Speaker: Christoph Neut, VP of EMEA

1. Laying the Path Toward Delivering
Effortless Customer Experiences
Christoph Neut - VP EMEA
@christophneut - @sparkcentral - #customerexperience

2. Agenda of the day:
- 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 is to 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 is to 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
communicate with one
another
There is a big gap
How brands expect
customers to
communicate with them

12. Welcome to the customer
experience gap
of companies believe they deliver
superior customer experience!
80%
Source: Bain & Company: Closing the Delivery Gap

13. Welcome to the customer
experience gap
of companies believe they deliver
superior customer experience!
80%
of customers agree...
8%
Source: Bain & Company: Closing the delivery gap

14. ○ Contact centers measure 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 is directly
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
new loyalty
Are you ready to engage in the way customers expect?
Most companies aren’t … YOU?

17. Tomorrow’s customer
How are they communicating?

19. MessagingSocial
They live on their phone mobile device
and interact mainly via messaging
80billion
Messages sent/day

21. Are you ready … ???
>90%
customer interactions

22. How will you
deliver a truly
effortless
experience for
your digital
customers?
THE CHALLENGE

23. The path toward effortless 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 your customers are
today
Start on Facebook, Twitter, Messenger and operationalize to
support more channels

25. * Research by Bain & Company
Popularity of contact channels by age
group*

26. Most companies have already started responding to
customers on Twitter and Facebook
Source: Twitter Customer Service Data, 2015

27. The evolution of interactions 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 as a 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
Lay the 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 resolve customer issues on
social1
Decrease time spent handling
conversations2
Securely collect key verification
information without unnecessary
back and forth
3

34. True real-time 360 view 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 address growing
volumes of digital messages
Plan to assist agents to respond faster and with the right information with machine
learning and chatbots.

36. You already have the 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 by artificial 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. 43

44. 4
Shift toward messaging
Prioritize mobile messaging by facilitating transactional and
operational conversations

45. >1 billion
active users
>1 billion
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 in conversations with your
customers on any messaging app
Coming in 2017Available today

48. Messaging will become the 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 ride directly 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. IN-APP and IN-WEB
MESSAGING

51. Embed conversational
service into your 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
Deliver preventative/proactive care through customer intelligence
and automations that anticipate customer needs

53. The best customer
experience is a
proactive one

54. 360° profile unification
Internet of thingsUnified messaging
Automations
Bots
Activity tracking
Hyper-segmentation
Artificial intelligence
In-app messaging
OpenCRM integrations

57. Pro-active engagement automation
Automatically trigger 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 toward effortless 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. Thank you!
christoph@sparkcentral.com