Become an eCommerce Standout - Anticipate Their Next Move with Proactive Engagement

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Proactive engagement goes beyond meeting basic customer needs by tailoring experiences to each customer. It relies on customer context, personal information, and predictive intelligence to drive conversions and revenue.

During this webinar, Become an eCommerce Standout, industry analyst Diane Clarkson discussed ways to standout in the changing ecommerce world, including:

* What today's customers want
* Why the future of engagement is proactive
* The business benefits of proactive engagement
* Key tools for engagement throughout the customer journey

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Become an eCommerce Standout - Anticipate Their Next Move with Proactive Engagement

  1. 1. Become an eCommerce Standout PRESCOTT WRIGHT Product manager © 2014 North Tea Consulting| Moxie Software 5 June 2014 DIANE CLARKSON Principal Consultant
  2. 2. THE FUTURE © 2014 North Tea Consulting| Moxie Software Today’s empowered customers demand that organizations fundamentally rethink engagement
  3. 3. ● What today’s customers want ● Why the future of engagement is proactive ● Key tools for engagement throughout the customer journey ● Q&A AGENDA © 2014 North Tea Consulting| Moxie Software
  4. 4. Today’s customers want you to anticipate their needs and exceed their expectations © 2014 North Tea Consulting| Moxie Software
  5. 5. Traditional channels remain important but emerging channels are gaining traction 2009 2012 Telephoning a company and speaking to an agent 73% 73% Help or frequently asked questions (FAQs)on a company’s website 57% 67% Sending an email to customer service 56% 58% Instant messaging/online chat with a live person 30% 43% Click-to-call* --- 33% Online forum or community with other customers 23% 32% Screen sharing --- 30% Virtual agent* --- 28% Sending a mobile/SMS message to the company requesting assistance* 24% Contacting a company using Twitter 11% 22% Source: Forrester Research, Inc. North American Technographics® Customer Experience Online Survey, Q4 2012 (US) North American Technographics Customer Experience Online Survey, Q4 2009 (US) * Forrester did not ask about this channel in the 2009 survey. © 2014 North Tea Consulting| Moxie Software
  6. 6. Today’s consumers demand that you value their time © 2014 North Tea Consulting| Moxie Software 50% 57% 57% 58% 54% 52% 73% 76% 79% 79% 76% 75% 0% 20% 40% 60% 80% 100% Gen Z (18 - 24) Gen Y (25 - 33) Gen X (34 - 47) Younger Boomers (48 - 57) Older Boomers (58 - 68) Golden Generation (69+) Source: Forrester Research, North American Technographics Customer Experience Online Survey, Q4, 2013 (US) I am very likely to abandon my online purchase if I cannot find a quick answer to my question. Valuing my time is the most important thing a company can do to provide me with good customer service experience. Percentage of US online adults by generation who agree with the indicated statements (4-5 on a scale of 1 [disagree completely] to 5 [agree completely] Base: 7,522 US online adults (18+)
  7. 7. Relevance is the underpinning of personalization © 2014 North Tea Consulting| Moxie Software ● Big data is bringing us into the age of personalization ● Today, most personalization is based on customer-specified preferences and past interaction history ● The future of personalization involves complex, real-time decision engines that make relevant offers or invitations
  8. 8. Seamless interactions across channels are essential © 2014 North Tea Consulting| Moxie Software ● 74% now use at least three channels when interacting with an enterprise brand or organization for customer-related issues* ● 69% of online consumers would like to be able to move between customer service channels and not have to repeat their situation every time.** Sources: * Ovum Study, 2013 ** Forrester Research, North American Technographics® Customer Experience Survey, 2013
  9. 9. Customers have been disappointed © 2014 North Tea Consulting| Moxie Software ● According to Accenture, a portfolio of customer experience indicators shows that no metric in any industry has consistently improved in 5 years.* ● Most companies treat each channel separately, creating multiple communications streams for each one. ● Future success depends on the ability to create more sophisticated customer interactions that will deliver timely, relevant information seamlessly across channels *Source: Accenture Global Consumer Pulse Research, 2013
  10. 10. ● What today’s customers want ● Why the future of engagement is proactive ● Key tools for engagement throughout the customer journey ● Q&A AGENDA © 2014 North Tea Consulting| Moxie Software
  11. 11. Experiences anticipate customer needs and satisfy them before the customer takes action. PROACTIVE © 2014 North Tea Consulting| Moxie Software
  12. 12. Proactive engagement is capturing the attention of organizations Organizations are slowly shifting from Customer Relationship Management (CRM) to Customer Experience Management According to Yankee Group, 84% of businesses are interested in initiatives that provide proactive and personalized communications. © 2014 North Tea Consulting| Moxie Software Yankee Group, “Drive More Valuable Customer Experience With Proactive Engagement Across the Life Cycle”
  13. 13. Experiences offer compelling organizational and customer benefits PROACTIVE © 2014 North Tea Consulting| Moxie Software
  14. 14. Several trends are supporting the growth in proactive engagements 1. Proactive outbound notifications are on the rise 2. Proactive chat has proven itself 3. Proactive knowledge is nascent but poised to grow © 2014 North Tea Consulting| Moxie Software
  15. 15. Proactive outbound notifications are on the rise ● Proactive outbound notifications advise customers of information that is relevant to their time and place ● Proactive combines CRM customer data, business rules, and your customer’s preferred communications methods for highly targeted campaigns or individual interactions. ● 29% of enterprises are planning to invest in proactive outbound communications in the next 12 months* ● Outbound notifications have proven to deflect inbound calls, address problems before they happen, drive CSAT © 2014 North Tea Consulting| Moxie Software * Source: Forrester's Forrsights Networks And Telecommunications Survey, 2013
  16. 16. Proactive chat has proven itself ● Case studies from across many industries consistently show proactive chat delivers strong results including driving sales, reducing form abandonment, and improving efficiency ● Proactive chat typically has a 80% to 90%+ customer satisfaction scores ● Chat is being introduced by a growing number of companies and is expanding deeper into organizations © 2014 North Tea Consulting| Moxie Software
  17. 17. Proactive knowledge is poised to grow ● The next logical step is to more fully leverage rule-based proactive ability to extend to more channels ● Proactive knowledge can anticipate a customer’s need for information ● Proactive knowledge can also reduce resolution times in the contact center © 2014 North Tea Consulting| Moxie Software
  18. 18. The power of proactive chat ● Large technology provider has deployed chat as a key part of their proactive engagement strategy ● 30% increase in usage of chat year-over-year ● 10 million chats per year globally ● Chat is personalized by allowing the agent to see what items have been purchased and browsing history © 2014 North Tea Consulting| Moxie Software
  19. 19. Proactive chat has delivered compelling business results ● Chat is cost effective ● Efficiency – can do 2.5 chats per agent ● Monetize chat by upselling, cross-selling, and putting advertising in the chat window ● 1/3 of chat customers would not have purchased without chat ● In the US, approximately 1/3 of sales come via proactive chat © 2014 North Tea Consulting| Moxie Software Customers who chat also purchase products at nearly 3.5 times the rate of those who do not. - Forrester Research, Inc.
  20. 20. ● What today’s customers want ● Why the future of engagement is proactive ● Key tools for engagement throughout the customer journey ● Q&A AGENDA © 2014 North Tea Consulting| Moxie Software
  21. 21. Proprietary & Confidential ENGAGEMENT THROUGHOUT THE CUSTOMER JOURNEY Prescott Wright, Product Manager
  22. 22. ● What today’s customers want ● Why the future of engagement is proactive ● Key tools for engagement throughout the customer journey ● Q&A AGENDA © 2014 North Tea Consulting| Moxie Software
  23. 23. 23 | Our greatest thrill is to connect you with your customers Q&A • Session recording and presentation will be sent via email by tomorrow morning. • Diane Clarkson • diane@northteaconsulting.com • www.northteaconsulting.com • @Diane_Clarkson • Moxie • info@moxiesoft.com • www.moxiesoft.com • @MoxieSoft

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