Digital Transformation in Customer Service: Roadmap for Success in 2014

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Consumers have gone digital; you hear phrases like “digital by default” and “digital transformation” …

Consumers have gone digital; you hear phrases like “digital by default” and “digital transformation”
in the C-suite. In fact, CDOs (Chief Digital Officers) are the latest addition to the C-suite!

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  • 1. Digital Transformation in Customer Service: Roadmap for Success in 2014
  • 2. © 2014 Forrester Research, Inc. Reproduction Prohibited Making Leaders Successful Every Day
  • 3. © 2014 Forrester Research, Inc. Reproduction Prohibited Digital Transformation In Customer Service Roadmap to Success for 2014 Guest Speaker: Kate Leggett VP & Principal Analyst, Forrester Research Inc.
  • 4. © 2014 Forrester Research, Inc. Reproduction Prohibited What is digital transformation?.... Digital usages inherently enable new types of innovation and creativity, rather than simply enhance and support the traditional methods ….. Increasingly, customers' experiences with brands happen via digital touchpoints, which is where companies large and small seek to distinguish themselves and their brands
  • 5. © 2014 Forrester Research, Inc. Reproduction Prohibited The digital customer is driving digital transformation October 2013 “Digital Customer Experience Teams In The Post-PC Era”
  • 6. © 2014 Forrester Research, Inc. Reproduction Prohibited Today’s digital consumer has an average of three connected devices The State Of Consumers And Technology: Benchmark 2013, US
  • 7. © 2014 Forrester Research, Inc. Reproduction Prohibited Digital channels are advancing as purchasing channels
  • 8. © 2014 Forrester Research, Inc. Reproduction Prohibited Digital channels are advancing in customer service
  • 9. © 2014 Forrester Research, Inc. Reproduction Prohibited The digital customer raises expectations for service Customer Experience Online Survey, 2013 52% will abandon online purchases if they can’t find a quick answer For 71%, valuing their time is the most important thing a company can do to provide good service
  • 10. © 2014 Forrester Research, Inc. Reproduction Prohibited November 2013 “Anticipate Your Customer’s Next Move With Proactive Experiences”
  • 11. © 2014 Forrester Research, Inc. Reproduction Prohibited November 2013 “Anticipate Your Customer’s Next Move With Proactive Experiences”
  • 12. © 2014 Forrester Research, Inc. Reproduction Prohibited Digital customers are also omnichannel…
  • 13. © 2014 Forrester Research, Inc. Reproduction Prohibited ..across the entire lifecycle
  • 14. © 2014 Forrester Research, Inc. Reproduction Prohibited Omnichannel is reality..
  • 15. © 2014 Forrester Research, Inc. Reproduction Prohibited And it’s worldwide.. February 2013 “European Online Retail: Five Trends To Watch In 2013”
  • 16. © 2014 Forrester Research, Inc. Reproduction Prohibited Digital transformation best practices for customer service “I know I want to deliver good digital service but I don’t know where to start.” Experience Officer Customers
  • 17. © 2014 Forrester Research, Inc. Reproduction Prohibited Accenture Global Pulse Survey, 2013 #1 – Make the business case Consumers will switch brands because of poor customer service. Last year there was a 5% increase in switching because of poor customer service, putting $1.3 trillion at play in the US economy
  • 18. © 2014 Forrester Research, Inc. Reproduction Prohibited #1 – Make the business case Your customers switch to more expensive channels when online interactions lets them down August 2012 “Websites That Don’t Support Customers Waste Millions”
  • 19. © 2014 Forrester Research, Inc. Reproduction Prohibited #1 - Make the business case Negative comments about poor service influence prospects
  • 20. © 2014 Forrester Research, Inc. Reproduction Prohibited #2 – Make sure there are no digital silos Companies desire consistent and connected cross channel experiences
  • 21. © 2014 Forrester Research, Inc. Reproduction Prohibited #2 – Make sure there are no digital silos But companies don’t do well at providing cross-channel experiences
  • 22. © 2014 Forrester Research, Inc. Reproduction Prohibited # 3 - Eliminate knowledge silos, too Email
  • 23. © 2014 Forrester Research, Inc. Reproduction Prohibited #3 – And leverage common knowledge across digital and traditional touchpoints
  • 24. © 2014 Forrester Research, Inc. Reproduction Prohibited Best practice: Common customer service and knowledge management platform 24 eGain Customer Engagement™ Platform Customer Interactions Knowledge Base Process Workflow SOCIAL Social Community CRM ERP Website eCommerce Call Center Telephony Enterprise Content Customer Analytics Enterprise Communication Web Services Case Base Reasoning Multichannel Analytics WEB DESKTOP Case Manager Knowledge Chat Cobrowse Click to Call Mail - SMS - Fax MESSAGING Secure Messaging Notify - Mobile - Web - Email - Voice - SMS - Fax Data Services MOBILE Mobile Virtual Assistant Mobile Self-Service Mobile Offers Mobile Chat Mobile Cobrowse Mobile Click to Call Connectors Virtual Assistant Self-Service Offers Chat Video Chat Cobrowse Click to Call
  • 25. © 2014 Forrester Research, Inc. Reproduction Prohibited But without sacrificing out-of-the-box, best-of-breed functionality Rich, out-of-the-box functionality is key to competitive advantage, fast time to market, and reduced cost of ownership Understand your customers’ choice of channels and journeys Choose technology that supports your customers in the best way possible through their omnichannel journey • Unified omnichannel platform with ability to “plug in” new touchpoints, based on changing customer needs • Flexible deployment options that can align with changing business needs • Agent experience is important, too, for maximum productivity and efficiency • Evaluate how mature and proven the vendor’s technology and domain expertise are
  • 26. © 2014 Forrester Research, Inc. Reproduction Prohibited Continually improve operations by focusing on strategy, customer understanding, technology and culture
  • 27. © 2014 Forrester Research, Inc. Reproduction Prohibited Thank you Kate Leggett Principal Analyst, Forrester Research Inc. kleggett@forrester.com @kateleggett
  • 28. • Introduction to eGain • Video: Next-gen digital journey • The digital engagement imperative • Roadmap to digital excellence • Digital success stories • Q & A AGENDA
  • 29. • What we do  Multichannel customer engagement cloud solution • Interactive sales • Multichannel service • Knowledge management • Who we are  Founded in 1997  HQ in Sunnyvale, CA, USA • Offices in EMEA and APAC ABOUT EGAIN
  • 30. 30 “eGain continues to be the WCS [Web Customer Service] vendor with the most complete offering on the market.” GARTNER MQ LEADER 5 YEARS IN A ROW
  • 31. **Replace with ‘kosher’ client logos** TRUSTED BY LEADERS Financial Services and Insurance Manufacturing Retail Telecom Utilities
  • 32. • Intro to eGain • Video: Next-gen digital journey • The digital engagement imperative • Roadmap to digital excellence • Digital success stories • Q & A AGENDA
  • 33. Live Audience Poll
  • 34. • Intro to eGain • Video: Next-gen digital journey • The digital engagement imperative • Roadmap to digital excellence • Digital success stories • Q & A AGENDA
  • 35. Forrester: How To Profit From The Outside-In Approach To Customer Experience Kerry Bodine, Vice President & Principal Analyst Forrester October 17, 2013 Age of Manufacturing Age of Distribution Age of Information Age of the Customer Source: June 6, 2011, “Competitive Strategy In the Age Of The Customer” Forrester Report It is the age of the customer!
  • 36. Customer experience correlates with loyalty • Willingness to consider another purchase • Likelihood to recommend to a friend • Likelihood to switch business to a competitor 36 Forrester: How To Profit From The Outside-In Approach To Customer Experience Kerry Bodine, Vice President & Principal Analyst Forrester October 17, 2013
  • 37. Switching economy 51% U.S. consumers that switched service providers due to poor experiences Source: Accenture Global Consumer Pulse Research, 2013 Copyright © 2013 Accenture All rights reserved.
  • 38. Engagement = Experience = Better performance Source: “Digital Advantage” 2012 study by Capgemini Group and MIT Center of Digital Business 9% higher revenue / employee from fixed assets26% higher profit margins 12% higher market capitalizations
  • 39. Engagement is a C-level priority 9 out of 10 U.S. CEOs are saying they are strengthening their customer and client engagement programs Price Waterhouse 2013 U.S. CEO Survey
  • 40. Engagement should be…
  • 41. • When, where, and how they want • Fast and accurate • Proactive • Intelligent • Anywhere, any time, any device • But all unified defined
  • 42. Guided engagement makes it easy Consumer
  • 43. The eGain Solution Gartner Pace Layer Architecture CRM Content Management Contact Center CTI eCommerce System CUSTOMER ENGAGEMENT PLATFORM
  • 44. © 2014 Forrester Research, Inc. Reproduction Prohibited Slide 44 eGain gives you the Power of One Multichannel sales and service  Seamless customer journeys 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, CTI, ECM, and eCommerce
  • 45. • Intro to eGain • Video: Next-gen digital journey • The digital engagement imperative • Roadmap to digital excellence • Digital success stories • Q & A AGENDA
  • 46. • Model focused on key activities along customer journeys – Connect – proactively making the right connection – Educate – providing appropriate personalized information – Acquire– advice and guidance to make the right decisions – Serve - building the relationship though on-going help and support – Optimize – refining and extending the relationship • Levels of maturity – Establish– basic information deployed in a digital channel – Deliver– digital CX execution is in line with industry standards and customer expectations – Differentiate– exceeding the industry standard and use of digital CX – Delight– recognised by customers and industry as an innovative leader in digital CX eGain Digital Customer Engagement Maturity model™ makes it easy
  • 47. Serve Acquire Educate Connect Establish Deliver Differentiate Delight • User has to request help or contact • Generic help and assistance provided in the context of the inquiry • Personalized proactive help and assistance provided in the context of the customer journey • Experience designed and optimized on the basis of continuous feedback and monitoring • User has to look for further information – usually static documents - • User has to request advice, typically through a contact center • User has to request help and support by phone or web form • Generic help and assistance • Access to user reviews and feedback • Peer to peer help available • Interactive knowledge to explore options and choices • Peer to peer advice moderated by community of experts • Online help and support • Interactive troubleshooting • Automated notifications • Rich interactive help and assistance provided in the context of the journey • Moderated expert forum • Interactive tools to model options and alternatives • Proactive assistance through cobrowse • Personalized web page / mobile app • Proactive updates • Interactive integrated diagnostics • Proactive information on next best activities optimized by expert community • Personalized expert advice and recommendations • Guidance developed and optimized by expert community • Automated involvement in community for product/service improvements • Integrated diagnostics Experience Optimize • User has to request review • Online help and support to improve benefits • Peer to peer recommendations • Automated notifications • Personalized recommendations • Proactive updates • Interactive product/service refinement • Proactive, personalized program based on feedback • Automated involvement in product/service improvements
  • 48. 2014 CustomerExperience 2015 2016 2017 Web Self-Service Email Deflection Offers Chat Branded Virtual Assistant Help on in-store Kiosk & Tablets CoBrowse Web Kiosk Help for Photo Book Click2Call Video Chat Notifications Community Web Self-Service Offers Chat CoBrowse Click2Call Video Chat CoBrowse Click2Call Notifications Offers Chat EstablishDeliverDifferentiateDelight T r a n s f o r m a t i o n R o a d m a p Company A Company B Company C Transformation roadmap
  • 49. Live Audience Poll
  • 50. • Intro to eGain • The digital engagement imperative • Roadmap to digital excellence • Digital success stories • Q & A AGENDA
  • 51. PREMIER CATALOG AND WEB RETAILER Challenge  Increase order conversion and average order value  Reduce cost of service  Rapidly turn around offers eGain Solution “Digital sales conversion” CLIENT SUCCESS Web Contact Center 50 million Marketing offers per year 1 million Shopping assistance sessions per year 5% Uplift in shopping conversion
  • 52. LEADING HEALTHCARE INSURANCE CARRIER Challenge  Differentiate through unrivaled customer service  Reduce sales and service costs  Retool customer engagement for the emerging retail insurance market eGain Solution “Digital differentiation ” Slide 52 CLIENT SUCCESS Web Contact Center $2.6M Saved in first phase of deployment 12M Members served
  • 53. GLOBAL 100 MULTINATIONAL TELCO Challenge  Provide customers choice of interaction channels  Reduce cost of serve and share best practices through a shared platform across operating companies  Accelerate innovation with a global partner eGain Solution CLIENT SUCCESS Web Contact CenterSocialMobile 28% Increase in self–service deflection 12%Increase in First Contact Resolution 8Op Cos use the eGain platform “Digital leverage”
  • 54. MULTINATIONAL COSMETICS MANUFACTURER AND RETAILER Challenge  Empower worldwide sales representatives with product knowledge and sales best practices  Provide unified support through agents and self-service  Publish knowledge – one version of truth - from a single multilingual platform eGain Solution “Digital sales empowerment” CLIENT SUCCESS Web Contact Center 6.5MSales reps empowered 15Countries served 1000Products supported
  • 55. AGENDA • Intro to eGain • The digital engagement imperative • Roadmap to digital excellence • Digital success stories • Q & A
  • 56. WE HAVE AN APP FOR THAT!