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Identify Your Customer’s Stress& Make It Go AwayA primer for digital marketers and online businesses on customer experience managementPresented by Chris Ezekiel @chrisezekiel

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Just a little about Creative Virtual• WHO WE ARE: Creative Virtual is a leader in self-service customerexperience solutions for over 10 years.• WHAT WE DO: Our technology helps optimise the customer support,sales, marketing and call centre teams to reduce costs, increase onlinesales, and achieve operational excellence across mobile, web and socialmedia channels• WHO WORKS WITH US: Organisations like HSBC, Citibank, Autodesk,Verizon, CA Technologies, National Rail Enquires, E*TRADE, TescoMobile, JP Morgan Chase, and Lloyds Banking Group rely on ourtechnology.• WHERE TO FIND US: We have offices in the UK, USA, Netherlands,Australia, India and Singapore. You can find us online atwww.creativevirtual.com or follow us on Twitter @creativevirtual.

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Reality CheckWARNING! THIS MIGHT SHOCK YOU.

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You’re Stressing Out Your CustomersYou strive forengagement,but whencustomersreach out forhelp – youdrive themaway!

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Customers are DYING for your Attention!Source: LivePerson: The Ideal Online Experience Survey, 2013

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They Use Multiple Channels To Talk to YouSource: Navigate The Future Of Customer Service. Forrester - February 1, 20130%10%20%30%40%50%60%70%80%Live Agent FAQs Email IM/Live Chat Click to Call Forums Virtual Agent SMS Twitter20122009

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And Make Choices Based On Your ResponseSource: DimensionalResearch.com, ZenDesk.com55% bought from a different company afterhaving a bad customer experience.

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Service is a Prime Marketing Channel

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Give Customers What They WantOf consumers prefertelephone supportOf consumers preferonline support6535% %Source: US Online Omnibus Q4 2010

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You Must Be Where Your Customers Are

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Provide Personalised Answers

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Great Service Leads to Great ResultsIncrease inSales(1)Increase inCustomer Satisfaction(1)6030% %Source: ₁ Navigate The Future Of Customer Service. Forrester - February 1, 2013Mobile Mobile

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3 Steps to ImproveYour Customers’ Experience

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The 3 StepsSYNC PREDICT DELIVERKnowledge ManagementSync data across allchannelsIntelligent Virtual AgentsDeliveraccurate, consistent andpersonalised data acrossall touch-pointsConversational AnalyticsPredict what customersare going to ask next

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SYNC: Knowledge Management• Eliminate departmental silos• Manage cross-channel content from oneplatform• Create customer specific conversationsfor virtual and live agents

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PREDICT: Conversational Analytics• Use customer feedback topower your decisions.• Gain insights into customerbehaviour and interaction.• Understand what questionsare going unanswered.

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Data Helps Optimise Customer InteractionsSource: Aberdeen Group, 2012:Multi-channel Contact Center: Establishing the Tie Between Mobile and the Customer Experience

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DELIVER: Intelligent Virtual Assistants• Multi-channel:– website, blog, smartphones, tablets,gameconsoles, Facebook, Twitter, etc• Always On/Always Available 24/7• Engages with thousands ofcustomers simultaneously• Lower cost per conversation

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Virtual Agents Achieve Many Multi-Channel GoalsSource: Aberdeen Group, 2012:Multi-channel Contact Center: Establishing the Tie Between Mobile and the Customer Experience

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On The Beach“Ask Alison” answers questions with 98% accuracy

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AutodeskProduct Selector Drives 20,000 users per month

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National Rail Enquiries“Ask Lisa” answered 32,000 questions in one day

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Renault“Ask Renault” answers questions with 97% accuracy

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VerizonMobile self-service traffic increased by 30% with VA(Up from 700 – 24,000 conversations per month)

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Three Key Takeaways & Action Items• DELIVER: Provide access toconsistent and accurate informationthat is personalised and availableeverywhere. Deploy intelligentvirtual agents.Customer ExperienceRevenue&Retention• SYNC: There is only one company in the eyes of thecustomer. Eliminate silos using knowledgemanagement tools.• PREDICT: Answer customer questions before they askthem. Use conversational data.

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What the Future Holds for Digital Marketers• Customer Service becomes theNew Marketing.• Mobile becomes the primarycommunication channel forcustomers.• Organisations become morewidely hyper-connected.• Virtual Agents live online andoffline (think kiosks andholograms)• Ensemble Interactions

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Get in Touch With MeBy email:chris@creativevirtual.comOn Twitter:@chrisezekielOn the web:www.creativevirtual.com