intelliresponse & forrester webinar: the new way to measure online self-service
DESCRIPTION
Discover How to Measure Your Company’s Online Self-Service - With New Insights from Forrester Research.Forrester Research shows 72% of customers prefer to visit your web site and serve themselves when they have a customer service issue.Your website is the primary first point of contact between you and your customers, but most web sites do a poor job of providing visitors with the information they seek.How does your web site measure up when it comes to delivering an enjoyable self-service experience? And how can you measure how you stack up in this critical area?Join the webinar to find out!Attendees will learn:Why a great online experience is critical to your successThe "real dollars" cost of a poor online experience.The key requirements for delivering great online serviceAnd the unveiling of the new model to measure self-service at your company.You’ll also learn how you can evaluate your website’s effectiveness as a customer self-service tool in order to map a clear path for improvement.TRANSCRIPT
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FINANCIAL
SERVICES
CONSUMER &
CORPORATE
HIGHER
EDUCATION
© 2011 Forrester Research, Inc. Reproduction Prohibited 8 © 2009 Forrester Research, Inc. Reproduction Prohibited
Empowering Your Customers With Online Self Service:
Kate Leggett and Diane Clarkson
Forrester Research
March 29, 2012
• Why it matters
• A New Model for Measurement
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90% of customer experience decision-makers
tell Forrester that a good customer experience is
critical to their company’s success.
63% think the importance of the customer
experience has risen.
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Few companies deliver an outstanding customer experience
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There is a wide variability between high and low performers
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A good customer experience correlates to loyalty
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The difference between high and low performance can be worth billions of dollars
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What are the key requirements to provide a successful online self service
consumer experience?
What are the key requirements for a successful online self-service business
process?
• What is IntelliResponse’s Online Self Service Assessment?
Agenda
What are the key requirements to provide a successful online self
service consumer experience?
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Consumers are telling us that they want to be self-reliant
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Help and FAQs remain the foundation of online support
January 2012 “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy”
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But online self service content often misses the target
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Online customer service satisfaction varies by generation
January 2012 “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy”
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Online self service is too often a barrage of irrelevant information
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What happens if you don’t deliver?
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Consumers want quick answers to questions or will abandon
January 2012 “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy”
Impatience increases with
older demographics
though younger
consumers are more likely
to prefer online service.
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What are the key requirements to provide a successful online self service
consumer experience?
What are the key requirements for a successful online self-service business
process?
• What is IntelliResponse’s Online Self Service Assessment?
Agenda
What are the key requirements for a successful online self-service
business process?
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Customers experience extends across multiple touchpoints
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Focus on consistent business processes
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Focus on contextual, relevant knowledge
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What are the key requirements to provide a successful online self service
consumer experience?
What are the key requirements for a successful online self-service business
process?
• What is IntelliResponse’s Online Self Service Assessment?
Agenda
What is IntelliResponse’s Online Self Service Assessment?
© 2011 Forrester Research, Inc. Reproduction Prohibited 27
The IntelliResponse model will help you to understand how good your online self-service experience is
Categories
of analysis
Maturity
Level
Scoring
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IntelliResponse’s Online Self Service Assessment is in two sections
The first section is an assessment of unbiased criteria based on Forrester
Research best practices. It is undertaken by IntelliResponse.
The second part will evaluate “behind the scenes” to look at strengths and
opportunities in your business processes. This is undertaken with yourself
and IntelliResponse.
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Section 1: Online Self Service User Assessment
The purpose of this section to is review how effectively online self service
meets users' needs. This is undertaken in two steps:
1. Define user goals. The review attempts to complete straightforward
industry-relevant user goals such as looking for product or service
information.
2. Score online self service. IntelliResponse's Online Self Service
Performance Evaluation evaluates 14 criteria against best practices
derived from Forrester Research's Online Customer Service Functionality
Benchmark methodology and published research. The review is in the
following categories: accessibility and availability, relevance, findability,
escalation and feedback.
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This is what you will see from the IntelliResponse tool:
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Here is an example of how scores are based on maturity levels
This section evaluates how well accessible online self
service is. It looks at if it is easy to find self service and if
it’s offered contextually. It also assess the extent to which
there is cross-channel consistency.
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Online Self Service User Assessment scoring will indicate online self service strength
Scoring
Section 1: IntelliResponse Online Self Service Performance Evaluation
Strong 16 to 22 points
Good 11 - 15 point
Pass 11 points
Insufficient to pass 9 or lower
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Section 2: The business process evaluation is done in conjunction with you
You will be asked to answer a set of questions
about the maturity of knowledge programs
and practices.
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Scoring for business process evaluation
Section 2: IntelliResponse Business Process Evaluation
Scoring
Strong 16 to 22 points
Good 11 - 15 point
Pass 11 points
Insufficient to pass 9 or lower
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The key takeaways you will receive from undertaking the IntelliResponse evaluation include:
An unbiased assessment of your online customer service
A clear assessment of what your scores could be
An indication of where self-service technology can assist to improve
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Online Self-Service: Best Practice Examples
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