Omni-channel: Hype or reality? Learn how to provide a consistent customer experience across all your channels

Transcription

1 Omni-channel: Hype or reality? Learn how to provide a consistent customer experience across all your channels Kate Leggett, Principal Analyst Forrester Research Forrester Research, Inc. Reproduction Prohibited

2 Customers want to engage with companies on their terms, when they want, and where they want 2

3 Fifty-two percent of consumers agree: I am very likely to abandon my online purchase if I cannot find a quick answer to my questions 3 Source: North American Technographics Customer Experience Online Survey, Q4 2012(US)

4 Seventy-one percent of consumers agree: Valuing my time is the most important thing a company can do to provide me with good customer service 4 Source: North American Technographics Customer Experience Online Survey, Q4 2012(US)

5 Customer effort is a key component of Forrester s customer experience index 5

6 Few companies deliver an outstanding experience 61% 6 Source: January 15, 2013, The Customer Experience Index, 2013 Forrester report 2013 Forrester Research, Inc. Reproduction Prohibited 6

7 Consumers want to use a range of communication channels 7

8 Many companies have invested in a broad array of communication channels for cost containment reasons 8 Source: December 18, 2009, It s Time To Give Virtual Agents Another Look Forrester report

9 But not all channels are equally effortless, and this impacts satisfaction ratings 9

10 Customers Complain About Poor Service 10 February 2013 Navigate The Future Of Customer Service

11 And social technologies amplify negative opinions about your brand 11

12 Take a step back and think about the journey that customers expect to have with a company 12

13 Most of the time this journey is fractured. 13

14 Your customers switch to more expensive channels when online interactions lets them down 14

15 ROI Models Show That Lost Revenue After Failed Website Visits Adds Up Quickly 15 August Forrester Websites Research, Inc. That Reproduction Don t Prohibited Support Customers Waste Millions

16 Most companies are a mess of disconnected technology 16

17 Companies are not investing in shoring up the foundations of good interactions Support for home workers 40% Computer telephony integration (CTI) Workforce optimization Multichannel integration (such as web, , text, video, 36% 35% 35% Upgrade interactive voice response (IVR) Proactive outbound notification (SMS, , voice, social Social media support Upgrade the contact center to VoIP UC integration for presence and access to others (e.g., 31% 29% 28% 28% 27% Add speech-recognition applications to IVR Contact center managed services 17% 15% Multimodal support such as mobile SMS and video None of the above 12% 10% Don't know Other 3% 2% 17 Source: Forrsights Networks And Telecommunications Survey, Q Base: 346 North American and European Network and Telecommunication Decision-makers

18 Agents don't have access to the right information at the right time 18

19 The volume of social inquiries and comments overwhelm companies 19

20 Companies offer more customer touchpoints than ever before 20

21 Start by asking yourself who are your customers? What are their personas? What do they want from you? How do they want to interact with you? 21

22 What are your customer s journey? 22

23 Look at reducing the effort in helping customers achieve their goals 23

24 Focus on people, process and technology to move the needle on multichannel customer service experiences 24

25 We Know Customer Experience Improving the customer experience for over 23 years. 25

26 The Hurdle to Omni-Channel Siloed systems and processes lead to a fragmented customer journey On the Web At the Store Via Voice At the Contact Center Your Customers Your Organization 26

27 Migrating to Omni-Channel By improving the customer experience at every touch point On the Web At the Store Via Voice At the Contact Center Your Customers Your Organization 27 with Consistency & Continuity

28 Jacada Multi-Touchpoint Solutions Avoid Calls, Reduce Average Handle and Training Time, Improve the Customer Experience Visual IVR Web & Mobile self service Unified Desktop Process Guidance Scripting On the Web At the Store Via Voice At the Contact Center Your Customers Your Organization 28 Interaction Platform (Workflow, Next Best Action, Content) Integration Platform (Web/Windows/Legacy) with Consistency & Continuity

29 Thank you Kate Leggett +1 (650) Blog: kate_leggett Steve Herlocher +1 (770) Forrester Research, Inc. Reproduction Prohibited