Bruce Glenn of Avaya shares insights on creating a successful multichannel call center at #Boost14.

1. How to Rock the Multichannel Call
Center with Avaya
Bruce Glenn,
Avaya Customer Experience Management

2. Agenda
Market Dynamics/Trends
Reinventing the Customer Experience
Multi Media for both Inbound and Outbound
Video Use Cases

3. Once Upon a Time…
Businesses were in charge!

4. Customer service has
transformed over the years…
1990’s 2000-2005 2005-2010

5. And consumers are driving the future
transformation
Pervasive
Video
Multichannel
Devices
Social Media

6. There Is A Need To Reinvent The
Customer Experience…
Advisors,
Subject
Matter
Experts
Social, Apps,
Video, Self-
Service,
Proactive,
Outbound
Dynamic,
Adaptive,
Business
Intelligence-
Based
Optimal
Resource
Matching,
Opportunity
Expansion
Proactive,
Engaging,
Collaborative
Agents,
Support
Phone, Email Linear, Static,
Slow
Speed of
Resolution
Reactive,
Scripted,
Controlling

7. But Contact Centers Have Challenges

8. Consumers want to be served in their
channel of choice…
Source: Webtorials Editorial/Analyst Division
63%
15%
27% 27% 27%
9%
15%
8% 10% 9%
Voice
(agent)
Fax
Voice
(self)
Email Web SMS Chat Video
Social
Media
IM

9. There are consequences if you
don’t…
26% 4.4 79% 90%
Sources: Avaya Consumer Preference eBook – CPE, Customer Care Measurement & Consulting, 2011

10. But there are opportunities and
rewards if you do!
$ $
83% 70% 20%
Source: BTGS The Anonymous Consumer, January 2011, Wall Street Journal, April, 2011

11. Fundamental Market Transitions
PCs / Laptops
Units Shipped
2000 2002 2004 2006 2008 2010
# of Active Accounts
2000 2002 2004 2006 2008 2010
$$ Revenue
Microsoft Revenue
vs
iPhone Revenue
2000 2002 2004 2006 2008 2010
Messages Sent (non-spam)
2000 2002 2004 2006 2008 2010
vs
Smartphones / Tablets
Email
vs
Social Media + SMS
Email
vs
SMS
2000 2005 2010 2015 2020

12. Your customers are using these
devices already

13. Some With A Disjointed
Experience
Can you
confirm your
address
please?
What is your
account
number?
What is
your user
name?

14. Move from inefficient,
unmemorable service
IVR Agent Store
Customer
Provided
Data
Customer
Customer
Provided
Data
Customer
Provided
Data

15. To a streamlined, differentiated
experience across channels
IVR Specialist Agent Store
Context
Session
Customer

16. Avaya Aura® Contact Center Solution
VOICE OUTBOUND SCREEN
POP
Customer
CALL
RECORDING
REPORTING
/ANALYTICS
VOICE (SELF) INTELLIGENT
ROUTING
EMAIL WEBCHAT INSTANT
MESSAGE
SOCIAL
MEDIA

17. Delivered in the way that’s best
for your enterprise
HOSTED
PREMISE
CLOUD
MANAGED
HYBRID
DELIVERY MODEL

18. Avaya Elite Multichannel (EMC)

19. Avaya Aura Call Center Elite
Multichannel Feature Pack (EMC)
• Overview:
• Tightly integrated into Elite
• Adds multichannel capabilities for up to 1,000 concurrent agents
• Email, Web chat, SMS, Fax, IM and outbound dialing
• Screen-pop
• Data Directed Routing
• Simple to manage and deploy
• Runs on customer provided Windows™ servers
• Uses CMS for consolidated reporting
• Available on Elite 4.x, 5.x and 6.x
Multichannel
work item
Call Center Elite
Multichannel Agent
Desktop
Add Multichannel and Preserve Elite Investment

20. 20
Avaya EMC
Contact center agents and customers
communicate using the customer’s preferred channel
• Universal queue for all work items
• Skills-based routing to ensure using
“the right agent for the right problem”
• Increase first-contact-resolution
through self-service, efficient routing,
and reaching experts outside the contact center
• Works seamlessly with existing Avaya
apps and clients – leverage existing
investments
Multichannel Contact
Management

21. Avaya Elite Multichannel (EMC) Video

22. Business Value:
The Customer The CFO The CIO
The Contact
Center Manager
 Issues are more
likely to be solved on
first contact
 Agent knows about
previous interactions
 Connect with a
business from a
mobile device, a Web
site, or via Text
messaging
 Caller to agent
match rates are
optimized reducing
costs
 Slim architecture
reduces ongoing
maintenance costs
 Use of home agent
resources for
contact spikes and
to draw from a
broader talent pool
 Minimal hardware to
maintain
 Investment
protection in the
core call center
 5 9’s reliability
 Simple to manage
day-to-day
operations
 Blended voice and
multichannel
reporting in CMS
 Maximize agent
productivity with
blended
inbound/outbound
and non-voice
contacts
 Shorter wait times
and fewer
abandoned calls

23. Social Media Manager

24. 8,285
people like this

25. 7,679
followers

26. 98,562
SOCIAL MEDIA
MENTIONS last year
7,679
IN THE PAST MONTH
?
WHAT ARE THEY
SAYING?

27. Satisfaction and Loyalty Builds
Your Brand
Customer
Satisfaction
Customer
Loyalty
Brand

28. What is said in social media can
damage it but how do you monitor
with limited staff?

29. There is a lot of activity, but…
Only 10%
of Issues
are ACTIONABLE

30. SaHleRs
Customer
!
Customer Service

31. Customer
Jay Roberts
SRP turned my water off yesterday!
May 6 at 10:32am Like Comment
SRP
Hey Jay, we’re sorry your family had a bad experience and
we’d like to help. Please click http://bit.ly/iMRgWZ to
connect with us live. Your Customer Service Team
May 6 at 10:33am 2 people commented
Customer Service Agent

32. +!
+
+

33. GATHER
INTERACTIONS ON
SOCIAL MEDIA PLATFORMS
ANALYZE
AND FILTER INFORMATION
PROCESS
SOCIAL MEDIA INSIGHTS
INTEGRATE
THIS INFORMATION SO RELEVANT
PARTY CAN ACT ON IT IMMEDIATELY

34. SHORTENS INCREASES ENHANCES
Response
Time
Revenue Customer
Satisfaction

35. INTELLIGENT FILTERING
AND ORGANIZATION
REAL-TIME INTEGRATION
INTO EXISTING PROCESSES
RICH AND ACTIONABLE
REPORTING

36. Benefits of Social Media
Management

37. Multi Media for Outbound Applications

38. Evolution of Outbound Dialing
Avaya, Inc. – Proprietary. Use pursuant to the terms of your signed agreement or Avaya
policy.
3
8
Market
Growth
Traditional
• Collections
Proactive Outreach
• Collections
• Telemarketing
• Customer Service
• Appointment
reminders
• Surveys
• Loyalty Calling
• Automated Agents
• SMS
• Email
Traditional +
• Collections
• Telemarketing
• Welcome Calls
• Winbacks
Mid-late 1980’s 1990’s 2000’s

39. Outbound Market Trends
of consumers expect companies
to notify them in advance of
problems
of consumers expect unique
treatment, contacted in a way they
want, with offers tailored to them
But…
of organizations cannot
deliver a completely
blended customer
experience automatically
and in real time
Source: Avaya Customer Experience
Global Research, March 2014
of consumers claim they are
using a wider variety of ways
to engage with companies in
last 12 mo
Customers Expect Personalized, Proactive, Easy Engagement

40. Consumer Preference Cost of Channel Effectiveness of Channel
40
Multi-channel Considerations
• Consumer preference for channel
• Effectiveness of channel
• Cost of channel vs. value of channel
40%
Use chat, text,
self-service
55%
Will use E-Mail in
1-2 years
50%
US customers opt for automated
voice response when offered
Cost Structure (example)
Item Live Agent Agentless
Agent Labor 70% 5%
Systems 10% 5%
IT Costs 5% 2%
Management 15% 5%
Cost Per Contact $10.00 $1.70
SMS
Email
Automated Voice
Notification
Live Agent Phone
Call
Live Agent Phone
Call
Automated Voice
Notification
SMS
Email
Effectiveness
College
Students
Seniors

41. The right channel for the right
audience
Cater your strategy to the target demographic
SMS
Email
Automated
Voice
Live Agent
Live Agent
Automated
Voice
SMS
Effectiveness
CAMPAIGN
Student Loan Collections
DEMOGRAPHIC
Age 23–30
CAMPAIGN
Medicare Enrollment
DEMOGRAPHIC
Age 62-67
Email
Example only

42. The right channel for the right time
Appointment
Reminders
Premium
Renewals
Flight
Alerts
Ticket
Sales
Seminar
Invitations
Membership
Sales
Past Due
Collections
Add - On
Sales
Service Call
Follow-ups
Satisfaction
Surveys
Service
Resumption
Appointment Re-
Scheduling
Pre-event build-up / Post-event follow-up
Pre-Event
Channel Week 3 Week 2 Week 1
Live Agent Daily
AN (Voice) Daily
Text/SMS Daily
Email Every Other Day
Post-Event
Week 1 Week 2 Week 3
Daily
Daily
Daily
Every Other Day
E
V
E
N
T

43. Design a multi-layered strategy that supports
your business model …
“Your subscription is set to expire in 60 days!
To save time and 5%, renew on-line now at
www.renewnow.com”
“Your subscription is about to expire. We can
help you avoid all the hassle and renew now
over the phone, and save you 5%!”
“Your subscription is about to expire. We value
you as a customer and help you renew now and
save you 5%!”
“Thank you for your renewal! We appreciate
your business! Please visit www.company.com
Automated
Email
Automated
Voice
Notification
Agent
Phone call
SMS or
email

44. Comprehensive Marketing…
…or Customer Bombardment?
Many people prefer
texts now, right? Let’s
send a bunch of texts
announcing our big
sale
We’ll be sending out a
series of mailers
promoting our big sale
SERENITY
NOW !!!!
Let’s have our contact
center agents call our
most valuable customers
and offer them upgrades
to our platinum card
Let’s send some emails
offering an extra 10%
discount if they call now
We’re going to be using
Automated Voice
Notifications to go after
early stage & low
balance delinquencies
The CEO wants us
to run a customer
satisfaction survey
campaign. Let’s
use email with a
survey link
SMS

45. The consequence
I wonder if they meant
5% PLUS the original
10%?
Pressing “0” to be
connected to a live
agent
What do you mean, my
bill is past due? I
already paid this!
Yes, I’m interested
in upgrading to the
platinum card
They didn’t say how
late the store is open.
I’ll place a quick call
Your current
wait time is
approximately
37 minutes
Your email said to call this
number if I had any
questions

46. 46
Proactive Outreach Manager (POM)
What is it?
• A complete solution to create and manage all outbound
communications including agent-based predictive
dialing campaigns as well as agent-less voice,
email, and SMS notifications and interactive
services
Why does it matter?
• Enables organizations to proactively reach out to
customers with the right information at the right time
at the lowest possible costs, resulting in increased
customer satisfaction and loyalty, lower overall costs of
service and improved inbound call volume management
How does it work?
• Run with Avaya Aura Experience Portal and Avaya’s
assisted contact center solutions
• Unified agent administration, Inbound/Outbound blending,
Agent desktop APIs
• Provide personalized Voice, SMS, Email interactive
services paced automatically to inbound service levels
• Powerful strategy builder to escalate between agent-less
voice, e-mail and SMS AND agent-based predictive,
preview, progressive tasks to ensure right-party connects
• Extensive web services for rapid integration
Campaign
+
Customer
data
SIP
Proactive Outreach
Manager
Live Agent
(as an opt-out from an
automated notification)
Voice
Text
E Mail
Live Agent
Predictive

47. Proactive Outbound Management Video

48. Automated Chat

49. Web Customer Service Automation
Virtual Agents - It’s the Next “Big” Thing
• Instead of live agents back and forth text conversation- The concept of Virtual Agents use natural
language processing to analyze customer queries and reply information back via knowledgebase
databases.
• Passes to live agent when needed.
• Knowledgebase learns via live agent handling of the call over time and becomes more effective.
• Online, Social and Mobile consumer trends are driving the need for fast, accurate, Web Customer
Service models
• Enterprises are looking for ways to reduce cost in the Call Center.
• Up to 72% of the costs of customer service interactions are in agent salaries
• Superior ROI – Automated Chat is 1/10th the cost of traditional customer service channels
By 2015, 50% of online
customer self service
activities will be via a
Virtual Agent for at least
1,500 large enterprises
Strategic Planning
assumption, Nov 2011
The deployment of Web
self-service won't make
the contact center agent
role extinct, but can
lead to a decline of up
to 5% year over year in
the number of phone-based
service agents.
There are already 1.4
million virtual agent
conversations for
businesses each day.
Virtual Agent Vendor
Selection report, Nov 2011

50. More with Less Productivity Plug & Play
Live Agents
“Coached” to Provide
Better Experience &
Gain Wallet Share
Introduce Chat into
Web Operations
without Disruptions &
Re-Engineering
Natural Language
Processing
Handle More Live
Chat Interactions with
Sophisticated Front
End Automation
Real-Time
Knowledge Base
Incorporation
Software as a
Service (SaaS)
Avaya Automated Chat
Summary – Why it’s Relevant

51. Eating Our Own Dog Food
Ask AVA
@ support.avaya.com

52. Automated Chat Video

53. “The most valuable action you can be taking
on behalf of your customers and for the
economic success of your organization is to
reduce customer effort”
Thanks!

54. This slide content is available at:
http://www.hyperquality.com/Boost/PublicSlides