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5 Tips For Productive Multi-channel Service
The document outlines five tips for enhancing multi-channel customer service, emphasizing the importance of customer experience and providing actionable strategies. Key recommendations include feeding a dynamic knowledgebase, directing customers to the right communication channels, allowing customers to choose their preferred service options, maximizing first contact resolution, and creating effective agent workspaces. By implementing these strategies, organizations can increase agent productivity, lower costs, and enhance overall profitability.
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5 Tips For Productive Multi-channel Service
- 1. 5 TIPS FORPRODUCTIVE MULTI-CHANNEL CUSTOMER SERVICE • Thank you for joining us. We will begin promptly at 8am PT / 11am ET. The line will be silent until we begin. • Audio is broadcasted through your computer (dial-in option also available). • Please use the Chat Panel for any questions. 1 PROPRIETARY & CONFIDENTIAL
- 2. 5 TIPS FORPRODUCTIVE MULTI-CHANNEL CUSTOMER SERVICE 2 PROPRIETARY & CONFIDENTIAL
- 3. AGENDA • Importance ofthe Customer Experience • The Five Tips: 1 Feed Your Knowledgebase 2 Right Channel Your Customers 3 Let Your Customer Choose (Sort Of) 4 Maximize First Contact Resolution 5 Create Great Agent Workspaces • Measuring Your Success • Conclusion 3 PROPRIETARY & CONFIDENTIAL
- 4. IMPORTANCE OF THECUSTOMER EXPERIENCE 4 PROPRIETARY & CONFIDENTIAL
- 5. BETTER CUSTOMER EXPERIENCES DRIVEREVENUE 5 PROPRIETARY & CONFIDENTIAL
- 6. BETTER CUSTOMER EXPERIENCES CUTCOSTS 6 PROPRIETARY & CONFIDENTIAL
- 7. CUSTOMERS EXPECT YOU TORESPOND ON SOCIAL 7 PROPRIETARY & CONFIDENTIAL
- 8. IMPROVE THE CUSTOMERJOURNEY 8 PROPRIETARY & CONFIDENTIAL
- 9. FEED YOUR KNOWLEDGEBASE 9 PROPRIETARY& CONFIDENTIAL
- 10. TIP 1: FEED YOURKNOWLEDGEBASE • 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 10 PROPRIETARY & CONFIDENTIAL
- 11. BUILD IT TOGETHER •Embrace social interactions & collaborative tools • Collaborate, Collaborate, Collaborate • Customers • Partners • Employees: Extend the contact center to the back office • Extend content creation • Wikis • Blogs • Forums 11 PROPRIETARY & CONFIDENTIAL
- 12. TIP 1 SUMMARY: FEEDYOUR KNOWLEDGEBASE Leverage your knowledgebase 12 PROPRIETARY & CONFIDENTIAL
- 13. RIGHT CHANNEL YOUR CUSTOMERS 13 PROPRIETARY& CONFIDENTIAL
- 14. PREFERRED CUSTOMER COMMUNICATION CHANNELS 14 PROPRIETARY& CONFIDENTIAL
- 15. OFFER CHANNELS TO MEETYOUR CUSTOMERS’ NEEDS 15 PROPRIETARY & CONFIDENTIAL
- 16. WEB SELF-SERVICE: YOUR FIRSTLINE 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? 16 PROPRIETARY & CONFIDENTIAL
- 17. EMAIL WHEN TIME DOESNOT SEEM CRITICAL • 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 • • 17 Thank you Customer history or data PROPRIETARY & CONFIDENTIAL
- 18. CHAT: LOCATION, LOCATION, LOCATION •Every page? • “Contact Us” Page? • Inflection Points? • Proactive vs. Reactive 18 PROPRIETARY & CONFIDENTIAL
- 19. WEB CHAT BENCHMARKS 19 PROPRIETARY& CONFIDENTIAL
- 20. TIP 2 SUMMARY: RIGHTCHANNEL 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 • • • Consider the customers device type (mobile, desktop, tablet) Teach agents the customer experience Use Chat Text and Page Push • Data Collection • • • • 20 Name Email Address Subject Hidden Data PROPRIETARY & CONFIDENTIAL
- 21. LET YOUR CUSTOMERCHOOSE (SORT OF) 21 PROPRIETARY & CONFIDENTIAL
- 22. TIP 3: LET YOURCUSTOMER CHOOSE (SORT OF) 22 PROPRIETARY & CONFIDENTIAL
- 23. TIP 3: LET YOURCUSTOMER CHOOSE (SORT OF) 23 PROPRIETARY & CONFIDENTIAL
- 24. TIP 3: LET YOURCUSTOMER CHOOSE (SORT OF) 24 PROPRIETARY & CONFIDENTIAL
- 25. TIP 3: LET YOURCUSTOMER CHOOSE (SORT OF) 25 PROPRIETARY & CONFIDENTIAL
- 26. TIP 3 SUMMARY: LETYOUR CUSTOMER CHOOSE (SORT OF) • 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 • Social marketing 26 PROPRIETARY & CONFIDENTIAL
- 27. MAXIMIZE FIRST CONTACT RESOLUTION 27 PROPRIETARY& CONFIDENTIAL
- 28. SERVICE DELIVERY COSTS VS.TIME TO RESOLVE 28 PROPRIETARY & CONFIDENTIAL
- 29. FIRST CONTACT CLOSURECOSTS BY SERVICE DELIVERY MEDIUM 29 PROPRIETARY & CONFIDENTIAL
- 30. TIP 4 SUMMARY: MAXIMIZEFIRST CONTACT RESOLUTION First contact counts! 30 PROPRIETARY & CONFIDENTIAL
- 31. CREATE GREAT AGENT WORKSPACES 31 PROPRIETARY& CONFIDENTIAL
- 32. TIP 5: CREATE GREATAGENT WORKSPACES • Provide access to 80% of needed information 80% of the time • Customize workspaces based on agent skills • Provide simple integration to data – CRM, invoices, billing, histories 32 PROPRIETARY & CONFIDENTIAL
- 33. TIP 5 SUMMARY: CREATEGREAT AGENT WORKSPACES An agent workspace is a user interface which enables an agent to perform customer interaction 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 • • 33 Drag & drop design Edit / read-only access PROPRIETARY & CONFIDENTIAL
- 34. MEASURING YOUR SUCCESS 34 PROPRIETARY& CONFIDENTIAL
- 35. CRITERIA FOR MEASURINGSUCCESS • Transaction Completion Rate • Deflection • Positive Experience • Repeat Use • Increased Time on Site • Conversion Rate • Customer Satisfaction • Revenue • Web Traffic • Still Yes to: AHT, FCR, SLA 35 PROPRIETARY & CONFIDENTIAL
- 36. WATCH OUT FORCOMMON OBSTACLES 36 PROPRIETARY & CONFIDENTIAL
- 37.
- 38. 5 TIPS FORPRODUCTIVE MULTI-CHANNEL SERVICE 1 Feed Your Knowledgebase 2 Right Channel Your Customers 3 Let Your Customer Choose (Sort Of) 4 Maximize First Contact Resolution 5 Create Great Agent Workspaces These tips give you a new model for servicing customers that will increase agent productivity, reduce cost, and increase profit per interaction. 38 PROPRIETARY & CONFIDENTIAL
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