound calls Unique Invoca numbers per marketing campaign (static and dynamic), with custom data tagged for each number
- 12. #InvocaSummit RESULTS Visibility into performance of marketing campaigns Optimizations for new customer acquisition calls rather than just call volume Ability to maintain detailed routing by zip-code and account information in CTI APPROACH
- 15. #InvocaSummit
- 16. #InvocaSummit RESULTS Visibility into performance of marketing campaigns EXPECTED Optimizations for new customer acquisition calls rather than just call volume Ability to maintain detailed routing by zip-code and account information in CTI
- 17. #InvocaSummit THE FUTURE OF “RIGHT” The Right Routing Invoca Solution Priority routing for VIP Customers Real-time routing Intelligent routing based on marketing campaign The Right Data Invoca Solution Consistent customer experience Signal Rule Builder Omnichannel analysis Tableau Dashboard
- 18. #InvocaSummit TAKE-AWAYS 1. Use Invoca call campaigns simply for call routing and call treatment (less is better) 2. Focus IVRs around questions you can’t reliably collect intelligently (i.e. caller intent or location of service) 3. Use Invoca’s IVR for front-end ease and data collection but CTIs for detailed routing 4. Employ a unique ,across marketing tech stack, for tying data together
- 19. #InvocaSummit Q&A Lindsey Schwarze CSM, Enterprise Engagements Kaylan Pasieka Specialist, Online Experience Sarah Wernik, Director, Enterprise Engagements Chadd Ryan, Sr. Manager, Residential Insights
Editor's Notes
- Why are we here? Intelligent marketesr use invoca to solve the gap of online to offline engagement – talking about calls. Need to get the right callers to the right places, at the right time, but not forget about the analytics that must be done. Why do people call? To get more info before making a purchase. Call is super important in that journey because these are valuable leads. Need to make sure they are getting to the right person to answer the questions correctly and clsoe a sale more quickly.
- Why are we here? Intelligent marketesr use invoca to solve the gap of online to offline engagement – talking about calls. Need to get the right callers to the right places, at the right time, but not forget about the analytics that must be done. Why do people call? To get more info before making a purchase. Call is super important in that journey because these are valuable leads. Need to make sure they are getting to the right person to answer the questions correctly and clsoe a sale more quickly.
- Allstate discovered that its previous IVR (interactive voice response) menu, which ran in excess of 60 seconds, was causing people to drop off calls in impatience or frustration. The company shortened the IVR message for paid-search callers and improved call routing. Accordingly, it was able to capture more high-intent leads. It was also able to do a better job, using location data, to route calls to local agents and the correct default language. Overall, the call experience, where most sales happened, was improved, and the company was able to close more business. ISSUES: Calls going to the wrong agent/agency that cannot service their region Complaints of French callers routing to English-only agents Inability to scale adoption of Invoca technology
- Tell us about Allstate Canada’s marketing strategy for its local agents Highlight provinces significance as it relates to targeting
- Lots of places to route calls to importance of getting consumers connected to right agents Discuss contact center hours and agent hours Needed to set up really specific routing for marketing tactics Corporate hours not being wasted if agency is not open – but agents don’t want their leads going to contact center (they spent money on that ad and don’t want the lead to ever go to contact center) Show call flow diagram Shortened IVR Time
- Paint picture of Allstate business model FLOW DIAGRAM????????????? Allstate discovered that its previous IVR (interactive voice response) menu, which ran in excess of 60 seconds, was causing people to drop off calls in impatience or frustration. The company shortened the IVR message for paid-search callers and improved call routing. Accordingly, it was able to capture more high-intent leads. It was also able to do a better job, using location data, to route calls to local agents and the correct default language. Overall, the call experience, where most sales happened, was improved, and the company was able to close more business.
- Paint picture of Allstate business model FLOW DIAGRAM????????????? Allstate discovered that its previous IVR (interactive voice response) menu, which ran in excess of 60 seconds, was causing people to drop off calls in impatience or frustration. The company shortened the IVR message for paid-search callers and improved call routing. Accordingly, it was able to capture more high-intent leads. It was also able to do a better job, using location data, to route calls to local agents and the correct default language. Overall, the call experience, where most sales happened, was improved, and the company was able to close more business.
- Ultimate goal – closed loop marketing, pass data through all systems (transaction id of Invoca’s, get to Avaya, where data is accumulated).
- Invoca UI has data that’s collected and can be sent to tableau where the views are tailored in Tableau with dasboards that are entirely customizable. Where regional users can get to the granular level of data that they need.
- Invoca UI has data that’s collected and can be sent to tableau where the views are tailored in Tableau with dasboards that are entirely customizable. Where regional users can get to the granular level of data that they need.
- Invoca UI has data that’s collected and can be sent to tableau where the views are tailored in Tableau with dasboards that are entirely customizable. Where regional users can get to the granular level of data that they need.
- Expected Impact: business impact – generating insights that have not been seen before – learnings for optimizations for business decisions. Understanding how effective marketing tactics are, how effective are the tactics?