Engagement & Retention project | Ozonetel | oneCXi

A. OneCXi Core Value Proposition

1. Enhanced Voice capabilities with Cloud Telephony Integration (CTI)
2. Data sharing through extensive integrations
3. Omni-channel interaction
4. Pre-built & custom dynamic reporting and monitoring
5. AI features to help agent
6. App to App Calling

Detailed Value Proposition

• Enabling seamless customer interactions through enhanced Voice capabilities with Cloud Telephony Integration (CTI)
• • Voice being core value prop for OneCXi as there are few CTI providers who actually provide extensive voice capabilities such as VoiceBots, Customisable IVR Flow, Customer Journey Orchestrator, ACD Routing - Skill, Priority, VIP, Sticky, Outbound Dialers

• Frictionless data sharing through extensive integrations with APIs
• • OneCXi works with any CRM in the market with fully customisable cross sharing of data through Callback and Screen Pops
  • It works with unique use cases to create workflows to cater business needs through APIs

• Omni-channel interaction accessibility to expand customer reach with WhatsApp, SMS, Email channels
• • OneCXi enables agents to be engaged in multiple conversations and provides seamless switching between channels
  • It allows integrating with popular digital channels applies similar routing logic for these channels as like voice
  • ICR designer is fully customisable Journey Orchestrator for digital channel where entire digital journey of customer can be defined with AI nudges through Knowledge Base, Agent Assist, ChatBots

• Comprehensive pre-built & custom dynamic reporting and monitoring improve process excellence
• • Monitoring through Barge, Whisper, Monitoring methods along with live screen monitoring of agent desktop works for all channels allowing supervisors to monitor each interaction
  • Fully customisable reporting through dynamic scripting and interaction analyst available for all customers
  • Access to 100+ standard, 300+ pre-built custom report templates, 30+ dashboard widgets

• Innovative AI features to help agent make more interactions to improve ROI
• • Agent Assist, Reply Suggestions, Enhance Replies, Disposition Assistance features to help agent improve productivity

• App to App Calling
• • Industry first bidirectional voice streaming allowing customers to directly Voice call from app or website to business without entering mobile numbers enabling more leads

B. Natural Frequency for OneCXi

There are two main users for OneCXi

• Agent - who makes customer interaction
• Admin/Sub User - who configures & monitors the platform & process

Referring to the user ICP of OneCXi to understand the responsibilities and workflows of using the product

By referring to the Agent ICP

Agent is the person who uses OneCXi Agent Portal through OneCXi Agent Portal or Agent Toolbar integrated within CRM(We have SSO, CRM enabled login, Auto login, Independent Login)

In both the cases agent logs in for more than 5 hours to make customer interactions.

Defining Natural Frequency for Agent

• There are 5 modes available for agent portal
• • Manual Outbound - Agent dials customer number and makes outbound call
  • Progressive - Outbound auto dialer that dials customer numbers automatically based on data submitted by admin
  • Preview - Outbound auto dialer that dials customer number after agent approves it
  • Predictive - Outbound auto dialer thats dials calls based on predictive pacing ratio as Agent:Call
  • Digital - to manage incoming digital chats
  • Blended - to manage Omni-Channel interaction
  • Inbound - to receive incoming customer calls

• Modes are the core of OneCXi Agent Portal as they provide access to interaction
• As per the business need, agent modes are customised and agent has to follow the process set up admin during 5 hours of login
• If agent is away from the system or paused or logged out from the system then admin will monitor and ask agent to login and be in Ready state to accept interactions
• This is in terms as forced behaviour for agent to define natural frequency

Natural Frequency for OneCXi Agent is Daily 3-5 hours for any contact centre

For Admins

• Admin Portal is designed for Contact Centre Admins, Supervisors to configure, monitor the workflows
• By referring to the Admin ICP, Admin spends most of the time monitoring agents, campaigns, workflow & configurations
• Contact Centres are workspaces where each second of interaction is monitored by supervisors, based on monitoring Admins may take action through the product or outside of product, such as
• • Agent spends most of time on break then Admin will alert the agent and ask agent to return to work
  • More number of calls are getting abandoned then Admin will go to CRM and import enriched leads in OneCXi through integration
• Additionally, each contact centre has TV Monitor to monitor current status of calls, queues, agents available
• There may be multiple supervisors associated to a single contact centre for different processes, jobs, such as
• • Skill wise Supervisors
  • Support, Sales team supervisors
  • Configuration team
  • Integration team
  • Process Monitoring team
• Typically contact centres run 24x7 increasing Supervisor staff
• Tasks such as configurations, reporting, integrations, flows are often done after work hours not to dicturb the current wokflow, which makes OneCXi to be used post work hours along wth live monitoring

This makes OneCXi a constant logged in Admin user product for Admin who is/are main supervisor/s for the contact centre.

Typical work times for contact centre are 8-10 hours where OneCXi becomes must have logged in product during live operations

Natural Frequency of OneCXi Admin or Supervisor (same ICP) is 8-10 hours a day

C. Engagement Framework

The engagement framework for OneCXi is the Breadth of the Product.

Why Breadth Framework

• OneCXi is a comprehensive platform to run contact centre which manages Voice & Digital interactions. With all these huge interactions it is hard to get actionable insights from core reporting and operational metrics. Though the metric and reporting suffice the need to optimize and run day-to-day operations effectively it lacks in giving actionable insights.
• In breadth framework we propose additional product/feature which increases the value of core product when used along.
• OneCXi, with its ecosystem product CXi SnapShot, CXi Audit & OneCXi Switch helps Contact Centre Admins get actionable insights, improve process excellence & increases customer connectivity, which is in turn increases the Core Value Proposition of OneCXi.
• These 3 features increase the core value proposition of OneCXi i.e. Enhanced Voice capabilities with Cloud Telephony Integration (CTI); hence, we are using Breadth as Engagement Framework.

How these products increases Core Value Proposition of OneCXi

• OneCXi Audit (QA Audit Tool for Contact Centres)
• • CXi Audit - tool which helps Admins manage Quality Audit for Agents through Voice & Chat transcripts and suggest Areas of Improvements & Training Needs Identification through AI Analysed Parameters set up admin
  • OneCXi Audit allows Admin to improve Contact Centre Excellence through QA Scores of Agents and helping them make better and more calls which results in improved ROI and more customer satisfaction
  • With OneCXi Audit, agents handle customers with better responsibility and improves customer satisaction

• OneCXi Snapshot (Voice of Customer)
• • This tool helps Admins get snapshot of what's actually going on in Contact Centre with the help of AI Generated & Analysed Customer Sentiments, Top Trending Topics allowing them to take actions for alarming incidents and act effectively
  • By using OneCXi Snapshot Admins can help agents identify common issues, trending topics and handle customer interaction effectively with prior context
  • This increases the core value proposition of OneCXi for Agent and Admins to handle customer better and improve customer satisfaction through Voice and Chat intercations

• OneCXi Switch (App to App Calling)
• • OneCXi Switch enables an additional channel for communication which allows customers to directly call from mobile app or website to the contact centre
  • This increases the core value proposition of OneCXi i.e. enabling customer intercations even when the mobile network is not available or customer doesn't want to share mobile number but still want to reach out to business through calling

build your ICP's- by now you know how to do that in a tabular format as done in earlier projects and segment the users, think about why you are segmenting and what is the goal of your product and segmentation

OneCXi Customer Segmentation is based on Revenue Generated

Why segmentation based on Revenue?

• OneCXi serves as a platform for businesses to connect with their customers.
• 3 core things are important for OneCXi operations: Agents, Calls & Trunks
• These 3 things decides the amount of efforts for
• • Acquisition through sales cycles, meetings, demos, use case validations & deciding duration of sales cycle
  • Onboarding through training, set up, integrations
  • Feature usage
  • Experimentation for new features and upselling opportunities
• To cater entire OneCXi journey of customer, categorising them into revenue buckets makes it easier to help internal teams
• Additionally, revenue based segmentation allows us to go for more customisation
• • Eg. Enterprise customer are more likely to ask for custom features, reports, dashboards, configuration & support and they are ready to pay & hence we can have dedicated resources for such customers which allows us to improve their engagement through quick resolution for their asks
• Hence, segmenting OneCXi customer based on Revenue is suitable

Validation

• Based on market research, CCAAS players are segmenting customers based on revenue sizing this is validated through sales enablement kit available on websites where they are targeting SMB, Enterprise, Start ups
• Based on user research during Acquisition and Onboarding phase it is identified that customers ranging between such revenue brackets have similar setup and use cases

1. Segmentation: Enterprise with 5000 agents

Goal of the campaign: Upsell with OneCXi Audit to improve engagement

Pitch/Content: Don't rely on manual QA, let AI handle it

Offer: 2 months free QA for 100 agents

Frequency and timing:

Success metrics:

• # Customers onboarded for OneCXi Audit
• # Agents onboarded for OneCXi Audit
• # Calls Audited

2. Segmentation: Enterprise with own consumer app

Goal of the campaign: Upsell with OneCXi Switch - Internet Calling

Pitch/Content: Add one more channel for customer interactions

Offer: Post integration 1 month unlimited calls

Frequency and timing:

Success metrics:

• # Customers onboarded for OneCXi Switch
• # SDK Integrated
• # Calls through OneCXi Switch

3. Segmentation: Prime with Digital usage

Goal of the campaign: Improve engagement on Omni-channel interactions

Pitch/Content: Handle multiple interactions seamlessly

Offer:

Frequency and timing:

Success metrics:

• # Omni-channel campaigns configured
• # Omni-channel interactions handled

4. Segmentation: Core with heavy calling

Goal of the campaign: Improve engagement with breadth of product OneCXi Snapshot

Pitch/Content: Get a birds eye view with a single click

Offer: Unlimited snapshots for 1 month

Frequency and timing:

Success metrics:

• # Customers onboarded for OneCXi Snapshot
• # Snapshots created
• # Calls analysed

5. Segmentation: Introduce to Voicebot capabilities

Goal of the campaign: Improve digital channel usage

Pitch/Content: Build your Voicebot that serves customers on your behalf

Offer: Unlimited incoming calls for 1 month on Voicebot

Frequency and timing:

Success metrics:

• # Voicebots created
• # Calls handled by Voicebot
• # Agent transfers needed after Voicebot interactions

Figure out the retention data for your product. If you don't have access to the same, begin by adjusting the industry standards. Plot down the data and bring to life your retention curve. Draw out observations and insights from the same.

What is causing your users to churn?

Go back to your user insights and figure out the number one reason of churn by listing down all the factors.

Drawing Retention Curve for OneCXi Customers based on Segmentation

The below table shows the Quarterly retention of active customers for 8 quarters for 3 segments i.e. Prime, Core & Enterprise

Active Customer is considered as Paying Customer & utilises at least 80% of the licensed agents

Based on the data available for Cohort Retention Table, below is the Retention Curve

Insights & Observations

1. The retention of Prime Segment is lowest among three segments
2. 1. Enterprise customers has long sales cycles about 4-6 months and goes through features, use cases, compliance, billing & legal checks and tests before signing a deal; hence strong validation which reduces future churn
   2. Thee customers have complex integrations, workflows with their other products which is time consuming and complex process; which is hard if they plan to churn
   3. Many features, reports, flows are custom made for these customers and there is time & cost involved making it difficult to churn
3. The retention of Enterprise Segment is highest among three segments
4. 1. Unlike Enterprise customers, Prime customers are early to mid stage start ups which comes internal dependencies such as funding, internal structures
   2. They are very cost sensative customers and hence are ready to move for cost effective solution

Identifying reasons for churn

A. Voluntary Churn

• Service Reliability
• • Software downtime
  • Outages/disruptions to service
• Unmet Expectations
• • Features
  • • Omni-channel interactions
    • Promised features not delivered
  • Cloud performance
• CTI Issues
• • Poor call quality
  • SIP connectivity
• Integrations
• • • CRM Compatibility
• Product Support
• • Longer query response times
  • Unhelpful training

B. Involuntary Churn

• Mergers & Acquisitions
• • Companies acquire other companies and hence forces to use existing software
• Internal Issues
• • Realignment
  • Cost Cutting
  • Funding issues
  • Company Shut down
  • Process shut down
  • Policy Changes
• Perceived Quality Issues due to Telecom
• • Poor call quality
  • Dropped calls, connectivity issues
  • Spamming, pick up rates
  • Trunk operator issues
• TRAI Policy changes/regulations (140 sales, 160 transactional calls)
• Competitor pricing
• Regulatory Compliance
• Data Security Concerns
• • Some companies are not ok with cloud solutions and hence have some concerns over data security.

Negative Actions to Identify Churn

• High Product Support Tickets
• Late/Missed Payments
• Negative feedback
• Decreased Product Usage
• • Less than 25% of trunks utilised in a month
  • Less than 50% Agent logins in a month
  • Lower API hits
  • Revoking CRM integrations
  • Less campaign creation & usage
  • No data upload into campaigns

1. Segment: Enterprise

Reason for Churn: Unmet expectations in product features in omni-channel category - digital & calls usage

Pitch: Reach out to customers on their preferred channel with OneCXi Omni-channel Enagement. Add WhatsApp, SMS, Email

Offer: 1 month free Digital Channel Add-On on Unlimited Voice Agent Licenses

Frequency & Timing:

Success Metrics:

• # Customers Resurrected
• # Agent Licenses Resurrected
• # Omni-channel Interactions

2. Segment: Prime with Custom made CRM

Reason for Churn: CRM Compatibility - data flow issue with own CRM

Pitch: Improved CRM Compatibility & Workflows with enhanced Integration APIs

Offer: Get you CRM integrated with OneCXi - integration is on us!

Success Metrics:

• # Customers Resurrected
• # CRM Integrations done

3. Segment: Enterprise B2C Consumer App

Reason for Churn: Poor Call Quality

Pitch: Switch to OneCXi for new edge Internet Calling

Offer: User industry first intenet calling to reach out to your customers without having telecom network

Success Metrics:

• # Customers Resurrected
• # SDK Integrated
• # Calls made through Internet Calling

4. Segment: Core with heavy calling usage

Reason for Churn: Due to heavy calling customer faces frequent telecom & SIP issues and raising tickets, resolving takes time & hence business is impacted

Pitch: On-site support team that lets you focus on your work not on issues

Offer: 6 months free on-site support with VIP support escalation matrix

Success Metrics:

• # Customers Resurrected
• # Support Queries Resolved

5. Segment: Prime

Reason for Churn: Cloud platform issues - unstable, down

Pitch: OneCXi is now available on-premise

Offer: Free set up on on-premise cloud up to 2 servers

Success Metrics:

• # Customers Resurrected
• # On-premise Serves set up