An introduction to right channeling & blending channels

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Learn how to blend online support channels to direct your customers to the most effective channel while reducing costs. Source: Customer Service in The Cloud.

Learn how to blend online support channels to direct your customers to the most effective channel while reducing costs. Source: Customer Service in The Cloud.

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  • Let’s cover the channels available. These are broken into self-service and assisted service. And they can be delivered via a website, customer portal and soon Facebook.
  • OK, we have customer expectations, channels, question complexity, but what does each channel cost? Obviously the cheapest is Web Self-Service and the most expensive is complex technical support.
  • Let’s make life simple, let’s break the kinds of questions and issues your customers have into Low Complexity, Medium Complexity and High Complexity. Here are the characteristics of the different levels of complexity. How about you? What type of questions do you get? Mostly low complexity? Any one type more than another?So, what channels are best used for which type of questions.
  • That’s all good, but you don’t need to use channels in isolation. Think about blending them.
  • Unhappy customer or customer who is going to call you vs customer with problem solved.

Transcript

  • 1. 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
  • 2. 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
  • 3. Channel vs Cost
    Technical Complexity
    © 2009, Forrester Research
  • 4. Supporting a Multi Channel Experience
    Identify How complex are your customer interactions?
  • 5. Right Channeling Green Dot Interactions
    Matching Channels to Complexity
  • 6. What if you could
    Replace 5% of phone calls ($12) with Web Self-Service ($0.10) and Chat ($5)
    And Increase Satisfaction
    Blending Channels
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. Blending Channels
    Consider this…
    Instead of…
    Phone Call with Complex technical issue
    Long conversation
    Phone Call
    Co-Browse
    Shorter call time