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Five Ways To Deliver Exceptional Customer Care in 2015

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We all know that customer service and support is shifting to a customer success management model. This is the ability to deliver great, consistent customer experiences across all channels that drive retention, revenue and margins. Without this, customer experiences will not meet expectations and customers will go elsewhere, resulting in decreased retention and, in return, revenue.

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Five Ways To Deliver Exceptional Customer Care in 2015

  1. 1. © 2010 - 2015 Constellation Research, Inc. All rights reserved. TM #CEM Webinar | @ drnatalie| @rwang0| @BoldChat Five Ways To Deliver Exceptional Customer Care in 2015 Natalie Petouhoff (@drnatalie) Vice President & Principal Analyst January 27th, 2015 R “Ray” Wang (@rwang0) Principal Analyst & CEO The State of Customer Service and Support Evolves in 2015 To Customer Success Management
  2. 2. © 2010 - 2015 Constellation Research, Inc. All rights reserved.© 2010 - 2015 Constellation Research, Inc. All rights reserved. 2#CEM Webinar | @ drnatalie| @rwang0| @BoldChat Housekeeping Items  This webinar is being recorded  Take advantage of the Q&A chat box  Tweet with us - Use #CEMwebinar - Reference @drnatalie | @rwang0 | @BoldChat
  3. 3. © 2010 - 2015 Constellation Research, Inc. All rights reserved.© 2010 - 2015 Constellation Research, Inc. All rights reserved. 3#CEM Webinar | @ drnatalie| @rwang0| @BoldChat
  4. 4. © 2010 - 2015 Constellation Research, Inc. All rights reserved.© 2010 - 2015 Constellation Research, Inc. All rights reserved. 4#CEM Webinar | @ drnatalie| @rwang0| @BoldChat 2015 is the year of the customer’s choice Digital disruption and the emergence of mobile in customer care has changed everything Next generation customer experiences have to be customer-centric Must deliver ubiquitous customer care - support when & where customers are Choice of channels is up to the customer, not the company Example Channels: Chat vs. Phone: need both, but perfect chat to reduce costs & improve the experience Key takeaways: What companies can do to stay ahead/make a difference in 2015
  5. 5. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat This is the year of the customer’s choice: • Opt-in Customers – Customers can easily find information about products and services – And from sources they trust – peers 5
  6. 6. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat What are customers saying about your products? • Take any product • Where are customer sharing their thoughts and experiences? 6
  7. 7. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat Customers believe other customers reviews • Customers believe each other • Sometimes, even if they don’t know each other 7 457 REVIEWS • 5 STAR: 285 • 4 STAR: 111 • 3 STAR: 27 • 2 STAR: 17 • 1 STAR: 17
  8. 8. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat Companies need to be listening and responsive 8 Company Answered Questions & Dialogue With Customers: – 141 – Tells you the company is listening & responding
  9. 9. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat You are a customer: Who do you Believe? 9 Company Answered Questions & Has A Dialogue With Customers: – People vote on the answers the company gives – This requires something very different for companies
  10. 10. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat Opt-Out Customers Customers can easily opt-out of doing business with you if you loose their trust 10 BYE
  11. 11. © 2010 - 2015 Constellation Research, Inc. All rights reserved.© 2010 - 2015 Constellation Research, Inc. All rights reserved. 11#CEM Webinar | @ drnatalie| @rwang0| @BoldChat 11 Organizations need to rethink their approach… IT’STIME TORETHINK EVERYTHING …& understand what the digital disruption means to your business…
  12. 12. © 2010 - 2015 Constellation Research, Inc. All rights reserved.© 2010 - 2015 Constellation Research, Inc. All rights reserved. 12#CEM Webinar | @ drnatalie| @rwang0| @BoldChat The Digital Disruption Requires companies to be…. Transparent - Authentic - Genuine - Honest – Respectful - Helpful – Kind – Trustworthy
  13. 13. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat Digital disruption is changing business • CoIT – – Consumerization of IT – Means that consumers want everything they use when they interact with you to be easy and simple – like Google & Facebook • Are you making it easy or difficult to do business with you? • User interface design is extremely important 13
  14. 14. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat Digital disruption means being customer-centric • Next generation customer experience has to be customer-centric • Need a strategy to change how the company approaches its customers – Customer-centric Strategy – Customer-centric People (employees, partners, stakeholders…) – Customer-centric Processes – Customer-centric Technology • May require organizational change management 14
  15. 15. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat 15 Source:: Internet Retailer, 2015, Internet Retailer, 2014, comScore Inc. Mobile Sales • 25% of online sales during the 2014 holiday; up 27.2% • 56% of time spent online retail occurred on a mobile device Part of the digital disruption: Mobile has changed the game Mobile web visits • 45% of all online traffic stemming from mobile devices, up 25.5%
  16. 16. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat Mobile is key to your business Example: mobile traffic to the 26 retail clients for 1 month • Generated $180 million in web revenue in August 2014 • 27.3% from smartphones and tablets This is all part of the digital disruption 16 Sources: Internet Retailer, 2015, Internet Retailer, 2014, comScore Inc.
  17. 17. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat Digital disruption means delivering ubiquitous customer care • Multi-channel: – Operational view of how customer interact within each channel • Omni-channel: – Implies it’s the customer’s view of their interactions with the company, – Orchestrated across all channels in a seamless, integrated and consistent context • Ubiquitous channels – Providing support when and where ever customers are, 24/7 17
  18. 18. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat New focus: ubiquitous channels • No premeditation by customer on which channel or device they will use to interact with a brand and make a purchase • But there must be hyper-premeditation by the brand to create ubiquitous channel and device loyalty • Choice of channels is up to the customer, not the company 18
  19. 19. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat Channel preference vs. customer experience A customer may prefer to speak to an agent • Because they want to talk to a human • But because the phone experience is so frustrating, they want to avoid the phone • That’s why something like chat is a good option 19 How can I help you? I’m having problems with…
  20. 20. © 2010 - 2015 Constellation Research, Inc. All rights reserved.© 2010 - 2015 Constellation Research, Inc. All rights reserved. 20#CEM Webinar | @ drnatalie| @rwang0| @BoldChat Customers Have More Choices Than Ever 20…with unboundless options; will they pick your company?
  21. 21. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat Customer Service… Is now customer success management • Customer Success Management – Don’t just care about the customer as a lead – Don’t just care about the customer as a sale – Don’t just care about the customer in service • Care about the customer in every interaction – Great, continuous, consistent experiences – Retention, revenue = increase customer lifetime value – Bad experiences: lost customer • No Customers, No Business. It’s that simple. 21
  22. 22. © 2010 - 2015 Constellation Research, Inc. All rights reserved.© 2010 - 2015 Constellation Research, Inc. All rights reserved. 22#CEM Webinar | @ drnatalie| @rwang0| @BoldChat Customer success management… Customer Lifetime Value • How long a customer buys from you • How much they buy each time • How much their purchase amount goes up over time Increase the number of customers and their customer lifetime value, continuously
  23. 23. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat Where is your company on the digital transformation of next generation customer service? Market Leaders will • Grow their revenue • Reduce costs faster Than any other segment
  24. 24. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat© 2010 - 2015 Constellation Research, Inc. All rights reserved. 24#CEM Webinar | @ drnatalie| @rwang0| @BoldChat Takeaways to Get/Stay Ahead of The Competition
  25. 25. © 2010 - 2015 Constellation Research, Inc. All rights reserved.© 2010 - 2015 Constellation Research, Inc. All rights reserved. 25#CEM Webinar | @ drnatalie| @rwang0| @BoldChat 1. Understand what digital transformation entails
  26. 26. © 2010 - 2015 Constellation Research, Inc. All rights reserved.© 2010 - 2015 Constellation Research, Inc. All rights reserved. 26#CEM Webinar | @ drnatalie| @rwang0| @BoldChat 2. Decide to deliver great digital customer experiences
  27. 27. © 2010 - 2015 Constellation Research, Inc. All rights reserved.© 2010 - 2015 Constellation Research, Inc. All rights reserved. 27#CEM Webinar | @ drnatalie| @rwang0| @BoldChat 3. Gain buy-in & support from all levels in the organization top to bottom
  28. 28. © 2010 - 2015 Constellation Research, Inc. All rights reserved.© 2010 - 2015 Constellation Research, Inc. All rights reserved. 28#CEM Webinar | @ drnatalie| @rwang0| @BoldChat 4. Evaluate where you are with respect to providing ubiquitous channel and device experiences. What’s your score?
  29. 29. © 2010 - 2015 Constellation Research, Inc. All rights reserved.© 2010 - 2015 Constellation Research, Inc. All rights reserved. 29#CEM Webinar | @ drnatalie| @rwang0| @BoldChat 5. Your gaps create your roadmap for next generation, ubiquitous channel and device, customer-centric experiences.
  30. 30. © 2010 - 2015 Constellation Research, Inc. All rights reserved.© 2010 - 2015 Constellation Research, Inc. All rights reserved. 30#CEM Webinar | @ drnatalie| @rwang0| @BoldChat Savvy customer service professionals are leading their companies …not only to advance service, but to lead the whole company in transforming Customer Service into Customer Success Management
  31. 31. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat© 2010 - 2015 Constellation Research, Inc. All rights reserved. 31#CEM Webinar | @ drnatalie| @rwang0| @BoldChat Q & A
  32. 32. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat© 2010 - 2015 Constellation Research, Inc. All rights reserved. 32#CEM Webinar | @ drnatalie| @rwang0| @BoldChat Thank you R “Ray” Wang R@ConstellationR.com Twitter: @rwang0 Dr. Natalie Petouhoff Natalie@ConstellationR.com Twitter: @drnatalie
  33. 33. © 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat © 2010 - 2015 Constellation Research, Inc. All rights reserved. www.ConstellationR.com San Francisco | Andalucia | Belfast | Boston | Chicago | Colorado Springs | Cupertino | Denver | Irvine | London | Madrid New York | NOVA |Pune | Sacramento | Santa Monica | Sedona | Sydney | Tokyo | Toronto | Washington, D.C. TM

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