The most talked about topic in the service and contact centre sector is the coming of the multi-channel service centre. Service centres have progressed from being call centres to contact centres (phone and email) to now being truly multi-channel with up to 14 different customer touch points. But how do you develop a multi-channel contact centre? What are the benefits? What are the pitfalls? And which organisations have successfully implemented one? Join this live, interactive and entertaining webinar with Dr. Catriona Wallace, director at callcentres.net, and learn how to successfully launch a multi-channel centre. Attend this webinar to discover: • Why it's critical to start transitioning to a multi-channel contact centre • Three key steps to developing a true multi-channel contact centre • First-hand insights from managers who have successfully implemented multi-channel strategies • And more...

1. S p o n s o r e d B y :
callcentres.net webinar
How to Develop a True
Multi-Channel Contact Centre
We will begin at approximately 2pm Australian EDT
Listen to audio over your computer speakers
or you may phone in:
Australia #: 02 8014 4932
New Zealand #: 04 974 7212
Access Code: 293-598-711

2. Dr Catriona Wallace
Director, callcentres.net
Introductions
Glenn Dobson
Social Media Support Manager, Citrix Online

3. - 3 -
1. Viewer
Window
2. Control Panel
Welcome Webinar Attendees
Type question here

4. - 4 -
#MultiCCC

5. - 5 -
Poll Question:
Does your organisation currently
have a true multi-channel contact
centre that is beyond email, fax
and voice?

6. - 6 -
Total number of contact centre seats in Australia
2007
= 180,000
seats
2008
= 190,927
seats
2009
= 192,800
seats
2010
= 198,200
seats
2011
= 207,600
seats
2007 – 2008 growth rate
Predicted = 10%
Actual = 6%
2008 – 2009 growth rate
Predicted = 7%
Actual = 1%
2010 – 2011 growth rate
Predicted = 5%
Market Sizing
2009 – 2010 growth rate
Predicted = 7%
Actual = 3%
198,200 seats 3% growth rate
2011 predicted 5% growth
rate
NZ: 29,900 seats 4% growth rate
2011 predicted -1% decline in
seat size

7. - 7 -
14%
6%
19%
5%
16%
11%
13%
9%
13%
5%
7%
12%
2%
8%
2%
32%
31%
30%
26%
22%
Staff turnover
Training/ Agent
development
Difficulty in recruiting staff
Upgrade existing
technology
Inadequate headcount to
effectively meet business
requirements
Rank 1 Rank 2 Rank 3 Total
Top 5 most significant challenges facing contact centres in the next 12 months
n=111
Contact Centre Challenges
Australia New Zealand
10%
17%
7%
10%
10%
15%
10%
12%
10%
12%
12%
7%
12%
7%
5%
36%
34%
32%
27%
27%
Upgrade existing
technology
Inadequate headcount
to effectively meet
business requirements
Improving customer
satisfaction
Staff turnover
Training/ Agent
development
n=42

8. - 8 -
79%
11%
4%
3%
1%
81%
8%
4%
5%
2%
77%
11%
6%
5%
1%
74%
11%
8%
6%
2%
Contact centres (all
transactions including
telephone, email, web,
etc)
Branch/Retail Network
Sales force
Other Web based/Email
not handled by the
contact centre
Other
2010 (n=112)
2009 (n=144)
2008 (n=152)
2007 (n=156)
Percentage of customer contacts per channel
(Mean %)
Contact Handling
82%
7%
5%
3%
3%
77%
11%
8%
4%
1%
83%
7%
5%
4%
0%
67%
14%
9%
8%
2%
Contact centres (all
transactions including
telephone, email, web,
etc)
Branch/Retail Network
Sales force
Other Web based/Email
not handled by the
contact centre
Other
2010 (n=42)
2009 (n=53)
2008 (n=55)
2007 (n=45)
Australia New Zealand

9. - 9 -
The Multi-Channel Environment
Voice: caller to IVR
Voice: click to talk
SMS
Email
Internet
Web Chat
Automated Web Chat
Social Media
Facsimile
Voice: caller to live attendant Instant Messaging
Voice: caller to speech
Voice: VoIP
Video
Remote Assist

10. - 10 -
80%
54%
26%
7%
4%
5%
2%
2%
2%
1%
0.5%
0.2%
1%
Phone (agent involvement)
Phone (agent only)
Phone (agent after IVR)
Email
Phone (IVR only)
Self-service via the web
Fax
Letter
Phone (agent after speech recognition)
Phone (speech recognition only)
SMS
Web chat (text or voice)
Other
2010 (n=112)
Percentage of interactions handled per contact centre channel
(Mean %)
Contact Handling
Emerging channels: SMS 0.5%;
web chat 0.2%; speech 3%;
self-service via web 5%
Australia
NZ: Emerging channels: web
chat 0.4%; SMS 0.5%; speech
1.3%; self-service via web 3%

11. - 11 -
Multi-Channel Integration
Contact Centre Trends
n=112
20%
26%
20%
35%
Fully implemented
Partially
implemented
Not implemented,
but have plans to
in the next 2 years
No plans to
implement in the
next 2 years
46% fully or
partially
implemented
Australia New Zealand
n=42
10%
38%
31%
21%
Fully implemented
Partially
implemented
Not implemented,
but have plans to
in the next 2 years
No plans to
implement in the
next 2 years
48% fully or
partially
implemented

12. - 12 -
21%
33%
19%
26%
Fully implemented
Partially
implemented
Not implemented,
but have plans to
in the next 2 years
No plans to
implement in the
next 2 years
Contact Centre Trends
54% fully or
partially
implemented
Multi-Channel Agents
n=42
Australia New Zealand
25%
25%
22%
28%
Fully implemented
Partially
implemented
Not implemented,
but have plans to
in the next 2 years
No plans to
implement in the
next 2 years
50% fully or
partially
implemented
n=112

13. - 13 -
What types of organisations are
more likely to have Multi-Channel
contact centres?

14. - 14 -
Organisations that are likely to have
fully implemented Multi-Channel
contact centres tend to be...
 Larger centres with 50+ seats
 Retail/Wholesale, Outsourcers, IT and
Business Services
 Experiencing higher growth in contact
centre seats (9% growth in next 12
months)
 Operate 24x7

15. Case Studies

16. - 16 -
Case Study 1
PITNEY BOWES
 Pitney Bowes Australia Pty Ltd is part of
the global Pitney Bowes group, whose
parent company is Pitney Bowes Inc.
 World’s leading provider of integrated
mail and document handling systems
 Provides software, hardware and services
that integrate physical and digital
communications channels
 3 contact centre teams, 16 contact centre
consultants, with over 160 employees in
Australia

17. - 17 -
Case Study 1: Pitney Bowes
Channels integrated
 Phone
 Email
 Fax
 Online enquiries
 IVR
 Twitter (for special events)
Motivations for implementing Multi-
Channel
1. Reduce response time to customer
queries through multiple channels
2. Reduce effort for customer and
business
3. Keep traditional channels for clients
who do not wish to migrate
4. Reduce paper waste

18. - 18 -
Case Study 1: Pitney Bowes
Key Considerations
1. Evaluate necessity of the channel
2. Training agents on systems,
processes, procedures and time
management
3. Prioritise channels based on agent
recommendations, as they have
frontline experience
4. Regularly measure the customer
experience
Benefits Realised
1. Reduction in average response time
to queries
2. Increase in year on year ROI through
increased revenue generated
3. Reduction in customer effort in
contacting our company
4. Cater to the needs of all businesses
irrespective of size

19. - 19 -
Case Study 2
TELNET SERVICES
 Telnet Services are an outsourced contact
centre provider, providing seamless
customer service
 Manage both inbound and outbound
sales and service centres
 Telnet provides contact centre capability
to a wide range of industries including
utilities and fuel, financial institutions and
consumer technology providers
 170 seat contact centre based in New
Zealand

20. - 20 -
Case Study 2: Telnet Services
Channels integrated
 Phone
 Web chat
 SMS
 Fax
 Email
 Internet
 Social Media
 Push Email
 Callback
Motivations for implementing Multi-
Channel
1. Improve customer experience
2. Provide cost effective customer
service solutions
3. Staying connected to new audiences
– Gen Y

21. - 21 -
Case Study 2: Telnet Services
Key Considerations
1. Understanding of the customer base;
which channels are they most likely
to prefer
2. Universal queuing and common
delivery processes
3. Online knowledge management to
ensure all relevant information is
easily available
4. Consistency in service delivered
across channels; achieved through
templated responses to common
queries and reference information on
knowledge portal in 1st person.
5. Ensure consultants have correct skills
to work across channels
Benefits Realised
1. Easy to do business with
2. Enhanced customer experience and
increased satisfaction
3. Reduction in cost per interaction
4. Improved first call resolution

22. - 22 -
Case Study 3
EZIBUY
 EziBuy is a leading online retail store, and
New Zealand’s #1 women’s clothing store
online
 More than 580,000 active customers in
New Zealand and Australia
 70 seat contact centre based in New
Zealand, with 62 agents and 8 team
leaders

23. - 23 -
Case Study 3: EziBuy
Channels integrated
 Phone
 Web chat
 Email
 SMS
 Direct stores
 Fax
Additional planned channels:
 Click to Call
 Facebook and Twitter
Motivations for implementing Multi-
Channel
1. Make EziBuy more accessible to
customers through increased touch
points; ‘No matter where you are’
2. Personalise customer service
3. Deliver customer service through
customer’s preferred channel

24. - 24 -
Case Study 3: EziBuy
Key Considerations
1. Recruit multi skilled computer-savvy
staff
2. Ensure new systems are compatible
with existing systems
3. Ensure technology is in strategic fit
with business case for
implementation
4. Build relationship with technology
provider as a partner not supplier
5. Customers are directed to alternative
and quicker routes in case of hitting a
queue when contacting customer
service
Benefits Realised
1. Gives a holistic 360 degree view of
the customer
2. Ability to measure impact of email
and webchat on customer service
3. High ROI
4. Increased customer satisfaction
scores
5. Reduction in average speed of
answer

25. - 25 -
Top 3 Key Areas of Consideration
In developing a Multi-Channel
contact centre
1. Customer: Understand the changing needs of the
customer and offer channels that meets those needs.
Continually adapt to the needs of the customer.
2. People: Recruit for the right skill-set in agents and
ensure agents are fully trained and equipped to
handle new channels.
3. Technology: Work in collaboration with technology
vendors to ensure smooth implementation and
integration of channels that meet the business’ needs.

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35. callcentres.net Australia
4/121 Walker Street
North Sydney NSW 2060
Australia
+61 2 9927 3333
callcentres.net Singapore
8 Robinson Road
#10-00 ASO Road
Singapore 048544
+65 6557 0024
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Jalan Sri Hartamas
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Malaysia
+60 362 075 438
Email
info@callcentres.net