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Forrester Research Report

Forrester Research Report

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    Forrester research report Forrester research report Presentation Transcript

    • Making Leaders SuccessfulEvery Day
    • Salesforce Data OverviewForrester ConsultingAndrew MagarieAssociate ConsultantBen HarrisConsultantKate LeggettPrincipal AnalystNovember 15, 2012 For internal use only
    • Preamble…© 2012 Forrester Research, Inc. Reproduction Prohibited
    • Customerexperiencedecisionmakers say thata goodexperience iscritical to theirsuccess Think the importance of customerexperience has risen
    • Forrester’s Customer Experience Index
    • Few companies deliver an outstanding customerexperience Source: April 24, 2012, “The State Of Customer Experience, 2012” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited
    • Customer service managers agree that customerexperience is important
    • The customer service leader must balance customerneeds with business needs Cost Customer satisfaction and Compliance loyalty Revenue
    • Take a step back and think about the journey thatcustomers expect to have with a company
    • Most of the time this journey is fractured. Why? www..com
    • Most companies are a mess of disconnected technology www.astutesolutions.com
    • Customers want to engage using a variety ofcommunication channels
    • Realize that online channel usage has grown in the pasttwo years
    • Companies are not investing in shoring up the foundationsof good interactions Source: “Contact Center Purchase Plans 2011” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited
    • Agents dont have access to the right information at theright time
    • Companies cannot tame the knowledge problem Email
    • Agents cant easily collaborate
    • Customer service metrics don’t drive the right behavior
    • And the volume of social inquiries and commentsoverwhelm companies © 2012 Forrester Research, Inc. Reproduction Prohibited
    • Companies offer more customer touchpoints than everbefore © 2012 Forrester Research, Inc. Reproduction Prohibited
    • SalesForce Data Slides© 2012 Forrester Research, Inc. Reproduction Prohibited
    • S1: Profile of respondents: US focus “In which country is your company headquartered?" Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 22
    • S2: Respondents work primarily for large to global companies “Using your best estimate, how many employees work for your firm/organization worldwide?" Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 23
    • S3: Respondents have a fairly even distribution of customer service organization sizes – from small to very large “Using your best estimate, how many customer service agents do you have in your company?" Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 24
    • S4: The survey profiled select industries “Which of the following best describes the industry to which your company belongs?" Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 25
    • S5: Respondents were evenly split between business and IT roles “Which department or group best describes where you currently work? If you work for multiple groups, please choose the one you work in most frequently” Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 26
    • S6: Respondents have a direct knowledge of their customer service strategy and operations “Please indicate level of involvement in your organization’s customer service strategy and operations.” (Select one for each) Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 27
    • S7: Respondents have mid to senior titles “Which title best describes your position at your organization?" Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 28
    • S8: Few companies solely outsource their customer service operations “How do you manage your customer service operations today?" Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 29
    • P1: Respondents work for B2B and B2C companies “Which of the following best describes the audience that your companys products/services are marketed to?" Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 30
    • P2: Survey respondents consider themselves technology leaders “How aggressive is your company when it comes to investing in customer service technology?" Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 31
    • P3: Respondents use a variety of social media channels “Do you use the following social media tools or perform the following social activities on a weekly basis?" (Select all that apply) Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 32
    • Q1: Half or survey respondents have a clear link between company and customer service strategy “What is the relationship between your customer service strategy and your customer experience strategy?" Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 33
    • Q2: Organizations have a balanced scorecard of customer service goals “What are your firm’s three (3) most important customer service goals over the next 12 months?” Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 34
    • Q3: Organizations rely on customer sat ratings to declare success with their operations “What are the main measurements of success for your customer service operations?" (Select your top 5) Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 35
    • Q4: Organizations rely on a balanced scorecard of metrics to measure the success of a customer service interaction “On a scale of 1 to 5, with 5 being the highest priority, what do you consider the key components of a successful customer service interaction?” Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 36
    • Q5 Companies are moving away from viewing their customer service organizations as cost centers “What is the vision of your customer service organization?" Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 37
    • Q6: Customer service agents are measured via direct customer feedback and adherence to productivity goals “How are you planning to incentivize and measure your agents to support your vision of your customer service organization?" Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 38
    • Q7: Operational pain points include managing social inquiries and empowering agents with a single desktop to manage all inquiry types “On a scale of 1 to 5, how proficient do you feel your organization is currently when it comes to the following business capabilities?” Poor1 2 3 4 Excellent5 Dont know/ not applicable Standardizing the delivery of customer service across our agent pool 4% 22% 52% 22% Increasing the productivity and ef f iciency of my customer service organization 1%5% 27% 47% 21% Using collaboration tools to quickly connect agents with other agents or subject matter 3% 12% 29% 35% 20% 1% expert Locating the right content to answer a customers question by searching across all 3%5% 29% 43% 20% 1% sources of conten Guiding agents through the right customer service processes 1% 2% 30% 47% 20% Enabling customers to use multiple communication channels in the course of a 3% 12% 29% 37% 19% 1% single interaction Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 39
    • Q7 cont: Operational pain points include managing social inquiries and empowering agents with a single desktop to manage all inquiry types “On a scale of 1 to 5, how proficient do you feel your organization is currently when it comes to the following business capabilities?” Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 40
    • Q8: Agents are not empowered to manage social media inquiries “On a scale of 1 to 5, how proficient do you feel your organization is currently when it comes to providing the following capabilities to empower your customer service agents?” Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 41
    • Q9: Agent priorities for improving the customer experience include better productivity and personalization “What are your most important priorities when thinking about improving the experience of customers as they interact with customer service agents?” (Select all that apply) Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 42
    • Q10 Organizations are challenged with people, process and data issues when looking to improve customer experiences “On a scale of 1 to 5, what are your organizations biggest challenges to improving the overall customer experience delivered by your customer service organization today?” Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 43
    • Q10 (cont.) Organizations are challenged with people, process and data issues when looking to improve customer experiences “On a scale of 1 to 5, what are your organizations biggest challenges to improving the overall customer experience delivered by your customer service organization today?” Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 44
    • Q11: A quick resolution time is the driving factor for customer satisfaction “On a scale of 1 to 5, what do you believe impacts your customer satisfaction scores the most?” Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 45
    • Q12 Agents struggle with multiple applications to service customers effectively “Thinking about your customer service technologies that agents use to provide service to customers, what are the challenges that your customer service agents face?” (Select all that apply) Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 46
    • Q12 (cont.) Agents struggle with multiple applications to service customers effectively “Thinking about your customer service technologies that agents use to provide service to customers, what are the challenges that your customer service agents face?” (Select all that apply) Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 47
    • Q13 Managers are not empowered with the right strategic technologies to gain insight about their customer interactions “Thinking about your customer service technologies that agents use to provide service to customers, what are the challenges that your customer service managers face?” (Select all that apply) Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 48
    • Q14 Organizations report a correlation between improved agent experiences and better customer satisfaction outcomes “Complete the following statement in the way that best describes your ability to correlate an improved agent experience to better customer satisfaction: We can correlate a good agent experience to good customer satisfaction ratings...” Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 49
    • Q15: Technology implementation challenges focus on cost, integration complexity, and organizational resistance to change “What challenges did you face during your technology implementations?" (Select all that apply) Base: 196 United States Customer Service decision-makersSource: AForrester Research, Inc. Reproduction Prohibited Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 commissioned study conducted by 50
    • Q16: Organizations balance cost and customer experience initiatives “In the next 12-24 months, when planning to invest to improve your customer service capabilities, what business benefits do you hope to achieve?” (Please rank your top 3 where 1 is most important and 3 is third most important) Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 51
    • Q17: Agent toolset priorities focus on efficiency, productivity and personalization “Thinking about your priorities for improvements in your customer service agent toolset that you would like to see made, what are the 3 most important priorities?” (please pick and rank your top 3 improvements from 1(most important) to 3 (third most important)) Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 52
    • Q18: Tactical priorities for improving customer service capabilities revolve around knowledge and multichannel service “Thinking about your tactical priorities for improving your current customer service capabilities, what are the 3 most important priorities?” (Please rank your top three where 1 is most important and 3 is third most important) Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 53
    • IT priorities for new technologies focus on integrate-ability, scalability and performance “When choosing new technologies to implement in customer service organization, what are the 3 most important priorities from an IT perspective?” (Please rank your top three where 1 is most important and 3 is third most important) Base: 196 United States Customer Service decision-makersSource: AForrester Research, Inc. Reproduction Prohibited Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 commissioned study conducted by 54
    • Q20: Companies plan a broad set of customer service technology investments What are your firms plans to implement or expand the use of these technologies in the next 12 months? Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 55
    • Q20 (cont.) Companies plan a broad set of customer service technology investments What are your firms plans to implement or expand the use of these technologies in the next 12 months? Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 56
    • Q21 Organizations face cost, budget and process barriers which prevent them from optimizing their technology investments “Which of the following barriers, if any, prevent your organization from making better use of technology to improve your customer service capabilities?” (Select all that apply) Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 57
    • Q22 Companies face a balanced scorecard of risks if new technologies are not adopted “What are the perceived risks of not adopting new technology in your customer service organization? (Select all that apply)" Base: 196 United States Customer Service decision-makersSource: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012 © 2012 Forrester Research, Inc. Reproduction Prohibited 58