omni-channel – hype or reality?
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© 2012 Forrester Research, Inc. Reproduction Prohibited 1 © 2009 Forrester Research, Inc. Reproduction Prohibited
Omni-channel: Hype or reality? Learn how to provide a consistent
customer experience across all your
channels
Kate Leggett, Principal Analyst
Forrester Research
© 2012 Forrester Research, Inc. Reproduction Prohibited 2
Customers want to engage with companies on their
terms, when they want, and where they want
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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”
Source: North American Technographics® Customer Experience Online Survey, Q4 2012(US)
© 2012 Forrester Research, Inc. Reproduction Prohibited 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”
Source: North American Technographics® Customer Experience Online Survey, Q4 2012(US)
© 2012 Forrester Research, Inc. Reproduction Prohibited 5
Customer effort is a key component of Forrester’s customer experience index
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Source: January 15, 2013, “The Customer Experience Index, 2013” Forrester report
Few companies deliver an outstanding experience
61%
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Consumers want to use a range of communication channels
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Many companies have invested in a broad array of communication channels for cost containment reasons
Source: December 18, 2009, “It’s Time To Give Virtual Agents Another Look” Forrester report
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But not all channels are equally effortless, and this impacts satisfaction ratings
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Customers Complain About Poor Service
February 2013 “Navigate The Future Of Customer Service”
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And social technologies amplify negative opinions about your brand
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Take a step back and think about the journey that customers expect to have with a company
© 2012 Forrester Research, Inc. Reproduction Prohibited 13 www..com
Most of the time this journey is fractured.
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Your customers switch to more expensive channels when online interactions lets them down
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ROI Models Show That Lost Revenue After Failed Website Visits Adds Up Quickly
August 2012 “Websites That Don’t Support Customers Waste Millions”
© 2012 Forrester Research, Inc. Reproduction Prohibited 16 www.astutesolutions.com
Most companies are a mess of disconnected technology
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Companies are not investing in shoring up the foundations of good interactions
2%
3%
10%
12%
15%
17%
27%
28%
28%
29%
31%
35%
35%
36%
40%
Other
Don't know
None of the above
Multimodal support such as mobile SMS and video
Contact center managed services
Add speech-recognition applications to IVR
UC integration for presence and access to others (e.g., …
Upgrade the contact center to VoIP
Social media support
Proactive outbound notification (SMS, email, voice, social …
Upgrade interactive voice response (IVR)
Multichannel integration (such as web, email, text, video, …
Workforce optimization
Computer telephony integration (CTI)
Support for home workers
Source: Forrsights Networks And Telecommunications Survey, Q1 2012
Base: 346 North American and European Network and Telecommunication Decision-makers
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Agents don't have access to the right information at the right time
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The volume of social inquiries and comments overwhelm companies
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Companies offer more customer touchpoints than ever before
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What are their
personas?
What do they want from
you?
How do they want to
interact with you?
Start by asking yourself who are your customers?
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What are your customer’s journey?
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Look at reducing the effort in helping customers achieve their goals
© 2012 Forrester Research, Inc. Reproduction Prohibited 24 © 2012 Forrester Research, Inc. Reproduction Prohibited
Focus on people, process and technology to move the needle on multichannel customer service experiences
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We Know Customer Experience
Improving the customer experience for over 23
years.
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Via Voice
On the Web
At the Contact Center
At the Store
Your
Organization
The Hurdle to Omni-Channel
Siloed systems and processes lead to a fragmented customer journey
Your Customers
© 2012 Forrester Research, Inc. Reproduction Prohibited 27
Via Voice
On the Web
At the Contact Center
At the Store
Your Organization
Migrating to Omni-Channel
By improving the customer experience at every touch point
with Consistency & Continuity
Your Customers
© 2012 Forrester Research, Inc. Reproduction Prohibited 28
Your Organization
Jacada Multi-Touchpoint Solutions
Avoid Calls, Reduce Average Handle and Training Time, Improve the
Customer Experience
with Consistency & Continuity
Your Customers
Via Voice
On the Web
At the Contact Center
At the Store
Integration Platform (Web/Windows/Legacy)
Interaction Platform (Workflow, Next Best Action, Content)
Visual IVR
Web & Mobile self service
Unified Desktop
Process Guidance
Scripting
© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
Kate Leggett
+1 (650) 269-8658
Twitter: @kateleggett
Blog:http://blogs.forrester.com/ kate_leggett
kleggett@forrester.com
www.forrester.com
Steve Herlocher
+1 (770) 776-2218
sherlocher@jacada.com
www.jacada.com
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