Oct 21, 2014
MULTICHANNEL
CUSTOMER
ENGAGEMENT
Dec 12, 2012
Mark Fenna
+447557971562
17.09.2013
AGENDA
• Introduction• What is multichannel?• Why is it important?• Business priority• How can you approach it?• What does the future look like?• Research• Q&A
Introduction
Customer engagement solutions
• Cloud-based applications for social, media, web and contact centres
• Connected customer journeys in multichannel
HQ – Sunnyvale, California
Operations in North America, EMEA, APAC
EMEA Support and HQ – Slough, UK
Slide 4
eGain
Gartner Pace Layer Architecture
EGAIN “LEADER” IN GARTNER MQ FOR WEB
CUSTOMER SERVICE APPLICATIONS*
*Source: Gartner Magic Quadrant report for web customer service applications - Feb 2013
6
**Replace with ‘kosher’ client logos**TRUSTED BY LEADERS
Financial Servicesand Insurance Manufacturing Retail Telecom Utilities
What is multichannel?
7
Why is multichannel
engagement
important?
8
WORLD HAS GONE MULTICHANNEL
Research online and then buy in store
51%
32%Research online, visit store and buy online
Source: Google research study (2012)
More transaction size for multichannel customers compared to single channel customers
82%
Slide 10
Multichannel customers are more valuable…
F-R-A-G-M-E-N-T-E-D JOURNEYS FRUSTRATEMULTICHANNEL CUSTOMERS…
11
84%Want consistent service and offers across channels
Is it a business priority?
12
CUSTOMER ENGAGEMENT IS A TOP BUSINESS PRIORITY
Nine out of ten CEOs say they are strengthening their customer and client engagement programs.
Price Waterhouse 2013 CEO survey
It is a complex problem requiring clear ambition, vision and leadership
14
Contact Center
Web Social
It’s not in my P&L
It’s not in my objectives
I’d like to help, but…
CX Manager
I’m looking for help, Virtual Team…
MOST BUSINESSES ARE STILL STUCK IN CHANNEL SILOS
16
TACTICAL FIXES CREATE
CONFUSION AND DELAY
17
WITHOUT THE RIGHT TECHNOLOGY, IT’S A CHALLENGE
WITHOUT THE RIGHT AMBITION, VISION AND LEADERSHIP IT’S A CHALLENGE
What do the analysts think?
18
19
“CEH [Customer Engagement Hub] will foster personalized engagementwith customers across all interaction channels, including social, and reach across all departments in the enterprise.”*
*Source: Hype Cycle for CRM Customer Service and Support, written by Michael Maoz and Johan Jacobs, Gartner. August 1, 2012
Slide 20
Gartner Pace Layer Architecture
CRMContent
Management
Contact Center
CTI
eCommerce System
InnovationLayer
DifferentiationLayer
System ofRecordLayer
Convert Hot leads
Personalized Experience
Proactive Offers Chat Assistance
Click to Call – Phone, PC
Chat with Expert
Relevant Information in Context
Interactive Site Tour
Concierge Welcome Guided Advice
Intent-driven Search
Compare and Recommend
Resolve Escalations
Reduce Abandonment
Cobrowse – Onboarding
Paperless Notifications
Multichannel Service
Preference-based Content & Delivery
Rich, connected customer journeys
Capability Summary
Self-service Assisted
GUIDE SELL SERVE
Visit posts by
other mums
Buy online
Look up FAQ
Video Chat for claims
Like the company’s Facebook
Page
Laura AndrewsAge: 35
Busy mum
“XYZ co. is great for
insurance! ”
Customer journeys
The future
23
Customer & Business Co-evolution
Slide 24
CUSTOMER
BUSINESS
Passive Empowered
Closed
Open
TraditionalPhone-centric
CRM1990
Multichannel Interactions
2000
Synchronized Customer
CollaborationFUTURE…
Proactive, Social Customer
EngagementTODAY
Context-aware Communication Routing
Contact Center >> Engagement Center
25 Communication/Collaboration/Social Systems
Web Customer ServicesKnowledge Base Web ChatEmail Response ManagementCollaborative BrowsingEtc.
Contact CenterIVRACDCTIRecordingWork Force Mngt.
Face-to-FaceInteraction
MobileConsumer/ Employee
Social &Peer-to-Peer Networking
Inbound or Outbound Customer and Partner Engagement
Analytical Systems
Data Mart
Data Mart
Operational / Transactional Systems
CRM/CSSPartner
ERP,SCM
VerticalIndustrySystems
Next Best Action, Policies, Rules
Business Process Management tools
Knowledge Search, Analysis and Delivery
Post-RelationalData Analysis
DataWare-house
CRM ProcessExecution
Customer IntentReputation, Connections, Sentiment
AnalyticsHistorical and Predictive
Research
26
Slide 27
Some questions
Do you have a multichannel strategy?
What benefits would you achieve if
you had a multichannel capability?
What are the barriers to achieving
this?
Slide 28
Seminar Responses
11% of seminar attendees had a multichannel strategy.
Several attendees had a strategy that they thought was
no longer current and that was not being delivered
against.
Slide 29
Seminar Responses - Benefits
Benefits of multichannel:
Improved Revenue
Reaching/ engaging new customer segments/ demographic
Increased online sales
Reduced Costs
Cost reduction via self-service
Reduced call volumes
Competitive Advantage
Competitors aren’t able to offer
Improved customer satisfaction
Increased channel choice/ customer demand
Increased availability through 24/7 digital channels
Improved Marketing/ PR
Social Amplification via Twitter and Facebook
Slide 30
Seminar Responses - Barriers
What are the barriers to achieving this?
Creating a credible business case
Specifically that ‘channel shift’ is the future, but
customers being serviced OK today, so how to
demonstrate the Return On Investment.
Aligning Stakeholders:
IT – cost/ ownership/ management
Marketing – consistency across channels
Quality – ensuring consistent quality control
Solution Specifics
Ensuring data privacy and security
Q&A
31
Slide 32
Further Information
Remarkable Customer Journeys by Design Video - http://bit.ly/14LegT1
eGain Knowledge Cloud Video - http://bit.ly/18Fr8r6
Mobile App Customer Engagement Video - http://bit.ly/1a6sb47
Choose an Experience - http://markfenna.wordpress.com/
eGain offers a structured Business Assessment workshop which helps to
quantify the business case and approach that could be taken for
Multichannel. If you are interested in finding out more then get in touch:
https://twitter.com/mfenna
http://www.linkedin.com/in/markfenna