The Future of Customer Service

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Leading industry analyst Kate Leggett of Forrester Research discusses current and future trends in service, and the implications to service organizations. Using primary research from hundreds of enterprise customers, Kate will reveal how service and support priorities are changing in our new social world and what leading organizations are doing to adapt.

Published in: Technology

The Future of Customer Service

  1. 1. The Future Of Customer ServiceA Forrester PerspectiveKate Leggett, Principal Analyst1 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  2. 2. Ninety percent of customer experience decision-makers tell Forrester that a good customer experience is critical to their company’s success. Sixty-three percent think the importance of the customer experience has risen.2 © 2012 Forrester Research, Inc. Reproduction Prohibited
  3. 3. Few companies deliver an outstanding customer experience Source: April 24, 2012, “The State Of Customer Experience, 2012” Forrester report3 © 2012 Forrester Research, Inc. Reproduction Prohibited
  4. 4. Good customer experiences are good for business 4 © 2012 Forrester Research, Inc. Reproduction Prohibited
  5. 5. The customer service leader must balance the needs of hiscustomers with the needs of his business Cost Customer satisfaction and Compliance loyalty Revenue5 © 2012 Forrester Research, Inc. Reproduction Prohibited
  6. 6. The customer service leader must balance the needs of hiscustomers with the needs of his business Cost Customer satisfaction and Compliance loyalty Revenue6 © 2012 Forrester Research, Inc. Reproduction Prohibited
  7. 7. Consumers want quick answers to questions or will abandon Source: January 23, 2012, “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy” Forrester report7 © 2012 Forrester Research, Inc. Reproduction Prohibited
  8. 8. Pay attention to the reach of negative opinions8 © 2012 Forrester Research, Inc. Reproduction Prohibited
  9. 9. The customer service leader must balance the needs of hiscustomers with the needs of his business Cost Customer satisfaction and Compliance loyalty Revenue9 © 2012 Forrester Research, Inc. Reproduction Prohibited
  10. 10. 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 report10 © 2012 Forrester Research, Inc. Reproduction Prohibited
  11. 11. Customers want to engage using a variety of communicationchannels11 © 2012 Forrester Research, Inc. Reproduction Prohibited
  12. 12. Realize that online channel usage mix has changed in thepast two years12 © 2012 Forrester Research, Inc. Reproduction Prohibited
  13. 13. Take a step back and think about the journey that customers expect to have with a company13 © 2012 Forrester Research, Inc. Reproduction Prohibited
  14. 14. Most of the time this journey is fractured. Why?14 © 2012 Forrester Research, Inc. Reproduction Prohibited www..com
  15. 15. Most companies are a mess of disconnected technology15 © 2012 Forrester Research, Inc. Reproduction Prohibited www.astutesolutions.com
  16. 16. Companies are not investing in shoring up the foundations of good interactions Source: “Contact Center Purchase Plans 2011” Forrester report16 © 2012 Forrester Research, Inc. Reproduction Prohibited
  17. 17. The volume of social inquiries and comments overwhelm companies17 © 2012 Forrester Research, Inc. Reproduction Prohibited
  18. 18. Companies offer more customer touchpoints than ever before18 © 2012 Forrester Research, Inc. Reproduction Prohibited
  19. 19. What can you do to make it better?19 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  20. 20. Three step prescription to move the needle on your customer service  Focus on the agent experience  Focus on the customer expectations  Choose the right enabling technology20 © 2012 Forrester Research, Inc. Reproduction Prohibited
  21. 21. Realize that an improved agent experience leads to better customer satisfaction outcomes “Complete the following statement in the way that best describes your ability to correlate an improved agent experience to better customer satisfaction: We can correlate a good agent experience to good customer satisfaction ratings...” Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 21 © 2012 Forrester Research, Inc. Reproduction Prohibited © 2012 Forrester Research, Inc. Reproduction Prohibited
  22. 22. Empower agents with the right information to service yourcustomers22 © 2012 Forrester Research, Inc. Reproduction Prohibited
  23. 23. Make the agent desktop usable23 © 2012 Forrester Research, Inc. Reproduction Prohibited
  24. 24. Invest in knowledge management Email24 © 2012 Forrester Research, Inc. Reproduction Prohibited
  25. 25. Push the right contextual knowledge to the agent desktop Email Source: October 20, 2010, “Take Control Of Your Content” Forrester report25 © 2012 Forrester Research, Inc. Reproduction Prohibited
  26. 26. Empower agents with the right next action Anticipate customer and company needs. Make Automate feedback actionable. decisions. Predictive customer service Get the Interact work to the across all right channels. person system. Guide the service experience.26 © 2012 Forrester Research, Inc. Reproduction Prohibited
  27. 27. Customer facing trends27 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  28. 28. 28 © 2012 Forrester Research, Inc. Reproduction Prohibited
  29. 29. Invest in customer communities29 © 2012 Forrester Research, Inc. Reproduction Prohibited
  30. 30. Embrace end-to-end customer feedback  Traditional feedback Post-identified and classified – Direct survey of Community management interactions Escalate Direct  Social listening to communication Leverage KB. service? to poster. – Voice of the customer Respond to poster. feedback Escalate to Track activity. customer service. – Sentiment analysis Create service record. Customer service management Leverage KB. Resolve issue and Route to a contact poster via customer Respond to poster. optimal channel service agent. (traditional or social). Track activity.30 © 2012 Forrester Research, Inc. Reproduction Prohibited
  31. 31. Deploy value-added mobile scenarios31 © 2012 Forrester Research, Inc. Reproduction Prohibited
  32. 32. Keep your customers in the loop with proactivecommunications Source: October 27, 2011, “Contact Center Purchase Plans 2011” Forrester report32 © 2012 Forrester Research, Inc. Reproduction Prohibited
  33. 33. Enabling solutions33 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
  34. 34. What we know: customer service organizations struggle with technology costs, and integration complexity “What challenges did you face during your technology implementations?" (Select all that apply) Base: 196 United States Customer Service decision-makers 34 © 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Forrester Research, Inc. Reproduction Prohibited
  35. 35. Software-as-a-Service for customer service takes off May 2011 “The SaaS Market Hits Mainstream: Adoption Highlights 2011”35 © 2012 Forrester Research, Inc. Reproduction Prohibited
  36. 36. SaaS has a multitude of benefits 36 © 2012 Forrester Research, Inc. Reproduction Prohibited
  37. 37. Users move away from point solutions to suite solutions37 © 2012 Forrester Research, Inc. Reproduction Prohibited July 2012 “The Forrester Wave™: CRM Suite Customer Service Solutions, Q3 2012”
  38. 38. Focus on people, process and technology to move the needle on customer experience38 © 2012 Forrester Research, Inc. Reproduction Prohibited
  39. 39. Thank youKate Leggett+1 (650) 269-8658Twitter: @kateleggettBlog:http://blogs.forrester.com/ kate_leggettkleggett@forrester.comwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited

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