the secret sauce of customer service channel preferences

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THE SECRET SAUCE OF

CUSTOMER SERVICE

CHANNEL PREFERENCES

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Speakers

Kate Leggett, Forrester Research, Inc.

Nikhil Govindaraj, Moxie Software

The Secret Sauce Of Customer Service Channel Preference April 9, 2013

Kate Leggett, Principal Analyst

Forrester Research

Companies

view customer

experience as

one of their top

priorities

Use customer

experiences as

a competitive

differentiator

The State Of Customer Experience, Management, 2013

Few companies deliver an outstanding customer experience

Source: January 15, 2013, “The State Of Customer Experience, 2013” Forrester report

Good customer experiences are good for business

Customer service managers agree that customer experience is important

Customer

satisfaction and

loyalty Revenue

Compliance

It is increasingly difficult to deliver good customer service as the customer service leader must balance customer needs with business needs

Customers want support when they want

it, where they want it, and how they want

it. Otherwise it will be hard to keep them.

Fifty-two percent of consumers agree: “I am very likely to abandon my online purchase if I cannot find a quick answer to my questions”

Source: Understand Communication Channel Needs To Craft Your Customer Service Strategy, March 2013

Seventy-one percent of consumers agree: “Valuing my time is the most important thing a company can do to provide me with good customer service”

“I prefer to use online customer service rather than rather than speak to a live person on the telephone”

33% of consumers agree

Customers want to use a range of channels

Channel usage varies by demographic

But customer satisfaction over many channels miss the mark

Channels have varied satisfaction ratings

Your customers switch to more expensive channels when the online interactions lets them down

August 2012 “Websites That Don’t Support Customers Waste Millions”

And your customers talk negatively about your brand which is amplified with social technologies

Take a step back and think about the journey that customers expect to have with a company

Most of the time this journey is fractured. Why?

Companies are not investing in shoring up the foundations of good interactions

Don't know

None of the above

Multimodal support such as mobile SMS and video

Contact center managed services

Add speech-recognition applications to IVR

UC integration for presence and access to others (e.g.,…

Upgrade the contact center to VoIP

Social media support

Proactive outbound notification (SMS, email, voice, social…

Upgrade interactive voice response (IVR)

Multichannel integration (such as web, email, text, video,…

Workforce optimization

Computer telephony integration (CTI)

Support for home workers

Source: Forrsights Networks And Telecommunications Survey, Q1 2012

Base: 346 North American and European Network and Telecommunication Decision-makers

Most companies are a mess of disconnected technology

Knowledge is everywhere

The volume of social inquiries and comments overwhelm companies

Companies offer more customer touchpoints than ever before, with inconsistent content and experiences

Customer service metrics don’t drive the right behavior

Customer service organizations don’t own all the touchpoints used for customer service

What can you do to make your customer service better?

“I know how I want to deliver good

customer but I don’t know where to

start.”

Service Manager

Customers

Start by understanding who your customers are

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UNDERSTAND THE CUSTOMER JOURNEY • Channel of

choice

• Fast answers

• Operational

efficiency

Standardize the processes across the interaction channels

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MOXIE CUSTOMER SUCCESS

Live Chat has

highest C-SAT

score, and

web self-service

usage up 50%

Empower your agents with customer history

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Increased

productivity by

30% & reduced

costs by 38%

Deliver consistent knowledge strategy across all touchpoints

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Single suite of

products for

consistent answers

across channels

Use a balanced scorecard of metrics to measure operations

Focus on people, process and technology to move the needle on online customer service experiences

Thank you

Kate Leggett

+1 (650) 269-8658

Twitter: @kateleggett

Blog:http://blogs.forrester.com/ kate_leggett

kleggett@forrester.com

www.forrester.com

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• Submit questions via WebEx Chat Panel and Twitter - @MoxieSoft & @KateLeggett

• Session recording and presentation will be sent via email

• Contact Us

• info@moxiesoft.com

• +1.800.474.1149

• www.moxiesoft.com

QUESTIONS

the secret sauce of customer service channel preferences

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