The document outlines five tips for enhancing multi-channel customer service: maximize first contact resolution, leverage your knowledgebase, direct customers to the appropriate channel, create effective agent workspaces, and promote the right channels. It emphasizes the importance of a positive customer experience and offers strategies for measuring success in service delivery. Overall, these tips aim to boost agent productivity, reduce service costs, and increase profitability per interaction.

1. 5 Tips for Productive
Multi-Channel Service
David Lowy,
Vice President of Product Management

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3. Agenda
Importance of the Customer Experience
The Five Tips:
1. Maximize First Contact Resolution
2. Leverage Your Knowledgebase
3. Right Channel Your Customers
4. Create Great Agent Workspaces
5. Push to the Right Channel
Measuring Success
Conclusion
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4. Importance of the Customer Experience
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5. Good Service Is More Important Than Low Prices

6. What Do Customers Expect?
Source: North American Technographics® Customer Experience Online Survey, Q4 2009
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7. Social Media Helps Users Get Their Jobs Done
By 2014, 10% of the
problems currently solved
by CSRs will be resolved or
influenced by endorsed
customer communities.
- Gartner

8. Tip 1: Maximize First
Contact Resolution

9. Tip 1: Maximize First Contact Resolution
Service Delivery Costs vs. Time to Resolve
High
Cost to Resolve a Service Request
10+ Days
10+ Days
> $300
> $300
2 Days
2 Days
$155
$155
24 Hours
24 Hours
$61
$61
First Contact
First Contact
$49
$49
Low
First Multiple
Time to Resolve a Service Request
Contact Days
Source: ServiceXRG (www.servicerxg.com)
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10. Tip 1: Maximize First Contact Resolution
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11. Tip 1: Maximize First Contact Resolution
Deploy a unified
knowledgebase
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12. Tip 2: Leverage Your
Knowledgebase

13. Tip 2: Leverage Your Knowledgebase
Focus on Dynamic Content
80/20 rule applies
• 80% of questions are answered by 20% of your content
Outline workflow specifically around mission-critical, high volume
content
• e.g. New policies affecting customers, product recalls, new products
Find the balance between perfect and timely content
Develop a workflow to drive continuous improvement
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14. Build It Together
Embrace Web 2.0: Socialize & Collaborate
Collaborate, Collaborate, Collaborate
• Customers
• Partners
• Employees
Extend content creation
• Wikis
• Blogs
• Forums
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15. Tip 2: Leverage Your Knowledgebase
Deploy it
EVERYWHERE
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16. Tip 3: Right Channel Your
Customers

17. Tip 3: Right Channel Your Customers
Source: December 18, 2009, “It’s Time To Give Virtual Agents Another Look” Forrester report

18. Tip 3: Right Channel Your Customers
Offer online customer service channels to meet your customers’ needs
• Self-service • Virtual agent • Click to call
• FAQs • Mobile • Proactive or
• Site search • Proactive or reactive chat
• Virtual agent reactive chat • Co-browsing
• IVR • Community • Telephone
forums
Low Medium High
Complexity Complexity Complexity
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19. Tip 3: Right Channel Your Customers
Web Self-Service: Your First Line of Defense
• Is your Help Center easy to find?
• Does it offer answers to all your most frequently asked questions?
• Does it contain a contextual escalation path to live support?
• Is search prominently featured?
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20. Tip 3: Right Channel Your Customers
Email
Auto Acknowledgement
• Setting expectations
• Pointing to self-service tools
• Bypass Web forms
Auto Response with auto-close
• 100% accurate?
• Describe escalation methods
Auto Suggest
• Multiple questions
• Customer history or data
Auto Delete
• Thank you
• Customer history or data
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21. Tip 3: Right Channel Your Customers
Chat: Location, Location, Location
Every page?
“Contact Us” Page?
Inflection Points?
Proactive vs. Reactive
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22. Tip 3: Right Channel Your Customers
Proactively engage your customers
• Use analytics to determine whether or not to engage a customer
• Use metrics to create conditions and rules for candidates
• Rule and agent initiated customer engagements
Leverage existing Web content during session
• Teach agents the customer experience
• Use Chat Text and Page Push
Data Collection
• Name
• Email Address
• Subject
• Hidden Data
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23. Tip 4: Create Great Agent
Workspaces

24. Tip 4: Create Great Agent Workspaces
Provide access to 80% of needed information 80% of the time
Customize workspaces based on agent skills
Provide simple integration to data – invoices, billing, histories
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25. Tip 4: Create Great Agent Workspaces
A workspace is a user interface which enables an agent to perform
day-to-day activities effectively.
Flexibility – Map workspaces to business processes
• Role-based user interfaces
• Channel-specific agent workspaces
• Controlled access to external data
Productivity – Everything is one click away
• Reduce number of clicks/keystrokes for navigation
• Single view
• Maximize screen real estate
Manageability – Non-programmatic design & deploy
• Drag & drop design
• Edit / read-only access
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26. Tip 5: Push to the Right
Channel

27. Tip 5: Push to the Right Channel
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28. Tip 5: Push to the Right Channel
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29. Tip 5: Push to the Right Channel
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30. Tip 5: Push to the Right Channel
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31. Tip 5: Push to the Right Channel
On your Web site
• Home page
• In global navigation
• Help page - list channels in the order you want customers to use them
Market channels in all customer communication
• Work with marketing to create a service awareness program
− Educate customers on the service options available to them
• Remind customers about available service channels whenever possible
in:
− Newsletters
− Up-sell, cross-sell emails
− Direct mail
− Brochures
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32. Measuring Your Success

33. What’s Next: Measuring Success
Criteria for measuring success:
• Transaction Completion Rate
• Deflection
• Positive Experience
• Repeat Use
• Increased Time on Site
• Conversion Rate
• Customer Satisfaction
• Revenue
• Web Traffic
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34. Conclusion
Five Tips to Productive Multi-Channel Service
1. Maximize First Contact Resolution
2. Leverage Your Knowledgebase
3. Right Channel Your Customers
4. Create Great Agent Workspaces
5. Push to the Right Channel
These tips give you a new model for servicing customers that will
increase agent productivity, reduce cost, and increase profit per
interaction.
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Contact Today’s Speaker:
David Lowy, New customers visit
Vice President of Product Management www.moxiesoft.com/mcwebinar to
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dlowy@moxiesoft.com
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