A Multi-Channel Service Environment - Essential to Customer Retention


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In today's environment, the customer has never been more important - customer satisfaction and retention are critical to any organization's success, and customer service is essential to that end. The most efficient and successful customer support departments are versatile; providing their customers with a preferred method of support. Today's customers are tech-savvy and require so much more than simple phone support. Integrated multi-channel service options, such as self-service via knowledgebases and downloads, live chat sessions, mobile applications, and easy issue escalation paths via the Web must be implemented to empower support teams to provide the level of service that customers expect.

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  • Although there may be signs of a recovery Customer purchasing behaviors have changed – they’re simply buying less…and will be for the foreseeable future Transition – cs&s is changed
  • They represent what’s most important Top-line revenue Recurring revenue Costs – if not managed correctly Critical information to better inform sales, mktg, pd, and finance Leading KPI’s (key performance indicators) RR Repeat purchase X-sell oppty’s Up-sell oppty’s Product feedback Advocacy - positive and negative
  • Customer requirements are changing – in addition to becoming more web savvy overall preferences are migrating to web self-service models. While there’s an urgency premium associated with the phone, the reality is the customers marginally prefer the phone over web self-service Even in urgent situations, customers appear to trust the information they receive on-line and trust that ultimate resolution will occur Customer preference for the phone over self service occurs with end users 51+ years in age Web self service extends well beyond the X’ers and Millennial generations Net-net the challenge isn't getting your customers to the web – it’s keeping them there. Many CS&S functions find themselves in the loose-loose box – customers initially go to self-service channels, yet end up picking up the phone due to poor self-service experience. No tolerance for bad service They’re demanding a better customer experience: 24x7 support – (near real time response rates) Native language support Ease of use Consistency / familiarity Multi-channel support Web – KB Chat E-mail Discussion groups / forums Mobility Social media environments (cloud)
  • Check education customer count Small to Medium size companies Companies from different industries and verticals We’ve developed best practices for many leading industries and that’s why companies choose us Building support portals for 6 years; we’re passionate about making the support experience easy to use for your end users
  • Jost
  • John is very positive on Islands from the business perspective Jost points out problems from the IT perspective John, “Makes sense from the IT perspective….and it makes sense from the businss perspective as well”
  • John, this is an organ way to grow, makes sense, but bottom line impacts are….next slide
  • John on business perspective
  • Jost begins 1/3/5 John 2/4/6
  • A Multi-Channel Service Environment - Essential to Customer Retention

    1. 1. A Multi-Channel Service Environment - Essential to Customer Retention Gary McNeil, Vice President of Marketing, Parature John Ragsdale - Technology Services Industry Association (TSIA) VP of Technology Research
    2. 2. The Collapse of Demand Although there may be signs of a recovery… … customers are buying less – demand is recovering slowly
    3. 3. The Customer Has Never Been More Important! <ul><li>In light of sales teams selling less - organizations are focused on: </li></ul><ul><ul><li>Customer retention </li></ul></ul><ul><ul><li>Customer upsell and cross sell opportunities </li></ul></ul><ul><ul><li>Lifetime value of a customer </li></ul></ul><ul><ul><li>Overall revenue from the customer base </li></ul></ul>
    4. 4. The Shifting Focus: From Hunters to Farmers Falling Disproportionally on the Customer Support Function The focus has shifted to further monetizing the customer base… … placing new found responsibilities on the support function
    5. 5. The Changing Preferences of Your Customer If You Build it They Will Come The challenge isn’t driving customers to leverage self-service… … it’s keeping them there
    6. 6. The Implications of Getting it Wrong Costing you money now…and later
    7. 7. Service Has Become A Major Differentiator <ul><li>Improving the customer experience </li></ul><ul><ul><li>Multi-channel support </li></ul></ul><ul><ul><ul><li>Providing support in the manner by which the customer wants it </li></ul></ul></ul><ul><li>Reducing customer effort </li></ul><ul><ul><li>Delivering on the promise of first contact resolution </li></ul></ul><ul><ul><ul><li>The result is reduced frustration </li></ul></ul></ul><ul><li>Increasing customer loyalty </li></ul><ul><ul><li>By reducing customer effort you increase customer loyalty </li></ul></ul><ul><ul><ul><li>Increased loyalty is a game changer </li></ul></ul></ul>
    8. 8. Parature <ul><li>Parature is a leading provider of on-demand software (SaaS) for customer service and support </li></ul><ul><li>Parature enables organizations to: </li></ul><ul><li>Reduce the cost of supporting their customers </li></ul><ul><li>Have a 360 view of customer issues </li></ul><ul><li>Retain their customers </li></ul><ul><li>Improve customer loyalty </li></ul><ul><li>Generate more revenue from their base </li></ul><ul><li>Deliver “great” customer service </li></ul>
    9. 9. <ul><li>One stop shopping </li></ul><ul><li>One integrated software suite – on-demand </li></ul><ul><ul><li>Parature Portal </li></ul></ul><ul><ul><li>Parature Ticket </li></ul></ul><ul><ul><li>Parature Knowledgebase </li></ul></ul><ul><ul><li>Parature Reporting </li></ul></ul><ul><ul><li>Parature Chat </li></ul></ul><ul><ul><li>Parature Forum </li></ul></ul><ul><ul><li>Host of other modules </li></ul></ul>Parature - One Integrated Suite
    10. 10. 800 Customers Across Industries & Market Segments Healthcare Associations Education Gaming and Digital Media Business Services Technology
    11. 11. Essential to Customer Retention John Ragsdale VP Technology Research TSIA 
    12. 13. <ul><li>Customers are demanding more respect for channel choices </li></ul><ul><li>Channel agnostic customers notice quickly when service and content is inconsistent </li></ul><ul><li>Default behavior is a phone call—the most expensive channel </li></ul>
    13. 14. Source: TSIA Benchmark, October 2009
    14. 15. Source: TSIA Benchmark, October 2009
    15. 16. Source: SSPA Partner Survey conducted September, 2007
    16. 17. <ul><li>Channels have traditionally been added one by one with no long term strategy </li></ul><ul><li>Productivity improvements from blended agents largely a myth </li></ul><ul><ul><li>Large US and European mobile/wireless providers report after 2 year experiment, agents were returned to single channel </li></ul></ul><ul><li>2 or 3 way integrations and multiple user licenses are cost prohibitive </li></ul>
    17. 18. ERMS <ul><li>All phone calls </li></ul><ul><li>View of all interactions and orders placed via phone, web, email </li></ul>CRM <ul><li>Email interactions captured and passed to CRM </li></ul><ul><li>Email agents only have access to ERMS </li></ul>
    18. 19. <ul><li>Unified view of the customer for all agents and support techs </li></ul><ul><li>Excellent experience for channel agnostic customers </li></ul><ul><li>Differentiated experiences by customer value </li></ul><ul><li>Consistent upsell/cross-sell capabilities </li></ul>CRM is no longer the only game in town.
    19. 20. Web Self-Service Knowledgebase Scripted FAQ’s Customer Authored Content
    20. 21. <ul><li>Impossible to keep different versions of the “truth” in synch </li></ul><ul><li>Channel agnostic customers notice inconsistencies </li></ul><ul><li>Wrong information impacts satisfaction and trust </li></ul><ul><li>Customers trained to use the most expensive channel: Phone </li></ul>
    21. 22. Agent and/or Customer Knowledgebase Help Files Product Documentation Design Specifications Customer Community Incident History Collaborative Content Bug Database Where do I look?
    22. 23. <ul><li>Social media will continue to add channel and content islands </li></ul><ul><li>Be cautious of over investing in trendy channels </li></ul><ul><li>Increased mobility in both B2B and B2C drives expectations and lowers patience </li></ul>
    23. 24. <ul><li>Create a consolidation plan for: </li></ul><ul><ul><li>Customer support channels </li></ul></ul><ul><ul><li>Knowledge </li></ul></ul><ul><ul><li>Self-service content/options </li></ul></ul><ul><li>Factor in emerging channels, including Social Media and the Mobile enterprise and consumer </li></ul><ul><li>Select a technology platform that meets current and future needs </li></ul><ul><li>Be realistic. Implement in phases. Big bangs can be big disasters </li></ul>
    24. 25. Follow Parature on <ul><li>http://blog.parature.com/ </li></ul><ul><li>http://facebook.parature.com </li></ul><ul><li>http://twitter.com/parature </li></ul><ul><li>http://www.parature.com/rss </li></ul><ul><li>http://www.youtube.com/paratureinc </li></ul>Questions?