Genesys Webinar

A navegação entre canais: dominando os canais digitais para o seu negócio

Os canais digitais, como chat na web, aplicativos de mensagens sociais e chatbots, têm um enorme potencial de engagement e suporte ao cliente. Embora eles sejam muito procurados, tanto pelos clientes quanto pelas empresas, os líderes de experiência do cliente muitas vezes consideram que ainda não perceberam todo o potencial desses canais digitais.

Se você está procurando adicionar novos canais digitais ou deseja aproveitar ao máximo os canais já implantados, junte-se à nossa conversa. Nosso painel de especialistas analisará os fundamentos do uso desses canais para ouvir, entender e agir sobre as necessidades do cliente com empatia.

Você descobrirá como oferecer experiências incríveis aos clientes por meio de canais digitais. Assista este webinar on-demand hoje mesmo.

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Good morning, evening, and afternoon everyone. This is Josh Reed

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from the digital events team, and I’ll be the moderator

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for today’s presentation. Let me start by saying welcome. And

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thanks for joining today’s live webinar channel surfing, mastering digital

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channels for your business. As I usually do, I’m going

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to cover a couple of housekeeping items, but I’m going

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to try and keep it short and sweet. So, first

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off, if you experience any problems viewing or listening to

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today’s presentation, do me a favor and just hit it

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with a quick refresh that usually fixes any cancellations. You

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also have the ability to enlarge the slide window and

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the video window throughout the conversation today. So, if you

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see anything in the slide window that you want to

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see clearer, you can indeed enlarge that screen by dragging

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any of the corners of that window. Also know that

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this is designed to be an interactive experience between you

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and our presenters today. So, throughout the conversation, you can

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throw questions that you have into the Q and A window

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below the slides and what we’ll do is we’ll answer

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them via chat throughout the conversation. We’ll keep you engaged

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throughout the entire conversation today. However, sometimes time gets away

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from us. So, if we are unable to answer your

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questions in via live format here, what we will do is

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we will just follow up with you via email within

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the next few business days. And also know that this

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is indeed being recorded. So, if for any reason you have

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to get up during today’s presentation and you miss any

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part of it, that’s okay you’re going to receive a

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link to the on- demand recording via email from on

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24 within the next few business days. And also note

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that check out the resources in the resource list below

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the slides, these resources expand on today’s topic of digital

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channels what you can do is go ahead and click

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on those now, and they will open up a new

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tab in your browser. And lastly, I encourage you to

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take the survey that’s going to show up at the

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end of today’s presentation. If you want to knock it

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out early, however, you can just click on the last

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icon below. We tailor these conversations to exactly what you,

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the attendees want to learn more about with respect to

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Genesys and topics to contact center solutions. So, do me

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a favor and take that survey so that we can

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incorporate your feedback in the future of Genesys webcasts. And

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as I mentioned, short and sweet. So, today we have

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three awesome presenters excited to give you an inside look

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and some practical guidance on how to deliver amazing customer

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experiences through digital channels. So, I’m actually going to introduce

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you all today to our first presenter, Charlie Godfrey. Charlie,

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the floor is yours. Thanks, Josh. And welcome everybody. My

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name is Charlie Godfrey with Genesys strategic business consulting. And

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thanks for joining us today. So, mastering digital channels, why

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does digital matter so much today? And so, we recently

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published a paper of human connections in crisis. And I don’t think

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it’s a surprise to anyone to hear that people are

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feeling disconnected. There’s a connection deficit, as people are interacting

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with other people and companies they do business with. Interesting

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is the people that feel the most disconnected, basically their

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behavior is less digital. The people that feel connected are

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using digital channels to do so. So, digital is really

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helping people to feel connected with their peers and with

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their companies. So, what does that mean? And you’ll hear

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some terms, one thing that we hear a lot in

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the market is empathy. And some people have a strong

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reaction to this that it’s fuzzy or emotional. And what’s

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important to understand is empathy is not about sympathy, it’s

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not about being nice. It’s about understanding what another person

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is experiencing. This is a rather academic definition of empathy,

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but essentially it’s this. Walk in the other guy’s shoes.

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What is he been through? How can I help? And

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so, while that’s deems like a very abstract concept, we’ve

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taken a shot at making it tangible and making it

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actionable. And so, if you think about empathy, we know

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that empathy builds trust and trust leads to loyalty. And

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that’s the real business reason to do this. A recent

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Harvard Business Review article said that loyalty leaders grow revenue

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two and a half times faster than their peers based

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on this strength of loyalty. And so, it makes good

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business sense. And we do that through personalized experiences and

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we make that happen through technology. But a lot of

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people come to me and say, ” Charlie, well, that’s great,

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but how do I get from the outside ring to

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the inside ring? How does technology make empathy happen?” And

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so, what we’ve come up with is a way to

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simplify empathy and to make it actionable. And it comes

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down to these verbs, these words, interestingly enough. And so,

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what it is, if I’m going to have an empathetic

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experience with you, the first thing I’m going to do

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is listen, I’m going to take in as much information

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as I can. I’m going to use my brain and

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my experience to understand and predict the right way to

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respond to you. I’m going to take the action and

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provide a response and try to help. And then I’m

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going to gauge the success of that and see if

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it worked and learn from it. And so, if we

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think about empathy in this way and simplify it, we

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can start to apply that to our technology ring, think

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about it. We can listen at scale through our data

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ecosystem. We can take that data and transform it with

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AI to create understanding and prediction. We can use our

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engagement channels to take action and engage and interact with

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our customers and then return to AI to learn and

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improve the experience each time we go through it. And

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so, from a Genesys perspective, we’ve approached it as orchestrating

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systems of listening, understanding, action and learning, and what we

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refer to that as an experience, as a service. And

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now I’d like to bring in Robin Gareiss from Metrigy.

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Robin, you’ve had some experience with this concept of listening

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and acting, and as it pertains to the digital world,

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could you share a few things around that and introduce

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yourself to the folk? Yeah, absolutely, Charlie. Thank you. My

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name is Charlie said it first, I’m Robin Gareiss, I’m

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CEO here at Metrigy. We’re a research and advisory firm.

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And so, we’re always out there interviewing and surveying enterprise

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CX leaders to understand what they’re doing and what’s working

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for them, what’s not that type of thing. And so,

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as I’m out talking to people about this, what I

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find is a best practice among those who are doing

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the right thing is to really gather data, to gather

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that information. So, from a real tactical standpoint, if you

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look at this chart starting at number one, you want

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to, first of all, determine what metrics are you going

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to measure and over what interval are you going to

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measure them? So, you might be looking at customer satisfaction,

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you might be looking at a specific metric for your

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agent performance. It could be a whole, oh boy, there’s

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no shortage of metrics, but what does it matter to

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you? What are you going to do? And then even not

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only just from a specific context and a perspective, but

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from a business perspective, are you going to look at how,

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what you’re doing in the context centers affecting things like

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revenue or cost or agent efficiency, customer sentiment, all of

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those things. So, figure that out first and then take

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your baseline assessment. So, no matter what new technology you’re

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planning to implement to help improve customer experience, take the

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baseline first, because if you forget that and trust me

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so many companies do you can’t go back. You can’t

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go back and take those numbers again. I mean, sometimes

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you might have them stored somewhere in a report, but

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it might not be the exact way you’re planning the

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metric in the future. So, take that baseline and then

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take your measurements at every pre- established interval, whether it’s

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by second, by minute, by hour, by day, week, month,

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year, whatever it is. And it could be multiple pick those

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metrics, make sure you have an automated process in place

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to get those metrics gathered. A lot of companies stop

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there and that’s not doing any good. It’s like, ” Oh

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yeah, we got the metrics.” Oh, what do you do

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with them?” “I don’t know, nobody’s really analyzing them.” The next

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big group of companies stops at the next point, which

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is, ” Yeah, they’ve got all this data, they analyze results,

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and that’s where they stop.” They’re not making any changes.

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So, number five to me is super important. That’s revising

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based on the latest metrics. It may be based on

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real time contextual data, it may be based on historical

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trends. You may be making changes immediately on the spot

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on AI may be helping you to do that at

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some point. But you look at those numbers, you look

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at the data and you’re going to revise based on

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that because you want to continuously improve that customer. And

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then the last thing I want to do is reporting your

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results. So, where are you doing well? Where do you

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need to improve? How can you learn from these results?

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That’s going to help you moving forward to get more

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funding for more projects, to be able to add more

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technologies to your customer experience are still there, continue to

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improve on what you’re doing. So, I think the key thing here

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is to gather your data and then do something with it.

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Don’t just sit on it. Awesome, Robin, thanks very much.

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And I think we’ll see that a lot. Everything is

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a circle. Everything is continuous. We’re always trying to improve,

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so beautiful insights. Thank you so much. So, as we

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think about empathy, and we think about this, how does

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digital help us be more empathetic? I thought it might

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be interesting to go through and experience without empathy. What

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does that feel like? And so, here’s a little storyboard

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of a recent experience I had when I went to

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my favorite business website. I wanted to make sure not

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to call out any companies, but here’s a generic website,

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but I logged into this favorite website and they said, ”

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Welcome back, Charlie.” And that felt so great, right? I

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felt recognized, I felt like no I’m bursting through the

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door at cheers and everybody recognizing and welcoming me to

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the website. So, then I went on my journey and

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I was looking for information. I was looking for products.

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I started to narrow my search and I found the

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thing that I was after. And I got to the

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shopping cart and I hesitated. And there was something that

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wasn’t quite right and what happened, guys? Nothing. So, here

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I sat and no one was listening. No one was

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understanding that I had a need. No one was predicting

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the action and taking that action. And so, I gave

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them some more help. I said, ” Does this paint contain

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lead?” And basically, they had no results. So, I’m saying

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explicitly what my problem is now. And so, then they

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were nice enough to surface a chat. And I said, ”

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Great. I can escalate to a human resource and finally

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be understood.” And so, when I clicked on this button,

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an interesting thing happened, they asked me who I was.

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Now, I thought I was norm. I thought they understood

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who I was. They listened to me and they were

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welcomed me back, but they had forgotten all that. So,

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I was starting over again. And when I got to

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the poor employee, she was completely at a disadvantage where

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it was, ” Hi, how can I help you?” ” Yeah, does

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this paint contained lead?” ” What pain are you looking at?”

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And so, like Robin said to have that context in

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real time to pass it forward and to share it

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what a transformational experience that would be. And so, now

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let’s flip the coin and let’s think about what would

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that feel like with empathy inaction? And so, essentially what

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that means is as you’re browsing the website, the platform

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is listening. It’s using information to understand and predict the

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journey that you’re on and then take action. So, in

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this case, you see this bot, the bot is saying, ”

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Hi, Charlie, welcome back norm. I know who you are.

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I see you’re looking at paint. What can I ask

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you? What can I help you with? Does it contain lead?

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Here’s some content that may satisfy your query.” And then

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let’s continue the conversation. And perhaps digital resources can qualify

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a lead. And so in this case, Charlie’s actually a

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commercial account and wants to buy hundreds of gallons of

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this paint. And so, now to be able to leverage

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that and then take it to the next level, you

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reduce your shopping carts and journey abandonment. You increase the

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utilization of those valuable digital pieces that you’ve created and

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you qualified opportunities that deserve to be taken forward to

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the human resource. And so, as we move to the

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human resource, part of empathy is making sure they’ve got

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all the information. So, providing the human resource with all

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the context of the conversation that happened with the bot,

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the journey that Charlie was on. And then like Robin

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said, even using AI to connect the right agent with

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the right person for this interaction and for this customer.

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And so, now Tina can continue the conversation from a

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place of understanding. So, we can also surface and listen

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to the conversation in real time to surface the relevant

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knowledge, to help Tina to be successful and confident. And

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then keep her engaged with gamification tools, knowing that in

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this world that we’re in, a lot of people are

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working remotely and feel that disconnect in our workplace as

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well. And so, it’s that kind of experience that we’re

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talking about when we think about empathy in action and

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how experience as a service works. And so, it’s about

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getting the business results of leads converted, reducing the cost

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of acquisition and it’s really being a person centric approach.

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So, who’s at the center of the experience. Sure, we

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know we can listen to the customer and where they’ve

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been, who they are, but we also need to flip

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that coin over and also look from an employee perspective

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and be able to listen understand and predict the right

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things that the employee needs to feel good. So, conceptually,

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that makes a lot of sense. Robin, I think you

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shared with us and I’d love for you to share

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with the group, some real transformations that you’ve seen and

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what you see really happening. This isn’t just about Slideware,

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this is about business and transformation. You want to share some

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stuff with us. Yeah, absolutely. And Charlie, I love this

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whole side because I talk to people so many times

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about, don’t just look at the customer and don’t just

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look at the employee or the contact center agent or customer service

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representative, whatever you call them in your company, you’ve got

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to look at both sides because truly happy agents make

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happy customers. And we’ve been able to document that with data

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even so. I really think that’s important to look at

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that full 360 degree view of what’s going on there.

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So, when we look at customer experience and transformations of

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customer experience, we always hear a lot about digital transformation.

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Well, as I researched digital transformation, most of the digital

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transformation is going on right now are customer facing. So,

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I do a lot of research on that. And when

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we defined from a very high level, a customer experience

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transformation, it’s basically the innovative application of new or existing technologies

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to improve the customer and, or agent experience to drive

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that measurable business value. So, when you transform customer experience,

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you should be able to measure business value. You should

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be able to see, hopefully if you’re doing it right,

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you’ll see an improvement. If you don’t see an improvement,

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well, then there’s something wrong that you have to fix.

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But the key here with a transformation is you’ve got

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to be able to measure it, kind of going back

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to what I was talking about earlier. But first of all,

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when we just look at CX transformations, a lot of

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people are doing this now. So, you can see here

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a chart that looks at a success group in purple

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and all companies in blue. So, in our research, we

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define a success group, and these are companies who have

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the highest measurable numbers when it comes to revenue, costs,

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customer ratings, and agent efficiency. So, these are the companies

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who have done things and they’ve done them right. And

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they can measure it and show you how well they’ve

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done. And you can see here the success group, almost

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80% of the success group has a CX project complete

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or underway, or is planning to do so, but even

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all companies that are research and there’s, by the way,

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700 companies in this particular research, it was a global

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study. And then in the success group, there’s about 157

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companies. So, if you look at even all companies in

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this research, 65% are either completed a project, planning it

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or a one’s underway. So, this is something, if you’re

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not doing right now, you probably should be just so

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you’re not at a competitive disadvantage. You want to look

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at your customer experience initiatives, you want to look at

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the technology that you’re using today and figure out where

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can you improve things? Where can you drive business value?

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Where can you address an opportunity or solve a problem?

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And what we see here are a lot of companies

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doing just that. So, when you look at customer experience

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transformation projects, I generally see them in any one of

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these three areas. They’re either customer facing, they’re agent facing,

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or they’re more broadly about analytics and action. So, we

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look at customer facing, for example, we see companies doing

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virtual assistants who guide their customers. They may schedule a

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service call. They may be able to escalate out of

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a service knowledge base to a live agent, if they

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see that the customer is struggling. I think that a

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key here, when you’re talking about escalation is to make

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sure you have enough escalation hooks. You don’t want to frustrate

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customers. A personalization just to do things like boosting sales

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in CSAT. So, as Charlie said, when he

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said, ” Hey, Charlie.” Having that personalized

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interaction is very important to people, especially these days when

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we don’t have enough personal interactions in the real world,

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we need them virtually. So, make sure that what you’re

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doing is personalized to your customer’s preferences. And then you

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also see functional AI enabled self portals. You see AI

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being used in a lot of different ways, which I’ll

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talk about in just a minute, but these types of

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things also help customers. So, you don’t just have this

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plain old self- service portal here, you have a virtual

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assistant guiding the customer through that journey and escalating where

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needed. Now, on- I mean, Robin… Oh, I’m sorry. Go

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ahead. One thing I wanted to point out, I really

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love the analysis and action is together. And so, to

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be listening to that voice of the customer and then

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have the action for both the employee and the customer

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such a powerful thing that oftentimes those are separated. So,

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I love the fact that those are together. Absolutely. Yeah.

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And so, just a couple other ones, agent facing just

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empowering agents with product recommendations using maybe some predictive analytics

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there, routing cost to the best agent at that moment

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in time, which I’ll talk about in a minute, workforce

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engagement management to automate scheduling and build loyalty among your

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team, by doing things like gamification or really maybe trying

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to do more with coaching. Those types of things are

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real important to agents. You want to keep that turnover

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rate down and by the way, it has been inching

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up lately. So, we want to look at things like

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that for your agents. And then just analysis and action.

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So, doing things like voice of customer surveys and those

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types of tools and analyzing that information and making changes

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based on what your customers are telling you. If they’re

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telling you it’s taking too long to get out of

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self- service to a live agent, then you’ve got to

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fix something there. If they’re not getting the information they

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need, if they’re not getting the insight that they need,

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you’ve got to fix that. And then evaluating sentiment. And

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from that sentiment, is your customer happy? Is their customer

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angry? Make some predictions based on that or based on

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their previous history, make sure you’re serving them in the

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way they want to be served. And even in shrine

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compliance, we see companies, they’re transforming their customer experience by

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making sure their agents are doing what they’re supposed to

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do. When they’re talking to customers, are they saying the right

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things? Are they reading the right statements and so on? And

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then workforce optimization to actively improve agent performance. So, that’s

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where you get into more of the agent analytics and

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making sure that your agents are actually improving consistently because

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you don’t want to ever get into a dead spot

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as an agent. So, the other thing we want to

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talk about as you’re looking at how to better serve

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your customers, how to transform that customer experience, you want to look

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at what channels you’re using. So, it’s very difficult to

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predict what channel, what is the channel for your customers.

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You don’t know and it’s going to change over time,

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different age groups like different channels. Maybe it’s not even

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about the age group. Maybe it’s about just what the person does

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or what device he or she feels more comfortable with.

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So, the key here is that you want to be offering more

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channels instead of fewer, and you want to integrate those

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channels. That’s a big issue right now, companies are adding

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channels and they’re not using omnichannel. They’re not integrating those

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channels so that the context flows between the different digital

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and realtime channels always. So, a customer isn’t frustrated like

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Charlie was in this example. So, you can see here

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on the left- hand side, just the interaction channels that

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were in use by companies at the end of fourth,

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quarter 2020 voice email, social media being the top ones.

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Overall we did see growth from 2019 to 2020, end

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of both years from five channels on average per company,

390
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up to 6. 6 which doesn’t seem like a huge

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jump when you think of the total number channels, it’s pretty decent.

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And then if you look over on the right hand

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side, you can see which channels grew in the last

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year and by what percentage and which channels didn’t. So,

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mobile business chat, that’s your Facebook Messenger, your WeChat all

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those types of capabilities. Those grew quite considerably. So, a

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lot of people are communicating with businesses that way. Voice

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and video grew a lot. We talk about digital channels, but

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let’s not ignore we need that real- time communication too.

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We need to talk to people. And especially last year

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with the pandemic, I think a lot of companies didn’t

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want that. They were just wanting to pick up the phone.

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My best friend, her mom literally like just calls people

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00:22:16,810 –> 00:22:20,060
in her bank and just ask questions because she wants

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to talk to somebody. But you got voice and video

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grew pretty substantially social media and in- app grew the

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areas that didn’t web chat, SMS and email had been

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declining, web chat and SMS I think are really just

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kind of being overtaken by things like in- app by

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00:22:38,100 –> 00:22:43,730
mobile business chat, most types of more contextual applications. But

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when we look at going beyond just the channels we

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00:22:46,970 –> 00:22:51,010
also want to do things like add artificial intelligence to

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our portfolios because that’s just going to continue to make

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00:22:55,050 –> 00:22:58,080
things that much better, that much more automated, that much

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00:22:58,080 –> 00:23:01,730
more intuitive and contextual. So, when you think of something

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like intelligent routing, which is a top area on our

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00:23:04,250 –> 00:23:07,920
chart, by the way this chart looks at, it’s sorted

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by what’s going to be the most popular AI type

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by the end of 2022. So, the blue is what’s

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00:23:15,480 –> 00:23:18,230
in use now, green plan for 2021, then you’ve got

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00:23:18,230 –> 00:23:21,220
plan for 2022 and an orange and so on. So,

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intelligent routing is number one, that’s AI enabled intelligent routing.

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And you think about that and that really is about

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connecting people. It really does go back to the empathy

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equation because what you’re trying to do there is connect

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your customer with the right agent at that second in

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time. So, by having context, you hopefully know or have

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00:23:44,330 –> 00:23:46,830
some idea what this customer is looking for. What’s the

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00:23:46,830 –> 00:23:49,810
problem or the question or the reason for their interaction

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00:23:49,810 –> 00:23:51,670
today. Maybe they started in a digital channel and need

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to escalate and AI can take that information. Look at

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00:23:55,260 –> 00:23:58,700
the customer’s history, look at agent ratings on the topic

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that customer is looking for. Look at the customer’s buying

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00:24:02,820 –> 00:24:05,510
patterns and so on. Who did the customer rate five

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00:24:05,510 –> 00:24:09,060
stars last time? And try and connect that customer hopefully

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00:24:09,060 –> 00:24:11,440
with the same agent he rated five stars last time.

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Or someone liked that agent and who’s available at that

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second. And so, that’s just huge to improve CSAT. And

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00:24:18,070 –> 00:24:19,790
at the same time you want to use agent analytics,

440
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that all goes together because by having agent analytics now

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00:24:23,620 –> 00:24:25,670
which agent is doing well? Who’s having a good day?

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00:24:25,670 –> 00:24:28,010
Who’s having a bad day? Who’s doing really well in

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00:24:28,010 –> 00:24:30,070
this product area right now that the customer is calling

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00:24:30,070 –> 00:24:33,830
about? Great, let’s send this customer to this agent. And

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00:24:33,830 –> 00:24:36,980
then even AI enabled self- service yeah, that’s a digital

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00:24:36,980 –> 00:24:41,140
channel. That’s a way that customers are helping themselves. But

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an AI virtual assistant is always going to be there

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to guide them through, maybe get them information, like in

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Charlie’s example, find out if the paint contains lead. He

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00:24:49,540 –> 00:24:51,420
couldn’t find it on his own, but the digital assistant

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00:24:51,510 –> 00:24:53,590
could come in there and do that for him. And

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if we did escalate to a live agent, so that’s

453
00:24:57,980 –> 00:25:00,150
what AI enabled self- service can do. I’ll talk a

454
00:25:00,150 –> 00:25:02,710
little bit about more that in a minute. And then

455
00:25:02,710 –> 00:25:07,150
also just the personalization. So, anything you’re doing here can

456
00:25:07,150 –> 00:25:10,220
be personalized for the customer. And you see a lot more areas

457
00:25:10,220 –> 00:25:13,010
here that companies are doing when it comes to AI,

458
00:25:13,020 –> 00:25:17,490
chatbots, voice transcription, and a language translation. You’ve got NLP,

459
00:25:17,490 –> 00:25:20,300
you’ve got intelligent virtual assistant, which is basically a chat

460
00:25:20,300 –> 00:25:24,290
bot on the agent side, several different areas that companies are

461
00:25:24,290 –> 00:25:28,160
looking at to just totally improve that customer experience moving

462
00:25:28,160 –> 00:25:31,160
forward. And one of the ones I want to just

463
00:25:31,160 –> 00:25:33,910
spend a couple minutes on here is self- service because

464
00:25:33,910 –> 00:25:37,230
I’m really seeing this as just a big growth area

465
00:25:37,230 –> 00:25:39,550
right now. When you look at this chart alone, the

466
00:25:39,550 –> 00:25:42,940
blue bars show you what people told us in 2019,

467
00:25:42,940 –> 00:25:46,530
what did they say? What’s their current percentage of transactions

468
00:25:46,640 –> 00:25:49,470
handled by self- service and then what were they projecting

469
00:25:49,470 –> 00:25:51,420
by the end of 2021, 2023 and

470
00:25:51,420 –> 00:25:53,440
2025? The green bars show you

471
00:25:53,440 –> 00:25:54,990
what they were saying a year later, look at how

472
00:25:54,990 –> 00:25:57,380
much growth we saw. So, this is all types of

473
00:25:57,380 –> 00:26:00,930
self- services is going in and doing an FAQ on

474
00:26:00,930 –> 00:26:03,550
a chatbot. This is going into a self- service knowledge

475
00:26:03,550 –> 00:26:07,670
base and trying to look online and get some answers

476
00:26:07,670 –> 00:26:11,070
to questions. But being able to bring in an AI

477
00:26:11,140 –> 00:26:13,610
virtual assistant there to help the customer through, and you can see

478
00:26:13,610 –> 00:26:18,100
that this is really growing considerably, but as you can

479
00:26:18,100 –> 00:26:22,150
see, as an analyst here about 33% were doing this

480
00:26:23,090 –> 00:26:25,810
and this year we’ve got it up to 34%. So,

481
00:26:25,810 –> 00:26:28,260
this year, this is going to be a big area of action

482
00:26:28,260 –> 00:26:31,410
for companies. And I want to caution you, don’t try

483
00:26:31,410 –> 00:26:33,680
and go too fast, don’t try and boil the ocean

484
00:26:33,680 –> 00:26:35,530
and do too much at once. You’ve got to put

485
00:26:35,530 –> 00:26:38,110
the brakes on for a minute and in most cases,

486
00:26:38,110 –> 00:26:41,870
companies have to look at their knowledge management basis. They

487
00:26:41,870 –> 00:26:45,470
need overhauls in most companies, they’re outdated, typically in terms

488
00:26:45,470 –> 00:26:47,910
of the content, maybe it’s all texts. Maybe it needs

489
00:26:47,910 –> 00:26:52,280
more multimedia content, more video, more photos, more interactions somehow.

490
00:26:52,870 –> 00:26:55,770
And it may maybe outdated in terms of the technology

491
00:26:55,770 –> 00:26:58,120
or the user interface, or even just the usability of

492
00:26:58,120 –> 00:27:01,510
it. Is it too slow? Does it need more capacity? They’re

493
00:27:01,510 –> 00:27:05,020
not intuitive. I’m already talked about the multimedia content. And

494
00:27:05,020 –> 00:27:07,590
also big thing is just to improve the ability to

495
00:27:07,590 –> 00:27:10,990
search so that you’re matching them and request to searches.

496
00:27:10,990 –> 00:27:14,150
And once you get a machine learning knowledge base in

497
00:27:14,150 –> 00:27:18,030
there paired with just your regular content knowledge base, this

498
00:27:18,030 –> 00:27:20,990
is going improve considerably because machine learning will be able

499
00:27:20,990 –> 00:27:22,960
to sail when someone types in this, they really mean

500
00:27:22,960 –> 00:27:25,030
this and we’re going to guide them this way. So,

501
00:27:26,250 –> 00:27:29,040
that’s actually really important. So, take your time here. Don’t

502
00:27:29,530 –> 00:27:31,760
go too quickly because you’ll end up shooting yourself in

503
00:27:31,760 –> 00:27:34,610
the foot and you’ll go too fast into AI. And

504
00:27:34,610 –> 00:27:37,560
then if you have problems with it, they’re going say, ”

505
00:27:37,560 –> 00:27:38,585
Oh, we’re not going to do this

506
00:27:38,585 –> 00:27:39,610
at all anymore.” So, take your

507
00:27:39,610 –> 00:27:43,115
time here. This is very important to get right.

508
00:27:43,115 –> 00:27:45,950
And Robin, to that, I was in a session

509
00:27:45,950 –> 00:27:49,040
with a bunch of executive vice- presidents and they went

510
00:27:49,040 –> 00:27:51,740
around the table and they described to me their roles.

511
00:27:52,050 –> 00:27:55,360
And everybody, ” I’m strategic this and I’m strategic that.” And

512
00:27:55,360 –> 00:27:58,390
then one of the gentlemen said, ” I’m in charge of

513
00:27:58,390 –> 00:28:00,580
this, that, and the other thing, I don’t know, by the

514
00:28:00,580 –> 00:28:05,560
way, I also look after knowledge.” Like it was an

515
00:28:05,560 –> 00:28:09,630
afterthought. And then after we went through the whole experience

516
00:28:09,630 –> 00:28:13,680
you’re right, the roadmap, everybody turned to him and said, ”

517
00:28:14,190 –> 00:28:17,340
Oh my God, Steve, you’re the most important guy in

518
00:28:17,340 –> 00:28:22,020
this room because nothing happens without knowledge.” Exactly. So, this

519
00:28:22,020 –> 00:28:26,280
elevation of knowledge as a strategic vehicle and it needs

520
00:28:26,350 –> 00:28:30,450
the care and feeding is really interesting. I love the

521
00:28:30,450 –> 00:28:34,040
fact that you brought it up here. Yeah, no, thanks.

522
00:28:34,040 –> 00:28:37,270
I agree though, and it’s funny that the person himself

523
00:28:37,270 –> 00:28:39,020
didn’t even look at himself as like, ” Oh, this is

524
00:28:39,020 –> 00:28:43,480
vital.” But just a few points as I’m doing my

525
00:28:43,480 –> 00:28:45,270
research and I talk to companies who are doing this

526
00:28:45,270 –> 00:28:47,900
well, I want to just leave you with a couple

527
00:28:47,900 –> 00:28:50,680
of points here on self- service, when you’re doing self

528
00:28:50,680 –> 00:28:55,420
service, it does not mean without assistance. So, you want

529
00:28:55,520 –> 00:28:58,320
to have those virtual assistants and you want to train

530
00:28:58,320 –> 00:29:01,930
them to guide customers to resolve their issues. And also

531
00:29:02,070 –> 00:29:05,640
to put those hooks in to enable that escalation, to

532
00:29:05,640 –> 00:29:07,930
live agents at the appropriate points in the journey. And

533
00:29:07,930 –> 00:29:11,020
that may change over time. You may remove hooks, add

534
00:29:11,020 –> 00:29:13,350
hooks. You want to make sure that you’re not seeing

535
00:29:13,350 –> 00:29:15,890
that customer frustration in there. If they’re starting to type

536
00:29:15,890 –> 00:29:18,740
in all capital letters, you missed a hook. So, make

537
00:29:18,740 –> 00:29:22,910
sure you’re really looking at how often and what areas

538
00:29:22,910 –> 00:29:25,690
of that whole journey in self service you need to

539
00:29:25,780 –> 00:29:29,410
escalate. You also want to make sure you’re using analytics

540
00:29:29,410 –> 00:29:33,250
tools. I’ve talked about this enough, I think, but that

541
00:29:33,250 –> 00:29:36,300
will help you to see where customers are getting stuck,

542
00:29:36,580 –> 00:29:41,830
improve the content to address these questions over time and

543
00:29:41,830 –> 00:29:45,930
again, adding those additional escalation books and then making sure

544
00:29:45,930 –> 00:29:49,700
that you’re integrating with other interaction channels. So, again, when

545
00:29:49,700 –> 00:29:53,810
calls are escalated, when a self- service interaction is escalated,

546
00:29:53,810 –> 00:29:57,700
the customer should see that entire customer journey and pick

547
00:29:57,700 –> 00:30:00,740
up right where they left off. Otherwise, we’ve all been

548
00:30:00,740 –> 00:30:03,960
there. It is so frustrating if you’ve been online for

549
00:30:03,960 –> 00:30:05,750
15 minutes, trying to find something, you have to explain

550
00:30:05,750 –> 00:30:07,830
everything all over again when you go to a live

551
00:30:07,830 –> 00:30:10,550
agent, either in web chat or a phone call. So,

552
00:30:10,830 –> 00:30:13,280
make sure that the agents can see that not only

553
00:30:13,280 –> 00:30:15,820
in the real time, but also historically. So, the agent

554
00:30:15,820 –> 00:30:18,700
can see, ” Oh, wait, this Robin called a week ago

555
00:30:18,700 –> 00:30:23,260
about the same problem with her cable service, what’s going

556
00:30:23,260 –> 00:30:24,476
on here? We’ve got to fix this.”

557
00:30:24,476 –> 00:30:25,920
So, make sure you have that historical

558
00:30:25,920 –> 00:30:30,680
context as well. And then lastly actually not lastly, I’ve

559
00:30:30,680 –> 00:30:32,030
got one more slide after this. I want to just

560
00:30:32,030 –> 00:30:36,020
talk real quickly about how AI enabled chatbots are helping

561
00:30:36,120 –> 00:30:38,620
CX overall. So, when you think about a chat bot,

562
00:30:38,620 –> 00:30:40,960
everyone talks about these and there’s so many different ways

563
00:30:40,960 –> 00:30:43,500
you can use them. It can be very basic Q

564
00:30:43,500 –> 00:30:46,730
and A, it can be overnight mailing address, product information,

565
00:30:46,900 –> 00:30:51,950
location hours. If you’re here having a live person do

566
00:30:51,950 –> 00:30:55,110
this now, you’re definitely at a competitive disadvantage and you’re

567
00:30:55,110 –> 00:30:57,310
spending too much money, get to a chatbot to do

568
00:30:57,310 –> 00:31:00,580
that right away, fat nail. Then you can start moving on and

569
00:31:00,580 –> 00:31:03,090
do things like, ” Okay, let’s have my chat bot look

570
00:31:03,090 –> 00:31:06,970
up account balances or deal with warranty terms or transfer

571
00:31:06,970 –> 00:31:09,850
money, things like that.” That gets a little bit more complex

572
00:31:09,850 –> 00:31:12,690
Q and A. And in either of those cases, you’re

573
00:31:12,690 –> 00:31:18,010
using self service, you’re using knowledge basis, things like that. Now,

574
00:31:18,010 –> 00:31:19,472
you can get even a little more complicated.

575
00:31:19,472 –> 00:31:20,970
I don’t think it’s all complicated. It’s not

576
00:31:20,970 –> 00:31:23,200
really complicated. It’s just a little more sophisticated as I

577
00:31:23,200 –> 00:31:26,410
guess I would say it. Where AI is assisting agents

578
00:31:26,410 –> 00:31:30,890
to deliver scripts, they’re flagging keywords or routing calls to

579
00:31:30,900 –> 00:31:33,474
qualified agents. And that’s where you get

580
00:31:33,474 –> 00:31:35,620
into some machine learning. And now

581
00:31:35,620 –> 00:31:38,530
you can get even more sophisticated and make recommendations. So,

582
00:31:38,750 –> 00:31:41,270
maybe a virtual assistant is going to make recommendations based

583
00:31:41,270 –> 00:31:45,540
on the customer history, her location, customer patterns like her

584
00:31:45,690 –> 00:31:48,880
on a predict where, and when that may need to

585
00:31:48,880 –> 00:31:52,010
be. When should that happen? If I’m a customer that’s

586
00:31:52,010 –> 00:31:54,370
buying vitamins, maybe I, and I’m buying a 90- day-

587
00:31:54,370 –> 00:31:56,760
supply, pin me on 90 days so I know that

588
00:31:56,760 –> 00:31:59,060
I should do that again. So, then it becomes more contextual

589
00:31:59,060 –> 00:32:00,350
and predictive. So, I think the key

590
00:32:00,350 –> 00:32:01,900
thing here, when you think about chatbots,

591
00:32:02,840 –> 00:32:04,870
there’s all different ways to use it. And this just touches on

592
00:32:04,870 –> 00:32:07,970
a few, but in any one of these scenarios, you’ve

593
00:32:07,970 –> 00:32:11,220
got to have that escalation to a live agent and

594
00:32:11,270 –> 00:32:14,490
also with the intelligent routing, make sure that customer experience

595
00:32:14,490 –> 00:32:18,190
is good. I may start on a self- service area

596
00:32:18,640 –> 00:32:19,669
and think I’m going to get my

597
00:32:19,669 –> 00:32:20,840
problem solved, but maybe I won’t

598
00:32:20,840 –> 00:32:22,490
and I need to escalate to a live agent, give me

599
00:32:22,490 –> 00:32:26,160
somebody who understands what I’m looking for. And I’ll rate

600
00:32:26,160 –> 00:32:29,930
that call, that whole interaction of five star. So, now

601
00:32:30,280 –> 00:32:34,210
getting to lastly, I want to just show you some

602
00:32:34,270 –> 00:32:37,960
data points. This is from real companies, real- world data,

603
00:32:38,010 –> 00:32:41,560
they’re analyzing their before and after numbers, when they did

604
00:32:41,560 –> 00:32:44,980
a transformation project using on the top there AI enabled

605
00:32:44,980 –> 00:32:48,910
self- service or customer facing chatbots. Look at the numbers

606
00:32:48,960 –> 00:32:51,010
they’re seeing when it comes to the revenue that was

607
00:32:51,010 –> 00:32:56,050
affected by their project, operational costs, customer ratings and agent

608
00:32:56,050 –> 00:32:58,870
efficiency. So, it’s kind of crazy. They’re good all the

609
00:32:58,870 –> 00:33:00,890
way across the board. I mean, I’d be thrilled with

610
00:33:00,890 –> 00:33:04,090
those numbers and ac to LTE deployment. And this is not

611
00:33:04,430 –> 00:33:06,840
just a success group, this is all companies overall average

612
00:33:06,840 –> 00:33:11,550
in our research. And what’s really interesting, Robin, when I

613
00:33:11,550 –> 00:33:14,910
look at these numbers, that’s not an expense of another

614
00:33:14,910 –> 00:33:20,900
number. So, people are increasing revenue, they’re becoming more efficient, but

615
00:33:20,900 –> 00:33:24,860
not at the cost of satisfaction and customer effort. And

616
00:33:24,860 –> 00:33:28,390
so, doing this right and again, taking that design approach

617
00:33:28,390 –> 00:33:31,320
where I want to be empathetic, what’s the job to

618
00:33:31,320 –> 00:33:34,860
be done? What’s the journey to get there? And using

619
00:33:34,860 –> 00:33:38,610
technology to do that, what an incredible business results? So,

620
00:33:38,610 –> 00:33:42,090
thank you, Robin, for all that information. That was fantastic.

621
00:33:42,820 –> 00:33:46,560
Great information about how companies are transforming. And now, I’d

622
00:33:46,560 –> 00:33:50,040
like to turn our focus to Neil O’Donoghue. Neil, can

623
00:33:50,040 –> 00:33:53,610
you share with us some information about how do we

624
00:33:53,610 –> 00:33:56,590
take these concepts and how do we make them real?

625
00:33:56,590 –> 00:33:59,810
How do we turn them into a project plans and

626
00:33:59,810 –> 00:34:04,610
where do we start? Yeah, of course. Thank you, Charlie.

627
00:34:05,210 –> 00:34:09,220
That sounds great. So, my name’s Neil O’Donoghue. I’m with

628
00:34:09,220 –> 00:34:13,870
the Genesys customer success and services organization. So, I’m going

629
00:34:13,870 –> 00:34:17,630
to talk to you about as Charlie said, this idea

630
00:34:17,630 –> 00:34:20,700
of helping our customers move quickly, move fast, adopt the

631
00:34:20,700 –> 00:34:24,670
technology, or we use the concept of walk, run, and

632
00:34:24,670 –> 00:34:30,520
fly. And Charlie talked about the empathy pillars listen, and

633
00:34:30,530 –> 00:34:34,190
learn, understand, and predict and act. And Swisscom is a great

634
00:34:34,270 –> 00:34:37,360
example, which I’m going to use to begin with just

635
00:34:37,360 –> 00:34:39,640
to make this real. And it plays to a lot of

636
00:34:39,640 –> 00:34:42,130
what Robin talks about. I love the fact that it

637
00:34:42,130 –> 00:34:49,140
really resonates that. So, let me introduce you to our customer

638
00:34:49,240 –> 00:34:54,740
here at Swisscom. Swisscom is one of Switzerland’s most innovative and sustainable

639
00:34:55,090 –> 00:35:00,070
companies. They’re a leader in providing mobile network, internet, digital

640
00:35:00,070 –> 00:35:05,070
TV, pretty much all digital channels for businesses and consumers.

641
00:35:05,600 –> 00:35:09,550
You see this great quote here from Rolf, the product

642
00:35:09,550 –> 00:35:12,940
manager of emerging channels and bots at Swisscom. The messaging

643
00:35:12,940 –> 00:35:16,420
bot that they implemented through Genesys resolved 10% of inquiries

644
00:35:16,420 –> 00:35:20,420
in the FAQ box or one in every two contacts

645
00:35:20,620 –> 00:35:28,950
and they maintained axles throughout. So, let me tell you,

646
00:35:28,960 –> 00:35:33,890
Swisscom is a longstanding Genesys customer, and they’ve had a

647
00:35:33,940 –> 00:35:36,910
footprint of some of the more traditional channels for a while.

648
00:35:38,260 –> 00:35:41,550
And they expanded that digital footprint, whether it’s by introducing

649
00:35:41,720 –> 00:35:45,310
Apple business chat and WhatsApp as the main messaging channels, as well

650
00:35:45,850 –> 00:35:47,396
as chat bot. So, as I say,

651
00:35:47,396 –> 00:35:49,300
much of what Robin talked about,

652
00:35:49,450 –> 00:35:53,850
coincidentally, actually and this led to significant improvements in productivity

653
00:35:53,990 –> 00:35:57,700
and Swisscom is now adding to this with AI and

654
00:35:57,700 –> 00:36:03,440
Genesys predictive routing. So, Switzerland just taking a step back,

655
00:36:03,440 –> 00:36:07,070
Switzerland as a country, has one of the highest market

656
00:36:07,070 –> 00:36:12,100
penetrations of Apple devices worldwide and messaging, as we all

657
00:36:12,100 –> 00:36:15,630
know is the way to communicate in our private lives

658
00:36:15,630 –> 00:36:20,340
and it’s fast becoming the communication method between customers and businesses

659
00:36:20,340 –> 00:36:26,410
also. So, Swisscom successfully reduced handling time and increased first

660
00:36:26,410 –> 00:36:31,820
contact resolution. Well, it’s also improving NPS and agent satisfaction,

661
00:36:31,960 –> 00:36:35,220
which is really, really important and leveraging some of those

662
00:36:36,100 –> 00:36:39,607
similarly unrelated solutions which we don’t talk about

663
00:36:39,607 –> 00:36:41,520
in the set, as I explained the

664
00:36:41,520 –> 00:36:48,730
methodology topic. Particularly the Switzerland as a country is high

665
00:36:48,730 –> 00:36:51,930
on the agenda there and Swisscom as an organization. And

666
00:36:51,930 –> 00:36:55,060
that’s why they decided to implement chat bots. And their

667
00:36:55,060 –> 00:37:00,030
intent model, currently predicts customer intents with 80% accuracy. I

668
00:37:00,150 –> 00:37:02,650
can read some of the statistics on the slide here

669
00:37:03,020 –> 00:37:05,850
as I talk through. So, six months after the launch

670
00:37:06,040 –> 00:37:09,880
with 10 use cases live, they’d cover 16% of incoming

671
00:37:09,880 –> 00:37:13,340
messages in Apple based chat with chat bots. And that

672
00:37:13,340 –> 00:37:16,590
fast time, there was a very fast time to implement

673
00:37:17,730 –> 00:37:21,280
from the kickoff to the go live. They actually took

674
00:37:21,280 –> 00:37:25,220
10 weeks. And this is why I talked about this

675
00:37:25,220 –> 00:37:31,030
concept of walk, crawl and fly and moving quickly through

676
00:37:31,030 –> 00:37:34,370
that using some of the services, which I’ll talk about

677
00:37:34,370 –> 00:37:37,740
today. They were not only able to deliver the Apple

678
00:37:37,740 –> 00:37:41,410
business chat, but also bringing the intent recognition and chat

679
00:37:41,410 –> 00:37:47,860
bots live very quickly in that timescale. And Swisscom was

680
00:37:47,860 –> 00:37:50,210
able to achieve a traditional voice channels, which as I

681
00:37:50,210 –> 00:37:53,670
said, they had for a while. Now, over the next

682
00:37:53,670 –> 00:37:58,210
two years, Swisscom aims to shift a substantial amount, more

683
00:37:58,210 –> 00:38:01,460
and more interaction volume from traditional channels, such as voice

684
00:38:01,600 –> 00:38:06,840
to messaging. What sets Swisscom apart from its competition is

685
00:38:06,850 –> 00:38:11,570
its ambition to always drive innovation and putting the customer

686
00:38:11,770 –> 00:38:15,210
really at the center of their decision making and everything

687
00:38:15,260 –> 00:38:19,050
that they do, which we love from an experience. As

688
00:38:19,050 –> 00:38:21,710
a service perspective, if you go back to some of

689
00:38:21,710 –> 00:38:24,340
the things that Charlie talked about, really putting the customer

690
00:38:24,480 –> 00:38:28,490
at the center of the experience. So, how did they

691
00:38:28,490 –> 00:38:32,060
do it? Swisscom chose a fast saw pilot with Genesys

692
00:38:32,060 –> 00:38:37,640
professional services involving close to a thousand agents initially. And

693
00:38:41,000 –> 00:38:45,250
Charlie talked about those empathy pillars all the way through

694
00:38:45,250 –> 00:38:49,160
to this continuing learning circle, they put that into their

695
00:38:49,160 –> 00:38:55,490
own words though methodology. And the pilot covered four stages.

696
00:38:55,560 –> 00:39:00,340
The first three were discover, the discovery with Genesys the

697
00:39:00,340 –> 00:39:04,310
advisory services, which we have to understand the key functions,

698
00:39:04,310 –> 00:39:08,050
the pain points, the benefits they wanted to bring. And

699
00:39:08,050 –> 00:39:10,470
then, what are the key metrics and KPIs they’re going to

700
00:39:10,470 –> 00:39:14,790
focus on? The discovery number to predict and prepare the

701
00:39:14,840 –> 00:39:19,020
building and gathering that data. You talked about Robin, really

702
00:39:19,020 –> 00:39:21,273
understanding, where do you want to be?

703
00:39:21,273 –> 00:39:22,950
What’s the key data? And once

704
00:39:22,950 –> 00:39:25,470
you’ve got that baseline moving forward, it’s exactly what they

705
00:39:25,470 –> 00:39:28,450
did to predict and prepare, gathering that data and developing

706
00:39:28,450 –> 00:39:31,480
the right plan. And then for them to start small

707
00:39:31,810 –> 00:39:34,540
and get ready. So, we talk about walk and run,

708
00:39:34,540 –> 00:39:38,690
start small and get ready, select the routing destinations, and

709
00:39:38,690 –> 00:39:41,610
then continually test that to make sure it’s right, fine

710
00:39:41,610 –> 00:39:44,920
tune it, see the effects and after those three phases

711
00:39:45,470 –> 00:39:48,570
learn, and for them go big, that was the plan

712
00:39:48,570 –> 00:39:51,820
expand with those use cases in a number of short

713
00:39:51,820 –> 00:39:56,470
sprints using an agile methodology to really scale up digital transformation.

714
00:39:57,130 –> 00:40:01,870
The suites called messaging architecture covers most reasons for contact

715
00:40:01,870 –> 00:40:07,120
now. The architecture uses plug- ins between the Genesys solutions

716
00:40:07,940 –> 00:40:18,330
and other third parties and back office system simplification, chatbots service, and

717
00:40:18,330 –> 00:40:22,880
it consists of three core aspects. There’s the initial concierge,

718
00:40:22,880 –> 00:40:30,170
greeting, intent recognition, agent routing, and the FAQ answers to

719
00:40:30,170 –> 00:40:34,760
common questions and finally flow, ready solving customers’ inquiries automatically

720
00:40:35,330 –> 00:40:38,350
with backend integrations. And Charlie, when you talked about the

721
00:40:38,350 –> 00:40:43,540
not so great explain that paint, it really, really made

722
00:40:43,540 –> 00:40:48,510
me think about this example of my integrated flow, understanding

723
00:40:48,510 –> 00:40:51,700
who the customer is and leveraging those different data sets.

724
00:40:53,880 –> 00:40:57,870
So, like many experiments, Swisscom achieved mixed results, but methods,

725
00:40:57,870 –> 00:41:02,380
original targets. As I said, some fantastic results in terms

726
00:41:02,380 –> 00:41:07,530
of, particularly of the bots, they met their goal of

727
00:41:07,600 –> 00:41:13,210
maintaining customer satisfaction, which is critically important. So, by messaging,

728
00:41:13,210 –> 00:41:15,780
improving the messaging quality, and some of the things I

729
00:41:15,780 –> 00:41:19,640
talked about is sort of 5% uplift in a first

730
00:41:19,640 –> 00:41:23,210
contact resolution is also very significant. And this led to

731
00:41:23,210 –> 00:41:25,440
a decrease in wait times, obviously, and out of the

732
00:41:25,440 –> 00:41:31,330
three possible entry points to the organization, to Swisscom, so, IVR,

733
00:41:31,530 –> 00:41:36,940
SMS, or web being those primary three, the majority of

734
00:41:36,940 –> 00:41:40,880
customers switch to an engagement model this with Swisscom through

735
00:41:40,970 –> 00:41:45,760
WhatsApp or Apple business chat when engaging through the company’s

736
00:41:45,760 –> 00:41:48,210
contact us webpage or those channels, as I said. So, a

737
00:41:49,580 –> 00:41:52,610
really great example of, now I really like how it plays back

738
00:41:52,610 –> 00:41:54,320
to some of the things that Charlie and Robin you

739
00:41:54,450 –> 00:42:00,390
talked about. So, if I then go on to this

740
00:42:00,390 –> 00:42:03,430
idea and methodology of walk and then run. And how

741
00:42:03,430 –> 00:42:07,410
to get started with digital, and I think many organizations are

742
00:42:07,410 –> 00:42:13,940
already started or starting. So, we really talk about those

743
00:42:13,940 –> 00:42:18,390
empathy pillars, listen, understand and predict, act, learn. And learn doesn’t

744
00:42:18,390 –> 00:42:21,350
stop there. It’s a closed loop all the way back to

745
00:42:21,350 –> 00:42:25,470
listen to my evolving journey. So, establishing digital through digital

746
00:42:25,470 –> 00:42:29,700
transformation and discovery services, we’ve got a number of experts.

747
00:42:29,700 –> 00:42:34,130
As I mentioned, that Swisscom using advisory services. So, business

748
00:42:34,130 –> 00:42:38,510
consulting, business analysts, bringing those best practices and use cases

749
00:42:38,510 –> 00:42:42,640
to customers and helping to identify what’s the right starting

750
00:42:42,640 –> 00:42:47,260
point for you as a customer and making this journey

751
00:42:47,260 –> 00:42:50,730
specific to you without having to reinvent the wheel with

752
00:42:50,730 –> 00:42:54,090
everything that we’ve done before, I mean hundreds or thousands

753
00:42:54,090 –> 00:42:57,840
of solutions that we’ve deployed globally for our customers. Now,

754
00:42:58,530 –> 00:43:01,560
one of the areas we’ve invested in heavily is use cases.

755
00:43:02,130 –> 00:43:05,540
What in common customer journeys and how’d you plug those

756
00:43:05,540 –> 00:43:09,060
use cases together to build out that journey? And what’s

757
00:43:09,060 –> 00:43:12,780
the right starting point. And through reading that lesson phase, using

758
00:43:12,780 –> 00:43:16,510
those discovery services, that we start to map out what

759
00:43:16,510 –> 00:43:19,330
the correct use cases are for you as a customer at

760
00:43:19,330 –> 00:43:23,470
that time. But of course these services are all delivered now,

761
00:43:23,920 –> 00:43:27,750
virtually in calls and video calls and so on. And

762
00:43:27,750 –> 00:43:33,970
then we’ve moved and gone into that journey mapping and really something

763
00:43:34,240 –> 00:43:36,130
that baseline on your revenue. As I say, you talked

764
00:43:36,130 –> 00:43:40,090
about it, what are the key KPIs? Establishing where to

765
00:43:40,090 –> 00:43:43,940
focus initially, and then build upon that. You’ve really got

766
00:43:43,940 –> 00:43:46,910
to know where you’re, where you’ve been, to then be

767
00:43:46,910 –> 00:43:51,090
able to measure performance beyond that. And then of course,

768
00:43:51,090 –> 00:43:55,660
deploying new digital channels. So, all the deployment services for whether

769
00:43:55,660 –> 00:44:01,110
it’s chat, email, web, WhatsApps and so on. And one

770
00:44:01,110 –> 00:44:05,130
of the areas we see commonly is the requirement to

771
00:44:05,260 –> 00:44:09,240
interact or do integrate with third party solutions. We’ve got

772
00:44:09,240 –> 00:44:14,030
a number of connectors, expert app solutions, we call them.

773
00:44:14,030 –> 00:44:16,700
Things that we’ve built with Genesys, all things that are

774
00:44:16,700 –> 00:44:22,780
available through our foundry, our partner and Genesys marketplace, where

775
00:44:22,780 –> 00:44:25,060
there’s a number of commonly used solutions like can use

776
00:44:25,060 –> 00:44:28,570
to connect to when your various CRM data reporting systems,

777
00:44:28,600 –> 00:44:31,360
which are really important in getting this end to end view

778
00:44:32,800 –> 00:44:35,310
of the customer and the data. And then of course,

779
00:44:35,310 –> 00:44:38,150
less than delivering those business outcomes. The way I’ve talked

780
00:44:38,190 –> 00:44:40,530
about that whiteline, a number of the services and this

781
00:44:40,630 –> 00:44:44,960
both more focused on the customer, but it’s really important

782
00:44:44,960 –> 00:44:49,360
as Charlie and Robin talked about not to forget about

783
00:44:49,360 –> 00:44:52,870
the agent. The agent experience and leveraging some of the solutions

784
00:44:52,870 –> 00:44:57,330
we have that particularly the WAM solution set to ensure

785
00:44:57,330 –> 00:45:02,680
that the agents are correctly enabled, equipped, trained, they’ve got

786
00:45:02,680 –> 00:45:06,540
access to the right information. They can manage that closed loop

787
00:45:06,600 –> 00:45:10,570
through lesson to learn and deliver the best experience possible

788
00:45:11,810 –> 00:45:14,600
to bring the whole thing together. So, the walk getting

789
00:45:14,600 –> 00:45:18,130
started with digital. What we typically then find is customers

790
00:45:18,570 –> 00:45:21,530
have good success, then they want to expand. Or as

791
00:45:21,530 –> 00:45:25,510
I said the Swisscom, they had talked about going big after

792
00:45:25,510 –> 00:45:29,950
they had successfully delivered those initial pilots. The digital expansion,

793
00:45:29,950 –> 00:45:37,070
and really increasing that level of adoption, the efficiency across

794
00:45:38,000 –> 00:45:42,330
the solution for those customers, a broader range of customers,

795
00:45:43,120 –> 00:45:47,440
always with a focus on maintaining quality and increased customer

796
00:45:47,440 –> 00:45:53,210
satisfaction. So, ultimately optimizing really both sides of the equation.

797
00:45:53,510 –> 00:45:59,540
So, again, from a customer perspective, the ongoing evolution and

798
00:46:00,100 –> 00:46:03,560
really then mapping out what the next set of use cases

799
00:46:03,560 –> 00:46:07,830
are through that discovery, optimizing that discovery, maybe changing some

800
00:46:07,830 –> 00:46:10,610
things or evolving some things as the business needs change,

801
00:46:10,610 –> 00:46:14,420
or customer experiences change. And then we typically find it’s in

802
00:46:14,420 –> 00:46:17,850
this space, in this next digital expansion phase, as part

803
00:46:19,100 –> 00:46:25,680
of the run that customers and partners really adopt more, scale more,

804
00:46:26,080 –> 00:46:30,490
with bots. Well, so because of that, we’ve created some specific bot

805
00:46:30,720 –> 00:46:34,170
quick start packages. So, again, we don’t want customers and

806
00:46:34,170 –> 00:46:40,910
partners to after reinventing the wheel, we’ve done this before.

807
00:46:40,910 –> 00:46:47,710
And those and use cases exist, but maybe run some

808
00:46:47,710 –> 00:46:54,070
pilots quite common before full- scale deployment. And then, again,

809
00:46:54,070 –> 00:46:58,220
as we talked about, is blending that experience through digital

810
00:46:58,370 –> 00:47:02,570
with AI leveraging some of the solutions we have such

811
00:47:02,570 –> 00:47:07,180
as predictive engagement or predictive routing as we talked about in the

812
00:47:07,180 –> 00:47:13,140
Swisscom example. Analytics services Genesys is offering through professional services

813
00:47:13,280 –> 00:47:19,750
to help customers or partners pull together the various facets

814
00:47:19,750 –> 00:47:23,690
of data, but are gathered through these types of digital

815
00:47:23,690 –> 00:47:27,470
solutions, being able to manipulate that data, report on that

816
00:47:27,470 –> 00:47:30,580
data, interact with that data, and really use it to

817
00:47:31,110 –> 00:47:38,080
understand and therefore act, to improve and make the next

818
00:47:38,160 –> 00:47:42,160
steps of the journey, more tailored to realize business needs

819
00:47:42,220 –> 00:47:45,770
and the customer experiences that are being seen. And then

820
00:47:45,880 –> 00:47:49,860
again, from an agent experience perspective, continuing to invest in

821
00:47:49,860 –> 00:47:53,760
employees scriptic skills and the right level of proficiency and

822
00:47:53,760 –> 00:47:58,690
using AI through those solution sets and forecasting and scheduling

823
00:47:58,710 –> 00:48:01,910
gain to really maintain the end to end experience both

824
00:48:02,360 –> 00:48:07,420
customer and agent perspective, and then business intelligence within tax

825
00:48:07,700 –> 00:48:11,370
and analytics. So, there’s a number of services available and

826
00:48:11,530 –> 00:48:15,820
as part of the customer success and services organization, we’re

827
00:48:15,820 –> 00:48:22,030
really focused on quality delivery and those transformational experiences for

828
00:48:22,030 –> 00:48:29,930
the end customer. And those pillars listen and learn, understand,

829
00:48:30,070 –> 00:48:34,540
predicts and act. Because of that, we’ve created a number

830
00:48:34,540 –> 00:48:37,920
of services, as you can see on this wheel here

831
00:48:38,270 –> 00:48:43,740
ranging from the core contact center delivery requirements and needs

832
00:48:44,060 –> 00:48:47,100
with the solutions we have building upon that with digital

833
00:48:47,280 –> 00:48:50,870
and AI and WEM. And I think as we’ve articulated here,

834
00:48:51,010 –> 00:48:54,670
those three are at their most powerful when they come

835
00:48:54,680 –> 00:48:59,240
together in conjunction as one. Delivered as a solution where

836
00:48:59,240 –> 00:49:03,210
they can interact. Solutions are able to leverage each other

837
00:49:03,710 –> 00:49:08,450
with the agents managing that experience with the customers, a digital AI

838
00:49:08,670 –> 00:49:13,740
WEMs one. And building upon that in terms of education

839
00:49:13,740 –> 00:49:18,110
needs, the number of services for our partners as well

840
00:49:18,210 –> 00:49:21,000
who we’re working with our end customers along with of

841
00:49:21,000 –> 00:49:26,780
course, technical support and more. It’s a really comprehensive, full

842
00:49:26,780 –> 00:49:30,150
engagement model that’s been built out, particularly with customers. Then who

843
00:49:30,150 –> 00:49:34,550
go to expand upon that with an agile periphery onwards.

844
00:49:34,770 –> 00:49:37,660
With that, for the next phase, I will hung back

845
00:49:37,950 –> 00:49:42,940
to Charlie. Who’ll talk through fly. Yeah. Thanks, Neil. And

846
00:49:43,210 –> 00:49:46,140
one of the things I love about your slides, it

847
00:49:46,140 –> 00:49:51,900
is that transformational experiences delivered. Making it real. It’s taking

848
00:49:51,900 –> 00:49:54,660
this concept and putting it into practice so that people

849
00:49:54,660 –> 00:49:58,770
can get those benefits. So, fantastic. Thanks so much, Neil. So,

850
00:49:58,770 –> 00:50:01,690
folks, we’re coming to the close of our session here.

851
00:50:01,690 –> 00:50:03,920
Let’s go back and think about fly. What is our

852
00:50:03,920 –> 00:50:07,770
destination? Certainly, we can’t do all this at once, but

853
00:50:07,770 –> 00:50:10,420
it’s important for us to set our roadmap. And so,

854
00:50:10,420 –> 00:50:14,450
as we think about engaging our customers, evolving the conversation

855
00:50:14,450 –> 00:50:18,310
and enhancing it with human experience, it all ties together

856
00:50:18,310 –> 00:50:22,490
like this. It’s about engaging using AI to predict, to

857
00:50:22,490 –> 00:50:26,420
surface the right content, the right offers proactively, inbound and

858
00:50:26,420 –> 00:50:29,830
outbound across any channel, but we’re not done there. We

859
00:50:29,830 –> 00:50:34,130
take the context and pass that forward, and pre- fills

860
00:50:34,130 –> 00:50:37,680
lots and evolve the conversation with voice bot, stat bots,

861
00:50:37,940 –> 00:50:42,640
intelligent applications to self- serve and when needed for the

862
00:50:42,640 –> 00:50:48,130
right opportunity enhance the experience with our human resources, leveraging

863
00:50:48,130 –> 00:50:52,220
like Robin said, intelligent routing to connect each interaction, each

864
00:50:52,220 –> 00:50:56,630
customer with the right resource. Equipping that agent with an

865
00:50:56,630 –> 00:51:01,680
omni- channel desktop, real- time knowledge, dynamically based on the

866
00:51:01,680 –> 00:51:07,640
conversation that’s happening, process automation resource and coaching development tools.

867
00:51:07,900 –> 00:51:13,040
And like Robin said, reporting, capacity planning, workforce management, analytics

868
00:51:13,040 –> 00:51:16,270
to tie it all together. And so, really, yes, you

869
00:51:16,270 –> 00:51:19,090
can start with any one of these dots, but it’s

870
00:51:19,090 –> 00:51:22,350
important to think about this from a design thinking and

871
00:51:22,350 –> 00:51:26,070
know that it is a holistic experience. And from Genesys

872
00:51:26,070 –> 00:51:29,510
perspective, our interest is not in being a point solution,

873
00:51:29,720 –> 00:51:33,930
it’s orchestrating the entire experience. And so like, we’ve talked

874
00:51:33,930 –> 00:51:36,910
about, we talked a lot about empathy, so it’s putting

875
00:51:36,910 –> 00:51:42,440
empathy in action. It’s leveraging our platform to create experience

876
00:51:42,440 –> 00:51:46,370
as a service. That’s our strategy, that’s our story. And

877
00:51:46,370 –> 00:51:48,560
so, I’d like to thank you guys very much for

878
00:51:48,560 –> 00:51:51,330
joining us today. And Josh, I think I’ll turn it

879
00:51:51,330 –> 00:51:54,090
back to you. You have some resources to share with

880
00:51:54,090 –> 00:51:58,420
the folks. Indeed I do. So, to wrap up today,

881
00:51:58,420 –> 00:52:02,320
I want to first thank everybody who attended it, as

882
00:52:02,320 –> 00:52:05,450
well as our presenters. So, as Charlie mentioned to wrap

883
00:52:05,450 –> 00:52:07,480
up, I want you to take advantage of the additional

884
00:52:07,480 –> 00:52:10,650
resources that are listed in the resource list just below

885
00:52:10,650 –> 00:52:13,260
the slides. Clicking will open up in a new tab

886
00:52:13,260 –> 00:52:16,840
and these resources expand on today’s topic of digital channels.

887
00:52:16,840 –> 00:52:18,020
And we want to make sure you get to take

888
00:52:18,020 –> 00:52:20,840
advantage of that. If you miss out on clicking those

889
00:52:20,840 –> 00:52:23,450
today, don’t worry, they will also be in your follow-

890
00:52:23,450 –> 00:52:26,080
up email with the on- demand recording within the next

891
00:52:26,080 –> 00:52:29,350
business day or so. Also as a friendly reminder, we

892
00:52:29,350 –> 00:52:31,090
do encourage you to fill out that survey that’s going

893
00:52:31,100 –> 00:52:34,840
to show up here momentarily. We, again, tailor these presentations

894
00:52:34,840 –> 00:52:37,210
to exactly what you, the attendees want to learn more

895
00:52:37,210 –> 00:52:41,290
about with respect to Genesys contact center, et cetera. So,

896
00:52:41,290 –> 00:52:43,200
be sure to fill that survey out as it shows

897
00:52:43,200 –> 00:52:46,920
up here momentarily. And with that on behalf of Charlie,

898
00:52:46,920 –> 00:52:49,690
Robin, Neil, and the entire Genesys team, we thank you

899
00:52:49,690 –> 00:52:54,330
again for joining today’s webcast channel surfing, mastering digital channels

900
00:52:54,330 –> 00:52:56,890
for your business. Until next time, have a good one,

901
00:52:57,220 –> 00:52:57,340
everyone.

Conheça os palestrantes

Robin gareiss webinar image

Robin Gareiss
CEO e Analista Principal
Metrigy

Charlie godfrey.jpeg

Charlie Godfrey
Diretor Sênior
Genesys

Neil o’donaghue webinar image

Neil O’Donohue
Vice-presidente, Serviços Profissionais
Genesys

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