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

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

3. Introduction

4. 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

5. Contact Channel Evolution

6. Contact Center Channels - 1987

7. Contact Center Channels - 2002

8. Contact Center Channels - 2017

9. Social Media

10. The Analytics Paradigm - 2017

11. 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

12. Today’s Channel Reality

13. Channel Shift in US Contact Centers
% US workstations currently supporting voice and non-voice interactions
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

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

15. 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

16. Optimizing the Channel
Strategy

17. Rule #1 – Know Your Consumer Base

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

19. Rule #2 – Know Your Industry

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

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

22. Rule #3 – Know Your Existing Capabilities

23. 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?

24. Rule #4 – Know Your Ability to Invest

25. 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?

26. Rule #5 – Know Your Digital Channel Options

27. 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

28. Wrap-up

29. 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

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