uncover strategies to best serve the omni-channel customer
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Strategies to Best Serve the Omni-Channel Customer
July 17 2013July 17 2013
Nancy Jamison, Principal Analyst, Contact Centers
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Today’s Presenter
Nancy JamisonPrincipal Analyst, Customer Contact
Frost & Sullivan
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Customer ForumsFacebook
YouTubeWikis
Blogs
Customer Interaction Channels
IVR/Automation
Voice Mobile
Web
Chat
From Multi-Channel to Omni-Channel
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From Call Center to Multi-Channel to Omni-Channel
1950’s-1960s -
Telemarketing, DA
1983 - Call Center/ ACD Development
Late 1970’s-1980’s – IVR, Help Desks
1991 - WWW
1996 – Chat, Email 2008 -Social Media
2012 - Mobile Care, Big Data, Virtual Assistants
2013 – Omni-Channel Customer Care
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Rise of the Omni-Channel Worker/Customer
• Worker: Bring Your Own Device (BYOD) Movement Instant Messaging Social Media
• Customer Social Networking
Frost & Sullivan research shows that 71% of firms use social media to connect with customers, partners, and suppliers
Mobility Frost & Sullivan forecasts the number of North American wireless
subscribers to grow from 337m in 2012 to 386m in 2017
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Multi-Channel by Design not Accident It’s all about the Customer Journey
“Omni channel is ensuring a consistent, high quality customer experience regardless of how and where a customer chooses to interact with an organization, and no matter the purpose. It ensures that data and context from initial contact carries over to subsequent channels, reducing customer effort, improving the customer interaction, and enabling the business to tailor the customer journey.”
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Omni-Channel Retailing – ‘Click and Mortar’
Mobile• Product information, price check, comparison shop• Online purchase – in-store pick-up or return• In-store shopping – ship to home option• Location-based services, including coupons, special offers
Email and the Web • Promotional outbound to drive customers to in-store events• Allow online shoppers to see stock at local stores• Use social media to connect with customers and drive brand loyalty• Build a sense of community
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Challenges for Multi/Omni-Channel Deployment
Competition for IT Resources Lack of Cross Organizational Support Application Silos Cost Integration Complexity Paucity of APO Tools (forecasting, scheduling, training, etc.)
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Enabling Technology Trends
• Cloud adoption
• All-in-one, software-based systems
• Application integration on legacy systems
• Big Data integration
• Extending social and mobile to in-person experiences
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Omni-Channel Application Trends
• Mobile Customer Care
• Social Media
• Chat
• Persistent Conversations
• Text Analytics
• Workforce Management
• Speech Analytics
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Omni-Channel Best Practices
• Create a Cross Organizational Customer Experience Team• Develop a Voice of the Customer Program• Develop Agent Hiring and Training Guidelines• Develop Interaction Handling Guidelines• Rethink Metrics• Eliminate Information Silos
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Next Steps
Develop Your Visionary and Innovative SkillsGrowth Partnership Service Share your growth thought leadership and ideas or
join our GIL Global Community
Join our GIL Community Newsletter Keep abreast of innovative growth opportunities
Phone: 1-877-GOFROST (463-7678) Email: myfrost@frost.com
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Your Feedback is Important to Us
Growth Forecasts?
Competitive Structure?
Emerging Trends?
Strategic Recommendations?
Other?
Please inform us by “Rating” this presentation.
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For Additional Information: Featured Analysts
Brendan ReadIndustry AnalystICT – Customer Care(917) 618-4394 Brendan.Read@frost.com
Nancy JamisonPrincipal AnalystICT- Customer Care(650) 494 -4077 Nancy.Jamison@frost.com
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For Additional Information
Mireya EspinozaCorporate CommunicationsICT(210) 247-3870Email: Mireya.espinoza@frost.com
Craig HaysSales ManagerICT(210) 590-4476chays@frost.com
Stephen LoyndGlobal Program ManagerICT – Customer Care(978) 430-4307 Stephen.Loynd@frost.com
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