5 tips for multi channel service

5 Tips for Productive Multi-Channel Service

David Lowy,

Vice President of Product Management

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Agenda

Importance of the Customer Experience

The Five Tips:

1. Maximize First Contact Resolution

2. Leverage Your Knowledgebase

3. Right Channel Your Customers

4. Create Great Agent Workspaces

5. Push to the Right Channel

Measuring Success

Conclusion

3

Importance of the Customer Experience

4

Good Service Is More Important Than Low Prices

What Do Customers Expect?

6

Source: North American Technographics® Customer Experience Online Survey, Q4 2009

Social Media Helps Users Get Their Jobs Done

By 2014, 10% of the problems currently solved by CSRs will be resolved or influenced by endorsed customer communities. - Gartner

Tip 1: Maximize First Contact Resolution


9

Time to Resolve a Service RequestTime to Resolve a Service Request

Co

st

to R

es

olv

e a

Serv

ice

Re

qu

es

tC

ost

to R

es

olv

e a

Serv

ice

Re

qu

es

t

First

Contact

Multiple

Days

Low

High

First Contact

$49

First Contact First Contact

$49$49

10+ Days

> $300

10+ Days10+ Days

> $300> $300

24 Hours

$61

24 Hours24 Hours

$61$61

2 Days

$155

2 Days2 Days

$155$155

Source: ServiceXRG (www.servicerxg.com)

Service Delivery Costs vs. Time to Resolve


10


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Deploy a unified

knowledgebase

Tip 2: Leverage Your Knowledgebase


Focus on Dynamic Content

80/20 rule applies

• 80% of questions are answered by 20% of your content

Outline workflow specifically around mission-critical, high volume

content

• e.g. New policies affecting customers, product recalls, new products

Find the balance between perfect and timely content

Develop a workflow to drive continuous improvement

13

Build It Together

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Embrace Web 2.0: Socialize & Collaborate

Collaborate, Collaborate, Collaborate

• Customers

• Partners

• Employees

Extend content creation

• Wikis

• Blogs

• Forums


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Deploy it

EVERYWHERE

Tip 3: Right Channel Your Customers


Source: December 18, 2009, “It’s Time To Give Virtual Agents Another Look” Forrester report


• Self-service

• FAQs

• Site search

• Virtual agent

• IVR

Low Complexity

• Virtual agent

• Mobile

• Proactive or reactive chat

• Community forums

Medium Complexity

• Click to call

• Proactive or reactive chat

• Co-browsing

• Telephone

High Complexity

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Offer online customer service channels to meet your customers’ needs


Web Self-Service: Your First Line of Defense

• Is your Help Center easy to find?

• Does it offer answers to all your most frequently asked questions?

• Does it contain a contextual escalation path to live support?

• Is search prominently featured?

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Email

Auto Acknowledgement

• Setting expectations

• Pointing to self-service tools

• Bypass Web forms

Auto Response with auto-close

• 100% accurate?

• Describe escalation methods

Auto Suggest

• Multiple questions

• Customer history or data

Auto Delete

• Thank you

• Customer history or data

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Chat: Location, Location, Location

Every page?

“Contact Us” Page?

Inflection Points?

Proactive vs. Reactive

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Proactively engage your customers

• Use analytics to determine whether or not to engage a customer

• Use metrics to create conditions and rules for candidates

• Rule and agent initiated customer engagements

Leverage existing Web content during session

• Teach agents the customer experience

• Use Chat Text and Page Push

Data Collection

• Name

• Email Address

• Subject

• Hidden Data

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Tip 4: Create Great Agent Workspaces


Provide access to 80% of needed information 80% of the time

Customize workspaces based on agent skills

Provide simple integration to data – invoices, billing, histories

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A workspace is a user interface which enables an agent to perform

day-to-day activities effectively.

Flexibility – Map workspaces to business processes

• Role-based user interfaces

• Channel-specific agent workspaces

• Controlled access to external data

Productivity – Everything is one click away

• Reduce number of clicks/keystrokes for navigation

• Single view

• Maximize screen real estate

Manageability – Non-programmatic design & deploy

• Drag & drop design

• Edit / read-only access

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Tip 5: Push to the Right Channel


27


28


29


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On your Web site

• Home page

• In global navigation

• Help page - list channels in the order you want customers to use them

Market channels in all customer communication

• Work with marketing to create a service awareness program

− Educate customers on the service options available to them

• Remind customers about available service channels whenever possible

in:

− Newsletters

− Up-sell, cross-sell emails

− Direct mail

− Brochures

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Measuring Your Success

What’s Next: Measuring Success

Criteria for measuring success:

• Transaction Completion Rate

• Deflection

• Positive Experience

• Repeat Use

• Increased Time on Site

• Conversion Rate

• Customer Satisfaction

• Revenue

• Web Traffic

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Conclusion

Five Tips to Productive Multi-Channel Service

1. Maximize First Contact Resolution

2. Leverage Your Knowledgebase

3. Right Channel Your Customers

4. Create Great Agent Workspaces

5. Push to the Right Channel

These tips give you a new model for servicing customers that will

increase agent productivity, reduce cost, and increase profit per

interaction.

34

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David Lowy,

Vice President of Product Management

Moxie Software

[email protected]

http://www.moxiesoft.com/mcwebinar

5 tips for multi channel service

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