eGain - Multichannel Customer Journeys: Are you in control?

1. Multichannel Customer Journeys:
Are you in control?
A guide to best practice
Ray Connolly
Regional Director – Ireland, Nordics, Middle
East & Africa
November, 2012

2. Agenda
 Why care about the customer engagement
 Our survey says…
 Real World Examples
Slid 2
© eGain Communications Corp. All rights reserved.

3. Facts about this session
 Human attention is very limited so I decided to:
 Break rule 1 - Loads of slides.
 Break rule 2 - Busy slides , cram in loads of information.
 But I do have pictures!
Slid 3
© eGain Communications Corp. All rights reserved.

4. Customer Engagement – A Definition…
… Its’ the Provision of a service or care to
customers, before, during and after a purchase or
commitment…
Note:
 A Customer can be internal or external
 Covers complete lifecycle of the customer engagement
 Process is fair (to both parties) & efficient
 There is no a line between Sales and Service
Slide 4
© eGain Communications Corp. All rights reserved.

5. We all have experiences…
The Bad
Hotel: “Its not
our fault, we’re
redecorating”
The Good
The Ugly
Retail: “To Buy Telco: “Are you
a Suit” Stupid”
© eGain Communications Corp. All rights reserved. Slide 5

6. Why care about customer engagement?
 Improved Customer Experience = improved future
revenue.
© 2012 eGain Communications Corp. All rights reserved. Slide 6

7. And it’s Important…
 86% of consumers quit doing business with a company
because of a bad customer experience, up from 59% 4 years
ago (Source: 2012 Harris Interactive, Customer Experience Impact Report)
 For every customer complaint, there are 26 other customers
who have remained silent (Source: Lee Resource Inc.)
 81% of companies with strong capabilities and competencies
for delivering customer experience excellence are
outperforming their competition ( Source: Peppers & Rogers Group, 2009
Customer Experience Maturity Monitor)
© eGain Communications Corp. All rights reserved. Slide 7

8. Today - Organisational Challenges have
become diverse…
Contact Centre Web Site Multi Channel Environment
Inconsistent Customer Poor “findability” of Customers expect multiple
Satisfaction / information channels of contact/interaction
Experience
Inconsistency, Quality Complication in Customers expect continuity
completing website sale between channels of
transaction communications - consistent &
“joined up”
Complexity, Breadth No continuity between Organisations want to deliver the
channels of best customer experience with the
communications lowest cost
Low FCR (First Call Low cross sell / upsell Social networks are a channel
Resolution) activity with unique and challenging
attributes
© eGain Communications Corp. All rights reserved. Slide 8

9. … as Customer journeys today are
cross-channel
RESEARCH SHOP BUY PICK UP SERVICE
WEB Comparison Site Buy Online Research
Accessory
Chat
CONTACT
CENTER
Visit Retail Store Phone Order
IN-STORE Purchase
Local Store
in Store
Kiosk
Begin
CATALOG Browse
Catalog
Catalog
Order
MOBILE Google
Product Info
DEVICE Search
Email Order
E-MAIL
Confirm w/ Rec
Share Troubleshoot
SOCIAL Facebook Read Reviews Experience on On Community
Fan Club
Twitter
Source: Gartner Slide 9

10. Multichannel journeys are your customer
touch points
The chance to impress, nurture, develop relationship &
move towards ultimate loyalty
© 2012 eGain Communications Corp. All rights reserved. Slide 10

11. …and it's not purely multi-channel
interactions
The added dimension
 Interactions can be multi-device, multi-
touchpoint, and multi-context
 Touchpoints are used differently and at different
times according to different journeys or end goal
 Customers want seamless sales and service
across contacts – they don’t think of interactions $
$
in the terms your business does $
A vs B?
Slide 11

12. Agenda
 Why care about customer engagement
 Our survey says…
 Real World Examples
© eGain Communications Corp. All rights reserved. Slide 12

13. Let’s look at the results of a 2012 Consumer
European Survey

14. Step 1- Research

15. Social – outside your domain?
“How did a recommendation on social media influence or help you to confidently make your buying
decision?”
eGain EMEA Wide Survey 2012
30%
25%
20%
Very Influential
15%
Influential
10%
5%
0%
18-34 35-54 55+
© 2012 eGain Communications Corp. All rights reserved. Slide 18

16. Step 2 - Purchase

17. Trust & Purchase influencers:
Can you think of an occasion where any one of the following has been the
difference between you completing or abandoning your basket?
Response to an email
query
Good website FAQ
26% Telephone call with the
business
22% Recommendation via
6% social media
Other
8% Online chat with the
9% 16% business
Virtual assistant or avatar
13%
© 2012 eGain Communications Corp. All rights reserved. Slide 17

18. Step 3 – Customer

19. eGain Survey – Which channel for help?
 Consumer preferences on engaging with companies for help.
Online Email Phone call Web chat
Forum Social Other
23% 21%
6%
6%
21%
11%
12%
Source eGain EMEA multichannel survey 2012
© 2012 eGain Communications Corp. All rights reserved. Slide 19

20. Imagine you need to contact an organisation in a timely way,
requesting help with features or functions of a product or service.
40%
35%
30%
Email
25% Phone Call
Online
20% Web Chat
Forum
15% Social Media
Other
10%
5%
0%
1st Choice 2nd Choice 3rd Choice
Slide 20

21. Step 4 – Loyalty

22. Loyalty
 When expanding a relationship, consumers stated
that customer service was as influential as price
 “I value service, but I don’t expect to pay a
premium for it.” best represented the views of 55%
of consumers asked to consider what most
influenced their loyalty to a brand
 “Customer service is as important as price.”
represented the views of 42%
© 2012 eGain Communications Corp. All rights reserved. Slide 22

23. eGain Survey – Summary Key Findings
(1)
 Social signals play important role when consumers
research your business and begin to convert
 Web FAQ and faster email responses are most
influential to overcome last minute objections
 Most common cited cause for abandoning shopping
cart is: Unclear or confusing expectation of service
© 2012 eGain Communications Corp. All rights reserved. Slide 23

24. eGain Survey – Summary Key Findings
(2)
 Consumers like to channel hop
 Despite consumer revolt against SPAM, if trusted
business makes a relevant follow up it is generally
welcome
 Service for expanding relationships is as influential
as price (Loyalty).
© 2012 eGain Communications Corp. All rights reserved. Slide 24

25. eGain Survey – Industry comparison
 Which companies performed the best in terms of customer service and experience?
3.7
3.6
3.5
3.4
3.3
3.2
3.1
3
2.9
2.8
2.7
Retailer Travel / leisure Product Insurance / Telephone / Utility
Manufacturer Financial Services Mobile phone
Source eGain EMEA multichannel survey 2012
© 2012 eGain Communicatio.ns Corp. All rights reserved Slide 25

26. What customers want is simple
Customers have limited time and attention.
Help!
Customers want the shortest, simplest route to the answer they need. They
like simplicity
That’s easy. I can
search!
Slide 26
© 2012 eGain Communicatio.ns Corp. All rights reserved

27. But their needs are complicated…
Customer queries come in all shapes and sizes
– Informational
– Transactional
– Troubleshooting
– Advice-seeking
Customers have a range of proficiency and expectations
• Simple to use as a “Search Box”
• Powerful to handle the range of customer enquiries
• Guide to the relevant answer quickly
• Find across all knowledge bases and content sources
• Learn from experience and feedback

28. So what are other Organisations doing
to address this?
 Starting to think like the customer
 Understand what is our customer journey/ journeys?
 Look at Right Challenging – when does the customer want to engage
with us and how do they want to engage
 Provide information that suits the customer how
when they require it
 In the language they use (tone)
 In the format required
 With respect to the organisations culture and standards
© 2012 eGain Communications Corp. All rights reserved. Slide 28

29. Agenda
 Why care about customer engagement
 Our survey says…
 Real World Examples
© eGain Communications Corp. All rights reserved. Slide 29

30. Real World Success: One of Europe’s largest
independent online retailers
Right handling
 Situation
 One of Europe's fastest growing online shopping destinations
 5.2 million website visitors each month, 800 brands, 25,000
products
 Commitment to “be there when the customer needs us”
 Channels
 eMail response & Social
 Results
 Faster responses to
sales inquiries: 95% answered within 1 hour
 Community based answers
available immediately

31. Real World Success:
Multinational mobile and
Cross promote fixed line Telecoms company
 Situation
 Millions of customers, in multiple geographies, both B2B and B2C
 Wide range of complex products and services
 Increasing breadth of questions, both sales and service
 Drive to have the customer go “web first”
 Solution
 Web self-service, widgets, eMail response, chat
 Results
 Comprehensive help centre on web site
 Widgets expanding the use of the knowledge base
 Contact centre knowledge base with SMS & email integration
 66% of queries answered on web
 80% of queries resolved on first web visit (via controlled escalation to chat)

32. Real World Success: Cross Fortune 500 financial
services company
leverage
 Situation
 8 million customers, both B2B and B2C
 4500 agent contact centre
 Wide range of products
 Relatively straightforward questions
 Many escalations could be avoided by showing customer where to go
 Solution
 eGain Chat, eGain Cobrowse
 Results
 Cobrowse used alongside chat reduced handle time (“a picture is worth a
thousand words”)
 Over 1100 cobrowse sessions in first two weeks of deployment
 Reduced escalations
 Implemented well ahead of schedule

33. Real World Success: Major European
Energy Company
Service Improvement
 Situation
 2.3M customers generating 3m calls per annum
 Only 71% of calls ‘Right First Time’
 40% of repeats caused by agent behaviour
 Perception that answers given depends which agent the customer spoke with
 Goal – ‘One Version of the truth’
Solution
 Knowledge Agent with Guided Help
 Results
 Reduction in repeat contacts for Metering & Device Faults – 35.8% to 19.9%
 Reduction in repeat contacts for Consumption – 24.4% to 8.1%
 Reduction in call wrap – 29 seconds per call
 Increase in Customer Satisfaction – 81.6% to 88.5%
© 2012 eGain Communications Corp. All rights reserved.

34.  Who we are?
© 2012 eGain Communications Corp. All rights reserved. Slide 34

35. What we Do…
Delivering Customer Service and contact center
software to organisations globally either direct or
through our partner network – both on premise
and/or hosted..
© eGain Communications Corp. All rights reserved. Slide 35

36. By 2013, 75%
Gain Customer Interaction Suite of all
customer
service
deployments
will be based
on the CIH
model
Gartner
External
Systems

37. eGain Multi-Channel Management

38. eGain CIH gives you
the Power of One
 Experience 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 (SAP CRM), CTI, ECM, WFM
(Teleopti) and eCommerce
Multichannel sales and service Slide 38

39. © 2012 eGain Communications Corp. All rights reserved. Slide 39

40. Further Information
 For a copy of the eGain Survey please visit the
eGain desk and leave your contact details.
 Customer Journey online tool visit:
http://customerjourney.egain.com/index.html
 Local Office : Johannesburg
 Frans Marx (fmarx@egain.com)
© 2012 eGain Communications Corp. All rights reserved. Slide 40

41. © 2012 eGain Communications Corporation. All rights reserved.
Slide 41