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changing the „experience‟ of
      customer experience




       presented by esteban kolsky
                          thinkJar
the traditional customer experience
between 42 percent and
90 percent of interactions
   happen in customer
         service
80% of companies think
they are doing a great job
at delivering experiences…

 …8% of their customers
         agree
customers use of
social channels exploded
highest source of traffic
60% want answers
40% to give feedback
80% want coupons
squeezing out customer service
       be more                                         be social
                              strategy


       be
                                                            be cross
empowered
                              business                      channel
                               model
                              customer
                                service


                 governance               technology


           be                                             be mobile
collaborative
Changing the ‘experience’ of customer experience
two imperatives for the future




 awesome                   create new
experiences                architecture

              customer
              centricity
be more                                         be social
                              strategy


       be
empowered                                                   be cross
                              business                      channel
                               model
                              customer
                                service


                 governance               technology


           be                                             be mobile
collaborative
constant evolution of customer service
technology solution pain point




                                  service   customer            new       strategic
                                 requests     uses            channels    channel
                                  emerge     phone             emerge       usage




                                 customer     call            contact
                                                                            UC
                                  service    center            center


                                 1960                  1995              2005
migrating to experiences in 2011+

                       function                          function
 business function




                                            experience
                        rules                              rules



                                   survey




                                                             social noise*




                                                                               survey
                       channel                           channel




                       customer   (maybe)                customer            (maybe)

                                                         community

*social noise is service, support, marketing, sales, accounting, financials, etc.
form alliances to
   find SMEs to
 help service with
  customer needs
case study – be more
• US state government
• online chat, aimed at multiple segments
• found, trained, and scheduled SMEs
  throughout organization
• satisfaction rose, both employee and citizens
• time to close tickets dropped
• found insights to improve operations
  throughout
be more                                         be social
                              strategy


       be
                                                            be cross
empowered
                              business                      channel
                               model
                              customer
                                service


                 governance               technology


           be                                             be mobile
collaborative
2010-2012 investments




source: ovum
finding empowerment
• information
  – agents have access to right systems
  – agents know how to use all systems
  – agents can contribute knowledge
• action
  – let them do more, create layers of action
• flexibility
  – provide a stipend to be used per agent discretion
• monitor, reward, and coach (carrot and
  “stick”)
design HR plans
to train, empower
       and entice
   agents to grow
case study - empower
• information – nationwide insurance deployed
  data dashboards for agents, productivity
  grew 25-40%
• information – software publisher agents are
  responsible for knowledge-base, morale
  skyrockets
• action – large retailer testing employees
  discretion with returns, excellent satisfaction
• flexibility – large global hotel chain provides
  employees with daily stipend to improve
  experiences for guests (costs less)
be more                                         be social
                              strategy


       be
                                                            be cross
empowered
                              business                      channel
                               model
                              customer
                                service


                 governance               technology


           be                                             be mobile
collaborative
social media is just starting…




source: tsia
…expectations are growing quickly…




source: ovum
…investment is not keeping up




source: ovum
find your niche
   in social, begin
testing and POC,
 plan LT solution
case study - social
• delta airlines, twitter became one more piece
  of strategy
• adapted to needs of social channels (24x7,
  fast response, single contact, influence)
• empowered agents to act, often without
  confirming
• brought other people to help with issues,
  topics out of their reach (pr, agencies) but
  ultimately – it is about people helping people
• they found their model, not for everyone
be more                                         be social
                              strategy


       be
                                                            be cross
empowered
                              business                      channel
                               model
                              customer
                                service


                 governance               technology


           be                                             be mobile
collaborative
channel management evolution
             silo                     semi-integrated                   integrated
       single channel                  multi-channel                  cross-channel

                                                                                e
                                              e                          r          k
  d    d     d    d    d    d
  k    k     k    k    k    k            w    d                      w
                                                    p
  r    r     r    r    r    r                 k                               uc        p
                                                                     m
  s    w     e    c    p    m           m     r     c                               c
                                               s                         d      s



           1980                       1995                                   2010

s – sms, w – web, e – email, c – chat, p – phone, m- social media, d – data, k- knowledge
adopt a new architecture

        client               products              operations              db


                  customer
sales                                    billing            shipping               hr
                   service



                         customer interaction hub



        clients                         partners                       employees
focus on cross-channel experiences
                                                     how effectively does your company manage
                                                  the following aspects of a customer experience
                                                                  somewhat         very
                                      haven ’t done ineffective    effective     effective
               measuring customer                   7% 16%         42%                33%
                     satisfaction
           tracking what customers                11% 15%           43%               30%
                      do online
                      segmenting                  10% 18%          38%               30%
                       customers
               measuring customer              13%    19%          41%           24%
                     profitability
               measuring customer
                         loyalty              11%     24%         38%            25%
        linking customer information
              from different sources        20%      23%           40%          16%
           convincing customers to
                  use self-service       22%         27%           39%         10%
        tracking what customers do
          across different channels     21%          30%          33%      14%

source: forrester
determine needs
      and setup
  cross-channel
strategy – now!
case study – cross channel
• global bank
• problem delivering consistent experiences
  – customers “channel hop” to solve service issues
  – customers want a single transaction
• deployed channel tracking and monitoring
  – consolidated reporting cross-channel interactions
  – adapted data model and operations to fulfill
    cross-channel
• satisfaction increased dramatically (25%+)
be more                                         be social
                              strategy


       be
                                                            be cross
empowered
                              business                      channel
                               model
                              customer
                                service


                 governance               technology


           be                                             be mobile
collaborative
mobile will be bigger than
   desktop by 2014
  today we have more
mobile than ‘fixed’ devices
  consumers don’t care
     to differentiate
mobile experience design notes
• no one knows how to do it, just test it out
• begin work on it – now!
• key areas of focus
  – infrastructure
  – experience across platforms
  – atomized applications
  – volume planning
  – retail, commerce tie-in – think micro-payment
  – bonus: collaboration, social and mobile (2013+)
for now, simply
  identify areas
    where mobile
      could help
case study – mobile
• Groupama –insurance company
• built own application for mobile self-service
  – replaced traditional phone calls
  – visual IVR
  – integration to phone for callback function
  – social integration as well for true cross-channel
• Ties commerce (quotes), account
  management, payments, more functions
  – end-to-end experience
  – flexible and expandable
be more                                         be social
                              strategy


       be
                                                            be cross
empowered
                              business                      channel
                               model
                              customer
                                service


                 governance               technology


           be                                             be mobile
collaborative
customer service 5.0? collaborative

                                  collaborate to understand
                                   the customer job-to-be-
                E2.0               done
                                  collaborate to co-create
                                   with the customer to meet
                                   her desired outcomes
                                  collaborate to act on
       Social                      customer insights
       CRM                        collaborate to understand
                                   and provide the customer
                                   experience they expect
                                   from you
the collaborative enterprise
build a collaborative enterprise
          internal




                                                         actionable layer unit
                                                                                                       crm




                                                                                 system-of-record
                                    “social” analytics




                                                                                 integration layer
                     management
                      community



                                         engine
communities
                                                                                                        erp




                                                                                                       scm
        external                  collaborative enterprise

                                                                                                     systems of
                                                                                                       record
social is an
   action, focus
on outcome of it:
   collaboration.
case study – be collaborative
• SAP premier customer network
• offers key accounts ability to participate in
  community, collaborate with SAP resources
• access to key resources, information, other
  customers
• SAP can look at interactions, find worthy data
• help customers get their work done, provide
  integrated platform for co-innovation,
  feedback, sharing knowledge
changing the „experience‟ of
customer experience



                         esteban kolsky
                                thinkjar

                                @ekolsky
                                 +ekolsky
                        http://thinkjar.net

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Changing the ‘experience’ of customer experience

  • 1. changing the „experience‟ of customer experience presented by esteban kolsky thinkJar
  • 3. between 42 percent and 90 percent of interactions happen in customer service
  • 4. 80% of companies think they are doing a great job at delivering experiences… …8% of their customers agree
  • 5. customers use of social channels exploded highest source of traffic 60% want answers 40% to give feedback 80% want coupons
  • 6. squeezing out customer service be more be social strategy be be cross empowered business channel model customer service governance technology be be mobile collaborative
  • 8. two imperatives for the future awesome create new experiences architecture customer centricity
  • 9. be more be social strategy be empowered be cross business channel model customer service governance technology be be mobile collaborative
  • 10. constant evolution of customer service technology solution pain point service customer new strategic requests uses channels channel emerge phone emerge usage customer call contact UC service center center 1960 1995 2005
  • 11. migrating to experiences in 2011+ function function business function experience rules rules survey social noise* survey channel channel customer (maybe) customer (maybe) community *social noise is service, support, marketing, sales, accounting, financials, etc.
  • 12. form alliances to find SMEs to help service with customer needs
  • 13. case study – be more • US state government • online chat, aimed at multiple segments • found, trained, and scheduled SMEs throughout organization • satisfaction rose, both employee and citizens • time to close tickets dropped • found insights to improve operations throughout
  • 14. be more be social strategy be be cross empowered business channel model customer service governance technology be be mobile collaborative
  • 16. finding empowerment • information – agents have access to right systems – agents know how to use all systems – agents can contribute knowledge • action – let them do more, create layers of action • flexibility – provide a stipend to be used per agent discretion • monitor, reward, and coach (carrot and “stick”)
  • 17. design HR plans to train, empower and entice agents to grow
  • 18. case study - empower • information – nationwide insurance deployed data dashboards for agents, productivity grew 25-40% • information – software publisher agents are responsible for knowledge-base, morale skyrockets • action – large retailer testing employees discretion with returns, excellent satisfaction • flexibility – large global hotel chain provides employees with daily stipend to improve experiences for guests (costs less)
  • 19. be more be social strategy be be cross empowered business channel model customer service governance technology be be mobile collaborative
  • 20. social media is just starting… source: tsia
  • 21. …expectations are growing quickly… source: ovum
  • 22. …investment is not keeping up source: ovum
  • 23. find your niche in social, begin testing and POC, plan LT solution
  • 24. case study - social • delta airlines, twitter became one more piece of strategy • adapted to needs of social channels (24x7, fast response, single contact, influence) • empowered agents to act, often without confirming • brought other people to help with issues, topics out of their reach (pr, agencies) but ultimately – it is about people helping people • they found their model, not for everyone
  • 25. be more be social strategy be be cross empowered business channel model customer service governance technology be be mobile collaborative
  • 26. channel management evolution silo semi-integrated integrated single channel multi-channel cross-channel e e r k d d d d d d k k k k k k w d w p r r r r r r k uc p m s w e c p m m r c c s d s 1980 1995 2010 s – sms, w – web, e – email, c – chat, p – phone, m- social media, d – data, k- knowledge
  • 27. adopt a new architecture client products operations db customer sales billing shipping hr service customer interaction hub clients partners employees
  • 28. focus on cross-channel experiences how effectively does your company manage the following aspects of a customer experience somewhat very haven ’t done ineffective effective effective measuring customer 7% 16% 42% 33% satisfaction tracking what customers 11% 15% 43% 30% do online segmenting 10% 18% 38% 30% customers measuring customer 13% 19% 41% 24% profitability measuring customer loyalty 11% 24% 38% 25% linking customer information from different sources 20% 23% 40% 16% convincing customers to use self-service 22% 27% 39% 10% tracking what customers do across different channels 21% 30% 33% 14% source: forrester
  • 29. determine needs and setup cross-channel strategy – now!
  • 30. case study – cross channel • global bank • problem delivering consistent experiences – customers “channel hop” to solve service issues – customers want a single transaction • deployed channel tracking and monitoring – consolidated reporting cross-channel interactions – adapted data model and operations to fulfill cross-channel • satisfaction increased dramatically (25%+)
  • 31. be more be social strategy be be cross empowered business channel model customer service governance technology be be mobile collaborative
  • 32. mobile will be bigger than desktop by 2014 today we have more mobile than ‘fixed’ devices consumers don’t care to differentiate
  • 33. mobile experience design notes • no one knows how to do it, just test it out • begin work on it – now! • key areas of focus – infrastructure – experience across platforms – atomized applications – volume planning – retail, commerce tie-in – think micro-payment – bonus: collaboration, social and mobile (2013+)
  • 34. for now, simply identify areas where mobile could help
  • 35. case study – mobile • Groupama –insurance company • built own application for mobile self-service – replaced traditional phone calls – visual IVR – integration to phone for callback function – social integration as well for true cross-channel • Ties commerce (quotes), account management, payments, more functions – end-to-end experience – flexible and expandable
  • 36. be more be social strategy be be cross empowered business channel model customer service governance technology be be mobile collaborative
  • 37. customer service 5.0? collaborative  collaborate to understand the customer job-to-be- E2.0 done  collaborate to co-create with the customer to meet her desired outcomes  collaborate to act on Social customer insights CRM  collaborate to understand and provide the customer experience they expect from you the collaborative enterprise
  • 38. build a collaborative enterprise internal actionable layer unit crm system-of-record “social” analytics integration layer management community engine communities erp scm external collaborative enterprise systems of record
  • 39. social is an action, focus on outcome of it: collaboration.
  • 40. case study – be collaborative • SAP premier customer network • offers key accounts ability to participate in community, collaborate with SAP resources • access to key resources, information, other customers • SAP can look at interactions, find worthy data • help customers get their work done, provide integrated platform for co-innovation, feedback, sharing knowledge
  • 41. changing the „experience‟ of customer experience esteban kolsky thinkjar @ekolsky +ekolsky http://thinkjar.net