The Biggest Customer Experience Challenge: Escaping the Past

The Biggest Customer Experience Challenge: Escaping the PastFeaturing Don Peppers of Peppers & Rogers Group

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.

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2014 1to1 Media. All rights reserved. 1to1 Media is a registered trademark of Peppers & Rogers Group.

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Presenters

Reed HenryCMO

Don PeppersFounding Partner


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• Overcoming today's biggest CX challenges

• Creating consistent, seamless and personalized customer journeys

• Unifying cross-channel and cross-functional customer journeys to drive value across the customer lifecycle

• Building long-lasting, trusted relationships by proactively engaging each customer at the right time with the right interaction in the right channel

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What We'll Talk About


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Customer Experience

ChannelsHuman-Assisted

TouchpointsSelf-ServiceTouchpoints

Customer Journeys Customer-Facing Processes

Renew Service

Purchase

Install

Account Change

Problem Resolution

Playing Field: Customer Experience and Journeys

Contact Center

Field

Back Office

Direct to Rep

Contract Renew

Order Entry

Order Fulfillment

Customer Maintenance

Case Resolution

Moments of Truth – Touchpoint Interactions

CRM ERP BPM

Website

Voice IVR

Mobile App

Social

JourneyOrchestration

(seamless, consistent and personalized)

andAnalytics

CRM ERP BPMCRM ERP BPM


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Why Do Sea Turtles Cross the Entire Atlantic Ocean Just to Lay Their Eggs?


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Every 20 years, computers get a thousand

times faster and cheaper

Moore's Law


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32.2%Have social media

capability

19.8%Have a smartphone

offering

Pending Pressure for Change

27.9%Have web chat

function

28.6%Have an SMS

function

Contact Centers: the Evolution to Multi-channel

Source: Dimension Data, 2013

Generation Y Lists the Phone as

the 4th Channel Choice

42.3%Email/SMS

36.4%Social media

31.9%Smartphone

29.4%Phone

Contact Centers

Pending Pressure for Change

58%Use Web first, before calling

45%Say better Mobile

service reduces risk of churn

21%Say companies

provide consistent experience

89%Use 1 online

channel, average 3

Consumers: the Evolution to Multi-channel

Consumers


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Forecasting Challenged by Not Measuring Cost and Time of Transactions on …

Email

Internet

IVR

Smartphone applications

SMS (text messaging)

Social media

Speech

Telephone

Web chat

58.3%

69.7%

69.8%

86.7%

73.1%

76.3%

81.3%

33.8%

69.4%

Workforce Not Ready

Source: Dimension Data, 2013

27.2% Yes, can forecast across channels

13.8% Planned

57.1% No

Many Contact Centers are Flying Blind on Cross-channel Volume Forecasts

Cross-Channel Workforce Management

Workforce Not Ready


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Direct to Expert

FAIL

Voice Self-Service

The Rise of Digital Touchpoints and Channels

Web Self-Service

Contact Center

FAIL

58%

34%

Callers who first used web in current transaction

Callers on web while talking to a rep

Source: CEB

Social

FAIL

Mobile App


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Fragmented Silos Degrade CX and Increase Effort

Siloed and Fragmented Business and Touchpoints

Delivered with Fragmented and

Incomplete Solutions

Chat

CRM

ACD

SFA

Social

Mobile

WebCust Svc

IVR

Website

WFO

Website

MobileApp

ContactCenter

BackOffice

Line of Business

Department

Line of Business

Department

+ Bad Experiences=


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Technology changes the dimension of business competition

Customer

Needs

Satisfied

Customers Reached


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Technology changes the dimension of business competition

Product-Centric Competition

Market share

Customer

Needs

Satisfied

Customers Reached

Treating different

customers differently

Share of

customer

Cu

sto

me

r-C

en

tric

ity

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Relationships

are required


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…customers as unique addressable individuals

…by value, behavior and needs

…more cost -efficiently and

effectively

…some aspect of the company’s behavior,

offerings, or communications

Identify Differentiate Interact Customize

Managing customer relationships


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Customer ExperienceCustomer Insight

…customers as unique addressable individuals

…by value, behavior and needs


effectively



Identify Differentiate Interact Customize

Managing customer relationships


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Customer Experience

Interact Customize

And what is a “good” customer experience?


effectively




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Source: The Effortless Customer Experience, 2013


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Customer loyalty is not highly correlated

with a good customer experience!


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Friction reduces loyalty and cross-selling

However, customer dis-loyalty is highly

correlated with a bad customer experience!


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Friction reduces loyalty and cross-selling

However, customer dis-loyalty is highly

correlated with a bad customer experience!

The secret to customer loyalty is a frictionless

experience that removes obstacles


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Relevant

Valuable

Trustable

A frictionless customer experience is:


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Addressable, interactive channels generate increased customer insight

Relevant

Different customers are treated differently, and every customer appropriately

Analytics are used to differentiate customers by their needs, not just by their spending


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No hidden costs, unanticipated charges, or pricing tricks

Valuable

Good service delivered at a “fair price”

Doesn’t have to be least expensive, but on a par with competitive set

Value proposition should be obvious


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Trustable

Do we proactively watch out for our customers’ interests, even when it costs us?

Do we ever find the need to have one story for ourselves but another for the customer?

Would we discuss issues the same way if our customer were in the room with us?

Do we readily admit mistakes, take responsibility, and communicate frankly with our customers?


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Competence

Customer trust has always been important

Good Intentions

Doing things right

Doing the right thing


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Relevant and Trustable with 1 to 1 Personalization

IVR Website

Calls ExpeditedTransfer

Full Context

Contact Center

TransactionComplete

Failed Transaction

Relevant Journey-Specific Experience

Full Context


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Branch ContactCenterMobile AppWebsite Back Office

Purchase Journey

Onboarding Journey

Account Change Journey

Renewal and Repurchase Journey

Problem Resolution Journey

From Managing Touchpoints to Customer Journeys…

Companies focused on the end-to-end journey perform better

Customer Satisfaction

20%

Revenue Growth

10 to 15%

Lower Costto Serve

15 to 20%

Purchase Journey

Onboarding Journey

Account Change Journey

Renewal and Repurchase Journey

Problem Resolution Journey

Branch ContactCenterMobile AppWebsite Back Office

Source: McKinsey


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Managing Journeys, Not Just Interactions

One Company One Journey at a Time

Branch

Customer

Verification

Personalized

Options

Interaction

Routing

Event

Actions

Alerts and

Confirmations

Personalized

Offer

Situational

Survey

Interaction Flow


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Cloud Hybrid On-Premises

Genesys Customer Experience Platform

Store/Branch

Directto Rep

BackOffice

ContactCenter

MarketingPromotion

MobileAppWebsiteVoice IVR Social


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Zuckerberg’s Law

Every 20 years,

we interact a

thousand times

more

with others

Moore’s Law has a corollary:


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And the more we interact, the

more trust we demand

We want our interactions to be

more efficient

Interactions generate transparency


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Today’s customers have Higher Standards for trust

Proactive trustworthiness

It’s no longer enough simply to refrain

from cheating or deceiving customers

Today’s customers demand:


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Today’s customers have Higher Standards for trust

Proactive trustworthiness

It’s no longer enough simply to refrain

from cheating or deceiving customers

“Trustability”

Today’s customers demand:


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Extreme Trust means proactively protecting a

customer’s interest even when it costs money


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Extreme Trust, or “Trustability”

Doing things right

Doing the right thing

Proactively


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Extreme Trust is based on empathy

“Treat the customer the way

you would want to be treated

if you were the customer.”

Applying the “Principle of Reciprocity”

…and for a company, empathy is the

ultimate form of customer insight

Empathy is a deeply human instinct…


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Show empathy for others, and get more empathy in return

After the first Persian Gulf War (1991)…

…USAA proactively sent

out refunds for time spent

abroad by customers

>2500 customers

mailed their

refunds back!


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Customer Experience

ChannelsHuman-Assisted

TouchpointsSelf-ServiceTouchpoints

Renew Service

Purchase

Install

Account Change

Problem Resolution

Trustability - Proactive and Predictive

Contact Center

Field

Back Office

Direct to Rep

Contract Renew

Order Entry

Order Fulfillment

Customer Maintenance

Case Resolution

CRM ERP BPM

Website

Voice IVR

Mobile App

Social

Feedback andFollow-up

• Surveys• Speech/Text Analytics• Notifications• Automated WFO Cycle• Customer Offers

Proactive ExpectationSetting and Engagement

• Proactive Notifications• Proactive Self-Service

Engagement• Customer Offers• Journey Specific


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Optimal Customer Journey Re-Design

On-BoardingJourney First BillProvisionWelcomeSign Up

Deliver the Optimal Low-Effort Experience and Shape Customer BehaviorFrequent Proactive Notifications Lower Customer Effort – fewer interactions

Website

MobileApp

ContactCenter

Branch

Directto Rep

BackOffice


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CUSTOMER ENGAGEMENTORGANIZATION

• Journey Orchestration• Multi-modal, Cross-Channel• Predictive and Proactive• Journey Intent Routing• Soft Switching (egWebRTC)• Continuous WFO• Speech/Text Analytics• Journey Analytics & Insights• CX Work Item SLAs Enforced

Time

Contact Center Evolution

CALL CENTER

Human-Assisted Reach

Self-ServiceReach

Channels

Coverage • Single Channel• Interaction Focus• Next up staff• Work Mix is Broad

CONTACT CENTER& WEB SELF-SERVICE

• Siloed Multi-Channel • Interaction focus• Skill based Routing• Manual Quality Mgmt• Work Mix Complex• Touchpoints Siloed• WFO siloed• Analytics by Channel


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Ask The Experts!

For more information, please visit

www.genesys.com

Reed HenryCMO

Don PeppersFounding Partner

http://www.genesys.com/

Get the latest SKO updates on Twitter at #SKOSF13

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The Biggest Customer Experience Challenge: Escaping the Past

Technology

Transcript of The Biggest Customer Experience Challenge: Escaping the Past