eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

21
Transforming Digital Journeys IT’S SPRINT, AND A MARATHON! Noel Harris | Director of Digital Transformation, eGain 8 th March 2016

Transcript of eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

Page 1: 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

Page 2: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

Customer Journey Optimisation (CJO)

Slide 2

AGENDA

eGain CJO in Action

Visualization Tools in eGain CJO

Page 3: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

The path of least resistance

Reality throws up differences to the way it was designed…

Page 4: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

Perception versus reality

Idealised customer journeys ignore the complexity of real-world interactions

Page 5: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

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

Page 6: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

So what is eGain CJO?

Incremental Value

Aggregate Visualise

Intent

Pattern and trends

Omnichannel maps

Analyse

Page 7: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

Customer Journey Optimisation (CJO)

Slide 7

AGENDA

eGain CJO in Action

Visualization Tools in eGain CJO

Page 8: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

Real life examples –Effectiveness of Offers

Page 9: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

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

Page 10: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

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……

Page 11: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

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

Page 12: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

Real life examples –Other considerations

Page 13: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

Customer Journey Optimisation (CJO)

Slide 13

AGENDA

eGain CJO in Action

Visualization Tools in eGain CJO

Page 14: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

Web event analyser

Segment and categorise

Stage by stage analysis

Simplify the Macro view of the website

Start to understand high effort bottlenecks

Page 15: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

Where is the best point to intervene?

Where are customers displaying signs of high effort?

Click by click analysis

Web traffic analyser

Page 16: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

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…

Page 17: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

Parameters easily transferable between apps

Ability to segment the data

Site overview and demand profiling made easy

Omnichannel dashboard

Page 18: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

It’s a Sprint, and a Marathon

Page 19: eGain Digital Day 2016 - Transforming Digital Journeys: 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

Page 20: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

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

Page 21: eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a Marathon!

© 2016 eGain Corporation. All rights reserved.