Steve Bartos

1
World Wide Multimedia AvailabilityThe Impact On
Call Center Customer Systems

• Steve Bartos
• Information Technology Futures
• Capital One Financial Corporation

IP Networking and Mediacom-2004 International
Telecommunications Union 24/04/2001 Geneve
2
World Wide Multimedia AvailabilityThe Impact On
Call Center Customer Systems

• Agenda
• Overview of Capital One
• Knowing the customer
• Emerging technology
• Call to action

3
Background on Capital One

• 6th largest card issuer in the United States
• SP 500 as of 1998
• Fortune 500 company last two years
• Managed loans at 31.6 billion level

4
Capital One has more than 36 million customers
and 20,000 associates across the globe
5
We have expanded outside of credit cards
6
Using IBS to drive mass customization
7
Success is driven by the Information-Based
Strategy
Right Product
Right Customer
Capital Ones IBS

• Testing - products
• Analysis - responses
• Micro-segmentation - Solicitation

Right Price
Right Time
Right Channel
Mass Customization results in Micro-Segmentation
8
Our ability to mass customize has allowed us to
manage the customer relationship differently...
MASS CUSTOMIZATION
Common Practice
Knowledge
broad and shallow
narrow and deep
thoughtful, delegated decision making
Empowerment
constrained
constrained
directed
directed
motivated
Actions
9
The Call Center Dilemma
Diversity Mass Customization
Complexity
10
Primary interactive touch point is the contact
center
Right CALL
Contact Center IBS
Right REP/VRU
Testing - routing Analyze - productivity
quality Micro-segment - agent grouping
Right LOCATION
11
In an extraordinarily complex environment...

• 217 call types
• 54 agents groups
• 14 switches and growing
• 45,000 tests per year

Complex Routing Challenge
12
Technology is the enabler
Customer
Customer
Customer

• Intelligent Call Routing (ICR)
• Determines how to handle the call
• Right VRU
• Right Rep

Carrier Network
ICR
AG1
VRU Pool
VRU Pool
AG2
S
S
14 Switches
AG3
AG3
AG4
13
Intelligent CRM in the blink of an eye
Customers are connected to the right VRU or phone
rep in 1/100th seconds - literally in the blink
of an eye
Intelligent Call Routing is

• Account-level, attribute-driven routing

• Match to correct associate

• Availability
• Special skills
• Functional expertise
• Tests

• Account status
• Propensity to buy
• Language preference
• Product
• Age of account

14
The routing decision is made in the network.

• Load balancing

• Appropriate distribution of work
• Service levels managed by call type
• Protection of special call types
• Deliberate imbalance capability exists

• Minimizes infrastructure

• Switch interconnectivity not required

• Facilitates growth

• Could not grow to the number of sites and
  switches under prior architecture
• Highly variable site size and configuration
  options

15
Without ICR, we lose value.
Difference 12
Difference 4
Occupancy
Sales
w/o ICR
w/ ICR
w/o ICR
w/ ICR
Occupancy
Sales
16
We consider many things when determining how to
service a customer
Account
Customer
Associate
Call Center

• What product?
• What age?
• Current Status
• - terms
• - payment history
• - credit line

• Why are they calling?
• What is their propensity to buy?
• How comfortable are they with technology?

• Language skills
• Areas of expertise
• - products
• - functions
• Sales skills

• What sites are open?
• What wait times exist for the various queues?

17
Technology makes it happen!
ANI, DNI Customer- external info
Databases, segmentation rules engines
ACDs Routing technologies

• Best route
• Best Product
• Tests

• Who is this?
• Why are they calling?

Agent Groups
VRU
Data Bases Analytical Tools
All in 1/100th of a second - the blink of an eye
18
Customization of customer interaction touches
many components

• The Customer Service Representative
• The CSR interface
• Intelligent Call Routing
• Customer hand - off
• Auditability

In the future we must continue to customize each
and every customer interaction
19
Capital One On-line Account Servicing
John Smith
20
In an even more complex environment...

• 217 call types
• 54 agents groups
• 14 switches and growing
• 45,000 tests per year
• X Contact origination sources

BIGGER Routing Challenge!
21
So whats next?
22
New Technologies
IP network based interaction

• Live Interactive Contact
• Chat
• Video Conferencing
• One way video
• Automated Interactive Contact
• Face Mail
• On-line Query

23
New Business Models

• Call Center Staffing
• Follow the Sun
• Language Handling
• Privacy Issues
• In country handling
• Personal Information Protection
• Fraud Protection

24
New Appliances

• Handhelds
• Cell phones as terminals
• PDAs
• Embedded Internet systems
• Plug and Play terminals
• Voice recognition

25
Every Interaction Must Be Unique

• Product
• Account Status
• Account attributes
• Customer
• Language
• Preferences
• Country
• Privacy
• Culture

26
Barriers to adopting new contact center
technologies

• Technical
• ICR in the (many) networks
• Call setup and tracking
• Auditability
• System complexity

• Logistical
• Representative training
• Customer acceptance
• Quality management

27
Standardize what?

• Key features today required tomorrow
• ANI
• Intelligent Call Routing
• Take Back and Transfer
• New features we need
• Audit
• Tracing
• Billing

28
So Why Standardize ?

• From a Business Perspective
• Attract our adoption of your New Service
  Offerings
• Attract our business to your Region
• From a Global Perspective
• Inter-operability between distant contact centers
• From Our Perspective
• Efficiencies of scale and cost savings
• Customer satisfaction

29
Standardize to Hit the Target Anytime
Anyway Anywhere
Customer Segment C
Customer Segment B
Customer Segment A
30
Thank you!
Steve Bartos Information Technology
Futures Capital One Financial Corporation