A 5 Minute Introduction to Blending Online Support ChannelsBest Practices for Customer Service in The CloudJohn M. PerezCu...
Online Customer Service Channels<br />Self-Service	<br />Assisted Service<br />Knowledge Search<br />Support Page Answers<...
Channel vs Cost<br />Technical Complexity<br />© 2009, Forrester Research<br />
Supporting a Multi Channel Experience<br />Identify How complex are your customer interactions?<br />
Right Channeling Green Dot Interactions<br />Matching Channels to Complexity<br />
What if you could<br />Replace 5% of phone calls ($12) with Web Self-Service ($0.10) and Chat ($5)<br />And Increase Satis...
Blending Channels <br />Consider this…<br />Instead of…<br />Answer/Content<br />Did it help you?<br />Yes/No<br />No = Ch...
Blending Channels<br />Consider this…<br />Instead of…<br />Email started<br />SmartAssistant<br />Submit<br />Auto Acknow...
Blending Channels<br />Consider this…<br />Instead of…<br />Check-out page<br />Show Common ‘Purchasing Questions’ on chec...
Blending Channels<br />Consider this…<br />Instead of…<br />Phone Call with Complex technical issue<br />Long conversation...
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An introduction to right channeling & blending channels

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Learn how to blend online support channels to direct your customers to the most effective channel while reducing costs. Source: Customer Service in The Cloud.

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  • Let’s cover the channels available. These are broken into self-service and assisted service. And they can be delivered via a website, customer portal and soon Facebook.
  • OK, we have customer expectations, channels, question complexity, but what does each channel cost? Obviously the cheapest is Web Self-Service and the most expensive is complex technical support.
  • Let’s make life simple, let’s break the kinds of questions and issues your customers have into Low Complexity, Medium Complexity and High Complexity. Here are the characteristics of the different levels of complexity. How about you? What type of questions do you get? Mostly low complexity? Any one type more than another?So, what channels are best used for which type of questions.
  • That’s all good, but you don’t need to use channels in isolation. Think about blending them.
  • Unhappy customer or customer who is going to call you vs customer with problem solved.
  • An introduction to right channeling & blending channels

    1. 1. A 5 Minute Introduction to Blending Online Support ChannelsBest Practices for Customer Service in The CloudJohn M. PerezCustomer Service In The Cloudhttp://www.customerserviceinthecloud.comEmail: jperezpgi@gmail.com<br />
    2. 2. Online Customer Service Channels<br />Self-Service <br />Assisted Service<br />Knowledge Search<br />Support Page Answers<br />Top Knowledge Listing<br />Web Guides & Logic Trees<br />Case Deflection (w/Email)<br />Community<br />Feedback<br />Email Response Mgt<br />Reactive Chat<br />Proactive Chat<br />Co-Browse<br />Social<br />Phone<br />
    3. 3. Channel vs Cost<br />Technical Complexity<br />© 2009, Forrester Research<br />
    4. 4. Supporting a Multi Channel Experience<br />Identify How complex are your customer interactions?<br />
    5. 5. Right Channeling Green Dot Interactions<br />Matching Channels to Complexity<br />
    6. 6. What if you could<br />Replace 5% of phone calls ($12) with Web Self-Service ($0.10) and Chat ($5)<br />And Increase Satisfaction<br />Blending Channels<br />
    7. 7. Blending Channels <br />Consider this…<br />Instead of…<br />Answer/Content<br />Did it help you?<br />Yes/No<br />No = Chat offered<br />If you still need help, click here to chat with an expert<br />Answer/Content<br />Did it help you?<br />Yes/No<br />No = tell us why. Thanks<br />Customer phones for help <br />
    8. 8. Blending Channels<br />Consider this…<br />Instead of…<br />Email started<br />SmartAssistant<br />Submit<br />Auto Acknowledge – with links promoting community and FAQs<br />Response. Survey: Problem Solved? Yes/No?<br />If No, offer a chat link<br />Email started<br />Smart Assistant<br />Submit<br />Auto Acknowledge<br />Response<br />
    9. 9. Blending Channels<br />Consider this…<br />Instead of…<br />Check-out page<br />Show Common ‘Purchasing Questions’ on check-out page (shipping, returns, guarantees)<br />Offer Chat<br />Check-out page<br />Offer Chat<br />
    10. 10. Blending Channels<br />Consider this…<br />Instead of…<br />Phone Call with Complex technical issue<br />Long conversation<br />Phone Call<br />Co-Browse<br />Shorter call time<br />

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