By updating and integrating technology, this company created a win-win: it dramatically improved its customer experience and reduced operating expenses.
Opportunity
Lacking a cohesive call center strategy that effectively leveraged both internal and outsourced resources, a hotel chain sought to integrate disparate technology sets to ensure a consistent customer experience across its operations. Existing processes were unable to segment and prioritize customers and failed to optimize call routing or workforce efficiencies. Constrained by existing technology choices, the client engaged ISG to develop a roadmap to move towards an integration of social media, mobility, web, self-service and other channels while reducing operating expenses and enhancing the customer experience.
Imagining IT Differently
Advisors at ISG interviewed various business and technology groups to assess capabilities around call center technology, applications and social media integration. They then recommended a solution using centralized call routing, automated speech recognition/natural language, computer telephony integration, SIP, analytics, and session management to address the customer’s requirements. This combination of technologies was selected to improve customer segmentation as well as enable a future integration of complex pricing and business analytic engines that would generate revenue, reduce costs and redefine call center management metrics.
Future Made Possible
The initiative produced a technical call center architecture and identified incremental network operating expense reductions of 10 to 20 percent. By laying the foundation for a multi-channel and dynamic customer experience, ISG helped the client build a technology framework to provide business agility unconstrained by call center and technology infrastructure. ISG also outlined how the client could leverage automated speech response, computer telephony and SIP to improve customer self-service.
