The Future Contact Center Summit Review – Part 3
holy grail for companies these days is knowing as much as possible about their
customers and being able to intelligently communicate with them on any channel
anywhere in the world. In our final
report on the Future Contact Center Summit, we talked with several solution
providers (Castel Communications, GeoFluent by Lionbridge, PrimeConnections,
and VoiceBase) who discussed new tools organizations can use to get closer to
What do you see as the
most significant recent developments that enable businesses to better engage
customers and consistently provide superior customer experiences?
Anne Pacifico, Vice President,
Sales & Marketing, Castel Communications The best time to provide customer service is when the
customer is engaged in a phone call with the company. So many of us now use
chat, text, email for customer service with companies. If we are taking time to
speak to a company live, the
company’s job is to impress us.. How
often as customers do we hear the person on the other end state to us, “Just a
minute while I pull up your account.” Technology now allows businesses to
immediately retrieve customer account information and suggest next steps to
agents, without the agent having to pull up another application and review
while customer sits and waits. Speech analysis technology for call centers is
capable of monitoring and detecting conversations on split channels (agent side
and customer side), and determining who said what. The solution can provide
reminders to agent to verify the customer’s identification, update customer
contact information, disclose regulatory statements, and market
products/options specifically to that customer. An excellent example is the
opportunity an agent has in receiving a message stating to “market upsell
product Z” to Customer A as she typically will spend an average $250 on each
purchase. The speech analytics solution does this by dipping into the customer
account information and in recognizing the character traits of Customer A, pops
a message to the agent’s live screen
as to next best step to take.
Greg Belkin, Director of
Product Marketing, Lionbridge Technologies (GeoFluent) The proliferation of omni-channel
customer service strategies have allowed businesses to better engage customers
and consistently provide superior customer service experiences. It used to be
that retailers and other customer-facing organizations were focusing on
“multi-channel” selling strategies that allowed them to simply sell on multiple
devices and channels. Omni channel support strategies have changed all of that.
Omni channel is focused on customer support and nurturing… communication and
back and forth interactions with customers. These omni-channel customer support
strategies have allowed customers to demand new levels of customer support.
That to me is the biggest development as of late. Organizations used to talk a
lot about customer service. Now, they are actually being forced to make it a
Joe Jacoboni, President and CEO,
PrimeConnections Contact Solutions The most
significant recent developments that enable businesses to better engage
customers and consistently provide superior customer experiences are:
1 ) Understanding and
implementing Customer TouchPoint Optimization.
First, this involves determining and outlining a complete and
comprehensive Customer Strategy which includes knowing who your customers or
potential customers are – their demographics, needs, wants and desires. You also need to know where to find these
prospects and then communicate with them on the communication channel of their
2) Nurture each lead and
ensure you are giving the customer the medium they use to determine/research
the vendor/company they want or need.
3) Retain them through great customer service,
account management and an effortless experience.
And lastly, be sure to
upsell and cross-sell. Buying new
products or services from a vendor or company they trust and have had good
experiences with is an advantage to the customer and enhances the experience
they have had.
From the operations
side, it’s important to have a strong introduction to the company or brand,
including real time Interaction with brand management teams. Gamification for
your customers and of course, your employees… (awards, real time interactive
contests, etc.) Let the consumer enhance your brand and become a true active
advocate (i.e: Twitter, Facebook and other social media)
Jay Blazensky, Co-Founder
and Director of Business Development, VoiceBase Companies can now correlate keywords
with customer engagement and doing predictive analytics and benefit from talktime
There is still some
confusion in the marketplace over the definition of “omni-channel service.” How
does your company view it and in what ways are omni-channel approaches
reflected in your solution?
Greg Belkin, Lionbridge There still is a lot of confusion! To
Lionbridge omni-channel service, is the ability to both sell and support new
and existing customers on a global basis, quickly and effectively. It is
important to distinguish that this is different from multi-channel selling
strategies, which is more focused on the selling piece.
Joe Jacoboni, PrimeConnections Omni-channel service is for
marketing/servicing customers thru multi-channel communications with a seamless
user interface. This means allowing
customers or potential customers the ability to communicate or facilitate their
functions through all channels and devices: i.e, voice, chat, email, Twitter, Facebook,
text as well as through mobile or browser-based applications. Consolidate all siloed databases and ensure
that all departments of the company have access to all customer interactions
and information to make certain that the customer is serviced to the highest
Our view, supported by
many people we met with, is that omni is the customer-unified view of your
brand and multi is the operational side of processes and strategies.
Omni-channel service incorporates:
-Making the interaction seem to be a“seamless” user
interface i.e: Chat (Smart Device).
-Tracking customers Social Media history and tailoring your
responses to them.
-Letting consumers pick
their means to interact with you, and you enhancing those channels for them.
-Making an offer to provide
a Multiple Channel / Digital Marketing solution and letting them choose!
In our solution
“Customer TouchPoint Optimization,” we engage consumers fully through our client’s
Jay Blazensky, VoiceBase For us, omni-channel means text and voice channels. This
could mean call center calls combined with online chat sessions. The aggregation of that combined data and
analytics is on our roadmap – but as of today, we are voice only.
How can agent
performance be monitored and improved in voice interactions as well as on other
Anne Pacifico, Castel By utilizing highly
accurate word and phrase detection, a business can live monitor agent/customer conversations while they are occurring
and address the business risks and opportunities while the customer is engaged
with the company. Certainly, trend discovery and post-call analysis provides
insight as to what happened, but the opportunity to remedy an issues or
increase revenue is long gone. Additionally, there are a handful of targets a
company looks to hit when providing feedback to call center agents, including
identifying performance issues, communicating with the agent in a timely
fashion, providing consistent reinforcement, and monitoring and tracking
improvements. Utilizing live speech
analytics allows an organization to hit all targets without pulling an agent
off the phone.
Greg Belkin, Lionbridge There are a few things that can be
measured here. First… call volume. If customers are getting their issues
addressed, no matter what their language, online, then call volume goes down.
Second, call length. Are customer service agents able to manage multiple calls
at the same time, and provide a consistent, direct, and simple exchange in all
calls? If so, it makes them capable of highly effective customer service.
This is where Lionbridge
steps in. We make these conversations actionable and understandable, so that
call center agents can move from one issue to the next quickly and effectively.
This increases C-SAT as mentioned, and it also makes the call center agent more
effective and efficient. At the end of the day, that means less cost for
retailers and other selling organizations.
PrimeConnnections Agent performance
be monitored and improved in voice interactions as well as on other touch
points Methods include:
Employing typical voice
monitoring, but also using keyword and phrase tagging.
Taking a complete focus
on customer retention and growth, using our “Customer TouchPoint Optimization” solution
Jay Blazensky, VoiceBase Extracting keywords from recorded
calls and attaching those words to CRM records for predictive analytics.
What specific benefits does your
solution or service deliver that differentiates it from other offerings in the
Anne Pacifico, Castel Our customers are highly concerned
about the accuracy in which the solution detects events, and the process in
which the business teams are alerted to events. For example, the language
models created for Castel Detect customers are customized for their business
needs, allowing incredibly high accuracy during monitoring. Customers who have
used other solutions prior to Castel Detect have commented the solutions
detection of words and phrases were much lower, creating much research of
erroneous data. If agents and management are receiving live alerts, companies expect those alerts to be true and
meaningful. Castel Detect strives to deliver the highest accuracy to its
Greg Belkin, Lionbridge One of the most frequent questions we
get is: how does GeoFluent differ from
free solutions available on the Web? There are four aspects:
Customized. Our solution ensures
global brand consistency and is normalized for common vernacular. Industry and
corporate terms are translated in a customized manner, ensuring that branding
is not lost globally, and terms of discussion are properly maintained for an
actionable and effective customer service conversation.
Integrated. Seamlessly integrated
into chat and community platforms. We integrate with all of the major chat and
community platform providers. Additionally, our Text Translator is Web-based,
which makes translations easy and direct.
Secure. Sensitive content is
maintained in a secure, private workspace.
Smart. Iterative process
Joe Jacoboni, PrimeConnections What sets us apart is:
Helping our clients move
and stay connected with consumers through the complete Life Cycle: Customer
Strategy / Customer Acquisition / Customer Retention / Customer Growth.
Testing through every stage of their customer’s Life Cycle,
through end-to-end solutions, including strategy, process, people and technology.
Jay Blazensky, VoiceBase There are lots of factors. Our
solution is fast, accurate and low cost.
You can search by keyword or topic. Keyword markers enable instant
playback We also provide entity extraction.
CRMXchange also posed
application-specific questions to our participants.
How does your live speech analysis enable
agents and supervisors to identify and address issues that put the call at risk
while the customer is still on the line?
Anne Pacifico Agents’ time on a call often includes a comprehensive
script with a multitude of statements and disclosures. It can be daunting to
remember each one, and additionally any one-offs that may also have to be
provided during the course of the conversation (i.e. if customer says “that”,
then respond with “this”). Agents embrace Castel Detect since its pop-up
messages are helpful and on queue when needed most. Also, management teams can
receive appropriate alerts as well, or be systematically called and join in on
a call as necessary. By identifying risks early, a business can deescalate the
situation while the customer is still on the call.
(Castel) Why is important for companies to
have the capability of real-time call auditing?
Anne Pacifico As 100% of calls are monitored live, all auditing of the
calls is occurring live as well, giving QA teams the ability to address issues
while they are happening, and also the easy ability to follow up with agents
within seconds, minutes, hours, or as they see fit. There is no longer the
‘catch me if you can’ approach whereby issues will not be addressed due to the
past practice of very low percentage of calls being monitored and reviewed.
Companies have the ability to address issues live while they are happening as
well as audit calls that have been flagged due to content analysis for further
review. By giving more time to QA teams to do other tasks, assisting agents and
supervisors on live calls with reminders and alerts, and presenting key account
information to agents at time of call, companies experience better time
management, increased customer service excellence and revenue generation.
(Lionbridge) Why do companies need to develop a global
customer lifecycle strategy and how does your GeoFluent real-time translation
platform enable them to address customers in their own language?
Greg Belkin Research has proven that repeat
customers are a key to long-term growth. For many of our customers, getting
global customers to repeat the shopping experience is critical to growth.
Customers, however, will only come back if they are treated properly and
respected post-purchase. It is too easy for them to go to another location
where they can be properly understood and catered to. Lionbridge makes this
possible by removing the global language gap. Conversations are seamless,
direct, and easy to understand.
How does your Customer TouchPoint
Optimization help organizations transition their contact centers from cost
center to profit centers?
Joe Jacoboni Our solution helps our clients facilitate the shift in
direction in a number of ways:
-Reviewing today’s internal costs and offsetting these
expenses by turning their efforts into profit.
“Cross-selling and Up-selling” and moving our clients through our
“Customer TouchPoint Optimization” model!!
-Since we no longer can silo our customers’ needs and data,
we must manage the entire life cycle of our current and potential
customer. This includes developing a
customer strategy, determining their needs and providing the ability to target
the optimal prospect cost effectively,
-Next comes acquiring these prospects
and communicating with them via the communication channel they want to use
whether its Twitter, FaceBook, text, voice or chat.
-Our next opportunity is to ensure we retain our customers
by giving them an effortless experience, because customer acquisition is not
only expensive but customer churn is a sin,
-Providing greater customer satisfaction which ultimately
results in higher revenues and greater profits.
(VoiceBase) How does your on-demand voice search and
transcription platform enable companies to cost-effectively manage customer
interactions, monitor compliance and detect trends?
Jay Blazensky It enables companies to define topics
and keywords they want to have spotted. Also,
users can take advantage of Auto Call Scoring using our prediction API.