ending the multichannel frustration - insights into delivering exceptional multichannel customer...

Download Ending the Multichannel Frustration - Insights into Delivering Exceptional Multichannel Customer Service

Post on 20-Aug-2015

1.028 views

Category:

Technology

0 download

Embed Size (px)

TRANSCRIPT

Webinar Presentation

Ending the Multichannel Frustration.Insights into Delivering Exceptional Multichannel Customer Service

2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.# Presentation Title | Month 2012 | 1 PresentersKate LeggettPrincipal AnalystForrester Research@kateleggett

Keith PearceVP, Solution MarketingGenesys@pistolprce

2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.# Presentation Title | Month 2012 | 2

Ending the Multi-channel Frustration

Insights into Delivering Exceptional Multichannel Customer Service

Kate Leggett, Principal AnalystForrester Research

2009 Forrester Research, Inc. Reproduction Prohibited

2012 Forrester Research, Inc. Reproduction Prohibited#3

90%Customer experience decision makers say that a good experience is critical to their success

63%Think the importance of customer experience has risen 2012 Forrester Research, Inc. Reproduction Prohibited#4Lets start off by looking at some Forrester data about CX.

Forresters Customer Experience Index 2012 Forrester Research, Inc. Reproduction Prohibited#5The question is how do companies do at delivering customer experiences

For the last 6 years, we have been measuring the customer experience that over 160 brands in 40 verticals deliver in by asking 3 basic questions: how useful was the interaction in fulfilling the customers request.how easy was the company to do business with, And then how enjoyable was the experience

Few companies deliver an outstanding customer experience

Source: January 15, 2013, The State Of Customer Experience, 2013 Forrester report 2012 Forrester Research, Inc. Reproduction Prohibited 2012 Forrester Research, Inc. Reproduction Prohibited#consolidated survey results for customer experience scores for the last 6 years, with the latest data from Dec 2012.

Forrester has consistently found over these last 6 year that just over 1/3 of companies deliver a positive customer experience in line with customer expectations.

6Good customer experiences are good for business

2012 Forrester Research, Inc. Reproduction Prohibited#7Good customer experiences have a quantifiable revenue impact.

A happy customer correlates to a loyal one, which correlates to one who is willing to spend to larger wallet share during their engagement lifetime with a company.

customer loyalty can be measured across 3 dimensions: additional purchases, churn reduction and word of mouth

Customer service managers agree that customer experience is important 2012 Forrester Research, Inc. Reproduction Prohibited#8So, what is the tie between CX and customer service experiences? Its that customer service is a cornerstone to a companies cx strategy. Cost

Customersatisfaction and loyaltyRevenueComplianceThe customer service leader must balance customer needs with business needs 2012 Forrester Research, Inc. Reproduction Prohibited#Why is it so difficult to provide customer experiences that are inline with customer demand?

Its because the customer service leader must walk the pragmatic balancing act between the needs of his customers and the needs of his business.

9Cost

Customersatisfaction and loyaltyRevenueComplianceThe customer service leader must balance customer needs with business needs 2012 Forrester Research, Inc. Reproduction Prohibited#Lets focus on customers for a minute.

Customers of today know what excellent service is and they expect this service from any company that they interact with.

10Consumers want quick answers to questions or will abandon

2012 Forrester Research, Inc. Reproduction Prohibited#11

The reach of negative opinions about your brand is amplified with social technologies 2012 Forrester Research, Inc. Reproduction Prohibited#12Cost

Customersatisfaction and loyaltyRevenueComplianceThe customer service leader must balance customer needs with business needs 2012 Forrester Research, Inc. Reproduction Prohibited#Companies know that good customer experiences are important, but given the economic times that we live in, companies are more focused on cost control measures.13One solution is to move customer service to less expensive communication channels

Source: December 18, 2009, Its Time To Give Virtual Agents Another Look Forrester report 2012 Forrester Research, Inc. Reproduction Prohibited#14One way that they have looked to reducing costs is by engaging customers on channels alternative to voice as these cost a fraction of what the phone channel costs. But does this make sense to customers?Realize that online channel usage has grown in the past three years

2012 Forrester Research, Inc. Reproduction Prohibited#15But there has been a real shift in channel usage over the last 3 years. Take a step back and think about the journey that customers expect to have with a company

2012 Forrester Research, Inc. Reproduction Prohibited#So, lets step back and ask what is the experience that customers want?

They want to be able to interact with a customer service organization using the channel of their choice voice, the electronic ones, or the social ones.They want customer service agents to know who you are, what products you have purchased and what your prior interaction history isThey want to be able to start a conversation on 1 channel and continue it on another without having to repeat themselvesThey want to receive the same experience every time they are in contact with you This means they want to get the same information, same data, and follow the same processes across each channel.

And this is harder to do than it looks.

16Most of the time this journey is fractured. Why?

www..com 2012 Forrester Research, Inc. Reproduction Prohibited#Most times, a customers journey is fractured.

They are constrained to starting + ending a service interaction on one channel They cant start an interaction on email and continue it on the voice channel.

17Most companies are a mess of disconnected technology

www.astutesolutions.com 2012 Forrester Research, Inc. Reproduction Prohibited#More often than not, most customer service orgs are a mess of disconnected technologies.

Agents use tens, sometimes hundreds of different apps over the course of their workday to service customers. They have to hunt and peck for the right information. Its no wonder that different agents follow different processes to help customers and customers often get different answers to their questions.18The volume of social inquiries and comments overwhelm companies

2012 Forrester Research, Inc. Reproduction Prohibited 2012 Forrester Research, Inc. Reproduction Prohibited#19Companies offer more customer touchpoints than ever before

2012 Forrester Research, Inc. Reproduction Prohibited 2012 Forrester Research, Inc. Reproduction Prohibited#20Customer service organizations dont own all the touchpoints used for customer service

2012 Forrester Research, Inc. Reproduction Prohibited#What can you do to make it better? 2009 Forrester Research, Inc. Reproduction Prohibited 2012 Forrester Research, Inc. Reproduction Prohibited#

Start by understanding who your customers are 2012 Forrester Research, Inc. Reproduction Prohibited#First of all, know who your customers are?What is their demographic profile?How do they want to engage with you? Over what channels ? Touchpoints?23

Dig into the journey that your customers are taking with you 2012 Forrester Research, Inc. Reproduction Prohibited#Understand what activities your customers are engaging with you on these could be activities that are limited to customer service, or can span sales and service activities.

Understand the steps that your customers are following. Rate the success of each step, and identify inconsistencies on processes or steps that deliver poor experiences. Root cause why these steps are giving you trouble it could be that the right data is not available, or that you have a broken process. Use this knowledge to fix them.24

2012 Forrester Research, Inc. Reproduction Prohibited#Look at the end to end experience.Invest in shoring up the foundations for multichannel service

Source: Forrsights Networks And Telecommunications Survey, Q1 2012Base: 346 North American and European Network and Telecommunication Decision-makers

2012 Forrester Research, Inc. Reproduction Prohibited 2012 Forrester Research, Inc. Reproduction Prohibited#26

Empower agents with the right information to service your customers 2012 Forrester Research, Inc. Reproduction Prohibited#Empower your agents with a universal customer history details of all the interactions a customer has had with you over all the channels that you support. This allows an agent to understand what has been communicated to you in the past, and to build on the knowledge and relationship 27Make the agent experience usable

2012 Forrester Research, Inc. Reproduction Prohibited 2012 Forrester Research, Inc. Reproduction Prohibited#First of all, focus on the agent experience. Ensure that the agent has all the customer and product info he or she needs at their fingertips. Make sure that interfaces are highly usable, and deliver good user experiences. Remove extraneous data elements from the screen which distract agents. Empower them with info that they may need from back end sources like product data bases so that they can fully answer a customers question.

All these techniques help empower the agent with information so that they can concentrate on the dialog that they are having with the customer.28Measure your agents to drive the right behavior

2012 Forrester Research, Inc. Reproduction Prohibited#Ensure that