customer experience strategy: meeting changing expectations & dynamics in service

Customer Experience Strategy:

Meeting Expectations and Changing

Dynamics in Service John Ward

Regional Sales Director,

salesforce.com

/salesforceanz

@salesforce

#SalesforceCeBIT

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Dr Catriona Wallace CEO, Fifth Quadrant

Customer experience (CX) defined

The internal response

of an individual to

their interactions with

an organisation's

products, people,

processes,

technologies and

environments.

Internal response

includes the thoughts,

feelings, senses,

physical reactions and

emotions experienced

as a result of the

experience.

Customer experience is multi dimensional

Customer Engagement

Process & technology

Multi-channel

Commun-ication

Products

Service

Value

Consumers agree “If I always received excellent customer

service from a company I would be happy to pay more money for

their products or services”

Consumers agree “When I receive bad customer service, I actively avoid buying more products or

services from that same company again”

77% 37%

Customer experience impacts customer value and retention

and therefore long term business value

Consumers agree “I would actively advise my friends / family to avoid a company if they gave

me poor customer service”

80%

Source: 2013 salesforce.com Customer Experience Study

% consumers using channel

more often than a year ago

• 40% Email

• 37% Web self-service

• 23% Web chat

• 22% Facebook

• 17% CSR

Consumers are rapidly expanding the range of ways

they engage with organisations


43% using mobile device more

often than a year ago

As customers bounce around channels

expectations for a seamless service are high

47% 53%

Used more than 1 channel

Used 1 channel only

78%

Not repeating information

74%

Company combining info collected from

different interactions to

provide seamless service

67%

Company knowing

history across different channels

% Consumer Importance – Top 3

Number of channels used for last

transaction


Customers Organisations Customer Experience

• Simplicity

• Transparency

• Consistency

• Collaborative

• Traditional, product-oriented business models no longer work

• Responsive, customer-driven cultures

• Single, personalised relationship with ALL customers

• Anticipate customer needs

• Identify and solve issues before they affect customer satisfaction

Customer experience management is now more

complex

Organisations currently have an enterprise-wide

customer experience strategy

Organisations rate their executive team as being supportive of customer

experience strategy

51% 53%

Despite the importance of customer experience

organisations are yet to fully embrace it…


Have customer experience

strategy

Existence of sub strategies

within customer experience

strategy

Level of C-Level Support

Australian organisations have been segmented based

on their CX maturity

CX maturity is proven to drive better business

performance

0

2

4

6

8

10

12

0% 20% 40% 60% 80% 100% 120%

Imp

ac

t o

n R

ev

en

ue

Ge

ne

rati

on

In

de

x

Customer Experience Maturity Index


Top 30% CX Organisations

Bottom 30% CX Organisations

More mature CX organisations offer a wider range

of contact methods to customers…


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Web Self-service Web Chat Facebook Mobile Device

% implementation by 2018

Top 30% CX Orgs Bottom 30% CX Orgs No CX Strategy

Channels Devices

…and are investing more in social media, integrated customer

management and web chat technology Future Technology Investment

% Top 30% CX Strategy Organisations


Social media technology 73%

Integrated customer management 73%

CRM 67%

Web chat 67%

Internal collaboration tools 67%

Mobile device management 67%

Social media’s influence

77% consumers have changed their mind about buying a

product or service because of comments/recommendations made

on social media


Currently maintain a Facebook channel for

customer service

Of organisations will have some social media customer

service operating by 2018

67% 38%

Social media investment and implementation is

forecast to grow significantly


However there are significant challenges still to overcome

Marketing most responsible for social media

management – 9% contact centre

(22% amongst Top 30% CX Organisations)

Rate themselves as well placed to effectively

resource social media operations

1 2 3 4 5 6

Listening and Monitoring

Community Engagement

Primary Sales Channel

Marketing Platform

Customer Service Channel

Customer Communications

Channel

Social Media Evolution

Currently operate customer service via a

mobile device

Of organisations will have some mobile customer service operating by 2018

82% 34%

Mobile device implementation is set to expand

rapidly


However there are significant challenges still to overcome

Agree: “It is easy to use my mobile device to

interact with a company”

Agree: “It is quicker to use my mobile device

to resolve my query than other channels”

“Happy” with experience of using mobile

device to resolve queries

Implementation challenges……

Social media implementation

–40% - security/privacy concerns

–37% - lack of resources

–26% - cost

–23% - not having the right technology/ being

able integrate with other systems

Mobile device implementation

–35% - lack of the right technology

–32% - lack of resources

–29% - security/privacy concerns


Key messages

1. Consumers have more channel choice than

ever before but expect seamless CX

2. Companies that adopt and have a mature CX

strategy generate more revenue than

companies that do not

3. Although companies are investing in social

and mobile channels, they are not fully

integrated and therefore deliver inconsistent

experiences


Further Discussion

John Ward Regional Director, Service Cloud APAC

Dr Catriona Wallace, CEO, Fifth Quadrant

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