forrester, liveops, and mindtouch on the future of customer service

Emerging Trends and Technologies in

Customer Service

Making Leaders Successful

Every DayArt SchoellerVice President and Principal Analyst,

Forrester Research

Ann RuckstuhlChief Marketing Officer, LiveOps

Aaron Fulkerson

Founder and CEO, MindTouch

Customer Success Software

© 2014 Forrester Research, Inc. Reproduction Prohibited

What’s the future of customer service?

What are the key trends and challenges?


Customer Experience Is Driving Shareholder Value

Source: October 2013 “Technology Management In The Age Of The Customer”

© 2014 Forrester Research, Inc. Reproduction Prohibited 7

Top customer service trends

Source: Navigate The Future Of Customer Service In 2014

• Omnichannel service• Mobile first• BPM standardizes service delivery• Proactive outbound /engagement• Knowledge evolves giving advice

• Next best action decisioning tools• Integrating customer feedback• Big data analytics• Optimizing the agent agent experience• Adoption of Software as a Service


What’s the current state of multichannel customer service?


All Generations Of Consumers Demand Effortless Customer ServiceFebruary 2014 “Navigate The Future Of Customer Service In 2014”

Talking to an agent still ranks very high

Staffing – do you hire multi-channel skilled agents?


In general, what is your contact center's approach to having agents serve customers through

multiple channels?

30%

52%

13%

3% 1%

All of our agents support multiple channels (e.g., voice, chat, email)

Most of our agents support multiple channels, but some are specialists (e.g., social media)

Most or all of our agents are specialists and support only a single channel

Does not apply - our contact center only has one mode of communication (e.g., voice)

Don't know

Base: 633 contact center decision-makers with 20+ employees and 50+ seat contact center

Source: Forrsights Networks And Telecommunications Survey, Q1 2013

Consumers today “channel shift”

But can you join them on the journey?


Engaging The Perpetually Connected Consumer Across TouchpointsMarch 2013 “Manage The Cross-Touchpoint Customer Journey”


What’s the Nature of Information?

Barriers to

customer

self-service

Limited support

staff. Unscalable

to high demand

Product

information

sprawl. Lack

of easy

overview

Newest

information,

still “boxed”

and out of

use

Information is Hoarded and Siloed

17

What is Customer Success Information?

• Support knowledge bases

• User manuals

• Training materials

• Technical sales materials

• Field technician knowledge

• Training videos and tutorials

• Client services information

• In-product help content

• Release notes

• Expert knowledge

Prospect Customer

Know

ledge M

anagem

ent

Know

ledge b

ase

Promoter

Customer Success, Not Break-Fix

19

Customer Success - Organized and Self-Optimizing

In Service of Customer Effort

Customers Reporting Low Customer Effort in Support:

• 94% intended to repurchase

• 88% would likely increase spending

• Only 1% likely to speak poorly of company or product

Customers Reporting High Customer Effort in Support:

• 81% intended to speak poorly of company or product

• 57% of customers reporting loyalty erosion stated cause

was poor self-service

Customers Requiring Agent Interaction

• 4 times more likely to leave disloyal than loyal

Source: Harvard Business Review July 2010


How Critical is Live Service?

Customers Are Multichannel. Most Contact Centers Are Not.

Voice

Chat

Email

Social

SMS/Text

© 2014 LiveOps, Inc.

The Agent Experience Today – “ALT-TAB Hell”


On average, agents need to

use 5 different screens to

access separate systems

that provide them with much

needed information.

• 26% of agent time is spent

looking for relevant data

across different systems

during each customer contact.

Source: Aberdeen, 2012

Agent Experience Tomorrow – Uber & Clean


Barriers to Becoming #SuperAgents


• Having to navigate multiple windows

• No easy access to customer information

• Inability to service alternative channels, especially social media

• Having to deal with software downloads and system issues

• Lots of “double work” having to retype or cut/paste from one system to

another

• Can’t make performance metrics due to system barriers

• Desktop problems affects the customer experience and “trust” significantly

Agents believe they can be 50% more productive if they have integrated,

multichannel customer engagement desktop

Source: LiveOps Contact Center Universal Queue and Agent Productivity Study, Jan 2013

LiveOps Customer Success Formula


BAX = BCX = BCLTVTM

Happy Agents = Happy Customers


10% decrease in agent turnoverconservative estimate of decrease in agent attrition if they are equipped with an integrated multichannel desktop

50% improvement in FCRreduce time-to-resolve and redundant interactions by managing all interactions from one desktop

Case Study: LesConcierges


Delivers First Class Service

• Global distributed workforce with different

requirements

• Lack of multichannel capabilities to better

serve customers

• Outdated and unreliable platform

• Hassle-free integrated multichannel cloud

contact center solution; voice, chat, email,

and social media

• Industry proven platform with high reliability

and stringent security

• Web-based agent desktop allowed to create

virtual contact center with distributed

resources

• $1.2 M cost savings in the first year

• Improved business agility – deployed over

100 news agents and 250 applications in ONE

month

• Increase customer satisfaction

“For LesConcierges, having a multichannel cloud contact center

solution that is truly global is essential to providing seamless service to

our VIP clients. LiveOps provides a solution that decreases our cost

and time to scale, and increases our geographic resiliency, with

outstanding support.”

— Matt Clemenson, Chief Technology Officer

The Results

The Challenge

The Solution


Managing Multichannel Customer Experiences

Managing Today’s Customer Service Experience


Consumers

• I want my problem fixed now – don’t make me wait –and interact with me how I want

• I’m multitasking – don’t waste my bandwidth

• You know who I am, and what we last talked about, right?

Agents

• Make my job easy

• How am I performing?

• Can I get home on time today?

Managers

• Are my staff productive enough?

• I need to react in real-time to changes in customer behavior – help me to prevent problems.

• What are my customers saying – and are they happy?

Multichannel +

Social &

Mobile Cloud

Contact Center

The Problem: Fragmented Customer Journey


Customer touch points events are not integrated or leveraged

Each customer interaction lacks context of entire journey

Dependency on historical data missing opportunity to engage

Customer

begins search

on website Customer

begins form

filling on

website

Customer

requests chat

for help

Customer gets

customer

service phone

number

Customer calls

customer

service

then abandons Customer

moves on to

competitor’s

website

Customer calls

contact center

Opportunity

Begins

Opportunity

Ends

32

Success Center Contextual Knowledge

Call Center and ChateLearning / Training

Support

Channels

Social and

Community

Ticket Deflection

Customer Success Information Layer

33

Cross-Channel IntelligenceAgent Awareness

- Increase agent

interaction quality

Intelligence

- Identify potential

promoter

- Identify at risk

customers

Track Trends

- Identify gaps in content

or quality

Next Generation Event-Driven Customer Journey Management


Create Great Customer Experience with Contextual Routing

Pattern 1

Pattern 2

Action

CollectCustomer interactions and

transactions across

channels and applications.

DetectPatterns indicative of a

positive or negative customer

experience, in real-time.

EngageWith the customer, in the

moment, with an appropriate

action.

No pattern

has been

matched.

• Abandoned Cart

• Positive Chat

• Open Case

• Cancel Service

• Product Order

• Failed Login

• Abandon Queue

• Negative Call

• Inbound Call

38

Contextual and Personalized

Ticket Deflection

Based on channel

User persona

Group permissions

Products

Machine learning


The Business Case for Doing it Right


Use Authority, Logic, And Emotion To Make Business Cases For Customer-Centric CultureApril 2014 “Five Steps To Create And Sustain A Customer-Centric Culture ”


Context Is Often Dropped When Shoppers Move Between TouchpointsMarch 2013 “Manage The Cross-Touchpoint Customer Journey”


Express Customer Journeys In Terms Of Action-Oriented TasksMarch 2013 “Manage The Cross-Touchpoint Customer Journey”

© 2013 Forrester Research, Inc. Reproduction Prohibited 44

You can’t manage what you can’t measure

Source: Forrester Research 2014

• AHT

• ASA

• Contact rate

• Occupancy

• QM scores

• Transfers

• Adherence

• Test scores

• Turnover

Efficiency Agent facing

• NPS

• CSAT

• Emotion

• Verbatim

• Renewals /

Sales

• FCR

Customer SAT

• Timeliness

• Repetition

• Channel

shifting

Customer effort

Deeper

customer

insight

• People

• Process

• Technology


Decide How You Will Measure Consumer And Brand ValueMarch 2013 “Manage The Cross-Touchpoint Customer Journey”

forrester, liveops, and mindtouch on the future of customer service

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