Ending the Multichannel Frustration.Insights into Delivering Exceptional Multichannel Customer Service
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Presenters
Kate LeggettPrincipal Analyst
Forrester Research@kateleggett
Keith PearceVP, Solution Marketing
Genesys@pistolprce
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Ending the Multi-channel Frustration
Insights into Delivering Exceptional Multichannel Customer Service
Kate Leggett, Principal Analyst
Forrester Research
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90%Customer experience decision makers say that a good experience is critical to their success
63%Think the
importance of customer
experience has risen
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Few companies deliver an outstanding customer experience
Source: January 15, 2013, “The State Of Customer Experience, 2013” Forrester report
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Good customer experiences are good for business
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Customer service managers agree that customer experience is important
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CostCustomer
satisfaction and loyalty
Revenue
Compliance
The customer service leader must balance customer needs with business needs
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CostCustomer
satisfaction and loyalty
Revenue
Compliance
The customer service leader must balance customer needs with business needs
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Consumers want quick answers to questions or will abandon
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The reach of negative opinions about your brand is amplified with social technologies
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CostCustomer
satisfaction and loyalty
Revenue
Compliance
The customer service leader must balance customer needs with business needs
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One solution is to move customer service to less expensive communication channels
Source: December 18, 2009, “It’s Time To Give Virtual Agents Another Look” Forrester report
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Realize that online channel usage has grown in the past three years
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Take a step back and think about the journey that customers expect to have with a company
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Most of the time this journey is fractured. Why?
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Most companies are a mess of disconnected technology
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The volume of social inquiries and comments overwhelm companies
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Companies offer more customer touchpoints than ever before
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Customer service organizations don’t own all the touchpoints used for customer service
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What can you do to make it better?
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Start by understanding who your customers are
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Dig into the journey that your customers are taking with you
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Invest in shoring up the foundations for multichannel service
Other
Don't know
None of the above
Multimodal support such as mobile SMS and video
Contact center managed services
Add speech-recognition applications to IVR
UC integration for presence and access to others (e.g., escalation or transfer to another agent)
Upgrade the contact center to VoIP
Social media support
Proactive outbound notification (SMS, email, voice, social media)
Upgrade interactive voice response (IVR)
Multichannel integration (such as web, email, text, video, social media)
Workforce optimization
Computer telephony integration (CTI)
Support for home workers
2%
3%
10%
12%
15%
17%
27%
28%
28%
29%
31%
35%
35%
36%
40%
Source: Forrsights Networks And Telecommunications Survey, Q1 2012
Base: 346 North American and European Network and Telecommunication Decision-makers
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Empower agents with the right information to service your customers
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Make the agent experience usable
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Measure your agents to drive the right behavior
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Traditional feedback
– Direct survey of
interactions
Social listening
– Voice of the customer
feedback
– Sentiment analysis
Post-identified
and classified
Escalate to
service?
Createservicerecord.
Direct communication
to poster.
Resolve issue and contact poster via optimal channel
(traditional or social).
Escalate to customer service.
Community management
Customer service management
Route to acustomer
service agent.
Track activity.
Respond to poster.
Leverage KB.
Respond to poster.
Track activity.
Leverage KB.
Listen to your customers and act on their insight
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Focus on people, process and technology to move the needle on multichannel customer service experiences
Ending The Multi-Channel Frustration: A Genesys Perspective
Keith PearceVice President, Solution Marketing
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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When Customers Switch Channels…
Mobile Web IVR
New Perspective On ‘Delighting’ Customers
94%Of customers
with low effort will
repurchase
Of customers with low effort
increase spend
96%Of customers
needing high
effort to resolve
issues are more
disloyal
88%
Harvard Business Review July/August 2010
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Manage The Conversation To Lower The Effort
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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Conversation Manager from Genesys
Web
Contact Center
Mobile
In Person
Social
Navigation
Talk
Chat Question
Verification
Expertise
Talk
Consultation
Tweet
© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.
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QnA: Ask the Experts!
Kate Leggett Keith Pearce
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