Your SlideShare is downloading. ×
0
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Multichannel Customer Journeys
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Multichannel Customer Journeys

2,645

Published on

eGain - Multichannel Customer Journeys: Are you in control?

eGain - Multichannel Customer Journeys: Are you in control?

Published in: Business
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,645
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
0
Likes
6
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • ForresterCustomer experience index (Cxi) 2012 shows high correlation between customer’s CXI rating and willingness to buy from company again (+.71)Also an Inverse correlation between higher Cxi and likelihood to move to competitor.Plus Positive link between higher Cxi and recommendation.
  • We have all lived through the challenges of a poor customer experience !For example:When you give up trying to solve your technical problem on the company website and you resort to calling over the phone into the technical support call center, do you get the clear impression that you starting all over again. Are you answering the same questions that you got on the website and getting the same results from the agent?Have you ever gotten the same answer to your problem from the website and from the agent in the call center – usually not. Would a centralised Knowledge Base – with access across mulWhat eGain has developed is a means to build a centralized repository of product knowledge and have it accessible through any means of communications that the customer decides to use. What that means is that when an email is sent or a phone call is logged or a web search is made by the same customer, we can track the activity and make sure that they receive a consistent and right response every time. All of this makes it possible to build a truly positive customer experience.
  • There is no doubt about it - Customer journeys are cross channel.Organisations often see customers in terms of channels or touch points. To properly develop a cross channel strategy, we have to see the organisation as customers do. We have to think of goal directed “journeys” that customers want and need to take on a daily basis.The example here from Gartner is an excellent example of a research, purchase, service journey. The customer is using the touchpoints which they have decided are the best (most convenient, most effective, ….) to achieve their goal. It is far from a linear journey and it covers both physical and electronic touch points.So the question we have to ask oursleves is “Could your organisation offer an excellent experience with a cross channel journey like that?”
  • Every interaction is chance to impress, nurture, develop relationship towards ultimate loyalty. You should care, the money is with the excellent experiences. What are your customer journeys – every goal-driven interaction, however small is a journey where you have to chance to excel.
  • And then there is another dimension to the problem, it isn't just about multiple touch points, it is about multiple devices, it is about contacts through different times of the day or nightAnd the customer expects a joined up experience regardless of this.
  • So now we’ll look at the results of a 3000 consumer European survey early in 2012 to find out how people really think and interact at different points of the lifecycle, for different goal-driven journeys
  • 1. Discovery – a customer/prospect, even before they contact you will complete some research. A key channel is Social.The aim was to find out how people really think and interact at different points of the lifecycle, for different goal-driven journeys
  • A key channel for the discovery journey is social. It might be outside your domain but not outside your control. Embrace or deal with the consequences. Can’t ignore it for ever, has potential to escalate and bite back, hard.On Average of 22% said social was influential on decisions. Not surprising that this was highest amongst the youngest age group, but even in the 55+ group it was still 17%!In the UK in particular peer review & ratings were trusted above all others
  • Trust & purchase – cart check-out or abandonment“Can I complete the process easily, conveniently & with no nasty surprises?”Good website FAQ or a quick response to an email query proved to be key here – showing care for the potential customer
  • So, what is important once you’ve made that decision to be a customer - post-purchase? What influences the consumer’s desire to remain in that relationship?
  • If we look at the picture for customer service (as opposed to pre-purchase & sale), the picture is not dis-similar.The top three yet again were web self service (showed here as online), email and phoneWeb chat shows as more popular as a service channel but social media is low in terms of preference.
  • So, what is important once you’ve made that decision to be a customer - post-purchase? What influences the consumer’s desire to remain in that relationship?
  • What’s the trade off. What can you risk.Good customer service should be a standard to be expected – not an optional extra
  • What’s the trade off. What can you risk.Good customer service should be a standard to be expected – not an optional extra
  • What’s the trade off. What can you risk.Good customer service should be a standard to be expected – not an optional extra
  • And just to complete the picture, our survey also looked at the customers view of customer service /customer experience across industries.Respondents scored each of the following broad groups from 1 to 5, where 5 is ‘Excellent customer service/experience‘ and 1 is ‘Poor customer service/experience’Retail comes out on top, followed by travel and manufacturing. Sadly given the theme of the webinar, Telco are a little further down the rating. But it their defence, I think this has a lot to do with the rate of change in the industry (products and services) and the complexity of the products they are offerring the marketplace.I think the main point here is that there is significant room to improve across all sectors
  • 600 users in the call centreBought in by the Customer Operations Director to help in the “Right First Time” projectNeed to minimise operations costs, ensuring that engineers were not sent out to fix minor faults that customers could have resolved for themselves, or didn’t fall within the contractAgents not asking the right questions dueto limited understanding of the likely problem. Default position was to send out an engineer.Inconsistent responses from agents annoying customers.We worked with their team to understand what knowledge the agent needed to guide the conversation & questions properly.Enable the agent to determine whether a visit was actually required & if so to ensure that the engineer had the correct information so that they could take the right parts with themNow all the agents come across as specialists with a sound knowledge of what is happening. Customers feel more reassured from the conversation.The number of engineering visits has been reduced & the resolution from the first visit has gone up as the engineer is better prepared.The agents are happier,The engineers are happierThe customers are happier. And finally - The operations director has saved money so he’s happier.
  • We talked about how the eGain CEH platform consolidates everything in one place – interactions, knowledge, processes, analytics, administration, etc. With this Power of One, the eGain CEH suite provides the following benefits:Better customer experience, sales conversion and service productivity Reduced Total Cost of Ownership (TCO) of customer engagement and knowledge managementRapid innovation – you can simply plug in new channels without creating new silos – and your customers can engage with you whenever, wherever and however360 customer view and insight
  • Transcript

    • 1. Multichannel Customer Journeys:Are you in control?A guide to best practice Ray Connolly Regional Director – Ireland, Nordics, Middle East & Africa November, 2012
    • 2. Agenda  Why care about the customer engagement  Our survey says…  Real World Examples Slid 2© eGain Communications Corp. All rights reserved.
    • 3. Facts about this session Human attention is very limited so I decided to:  Break rule 1 - Loads of slides.  Break rule 2 - Busy slides , cram in loads of information.  But I do have pictures! Slid 3 © eGain Communications Corp. All rights reserved.
    • 4. Customer Engagement – A Definition… … Its’ the Provision of a service or care to customers, before, during and after a purchase or commitment…Note: A Customer can be internal or external Covers complete lifecycle of the customer engagement Process is fair (to both parties) & efficient There is no a line between Sales and Service Slide 4© eGain Communications Corp. All rights reserved.
    • 5. We all have experiences… The Bad Hotel: “Its not our fault, we’re redecorating” The Good The UglyRetail: “To Buy Telco: “Are you a Suit” Stupid” © eGain Communications Corp. All rights reserved. Slide 5
    • 6. Why care about customer engagement? Improved Customer Experience = improved future revenue. © 2012 eGain Communications Corp. All rights reserved. Slide 6
    • 7. And it’s Important… 86% of consumers quit doing business with a company because of a bad customer experience, up from 59% 4 years ago (Source: 2012 Harris Interactive, Customer Experience Impact Report) For every customer complaint, there are 26 other customers who have remained silent (Source: Lee Resource Inc.) 81% of companies with strong capabilities and competencies for delivering customer experience excellence are outperforming their competition ( Source: Peppers & Rogers Group, 2009 Customer Experience Maturity Monitor)© eGain Communications Corp. All rights reserved. Slide 7
    • 8. Today - Organisational Challenges have become diverse… Contact Centre Web Site Multi Channel EnvironmentInconsistent Customer Poor “findability” of Customers expect multipleSatisfaction / information channels of contact/interactionExperienceInconsistency, Quality Complication in Customers expect continuity completing website sale between channels of transaction communications - consistent & “joined up”Complexity, Breadth No continuity between Organisations want to deliver the channels of best customer experience with the communications lowest costLow FCR (First Call Low cross sell / upsell Social networks are a channelResolution) activity with unique and challenging attributes © eGain Communications Corp. All rights reserved. Slide 8
    • 9. … as Customer journeys today arecross-channel RESEARCH SHOP BUY PICK UP SERVICE WEB Comparison Site Buy Online Research Accessory Chat CONTACT CENTER Visit Retail Store Phone Order IN-STORE Purchase Local Store in Store Kiosk Begin CATALOG Browse Catalog Catalog Order MOBILE Google Product Info DEVICE Search Email Order E-MAIL Confirm w/ Rec Share Troubleshoot SOCIAL Facebook Read Reviews Experience on On Community Fan Club TwitterSource: Gartner Slide 9
    • 10. Multichannel journeys are your customertouch pointsThe chance to impress, nurture, develop relationship & move towards ultimate loyalty© 2012 eGain Communications Corp. All rights reserved. Slide 10
    • 11. …and its not purely multi-channel interactions The added dimension Interactions can be multi-device, multi- touchpoint, and multi-context Touchpoints are used differently and at different times according to different journeys or end goal Customers want seamless sales and service across contacts – they don’t think of interactions $ $ in the terms your business does $ A vs B? Slide 11
    • 12. Agenda  Why care about customer engagement  Our survey says…  Real World Examples© eGain Communications Corp. All rights reserved. Slide 12
    • 13. Let’s look at the results of a 2012 ConsumerEuropean Survey
    • 14. Step 1- Research
    • 15. Social – outside your domain?“How did a recommendation on social media influence or help you to confidently make your buyingdecision?” eGain EMEA Wide Survey 2012 30% 25% 20% Very Influential 15% Influential 10% 5% 0% 18-34 35-54 55+© 2012 eGain Communications Corp. All rights reserved. Slide 18
    • 16. Step 2 - Purchase
    • 17. Trust & Purchase influencers:Can you think of an occasion where any one of the following has been thedifference between you completing or abandoning your basket? Response to an email query Good website FAQ 26% Telephone call with the business 22% Recommendation via 6% social media Other 8% Online chat with the 9% 16% business Virtual assistant or avatar 13% © 2012 eGain Communications Corp. All rights reserved. Slide 17
    • 18. Step 3 – Customer
    • 19. eGain Survey – Which channel for help? Consumer preferences on engaging with companies for help. Online Email Phone call Web chat Forum Social Other 23% 21% 6% 6% 21% 11% 12% Source eGain EMEA multichannel survey 2012© 2012 eGain Communications Corp. All rights reserved. Slide 19
    • 20. Imagine you need to contact an organisation in a timely way,requesting help with features or functions of a product or service. 40% 35% 30% Email 25% Phone Call Online 20% Web Chat Forum 15% Social Media Other 10% 5% 0% 1st Choice 2nd Choice 3rd Choice Slide 20
    • 21. Step 4 – Loyalty
    • 22. Loyalty When expanding a relationship, consumers stated that customer service was as influential as price “I value service, but I don’t expect to pay a premium for it.” best represented the views of 55% of consumers asked to consider what most influenced their loyalty to a brand “Customer service is as important as price.” represented the views of 42%© 2012 eGain Communications Corp. All rights reserved. Slide 22
    • 23. eGain Survey – Summary Key Findings(1) Social signals play important role when consumers research your business and begin to convert Web FAQ and faster email responses are most influential to overcome last minute objections Most common cited cause for abandoning shopping cart is: Unclear or confusing expectation of service© 2012 eGain Communications Corp. All rights reserved. Slide 23
    • 24. eGain Survey – Summary Key Findings(2) Consumers like to channel hop Despite consumer revolt against SPAM, if trusted business makes a relevant follow up it is generally welcome Service for expanding relationships is as influential as price (Loyalty).© 2012 eGain Communications Corp. All rights reserved. Slide 24
    • 25. eGain Survey – Industry comparison Which companies performed the best in terms of customer service and experience? 3.7 3.6 3.5 3.4 3.3 3.2 3.1 3 2.9 2.8 2.7 Retailer Travel / leisure Product Insurance / Telephone / Utility Manufacturer Financial Services Mobile phone Source eGain EMEA multichannel survey 2012© 2012 eGain Communicatio.ns Corp. All rights reserved Slide 25
    • 26. What customers want is simple Customers have limited time and attention. Help!Customers want the shortest, simplest route to the answer they need. They like simplicity That’s easy. I can search! Slide 26© 2012 eGain Communicatio.ns Corp. All rights reserved
    • 27. But their needs are complicated…Customer queries come in all shapes and sizes – Informational – Transactional – Troubleshooting – Advice-seekingCustomers have a range of proficiency and expectations• Simple to use as a “Search Box”• Powerful to handle the range of customer enquiries• Guide to the relevant answer quickly• Find across all knowledge bases and content sources• Learn from experience and feedback
    • 28. So what are other Organisations doingto address this? Starting to think like the customer  Understand what is our customer journey/ journeys?  Look at Right Challenging – when does the customer want to engage with us and how do they want to engage Provide information that suits the customer how when they require it  In the language they use (tone)  In the format required  With respect to the organisations culture and standards© 2012 eGain Communications Corp. All rights reserved. Slide 28
    • 29. Agenda  Why care about customer engagement  Our survey says…  Real World Examples© eGain Communications Corp. All rights reserved. Slide 29
    • 30. Real World Success: One of Europe’s largest independent online retailers Right handling Situation  One of Europes fastest growing online shopping destinations  5.2 million website visitors each month, 800 brands, 25,000 products  Commitment to “be there when the customer needs us” Channels  eMail response & Social Results  Faster responses to sales inquiries: 95% answered within 1 hour  Community based answers available immediately
    • 31. Real World Success: Multinational mobile andCross promote fixed line Telecoms company Situation  Millions of customers, in multiple geographies, both B2B and B2C  Wide range of complex products and services  Increasing breadth of questions, both sales and service  Drive to have the customer go “web first” Solution  Web self-service, widgets, eMail response, chat Results  Comprehensive help centre on web site  Widgets expanding the use of the knowledge base  Contact centre knowledge base with SMS & email integration  66% of queries answered on web  80% of queries resolved on first web visit (via controlled escalation to chat)
    • 32. Real World Success: Cross Fortune 500 financial services companyleverage Situation  8 million customers, both B2B and B2C  4500 agent contact centre  Wide range of products  Relatively straightforward questions  Many escalations could be avoided by showing customer where to go Solution  eGain Chat, eGain Cobrowse Results  Cobrowse used alongside chat reduced handle time (“a picture is worth a thousand words”)  Over 1100 cobrowse sessions in first two weeks of deployment  Reduced escalations  Implemented well ahead of schedule
    • 33. Real World Success: Major European Energy CompanyService Improvement Situation  2.3M customers generating 3m calls per annum  Only 71% of calls ‘Right First Time’  40% of repeats caused by agent behaviour  Perception that answers given depends which agent the customer spoke with  Goal – ‘One Version of the truth’ Solution  Knowledge Agent with Guided Help Results  Reduction in repeat contacts for Metering & Device Faults – 35.8% to 19.9%  Reduction in repeat contacts for Consumption – 24.4% to 8.1%  Reduction in call wrap – 29 seconds per call  Increase in Customer Satisfaction – 81.6% to 88.5%© 2012 eGain Communications Corp. All rights reserved.
    • 34.  Who we are?© 2012 eGain Communications Corp. All rights reserved. Slide 34
    • 35. What we Do… Delivering Customer Service and contact center software to organisations globally either direct or through our partner network – both on premise and/or hosted..© eGain Communications Corp. All rights reserved. Slide 35
    • 36. By 2013, 75%Gain Customer Interaction Suite of all customer service deployments will be based on the CIH model Gartner External Systems
    • 37. eGain Multi-Channel Management
    • 38. eGain CIH gives you the Power of One  Experience across Social, Mobile, Web, Contact Center, and Storefront  View of the customer  Multichannel agent desktop  Set of business processes  Knowledge base  Set of multichannel big-data analytics  Integration with CRM (SAP CRM), CTI, ECM, WFM (Teleopti) and eCommerceMultichannel sales and service Slide 38
    • 39. © 2012 eGain Communications Corp. All rights reserved. Slide 39
    • 40. Further Information For a copy of the eGain Survey please visit the eGain desk and leave your contact details. Customer Journey online tool visit: http://customerjourney.egain.com/index.html Local Office : Johannesburg Frans Marx (fmarx@egain.com)© 2012 eGain Communications Corp. All rights reserved. Slide 40
    • 41. © 2012 eGain Communications Corporation. All rights reserved. Slide 41

    ×