The document outlines the importance of digital transformation in customer service, highlighting the need for companies to adapt to digital touchpoints and evolving customer expectations. It emphasizes best practices for achieving success in this area, such as eliminating digital silos and leveraging a unified customer engagement platform. The importance of improving operations through a focus on strategy, technology, and customer understanding is also noted.

1. Digital Transformation in Customer Service:
Roadmap for Success in 2014

2. © 2014 Forrester Research, Inc. Reproduction Prohibited
Making Leaders Successful
Every Day

3. © 2014 Forrester Research, Inc. Reproduction Prohibited
Digital Transformation In Customer
Service
Roadmap to Success for 2014
Guest Speaker: Kate Leggett
VP & Principal Analyst, Forrester Research Inc.

4. © 2014 Forrester Research, Inc. Reproduction Prohibited
What is digital transformation?....
Digital usages inherently enable new types of innovation and
creativity, rather than simply enhance and support the
traditional methods
….. Increasingly, customers' experiences with brands
happen via digital touchpoints, which is where companies
large and small seek to distinguish themselves and their
brands

5. © 2014 Forrester Research, Inc. Reproduction Prohibited
The digital customer is driving digital transformation
October 2013 “Digital Customer Experience Teams In The Post-PC Era”

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Today’s digital consumer has an average of three
connected devices
The State Of Consumers And Technology: Benchmark 2013, US

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Digital channels are advancing as purchasing channels

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Digital channels are advancing in customer service

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The digital customer raises expectations for service
Customer Experience Online Survey, 2013
52% will abandon
online purchases if
they can’t find a
quick answer
For 71%, valuing
their time is the
most important
thing a company
can do to provide
good service

10. © 2014 Forrester Research, Inc. Reproduction Prohibited
November 2013 “Anticipate Your Customer’s Next Move With Proactive Experiences”

11. © 2014 Forrester Research, Inc. Reproduction Prohibited
November 2013 “Anticipate Your Customer’s Next Move With Proactive Experiences”

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Digital customers are also omnichannel…

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..across the entire lifecycle

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Omnichannel is reality..

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And it’s worldwide..
February 2013 “European Online Retail: Five Trends To Watch In 2013”

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Digital transformation best practices for customer service
“I know I want to deliver good digital
service but I don’t know where to
start.”
Experience Officer
Customers

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Accenture Global Pulse Survey, 2013
#1 – Make the business case
Consumers will switch brands
because of poor customer
service. Last year there was a
5% increase in switching
because of poor customer
service, putting $1.3 trillion at
play in the US economy

18. © 2014 Forrester Research, Inc. Reproduction Prohibited
#1 – Make the business case
Your customers switch to more expensive channels when online interactions
lets them down
August 2012 “Websites That Don’t Support Customers Waste Millions”

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#1 - Make the business case
Negative comments about poor service influence prospects

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#2 – Make sure there are no digital silos
Companies desire consistent and connected cross channel experiences

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#2 – Make sure there are no digital silos
But companies don’t do well at providing cross-channel experiences

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# 3 - Eliminate knowledge silos, too
Email

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#3 – And leverage common knowledge across digital
and traditional touchpoints

24. © 2014 Forrester Research, Inc. Reproduction Prohibited
Best practice: Common customer service and
knowledge management platform
24
eGain Customer Engagement™ Platform
Customer
Interactions
Knowledge
Base
Process
Workflow
SOCIAL
Social
Community
CRM
ERP
Website
eCommerce
Call Center
Telephony
Enterprise
Content
Customer
Analytics
Enterprise
Communication
Web Services
Case Base
Reasoning
Multichannel
Analytics
WEB DESKTOP
Case Manager
Knowledge
Chat
Cobrowse
Click to Call
Mail
- SMS
- Fax
MESSAGING
Secure Messaging
Notify
- Mobile
- Web
- Email
- Voice
- SMS
- Fax
Data Services
MOBILE
Mobile Virtual Assistant
Mobile Self-Service
Mobile Offers
Mobile Chat
Mobile Cobrowse
Mobile Click to Call
Connectors
Virtual Assistant
Self-Service
Offers
Chat
Video Chat
Cobrowse
Click to Call

25. © 2014 Forrester Research, Inc. Reproduction Prohibited
But without sacrificing out-of-the-box, best-of-breed
functionality
Rich, out-of-the-box functionality is key to competitive advantage, fast time
to market, and reduced cost of ownership
Understand your customers’ choice of channels and journeys
Choose technology that supports your customers in the best way possible
through their omnichannel journey
• Unified omnichannel platform with ability to “plug in” new touchpoints,
based on changing customer needs
• Flexible deployment options that can align with changing business
needs
• Agent experience is important, too, for maximum productivity and
efficiency
• Evaluate how mature and proven the vendor’s technology and domain
expertise are

26. © 2014 Forrester Research, Inc. Reproduction Prohibited
Continually improve operations by focusing on strategy,
customer understanding, technology and culture

27. © 2014 Forrester Research, Inc. Reproduction Prohibited
Thank you
Kate Leggett
Principal Analyst, Forrester Research Inc.
kleggett@forrester.com
@kateleggett

28. • Introduction to eGain
• Video: Next-gen digital journey
• The digital engagement imperative
• Roadmap to digital excellence
• Digital success stories
• Q & A
AGENDA

29. • What we do
 Multichannel customer engagement
cloud solution
• Interactive sales
• Multichannel service
• Knowledge management
• Who we are
 Founded in 1997
 HQ in Sunnyvale, CA, USA
• Offices in EMEA and APAC
ABOUT EGAIN

30. 30
“eGain continues to be the
WCS [Web Customer Service]
vendor with the most
complete offering on the
market.”
GARTNER MQ LEADER 5 YEARS IN A ROW

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

32. • Intro to eGain
• Video: Next-gen digital journey
• The digital engagement imperative
• Roadmap to digital excellence
• Digital success stories
• Q & A
AGENDA

33. Live Audience Poll

34. • Intro to eGain
• Video: Next-gen digital journey
• The digital engagement imperative
• Roadmap to digital excellence
• Digital success stories
• Q & A
AGENDA

35. Forrester: How To Profit From The Outside-In Approach To Customer Experience Kerry Bodine, Vice President & Principal Analyst Forrester October 17, 2013
Age of
Manufacturing
Age of
Distribution
Age of
Information
Age of the
Customer
Source: June 6, 2011, “Competitive Strategy In the Age Of The Customer” Forrester Report
It is the age of the customer!

36. Customer experience correlates
with loyalty
• Willingness to consider
another purchase
• Likelihood to
recommend to a friend
• Likelihood to switch
business to a competitor
36
Forrester: How To Profit From The Outside-In Approach To Customer Experience Kerry Bodine,
Vice President & Principal Analyst Forrester October 17, 2013

37. Switching economy
51%
U.S. consumers that switched
service providers due to
poor experiences
Source: Accenture Global Consumer Pulse Research, 2013 Copyright © 2013 Accenture All rights reserved.

38. Engagement = Experience = Better performance
Source: “Digital Advantage” 2012 study by Capgemini Group and MIT Center of Digital Business
9%
higher revenue /
employee from
fixed assets26%
higher profit
margins
12%
higher market
capitalizations

39. Engagement is a C-level priority
9 out of 10
U.S. CEOs are saying they are
strengthening their customer and
client engagement programs
Price Waterhouse 2013 U.S. CEO Survey

40. Engagement should be…

41. • When, where, and how they want
• Fast and accurate
• Proactive
• Intelligent
• Anywhere, any time, any device
• But all unified
defined

42. Guided engagement makes it easy
Consumer

43. The eGain Solution
Gartner Pace Layer Architecture
CRM
Content
Management
Contact Center
CTI
eCommerce
System
CUSTOMER
ENGAGEMENT
PLATFORM

44. © 2014 Forrester Research, Inc. Reproduction Prohibited
Slide 44
eGain gives you
the Power of One
Multichannel sales and service
 Seamless customer journeys across social, mobile, web,
contact center, and storefront
 View of the customer
 Multichannel agent desktop
 Set of business processes
 Knowledge base
 Set of multichannel big-data analytics
 Integration with CRM, CTI, ECM, and eCommerce

45. • Intro to eGain
• Video: Next-gen digital journey
• The digital engagement imperative
• Roadmap to digital excellence
• Digital success stories
• Q & A
AGENDA

46. • Model focused on key activities along customer journeys
– Connect – proactively making the right connection
– Educate – providing appropriate personalized information
– Acquire– advice and guidance to make the right decisions
– Serve - building the relationship though on-going help and support
– Optimize – refining and extending the relationship
• Levels of maturity
– Establish– basic information deployed in a digital channel
– Deliver– digital CX execution is in line with industry standards and
customer expectations
– Differentiate– exceeding the industry standard and use of digital CX
– Delight– recognised by customers and industry as an innovative leader
in digital CX
eGain Digital Customer Engagement
Maturity model™ makes it easy

47. Serve
Acquire
Educate
Connect
Establish Deliver Differentiate Delight
• User has to request
help or contact
• Generic help and
assistance provided in
the context of the
inquiry
• Personalized proactive
help and assistance
provided in the context
of the customer journey
• Experience designed
and optimized on the
basis of continuous
feedback and
monitoring
• User has to look for
further information –
usually static
documents -
• User has to request
advice, typically
through a contact
center
• User has to request
help and support by
phone or web form
• Generic help and
assistance
• Access to user reviews
and feedback
• Peer to peer help
available
• Interactive knowledge
to explore options and
choices
• Peer to peer advice
moderated by
community of experts
• Online help and support
• Interactive
troubleshooting
• Automated notifications
• Rich interactive help
and assistance
provided in the context
of the journey
• Moderated expert
forum
• Interactive tools to
model options and
alternatives
• Proactive assistance
through cobrowse
• Personalized web page
/ mobile app
• Proactive updates
• Interactive integrated
diagnostics
• Proactive information
on next best activities
optimized by expert
community
• Personalized expert
advice and
recommendations
• Guidance developed
and optimized by expert
community
• Automated involvement
in community for
product/service
improvements
• Integrated diagnostics
Experience
Optimize
• User has to request
review
• Online help and support
to improve benefits
• Peer to peer
recommendations
• Automated notifications
• Personalized
recommendations
• Proactive updates
• Interactive
product/service
refinement
• Proactive, personalized
program based on
feedback
• Automated involvement
in product/service
improvements

48. 2014
CustomerExperience
2015 2016 2017
Web Self-Service
Email Deflection
Offers
Chat
Branded Virtual
Assistant
Help on in-store
Kiosk & Tablets
CoBrowse
Web Kiosk Help for
Photo Book
Click2Call
Video Chat
Notifications
Community
Web Self-Service
Offers
Chat
CoBrowse
Click2Call
Video Chat
CoBrowse
Click2Call
Notifications
Offers Chat
EstablishDeliverDifferentiateDelight
T r a n s f o r m a t i o n
R o a d m a p
Company A Company B Company C
Transformation roadmap

49. Live Audience Poll

50. • Intro to eGain
• The digital engagement imperative
• Roadmap to digital excellence
• Digital success stories
• Q & A
AGENDA

51. PREMIER CATALOG AND WEB RETAILER
Challenge
 Increase order conversion and average order value
 Reduce cost of service
 Rapidly turn around offers
eGain Solution
“Digital sales conversion”
CLIENT SUCCESS
Web Contact Center
50 million
Marketing offers per year
1 million
Shopping assistance sessions per year
5%
Uplift in shopping conversion

52. LEADING HEALTHCARE INSURANCE CARRIER
Challenge
 Differentiate through unrivaled customer service
 Reduce sales and service costs
 Retool customer engagement for the emerging retail
insurance market
eGain Solution
“Digital differentiation ”
Slide 52
CLIENT SUCCESS
Web Contact Center
$2.6M
Saved in first phase of
deployment
12M
Members served

53. GLOBAL 100 MULTINATIONAL TELCO
Challenge
 Provide customers choice of interaction channels
 Reduce cost of serve and share best practices through
a shared platform across operating companies
 Accelerate innovation with a global partner
eGain Solution
CLIENT SUCCESS
Web Contact CenterSocialMobile
28%
Increase in self–service deflection
12%Increase in First Contact Resolution
8Op Cos use the eGain platform
“Digital leverage”

54. MULTINATIONAL COSMETICS
MANUFACTURER AND RETAILER
Challenge
 Empower worldwide sales representatives with product
knowledge and sales best practices
 Provide unified support through agents and self-service
 Publish knowledge – one version of truth - from a single
multilingual platform
eGain Solution
“Digital sales empowerment”
CLIENT SUCCESS
Web Contact Center
6.5MSales reps empowered
15Countries served
1000Products supported

55. AGENDA
• Intro to eGain
• The digital engagement imperative
• Roadmap to digital excellence
• Digital success stories
• Q & A

56. WE HAVE AN APP FOR THAT!