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.

1. Presented by Upstream Works
Simplifying Cross
Channel Customer
Experience Management

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

6. Changing Channels

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

8. A single view

9. The Champion!

10. Current Approach
» Surveys
» Social Response
trends

11. Interaction Drivers

12. But why is this so hard?

13. Build for Expansion

14. Business Interaction Management

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

17. See the journey for every
customer

18. ROI
• Reduced calls
• Strategic process
management
• Evaluate channel
effectiveness
 ‘Right Channel’ customers
 Channel containment
• Reduced churn

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

20. About Upstream Works Software

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

22. Customer Insights
Customer
Experience
Performance
Improvement
Performance
Management
Training and
Staffing
Process
Improvement
All customer channels

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

25. Coming Soon
www.upstreamworks.com
Look for the webinar – coming soon to Youtube First Call
Resolution