2. In this article, Pegasystems’ Steve Kraus explores 5 key
trends in customer service and how the latest technology
can help transform service delivery. By understanding
these trends and how to respond to them, companies
can drive innovation throughout their customer service
operations.
Steve Kraus
Senior Director for CRM and Cloud Product Marketing
Pegasystems
JOIN THE CONVERSATION
and tell us what your top enterprise trends are
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Technology has empowered customers in ways we could never have imagined just 10 years
ago. A customer’s relationship with your business is now heavily influenced by social and
mobile technologies that not only give them new ways to access service anytime, anywhere,
but also empower them with new ways to share their experiences with fellow customers en
masse. A customer’s opinion of one service experience can go viral in an instant, causing
an enormous and lasting impact on a company’s brand and reputation.
The Empowered Customer
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Keeping the customer happy by delivering service that is fast, accurate and convenient
is of crucial importance to building long-term customer loyalty. But it’s not the only
consideration. Companies have to thoughtfully balance the customer’s needs with their
business goals – revenue growth, productivity and regulatory compliance.
The good news is that incredible advances in technology enable superior customer service
and empower the business side of the house to make changes to the application in real
time to address shifting customer, regulatory and business needs.
Let’s look at five key trends in customer service and how you can use technology to
successfully address them.
Using Technology to Drive Innovation
5. TOP 5 TRENDS IN CUSTOMER SERVICE INNOVATION WWW.PEGA.COM5 SHARE THIS EBOOK:
TREND
For the past 10+ years, CRM vendors have worked to convince you that if you migrate all
your data into one place and train your customer service representatives (CSRs) to find the
useful pieces of information among the data overload, then you could deliver an efficient
and high quality customer interaction.
What we have learned over time is that this 360º view is just not enough. Data is critical in
every interaction, but technology now enables you to access data wherever it is stored –
without migration and in real time – in order to apply context throughout an interaction to
ensure that the experience is relevant. The latest technology takes this further, enabling
you to capture your goals, your customer’s goals and your best practices directly in your
customer service system, and the system will automatically apply those goals throughout a
guided service process. This is true high-definition customer service.
The 360º View Has Given
Way To High-Definition
Customer Service#
1
DATA + INTENT + PROCESS = HIGH DEFINITION
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TREND
For decades, service organizations have focused on first-contact resolution. However,
technology limitations meant that they have really just been delivering first-contact
answer. Once a call left the contact center and went to the back office for follow up, or
involved other channels or groups, the contact center would declare victory. Call taken.
Question answered. The real question is: Was the issue actually resolved?
Businesses can now deploy dynamic case management capabilities beneath their existing
contact center desktops to finally deliver on the promise of true first-contact resolution.
These capabilities enable business owners to identify their key contact types, capture their
best service processes and automatically deliver resolutions without unnecessary human
intervention. The power of dynamic case management ensures inquiries no longer fall
through the cracks between the front office, back office or the customer. Dynamic cases
ensure each interaction follows a straight-through process from initial inquiry to ultimate
resolution.
#
Silos Are Falling
and Real First-Contact
Resolution Is Rising2
CUSTOMER Needs help
with . . .
Purchase
More
Prevent a
Defection
Commit
Fraud
DYNAMIC CASE MANAGEMENT
Customer
Data
Transaction
Data
Account
Data
3rd Party
Data
Real-Time
Integration
RESEARCH
RESPOND
RESOLVERECEIVE
ROUTE
REPORT
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TREND
Social applications and smart mobile devices have fueled staggering innovation, and while
that innovation will continue at a breakneck pace, it is time to accept the fact that social
and mobile are a core part of the customer service ecosystem. They can no longer be
developed and maintained as independent and isolated capabilities.
Technology that delivers a unified multi-channel hub can blend social and mobile contacts
with contacts from traditional channels such as the Web, email, phone and even mail.
Advancements allow customers to start in the most convenient channel and transition to
other channels as the conversation dictates, without losing context and taking advantage
of channel-specific features, such as cameras and locational services.
Just as important as multi-channel execution is the multi-channel design for your hub
that enables you to “design once, run anywhere” so you get massive amounts of reuse and
can easily adapt as new channels arise.
Social and Mobile Need
to be Part of a Customer
Engagement Hub#
3
CUSTOMERS COMPANY
Service
Inquiry
Contextual
Resolutions
Relevant
Offers
Operational
Goals
Best Practice
Service Processes
Operational
Visibility
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TREND
We have all experienced the occasionally successful attempts to have CSRs push
irrelevant and generic cross-sell, up-sell and retention offers at inappropriate times.
Most of the time, customers get frustrated and offer conversion rates have remained
abysmally low.
Technology now enables organizations to focus on their ultimate goal – building customer
lifetime value. With Next-Best-Action capabilities, you can dynamically arbitrate across a
number of operational goals and customer treatments to ensure the best outcome from
each interaction. Within the servicing system, you can configure customer strategies
that predict likely outcomes and dynamically react to deliver the Next-Best-Action for
each situation in real time. Whether it is to collect an outstanding bill, complete a service
inquiry or present a personalized and timely up-sell offer, Next-Best-Action ensures your
business does the right thing for your customer and your bottom line.
Improve Service
and Sales with
Next-Best-Action#
4
1:1
Business Case
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TREND
Too often companies wait until customers are frustrated enough to endure 10 minutes
on hold to complain or find a resolution. Or customers just give up and defect – the worst
possible outcome.
Now, you can use your rich store of data to detect patterns of customer needs and behaviors
and proactively intervene with a service action. You can use predictive analytics, advanced
business rules and automated processes to recognize and correct an issue – in many cases
before a customer even knows he or she has a problem. The possibilities are endless for
proactive service. Consider a few examples:
`` If a customer is paying a bank transfer fee each month, an email can be pushed to
her suggesting a new account type that better fits her needs and before she complains.
`` When the status changes on a policyholder’s pending insurance claim, you can push
an automated notification.
`` If you know there is a fix to the OS for a customer’s mobile device, it can be automatically
pushed to the individual.
It’s Time
to Get Proactive
#
5
REACTIVE PROACTIVE
X
AL
ERT ADV
ISE
RECOM
MEND
H
ELP
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The world's leading organizations are deploying Pega to successfully address these trends.
Pega solutions can help you transform your service delivery so that you can optimize the
outcome of every interaction for your customer and your business.
Pega enables a “customer engagement hub” – a coordinated, consistent environment that
provides customers with a service experience that is personalized, relevant, efficient and
available over every channel. At the same time, service organizations can function at peak
performance with dynamic, automated processes that guide users to resolution, eliminate
manual work and seamlessly integrate with the back office.
And because change is the only constant in today’s world, Pega enables continuous
innovation with its “Build for Change®
” technology, enabling business users to directly
capture goals in dynamic service processes for immediate response to new market
opportunities, competitive challenges and regulatory change.
Pega - Driving Innovation into
Customer Service Delivery
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