An introduction to right channeling & blending channels

A 5 Minute Introduction to Blending Online Support ChannelsBest Practices for Customer Service in The CloudJohn M. PerezCustomer Service In The Cloudhttp://www.customerserviceinthecloud.comEmail: jperezpgi@gmail.com

Online Customer Service Channels
Self-Service
Assisted Service
Knowledge Search
Support Page Answers
Top Knowledge Listing
Web Guides & Logic Trees
Case Deflection (w/Email)
Community
Feedback
Email Response Mgt
Reactive Chat
Proactive Chat
Co-Browse
Social
Phone

Channel vs Cost
Technical Complexity
© 2009, Forrester Research

Supporting a Multi Channel Experience
Identify How complex are your customer interactions?

Right Channeling Green Dot Interactions
Matching Channels to Complexity

What if you could
Replace 5% of phone calls ($12) with Web Self-Service ($0.10) and Chat ($5)
And Increase Satisfaction
Blending Channels

Blending Channels
Consider this…
Instead of…
Answer/Content
Did it help you?
Yes/No
No = Chat offered
If you still need help, click here to chat with an expert
Answer/Content
Did it help you?
Yes/No
No = tell us why. Thanks
Customer phones for help

Blending Channels
Consider this…
Instead of…
Email started
SmartAssistant
Submit
Auto Acknowledge – with links promoting community and FAQs
Response. Survey: Problem Solved? Yes/No?
If No, offer a chat link
Email started
Smart Assistant
Submit
Auto Acknowledge
Response

Blending Channels
Consider this…
Instead of…
Check-out page
Show Common ‘Purchasing Questions’ on check-out page (shipping, returns, guarantees)
Offer Chat
Check-out page
Offer Chat

Blending Channels
Consider this…
Instead of…
Phone Call with Complex technical issue
Long conversation
Phone Call
Co-Browse
Shorter call time

An introduction to right channeling & blending channels

by John Perez

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An introduction to right channeling & blending channels Presentation Transcript