Simplifying Cross Channel Customer Experience Management

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Simplifying Cross Channel Customer Experience Management

By Upstream Works

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Covered Today

» Simplify managing your customer's experience for any channel

» Consistently deliver customer care that will build your customer base and win increased loyalty across every contact channel

» Best practices for successfully deploying a multi channel strategy

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Three Measures of “CX”

» Measuring what people say to you

»Surveys

» Measuring what people say about you

»Social

» Measuring what people do

» Interactions

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What People Do

» “So how do you manage each customer relationship individually? [] You need to build a system which allows you to track, capture, and analyze the millions of customer activities, both interactions and transactions, over a long period of time.”

» Lucy Fusaro: The evolution of customer relationship management: From a market of millions to a million markets of one. 1999

» “A systematic approach to managing the touch points that drive customer experience will increase loyalty.”

» (Understanding Touch points and your Customer Relationship Lifecycle – MCORP Consulting; 2009)

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Channels for Interactions

» Assisted Service Modes

» Phone, email, web chat

» Retail, service provisioning; white mail

» Self Service Modes

» Web; IVR; Kiosk

» New Media

» Social Response

» Mobile

» SMS/IM

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Changing Channels

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Why Track Across Channels?

» Containment

» Find failure points that drive calls

» Find success points that drive calls

» Understand why customers switch channels

» Right Channeling

» Ensure customers can use the channel they want to use and that you can manage that channel effectively.

» Self Service Deflection

» Determine what interactions should be put into self service and what not

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A single view

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The Champion!

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Current Approach

» Surveys» Social Response

trends

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Interaction Drivers

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But why is this so hard?

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Build for Expansion

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Business Interaction Management

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Advantages

» Contain scope with easy expansion

» Consistent view of any channel

» System independence for upgrades and changes

» Survey and social response linking

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Best Practices

» Define a consistent set of information to collect for any channel

»Normalize systems across all channels and determine gaps

» Link application databases, don’t integrate or merge

» Define a reasonable scope

»Consider all channels

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See the journey for every customer

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ROI

» Reduced calls

» Strategic process management

» Evaluate channel effectiveness

» ‘Right Channel’ customers

»Channel containment

» Reduced churn

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Summary

» Create a single easy way to view interactions on any channel

» Collect information that helps strategically manage processes around the customer

» Implement continuous improvement using the information collected

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About Upstream Works Software

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Business Interaction Management

Track and save the entire interaction as it happens. It’s easier to use and understand later

Provide in-your-face interaction context that’s role tailored for personalized service

Pre-built best practices analytics

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Customer Insights

Customer Experience

Performance

Improvement

Performance

Management

Training and Staffing

Process Improvemen

t

All customer channels

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Business Interaction Pain Points

» Problem: No methodology or technology used provides a single comprehensive and auditable view of how customers interact with a business.

» Result: Averages are used to allocate funds to drive customer loyalty and reduce costs across the multiple interaction channels in use today.

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Upstream Solution

» Upstream Works’ Business Interaction Management, makes the collective of customer interactions visible, accountable and controllable

» Combines technology and a methodology to track individual customer interactions across the business

» Links outcomes to supporting interactions

» Puts the collected information into a powerful form

» Compliments existing applications and infrastructure

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www.upstreamworks.com

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