The 360 Degrees of Customer Experience

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Information about The 360 Degrees of Customer Experience
Business & Mgmt

Published on January 19, 2014

Author: AvayaInc

Source: slideshare.net

Description

The habits of customers are shifting as companies broaden when and accelerate how they deliver service. The always-on aspect of 21st century life is leading to an expectation of instant information in all areas. The key to creating Customer Lifetime Value requires catering to today's expectations in all arenas and channels. So how is that relationship developed and maintained in the always-on, want-it-now, modern world? Read this slide deck, part of a January 2014 webinar hosted by Avaya’s Tore Christensen, Corporate Consulting Engineer in Innovations and Customer Experience, and Tom Hanson, Director of Product Management of Avaya Contact Center Automation Applications, which explains how you can cover all 360 degrees of a customer's experience with the right resources at the right time.

Get Smart with Avaya Contact Center Learning Series Host: John Pitts Sales Consultant-Customer Experience

Information for the call  Calls are recorded and follow up information, including the presentation, when possible, will be sent to all registrants within the week  Please ask questions in the Q&A window  For technical issues, please use the Q&A window. Hitting F5 will refresh your screen. If you are behind a corporate firewall, this may affect your ability to watch the presentation live.  Please provide any suggested topics for future learning sessions via email to Rose Marcin rmarcin@avaya.com  For additional details on any of the topics covered in the Learning Sessions, contact your Avaya Account Manager or Avaya Business Partner to schedule a follow-up © 2014 Avaya Inc. All rights reserved. 2

Upcoming Learning Sessions on the second Tuesday of each month  February 11– Crafting your Customer Experience  March 11– Customer Lifetime Value The slides and a link to the recording will be sent to all registrants in approximately one week from today’s session. Remember: Sessions begin promptly at 12 noon Eastern Time. © 2014 Avaya Inc. All rights reserved. 3

Today‟s Call – 360 Degree Customer Experience  12:00 – 12:05 p.m. Introduction / Welcome – John Hamilton, Sales Consultant, Avaya Customer Experience Solutions  12:05 – 12:55 p.m. 360 Degree Customer Experience – Tore Christensen, Corporate Consulting Engineer, Avaya Innovation and Customer Experience – Tom Hanson, Director of Product Management, Avaya Contact Center Automation Applications  12:55 – 1:00 p.m. Questions Discussion window will be monitored during call and questions will be addressed via the discussion window. Times shown are Eastern Time Zone © 2014 Avaya Inc. All rights reserved. 4

Session Details – Experience Portal and Automation The concept of a 360° customer experience is driven from a focus on the customer journey and has a very strong and proven ROI in contact centers. Through the automation of simple transactions with identification and segmentation of callers, and mobile and web users, it enables optimal experience and connects consumers with the right resources at the right time. Avaya enables the concept of 360° customer experience, leveraging traditional approaches while expanding to consumer driven capabilities through inbound and outbound multi-channel and multi-modal communication. We will examine some of the use cases that highlight the value that these capabilities can provide to end users and contact centers. We will also look at several of the applications that enable businesses to respond to these experience-driven needs. © 2014 Avaya Inc. All rights reserved. 5

360 Degree Customer Experience Understanding and Influencing Your Customer's Journey Tore Christensen Corporate Consulting Engineer Innovations and Customer Experience Tom Hanson Product Management Director Automation Applications

Agenda  Managing the Customer Experience – Customer Lifetime Value – Enabling the 360 degree Customer Journey  The Evolution of Automation and Customer Touch Points  Addressing Business Problems to Drive Lifetime Customer Value  Example Solutions to Deliver 360°Customer Experience © 2014 Avaya Inc. All rights reserved. 7

Customer Lifetime Value  Customer Lifetime Value is a prediction of the net profit attributed to the entire future relationship of an Enterprise with a customer  Customer Lifetime Value is positively correlated with Customer Experience  Customer Experience is delivered primarily in infrequent interactions (touch points) between Customers and Enterprises – Anytime you don’t positively impact your customer’s perception on your Enterprise is a lost opportunity… © 2014 Avaya Inc. All rights reserved. 8

Poll Question  What is your role in defining the customer experience in your business? – Own the definition and execution of the customer experience strategy – Help to define the business requirements for the contact center – Deliver and support the technology solution to deliver the customer experience – It is not part of my responsibility © 2014 Avaya Inc. All rights reserved. 9

The Upside of Getting it Right: Better Experiences Can Drive Revenue Source: Forrester March 2012 “The Business Impact Of Customer Experience, 2012” © 2014 Avaya Inc. All rights reserved. 10

The Upside of Getting it Right: Better Experiences Drive Better Returns 30% CXi Leaders 22.5% Cumulative total return 20% 10% 0% -10% S&P 500 Index, -1.3 -20% -30% -40% -50% CXi Laggards -46.3% Source: Forrester and Watermark Consulting © 2014 Avaya Inc. All rights reserved. 11

Customers Engage Their Way…Not Yours…. 5X Adoption! Telephone penetration rates that took 50 years took 10 years for Smartphones… Wait times up, satisfaction down.  Change is constant but its also accelerating  The fundamental ways that consumers want to engage with our Enterprise Customers are changing Speech  Formal Channels loosing out to Informal Channels – DIY on YouTube – Google for support – Twitter/Facebook Recommendations E Mail Text Social Mobile Web/Apps © 2014 Avaya Inc. All rights reserved. 12

How Do You Get Customers to Engage?  When formal channels don’t perform Enterprises loose out … – – – – Delighting Customers Gaining Customer Insight Influencing Customers Driving Lifetime Customer Value © 2014 Avaya Inc. All rights reserved.  Experiences must be – Timely (Proactive not Reactive) – Relevant (Brings Value) – Frictionless – Comprehensive and unified – Measurable and focused on continuous improvement 13

Autonomous Customer Survey 2013 – “Fragmentation of Channels” Increases Organisations must support wider channel choice for consumers 82% Would like it if organisations always offered different channels to meet my needs Fragvergence research (BT/Avaya 2008) Consumers will use more channels to communicate with organisations, leaving the challenge of providing an integrated experience © 2014 Avaya Inc. All rights reserved. 14

Driving Lifetime Value Enhancing Interactions Enabling the 360 degree Customer Journey Renew Purchase Place an Order Feel & Compare Products Promote Promotion Offer Retain & Winback Maintain Chasing Order Own Buy Select Disconnect Leaving Breakdown Damage Troubleshoot Upgrade Receipt and Setup Mobile/Web Research Research Interesting! Find Out More! Use Receive Learning to Use Product © 2014 Avaya Inc. All rights reserved. Making a Payment Onboard 15

Principles of Customer Experience  Timely (Proactive not Reactive) – Why are you talking to me now?  Relevant (Brings Real Value to the Contact) – So you contacted me, why does it matter?  Personalized (Speak to a Customer of “1”) – Are you talking to me or a whole group?  Frictionless (Reducing the options) – Now that you have me, help me sort through the options © 2014 Avaya Inc. All rights reserved. 16

Poll Question  How important is customer experience and customer lifetime value to your business? – It is the most important thing we do in my business – It is something that is of interest – It comes secondary to cost containment – It is not part of my responsibility © 2014 Avaya Inc. All rights reserved. 17

Use Case: Alumni Engagement © 2014 Avaya Inc. All rights reserved. 18

Alumni and University Organizations  Universities are one of the largest Recipients of Donations – $41B in the US in 2012 (Giving USA) – Universities under increasing pressure to manage costs for students while State funding is under severe constraints  Problem Statement: – University Alumni Outreach program focused on traditional donations – Paper Mailers – Bulk Email – Traditional Dialing – But Alumni have stopped responding – Throwing Away Mailers – Ignoring Email/Spam – Hiding behind Caller ID © 2014 Avaya Inc. All rights reserved.  Fact: You can‟t engage a customer if they are unwilling to engage with you (much less answer the phone)  Solution – Change the Conversation from Asking to Engaging  Concept: – “What if we could engage Alumni around a common theme or activity, move from „asking‟ to providing value to the Alumni wherever they are within their Customer Journey” ? – What if we could bring up long time Alumni to away football games and create a “homecoming away from home” ? – How would Alumni respond to engagement rather than solicitation? 19

Customer Experience to Drive Engagement  Timely (Proactive not Reactive) – Can we engage an Alumni around an event that is interesting to them? Build Engagement around “away” football games as a rallying point…  Relevant (Brings Real Value to the Contact) – Lets engage with relevant information (“Your Alma Mater‟s is coming to your town! Lets get together”)  Personalized (Speak to a Customer of “1”) – “John Smith, we are having a class of „99 get together at Mulligans on Saturday”  Frictionless (Don‟t make me wade through the options) – “Let us contact you with details” © 2014 Avaya Inc. All rights reserved. 20

Email channel initiates awareness with “opt-in” This is an email from Laccenture University letting you know that the Panthers are coming to town against the local State Wolves… Do you think you might attend the game to support the team ? VOICE EMAIL MOBILE  Timely – Email Sent 2 weeks ahead with time for alumni to opt-in  Relevant – Sent only to Alumni based on location, history and interest © 2014 Avaya Inc. All rights reserved.  Personalized – Addressed and speaks to Alumni  Frictionless – Simple Reply or Click-thru to Web Site 21

SMS Follow Up with More Information SMS: Reminder that the Panthers/Wolves game is in 2 days. Interested in meeting up with other Alumni? VOICE EMAIL SMS: Great. We are having a class of „99 get together at Mulligans pub. We will call you to remind you  Timely  – SMS Sent a few days ahead with time for alumni to get more information and plan  Relevant – Sent only to Alumni that opted-in in prior step © 2014 Avaya Inc. All rights reserved. MOBILE Personalized – Provides specific information about get together  Frictionless – Simply “reply” to get follow-up call 22

Proactive, Relevant, Personalized, Valued Hello, John This is Billy from Laccenture University. I am calling to let you know more about the pre-game get together at Mulligan‟s pub. VOICE EMAIL MOBILE  Timely – Call scheduled right ahead of game for reminder; Customer answers expected call  Relevant – Customer not only opted in but expressed interest in follow-up call © 2014 Avaya Inc. All rights reserved.  Personalized – Focus on personalized conversation  Frictionless – Easy ability to gain additional information and make donation to support cause 23

Driving Lifetime Value Enhancing Interactions Enabling the 360 degree Customer Journey Renew Purchase Place an Order Feel & Compare Products Promote Promotion Offer Retain & Winback Maintain Chasing Order Own Buy Select Disconnect Leaving Breakdown Damage Troubleshoot Upgrade Receipt and Setup Mobile/Web Research Research © 2014 Avaya Inc. All rights reserved. Interesting! Find Out More! Use Receive Learning to Use Product Making a Payment Onboard 24

Driving Lifetime Value Enhancing Interactions Enabling the 360 degree Customer Journey Proactive Outreach Automated Web Chat CC Mobile Renew Purchase Place an Order Feel & Compare Products Disconnect Leaving Promotion Offer Maintain Chasing Order Own Breakdown Damage Troubleshoot Upgrade Receipt and Setup Mobile/Web Research Research Interesting! Find Out More! Use Receive Learning to Use Product Social Media Promote Retain & Winback Buy Select Proactive Outreach SMS/Emai Advanced Wait l Treatment © 2014 Avaya Inc. All rights reserved. Security & Biometrics Making a Payment Onboard Enterprise Call Routing Automated Chat Email, Speech Callback Assist 25

Use Case: Travel © 2014 Avaya Inc. All rights reserved. 26

Travel – Dealing with Exceptions  Handling unexpected travel issues – Leverage knowledge of the customer – Leverage data and systems  Proactively handling customers issues – Address the issue before it becomes a crisis  Dealing with everyday disasters – Travel can be unpredictable – your support should not be “It‟s not about the weather. It‟s about how airlines communicate after weather occurs.” - Brandon Macsata, executive director of the Association for Airline Passenger Rights © 2014 Avaya Inc. All rights reserved. 27

Travel  Disruption and Delays are a Fact of Life in the Travel Industry  Fact: Giving bad news without options causes emotional stress – 21% of all flights are delayed* – Customer satisfaction is tied to how these situations are handled  Problem Statement: – Travelers need an effective way to understand the issue and their options – Status boards – Announcements – Alerts  Solution – Proactively notify effected customers with the options and the ability to act on those options  Concept: – What if you could provide the ability for customers to be notified and self service? – What if you provided this service in a segmented premium way? – But the solutions are reactive – Long lines at customer service – Long waits in call center © 2014 Avaya Inc. All rights reserved. *Source: Bureau of Transportation Statistics 28

Customer Contacts  Timely (Proactive not Reactive) – Notify customers of situation as soon as it is known  Relevant (Brings Real Value to the Contact) – Provide specific information their current travel situation.  Personalized (Speak to a Customer of “1”) – “John Smith, because of the delay in flight 34 to Denver, you will miss your connecting flight to San Francisco. Here are your options in priority order…”  Frictionless (Don‟t make me wade through the options) – “You can select from the following options to change your flight…” © 2014 Avaya Inc. All rights reserved. 29

SMS Alert with Options SMS: Flight 25 from Atlanta for Denver has been cancelled. Would you like to see what you options are? (yes/no) SMS: You have the following Options: 1 – Flt 3706– Dep: 3:26 Ar: 4:50 2 – Flt 6288– Dep: 6:20 Ar: 7:45 …  Timely  – SMS sent when the issue is detected  Relevant – Sent only to travelers who have opted in © 2014 Avaya Inc. All rights reserved. VOICE EMAIL MOBILE Personalized – Provides specific information about options that are applicable  Frictionless – Simply “reply” to make the change 30

Outbound Voice Automation Flight 25 from Atlanta for Denver has been cancelled. Here are your options in priority order. Say “next one” to hear the next option VOICE EMAIL Flight 3706 Departing Atlanta at 3:26 PM arriving Denver at 4:50 PM …  Timely  – Outbound message launched when the issue is detected  Relevant – Sent only to travelers who have opted in © 2014 Avaya Inc. All rights reserved. MOBILE Personalized – Provides specific information about options that are applicable  Frictionless – Voice automation to choose the appropriate options 31

Use Case: Bill Presentment and Collections © 2014 Avaya Inc. All rights reserved. 32

Electronic Bill Presentment & Collections  Reducing DSO and outstanding receivables impacts Cash Flow – Cost of interest – Capital invested  Solution – Enable automation with escalating workflow for collection.  Concept:  Problem Statement: – Small $ amounts not cost effective to collect wtih traditional methods – Cost of collections – Volume – Customers are reluctant to have auto payment – Want to review bill – Want to control their cash flow © 2014 Avaya Inc. All rights reserved. – What if you could provide automated outbound transactions that could handle the majority of receivables? – What if you could enable automated payments with the customers channel of choice? – What if you could have an escalation workflow to contact only those customers that where not handled with automation? 33

Customer Contacts  Timely (Proactive not Reactive) – Alerts the customer to the issue early  Relevant (Brings Real Value to the Contact) – Provides options before payment becomes an issue (penalty, shut off)  Personalized (Speak to a Customer of “1”) – “John Smith, your December bill of $500.12 is overdue to by 45 days…”  Frictionless (Don‟t make me wade through the options) – “Respond with „yes‟ to charge this to the card on file ending in 8920” © 2014 Avaya Inc. All rights reserved. 34

Outbound alert with ability to respond SMS: Bob: this is Lacenture Health, Your January Bill of $500.12 is past due – OK to bill to card ending in 8920? VOICE EMAIL SMS: Your account is now current with your payment of $500.12. Thank you  Timely  – SMS sent before payment becomes and issue  Relevant – Customer can avoid penalty or late fees © 2014 Avaya Inc. All rights reserved. MOBILE Personalized – Specific for the customer with customer defined options  Frictionless – Simple yes/no response 35

Escalation to Agent Negative response Voice: Bob: this is Lacenture Health, Your January Bill of $500.12 is past due. Is now a good time to talk? VOICE EMAIL MOBILE  Timely  – Customer added to outbound when they decline  Relevant – Customer can avoid penalty or late fees © 2014 Avaya Inc. All rights reserved. Personalized – Specific for the customer with their account information  Frictionless – Voice discussion with customer context 36

Driving Lifetime Value Enhancing Interactions Enabling the 360 degree Customer Journey Automated Web Chat CC Mobile Renew Purchase Place an Order Feel & Compare Products Disconnect Leaving Promote Promotion Offer Retain & Winback Maintain Chasing Order Own Buy Select Proactive Outreach Proactive Outreach Breakdown Damage Troubleshoot Upgrade Receipt and Setup Mobile/Web Research Research Interesting! Find Out More! Use Receive Learning to Use Product Social Media © 2014 Avaya Inc. All rights reserved. Advanced Wait Treatment Making a Payment Onboard Automated Chat Email, Speech Callback Assist 37

Conclusion  Customer experience impacts customer life time value, revenue generation & profitability  The customer experience is defined by a series of customer touch points  These touch points need to be Timely, Relevant, Personalized, and Frictionless – and must bring value  These touch points need available in the channel of choice for the customer – and consistent across channel © 2014 Avaya Inc. All rights reserved. 38

Poll Question  Would this solution be something that would fit your customer experience needs? – Already doing this today – Yes, we could use this now – Yes, this is something we are looking at in the next 12 months. – Maybe, would need to evaluate more – No © 2014 Avaya Inc. All rights reserved. 39

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