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eGain - Multichannel Seminar

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A seminar providing an overview of multichannel customer engagement and its relevance to organisations. …

A seminar providing an overview of multichannel customer engagement and its relevance to organisations.

Also contains some research from two seminars answering the questions 'do you have a multichannel strategy', 'what would be the benefits of multichannel', 'what are the barriers to adopting multichannel'

Contact:

@mfenna
http://about.me/markfenna

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  • 1. MULTICHANNEL CUSTOMER ENGAGEMENT Dec 12, 2012 Mark Fenna mfenna@egain.com +447557971562 17.09.2013
  • 2. AGENDA • Introduction • What is multichannel? • Why is it important? • Business priority • How can you approach it? • What does the future look like? • Research • Q&A
  • 3. Introduction
  • 4.  Customer engagement solutions • Cloud-based applications for social, media, web and contact centres • Connected customer journeys in multichannel  HQ – Sunnyvale, California  Operations in North America, EMEA, APAC  EMEA Support and HQ – Slough, UK Slide 4 eGain Gartner Pace Layer Architecture
  • 5. EGAIN “LEADER” IN GARTNER MQ FOR WEB CUSTOMER SERVICE APPLICATIONS* *Source: Gartner Magic Quadrant report for web customer service applications - Feb 2013
  • 6. 6 **Replace with ‘kosher’ client logos**TRUSTED BY LEADERS Financial Services and Insurance Manufacturing Retail Telecom Utilities
  • 7. What is multichannel? 7
  • 8. Why is multichannel engagement important? 8
  • 9. WORLD HAS GONE MULTICHANNEL Research online and then buy in store 51% 32%Research online, visit store and buy online Source: Google research study (2012)
  • 10. More transaction size for multichannel customers compared to single channel customers 82% Slide 10 Multichannel customers are more valuable…
  • 11. F-R-A-G-M-E-N-T-E-D JOURNEYS FRUSTRATE MULTICHANNEL CUSTOMERS… 11 84%Want consistent service and offers across channels
  • 12. Is it a business priority? 12
  • 13. CUSTOMER ENGAGEMENT IS A TOP BUSINESS PRIORITY Nine out of ten CEOs say they are strengthening their customer and client engagement programs. Price Waterhouse 2013 CEO survey
  • 14. It is a complex problem requiring clear ambition, vision and leadership 14
  • 15. Contact Center Web Social It’s not in my P&L It’s not in my objectives I’d like to help, but… CX Manager I’m looking for help, Virtual Team… MOST BUSINESSES ARE STILL STUCK IN CHANNEL SILOS
  • 16. 16 TACTICAL FIXES CREATE CONFUSION AND DELAY
  • 17. 17 WITHOUT THE RIGHT TECHNOLOGY, IT’S A CHALLENGE WITHOUT THE RIGHT AMBITION, VISION AND LEADERSHIP IT’S A CHALLENGE
  • 18. What do the analysts think? 18
  • 19. 19 “CEH [Customer Engagement Hub] will foster personalized engagement with customers across all interaction channels, including social, and reach across all departments in the enterprise.”* *Source: Hype Cycle for CRM Customer Service and Support, written by Michael Maoz and Johan Jacobs, Gartner. August 1, 2012
  • 20. Slide 20 Gartner Pace Layer Architecture CRM Content Management Contact Center CTI eCommerce System Innovation Layer Differentiation Layer System of Record Layer
  • 21. Convert Hot leads Personalized Experience Proactive Offers Chat Assistance Click to Call – Phone, PC Chat with Expert Relevant Information in Context Interactive Site Tour Concierge Welcome Guided Advice Intent-driven Search Compare and Recommend Resolve Escalations Reduce Abandonment Cobrowse – Onboarding Paperless Notifications Multichannel Service Preference-based Content & Delivery Rich, connected customer journeys Capability Summary Self-service Assisted GUIDE SELL SERVE
  • 22. Visit posts by other mums Buy online Look up FAQ Video Chat for claims Like the company’s Facebook Page Laura Andrews Age: 35 Busy mum “XYZ co. is great for insurance! ” Customer journeys
  • 23. The future 23
  • 24. Customer & Business Co-evolution Slide 24 CUSTOMER BUSINESS Passive Empowered Closed Open Traditional Phone-centric CRM 1990 Multichannel Interactions 2000 Synchronized Customer Collaboration FUTURE… Proactive, Social Customer Engagement TODAY
  • 25. Context-aware Communication Routing Contact Center >> Engagement Center 25 Communication/Collaboration/Social Systems Web Customer Services Knowledge Base Web Chat Email Response Management Collaborative Browsing Etc. Contact Center IVR ACD CTI Recording Work Force Mngt. Face-to-Face Interaction Mobile Consumer/ Employee Social & Peer-to-Peer Networking Inbound or Outbound Customer and Partner Engagement Analytical Systems Data Mart Data Mart Operational / Transactional Systems CRM/ CSSPartner ERP, SCM Vertical Industry Systems Next Best Action, Policies, Rules Business Process Management tools Knowledge Search, Analysis and Delivery Post- Relational Data Analysis Data Ware- house CRM Process Execution Customer Intent Reputation, Connections, Sentiment Analytics Historical and Predictive
  • 26. Research 26
  • 27. Slide 27 Some questions Do you have a multichannel strategy? What benefits would you achieve if you had a multichannel capability? What are the barriers to achieving this?
  • 28. Slide 28 Seminar Responses  11% of seminar attendees had a multichannel strategy. Several attendees had a strategy that they thought was no longer current and that was not being delivered against.
  • 29. Slide 29 Seminar Responses - Benefits  Benefits of multichannel:  Improved Revenue  Reaching/ engaging new customer segments/ demographic  Increased online sales  Reduced Costs  Cost reduction via self-service  Reduced call volumes  Competitive Advantage  Competitors aren’t able to offer  Improved customer satisfaction  Increased channel choice/ customer demand  Increased availability through 24/7 digital channels  Improved Marketing/ PR  Social Amplification via Twitter and Facebook
  • 30. Slide 30 Seminar Responses - Barriers  What are the barriers to achieving this?  Creating a credible business case  Specifically that ‘channel shift’ is the future, but customers being serviced OK today, so how to demonstrate the Return On Investment.  Aligning Stakeholders:  IT – cost/ ownership/ management  Marketing – consistency across channels  Quality – ensuring consistent quality control  Solution Specifics  Ensuring data privacy and security
  • 31. Q&A 31
  • 32. Slide 32 Further Information  Remarkable Customer Journeys by Design Video - http://bit.ly/14LegT1  eGain Knowledge Cloud Video - http://bit.ly/18Fr8r6  Mobile App Customer Engagement Video - http://bit.ly/1a6sb47  Choose an Experience - http://markfenna.wordpress.com/  eGain offers a structured Business Assessment workshop which helps to quantify the business case and approach that could be taken for Multichannel. If you are interested in finding out more then get in touch:  mfenna@egain.com  https://twitter.com/mfenna  http://www.linkedin.com/in/markfenna

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