using natural language to improve the customer self service experience creating a compelling...
TRANSCRIPT
Using Natural Language to Improve the Customer Self Service Experience
Creating a Compelling Customer Buying Experience
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Presentation by: Sterling Commerce 3
Session Overview
Topics:• Changing face of the
consumer– Driving change in sales design
• What the consumer expects from the buying experience.
• Strategies for implementing a demand-driven sales environment.
Speaker:
John KonczalGlobal Industry Director
Communications and Media
Sterling Commerce
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Presentation by: Sterling Commerce 4
The Age of the Professional Consumer
Traits of the ProsumerTime moves faster
Selects on informationSeeks digital processes
Place and distance don’t matterAvoid bricks and mortar
Uses the Web for communication
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Presentation by: Sterling Commerce 5
A “Mediocre” Customer ExperienceForrester Research
“Customer Experience Satisfaction By Industry & Channel”
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Presentation by: Sterling Commerce 6
What Makes A “Difference” to Today’s Consumer?
• Access to Information• Proactive Notification• Flexibility• Convenience• Availability• Personalization
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Presentation by: Sterling Commerce 7
Consumers Want InformationSTERLING COMMERCE SURVEY
“WHAT CONSUMERS WANT IN THEIR SHOPPING EXPERIENCE”
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Presentation by: Sterling Commerce 8
• Clear and Detailed Product, Offer, & Pricing Information
• Search Optimization
• Content Maps
• Usable Navigation
Access to Information
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Presentation by: Sterling Commerce 9
Value Added Use of Information• Guided Order Configuration
• Compatibly Assurances
• Product/Service Comparisons
• Promotion Presentation
• Purchase Optimization
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Presentation by: Sterling Commerce 10
Cross-Channel is the DifferentiatorSTERLING COMMERCE SURVEY
“WHAT CONSUMERS WANT IN THEIR SHOPPING EXPERIENCE”
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Presentation by: Sterling Commerce 11
Cross-Channel Scenarios
Store Call CenterWeb
Customer
Distribution Center(s)
Store Call CenterWeb
Customer
Distribution Center(s)
Consumer begins shopping online, but calls the call center to ask questions and complete
the order
Consumer begins shopping online, but goes to the store to ask questions and complete
the order
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Presentation by: Sterling Commerce 12
Value of Cross Channel to the Consumer
STERLING COMMERCE SURVEY“WHAT CONSUMERS WANT IN THEIR SHOPPING EXPERIENCE”
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Presentation by: Sterling Commerce 13
Typical Monolithic Sales Environment
Call Center
CustomerPortal
Call Center
CustomerPortal
Call Center
CustomerPortal
Tightly CoupledSales/Ordering System
Tightly CoupledSales/Ordering System
Tightly CoupledSales/Ordering System
Service Fulfillment / Delivery Systems
Service Fulfillment / Delivery Systems
Service Fulfillment / Delivery Systems
Delivery/Provisioning
Servicing
Ordering
Fulfillment
Mobility Residential Business
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Presentation by: Sterling Commerce 14
Cross-Channel Selling Environment
Call Center
CustomerPortal
Call Center
CustomerPortal
Call Center
CustomerPortal
CROSS-CHANNELSELLING
Service Fulfillment / Delivery Systems
Service Fulfillment / Delivery Systems
Service Fulfillment / Delivery Systems
Delivery/Provisioning
Servicing
Ordering
Fulfillment
Mobility Residential Business
Single View of All
Transactions
SingleOrder
LifecycleTracking
ConsolidatedCatalog
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Presentation by: Sterling Commerce 15
Barriers to Achieving Cross-Channel Selling
• People Gaps– For example, commissions and compensation
• Process Gaps– For example, new process such as in-store pickup.
• Technology Gaps– For example, cross-channel order offer.
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Presentation by: Sterling Commerce 16
Implications of Cross-Channel Selling• The stakes are high for providers and retailers. • It takes only 2.3 negative experiences with a particular
provider/retailer to send shoppers to a competitor. • It takes 12 good service experiences to overcome a single
bad one. • 91% of unhappy customers won’t buy again from the
company that displeased them. • 40% of growth and 38% of shareholder value are derived
from customer 24 loyalty.– Sources: Accenture and White House Office of Consumer Affairs