Genesys Webinar

Channel Surfing: Mastering Digital Channels for your business

Digital channels, like web chat, social messaging apps and chatbots, hold tremendous potential for customer engagement and support. And while there’s great appetite for them from both customers and businesses, customer experience leaders often feel they’ve yet to realize the full potential of these digital channels.

If you’re looking to add new digital channels or want to get the most from channels you’ve already deployed, join us for this roundtable discussion. Our panel of experts will discuss the fundamentals of using these channels to listen, understand, and act on customer needs with empathy.

Get practical guidance on how to deliver amazing customer experiences through digital channels. Register today.

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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,

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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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00:21:53,360 –> 00:21:56,830
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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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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00:22:28,170 –> 00:22:31,790
areas that didn’t web chat, SMS and email had been

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00:22:31,790 –> 00:22:34,520
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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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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00:23:51,670 –> 00:23:55,260
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

439
00:24:18,070 –> 00:24:19,790
at the same time you want to use agent analytics,

440
00:24:19,790 –> 00:24:22,700
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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00:24:41,320 –> 00:24:43,870
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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00:24:53,590 –> 00:24:57,980
if we did escalate to a live agent, so that’s

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what AI enabled self- service can do. I’ll talk a

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little bit about more that in a minute. And then

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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.

Meet the Speakers

Robin gareiss webinar image

Robin Gareiss
CEO & Principal Analyst
Metrigy

Charlie godfrey.jpeg

Charlie Godfrey
Senior Director
Genesys

Neil o’donaghue webinar image

Neil O’Donohue
VP, Professional Services
Genesys

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