{"id":378376,"date":"2021-05-19T14:32:08","date_gmt":"2021-05-19T21:32:08","guid":{"rendered":"https:\/\/www.genesys.com\/?post_type=webinars&p=378376"},"modified":"2021-05-19T14:31:35","modified_gmt":"2021-05-19T21:31:35","slug":"channel-surfing-mastering-digital-channels-for-your-business","status":"publish","type":"webinars","link":"https:\/\/www.genesys.com\/es-mx\/webinars\/channel-surfing-mastering-digital-channels-for-your-business","title":{"rendered":"Navegar entre canales: C\u00f3mo manejar los canales digitales"},"content":{"rendered":"

[vc_section][vc_row][vc_column width=”2\/3″][vc_column_text]<\/p>\n

Genesys Webinar<\/p>\n

[\/vc_column_text][vc_column_text]<\/p>\n

Navegar entre canales: C\u00f3mo manejar los canales digitales<\/h1>\n

[\/vc_column_text]<\/span>[vc_row_inner][vc_column_inner][vc_column_text]Los canales digitales, como el chat en la web, las aplicaciones de mensajer\u00eda y los chatbots, tienen un enorme potencial para generar engagement con el cliente y brindarle soporte. Y, si bien tanto clientes como empresas son cada vez m\u00e1s proclives a usarlos, los l\u00edder de CX sienten que a\u00fan no han sacado el m\u00e1ximo provecho de ellos.<\/p>\n

Si usted est\u00e1 buscando incorporar canales digitales nuevos o aprovechar al m\u00e1ximo los que ya tiene, acomp\u00e1\u00f1enos en la mesa redonda que conversar\u00e1 sobre estos temas durante el webinar. Nuestro panel de expertos hablar\u00e1 sobre los aspectos b\u00e1sicos que deben considerarse al utilizar estos canales para escuchar, comprender y actuar seg\u00fan lo que el cliente necesita, con empat\u00eda.<\/p>\n

Obtenga toda la orientaci\u00f3n que necesita para brindar experiencias digitales de excelencia a trav\u00e9s de los canales digitales. Vea el webinar on demand hoy mismo.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner]<\/span>[vc_tta_accordion c_position=”right” active_section=”1″ collapsible_all=”true”][vc_tta_section add_icon=”true” title=”Transcripci\u00f3n del webinar” tab_id=”1619026079211-4252f9a7-9e91″ custom_icon=”2099″][vc_column_text]1
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\nGood morning, evening, and afternoon everyone. This is Josh Reed<\/p>\n

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\n00:00:10,990 –> 00:00:13,250
\nfrom the digital events team, and I’ll be the moderator<\/p>\n

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\n00:00:13,250 –> 00:00:17,060
\nfor today’s presentation. Let me start by saying welcome. And<\/p>\n

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\nthanks for joining today’s live webinar channel surfing, mastering digital<\/p>\n

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\nchannels for your business. As I usually do, I’m going<\/p>\n

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\nto cover a couple of housekeeping items, but I’m going<\/p>\n

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\nto try and keep it short and sweet. So, first<\/p>\n

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\noff, if you experience any problems viewing or listening to<\/p>\n

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\ntoday’s presentation, do me a favor and just hit it<\/p>\n

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\nwith a quick refresh that usually fixes any cancellations. You<\/p>\n

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\nalso have the ability to enlarge the slide window and<\/p>\n

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\nthe video window throughout the conversation today. So, if you<\/p>\n

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\nsee anything in the slide window that you want to<\/p>\n

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\nsee clearer, you can indeed enlarge that screen by dragging<\/p>\n

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\nany of the corners of that window. Also know that<\/p>\n

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\nthis is designed to be an interactive experience between you<\/p>\n

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\nand our presenters today. So, throughout the conversation, you can<\/p>\n

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\nthrow questions that you have into the Q and A window<\/p>\n

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\nbelow the slides and what we’ll do is we’ll answer<\/p>\n

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\nthem via chat throughout the conversation. We’ll keep you engaged<\/p>\n

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\nthroughout the entire conversation today. However, sometimes time gets away<\/p>\n

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\nfrom us. So, if we are unable to answer your<\/p>\n

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\nquestions in via live format here, what we will do is<\/p>\n

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\nwe will just follow up with you via email within<\/p>\n

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\nthe next few business days. And also know that this<\/p>\n

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\nis indeed being recorded. So, if for any reason you have<\/p>\n

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\nto get up during today’s presentation and you miss any<\/p>\n

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\npart of it, that’s okay you’re going to receive a<\/p>\n

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\nlink to the on- demand recording via email from on<\/p>\n

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\n24 within the next few business days. And also note<\/p>\n

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\nthat check out the resources in the resource list below<\/p>\n

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\nthe slides, these resources expand on today’s topic of digital<\/p>\n

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\nchannels what you can do is go ahead and click<\/p>\n

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\non those now, and they will open up a new<\/p>\n

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\ntab in your browser. And lastly, I encourage you to<\/p>\n

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\ntake the survey that’s going to show up at the<\/p>\n

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\nend of today’s presentation. If you want to knock it<\/p>\n

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\nout early, however, you can just click on the last<\/p>\n

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\nicon below. We tailor these conversations to exactly what you,<\/p>\n

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\nthe attendees want to learn more about with respect to<\/p>\n

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\nGenesys and topics to contact center solutions. So, do me<\/p>\n

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\na favor and take that survey so that we can<\/p>\n

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\nincorporate your feedback in the future of Genesys webcasts. And<\/p>\n

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\nas I mentioned, short and sweet. So, today we have<\/p>\n

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\nthree awesome presenters excited to give you an inside look<\/p>\n

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\nand some practical guidance on how to deliver amazing customer<\/p>\n

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\nexperiences through digital channels. So, I’m actually going to introduce<\/p>\n

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\nyou all today to our first presenter, Charlie Godfrey. Charlie,<\/p>\n

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\nthe floor is yours. Thanks, Josh. And welcome everybody. My<\/p>\n

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\nname is Charlie Godfrey with Genesys strategic business consulting. And<\/p>\n

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\nthanks for joining us today. So, mastering digital channels, why<\/p>\n

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\ndoes digital matter so much today? And so, we recently<\/p>\n

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\npublished a paper of human connections in crisis. And I don’t think<\/p>\n

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\nit’s a surprise to anyone to hear that people are<\/p>\n

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\nfeeling disconnected. There’s a connection deficit, as people are interacting<\/p>\n

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\nwith other people and companies they do business with. Interesting<\/p>\n

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\nis the people that feel the most disconnected, basically their<\/p>\n

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\nbehavior is less digital. The people that feel connected are<\/p>\n

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\nusing digital channels to do so. So, digital is really<\/p>\n

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\nhelping people to feel connected with their peers and with<\/p>\n

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\ntheir companies. So, what does that mean? And you’ll hear<\/p>\n

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\nsome terms, one thing that we hear a lot in<\/p>\n

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\nthe market is empathy. And some people have a strong<\/p>\n

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\nreaction to this that it’s fuzzy or emotional. And what’s<\/p>\n

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\n00:03:32,580 –> 00:03:36,060
\nimportant to understand is empathy is not about sympathy, it’s<\/p>\n

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\nnot about being nice. It’s about understanding what another person<\/p>\n

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\nis experiencing. This is a rather academic definition of empathy,<\/p>\n

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\nbut essentially it’s this. Walk in the other guy’s shoes.<\/p>\n

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\nWhat is he been through? How can I help? And<\/p>\n

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\nso, while that’s deems like a very abstract concept, we’ve<\/p>\n

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\ntaken a shot at making it tangible and making it<\/p>\n

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\nactionable. And so, if you think about empathy, we know<\/p>\n

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\nthat empathy builds trust and trust leads to loyalty. And<\/p>\n

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\nthat’s the real business reason to do this. A recent<\/p>\n

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\nHarvard Business Review article said that loyalty leaders grow revenue<\/p>\n

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\ntwo and a half times faster than their peers based<\/p>\n

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\non this strength of loyalty. And so, it makes good<\/p>\n

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\nbusiness sense. And we do that through personalized experiences and<\/p>\n

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\nwe make that happen through technology. But a lot of<\/p>\n

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\npeople come to me and say, ” Charlie, well, that’s great,<\/p>\n

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\nbut how do I get from the outside ring to<\/p>\n

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\nthe inside ring? How does technology make empathy happen?” And<\/p>\n

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\nso, what we’ve come up with is a way to<\/p>\n

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\nsimplify empathy and to make it actionable. And it comes<\/p>\n

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\ndown to these verbs, these words, interestingly enough. And so,<\/p>\n

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\nwhat it is, if I’m going to have an empathetic<\/p>\n

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\nexperience with you, the first thing I’m going to do<\/p>\n

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\nis listen, I’m going to take in as much information<\/p>\n

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\nas I can. I’m going to use my brain and<\/p>\n

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\nmy experience to understand and predict the right way to<\/p>\n

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\nrespond to you. I’m going to take the action and<\/p>\n

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\nprovide a response and try to help. And then I’m<\/p>\n

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\ngoing to gauge the success of that and see if<\/p>\n

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\nit worked and learn from it. And so, if we<\/p>\n

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\nthink about empathy in this way and simplify it, we<\/p>\n

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\ncan start to apply that to our technology ring, think<\/p>\n

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\nabout it. We can listen at scale through our data<\/p>\n

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\necosystem. We can take that data and transform it with<\/p>\n

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\nAI to create understanding and prediction. We can use our<\/p>\n

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\nengagement channels to take action and engage and interact with<\/p>\n

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\nour customers and then return to AI to learn and<\/p>\n

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\nimprove the experience each time we go through it. And<\/p>\n

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\nso, from a Genesys perspective, we’ve approached it as orchestrating<\/p>\n

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\nsystems of listening, understanding, action and learning, and what we<\/p>\n

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\nrefer to that as an experience, as a service. And<\/p>\n

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\nnow I’d like to bring in Robin Gareiss from Metrigy.<\/p>\n

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\nRobin, you’ve had some experience with this concept of listening<\/p>\n

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\nand acting, and as it pertains to the digital world,<\/p>\n

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\ncould you share a few things around that and introduce<\/p>\n

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\nyourself to the folk? Yeah, absolutely, Charlie. Thank you. My<\/p>\n

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\nname is Charlie said it first, I’m Robin Gareiss, I’m<\/p>\n

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\nCEO here at Metrigy. We’re a research and advisory firm.<\/p>\n

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\nAnd so, we’re always out there interviewing and surveying enterprise<\/p>\n

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\nCX leaders to understand what they’re doing and what’s working<\/p>\n

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\nfor them, what’s not that type of thing. And so,<\/p>\n

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\nas I’m out talking to people about this, what I<\/p>\n

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\nfind is a best practice among those who are doing<\/p>\n

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\nthe right thing is to really gather data, to gather<\/p>\n

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\nthat information. So, from a real tactical standpoint, if you<\/p>\n

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\nlook at this chart starting at number one, you want<\/p>\n

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\nto, first of all, determine what metrics are you going<\/p>\n

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\nto measure and over what interval are you going to<\/p>\n

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\nmeasure them? So, you might be looking at customer satisfaction,<\/p>\n

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\nyou might be looking at a specific metric for your<\/p>\n

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\nagent performance. It could be a whole, oh boy, there’s<\/p>\n

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\nno shortage of metrics, but what does it matter to<\/p>\n

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\nyou? What are you going to do? And then even not<\/p>\n

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\nonly just from a specific context and a perspective, but<\/p>\n

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\nfrom a business perspective, are you going to look at how,<\/p>\n

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\nwhat you’re doing in the context centers affecting things like<\/p>\n

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\nrevenue or cost or agent efficiency, customer sentiment, all of<\/p>\n

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\nthose things. So, figure that out first and then take<\/p>\n

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\nyour baseline assessment. So, no matter what new technology you’re<\/p>\n

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\nplanning to implement to help improve customer experience, take the<\/p>\n

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\nbaseline first, because if you forget that and trust me<\/p>\n

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\nso many companies do you can’t go back. You can’t<\/p>\n

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\ngo back and take those numbers again. I mean, sometimes<\/p>\n

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\nyou might have them stored somewhere in a report, but<\/p>\n

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\nit might not be the exact way you’re planning the<\/p>\n

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\nmetric in the future. So, take that baseline and then<\/p>\n

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\ntake your measurements at every pre- established interval, whether it’s<\/p>\n

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\nby second, by minute, by hour, by day, week, month,<\/p>\n

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\nyear, whatever it is. And it could be multiple pick those<\/p>\n

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\nmetrics, make sure you have an automated process in place<\/p>\n

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\nto get those metrics gathered. A lot of companies stop<\/p>\n

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\nthere and that’s not doing any good. It’s like, ” Oh<\/p>\n

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\nyeah, we got the metrics.” Oh, what do you do<\/p>\n

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\nwith them?” “I don’t know, nobody’s really analyzing them.” The next<\/p>\n

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\nbig group of companies stops at the next point, which<\/p>\n

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\nis, ” Yeah, they’ve got all this data, they analyze results,<\/p>\n

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\nand that’s where they stop.” They’re not making any changes.<\/p>\n

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\nSo, number five to me is super important. That’s revising<\/p>\n

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\nbased on the latest metrics. It may be based on<\/p>\n

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\nreal time contextual data, it may be based on historical<\/p>\n

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\ntrends. You may be making changes immediately on the spot<\/p>\n

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\non AI may be helping you to do that at<\/p>\n

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\nsome point. But you look at those numbers, you look<\/p>\n

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\nat the data and you’re going to revise based on<\/p>\n

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\nthat because you want to continuously improve that customer. And<\/p>\n

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\nthen the last thing I want to do is reporting your<\/p>\n

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\nresults. So, where are you doing well? Where do you<\/p>\n

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\nneed to improve? How can you learn from these results?<\/p>\n

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\nThat’s going to help you moving forward to get more<\/p>\n

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\nfunding for more projects, to be able to add more<\/p>\n

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\ntechnologies to your customer experience are still there, continue to<\/p>\n

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\nimprove on what you’re doing. So, I think the key thing here<\/p>\n

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\nis to gather your data and then do something with it.<\/p>\n

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\n00:09:20,050 –> 00:09:24,610
\nDon’t just sit on it. Awesome, Robin, thanks very much.<\/p>\n

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\n00:09:24,610 –> 00:09:26,620
\nAnd I think we’ll see that a lot. Everything is<\/p>\n

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\n00:09:26,620 –> 00:09:30,200
\na circle. Everything is continuous. We’re always trying to improve,<\/p>\n

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\n00:09:30,200 –> 00:09:33,810
\nso beautiful insights. Thank you so much. So, as we<\/p>\n

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\n00:09:33,810 –> 00:09:37,410
\nthink about empathy, and we think about this, how does<\/p>\n

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\n00:09:37,460 –> 00:09:40,470
\ndigital help us be more empathetic? I thought it might<\/p>\n

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\n00:09:40,470 –> 00:09:43,590
\nbe interesting to go through and experience without empathy. What<\/p>\n

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\n00:09:43,590 –> 00:09:46,460
\ndoes that feel like? And so, here’s a little storyboard<\/p>\n

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\n00:09:46,460 –> 00:09:48,880
\nof a recent experience I had when I went to<\/p>\n

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\n00:09:48,880 –> 00:09:51,960
\nmy favorite business website. I wanted to make sure not<\/p>\n

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\n00:09:51,960 –> 00:09:54,770
\nto call out any companies, but here’s a generic website,<\/p>\n

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\n00:09:55,610 –> 00:09:59,320
\nbut I logged into this favorite website and they said, ”<\/p>\n

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\n00:09:59,410 –> 00:10:02,560
\nWelcome back, Charlie.” And that felt so great, right? I<\/p>\n

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\nfelt recognized, I felt like no I’m bursting through the<\/p>\n

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\n00:10:05,040 –> 00:10:08,490
\ndoor at cheers and everybody recognizing and welcoming me to<\/p>\n

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\n00:10:08,490 –> 00:10:12,870
\nthe website. So, then I went on my journey and<\/p>\n

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\n00:10:12,870 –> 00:10:17,280
\nI was looking for information. I was looking for products.<\/p>\n

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\nI started to narrow my search and I found the<\/p>\n

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\nthing that I was after. And I got to the<\/p>\n

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\n00:10:22,450 –> 00:10:26,080
\nshopping cart and I hesitated. And there was something that<\/p>\n

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\n00:10:26,080 –> 00:10:32,670
\nwasn’t quite right and what happened, guys? Nothing. So, here<\/p>\n

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\n00:10:32,670 –> 00:10:36,170
\nI sat and no one was listening. No one was<\/p>\n

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\nunderstanding that I had a need. No one was predicting<\/p>\n

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\nthe action and taking that action. And so, I gave<\/p>\n

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\nthem some more help. I said, ” Does this paint contain<\/p>\n

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\nlead?” And basically, they had no results. So, I’m saying<\/p>\n

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\nexplicitly what my problem is now. And so, then they<\/p>\n

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\n00:10:55,530 –> 00:10:57,860
\nwere nice enough to surface a chat. And I said, ”<\/p>\n

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\nGreat. I can escalate to a human resource and finally<\/p>\n

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\n00:11:00,870 –> 00:11:04,150
\nbe understood.” And so, when I clicked on this button,<\/p>\n

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\n00:11:04,150 –> 00:11:07,360
\nan interesting thing happened, they asked me who I was.<\/p>\n

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\nNow, I thought I was norm. I thought they understood<\/p>\n

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\nwho I was. They listened to me and they were<\/p>\n

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\nwelcomed me back, but they had forgotten all that. So,<\/p>\n

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\nI was starting over again. And when I got to<\/p>\n

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\n00:11:19,630 –> 00:11:23,900
\nthe poor employee, she was completely at a disadvantage where<\/p>\n

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\nit was, ” Hi, how can I help you?” ” Yeah, does<\/p>\n

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\n00:11:26,790 –> 00:11:30,230
\nthis paint contained lead?” ” What pain are you looking at?”<\/p>\n

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\nAnd so, like Robin said to have that context in<\/p>\n

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\nreal time to pass it forward and to share it<\/p>\n

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\n00:11:38,290 –> 00:11:41,780
\nwhat a transformational experience that would be. And so, now<\/p>\n

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\nlet’s flip the coin and let’s think about what would<\/p>\n

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\nthat feel like with empathy inaction? And so, essentially what<\/p>\n

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\nthat means is as you’re browsing the website, the platform<\/p>\n

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\nis listening. It’s using information to understand and predict the<\/p>\n

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\njourney that you’re on and then take action. So, in<\/p>\n

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\nthis case, you see this bot, the bot is saying, ”<\/p>\n

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\nHi, Charlie, welcome back norm. I know who you are.<\/p>\n

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\nI see you’re looking at paint. What can I ask<\/p>\n

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\nyou? What can I help you with? Does it contain lead?<\/p>\n

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\nHere’s some content that may satisfy your query.” And then<\/p>\n

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\n00:12:19,920 –> 00:12:26,540
\nlet’s continue the conversation. And perhaps digital resources can qualify<\/p>\n

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\na lead. And so in this case, Charlie’s actually a<\/p>\n

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\ncommercial account and wants to buy hundreds of gallons of<\/p>\n

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\nthis paint. And so, now to be able to leverage<\/p>\n

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\nthat and then take it to the next level, you<\/p>\n

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\nreduce your shopping carts and journey abandonment. You increase the<\/p>\n

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\nutilization of those valuable digital pieces that you’ve created and<\/p>\n

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\nyou qualified opportunities that deserve to be taken forward to<\/p>\n

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\nthe human resource. And so, as we move to the<\/p>\n

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\nhuman resource, part of empathy is making sure they’ve got<\/p>\n

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\nall the information. So, providing the human resource with all<\/p>\n

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\nthe context of the conversation that happened with the bot,<\/p>\n

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\nthe journey that Charlie was on. And then like Robin<\/p>\n

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\nsaid, even using AI to connect the right agent with<\/p>\n

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\nthe right person for this interaction and for this customer.<\/p>\n

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\nAnd so, now Tina can continue the conversation from a<\/p>\n

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\nplace of understanding. So, we can also surface and listen<\/p>\n

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\nto the conversation in real time to surface the relevant<\/p>\n

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\nknowledge, to help Tina to be successful and confident. And<\/p>\n

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\nthen keep her engaged with gamification tools, knowing that in<\/p>\n

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\nthis world that we’re in, a lot of people are<\/p>\n

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\nworking remotely and feel that disconnect in our workplace as<\/p>\n

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\n00:13:42,030 –> 00:13:44,880
\nwell. And so, it’s that kind of experience that we’re<\/p>\n

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\ntalking about when we think about empathy in action and<\/p>\n

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\nhow experience as a service works. And so, it’s about<\/p>\n

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\ngetting the business results of leads converted, reducing the cost<\/p>\n

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\nof acquisition and it’s really being a person centric approach.<\/p>\n

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\nSo, who’s at the center of the experience. Sure, we<\/p>\n

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\n00:14:02,640 –> 00:14:04,760
\nknow we can listen to the customer and where they’ve<\/p>\n

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\nbeen, who they are, but we also need to flip<\/p>\n

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\nthat coin over and also look from an employee perspective<\/p>\n

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\nand be able to listen understand and predict the right<\/p>\n

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\nthings that the employee needs to feel good. So, conceptually,<\/p>\n

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\n00:14:19,880 –> 00:14:22,480
\nthat makes a lot of sense. Robin, I think you<\/p>\n

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\nshared with us and I’d love for you to share<\/p>\n

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\nwith the group, some real transformations that you’ve seen and<\/p>\n

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\nwhat you see really happening. This isn’t just about Slideware,<\/p>\n

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\n00:14:31,190 –> 00:14:34,730
\nthis is about business and transformation. You want to share some<\/p>\n

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\n00:14:34,730 –> 00:14:38,560
\nstuff with us. Yeah, absolutely. And Charlie, I love this<\/p>\n

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\nwhole side because I talk to people so many times<\/p>\n

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\nabout, don’t just look at the customer and don’t just<\/p>\n

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\nlook at the employee or the contact center agent or customer service<\/p>\n

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\nrepresentative, whatever you call them in your company, you’ve got<\/p>\n

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\nto look at both sides because truly happy agents make<\/p>\n

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\nhappy customers. And we’ve been able to document that with data<\/p>\n

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\n00:14:55,520 –> 00:14:57,860
\neven so. I really think that’s important to look at<\/p>\n

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\nthat full 360 degree view of what’s going on there.<\/p>\n

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\nSo, when we look at customer experience and transformations of<\/p>\n

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\n00:15:06,500 –> 00:15:10,040
\ncustomer experience, we always hear a lot about digital transformation.<\/p>\n

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\nWell, as I researched digital transformation, most of the digital<\/p>\n

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\ntransformation is going on right now are customer facing. So,<\/p>\n

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\nI do a lot of research on that. And when<\/p>\n

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\nwe defined from a very high level, a customer experience<\/p>\n

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\ntransformation, it’s basically the innovative application of new or existing technologies<\/p>\n

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\nto improve the customer and, or agent experience to drive<\/p>\n

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\nthat measurable business value. So, when you transform customer experience,<\/p>\n

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\nyou should be able to measure business value. You should<\/p>\n

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\nbe able to see, hopefully if you’re doing it right,<\/p>\n

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\nyou’ll see an improvement. If you don’t see an improvement,<\/p>\n

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\nwell, then there’s something wrong that you have to fix.<\/p>\n

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\nBut the key here with a transformation is you’ve got<\/p>\n

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\nto be able to measure it, kind of going back<\/p>\n

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\nto what I was talking about earlier. But first of all,<\/p>\n

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\nwhen we just look at CX transformations, a lot of<\/p>\n

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\npeople are doing this now. So, you can see here<\/p>\n

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\na chart that looks at a success group in purple<\/p>\n

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\nand all companies in blue. So, in our research, we<\/p>\n

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\ndefine a success group, and these are companies who have<\/p>\n

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\nthe highest measurable numbers when it comes to revenue, costs,<\/p>\n

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\ncustomer ratings, and agent efficiency. So, these are the companies<\/p>\n

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\nwho have done things and they’ve done them right. And<\/p>\n

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\nthey can measure it and show you how well they’ve<\/p>\n

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\ndone. And you can see here the success group, almost<\/p>\n

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\n80% of the success group has a CX project complete<\/p>\n

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\nor underway, or is planning to do so, but even<\/p>\n

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\nall companies that are research and there’s, by the way,<\/p>\n

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\n700 companies in this particular research, it was a global<\/p>\n

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\nstudy. And then in the success group, there’s about 157<\/p>\n

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\n00:16:38,650 –> 00:16:41,150
\ncompanies. So, if you look at even all companies in<\/p>\n

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\nthis research, 65% are either completed a project, planning it<\/p>\n

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\nor a one’s underway. So, this is something, if you’re<\/p>\n

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\nnot doing right now, you probably should be just so<\/p>\n

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\nyou’re not at a competitive disadvantage. You want to look<\/p>\n

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\nat your customer experience initiatives, you want to look at<\/p>\n

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\nthe technology that you’re using today and figure out where<\/p>\n

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\ncan you improve things? Where can you drive business value?<\/p>\n

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\nWhere can you address an opportunity or solve a problem?<\/p>\n

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\nAnd what we see here are a lot of companies<\/p>\n

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\n00:17:10,190 –> 00:17:14,170
\ndoing just that. So, when you look at customer experience<\/p>\n

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\ntransformation projects, I generally see them in any one of<\/p>\n

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\nthese three areas. They’re either customer facing, they’re agent facing,<\/p>\n

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\nor they’re more broadly about analytics and action. So, we<\/p>\n

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\nlook at customer facing, for example, we see companies doing<\/p>\n

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\nvirtual assistants who guide their customers. They may schedule a<\/p>\n

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\nservice call. They may be able to escalate out of<\/p>\n

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\na service knowledge base to a live agent, if they<\/p>\n

315
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\nsee that the customer is struggling. I think that a<\/p>\n

316
\n00:17:41,960 –> 00:17:44,600
\nkey here, when you’re talking about escalation is to make<\/p>\n

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\nsure you have enough escalation hooks. You don’t want to frustrate<\/p>\n

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\ncustomers. A personalization just to do things like boosting sales<\/p>\n

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\nin CSAT. So, as Charlie said, when he<\/p>\n

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\nsaid, ” Hey, Charlie.” Having that personalized<\/p>\n

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\ninteraction is very important to people, especially these days when<\/p>\n

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\nwe don’t have enough personal interactions in the real world,<\/p>\n

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\nwe need them virtually. So, make sure that what you’re<\/p>\n

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\n00:18:06,260 –> 00:18:10,610
\ndoing is personalized to your customer’s preferences. And then you<\/p>\n

325
\n00:18:10,610 –> 00:18:14,690
\nalso see functional AI enabled self portals. You see AI<\/p>\n

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\nbeing used in a lot of different ways, which I’ll<\/p>\n

327
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\ntalk about in just a minute, but these types of<\/p>\n

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\nthings also help customers. So, you don’t just have this<\/p>\n

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\nplain old self- service portal here, you have a virtual<\/p>\n

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\nassistant guiding the customer through that journey and escalating where<\/p>\n

331
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\nneeded. Now, on- I mean, Robin… Oh, I’m sorry. Go<\/p>\n

332
\n00:18:32,990 –> 00:18:35,300
\nahead. One thing I wanted to point out, I really<\/p>\n

333
\n00:18:35,300 –> 00:18:39,860
\nlove the analysis and action is together. And so, to<\/p>\n

334
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\nbe listening to that voice of the customer and then<\/p>\n

335
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\nhave the action for both the employee and the customer<\/p>\n

336
\n00:18:48,160 –> 00:18:51,870
\nsuch a powerful thing that oftentimes those are separated. So,<\/p>\n

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\nI love the fact that those are together. Absolutely. Yeah.<\/p>\n

338
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\nAnd so, just a couple other ones, agent facing just<\/p>\n

339
\n00:18:58,100 –> 00:19:02,070
\nempowering agents with product recommendations using maybe some predictive analytics<\/p>\n

340
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\nthere, routing cost to the best agent at that moment<\/p>\n

341
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\nin time, which I’ll talk about in a minute, workforce<\/p>\n

342
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\nengagement management to automate scheduling and build loyalty among your<\/p>\n

343
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\nteam, by doing things like gamification or really maybe trying<\/p>\n

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\nto do more with coaching. Those types of things are<\/p>\n

345
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\nreal important to agents. You want to keep that turnover<\/p>\n

346
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\nrate down and by the way, it has been inching<\/p>\n

347
\n00:19:24,220 –> 00:19:26,320
\nup lately. So, we want to look at things like<\/p>\n

348
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\nthat for your agents. And then just analysis and action.<\/p>\n

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\nSo, doing things like voice of customer surveys and those<\/p>\n

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\ntypes of tools and analyzing that information and making changes<\/p>\n

351
\n00:19:37,160 –> 00:19:39,180
\nbased on what your customers are telling you. If they’re<\/p>\n

352
\n00:19:39,180 –> 00:19:41,020
\ntelling you it’s taking too long to get out of<\/p>\n

353
\n00:19:41,020 –> 00:19:43,640
\nself- service to a live agent, then you’ve got to<\/p>\n

354
\n00:19:43,640 –> 00:19:46,100
\nfix something there. If they’re not getting the information they<\/p>\n

355
\n00:19:46,100 –> 00:19:48,040
\nneed, if they’re not getting the insight that they need,<\/p>\n

356
\n00:19:48,120 –> 00:19:52,440
\nyou’ve got to fix that. And then evaluating sentiment. And<\/p>\n

357
\n00:19:52,530 –> 00:19:55,300
\nfrom that sentiment, is your customer happy? Is their customer<\/p>\n

358
\n00:19:55,300 –> 00:19:58,700
\nangry? Make some predictions based on that or based on<\/p>\n

359
\n00:19:58,700 –> 00:20:01,580
\ntheir previous history, make sure you’re serving them in the<\/p>\n

360
\n00:20:01,580 –> 00:20:03,590
\nway they want to be served. And even in shrine<\/p>\n

361
\n00:20:03,590 –> 00:20:09,210
\ncompliance, we see companies, they’re transforming their customer experience by<\/p>\n

362
\n00:20:09,210 –> 00:20:11,220
\nmaking sure their agents are doing what they’re supposed to<\/p>\n

363
\n00:20:11,220 –> 00:20:13,550
\ndo. When they’re talking to customers, are they saying the right<\/p>\n

364
\n00:20:13,550 –> 00:20:16,410
\nthings? Are they reading the right statements and so on? And<\/p>\n

365
\n00:20:16,920 –> 00:20:21,230
\nthen workforce optimization to actively improve agent performance. So, that’s<\/p>\n

366
\n00:20:21,230 –> 00:20:23,210
\nwhere you get into more of the agent analytics and<\/p>\n

367
\n00:20:23,430 –> 00:20:29,020
\nmaking sure that your agents are actually improving consistently because<\/p>\n

368
\n00:20:29,020 –> 00:20:31,800
\nyou don’t want to ever get into a dead spot<\/p>\n

369
\n00:20:31,800 –> 00:20:35,170
\nas an agent. So, the other thing we want to<\/p>\n

370
\n00:20:35,170 –> 00:20:38,520
\ntalk about as you’re looking at how to better serve<\/p>\n

371
\n00:20:38,520 –> 00:20:41,800
\nyour customers, how to transform that customer experience, you want to look<\/p>\n

372
\n00:20:41,800 –> 00:20:45,230
\nat what channels you’re using. So, it’s very difficult to<\/p>\n

373
\n00:20:45,230 –> 00:20:49,160
\npredict what channel, what is the channel for your customers.<\/p>\n

374
\n00:20:49,160 –> 00:20:50,960
\nYou don’t know and it’s going to change over time,<\/p>\n

375
\n00:20:51,900 –> 00:20:54,500
\ndifferent age groups like different channels. Maybe it’s not even<\/p>\n

376
\n00:20:54,500 –> 00:20:57,270
\nabout the age group. Maybe it’s about just what the person does<\/p>\n

377
\n00:20:57,270 –> 00:20:59,370
\nor what device he or she feels more comfortable with.<\/p>\n

378
\n00:20:59,810 –> 00:21:02,580
\nSo, the key here is that you want to be offering more<\/p>\n

379
\n00:21:02,580 –> 00:21:05,660
\nchannels instead of fewer, and you want to integrate those<\/p>\n

380
\n00:21:05,660 –> 00:21:08,270
\nchannels. That’s a big issue right now, companies are adding<\/p>\n

381
\n00:21:08,270 –> 00:21:11,200
\nchannels and they’re not using omnichannel. They’re not integrating those<\/p>\n

382
\n00:21:11,200 –> 00:21:14,740
\nchannels so that the context flows between the different digital<\/p>\n

383
\n00:21:14,740 –> 00:21:18,260
\nand realtime channels always. So, a customer isn’t frustrated like<\/p>\n

384
\n00:21:18,290 –> 00:21:21,070
\nCharlie was in this example. So, you can see here<\/p>\n

385
\n00:21:21,070 –> 00:21:23,450
\non the left- hand side, just the interaction channels that<\/p>\n

386
\n00:21:23,540 –> 00:21:25,420
\nwere in use by companies at the end of fourth,<\/p>\n

387
\n00:21:25,420 –> 00:21:29,080
\nquarter 2020 voice email, social media being the top ones.<\/p>\n

388
\n00:21:30,120 –> 00:21:33,800
\nOverall we did see growth from 2019 to 2020, end<\/p>\n

389
\n00:21:33,800 –> 00:21:36,650
\nof both years from five channels on average per company,<\/p>\n

390
\n00:21:36,900 –> 00:21:39,810
\nup to 6. 6 which doesn’t seem like a huge<\/p>\n

391
\n00:21:39,810 –> 00:21:42,250
\njump when you think of the total number channels, it’s pretty decent.<\/p>\n

392
\n00:21:42,720 –> 00:21:44,690
\nAnd then if you look over on the right hand<\/p>\n

393
\n00:21:44,690 –> 00:21:47,440
\nside, you can see which channels grew in the last<\/p>\n

394
\n00:21:47,440 –> 00:21:50,390
\nyear and by what percentage and which channels didn’t. So,<\/p>\n

395
\n00:21:50,390 –> 00:21:53,360
\nmobile business chat, that’s your Facebook Messenger, your WeChat all<\/p>\n

396
\n00:21:53,360 –> 00:21:56,830
\nthose types of capabilities. Those grew quite considerably. So, a<\/p>\n

397
\n00:21:56,830 –> 00:21:59,450
\nlot of people are communicating with businesses that way. Voice<\/p>\n

398
\n00:21:59,450 –> 00:22:02,430
\nand video grew a lot. We talk about digital channels, but<\/p>\n

399
\n00:22:02,430 –> 00:22:06,360
\nlet’s not ignore we need that real- time communication too.<\/p>\n

400
\n00:22:06,360 –> 00:22:08,880
\nWe need to talk to people. And especially last year<\/p>\n

401
\n00:22:08,880 –> 00:22:11,090
\nwith the pandemic, I think a lot of companies didn’t<\/p>\n

402
\n00:22:11,090 –> 00:22:12,980
\nwant that. They were just wanting to pick up the phone.<\/p>\n

403
\n00:22:13,870 –> 00:22:16,810
\nMy best friend, her mom literally like just calls people<\/p>\n

404
\n00:22:16,810 –> 00:22:20,060
\nin her bank and just ask questions because she wants<\/p>\n

405
\n00:22:20,060 –> 00:22:24,060
\nto talk to somebody. But you got voice and video<\/p>\n

406
\n00:22:24,060 –> 00:22:28,170
\ngrew pretty substantially social media and in- app grew the<\/p>\n

407
\n00:22:28,170 –> 00:22:31,790
\nareas that didn’t web chat, SMS and email had been<\/p>\n

408
\n00:22:31,790 –> 00:22:34,520
\ndeclining, web chat and SMS I think are really just<\/p>\n

409
\n00:22:34,520 –> 00:22:38,100
\nkind of being overtaken by things like in- app by<\/p>\n

410
\n00:22:38,100 –> 00:22:43,730
\nmobile business chat, most types of more contextual applications. But<\/p>\n

411
\n00:22:43,730 –> 00:22:46,970
\nwhen we look at going beyond just the channels we<\/p>\n

412
\n00:22:46,970 –> 00:22:51,010
\nalso want to do things like add artificial intelligence to<\/p>\n

413
\n00:22:51,010 –> 00:22:55,050
\nour portfolios because that’s just going to continue to make<\/p>\n

414
\n00:22:55,050 –> 00:22:58,080
\nthings that much better, that much more automated, that much<\/p>\n

415
\n00:22:58,080 –> 00:23:01,730
\nmore intuitive and contextual. So, when you think of something<\/p>\n

416
\n00:23:01,730 –> 00:23:04,250
\nlike intelligent routing, which is a top area on our<\/p>\n

417
\n00:23:04,250 –> 00:23:07,920
\nchart, by the way this chart looks at, it’s sorted<\/p>\n

418
\n00:23:07,920 –> 00:23:12,360
\nby what’s going to be the most popular AI type<\/p>\n

419
\n00:23:12,430 –> 00:23:15,480
\nby the end of 2022. So, the blue is what’s<\/p>\n

420
\n00:23:15,480 –> 00:23:18,230
\nin use now, green plan for 2021, then you’ve got<\/p>\n

421
\n00:23:18,230 –> 00:23:21,220
\nplan for 2022 and an orange and so on. So,<\/p>\n

422
\n00:23:21,830 –> 00:23:24,990
\nintelligent routing is number one, that’s AI enabled intelligent routing.<\/p>\n

423
\n00:23:24,990 –> 00:23:27,560
\nAnd you think about that and that really is about<\/p>\n

424
\n00:23:27,560 –> 00:23:30,840
\nconnecting people. It really does go back to the empathy<\/p>\n

425
\n00:23:30,940 –> 00:23:34,110
\nequation because what you’re trying to do there is connect<\/p>\n

426
\n00:23:34,670 –> 00:23:38,990
\nyour customer with the right agent at that second in<\/p>\n

427
\n00:23:38,990 –> 00:23:44,330
\ntime. So, by having context, you hopefully know or have<\/p>\n

428
\n00:23:44,330 –> 00:23:46,830
\nsome idea what this customer is looking for. What’s the<\/p>\n

429
\n00:23:46,830 –> 00:23:49,810
\nproblem or the question or the reason for their interaction<\/p>\n

430
\n00:23:49,810 –> 00:23:51,670
\ntoday. Maybe they started in a digital channel and need<\/p>\n

431
\n00:23:51,670 –> 00:23:55,260
\nto escalate and AI can take that information. Look at<\/p>\n

432
\n00:23:55,260 –> 00:23:58,700
\nthe customer’s history, look at agent ratings on the topic<\/p>\n

433
\n00:23:58,700 –> 00:24:02,820
\nthat customer is looking for. Look at the customer’s buying<\/p>\n

434
\n00:24:02,820 –> 00:24:05,510
\npatterns and so on. Who did the customer rate five<\/p>\n

435
\n00:24:05,510 –> 00:24:09,060
\nstars last time? And try and connect that customer hopefully<\/p>\n

436
\n00:24:09,060 –> 00:24:11,440
\nwith the same agent he rated five stars last time.<\/p>\n

437
\n00:24:11,560 –> 00:24:14,000
\nOr someone liked that agent and who’s available at that<\/p>\n

438
\n00:24:14,000 –> 00:24:17,380
\nsecond. And so, that’s just huge to improve CSAT. And<\/p>\n

439
\n00:24:18,070 –> 00:24:19,790
\nat the same time you want to use agent analytics,<\/p>\n

440
\n00:24:19,790 –> 00:24:22,700
\nthat all goes together because by having agent analytics now<\/p>\n

441
\n00:24:23,620 –> 00:24:25,670
\nwhich agent is doing well? Who’s having a good day?<\/p>\n

442
\n00:24:25,670 –> 00:24:28,010
\nWho’s having a bad day? Who’s doing really well in<\/p>\n

443
\n00:24:28,010 –> 00:24:30,070
\nthis product area right now that the customer is calling<\/p>\n

444
\n00:24:30,070 –> 00:24:33,830
\nabout? Great, let’s send this customer to this agent. And<\/p>\n

445
\n00:24:33,830 –> 00:24:36,980
\nthen even AI enabled self- service yeah, that’s a digital<\/p>\n

446
\n00:24:36,980 –> 00:24:41,140
\nchannel. That’s a way that customers are helping themselves. But<\/p>\n

447
\n00:24:41,320 –> 00:24:43,870
\nan AI virtual assistant is always going to be there<\/p>\n

448
\n00:24:44,010 –> 00:24:46,790
\nto guide them through, maybe get them information, like in<\/p>\n

449
\n00:24:46,790 –> 00:24:49,540
\nCharlie’s example, find out if the paint contains lead. He<\/p>\n

450
\n00:24:49,540 –> 00:24:51,420
\ncouldn’t find it on his own, but the digital assistant<\/p>\n

451
\n00:24:51,510 –> 00:24:53,590
\ncould come in there and do that for him. And<\/p>\n

452
\n00:24:53,590 –> 00:24:57,980
\nif we did escalate to a live agent, so that’s<\/p>\n

453
\n00:24:57,980 –> 00:25:00,150
\nwhat AI enabled self- service can do. I’ll talk a<\/p>\n

454
\n00:25:00,150 –> 00:25:02,710
\nlittle bit about more that in a minute. And then<\/p>\n

455
\n00:25:02,710 –> 00:25:07,150
\nalso just the personalization. So, anything you’re doing here can<\/p>\n

456
\n00:25:07,150 –> 00:25:10,220
\nbe personalized for the customer. And you see a lot more areas<\/p>\n

457
\n00:25:10,220 –> 00:25:13,010
\nhere that companies are doing when it comes to AI,<\/p>\n

458
\n00:25:13,020 –> 00:25:17,490
\nchatbots, voice transcription, and a language translation. You’ve got NLP,<\/p>\n

459
\n00:25:17,490 –> 00:25:20,300
\nyou’ve got intelligent virtual assistant, which is basically a chat<\/p>\n

460
\n00:25:20,300 –> 00:25:24,290
\nbot on the agent side, several different areas that companies are<\/p>\n

461
\n00:25:24,290 –> 00:25:28,160
\nlooking at to just totally improve that customer experience moving<\/p>\n

462
\n00:25:28,160 –> 00:25:31,160
\nforward. And one of the ones I want to just<\/p>\n

463
\n00:25:31,160 –> 00:25:33,910
\nspend a couple minutes on here is self- service because<\/p>\n

464
\n00:25:33,910 –> 00:25:37,230
\nI’m really seeing this as just a big growth area<\/p>\n

465
\n00:25:37,230 –> 00:25:39,550
\nright now. When you look at this chart alone, the<\/p>\n

466
\n00:25:39,550 –> 00:25:42,940
\nblue bars show you what people told us in 2019,<\/p>\n

467
\n00:25:42,940 –> 00:25:46,530
\nwhat did they say? What’s their current percentage of transactions<\/p>\n

468
\n00:25:46,640 –> 00:25:49,470
\nhandled by self- service and then what were they projecting<\/p>\n

469
\n00:25:49,470 –> 00:25:51,420
\nby the end of 2021, 2023 and<\/p>\n

470
\n00:25:51,420 –> 00:25:53,440
\n2025? The green bars show you<\/p>\n

471
\n00:25:53,440 –> 00:25:54,990
\nwhat they were saying a year later, look at how<\/p>\n

472
\n00:25:54,990 –> 00:25:57,380
\nmuch growth we saw. So, this is all types of<\/p>\n

473
\n00:25:57,380 –> 00:26:00,930
\nself- services is going in and doing an FAQ on<\/p>\n

474
\n00:26:00,930 –> 00:26:03,550
\na chatbot. This is going into a self- service knowledge<\/p>\n

475
\n00:26:03,550 –> 00:26:07,670
\nbase and trying to look online and get some answers<\/p>\n

476
\n00:26:07,670 –> 00:26:11,070
\nto questions. But being able to bring in an AI<\/p>\n

477
\n00:26:11,140 –> 00:26:13,610
\nvirtual assistant there to help the customer through, and you can see<\/p>\n

478
\n00:26:13,610 –> 00:26:18,100
\nthat this is really growing considerably, but as you can<\/p>\n

479
\n00:26:18,100 –> 00:26:22,150
\nsee, as an analyst here about 33% were doing this<\/p>\n

480
\n00:26:23,090 –> 00:26:25,810
\nand this year we’ve got it up to 34%. So,<\/p>\n

481
\n00:26:25,810 –> 00:26:28,260
\nthis year, this is going to be a big area of action<\/p>\n

482
\n00:26:28,260 –> 00:26:31,410
\nfor companies. And I want to caution you, don’t try<\/p>\n

483
\n00:26:31,410 –> 00:26:33,680
\nand go too fast, don’t try and boil the ocean<\/p>\n

484
\n00:26:33,680 –> 00:26:35,530
\nand do too much at once. You’ve got to put<\/p>\n

485
\n00:26:35,530 –> 00:26:38,110
\nthe brakes on for a minute and in most cases,<\/p>\n

486
\n00:26:38,110 –> 00:26:41,870
\ncompanies have to look at their knowledge management basis. They<\/p>\n

487
\n00:26:41,870 –> 00:26:45,470
\nneed overhauls in most companies, they’re outdated, typically in terms<\/p>\n

488
\n00:26:45,470 –> 00:26:47,910
\nof the content, maybe it’s all texts. Maybe it needs<\/p>\n

489
\n00:26:47,910 –> 00:26:52,280
\nmore multimedia content, more video, more photos, more interactions somehow.<\/p>\n

490
\n00:26:52,870 –> 00:26:55,770
\nAnd it may maybe outdated in terms of the technology<\/p>\n

491
\n00:26:55,770 –> 00:26:58,120
\nor the user interface, or even just the usability of<\/p>\n

492
\n00:26:58,120 –> 00:27:01,510
\nit. Is it too slow? Does it need more capacity? They’re<\/p>\n

493
\n00:27:01,510 –> 00:27:05,020
\nnot intuitive. I’m already talked about the multimedia content. And<\/p>\n

494
\n00:27:05,020 –> 00:27:07,590
\nalso big thing is just to improve the ability to<\/p>\n

495
\n00:27:07,590 –> 00:27:10,990
\nsearch so that you’re matching them and request to searches.<\/p>\n

496
\n00:27:10,990 –> 00:27:14,150
\nAnd once you get a machine learning knowledge base in<\/p>\n

497
\n00:27:14,150 –> 00:27:18,030
\nthere paired with just your regular content knowledge base, this<\/p>\n

498
\n00:27:18,030 –> 00:27:20,990
\nis going improve considerably because machine learning will be able<\/p>\n

499
\n00:27:20,990 –> 00:27:22,960
\nto sail when someone types in this, they really mean<\/p>\n

500
\n00:27:22,960 –> 00:27:25,030
\nthis and we’re going to guide them this way. So,<\/p>\n

501
\n00:27:26,250 –> 00:27:29,040
\nthat’s actually really important. So, take your time here. Don’t<\/p>\n

502
\n00:27:29,530 –> 00:27:31,760
\ngo too quickly because you’ll end up shooting yourself in<\/p>\n

503
\n00:27:31,760 –> 00:27:34,610
\nthe foot and you’ll go too fast into AI. And<\/p>\n

504
\n00:27:34,610 –> 00:27:37,560
\nthen if you have problems with it, they’re going say, ”<\/p>\n

505
\n00:27:37,560 –> 00:27:38,585
\nOh, we’re not going to do this<\/p>\n

506
\n00:27:38,585 –> 00:27:39,610
\nat all anymore.” So, take your<\/p>\n

507
\n00:27:39,610 –> 00:27:43,115
\ntime here. This is very important to get right.<\/p>\n

508
\n00:27:43,115 –> 00:27:45,950
\nAnd Robin, to that, I was in a session<\/p>\n

509
\n00:27:45,950 –> 00:27:49,040
\nwith a bunch of executive vice- presidents and they went<\/p>\n

510
\n00:27:49,040 –> 00:27:51,740
\naround the table and they described to me their roles.<\/p>\n

511
\n00:27:52,050 –> 00:27:55,360
\nAnd everybody, ” I’m strategic this and I’m strategic that.” And<\/p>\n

512
\n00:27:55,360 –> 00:27:58,390
\nthen one of the gentlemen said, ” I’m in charge of<\/p>\n

513
\n00:27:58,390 –> 00:28:00,580
\nthis, that, and the other thing, I don’t know, by the<\/p>\n

514
\n00:28:00,580 –> 00:28:05,560
\nway, I also look after knowledge.” Like it was an<\/p>\n

515
\n00:28:05,560 –> 00:28:09,630
\nafterthought. And then after we went through the whole experience<\/p>\n

516
\n00:28:09,630 –> 00:28:13,680
\nyou’re right, the roadmap, everybody turned to him and said, ”<\/p>\n

517
\n00:28:14,190 –> 00:28:17,340
\nOh my God, Steve, you’re the most important guy in<\/p>\n

518
\n00:28:17,340 –> 00:28:22,020
\nthis room because nothing happens without knowledge.” Exactly. So, this<\/p>\n

519
\n00:28:22,020 –> 00:28:26,280
\nelevation of knowledge as a strategic vehicle and it needs<\/p>\n

520
\n00:28:26,350 –> 00:28:30,450
\nthe care and feeding is really interesting. I love the<\/p>\n

521
\n00:28:30,450 –> 00:28:34,040
\nfact that you brought it up here. Yeah, no, thanks.<\/p>\n

522
\n00:28:34,040 –> 00:28:37,270
\nI agree though, and it’s funny that the person himself<\/p>\n

523
\n00:28:37,270 –> 00:28:39,020
\ndidn’t even look at himself as like, ” Oh, this is<\/p>\n

524
\n00:28:39,020 –> 00:28:43,480
\nvital.” But just a few points as I’m doing my<\/p>\n

525
\n00:28:43,480 –> 00:28:45,270
\nresearch and I talk to companies who are doing this<\/p>\n

526
\n00:28:45,270 –> 00:28:47,900
\nwell, I want to just leave you with a couple<\/p>\n

527
\n00:28:47,900 –> 00:28:50,680
\nof points here on self- service, when you’re doing self<\/p>\n

528
\n00:28:50,680 –> 00:28:55,420
\nservice, it does not mean without assistance. So, you want<\/p>\n

529
\n00:28:55,520 –> 00:28:58,320
\nto have those virtual assistants and you want to train<\/p>\n

530
\n00:28:58,320 –> 00:29:01,930
\nthem to guide customers to resolve their issues. And also<\/p>\n

531
\n00:29:02,070 –> 00:29:05,640
\nto put those hooks in to enable that escalation, to<\/p>\n

532
\n00:29:05,640 –> 00:29:07,930
\nlive agents at the appropriate points in the journey. And<\/p>\n

533
\n00:29:07,930 –> 00:29:11,020
\nthat may change over time. You may remove hooks, add<\/p>\n

534
\n00:29:11,020 –> 00:29:13,350
\nhooks. You want to make sure that you’re not seeing<\/p>\n

535
\n00:29:13,350 –> 00:29:15,890
\nthat customer frustration in there. If they’re starting to type<\/p>\n

536
\n00:29:15,890 –> 00:29:18,740
\nin all capital letters, you missed a hook. So, make<\/p>\n

537
\n00:29:18,740 –> 00:29:22,910
\nsure you’re really looking at how often and what areas<\/p>\n

538
\n00:29:22,910 –> 00:29:25,690
\nof that whole journey in self service you need to<\/p>\n

539
\n00:29:25,780 –> 00:29:29,410
\nescalate. You also want to make sure you’re using analytics<\/p>\n

540
\n00:29:29,410 –> 00:29:33,250
\ntools. I’ve talked about this enough, I think, but that<\/p>\n

541
\n00:29:33,250 –> 00:29:36,300
\nwill help you to see where customers are getting stuck,<\/p>\n

542
\n00:29:36,580 –> 00:29:41,830
\nimprove the content to address these questions over time and<\/p>\n

543
\n00:29:41,830 –> 00:29:45,930
\nagain, adding those additional escalation books and then making sure<\/p>\n

544
\n00:29:45,930 –> 00:29:49,700
\nthat you’re integrating with other interaction channels. So, again, when<\/p>\n

545
\n00:29:49,700 –> 00:29:53,810
\ncalls are escalated, when a self- service interaction is escalated,<\/p>\n

546
\n00:29:53,810 –> 00:29:57,700
\nthe customer should see that entire customer journey and pick<\/p>\n

547
\n00:29:57,700 –> 00:30:00,740
\nup right where they left off. Otherwise, we’ve all been<\/p>\n

548
\n00:30:00,740 –> 00:30:03,960
\nthere. It is so frustrating if you’ve been online for<\/p>\n

549
\n00:30:03,960 –> 00:30:05,750
\n15 minutes, trying to find something, you have to explain<\/p>\n

550
\n00:30:05,750 –> 00:30:07,830
\neverything all over again when you go to a live<\/p>\n

551
\n00:30:07,830 –> 00:30:10,550
\nagent, either in web chat or a phone call. So,<\/p>\n

552
\n00:30:10,830 –> 00:30:13,280
\nmake sure that the agents can see that not only<\/p>\n

553
\n00:30:13,280 –> 00:30:15,820
\nin the real time, but also historically. So, the agent<\/p>\n

554
\n00:30:15,820 –> 00:30:18,700
\ncan see, ” Oh, wait, this Robin called a week ago<\/p>\n

555
\n00:30:18,700 –> 00:30:23,260
\nabout the same problem with her cable service, what’s going<\/p>\n

556
\n00:30:23,260 –> 00:30:24,476
\non here? We’ve got to fix this.”<\/p>\n

557
\n00:30:24,476 –> 00:30:25,920
\nSo, make sure you have that historical<\/p>\n

558
\n00:30:25,920 –> 00:30:30,680
\ncontext as well. And then lastly actually not lastly, I’ve<\/p>\n

559
\n00:30:30,680 –> 00:30:32,030
\ngot one more slide after this. I want to just<\/p>\n

560
\n00:30:32,030 –> 00:30:36,020
\ntalk real quickly about how AI enabled chatbots are helping<\/p>\n

561
\n00:30:36,120 –> 00:30:38,620
\nCX overall. So, when you think about a chat bot,<\/p>\n

562
\n00:30:38,620 –> 00:30:40,960
\neveryone talks about these and there’s so many different ways<\/p>\n

563
\n00:30:40,960 –> 00:30:43,500
\nyou can use them. It can be very basic Q<\/p>\n

564
\n00:30:43,500 –> 00:30:46,730
\nand A, it can be overnight mailing address, product information,<\/p>\n

565
\n00:30:46,900 –> 00:30:51,950
\nlocation hours. If you’re here having a live person do<\/p>\n

566
\n00:30:51,950 –> 00:30:55,110
\nthis now, you’re definitely at a competitive disadvantage and you’re<\/p>\n

567
\n00:30:55,110 –> 00:30:57,310
\nspending too much money, get to a chatbot to do<\/p>\n

568
\n00:30:57,310 –> 00:31:00,580
\nthat right away, fat nail. Then you can start moving on and<\/p>\n

569
\n00:31:00,580 –> 00:31:03,090
\ndo things like, ” Okay, let’s have my chat bot look<\/p>\n

570
\n00:31:03,090 –> 00:31:06,970
\nup account balances or deal with warranty terms or transfer<\/p>\n

571
\n00:31:06,970 –> 00:31:09,850
\nmoney, things like that.” That gets a little bit more complex<\/p>\n

572
\n00:31:09,850 –> 00:31:12,690
\nQ and A. And in either of those cases, you’re<\/p>\n

573
\n00:31:12,690 –> 00:31:18,010
\nusing self service, you’re using knowledge basis, things like that. Now,<\/p>\n

574
\n00:31:18,010 –> 00:31:19,472
\nyou can get even a little more complicated.<\/p>\n

575
\n00:31:19,472 –> 00:31:20,970
\nI don’t think it’s all complicated. It’s not<\/p>\n

576
\n00:31:20,970 –> 00:31:23,200
\nreally complicated. It’s just a little more sophisticated as I<\/p>\n

577
\n00:31:23,200 –> 00:31:26,410
\nguess I would say it. Where AI is assisting agents<\/p>\n

578
\n00:31:26,410 –> 00:31:30,890
\nto deliver scripts, they’re flagging keywords or routing calls to<\/p>\n

579
\n00:31:30,900 –> 00:31:33,474
\nqualified agents. And that’s where you get<\/p>\n

580
\n00:31:33,474 –> 00:31:35,620
\ninto some machine learning. And now<\/p>\n

581
\n00:31:35,620 –> 00:31:38,530
\nyou can get even more sophisticated and make recommendations. So,<\/p>\n

582
\n00:31:38,750 –> 00:31:41,270
\nmaybe a virtual assistant is going to make recommendations based<\/p>\n

583
\n00:31:41,270 –> 00:31:45,540
\non the customer history, her location, customer patterns like her<\/p>\n

584
\n00:31:45,690 –> 00:31:48,880
\non a predict where, and when that may need to<\/p>\n

585
\n00:31:48,880 –> 00:31:52,010
\nbe. When should that happen? If I’m a customer that’s<\/p>\n

586
\n00:31:52,010 –> 00:31:54,370
\nbuying vitamins, maybe I, and I’m buying a 90- day-<\/p>\n

587
\n00:31:54,370 –> 00:31:56,760
\nsupply, pin me on 90 days so I know that<\/p>\n

588
\n00:31:56,760 –> 00:31:59,060
\nI should do that again. So, then it becomes more contextual<\/p>\n

589
\n00:31:59,060 –> 00:32:00,350
\nand predictive. So, I think the key<\/p>\n

590
\n00:32:00,350 –> 00:32:01,900
\nthing here, when you think about chatbots,<\/p>\n

591
\n00:32:02,840 –> 00:32:04,870
\nthere’s all different ways to use it. And this just touches on<\/p>\n

592
\n00:32:04,870 –> 00:32:07,970
\na few, but in any one of these scenarios, you’ve<\/p>\n

593
\n00:32:07,970 –> 00:32:11,220
\ngot to have that escalation to a live agent and<\/p>\n

594
\n00:32:11,270 –> 00:32:14,490
\nalso with the intelligent routing, make sure that customer experience<\/p>\n

595
\n00:32:14,490 –> 00:32:18,190
\nis good. I may start on a self- service area<\/p>\n

596
\n00:32:18,640 –> 00:32:19,669
\nand think I’m going to get my<\/p>\n

597
\n00:32:19,669 –> 00:32:20,840
\nproblem solved, but maybe I won’t<\/p>\n

598
\n00:32:20,840 –> 00:32:22,490
\nand I need to escalate to a live agent, give me<\/p>\n

599
\n00:32:22,490 –> 00:32:26,160
\nsomebody who understands what I’m looking for. And I’ll rate<\/p>\n

600
\n00:32:26,160 –> 00:32:29,930
\nthat call, that whole interaction of five star. So, now<\/p>\n

601
\n00:32:30,280 –> 00:32:34,210
\ngetting to lastly, I want to just show you some<\/p>\n

602
\n00:32:34,270 –> 00:32:37,960
\ndata points. This is from real companies, real- world data,<\/p>\n

603
\n00:32:38,010 –> 00:32:41,560
\nthey’re analyzing their before and after numbers, when they did<\/p>\n

604
\n00:32:41,560 –> 00:32:44,980
\na transformation project using on the top there AI enabled<\/p>\n

605
\n00:32:44,980 –> 00:32:48,910
\nself- service or customer facing chatbots. Look at the numbers<\/p>\n

606
\n00:32:48,960 –> 00:32:51,010
\nthey’re seeing when it comes to the revenue that was<\/p>\n

607
\n00:32:51,010 –> 00:32:56,050
\naffected by their project, operational costs, customer ratings and agent<\/p>\n

608
\n00:32:56,050 –> 00:32:58,870
\nefficiency. So, it’s kind of crazy. They’re good all the<\/p>\n

609
\n00:32:58,870 –> 00:33:00,890
\nway across the board. I mean, I’d be thrilled with<\/p>\n

610
\n00:33:00,890 –> 00:33:04,090
\nthose numbers and ac to LTE deployment. And this is not<\/p>\n

611
\n00:33:04,430 –> 00:33:06,840
\njust a success group, this is all companies overall average<\/p>\n

612
\n00:33:06,840 –> 00:33:11,550
\nin our research. And what’s really interesting, Robin, when I<\/p>\n

613
\n00:33:11,550 –> 00:33:14,910
\nlook at these numbers, that’s not an expense of another<\/p>\n

614
\n00:33:14,910 –> 00:33:20,900
\nnumber. So, people are increasing revenue, they’re becoming more efficient, but<\/p>\n

615
\n00:33:20,900 –> 00:33:24,860
\nnot at the cost of satisfaction and customer effort. And<\/p>\n

616
\n00:33:24,860 –> 00:33:28,390
\nso, doing this right and again, taking that design approach<\/p>\n

617
\n00:33:28,390 –> 00:33:31,320
\nwhere I want to be empathetic, what’s the job to<\/p>\n

618
\n00:33:31,320 –> 00:33:34,860
\nbe done? What’s the journey to get there? And using<\/p>\n

619
\n00:33:34,860 –> 00:33:38,610
\ntechnology to do that, what an incredible business results? So,<\/p>\n

620
\n00:33:38,610 –> 00:33:42,090
\nthank you, Robin, for all that information. That was fantastic.<\/p>\n

621
\n00:33:42,820 –> 00:33:46,560
\nGreat information about how companies are transforming. And now, I’d<\/p>\n

622
\n00:33:46,560 –> 00:33:50,040
\nlike to turn our focus to Neil O’Donoghue. Neil, can<\/p>\n

623
\n00:33:50,040 –> 00:33:53,610
\nyou share with us some information about how do we<\/p>\n

624
\n00:33:53,610 –> 00:33:56,590
\ntake these concepts and how do we make them real?<\/p>\n

625
\n00:33:56,590 –> 00:33:59,810
\nHow do we turn them into a project plans and<\/p>\n

626
\n00:33:59,810 –> 00:34:04,610
\nwhere do we start? Yeah, of course. Thank you, Charlie.<\/p>\n

627
\n00:34:05,210 –> 00:34:09,220
\nThat sounds great. So, my name’s Neil O’Donoghue. I’m with<\/p>\n

628
\n00:34:09,220 –> 00:34:13,870
\nthe Genesys customer success and services organization. So, I’m going<\/p>\n

629
\n00:34:13,870 –> 00:34:17,630
\nto talk to you about as Charlie said, this idea<\/p>\n

630
\n00:34:17,630 –> 00:34:20,700
\nof helping our customers move quickly, move fast, adopt the<\/p>\n

631
\n00:34:20,700 –> 00:34:24,670
\ntechnology, or we use the concept of walk, run, and<\/p>\n

632
\n00:34:24,670 –> 00:34:30,520
\nfly. And Charlie talked about the empathy pillars listen, and<\/p>\n

633
\n00:34:30,530 –> 00:34:34,190
\nlearn, understand, and predict and act. And Swisscom is a great<\/p>\n

634
\n00:34:34,270 –> 00:34:37,360
\nexample, which I’m going to use to begin with just<\/p>\n

635
\n00:34:37,360 –> 00:34:39,640
\nto make this real. And it plays to a lot of<\/p>\n

636
\n00:34:39,640 –> 00:34:42,130
\nwhat Robin talks about. I love the fact that it<\/p>\n

637
\n00:34:42,130 –> 00:34:49,140
\nreally resonates that. So, let me introduce you to our customer<\/p>\n

638
\n00:34:49,240 –> 00:34:54,740
\nhere at Swisscom. Swisscom is one of Switzerland’s most innovative and sustainable<\/p>\n

639
\n00:34:55,090 –> 00:35:00,070
\ncompanies. They’re a leader in providing mobile network, internet, digital<\/p>\n

640
\n00:35:00,070 –> 00:35:05,070
\nTV, pretty much all digital channels for businesses and consumers.<\/p>\n

641
\n00:35:05,600 –> 00:35:09,550
\nYou see this great quote here from Rolf, the product<\/p>\n

642
\n00:35:09,550 –> 00:35:12,940
\nmanager of emerging channels and bots at Swisscom. The messaging<\/p>\n

643
\n00:35:12,940 –> 00:35:16,420
\nbot that they implemented through Genesys resolved 10% of inquiries<\/p>\n

644
\n00:35:16,420 –> 00:35:20,420
\nin the FAQ box or one in every two contacts<\/p>\n

645
\n00:35:20,620 –> 00:35:28,950
\nand they maintained axles throughout. So, let me tell you,<\/p>\n

646
\n00:35:28,960 –> 00:35:33,890
\nSwisscom is a longstanding Genesys customer, and they’ve had a<\/p>\n

647
\n00:35:33,940 –> 00:35:36,910
\nfootprint of some of the more traditional channels for a while.<\/p>\n

648
\n00:35:38,260 –> 00:35:41,550
\nAnd they expanded that digital footprint, whether it’s by introducing<\/p>\n

649
\n00:35:41,720 –> 00:35:45,310
\nApple business chat and WhatsApp as the main messaging channels, as well<\/p>\n

650
\n00:35:45,850 –> 00:35:47,396
\nas chat bot. So, as I say,<\/p>\n

651
\n00:35:47,396 –> 00:35:49,300
\nmuch of what Robin talked about,<\/p>\n

652
\n00:35:49,450 –> 00:35:53,850
\ncoincidentally, actually and this led to significant improvements in productivity<\/p>\n

653
\n00:35:53,990 –> 00:35:57,700
\nand Swisscom is now adding to this with AI and<\/p>\n

654
\n00:35:57,700 –> 00:36:03,440
\nGenesys predictive routing. So, Switzerland just taking a step back,<\/p>\n

655
\n00:36:03,440 –> 00:36:07,070
\nSwitzerland as a country, has one of the highest market<\/p>\n

656
\n00:36:07,070 –> 00:36:12,100
\npenetrations of Apple devices worldwide and messaging, as we all<\/p>\n

657
\n00:36:12,100 –> 00:36:15,630
\nknow is the way to communicate in our private lives<\/p>\n

658
\n00:36:15,630 –> 00:36:20,340
\nand it’s fast becoming the communication method between customers and businesses<\/p>\n

659
\n00:36:20,340 –> 00:36:26,410
\nalso. So, Swisscom successfully reduced handling time and increased first<\/p>\n

660
\n00:36:26,410 –> 00:36:31,820
\ncontact resolution. Well, it’s also improving NPS and agent satisfaction,<\/p>\n

661
\n00:36:31,960 –> 00:36:35,220
\nwhich is really, really important and leveraging some of those<\/p>\n

662
\n00:36:36,100 –> 00:36:39,607
\nsimilarly unrelated solutions which we don’t talk about<\/p>\n

663
\n00:36:39,607 –> 00:36:41,520
\nin the set, as I explained the<\/p>\n

664
\n00:36:41,520 –> 00:36:48,730
\nmethodology topic. Particularly the Switzerland as a country is high<\/p>\n

665
\n00:36:48,730 –> 00:36:51,930
\non the agenda there and Swisscom as an organization. And<\/p>\n

666
\n00:36:51,930 –> 00:36:55,060
\nthat’s why they decided to implement chat bots. And their<\/p>\n

667
\n00:36:55,060 –> 00:37:00,030
\nintent model, currently predicts customer intents with 80% accuracy. I<\/p>\n

668
\n00:37:00,150 –> 00:37:02,650
\ncan read some of the statistics on the slide here<\/p>\n

669
\n00:37:03,020 –> 00:37:05,850
\nas I talk through. So, six months after the launch<\/p>\n

670
\n00:37:06,040 –> 00:37:09,880
\nwith 10 use cases live, they’d cover 16% of incoming<\/p>\n

671
\n00:37:09,880 –> 00:37:13,340
\nmessages in Apple based chat with chat bots. And that<\/p>\n

672
\n00:37:13,340 –> 00:37:16,590
\nfast time, there was a very fast time to implement<\/p>\n

673
\n00:37:17,730 –> 00:37:21,280
\nfrom the kickoff to the go live. They actually took<\/p>\n

674
\n00:37:21,280 –> 00:37:25,220
\n10 weeks. And this is why I talked about this<\/p>\n

675
\n00:37:25,220 –> 00:37:31,030
\nconcept of walk, crawl and fly and moving quickly through<\/p>\n

676
\n00:37:31,030 –> 00:37:34,370
\nthat using some of the services, which I’ll talk about<\/p>\n

677
\n00:37:34,370 –> 00:37:37,740
\ntoday. They were not only able to deliver the Apple<\/p>\n

678
\n00:37:37,740 –> 00:37:41,410
\nbusiness chat, but also bringing the intent recognition and chat<\/p>\n

679
\n00:37:41,410 –> 00:37:47,860
\nbots live very quickly in that timescale. And Swisscom was<\/p>\n

680
\n00:37:47,860 –> 00:37:50,210
\nable to achieve a traditional voice channels, which as I<\/p>\n

681
\n00:37:50,210 –> 00:37:53,670
\nsaid, they had for a while. Now, over the next<\/p>\n

682
\n00:37:53,670 –> 00:37:58,210
\ntwo years, Swisscom aims to shift a substantial amount, more<\/p>\n

683
\n00:37:58,210 –> 00:38:01,460
\nand more interaction volume from traditional channels, such as voice<\/p>\n

684
\n00:38:01,600 –> 00:38:06,840
\nto messaging. What sets Swisscom apart from its competition is<\/p>\n

685
\n00:38:06,850 –> 00:38:11,570
\nits ambition to always drive innovation and putting the customer<\/p>\n

686
\n00:38:11,770 –> 00:38:15,210
\nreally at the center of their decision making and everything<\/p>\n

687
\n00:38:15,260 –> 00:38:19,050
\nthat they do, which we love from an experience. As<\/p>\n

688
\n00:38:19,050 –> 00:38:21,710
\na service perspective, if you go back to some of<\/p>\n

689
\n00:38:21,710 –> 00:38:24,340
\nthe things that Charlie talked about, really putting the customer<\/p>\n

690
\n00:38:24,480 –> 00:38:28,490
\nat the center of the experience. So, how did they<\/p>\n

691
\n00:38:28,490 –> 00:38:32,060
\ndo it? Swisscom chose a fast saw pilot with Genesys<\/p>\n

692
\n00:38:32,060 –> 00:38:37,640
\nprofessional services involving close to a thousand agents initially. And<\/p>\n

693
\n00:38:41,000 –> 00:38:45,250
\nCharlie talked about those empathy pillars all the way through<\/p>\n

694
\n00:38:45,250 –> 00:38:49,160
\nto this continuing learning circle, they put that into their<\/p>\n

695
\n00:38:49,160 –> 00:38:55,490
\nown words though methodology. And the pilot covered four stages.<\/p>\n

696
\n00:38:55,560 –> 00:39:00,340
\nThe first three were discover, the discovery with Genesys the<\/p>\n

697
\n00:39:00,340 –> 00:39:04,310
\nadvisory services, which we have to understand the key functions,<\/p>\n

698
\n00:39:04,310 –> 00:39:08,050
\nthe pain points, the benefits they wanted to bring. And<\/p>\n

699
\n00:39:08,050 –> 00:39:10,470
\nthen, what are the key metrics and KPIs they’re going to<\/p>\n

700
\n00:39:10,470 –> 00:39:14,790
\nfocus on? The discovery number to predict and prepare the<\/p>\n

701
\n00:39:14,840 –> 00:39:19,020
\nbuilding and gathering that data. You talked about Robin, really<\/p>\n

702
\n00:39:19,020 –> 00:39:21,273
\nunderstanding, where do you want to be?<\/p>\n

703
\n00:39:21,273 –> 00:39:22,950
\nWhat’s the key data? And once<\/p>\n

704
\n00:39:22,950 –> 00:39:25,470
\nyou’ve got that baseline moving forward, it’s exactly what they<\/p>\n

705
\n00:39:25,470 –> 00:39:28,450
\ndid to predict and prepare, gathering that data and developing<\/p>\n

706
\n00:39:28,450 –> 00:39:31,480
\nthe right plan. And then for them to start small<\/p>\n

707
\n00:39:31,810 –> 00:39:34,540
\nand get ready. So, we talk about walk and run,<\/p>\n

708
\n00:39:34,540 –> 00:39:38,690
\nstart small and get ready, select the routing destinations, and<\/p>\n

709
\n00:39:38,690 –> 00:39:41,610
\nthen continually test that to make sure it’s right, fine<\/p>\n

710
\n00:39:41,610 –> 00:39:44,920
\ntune it, see the effects and after those three phases<\/p>\n

711
\n00:39:45,470 –> 00:39:48,570
\nlearn, and for them go big, that was the plan<\/p>\n

712
\n00:39:48,570 –> 00:39:51,820
\nexpand with those use cases in a number of short<\/p>\n

713
\n00:39:51,820 –> 00:39:56,470
\nsprints using an agile methodology to really scale up digital transformation.<\/p>\n

714
\n00:39:57,130 –> 00:40:01,870
\nThe suites called messaging architecture covers most reasons for contact<\/p>\n

715
\n00:40:01,870 –> 00:40:07,120
\nnow. The architecture uses plug- ins between the Genesys solutions<\/p>\n

716
\n00:40:07,940 –> 00:40:18,330
\nand other third parties and back office system simplification, chatbots service, and<\/p>\n

717
\n00:40:18,330 –> 00:40:22,880
\nit consists of three core aspects. There’s the initial concierge,<\/p>\n

718
\n00:40:22,880 –> 00:40:30,170
\ngreeting, intent recognition, agent routing, and the FAQ answers to<\/p>\n

719
\n00:40:30,170 –> 00:40:34,760
\ncommon questions and finally flow, ready solving customers’ inquiries automatically<\/p>\n

720
\n00:40:35,330 –> 00:40:38,350
\nwith backend integrations. And Charlie, when you talked about the<\/p>\n

721
\n00:40:38,350 –> 00:40:43,540
\nnot so great explain that paint, it really, really made<\/p>\n

722
\n00:40:43,540 –> 00:40:48,510
\nme think about this example of my integrated flow, understanding<\/p>\n

723
\n00:40:48,510 –> 00:40:51,700
\nwho the customer is and leveraging those different data sets.<\/p>\n

724
\n00:40:53,880 –> 00:40:57,870
\nSo, like many experiments, Swisscom achieved mixed results, but methods,<\/p>\n

725
\n00:40:57,870 –> 00:41:02,380
\noriginal targets. As I said, some fantastic results in terms<\/p>\n

726
\n00:41:02,380 –> 00:41:07,530
\nof, particularly of the bots, they met their goal of<\/p>\n

727
\n00:41:07,600 –> 00:41:13,210
\nmaintaining customer satisfaction, which is critically important. So, by messaging,<\/p>\n

728
\n00:41:13,210 –> 00:41:15,780
\nimproving the messaging quality, and some of the things I<\/p>\n

729
\n00:41:15,780 –> 00:41:19,640
\ntalked about is sort of 5% uplift in a first<\/p>\n

730
\n00:41:19,640 –> 00:41:23,210
\ncontact resolution is also very significant. And this led to<\/p>\n

731
\n00:41:23,210 –> 00:41:25,440
\na decrease in wait times, obviously, and out of the<\/p>\n

732
\n00:41:25,440 –> 00:41:31,330
\nthree possible entry points to the organization, to Swisscom, so, IVR,<\/p>\n

733
\n00:41:31,530 –> 00:41:36,940
\nSMS, or web being those primary three, the majority of<\/p>\n

734
\n00:41:36,940 –> 00:41:40,880
\ncustomers switch to an engagement model this with Swisscom through<\/p>\n

735
\n00:41:40,970 –> 00:41:45,760
\nWhatsApp or Apple business chat when engaging through the company’s<\/p>\n

736
\n00:41:45,760 –> 00:41:48,210
\ncontact us webpage or those channels, as I said. So, a<\/p>\n

737
\n00:41:49,580 –> 00:41:52,610
\nreally great example of, now I really like how it plays back<\/p>\n

738
\n00:41:52,610 –> 00:41:54,320
\nto some of the things that Charlie and Robin you<\/p>\n

739
\n00:41:54,450 –> 00:42:00,390
\ntalked about. So, if I then go on to this<\/p>\n

740
\n00:42:00,390 –> 00:42:03,430
\nidea and methodology of walk and then run. And how<\/p>\n

741
\n00:42:03,430 –> 00:42:07,410
\nto get started with digital, and I think many organizations are<\/p>\n

742
\n00:42:07,410 –> 00:42:13,940
\nalready started or starting. So, we really talk about those<\/p>\n

743
\n00:42:13,940 –> 00:42:18,390
\nempathy pillars, listen, understand and predict, act, learn. And learn doesn’t<\/p>\n

744
\n00:42:18,390 –> 00:42:21,350
\nstop there. It’s a closed loop all the way back to<\/p>\n

745
\n00:42:21,350 –> 00:42:25,470
\nlisten to my evolving journey. So, establishing digital through digital<\/p>\n

746
\n00:42:25,470 –> 00:42:29,700
\ntransformation and discovery services, we’ve got a number of experts.<\/p>\n

747
\n00:42:29,700 –> 00:42:34,130
\nAs I mentioned, that Swisscom using advisory services. So, business<\/p>\n

748
\n00:42:34,130 –> 00:42:38,510
\nconsulting, business analysts, bringing those best practices and use cases<\/p>\n

749
\n00:42:38,510 –> 00:42:42,640
\nto customers and helping to identify what’s the right starting<\/p>\n

750
\n00:42:42,640 –> 00:42:47,260
\npoint for you as a customer and making this journey<\/p>\n

751
\n00:42:47,260 –> 00:42:50,730
\nspecific to you without having to reinvent the wheel with<\/p>\n

752
\n00:42:50,730 –> 00:42:54,090
\neverything that we’ve done before, I mean hundreds or thousands<\/p>\n

753
\n00:42:54,090 –> 00:42:57,840
\nof solutions that we’ve deployed globally for our customers. Now,<\/p>\n

754
\n00:42:58,530 –> 00:43:01,560
\none of the areas we’ve invested in heavily is use cases.<\/p>\n

755
\n00:43:02,130 –> 00:43:05,540
\nWhat in common customer journeys and how’d you plug those<\/p>\n

756
\n00:43:05,540 –> 00:43:09,060
\nuse cases together to build out that journey? And what’s<\/p>\n

757
\n00:43:09,060 –> 00:43:12,780
\nthe right starting point. And through reading that lesson phase, using<\/p>\n

758
\n00:43:12,780 –> 00:43:16,510
\nthose discovery services, that we start to map out what<\/p>\n

759
\n00:43:16,510 –> 00:43:19,330
\nthe correct use cases are for you as a customer at<\/p>\n

760
\n00:43:19,330 –> 00:43:23,470
\nthat time. But of course these services are all delivered now,<\/p>\n

761
\n00:43:23,920 –> 00:43:27,750
\nvirtually in calls and video calls and so on. And<\/p>\n

762
\n00:43:27,750 –> 00:43:33,970
\nthen we’ve moved and gone into that journey mapping and really something<\/p>\n

763
\n00:43:34,240 –> 00:43:36,130
\nthat baseline on your revenue. As I say, you talked<\/p>\n

764
\n00:43:36,130 –> 00:43:40,090
\nabout it, what are the key KPIs? Establishing where to<\/p>\n

765
\n00:43:40,090 –> 00:43:43,940
\nfocus initially, and then build upon that. You’ve really got<\/p>\n

766
\n00:43:43,940 –> 00:43:46,910
\nto know where you’re, where you’ve been, to then be<\/p>\n

767
\n00:43:46,910 –> 00:43:51,090
\nable to measure performance beyond that. And then of course,<\/p>\n

768
\n00:43:51,090 –> 00:43:55,660
\ndeploying new digital channels. So, all the deployment services for whether<\/p>\n

769
\n00:43:55,660 –> 00:44:01,110
\nit’s chat, email, web, WhatsApps and so on. And one<\/p>\n

770
\n00:44:01,110 –> 00:44:05,130
\nof the areas we see commonly is the requirement to<\/p>\n

771
\n00:44:05,260 –> 00:44:09,240
\ninteract or do integrate with third party solutions. We’ve got<\/p>\n

772
\n00:44:09,240 –> 00:44:14,030
\na number of connectors, expert app solutions, we call them.<\/p>\n

773
\n00:44:14,030 –> 00:44:16,700
\nThings that we’ve built with Genesys, all things that are<\/p>\n

774
\n00:44:16,700 –> 00:44:22,780
\navailable through our foundry, our partner and Genesys marketplace, where<\/p>\n

775
\n00:44:22,780 –> 00:44:25,060
\nthere’s a number of commonly used solutions like can use<\/p>\n

776
\n00:44:25,060 –> 00:44:28,570
\nto connect to when your various CRM data reporting systems,<\/p>\n

777
\n00:44:28,600 –> 00:44:31,360
\nwhich are really important in getting this end to end view<\/p>\n

778
\n00:44:32,800 –> 00:44:35,310
\nof the customer and the data. And then of course,<\/p>\n

779
\n00:44:35,310 –> 00:44:38,150
\nless than delivering those business outcomes. The way I’ve talked<\/p>\n

780
\n00:44:38,190 –> 00:44:40,530
\nabout that whiteline, a number of the services and this<\/p>\n

781
\n00:44:40,630 –> 00:44:44,960
\nboth more focused on the customer, but it’s really important<\/p>\n

782
\n00:44:44,960 –> 00:44:49,360
\nas Charlie and Robin talked about not to forget about<\/p>\n

783
\n00:44:49,360 –> 00:44:52,870
\nthe agent. The agent experience and leveraging some of the solutions<\/p>\n

784
\n00:44:52,870 –> 00:44:57,330
\nwe have that particularly the WAM solution set to ensure<\/p>\n

785
\n00:44:57,330 –> 00:45:02,680
\nthat the agents are correctly enabled, equipped, trained, they’ve got<\/p>\n

786
\n00:45:02,680 –> 00:45:06,540
\naccess to the right information. They can manage that closed loop<\/p>\n

787
\n00:45:06,600 –> 00:45:10,570
\nthrough lesson to learn and deliver the best experience possible<\/p>\n

788
\n00:45:11,810 –> 00:45:14,600
\nto bring the whole thing together. So, the walk getting<\/p>\n

789
\n00:45:14,600 –> 00:45:18,130
\nstarted with digital. What we typically then find is customers<\/p>\n

790
\n00:45:18,570 –> 00:45:21,530
\nhave good success, then they want to expand. Or as<\/p>\n

791
\n00:45:21,530 –> 00:45:25,510
\nI said the Swisscom, they had talked about going big after<\/p>\n

792
\n00:45:25,510 –> 00:45:29,950
\nthey had successfully delivered those initial pilots. The digital expansion,<\/p>\n

793
\n00:45:29,950 –> 00:45:37,070
\nand really increasing that level of adoption, the efficiency across<\/p>\n

794
\n00:45:38,000 –> 00:45:42,330
\nthe solution for those customers, a broader range of customers,<\/p>\n

795
\n00:45:43,120 –> 00:45:47,440
\nalways with a focus on maintaining quality and increased customer<\/p>\n

796
\n00:45:47,440 –> 00:45:53,210
\nsatisfaction. So, ultimately optimizing really both sides of the equation.<\/p>\n

797
\n00:45:53,510 –> 00:45:59,540
\nSo, again, from a customer perspective, the ongoing evolution and<\/p>\n

798
\n00:46:00,100 –> 00:46:03,560
\nreally then mapping out what the next set of use cases<\/p>\n

799
\n00:46:03,560 –> 00:46:07,830
\nare through that discovery, optimizing that discovery, maybe changing some<\/p>\n

800
\n00:46:07,830 –> 00:46:10,610
\nthings or evolving some things as the business needs change,<\/p>\n

801
\n00:46:10,610 –> 00:46:14,420
\nor customer experiences change. And then we typically find it’s in<\/p>\n

802
\n00:46:14,420 –> 00:46:17,850
\nthis space, in this next digital expansion phase, as part<\/p>\n

803
\n00:46:19,100 –> 00:46:25,680
\nof the run that customers and partners really adopt more, scale more,<\/p>\n

804
\n00:46:26,080 –> 00:46:30,490
\nwith bots. Well, so because of that, we’ve created some specific bot<\/p>\n

805
\n00:46:30,720 –> 00:46:34,170
\nquick start packages. So, again, we don’t want customers and<\/p>\n

806
\n00:46:34,170 –> 00:46:40,910
\npartners to after reinventing the wheel, we’ve done this before.<\/p>\n

807
\n00:46:40,910 –> 00:46:47,710
\nAnd those and use cases exist, but maybe run some<\/p>\n

808
\n00:46:47,710 –> 00:46:54,070
\npilots quite common before full- scale deployment. And then, again,<\/p>\n

809
\n00:46:54,070 –> 00:46:58,220
\nas we talked about, is blending that experience through digital<\/p>\n

810
\n00:46:58,370 –> 00:47:02,570
\nwith AI leveraging some of the solutions we have such<\/p>\n

811
\n00:47:02,570 –> 00:47:07,180
\nas predictive engagement or predictive routing as we talked about in the<\/p>\n

812
\n00:47:07,180 –> 00:47:13,140
\nSwisscom example. Analytics services Genesys is offering through professional services<\/p>\n

813
\n00:47:13,280 –> 00:47:19,750
\nto help customers or partners pull together the various facets<\/p>\n

814
\n00:47:19,750 –> 00:47:23,690
\nof data, but are gathered through these types of digital<\/p>\n

815
\n00:47:23,690 –> 00:47:27,470
\nsolutions, being able to manipulate that data, report on that<\/p>\n

816
\n00:47:27,470 –> 00:47:30,580
\ndata, interact with that data, and really use it to<\/p>\n

817
\n00:47:31,110 –> 00:47:38,080
\nunderstand and therefore act, to improve and make the next<\/p>\n

818
\n00:47:38,160 –> 00:47:42,160
\nsteps of the journey, more tailored to realize business needs<\/p>\n

819
\n00:47:42,220 –> 00:47:45,770
\nand the customer experiences that are being seen. And then<\/p>\n

820
\n00:47:45,880 –> 00:47:49,860
\nagain, from an agent experience perspective, continuing to invest in<\/p>\n

821
\n00:47:49,860 –> 00:47:53,760
\nemployees scriptic skills and the right level of proficiency and<\/p>\n

822
\n00:47:53,760 –> 00:47:58,690
\nusing AI through those solution sets and forecasting and scheduling<\/p>\n

823
\n00:47:58,710 –> 00:48:01,910
\ngain to really maintain the end to end experience both<\/p>\n

824
\n00:48:02,360 –> 00:48:07,420
\ncustomer and agent perspective, and then business intelligence within tax<\/p>\n

825
\n00:48:07,700 –> 00:48:11,370
\nand analytics. So, there’s a number of services available and<\/p>\n

826
\n00:48:11,530 –> 00:48:15,820
\nas part of the customer success and services organization, we’re<\/p>\n

827
\n00:48:15,820 –> 00:48:22,030
\nreally focused on quality delivery and those transformational experiences for<\/p>\n

828
\n00:48:22,030 –> 00:48:29,930
\nthe end customer. And those pillars listen and learn, understand,<\/p>\n

829
\n00:48:30,070 –> 00:48:34,540
\npredicts and act. Because of that, we’ve created a number<\/p>\n

830
\n00:48:34,540 –> 00:48:37,920
\nof services, as you can see on this wheel here<\/p>\n

831
\n00:48:38,270 –> 00:48:43,740
\nranging from the core contact center delivery requirements and needs<\/p>\n

832
\n00:48:44,060 –> 00:48:47,100
\nwith the solutions we have building upon that with digital<\/p>\n

833
\n00:48:47,280 –> 00:48:50,870
\nand AI and WEM. And I think as we’ve articulated here,<\/p>\n

834
\n00:48:51,010 –> 00:48:54,670
\nthose three are at their most powerful when they come<\/p>\n

835
\n00:48:54,680 –> 00:48:59,240
\ntogether in conjunction as one. Delivered as a solution where<\/p>\n

836
\n00:48:59,240 –> 00:49:03,210
\nthey can interact. Solutions are able to leverage each other<\/p>\n

837
\n00:49:03,710 –> 00:49:08,450
\nwith the agents managing that experience with the customers, a digital AI<\/p>\n

838
\n00:49:08,670 –> 00:49:13,740
\nWEMs one. And building upon that in terms of education<\/p>\n

839
\n00:49:13,740 –> 00:49:18,110
\nneeds, the number of services for our partners as well<\/p>\n

840
\n00:49:18,210 –> 00:49:21,000
\nwho we’re working with our end customers along with of<\/p>\n

841
\n00:49:21,000 –> 00:49:26,780
\ncourse, technical support and more. It’s a really comprehensive, full<\/p>\n

842
\n00:49:26,780 –> 00:49:30,150
\nengagement model that’s been built out, particularly with customers. Then who<\/p>\n

843
\n00:49:30,150 –> 00:49:34,550
\ngo to expand upon that with an agile periphery onwards.<\/p>\n

844
\n00:49:34,770 –> 00:49:37,660
\nWith that, for the next phase, I will hung back<\/p>\n

845
\n00:49:37,950 –> 00:49:42,940
\nto Charlie. Who’ll talk through fly. Yeah. Thanks, Neil. And<\/p>\n

846
\n00:49:43,210 –> 00:49:46,140
\none of the things I love about your slides, it<\/p>\n

847
\n00:49:46,140 –> 00:49:51,900
\nis that transformational experiences delivered. Making it real. It’s taking<\/p>\n

848
\n00:49:51,900 –> 00:49:54,660
\nthis concept and putting it into practice so that people<\/p>\n

849
\n00:49:54,660 –> 00:49:58,770
\ncan get those benefits. So, fantastic. Thanks so much, Neil. So,<\/p>\n

850
\n00:49:58,770 –> 00:50:01,690
\nfolks, we’re coming to the close of our session here.<\/p>\n

851
\n00:50:01,690 –> 00:50:03,920
\nLet’s go back and think about fly. What is our<\/p>\n

852
\n00:50:03,920 –> 00:50:07,770
\ndestination? Certainly, we can’t do all this at once, but<\/p>\n

853
\n00:50:07,770 –> 00:50:10,420
\nit’s important for us to set our roadmap. And so,<\/p>\n

854
\n00:50:10,420 –> 00:50:14,450
\nas we think about engaging our customers, evolving the conversation<\/p>\n

855
\n00:50:14,450 –> 00:50:18,310
\nand enhancing it with human experience, it all ties together<\/p>\n

856
\n00:50:18,310 –> 00:50:22,490
\nlike this. It’s about engaging using AI to predict, to<\/p>\n

857
\n00:50:22,490 –> 00:50:26,420
\nsurface the right content, the right offers proactively, inbound and<\/p>\n

858
\n00:50:26,420 –> 00:50:29,830
\noutbound across any channel, but we’re not done there. We<\/p>\n

859
\n00:50:29,830 –> 00:50:34,130
\ntake the context and pass that forward, and pre- fills<\/p>\n

860
\n00:50:34,130 –> 00:50:37,680
\nlots and evolve the conversation with voice bot, stat bots,<\/p>\n

861
\n00:50:37,940 –> 00:50:42,640
\nintelligent applications to self- serve and when needed for the<\/p>\n

862
\n00:50:42,640 –> 00:50:48,130
\nright opportunity enhance the experience with our human resources, leveraging<\/p>\n

863
\n00:50:48,130 –> 00:50:52,220
\nlike Robin said, intelligent routing to connect each interaction, each<\/p>\n

864
\n00:50:52,220 –> 00:50:56,630
\ncustomer with the right resource. Equipping that agent with an<\/p>\n

865
\n00:50:56,630 –> 00:51:01,680
\nomni- channel desktop, real- time knowledge, dynamically based on the<\/p>\n

866
\n00:51:01,680 –> 00:51:07,640
\nconversation that’s happening, process automation resource and coaching development tools.<\/p>\n

867
\n00:51:07,900 –> 00:51:13,040
\nAnd like Robin said, reporting, capacity planning, workforce management, analytics<\/p>\n

868
\n00:51:13,040 –> 00:51:16,270
\nto tie it all together. And so, really, yes, you<\/p>\n

869
\n00:51:16,270 –> 00:51:19,090
\ncan start with any one of these dots, but it’s<\/p>\n

870
\n00:51:19,090 –> 00:51:22,350
\nimportant to think about this from a design thinking and<\/p>\n

871
\n00:51:22,350 –> 00:51:26,070
\nknow that it is a holistic experience. And from Genesys<\/p>\n

872
\n00:51:26,070 –> 00:51:29,510
\nperspective, our interest is not in being a point solution,<\/p>\n

873
\n00:51:29,720 –> 00:51:33,930
\nit’s orchestrating the entire experience. And so like, we’ve talked<\/p>\n

874
\n00:51:33,930 –> 00:51:36,910
\nabout, we talked a lot about empathy, so it’s putting<\/p>\n

875
\n00:51:36,910 –> 00:51:42,440
\nempathy in action. It’s leveraging our platform to create experience<\/p>\n

876
\n00:51:42,440 –> 00:51:46,370
\nas a service. That’s our strategy, that’s our story. And<\/p>\n

877
\n00:51:46,370 –> 00:51:48,560
\nso, I’d like to thank you guys very much for<\/p>\n

878
\n00:51:48,560 –> 00:51:51,330
\njoining us today. And Josh, I think I’ll turn it<\/p>\n

879
\n00:51:51,330 –> 00:51:54,090
\nback to you. You have some resources to share with<\/p>\n

880
\n00:51:54,090 –> 00:51:58,420
\nthe folks. Indeed I do. So, to wrap up today,<\/p>\n

881
\n00:51:58,420 –> 00:52:02,320
\nI want to first thank everybody who attended it, as<\/p>\n

882
\n00:52:02,320 –> 00:52:05,450
\nwell as our presenters. So, as Charlie mentioned to wrap<\/p>\n

883
\n00:52:05,450 –> 00:52:07,480
\nup, I want you to take advantage of the additional<\/p>\n

884
\n00:52:07,480 –> 00:52:10,650
\nresources that are listed in the resource list just below<\/p>\n

885
\n00:52:10,650 –> 00:52:13,260
\nthe slides. Clicking will open up in a new tab<\/p>\n

886
\n00:52:13,260 –> 00:52:16,840
\nand these resources expand on today’s topic of digital channels.<\/p>\n

887
\n00:52:16,840 –> 00:52:18,020
\nAnd we want to make sure you get to take<\/p>\n

888
\n00:52:18,020 –> 00:52:20,840
\nadvantage of that. If you miss out on clicking those<\/p>\n

889
\n00:52:20,840 –> 00:52:23,450
\ntoday, don’t worry, they will also be in your follow-<\/p>\n

890
\n00:52:23,450 –> 00:52:26,080
\nup email with the on- demand recording within the next<\/p>\n

891
\n00:52:26,080 –> 00:52:29,350
\nbusiness day or so. Also as a friendly reminder, we<\/p>\n

892
\n00:52:29,350 –> 00:52:31,090
\ndo encourage you to fill out that survey that’s going<\/p>\n

893
\n00:52:31,100 –> 00:52:34,840
\nto show up here momentarily. We, again, tailor these presentations<\/p>\n

894
\n00:52:34,840 –> 00:52:37,210
\nto exactly what you, the attendees want to learn more<\/p>\n

895
\n00:52:37,210 –> 00:52:41,290
\nabout with respect to Genesys contact center, et cetera. So,<\/p>\n

896
\n00:52:41,290 –> 00:52:43,200
\nbe sure to fill that survey out as it shows<\/p>\n

897
\n00:52:43,200 –> 00:52:46,920
\nup here momentarily. And with that on behalf of Charlie,<\/p>\n

898
\n00:52:46,920 –> 00:52:49,690
\nRobin, Neil, and the entire Genesys team, we thank you<\/p>\n

899
\n00:52:49,690 –> 00:52:54,330
\nagain for joining today’s webcast channel surfing, mastering digital channels<\/p>\n

900
\n00:52:54,330 –> 00:52:56,890
\nfor your business. Until next time, have a good one,<\/p>\n

901
\n00:52:57,220 –> 00:52:57,340
\neveryone.[\/vc_column_text][\/vc_tta_section][\/vc_tta_accordion][\/vc_column][vc_column width=”1\/3″]

Bienvenido de nuevo,<\/span> <\/span> <\/span><\/span><\/p>

\u00bfNo es usted?<\/a><\/p>\n

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