Cross Channel Analytics The Challenge of Understanding Complexity

 First Contact Resolution  Customer Satisfactio n  Operational Efficiency  Call Volume Reduction  Sales Performance  Competitive Intelligence  Customer Retention  Quality Assurance Effectiveness  Collections Optimization  Marketing Campaign Effectiveness Popular Uses of Interaction Analytics 2

 5% - 10% reduction in average call handling time (AHT)  1% - 5% improvement in sales performance  1% - 3% improvement in customer retention  1.0 point – 2.0 point increase in Net Promoter Score  Return on Investment within 6 – 9 months Typical Gains from using Interaction Analytics 3

Cross Channel Communication 4 Varied, complex, multi-channel communications

Customer Engagement Trends 5 Customer Engagement by Number of Channels Source: Ovum, October 2010

Communication Channels in Use 6 Inbound Customer Interaction Channels Supported by Industry Vertical Source: Frost and Sullivan, March 2009

Customer Experience Correlates to Loyalty 7

Four Pillars of Customer Communication 8 Holistic Multiple Touchpoints = Multiple Opportunities Contextual Putting Service into Perspective Personal Adding a Personal Touch Timely Making an Impact at the Moment of Truth A high-impact strategy for creating an outstanding customer experience during every interaction

Four Pillars of Customer Communication 9 Holistic: Multiple Touchpoints = Multiple Opportunities Cross-channel analytics isn’t just about compiling customer data. Rather, it’s about understanding its meaning in a holistic way and determining what to do with all the information that you gather. Analytics is about how to drill down and enlighten the organization as to how to create the superior level of customer service that people want.

Four Pillars of Customer Communication 10 Contextual: Putting Service into Perspective Using context awareness, the organization can now approach the customer in a smart and relevant manner Context awareness can provide information that will guide the contact centre representative to take a particular action that provides the most targeted and impactful results to both the customer and the organization

Four Pillars of Customer Communication 11 Personal Adding a Personal Touch “Personalization means truly knowing your customers and providing them a service they feel was tailored to their needs A significant impact is made by offering personalized service Taking the information you’ve gathered on a customer and using it to enhance a customer’s satisfaction creates loyalty.

Four Pillars of Customer Communication 12 Timely Making an Impact at the Moment of Truth Offering the right customer service or recommendation at the right time Once the moment is gone, once the customer is gone, it’s irrelevant to try to go back and re-create the experience.

Conclusion 13 Positive experiences create continuing loyalty - just one negative customer experience can easily result in churn and lost revenues Companies must deliver a consistently excellent customer experience across all channels The four pillars of customer communication—cross-channel analytics, context awareness, personalization, and real time— combine to form a high-impact strategy for creating an outstanding customer experience during every interaction, regardless of channel Organisations must find ways of capturing and analysing all interactions across all channels