Smarter Self-Service for the Millennial Consumer

John Connors| Sr Director, Digital Transformation, eGain March 8, 2016

Setting the Scene

Slide 2

SMARTER SELF-SERVICE

Smart Ways to Tell Me Something

Smart Ways to Fix My Problem

Smart Ways to Let Me Do Something

Phone 73% Email 68%

Chat 58% Twitter 37%Help or FAQs on a company website 76%

Customers like DIY

74%

83%

65%

55%

54%

51%

73%

73%

42%

35%

37%

31%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Conversation with a customer servicerepresentative or agent via telephone

Help or Frequently Asked Questions (FAQs)on a company's Web site

Online forum or community with othercustomers (e.g., Walmart's Customer Q&A…

Using a self-service mobile phoneapplication

Using an online “virtual agent” (an avatar that simulates a customer service …

Contacting a company using Twitter35+ years old*

18-34 years old

Source: Forrester data for 2012-14

The millennial approach to service

Attributes of Millennials

We have high expectations

We know technology

Don’t bore us !

Our smartphone is always with us

Yeah, we’re social

We want to fix it ourselves

We’re all individuals

Don’t waste our time Any and all channels

We’d rather find it than learn it

What makes millennials tick?

Digital Customer Enterprise

• Know meo Long term, life cycle knowledgeo Short term, journey knowledge

• Be easy to interact with• Be consistent• Treat me well• Provide value• Be fun, innovative, different

• Control costso Be efficient, be effective

• Attract, Acquire & Retain customers• Be efficient• Increase revenues

o “develop” customers, upsell, cross-sell• Promote & protect brand

There has to be a balance!

Digital relationships

How do I decrease my credit limit?

Why do customers come to the web site?

Informational

ComplexTransactional

Tell me something

Let me do something

Fix my problem for me

How do I enroll in paperless communications

Can I request a specific amount for my credit limit increase?

I lost my card

Decrease my credit limit

Login ResetTransfer rewards to new card

After I enroll for paperless communications, when will I receive my first paperless billing statement?

I paid my bill online, why are you charging me late fee?

USE context to make things smarterResearch

Sign Up

Early LifeIn Life

RenewalCustomer lifecycle

Setting the Scene

Slide 9

SMARTER SELF-SERVICE

Smart Ways to Tell Me Something

Smart Ways to Fix My Problem

Smart Ways to Let Me Do Something

Tell me what I’ll want to know next

Early life – Context from account

Early life – Context from behavior

Setting the Scene

Slide 13

SMARTER SELF-SERVICE

Smart Ways to Tell Me Something

Smart Ways to Fix My Problem

Smart Ways to Let Me Do Something

Be graphical…

Be graphical…

Be intelligent…

Setting the Scene

Slide 17

SMARTER SELF-SERVICE

Smart Ways to Tell Me Something

Smart Ways to Fix My Problem

Smart Ways to Let Me Do Something

Smart ways to let me do something

Smart ways to let me do something

Confused journey

Where should they click?

Customer needs some help regarding simple trading terms – e.g. Personal Trading Level or Settlement Period

Optimised journey

Your Personal Trading Level was set, with your agreement, when your account was opened.If you wish to increase the level please click here.

Settlement Period is governed by where you are in your trading period.

What if self-service doesn’t work

Be smart about assisted service

Smart ways to transition to assisted service

SummaryMake your website Journey Centric

Use Context to be Smart

Embed Knowledge in the Journeys

Let Self Service inform and optimize

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