Leveraging Opportunities in the Age of Digital Channel Delivery RYAN STRATEGIC ADVISORY Leveraging Opportunities in the Age of Digital Channel Delivery //April 2017

Presentation Structure Introduction Evolution of Contact Channels Today’s Channel Reality Optimizing the Channel Strategy Wrap-up

Introduction

Introduction The contact center channel dynamic is more complex than ever Today, consumers drive enterprises to provide multiple channels However, there are many variables than can influence channel choices Managing channels concurrently is among the biggest challenges for CRM managers Finding the right business model is crucial in driving efficiencies and C-EX

Contact Channel Evolution

Contact Center Channels - 1987

Contact Center Channels - 2002

Contact Center Channels - 2017

Social Media - 2017

The Analytics Paradigm - 2017

Key CRM Challenges in 2017 1 – Keeping up with the pace of new channels 2 – Ascertaining what channels consumers want to use now 3 – Determining what consumers will want to use in the future 4 – Making resources available for cross-channel management 5 – Leveraging omni-channel analytical capabilities

Today’s Channel Reality

Channel Shift in US Contact Centers % US workstations currently supporting voice and non-voice interactions - 2017 Most workstations are voice enabled in US contact centers But, in 2017 more than 1/3 are equipped to do non-voice work American consumers are moving toward digital channels faster than in other countries

Contact center channel capabilities - 2017 Varied US Digital Channel Deployments Contact center channel capabilities - 2017 US consumers are demanding service via mature & emerging channels

Limited Resources for Digital Channels Anticipated US in-house contact center investment capacity – 2017 & 2018 <50% of US CRM managers have the flexibility to invest in an evolving channel mix

Optimizing the Channel Strategy

Rule #1 – Know Your Consumer Base

Key Consumer Channel Considerations Age Income levels Educational attainment Cultural nuances Data availability

Rule #2 – Know Your Industry

Key Industry Channel Considerations Legal regulation Industry compliance Internal processes Customer profile Economic maturity of sector

Traditional industries Key Industry Channel Considerations (Cont’d) Traditional industries Heavily-regulated More likely to use mature channels Favored mediums include Voice Mail Fax Email Emerging industries Less prone to regulation Open to new communication mediums Less focus on voice Favored mediums include Email Web-chat Social media Forums

Rule #3 – Know Your Existing Capabilities

Assessing Current Channel Capabilities Currently What channels is your organization currently offering? Which ones are anticipated to become more important? Are there any that can be de-emphasized? Can existing platforms accommodate new channel demands? Will new investments be needed?

Rule #4 – Know Your Ability to Invest

Key Channel Investment Considerations Which channel gaps need immediate attention? Are resources readily available within existing budgets? Is it possible to source funds beyond exiting budgets? If not, what options are available to provide enhances channel offerings?

Rule #5 – Know Your Digital Channel Options

Responding to Customer Channel Expectations Understand what channel mix needs to look like Now and over the next 24 months Determine internal investment capabilities Find any existing funding gaps Plug holes with relevant partnerships Broad outsourcers or niche channel players Front-line and back-end

Wrap-up

Final Thoughts Consumers are using more contact channels than ever Enterprises must respond by offering a robust selection of contact points For many, this will involve overcoming tight financial constraints It may also involve leveraging alternative delivery models However, to do nothing will ensure lost end-user loyalty over the long term

Questions? + 514 586 396 www.ryanadvisory.com peter@ryanadvisory.com pryanmontreal