R YA N S T R AT E G I C A D V I S O R Y
Leveraging Opportunities
in the Age of
Digital Channel Delivery
//April
2017
Presentation Structure
Introduction
Evolution of Contact Channels
Today’s Channel Reality
Optimizing the Channel Strategy
Wrap-up
Introduction
Introduction
The contact center channel dynamic is more complex than ever
Today, consumers drive enterprises to provide multiple channels
However, there are many variables than can influence channel choices
Managing channels concurrently is among the biggest challenges for
CRM managers
Finding the right business model is crucial in driving efficiencies and C-EX
Contact Channel Evolution
Contact Center Channels - 1987
Contact Center Channels - 2002
Contact Center Channels - 2017
Social Media - 2017
The Analytics Paradigm - 2017
Key CRM Challenges in 2017
1 – Keeping up with the pace of new channels
2 – Ascertaining what channels consumers want to use now
3 – Determining what consumers will want to use in the future
4 – Making resources available for cross-channel management
5 – Leveraging omni-channel analytical capabilities
Today’s Channel Reality
Channel Shift in US Contact Centers
% US workstations currently supporting voice and non-voice
interactions - 2017
• Most workstations are voice
enabled in US contact centers
• But, in 2017 more than 1/3 are
equipped to do non-voice work
• American consumers are moving
toward digital channels faster than
in other countries
Supporting voice
Supporting non-voice
Varied US Digital Channel Deployments
Contact center channel capabilities - 2017
Email
Social media
Fax
Post
SMS
Webchat
Instant message
Chatbots
Video
0%
20%
40%
60%
80%
100%
• US consumers are demanding service via mature & emerging
channels
Limited Resources for Digital Channels
Anticipated US in-house contact center investment capacity –
2017 & 2018
2018
2017
0%
10%
20%
Increase
30%
40%
50%
60%
70%
Decrease / Remain Static
• <50% of US CRM managers have the flexibility to invest in an evolving
channel mix
Optimizing the Channel
Strategy
Rule #1 – Know Your Consumer Base
Key Consumer Channel Considerations
• Age
• Income levels
• Educational attainment
• Cultural nuances
• Data availability
Rule #2 – Know Your Industry
Key Industry Channel Considerations
• Legal regulation
• Industry compliance
• Internal processes
• Customer profile
• Economic maturity of sector
Key Industry Channel
Considerations
Traditional industries
(Cont’d)
•
•
•
Heavily-regulated
More likely to use mature channels
Favored mediums include




Voice
Mail
Fax
Email
Emerging industries
•
•
•
•
Less prone to regulation
Open to new communication mediums
Less focus on voice
Favored mediums include




Email
Web-chat
Social media
Forums
Rule #3 – Know Your Existing Capabilities
Assessing Current Channel Capabilities Currently
• What channels is your organization currently offering?
• Which ones are anticipated to become more important?
• Are there any that can be de-emphasized?
• Can existing platforms accommodate new channel
demands?
• Will new investments be needed?
Rule #4 – Know Your Ability to Invest
Key Channel Investment Considerations
• Which channel gaps need immediate attention?
• Are resources readily available within existing budgets?
• Is it possible to source funds beyond exiting budgets?
• If not, what options are available to provide enhances
channel offerings?
Rule #5 – Know Your Digital Channel Options
Responding to Customer Channel
Expectations
• Understand what channel mix needs to look like

Now and over the next 24 months
• Determine internal investment capabilities

Find any existing funding gaps
• Plug holes with relevant partnerships


Broad outsourcers or niche channel players
Front-line and back-end
Wrap-up
Final Thoughts
• Consumers are using more contact channels than ever
• Enterprises must respond by offering a robust selection of
contact points
• For many, this will involve overcoming tight financial
constraints
• It may also involve leveraging alternative delivery models
• However, to do nothing will ensure lost end-user loyalty
over the long term
Questions?
+ 514 586 396
www.ryanadvisory.com
[email protected]
pryanmontreal