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Transforming
Digital Journeys
IT’S SPRINT, AND A MARATHON!
Noel Harris | Director of Digital Transformation, eGain 8th March 2016
Customer Journey Optimisation (CJO)
Slide 2
AGENDA
eGain CJO in Action
Visualization Tools in eGain CJO
The path of least resistance
Reality throws up differences to the way it was designed…
Perception versus reality
Idealised customer journeys ignore the complexity of real-world interactions
Customer experience today
You don’t really know me
You don’t know what I want
You don’t know how to serve me
or make me happy
Your interventions with me are
NOT Personal, Relevant, Targeted
So what is eGain CJO?
Incremental
Value
Aggregate Visualise
Intent
Pattern
and trends
Omnichannel
maps
Analyse
Customer Journey Optimisation (CJO)
Slide 7
AGENDA
eGain CJO in Action
Visualization Tools in eGain CJO
Real life examples –
Effectiveness of Offers
Real life examples –
Effectiveness of Offers
15% discount -
31% Conversion
Chat –
32% Conversion
20% discount
36% Conversion
Across all devices
we start to see
differences in the
offers performance
20% discount offer is
the most successful
at driving
incremental
revenue
Baseline was 9%
conversion
Real life examples –
Effectiveness of Offers
15% discount -
32% Conversion
Chat –
32% Conversion
20% discount
35% Conversion
PC
20% discount offer is
still the most
successful at driving
incremental
revenue
15% discount now
as effective as chat
Based on the
‘value’ of the
discount the
strategy may start
to change……
Real life examples –
Effectiveness of Offers Tablet
15% discount -
41% Conversion
Chat –
31% Conversion
20% discount
31% Conversion
When customers use a
tablet we see changes in
the offer effectiveness
Now the 15% discount is
the most successful offer
All that being said…..you
also need to consider
additional data points
Real life examples –
Other considerations
Customer Journey Optimisation (CJO)
Slide 13
AGENDA
eGain CJO in Action
Visualization Tools in eGain CJO
Web event analyser
Segment and
categorise
Stage by stage
analysis
Simplify the
Macro view of
the website
Start to
understand high
effort bottlenecks
Where is the best
point to
intervene?
Where are
customers
displaying signs
of high effort?
Click by click
analysis
Web traffic analyser
Apply treatment
and Guide to
Quick Value
Linked to
business and
customer
success criteria
Micro view of the
customer journey
Flow analyser
Remove the
sticking plaster…
Parameters
easily
transferable
between apps
Ability to
segment the
data
Site overview
and demand
profiling made
easy
Omnichannel dashboard
It’s a Sprint,
and a Marathon
eGain CJO
Providing Insight and enabling Intervention
eGain OneTag
Chat/Cobrowse
Journey Analytics eGain Offers
Knowledge
Virtual Assistant
Click to Call
INSTRUMENT ANALYSE INSIGHT INTERVENE
Structured Sprint Based Continuous Improvement
The Prize for running the
Marathon and the Sprint
Personal, relevant, targeted
customer interventions
ZCR (zero contact resolution)
Improved NPS and efficiency
Reduced customer effort
Guide to Quick Value
© 2016 eGain Corporation. All rights reserved.

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eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

  • 1. Transforming Digital Journeys IT’S SPRINT, AND A MARATHON! Noel Harris | Director of Digital Transformation, eGain 8th March 2016
  • 2. Customer Journey Optimisation (CJO) Slide 2 AGENDA eGain CJO in Action Visualization Tools in eGain CJO
  • 3. The path of least resistance Reality throws up differences to the way it was designed…
  • 4. Perception versus reality Idealised customer journeys ignore the complexity of real-world interactions
  • 5. Customer experience today You don’t really know me You don’t know what I want You don’t know how to serve me or make me happy Your interventions with me are NOT Personal, Relevant, Targeted
  • 6. So what is eGain CJO? Incremental Value Aggregate Visualise Intent Pattern and trends Omnichannel maps Analyse
  • 7. Customer Journey Optimisation (CJO) Slide 7 AGENDA eGain CJO in Action Visualization Tools in eGain CJO
  • 8. Real life examples – Effectiveness of Offers
  • 9. Real life examples – Effectiveness of Offers 15% discount - 31% Conversion Chat – 32% Conversion 20% discount 36% Conversion Across all devices we start to see differences in the offers performance 20% discount offer is the most successful at driving incremental revenue Baseline was 9% conversion
  • 10. Real life examples – Effectiveness of Offers 15% discount - 32% Conversion Chat – 32% Conversion 20% discount 35% Conversion PC 20% discount offer is still the most successful at driving incremental revenue 15% discount now as effective as chat Based on the ‘value’ of the discount the strategy may start to change……
  • 11. Real life examples – Effectiveness of Offers Tablet 15% discount - 41% Conversion Chat – 31% Conversion 20% discount 31% Conversion When customers use a tablet we see changes in the offer effectiveness Now the 15% discount is the most successful offer All that being said…..you also need to consider additional data points
  • 12. Real life examples – Other considerations
  • 13. Customer Journey Optimisation (CJO) Slide 13 AGENDA eGain CJO in Action Visualization Tools in eGain CJO
  • 14. Web event analyser Segment and categorise Stage by stage analysis Simplify the Macro view of the website Start to understand high effort bottlenecks
  • 15. Where is the best point to intervene? Where are customers displaying signs of high effort? Click by click analysis Web traffic analyser
  • 16. Apply treatment and Guide to Quick Value Linked to business and customer success criteria Micro view of the customer journey Flow analyser Remove the sticking plaster…
  • 17. Parameters easily transferable between apps Ability to segment the data Site overview and demand profiling made easy Omnichannel dashboard
  • 18. It’s a Sprint, and a Marathon
  • 19. eGain CJO Providing Insight and enabling Intervention eGain OneTag Chat/Cobrowse Journey Analytics eGain Offers Knowledge Virtual Assistant Click to Call INSTRUMENT ANALYSE INSIGHT INTERVENE Structured Sprint Based Continuous Improvement
  • 20. The Prize for running the Marathon and the Sprint Personal, relevant, targeted customer interventions ZCR (zero contact resolution) Improved NPS and efficiency Reduced customer effort Guide to Quick Value
  • 21. © 2016 eGain Corporation. All rights reserved.