This document discusses how companies can provide smarter self-service options for millennial consumers. It recommends that companies make their websites journey-centric, use context to provide smart interactions, embed knowledge throughout the consumer journey, and allow self-service interactions to inform and optimize the experience. Some specific strategies mentioned include telling consumers relevant information based on their account details and behavior, using graphical representations to explain complex topics, and intelligently transitioning consumers to assisted service when needed. The overall goal is to provide consumers, especially millennials, with smart ways to get information, fix problems, and complete tasks through self-service options.

1. Smarter Self-Service
for the Millennial
Consumer
John Connors| Sr Director, Digital Transformation, eGain March 8, 2016

2. Setting the Scene
Slide 2
SMARTER SELF-SERVICE
Smart Ways to Tell Me Something
Smart Ways to Fix My Problem
Smart Ways to Let Me Do Something

3. Phone 73% Email 68%
Chat 58% Twitter 37%
Help or FAQs
on a company
website
76%
Customers like DIY

4. 74%
83%
65%
55%
54%
51%
73%
73%
42%
35%
37%
31%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Conversation with a customer service
representative or agent via telephone
Help or Frequently Asked Questions (FAQs)
on a company's Web site
Online forum or community with other
customers (e.g., Walmart's Customer Q&A…
Using a self-service mobile phone
application
Using an online “virtual agent” (an avatar
that simulates a customer service…
Contacting a company using Twitter
35+ years old*
18-34 years old
Source: Forrester data for 2012-14
The millennial approach to service

5. Attributes of
Millennials
We have high
expectations
We know technology
Don’t bore us !
Our smartphone is
always with us
Yeah, we’re
social
We want to fix it
ourselves
We’re all individuals
Don’t waste our time Any and all channels
We’d rather find it than
learn it
What makes millennials tick?

6. Digital Customer Enterprise
• Know me
o Long term, life cycle knowledge
o Short term, journey knowledge
• Be easy to interact with
• Be consistent
• Treat me well
• Provide value
• Be fun, innovative, different
• Control costs
o Be efficient, be effective
• Attract, Acquire & Retain customers
• Be efficient
• Increase revenues
o “develop” customers, upsell, cross-sell
• Promote & protect brand
There has to be a balance!
Digital relationships

7. How do I
decrease my
credit limit?
Why do customers come to
the web site? Informational
ComplexTransactional
Tell me
something
Let me do
something
Fix my
problem for
me
How do I enroll in
paperless
communications
Can I request a
specific amount
for my credit limit
increase?
I lost my
card
Decrease my
credit limit
Login ResetTransfer
rewards to
new card
After I enroll for
paperless
communications,
when will I receive my
first paperless billing
statement?
I paid my bill
online, why are
you charging me
late fee?

8. USE context to make things smarter
Research
Sign Up
Early LifeIn Life
Renewal
Customer
lifecycle

9. Setting the Scene
Slide 9
SMARTER SELF-SERVICE
Smart Ways to Tell Me Something
Smart Ways to Fix My Problem
Smart Ways to Let Me Do Something

10. Tell me what I’ll want to know next

11. Early life – Context from account

12. Early life – Context from behavior

13. Setting the Scene
Slide 13
SMARTER SELF-SERVICE
Smart Ways to Tell Me Something
Smart Ways to Fix My Problem
Smart Ways to Let Me Do Something

14. Be graphical…

15. Be graphical…

16. Be intelligent…

17. Setting the Scene
Slide 17
SMARTER SELF-SERVICE
Smart Ways to Tell Me Something
Smart Ways to Fix My Problem
Smart Ways to Let Me Do Something

18. Smart ways to let me do
something

19. Smart ways to let me do
something

20. Confused journey
Where should
they click?
Customer needs some help regarding
simple trading terms – e.g. Personal Trading
Level or Settlement Period

21. Optimised journey
Your Personal Trading Level was
set, with your agreement, when
your account was opened.
If you wish to increase the level
please click here.
Settlement Period is governed by
where you are in your trading
period.

22. What if self-service
doesn’t work

23. Be smart about assisted service

24. Smart ways
to transition
to assisted
service

25. Summary
Make your website Journey Centric
Use Context to be Smart
Embed Knowledge in the Journeys
Let Self Service inform and optimize

26. © 2016 eGain Corporation. All rights reserved.