Forrester Research on Customer Success: Support Practices for Creating a Profit Center

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Aaron Fulkerson, Founder and CEO of MindTouch, and Kate Leggett, Principal Analyst at Forrester Research, hosted a lively webinar about how to refresh an outdated customer support center, empower users to learn, and help your support agents succeed.

MindTouch is uniquely qualified to expound upon the benefits of customer success. Millions of customers utilize the MindTouch platform and several top-tier clients, including MakerBot, Intuit, Paypal, and Blackboard use MindTouch to power their help centers.

In the recording, we will show you:

(1) Statistics and trends on what communication channels customers are using (Chat, SMS, Phone, Virtual support agent, etc)

(2) Why your support agents are failing to deliver quality service

(3) How to incentivize your customers to want to become experts

(4) Steps to transform your support center into a revenue-generating engine

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Forrester Research on Customer Success: Support Practices for Creating a Profit Center

  1. 1. Aaron Fulkerson Founder and CEO, MindTouch Customer Support Practices For Creating A Profit Center Tuesday, April 8, 14
  2. 2. © 2014 Forrester Research, Inc. Reproduction Prohibited WHAT TYPE OF SERVICE DO CUSTOMERS EXPECT FROM BUSINESSES THAT THEY INTERACT WITH? Tuesday, April 8, 14
  3. 3. Customers want support when they want it, where they want it, and how they want it. Otherwise it will be hard to keep them. Tuesday, April 8, 14
  4. 4. © 2014 Forrester Research, Inc. Reproduction Prohibited Fifty-two percent of consumers agree: “I am very likely to abandon my online purchase if I cannot find a quick answer to my questions” Source: Understand Communication Channel Needs To Craft Your Customer Service Strategy, March 2013 Tuesday, April 8, 14
  5. 5. © 2014 Forrester Research, Inc. Reproduction Prohibited Fifty-two percent of consumers agree: “I am very likely to abandon my online purchase if I cannot find a quick answer to my questions” Source: Understand Communication Channel Needs To Craft Your Customer Service Strategy, March 2013 Tuesday, April 8, 14
  6. 6. © 2014 Forrester Research, Inc. Reproduction Prohibited Seventy-one percent of consumers agree: “Valuing Source: Understand Communication Channel Needs To Craft Your Customer Service Strategy, March 2013 Tuesday, April 8, 14
  7. 7. © 2014 Forrester Research, Inc. Reproduction Prohibited Seventy-one percent of consumers agree: “Valuing Source: Understand Communication Channel Needs To Craft Your Customer Service Strategy, March 2013 Tuesday, April 8, 14
  8. 8. Common Challenges Fragmented and Inconsistent “Useful information is spread over more than 30 systems and seven formats. Every department is using something different.” – Remington Hard to Update Tuesday, April 8, 14
  9. 9. Common Challenges Fragmented and Inconsistent “Useful information is spread over more than 30 systems and seven formats. Every department is using something different.” – Remington Hard to Update “It takes us 18 months to update knowledge across our support channels. We can’t say for certain that it has been updated.” – HP Tuesday, April 8, 14
  10. 10. Common Challenges Fragmented and Inconsistent “Useful information is spread over more than 30 systems and seven formats. Every department is using something different.” – Remington Hard to Update “It takes us 18 months to update knowledge across our support channels. We can’t say for certain that it has been updated.” – HP Collaboration and Feedback “The people closest to our customers need to contribute to and provide feedback on product information, but we’re still using PDF and old printed materials.” – Verizon No analytics, no SEO “I can tell you which articles support is using, but we have no clue what else is being used by customers and prospects or how this affects our business.” – Blackboard.com Tuesday, April 8, 14
  11. 11. © 2014 Forrester Research, Inc. Reproduction Prohibited WHY IS MEETING CUSTOMERS EXPECTATIONS FOR GOOD Tuesday, April 8, 14
  12. 12. © 2014 Forrester Research, Inc. Reproduction Prohibited First, good customer experiences are good for business March 2012 “The Business Impact Of Customer Experience, 2012” Tuesday, April 8, 14
  13. 13. © 2014 Forrester Research, Inc. Reproduction Prohibited And, second, poor service is costly Your customers switch to more expensive channels when August 2012 “Websites That Don’t Support Customers Waste Millions” Tuesday, April 8, 14
  14. 14. © 2014 Forrester Research, Inc. Reproduction Prohibited Your customers talk negatively about your brand which is amplified with social technologies Tuesday, April 8, 14
  15. 15. Right Knowledge, Right Now • Centralize • Connect All Support Channels Tuesday, April 8, 14
  16. 16. Right Knowledge, Right Now • Centralize • Connect All Support Channels • Capture and Reuse • Empower Experts Tuesday, April 8, 14
  17. 17. © 2014 Forrester Research, Inc. Reproduction Prohibited HOW DO COMPANIES VIEW Tuesday, April 8, 14
  18. 18. © 2014 Forrester Research, Inc. Reproduction Prohibited Cost Customer satisfaction and loyalty Revenue Compliance Customer service centers must balance customer needs with business needs Tuesday, April 8, 14
  19. 19. © 2014 Forrester Research, Inc. Reproduction Prohibited Companies want contact centers to deliver good customer service; but many manage them as cost centers What is the strategy for your contact center Sample size: 808 What are the main drivers for yo contact center Sample size: 808 Source: Dimension Data Contact Center Benchmaking Report, 2013 Tuesday, April 8, 14
  20. 20. Why Can’t Support Be A Profit Center? Tuesday, April 8, 14
  21. 21. Why Can’t Support Be A Profit Center? 79% of buyers self-educate online Tuesday, April 8, 14
  22. 22. Why Can’t Support Be A Profit Center? 79% of buyers self-educate online Product knowledge: • Improves organic site traffic Tuesday, April 8, 14
  23. 23. Why Can’t Support Be A Profit Center? 79% of buyers self-educate online Product knowledge: • Improves organic site traffic • Increases prospective buyer traffic Tuesday, April 8, 14
  24. 24. Why Can’t Support Be A Profit Center? 79% of buyers self-educate online Product knowledge: • Improves organic site traffic • Increases prospective buyer traffic • Improves Net Promoter Score Tuesday, April 8, 14
  25. 25. © 2014 Forrester Research, Inc. Reproduction Prohibited HOW DO CUSTOMERS WANT TO ENGAGE WITH CUSTOMER SERVICE Tuesday, April 8, 14
  26. 26. © 2014 Forrester Research, Inc. Reproduction Prohibited Customers want to use an increasing number of channels Tuesday, April 8, 14
  27. 27. Knowledge-as-a-Service Knowledge Center Contextual Knowledge Chat IntegrationSocial Channels CRM and Case Management Community Integration Ticket Deflection KaaS Tuesday, April 8, 14
  28. 28. © 2014 Forrester Research, Inc. Reproduction Prohibited IS IT JUST ABOUT CHANNELS, OR IS IT SUPPORTING THE Tuesday, April 8, 14
  29. 29. © 2014 Forrester Research, Inc. Reproduction Prohibited You must support your customers through the entire journey that they expect to have with a company Tuesday, April 8, 14
  30. 30. © 2014 Forrester Research, Inc. Reproduction Prohibited Example: cross-channel journeys are growing in popularity across Europe February 2013 “European Online Retail: Five Trends To Watch In 2013” Tuesday, April 8, 14
  31. 31. © 2014 Forrester Research, Inc. Reproduction Prohibited Most of the time this journey is fractured. Why? Tuesday, April 8, 14
  32. 32. © 2014 Forrester Research, Inc. Reproduction Prohibited Most of the time this journey is fractured. Why? Tuesday, April 8, 14
  33. 33. © 2014 Forrester Research, Inc. Reproduction Prohibited Most companies are a mess of disconnected technology Tuesday, April 8, 14
  34. 34. © 2014 Forrester Research, Inc. Reproduction Prohibited Most companies are a mess of disconnected technology Tuesday, April 8, 14
  35. 35. Elevating Customer Success Elevated Knowledge Layer + Analytics Tuesday, April 8, 14
  36. 36. Elevating Customer Success Elevated Knowledge Layer + Analytics + Marketing Automation Tuesday, April 8, 14
  37. 37. Elevating Customer Success Elevated Knowledge Layer + Analytics + Marketing Automation + Process ! -------------------------------- ! Customer Success & Upsell Opportunity Tuesday, April 8, 14
  38. 38. © 2014 Forrester Research, Inc. Reproduction Prohibited WHAT ARE THE FOUNDATIONAL Tuesday, April 8, 14
  39. 39. © 2014 Forrester Research, Inc. Reproduction Prohibited Customer service organizations must provide efficient, personalized and proactive service at a cost that makes sense to the business Pain-free Personalized Proactive Productive Tuesday, April 8, 14
  40. 40. Proactive: Elevated Knowledge Layer Deployment in days/weeks, not months Time-to-Value within days of deployment: ! ! ! Organic traffic ! ! ! Net Promoter Score! Tuesday, April 8, 14
  41. 41. Proactive: Elevated Knowledge Layer Deployment in days/weeks, not months Time-to-Value within days of deployment: ! ! ! Organic traffic ! ! ! Net Promoter Score! ! ! ! Ticket Deflection Tuesday, April 8, 14
  42. 42. Knowledge-as-a-Service Knowledge Center Contextual Knowledge Chat IntegrationSocial Channels CRM and Case Management Community Integration Ticket Deflection KaaS Tuesday, April 8, 14
  43. 43. Capture and Reuse Knowledge Center Contextual Knowledge Chat IntegrationSocial Channels CRM and Case Management Community Integration Ticket Deflection KaaS with Capture Tuesday, April 8, 14
  44. 44. A Self-Improving Cycle Knowledg e Request Transact Self-Service or Agent Optimize HelpRankTM and Collaboration Synchroni ze Tuesday, April 8, 14
  45. 45. A Self-Improving Cycle Knowledg e Request Transact Self-Service or Agent Optimize HelpRankTM and Collaboration Synchroni ze Continuously Improving: Tuesday, April 8, 14
  46. 46. A Self-Improving Cycle Knowledg e Request Transact Self-Service or Agent Optimize HelpRankTM and Collaboration Synchroni ze Continuously Improving: • Deflection Tuesday, April 8, 14
  47. 47. A Self-Improving Cycle Knowledg e Request Transact Self-Service or Agent Optimize HelpRankTM and Collaboration Synchroni ze Continuously Improving: • Deflection • First call resolution Tuesday, April 8, 14
  48. 48. A Self-Improving Cycle Knowledg e Request Transact Self-Service or Agent Optimize HelpRankTM and Collaboration Synchroni ze Continuously Improving: • Deflection • First call resolution • Average handle time Tuesday, April 8, 14
  49. 49. A Self-Improving Cycle Knowledg e Request Transact Self-Service or Agent Optimize HelpRankTM and Collaboration Synchroni ze Continuously Improving: • Deflection • First call resolution • Average handle time • User adoption Tuesday, April 8, 14
  50. 50. Support that Creates Revenue Consistent, searchable and discoverable Open to feedback and collaboration Tuesday, April 8, 14
  51. 51. Support that Creates Revenue Consistent, searchable and discoverable Open to feedback and collaboration Fast to update Tuesday, April 8, 14
  52. 52. Support that Creates Revenue Consistent, searchable and discoverable Open to feedback and collaboration Fast to update Drives organic site traffic Tuesday, April 8, 14
  53. 53. Support that Creates Revenue Consistent, searchable and discoverable Open to feedback and collaboration Fast to update Drives organic site traffic Adaptive and context sensitive Tuesday, April 8, 14
  54. 54. Support that Creates Revenue Consistent, searchable and discoverable Open to feedback and collaboration Fast to update Drives organic site traffic Adaptive and context sensitive Self-learning and analytics rich Informs automated success and upsell campaigns Tuesday, April 8, 14
  55. 55. WHAT KINDS OF TECHNOLOGIES SERVE TO ENABLE A TRULY Tuesday, April 8, 14
  56. 56. © 2014 Forrester Research, Inc. Reproduction Prohibited Cloud deployments are increasing Nearly 70% of organizations are using, or are interested in, SaaS solutions for horizontal processes like CRM …Forrsights Services Survey, 2011 Base: 1031 North American and European IT services decision-makers Tuesday, April 8, 14
  57. 57. © 2014 Forrester Research, Inc. Reproduction Prohibited The drivers of cloud adoption are improved business agility, speed-to-value, and vendor delivered innovation Base: 920 packaged application decision-makers Source: Forrsights Software Survey, Q4 2012 Tuesday, April 8, 14
  58. 58. Some Critical Requirements Tuesday, April 8, 14
  59. 59. Some Critical Requirements • Standards adherence – avoid lock in Tuesday, April 8, 14
  60. 60. Some Critical Requirements • Standards adherence – avoid lock in • REST API first – future proof Tuesday, April 8, 14
  61. 61. Some Critical Requirements • Standards adherence – avoid lock in • REST API first – future proof • Drag-and-drop easy feedback and authoring ! Rich media support – no code! Tuesday, April 8, 14
  62. 62. Some Critical Requirements • Standards adherence – avoid lock in • REST API first – future proof • Drag-and-drop easy feedback and authoring ! Rich media support – no code! • CRM and CEM interfaces Tuesday, April 8, 14
  63. 63. Some Critical Requirements • Standards adherence – avoid lock in • REST API first – future proof • Drag-and-drop easy feedback and authoring ! Rich media support – no code! • CRM and CEM interfaces • Avoid flat knowledge ! Hard to manage ! Poor discovery, decision tree Tuesday, April 8, 14
  64. 64. Some Critical Requirements • Standards adherence – avoid lock in • REST API first – future proof • Drag-and-drop easy feedback and authoring ! Rich media support – no code! • CRM and CEM interfaces • Avoid flat knowledge ! Hard to manage ! Poor discovery, decision tree • Easy to brand Tuesday, April 8, 14
  65. 65. Some Critical Requirements • Standards adherence – avoid lock in • REST API first – future proof • Drag-and-drop easy feedback and authoring ! Rich media support – no code! • CRM and CEM interfaces • Avoid flat knowledge ! Hard to manage ! Poor discovery, decision tree • Easy to brand • Adaptive to group and channel Tuesday, April 8, 14
  66. 66. Some Critical Requirements • Standards adherence – avoid lock in • REST API first – future proof • Drag-and-drop easy feedback and authoring ! Rich media support – no code! • CRM and CEM interfaces • Avoid flat knowledge ! Hard to manage ! Poor discovery, decision tree • Easy to brand • Adaptive to group and channel • Speed matters Tuesday, April 8, 14
  67. 67. Free Requirements Checklist http://mndt.ch/rqmts Tuesday, April 8, 14
  68. 68. © 2014 Forrester Research, Inc. Reproduction Prohibited EVERYONE IS STRUGGLING WITH Tuesday, April 8, 14
  69. 69. © 2014 Forrester Research, Inc. Reproduction Prohibited Customer service operations should be managed Tuesday, April 8, 14
  70. 70. © 2014 Forrester Research, Inc. Reproduction Prohibited Skew your scorecard to align with your brand Tuesday, April 8, 14
  71. 71. © 2014 Forrester Research, Inc. Reproduction Prohibited Start with your business outcomes Reduced operational costs Increased revenue Increased compliance Increased customer satisfaction Tuesday, April 8, 14
  72. 72. © 2014 Forrester Research, Inc. Reproduction Prohibited Choose the KPIs that map to business outcomes Reduced operational costs Increased revenue Increased compliance Increased customer satisfaction Increased agent productivity Number of cross and upsells Regulatory compliance fees NPS Customer effort score Customer service executive Tuesday, April 8, 14
  73. 73. © 2014 Forrester Research, Inc. Reproduction Prohibited Align the operational measures to business Reduced operational costs Increased revenue Increased compliance Increased customer satisfaction Increased agent productivity Number of cross and upsells Regulatory compliance fees NPS Customer effort score Customer service manager AHT, ASA, shrinkage, turnover, schedule adherence Sale/agent Sale/product Non-compliant cases/ agent or queue or channel Abandon rate, FCR, survey sat scores, social sentiment analysis Tuesday, April 8, 14
  74. 74. © 2014 Forrester Research, Inc. Reproduction Prohibited Align the operational measures to business Reduced operational costs Increased revenue Increased compliance Increased customer satisfaction Increased agent productivity Number of cross and upsells Regulatory compliance fees NPS Customer effort score Customer service manager AHT, ASA, shrinkage, turnover, schedule adherence Sale/agent Sale/product Non-compliant cases/ agent or queue or channel Abandon rate, FCR, survey sat scores, social sentiment analysis Tuesday, April 8, 14
  75. 75. Thank you Kate Leggett Principal Analyst Thank you Tuesday, April 8, 14
  76. 76. Business and Project Planning MindTouch is rapidly transforming how companies support customer success by revolutionizing product knowledge. Tuesday, April 8, 14
  77. 77. Requirements Checklist: http://mndt.ch/rqmts Tuesday, April 8, 14

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