Slide deck from 07-12-2011 Webinar with SAP and Management IQ. Talks about how to do Customer Service better by focusing customer experience, and how to accommodate the current issues in Customer Service in the design.
3. between 42 percent and
90 percent of interactions
happen in customer
service
4. 80% of companies think
they are doing a great job
at delivering experiences…
…8% of their customers
agree
5. customers use of
social channels exploded
highest source of traffic
60% want answers
40% to give feedback
80% want coupons
6. squeezing out customer service
be more be social
strategy
be
be cross
empowered
business channel
model
customer
service
governance technology
be be mobile
collaborative
7.
8. two imperatives for the future
awesome create new
experiences architecture
customer
centricity
9. be more be social
strategy
be
empowered be cross
business channel
model
customer
service
governance technology
be be mobile
collaborative
10. constant evolution of customer service
technology solution pain point
service customer new strategic
requests uses channels channel
emerge phone emerge usage
customer call contact
UC
service center center
1960 1995 2005
11. migrating to experiences in 2011+
function function
business function
experience
rules rules
survey
social noise*
survey
channel channel
customer (maybe) customer (maybe)
community
*social noise is service, support, marketing, sales, accounting, financials, etc.
13. case study – be more
• US state government
• online chat, aimed at multiple segments
• found, trained, and scheduled SMEs
throughout organization
• satisfaction rose, both employee and citizens
• time to close tickets dropped
• found insights to improve operations
throughout
14. be more be social
strategy
be
be cross
empowered
business channel
model
customer
service
governance technology
be be mobile
collaborative
16. finding empowerment
• information
– agents have access to right systems
– agents know how to use all systems
– agents can contribute knowledge
• action
– let them do more, create layers of action
• flexibility
– provide a stipend to be used per agent discretion
• monitor, reward, and coach (carrot and
“stick”)
18. case study - empower
• information – nationwide insurance deployed
data dashboards for agents, productivity
grew 25-40%
• information – software publisher agents are
responsible for knowledge-base, morale
skyrockets
• action – large retailer testing employees
discretion with returns, excellent satisfaction
• flexibility – large global hotel chain provides
employees with daily stipend to improve
experiences for guests (costs less)
19. be more be social
strategy
be
be cross
empowered
business channel
model
customer
service
governance technology
be be mobile
collaborative
23. find your niche
in social, begin
testing and POC,
plan LT solution
24. case study - social
• delta airlines, twitter became one more piece
of strategy
• adapted to needs of social channels (24x7,
fast response, single contact, influence)
• empowered agents to act, often without
confirming
• brought other people to help with issues,
topics out of their reach (pr, agencies) but
ultimately – it is about people helping people
• they found their model, not for everyone
25. be more be social
strategy
be
be cross
empowered
business channel
model
customer
service
governance technology
be be mobile
collaborative
26. channel management evolution
silo semi-integrated integrated
single channel multi-channel cross-channel
e
e r k
d d d d d d
k k k k k k w d w
p
r r r r r r k uc p
m
s w e c p m m r c c
s d s
1980 1995 2010
s – sms, w – web, e – email, c – chat, p – phone, m- social media, d – data, k- knowledge
27. adopt a new architecture
client products operations db
customer
sales billing shipping hr
service
customer interaction hub
clients partners employees
28. focus on cross-channel experiences
how effectively does your company manage
the following aspects of a customer experience
somewhat very
haven ’t done ineffective effective effective
measuring customer 7% 16% 42% 33%
satisfaction
tracking what customers 11% 15% 43% 30%
do online
segmenting 10% 18% 38% 30%
customers
measuring customer 13% 19% 41% 24%
profitability
measuring customer
loyalty 11% 24% 38% 25%
linking customer information
from different sources 20% 23% 40% 16%
convincing customers to
use self-service 22% 27% 39% 10%
tracking what customers do
across different channels 21% 30% 33% 14%
source: forrester
30. case study – cross channel
• global bank
• problem delivering consistent experiences
– customers “channel hop” to solve service issues
– customers want a single transaction
• deployed channel tracking and monitoring
– consolidated reporting cross-channel interactions
– adapted data model and operations to fulfill
cross-channel
• satisfaction increased dramatically (25%+)
31. be more be social
strategy
be
be cross
empowered
business channel
model
customer
service
governance technology
be be mobile
collaborative
32. mobile will be bigger than
desktop by 2014
today we have more
mobile than ‘fixed’ devices
consumers don’t care
to differentiate
33. mobile experience design notes
• no one knows how to do it, just test it out
• begin work on it – now!
• key areas of focus
– infrastructure
– experience across platforms
– atomized applications
– volume planning
– retail, commerce tie-in – think micro-payment
– bonus: collaboration, social and mobile (2013+)
35. case study – mobile
• Groupama –insurance company
• built own application for mobile self-service
– replaced traditional phone calls
– visual IVR
– integration to phone for callback function
– social integration as well for true cross-channel
• Ties commerce (quotes), account
management, payments, more functions
– end-to-end experience
– flexible and expandable
36. be more be social
strategy
be
be cross
empowered
business channel
model
customer
service
governance technology
be be mobile
collaborative
37. customer service 5.0? collaborative
collaborate to understand
the customer job-to-be-
E2.0 done
collaborate to co-create
with the customer to meet
her desired outcomes
collaborate to act on
Social customer insights
CRM collaborate to understand
and provide the customer
experience they expect
from you
the collaborative enterprise
38. build a collaborative enterprise
internal
actionable layer unit
crm
system-of-record
“social” analytics
integration layer
management
community
engine
communities
erp
scm
external collaborative enterprise
systems of
record
39. social is an
action, focus
on outcome of it:
collaboration.
40. case study – be collaborative
• SAP premier customer network
• offers key accounts ability to participate in
community, collaborate with SAP resources
• access to key resources, information, other
customers
• SAP can look at interactions, find worthy data
• help customers get their work done, provide
integrated platform for co-innovation,
feedback, sharing knowledge
41. changing the „experience‟ of
customer experience
esteban kolsky
thinkjar
@ekolsky
+ekolsky
http://thinkjar.net