BREAKDOWNS AND BREAKTHROUGHS - THE SEVEN DEADLY SINS OF CUSTOMER JOURNEYS

Transcription

1 BREAKDOWNS AND BREAKTHROUGHS - THE SEVEN DEADLY SINS OF CUSTOMER JOURNEYS Jeff Nicholson, Vice President of CRM Product Marketing, Pega This information is not a commitment, promise or legal obligation made by Pegasystems, including that to deliver any material, code, or functionality. The timing of the development and release of any features or functionality described about our products remains at our sole discretion Pegasystems Inc.

2 Meet Our Panelists Stuart Green Vice President, Global Servicing Network Capabilities John Ingersoll Vice President, Brand and Customer Experience Petri Selkainaho Development Director, Consumer Marketing and Online Sales, Customer Data AMEX LOGO CSAA Insurance Group, a AAA Insurer ELISA LOGO 2

3 The Top Breakdowns Across Consumer Journeys The 7 Deadly Sins Breakdowns Breakthroughs Proximity Accessibility Duration Visibility Disconnectedness Irresolution Amnesia Closer to Moment of Need Fit for Function Expediency Transparency Continuity Accuracy Memory 3

4 Proximity: The Moment of Need 4

5 The Top Breakdowns Across Consumer Journeys The 7 Deadly Sins Breakdowns Breakthroughs Proximity Accessibility Duration Visibility Disconnectedness Irresolution Amnesia Closer to Moment of Need Fit for Function Expediency Transparency Continuity Accuracy Memory 5

6 Fit for Function BUSINESS CUSTOMER 6

7 The Top Breakdowns Across Consumer Journeys The 7 Deadly Sins Breakdowns Breakthroughs Proximity Accessibility Duration Visibility Disconnectedness Irresolution Amnesia Closer to Moment of Need Fit for Function Expediency Transparency Continuity Accuracy Memory 7

8 The Top Breakdowns Across Consumer Journeys The 7 Deadly Sins Breakdowns Breakthroughs Proximity Accessibility Duration Visibility Disconnectedness Irresolution Amnesia Closer to Moment of Need Fit for Function Expediency Transparency Continuity Accuracy Memory 8

9 What s the Big Deal? Transparency Expediency 9

10 The Top Breakdowns Across Consumer Journeys The 7 Deadly Sins Breakdowns Breakthroughs Proximity Accessibility Duration Visibility Disconnectedness Irresolution Amnesia Closer to Moment of Need Fit for Function Expediency Transparency Continuity Accuracy Memory 10

11 The Top Breakdowns Across Consumer Journeys The 7 Deadly Sins Breakdowns Breakthroughs Proximity Accessibility Duration Visibility Disconnectedness Irresolution Amnesia Closer to Moment of Need Fit for Function Expediency Transparency Continuity Accuracy Memory 11

12 The Top Breakdowns Across Consumer Journeys The 7 Deadly Sins Breakdowns Breakthroughs Proximity Accessibility Duration Visibility Disconnectedness Irresolution Amnesia Closer to Moment of Need Fit for Function Expediency Transparency Continuity Accuracy Memory 12

13 Stuart Green, American Express This information is not a commitment, promise or legal obligation made by Pegasystems, including that to deliver any material, code, or functionality. The timing of the development and release of any features or functionality described about our products remains at our sole discretion Pegasystems Inc.

14 The Prior Reality Card declined While travelling Fraud alert Lost card Often customers need to contact us urgently in a moment of need We had a standard set of IVR menus... Thank you for contacting American Express may I take your name and Card number?...and would greet everyone the same How can I help you today?

15 The Answer Was Right in Front of Us What we were really saying was: Who are you? What do you want? We were ignoring a lot of data that we already had: CALL DATA Telephone number, address, voice pattern ONLINE DATA Online presence, login history, web/mobile pages viewed TRANSACTION DATA Card transactions, Point of Sale disruptions COMMUNICATION DATA Recent letters from Amex, SMS alerts, statements

16 The Impact of Context We now use all of the data we have to incorporate context and intuit intent Customer Identifiers Online Activity Recent Correspondence Temporal Transaction Info Interactions stop being transactional and become part of an ongoing conversation with our customers We are present and informed in their moment of need and respectful of their time Hello Mr Frost Are you calling because you need a new card?

17 John Ingersoll, CSAA Insurance Group This information is not a commitment, promise or legal obligation made by Pegasystems, including that to deliver any material, code, or functionality. The timing of the development and release of any features or functionality described about our products remains at our sole discretion Pegasystems Inc.

18 We Don t Need No Stinking Journeys! Our customers love us already Strong loyalty/high retention Strong brand Solid NPS scores Confusion between a service approach and a customer approach Nice/friendly reps Eager to please Well-trained Low wait times We ve mapped all of our journeys already Process flowchart documenting every single customer touchpoint Focus on process and efficiency improvements Journeys seen as transactions or single moments in time 18

19 The Customer Begs to Differ Pain point analysis identified literally hundreds of areas of customer disconnection Verbatim comments from various surveys unearthed additional problem areas Our company-centric view sees a journey as complete when the customer is still on it Front-line employees act as MacGyver Make the most of our challenging systems and processes Overcompensate for procedural, guideline and other deficiencies with brut strength desire to help Act as shield for the worst problems 19

20 Now that s a Journey I d like to Take! Our Journeys Onboarding I choose AAA insurance Expand relationship I want more from AAA Renewal / Exit I choose AAA insurance again Change "Something changed in my life Inquiry I need help from AAA Claims Something bad happened to me Future Customer Vision I've joined AAA as my insurance company for life. I can get all of my needs met at AAA. I am excited to celebrate another anniversary and am reminded of why I chose AAA. AAA knows me and proactively offers me the products and services I need. I don t need to call you because AAA provides the tools and information I need to serve myself. When something bad happens AAA will be there to help me access my benefits.

21 Petri Selkainaho, Elisa This information is not a commitment, promise or legal obligation made by Pegasystems, including that to deliver any material, code, or functionality. The timing of the development and release of any features or functionality described about our products remains at our sole discretion Pegasystems Inc.

22 Elisa - Forerunner of Renewal

23 From Silos to Silos.? Subscriptions Marketing Entertainment (IPTV) Sales Retail ebook Customer service Contact Center Web shop Outbound Live Maintenance xyz Billing IH 1 IH 2 IH 3 IH 4 23 AND Multiple Interaction Histories! Customer communication s, letters, invoices, incident communication

24 Pega as a Connector of Channels and Processes Retail Contact Center Web shop Outbound Customer Database ~ 200 attributes Pega Marketing E- mail Retail SMS Customer service Online service Marketing Sales Customer service Maintenance Billing 24

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26 A FEW MORE QUESTIONS FOR OUR PANELISTS

27 Customer Journey Scorecard Moment of Need (MoN): Breakdowns Breakthroughs Description Your Score (1-5) Proximity Closer to MoN How close are you to the Moment of Need? Responsive, Proactive, Preemptive? 3 Accessibility Fit for Function Is it REALLY how customers would want to consume & interact? 2 Duration Expediency How long does it take for need to be met? 2 Visibility Transparency How transparent is your process? e.g. Do customers frequently call to ask status? 1 Disconnectedness Continuity How easy is it for customers to move across channels, digital or traditional? 4 Irresolution Accuracy How precisely are you able to predict or understand relevancy? 3 Amnesia Memory Are you able to truly achieve and institutional memory of the customer? 2 Score 17 27

28 Breakdowns and Breakthroughs - The Seven Deadly Sins of Customer Journeys THANK YOU! Additional Questions for our Panelists? This information is not a commitment, promise or legal obligation made by Pegasystems, including that to deliver any material, code, or functionality. The timing of the development and release of any features or functionality described about our products remains at our sole discretion Pegasystems Inc.