IntelliResponse & Forrester Webinar: The New Way To Measure Online Self-Service

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FINANCIALSERVICESCONSUMER &CORPORATE HIGHEREDUCATION

Empowering Your Customers With Online Self Service: • Why it matters • A New Model for MeasurementKate Leggett and Diane ClarksonForrester ResearchMarch 29, 20128 © 2011 Forrester Research, Inc. Reproduction Prohibited Research, Inc. Reproduction Prohibited © 2009 Forrester

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.9 © 2011 Forrester Research, Inc. Reproduction Prohibited

Agenda  What are the key requirements toto providesuccessful online self service  What are the key requirements provide a a successful online self service consumer experience? consumer experience?  What are the key requirements for a successful online self-service business process? • What is IntelliResponse’s Online Self Service Assessment?14 © 2011 Forrester Research, Inc. Reproduction Prohibited

Help and FAQs remain the foundation of online support 16 © 2011 Forrester Research, Inc. Reproduction Prohibited January 2012 “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy”

Online customer service satisfaction varies by generation18 © 2011 Forrester Research, Inc. Reproduction Prohibited January 2012 “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy”

Consumers want quick answers to questions or will abandon Impatience increases with older demographics though younger consumers are more likely to prefer online service.21 © 2011 Forrester Research, Inc. Reproduction Prohibited January 2012 “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy”

Agenda  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  What are the key requirements for a successful online self-service business process? process? • What is IntelliResponse’s Online Self Service Assessment?22 © 2011 Forrester Research, Inc. Reproduction Prohibited

Agenda  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?  What is IntelliResponse’s Online Self Service Assessment?26 © 2011 Forrester Research, Inc. Reproduction Prohibited

The IntelliResponse model will help you to understand how good your online self-service experience is MaturityCategories Levelof analysis Scoring 27 © 2011 Forrester Research, Inc. Reproduction Prohibited

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.28 © 2011 Forrester Research, Inc. Reproduction Prohibited

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. IntelliResponses Online Self Service Performance Evaluation evaluates 14 criteria against best practices derived from Forrester Researchs Online Customer Service Functionality Benchmark methodology and published research. The review is in the following categories: accessibility and availability, relevance, findability, escalation and feedback.29 © 2011 Forrester Research, Inc. Reproduction Prohibited

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 31 © 2011 Forrester Research, Inc. Reproduction Prohibited there is cross-channel consistency.

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 lower32 © 2011 Forrester Research, Inc. Reproduction Prohibited

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.33 © 2011 Forrester Research, Inc. Reproduction Prohibited

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 lower34 © 2011 Forrester Research, Inc. Reproduction Prohibited

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 improve35 © 2011 Forrester Research, Inc. Reproduction Prohibited

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IntelliResponse & Forrester Webinar: The New Way To Measure Online Self-Service

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