Title. The Customer Experience Imperative

Transcription

1 Delivering Positive Student Experiences Daniel Harrison Director, Higher Education - Australia Title 2007 RightNow Technologies, Inc. The Customer Experience Imperative 99% are likely to recommend your business after a positive customer experience. 80% have quit doing business after a negative experience 20% will never return. Internet driving direct company interactions Consumer expectations increasing Limited barriers to switching organisations Increased competition Harris Interactive, Customer Experience Report, March

2 The Core of a Great Experience is Knowledge Knowledge at the point of action right knowledge, right place, right time RightNow s Breakthrough Approach Improve constituent experience while reducing costs Follow 8 proven steps to success Software as a service reduces risk Highly modular solution focus on areas with highest impact first Immediate results from Day1 2

3 8 Steps to Great Constituent Experiences 1. Establish a knowledge foundation 2. Empower constituents 3. Empower frontline employees 4. Offer multi-channel choice 5. Listen to your constituents 6. Design seamless experiences 7. Engage proactively 8. Measure and improve continuously 1 Establish a Knowledge Foundation Constituents want complete, accurate and relevant answers The core of a positive constituent experience is knowledge TM Accumulate complete constituent history Infuse business knowledge to drive positive, profitable interactions Self-learn from every constituent interaction Anticipate constituent needs and questions 21 patents granted and pending iknow Intuitive Knowledge Foundation Artificial intelligence optimises answer prediction, searching and resolution 3

4 2 Empower Your Constituents Constituents want immediate and easy access to knowledge Service is most critical moment of truth Increase constituent satisfaction Reduce s 30%-50% Reduce or automate phone calls 10%-30% Promote collaboration Web self-service Predictive Voice self-service Speech recognition 12 applications: contact management, application status, knowledge access, surveys etc. Online communities 3 Empower Frontline Employees Constituents want immediate assistance and resolution Real-time access to needed information Increase frontline efficiency Reduce call durations Reduce training time Reduce escalations Smooth transfers across departments and channels Single incoming/outgoing communications and feedback student record Intelligent workspace Multi-channel, cross-department interaction history Integrations for ERP data etc. Process-specific workflows Embedded knowledge base 4

5 4 Offer Multi-Channel Choice Constituents want you to be easy to do business with. Offer choice and convenience Provide constituents interaction options across many channels Leverage lower cost channels Use common knowledge foundation for consistency and efficiency Multi-channel solution Web: self-service, profile, registrations, surveys, etc. Forums: online communities Voice: call center and voice self-service inbound and outbound Chat: proactive and customer-initiated 5 Listen to Your Constituents Constituents want their voices heard and action taken. Learn what constituents are thinking Capture and act on feedback Continuous process improvement Grow knowledge foundation Feedback management Constituent satisfaction monitoring Complaint management Programme enhancements Staff feedback Event-triggered surveys Web, , voice Rules route for follow-up action Automated reporting and dashboards 5

6 6 Design Seamless Experiences Constituents want to explain themselves only once. Provide transparent crossdepartmental experiences Ensure smooth hand-off s between departments Instill confidence by presenting coordinated transitions Constituent Experience Designer Full suite service, recruitment, marketing, and feedback Graphical workflow engine for customer-initiated processes o Service incident creation o Opportunity engagement o Lead creation o Online registration and more Single view of constituent 7 Engage Proactively Constituents want personal and relevant interactions. Leverage knowledge to segment constituents and their experiences All inbound and outbound communications context sensitive Proactively notify constituents of relevant programs and status alerts Present relevant content and increase institutional loyalty Intelligent campaign management Multi-channel and event-triggered campaigns Constituent segmentation & analytics Proactive communications Offer Advisor to up and cross-sell 6

7 8 Measure and Improve Continuously Constituents want an organisation that adapts to them Strongly Strongly Agree Neutral Disagree Evaluate your key moments of Business Assessment Agree Disagree (4) (3) (2) (5) (1) truth Customer Experience Level 1: Fundamentals Baseline your constituents Our customers are empowered to help themselves online and over the phone. perception of how you are doing We offer helpful and continuously updated online support. Identify gaps, prioritise, and act Customers have access to track and view their interactions (order history, account status, etc.) Measure continuously Customers can easily create, update and manage their personal information and account. Build student loyalty and We make it fast and easy for customers to reach a live employee when desired. advocacy Customers can contact us via three or more channels. Score RightNow Analytics Industry-specific best practices Continuous improvement recommendations Customer Success Index Customer Experience Scorecard Our agents have a single view of all customer service interactions regardless of channel. We allow customers to interact online in the language of their choice. When a customer calls us, we know they also just ed us regarding the same question. Incoming cases/incidents are smoothly routed or escalated to the best-suited agent or manager. Regardless how customers contact us, they will receive the same answer to the same question RightNow Can Get You There Deliver superior experiences, while reducing costs iknow Customer knowledge foundation Frontline Action Applications Purpose-built for the customer Day1 Advantage Starts with results and builds on success 1,900 customers 7

8 What about the Student Lifecycle? HIGHER EDUCATION STUDENT LIFECYCLE Deposit Suspect Prospect Applicant Enroll 1 st Subject year Graduate paid Re-Enroll Recent graduate 5-year reunion 10-year reunion Major gifts Prospective Current Alumni / Development Prospective Students Recruit Better quality students Recruit more students Quantify campaign results for analysis Current Students Better management of student communications Handle an increasing number of student enquiries with no additional staff Increase the Student Retention rate Alumni / Development Convert graduates into post-graduate students Manage Alumni network Better leverage of corporate relationships Asia-Pacific RightNow Clients in Education 8

9 RightNow Customers Set the Standard RightNow Customers Dominate Gartner CRM Excellence Awards 9

10 Bigpond wins Industry Awards Contact Centre of the Year Global Reviews Centre of the Year Global Reviews ISP Contact Centre of the Year Global Reviews ISP Centre of the Year Global Reviews Industry Endorsements 10

11 RightNow Technologies has a proven track record for providing quality CRM solutions and excellent service and thus should be at the top of every higher education institution s CRM shortlist. RightNow s robust, flexible, and quick to deploy solution supports great constituent experiences across the student lifecycle to attract applicants, retain active students, and maintain quality relationships with alumni. Nicole Engelbert Datamonitor 11