Ops considerations for CGP Stage 2 should align to these best practices, in tandem with expectations set in CGP Stage 1:
The Customer Experience demonstrates customers are continuously being educated on how messaging works and are fast adopting messaging as their channel of choice. Additional platform features will help the customer reach resolution in a timely manner
The Agent Experience should revolve around providing recommendations to improve the customer experience (continuous feedback loop) through automations and Brand policy/processes in order to reach resolution. Agents are more confident in messaging and using external tools to reach resolution. Agents are keen to adopt new channels and new platform features to reduce their level of effort. Subject Matter Experts (SMEs) are easily identified.
Upskill Training on new Platform features and Channel Management
- Conversation Assist
- Enhanced/Favorite Predefined Content
- Introduction of new Channels (What’s App, ABC, in App, etc.)
- Proactive Messaging (outbound follow ups to customers)
- Ramps to proficiency from training should now be measured from when an agent begins taking messaging conversations until they are reaching their targeted KPIs and SLAs.
Automations:
- Automations should be created to aid the agents in collection of customer information to help reduce time to resolve.
Reporting:
- Basic Report Center Reporting
- Analytics Builder Standard Reports
Workforce Planning:
- On a new-to-messaging launch, workforce planning may present a challenge with over- or under-staffing taking place. Most Brands will take an FTE model approach to staff according to forecasts and projections and in Stage 1, may choose to continue with an estimated FTE model to begin to measure the program’s success, flexing staffing up and down. Best practice is to use the metrics below to start to assess how much volume can be managed with limited automations and unknowns in variable arrival patterns.
Measuring what Matters:
- Improvements in Interactive Conversations per Logged in Hour (ICPLH)
- Agent Segment Duration
- Average Wait time for to Human Assignment
- Average Wait time for First Response from Bot Escalation
- Agent Average Response Time
- Repeat contact rate 1 hour
- CX KPIs
- Dotted line into Containment rates because as containment rates improve, more volume can be queued into messaging or agent hours can be reduced accordingly.
- PDC usage
- Conversation Assist usage rates
Targeted Outcomes:
- Reduced Cost per Contact (compared to Voice and/or email)
- Contractual KPIs are being achieved consistently - CSAT/NPS/FCR
- Improving Interactive Conversations per Logged in Hour (ICPLH for humans)
- Contact Center efficiencies:
- Reductions in Agent Segment Duration
- Reductions in Average Wait time for Human Assignment
- Reduction in repeat contacts 1 hour (on same issue)
- Workforce Planning - Improvements to staffing and schedule adherence, minimal queuing. Reduced agent attrition due to improving agent satisfaction with messaging.
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