Smarter Customer Engagement

Transcription

1 Smarter Customer Engagement Using data-driven insight and design Brooks Crichlow Vice President Product Marketing 20 th November /7 CUSTOMER, INC.

2 Data + Design are your competitive advantage A unique experience for each consumer Across self-service and assisted service Higher revenues, lower service costs, and more satisfied customers /7 CUSTOMER, INC. 2 Photo by Elif Ayiter Creative Commons Attribution-NonCommercial License

3 We live in an omnichannel world Experiences are connected, Conversations are continuous, Context must be persistent. 93% go to the Internet first 81% use three channels to engage with customer service 90% cross devices during a single journey 66% use smartphone and tablet simultaneously /7 CUSTOMER, INC. Sources: Forrester, Gartner, Harris Interactive 3

4 With strong forces shaping expectations GOOGLE NOW 1 billion active Android users Google Now users? Moving Google Now the lock screen /7 CUSTOMER, INC. Sources: Google, CNBC, TechCrunch 4

5 With strong forces shaping expectations APPLE CONTINUITY 80m Mac 100m ipod 200m ipad 500m iphone 130m new Apple customers in the last year /7 CUSTOMER, INC. Sources: Apple, CNBC, TechCrunch 5

6 Consistency across all engagement channels will give you a competitive edge today, but in three years, it will be the standard Michael Maoz, Distinguished Analyst, Gartner CONFIDENTIAL /7 CUSTOMER, INC. 6

7 Technology alone is not sufficient CONFIDENTIAL /7 CUSTOMER, INC. 7

8 Experience now matters more than technology John Maeda, Design Partner Kleiner Perkins Caulfield & Byers CONFIDENTIAL /7 CUSTOMER, INC. 8

9 A framework for smarter customer engagement Understand Customer Journeys Anticipate Customer Intent Engage with Intuitive Experiences Optimize for Outcomes /7 CUSTOMER, INC. 9

10 Understand Customer Journeys What are your customers telling you? Checkout pages: Level 1 issue categorization Checkout pages (Shipping): Level 2 issue categorization Store pickup Shipping Product info 20% 14% 12% Latest date of delivery Order status Not given free shipping Checking for free shipping 14.1% 13.0% 11.7% 17.9% Price changing in Discount Layaway Reward 10% 9% 6% 5% Shipping availability at desired Queries on shipping charges Return policy Installation with shipping Change in delivery address 5.0% 4.3% 3.9% 11.2% 10.0% Order confirmation Others 4% 20% Ship to store option not given Preorder shipping criteria Received damaged items 2.3% 2.0% 1.6% Request for store pickup against 1.5% All items not shipped 1.5% 0.0% 5.0% 10.0% 15.0% 20.0% Data source: text-mined 8M+ actual customer interactions; date range Oct 2012 Sept 2013 CONFIDENTIAL /7 CUSTOMER, INC. 10

11 Value to customer Understand Customer Journeys Focus on high value journeys Returns Order status Product availability Product assistance Promotions Shipping Account management Password reset Warranties Store pickup Social referrals Cancellations Membership & rewards Price matching Pre-orders Payments Seller assistance Automation candidates Journeys often requiring assistance Value to business Commonly crossing channels CONFIDENTIAL /7 CUSTOMER, INC. 11

12 Anticipate Customer Intent Apply predictive models to anticipate intent CUSTOMER DATA + JOURNEY DATA + SESSION DATA PREDICTIVE MODELS CONFIDENTIAL /7 CUSTOMER, INC. 12

13 Anticipate Customer Intent Apply predictive models to anticipate intent CUSTOMER DATA + JOURNEY DATA + SESSION DATA PREDICTIVE MODELS WHO to TARGET. WHEN to INTERVENE. HOW to ENGAGE. WHAT to RECOMMEND. CONFIDENTIAL /7 CUSTOMER, INC. 13

14 Engage with Intuitive Experiences Engage customers in a contextual way Engage visitors based on predicted intent and propensity Personalize with relevant context to increase acceptance CONFIDENTIAL /7 CUSTOMER, INC. 14

15 Optimize for Outcomes Optimize with data-driven design Acceptance Rate = fn (Design) = fn (Icon Style, Font Style, Position of the widget, Message, Color of the widget) /7 CUSTOMER, INC. 15

16 Optimize for Outcomes Example: design of experiments Acceptance Rate = fn (Design) = fn (Icon Style, Font Style, Position of the widget, Message, Color of the widget) Icon style Font style Position of the widget\n Vs. Right Bottom Message Color of the widget # Factors = 5 # Full Factorial Exp. = 2 5 = 32 # Fractional Factorial Exp. = /7 CUSTOMER, INC. 16

17 Optimize for Outcomes Fractional-factorial design of experiments Designs Experimented GLM Model to estimate the effect of factors on Acceptance Rate Y ijklm = µ + α i + β j + γ k + δ l + θ m + ε ijklm k factor ANOVA Test of significance of factors /7 CUSTOMER, INC. 17

18 Optimize for Outcomes Fractional-factorial design of experiments Best Design /7 CUSTOMER, INC. 18

19 Optimize for Outcomes Fractional-factorial design of experiments Color of the widget: Yellow Best Design Message: Got questions about.. Icon style: 1 Font style: Trade Gothic Placement of the widget: Center /7 CUSTOMER, INC. 19

20 Optimize for Outcomes Fractional-factorial design of experiments Color of the widget: Yellow Best Design Message: Got questions about.. Icon style: 1 Font style: Trade Gothic Placement of the widget: Center Acceptance rate +19% Conversion rate +34% /7 CUSTOMER, INC. 20 (over default invite)

21 Smarter customer engagement Understand Customer Journeys Anticipate Customer Intent Engage with Intuitive Experiences Optimize for Outcomes /7 CUSTOMER, INC. 21

22 [24]7 We make it simple for consumers to connect with companies to get things done Our offering Customer engagement solutions for service and sales Powered by a cloud platform that uses big data and predictive analytics to deliver business outcomes /7 CUSTOMER, INC. 22

23 [24]7: Interaction platform for an omnichannel world Cloud platform processing billions of digital interactions per year Customer intent prediction Real-time decisioning Context transfer across devices, channels and sessions Rich interactive experiences Optimized for every screen /7 CUSTOMER, INC. 23

24 [24]7: Solutions, products, and services that make customer service and sales simple Solutions Predictive Sales Drive higher incremental revenue and customer acquisition Predictive Service Reduce customer effort to increase CSAT and NPS in customer service Self-Service Products Online Guided web self-service and virtual agents Virtual Assistant Multi-modal intelligent assistant Social Social Sharing Vivid Speech Mobile IVR Speech Natural language IVR Assisted-Service Products Assist Smart chat platform for web, mobile, and social engagement Assist for IVR Call deflection to mobile web chat for higher NPS and ROI Assist for Voice Smart voice agent platform for multi-modal engagement of voice callers Platform Customer Insights Real-time decisioning and personalized experiences across channels and devices through Big Data and predictive models /7 CUSTOMER, INC. 24

25 Thank you Brooks Crichlow /7 CUSTOMER, INC. 25

26 /7 CUSTOMER, INC. 26