Transforming
Digital Journeys
IT’S SPRINT, AND A MARATHON!
Noel Harris | Director of Digital Transformation, eGain 8th March 2016

Customer Journey Optimisation (CJO)
Slide 2
AGENDA
eGain CJO in Action
Visualization Tools in eGain CJO

The path of least resistance
Reality throws up differences to the way it was designed…

Perception versus reality
Idealised customer journeys ignore the complexity of real-world interactions

Customer experience today
You don’t really know me
You don’t know what I want
You don’t know how to serve me
or make me happy
Your interventions with me are
NOT Personal, Relevant, Targeted

So what is eGain CJO?
Incremental
Value
Aggregate Visualise
Intent
Pattern
and trends
Omnichannel
maps
Analyse

Customer Journey Optimisation (CJO)
Slide 7
AGENDA
eGain CJO in Action
Visualization Tools in eGain CJO

Real life examples –
Effectiveness of Offers

Real life examples –
Effectiveness of Offers
15% discount -
31% Conversion
Chat –
32% Conversion
20% discount
36% Conversion
Across all devices
we start to see
differences in the
offers performance
20% discount offer is
the most successful
at driving
incremental
revenue
Baseline was 9%
conversion

Real life examples –
Effectiveness of Offers
15% discount -
32% Conversion
Chat –
32% Conversion
20% discount
35% Conversion
PC
20% discount offer is
still the most
successful at driving
incremental
revenue
15% discount now
as effective as chat
Based on the
‘value’ of the
discount the
strategy may start
to change……

Real life examples –
Effectiveness of Offers Tablet
15% discount -
41% Conversion
Chat –
31% Conversion
20% discount
31% Conversion
When customers use a
tablet we see changes in
the offer effectiveness
Now the 15% discount is
the most successful offer
All that being said…..you
also need to consider
additional data points

Real life examples –
Other considerations

Customer Journey Optimisation (CJO)
Slide 13
AGENDA
eGain CJO in Action
Visualization Tools in eGain CJO

Web event analyser
Segment and
categorise
Stage by stage
analysis
Simplify the
Macro view of
the website
Start to
understand high
effort bottlenecks

Where is the best
point to
intervene?
Where are
customers
displaying signs
of high effort?
Click by click
analysis
Web traffic analyser

Apply treatment
and Guide to
Quick Value
Linked to
business and
customer
success criteria
Micro view of the
customer journey
Flow analyser
Remove the
sticking plaster…

Parameters
easily
transferable
between apps
Ability to
segment the
data
Site overview
and demand
profiling made
easy
Omnichannel dashboard

It’s a Sprint,
and a Marathon

eGain CJO
Providing Insight and enabling Intervention
eGain OneTag
Chat/Cobrowse
Journey Analytics eGain Offers
Knowledge
Virtual Assistant
Click to Call
INSTRUMENT ANALYSE INSIGHT INTERVENE
Structured Sprint Based Continuous Improvement

The Prize for running the
Marathon and the Sprint
Personal, relevant, targeted
customer interventions
ZCR (zero contact resolution)
Improved NPS and efficiency
Reduced customer effort
Guide to Quick Value

© 2016 eGain Corporation. All rights reserved.