rethinking customer service with kate leggett
TRANSCRIPT
Beyond CRM: Rethinking Customer Service Kate Leggett, Vice President, Principal Analyst
October 12, 2016
© 2016 Forrester Research, Inc. Reproduction Prohibited 2
Source: September 12, 2014 “The CIO’s Blueprint For Strategy In The Age Of The Customer” Forrester report
Customers Control the Conversation That They Have with Businesses
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Effectiveness
Emotion
Ease
What Are Your Customer Expectations?
© 2016 Forrester Research, Inc. Reproduction Prohibited 4
Source: June 27, 2014 “What Drives A Profitable Customer Experience” Forrester report
Good Customer Experiences are Good for Business
Retentionloyalty
Enrichmentloyalty
Advocacyloyalty
The likelihood that a customer will keep existing business with the company
The likelihood that a customer will buy additional products and services from the company
The likelihood that a customer will recommend the company to others
© 2016 Forrester Research, Inc. Reproduction Prohibited 5
Most Business Are A Mess Of Silos
5%
3%
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Knowledge is everywhere
© 2016 Forrester Research, Inc. Reproduction Prohibited 7
Companies Offer More Customer Touchpoints Than Ever Before
May 2014 “Brief: Systems Of Engagement Take Center Stage”
© 2016 Forrester Research, Inc. Reproduction Prohibited 8
Companies Have Not Transformed Their Measures Of Success
Outside-In Perspective
Productivity/efficiency
Customer satisfaction/NPSCustomer retentionIncreased revenue and company profitability
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Effectiveness
Emotion
Ease
© 2016 Forrester Research, Inc. Reproduction Prohibited 10
Source: January 5, 2016 “The Future Of Customer Service”
It’s About Valuing Your Customer’s Time
53% will abandon online purchases if they can’t find
a quick answer
For 73%, valuing their time is the most important way to provide good service
© 2016 Forrester Research, Inc. Reproduction Prohibited 11
Customer Self Service Takes Over
83% Phone
Base: 4473 US adults (18+) Forrester Technographics, Customer Lifecycle Survey 2, 2015
84%Help or FAQs on a company website or mobile website
63% Voice self-service
56%
52% Virtual agents
Communities
© 2016 Forrester Research, Inc. Reproduction Prohibited 12
When Self-Service Fails, Customers Seek Out Low Friction Channels
Consumer Technographic Lifestyle Data 2009-2015
Customers who have used chat for customer service
65% in 2015
58% in 2014
43% in 2012
38% in 2009
© 2016 Forrester Research, Inc. Reproduction Prohibited 13
Companies Invest In Knowledge Management As A Foundation For Self Service
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
Imagine A Google Now Experience
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Effectiveness
Emotion
Ease
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Process Automation Standardizes Service Delivery
Personalize Interactions
Profile
Situation
Future Needs
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Recommend the right knowledge
Pinpoint the right offer
Recommend the right next step
Streamline the service process
Connect customers to the
right agent
Route work correctly
Understand the customer
Pinpoint discounting thresholds
Identify product bundles
Identify the right hire
Identify the right training
© 2016 Forrester Research, Inc. Reproduction Prohibited 19
Social
Web
In person
Phone
Mobile
Support Your Customers Through Their End To End Journey
Browse Community
Forum
Browse Facebook
page
Browse a company website
Tweet about a company
Email a company
service agent
Navigate an IVR on a
smartphoneReceive info
via SMS
Transfer to service agent
Visit an In-store sales
agent
© 2016 Forrester Research, Inc. Reproduction Prohibited 20
Effectiveness
Emotion
Ease
© 2016 Forrester Research, Inc. Reproduction Prohibited 21
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It’s About Visual Engagement
© 2016 Forrester Research, Inc. Reproduction Prohibited 24
It’s About Proactive Service
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It’s About Leveraging Insights To Transform Experiences
We face a wave of innovation.
© 2016 Forrester Research, Inc. Reproduction Prohibited 27
Source: June 27, 2014 “What Drives A Profitable Customer Experience” Forrester report
Good Customer Experiences are Good for Business
Retentionloyalty
Enrichmentloyalty
Advocacyloyalty
The likelihood that a customer will keep existing business with the company
The likelihood that a customer will buy additional products and services from the company
The likelihood that a customer will recommend the company to others
© 2016 ServiceNow All Rights ReservedConfidential © 2016 ServiceNow All Rights ReservedConfidential
Beyond CRM: Rethinking Customer Service
Terence ChesireSr. Director of Product Management, ServiceNow
October 12th, 2016
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Despite Significant Investments, Customer Service Is Still Broken
of companies say they deliver superior customer service
80%
Forrester Research
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Despite Significant Investments, Customer Service Is Still Broken
of companies say they deliver superior customer service
of people think these same companies deliver customer
service worthy of a superior rating
80% 8%
Forrester Research
YET
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Existing Customer Service Solutions Are Broken
CRM Approach
? ?
Engage
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Existing Customer Service Solutions Are Broken
Service Management ApproachCRM Approach
?
Engage
? Fix Diagnose
Engage
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Customer Service Landscape: What’s Changed?
Install Base (CMDB)
Root Cause (Problem)
Engineering
Operations
Other Departments
Field Services
Engage FixDiagnose
Customer
CRM Approach(e.g., Salesforce, Oracle, SAP, Zendesk)
Case
Self Service(Service Catalog)
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Traditional Solutions
Introducing ServiceNow Customer Service ManagementTaking customer service beyond CRM
Device Connectivity
EventManagement
Problem (RCA)
Incident
CaseAgent TechnicianWork
Order
Phone
Chat
Portal
Process
Knowledge
Partner Customer
ChangeImprovement
Repair
Operations
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Introducing ServiceNow Customer Service ManagementConnecting people, workflows, and systems to deliver superior customer service
Device Connectivity
EventManagement
Problem (RCA)
Incident
CaseAgent TechnicianWork
Order
Phone
Chat
Portal
Process
Knowledge
Partner Customer
ChangeImprovement
Repair
Operations
Effortless Connected
Proactive
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Customer Service Management from ServiceNowPowering Customer Service for the Digitally Connected Economy
Omni-ChannelEngagement
Service Management Infrastructure
Incident - Problem - Change - SLA - CMDB - Asset - Workflow - Collaboration - Mobile - Analytics - API
Customer Service Processes
Field ServiceWork Order
CustomerCase Account Contact Contract Entitlement ProductPhone
Knowledge
Catalog Survey
Chat
Portal
SMS
Publications
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From CRM to Customer Service Management
Three Strategies for Modernizing Your Customer Service
1. Eliminate the reasons customers call in the first place
2. Stop simply reacting and
anticipate the issues
3. Enlist the whole organization into customer service