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How to balance digital and human support

The document discusses balancing digital and human support in customer service. It notes that while digital channels allow for always-available support, customers still expect human engagement for more complex issues. Designing an omni-channel experience is challenging as customers have different needs. The ideal is to provide the right support through the preferred channel depending on the task and customer's expertise. This requires understanding customer journeys, digital behaviors and when voice, video or text are most appropriate.

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The Customer Service Conundrum how to balance digital and human support
The more we adopt digital channels which optimise customer expectations for 'always there', real time delivery, we are also rediscovering the expectation for human engagement when it matters People are complex in their needs and therefore customer relationships are tricky in terms of striking the right balance
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 3 The aim of omni-channel design is an engagement experience that works in any given customer situation The Challenge
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 4 The Balance
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 5 Best Practice So Far Digital = Machine - Machine + Human - Human
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 6 The John Lewis Approach • Online sales grew by 17% in its latest financial year, with m-commerce up by 34% • John Lewis found that its online sales go up in areas where it opens a new shop “Our results were very much a result of the effective combination of shops and online, demonstrated by the fact that more than three-quarters of our customers made a purchase from one of our shops,” Source: John Lewis chairman Sir Charlie Mayfield.
An approach to omni-channel design
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 8 Customer JourneysDigital Profiles Design Inputs Channel Attributes
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 9 Customer JourneysDigital Profiles Design Inputs Channel Attributes
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 10 Think digital competence rather than generation The Journey To Digital
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 11 Digital Profiling Do you know how fast your customers are adopting new digital behaviour?
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 12 An Example of How We’ve Changed 2005 2015 CV treated as confidential. Like your medical record Obsession with promoting the ‘perfect’ career profile
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 13 The ABC of Digital Profiling P h a s e o n e • Collect public domain research Where are your customers on their personal digital journeys?
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 14 OFCOM The Communications Market Report 2015 2013 2014 Number of 4G mobile subscriptions 2.7m 23.6m Input: Public Domain Research
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 15 P h a s e o n e • Collect public domain research • Add own research to fill in the gaps The ABC of Digital Profiling
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 16 P h a s e t w o • Analyse by demographics & any other available metadata • Group customers by digital competency • From ‘conservative’ to ‘progressive’ The ABC of Digital Profiling
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 17 P h a s e t h r e e • Apply to your service strategy • Should we be investing in a mobile service app yet? • Is social customer service relevant to this segment? • Will enough customers be able to mobile stream ‘how to’ videos to justify as pilot? The ABC of Digital Profiling
Design principles that facilitate intelligent deployment of voice, video and text
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 19 Customer JourneysDigital Profiles Design Inputs Channel Attributes
20 H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 Use Outside-in Thinking Design Principle
21 H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 Think Journeys Not Channels Design Principle
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 22 • Almost every flight is now booked using self-service technology • Only 8% had contact with a human • 75% used a website. While 18% of these say they now intend to move to a mobile app, only 4% say they will seek out a human • Similar figures for mobile apps • 91% of those who used self-service technology to check-in saying they will do so again • If a passenger is dissatisfied with the technology, they will seek an alternative technology rather than reverting to a human being Source: latest SITA research 2016 Air Transport IT Summit in Barcelona On The Move Travellers Prefer…
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 In Most Cases…
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 Wh en as ked to ran k wh at ’s imp ortant wh en th ey interact with an in s u rer, th e top p referen ces are • Ability to speak to a live person 42% • This goes up to 51% for female Millennials But If I’m Inexperienced…
25 H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 Channels Multiply They Seldom Die Design Principle
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 26 Why Channel Shift Design Is Flawed Between doing what you (the customer) want and what a brand wants you to do, who is going to win?
27 H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 Right Channel Mix Is Based On Understanding Customer Tasks Design Principle
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 28 Prob ab ly th e mos t in flu en tial is th e typ e of tas k • Is it easy or complex to complete? • Does the customer feel expert or novice trying to deal with it? • What emotions are associated with the task? • How important is the task in terms of getting it done fast/accurately/effortlessly? 07.07.2016 Intelecom Footer Understanding The Customer’s Priority
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 29 Make it easy to move from self service to live assistance Design Principle
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 30 Connect Digital and Voice
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 31 From Self Service To Live Assistance
A review of the latest voice, video and text service channels
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 33 Customer JourneysDigital Profiles Design Inputs Channel Attributes
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 34 f2f video voice text C o m m u n i c a t i o n B a n d w i d t h B od y lan gu age feed b ack Facial feed b ack Ton e of voice feed b ack F u ll Narrow C o m m u n i c a t i o n T r a d e - o f f s Communication Hierarchy
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 35 Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E Design Options Real Time Delayed Live Automated Restricted Unlimited Public Private Push Pull
36 H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 Video Strengths S C E N A R I O S When trust matters Hearing impaired customers E X A M P L E High value sales Escalations Counselling
37 H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 S C E N A R I O S When it’s complex When its emotional When it matters E X A M P L E Problems Complaints Retention Voice Strengths
38 H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 S C E N A R I O S Explanations Simple advice Escalation E X A M P L E How to do something Where to find something From self service to live Text Strengths
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 39 Visual IVR Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 40 Choose Your Service Choose Your Channel Choose Your Time Customer experiences greater choice in the workflow Visual IVR
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 41 • Improved their email response times from 24 hours to 2 hours • 40% of voice interactions moved to email as a result • Right channel for the task • “ My question is important but not urgent. I want to send and forget and get the answer before lunch/end of day” Email Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 42 Chat Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 43 SMS Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 44 Messaging Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 45 Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E Social
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 46 Self Service Trends
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 47 “Intelligent agents on mobile devices, closely mated to enterprise knowledge management systems, will serve as the unifying force to support secure, personalised, multi-channel customer care” Dan Miller Virtual Assistants Natural Language Processing - Machine Learning - Semantic Search - Predictive Analytics Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E – P R O A C T I V E S E R V I C E ©Brainfood Consulting 2016
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 48 Match Live Assistance FCR
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 49 Manage Entire Journeys
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 50 Match New Engagement Behaviours
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 51 Match New Engagement Behaviours
Final Thoughts
Priority = Consistency Cross Functional VoC
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 54 The Pendulum Swings
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 55 The Impact
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 56 “We found that compared to detractors” • Promoters are more than five times as likely to repurchase from a company • More than five times as likely to forgive a company if it makes a mistake • More than seven times as likely to try a new offering shortly after its introduction • They recommend the company to about four times as many people Consequences
H o w T o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 57 Thank You

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How to balance digital and human support

  • 1.
    The Customer ServiceConundrum how to balance digital and human support
  • 2.
    The more weadopt digital channels which optimise customer expectations for 'always there', real time delivery, we are also rediscovering the expectation for human engagement when it matters People are complex in their needs and therefore customer relationships are tricky in terms of striking the right balance
  • 3.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 3 The aim of omni-channel design is an engagement experience that works in any given customer situation The Challenge
  • 4.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 4 The Balance
  • 5.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 5 Best Practice So Far Digital = Machine - Machine + Human - Human
  • 6.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 6 The John Lewis Approach • Online sales grew by 17% in its latest financial year, with m-commerce up by 34% • John Lewis found that its online sales go up in areas where it opens a new shop “Our results were very much a result of the effective combination of shops and online, demonstrated by the fact that more than three-quarters of our customers made a purchase from one of our shops,” Source: John Lewis chairman Sir Charlie Mayfield.
  • 7.
    An approach toomni-channel design
  • 8.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 8 Customer JourneysDigital Profiles Design Inputs Channel Attributes
  • 9.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 9 Customer JourneysDigital Profiles Design Inputs Channel Attributes
  • 10.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 10 Think digital competence rather than generation The Journey To Digital
  • 11.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 11 Digital Profiling Do you know how fast your customers are adopting new digital behaviour?
  • 12.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 12 An Example of How We’ve Changed 2005 2015 CV treated as confidential. Like your medical record Obsession with promoting the ‘perfect’ career profile
  • 13.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 13 The ABC of Digital Profiling P h a s e o n e • Collect public domain research Where are your customers on their personal digital journeys?
  • 14.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 14 OFCOM The Communications Market Report 2015 2013 2014 Number of 4G mobile subscriptions 2.7m 23.6m Input: Public Domain Research
  • 15.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 15 P h a s e o n e • Collect public domain research • Add own research to fill in the gaps The ABC of Digital Profiling
  • 16.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 16 P h a s e t w o • Analyse by demographics & any other available metadata • Group customers by digital competency • From ‘conservative’ to ‘progressive’ The ABC of Digital Profiling
  • 17.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 17 P h a s e t h r e e • Apply to your service strategy • Should we be investing in a mobile service app yet? • Is social customer service relevant to this segment? • Will enough customers be able to mobile stream ‘how to’ videos to justify as pilot? The ABC of Digital Profiling
  • 18.
    Design principles thatfacilitate intelligent deployment of voice, video and text
  • 19.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 19 Customer JourneysDigital Profiles Design Inputs Channel Attributes
  • 20.
    20 H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 Use Outside-in Thinking Design Principle
  • 21.
    21 H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 Think Journeys Not Channels Design Principle
  • 22.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 22 • Almost every flight is now booked using self-service technology • Only 8% had contact with a human • 75% used a website. While 18% of these say they now intend to move to a mobile app, only 4% say they will seek out a human • Similar figures for mobile apps • 91% of those who used self-service technology to check-in saying they will do so again • If a passenger is dissatisfied with the technology, they will seek an alternative technology rather than reverting to a human being Source: latest SITA research 2016 Air Transport IT Summit in Barcelona On The Move Travellers Prefer…
  • 23.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 In Most Cases…
  • 24.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 Wh en as ked to ran k wh at ’s imp ortant wh en th ey interact with an in s u rer, th e top p referen ces are • Ability to speak to a live person 42% • This goes up to 51% for female Millennials But If I’m Inexperienced…
  • 25.
    25 H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 Channels Multiply They Seldom Die Design Principle
  • 26.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 26 Why Channel Shift Design Is Flawed Between doing what you (the customer) want and what a brand wants you to do, who is going to win?
  • 27.
    27 H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 Right Channel Mix Is Based On Understanding Customer Tasks Design Principle
  • 28.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 28 Prob ab ly th e mos t in flu en tial is th e typ e of tas k • Is it easy or complex to complete? • Does the customer feel expert or novice trying to deal with it? • What emotions are associated with the task? • How important is the task in terms of getting it done fast/accurately/effortlessly? 07.07.2016 Intelecom Footer Understanding The Customer’s Priority
  • 29.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 29 Make it easy to move from self service to live assistance Design Principle
  • 30.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 30 Connect Digital and Voice
  • 31.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 31 From Self Service To Live Assistance
  • 32.
    A review ofthe latest voice, video and text service channels
  • 33.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 33 Customer JourneysDigital Profiles Design Inputs Channel Attributes
  • 34.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 34 f2f video voice text C o m m u n i c a t i o n B a n d w i d t h B od y lan gu age feed b ack Facial feed b ack Ton e of voice feed b ack F u ll Narrow C o m m u n i c a t i o n T r a d e - o f f s Communication Hierarchy
  • 35.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 35 Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E Design Options Real Time Delayed Live Automated Restricted Unlimited Public Private Push Pull
  • 36.
    36 H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 Video Strengths S C E N A R I O S When trust matters Hearing impaired customers E X A M P L E High value sales Escalations Counselling
  • 37.
    37 H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 S C E N A R I O S When it’s complex When its emotional When it matters E X A M P L E Problems Complaints Retention Voice Strengths
  • 38.
    38 H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 S C E N A R I O S Explanations Simple advice Escalation E X A M P L E How to do something Where to find something From self service to live Text Strengths
  • 39.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 39 Visual IVR Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
  • 40.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 40 Choose Your Service Choose Your Channel Choose Your Time Customer experiences greater choice in the workflow Visual IVR
  • 41.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 41 • Improved their email response times from 24 hours to 2 hours • 40% of voice interactions moved to email as a result • Right channel for the task • “ My question is important but not urgent. I want to send and forget and get the answer before lunch/end of day” Email Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
  • 42.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 42 Chat Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
  • 43.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 43 SMS Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
  • 44.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 44 Messaging Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
  • 45.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 45 Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E Social
  • 46.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 46 Self Service Trends
  • 47.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 47 “Intelligent agents on mobile devices, closely mated to enterprise knowledge management systems, will serve as the unifying force to support secure, personalised, multi-channel customer care” Dan Miller Virtual Assistants Natural Language Processing - Machine Learning - Semantic Search - Predictive Analytics Advisor Intelligent Assistant IVR Mail/Email Chat/Messaging Social App Search/FAQs Visual Advisor Voice - Text - Video A S S I S T E D S E R V I C E - S E L F S E R V I C E – P R O A C T I V E S E R V I C E ©Brainfood Consulting 2016
  • 48.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 48 Match Live Assistance FCR
  • 49.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 49 Manage Entire Journeys
  • 50.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 50 Match New Engagement Behaviours
  • 51.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 51 Match New Engagement Behaviours
  • 52.
  • 53.
  • 54.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 54 The Pendulum Swings
  • 55.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 55 The Impact
  • 56.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 56 “We found that compared to detractors” • Promoters are more than five times as likely to repurchase from a company • More than five times as likely to forgive a company if it makes a mistake • More than seven times as likely to try a new offering shortly after its introduction • They recommend the company to about four times as many people Consequences
  • 57.
    H o wT o B a l a n c e D i g i t a l A n d H u m a n S u p p o r t © Brainfood Consulting 2016 57 Thank You