TelerXpreience Moving from Multichannel to Cross Channel
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The document discusses moving from multi-channel to cross-channel customer engagement. It notes that managing multiple channels requires increasingly specialized talent. A cross-channel approach provides a unified customer experience across all touchpoints through coordinated data and processes. Key challenges include rapid technology changes and keeping up with shifting consumer behaviors and preferences across mobile, social, and digital channels. Gamification and augmented reality are blending online and offline engagement. Seven keys to cross-channel success are maintaining the brand, listening to customers, using integrated technology, balancing channel mix, understanding design, differentiating, and being selective.
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TelerXpreience Moving from Multichannel to Cross Channel
- 2. Moving from Multi-Channel to Cross-Channel Customer Engagement Barry Dalton SVP and General Manager, Multi-Channel Customer Engagement Telerx
- 4. Email Phone Survey Chat Multi-Channel Customer Engagement Retail IM/ Texting Website IVR
- 8. Simple Math Benefits - Costs ROI * 100 Costs = 1 # DC Total Mention Audience* 5% = Source: 1Forrester Research “ The ROI of Customer Service Communities,” Dr. Natalie Petouhoff, 2010 8
- 9. So, how do customers feel about multi-channel? 9
- 10. The Theme of the Day? One Word… MOBILE!
- 11. By The Numbers Source: Nielsen Mobile Data Q3 2011
- 12. Channel preferences continually changing, growing, shifting. 12
- 13. Touchpoint Taxonomy Context Platform Home Product Channel Web Work Web Packaging iOS Walking Social Media Android Driving Email Print Catalog Mac OS X Shopping Messaging MS Windows Plane Call Center Telephone Party Print Website Personal Media Social Blog Book Location Newspaper Time Facebook Magazine Task Device Scale Video Twitter Desktop Audio Covert YouTube Laptop Mobile Poster Mobile Billboard Personal Email Tablet Environmental Television Direct Mail Architectural Kiosk Urban Radio Television 13
- 14. Managing all channels takes increasingly specialized talent. 14
- 15. Multi-Channel Cross-Channel SERVICE SERVICE Adapted from Cross-Platform Service User Experience: portal.acm.org/citation.cfm?id=1851637 15
- 16. Changing Consumer Behavior Requires a New Approach Customer Customer @ email print @ email print store call center store social mobile call center Communications web mobile social web Communications Account Coordination Account Team Hundreds of Net New Processes One Process – One System
- 17. Rapid commoditization and disintermediation is driving critical requirements for innovation. 17
- 18. Technology represents both opportunities and threats. 18
- 19. Cross Channel/Cross Device Smart Phone Website • Landing page • Medication & testing reminders App • Enrollment • Diet guide • Health tips • Opt-in • Meal planner • Medication & testing • Health tips reminders • Diet guide • Meal planner API SMS API • Health tips API Customer • Medication & testing External DB reminders Data API API iPhone App Cross Channel •Health tips Customer Experience •Medication & testing reminders Data CRM • Tech support •Diet guide • Help desk •Meal planner • Live coaching Actionable Analytics 19
- 20. With the rapid pace of change, is best practice even possible? 20
- 21. Mobile, gaming and augmented reality blend offline and online engagement. 21
- 22. Why Care About Gamification?
- 24. 3 Layers of Motivation Personal Friendly Group Motivators Motivators Motivators Recognition Reputation Reputation Accomplishment Comparison Comparison Accumulation Competition Competition Discovery Discovery Discovery Rewards Rewards Rewards “You submitted more “You came back 7 “You shared the most recipes than your days in a row!” recipes this month!” friends!” Source: Badgeville report “Turn Your Visitors Into Loyal Fans” 2012
- 25. 7 Keys to Cross-Channel Success 1. Maintain the brand throughout ANY execution 2. Listen to your customers first, your boss next 3. Leverage integrated or single technology platform 4. Balance mix – great in 1 channel, good in many 5. Understand the importance of design 6. Do it better, or differently, preferably both 7. Be selective in what you want to be FAMOUS for 25
- 26. The Next 5 in 5 1. Context services 2. Real-time customer intelligence 3. TV as customer engagement channel 4. Virtual meetings 5. Gamification as a business strategy
- 27. Thank You! Barry Dalton barry.dalton@telerx.com PH: 267.942.6301
Editor's Notes
- A revolution in customer experience – no company or brand is not immune to the shift in control of the brand/customer relationship to the social customer. Paul Greenburg – “Social CRM is the company’s response to the customer’s control of the conversation”
- The relationship challengeCompanies continue to have high expectations for continued revenue growth, but these expectationsmust be met economically – in other words, with a reduced emphasis on traditional channels - the outside sales representative. Three primary reasons for this dilemma
- There’s a concept that refers to aligning resources to the job at hand. Ever heard the expression “using a sledgehammer to crack a nut”?In providing service, it is not only a growing demand from your customers to provide access via the channel they prefer, at the time and place they prefer it.But, there is also a clear economic value in channel diversification for the delivery of service.Applying the right channel to the engagement not only enhances the customer experience, but it allows your organization to use this gentleman for the truly high value interactions that a) justify the expense and b) creates a measureable return on that investment.Examples: where to buy vs customized product sale; password resets (banks et al automated these types of interactions a long time ago) vs input on new products or campaigns
- In inbound customer service environment, benefits include inbound call deflection, reduced repeat calls (FCR). But it also can include increased sales reduced amount of missed salesFor social customer service which includes customer-driven service communities, call deflectionTotal mentions = # of mentions across all social channels, reach of those mentions (com score data) call defection rate (Dr Nat 10%), Average cost of agent handled call
- Channel preference
- 44% US mobile phone subscribers with smartphonesShare of smartphone users accessing the web 57%, downloading apps 49%Share of users downloading games is up 83% year over year49% of smartphone users use their phones while out shopping.87% of smartphone users that download apps have used daily deal sites w/in last 30days
- Cross channel challenges
- And the growth of available touch points is exploding
- Cross channel challenges
- Then just when we have seemed to gotten a handle on all these channels, customers’ expectations have changed to demand cross-channel integration that delivers a consistent message regardless of channel
- Every growing number of channels, driven by customer preference, results in exponentially more and complex business processes
- Customer experience is the only real sustainable value creator and competitive advantage. Disintermediation from cloud services means business users of technology are connecting directly with technology suppliers. This phenomenon is driving innovation from technology suppliers to accelerate product release cycles. And also requiring IT organizations to reinvent themselves as value creators to their business stakeholders. Without innovation and reinvention, IT organizations face the real risk of becoming irrelevant in the technology supply chain.
- The trap, that history has shown to repeat over and over, is to focus on the technology for technology’s sake rather than customer’s preference and the desire to enhance the customer experience.Examples are a plenty in the custom contact channel world – IVR, Web self service, FAQs, voice response and speech req systems.
- Security challengesIntegrated across payor, provider, manufacturer and patient platforms
- Instarting down the path towards a cross-channel ecosystem, or if your in the process of recharting your course, its logical and traditional thinking to look for examples of those organizations, either within your company or outside, that can serve as role models for your approach.But your approach needs to be based on your customers, your markets, your particular business drivers. The pace of change, being driven by customers, is speeding ahead at a pace that really makes this approach yield little in the way of insights.
- Cross channel challenges
- “Gamification” means applying gaming psychology and gaming mechanics to technologies and business process, making better customer experiences. If you are doing any of the following:1.recognizing most valuable “players” in your support community – Dell, Logitech2.showing “top lists” of agents inside your contact center;3.Using leader board concepts to encourage target activities;4.employing progress bars in self-service wizards; or5.handing out achievement badges for attaining certain training levels, then you have dipped your toe (however accidentally and superficially) into the water of gamification.
- What makes games like Farmville and Mob Wars so freakishly addictive?Process is straight forwardDefine your engagement strategyIdentify your audience with engagement analyticsReward engagement
- 1) VirginApple – analysts thought they were nuts for entering the retail space. What does apple know about retailing?2) ATM example3)Best of breed will consume valuable resources and continually put the company behind the customer in terms of channel preference4) At least to start. Amazon, Apple,Zappos are exceptions. It didn’t happen over night. Zappos and Amazon focus on the upstream business process that destroy customer value and make the experience at the moments of truth challenging.5) Design of the customer experience – co creation is the path to a unique customer experience6) IVR7) product, customer experience, marketing, R&D…