A seminar providing an overview of multichannel customer engagement and its relevance to organisations. Also contains some research from two seminars answering the questions 'do you have a multichannel strategy', 'what would be the benefits of multichannel', 'what are the barriers to adopting multichannel' Contact: @mfenna http://about.me/markfenna

1. MULTICHANNEL
CUSTOMER
ENGAGEMENT
Dec 12, 2012
Mark Fenna
mfenna@egain.com
+447557971562
17.09.2013

2. AGENDA
• Introduction
• What is multichannel?
• Why is it important?
• Business priority
• How can you approach it?
• What does the future look like?
• Research
• Q&A

3. Introduction

4.  Customer engagement solutions
• Cloud-based applications for social, media, web
and contact centres
• Connected customer journeys in multichannel
 HQ – Sunnyvale, California
 Operations in North America, EMEA, APAC
 EMEA Support and HQ – Slough, UK
Slide 4
eGain
Gartner Pace Layer Architecture

5. EGAIN “LEADER” IN GARTNER MQ FOR WEB
CUSTOMER SERVICE APPLICATIONS*
*Source: Gartner Magic Quadrant report for web customer service applications - Feb 2013

6. 6
**Replace with ‘kosher’ client logos**TRUSTED BY LEADERS
Financial Services
and Insurance Manufacturing Retail Telecom Utilities

7. What is multichannel?
7

8. Why is multichannel
engagement
important?
8

9. WORLD HAS GONE MULTICHANNEL
Research online and
then buy in store
51%
32%Research online, visit
store and buy online
Source: Google research study (2012)

10. More transaction size for
multichannel customers
compared to single channel
customers
82%
Slide 10
Multichannel customers are
more valuable…

11. F-R-A-G-M-E-N-T-E-D
JOURNEYS FRUSTRATE
MULTICHANNEL CUSTOMERS…
11
84%Want consistent
service and offers
across channels

12. Is it a business priority?
12

13. CUSTOMER ENGAGEMENT
IS A TOP BUSINESS PRIORITY
Nine out of ten CEOs say they are
strengthening their customer and
client engagement programs.
Price Waterhouse 2013 CEO survey

14. It is a complex problem
requiring clear
ambition, vision and
leadership
14

15. Contact
Center
Web Social
It’s not in
my P&L
It’s not in my
objectives
I’d like to
help, but…
CX Manager
I’m looking
for help,
Virtual
Team…
MOST BUSINESSES ARE STILL
STUCK IN CHANNEL SILOS

16. 16
TACTICAL FIXES CREATE
CONFUSION AND DELAY

17. 17
WITHOUT THE RIGHT TECHNOLOGY,
IT’S A CHALLENGE
WITHOUT THE RIGHT AMBITION,
VISION AND LEADERSHIP IT’S A
CHALLENGE

18. What do the analysts
think?
18

19. 19
“CEH [Customer
Engagement Hub] will foster
personalized engagement
with customers across all
interaction channels,
including social, and reach
across all departments in
the enterprise.”*
*Source: Hype Cycle for CRM Customer Service and Support, written
by Michael Maoz and Johan Jacobs, Gartner. August 1, 2012

20. Slide 20
Gartner Pace Layer Architecture
CRM
Content
Management
Contact
Center
CTI
eCommerce
System
Innovation
Layer
Differentiation
Layer
System of
Record
Layer

21. Convert Hot leads
Personalized
Experience
Proactive Offers Chat Assistance
Click to Call – Phone, PC
Chat with Expert
Relevant Information
in Context
Interactive
Site Tour
Concierge Welcome Guided Advice
Intent-driven Search
Compare and
Recommend
Resolve
Escalations
Reduce
Abandonment
Cobrowse – Onboarding
Paperless Notifications
Multichannel Service
Preference-based
Content & Delivery
Rich, connected customer journeys
Capability Summary
Self-service Assisted
GUIDE SELL SERVE

22. Visit
posts by
other
mums
Buy online
Look up
FAQ
Video Chat
for claims
Like the
company’s
Facebook
Page
Laura Andrews
Age: 35
Busy mum
“XYZ co. is great for
insurance!
”
Customer journeys

23. The future
23

24. Customer & Business Co-evolution
Slide 24
CUSTOMER
BUSINESS
Passive Empowered
Closed
Open
Traditional
Phone-centric
CRM
1990
Multichannel
Interactions
2000
Synchronized
Customer
Collaboration
FUTURE…
Proactive, Social
Customer
Engagement
TODAY

25. Context-aware Communication Routing
Contact Center >> Engagement Center
25 Communication/Collaboration/Social Systems
Web Customer Services
Knowledge Base
Web Chat
Email Response Management
Collaborative Browsing
Etc.
Contact Center
IVR
ACD
CTI
Recording
Work Force Mngt.
Face-to-Face
Interaction
Mobile
Consumer/
Employee
Social &
Peer-to-Peer
Networking
Inbound or Outbound Customer and Partner Engagement
Analytical
Systems
Data
Mart
Data
Mart
Operational /
Transactional Systems
CRM/
CSSPartner
ERP,
SCM
Vertical
Industry
Systems
Next Best Action, Policies, Rules
Business Process Management tools
Knowledge Search, Analysis and Delivery
Post-
Relational
Data Analysis
Data
Ware-
house
CRM Process
Execution
Customer Intent
Reputation,
Connections,
Sentiment
Analytics
Historical and
Predictive

26. Research
26

27. Slide 27
Some questions
Do you have a multichannel strategy?
What benefits would you achieve if
you had a multichannel capability?
What are the barriers to achieving
this?

28. Slide 28
Seminar Responses
 11% of seminar attendees had a multichannel strategy.
Several attendees had a strategy that they thought was
no longer current and that was not being delivered
against.

29. Slide 29
Seminar Responses - Benefits
 Benefits of multichannel:
 Improved Revenue
 Reaching/ engaging new customer segments/ demographic
 Increased online sales
 Reduced Costs
 Cost reduction via self-service
 Reduced call volumes
 Competitive Advantage
 Competitors aren’t able to offer
 Improved customer satisfaction
 Increased channel choice/ customer demand
 Increased availability through 24/7 digital channels
 Improved Marketing/ PR
 Social Amplification via Twitter and Facebook

30. Slide 30
Seminar Responses - Barriers
 What are the barriers to achieving this?
 Creating a credible business case
 Specifically that ‘channel shift’ is the future, but
customers being serviced OK today, so how to
demonstrate the Return On Investment.
 Aligning Stakeholders:
 IT – cost/ ownership/ management
 Marketing – consistency across channels
 Quality – ensuring consistent quality control
 Solution Specifics
 Ensuring data privacy and security

31. Q&A
31

32. Slide 32
Further Information
 Remarkable Customer Journeys by Design Video - http://bit.ly/14LegT1
 eGain Knowledge Cloud Video - http://bit.ly/18Fr8r6
 Mobile App Customer Engagement Video - http://bit.ly/1a6sb47
 Choose an Experience - http://markfenna.wordpress.com/
 eGain offers a structured Business Assessment workshop which helps to
quantify the business case and approach that could be taken for
Multichannel. If you are interested in finding out more then get in touch:
 mfenna@egain.com
 https://twitter.com/mfenna
 http://www.linkedin.com/in/markfenna