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Forrester, LiveOps, and MindTouch On The Future of Customer Service


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In the age of the customer, executives don't decide how customer-centric their companies are — customers do. Changes such as the explosion of digital communications, mobility, and insights gained from big data are having a profound impact on customer expectations.

Published in: Business

Forrester, LiveOps, and MindTouch On The Future of Customer Service

  1. 1. Emerging Trends and Technologies in Customer Service
  2. 2. Making Leaders Successful Every DayArt Schoeller Vice President and Principal Analyst, Forrester Research
  3. 3. Ann Ruckstuhl Chief Marketing Officer, LiveOps
  4. 4. Aaron Fulkerson Founder and CEO, MindTouch Customer Success Software
  5. 5. © 2014 Forrester Research, Inc. Reproduction Prohibited What’s the future of customer service? What are the key trends and challenges?
  6. 6. © 2014 Forrester Research, Inc. Reproduction Prohibited Customer Experience Is Driving Shareholder Value Source: October 2013 “Technology Management In The Age Of The Customer”
  7. 7. © 2014 Forrester Research, Inc. Reproduction Prohibited 7 Top customer service trends Source: Navigate The Future Of Customer Service In 2014 • Omnichannel service • Mobile first • BPM standardizes service delivery • Proactive outbound /engagement • Knowledge evolves giving advice • Next best action decisioning tools • Integrating customer feedback • Big data analytics • Optimizing the agent agent experience • Adoption of Software as a Service
  8. 8. © 2014 Forrester Research, Inc. Reproduction Prohibited What’s the current state of multichannel customer service?
  9. 9. © 2014 Forrester Research, Inc. Reproduction Prohibited All Generations Of Consumers Demand Effortless Customer Service February 2014 “Navigate The Future Of Customer Service In 2014”
  10. 10. Talking to an agent still ranks very high
  11. 11. Staffing – do you hire multi-channel skilled agents? © 2013 Forrester Research, Inc. Reproduction Prohibited In general, what is your contact center's approach to having agents serve customers through multiple channels? 30% 52% 13% 3% 1% All of our agents support multiple channels (e.g., voice, chat, email) Most of our agents support multiple channels, but some are specialists (e.g., social media) Most or all of our agents are specialists and support only a single channel Does not apply - our contact center only has one mode of communication (e.g., voice) Don't know Base: 633 contact center decision-makers with 20+ employees and 50+ seat contact center Source: Forrsights Networks And Telecommunications Survey, Q1 2013
  12. 12. Consumers today “channel shift”
  13. 13. But can you join them on the journey?
  14. 14. © 2014 Forrester Research, Inc. Reproduction Prohibited Engaging The Perpetually Connected Consumer Across Touchpoints March 2013 “Manage The Cross-Touchpoint Customer Journey”
  15. 15. © 2014 Forrester Research, Inc. Reproduction Prohibited What’s the Nature of Information?
  16. 16. Barriers to customer self-service Limited support staff. Unscalable to high demand Product information sprawl. Lack of easy overview Newest information, still “boxed” and out of use Information is Hoarded and Siloed
  17. 17. 17 What is Customer Success Information? • Support knowledge bases • User manuals • Training materials • Technical sales materials • Field technician knowledge • Training videos and tutorials • Client services information • In-product help content • Release notes • Expert knowledge
  18. 18. Prospect Customer KnowledgeManagement Knowledgebase Promoter Customer Success, Not Break-Fix
  19. 19. 19 Customer Success - Organized and Self-Optimizing
  20. 20. In Service of Customer Effort Customers Reporting Low Customer Effort in Support: • 94% intended to repurchase • 88% would likely increase spending • Only 1% likely to speak poorly of company or product Customers Reporting High Customer Effort in Support: • 81% intended to speak poorly of company or product • 57% of customers reporting loyalty erosion stated cause was poor self-service Customers Requiring Agent Interaction • 4 times more likely to leave disloyal than loyal Source: Harvard Business Review July 2010
  21. 21. © 2014 Forrester Research, Inc. Reproduction Prohibited How Critical is Live Service?
  22. 22. Customers Are Multichannel. Most Contact Centers Are Not. Voice Chat Email Social SMS/Text © 2014 LiveOps, Inc.
  23. 23. The Agent Experience Today – “ALT-TAB Hell” © 2014 LiveOps, Inc. On average, agents need to use 5 different screens to access separate systems that provide them with much needed information. • 26% of agent time is spent looking for relevant data across different systems during each customer contact. Source: Aberdeen, 2012
  24. 24. Agent Experience Tomorrow – Uber & Clean © 2014 LiveOps, Inc.
  25. 25. Barriers to Becoming #SuperAgents © 2014 LiveOps, Inc. • Having to navigate multiple windows • No easy access to customer information • Inability to service alternative channels, especially social media • Having to deal with software downloads and system issues • Lots of “double work” having to retype or cut/paste from one system to another • Can’t make performance metrics due to system barriers • Desktop problems affects the customer experience and “trust” significantly Agents believe they can be 50% more productive if they have integrated, multichannel customer engagement desktop Source: LiveOps Contact Center Universal Queue and Agent Productivity Study, Jan 2013
  26. 26. LiveOps Customer Success Formula © 2014 LiveOps, Inc. BAX = BCX = BCLTVTM
  27. 27. Happy Agents = Happy Customers © 2014 LiveOps, Inc.  10% decrease in agent turnover conservative estimate of decrease in agent attrition if they are equipped with an integrated multichannel desktop  50% improvement in FCR reduce time-to-resolve and redundant interactions by managing all interactions from one desktop
  28. 28. Case Study: LesConcierges © 2014 LiveOps, Inc. Delivers First Class Service • Global distributed workforce with different requirements • Lack of multichannel capabilities to better serve customers • Outdated and unreliable platform • Hassle-free integrated multichannel cloud contact center solution; voice, chat, email, and social media • Industry proven platform with high reliability and stringent security • Web-based agent desktop allowed to create virtual contact center with distributed resources • $1.2 M cost savings in the first year • Improved business agility – deployed over 100 news agents and 250 applications in ONE month • Increase customer satisfaction “For LesConcierges, having a multichannel cloud contact center solution that is truly global is essential to providing seamless service to our VIP clients. LiveOps provides a solution that decreases our cost and time to scale, and increases our geographic resiliency, with outstanding support.” — Matt Clemenson, Chief Technology Officer The Results The Challenge The Solution
  29. 29. © 2014 Forrester Research, Inc. Reproduction Prohibited Managing Multichannel Customer Experiences
  30. 30. Managing Today’s Customer Service Experience © 2014 LiveOps, Inc. Consumers • I want my problem fixed now – don’t make me wait – and interact with me how I want • I’m multitasking – don’t waste my bandwidth • You know who I am, and what we last talked about, right? Agents • Make my job easy • How am I performing? • Can I get home on time today? Managers • Are my staff productive enough? • I need to react in real-time to changes in customer behavior – help me to prevent problems. • What are my customers saying – and are they happy? Multichannel + Social & Mobile Cloud Contact Center
  31. 31. The Problem: Fragmented Customer Journey © 2014 LiveOps, Inc.  Customer touch points events are not integrated or leveraged  Each customer interaction lacks context of entire journey  Dependency on historical data missing opportunity to engage Customer begins search on website Customer begins form filling on website Customer requests chat for help Customer gets customer service phone number Customer calls customer service then abandons Customer moves on to competitor’s website Customer calls contact center Opportunity Begins Opportunity Ends
  32. 32. 32 Success Center Contextual Knowledge Call Center and ChateLearning / Training Support Channels Social and Community Ticket Deflection Customer Success Information Layer
  33. 33. 33 Cross-Channel Intelligence Agent Awareness - Increase agent interaction quality Intelligence - Identify potential promoter - Identify at risk customers Track Trends - Identify gaps in content or quality
  34. 34. Next Generation Event-Driven Customer Journey Management © 2014 LiveOps, Inc. Create Great Customer Experience with Contextual Routing Pattern 1 Pattern 2 Action Collect Customer interactions and transactions across channels and applications. Detect Patterns indicative of a positive or negative customer experience, in real-time. Engage With the customer, in the moment, with an appropriate action. No pattern has been matched. • Abandoned Cart • Positive Chat • Open Case • Cancel Service • Product Order • Failed Login • Abandon Queue • Negative Call • Inbound Call
  35. 35. 38 Contextual and Personalized Ticket Deflection Based on channel User persona Group permissions Products Machine learning
  36. 36. © 2014 Forrester Research, Inc. Reproduction Prohibited The Business Case for Doing it Right
  37. 37. © 2014 Forrester Research, Inc. Reproduction Prohibited Use Authority, Logic, And Emotion To Make Business Cases For Customer-Centric Culture April 2014 “Five Steps To Create And Sustain A Customer-Centric Culture ”
  38. 38. © 2014 Forrester Research, Inc. Reproduction Prohibited Context Is Often Dropped When Shoppers Move Between Touchpoints March 2013 “Manage The Cross-Touchpoint Customer Journey”
  39. 39. © 2014 Forrester Research, Inc. Reproduction Prohibited Express Customer Journeys In Terms Of Action- Oriented Tasks March 2013 “Manage The Cross-Touchpoint Customer Journey”
  40. 40. © 2013 Forrester Research, Inc. Reproduction Prohibited 44 You can’t manage what you can’t measure Source: Forrester Research 2014 • AHT • ASA • Contact rate • Occupancy • QM scores • Transfers • Adherence • Test scores • Turnover Efficiency Agent facing • NPS • CSAT • Emotion • Verbatim • Renewals / Sales • FCR Customer SAT • Timeliness • Repetition • Channel shifting Customer effort Deeper customer insight • People • Process • Technology
  41. 41. © 2014 Forrester Research, Inc. Reproduction Prohibited Decide How You Will Measure Consumer And Brand Value March 2013 “Manage The Cross-Touchpoint Customer Journey”