5 Tips for Productive Multi-Channel Customer Service

Transcription

1 5 Tips for Productive Multi-Channel Customer Service This presentation is part of the CX Super Heroes Webinar Series Thank you for joining us. We will begin promptly at 1:00pm ET / 10:00am PT. To hear the audio, you will need to use WebEx audio receive a call back or dial-in options available. All lines are muted. Please use the Chat panel for questions.

2 Welcome Thank you for joining today! Speaker Submit questions via the WebEx Chat panel & Twitter David Lowy VP, Product Management, Moxie Software Session will be recorded and sent to attendees with presentation

3 5 Tips for Productive Multi- Channel Customer Service David Lowy, VP, Product Management September 12, 2012

4 Agenda Importance of the Customer Experience The Five Tips: 1. Maximize First Contact Resolution 2. Leverage Your Knowledgebase 3. Right Channel Your Customers 4. Create Great Agent Workspaces 5. Push to the Right Channel Measuring Success Conclusion

5 Importance of the Customer Experience

6 Better Customer Experiences Drive Revenue Total annual impact (in millions)

7 Better Customer Experiences Cut Costs 3 out of 4 consumers move to another channel when online customer service fails, costing an organization an average of $22 million. 7

8 And...Customers Expect You to Respond on Social

9 Tip 1: Maximize First Contact Resolution

10 Cost to Resolve a a Service Request Tip 1: Maximize First Contact Resolution Service Delivery Costs vs. Time to Resolve High 10+ Days > $300 2 Days $155 First Contact $49 24 Hours $61 Low First Contact Time to Resolve a Service Request Multiple Days Source: ServiceXRG (

11 Tip 1: Maximize First Contact Resolution

12 Tip 1: Maximize First Contact Resolution Deploy a unified knowledgebase

13 Tip 2: Leverage Your Knowledgebase

14 Tip 2: Leverage Your Knowledgebase Focus on Dynamic Content 80/20 rule applies 80% of questions are answered by 20% of your content Outline workflow specifically around mission-critical, high volume content e.g. New policies affecting customers, product recalls, new products Find the balance between perfect and timely content Develop a workflow to drive continuous improvement

15 Build It Together Embrace social interactions & collaborate tools Collaborate, Collaborate, Collaborate Customers Partners Employees: Extend the contact center to the back office Extend content creation Wikis Blogs Forums

16 Tip 2: Leverage Your Knowledgebase Deploy it EVERYWHERE

17 Tip 3: Right Channel Your Customers

18 Tip 3: Right Channel Your Customers Most Used Customer Communication Channels Telephone Knowledgebase FAQ Chat Community Click to Call Screensharing Virtual Agent Mobile / SMS Social Media 0% 10% 20% 30% 40% 50% 60% 70% 80%

19 Tip 3: Right Channel Your Customers Offer online customer service channels to meet your customers needs Self-service FAQs Site search Virtual agent IVR Social Low Complexity Virtual agent Mobile Proactive or reactive chat Community forums Medium Complexity Click to call Proactive or reactive chat Co-browsing Telephone High Complexity

20 Tip 3: Right Channel Your Customers Web Self-Service: Your First Line of Defense Is your Help Center easy to find? Does it offer answers to all your most frequently asked questions? Does it contain a contextual escalation path to live support? Is search prominently featured?

21 Tip 3: Right Channel Your Customers Auto Acknowledgement Setting expectations Pointing to self-service tools Bypass Web forms Auto Response with auto-close 100% accurate? Describe escalation methods Auto Suggest Multiple questions Customer history or data Auto Delete Thank you Customer history or data

22 Tip 3: Right Channel Your Customers Chat: Location, Location, Location Every page? Contact Us Page? Inflection Points? Proactive vs. Reactive

23 Tip 3: Right Channel Your Customers Proactively engage your customers Use analytics to determine whether or not to engage a customer Use metrics to create conditions and rules for candidates Rule and agent initiated customer engagements Leverage existing Web content during session Teach agents the customer experience Use Chat Text and Page Push Data Collection Name Address Subject Hidden Data

24 Tip 4: Create Great Agent Workspaces

25 Tip 4: Create Great Agent Workspaces Provide access to 80% of needed information 80% of the time Customize workspaces based on agent skills Provide simple integration to data invoices, billing, histories

26 Tip 4: Create Great Agent Workspaces A workspace is a user interface which enables an agent to perform day-to-day activities effectively. Flexibility Map workspaces to business processes Role-based user interfaces Channel-specific agent workspaces Controlled access to external data Productivity Everything is one click away Reduce number of clicks/keystrokes for navigation Single view Maximize screen real estate Manageability Non-programmatic design & deploy Drag & drop design Edit / read-only access

27 Tip 5: Push to the Right Channel

28 Tip 5: Push to the Right Channel

29 Tip 5: Push to the Right Channel

30 Tip 5: Push to the Right Channel

31 Tip 5: Push to the Right Channel

32 Tip 5: Push to the Right Channel On your Web site Home page In global navigation Help page - list channels in the order you want customers to use them Market channels in all customer communication Work with marketing to create a service awareness program - Educate customers on the service options available to them Remind customers about available service channels whenever possible in: Newsletters Up-sell, cross-sell s Direct mail Social marketing

33 Measuring Your Success

34 What s Next: Measuring Success Criteria for measuring success: Transaction Completion Rate Deflection Positive Experience Repeat Use Increased Time on Site Conversion Rate Customer Satisfaction Revenue Web Traffic

35 Watch Out for Common Obstacles

36 Conclusion Five Tips to Productive Multi-Channel Service 1. Maximize First Contact Resolution 2. Leverage Your Knowledgebase 3. Right Channel Your Customers 4. Create Great Agent Workspaces 5. Push to the Right Channel These tips give you a new model for servicing customers that will increase agent productivity, reduce cost, and increase profit per interaction.

37 Thank You Questions: WebEx Chat Panel Session recording and presentation will be sent via Contact Us: