Delivering a Customer Experience Strategy

Transcription

1 Delivering a Customer Experience Strategy Lori Bocklund Strategic Contact, Inc. Strategic Contact 9510 SW 151 st Avenue Beaverton, OR phone toll free

2 What s the Buzz? Customer Experience Management Multichannel Customer Interactions Governance 2

3 Optimizing the Customer Experience in a Multi-channel World Turning strategy into plans Best practices Governance for success 3

4 Demanding, Demanding No! Customers are Actually Reasonable Let them use diverse channels, and be mobile, proactive, and social Know who they are, their preferences, their relationship and history with you Speak with one voice Make your services and navigation easy Provide effective and consistent user interfaces Establish performance levels in line with each media Make channel (or department) transitions seamless 4

5 Consider All Channels in Your Customer Experience Marketing channel how we deliver a message to a customer or prospect Communication channel for customer interactions like voice calls, , chat Sales and/or delivery channel a branch or storefront, the web, the contact center, fulfillment In Customer Experience Management, we communicate over many channels, we are channels, and we need to be in tune to all the channels our company uses 5

6 Emerging Channels Self Service Traditional Channels Evidence of our Multi-channel World Inbound Live Agent Fax Outbound Live Agent Voic Web-Self-Service IVR Self-Service Available Today Support in 12 Months Support in 1-2 Years No Plans to Support Don't Know Proactive Outbound Alerts Social Media Web Chat Mobile Applications 0% 20% 40% 60% 80% 100% Source: Strategic Contact multi-channel survey conducted with Contact Center Pipeline, November

7 Consider the End-to-End Customer Experience What do you own? What can you influence? 7

8 Building Plans to Deliver Strategy Strategic Contact 9510 SW 151 st Avenue Beaverton, OR phone toll free

9 Planning Realities and Influences Corporate Strategy Business Drivers Operational Goals STRATEGY SELF-SERVICE IVR Kiosk Web Portal Social Media ASSISTED SERVICE Contact Center Face-to-Face Social Media Community PROACTIVE SERVICE Alerts Notices Tweets RSS Technology Requirements and Constraints 9

10 Execution Planning Strategy Delivering a Customer Experience Strategy Build a cross-functional team Conduct discovery process Develop high level requirements Create your vision for optimizing customer experience Map contacts and applications to media Conduct gap analysis Prioritize and develop plan and timeline Plan for impacts Gain approval Secure appropriate resources Assign ongoing strategic responsibility Pursue specific initiatives people, process, technology Measure, Manage, Optimize 10

11 Many Dimensions and Decisions Inbound Outbound Reactive Proactive Non-Real-time Real-time Assisted Service Self Service Serial Parallel Remote Face-to-Face Monomodal Multimodal One-to-One One-to-Many Many-to-Many Company Community Facebook Web Video Calls SMS Forums Twitter IVR RSS Kiosk Chat Blogs Web Collaboration 11

12 Representative Multi-Channel Opportunities ASSISTED SERVICE SELF-SERVICE PROACTIVE SERVICE Industry Examples Company Representative Social Media Community IVR Web Voice, Text or Airline Complex travel arrangements Tips for booking travel Flight arrivals and departures Reservations Flight change or upgrade notification Financial Services Disputed credit card transaction Best available interest rate Account balance Monthly statements Fraud alert Balance or transaction updates Healthcare Medical consultation Physician ratings within HMO Prescription refill Detailed claims status Appointment or prescription reminder Utility Establish/ change service Troubleshoot cable modem problem Bill payment Review energy consumption over past year Payment past due, possible loss of service 12

13 Principles for Channel Use Focus on preferences and fit to determine appropriate channels A phone call is not always the right channel IVR offers great opportunities but may be in decline The web is a great channel if they ll use it may offer limited opportunities it s not real-time Chat and collaboration can aid some web activities, but not all Proactive outbound is a potential differentiator We re early in the social media and mobile maturity cycle we must find the opportunities best suited for each business 13

14 Considerations as you Convert Strategy to Reality Level of effort for you and your customers as you tie channels to functions Current technology opportunities, limitations Cultural impact Total costs (technology, design/development, process changes, resources ) Skill demands on agents across contact types Legal & regulatory requirements Customer segmentation strategies and impacts Change readiness Sourcing options for specific channels 14

15 Best Practices Ensure Optimization Optimized Customer Experience Processes People Technology Strategic Contact 9510 SW 151 st Avenue Beaverton, OR phone toll free

16 Consider Appropriate Enabling Technologies Core technologies (integrate channels) Contact information Routing CTI Foundational tools Customer Relationship Management (CRM) Knowledge Management (KM) and/or Wikis Analytics Self service tools IVR Web Kiosks (plus ) Emerging tools (SS and More!) Social Media Mobile applications Proactive Communications 16

17 But Remember It s Not Just About Technology 17

18 Project Life Cycle with Integrated Change Management Define Plan Implement Support PM Tasks Strategy Scope Vision Business Case/ROI CM Tasks Assessment Triggers Risks Strategy PM Tasks Requirements Buy/Build Select/Define Refine ROI CM Tasks Team Define Model/ Method, Barriers Plan Communicate PM Tasks Project Plan Design Develop Integrate Test Pilot Rollout CM Tasks Involve Communicate Train Validate Manage PM Tasks Monitor Maintain Manage/Apply/ Optimize Validate ROI CM Tasks Coach Assess KPIs Fill Gaps Take Action Celebrate Success 95%* of the time * According to Prosci research Project is not done here Project is done here 18

19 Governance for Success Tackling the realities of organizational silos and diverse channel ownership Strategic Contact 9510 SW 151 st Avenue Beaverton, OR phone toll free

20 Create Multi-channel Customer Experience Governance Structure Steering Committee Strategic Alignment Return on Investment Risk management Resource management 3. Oversee 1. Request Plans and Projects What? When? Why? How? Business champions Marketing champions IT champions 2. Approve 20

21 Seven Factors for Success 1. Visible senior management support 2. Representation from all stakeholders 3. Common goals and vision 4. Documented policies and procedures 5. Oversight of investments and resource allocations across channels 6. Performance management 7. A formal change management process 21

22 Your Mission, Should You Choose to Accept It* Be a catalyst for change with a focus on the customer Work with your leadership to pursue strategy Show the benefits to the company and the customer Consider people, process and technology impacts Tear down organizational boundaries where you can What s your nirvana a Chief Customer Officer? Have a Plan B Build strong bridges where necessary Create a cohesive team with a common mission * And beware if you don t stronger forces may prevail! 22

23 Discussion/Exercise Strategic Contact 9510 SW 151 st Avenue Beaverton, OR phone toll free

24 Discussion Goals/Objectives Achieve engagement of all attendees in thinking about how to deliver optimized customer experience Identify key elements of how you will deliver on the vision make it practical and achievable 24

25 Plan Break into smaller groups for discussions (see guide) Generate ideas for pursuing plans (45 minutes) Follow up with full group discussion (30 minutes): Present ideas (rapid fire - 15 minutes) Discuss themes of ideas (15 minutes) Close with a call to action! 25

26 Thank you for attending this session Strategic Contact provides independent consulting to help companies with their strategy, technology and operations. Visit our web site to find articles, white papers, and blog content including lots of info on multi-channel to further your learning. If you have questions about this presentation please call or ! Lori Bocklund