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Presentation: Sparkcentral
- 1. Laying the PathToward Delivering Effortless Customer Experiences Christoph Neut - VP EMEA @christophneut - @sparkcentral - #customerexperience
- 2. Agenda of theday: - The PROBLEM - The CONTEXT - The PATH Laying the Path Toward Delivering Effortless Customer Experiences
- 3. The problem …we solve Intelligent sources* predict that “messaging” will overtake phone and email as the main channels for customer service/engagement by 2020. As a results brands are/will be flooded by customers who instead of calling or emailing will send messages** with service requests and expect a timely and qualitative response. In order to manage this anticipated tsunami pro-actively and efficiently we provide an enterprise grade contact center solution*** to deal with messaging at scale. What the ACD**** is for call center teams, Sparkcentral is for messaging teams and more ... * McKinsey, Forrester, Gartner, … our CEO ** Messages can be plain text, structured text, picture, video, voice, IOT, social media, ... *** We are build to handle scalable messaging volumes and operate in real-time for enterprise grade clients **** Automatic Call Distributor for messaging
- 5. The problem …we solve Intelligent sources* predict that “messaging” will overtake phone and email as the main channels for customer service/engagement by 2020. As a results brands are/will be flooded by customers who instead of calling or emailing will send messages** with service requests and expect a timely and qualitative response. In order to manage this anticipated tsunami pro-actively and efficiently we provide an enterprise grade contact center solution*** to deal with messaging at scale. What the ACD**** is for call center teams, Sparkcentral is for messaging teams and more ... * McKinsey, Forrester, Gartner, … our CEO ** Messages can be plain text, structured text, picture, video, voice, IOT, social media, ... *** We are build to handle scalable messaging volumes and operate in real-time for enterprise grade clients **** Automatic Call Distributor for messaging
- 7. Our mission isto help brands exceed the expectations of today’s mobile, hyper-connected and increasingly impatient customer. Customer-centric brands partner with Sparkcentral to Power amazing customer experiences at scale
- 9. Our mission isto help brands exceed the expectations of today’s mobile, hyper-connected and increasingly impatient customer. Customer-centric brands partner with Sparkcentral to Power amazing customer experiences at scale
- 11. The way people communicatewith one another There is a big gap How brands expect customers to communicate with them
- 12. Welcome to thecustomer experience gap of companies believe they deliver superior customer experience! 80% Source: Bain & Company: Closing the Delivery Gap
- 13. Welcome to thecustomer experience gap of companies believe they deliver superior customer experience! 80% of customers agree... 8% Source: Bain & Company: Closing the delivery gap
- 14. ○ Contact centersmeasure customer experience by resolution-rate; across the channels they support ○ Customers measure by how much effort it took to get their issues resolved; regardless of channel Welcome to the customer experience gap
- 15. Customer disloyalty isdirectly tied to high effort service interactions that customers have to make o Switch from one channel to another to get help o Repeat information about an issue o Contact a company repeatedly to get a timely response o Work with someone that cannot resolve the issue more likely to be disloyal after a high effort interaction 4X more likely to speak negatively about their customer service experience 65% more likely to tell 10 or more others 48% Sources: HBR, Forrester, Corporate Executive Board
- 16. Convenience is the newloyalty Are you ready to engage in the way customers expect? Most companies aren’t … YOU?
- 17. Tomorrow’s customer How arethey communicating?
- 19. MessagingSocial They live ontheir phone mobile device and interact mainly via messaging 80billion Messages sent/day
- 21. Are you ready… ??? >90% customer interactions
- 22. How will you delivera truly effortless experience for your digital customers? THE CHALLENGE
- 23. The path towardeffortless service Know your customer 2 Lay the foundation of identity management and connect with your systems of record to build a 360° view of your customer Shift toward messaging 4 Prioritize mobile messaging by facilitating transactional and operational conversations Deliver effortless service 5 Deliver preventative/proactive care through customer intelligence and automations that anticipate customer needs Be where your customers are today 1 Start on Facebook, Twitter, Messenger and operationalize to support more channels Scale to address growing volumes of digital messages 3 Plan to assist agents to respond faster and with the right information with machine learning and chatbots.
- 24. 1 Be where yourcustomers are today Start on Facebook, Twitter, Messenger and operationalize to support more channels
- 25. * Research byBain & Company Popularity of contact channels by age group*
- 26. Most companies havealready started responding to customers on Twitter and Facebook Source: Twitter Customer Service Data, 2015
- 27. The evolution ofinteractions between brands and customers on social Listening Broadcasting Selective Engagement Customer Service + 1:1 Engagement Proactive Engagement & Service
- 28. • 2013 |400,000 followers | Minimal engagement • Grown to over 10 Million | Most engaged FSI brand • Actively serving 65+ countries | 400 Marketers globally • Social is integrated company-wide Awareness Optimized IntegratedAd Hoc Participating Drive Value to the BusinessStrategic 400k 2013 4.1M 2014 8M 2015 Scaled/Optimized - Strategy - Diaspora social - Technology - Processes - Region/BU collaboration Integration - Maintain engagement - Customer Insights - Drive registrations and wu.com traffic - Social CRM - Social DR - Social Advertising 10M+ 2016 - Ad-Hoc tactics - Negative sentiment Established - Strategy - Team - Tools - Processes - Education THREE YEARS OF SOCIAL GROWTH
- 29. Using social asa launch pad for digital care - 8-12% engagement rate (5-8x their industry/competitors) - 24 x 7 Social Care / Community Management in 5 languages - 50K comments/messages received per month by Social Care/Comm. Mgmt. - Social has driven 10,000+ registrations on wu.com in 2015 alone!
- 30. 2 Know your customer Laythe foundation of identity verification and management and connect with your systems of record to build a 360° view of your customer
- 31. ID: @twitterguy ID:@facebookguy ID: @messengerguy Knowing your customer starts by connecting their various identities across channels Name: John Doe Email: john.doe@gmail.com Phone: 1-234-567-8901
- 32. Secure Authentication Fully resolvecustomer issues on social1 Decrease time spent handling conversations2 Securely collect key verification information without unnecessary back and forth 3
- 34. True real-time 360view in CRM Profile unification 01 Be able to manage a customer-centric conversation, across channels, without interruptions for agents or customers Hyper-segmentation 02 You need to be able to track customers’ activity in such detail that we can create segments of one my@email.com +1 (234) 567-8901 MSISDN #1234 ... @twitterID fb:username “Credit card denied” - Mexico City “Purchase flight #123” - $595 “Slow download speed” - 38 kb/s “Walked in JFK airport” - Beacon ...
- 35. 3 Scale to addressgrowing volumes of digital messages Plan to assist agents to respond faster and with the right information with machine learning and chatbots.
- 36. You already havethe foundation in place with your digital knowledge bases and FAQ repositories
- 40. TeamsSmart Routing & Prioritization •Determine priority based on specific conversation topics and time in queue • Implement skill based routing to dedicated agents and prioritize based on context
- 41. Suggested responses • Powered byartificial intelligence • Increase agent efficiency • Lower training costs • Lower the cost per interaction
- 42. Bots won’t completely replace digital conversations ○Take over recurring parts of a conversation ○ Auto-responder for common questions ○ Assist agents to deliver faster responses that are highly personalized ○ Seamless transitions ○ Keep the human touch in CX … humor, empathy, ...
- 43.
- 44. 4 Shift toward messaging Prioritizemobile messaging by facilitating transactional and operational conversations
- 45. >1 billion active users >1billion active users “The future is already here - it’s just not very evenly distributed.” 850 million active users 9 out of 10 users would like to talk to businesses using messaging
- 47. Seamlessly engage inconversations with your customers on any messaging app Coming in 2017Available today
- 48. Messaging will becomethe new standard for service because it’s: Threaded 2 Conversations can continue where they left off meaning customers don’t have to repeat themselves Convenient 4 Every phone has a message app that can handle SMS and important messages can be pushed to home screens on smartphones Expressive 5 gifs, emoji, images, video can all be appended to messages making it an entirely more expressive medium than phone, email, or chat Asynchronous 1 Both parties don’t need to be available at the same time unlike phone or chat Contextual 3 Automated messages such as boarding passes, delay notifications, etc can be included in conversations
- 49. Request a ridedirectly from Messenger Communicate with the service team around issues/questions Share information with friends about location and ETA 700% increase in inbound messages in 1 month
- 50.
- 51. Embed conversational service intoyour mobile app or web application ● Give customers instant access to help ● Answer questions faster with context ● Asyncronous messaging allows clients to switch from PC to Mobile & back IN-APP and IN-WEB MESSAGING
- 52. 5 Deliver effortless service Deliverpreventative/proactive care through customer intelligence and automations that anticipate customer needs
- 53. The best customer experienceis a proactive one
- 54. 360° profile unification Internetof thingsUnified messaging Automations Bots Activity tracking Hyper-segmentation Artificial intelligence In-app messaging OpenCRM integrations
- 57. Pro-active engagement automation Automaticallytrigger actions in relation to customer events Update profiles Prioritize customers Match agents in real-time Build a concierge-like customer experience Turn potential issues into great experiences, at scale “It looks like you’re going to miss your flight since you’re still a 45 min drive away from the airport...” “We can rebook you to the one that leaves at 5.45pm instead” “Ok, thank you so much!” “No problem ;-)”
- 58. The path towardeffortless service Know your customer 2 Lay the foundation of identity management and connect with your systems of record to build a 360° view of your customer Shift toward messaging 4 Prioritize mobile messaging by facilitating transactional and operational conversations Deliver effortless service 5 Deliver preventative/proactive care through customer intelligence and automations that anticipate customer needs Be where your customers are today 1 Start on Facebook, Twitter, Messenger and operationalize to support more channels Scale to address growing volumes of digital messages 3 Plan to assist agents to respond faster and with the right information with machine learning and chatbots.
- 60.