Onboarding project | Ozonetel | oneCXi

Product Users ICP Table - End User of OneCXi

Company Wise ICP for OnCXi

Preferred ICP for OneCXi

Priortising Enterprise Customer Facing Company such as HDBFS over other ICPs

• • Why
  • • Enterprise Customers have in-house or outsources dedicated customer sales & support team for customer queries
    • Enterprise companies often have outsourced BPO or in-house set up ready for contact centre
    • Ideal # Agent Licenses play very important role
    • Ideal # Supervisor Licenses
    • Ideal # Customer Interaction which is again directed to revenue for OneCXi

A table is shared below for your reference to put down your user goals, respective ICPs, JTBDs and validate your goals.

How to do an onboarding teardown?

Take screenshots of each page of the interface, note each interaction and user touchpoint, and assess based on user empathy:

1. What is working well on the screen and why?
2. What is not working and why?
3. What changes/improvements do you suggest can be made? Why do you think that would be better?
4. Where does the “aha” moment occur?
5. Evaluate your onboarding on the cognitive biases.

OneCXi Onboarding Process for Enterprise ICP

Context: Why Onboarding is so long for OneCXi

• OneCXi is comprehensive product which serves as Contact Center as a Solution CCAAS
• • Two main parts are Voice and Digital channels
  • • Voice being primary channel
    • • Enabling Voice channel depends on telecom providers eg. Airtel, Tata, etc.
      • Voice channels are based in different location increasing complexity as per customer requirement
      • • Eg. Customer has agents in Bangalore and Delhi then two different location Voice Channels to be provided separately
      • Enabling servers is crucial steps as it involved location wise Call Processing Servers, AWS servers
    • TRAI
    • • All the telecom features are being provided has to as per TRAI regulations
    • Digital channel too has dependency on outside product
    • • Integrating with WhatsApp Business API
      • Integrating with SMS providers
• IVR Flows - Interactive Voice Flows
• • Customers have unique requests for IVR flows as each business process is different
  • IVR flows are designed by CR team which needs to be in sync with customer's configuration team
  • IVR flows are complex flows which needs extensive understanding of inbound calling process & hence requires a dedicated team
• Integration
• • OneCXi can work independently but true value can be achieved through integrating with customer data platforms or CRMs
  • CRM integrations may take time depending on how customer's in-house Technical team or CRM integration team
  • Although we have streamlined CRM integration process through UI but customer often have unique use case and even platform to integrate

"Customer Onboarding for OneCXi is multi-dependency process which involves customers and internal cross-functional teams."

What is working well and why?

• Project Manager is the Single Point of Contact for customers in Onboarding process
• Enterprise customers mostly switching the platform have already used CCAAS before and hence they know the complexity of the process and they are ready to co-operate
• Project Manager is in touch with customer POC for updates and progress on Onboarding process

What is not working and why?

• Project Manager is typically handling multiple customers at a time and hence it is hard to update status promptly for each customer about the progress of each stage
• Customers have no visibility on what is progress in each stage of onboarding journey
• Project Manager and Customer POC is a manual communication through Call and Email which is tedious to manage
• Dependency of Project Manager is in every stage till customer is Go-Live
• Customers are often unsure about what is next thing to prepare for in entire process
• Often steps have Customers dependencies like Integration, Trainings, Configurations and project manager cannot expedite the onboarding journey

What changes/improvements do you suggest can be made? Why do you think that would be better?

Account is created on Day 1 of Onboarding Process and customer admin is able to access OneCXi Dashboard but due to multiple dependencies the core job of the OneCXi cannot be done untill entire onboarding is done - Interaction between Customer and Agent on Call & Chat

Account Admin is the POC from Customer side and hence he is responsible for entire onboarding journey.

To help Account Admin & make this process understandable here is the suggestion:

• On first login of Account Admin - Day 1
• • Show a process checklist - which will have
  • • Associated actions
    • Dependencies
    • Progress
    • Estimated Completion Date
  • Scheduled Go-Live Date

• This checklist will automatically update the progress and completion of each step

Mock up of Onboarding Screen:

1. Each step will have action associated with it where account admin can check, review and raise request if anything is not correct
2. Additionally each process can have a resource attached to it which explains the whats is being implemented.
3. 1. Eg. Feature Enablement - Telecom when admin clicks here to know more he will have a video associated with it which explains Telecom process
4. Talk to Project Manager button will ask for time for callback from Project Manager.
5. 1. Project Manager will give priority to connect with customer as he/she is dedicatedly assigned for Customer.

Cognitive Biases used:

1. Priming for Longer Process
2. 1. On the initial email itself we are informing user for lengthy process
3. Progressive disclosure
4. 1. Only previous and next immediate step will be open for action for account admin
5. Curiosity Gap
6. 1. Allowing user to check what's being implemented in each step
7. Efforts taken by team
8. 1. By showing the process we are showing admin that team is working to deliver before dealine mutually set by customer and OneCXi team

Activation Metrics

1. Agent Logins
2. 1. 50% of Total Licensed Agent logins within 1 week of Go-Live
   2. 80% of Total Licensed Agents Login within 1 month of Go-Live
3. Admin Login
4. 1. Daily Admin Login in initial 1 month of Go-Live
5. Trunks/Channels Utilisation
6. 1. 80% average trunks utilisation within 1 month of Go-Live

Why these Metrics:

1. Go-Live i.e. Activation is unique for each account as nature of business, use case and hence requirements of businesses are different
2. In Demo, UAT Testing steps customers try with 10-100 agents but still will take time to Go-Live and hence cannot go by specific number
3. Trunks/Channels utilisation will help understand how many calls business is making - helps identify whether customer is using core value prop of OneCXi - customer interaction through Voice channel

Validation

1. If 80% Agents starts logging in in then business is activated as in it is a sign of Retention
2. It improves LTV of customer as 80% agents starts using it and hence customer can opt for more agents as soon as Agent License threshold is approaching
3. As soon as customer's 80% agents log in, they start making customer interactions and thats where customer can truly utilise OneCXi.