Empowering intelligent customer operations through Lean Digital

Empowering intelligent customer operations through Lean Digital

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  Overview www.genpact.com/home/solutions/multi-channel-customer-service MULTI - CHANNELCUSTOMER EXPERIENCE REIMAGINED THROUGH A LEAN DIGITAL APPROACH: INTELLIGENT CUSTOMER OPERATIONS EXECUTE ACTIONS
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  2© 2015 CopyrightGenpact. All Rights Reserved. Executive summary INTELLIGENT MULTI-CHANNEL CUSTOMER SERVICES CUT COSTS AND BOOST CUSTOMER LOYALTY Industry challenges  Customers demand superior and consistent engagements across channels  Untenable cost structures: escalating IT costs, poor sales productivity  Increasing volumes of structured and unstructured data Genpact solution Genpact’s Lean DigitalSM approach re-architects across front, middle and back office through digital technologies, design thinking and lean principles  Proprietary SEPSM framework: granular view of processes and key process drivers  Data-to-insights-to-actionSM: industry KPIs, pre-built data marts, channel optimization, predictive analytics and social media reporting enable smarter interactions  Digital integration and omni-channel support through machine learning, natural language processing, cognitive computing, robotics Potential impact  5-10% reduction in cost year-on-year, 3-5% better customer satisfaction per year  6-8% better cross/up sell
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  3© 2015 CopyrightGenpact. All Rights Reserved. CONNECTED, EMPOWERED CUSTOMER = HARDER TO SERVE Challenges Increasing customer expectations  Connected and informed customers are empowered by digital technologies such as mobile, web, and social media with expectations of superior and consistent engagements  Customer interactions are increasing in volume and importance. Companies must understand their needs and engage by sharing relevant information across their preferred channels  Ever-changing regulations  Increasing volumes of complex structured and unstructured data  Escalating IT costs: fragmented systems for multiple channels  Insufficient cross-functional collaboration due to data/process silos  High cost-to-serve from increasingly complex operations: multiple products, geographically dispersed teams, multiple CRM and legacy systems Balancing cost and customer experience Increasing complexity and risk
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  4© 2015 CopyrightGenpact. All Rights Reserved. ENABLING SEAMLESS MULTI-CHANNEL SERVICES Solution overview A LEAN DIGITALSM APPROACH TO DATA TO INSIGHT TO ACTIONSM Customer experience management  Create customer personas  Map customer experience to relevant touch points  Identify customer loyalty drivers and key pain points  Insights drive targeted actions Smart customer interaction services  Multi-channel optimization  Reduce volume from high-cost to low-cost channels  Provide first contact resolution, upsell, cross-sell analytics  Churn analytics Process re-design and continuous improvement  Smart Enterprise ProcessesSM map key performance drivers to business outcomes  Metrics benchmarking and continuous baselining Digital enablement  Create seamless customer experience across channels  Drive efficiencies through interactive self-service channels, such as integrated voice response, web, community servicing  Enable omni-channel interactions through e.g. machine learning, natural language processing and robotics A full-service contact center practice focused on the customer experience with advanced analytics and operational excellence
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  5© 2015 CopyrightGenpact. All Rights Reserved. MULTI-CHANNEL CUSTOMER CONTACT WITH ANALYTICS- BASED DECISION SUPPORT Solutions ► Smart customer interaction services Multi-channel customer contact with analytics-based decision support Customer Experience Process Streamlining Cost Efficiency Increasing Revenue Multi-channel optimization  IVR performance management framework  Web breakage elimination  Chat, email and channel migrations Cross/up-sell analytics  Identification of existing eligible customer base  Product priority by segment  Lead prioritization and channel selection  KPI baselining and agent evaluations  Track customer behavior by segment Customer survey analytics  Integrated customer satisfaction and quality assurance analysis  Customer effort index and affinity score FCR / repeat call analysis and call elimination  First call resolution (FCR)  Hypothesis formulation and solution design  Design and develop call index measure  Shift interaction volume to low-cost channels Interactive visualization Drilldown to transactional Mobile dashboards Collections of charts and maps Pre-built marts and templates with a BI interface
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  6© 2015 CopyrightGenpact. All Rights Reserved. CUSTOMER EXPERIENCE MANAGEMENT Solutions ► Customer experience management MAPPING CUSTOMER EXPERIENCE ACROSS TOUCH-POINTS Identify touch- points Primary data inputs Data integration KPI dashboards Actions and response Key action areas  Identify customer loyalty drivers and pain points by mapping touch points by channels  Measure / analyze touch point satisfaction  Identify cross-sell propensity by customer segment  Identify improvement opportunities at product design and self-service levels Social media dataContact center data Net Promoter Score, voice of customer data Ad/brand research survey data Best practices  Standardized cross-market best practices and procedures  Set up command center to drive end-to-end governance, visibility, and standardization  Sharing of operations across geographies
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  7© 2015 CopyrightGenpact. All Rights Reserved. Solutions ► Digital enablement ENABLING SEAMLESS OMNI-CHANNEL EXPERIENCE PUTTING DIGITAL TO WORK Social Community E-mail Chat SMS Video Mobile PortalVoice IVR Multi-channel contact infrastructure Agent enablement Smart desk Knowledge base Call recording Workforce management Analytics and Insights Integrated data management Speech and text analytics Real-time next-best action BI/reporting Social media real-time monitor Core systems CRM Master data Core systems - process and products Customer data
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  8© 2015 CopyrightGenpact. All Rights Reserved. Solutions ► Process re-design SMART ENTERPRISE PROCESS FRAMEWORK LEAN DIGITAL APPROACH PUTS DIGITAL AND ANALYTICS TO WORK Level 1 SEPSM Level 2 Sub- processes Level 3 Activities Activation Customer Account Servicing Reorder, Cross-sell, Up-sell Retention and Account Closure Customer Account Setup Capacity Planning and Process Mgmt. Key performance measures 1. Customer Retention 2. Cost to Serve 3. Revenue from Cross-sell/Up-sell Key performance drivers • Planned vs. actual channel penetration • Agent occupancy % • Service level % • Abandon rate • Hold time • FCR • Call quality scores • Call quality scores on agent informing customers on T&C, product and service features • Transfer rate • Average contacts required for resolution • Cycle time for resolution • % of queries available on the web • Authentication reject rate • Website resolve rate • IVR abandon rate • ASA to IVR • IVR authentication reject rate • IVR resolve rate • Lead generation rate • % of closure requests retained • Cost to retain • % of accounts closed within TAT • C-Sat scores • Cost per transaction per channel • Cost per active customer • Number of customer complaints •C-Sat scores •Number of customer complaints •Channel resolution rate • Cycle time from approval receipt to account setup • '% of applications approved, declined, and referred Authenticate and service requests on IVR Resolve customer queries with respective departments Service requests through the website Receive calls, confirm the request type, and service/ resolve Record complaints and initiate resolution Manage feedback Service requests through e-mail • Complaints resolved within TAT per channel • Top 5 reasons for customer complaints vs. industry trend • Variance (CQ/external C-Sat) • Actual sample size achieved per channel per month • % of route backs • Accuracy • E-mail turnaround time (TAT) Example
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  9© 2015 CopyrightGenpact. All Rights Reserved. Case study ► Intelligent OperationsSM Gather feedback Correct strategy and targets Consolidate, report Analyze EXECUTE ACTIONS Measure Operate Implement SIMPLIFIED ILLUSTRATIVE Run data-to-insight: • Global CRM • Analytics CoE for consumer experience, social media, brand/ad research 2 Improve execution practices • Command center to control consumer hubs • Social engagement playbook • Process and IVR improvements 3 • Identify target outcome: customer engagement, brand love, revenue growth • Identify metrics: customer satisfaction score, turn around time, call volume 1 4 Continuous learning • Improve product portfolio • Brand, channel strategy, marketing and promotional effectiveness • New research, data sources, analytics model, and SOPs 4 INTELLIGENT OPERATIONS DRIVEN BY ANALYTICS DRIVE CUSTOMER ENGAGEMENT TO IMPROVE SATISFACTION
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  10© 2015 CopyrightGenpact. All Rights Reserved. We reimagine your business by extending digital’s power all the way through middle and back office where it can generate growth, cost efficiency and business agility. We architect the Lean Digital SM enterprise c