There is a wealth of information hidden in your company's interactions with your customers. However, because the information is spread across silos, it's a constant struggle to obtain actionable information that will improve your bottom line business and your relationship with your customers.
This presentation will discuss:
• How to simplify managing your customer's experience for any channel
• How you can consistently deliver customer care that will build your customer base and win increased loyalty across every contact channel
• Best practices for successfully deploying a multi channel strategy
These slides all have recorded webinars with more detail. Feel free to contact me at Upstream Works for access.
2. Covered Today
• Simplify managing your customer's experience
for any channel
• Consistently deliver customer care that will build
your customer base and win increased loyalty
across every contact channel
• Best practices for successfully deploying a multi
channel strategy
3. Three Measures of “CX”
• Measuring what people say to you
Surveys
• Measuring what people say about you
Social
• Measuring what people do
Interactions
4. What People Do
• “So how do you manage each customer relationship
individually? [] You need to build a system which
allows you to track, capture, and analyze the
millions of customer activities, both interactions and
transactions, over a long period of time.”
Lucy Fusaro: The evolution of customer relationship
management: From a market of millions to a million markets
of one. 1999
• “A systematic approach to managing the touch
points that drive customer experience will increase
loyalty.”
(Understanding Touch points and your Customer
Relationship Lifecycle – MCORP Consulting; 2009)
5. Channels for Interactions
• Assisted Service Modes
Phone, email, web chat
Retail, service provisioning; white mail
• Self Service Modes
Web; IVR; Kiosk
• New Media
Social Response
Mobile
SMS/IM
7. Why Track Across Channels?
• Containment
Find failure points that drive calls
Find success points that drive calls
Understand why customers switch channels
• Right Channeling
Ensure customers can use the channel they want to
use and that you can manage that channel effectively.
• Self Service Deflection
Determine what interactions should be put into self
service and what not
15. Advantages
• Contain scope with easy expansion
• Consistent view of any channel
• System independence for upgrades and
changes
• Survey and social response linking
16. Best Practices
• Define a consistent set of information to collect
for any channel
Normalize systems across all channels and determine
gaps
• Link application databases, don’t integrate or
merge
• Define a reasonable scope
Consider all channels
19. Summary
• Create a single easy way to view interactions on
any channel
• Collect information that helps strategically
manage processes around the customer
• Implement continuous improvement using the
information collected
21. Business Interaction
Management
Track and save the entire interaction as it
happens. It’s easier to use and understand later
Provide in-your-face interaction context that’s
role tailored for personalized service
Pre-built best practices analytics
23. Business Interaction Pain Points
• Problem: No methodology or technology used
provides a single comprehensive and auditable
view of how customers interact with a business.
» Result: Averages are used
to allocate funds to drive
customer loyalty and reduce
costs across the multiple
interaction channels in use
today.
24. Upstream Solution
• Upstream Works’ Business Interaction
Management, makes the collective of customer
interactions visible, accountable and controllable
Combines technology and a methodology to track
individual customer interactions across the business
Links outcomes to supporting interactions
Puts the collected information into a powerful form
Compliments existing applications and infrastructure