Download - A Primer on Channel of Choice Initiatives
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
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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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