2
The PanelMichael Slip, GMCommunications, Dimension Data
Mitchell Hawke, National ManagerCloud Communications, Dimension Data
Matt Freedman, DirectorDigital Services, Oakton
Go Digital or DieAs enterprises embrace the potential of digital channels there
is a health warning:
Go Digital or Die!
10 years ago there was no social media or smart phone
devices and very little web chat. These things have
revolutionised the way customer service is delivered
From an operational, technology and people perspective,
there are huge challenges and few warning signs to consider
as we enter the Digital Age of contact centres
Context:
!Digital contact is establishing itself
as a first choice option – both for
customers and organisations
of buyers will pay more for
a better customer
experience,
of customers feel vendors
consistently meet their
expectations.
but only 1%
Source: Forbes, 2014
86%
say they deliver “superior”
customer service
80%100%
75%
50%
25%
0%
of companies
Source: The Customer Experience Index, Forrester, 2012
say they deliver “superior”
customer service
80%100%
75%
50%
25%
0%
of companies
think these same companies
deliver “superior” customer
service
8% of people
Source: The Customer Experience Index, Forrester, 2012
“Now to be truly
competitive your
company must become
customer obsessed,
which means you need to
have deep knowledge of
and engagement with
your customers.”
Winning in The Age of The Customer
Forrester Research Inc.
Jo is a 28 year old woman, married
with no kids. She works long hours
and keeps thinking she needs a
holiday.
It’s cold at the moment - wouldn’t it
nice to be laying on a beach
somewhere with her husband?
www
AirlineX
She visits the AirlineX website and this holiday isn’t quite right but she see’s some other
holidays that look good.
wwwwww
AirlineX Review Site
She goes to Holiday review websites to see what holiday options are around.
wwwwww
AirlineX Review Site
A few days later Jo does a Google search for “romantic getaway” and clicks on a paid ad from
TravelX.
wwwwwwwww
AirlineX Review Site TravelX
She ends up on the TravelX site where the main image is a mid 20s couple playing in the warm
clear blue water of a tropical island. She downloads an ebrochure, which comes with information about Thailand getaways, and
package deals for couples.
wwwwwwwww
AirlineX Review Site TravelX
She’s now heavily in the consideration phase and does some research from her mobile while
watching TV.
wwwwwwwww
AirlineX Review Site TravelX
Two days later Jo gets an email from TravelX, which she opens on her mobile. It has a
personal offer to her with a “book now” price.
The digital platform now matches all activity she’s done on both devices and builds on her
profile.
wwwwwwwww
AirlineX Review Site TravelX
SMS
She sends her husband a text message to confirms the dates.
wwwwwwwww
www
AirlineX Review Site TravelX
SMS
She goes online to book the holiday, and gets part way through the booking but is unsure of
what room option to take.
wwwwwwwww
www
AirlineX Review Site TravelX
SMS
Jo accepts a web chat invite, and gets some more information on the room options, but
advises the agent that she will need to confer with her husband in order to complete the
booking.
Customer agrees to a call-back tomorrow
wwwwwwwww
www
AirlineX Review Site TravelX
SMS
The next day a contact centre agent receives a work item with the partially completed form,
and an outbound call is connected to the customer. Agent and customer can quickly
confirm status and complete booking
wwwwwwwww
www
AirlineX Review Site TravelX
SMS
Jo gets an email confirming her booking including calendar invites and a link to manage
her booking.
wwwwwwwww
www
AirlineX Review Site TravelX
SMS
She makes a post on Facebook to here friends that she’s off on holidays soon.
wwwwwwwww
www
AirlineX Review Site TravelX
SMS
Goes to airline mobile app to request preferred seating
wwwwwwwww
www
AirlineX Review Site TravelX
SMS
A month before the holiday, her husband breaks his leg playing soccer.
Jo visits the website and can either, change the booking herself, choose a live chat or make a call.
wwwwwwwww
www
AirlineX Review Site TravelX
SMS
She wants to ask some questions so calls TravelXto see if they can change the dates. The
operator is very helpful and rebooks the holiday.
wwwwwwwww
www
AirlineX Review Site TravelX
SMS
Jo gets an email confirming her update booking including calendar invites and a link to manage
her booking.
wwwwwwwww
www
AirlineX Review Site TravelX
SMS
She was so happy about how easy the experience was she tells all her friends on
wwwwwwwww
www
AirlineX Review Site TravelX
SMS
Week before the flight she gets a reminder email with the itinerary with a “What’s On” in
the area she’s staying.
wwwwwwwww
www
AirlineX Review Site TravelX
SMS
Jo has a fantastic holiday and She makes a tells all her friends about it Facebook.
wwwwwwwww
www
AirlineX Review Site TravelX
SMS
First day back in the office she start’s thinking about her next holiday, let’s have a look at what
TravelX has to offer!
39
Customer engagement hubC
HA
NN
EL
SE
NG
AG
EM
EN
T H
UB
RE
SO
UR
CE
S
Interaction Routing
Workforce
OptimisationMa
na
ge
ment
& A
dm
in
Bu
sin
ess
Syste
ms
Analytics Self ServiceInteraction
Management
Phone SMS Mobile Internet Email Facebook Twitter Video
Digital Systems
Typical Digital Ecosystem
Off Platform Services
On Platform Services
Microsite
Microsite
Microsite
B2B
Social
Social Enabled
• Like
• Share
• Blog
• Communities
• Forums
Social
Google +
Twitter -
Linked In
B2C
B2B
Intranet /
Extranet
CRM
Marketing
Automation
Customer
Hubs
Marketing
Automation
•Social
•SMS
•Live chat
•Popup,
•Phone
•Letter
•Send package
Personalisation from Patterns of Behaviour
Overt – Site Login
Covert – Trigger based on behaviour
• site content
• site views
• services available
• marketing initiated
Social Login
• Seamless interactions
• Source data on users to
develop personas to target
and monitor
Digital Data Science
• Design information architecture to enable data collection and
analysis, integrated across customer lifecycle
• Design data collection parameters
• Design digital assets to enable customer related data update for
currency and accuracy
• Analyse interactions, patterns of behaviours and social data
• Segment data based on patterns of behaviour to create
meaningful clusters / personas for marketing
Campaign Hubs / On-platform Microsites
• Build microsite assets to sit within the www framework to
allow content and user retention
Services Layer - Platform & Infrastructure Systems and Applications
Small group highly engaged
- Target key bloggers
Publishers
Digital / Online Advertisers
Tactical eg 1 Day to 12 weeks
Co-created content partnerships
• Careful re user data ownership
Microsite development
• Creative Agencies
Social
Social
Mobile
DesktopeCommerce
Digital Experience Platform
Intranet, Employee Collaboration
Marketing Automation / CRM
Social
Single view of Customer
Digital Solutions
Single View of Customer
Customer
Matching
Next Best
Action
Intelligent
Engagement
Customer
on a Page
Cleanse, standardise, match
and merge customer data from
multiple sources to create a
single customer record.
Bring a range of structured
and unstructured data about
your customer together into a
single portal with advanced
search.
Use predictive analytics to
determine next best action or
offer that can be used to drive
personalised customer
experience.
Automate customer
interaction by fielding and
answering questions in
natural language with
informed, evidence-based
reasoning.
Customer
Analytics
Advanced customer analytics
based on customer
interactions including
customer segmentation, RFM,
behavioral analysis etc.
44
1. customer experience is an increasingly critical business priority
2. customers travel in interaction journeys with Digital a
dominating entry point or stop on the way (or destination)
3. Omni-Channel is best practice for transition from self service to assisted service
4. IT solutions and departments heavily siloed and
unable to support Ominchannel
Summary