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The 3 Waves of Customer Experience

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Webinar with Ventana Research - The three waves of customer experience - recorded 9th October.

Our recent webinar with Ventana Research outlined how companies can use customer service to differentiate themselves from the competition. Richard Snow, VP & Research Director from Ventana, presented some of the findings from a recent white paper, showing how organisations now need to engage with their customers through many different channels in order to provide a superior customer experience.

View the slides from the webinar here. If you would like to listen to the webinar session, please go here to access: https://www.salesforce.com/uk/events/details/webinar-service-09-10-2014/.

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The 3 Waves of Customer Experience

  1. 1. The 3 Waves of Customer Experience •Richard Snow •VP & Research Director •Ventana Research
  2. 2. Agenda & Speakers Introduction Scott Ivell - Senior Product Marketing Manager, salesforce.com The 3 Waves of Customer Experience Richard Snow - VP & Research Director, Ventana Research Q&A Richard Snow and Scott Ivell Questions Questions box in on the right of the screen or on Twitter #salesforceWebinar
  3. 3. © 2014 Ventana Research 3 The 3 Waves of Customer Experience Richard Snow VP & Research Director @rjsnowvr richardsnow.ventanaresearch.com uk.linkedin.com/in/richardjsnow
  4. 4. © 2014 Ventana Research 4 Customer Experience Management Building profitable relationships with customers is based on providing positive experiences during every interaction, throughout the customer journey and at any touch point
  5. 5. © 2014 Ventana Research 5 Key Messages Customer expectations have shifted. Providing a superior customer experience is a key differentiator There have been three waves of customer experience. You need to assess where you are Customer engagement is an enterprise-wide, multi- channel issue Companies need to intelligently connect channels, apps and analytics to achieve ‘omni-channel’ 1 2 3 4
  6. 6. © 2014 Ventana Research 6 Customer Engagement Needs to Improve of organizations say it is very important to improve the way they engage with customers. 21% say it is important and 1% say it somewhat or not important. of organizations believe they provide excellent customer experiences. 59% believe they are good and 8% believe they are mediocre or poor. Source: Ventana Research Next Generation Customer Engagement Benchmark Research 77% 33%
  7. 7. © 2014 Ventana Research 7 Three Waves of Customer Experience Efficiency Disconnected Fully Engaged
  8. 8. © 2014 Ventana Research 8 Three Waves of Customer Experience Efficiency Disconnected Fully Engaged
  9. 9. © 2014 Ventana Research 9 First Wave: Channels of Engagement Phone White mail Email ACD/PBX Call Routing Call Center
  10. 10. © 2014 Ventana Research 10 First Wave: Fragmented Customer Service Marketing Service Sales
  11. 11. © 2014 Ventana Research 11 First Wave: Customer Service Systems Phone White mail Email •ERP •CRM •Business specific apps •Data warehouse
  12. 12. © 2014 Ventana Research 12 Three Waves of Customer Experience Efficiency Disconnected Fully Engaged
  13. 13. © 2014 Ventana Research 13 Availability of Complete Customer Analysis of organizations have a single set of reports and analysis containing all customer information. Source: Ventana Research Customer Relationship Maturity Benchmark Research 31%
  14. 14. © 2014 Ventana Research 14 Second Wave: Channels of Engagement Source: Ventana Research Next Generation Customer Engagement Benchmark Research Video 29% Email 92% Mail 92% Phone 94% Text 44% Chat 41% Portal 62% Mobile Service app 37% Mobile Business app 33% Social Forums 29% Social media 60% Virtual agent 10% 7.5
  15. 15. © 2014 Ventana Research 15 Second Wave: Fragmented Customer Service Marketing Service Sales
  16. 16. © 2014 Ventana Research 16 Data Used in Customer Analysis the average number of data sources companies use in customer analytics. 6 Source: Ventana Research Next Generation Customer Analytics Benchmark Research CRM 54% BI systems 53% Spreadsheets 53% Customer feedback 47% Data warehouse 40% email 39% Website usage 31% Call recordings 31% Social media 27% Telephony 20% +11
  17. 17. © 2014 Ventana Research 17 Three Waves of Customer Experience Efficiency Disconnected Fully Engaged
  18. 18. © 2014 Ventana Research 18 Third Wave: Customer Expectations Easy Personalized In-context Consistent
  19. 19. © 2014 Ventana Research 19 Three Barriers to Omni-channel 2.4 Average number of issues companies face supporting multiple channels of communications: 1.Integration with other systems (49%) 2.Channels managed as silos (47%) 3.Responses are inconsistent (33%) Source: Ventana Research Next Generation Customer Engagement Benchmark Research
  20. 20. © 2014 Ventana Research 20 Third Wave: Channels of Engagement How much growth do you expect in the use of communication channels?: Source: Ventana Research Next Generation Customer Engagement Benchmark Research 29% 35% 39% 35% 38% 30% 25% 24% 24% 24% Social media Web self- service Customer Portal Mobile bus app. Mobile service app Significant Growth Some Growth ALL channels are forecast to have some growth
  21. 21. © 2014 Ventana Research 21 Third Wave: Connected Customer Service Marketing Service Retention Sales
  22. 22. © 2014 Ventana Research 22 Third Wave: Points of Engagement Source: Ventana Research Next Generation Customer Engagement Benchmark Research Sales 59% Face-to-face 50% Contact Center 71% Marketing 49% Mobile Workers 34% Home Agents 25% HR 23% Customer Service 43% Finance 30%
  23. 23. © 2014 Ventana Research 23 Third Wave: Customer Engagement Systems Which systems have you implemented or plan to implement to improve customer engagement?: Source: Ventana Research Next Generation Customer Engagement Benchmark Research 23% 23% 24% 25% 27% 25% 22% 17% 23% 11% Collaboration Mobile service app Multi-channel customer analytics Routing to best agent Smart desktop In-use Planned
  24. 24. © 2014 Ventana Research 24 Big Data and Customer Analytics What data What information What action
  25. 25. © 2014 Ventana Research 25 Customer Metrics Net order value 23% Acquisition costs 32% Gross order value 21% Net promoter scores 29% Customer lifetime value 33% Social media influencer score 18% Cost to serve per customer 50% Customer Satisfaction 54% Customer effort scores 27% Source: Ventana Research Next Generation Customer Analytics Benchmark Research
  26. 26. © 2014 Ventana Research 26 Customer Journey Maps Business Outcome
  27. 27. © 2014 Ventana Research 27 Third wave: Omni-channel Engagement Customer & Interaction Analytics Single Q, customer-based routing Self-service Collaboration Mobile Smart desktop Business Apps Business Rules
  28. 28. © 2014 Ventana Research 28 Three Waves of Customer Experience Efficiency Disconnected Fully Engaged
  29. 29. © 2014 Ventana Research 29 Which Wave are you Surfing? Efficiency Limited channel activity? Technology routes calls to next free extension? Other interactions handled by “random” employees? Metrics focus only on efficiency? Business units operate independently? Multiple part customer views? Disconnected Multiple stand alone channels? Customers channel-hop and become frustrated? Metrics focus on efficiency and CSAT? Business units operate independently? Only have a partial view of customers? Fully Engaged Integrated channels? Routing based on customer-related rules? Focus on Self-Service? Metrics focus on business outcomes, effectiveness? Business units collaborate systematically? Complete view of customers, including journey maps?
  30. 30. © 2014 Ventana Research 30 Recap Customer expectations have shifted. Providing a superior customer experience is a key differentiator There have been three waves of customer experience. You need to assess where you are Customer engagement is an enterprise-wide, multi- channel issue Companies need to intelligently connect channels, apps and analytics to achieve ‘omni-channel’ 1 2 3 4
  31. 31. Want to find out more? •If you are already a Salesforce customer, then please speak to your AE for follow up •Or visit our Salesforce1 Service Cloud page: http://bit.ly/1g8pJut •Link to “The Art of the Possible: The Customer Service Journey” whitepaper to follow by email •Webinar recording and slides to follow by email •View previous webinar recordings and sign up for upcoming sessions: www.salesforce.com/uk/events/webinars/ •Learn more about Ventana Research: www.ventanaresearch.com
  32. 32. © 2014 Ventana Research 32 Thank you!

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