implementing multi channel social customer services, richard mc crossan, genesys

Implementing Multi-Channel Social Customer Services

Richard McCrossan @dossan Strategic Business Director EMEA, Genesys

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Difficulty to Control Brand

Image

Number of Channels

The challenge

Low

High

Many

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Focus on your Disloyal Customers

Sources of Loyalty

Service

Quality

Brand

Value

Features

Sources of Disloyalty

Service

Quality

Brand Value

Features

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94% Of customers

with low effort will repurchase

88% Of customers

with low effort increase spend

CUSTOMER CONTACT COUNCIL R

An excerpt from Shifting the Loyalty Curve

Mitigating Disloyalty by Reducing Customer Effort

96% Of customers who put forth high effort to resolve their issue are more disloyal

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Customers today are using a mix of channels to find answers. This means that you need to pay attention to your cross-channel experience. Make sure that customers can start a conversation on one channel and continue it on another.

http://blogs.forrester.com/kate_leggett/11-08-29-forrester_technographics_data_points_to_increased_communication_channel_usage_with_inconsistent_satis

57% contact centre calls come from web

Corporate Executive Board “Stop trying to delight your customers”

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Customer Service Adoption

1 in 4 seniors 50% aged 18-32 62% satisfaction

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Internet

Contact Center

Mobile

In Person

Cross Channel Conversations

Browse

Talk

Chat

Research

Question

Check

Specialist

Notified

Discuss

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Social- sphere

Expanding conversations to the Social sphere

Internet

Contact Center

Mobile

In Person

Browse

Talk

Chat

Research

Question

Check

Specialist

Notified

Discuss

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Internet

Contact Center

Mobile

In Person

Social- sphere

Expanding conversations to the Social sphere

Browse

Talk

Chat Question

Check

Specialist

Discuss

Check

Tweet

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Social Engagement

Listen

Prioritize

Engage

Integrate

Enabling Employees To Give Good Answers Reflect customer behaviour

Empower employees with

access to answers and tools to

respond.

Right Employee

Right Time

Right Response

Right Channel

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Leverage existing customer service tools, knowledge, expertise

Use customer’s cross channel history

Blend channels at the desktop

Close the loop

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Cross Channel Customer Service

• “Conversation aware” social customer service

Drive loyalty with cross channel

conversations

• Leverage tools and expertise for consistent brand experience

Create stronger relationships

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