an introduction to right channeling & blending channels
DESCRIPTION
Learn how to blend online support channels to direct your customers to the most effective channel while reducing costs. Source: Customer Service in The Cloud.TRANSCRIPT
Template Date: 031510
A 5 Minute Introduction to Blending Online Support Channels
Best Practices for Customer Service in The Cloud
John M. PerezCustomer Service In The Cloud
http://www.customerserviceinthecloud.comEmail: [email protected]
Online Customer Service Channels
Self-Service• Knowledge Search
• Support Page Answers
• Top Knowledge Listing
• Web Guides & Logic Trees
• Case Deflection (w/Email)
• Community
• Feedback
Assisted Service
• Email Response Mgt
• Reactive Chat
• Proactive Chat
• Co-Browse
• Social
• Phone
Channel vs Cost
Customer service channel Approximate cost per contact Call center technical support
$12 and higher
Call center CSR $6 and higher
Web chat or callback $5 and higher
Email response $2.50 to $5 and higher
Social Media $1 and Higher
Virtual agent/guided assistance
$1.00 or less
Automated speech response $0.50 or less
IVR touchtone response $0.30 or less
Web self-service $0.10 or less
© 2009, Forrester Research
Tech
nic
al C
om
ple
xit
y
Supporting a Multi Channel Experience
Types of Interactio
ns
Low Complexity Medium Complexity High Complexity
Low value Medium value High value
Single answer Longer answer Complex issues
High volume Compound answers Signifigant customer
information
Low customer emotionMedium customer
emotionHighly emotional customer
Question Example
How Do I Login?How do I reload my
account online?My card never arrived?
Where Do I get the card? How do I enable bill pay?I lost my card, what do I
do?
What are the features of the card?
My Temp Password isn’t working?
Why isn’t my card working?
Identify How complex are your customer interactions?
Right Channeling Green Dot Interactions
Matching Channels to Complexity
Right
Channe
l
Low Complexity Medium Complexity High Complexity
Self-Service Virtual Agent/Guided Assistance Click-to-Call
FAQs Email Reactive/Proactive Chat
Site Search Reactive/Proactive Chat Co-Browse
Virtual Agent/Guided Assistance Community Forums Phone
•What if you could-Replace 5% of phone calls ($12) with Web Self-Service ($0.10) and Chat ($5)
-And Increase Satisfaction
Blending Channels
Blending Channels
Consider this…Instead of…Answer/Content
Did it help you?
Yes/No
No = Chat offered
If you still need help, click here to chat with an expert
Answer/Content
Did it help you?
Yes/No
No = tell us why. Thanks
Customer phones for help
Blending Channels
Consider this…Instead of…Email started
SmartAssistant
Submit
Auto Acknowledge – with links promoting community and FAQs
Response. Survey: Problem Solved? Yes/No?
If No, offer a chat link
Email started
Smart Assistant
Submit
Auto Acknowledge
Response
Blending Channels
Consider this…Instead of…
Check-out page
Offer Chat
Check-out page
Show Common ‘Purchasing Questions’
on check-out page (shipping, returns,
guarantees)
Offer Chat
Blending Channels
Consider this…Instead of…
Phone Call with Complex technical issue
Long conversation
Phone Call
Co-Browse
Shorter call time