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M e r c h a n t s C E OD a t a p o i n t S t r a t e g y D i r e c t o rB r a i n f o o d I n n o v a t o r

2 0 1 5 L i f e t i m e A c h i e v e m e n t A w a r d E C C S A

D e l e g a t e dS k i l l s

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

C o n s u m e r a d o p t i o n o f m o b i l e , ‘ n o w ’ l i f e s t y l e

M a r k e t r e a d i n e s s o f A I i n f u s e d t e c h n o l o g i e s

D a w n o f t h e n e x t p h a s e i n c o m p u t i n g

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

The Contact Mix

2 0 1 9 2 0 2 5

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

Virtual Assistants

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S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

Reduce manual, error-prone and repetitive tasks of data entry, navigation and process fulfilment

RPA

Better CXImproved Productivity

AccuracyConsistency

Faster resolution

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

U p g ra d e dS k i l l s

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E

P O I N T S O F A C C E S S

Desktop Laptop Tablet Phone Smartphone Wearable Speaker IoT

Voice - Text - Video

Self Service

24x7 education,

information & task

completion

Assisted Service

when it’s emotional,

complex or matters to

the relationship

Proactive Service

when customer needs

can be anticipated

right time-right outcome

AI Focuses & Upgrades Live Assistance

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

The Problem With Looking Different In Digital Economies

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

The Heart Of CX

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The ability to optimise the way a customer feels during and at the end of an interaction

What Is Emotion CX?

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

P e a k - e n d r u l e

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

From Negative To Positive

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

Strong listener. Is able to surface unstated needs

Recognises and responds to both the functional and emotive needs of each customer

Activates CX psychology - amplifies positive moods, steers negative towards positive

Is adaptive to the communication style and expectations of each customer

Picks language that makes each communication sound authentic and personal

Skills

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

Leaders Laggards

Positive:Negative experiences delivered

What Does Good Look Like?

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

T- M o b i l e ’ s C E O J o h n L e g e r e

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What’s The ROI?

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S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

• Very high correlation between CX and repurchasing

• 21-point difference in NPS between consumers who’ve had a very good experience with a company and those who’ve had a very poor experience

N e wS k i l l s

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

Digital Labour

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

Digital Labour

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

A d v i s o r

T e a m L e a d e r

R P A / C h a t b o t

O p t i m i s a t i o n L e a d e r

1 to 12Quality & CSat

First time resolutionPersonal development

1 to 00sCSat

ContainmentApplication development

Digital Management

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

ProductOwner

Solutions Architect

Software Engineer

Designer

Tester UI/UX

Contact Centre Advisor

Shift Supervisor

CEL Team Leader

Shift Supervisor

Resource planner

AI Conversation

Architect

Real Time Chat Analyst

Product Executive

Sentiment Analyst

AI Strategy Lead

AI Configuration

Admin

Integrated Agile Product Development Squad

Operations Contact Centre Team

Nick CockerillHead Of Product – Operational TechnologySky Gaming

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

ProductOwner

Solutions Architect

Software Engineer

Designer

Tester

UI/UX

AI Conversation

Architect

Real Time Chat Analyst

Product Executive

Sentiment Analyst

AI Strategy Lead

AI Configuration

Admin

Integrated Agile Product Development Squad

There is a transition to be made from improvised to organised emotion mgt

We used to rely on the skills of whoever is good at it

CX demands a team wide approach to optimising the best outcome for every journey

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

desperate

disgusted

furious excited

appreciated

confident

irritated

sad

helpless

grateful

receptive

capable

angrycheated

scaredfrustrated

insulted

disappointedignored

upsetstressedworried

happytrustsafesatisfiedrespected

reassuredlistened torelaxedrelievedconfident

What Is It?DefinitionsImportanceOutcomesBenefits

How does it work?Journeys

Contact mixModalities

Making it happen

a m p l i f yt r a n s f o r m

Who Does What?Advisor

Team LeaderService Leader

What’s in it for me

What Changes?Recruitment/L&D

Performance mgt/QAWorkflow/TechMetrics/Insight

S k i l l s & K n o w l e d g e i n C u s t o m e r F a c i n g T e a m 2 0 2 0

desperate

disgusted

furious excited

appreciated

confident

irritated

sad

helpless

grateful

receptive

capable

angrycheated

scaredfrustrated

insulted

disappointedignored

upsetstressedworried

happytrustsafesatisfiedrespected

reassuredlistened torelaxedrelievedconfident

What Is It?DefinitionsImportanceOutcomesBenefits

How does it work?Journeys

Contact mixModalities

Making it happen

a m p l i f yt r a n s f o r m

Who Does What?Advisor

Team LeaderService Leader

What’s in it for me

What Changes?Recruitment/L&D

Performance mgt/QAWorkflow/TechMetrics/Insight

s k i l l s a n d k n o w l e d g e

c u s t o m e r f a c i n g t e a m s

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