deck presented on monday 10/13/2014 at dreamforce 2014 - what is the next evolution of customer service? #DF2014

1. what's the next evolution of customer
service?
esteban kolsky
consigliere, thinkJar
@ekolsky

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3. esteban kolsky
consigliere, thinkJar

4. the three truths of customer service in 2015+
1. customer service is no longer sustainable
a. costs continue to increase
b. technology cycles continue to accelerate
c. budgets are getting reallocated
2. technology is less than 10 percent of investment
a. and continues to decrease
b. people and processes continue to increase
a. operationalize customer service in end-to-end experiences
3. nothing is new, relatively speaking
a. we’ve been there, got the t-shirt, and we need to wear them

5. trend 1 – engagement as an outcome, not a goal
75% of brands don’t know what engagement is – but are measuring “it”
knowledge * trust
time
푓(푒 ) =

6. trend 2 – digital transformation is the paradigm shift
legacy analytics
data knowledge content
software
platform
infrastructure
optimization
personalization
automation
customer employee partner supplier
legacy SaaS and internet
legacy applications
legacy databases
cloud information experience
public
mobile
laptop / desktop
IoT
interfaces

7. first
second
generation
trend 3 – pervasive + ubiquitous = mobile
by 2016 there will be more mobile devices that citizens in the US
by 2015 there will be more mobile devices that citizens in the world
third

8. technology 1 – Internet (of things, or of X)
• Moore’s law
• IPv6 (pervasiveness and
ubiquitousness)
• T$10-15 (GE), T$19 (Cisco),
and more in potential
“economic benefits”
• 16 billion sensors deployed in
2014
• 41 billion sensors expected by
2020
• Gartner recently labeled IoT as
the “most hyped technology”

9. technology 2 – video
in 2012, 23% of respondents wanted to try video (nil did)
in 2013, 68% of respondents want to try video (2% did)
in 2014, 89% of respondents want to try video (9% did)

10. technology 3 – data, metrics, and analytics
leadership
department
front line
experience analytics
collaborative analytics
end-to-end analytics
analytics
2010 2015 2020 2025
“one accurate
measurement
is worth a
thousand
expert
opinions”
grace hopper

11. technology 4 – information (knowledge, content, data)
noise
information
data
content
knowledge
insights
signal
filter structure
analyze

12. technology 5 – communities (groups, forums)
in 2012 there were 5% doing communities, 15% knew what to do
in 2014 there are 25% doing communities, 20% know what to do
kum • ba • yah • ti • za • tion

13. lesson learned 1 – leverage, leverage, and leverage more
• 61% of organizations investing in growing customer service are leveraging existing
investments over five years old, versus 28% of investments less than five years
• virtually all organizations have multi-channel deployed but only 25% have a fully
integrated multi-channel deployment; 15% of them have single channels
• social is seen as more favorable for customers among new channels; phone, email,
chat are most used channels – and most invested
• 60% of organizations are trying to use just one application and 60% of
organizations meet their ROI expectations after deployment (coincidence)
1. it is not about number of channels, it is about connecting with customers
2. omnichannel is not yet attainable, don’t make it your goal
3. each channel has a particular best-case-scenario – find it, exploit it

14. lesson learned 2 – bae operationalize experiences
• neither mobile nor social channels improve operational metrics
• vast majority has been doing social for 24+ months
– results are not satisfactory, as expected
• 60% of organizations are struggling to achieve single interface
– training, churn, maintenance are biggest problems
• operationalization of customer experience goes on (COO, SVP Operations)
– started 2-3 years ago, currently 55%+
• deployments are still shying away from including customers (co-creation)
1. focus on ALL experiences: customer experience, agent experience
2. choose the right metrics for each channel and situation
3. asking customers is being replaced by monitoring customers

15. lesson learned 3 – strategery makes happy user, customer
• social channels deliver more satisfaction than mobile channels
• phone, email, twitter reported as highest satisfaction channels
• chat is rising, for certain situations
• customer satisfaction, statistically speaking, remains stagnant (~75%)
• 65% of organizations started customer engagement initiatives
• no correlation found, yet, between size of company and satisfaction
• NPS is not an indicator of satisfaction, happiness, or loyalty
– only works in correlated metrics, KPI tracking
1. customer engagement is still ill-defined, it is an outcome – not a goal
2. lifecycles and lifetime value is company-centric
3. replace short-term goals with long-term outcomes

17. What's the Next Evolution of Customer
Service?
Esteban Kolsky
Consiglieri, thinkJar
@ekolsky

18. Show Flow
Dreamforce 2104 Breakout Session Show Flow Template
Notes
Session Title
1:30pm session
Presentation Device:
Customer Speaker:
Salesforce Speakers:
Demo Device
Demo Driver:
Deck Owner/Filename:
1:15 PM Doors open
1:30 PM Start
:01 Welcome and Intros
:34 Q&A
:38 Wrap-up, Thank yous and Close
:40 Walking off Stage