webinar-embracingthemobilechanneltodeliveranexceptionalcustomerexperience
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WELCOME!Th bi ill b i i tThe webinar will begin in a moment….
© 2012 Forrester Research, Inc. Reproduction Prohibited1
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Embracing the Mobile ChannelEmbracing the Mobile Channel To Deliver an Exceptional Customer ExperienceCustomer Experience
Kate Leggett, Principal Analyst
F t R hForrester Research
© 2012 Forrester Research, Inc. Reproduction Prohibited2 © 2009 Forrester Research, Inc. Reproduction Prohibited
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CustomerCustomer experience decision
k th tmakers say that a good experience is pcritical to their success
Think the importance of p
customer experience has
risen
© 2012 Forrester Research, Inc. Reproduction Prohibited3
risen
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Forrester’s Customer Experience Index
© 2012 Forrester Research, Inc. Reproduction Prohibited4
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Few companies deliver an outstanding customer experience
© 2012 Forrester Research, Inc. Reproduction Prohibited5 © 2012 Forrester Research, Inc. Reproduction Prohibited
Source: April 24, 2012, “The State Of Customer Experience, 2012” Forrester report
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There is a wide variability between high and low performers
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Good customer experiences are good for business
© 2012 Forrester Research, Inc. Reproduction Prohibited7
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Customer service managers agree that customer experience is important
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The customer service leader must balance customer needs with business needs
CostCustomer
satisfaction and loyalty
Complianceloyalty
Revenue
© 2012 Forrester Research, Inc. Reproduction Prohibited9
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The customer service leader must balance customer needs with business needs
CostCustomer
satisfaction and loyalty
Compliancey y
Revenue
© 2012 Forrester Research, Inc. Reproduction Prohibited10
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Consumers want quick answers to questions or will abandon
© 2012 Forrester Research, Inc. Reproduction Prohibited11
Source: January 23, 2012, “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy” Forrester report
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The reach of negative opinions about your brand is amplified with social technologies
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The customer service leader must balance customer needs with business needs
C tCostCustomer
satisfaction and loyalty
Revenue
Compliance
Revenue
© 2012 Forrester Research, Inc. Reproduction Prohibited13
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One solution is to move customer service to less expensive communication channels
© 2012 Forrester Research, Inc. Reproduction Prohibited14Source: December 18, 2009, “It’s Time To Give Virtual Agents Another Look” Forrester report
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Customers want to engage using a variety of communication channels
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Realize that online channel usage has grown in the past two years
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Take a step back and think about the journey that customers expect to have with a company
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Most of the time this journey is fractured. Why?
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Most companies are a mess of disconnected technologyMost companies are a mess of disconnected technology
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Companies are not investing in shoring up the foundations of good interactions
© 2012 Forrester Research, Inc. Reproduction Prohibited20 © 2012 Forrester Research, Inc. Reproduction ProhibitedSource: “Contact Center Purchase Plans 2011” Forrester report
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Agents don't have access to the right information at the right time
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And the volume of social inquiries and comments overwhelm companies
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Companies offer more customer touchpoints than ever before
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But there is added complexity….and its to do with mobilityYour customer’s workplaces are becoming less defined
And your customer use a range of devices
DesktopDesktop80%
Laptop46%
SmartphoneSmartphone29%
Tablet8%
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Mobile penetration has reached saturation…but what is the experience?
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Questions will be answered after our next presenter. Please type any questions that you may have in the yp y q y yQ&A box to the right of your screen.
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Steve Herlocher SVP MarketingSteve Herlocher SVP MarketingSteve Herlocher, SVP MarketingSteve Herlocher, SVP MarketingJacada, Inc.Jacada, Inc.
© 2012 Jacada, Inc. All rights reserved.
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The evolution of the fragmented experience
The last decade was all about delivering a 360 view of the customercustomer
Now it’s about Now it s about delivering a 360 view
f th
© 2012 Jacada, Inc. All rights reserved.
of the company
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Consistent experiences across all channels
Voice Web/Chat MobileSocialIVR
Mature Customer Facing Interactions
© 2012 Jacada, Inc. All rights reserved.
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…with continuity through the journey
Voice Web/Chat MobileSocialIVR
Interaction started in one channel can be seamlessly continued i th h lin another channel
First Session Mature Customer Facing Interactions
First Session Resolution
© 2012 Jacada, Inc. All rights reserved.
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© 2012 Jacada, Inc. All rights reserved.
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Mobile usage exceeds PC
2016Smartphones& Tablets
Desktops
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Mobile App usage explodes
Mobile App Usage*
Has Exceeded 40 billion PC Web Browsing apps downloaded
© 2012 Jacada, Inc. All rights reserved.*Measured in minutes Ref: http://blog.flurry.com/bid/80241/Mobile-App-Usage-Further-Dominates-Web-Spurred-by-Facebook
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Mobility and a consistent experience?
Take advantage of theTake advantage of the device
M k it ff ti lfMake it an effective self service channel
Use it as a bridge to all channels
Leverage existing assets to keep it affordable
© 2012 Jacada, Inc. All rights reserved.
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Use a common interaction platform
Voice Web/Chat MobileSocialIVR
Existing Assets
© 2012 Jacada, Inc. All rights reserved.
Customer Service InteractionsDesigner for Creating & Monitoring Re-usable Interactions
Existing AssetsKnowledge, Content, Data
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The Jacada solution
Visit Jacada.com & Download Your Visit Jacada.com & Download Your
Free JMA Trial Kit
Start Building Interactions & Instantly Deploy Them
© 2012 Jacada, Inc. All rights reserved.
Instantly Deploy Them
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Thank You For Attending!Thank You For Attending!
Please type any questions that you may have in the Q&A box to the right of your screen.
Kate Leggett+1 (650) 269 8658
Steve Herlocher+1 (770) 776 2218+1 (650) 269-8658
Twitter: @kateleggett
Blog:http://blogs.forrester.com/ kate_leggett
kleggett@forrester com
+1 (770) 776-2218
www.Jacada.com
© 2012 Jacada, Inc. All rights reserved.
www.forrester.com