Professional contact center management Thailand contact center Professional contact center management

About Thailand contact center Thailand Contact Center เป็นการรวมกลุ่มของ ผู้เชี่ยวชาญในเรื่องของ Contact Center, Customer Relationship Management (CRM), Customer Experience Management (CEM), และ Data Analysis วัตถุประสงค์ของการรวมตัวกันนี้เพื่อเป็น ศูนย์กลางในการรวบรวมข้อมูลข่าวสาร องค์ ความรู้ที่เป็นประโยชน์ในการบริหารจัดการ Contact Center ไม่ว่าจะเป็นส่วน Inbound, Outbound หรือการบริหารจัดการลูกค้าจาก หลากหลายช่องทาง (Multi-Channel Management) เพื่อเพิ่มศักยภาพการบริหารงาน Contact Center ของไทย เพื่อทัดเทียม มาตรฐานสากล

Outlines Outline Part 1 การบริหารจัดการ Contact Center

Contact center Management

Transformation of contact center to customer experience center

Strategic customer management CEM Right Brain Enterprise’s Value to Customers People and Interactions Emotional Value CRM Left Brain Customer Value to the Enterprise System and Transactions Functional Value

Special Marketing Deals/events Experience design Wow Enjoyable Beyond expectation Wow rewards Special Marketing Deals/events Functional Always Connect Language Skill Product Knowledge Service Skill Missed it Never again Case Management Solve issues Compliance

Contact center quality transformation Now Transactional Fast Compliance Instruction Control Handle Time Reactive Interact Demand Future Experiential Feeling Compassion Innovation Collaboration Handle It Receptive Influence Develop

Management of contacts Channel of Contacts Direction of Contacts Speed of Response

Real Time vs Deferred Transaction Transactions Real Time vs Deferred Transaction

Real time transaction Call center Web Chat Face-to-Face

deferred transaction Emails Letters Fax Voice Mail Messge Facebook Message Call Backs

Types of processes/services Sales Support Survey

Contact center framework

Leadership and Planning COPC framework Leadership and Planning Process People Performance

Leadership and Planning Statement of Direction Business Plan Target Setting

Process Provides a formalized process and training to manage a project with in the contact center Change Management Provides a framework methodologies and training for managing operational and system change Business Continuity Quality Management Report

Operation Process Solution People Operation Process Solution

Performance Service Performance (SLA, FCR, etc.) Quality Performance Efficiency Performance Case Management Sales Performance Cost Performance HR Development Performance Customer Satisfaction

Sample of SOP

พัฒนาการของ Contact Center และแนวโน้มในอนาคต

What is the future of contact center?

Digital needs a human touch

What is omni-channel? https://www.youtube.com/watch?v=CRaiadNn_nw

“Customers now expect to receive service from the channel of their choice, which might be voice call, social media, messaging app or live chat. Omni-channel empowers the customer to start an activity in one channel and seamlessly transition to another."

Changing Role of Agents Simple request will be handles before contact agents ie placing order, banking service Low-skilled agents will be replaced by technology High-skilled agents will focus on cross selling, troubleshooting, complaint handling and relationship & experience building

Should we use chatbot? “Chatbot is an computer program designed to communicate with human through messaging application.”

how can chatbot help? Reduce cost Instant response 24/7 Can handle more customers at once Easy to use UI (compare to IVR) Release load from agents Can show Image / Video Can easily send/receive GPS location Can handle multiple languages

Ideas for chatbot Info chatbot Service information finder (by location) chatbot Personal assistant E-commerce chatbot News service chat bot

Managing Contact Center as You Move to Digital One of the key drivers for moving to a multichannel strategy is the potential to provide better customer experience through omni-channel interaction Understand your customer journey Understand the potential cost savings of moving to a multichannel strategy Invest in both assisted and unassisted channels controlled by the entity, divided by some measure of customer volume

Thank you