1. No category

la calidad de CEM - y cómo
hacerlo realidad
Redefining the contact center to focus on the
Customer Experience
Lior Arussy
Corporate VP –General Manager CEM division
The Story of the Gatekeepers
(a.k.a. “Give Us the Money”)
Unequal Relationship
What Drives Customer Loyalty?
Source: BizRate.com, Online Customer Survey, 2000
What is it all about?
„ Loyalty = Strong relationship
„ Relationship = multiple positive experiences
„ Experience = Human touch combined with quality product
or services
„ Who creates experiences? People
„ Where do experiences takes place?
‹ Contact center
‹ Retail stores
‹ Service counter
‹ Distributors
‹ Accounting department
‹ Employees
‹ Sales people
‹ Service people
‹ Delivery people
What is your customer?
What is your customer?
What is your customer?
What is your Employee?
People First, Technology Second!
What will happen if you listen?
Improve morale
through better
coaching
and training
Get to know
the customer
better
Decrease costs
through adapting to
customer’s needs
Identify problems
before they become
crises
Increase efficiency
by identifying
root causes
Listen to new ideas
Improve the products
Gain competitive
advantage
through insight
The New Customer-Corporation Ecosystem
(a.k.a. “Listen to Me”)
Equal Relationship
The New Contact Center
Communication of:
Listening to:
Complaints
Ideas
Requests
General Experience
Ideas and Suggestions
Business Analysis
Better Products
Customer Focused Strategy
CEM in Action
From Call Center to Loyalty Center
The Call
The Customer
length, speed, etc.
satisfaction, service level, etc.
The Agent
360o View
bonus, suitability, training, etc.
supervisors, agents, customers
Minimal
Maximal
“Get those upset customers
out of the way”
“Tell us what the customers want”
Performance Statistics
Customer Satisfaction
ASA, length of call, etc.
surveys, impact on business, ideas
Confrontational
Cooperative
Show sympathy, close the case
fast! You did this transaction!
Listening for new ideas,
hunting for suggestions
What is
customer experience management?
AAstrategy
strategyand
andpractice
practiceto
toestablish
establishthe
therelationship
relationship
between
betweencompanies
companiesand
andcustomers
customerson
onan
anequal
equalbasis.
basis.
Through
Throughmanaging
managingthe
theexperiences,companies
experiences,companieswill
willgain
gainthe
the
trust,
trust,ideas
ideasand
andultimately
ultimatelythe
therepeat
repeatbusiness
businessand
and
evangelizing
evangelizingof
ofcustomers.
customers.
Who is responsible for it?
„ CEO
„ Contact center
„ CFO
„ Service operation
„ Marketing
„ Shipping
„ Sales
„ Finance
„ Production
„ Legal
„ Operation
„ Suppliers
„ Accounting
„ The mail room
„ Distributors
„ The cleaning crew
„ Retail stores
„ Security
„ Webmaster
„ Anyone else who works for
you or with you
… But it all starts with you!
Getting Started – People First!
„ Recruiting – Do you hire people who loves your products? Did they
ever tried them?
„ Training – Teach them to care. Train them to be useful. Give them
the skills to do their jobs.
„ Procedures – Are they empowered to solve the problem.
„ Evaluation – Let agents evaluate themselves. Compare to
customers’ evaluation
„ Rewarding – Give them a star treatment! Let them all see it
„ Growth – Provide them with advancement opportunities in the
company
„ Enterprise Access – Ensure that ideas and information flows to the
right decision makers
Getting Started – Technology Can Help
„ Recruiting – NICELog - Recording to screen candidates
„ Training – NICE Learning – Give the right training to each agent
„ Procedures – NICE Analyzer – Check out your procedures
„ Evaluation – NICEUniverse – Everyone can evaluate!
„ Rewarding – NICELog – Save best calls for everyone to see!
„ Growth – NICE Reporter – Select best performers for advancement
„ Enterprise Access – ExecutiveConnect and Idea Management –
Share the knowledge, make an impact!
Contact Center
Complete Customer Experience Management Suite
Capture
Evaluate
Chat
VoIP
Voice
E-Mail
Screen
NiceLog System
NICE Feedback
NiceUniverse
Customer Surveys
Quality Monitoring
Analyze
Improve
Executive
Connect
NICE Learning
Experience
Analysis
Business Analyzer
Word & Emotion Detection
The 360o View story
Easy for the Agents
Integration with existing
applications
NICE Link
Screen Event Agent
Easy for the
Trainers and Agents
Visibility for the
Executives
Business Analytics Ideas
Management
Business Analyzer
NICE Link
From any place at any time
Executive Connect
Automated and
Focused e-learning
NICE Learning
The Customer
perspective
Useful for the Supervisor
Quality Management & Evaluations
NiceUniverse
Business Analyzer
Customer Surveys
NICE Feedback
Success Story
Ben – Dutch wireless provider –
Business Challenge
ƒ
Develop a highly trained workforce quickly
ƒ
Minimize turnover by developing a system of rewards and
measurements that increased agent loyalty
ƒ
Make superior customer service a competitive
differentiator
„ Selected Solution
ƒ
NiceUniverse for quality monitoring,
NiceLog, Voice and Screen Recording
ƒ
Self directed employee development program
ƒ
Clearly defined skill levels associated
with training pre-requisites
ƒ
Passport validation for tracking progress
ƒ
Compensation based on skill levels
BEN Business:
Over 1.2 million
subscribers
100,000 calls
per week
Grew in 3½
years from 45
to 700 agents
Benefits Achieved
ƒ
Turnover rate one half of industry average –
2.8% versus 7%
ƒ
Voluntary leaving significantly less - 1.8%
ƒ
Sickness rate below industry average –
7-8% versus 12-14%
ƒ
Training savings – minimized expense of
$10,000 to train new agents with potential
savings of $200,000 per year
ƒ
Highly skilled workforce resulting in award
winning customer service
“After implementing NICE’s CEM solutions, we achieved an agent retention rate more
than double the industry average. In addition, we have established and maintained a
high level of customer satisfaction which resulted in our winning the National Contact
Center Award in 2001 for providing the best customer service in the Netherlands”.
Joop Evers customer service director, Ben, Holland
Success Stories of Real Savings
ABN Amro
Global banking group, was able to verify transactions so efficiently that they
saved enough money to pay for the system in the first year.
Chase Mellon Bank
The most experienced shareholder services provider in the U.S., cut new
agent turnover from 30 percent to two percent to see an immediate return
on investment in training.
CDI
An insurance arm of the Hong Kong Shanghai Bank, increased its conversion
rate by 16% on policies sold to pay for the system in the first year.
Software Spectrum
Global provider of business software, volume licensing and contact services
increased their percentage of satisfied customers by 20%. In turn, productivity
gains translated into savings which were twice their initial outlay. Their NICE
system paid for itself in less than six months.
BEN
Dutch mobile operator, achieved an agent retention rate more than double the
industry average by implementing CEM.
5%
5%reduction
reductioninincustomers
customersdefections
defections
Leads
Leadsto
toup
upto
to85%
85%boost
boostininprofit
profit -Harvard
HarvardBusiness
Businessreview
review9/90
9/90
What is your
customer’s smile
worth?
70%
70%of
ofcustomers
customersswitch
switchto
tothe
the
competition
competitiondue
dueto
to
service
servicequality
qualityissues
issues––
Forum
ForumCorporation
Corporation
95%
95%of
ofunhappy
unhappycustomers
customerswill
willbuy
buyagain
again
ififtheir
theirproblem
problemwill
willbe
behandled
handled
satisfactorily
satisfactorilyand
andquickly
quickly–eSatisfy
–eSatisfy
Loyal
Loyalcustomers
customersare
aremore
moreprofitable
profitable
due
dueto
toreferrals
referralsand
andrepeat
repeatbusiness
business–
Harvard
HarvardBusiness
BusinessReview
Review9/90
9/90
To Be #
Are you ready?
Gartner Group Magic Quadrant 2002 - CC Quality Assurance
“Customer Experience Management (CEM) Definition: CEM unifies multimedia recording
needs, monitoring for quality and performance training, analytical tools, data mining, surveying
and customer feedback, and the distribution of knowledge (sharing recorded customer interaction
throughout the enterprise)”
“NICE continues to be a leader”
“CEM will continue to play an important role in the evolution of the contact center”
Source: from Gartner Group Report, February 2002
Why NICE?
ƒ Over 4500 customers at 8500 sites in over 100 countries
ƒ 2300 quality monitoring and CEM sites
ƒ 58% of Fortune 100 companies
ƒ Over 50 million interactions captured everyday
ƒ Over 500,000 agents covered
ƒ 20 strategic partnerships
Your #1 Choice
Just Wanted to Say….
www.nice.com