Making Leaders Successful Everyday by Kate Leggett

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Companies today are striving to deliver differentiated and compelling service. Yet few succeed. Customers are using more interaction channels, and have more control over the relationship that they have with companies than ever before. The result? Customer defection and loss of revenue. In this strategy-focused session, we’ll discuss how companies are doing at meeting customer expectations, why it’s important to do so; and how you can deliver better service. We will present the top customer service trends and how you should use align with these trends to move the needle on the quality of service that you deliver to your customers.

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Making Leaders Successful Everyday by Kate Leggett

  1. 1. Making Leaders Successful Every Day
  2. 2. Customer Service In The Age Of The Customer – A Forrester Perspective Kate Leggett Principal Analyst, Forrester Research @kateleggett kleggett@forrester.com
  3. 3. Companies view customer experience as one of their top priorities Use customer experiences as a competitive differentiator The State Of Customer Experience, Management, 2013
  4. 4. © 2012 Forrester Research, Inc. Reproduction Prohibited Source: Forrsights Software Survey, Q4 2013, Base: 2,074 IT executives and technology decision-makers 4% 7% 13% 14% 16% 18% 21% 22% 25% 25% 25% 32% 38% Other Office of the CEO and… Human resources Supply chain Procurement Manufacturing Order fufillment Field service Research and… Marketing Finance Customer service Sales Sales and Customer Service are the top departments for software strategy and investments in 2014 In 2014, Investments in customer-facing technologies top the list
  5. 5. Forrester’s Customer Experience Index
  6. 6. © 2013 Forrester Research, Inc. Reproduction Prohibited 6 Source: January 121, 2014, “The Customer Experience Index, 2014” Forrester report Few companies deliver an outstanding experience 53%
  7. 7. Good customer experiences are good for business March 2012 “The Business Impact Of Customer Experience, 2012”
  8. 8. Customer service managers agree that customer experience is important
  9. 9. Cost Customer satisfaction and loyalty Revenue Compliance It is increasingly difficult to deliver good customer service as the customer service leader must balance customer needs with business needs
  10. 10. www.astutesolutions.com Most companies are a mess of siloed applications 38% 44%
  11. 11. © 2012 Forrester Research, Inc. Reproduction Prohibited Knowledge is everywhere Email
  12. 12. © 2012 Forrester Research, Inc. Reproduction Prohibited The volume of social inquiries and comments overwhelm companies
  13. 13. © 2012 Forrester Research, Inc. Reproduction Prohibited Companies offer more customer touchpoints than ever before, with inconsistent content and experiences
  14. 14. Poor service is costly Your customers switch to more expensive channels when the online interactions lets them down August 2012 “Websites That Don’t Support Customers Waste Millions”
  15. 15. Customers complain about poor service 41% say that complaints about customer service from other consumers on social sites like Twitter or Facebook strongly influence my image of a company.
  16. 16. © 2012 Forrester Research, Inc. Reproduction Prohibited What are the top trends in customer service that I should pay attention to? “I know how I want to deliver good customer but I don’t know where to start.” Service Manager Customers
  17. 17. © 2012 Forrester Research, Inc. Reproduction Prohibited PAIN FREE PROACTIVE PERSONALIZED PRODUCTIVE Customer service should be……
  18. 18. © 2012 Forrester Research, Inc. Reproduction Prohibited PAIN FREE PROACTIVE PERSONALIZED PRODUCTIVE Customer service should be……
  19. 19. © 2012 Forrester Research, Inc. Reproduction Prohibited Understand that your customers expect effortless 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
  20. 20. ..That they want to interact over a range of communication channels
  21. 21. …And they want to use multiple communication channels in a single interaction
  22. 22. Omnichannel is reality..
  23. 23. © 2012 Forrester Research, Inc. Reproduction Prohibited Realize that your customers are deeply mobile enabled October 2013 “Digital Customer Experience Teams In The Post-PC Era”
  24. 24. © 2012 Forrester Research, Inc. Reproduction Prohibited That time on mobile devices has overtaken time on others… 24
  25. 25. And that customer service organizations must adopt a mobile-first mindset Accenture Global Pulse Survey
  26. 26. Look to using BPM tools to standardize service delivery
  27. 27. © 2012 Forrester Research, Inc. Reproduction Prohibited PAIN FREE PROACTIVE PERSONALIZED PRODUCTIVE
  28. 28. February 2012 “Update 2012: Proactive Outbound Notification Saves Money” Rely on outbound communications to keep your customers in the loop
  29. 29. • November 2013 “Anticipate Your Customer’s Next Move With Proactive Experiences” Invest in proactive engagement
  30. 30. © 2012 Forrester Research, Inc. Reproduction ProhibitedNovember 2013 “Anticipate Your Customer’s Next Move With Proactive Experiences”
  31. 31. © 2012 Forrester Research, Inc. Reproduction Prohibited Google Now uses machine learning to proactively deliver relevant information November 2013 “Anticipate Your Customer’s Next Move With Proactive Experiences”
  32. 32. Deliver consistent knowledge across all touchpoints
  33. 33. © 2012 Forrester Research, Inc. Reproduction Prohibited PAIN FREE PROACTIVE PERSONALIZED PRODUCTIVE
  34. 34. © 2012 Forrester Research, Inc. Reproduction Prohibited Use decisioning to power offers, actions and connections Predictive Customer Service Understand Customers and their behavior Choose the right upsell or cross- sell Get the work to the right person system Guide the Service Experience Connect the customer to the right agent
  35. 35. email Forums phone web social Customers & Agents Work virtual bookmarks Linked In activity Forum Posts Service Manager Derive Insights ANALYZECOLLECT Listen to your customers and act on their insights IMPROVE Behavioral Data Interaction Data Content Utilization People Performance Experience Effectiveness
  36. 36. New York City Solicited Citizen Input For Bike Rental Station Placement April 2012 “Governments Embrace New Modes Of Constituent Engagement”
  37. 37. © 2012 Forrester Research, Inc. Reproduction Prohibited PAIN FREE PROACTIVE PERSONALIZED PRODUCTIVE
  38. 38. © 2014 Forrester Research, Inc. Reproduction Prohibited Many Customer Service Organizations Focus On Increasing Efficiency February 2014 “Navigate The Future Of Customer Service In 2014”
  39. 39. © 2012 Forrester Research, Inc. Reproduction Prohibited Realize that an improved agent experience leads to better customer satisfaction outcomes “Complete the following statement in the way that best describes your ability to correlate an improved agent experience to better customer satisfaction: We can correlate a good agent experience to good customer satisfaction ratings...” Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012; shared with permission Base: 196 United States Customer Service decision-makers
  40. 40. Cloud deployments are increasing
  41. 41. 28% 33% 35% 38% 37% 33% 34% 31% 42% 38% 40% 38% 39% 21% 21% 22% 21% 23% 29% 29% 36% 26% 31% 29% 34% 36% Lack of in-house IT staff to maintain a traditional software solution Ability to substitute upfront costs with regular monthly payments Having access to a wide ecosystem of solutions around the core SaaS application Iterative deployment model supports a higher level of innovation within the business Gaining a feature or functionality that is not available in a traditional, licensed software package To support a large number of mobile and remote users Improve collaboration with business partners Lower overall costs Support business innovation with new capabilities Allows us to focus resources on more important projects Faster delivery of new features and functions from SaaS/as-a-service providers Speed of implementation and deployment Improved business agility Very important factorImportant factor (rating of 4) Cloud deployments deliver increased business agility Source: Forrsights Software Survey, Q4 2013, Base: 1,417 IT executives and technology decision-makers
  42. 42. © 2012 Forrester Research, Inc. Reproduction Prohibited Focus on people, process and technology to move the needle on online customer service experiences
  43. 43. Thank you Kate Leggett Principal Analyst Thank you

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