옴니채널비디오솔루션 Remote Expert Mobile 안지웅부장 exjun@cisco.com Cisco Systems, Solution SE
AGENDA 1. Market Trend 2. Remote Expert Overview 3. Remote Expert Mobile 4. Case Study 2
1. Market Trend
당면한고객응대시이슈 고객응대방식은진화중 모바일환경에서의사용량증가 사용채널의다변화및 Context 보다개인적인소비자경험요구증가 Customer Care 는더이상 cost center 가아님 (CXO s) Technology & Data 측면에서의대응 B2C & Enterprise 용 Mobile app 증가 Web & app voice / video 을위한표준화 Any time, Any place, Any device 새로운고객응대모델 3-5 년이내, 대부분의기업과고객과의상호작용은 mobile 과 web 에서시작될것으로예상 Economist
Omnichannel Key Attributes Omnichannel First is a Strategy 소비자가온라인, 오프라인, 모바일등다양한경로를넘나들며상품을검색하고구매할수있도록한서비스 Chat SMS Web Mobile Contact Center Reduce Customer Effort Personal Customer Journeys Persistent Context And Data Social Media Kiosk Customer Brick and Mortar Voice Email
Market Opportunity 5% 60% 지난 12 개월간 Amex Goes Live with 2-Way Video Chat $400M+ 3 years Cisco Launches Remote Expert Mobile $1.5B esurance launches 1-way video claims Amazon Launches Mayday Gartner Predicts 2014 customer support and the engaged enterprise
국내핀테크관련법규 핀테크시장이활성화의장애요인은금산분리, 대면확인의무, 과도한정보보호등규제에기인함 현행관련법규 현행법규내용 변화방향성 금산분리 은행법을보면금산분리원칙에따라산업자본 ( 비금융주력자 ) 이의결권이있는은행의지분을 4% 넘게보유하는것을제한함. 은행이대기업의사금고로전락할수있다는우려로제정된법률 핀테크가활성화된미국 / 일본은산업자본에대해최대 25%, 20% 까지은행지분을보유할수있음 금융당국은태스크포스논의거쳐연내에관련법을국회에제출예정 대기업의은행산업진출에대한거부감이여전하여성사미지수 대기업 + 금융기관 +IT 기관의협업에대한공감대형성미지수 금융실명제 개인정보보호법 통장최초개설시및본인을대면하여확인 주민등록증등신분증을복사하여대면으로본인인증 비대면으로본인인증금지하고반드시 대면확인의무 기업이소비자의개인정보를보유할수없도록한 개인정보보유금지 규정에따라핀테크기업의금융정보공유를제한받게됨. 개정된개인정보보호법에따르면기업들은고객의개인정보를동의없이수집할수없음 아울러서비스업체들은개인의동의아래수집한개인정보는관련서비스가처리됐을경우지체없이개인정보를파기해야하고복구및재생되지않도록조치해야함 해외사례등을감안해 ' 비대면 ' 실명확인허용등 엄격한대면확인원칙에대한합리적인완화방안을모색 개인정보보호법으로인해번거로운본인인증절차가불편하여, 간편결제간소화움직임 해외온라인쇼핑몰의경우한번클릭으로결제를처리하는방식개편
2. Remote Expert Overview
Cisco Remote Expert Experience Remote Expert Branch Remote Expert Mobile Kiosk Room Based Personal Device Cisco Design Guidelines Architecture Platform Plan, Build and Manage Services
EX90 EX90 Remote Expert Architecture Mobile User Internet RE Mobile Signaling, and Media Web Gateway Media Broker Collaboration, Call Control and Routing PC Mac ios Android CUCM MCU Branch User Session Orchestration VXML GW Contact Center CVP SX-20 and C-Series EX Series DX Series Audio Recording and Video in Queue REM IEM MediaSense CUBE Peripherals IEC MX Series Touchscreen Expert Kiosk IEC MX Series SX and C-Series EX Series DX Series Finesse
Remote Expert 1.8.5 (2014 년 3 월 ) 고객과전문가를위한새로운 immersiv e endpoint CCE 와 Remote Expert 사용시웹기반전문가데스크탑지원 iservice 기반키오스크에서 Remote Expert video session Remote Expert im mersive pod 에서 document camera 지원 Kiosk SX-20, MX, and C-Series Finesse with RE Agent D esktop Gadgets IEC4632
Remote Expert 1.9 (2014 년 8 월 ) 전문가용새로운 endpoint, DX650 TelePresence Screen 에서 Video on Hold DX650 CUCM 10.X & MediaSense
3. Remote Expert Mobile
Remote Expert Mobile 이뭔가요? Remote Expert Mobile 은전통적인방식을뛰어넘는 Mobile/Web 비디오기반고객서비스소프트웨어플랫폼 Cisco 의 Collaboration Architecture Portfolio 연동 CCX, CCE, PCCE 로 expert routing. 소규모의경우 CUCM 으로도가능 MediaSense & CUBE 로 video recording DX, EX, SX Cisco Design Guideline 제공
Real-time Customer Engagement Mobile & Web ready B2C, B2B, Smartphones & tablet 플로그인없이브라우저로 (WebRTC) ios, Android & Web SDK Voice, Video Remote Expert Mobile Actionable tools Screen share, co-browsing & remote app-control Document / content push Knowledge base 로연결 Annotation 채널간 context 유지 Privacy 1-way 또는 2-way video 승인된자료만공유 세션암호화 Cisco Contact Center Expert call routing Video in queue, & hold Reporting & Analytics Shields complexity CUCM 과 SIP 로연동, CC 와 CTI 로연동
Video Recording audio/video stream 을 CUBE 로복사하고 forking 한후 Cisco MediaSense server 로전달 MediaSense MediaSense 는 recording 을관리할때도사용가능 (playback & search) CUBE Cisco validated third-party call recording produ ct 와연동가능 Caller Expert
Remote Expert Finesse Gadget
Remote Expert Finesse Gadget
Remote Expert Mobile Topology
RE Mobile Client SDK - WebRTC Features WebRTC Browser Support Google Chrome (v33+) Mozilla Firefox (v28+) Internet Explorer (v7 +) * Apple Safari (v8) * Mobile SDK Support Apple ios 7+ (iphone,ipad,itouch) Android 4.1+ (Phone & tablet) * via Plugin WebRTC Media Support SD Audio (G.711, G.729, Opus) HD Audio (Opus) Audio transcoding (G.711/G.729/ Opus) VP8 & H.264 support Video transcoding (H.264/VP8) Adaptive Rate Control NACK / PLI Network Quality API DTMF (RFC 2833)
Extending Cisco Remote Expert Mobile RE Mobile Client SDK RE Mobile Expert Assist Advance Integration WebRTC based In-app voice, video Mobile apps, websites Enterprise SIP integration App screen share Co-browse, remote app control Annotation File push Context passing to CC Observe & relay context IVR bypass Call back, analytics Visual IVR, CC data display in apps
Remote Expert Mobile Experience 카드회원은혜택및여행에대한정보를위해 app 에서비디오통화요청 고객은온라인뱅킹에서대출전환상담을위해비디오통화버튼을클릭 통화를고객상황 / 프로파일, 제품및기타조건에맞는상담사에게연결 비디오통화와계정정보, 웹페이지및기타상황정보를 Screen pop 으로상담사에게전달 비디오통화와계정정보, 웹페이지및기타상황정보를 Screen pop 으로상담사에게전달 22 IVR Bypass 기능을통해고객은대출전환상담전문가에게곧바로연결 22 22
Remote Expert Mobile Experience 잠재고객이온라인으로보험가입을 보험견적 버튼클릭 고객은보험상세견적에대한문의를위해 Live Assist 버튼을클릭 텍스트와비디오채팅을통해집에서근무하는상담사와연결. 고객의검색정보확인및 co-browse, anno tate, share file 가능 고객화면 상담사화면 Floating video window 고객은실시간으로상세정보에대한도움을받고해당보험구매를결정. 고객은신규보험온라인계정, Mobile App, 고객혜택에대한도움을받을수있슴 File Share Co-Browse Annotate Co-browse & screen share Annotate & file share
여러시장에다양한용도로 Higher-Ed HealthCare Citizen & Federal Services Finance Retail Manufacturing 24
4. Case Study
American Express (Amex) Serving the Emerging Digital Customer In working with businesses across the globe we have found that connecting via video collaboration d elivers a more personalized experience over voice alone. With the new video collaboration capability, American Express is taking their Relationship Care brand of service to the next level of personalizatio n. Simplicity and ease of use for the customer is key. It takes the personality of American Express to a new, more engaging level for their customers. Challenge Blackcard 고객대상으로차별화된서비스제공 고객경험개선 새로운 omnichannel bus iness model 필요 Solution 모바일에서완전히새로운고객서비스경험제공 Virtual advisor 서비스실시 (Remote Expert Mobile) Results 서비스이용고객의 NPS 가 97% 로상승 Costco-Amex-Card 회원으로즉시확대
Nationwide (Phase 2) The Cisco solution has helped us improve customer satisfaction and staff efficiency while at the same time increasing mortgage sales. The business case in favor of the Cisco solution stacked up quickly. Andrew Nation, Sr Manager, Nationwide Future Customer Outcomes Challenge Solution Results 고객만족도제고 전문서비스접근성개선 Leakage 최소화 지점내 Virtual Advisors Remote mortgage advisor 서비스제공및 printing, sc anning 으로 mortgage 거래완료 ad-hoc & scheduled 새로운 mortgage 건수 60% 증가 Cust. sat. 에서두자리수상승 판매비용 60% 절감 STATUS 84 개지점과 7 5 명의전문가운영중 2015 년 10 월 : 400 지점과 235 명의전문가확보
Key Takeaways 대면채널의효과를그대로보존하며고객접점확장이용 이한옴니채널비디오솔루션 Remote Expert 가주는혜택 전문인력을가상화하고, 다양한환경에서전문서비스접 근성향상 전문가서비스제공비용최소화로비즈니스효율개선 상품소개부터판매완료까지지원 Why Cisco Collaboration technology 분야선두주자 SDK 및 API 를제공하여현재 application 및 web 환경과연동기능제공 시스코에서보장하는솔루션구축및디자인문서제공
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