The New Era of Customer Service
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The new era of customer service demands that companies reimagine the customer experience and focus on personalization. Rapid technological changes and evolving customer expectations mean the customer journey must be unified across all channels. Companies must also modernize their platforms to harness data and new technologies like IoT, omnichannel services, and analytics in order to better engage customers and provide a seamless experience. Excellent customer service now requires expanding self-help options, online communities, and multichannel support while putting the customer first throughout their entire experience.
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The New Era of Customer Service
- 1. The New Era of Customer Service NATHAN COUTINHO Director, Collaboration Practice nathan@cdw.com
- 3. This is what you want.
- 4. DISRUPTION IS REAL This is what you don’t want.
- 5. THE SPEED OF CHANGE IS UNPRECEDENTED Evolving Markets Crowdsourcing Regulation Cryptocurrencies New IT Buyers Talent Shortage Evolving Technologies Software-Defined Silicon Photonics Digital Manufacturing Micro Virtualization Containerization Evolving Platforms Mobile Internet of Things Cloud Social Evolving Expectations Tech-Savvy Consumers Rich, Integrated Experiences Omni-Channel Gamification
- 6. DIGITAL TRANSFORMATION IS KEY Digital Lifestyle Digital Now Digital Creeper Digital Divide Digital Bubble Digital Noise Digital is hitting us on all fronts
- 7. The Digital LIFESTYLE Mobile Payments Mobile Surveillance Wearables
- 8. The Digital NOW Instant on Instant gratification All data, all devices, anytime, anywhere
- 9. • Over Targeting • Botnets • Drones | The Digital Imperative9 The Digital CREEPER
- 10. BEST User Experience MIND the Widening Gap Multi-medium RESPONSES The Digital DIVIDE
- 11. Over Personalized & Over Filtered Balanced Content Randomized Targeting The Digital BUBBLE
- 12. Notifications across every device in a different delivery format (mobile, email, SMS etc.) Information overload Possible abandonment The Digital NOISE
- 13. The FUTURE…
- 14. IT’S ALL ABOUT THE CUSTOMER EXPERIENCE
- 15. IT’S ALL ABOUT PERSONALIZATION • Mobile • Native App on iOS • Apple Pay • TouchID – Rewards cards etc. • Proximity - iBeacons etc. • Cloud • Omni-Channel experience • Support • Persistent chat • Social channels • Personalized Shopping • Predict my needs • Deliver custom deals • Inform me on sales on previous purchases
- 16. WHEN THINGS GO HORRIBLY WRONG Need to purchase a kid's bed, researched online Purchase made online, local pickup Order Cancelled Contacted customer service, was asked to call local store Called local store, indicated they cancelled order due to stock check Asked to confirm stock, waited on phone for 20 min Arrived at store, nothing was ready Asked again if I wanted to pick it up right away? Asked to run credit card again due to order cancellation Asked to sign up for rewards program, then given plastic cards with no mobile app integration Asked to drive to dock, no one shows, no one at dock Drove to the front and then asked to arrive at front entrance Need to purchase a kid's bed, researched online Purchase made online, local pickup Arrived at store and picked up bed
- 17. WHEN THINGS GO WAY BEYOND EXPECTATIONS Rash Tweet Email Conferencing Replacement Social Collaboration Customer Service Management
- 18. How do we deliver the best customer service experience?
- 19. #1: REIMAGINE THE CUSTOMER JOURNEY • Build a 3 year digital strategy, be prepared to pivot • Unify customer experience across all modalities and channels • Rethink customer engagement
- 20. #2: EXPAND REACH • Self-help, repetitive advice/answers • Online community engagement • Click to call text/voice/video
- 21. #3: MODERNIZE PLATFORMS • Data: Big, Small, Analytics, Algorithms, Visualizations • IoT, Proximity, Omnichannel, Community, Contact Center • Infrastructure: Private, Public, Hybrid
- 22. Our JOURNEY with Digital Transformation • Delivering customer value through social channels • Accelerating Marketing Automation • Experimenting with Advanced Analytics, Machine Learning and Big Data
- 23. OUR PRACTICE FRAMEWORK: Conferencing & Messaging Voice Video Content Sharing Office Applications Portals COMMUNICATIONS Adoption & Integration Contact Center Omni-Channel PRODUCTIVITY ENGAGEMENT 75+ Solution Partners Full Lifecycle Multi-Platform Professional Services
- 24. 100+ Solution Architects 150+ Services Engineers 18+ Voice CCIEs Solutions & Services Partners Accolades and Awards 1M+ IP Endpoints Deployed 15+ Years Hosting Experience 5,000+ Collaboration Deployments 125+75+ WE KNOW COLLABORATION
- 25. CDW helps our clients bring the puzzle pieces together into a seamless experience end users expect THE COLLABORATION PUZZLE: WE CAN HELP Voice Video Social Content Sharing Mobile Conferencing IM/Presence Email Contact Center Persistent Chat NATHAN COUTINHO Director, Collaboration Practice nathan@cdw.com
- 27. The New Era of Customer Service
Editor's Notes
- intro do you remember your first purchase? I had a great retail moment today. Starbucks.
- So this is what we all want. Happy. Satisfied. Loyal. Thrilled. They probably got a deal.
- This leading bookstore chain saw disruption after disruption, but consistently made poor choices, ultimately forcing them to shut their doors permanently, in 2011. This is a business case that will be talked about for years to come. While there were many reasons they failed as a business, I want to highlight three of the big ones. Firstly, they outsourced all their online business to Amazon in the late 90s, after struggling to get their own site working. And they did this so that they could develop their search kiosks. You probably remember those awkward machines in each store that could never seem to locate what you were looking for. Secondly, after Kindle came out, Borders decided to ignore ereaders completely and instead opened more stores nationwide, and internationally. Thirdly, (and this comes from a source inside Borders), they really believed that people would pay more for Books, Music and Movies because the store experience was better – while this may work for a high-end brand, this really doesn’t work for a mass market retailer. The Borders example reminds us that Disruption is real, and is going to happen more often. Now disruption isn’t exactly a new phenomenon, this has been going on throughout our civilization’s history. However, the speed [ADVANCE SLIDE] and velocity of change is what is causing disruption to be unprecedented.
- But haven’t we seen this before? Didn’t we digitize our stuff a while ago with Online catalogs, ecommerce, ERP, EDI etc.? Today, Digital is multi-faceted and is hitting us on all fronts. Let’s talk about some of these elements of digital. We’re going to start with the most obvious part of Digital, which is the consumer. To them, digital is not simply ordering products online, it is a lifestyle. And it begins with the consumer.
- Digital is now part of our lifestyle and we don’t even think about it. We disarm our alarm systems, open our doors, check on our kids with wireless cameras and change the temperature with an app. Now we are starting to be able to link these connected devices and other sensors together to help us understand the broader implications of the connected intelligence. Wearables is already impacting most of us, and it going to get much larger in the years to come.
- We want everything now. We want the latest phones and tablets. We want things to come on instantly, we want all our data on all our devices anytime and anywhere. And we expect instant support. iOS8 United So I took to Twitter to ‘let them know’ and they responded in about 45 min, which was an acceptable timeframe given the thousands of tweets they get every day. The key point here is, 1:1 Digital communication is now expected, and increases personal contact through social channels.
- History Channel – Vikings. 15 min later, Comcast. That was Bizarre. 30 min later, Pandora. Was it a coincidence? Maybe. A lot of companies are over targeting these days. Then you also have to worry about who is real anymore; Twitter thinks that 5% of its user base are bots – that’s 12 Million users! And some are excited about packages being delivered by a Drone, some think its creepy. The line between between personal and creepy is razor thin, and we have to really think about it.
- Keep in mind - Divide. Digital can also create a widening divide – If you feel its tough keeping up with technology, imagine how bad it is for our parents. Maybe there’s an app for that. Maybe not. This issue is highlighted by what we call ‘multi-medium’ responses. We’ve all seen this one before – where a family member comments on that cute picture of your kid in a completely different thread from 10 months ago. Or my personal favorite is responding to a text message in a thread on Facebook. As the pace of change increases, the gap becomes wider. Older generations keep falling behind with the introduction of new platforms. This is something we have to keep in mind while designing the best user experience for a diverse set of employees and customers
- Has anyone read the book ‘The Filter Bubble’? It’s a fascinating look into how we over personalize everything these days – on Flipboard, Pulse, Netflix etc. Many times, we don’t even know we are being filtered. But by over personalizing and over filtering, we run the risk of being stuck in an engineered bubble and rarely get exposed to something different. This is why we have to make sure we balance our content, and try to randomize our targeting. Does anyone remember the story about the father who found out that his daughter was pregnant through a Target circular? Notice how random their weekly ads are. Its much better and reaches a wider audience. Digital can sometimes be a double-edged sword.
- And then you have the noise effect. It was bad when our inboxes filled up with junk emails. Ok, that still happens. But now we’re getting them across all our devices in different formats. Push notifications, text messages, App notifications, emails – it never ends. And when all the emails and notification become overly annoying, you may actually lose the customer. The Digital noise is sometimes overwhelming and may cause abandonment.
- So after you consider what we’ve talked about, and factor in the future, it gets pretty exciting. - The API economy is going to push the limits of cloud through integration and better standards - Robots are going to advance rapidly and increase customer satisfaction – a hotel chain - Believe or not, delivery drones will be used at some point in time. I just had a roof inspection. - 3D printing will become mainstream and will be used for materials way beyond plastics – we’re already seeing it used for food prep – like the Foodini, and in Healthcare is it saving and improving lives - The Quantified Self – where we measure how active we are, our pulse rates etc will give us deeper analytics into our health . - And finally, security will need to be overhauled to address all these new technologies. We will see 3, 4 and 5 factor authentication, facial authentication etc. which will help protect our identity and privacy. There is a lot we need to think about, but the future is clear. Business and IT Transformation is imperative.
- Walgreens great example -> Combo of rewards
- Why didn’t I just buy it from Amazon right? No taxes and free shipping and I could have done that with one click and got it
- So before I begin, just a gentle reminder, that this is where we want customers to be. Happy. Satisfied. Loyal
- One size doesn’t fit all Different support – Human, in person, online, AI,
- We’re on this journey, just. Like. you. It hasn’t always been smooth but we’ve learned a few things along the way and we’re excited about our digital roadmap. - We are now delivering customer value through multiple digital channels. - We just rolled out a major marketing automation system that integrates all our systems together –billing, creative assets, publications, vendor management – all in one system. We’ve also built a big data farm with a dedicated team of advanced analytics experts and data scientists. These folks are trying to better understand what we can do with all our data. It is pretty exciting stuff, and just like you, we’re continuously improving our platforms.
- These three pillars then make up our practice framework. Communications is the core part of our traditional strategy, and includes Voice, Video, Conferencing and Messaging Productivity, is not new to CDW, but it is new to our practice. In July 2015, we moved 16 coworkers from our Microsoft Practice to complete our vision of one team, for all of Collaboration. Given that Cisco and Microsoft are the largest partners in Collaboration, they will remain our core focus as our strategic partners. Finally the Engagement pillar consists of our contact center practice, which also focuses on integration and helping customers achieve omni-channel success. However, while we continue to invest and support these strategic partners, we have also partnered with leading vendors and solution providers across the collaboration stack to meet the needs of our customers. In particular, it is interesting to note that many of our smaller vendors are critical to our business, which is why we’ve expanded our list of niche players. We use these solutions across our pillars, for product as well as services, when needed to complete the solution. Our ultimate goal is to provide end-to-end solutions to help our customers achieve their business goals, whether its on or off prem. Commercial for m We are simplifying a very complicated message. arketing – new unique marketing opportunities –
- We’ve been doing this for close to two decades. If the number of folks in our pre and post sales engineering groups, the number of deployments or the yeaars of hosting experience doesn’t highlight our expertise in the world of collaboration, then our countless awards from both Cisco, Microsoft and other partners will demonstrate our commitment to building the best center of excellence for our customers.