Olympic Modern Pentathlon

CELFOCUS Omnichannel Journey Designer

Call To Sports — Jun 2018 by Nuno Periquito

Pistol shooting, fencing, swimming, horse riding and running – these five sports comprise the Olympic Modern Pentathlon.

Although there are doubts about the father of the Modern Pentathlon being either Baron Pierre de Coubertin, the founder of the modern Olympic Games, or Viktor Balck, the President of the Organizing Committee for the 1912 Games, the fact remains that the Games of the V Olympiad, that took place in Stockholm, Sweden, between 5 May and 22 July 1912 mark the debut of this amazing sport discipline.

Before we move further, a bit of history. The name derives from the Greek péntathlon "contest of five events" and, in ancient Greece, consisted of running, jumping, spear-throwing, discus and wrestling. The pentathlon held a position of unique importance, where the winner ranked as “Victor Ludorum”, "the winner of the games”.

Just imagine a single athlete exceling in so many different sports, from pistol shooting, fencing, swimming, horse riding and running. All the different capabilities and skills he/she must master to consistently perform across the different sports without ever losing sight of the big prize, in this case, the coveted gold medal.

Believe it or not, CSPs face a similar challenge. How to deliver a rich, consistent and unmatched customer experience, and get the gold medal, by navigating through a myriad of touchpoints, systems and processes, the different sports.

Managing a contact centre is different from the requirements of a self-service portal or following through an ecommerce transaction. All these touchpoints have specific idiosyncrasies, which makes it harder for CSPs to provide a meaningful customer experience.

The solution may be CELFOCUS Omnichannel. CELFOCUS Omnichannel is a telco oriented solution, developed to ensure a consistent customer journey, regardless of the touchpoint. It covers sales and customer care scenarios for Assisted Channels (shops, call centres, partners, and field engineers) and Non-Assisted channels (eShop and self-care), supported by a common and smart platform, for a seamless cross-channel experience.

The latest version of CELFOCUS Omnichannel brings new enhancements aimed at improving the customer experience, journeys reuse, while addressing some of CSPs main priorities in terms of delivery model and cloud integration. Like the Modern Pentathlon, this version is also anchored in five main building blocks, namely a Customer Journey Designer, improved CX/UX, Personal Assistance Integration, Analytics and a deployment roadmap, protecting past investments but propelling the customer experience to the next level.

Designing Engaging Customer Journeys

CELFOCUS Omnichannel Journey Designer uses a graphical interface to enable the development, update and migration of customer journeys, offering:

  • A similar experience to the one exposed in the facilitation maps, delivering a rich library of journey templates representing critical business processes that are used as a baseline to quickly build new journeys and integrate existing ones;
  • The creation and exporting of interaction maps, supporting multiple views for different user responsibilities (like business analysts and IT architects);
  • A reflection of the business flows and of the journey workflow, using facilitation maps UI metaphor to represent nodes and steps in the journey;
  • Possibility to set business rules and add declaring API invocations;
  • Changes to the flow with immediate effect upon their approval - i.e. changes in real-time and without downtime;
  • A history version, with track changes throughout the journey lifecycle;
  • A mapping of the customer journey process with the impacted systems and integration points, ensuring it can be implemented right away.

Double down on CX/UX

Celfocus takes on customer experience including all aspects of the interaction with the company, its services, its products and its touchpoints.

CELFOCUS Omnichannel’s new UI reflects these principles and were subject to a complete overhaul using Celfocus Customer eXperience eXcellence Methodology, a delivery framework, engaging design from the customer’s perspective

Personal Assistants Integration

CELFOCUS Omnichannel integrates with the most common PA solutions, including Alexa, Siri and Google Voice.

Driving Customer Knowledge with Analytics

CELFOCUS Omnichannel Predictive Integration uses advanced Machine Learning techniques to create prediction models based on customers’ historical data that identifies the services and systems that will be required to satisfy an ongoing customer need. With this data already in cache, it will give the apparent illusion of increasing systems performance, hence reducing total waiting times and increasing customer satisfaction.

Federated channels made easy

All elements of CELFOCUS Omnichannel work coherently and are natively integrated to deliver an omnichannel experience. By leveraging the federated channels notion of CELFOCUS Omnichannel Core, it’s possible to keep existing systems (e.g., an ecommerce system just recently introduced), but still participate in the omnichannel experience.

The next Summer Olympics will take place in 2020, in Tokyo, where you can learn who will carry Gösta Lilliehöök legacy, until then check out this CELFOCUS Omnichannel.

There is something fascinating about humans that are a little bit (or a lot) different from the rest of us.