five ways to deliver exceptional customer care in 2015

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#CEM Webinar | @ drnatalie| @rwang0| @BoldChat

Five Ways To Deliver

Exceptional Customer Care

in 2015

Natalie Petouhoff (@drnatalie)

Vice President & Principal Analyst

January 27th, 2015

R “Ray” Wang (@rwang0)

Principal Analyst & CEO

The State of Customer Service and Support Evolves in 2015 To

Customer Success Management

© 2010 - 2015 Constellation Research, Inc. All rights reserved. © 2010 - 2015 Constellation Research, Inc. All rights reserved. 2#CEM Webinar | @ drnatalie| @rwang0| @BoldChat

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2015 is the year of the customer’s choice

Digital disruption and the emergence of mobile in customer care has changed everything

Next generation customer experiences have to be customer-centric

Must deliver ubiquitous customer care - support when & where customers are

Choice of channels is up to the customer, not the company

Example Channels: Chat vs. Phone: need both, but perfect chat to reduce costs & improve the experience

Key takeaways: What companies can do to stay ahead/make a difference in 2015

© 2010 – 2015 Constellation Research, Inc. All rights reserved. #CEM Webinar | @ drnatalie| @rwang0| @BoldChat

This is the year of the

customer’s choice:• Opt-in Customers

– Customers can easily find information about

products and services

– And from sources they trust – peers

5


What are customers saying about your products?

• Take any product

• Where are customer sharing their

thoughts and experiences?

6


Customers believe other customers reviews

• Customers believe each other

• Sometimes, even if they don’t

know each other

7

457 REVIEWS• 5 STAR: 285

• 4 STAR: 111

• 3 STAR: 27

• 2 STAR: 17

• 1 STAR: 17


Companies need to be listening and

responsive

8

Company Answered Questions &

Dialogue With Customers:

– 141

– Tells you the company is

listening & responding


You are a customer: Who do you Believe?

9

Company Answered Questions & Has A Dialogue With Customers:

– People vote on the answers the company gives

– This requires something very different for companies


Opt-Out

Customers

Customers can easily opt-out

of doing business with you if

you loose their trust

10

BYE


11

Organizations need to rethink their approach…

IT’S TIME

TO RETHINK

EVERYTHING…& understand what the

digital disruption means to your business…


The Digital

DisruptionRequires companies to be….

Transparent - Authentic - Genuine - Honest – Respectful - Helpful – Kind – Trustworthy


Digital disruption is changing business

• CoIT –

– Consumerization of IT

– Means that consumers

want everything they use

when they interact with

you to be easy and simple

– like Google & Facebook

• Are you making it easy or

difficult to do business with

you?

• User interface design is

extremely important

13


Digital disruption means being

customer-centric• Next generation customer experience

has to be customer-centric

• Need a strategy to change how the

company approaches its customers

– Customer-centric Strategy

– Customer-centric People (employees,

partners, stakeholders…)

– Customer-centric Processes

– Customer-centric Technology

• May require organizational change

management

14

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Source:: Internet Retailer, 2015, Internet Retailer, 2014, comScore Inc.

Mobile Sales

• 25% of online sales during the

2014 holiday; up 27.2%

• 56% of time spent online retail

occurred on a mobile device

Part of the digital disruption:

Mobile has changed the game

Mobile web visits • 45% of all online traffic stemming from mobile devices,

up 25.5%

https://www.internetretailer.com/2015/01/08/mobile-retail-traffic-and-sales-surge-during-holidays?cid=irtm

https://www.internetretailer.com/2014/09/04/exclusive-mobile-now-primary-way-consumers-shop-online


Mobile is key to

your business

Example: mobile traffic to the 26 retail

clients for 1 month

• Generated $180 million in web

revenue in August 2014

• 27.3% from smartphones and tablets

This is all part of the

digital disruption

16

Sources: Internet Retailer, 2015, Internet Retailer, 2014, comScore Inc.

https://www.internetretailer.com/2015/01/08/mobile-retail-traffic-and-sales-surge-during-holidays?cid=irtm

https://www.internetretailer.com/2014/09/04/exclusive-mobile-now-primary-way-consumers-shop-online


Digital disruption means delivering

ubiquitous customer care • Multi-channel:

– Operational view of how customer interact

within each channel

• Omni-channel:

– Implies it’s the customer’s view of their

interactions with the company,

– Orchestrated across all channels in a

seamless, integrated and consistent context

• Ubiquitous channels

– Providing support when and where ever

customers are, 24/7

17


New focus: ubiquitous channels

• No premeditation by customer on which

channel or device they will use to interact

with a brand and make a purchase

• But there must be hyper-premeditation by

the brand to create ubiquitous channel

and device loyalty

• Choice of channels is up to the customer,

not the company

18


Channel preference vs. customer experience

A customer may prefer to

speak to an agent

• Because they want to

talk to a human

• But because the phone

experience is so

frustrating, they want to

avoid the phone

• That’s why something

like chat is a good option

19

How can I help you?

I’m having problems with…


Customers Have More Choices Than Ever

20…with unboundless options; will they pick your company?


Customer Service…

Is now customer success management• Customer Success Management

– Don’t just care about the customer as a lead

– Don’t just care about the customer as a sale

– Don’t just care about the customer in service

• Care about the customer in every interaction

– Great, continuous, consistent experiences

– Retention, revenue = increase customer lifetime value

– Bad experiences: lost customer

• No Customers, No Business. It’s that simple.

21


Customer success management…

Customer Lifetime Value• How long a customer buys from you

• How much they buy each time

• How much their purchase amount goes up over time

Increase the number of customers and their customer lifetime value, continuously


Where is your company on the digital

transformation of next generation customer

service?

Market Leaders will• Grow their revenue • Reduce costs faster

Than any other segment


1. Understand what digital transformation

entails


2. Decide to deliver great digital customer

experiences


3. Gain buy-in & support from all levels in the

organization top to bottom


4. Evaluate where you are with respect to

providing ubiquitous channel and device

experiences.

What’s your score?


5. Your gaps create your roadmap for next

generation, ubiquitous channel and device,

customer-centric experiences.


Savvy customer service professionals are

leading their companies

…not only to advance service, but to lead the whole

company in transforming Customer Service into

Customer Success Management


Q & A


Thank you

R “Ray” Wang

[email protected]

Twitter: @rwang0

Dr. Natalie Petouhoff

[email protected]

Twitter: @drnatalie

five ways to deliver exceptional customer care in 2015

Technology

customer choice

customer carewhy

exceptional customer

state of customer service

omni channel customer

customercentricthe importance

customer success management

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