making leaders successful everyday by kate leggett
DESCRIPTION
Companies today are striving to deliver differentiated and compelling service. Yet few succeed. Customers are using more interaction channels, and have more control over the relationship that they have with companies than ever before. The result? Customer defection and loss of revenue. In this strategy-focused session, we’ll discuss how companies are doing at meeting customer expectations, why it’s important to do so; and how you can deliver better service. We will present the top customer service trends and how you should use align with these trends to move the needle on the quality of service that you deliver to your customers.TRANSCRIPT
Making Leaders Successful Every Day
Customer Service In The Age Of The Customer – A Forrester Perspective
Kate Leggett
Principal Analyst, Forrester Research
@kateleggett
92%Companies view customer experience as one of their top priorities
60%Use customer
experiences as a competitive differentiator
The State Of Customer Experience, Management, 2013
© 2012 Forrester Research, Inc. Reproduction ProhibitedSource: Forrsights Software Survey, Q4 2013,
Base: 2,074 IT executives and technology decision-makers
Other
Human resources
Procurement
Order fufillment
Research and development
Finance
Sales
4%
7%
13%
14%
16%
18%
21%
22%
25%
25%
25%
32%
38%
Sales and Customer Service are the top
departments for software strategy and investments
in 2014
In 2014, Investments in customer-facing technologies top the list
Forrester’s Customer Experience Index
© 2013 Forrester Research, Inc. Reproduction Prohibited 6
Source: January 121, 2014, “The Customer Experience Index, 2014” Forrester report
Few companies deliver an outstanding experience
53%
Good customer experiences are good for business
March 2012 “The Business Impact Of Customer Experience, 2012”
Customer service managers agree that customer experience is important
CostCustomer
satisfaction and loyalty
Revenue
Compliance
It is increasingly difficult to deliver good customer service as the customer service leader must balance customer needs with business needs
www.astutesolutions.com
Most companies are a mess of siloed applications
38%
44%
© 2012 Forrester Research, Inc. Reproduction Prohibited
Knowledge is everywhere
© 2012 Forrester Research, Inc. Reproduction Prohibited
The volume of social inquiries and comments overwhelm companies
© 2012 Forrester Research, Inc. Reproduction Prohibited
Companies offer more customer touchpoints than ever before, with inconsistent content and experiences
Poor service is costly
Your customers switch to more expensive channels when the online interactions lets them down
August 2012 “Websites That Don’t Support Customers Waste Millions”
Customers complain about poor service
41% say that complaints about customer service
from other consumers on social sites like Twitter or
Facebook strongly influence my image of a
company.
© 2012 Forrester Research, Inc. Reproduction Prohibited
What are the top trends in customer service that I should pay attention to?
“I know how I want to deliver good customer but I don’t know where to start.”
Service Manager
Customers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Customer service should be……
© 2012 Forrester Research, Inc. Reproduction Prohibited
Customer service should be……
© 2012 Forrester Research, Inc. Reproduction Prohibited
Understand that your customers expect effortless service
Customer Experience Online Survey, 2013
52% will abandon online purchases if they can’t find a quick answer
For 71%, valuing their time is the most important thing a company can do to provide good service
..That they want to interact over a range of communication channels
…And they want to use multiple communication channels in a single interaction
Omnichannel is reality..
© 2012 Forrester Research, Inc. Reproduction Prohibited
Realize that your customers are deeply mobile enabled
October 2013 “Digital Customer Experience Teams In The Post-PC Era”
24© 2012 Forrester Research, Inc. Reproduction Prohibited
That time on mobile devices has overtaken time on others…
And that customer service organizations must adopt a mobile-first mindset
Accenture Global Pulse Survey
Look to using BPM tools to standardize service delivery
© 2012 Forrester Research, Inc. Reproduction Prohibited
February 2012 “Update 2012: Proactive Outbound Notification Saves Money”
Rely on outbound communications to keep your customers in the loop
• November 2013 “Anticipate Your Customer’s Next Move With Proactive Experiences”
Invest in proactive engagement
© 2012 Forrester Research, Inc. Reproduction ProhibitedNovember 2013 “Anticipate Your Customer’s Next Move With Proactive Experiences”
© 2012 Forrester Research, Inc. Reproduction Prohibited
Google Now uses machine learning to proactively deliver relevant information
November 2013 “Anticipate Your Customer’s Next Move With Proactive Experiences”
Deliver consistent knowledge across all touchpoints
© 2012 Forrester Research, Inc. Reproduction Prohibited
© 2012 Forrester Research, Inc. Reproduction Prohibited
Use decisioning to power offers, actions and connections
Forums
phone
web
social
Customers & Agents
Work
virtual bookmarks
Linked In
activity
Forum Posts
Service ManagerDerive Insights
ANALYZECOLLECT
Listen to your customers and act on their insights
IMPROVE
BehavioralData
InteractionData
Content Utilization
People Performance
Experience Effectiveness
New York City Solicited Citizen Input For Bike Rental Station Placement
April 2012 “Governments Embrace New Modes Of Constituent Engagement”
© 2012 Forrester Research, Inc. Reproduction Prohibited
© 2014 Forrester Research, Inc. Reproduction Prohibited
Many Customer Service Organizations Focus On Increasing Efficiency
February 2014 “Navigate The Future Of Customer Service In 2014”
© 2012 Forrester Research, Inc. Reproduction Prohibited
Realize that an improved agent experience leads to better customer satisfaction outcomes
“Complete the following statement in the way that best describes your ability to correlate animproved agent experience to better customer satisfaction:
We can correlate a good agent experience to good customer satisfaction ratings...”
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012; shared with permission
Base: 196 United States Customer Service decision-makers
Cloud deployments are increasing
Lack of in-house IT staff to maintain a traditional software solution
Ability to substitute upfront costs with regular monthly payments
Having access to a wide ecosystem of solutions around the core SaaS application
Iterative deployment model supports a higher level of innovation within the business
Gaining a feature or functionality that is not available in a traditional, licensed software package
To support a large number of mobile and remote users
Improve collaboration with business partners
Lower overall costs
Support business innovation with new capabilities
Allows us to focus resources on more important projects
Faster delivery of new features and functions from SaaS/as-a-service providers
Speed of implementation and deployment
Improved business agility
28%
33%
35%
38%
37%
33%
34%
31%
42%
38%
40%
38%
39%
21%
21%
22%
21%
23%
29%
29%
36%
26%
31%
29%
34%
36%
Very important factorImportant factor (rating of 4)
Cloud deployments deliver increased business agility
Source: Forrsights Software Survey, Q4 2013,
Base: 1,417 IT executives and technology decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Focus on people, process and technology to move the needle on online customer service experiences
Thank youKate Leggett
Principal Analyst
Thank you