MULTICHANNEL

CUSTOMER

ENGAGEMENT

Dec 12, 2012

Mark Fenna

mfenna@egain.com

+447557971562

17.09.2013

AGENDA

• Introduction• What is multichannel?• Why is it important?• Business priority• How can you approach it?• What does the future look like?• Research• Q&A

Introduction

Customer engagement solutions

• Cloud-based applications for social, media, web and contact centres

• Connected customer journeys in multichannel

HQ – Sunnyvale, California

Operations in North America, EMEA, APAC

EMEA Support and HQ – Slough, UK

Slide 4

eGain

Gartner Pace Layer Architecture

EGAIN “LEADER” IN GARTNER MQ FOR WEB

CUSTOMER SERVICE APPLICATIONS*

*Source: Gartner Magic Quadrant report for web customer service applications - Feb 2013

6

**Replace with ‘kosher’ client logos**TRUSTED BY LEADERS

Financial Servicesand Insurance Manufacturing Retail Telecom Utilities

What is multichannel?

7

Why is multichannel

engagement

important?

8

WORLD HAS GONE MULTICHANNEL

Research online and then buy in store

51%

32%Research online, visit store and buy online

Source: Google research study (2012)

More transaction size for multichannel customers compared to single channel customers

82%

Slide 10

Multichannel customers are more valuable…

F-R-A-G-M-E-N-T-E-D JOURNEYS FRUSTRATEMULTICHANNEL CUSTOMERS…

11

84%Want consistent service and offers across channels

Is it a business priority?

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CUSTOMER ENGAGEMENT IS A TOP BUSINESS PRIORITY

Nine out of ten CEOs say they are strengthening their customer and client engagement programs.

Price Waterhouse 2013 CEO survey

It is a complex problem requiring clear ambition, vision and leadership

14

Contact Center

Web Social

It’s not in my P&L

It’s not in my objectives

I’d like to help, but…

CX Manager

I’m looking for help, Virtual Team…

MOST BUSINESSES ARE STILL STUCK IN CHANNEL SILOS

16

TACTICAL FIXES CREATE

CONFUSION AND DELAY

17

WITHOUT THE RIGHT TECHNOLOGY, IT’S A CHALLENGE

WITHOUT THE RIGHT AMBITION, VISION AND LEADERSHIP IT’S A CHALLENGE

What do the analysts think?

18

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“CEH [Customer Engagement Hub] will foster personalized engagementwith customers across all interaction channels, including social, and reach across all departments in the enterprise.”*

*Source: Hype Cycle for CRM Customer Service and Support, written by Michael Maoz and Johan Jacobs, Gartner. August 1, 2012

Slide 20

Gartner Pace Layer Architecture

CRMContent

Management

Contact Center

CTI

eCommerce System

InnovationLayer

DifferentiationLayer

System ofRecordLayer

Convert Hot leads

Personalized Experience

Proactive Offers Chat Assistance

Click to Call – Phone, PC

Chat with Expert

Relevant Information in Context

Interactive Site Tour

Concierge Welcome Guided Advice

Intent-driven Search

Compare and Recommend

Resolve Escalations

Reduce Abandonment

Cobrowse – Onboarding

Paperless Notifications

Multichannel Service

Preference-based Content & Delivery

Rich, connected customer journeys

Capability Summary

Self-service Assisted

GUIDE SELL SERVE

Visit posts by

other mums

Buy online

Look up FAQ

Video Chat for claims

Like the company’s Facebook

Page

Laura AndrewsAge: 35

Busy mum

“XYZ co. is great for

insurance! ”

Customer journeys

The future

23

Customer & Business Co-evolution

Slide 24

CUSTOMER

BUSINESS

Passive Empowered

Closed

Open

TraditionalPhone-centric

CRM1990

Multichannel Interactions

2000

Synchronized Customer

CollaborationFUTURE…

Proactive, Social Customer

EngagementTODAY

Context-aware Communication Routing

Contact Center >> Engagement Center

25 Communication/Collaboration/Social Systems

Web Customer ServicesKnowledge Base Web ChatEmail Response ManagementCollaborative BrowsingEtc.

Contact CenterIVRACDCTIRecordingWork Force Mngt.

Face-to-FaceInteraction

MobileConsumer/ Employee

Social &Peer-to-Peer Networking

Inbound or Outbound Customer and Partner Engagement

Analytical Systems

Data Mart

Data Mart

Operational / Transactional Systems

CRM/CSSPartner

ERP,SCM

VerticalIndustrySystems

Next Best Action, Policies, Rules

Business Process Management tools

Knowledge Search, Analysis and Delivery

Post-RelationalData Analysis

DataWare-house

CRM ProcessExecution

Customer IntentReputation, Connections, Sentiment

AnalyticsHistorical and Predictive

Research

26

Slide 27

Some questions

Do you have a multichannel strategy?

What benefits would you achieve if

you had a multichannel capability?

What are the barriers to achieving

this?

Slide 28

Seminar Responses

11% of seminar attendees had a multichannel strategy.

Several attendees had a strategy that they thought was

no longer current and that was not being delivered

against.

Slide 29

Seminar Responses - Benefits

Benefits of multichannel:

Improved Revenue

Reaching/ engaging new customer segments/ demographic

Increased online sales

Reduced Costs

Cost reduction via self-service

Reduced call volumes

Competitive Advantage

Competitors aren’t able to offer

Improved customer satisfaction

Increased channel choice/ customer demand

Increased availability through 24/7 digital channels

Improved Marketing/ PR

Social Amplification via Twitter and Facebook

Slide 30

Seminar Responses - Barriers

What are the barriers to achieving this?

Creating a credible business case

Specifically that ‘channel shift’ is the future, but

customers being serviced OK today, so how to

demonstrate the Return On Investment.

Aligning Stakeholders:

IT – cost/ ownership/ management

Marketing – consistency across channels

Quality – ensuring consistent quality control

Solution Specifics

Ensuring data privacy and security

Q&A

31

Slide 32

Further Information

Remarkable Customer Journeys by Design Video - http://bit.ly/14LegT1

eGain Knowledge Cloud Video - http://bit.ly/18Fr8r6

Mobile App Customer Engagement Video - http://bit.ly/1a6sb47

Choose an Experience - http://markfenna.wordpress.com/

eGain offers a structured Business Assessment workshop which helps to

quantify the business case and approach that could be taken for

Multichannel. If you are interested in finding out more then get in touch:

mfenna@egain.com

https://twitter.com/mfenna

http://www.linkedin.com/in/markfenna