Market briefing
Transforming the manufacturing contact center Emerging technologies and changing habits are transforming the customer relationship. Find out how the contact center can help you win in this new environment.
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Manufacturer challenges Achieving the right solution and the contact center for manufacturers
“When we sell a piece of machinery today, we don’t just sell AT&T has over 30 years’ experience • AI and big-data analytics resources working with contact center executives. • Social media channels and communities the product. We also sell services, data and maintenance.” We can help you find the right mix of - Joachim Lang, the director-general of Germany’s BDI industry federation, in a recent technology, the right partners, and • Chatbots and process automation. interview with The Financial Times [1]. the right strategic operating model By upgrading the role of the contact to deliver an integrated, omnichannel center and making it the hub of a Lang’s words neatly describe the realities centers of manufacturers, this raises a customer experience across the entire data-driven customer and value-chain for manufacturers around the world, range of industry-specific challenges: manufacturing supply chain. experience, the business can respond whether in Germany, Japan or the USA. • Establishing a robust service operation in near real time in a more informed, The era of merely selling the goods is Our consultants, specialists in in preparation for expansion into intelligent way to market behaviors and definitively over. Even the move from contact-center optimization for the new markets. emerging data signals. transactional to contractual relationships manufacturing industry, will work with has been superseded by and subsumed into • Building an effective and cost-efficient you to understand your customers’ Typically, this drives improvement in the growing trend of device-as-a-service. customer-experience platform, often journeys, their goals at each point across key measures such availability of raw from scratch. those journeys, how well those goals are materials, operational capacity, and In the US, car leasing now accounts for being met, and specific impediments delivery expectations. The move to a almost a quarter of the auto market [2], an • Delivering intelligent and personalized and customer pain points. Together data-driven, omnichannel model can increase of over 50% in just half a decade. automated contact systems based on AI. we’ll identify the optimum mix of also significantly improve internal And the rise of the Internet of Things (IoT) • Collecting product data and turning touchpoints, and then implement that contact center performance. means that many household consumer it into insights that improve model across all channels, with highly- items now come with an ongoing element customer experience. secure and resilient communications. While providing senior management the of service and maintenance. insights it needs to improve the customer • Managing compliance and regulatory This includes the virtually seamless and value-chain experience, it also These developments have put contact issues around partner and customer data. integration of: provides detailed information on agent center leaders in ongoing contact with performance, skill-gaps, and training partners right along the value-chain, • Setting and maintaining industry-leading • IoT, M2M and emerging network needs. These can be used to help build a often for the first time. For the contact issue-resolution and service levels. technologies more effective and more satisfying work • Telemetry and maintenance on demand environment, leading to increased agent • Location and proximity technologies engagement and retention.
• Mobile commerce for improved upsell and cross-sell
1. Tobias Buck. “German business leaders raise alarm over Brexit progress”. The Financial Times, 2 September 2018. 2. Andre Salz. “Automotive finance hot topics: Lease residuals”. Deloitte, 2017. 2 AT&T contact center solutions for manufacturing
Transforming the manufacturing contact center
As a manufacturer plays a bigger smartphone [6]. Factory floor workers, delivery drivers, center include: retail staff and maintenance staff now routinely use • increased flexibility of service provision role in the customer experience, mobile devices to track, record, and organize work. the contact center becomes • cost reduction The approach to technology deployment • cohesive customer experience increasingly important in the brand’s Planning and executing the move to an • simplified management relationship with customers and omnichannel and data-driven customer-experience • incremental and scalable cost model. with channel partners. can be complicated. How to achieve success in manufacturing Many enterprises already have significant investment With the right processes, the right technology, and in and reliance on legacy infrastructure such as IP- With the right omnichannel strategy — one with a joined-up approach to data sharing across the PBX systems and stand-alone solutions. Frequently, the contact center at its heart, but embracing the enterprise, the contact center can use this role as these systems aren’t sufficiently integrated with the whole organization, including factory floor, sales, aggregator of value-chain and customer data to company’s customer relationship management (CRM), e-commerce, customer services, and marketing measurably improve resolution times, customer unified communications (UC) structure or stand-alone — companies improve customer and value-chain satisfaction ratings, and other performance metrics. social and live-chat functions. Consequently, these experience by making interactions more timely, relevant, and targeted. Meeting the omnichannel challenge communications processes don’t feed information seamlessly into customer records. This can only happen if the migration to an Omnichannel has been a theme in the contact omnichannel model for customer and value-chain center industry for some time. Despite this, many This kind of siloed setup can impede both horizontal experience is informed by the right insights, the right manufacturing enterprises have not completed the integration across the enterprise and vertical data, and the necessary depth of understanding of transformation to a fully integrated, data-driven integration with channel and supply partners. This the real-world business processes involved. Often, it’s omnichannel contact center operation. degrades the customer and value-chain experience. It also makes end-to-end data collection and processing difficult for organizations to achieve this using only According to a 2017 study, one third of B2B businesses — vital for the optimization of everything from end- internal resources. in the US struggle to successfully transition to an user support to logistics — difficult to achieve. By working with a trusted advisor, such as AT&T, that omnichannel business and customer-experience has experience in contact center transformation, model [4]. This has the potential to be a significant For contractual, commercial and technical reasons, manufacturers can avoid the pitfalls of modernization limiting factor too: 73% of customers say that their many enterprises cannot migrate to an optimized mix while reaping the rewards. loyalty to product or brand is influenced by its ability of contact-center solutions right away. What’s required to provide personalized care [5]. is a modular approach to cloud-migration in which any Our consultants can help you discover often unseen given function can be migrated, when the time is right, processes and touchpoints, find the right mix of A well-implemented omnichannel contact center and a mix of cloud and on-premises solutions work vendors and platforms for your needs, and develop strategy is not only for the customer-facing parts of seamlessly together to deliver the right results. a strategy to maximize the return on investment. the enterprise. According to Gartner, over 20% of US employees have now been issued a company tablet or Advantages of migrating to a cloud- or hybrid contact
4. “STUDY: One-Third of B2B Businesses Struggle to Provide a Seamless Omnichannel Experience”. 24 January 2017, CloudCraze. 5. “How Manufacturers Are Revolutionising Customer Service”. 15 September 2017, Salesforce. 3 6. “Gartner Survey Shows That Mobile Device Adoption in the Workplace Is Not Yet Mature”. 29 November 2016, Gartner. Building a better omnichannel experience for suppliers, distributors and sellers Typical journey Utilizing multiple channels and devices in a virtually seamless, unified experience
Customer Services Advises appropriate Supply Chain Control Supply Chain Center Distributor Sellers simultaneously Center receives corporate functions Center automatically collaborate with automatically advised advised of logistics order that exceeds of fulfillment needs to advised of raw materials Operations Center on on process updates and and availability inventory held complete order and suppliers required manufacturing capacity likely stock availability and resource availability
Contact center support path Powered by a rich, cross-channel history with customer
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Technologies driving class-leading experience Integrating innovative, complementary platforms for powerful and influential experiences
Collaboration AI API IoT Chatbots Big data Enterprise apps
Value chain experience = Generating better customer outcomes 4 AT&T contact center solutions for manufacturing
AT&T contact center capabilities When you work with AT&T, our expert consultants work with you to carry out a business audit, capturing all the relevant processes, touchpoints, and stakeholder imperatives. Once we’ve understood your organizational requirements, we’ll collaborate with you to design a technical solution — and the processes that underpin it — With the goal of meeting those requirements.
Typical manufacturing challenges addressed by AT&T Why AT&T? We work with 7 of the top 50 companies in the Forbes Help increase sales by Transform back-end processes Global 2000 and many other U.S. and global market removing friction points on for omnichannel delivery leaders. With our flexible and extensible suite of world- the customer journey class solutions we can help you optimize your contact center with the right capabilities and technologies for Find new ways for the contact your needs. Help ensure consistency of center to help drive revenue customer experience, across and margin performance With our extensive contact center solutions portfolio, the enterprise and key partners complementary and core connectivity services Balance the resources and including IP Toll Free and SIP trunking, AT&T is able to Integrate customer data priorities to help optimize ROI. deliver measurable improvements to both front-end vertically and horizontally to help connectivity and back-end efficiency. Underpinned by achieve measurable improvement the AT&T global network, your organization will have a robust foundation on which to deliver a superior customer experience.
And because AT&T takes a whole-enterprise approach to change, we can help maximize investments by connecting existing systems with the entire enterprise, automate manual processes to reduce inbound call volumes, and enable flexible, remote working of contact center agents - all help to deliver an improved, empowered and efficient customer experience and place your business more favorably than competitors.
5 Working with industry leaders With 30 years as a contact center specialist, AT&T has developed a comprehensive portfolio that provides organizations the ability to deliver enhanced omnichannel customer experiences, digitized and automated processes, and improved productivity - regardless of your current starting point. Contact AT&T or visit AT&T Cloud Contact Center is a rapid deployment www.att.com/contact-center cloud-based platform. It integrates all communication to find out how we can help you build the contact center channels with interaction history and interfaces with of tomorrow, today. all leading CRM platforms for organizations that are ready to benefit from moving to the cloud. For on-premises, hybrid, or existing cloud contact centers, the AT&T Contact Center Essentials portfolio offers a suite of cloud services that can incrementally improve your ability to meet customer expectations- without the need for a rip and replace strategy.