What's the Easiest First Step to Omnichannel? Surprise—It's Your IVR!
Transcript of What's the Easiest First Step to Omnichannel? Surprise—It's Your IVR!
© 2016, Genesys Telecommunica5ons Laboratories, Inc. All rights reserved.
WHAT’S THE EASIEST FIRST STEP TO OMNICHANNEL? SURPRISE−IT’S YOUR IVR!
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CUSTOMER SERVICE ERA 1900-‐2000
CUSTOMER EXPERIENCE ERA 2000-‐2015
CUSTOMER RELATIONSHIP ERA NOW
THE NEXT CX REVOLUTION IS HAPPENING NOW
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Twi6er Face to Face
Kiosk
Chat
SMS Agent Tablet
Web
Mobile
IVR
Omnichannel
?
SELF-‐SERVICE MUCH MORE THAN IVR
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Twi6er Face to Face
Kiosk
Chat
SMS Agent Tablet
Web
Mobile
IVR
Omnichannel Self-‐Service
SELF-‐SERVICE MUCH MORE THAN IVR
Machine
Human
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THE POWER OF THE MODERN CUSTOMER
Source: The CIO's Blueprint For Strategy In The Age Of The Customer Forrester report
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Effectiveness
Emotion
Ease
WHAT ARE YOUR CUSTOMER EXPECTATIONS?
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GOOD CUSTOMER EXPERIENCES HAVE A QUANTIFIABLE IMPACT ON REVENUE
Source: “What drives a profitable customer experience Forrester report
Reten/on loyalty
Enrichment loyalty
Advocacy loyalty
The likelihood that a customer will keep exis/ng business with the company
The likelihood that a customer will buy addi/onal products and services from the company
The likelihood that a customer will recommend the company to others
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Effectiveness
Emotion
Ease How Important Is Omnichannel Self-Service In Providing Good Customer Experiences
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FORRESTER SURVEYED…
359 decision makers responsible for customer experience, contact centers and/or IVR administraWon
…across industries, at enterprises within North America, UK, Ireland, Australia and New Zealand
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FORRESTER DATA SHOWS THAT CUSTOMERS EXPECT YOU TO VALUE THEIR TIME
Source: The Future Of Customer Service Forrester Report
53% will abandon online purchases if they can’t find a
quick answer
For 77%, valuing their /me is the most important way to
provide good service
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FORRESTER DATA SHOWS THAT CUSTOMERS SELF-‐SERVE Help or FAQs on a company website or mobile website
Phone
Chat
Twi6er
Base: 4473 US adults (18+) Forrester Technographics, Customer Lifecycle Survey 2, 2015
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ALL SELF-‐SERVICE CHANNELS ARE POPULAR
Help or FAQs on a company website or mobile website
Phone
Voice self-‐service
Virtual agents
CommuniWes
Base: 4473 US adults (18+) Forrester Technographics, Customer Lifecycle Survey 2, 2015
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COMPANIES INVEST IN SELF-‐SERVICE TO DECREASE COST AND IMPROVE SATISFACTION
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Of the channels you have in place today for customer service, what are your plans to allow for a self-service option?
Base: Variable decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or IVR administration Source: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
19%
20%
19%
20%
21%
16%
20%
19%
21%
21%
19%
40%
35%
39%
40%
39%
41%
39%
38%
39%
40%
45%
23%
28%
25%
23%
25%
28%
27%
31%
29%
28%
27%
Speech enabled bots (n=254)
Voice (IVR) (n=277)
Social media (n=304)
Email (n=328)
Online forum or community (n=284)
Virtual chat agent for website (n=285)
SMS text message (n=278)
Virtual chat agent for smartphone (n=270)
Instant messaging applicaWons (n=285)
Mobile website (n=305)
Mobile phone applicaWon (n=294)
Expanding/ upgrading current use for self service Currently using for self service Currently piloWng use for self service
Total
91%
89%
89%
88%
86%
85%
85%
83%
83%
83%
82%
SURVEY RESULTS SHOWS THAT SELF-‐SERVICE IS EXPANDING
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Base: 359 decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or IVR administration Source: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
30%
32%
34%
44%
38%
38%
27%
42%
46%
49%
Reduce the number of agents in our contact center
Reduce inbound call (contact) volume
Decrease resoluWon Wmes
Free up agent resources to resolve complex service issues
Increase the contextual awareness of self-‐service channels
Analyze and report on customer behavior along self-‐service channels
De-‐escalate live agent interacWons
Provide an effecWve first point of service
Improve customer saWsfacWon by giving customers easy / effecWve access to informaWon
Meet customer expectaWons to be able to perform most acWviWes in self service
Customer satisfaction
Customer satisfaction
Efficiency
Customer information
What are your main reasons for using self-service capabilities? Select all that apply
SURVEY RESULTS VALIDATE THE KEY DRIVERS FOR SELF-‐SERVICE
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Effectiveness
Emotion
Ease How Important Is Omnichannel Self-Service In Providing Good Customer Experiences
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CUSTOMERS EXPECT TO BE SUPPORTED ALONG THEIR JOURNEY
Social
Web
In Person
Phone
Mobile
Browse Community
Forum
Browse Facebook Page
Browse A Company Website
Tweet About A Company
Email A Company
Service Agent
Navigate an IVR On A
Smartphone Receive Info Via
SMS
Transfer To Service Agent
Visit An In-‐Store Sales
Agent
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CUSTOMERS’ EXPECTATIONS FOR SERVICE HAVE RISEN
Base: 359 decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or IVR administration Source:: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
Thinking about your organization’s perception of customer service, experience, and engagement, how much do you agree or disagree with the following statements?
Showing those selecting “Agree” or “Completely agree”
73%
74%
74%
76%
Customers turn to mulWple service channels to resolve issues
Contextualized experiences result in repeat customers
Personalized self-‐service interacWons are increasingly important in building
customer relaWonships
Customers desire guided customer service experiences
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Customer service organiza/ons must balance customer sa/sfac/on with opera/onal costs
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Base: 247 decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or proactive customer communication at their organization Source: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
Which of the following barriers, if any, prevent your organization from sharing full context and information from self-service channels to voice
channels? Select all that apply
7%
28%
30%
31%
33%
34%
34%
35%
40%
We face no significant barriers
Lack of budget
Our channels are managed by different organizaWons
Difficulty integraWng new customer facing applicaWons
Changes to our IVR are costly
Our technology plamorm does not allow access to customer profiles and customer history
Our technology plamorm lacks the flexibility for data integraWon
Outdated IVR systems; updates to our IVR are intensive and complex
Our channels are implemented in silos, with no visibility of customer data and acWons across channels
STRUCTURAL AND TECHNICAL CHALLENGES PREVENT SHARING OF INFORMATION
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THIS RESULTS IN CUSTOMERS CHANNEL HOPPING
Base: 359 decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or IVR administration Source: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
Thinking about your organization’s perception of customer service, experience, and engagement, how much do you agree or disagree with the following statements?
Showing those selecting “Agree” or “Completely agree”
73%
74%
74%
76%
Customers turn to mulWple service channels to resolve issues
Contextualized experiences result in repeat customers
Personalized self-‐service interacWons are increasingly important in building
customer relaWonships
Customers desire guided customer service experiences
And Its About Delivering Differentiated Experiences
Companies who have invested in omnichannel self-‐service reap its benefits
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OMNICHANNEL INCREASES CONFIDENCE IN THE ABILITY TO PROVIDE PERSONALIZATION ACROSS CHANNELS
Base: 359 decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or proactive customer communication at their organization Source: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
How effective is your organization at delivering a personalized customer experience across channels?
Showing those selecting “highly” or “extremely effective”
89%
55%
Have omnichannel self-‐service (n=112)
Do not have omnichannel self-‐service (n=247)
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Base: Variable decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or IVR administration Source: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
AS WELL AS WITHIN CHANNELS Of the channels that have self-service in place today, do you agree or
disagree that your organization can personalize the experience of customers in that channel?
Showing those stating “Strongly agree”
25%
23%
24%
20%
24%
23%
20%
27%
28%
24%
42%
45%
49%
51%
52%
53%
53%
56%
60%
61%
Voice (IVR)
Mobile phone website
Mobile phone applicaWon
Speech enabled bots
Virtual chat agent for website
Virtual chat agent for smartphone
SMS text message
Online forum or community
Social media
Have omnichannel self-‐service
Do not have omnichannel self-‐service
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Base: Variable decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or IVR administration Source: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
How significant of an impact have your self-service capabilities had on the following customer-centric metrics that your organization uses today?
Showing those selecting “high” or “crucial impact”
64%
65%
56%
65%
69%
75%
80%
87%
Call waiWng Wmes
Number of customer call backs
Service response Wme
Customer saWsfacWon score
Have omnichannel self-‐service
Do not have omnichannel self service
OMNICHANNEL COMPANIES EXCEL IN CX
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Base: Variable decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or IVR administration Source: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
45%
52%
49%
51%
51%
57%
57%
49%
48%
49%
77%
78%
81%
78%
80%
84%
84%
76%
79%
82%
Increase conversion rates
Increase revenue
Lower customer service agent costs
Increase brand loyalty
Improve the online/web customer experience
Improve the store/branch customer experience
Innovate capabiliWes related to customer self-‐service
Create a single view of the customer across channels
Coordinate mulWple service channels
Improve informaWon transfers across channels
Have omnichannel self-‐service Do not have omnichannel self service
What impact has using self-service for customer service currently had on your organization’s ability to address the following priorities?
Showing those selecting “high” or “crucial impact”
Customer information
Efficiency and overall
sales
Customer satisfaction
OMNICHANNEL IMPACTS BUSINESS PERFORMANCE
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FORRESTER RECOMMENDS
Offer coordinated self-‐service in line with customer expectaWons
Invest in true omnichannel experiences
Design omnichannel experiences
Keep a close pulse on customer changing requirements
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DON’T BE AFRAID TO TRADE
GIVE CUSTOMERS THE INFO THEY NEED TO MAKE GOOD DECISIONS
WE CAN’T TAKE ORDERS IN ADVANCE FOR THE IPHONE 7, BUT IF YOU WOULD LIKE TO BE ONE OF THE FIRST CUSTOMERS WE CONTACT WHEN IT IS RELEASED …
MONDAY MORNINGS ARE ALWAYS REALLY BUSY. IF YOUR CALL CAN WAIT UNTIL THIS AFTERNOON OR TOMORROW, PLEASE CALL US BACK THEN AND WE’LL PUT YOU TO THE TOP OF THE QUEUE …
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EMBRACING THE OMNICHANNEL
“If you would prefer to conWnue on your smartphone, just press 1 …”
Easing transiWon from voice to digital
New contact opWons from the web
Self-‐ and assisted service for the mobile generaWon
Micro-‐apps embedded with chat & messaging
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WHAT TO LOOK FOR IN AN OMNICHANNEL SOLUTION
INTEGRATED END-‐TO-‐END INNOVATIVE PERSONALIZED INTUITIVE
People, processes and technology that works together across channels, not in silos
Support for the end-‐to-‐end customer journey including self-‐service, assisted service & mulW-‐modal
Take advantage of developments in voice, web, chat, SMS, messaging, MicroApps, natural language, ArWficial Intelligence & IoT
Using informaWon about the customer, context and capacity to personalize & predict best response
Providing business users with the tools and data they need to deliver excepWonal customer experiences
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THREE THINGS TO TAKE AWAY
CUSTOMERS WANT TO SELF-‐SERVE
SHARE CONTEXT ACROSS IVR AND DIGITAL CHANNELS
OMNICHANNEL SELF-‐SERVICE SETS COMPANIES APART
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ENGAGE WITH GENESYS!
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