Understanding the Customer's Service Journey

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The Customer Journey is talked about fairly frequently in today’s business world and we find our time being consumed by the data surrounding it and the impacts that it has on customers and businesses. There is no argument that the Customer Journey is important but what about the Service Journey? What is the Service Journey and where does it come into play? Take a look at our slide share that dives into the identification and importance of the Service Journey and the impact it has on customers.

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Understanding the Customer's Service Journey

  1. 1. UNDERSTANDING THE CUSTOMER’S SERVICE JOURNEY
  2. 2. 2 “Your most unhappy customers are your greatest source of learning.” -Bill Gates
  3. 3. 3 The Customer’s Service Experience is on of the most important components in the Customer Journey.
  4. 4. 4 of customers say they view customer service as the true test of how much a company values them. 2015 Aspect Consumer Experience Survey 76% In fact,
  5. 5. 5 THERE ARE 4 KEY COMPONENTS OF THE SERVICE JOURNEY DIFFERENCES ELEMENTS RELEVANCE OUTCOMES
  6. 6. 6 1 | LET’S TALK DIFFERENCES DIFFERENCES The Service Journey is just one piece of the Customer Journey.
  7. 7. 7 1 | LET’S TALK DIFFERENCES DIFFERENCES The Customer Journey Is the entire experience of a brand
  8. 8. 8 1 | LET’S TALK DIFFERENCES DIFFERENCES The Customer Journey is the entire experience of a brand The Service Journey is the part when customers needs support from the brand
  9. 9. 9 2 | ELEMENTS OF A SERVICE JOURNEY ELEMENTS
  10. 10. 10 2 | ELEMENTS OF A SERVICE JOURNEY ELEMENTS WHEN A PROBLEM ARISES
  11. 11. 11 2 | ELEMENTS OF A SERVICE JOURNEY ELEMENTS WHEN A PROBLEM ARISES WHEN THE CUSTOMER INITIATES CONTACT
  12. 12. 12 2 | ELEMENTS OF A SERVICE JOURNEY ELEMENTS WHEN A PROBLEM ARISES WHEN THE CUSTOMER INITIATES CONTACT WHEN THE PROBLEM IS RESOLVED
  13. 13. 13 3 | RELEVANCE TO YOUR BRAND RELEVANCE
  14. 14. 14 Through these key moments the brand leaves a lasting impression on customers in their time of need.
  15. 15. 15 RELEVANCE I LIKE YOUR BRAND I LOVE YOUR BRAND I WILL DEFEND YOUR BRAND 3 | RELEVANCE TO YOUR BRAND Ideally, your positive customer relationships identify with one of 3 buckets, these being…
  16. 16. 16 RELEVANCE 3 | RELEVANCE TO YOUR BRAND I LIKE YOUR BRAND I LOVE YOUR BRAND Guiding customer to the next bucket should be your goal…
  17. 17. 17 Through this, you create BRAND DEFENDERS during their Service Journey.
  18. 18. 18 3| RELEVANCE TO YOUR BRAND RELEVANCE Guiding customers from one bucket to another requires the most positive customer experience possible during the interaction. When analyzing support contacts, focus on the mood of the customer at the beginning of the contact and identify where they have landed when it comes to an end.
  19. 19. 19 3| RELEVANCE TO YOUR BRAND RELEVANCE 5% 10% 92% 52% 3% 38% Start End TOTAL SAMPLE Negative Neutral Positive 4% 34% 45% 8% 3% 1% 2% 3%Guiding customers from one bucket to another requires the most positive customer experience possible during the interaction. When analyzing support contacts, focus on the mood of the customer at the beginning of the contact and identify where they have landed when it comes to an end.
  20. 20. 20 “People will never forget how you made them feel.” - Maya Angelou
  21. 21. 21 5 | JOURNEY OUTCOMES OUTCOMES
  22. 22. 22 5 | JOURNEY OUTCOMES OUTCOMES Communication Styles & Agent Adaptability Conversational Customer major in two communication styles: conversational and transactional. To deliver an exceptional customer experience, agents must adapt to each customer’s preferred style.
  23. 23. 23 5 | JOURNEY OUTCOMES OUTCOMES Communication Styles & Agent Adaptability Conversational AGENT Conversational Transactional C U S T O M E R ConversationalTransactional Customer Experience Customer major in two communication styles: conversational and transactional. To deliver an exceptional customer experience, agents must adapt to each customer’s preferred style. Matching these styles yield a better customer experience.
  24. 24. 24 5 | JOURNEY OUTCOMES OUTCOMES Issue Completion Another complexity within the Service Journey is Issue Completion. An issue can only ever be at one of these stages: Resolved, In-Process, or Unresolved.
  25. 25. 25 5 | JOURNEY OUTCOMES OUTCOMES Issue Completion Conversational Resolved Issues/questions completely addressed within the interaction. In Process Additional steps are necessary to fully address the customer’s issue. Unresolved Failed to address the customer’s issue during the interaction; and no additional steps offered. Another complexity within the Service Journey is Issue Completion. An issue can only ever be at one of these stages: Resolved, In-Process, or Unresolved.
  26. 26. 26 OUTCOMES 84% First time users 16% Repeat users Instances where customers expressed they were contacting again 28% Resolved 66% In Process 6% Unresolved CONTACT PROCESS 21% Likely to contact again 5 | JOURNEY OUTCOMES Issue Completion
  27. 27. 27 OUTCOMES 84% First time users 16% Repeat users Instances where customers expressed they were contacting again 28% Resolved 66% In Process 6% Unresolved CONTACT PROCESS 21% Likely to contact again *From the customer’s perspective, 60-70% of calls are typically “in progress” when the interaction ends* 5 | JOURNEY OUTCOMES Issue Completion
  28. 28. 28 IDENTIFYING THE SERVICE JOURNEY WITHIN THE CUSTOMER JOURNEY Service Journey 2007 Smartphone was invented 2012 Parents buy Josh an iPhone for his 17th birthday Josh emails his 18th birthday invites Josh gets the new iPhone 6s for his birthday 20132013 2013 20132013 Josh’s email won’t send from his phone He researches self-help tips online Then calls support & they walk him through the fix
  29. 29. 29 FINAL THOUGHTS The Customer Journey is a trending topic, and understanding the impact of the Service Journey on this is vital to the success of support programs.
  30. 30. 30 FINAL THOUGHTS SYKES understands that every interactions is a moment of truth in the customer journey. We help companies create the best user experience possible, one caring interaction at a time.
  31. 31. 31 THANKS FOR READING Author Information: Bo Young leads the Analytics and Customer Experience efforts for SYKES, focusing on creating an environment that constructs the optimal experience for each Customer engagement. With more than 20 years of senior leadership experience in Marketing, Branding and Market Research, Bo leads a Global Team that performs Customer Experience studies. These studies combine advanced call listening strategies and a proprietary data collection tool, allowing for industry leading work in Customer Experience enhancement. Based in Tampa, Florida, Bo draws on his Senior Level experience in the Consumer Packaged Goods, Financial Services, eCommerce and Hospitality industries to drive improvement in every customer contact, every day. To learn more about SYKES please visit www.sykes.com or fill out the form to your right.

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