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

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

© 2012, Genesys Telecommunications Laboratories, Inc. All rights reserved.

2

Presenters

Kate LeggettPrincipal Analyst

Forrester Research@kateleggett

Keith PearceVP, Solution Marketing

Genesys@pistolprce

© 2012 Forrester Research, Inc. Reproduction Prohibited3 © 2009 Forrester Research, Inc. Reproduction Prohibited

Ending the Multi-channel Frustration

Insights into Delivering Exceptional Multichannel Customer Service

Kate Leggett, Principal Analyst

Forrester Research

© 2012 Forrester Research, Inc. Reproduction Prohibited4

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

63%Think the

importance of customer

experience has risen


Forrester’s Customer Experience Index


Few companies deliver an outstanding customer experience

Source: January 15, 2013, “The State Of Customer Experience, 2013” Forrester report


Good customer experiences are good for business


Customer service managers agree that customer experience is important


CostCustomer

satisfaction and loyalty

Revenue

Compliance

The customer service leader must balance customer needs with business needs


CostCustomer


Revenue

Compliance



Consumers want quick answers to questions or will abandon


The reach of negative opinions about your brand is amplified with social technologies


CostCustomer


Revenue

Compliance



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


Realize that online channel usage has grown in the past three years


Take a step back and think about the journey that customers expect to have with a company

© 2012 Forrester Research, Inc. Reproduction Prohibited17 www..com

Most of the time this journey is fractured. Why?

© 2012 Forrester Research, Inc. Reproduction Prohibited18 www.astutesolutions.com

Most companies are a mess of disconnected technology


The volume of social inquiries and comments overwhelm companies


Companies offer more customer touchpoints than ever before


Customer service organizations don’t own all the touchpoints used for customer service


What can you do to make it better?


Start by understanding who your customers are


Dig into the journey that your customers are taking with you


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


Empower agents with the right information to service your customers

© 2012 Forrester Research, Inc. Reproduction Prohibited28© 2012 Forrester Research, Inc. Reproduction Prohibited

Make the agent experience usable


Measure your agents to drive the right behavior


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


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

Islands of Engagement Erode The Experience


35

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


38

Manage The Conversation To Lower The Effort


39

Conversation Manager from Genesys

Web

Contact Center

Mobile

In Person

Social

Navigation

Talk

Chat Question

Verification

Expertise

Talk

Consultation

Tweet


40

For more information, please visit

www.genesys.comEmail us:

[email protected]

QnA: Ask the Experts!

Kate Leggett Keith Pearce

http://www.genesyslab.com/

mailto:[email protected]




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

Technology

customer needs

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customer service experiences

customer experience

positive customer experience

state of customer experience