a primer on channel of choice initiatives
Post on 21-Oct-2014
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Presented at CRM Evolution 2014 / Customer Service Experience Conference in New York City, "A Primer on Channel of Choice Initiatives looks at the investments or "bets" companies are placing in the areas of CRM, mobile and contact center.TRANSCRIPT
A PRIMER ON CHANNEL OF CHOICE INITIATIVES
#COC @ART_HALL4
August 19, 2014
Nothing Much Has Changed
Delivering Pain Free Service is
Hard
Channel of Choice
Recap
NOTHING MUCH HAS CHANGED IN THE PAST 10 YEARS
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2004• Multichannel• “Outside In” View of the Customer• Product Centric• ‘Search’ was a Big Deal
2014• Omnichannel• “Outside In” View of the Customer• Product Centric• ‘Social’ is the Big Deal
Customer Experience Disruption, Evolution and Maturity
#COC @Art_Hall4
Delivering Pain Free Service is
Hard
Nothing Much Has Changed
Channel of Choice
Recap
DELIVERING PAIN-FREE SERVICE IS HARD
Customer service organizations are still pressured to increase efficiencies and reduce costs
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Inconsistent cross-channel experiences
Reactive, not proactive customer service
One-size fits all customer engagement processes
Inefficient interactions with agents
1 2
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#COC @Art_Hall4
CUSTOMERS DESIRE TO BE SERVED IN THEIR PREFFERED CHANNELS AND FOR COMPANIES TO ADAPT TO THEIR CHANGING NEEDS
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More and more customers prefer to engage companies with a broader set of channels…
…however many customers still find it difficult to do business with companies through these channels
Key Customer Segments
30%
Habit-driven
33%
Cost-focused
34%
High-tech1
Preferred Contact Methods
Self-
Serv
eTr
aditi
onal Local Office
Contact Center
IVR
Web
Social
Examples of Customer Pain Points
• 32% repeat and transfer rate• Up to 8 minutes to pay-by-phone• Long wait times
Mobile Web/App
• 6K pages but 90% hits on 140 pages• Low online self-service success• CSRs unwilling to direct customers to
web given current experience
• A mobile app is available but only for payments and requires a different registration from online
#COC @Art_Hall4
Delivering Pain Free Service is
Hard
Nothing Much Has Changed Recap
Channel of Choice
CHANNEL OF CHOICE IS A COMPANY’S RESPONSE TO THE CHANGING NEEDS IN CUSTOMER PREFERENCES
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“Fix the Clicks”
“Retire & Refresh”
“Digitize and Deliver”
“Connect the Siloes”
“Mobilize and Migrate”
Key Components
Fix: Web navigation and intuitiveness with key enhancementsEnable: Targeted capabilities onlineEncourage: Self-service on web platform
Enable: Mobile app or mobile web for top five business processes
Digitize: Key customer communications instead of direct mailEnable: Preference collection and managementLeverage: Proactive customer communications where possible
Retire: Legacy CRM and contact center technology infrastructureRefresh: Customer business processes to reflect changing customer needs
Orchestrate: Business transaction services across existing internal servicesProvide: Transactional access to back-office applicationsInvest: In API management for authorization, metering and throttling
#COC @Art_Hall4
TOP CHANNEL OF CHOICE INVESTMENTS BY GLOBAL 1000 COMPANIES
“Fix the Clicks”
“Mobilize and Migrate”
“Digitize and Deliver”
“Retire & Refresh”
“Connect the Siloes”
Infrastructure
CRM
Unified Comms
IVR / CTI
Unified Desktop
Reporting
Knowledge Mgmt.
Customer Treatment
Blended Channels
Integration
Middleware
OutboundNotification
Platform
Preference Center
Vendor Consolidation
Potential annual savings
$0-$650K
Mobility
Web
App
CRM
SFA
Data Cleansing
MDM
Navigation
Contextual Login
Streamline Enrollment
Design / Screen Flow
Tools
E-Commerce
Pay Channel
9#COC @Art_Hall4
Recap
Delivering Pain Free Service is
Hard
Nothing Much Has Changed Channel of
Choice
LET’S KEEP IN TOUCH
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Art HallAlvarez and Marsal3424 Peachtree Road Suite 1500Atlanta, Georgia 30326(404) [email protected]: Art_Hall4LinkedIn: https://www.linkedin.com/in/arthall
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