Epiphany Interaction AdvisorREVIEWER: Owen Sonnenschein, associate director of customer insight for Bell Canada.
BACKGROUND: Bell Canada is Canada's national leader in communications since 1880. Bell provides connectivity to residential and business customers through wired and wireless voice and data communications, local and long distance phone services, high speed and wireless Internet access, IP-broadband services, e-business solutions and satellite television services. Bell Canada provides service to more than 13.1 million telephone connections, 4.7 million wireless subscribers, 2.6 million Internet subscribers and 1.5 million satellite television subscribers.
PLATFORMS: We're using Epiphany Interaction Advisor (IA) on Windows 2000 and NT machines running on Compaq hardware. The solution integrated with our Genesys CTI system, SAS and existing mainframe infrastructure.
PROBLEM SOLVED: Our agents needed a tool to help them make better selling recommendations. They were often left to make decisions based on limited customer profile data and usually attempted to sell the services that they already knew. This limited the ability to sell new and more competitive products, which resulted in missed revenue opportunities. We were also looking to reduce churn rates.
PRODUCT FUNCTIONALITY: We are using IA across four different divisions - Bell Mobility, Sympatico, ExpressVu, Bell and Bell.ca online - and are moving toward what we call our One Recommendation Tool, which will be 10,000 call center agents all using the same customer interfacing portal. In 2004, we handled more than 78 million customer contact sessions and used Epiphany to present more than 5 million personalized offers. We were able to generate a 25% lift overall on offers. And, we saw no impact to our average call handling times.
STRENGTHS: The Epiphany solution fits our business, rather than forcing our business to fit the solution. It also integrates relatively quickly with our dozens of different databases and systems that contain customer information, which we needed to surface in our call center system. Finally, the ease of user adoption is helping our CSRs - we have approximately 60% user adoption in our main call centers, and the CSRs who use the tool regularly have consistently increased their revenue per call. The solution helps agents provide the right offer after they service the customer - which is a win for the agents as well - they get commissioned and want to sell more.
WEAKNESSES: Interaction Advisor is currently active on a small segment of Bell.ca and has been quite successful, but the functionality that we hope to see is multiple names for the same offer depending on the customers' touchpoints. The name of the offer we provide to our reps is sometimes not as effective as a different name on Bell.ca.
SELECTION CRITERIA: After a three-month review of CRM vendors, Bell selected Epiphany IA for its real-time decisioning technology. We concluded that it provides key benefits that are important to our long-term objectives: real-time analytics, low cost of system management and an open, flexible architecture, which gave us deployment and implementation options.
DELIVERABLES: Through IA manager we are able to see how each customer attribute is contributing to their buying behavior, which allows our marketing managers a real-time view of the customers that are purchasing their products. We also extensively use the Enterprise Insight reporting tool, which is very easy to use and acceptance within the business has been high. This allows a greater amount of self-reporting and eliminates the time needed between requesting data and waiting for the output.
VENDOR SUPPORT: Part of the project's success was Epiphany's willingness to adapt its implementation process to fit the Bell corporate methodology. Epiphany built the system on our premises, allowing for constant collaboration between Bell, Epiphany, CGI and KPMG implementers. Our system administrators received hands-on training during the implementation, and our CSRs were trained through a series of Web-based learning modules so they could go at their own pace. Additionally, problems are resolved very quickly and accurately.
DOCUMENTATION: The documentation provided to our administrators was extensive and remains extremely helpful.
Epiphany Interaction Advisor
475 Concar Drive
San Mateo, CA 94402
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