5 Tips For Productive Multi-channel Service

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5 TIPS FOR PRODUCTIVE MULTI-CHANNEL CUSTOMER SERVICE

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5 TIPS FOR PRODUCTIVE MULTI-CHANNEL CUSTOMER SERVICE

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AGENDA • Importance of the Customer Experience

• The Five Tips:

1 Feed Your Knowledgebase

2 Right Channel Your Customers

3 Let Your Customer Choose (Sort Of)

4 Maximize First Contact Resolution

5 Create Great Agent Workspaces

• Measuring Your Success

• Conclusion

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IMPORTANCE OF THE CUSTOMER EXPERIENCE

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BETTER CUSTOMER EXPERIENCES DRIVE REVENUE

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BETTER CUSTOMER EXPERIENCES CUT COSTS

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CUSTOMERS EXPECT YOU TO RESPOND ON SOCIAL

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IMPROVE THE CUSTOMER JOURNEY

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FEED YOUR KNOWLEDGEBASE

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TIP 1: FEED YOUR KNOWLEDGEBASE

• Focus on Dynamic Content

• 80/20 rule applies

• 80% of questions are answered by 20% of your content

• Outline workflow specifically around mission-critical, high

volume content

• e.g. New policies affecting customers, product recalls, new

products

• Find the balance between perfect and timely content

• Develop a workflow to drive continuous improvement

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BUILD IT TOGETHER • Embrace social interactions & collaborative tools

• Collaborate, Collaborate, Collaborate

• Customers

• Partners

• Employees: Extend the contact center to the back office

• Extend content creation

• Wikis

• Blogs

• Forums

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TIP 1 SUMMARY: FEED YOUR KNOWLEDGEBASE

Leverage your

knowledgebase

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RIGHT CHANNEL YOUR CUSTOMERS

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PREFERRED CUSTOMER COMMUNICATION CHANNELS

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OFFER CHANNELS TO MEET YOUR CUSTOMERS’ NEEDS

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WEB SELF-SERVICE: YOUR FIRST LINE OF DEFENSE • Is your Help Center easy to find?

• Does it offer answers to all your most frequently asked questions?

• Does it contain a

contextual escalation

path to live support?

• Is search prominently

featured?

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EMAIL WHEN TIME DOES NOT SEEM CRITICAL • Auto Acknowledgement

• Setting expectations

• Pointing to self-service tools

• Bypass Web forms

• Auto Response with auto-close • 100% accurate?

• Describe escalation methods

• Auto Suggest • Multiple questions

• Customer history or data

• Auto Delete • Thank you

• Customer history or data

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CHAT: LOCATION, LOCATION, LOCATION • Every page?

• “Contact Us” Page?

• Inflection Points?

• Proactive vs. Reactive

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WEB CHAT BENCHMARKS

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TIP 2 SUMMARY: RIGHT CHANNEL YOUR CUSTOMERS • Proactively engage your customers

• Use analytics to determine whether or not to engage a customer

• Use metrics to create conditions and rules for candidates

• Rule and agent initiated customer engagements

• Leverage existing Web content during session

• Consider the customers device type (mobile, desktop, tablet)

• Teach agents the customer experience

• Use Chat Text and Page Push

• Data Collection

• Name

• Email Address

• Subject

• Hidden Data

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LET YOUR CUSTOMER CHOOSE (SORT OF)

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TIP 3: LET YOUR CUSTOMER CHOOSE (SORT OF)

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TIP 3: LET YOUR CUSTOMER CHOOSE (SORT OF)

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TIP 3: LET YOUR CUSTOMER CHOOSE (SORT OF)

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TIP 3: LET YOUR CUSTOMER CHOOSE (SORT OF)

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TIP 3 SUMMARY: LET YOUR CUSTOMER CHOOSE (SORT OF) • On your Web site

• Home page

• In global navigation

• Help page - list channels in the order you want customers to use them

• Market channels in all customer communication

• Work with marketing to create a service awareness program

• Educate customers on the service options available to them

• Remind customers about available service channels whenever possible in:

• Newsletters

• Up-sell, cross-sell emails

• Direct mail

• Social marketing

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MAXIMIZE FIRST CONTACT RESOLUTION

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SERVICE DELIVERY COSTS VS. TIME TO RESOLVE

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FIRST CONTACT CLOSURE COSTS BY SERVICE DELIVERY MEDIUM

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TIP 4 SUMMARY: MAXIMIZE FIRST CONTACT RESOLUTION

First contact

counts!

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CREATE GREAT AGENT WORKSPACES

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TIP 5: CREATE GREAT AGENT WORKSPACES • Provide access to 80% of needed information 80% of the time

• Customize workspaces based on agent skills

• Provide simple integration to data – CRM, invoices, billing, histories

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TIP 5 SUMMARY: CREATE GREAT AGENT WORKSPACES

An agent workspace is a user interface which enables

an agent to perform customer interaction activities effectively.

• Flexibility – Map workspaces to business processes • Role-based user interfaces

• Channel-specific agent workspaces

• Controlled access to external data

• Productivity – Everything is one click away • Reduce number of clicks/keystrokes for navigation

• Single view

• Maximize screen real estate

• Manageability – Non-programmatic design & deploy • Drag & drop design

• Edit / read-only access

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MEASURING YOUR SUCCESS

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CRITERIA FOR MEASURING SUCCESS • Transaction Completion Rate

• Deflection

• Positive Experience

• Repeat Use

• Increased Time on Site

• Conversion Rate

• Customer Satisfaction

• Revenue

• Web Traffic

• Still Yes to: AHT, FCR, SLA

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WATCH OUT FOR COMMON OBSTACLES

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CONCLUSION

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5 TIPS FOR PRODUCTIVE MULTI-CHANNEL SERVICE

1 Feed Your Knowledgebase

2 Right Channel Your Customers

3 Let Your Customer Choose (Sort Of)

4 Maximize First Contact Resolution

5 Create Great Agent Workspaces

These tips give you a new model for servicing customers

that will increase agent productivity, reduce cost, and

increase profit per interaction.

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