On the 5th December 2013, Intelecom took a trip into the future to look at the trends which will influence our contact centres and the way in which we deliver customer service. Featuring a fascinating key note from Gartner, Intelecom also took the opportunity to dispel some of the myths surrounding Cloud contact centres and highlighted the growing importance of Social Media in customer service.

1. The future of your contact centre…
5TH DECEMBER 2013
ST ERMINS HOTEL, LONDON

2. Agenda
Time
Session
Speaker
09:30
Welcome from Intelecom
Klaas van der Leest
09:40
Cloud Contact Centre – Fact or Fiction?
Mark Edgeworth
09:50
The truth about Social Media in business
Bobby Abedeen
10.00
Case Study: Challenges and opportunities of Social
Media in customer service
Magnus Kristiansen
10:30
Refreshment Break
10:45
Gartner: Customer experience and the future of the
contact centre.
11:30
Thank you from Intelecom and iPad Mini prize draw
2
The Future of Contact Centres
Jim Davies

3. The cloud of everything
3
The Future of Contact Centres

4. The cloud of everything
4
The Future of Contact Centres

5. The cloud of everything
5
The Future of Contact Centres

6. A customer perspective
`
6
The Future of Contact Centres

7. A customer perspective
▶
Channel shift
▶
Different channels: different
customer satisfaction
▶
Phone and email still top
▶
Digital emergence
▶
Customer expectations
7
The Future of Contact Centres

8. Intelecom
8
The Future of Contact Centres

9. The Cloud Contact Centre – fact or fiction?
MARK EDGEWORTH, INTELECOM

10. ▶
▶
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▶
Cloud is here to stay
Cloud Application Revenues were $22.9b in 2011*
Projected to reach $67.3b by 2016
Compound annual growth rate (CAGR) of 24%
By 2016, $1 of every $5 will be spent on cloud based software
and infrastructure
Salesforce.com – 14 years old with over 100,000 customers
On the UK Government’s G-Cloud Framework (just like
Intelecom)
*Source: IDC Report – Worldwide SaaS and Cloud Software 2012–2016 Forecast and 2011 Vendor Shares
10

11. 8
most popular myths about Cloud
Contact Centres
11

12. FICTION !
▶
12
Legacy expensive telephony kit has to be thrown away

13. FICTION !
▶
13
What about resilience, service levels and call quality?

14. FICTION !
▶
14
How about functionality – can flexibility be guaranteed?

15. FICTION !
▶
15
We will lose control to the cloud supplier and be unable to customise?

16. FICTION !
▶
16
Costs will get out of control – once in you are trapped

17. FICTION !
▶
17
I wont be able to integrate with existing systems

18. FICTION !
▶
18
And the big one – SECURITY !

19. FACT !
▶
▶
▶
▶
▶
▶
19
Fact
Choice is yours
Not all clouds are created equal
Public Cloud
Private Cloud
Hybrid Cloud (Connect)

20. Summary
▶
▶
▶
▶
▶
▶
20
Keep existing telephony equipment
Flexibility and Scalability
Control over Administration and Customisation
Integration for improved business processes
Lower Total Cost of Ownership (TCO)
Easy and cost efficient to add new channels

21. The truth about social media for business
BOBBY ABEDEEN, INTELECOM

22. Social Media: Don’t Be A Scaredy Cat!!!

23. Your Customer Engagement Centre
Social Media is not just about reputation
management: Find out what customers are
saying about your products and services and
act quickly for competitive advantage
awareness leading to
Enables *
increased ability to
▶
▶
▶
▶
▶
▶
▶
▶
Monitor
Feedback
Promote
Immediacy
Knowledge
Respond: Clarify, defend, justify, serve
Create a *Living Customer Experience
Low cost

24. Customer Service 2.0 > 3.0 > ???
•
•
•
•
Pro-active
Communities
Leverage
Personalise
http://www.forbes.com/sites/raytsuchiyama/2011/01/24/launching-the-newcustomer-service-in-the-age-of-internetsns/
• On the Web
• Informed
• Real-Time
* The Experience
http://socialme
diatoday.com/a
lexkonanykhin/
562922/newcustomerservice-30

25. *My Customer Experience

26. The Valentine’s Day Massacre

27. “Let Them Eat (cheese)Cake”

28. Connect With Different Audiences
▶
▶
▶
▶
Personal, Customer Service, Customers, Immediate,
Brand, Feedback
Personal, Customer Service, Forum, Brand, Product/
Service Detail, Feedback
Corporate, Groups, Connections, Companies, PR,
News, Thought leadership, Brand
PR, Viral, Blogs, Announcements
*The Customer Journey

29. Actions You Can Take Today
▶
▶
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▶
▶
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Type your organisation’s name/ key personnel
into Google, twitter and facebook - review
results
Create a SM strategy aligned with your business
Set up a presence on the key SM platforms
Monitor customer feedback and comments
Act quickly to respond to both negative and
constructive feedback
Proactively interact with prospects and
customers
Don’t just leave it to Marketing! Select key
stakeholders to manage different areas of
engagement
Use technology to help you manage the “noise”
29
The Future of Contact Centres
Embrace
▶ Empower
▶ Engage
▶ Enthuse
= Experience
▶

30. Delighted Customers Are Your Best Marketing
(…angry customers too!)

31. Customer Experience And The Future Of
The Contact Centre
Jim Davies
5th December 2013
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication may not be reproduced or distributed in
any form without Gartner's prior written permission. If you are authorized to access this publication, your use of it is subject to the Usage Guidelines for Gartner Services posted on
gartner.com. The information contained in this publication has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness
or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of Gartner's research
organization and should not be construed as statements of fact. The opinions expressed herein are subject to change without notice. Although Gartner research may include a
discussion of related legal issues, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner is a public company, and its
shareholders may include firms and funds that have financial interests in entities covered in Gartner research. Gartner's Board of Directors may include senior managers of these
firms or funds. Gartner research is produced independently by its research organization without input or influence from these firms, funds or their managers. For further information
on the independence and integrity of Gartner research, see "Guiding Principles on Independence and Objectivity."

32. The Rate of Change Is About To Accelerate
Mobile
Big data/Analytics
SaaS
Video
Social

33. As the World Goes Mobile Customer Service
Must Follow

34. As the World Goes Social Customer Service Has
to Get More Personal
We cant keep our customer’s at arms length any more

35. Customers Care More About The Customer
Experience Than In The Past
They expect more from
you
They trust you less than
ever before
They will churn more
willingly after a bad
experience
They will voice their
negative experiences to
the world
BUT they will pay more for
a better experience
http://commons.wikimedia.org/wiki/File:Phone_calls_can_cause_anxiety_in_select_individuals..jpg

36. 2014 CRM Pre-Conference Survey: 2014
Objectives

37. 2014 CRM Pre-Conference Survey: 2014 Topics
of Interest

38. The Contact Center is Often the Primary
Influencer of the Customer Experience
Increasing the
pressure on
contact center
managers and
fuelling a fresh
approach to
engaging
customers

39. "Unlike most websites … Zappos prominently displays a tollfree customer-service phone number. There are no limits on
call times, and the resulting sessions occasionally resemble
protracted talk therapy.
On July 5 [2009], a 22-year-old Customer Loyalty Team
member named Britnee Brown, who has been with the
company for a little more than a year, took a call that was a
record 5 hours, 25 minutes, and 31 seconds long, from a
woman on the East Coast interested in Masai Barefoot
Technology shoes."
Source: The New Yorker

40. Peer-to-Peer Support: Giffgaff
100% of customer support
is provided
by the customer
community.
During July, members
received a response
to their questions within
three minutes on
average.
A total of 96% of all
questions were
answered within
an hour.

41. 7 Deadly Sins Lowering The Caller’s Experience
1. IVR Flow Relevance and Speech
Recognition Accuracy
2. Wait Time
3. Agent Knowledge and Attitude
4. Channels Supported
5. Cross Channel Consistency
6. Cross Channel Interaction
Information
7. Identification Duplication
Inbound Call
IVR
Miracle

42. So Where Do We Start? What Should Our
Future Contact Centre Look like?
Start by aligning with Customer Experience Management
Before
During
After
It can drive competitive differentiation but is difficult to excel at and most organizations
fail at the basics.

43. Setting Expectations: Competing With
Word of Mouth and Past Experience
Word-of-Mouth
Personal Needs
Past Experience
Expected Service
Gap 5
Perceived Service
Customer
Provider
Gap 1
Service Delivery
Gap 3
Service Quality
Specifications
Source: Delivering
Service Quality Zeithaml,
V.A., Parasuraman, A, &
Berry, L. 1990
Gap 2
Management
Perception of
Customer
Expectations
Gap 4
External
Communication
To Customers
Gap 1: Customer expectations vs.
management's perception of customer
expectations
= not knowing what customers
expect
Gap 2: Management perceptions
vs. service specifications
= the wrong quality standards
Gap 3: Service specifications vs. service
delivery
= not being able to deliver to specs.
Gap 4: Service delivery vs. external
communications
= when promises do not match
delivery
Gap 5: Difference between customer
expectations and customer perception
of the provided service
= level of customer satisfaction

44. Proactive Service Communication – Setting
Expectations
Customers want personal, relevant and timely information. If you don't give it to them they'll
call and ask for it or complain afterwards:
“Your account is about to go overdrawn”
“Your order will be delivered between 2 and 5pm tomorrow”
Information is being provided to customers to allow them to reset their expectations make
informed decisions:

45. Contact Centres 2020?

46. No! Channel Consumption Forecast:
2020s
2020's
2010s
2010's
Phone
Non Phone
2000s
2000's
1990s
1990's
0%
20%
40%
Source: Dimension Data's Global Contact Centre Benchmarking Report, 2011
60%
80%
100%

47. BUT Channel Explosion Cannot Be Avoided
The Three Axis of Success
• Channel Availability
Picking the right channel mix for your
customer base
• Channel Consistency
1.
2.
3.
4.
5.
Corporate Knowledge
Agent Knowledge
Partner Knowledge
Social Knowledge
Community Knowledge
• Channel Visibility
Providing a view of the historical
interaction when escalate to agent
Assisted Channels
Web Chat
Email Response
Management System
Collaborative Browsing
Video Chat
Social Customer Service
Peer-to-peer Communities
Unassisted Channels
Knowledgebase for
Self-service
Email Response
Management System
Virtual Assistants
"How to" and Smart Video
Customer Service
SMS and Multimodal
Services
IVR
Mobile

48. The Journey From Customer Service Contact Centre to
Customer Engagement Centre
2013
•
Phone
•
Email
•
Chat
•
Social Community Support
•
Web Self Service Tools
•
Knowledge bases
•
Case Management
•
Business Rule Engine
•
Reel time interaction analytics
•
Influence/Gamification
•
Workforce Optimization
•
Social Community Support
•
Social Media Engagement
2020
• Customer Engagement Centre
“During the next five years, 25% of leading
companies will extend their customer service contact
centre goals to support social media, such as
Facebook and Twitter, as well as online community
activities – up from 2% in 2013”
Call Centre
Contact Centre
Engagement Centre

49. Social Media Engagement for Customer Service
How it works:
•
•
•
•
•
•
•
•
•
Agent based
Contact centre like
Data feeds
Assignment
Prioritization
Case histories
CRM integration
CEC integration
Supporting more than just
social

50. Personalization FAIL!
The danger of repetition

51. Enterprise Social Networks for
Customer Service
How it works:
•
•
•
•
•
•
•
•
Real time
Mass collaboration
Linear
Historical
Independent ESNs
Tag to case records
View within cases
Supporting more than just
social

52. Peer-to-peer Communities
How it works:
•
•
•
•
•
•
•
Peer support
1, 9, 90 or 2, 23, 75
Hosting
Components
CEC integration
CRM integration
Supporting more than just
social

53. Mobile Engagement Will Dominate Future
Support Interaction Volumes

54. Caution: What Type Of Mobile Users Are Your
Customers? What Do They Expect?
Involvement
Innovators
Professional
achievers
10
%
Aspirers
18%
Young funseekers
8%
Techno
stragglers
Worker
bees
Comfortable
conformists
Late
Adopters
Traditionalists
18%
Tech savants
Basic survivors
Early
Adopters
Percentages show the proportion of the total mobile user population included in each category

55. Match The Channel To The Demographic
Not Everyone Needs An App
Which of the following devices have you
personally used during the past 3
months for online activities such as
checking a bank balance, initiating a
bank transfer, buying goods or services
via a web site?
100%
80%
Gartner global consumer surveys 2013
60%
Traditionalists
40%
Basic
survivors
20%
Techno
stragglers
Comfortable
conformists
0%
Desktop / laptop
Smartphone
Standard mobile
phone
Worker bees
Tablet
Professional
achievers
Young funseekers
Tech. savants
Aspirers

56. Mobile Live Video Chat
Customers appreciate the
more personalized
experience
But consider agent
aesthetics and the
background environment

57. Live Video Chat and “How-to” Recorded Video
Combined
• Thomas Pink used video to convert
prospects into buyers:
– Expert guides, tips and tricks:
• How to tie a bow tie, how to tie a Windsor
knot
– 360° views of product
– Video campaigns aligned with the current
collection (e.g., fall, summer)
• Creates a greater feeling of brand
intimacy via an impression of being "in
the know" about the brand
How would you explain over the phone (or via
chat) how to tie a bow tie?

58. The Virtual Assistant User
Interface (UI)
• Human emulation that
delivers full-service customer
strategies
• Expression of your brand
• High-quality animated
graphics
• Corporate persona
• Custom personalities
• Simplifying complexity and
driving resolution through
conversation

59. Adopt a Balanced Approach Moving Forward
Customer Service Technology Matrix
Productivity
Achieving ROI
Easier
Moderate
Challenging
Customer Experience

60. Number of Staff
Prevent "Human Disasters" Without Stifling Excellence
Minimize Impact of
Technology
Maximize via
Technology
Dismay
Employee Impact on
Customer Experience
Delight

61. Get the Basics Right: Prioritize CEM Projects
Based on Their Impact
One-Dimensional
Customer Satisfied
Attractive
Product
Dysfunctional
Product Fully
Functional
Must-Be
Customer Dissatisfied
Focus on the “must be” functionality first

62. But What About the Squidgy Bit in the Middle?
Contact Center
Infrastructure
$20b
• Right Customer Information
• Right Customer Systems
• Right Customer Metrics
Image Source: http://commons.wikimedia.org/wiki/File:Me_at_call_center.jpg?uselang=en-gb
CRM
Applications
$14b
• Right Personal Information
• Right Personal Systems
• Right Personal Metrics

63. Gamification: Strategy and technology for
existing “free pizza” mindset
Research

64. Listen to the Voice of the Customer if You Want
to Improve the Service Experience
Direct
Indirect
Inferred
Collect
Store
Relate
Analyse
Topic
Image Source: http://commons.wikimedia.org/wiki/File:Fleischwolf.ganz.jpg?uselang=en-gb
Customer
Appropriate Actions!

65. Direct Feedback: Event-Driven
Customer event triggers
survey
Questions personalized to event
• IVR, Email and now SMS is becoming a popular channel
• Net Promoter is a good indicator of advocacy but beware “MoT”
• Limit to 3 questions
Response can trigger
workflow

66. Personal, Timely and Engaging: A Personal Case
Study
"Dear Jim,
You rang yesterday and spoke with Gary about booking a
flight to Boston. Would you mind answering a few
questions about your experience?"
Low score triggers "Dissatisfaction Alert" e-mail
to manager
"We noticed you didn't book a hotel as well, do you still
need one and would you book it with us?"
"Yes" triggers outbound call
RESULTS:
35% Response Rate — up from 5% (previous quarterly surveying)
32% "Warm Lead" Conversion Rate — pays for ongoing use of survey platform
enterprisewide!

67. Indirect Feedback: Through the Insight Contained Within Call
Recordings
E
E
Elevated Emotion
(agent or customer)
Marketing
Campaign
Competitor
Mention
Script Adherence Issue
QM
Business Goal
Ad Hoc Analysis
Optimizing the agent
evaluation process
through call
classification and
intelligent selection.
Also enables
semi-automated form
population.
Configuring to help
organization achieve
specific business
targets such as CSAT,
churn reduction,
revenue growth, and
so on. Helps build
business case.
Detecting new
trends/issues through
ongoing analysis and
embarking on one-off
projects based on
departmental
requests.

68. Inferred Feedback — Ascertaining What Your Customers
Would Say if You Asked Them
Inputs/Logs
Email Logs
Cookie Logs
Web Server Logs
IVR Logs
Speech Engine Logs
CSAT Logs
CRM Logs
Segmentation Data
Churn Data
Routing
IVR
Web
CTI Server Logs
Routing Tables
Live Agent
HowCan W
e
Help You?
A ENTICA
UTH
TION
SS#
O Account #
R
• All interaction
channels relevant
• Usually already
collecting for
operational reasons
PIN
Invalid
BirthDate
A O T A CESS
CC UN C
TECH ICA H
N L ELP
• Normally data siloed
FA ’s
Q
• Focus on linkages
Faster, More
Enjoyable
Experience
Improved
Completion
Rates
More
Accurate
Routing
Insight
Into
Call Drivers
Protracted cross-channel experience lowering
satisfaction
Poor routing results in wrong agent handling and
system unfamiliarity
• Channel-specific
insights
• Cross-channel
insights

69. Concluding Thoughts
• The digital era is upon us. Start developing a
customer engagement centre (CEC) strategy that
embraces web, video, social and mobile.
• Think about all three phases of customer
experience management (CEM) - before, during
and after. Invest in each equally.
• Stop recruiting agent trolls – they will become
the face of your company (literally). Empower
agents to ensure future success

70. About Intelecom
With over 15 years' experience, Intelecom was one of the first to develop a cloud contact centre
solution.
Highly flexible and scalable Intelecom's contact centre solutions can be adapted to accommodate one
to several thousand concurrent agents using any device, in any location and integrates with multiple
applications seamlessly.
Connect from Intelecom is a complete, multichannel cloud contact centre solution. Its rich
functionality is available in modular form which means you can switch-on new functionality when you
need it and off when you don’t. Connect is one of the few contact centre solutions that is
completely multichannel. Connect agents can respond to phone, email, Chat, Social Media and SMS
enquiries all within the one application.
This ability to build bespoke contact centre solutions is unique to Intelecom Connect, flexible and
highly scalable Connect is future proof technology that will continue to meet your business demands.
Today Intelecom provides contact centre services to over 900 organisations in over 40 countries.
70
12.12.2013
Intelecom Footer

71. Intelecom Connect
The solution:
Intelecom Connect is a cloud-based contact center and switchboard solution which delivers all the functionality
the modern contact center need.
Trends and Market drivers:
The Facts:
Focus on customer experience
•
In today’s market customer interaction gets more and
more important. Delivering a consistently satisfying
customer experience is the new competitive
battleground.
15 years experience in Cloud Based Services
Focus on agility and flexibility
• High demand for scalable pay-as-you go financial models.
• High demand for integration to both internal and external
systems.
Advanced and well proven Contact Center and Switchboard
functionality
Mobility and Social Business
•
Customer demand of service is rapidly changing, driven
by the growth of mobility and social media.
71
12.12.2013
900 customers, and users in 40 countries
Connect is a true, multi-tenant cloud solution
Highly flexible solution, customizable for each individual
customer
Highly secure and reliable solution

72. Contact Us
▶
Telephone: 08450 803 070
▶
Email: info@intele.com
▶
Web: www.intele.com
▶
Address: 2-6 Boundary Row, London, SE1 8HP
72
12.12.2013
Intelecom Footer

73. Thank you for your attention