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USAN and Forrester Research: How and Why to Build a Healthy Customer Experience Ecosystem

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A healthy Customer Experience Ecosystem is one that has achieved a balance between the people, processes and technology that make up the ecosystem. But maintaining a balance between these pillars of customer service is no easy task. With an array of technology and proliferating communication channels, delivering consistent customer experiences is more difficult - and more important - than ever before. View this presentation, originally presented by guest speaker Megan Burns, Principal Analyst for Customer Experience Professionals at Forrester Research, and Tad Thompson, Vice President of Sales at USAN, to learn how does your company can create a better experience for its customers, why is it so difficult to implement customer-facing business processes, and if there a single technology solution that can help implement these experience goals.

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USAN and Forrester Research: How and Why to Build a Healthy Customer Experience Ecosystem

  1. 1. FeaturingWhy and how to build a healthycustomer experience ecosystemPERFECTING THE CUSTOMER EXPERIENCE
  2. 2. 1Multi-ChannelCustomerEngagementin Action2The Best EngagementPractices Your CustomersREALLY WantCUSTOMER ENGAGEMENT SERIES3Why and how to build ahealthy CustomerExperience ecosystemFeaturing
  3. 3. BEYOND GREATHow to Achieve Remarkable CustomerService ExperiencesFREE WHITE PAPER DOWNLOAD AT USAN.COM
  4. 4. QUESTIONSHOW TO ASK QUESTIONS
  5. 5. HostRobb DukeDirector, MarketingUSANSpeakerTad ThompsonVice President, SalesUSANGuest SpeakerMegan BurnsPrincipal AnalystForrester ResearchPRESENTERSGuest Speaker
  6. 6. Megan BurnsPrincipal Analyst forCustomer ExperienceProfessionalsForrester Research, Inc.Why and how to build a healthycustomer experience ecosystemPERFECTING THE CUSTOMER EXPERIENCE
  7. 7. Building a Healthy CustomerExperience EcosystemMegan Burns, Principal AnalystApril 23, 2013
  8. 8. © 2013 Forrester Research, Inc. Reproduction Prohibited 8Agenda› What makes a customer experienceecosystem healthy?› How can companies bring theirecosystem from sickness to health?› Where’s the best place to start?
  9. 9. © 2013 Forrester Research, Inc. Reproduction Prohibited 9Agenda› What makes a customer experienceecosystem healthy?› How can companies bring theirecosystem from sickness to health?› Where’s the best place to start?
  10. 10. Customer Experience EcosystemThe complex set of relationshipsamong your company’s employees,partners, and customers . . .. . . that determines the quality of allcustomer interactions.
  11. 11. Balance
  12. 12. © 2013 Forrester Research, Inc. Reproduction Prohibited 23In unhealthy Customer ExperienceEcosystems…› Customers repeatedly complain about the experiencedelivered at one or more touchpoints — or worse, leave› The brand isn’t appropriately expressed at alltouchpoints› You’re losing money (or not making enough) atparticular touchpoints› Employee turnover is high in certain departments› You have significant disagreements with particularpartners
  13. 13. Techarrives toinstallOrdersrouter SWCallscustomerserviceToldthere’s nosolutionSales rep ChartertechPhoneagent3rd partyHW policyInstallationfailsPhoneagentChartertechSales repgetscommissionCRMsystem3rd partyHW policyLegaldept.ComppolicyHumanResourcesLegaldept.Line of VisibilityFinanceScheduling system
  14. 14. © 2013 Forrester Research, Inc. Reproduction Prohibited 25Agenda› What makes a customer experienceecosystem healthy?› How can companies bring theirecosystem from sickness to health?› Where’s the best place to start?
  15. 15. What does our customerexperience ecosystemlook like?
  16. 16. discoverevaluatebuyaccessuseget supportreengageleave
  17. 17. employeespartnersdiscoverevaluatebuyaccessuseget supportreengageleave
  18. 18. employeespartnersdiscoverevaluatebuyaccessuseget supportreengageleavemarketinginteractive agencymerchandisingsalespackage designersecurity guardseBusinessITfinancelegalshippertech vendorproduct mgrretaileroperationsoutsourced call centerrecruitiservice techniciansengineeringloyaltysocial mediahuman resources
  19. 19. PaperstatementEnvelopeMobilephoneIVRTwitterLINE OF VISIBILITYReceivesstatementin mailThrowsstatementon desk &ignoresSeeschargethat lookswrongLogs into websiteTries togetdetailsaboutchargeCallscustomerserviceTalksto CSRTweetsinfrustration
  20. 20. LINE OF VISIBILITYPaperstatementCSRSocialmediagroupBillingpartnerEnvelopeMobilephoneIVRTwitterBillingdeptOtherTweepsSystemdesignersBilldesignerITReceivesstatementin mailThrowsstatementon desk &ignoresSeeschargethat lookswrongLogs into websiteTries togetdetailsaboutchargeCallscustomerserviceTalksto CSRTweetsinfrustration
  21. 21. LINE OF VISIBILITYPaperstatementCSRSocialmediagroupBillingpartnerEnvelopeMobilephoneEscalatesforapprovalIVRValidatescustomeragainGetsdatafeedDesignsbillPrintsstatementValidatescustomerDisplaysstatementStuffs intogenericenvelopesTwitterBillingdeptOtherTweepsDeterminescorrectplanChecksPlan andrateSystemdesignersBilldesignerITReceivesstatementin mailThrowsstatementon desk &ignoresSeeschargethat lookswrongLogs into websiteTries togetdetailsaboutchargeCallscustomerserviceTalksto CSRTweetsinfrustration
  22. 22. LINE OF VISIBILITYPaperstatementCSRSocialmediagroupBillingpartnerEnvelopeMobilephoneBillingsystemEscalatesforapprovalIVRValidatescustomeragainGetsdatafeedDesignsbillPrintsstatementValidatescustomerDisplaysstatementGreenscreensystemStuffs intogenericenvelopes GenericenvelopeTwitterBillingdeptOtherTweepsDeterminescorrectplanChecksPlan andrateSystemdesignersBilldesignerITReceivesstatementin mailThrowsstatementon desk &ignoresSeeschargethat lookswrongLogs into websiteTries togetdetailsaboutchargeCallscustomerserviceTalksto CSRTweetsinfrustration
  23. 23. LINE OF VISIBILITYpaperstatementCSRsocialmediagroupbillingpartnerreceivesstatementIn mailthrowsstatementon desk &ignoresSeeschargethat lookswrongenvelopelogs into websiteTries to getdetailsaboutchargecallscustomerservicetalksto CSRmobilephonebillingsystemescalatesforapprovalIVRvalidatescustomeragaingetsdatafeeddesignsbillprintsstatementvalidatescustomerdisplaysstatementgreenscreensystemstuffs intogenericenvelopes genericenvelopetweetsinfrustrationTwitterbillingdeptotherTweepsdeterminescorrectplanchecksplan &ratesystemdesignersbilldesignerIT
  24. 24. LINE OF VISIBILITYpaperstatementCSRsocialmediagroupbillingpartnerreceivesstatementIn mailthrowsstatementon desk &ignoressees chargethat lookswrongenvelopelogs into websitetries to getdetailsaboutchargecallscustomerservicetalksto CSRmobilephonebillingsystemescalatesforapprovalIVRvalidatescustomeragaingetsdatafeeddesignsbillprintsstatementvalidatescustomerdisplaysstatementgreenscreensystemstuffs intogenericenvelopes genericenvelopetweetsinfrustrationTwitterbillingdeptotherTweepsdeterminescorrectplanchecksplan &ratesystemdesignersbilldesignerIT
  25. 25. LINE OF VISIBILITYpaperstatementCSRsocialmediagroupbillingpartnerreceivesstatementIn mailthrowsstatementon desk &ignoressees chargethat lookswrongenvelopelogs into websitetries to getdetailsaboutchargecallscustomerservicetalksto CSRmobilephonebillingsystemescalatesforapprovalIVRvalidatescustomeragaingetsdatafeeddesignsbillprintsstatementvalidatescustomerdisplaysstatementgreenscreensystemstuffs intogenericenvelopes genericenvelopetweetsinfrustrationTwitterbillingdeptotherTweepsdeterminescorrectplanchecksplan &ratesystemdesignersbilldesignerIT
  26. 26. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2013 Forrester Research, Inc. Reproduction Prohibited 44People
  27. 27. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2013 Forrester Research, Inc. Reproduction Prohibited 45
  28. 28. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2013 Forrester Research, Inc. Reproduction Prohibited 46ProcessImage source: http://miltonmattox.com/blog/?p=120
  29. 29. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2013 Forrester Research, Inc. Reproduction Prohibited 47January 2013 “Adapt Business Process Improvement For Customer Experience ”Source: Forrester Research, Inc.
  30. 30. 48Source: Forrester Research, Inc.Assess,Prioritize• Assess impact to customer experience• Include customer experience criteria for all project approval decisionsDesign andImplement• Co-create experiences with customers, employees & partners• Iterate experience designs early and oftenLaunchSolution• Include customer experience criteria in launch checklistEvaluateSuccess• Measure customer experience quality, not just business or technical performanceGenerateNew Ideas• Solicit innovation ideas from customers via crowd-sourcing, co-creation,unsolicited customer feedback, etc.
  31. 31. © 2012 Forrester Research, Inc. Reproduction Prohibited
  32. 32. © 2012 Forrester Research, Inc. Reproduction Prohibited
  33. 33. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2013 Forrester Research, Inc. Reproduction Prohibited 51Technology
  34. 34. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2013 Forrester Research, Inc. Reproduction Prohibited 52“CEM Platform”
  35. 35. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2013 Forrester Research, Inc. Reproduction Prohibited 53Customer Data
  36. 36. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2013 Forrester Research, Inc. Reproduction Prohibited 54Source: Forrester Research, Inc.November 2012 “Contextualization”
  37. 37. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2013 Forrester Research, Inc. Reproduction Prohibited 55Workflow
  38. 38. © 2012 Forrester Research, Inc. Reproduction Prohibited© 2013 Forrester Research, Inc. Reproduction Prohibited 56Choice
  39. 39. March 2011 “Welcome To The Era Of Agile Commerce”The perpetually-connected consumerSource: Forrester Research, Inc.
  40. 40. © 2013 Forrester Research, Inc. Reproduction Prohibited 58Agenda› What makes a customer experienceecosystem healthy?› How can companies bring theirecosystem from sickness to health?› Where’s the best place to start?
  41. 41. employeespartnersdiscoverevaluatebuyaccessuseget supportreengageleavemarketinginteractive agencymerchandisingsalespackage designersecurity guardseBusinessITfinancelegalshippertech vendorproduct mgrretaileroperationsoutsourced call centerrecruiting firmservice techniciansengineeringloyaltysocial mediahuman resources
  42. 42. © 2013 Forrester Research, Inc. Reproduction Prohibited 61Recommendations› Map your customer experience ecosystem› Adjust your ecosystem to restore balance› Think “ecosystem” when designing newexperiences
  43. 43. Thank youThank youMegan Burns+1 617.613.6294mburns@forrester.com@mbcxpblogs.forrester.com/megan_burns
  44. 44. Tad ThompsonVice President, SalesUSANWhy and how to build a healthycustomer experience ecosystemPERFECTING THE CUSTOMER EXPERIENCE
  45. 45. How to createbetter customerexperiencesTHE CUSTOMER EXPERIENCE ECOSYSTEM
  46. 46. THE CUSTOMER EXPERIENCE ECOSYSTEM
  47. 47. THE CUSTOMER EXPERIENCE ECOSYSTEM
  48. 48. Why is this so difficult ?THE CUSTOMER EXPERIENCE ECOSYSTEM
  49. 49. CellLand LinePCMobileTabletTHE CUSTOMER EXPERIENCE ECOSYSTEMCustomerthe
  50. 50. People Call Center Agents Operations IT Sales & MarketingTHE CUSTOMER EXPERIENCE ECOSYSTEMthe
  51. 51. Processes On-boarding new customers Checking an account balance Returning a defective product Opening a customer support ticketTHE CUSTOMER EXPERIENCE ECOSYSTEMthe
  52. 52. THE CUSTOMER EXPERIENCE ECOSYSTEM
  53. 53. Technology Legacy (AS/400) CRM ERP Payment ProcessingTHE CUSTOMER EXPERIENCE ECOSYSTEMthe
  54. 54. ExecAgentSalesITFinanceOpsWFMBIERPIVRQACRMAS400SocialWebServerListMgmtACDAnalyticsDialerPurchaseFulfillmentOnboardAccountingRMAPaymentMarketingCampaignShippingTHE CUSTOMER EXPERIENCE ECOSYSTEMBusinessthe
  55. 55. CellLand LinePCMobileTabletExecAgentSalesITFinanceOpsWFM BIERPIVRQACRMAS/400SocialWebServerListMgmtACDAnalyticsDialerBusinessHoursOpenAccountPlaceOrderPaymentRMABillingInquiryCreditCheckShippingTHE CUSTOMER EXPERIENCE ECOSYSTEM
  56. 56. I have aquestion aboutmy bill.CellLand LinePCMobileTabletExecAgentSalesITFinanceOpsWFM BIERPIVRQACRMAS/400SocialWebServerListMgmtACDAnalyticsDialerBusinessHoursOpenAccountPlaceOrderPaymentRMABillingInquiryCreditCheckShippingTHE CUSTOMER EXPERIENCE ECOSYSTEM
  57. 57. CellLand LinePCMobileTabletExecAgentSalesITFinanceOpsWFM BIERPIVRQACRMAS/400SocialWebServerListMgmtACDAnalyticsDialerBusinessHoursOpenAccountPlaceOrderPaymentRMABillingInquiryCreditCheckShippingWe’re changingbusiness hours!THE CUSTOMER EXPERIENCE ECOSYSTEM
  58. 58. CellLand LinePCMobileTabletExecAgentSalesITFinanceOpsWFM BIERPIVRQACRMAS/400SocialWebServerListMgmtACDAnalyticsDialerBusinessHoursOpenAccountPlaceOrderPaymentRMABillingInquiryCreditCheckShippingGet CVV codeon paymentcalls!THE CUSTOMER EXPERIENCE ECOSYSTEM
  59. 59. The Solution
  60. 60. CellLand LinePCMobileTabletExecAgentSalesITFinanceOpsWFM BIERPIVRQACRMAS/400SocialWebServerListMgmtACDAnalyticsDialerBusinessHoursOpenAccountPlaceOrderPaymentRMABillingInquiryCreditCheckShippingTHE CUSTOMER EXPERIENCE ECOSYSTEM
  61. 61. CellLand LinePCMobileTabletExecAgentSalesITFinanceOpsWFM BIERPIVRQACRMAS/400SocialWebServerListMgmtACDAnalyticsDialerBusinessHoursOpenAccountPlaceOrderPaymentRMABillingInquiryCreditCheckShippingTHE CUSTOMER EXPERIENCE ECOSYSTEM
  62. 62. Address: 123 Any StreetCity: AnytownState: GAZip: 12345Office: 123-456-7890Cell: 234-567-8901Email”susanhaynes@acme.comTwitter: @susanbhaynesFacebook:Gender: FemaleAge: 26PURCHASESProduct 1000 – 1/2/12 - $100Product 2211 – 11/11/11 -$12.59PREFERENCESContact: CellProducts: College LoansINTERACTIONSInbound – Support – 9/14/12Outbound – Marketing – 6/1/11CellLand LinePCMobileTabletExecAgentSalesITFinanceOpsWFM BIERPIVRQACRMAS/400SocialWebServerListMgmtACDAnalyticsDialerBusinessHoursOpenAccountPlaceOrderPaymentRMABillingInquiryCreditCheckShippingSusan HaynesCustomer since 1999THE CUSTOMER EXPERIENCE ECOSYSTEM
  63. 63. PREFERENCESGeneral Contact: CellBilling: EmailNotifications: SMSSusan HaynesCustomer since 1999Lucy FeldmanCustomer since 2012PREFERENCESGeneral Contact: EmailBilling: EmailNotifications: SMS and EmailPREFERENCESGeneral Contact: Land LineBilling: No PreferenceNotifications: No preferenceTHE CUSTOMER EXPERIENCE ECOSYSTEMJohn SmithCustomer since 2001
  64. 64. Questions
  65. 65. FREE WHITE PAPER DOWNLOADBeyond Great:How to Achieve Remarkable CustomerService Experiences
  66. 66. CONTACT USAN TODAY!USANUnited States Advanced Network3080 Northwoods CircleNorcross, GA 30071770.409.2441www.usan.com | sales@usan.com
  67. 67. Why and how to build a healthycustomer experience ecosystemPERFECTING THE CUSTOMER EXPERIENCE

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