Top 6 Critical Capabilities for Your Digital Archive.pptx
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68% of marketing leaders say their company competes on CX. Today’s omnichannel world presents CX challenges and opportunities for delivering the best service to customers with questions about their communications. How well equipped is your call center to help customers calling with questions about their communications? Do they have easy access to view any communication, “as delivered”, irrespective of channel or do they need to switch between systems to access copies of communications for each channel? Are archived communications augmented with delivery and engagement data to remediate delivery failures and better serve customers? In this on-demand webinar we’ll explore six critical capabilities your digital archive needs to deliver the best CX, cost savings and regulatory compliance in today’s world of omnichannel communications.
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Top 6 Critical Capabilities for Your Digital Archive.pptx
- 1. Top 6 Critical Capabilities for Your Digital Archive April 7, 2022 Gaston Hummel | Solution Marketing Manager
- 2. Presented by: Elizabeth Connors Senior Product Marketing Manager EngageOne (Moderator) Gaston Hummel Solution Marketing Manager EngageOne
- 3. Agenda • What CX Frustrates Customers Most? • Six Critical Capabilities for Digital Archiving • Conclusion • Next Steps • Questions Top 6 Critical Capabilities for Your Digital Archive 3
- 4. 1. Customer Centric View 4 • Read a communication the rep doesn’t have access to • Re-explain a problem • Switch from web to the phone • Transfer to another rep • Contact company repeatedly about the same issue Most Frustrating CX
- 5. 2. “As Delivered” View of All Communications 5 • Responsive emails • Emails with / without external images • In-app notifications • Chat dialog • Personalized video • Call transcripts • What did customer see? Experience the CX Top 6 Critical Capabilities for Your Digital Archive VS VS
- 6. 3. Engagement History 6 • Delivered • Opened • Bounced • Viewed • Clicked • Returned Experience the CX Top 6 Critical Capabilities for Your Digital Archive
- 7. 4. Delivery Remediation 7 Top 6 Critical Capabilities for Your Digital Archive What could your service & compliance teams tell me about a failed communications? “We only know what we send but don’t have visibility of what is delivered, opened, etc.” “We use manual processes to resolve delivery failures” “Deliveries of 100% of communications are accounted for & 80% of delivery failures are auto- remediated” Impact • 1.5% of physical mail is undeliverable • $3 / piece to handle • $3 - $30 per customer service call • Finance (revenue) • Customer Service (costs) • Legal (fraud, compliance, audit) • Operations (staffing costs) • Account Servicing / Claims • C-Suite (accountability)
- 8. 4. Delivery Remediation 8 Top 6 Critical Capabilities for Your Digital Archive Customer Preferences Email Bounce SMS Alert Failure Returned Mail Critical CTA Missed Send by Email Alert by SMS Send Physical Mail In-app Notification Send by Email Alert by SMS Send Physical Mail In-app Notification Email Bounce SMS Alert Failure Returned Mail Critical CTA Missed
- 9. 5. Real Time Communications 9 Top 6 Critical Capabilities for Your Digital Archive 90% “The most frustrating customer experience is having to read a communication to the customer service agent because they don’t have access!” Harvard Business Review • Most customer communications managed for our largest clients on EngageOne Rapid CX, our cloud based Integrated Customer Engagement Platform, are real time communications • Customer centric view of all communications is critical for delivering good CX • Adding real time communications to the customer centric view before they reach customers is equally critical
- 10. 6. Secure Customer View 10 Top 6 Critical Capabilities for Your Digital Archive 94% of customers reporting low effort during a service interaction expressed an intention to repurchase 81% of customers reporting high effort during a service interaction reported an intention to spread negative word of mouth • Can customers access their communications online securely? • For all channels? • Save customers from calling about lost or deleted communications • Do you need a separate repository for customer access? • How secure is your customer access? • Take CX to the next level by augmenting online communications with context aware chat and video help
- 11. Conclusion 11 Top 6 Critical Capabilities for Your Digital Archive • Read a communication the rep doesn’t have access to • Re-explain a problem • Switch from web to the phone • Transfer to another rep • Contact company repeatedly about the same issue Most Frustrating CX 1. Customer Centric View 2. “As Delivered” View 3. Engagement History 4. Delivery Remediation 5. Real Time Communications 6. Secure Customer View 6 Critical Archive Capabilities (Keep) Re-Inventing the Wheel EngageOne RapidCX
- 12. The global leader in Data Integrity and Customer Communications Trust your Communications. Build your possibilities. Brands you trust, trust us Data leaders partner with us of the Fortune 100 99 Customers in more than 100 2,500 employees customers 12,000 countries 12 Top 6 Critical Capabilities for Your Digital Archive
- 13. Next Steps • Demo • Schedule planning & scoping workshop • Document your operational issue drivers • Document your targeted operational improvements • Document your ROI levers • Schedule review of workshop output • Iterative meetings to discuss scope & proposals 13 Top 6 Critical Capabilities for Your Digital Archive
Editor's Notes
- Hello everyone and welcome to today’s webinar on adding The Top 6 Critical Capabilities for Your Digital Archive
- My name is Elizabeth Connors from the Precisely EngageOne Marketing Team. I’ll be your moderator today. Our speaker today is Gaston Hummel, Solution Marketing Manager for Precisely EngageOne. Gaston has over 20 years experience helping organizations deliver highly engaging CX to their customers. Over to you Gaston.
- I’ll start by sharing what research by the Harvard Business Review found to be the things that frustrate customers the most. This will be followed by a walkthrough of six critical capabilities for digital archiving that will prevent you from frustrating customers in the ways that frustrate them most! By way of conclusion, I will summarize how the 6 critical archiving capabilities discussed in the webinar empower your organizations to avoid frustrating customers with what Harvard Business Review found to be the most frustration customer experiences! I’ll also share two approaches for realizing the capabilities we’re discussing today. We’ll discuss what the next steps would look like for one of these approaches and finally close with questions.
- Let’s start with a review of what research by Harvard Business Review found to be the most frustrating customer experiences. They found that what frustrates customers most is: Calling a service provider with a question about a communication they sent you and having to read the communication back to the service agent because he or she doesn’t have access to it Having to re-explain the same problem multiple times to different service agents or on different channels to get our questions answered Having to switch from online help via the web to having to call to get an issue resolved Having to contact a company repeatedly about the same issue and Getting transferred across multiple service agents. These frustrations have increased and become more challenging to resolve with the increasing number of communication channels you use to communicate with customers. Forbes research found that 88% of customers expect omnichannel brand experiences but adding channels without proper archive support is clearly frustrating customers. It’s not just frustrating customers either but your own customer service agents get frustrated too when they must switch between different applications to access communications delivered to the same customer on different channels. Presenting your service agents with a single customer view of all communications exchanged with a customer, irrespective of channel, empowers them to deliver your customers the service levels they are expecting and furthermore makes your service agents jobs less stressful
- To help your customers effectively, your service agents need an “as delivered” view of the communications your customers receive. Particularly communications with responsive layouts can look very different on different devices and then there can be the issue of not knowing whether customers viewed your email with or without downloaded images. With a picture telling a thousand words, it can be hard for a service agent to show empathy for a customer calling about an email they are seeing without images when your service agent is seeing all images. There are also other channels like in-app notifications, chat dialogues and personal video that can lead to awkward customer support conversations when your support agents cannot see what your customers see!
- In today’s omnichannel world customers are used to switching between channels fast and when they do finally resort to needing to call for help, it can be invaluable for your service agents to not only have access to the individual communications exchanged but to have insights into how the calling customer interacted with each communication and how they switched between the different communications before calling. Did the calling customer even receive the communications that the service agent is referencing during a call? Was a physical bill returned or did an email bounce? Insights into the engagement history for each communication as well as the engagement history across communications can be invaluable in empowering your agents to show empathy for your customer’s situation. It avoids conversations like “I did not receive my bill”, “yeah, but I can see that we definitely sent you your bill, so you should have paid it on time!” Equipping your agents to clearly understand what each calling customer experienced prior to their call enables your agents to resolve customer issues fast, resulting in great improvements in two areas: Your Net Promoter Satisfaction and Your customer service agent’s job satisfaction
- Following on from my last slide, delivery remediation is critical too. It can greatly impact your customer experience as well as your operational costs. What would your customer service and compliance teams say about the communications you send to your customers but fail to be delivered? The impact of failed communications can be huge. 1.5% of physical mail is undeliverable, email bounce and non-open rates combined are significantly higher. Manually processing returned mail costs $3 per piece on average and the handling of calls related to failed communications costs your organization between $3 and $30 per call! Failed communications are not just an operational issue! Failed communications impact finance, accounts receivable, compliance and customer retention too.
- There are two ways that communication delivery failures can be resolved automatically. Both are better than having to resolve delivery failures manually but one does not only resolve the current delivery failure but prevents delivery failures for future communications too. In the first scenario lets consider an email bouncing. This could be an email containing the content needing to be communicated or it could be an email notification notifying a customer of a new communication or bill that is available for them to view online. When the email bounces you can look up the customer’s physical address and trigger a physical letter to delivery the necessary content to your customer. Now you have resolved your delivery failure, however, you have not corrected the email address you have on record for your customer and therefore future email communications are going to bounce again too. Also, having persuaded your customer to opt into e-communications you run the risk that they might revert back to receiving physical mail as their main communication channel with you! A better approach is the automatic remediation process I am going to share with you now. Let’s consider a physical mail piece that is undeliverable and gets returned this time. When the return letter’s barcode is scanned it can trigger a look up in the customer preferences of the customer’s mobile number. This can trigger an SMS alert alerting your customer of the delivery failure and provide them with a link to a chatbot or smart form to capture their new email address. In doing so you can also nudge your customer to opt out of physical communications and into e-delivery for all future communications. Sometimes option 1 can be better than option 2, or a hybrid approach better still. For example if an e-communication is a legally required communication like a pension overview that has to reach your customer before then end of the year then you might want to auto-deliver a physical version of the failed e-communication as soon as possible and in parallel set of process 2 to capture your customer’s new email address.
- Today, most customer communications managed on EngageOne RapidCX for our largest clients are real-time communications. Communications that are triggered and sent to customers electronically as soon as an event happens or data changes in one of your core systems. We discussed earlier how THE most frustrating customer experience is having to read a communication to the customer service agent who answers one of our support calls because the customer service agent does not have access to it! Avoiding this number one customer frustration is impossible unless your digital archive can load and index communications and make them available to your service agents in real-time. We still come across organizations with archive solutions that don’t make customer communications available in their call centers until the day after they are loaded when a global index gets updated. In an omnichannel world the impact on CX of such archives can be disastrous. It’s still better than the call center not being able to access communications at all as is commonly the case for SMS alerts, marketing emails, and chat conversations to name but a few! A customer centric view of all communications is critical for delivering the best customer experiences and that customer centric view must provide you call center with access to communication the same second that a communication reaches your customer.
- Making your customer’s lives as easy as possible grows customer retention. 94% of customers reporting a low effort during a service interaction expressed an intention to repurchase. And 81% of customers reporting high effort during a service interaction reported an intention to spread negative word of mouth. Customers don’t like calling your call center if they can avoid it and certainly not to request copies of old or lost communications. Making customer communications available online can in many cases prevent customers from having to call and make their lives easy. However, many organizations are still unable to make all communication types available for their customers online, particularly as the communication channel mix continues to grow. Some organizations have had to implement separate communication repositories to allow customer access for a variety of reasons. These can include: Security concerns License restrictions making it cost prohibitive to allow too many users to access the archive. Using a separate repository also means you need to ensure both repositories stay in sync but also that they both support all you communication channels including the loading of real-time communications. The right solution is a highly available repository to provides segregated access to the different types of users including end-user. The repository and its environment should be certified for SSAE and PCI compliance and audited on a regular basis. (((The acronym "SSAE" stands for Statement on Standards for Attestation Engagements, and was developed by the American Institute of Certified Public Accountants (AICPA)) and Payment Card Industry))) Now imagine if you could make your customer lives even easier by not only giving them secure online access to their communications but if you could also augment them with personalized chat or video help that is ready to deliver the best personalized answers to the most asked questions about each document? You can even break this down further and provide personalized help that is tailored to deliver the best answers to the most asked question about each section of a larger communication. This presents the opportunity to elevate your customer experience to a whole new level!
- In conclusion today we discussed how HBR found these to be the most frustrating customer experiences. ………………..name them ………………… We then went on to discuss how a digital archive with these critical capabilities is key to avoiding these issues. You need a solution that provides ……………………………… There are two ways to obtain these critical capabilities. You can keep re-inventing the wheel and develop and maintain your own bespoke processes around each of your customer engagement systems. You might be using different systems for different communication types and different communication channels. Undoubtedly you will be adding new communication channels in the future too, and the question is do you want to keep expanding bespoke code that ties all these channels together. The alternative is to adopt an Integrated Customer Engagement Platform that provides these critical capabilities and many more as a hosted managed service letting you focus on creating the content your customers need throughout their journey and not need to worry about managing the platform to deliver this content to them and not needing to worry about how to ensure customer service has the secure communications access, they need to delight your customers.
- For those of you don’t know Precisely, the provider of EngageOne RapidCX ………
- If we have sparked your interest with the 6 critical capabilities for your digital archive today then these are some next steps you might consider. You can reach out for a demo of the EngageOne RapidCX platform. After that we can schedule a planning and scoping workshop in which we document you most critical operational issue drivers and agree targeted operational improvements and what the ROI levers are that would drive the ROI resulting from each improvement. Thereafter we’d schedule a revie workshop of the documents we prepared and then have iterative meetings to discuss scope and proposals.
- I hope you found today’s webinar interesting and thank you for your interest. No I’d like to open the floor for questions. Please use the chat window to ask questions you have and we’ll try and answer them all on this call or if we run out of time follow up with you after the call. Elizabeth, are there any questions? Are all these capabilities provided by Vault? No, the capabilities I presented are archiving capabilities provided by EngageOne RapidCX, our Hosted Managed CCM Service Vault alone is an incredibly efficient storage and retrieval solution for customer communications but it does not provide all the capabilities I described out-of-the-box. Isn’t PDF/A the best format for archiving customer communications? The primary benefit of PDF/A is that every PDF embeds all fonts and images used by the PDF in the single PDF file. We support archive and retrieval of PDF/A when required, however, our archiving capabilities also guarantee you’ll be able to render exact copies of PDF and printed documents for years, if required decades, to come. However, our approach provides greater storage efficiency. Furthermore, PDF/A is not an appropriate format for storing responsive HTML communications, nor SMS, nor chat dialogs because it does provide an accurate visual representation of how the customers viewed these communications. You say service agents can access an “as delivered” view of all communications. How do you know which device or devices the customer viewed the communication on? We can detect the user-agent in the HTTP requests that retrieve HTML and other online communications. This includes tracking pixels in emails and give use insight into the device and mail client the customer accessed a communication on. RapidCX can simulate how electronic communications display across a wide range of devices. Where does the stat that 1.5% of physical mail is undeliverable come from? The 1.5% is based on our own Precisely data and our experience with the largest mailers in the US. With some of your clients sending up to 90% of their customer communications in real-time, has this led to a reduction in the number of physical documents they need to send their customer and if so what reduction? Great question. Real-time communications are always electronic otherwise they cannot reach the customer in real-time. Particularly in financial services use cases that include fraud-prevention and balance alerts we have found that real-time alerts take a different form than traditional documents. Most commonly they are SMS, email or in-app notifications and these notifications, particularly when we can track their delivery, omit the need for many physical communications. I am not sure of the exact reduction in physical documents resulting from real-time alerts but imagine it to be around 25%. Can you expand on what you meant on your Secure Customer View slide about augmenting online communications with contextual chat and video help? Certainly, maybe the easiest way to elaborate on this is with a quick demo…..