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FINANCIAL

SERVICES

CONSUMER &

CORPORATE

HIGHER

EDUCATION

© 2011 Forrester Research, Inc. Reproduction Prohibited 8 © 2009 Forrester Research, Inc. Reproduction Prohibited

Empowering Your Customers With Online Self Service:

Kate Leggett and Diane Clarkson

Forrester Research

March 29, 2012

• Why it matters

• A New Model for Measurement

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90% of customer experience decision-makers

tell Forrester that a good customer experience is

critical to their company’s success.

63% think the importance of the customer

experience has risen.

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Few companies deliver an outstanding customer experience

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There is a wide variability between high and low performers

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A good customer experience correlates to loyalty

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The difference between high and low performance can be worth billions of dollars

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What are the key requirements to provide a successful online self service

consumer experience?

What are the key requirements for a successful online self-service business

process?

• What is IntelliResponse’s Online Self Service Assessment?

Agenda

What are the key requirements to provide a successful online self

service consumer experience?

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Consumers are telling us that they want to be self-reliant

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Help and FAQs remain the foundation of online support

January 2012 “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy”

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But online self service content often misses the target

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Online customer service satisfaction varies by generation

January 2012 “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy”

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Online self service is too often a barrage of irrelevant information

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What happens if you don’t deliver?

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Consumers want quick answers to questions or will abandon

January 2012 “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy”

Impatience increases with

older demographics

though younger

consumers are more likely

to prefer online service.

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What are the key requirements to provide a successful online self service

consumer experience?

What are the key requirements for a successful online self-service business

process?

• What is IntelliResponse’s Online Self Service Assessment?

Agenda

What are the key requirements for a successful online self-service

business process?

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Customers experience extends across multiple touchpoints

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Focus on consistent business processes

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Focus on contextual, relevant knowledge

Email

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What are the key requirements to provide a successful online self service

consumer experience?

What are the key requirements for a successful online self-service business

process?

• What is IntelliResponse’s Online Self Service Assessment?

Agenda

What is IntelliResponse’s Online Self Service Assessment?

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The IntelliResponse model will help you to understand how good your online self-service experience is

Categories

of analysis

Maturity

Level

Scoring

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IntelliResponse’s Online Self Service Assessment is in two sections

The first section is an assessment of unbiased criteria based on Forrester

Research best practices. It is undertaken by IntelliResponse.

The second part will evaluate “behind the scenes” to look at strengths and

opportunities in your business processes. This is undertaken with yourself

and IntelliResponse.

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Section 1: Online Self Service User Assessment

The purpose of this section to is review how effectively online self service

meets users' needs. This is undertaken in two steps:

1. Define user goals. The review attempts to complete straightforward

industry-relevant user goals such as looking for product or service

information.

2. Score online self service. IntelliResponse's Online Self Service

Performance Evaluation evaluates 14 criteria against best practices

derived from Forrester Research's Online Customer Service Functionality

Benchmark methodology and published research. The review is in the

following categories: accessibility and availability, relevance, findability,

escalation and feedback.

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This is what you will see from the IntelliResponse tool:

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Here is an example of how scores are based on maturity levels

This section evaluates how well accessible online self

service is. It looks at if it is easy to find self service and if

it’s offered contextually. It also assess the extent to which

there is cross-channel consistency.

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Online Self Service User Assessment scoring will indicate online self service strength

Scoring

Section 1: IntelliResponse Online Self Service Performance Evaluation

Strong 16 to 22 points

Good 11 - 15 point

Pass 11 points

Insufficient to pass 9 or lower

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Section 2: The business process evaluation is done in conjunction with you

You will be asked to answer a set of questions

about the maturity of knowledge programs

and practices.

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Scoring for business process evaluation

Section 2: IntelliResponse Business Process Evaluation

Scoring

Strong 16 to 22 points

Good 11 - 15 point

Pass 11 points

Insufficient to pass 9 or lower

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The key takeaways you will receive from undertaking the IntelliResponse evaluation include:

An unbiased assessment of your online customer service

A clear assessment of what your scores could be

An indication of where self-service technology can assist to improve

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Online Self-Service: Best Practice Examples

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