Contact Centre KPIs & Reporting: Visin y Metodologa de Genesys

18/05/06

Agenda
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Contact Centre Capacity Maturity Model (C3M2) Best Practices Areas Reporting & Analytics Measurement in Customer Service Strategies, Genesys Project Methodology and Contact Centre Operations Contact Centre Measurement; the Genesys understanding: Definition & Problematic, Approach & Methodology From Critical Contact Centre Performance Indicators towards Reporting Design and Reporting Solutions

Introduction to the C3M2

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Contact Centre Capability Maturity Model

The C3M2 is used to assess the maturity of your Contact Centre and, based on Best Practices to advise solutions to bridge bridge gaps between current operations and the business vision Consultative approach to build the mapping between the business issues and the contact centre building blocks (operational, functional and technical)

C3M2; Consulting Framework

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C3M2 Model and utilisation

5

GAP between As-Is and ideal state

IVR AND SPEECH RECOGNITION
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Establishment

Consolidating

Performing

Optimising

Exploration Dimensions

No IVR solution exists, although the business need for IVRs has been defined

4 4

IVR experiences frequent down time IVR is at full capacity with no room for growth (e.g., additional ports) Limited functionality and reporting capabilities IVR platform is obsolete (i.e., retire)

4 4

IVR is stable and available IVR not fully utilized (~85%) and can be expanded at a reasonable cost Accurate reporting and analytics is available Self - service functionality

No capacity or scalability challenges exist Integrated speech recognition and advanced self - service functionality

CUSTOMER RELATIONSHIP MGMT (CRM)

Incomplete view of the customer due to parsed information collection Limited alternative channels offered to the customer No customer segmentation by customer lifetime value or profitability

Agents have a contact or case specific preview of the customer Business strategy that defines customer segmentations and expected level of service Alternative channels streams offered but not efficiently managed

Agents have a complete customer base preview of customer transactions Strategic messaging on customer profile to provide customer service direction based on objectives Multi channel integration

Agents have complete customer view with transactions and preferences

Technology and Infrastructure Competency

Agents have full access to cross lines transactions Agents have view of cross channel transactions

COMPUTER TELEPHONY INTEGRATION (CTI)

4 4

No data driven call routing No customer information is available when call is answered by an agent therefore customer is prompted for information repeatedly

Screen pop activated with customer name and phone number information Agents still request key information to verify caller such as claim number No automated forms load based on caller

Automated customer identification determines the routing treatment Screen pops with intelligent customer data e.g. claim file number Automated forms load based on number dialed by the customer Data does not follow the call if transferred

Agent desktops user interface is modified by caller type Forms are loaded and pre customer information - filled with

Calls transferred are accompanied with complete customer profile for ease of handoff

APPLICATION ARCHITECTURE

Heterogeneous UI s (e.g., 3270, client servers) Disjointed applications with overlapping functionality Hard coded business logic Little inter - application integration De- normalized data stored in multiple systems

Minimal number of applications on the desktop all following the same UI Coordinated application strategy, with a rationalization plan in place (e.g., invest, maintain, retire) Business logic is separated from application code Point -to- point integration between applications exists Clear system of record identified

Single, unified presentation layer with a homogenous UI Structured application development and testing process in place Business logic is shared between different applications Foundational EAI capabilities exist (e.g., transportation, transformation) Common data dictionary across the organization

Customized interface for each user/agent group with a light footprint Full flexibility and rapid time to market All business logic is centrally managed, securely controlled and easily modifiable Full EAI capabilities, including transportation, transformation, and process modeling

4 4 4

Maturity Level Definition

Accomplished
(current state)
Accomplished Gap Target

Solution Design
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Gaps (areas of improvements) can be classified into Genesys Best Practices Areas. Analysis of each (benefit) area will involve specific operational & functional workshops and will require specific CC building blocks to be considered.

Customer Segmentation

Cross & Up sell

Reporting & Analytics

Channel Integration

Agent Productivity

Infrastructure Agent & Technology Satisfaction Consolidation

Measurement in Customer Service-oriented Contact Centres?

Screen-pop Email Scripting Forecasting Unified desktop Database Routing Outbound Campaigns Scheduling Last Agent Routing Intelligent Transfer Skill based Routing Virtual CC Customer Profile Routing Screen-dial Real-time Reporting Chat Knowledge Base Integrated Reporting Co-Browse Notification Call

Real time Adherence Self Service Network Routing Objective Routing

Remote Workers Blending Predictive Routing Call-back

Measurement in Customer Services Strategies

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Zoom

Measurement in Genesys Project Implementations

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Measurement in Contact Centre Operations

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Organisation,

Mission & Business

Genesys understanding of Measurement in Contact Centres? - Definition & Problematic - Overall Approach
Customer Services Offering and Agent Segmentation Contact Centre activities and Workforce Optimisation

- 7s Methodology

- Analysis KPIs of Pyramid Monitoring and Contact Centre behaviour

Definition
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Measuring Contact Centre Performances means that you can

Measure the Efficiency [Eficiencia y Rendimiento] and Quantity (Productivity) metrics as well as the Effectiveness [Efectividad] and Quality (Customer Service) metrics Align the Contact Centre goals with organizations business objectives Combine effectively disparate sources of data types: business, operational, analytical Deploy consistently the KPIs across the Contact Centre organization

Problematic
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Measuring Contact Centre Performances generally raises the following questions

Can I define the Contact Centre goals, its functions and services? Can I define quantifiable indicators according to those goals? What do I really need to measure (subset of my contact centre metrics)? How will I capture a critical indicator? Will I need to consider different categories of measurements? Can I measure, track (target) and analyse those indicators? Do I have the appropriate knowledge or technology? Can I consolidate my critical indicators across my contact centre organisation and services (homogeneity)? When do I have to adjust or change them? How will impact a new customer service, a new customer segmentation? How will impact a change in the HR policy? How do I use my contact centre performance indicators (incentives, marketing)?

Genesys Overall Approach

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KPIs & Reporting; 7-step Methodology

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I. II.

Define your different KPIs categories (aligned with the organizational goals) For each category, identify and define the critical indicators that you need to measure: definition (what is it and what purpose), measurement (how do I capture them, which data sources do I need, what metrics or statistics do I need to combine) and target. For each category, build your overall KPI (or KSI) : combination of the most relevant indicators you want to consider in the category. For each individual critical indicator, define the importance (weight) it has in the calculation of the overall KSI. Implement processes and procedures for tracking the current Value of your indicators and measuring the % Achievement. Measurement (indicator) is useless if it is not used to compare and understand what is happening and why it is happening. Look for correlations between indicators.

II.

IV.

KPIs & Reporting; 7-step Methodology

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V.

Adjust your overall KPIs implementing What If scenarios: what if this (individual) KPI is more important than this one? How will it affect my global KPI and my contact centre performances (services too)? Identify the persons (roles) who need to access to the KPIs (which ones) e.g. define your KPIs audience. Define the dimensions to be applied to your individual KPI: media segment, service segment, Centre/Business Unit/Team segment, customer segment? Combine with the previous point; it will help you to create the KPI consistency across the Contact Centre i.e. final indicators (statistics) might differ depending upon the dimension considered but the goal of the indicator should be consistent across the Contact Centre.

VI.

VII.

KPIs Pyramid, Workbook

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4 KPIs (KSIs) categories

Customer Service Performance Indicators Operational & Organizational Performance Indicators Staff Performance Indicators Business & Analytical Performance Indicators

1 KPI Workbook
The capability to define an overall Contact Centre Performance (Contact Centre Service Factor) A tool to identify and easily update the critical performance indicators (consistently) across the contact centre organisation Relevant input to the project implementation team for performing the functional and technical reporting design (Design Phase)

Reporting Design Phase

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Objective

Monitor, measure, analyze, and act on information collected in Contact Center operations to ensure efficiency and effectiveness in a Contact Center Operational Monitor performance Ensure efficiency Maximize service levels Contact Center Supervisor Contact Center Field Manager Real-time & Historical Aggregate information Statistics, reports, customization Interaction Analysis Analyze historical data Slice & dice data Convert data to intelligence Contact Center Field Manager VP, Customer Support Historical Call details, cradle to grave Reports, analytics

Purpose

Audience

Needs

Genesys products for Reporting Designs

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Operational Reporting
Day-to-Day Reporting CCPulse+
Desktop level real-time and historical Reporting application

CCAnalyzer
Enterprise wide historical Reporting application

Customer Interaction Analysis Reporting

Analytics Genesys Info Mart
Star schema, interaction detailed based data mart

Summary
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Solution Design
Measurement in Contact Centre Operations

Gaps (areas of improvements) can be classified into Genesys Best Practices Areas. Analysis of each (benefit) area will involve specific operational & functional workshops and will require specific CC building blocks to be considered.

Day-to-Day

Operational Reporting

Customer Segmentation

Cross & Up sell

Reporting & Analytics

Channel Integration

Mission & Business

Infrastructure Agent Organisation,Agent & Technology Productivity Satisfaction Consolidation

Reporting Design
Screen-pop Email Real-time Reporting Chat Knowledge Base Scripting Integrated Reporting Co-Browse Notification Call Forecasting Unified desktop Database Routing Outbound Campaigns Scheduling Real time Adherence Remote Workers Virtual CC Customer Profile Routing Screen-dial Last Agent Self Service Offering Blending and Agent Segmentation Customer Services Routing Intelligent Network Predictive Contact activities and Workforce Optimisation Transfer Centre Routing Routing Skill based Objective Call-back Monitoring and Analysis of Contact Centre behaviour Routing Routing

Genesys Approach & KPI Workbook

Business & Customer Interaction Analysis Reporting

Measuremt & Contact Centre Operations

C3M2 Reporting & Analytics Best Practices

Gracias!
18/05/06

Zoom on the Measurement Process

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Integrate Genesys Reporting Repositories with CRM, HR, and other databases Develop reports, apps

Collect

Analyze

Repeat callers Service levels Customer satisfaction Customer segmentation etc.

Measurement
Modify routing strategies Refine segmentation Train resources Utilize self-service etc. Issues/opportunities Routing strategy effectiveness Process inefficiencies Training needs etc.
Continue

Act

Gain Insight