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© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
1
TO BUILD A BETTER
WORLD BY
UNLEASHING
THE POWER OF
GREAT CUSTOMER
EXPERIENCE (CX)
The 21st Century Consumer
$963 Billion
Worldwide
retail web
sales in 2013
1.52
Billion
Facebook
Users in
2014
74%
Use More
Than 3
Channels
87%
Of World
Population
are Mobile
Subscribers
25.4%
Engage in
online
shopping
via mobile
1 Billion
Smart
Phones
by 2016
19.4
%
CAGR
Changing Customers’ Behaviour
EXPERIENCE SOCIAL MEDIA LESS ADVICE COMPARISON EMPOWERED
Multi-Channel Social Customer Service
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.5
Customers’ Behaviour Is Changing
Not Necessarily Customers Leave Completly
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.7
Leakage
Drivers
Every Interaction is a Moment of Truth
timeInteraction
Sales Support Back Office Billing
Onboarding
Journey First BillProvisionWelcomeSign Up
Interaction Interaction Interaction
Moments
of Truth
90% 90% 90%90%
Interaction
CSAT
At every interaction customers form or change an impression about a company
-- Product or Service, Website, Marketing, Support, Sales Interactions --
• Poor Self-service
• Frustrating website
• Multiple calls & emails
• Transfers
• Repeating Info
• Transfers
• Long holds
• Repeat Calls
• Transfers
• Appointment
setting difficult
• Reschedules
• Wrong info at
handoff –
context lost
• Unexpected bill
• Repeat calls
• Repeat emails
Loyalty Leakage
90%
90%
81%
73%
66%
100%
90%
90% 90%
66%Journey CSAT
Interaction CSAT
Scores
Customer Experience Matters… and so does Effort
88%Of customers with low
effort increase spend
< 50%Of customer satisfied
when channel switching
• Companies lost $83 billion last year
due to bad customer experiences
• Only 1 in 3 companies deliver a
positive customer experience
Loyalty leaders
outgrow competition
2.6x
•Of customers with low
effort will repurchase
94%
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.9
Turning Analytics in to Action
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.9
74% of Consumers use at least 3 channels
25%of consumers use
1 or 2 channels
52%of consumers use
3 or 4 channels
22%of consumers use
5 or more channels
3 channels 4 channels 5 or more channels1 channel 2 channels
Source: Ovum
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.10
Omni-Channel Customer Experience
Net Promoter Score
Customer Satisfaction
Customer Effort / FCR
% of users
using the
channel
IVR
Loyalty Value
Chain
Deliver seamlessly consistent and
personal experience across all
channels and touch-points…
“It only works when it all works!”
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.11
The Digital Channels Journey:
Review components and selling path strategy
Extend
Web
Service
Mobile
App
Email
Web
Assist
Social
Media
Digital Customer Service
Basic
• Single Digital
Channel Interface
Enhance
• Personalized
cross channel
communications
through
Conversation
Management
• Customer adds
more channels as
needed
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.12
Mobile
IVR/Contact Center
In Person
Web
Social Partial
Web Form Fill
Talk
Chat
Pickup
Consult Group
Tweet
ID/Auth
Visual IVR
Question
Talk
Optimal Experience:
Customer is offered a co-
browsing session during the
chat and customer’s problem is
resolved immediately!
Customer Tweets:
“What a great experience I had
with Brand X”
LEVERAGING CUSTOMER’S CROSS CHANNEL INTERACTION
HISTORY COULD HELP OPTIMIZE EXPERIENCE AND SAVE COST.
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.13
How the Customer feels
Time
Positive
Feeling
Negative
Feeling
Gratify
Satisfy
Neutral
Bad
Horrible
1
2
3
4
5
6
7
9
10
Unacceptable
Level
Search for App
Search
successful
Functionality
Starting
transaction / inquiry
Facing problem
Emotion
Curve
8
Implementation
Changing
communication
channel required
Wait time
Starting all over
again
Resolved
Customers‘ emotions throughout the service lifecycle significantly
impact their loyalty
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.14
Customer Experience ‘Memory’ Management?
http://www.ted.com/talks/daniel_kahneman_the_riddle_of_experience_vs_memory.html
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.15
Customer Journey
Discover Evaluate Buy Use
Seek Other
Options
Marketing Sales
Customer
Service
Information
Help
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.16
Customer Journey
Information
Help
Self-Service
Assisted
Service
• What?
• Where?
Information
• Good stuff!
• Amazing
service!
Praise
• Doesn’t work!
• Terrible
service!
Complaint
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.17
Customer Journey
• Doesn’t work!
• Terrible
service!
Complaint
Information
Help
How would you know?
What was the root cause?
What can we learn?
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.18
Customer Journey
• Doesn’t work!
• Terrible
service!
Complaint
Information
Help
• Good stuff!
• Amazing
service!
Praise
Operationalize
Problem
Solving
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.19
Customer Journey
Information
Help
Self-Service
Assisted
Service
• What?
• Where?
Information
• Good stuff!
• Amazing
service!
Praise
• Doesn’t work!
• Terrible
service!
Complaint
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.20
Take Away 3 : Engagement
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.21
Social Media Guard
Yas Island AbuDhabii 14 March 2013 22
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.23
Customer Engagement Management
• Engagement will become a key
differentiator for businesses in 2013
• By 2015, 90% of organizations will
architect a customer engagement
hub, yet only 5% will select the
correct technologies to make it work.
Source: Garter, Michael Maoz
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.24
Gain
customer
insight
Decide
when to
jump in
Meet
Expectation
Connect
Multiple
Channels
Prioritize
Empower
your Staff
Setup a
listening
program
Select the
right tools
Select your
Channels
Social Engagement
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.25
Maturity Model
• Integrate knowledge
base with forums
• Distribute intelligently
unanswered forum
posts
• Establish social
network integration
• Capture user profile
information as part of
customer record
• Monitor Social Media
landscape through a
service
• Implement work flow
to prioritize monitored
conversations
• Implement real-time
view of Social Media
interactions
• Enable mobile social
interactions with
enterprise
• Create enterprise
widgets embeddable in
any social environment
• Proactively engage
forum users
• Create virtual
assistants to interact
with customers in
forum and social sites
• Establish presence on
social sites
• Monitor Social Media
through search engines
• Deploy Enterprise
forums for support
• Define Social Media
strategy and ROI model
Impact
Time
Establishment
Phase
Consolidating
Phase
Performing
Phase
Optimizing
Phase
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.26
Social Engagement Process
Capture
Messages and
Mentions
Review Content
and Associate
Business Rules
Distribute to
the Right
Resource
Handle and
Respond using
any media type
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.27 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
“Journey Appropriate” Human touch
27
Right Channel
Right Person
Right Time
Summary
• Customer Effort is Worth looking @
• Social is not only about Technology
but Human Interactions
• Engagement on Digital Channels is
not only Improving CX but increasing
Sales Revenue
Multi-Channel Social Customer Service
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.30
Genesys Digital Channels
All channels
TRUE Multi-channel
Proactive
Business agility
Insights, operational
CX that differentiates your brand, raises loyalty, increases sales and
reduces cost
Thank you
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.33
Neglecting online customers
Millions are spent on web sites
(and the advertising that directs customers to
them) but customers arrive at an empty store
that offers no assistance, and limited ability to
buy
© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.34
3 Statistics tell the story
58% of callers visit a
company’s website
prior to calling the
contact center
Corporate Executive Board
Only 6% of companies believe
that the offline parts of their
business have visibility into
how customers interact with
their websites
eConsultancy
4% Median conversion rate on websites
MarketingSherpa 2012 Website Optimization Benchmark Report
In-house
Research
We shopped at 500
major online
retailers websites…
we went on a
shopping spree
36
We abandoned the
cart on the last step
of the purchase as a
registered user
99.6% (498 of 500
stores) did NOT offer a
proactive chat after an item
over $200 was removed from
the cart of a registered user
What we
Discovered…
Only 7.19% (36 of 500 stores)
followed up with an email recognizing
that an item over $200 was not
purchased after it was removed from
the cart of a registered user
What we
Discovered…

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Multi-Channel Social Customer Service

  • 1. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved. 1 TO BUILD A BETTER WORLD BY UNLEASHING THE POWER OF GREAT CUSTOMER EXPERIENCE (CX)
  • 2. The 21st Century Consumer $963 Billion Worldwide retail web sales in 2013 1.52 Billion Facebook Users in 2014 74% Use More Than 3 Channels 87% Of World Population are Mobile Subscribers 25.4% Engage in online shopping via mobile 1 Billion Smart Phones by 2016 19.4 % CAGR
  • 3. Changing Customers’ Behaviour EXPERIENCE SOCIAL MEDIA LESS ADVICE COMPARISON EMPOWERED
  • 5. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.5 Customers’ Behaviour Is Changing
  • 6. Not Necessarily Customers Leave Completly
  • 7. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.7 Leakage Drivers Every Interaction is a Moment of Truth timeInteraction Sales Support Back Office Billing Onboarding Journey First BillProvisionWelcomeSign Up Interaction Interaction Interaction Moments of Truth 90% 90% 90%90% Interaction CSAT At every interaction customers form or change an impression about a company -- Product or Service, Website, Marketing, Support, Sales Interactions -- • Poor Self-service • Frustrating website • Multiple calls & emails • Transfers • Repeating Info • Transfers • Long holds • Repeat Calls • Transfers • Appointment setting difficult • Reschedules • Wrong info at handoff – context lost • Unexpected bill • Repeat calls • Repeat emails Loyalty Leakage 90% 90% 81% 73% 66% 100% 90% 90% 90% 66%Journey CSAT Interaction CSAT Scores
  • 8. Customer Experience Matters… and so does Effort 88%Of customers with low effort increase spend < 50%Of customer satisfied when channel switching • Companies lost $83 billion last year due to bad customer experiences • Only 1 in 3 companies deliver a positive customer experience Loyalty leaders outgrow competition 2.6x •Of customers with low effort will repurchase 94%
  • 9. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.9 Turning Analytics in to Action © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.9 74% of Consumers use at least 3 channels 25%of consumers use 1 or 2 channels 52%of consumers use 3 or 4 channels 22%of consumers use 5 or more channels 3 channels 4 channels 5 or more channels1 channel 2 channels Source: Ovum
  • 10. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.10 Omni-Channel Customer Experience Net Promoter Score Customer Satisfaction Customer Effort / FCR % of users using the channel IVR Loyalty Value Chain Deliver seamlessly consistent and personal experience across all channels and touch-points… “It only works when it all works!”
  • 11. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.11 The Digital Channels Journey: Review components and selling path strategy Extend Web Service Mobile App Email Web Assist Social Media Digital Customer Service Basic • Single Digital Channel Interface Enhance • Personalized cross channel communications through Conversation Management • Customer adds more channels as needed
  • 12. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.12 Mobile IVR/Contact Center In Person Web Social Partial Web Form Fill Talk Chat Pickup Consult Group Tweet ID/Auth Visual IVR Question Talk Optimal Experience: Customer is offered a co- browsing session during the chat and customer’s problem is resolved immediately! Customer Tweets: “What a great experience I had with Brand X” LEVERAGING CUSTOMER’S CROSS CHANNEL INTERACTION HISTORY COULD HELP OPTIMIZE EXPERIENCE AND SAVE COST.
  • 13. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.13 How the Customer feels Time Positive Feeling Negative Feeling Gratify Satisfy Neutral Bad Horrible 1 2 3 4 5 6 7 9 10 Unacceptable Level Search for App Search successful Functionality Starting transaction / inquiry Facing problem Emotion Curve 8 Implementation Changing communication channel required Wait time Starting all over again Resolved Customers‘ emotions throughout the service lifecycle significantly impact their loyalty
  • 14. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.14 Customer Experience ‘Memory’ Management? http://www.ted.com/talks/daniel_kahneman_the_riddle_of_experience_vs_memory.html
  • 15. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.15 Customer Journey Discover Evaluate Buy Use Seek Other Options Marketing Sales Customer Service Information Help
  • 16. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.16 Customer Journey Information Help Self-Service Assisted Service • What? • Where? Information • Good stuff! • Amazing service! Praise • Doesn’t work! • Terrible service! Complaint
  • 17. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.17 Customer Journey • Doesn’t work! • Terrible service! Complaint Information Help How would you know? What was the root cause? What can we learn?
  • 18. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.18 Customer Journey • Doesn’t work! • Terrible service! Complaint Information Help • Good stuff! • Amazing service! Praise Operationalize Problem Solving
  • 19. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.19 Customer Journey Information Help Self-Service Assisted Service • What? • Where? Information • Good stuff! • Amazing service! Praise • Doesn’t work! • Terrible service! Complaint
  • 20. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.20 Take Away 3 : Engagement
  • 21. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.21 Social Media Guard
  • 22. Yas Island AbuDhabii 14 March 2013 22
  • 23. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.23 Customer Engagement Management • Engagement will become a key differentiator for businesses in 2013 • By 2015, 90% of organizations will architect a customer engagement hub, yet only 5% will select the correct technologies to make it work. Source: Garter, Michael Maoz
  • 24. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.24 Gain customer insight Decide when to jump in Meet Expectation Connect Multiple Channels Prioritize Empower your Staff Setup a listening program Select the right tools Select your Channels Social Engagement
  • 25. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.25 Maturity Model • Integrate knowledge base with forums • Distribute intelligently unanswered forum posts • Establish social network integration • Capture user profile information as part of customer record • Monitor Social Media landscape through a service • Implement work flow to prioritize monitored conversations • Implement real-time view of Social Media interactions • Enable mobile social interactions with enterprise • Create enterprise widgets embeddable in any social environment • Proactively engage forum users • Create virtual assistants to interact with customers in forum and social sites • Establish presence on social sites • Monitor Social Media through search engines • Deploy Enterprise forums for support • Define Social Media strategy and ROI model Impact Time Establishment Phase Consolidating Phase Performing Phase Optimizing Phase
  • 26. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.26 Social Engagement Process Capture Messages and Mentions Review Content and Associate Business Rules Distribute to the Right Resource Handle and Respond using any media type
  • 27. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.27 © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved. “Journey Appropriate” Human touch 27 Right Channel Right Person Right Time
  • 28. Summary • Customer Effort is Worth looking @ • Social is not only about Technology but Human Interactions • Engagement on Digital Channels is not only Improving CX but increasing Sales Revenue
  • 30. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.30 Genesys Digital Channels All channels TRUE Multi-channel Proactive Business agility Insights, operational CX that differentiates your brand, raises loyalty, increases sales and reduces cost
  • 32. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.33 Neglecting online customers Millions are spent on web sites (and the advertising that directs customers to them) but customers arrive at an empty store that offers no assistance, and limited ability to buy
  • 33. © 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.34 3 Statistics tell the story 58% of callers visit a company’s website prior to calling the contact center Corporate Executive Board Only 6% of companies believe that the offline parts of their business have visibility into how customers interact with their websites eConsultancy 4% Median conversion rate on websites MarketingSherpa 2012 Website Optimization Benchmark Report
  • 34. In-house Research We shopped at 500 major online retailers websites… we went on a shopping spree
  • 35. 36 We abandoned the cart on the last step of the purchase as a registered user
  • 36. 99.6% (498 of 500 stores) did NOT offer a proactive chat after an item over $200 was removed from the cart of a registered user What we Discovered…
  • 37. Only 7.19% (36 of 500 stores) followed up with an email recognizing that an item over $200 was not purchased after it was removed from the cart of a registered user What we Discovered…

Hinweis der Redaktion

  1. Genesys Mission and Vision
  2. Mitigating DisloyaltySo the exercise really becomes mitigating disloyalty rather than increasing loyalty Lowering Effort can increase purchase behaviorThese studies suggest that effort is a critical factor to consider based on its correlation to disloyalty
  3. By focusing on one channel – you are only extracting value from that percentage of customers.Leaving 74% + on the table.
  4. 95% of FB Wall Posts are not answered by brands.Out of 1300 survey, 71% did not receive a response to their complaint Tweet86% would have loved hearing from company regarding their complaint tweet
  5. As Bill Gates famously said, “most people overestimate what you can accomplish in a year, and underestimate what you can accomplish in a decade.” Simply installing social business products in your company is not going have a meaningful impact on the way you communicate unless it is accompanied with cultural change. And that cultural change is not going to happen overnight. But equally, it seems inconceivable that in 2020 we’ll all still be using email as our primary tool for internal and external business communication.
  6. Abandoned web shopping carts represent an estimated $115 billion in lost revenue for US companies in 2013 – Forrester Research