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© 2010 - 2015 Constellation Research, Inc. All rights reserved.
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#CEM Webinar | @ drnatalie| @rwang0| @BoldChat
Five Ways To Deliver
Exceptional Customer Care
in 2015
Natalie Petouhoff (@drnatalie)
Vice President & Principal Analyst
January 27th, 2015
R “Ray” Wang (@rwang0)
Principal Analyst & CEO
The State of Customer Service and Support Evolves in 2015 To
Customer Success Management
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Housekeeping Items
This webinar is being recorded
Take advantage of the Q&A chat box
Tweet with us
- Use #CEMwebinar
- Reference @drnatalie | @rwang0 | @BoldChat
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2015 is the year of the customer’s choice
Digital disruption and the emergence of mobile in customer care has changed everything
Next generation customer experiences have to be customer-centric
Must deliver ubiquitous customer care - support when & where customers are
Choice of channels is up to the customer, not the company
Example Channels: Chat vs. Phone: need both, but perfect chat to reduce costs & improve the experience
Key takeaways: What companies can do to stay ahead/make a difference in 2015
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This is the year of the
customer’s choice:• Opt-in Customers
– Customers can easily find information about
products and services
– And from sources they trust – peers
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What are customers saying about your products?
• Take any product
• Where are customer sharing their
thoughts and experiences?
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Customers believe other customers reviews
• Customers believe each other
• Sometimes, even if they don’t
know each other
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457 REVIEWS• 5 STAR: 285
• 4 STAR: 111
• 3 STAR: 27
• 2 STAR: 17
• 1 STAR: 17
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Companies need to be listening and
responsive
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Company Answered Questions &
Dialogue With Customers:
– 141
– Tells you the company is
listening & responding
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You are a customer: Who do you Believe?
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Company Answered Questions & Has A Dialogue With Customers:
– People vote on the answers the company gives
– This requires something very different for companies
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Opt-Out
Customers
Customers can easily opt-out
of doing business with you if
you loose their trust
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BYE
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Organizations need to rethink their approach…
IT’S TIME
TO RETHINK
EVERYTHING…& understand what the
digital disruption means to your business…
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The Digital
DisruptionRequires companies to be….
Transparent - Authentic - Genuine - Honest – Respectful - Helpful – Kind – Trustworthy
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Digital disruption is changing business
• CoIT –
– Consumerization of IT
– Means that consumers
want everything they use
when they interact with
you to be easy and simple
– like Google & Facebook
• Are you making it easy or
difficult to do business with
you?
• User interface design is
extremely important
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Digital disruption means being
customer-centric• Next generation customer experience
has to be customer-centric
• Need a strategy to change how the
company approaches its customers
– Customer-centric Strategy
– Customer-centric People (employees,
partners, stakeholders…)
– Customer-centric Processes
– Customer-centric Technology
• May require organizational change
management
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Source:: Internet Retailer, 2015, Internet Retailer, 2014, comScore Inc.
Mobile Sales
• 25% of online sales during the
2014 holiday; up 27.2%
• 56% of time spent online retail
occurred on a mobile device
Part of the digital disruption:
Mobile has changed the game
Mobile web visits • 45% of all online traffic stemming from mobile devices,
up 25.5%
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Mobile is key to
your business
Example: mobile traffic to the 26 retail
clients for 1 month
• Generated $180 million in web
revenue in August 2014
• 27.3% from smartphones and tablets
This is all part of the
digital disruption
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Sources: Internet Retailer, 2015, Internet Retailer, 2014, comScore Inc.
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Digital disruption means delivering
ubiquitous customer care • Multi-channel:
– Operational view of how customer interact
within each channel
• Omni-channel:
– Implies it’s the customer’s view of their
interactions with the company,
– Orchestrated across all channels in a
seamless, integrated and consistent context
• Ubiquitous channels
– Providing support when and where ever
customers are, 24/7
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New focus: ubiquitous channels
• No premeditation by customer on which
channel or device they will use to interact
with a brand and make a purchase
• But there must be hyper-premeditation by
the brand to create ubiquitous channel
and device loyalty
• Choice of channels is up to the customer,
not the company
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Channel preference vs. customer experience
A customer may prefer to
speak to an agent
• Because they want to
talk to a human
• But because the phone
experience is so
frustrating, they want to
avoid the phone
• That’s why something
like chat is a good option
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How can I help you?
I’m having problems with…
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Customers Have More Choices Than Ever
20…with unboundless options; will they pick your company?
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Customer Service…
Is now customer success management• Customer Success Management
– Don’t just care about the customer as a lead
– Don’t just care about the customer as a sale
– Don’t just care about the customer in service
• Care about the customer in every interaction
– Great, continuous, consistent experiences
– Retention, revenue = increase customer lifetime value
– Bad experiences: lost customer
• No Customers, No Business. It’s that simple.
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Customer success management…
Customer Lifetime Value• How long a customer buys from you
• How much they buy each time
• How much their purchase amount goes up over time
Increase the number of customers and their customer lifetime value, continuously
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Where is your company on the digital
transformation of next generation customer
service?
Market Leaders will• Grow their revenue • Reduce costs faster
Than any other segment
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Takeaways to Get/Stay Ahead of The
Competition
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1. Understand what digital transformation
entails
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2. Decide to deliver great digital customer
experiences
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3. Gain buy-in & support from all levels in the
organization top to bottom
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4. Evaluate where you are with respect to
providing ubiquitous channel and device
experiences.
What’s your score?
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5. Your gaps create your roadmap for next
generation, ubiquitous channel and device,
customer-centric experiences.
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Savvy customer service professionals are
leading their companies
…not only to advance service, but to lead the whole
company in transforming Customer Service into
Customer Success Management
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Q & A
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Thank you
R “Ray” Wang
[email protected]
Twitter: @rwang0
Dr. Natalie Petouhoff
[email protected]
Twitter: @drnatalie
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