eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!
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Transcript of eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!
Transforming Digital JourneysIT’S SPRINT, AND A MARATHON!
Noel Harris | Director of Digital Transformation, eGain 8th March 2016
Customer Journey Optimisation (CJO)
Slide 2
AGENDA
eGain CJO in Action
Visualization Tools in eGain CJO
The path of least resistance
Reality throws up differences to the way it was designed…
Perception versus reality
Idealised customer journeys ignore the complexity of real-world interactions
Customer experience todayYou don’t really know me
You don’t know what I want
You don’t know how to serve me or make me happy
Your interventions with me are NOT Personal, Relevant, Targeted
So what is eGain CJO?
Incremental Value
Aggregate Visualise
Intent
Pattern and trends
Omnichannel maps
Analyse
Customer Journey Optimisation (CJO)
Slide 7
AGENDA
eGain CJO in Action
Visualization Tools in eGain CJO
Real life examples –Effectiveness of Offers
Real life examples –Effectiveness of Offers
15% discount -31% Conversion
Chat –32% Conversion
20% discount 36% Conversion
Across all devices we start to see differences in the offers performance
20% discount offer is the most successful at driving incremental revenue
Baseline was 9% conversion
Real life examples –Effectiveness of Offers
15% discount -32% Conversion
Chat –32% Conversion
20% discount 35% Conversion
PC20% discount offer is still the most successful at driving incremental revenue
15% discount now as effective as chat
Based on the ‘value’ of the discount the strategy may start to change……
Real life examples –Effectiveness of Offers Tablet
15% discount -41% Conversion
Chat –31% Conversion
20% discount 31% Conversion
When customers use a tablet we see changes in the offer effectiveness
Now the 15% discount is the most successful offer
All that being said…..you also need to consider additional data points
Real life examples –Other considerations
Customer Journey Optimisation (CJO)
Slide 13
AGENDA
eGain CJO in Action
Visualization Tools in eGain CJO
Web event analyser
Segment and categorise
Stage by stage analysis
Simplify the Macro view of the website
Start to understand high effort bottlenecks
Where is the best point to intervene?
Where are customers displaying signs of high effort?
Click by click analysis
Web traffic analyser
Apply treatment and Guide to Quick Value
Linked to business and customer success criteria
Micro view of the customer journey
Flow analyser
Remove the sticking plaster…
Parameters easily transferable between apps
Ability to segment the data
Site overview and demand profiling made easy
Omnichannel dashboard
It’s a Sprint, and a Marathon
eGain CJOProviding Insight and enabling Intervention
eGain OneTagChat/Cobrowse
Journey Analytics eGain OffersKnowledge
Virtual Assistant
Click to Call
INSTRUMENT ANALYSE INSIGHT INTERVENE
Structured Sprint Based Continuous Improvement
The Prize for running the Marathon and the Sprint
Personal, relevant, targeted customer interventions
ZCR (zero contact resolution)
Improved NPS and efficiency
Reduced customer effort
Guide to Quick Value
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