egain digital day 2016 - smarter self-service for the millennial consumer
TRANSCRIPT
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Smarter Self-Service for the Millennial Consumer
John Connors| Sr Director, Digital Transformation, eGain March 8, 2016
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Setting the Scene
Slide 2
SMARTER SELF-SERVICE
Smart Ways to Tell Me Something
Smart Ways to Fix My Problem
Smart Ways to Let Me Do Something
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Phone 73% Email 68%
Chat 58% Twitter 37%Help or FAQs on a company website 76%
Customers like DIY
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74%
83%
65%
55%
54%
51%
73%
73%
42%
35%
37%
31%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Conversation with a customer servicerepresentative or agent via telephone
Help or Frequently Asked Questions (FAQs)on a company's Web site
Online forum or community with othercustomers (e.g., Walmart's Customer Q&A…
Using a self-service mobile phoneapplication
Using an online “virtual agent” (an avatar that simulates a customer service …
Contacting a company using Twitter35+ years old*
18-34 years old
Source: Forrester data for 2012-14
The millennial approach to service
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Attributes of Millennials
We have high expectations
We know technology
Don’t bore us !
Our smartphone is always with us
Yeah, we’re social
We want to fix it ourselves
We’re all individuals
Don’t waste our time Any and all channels
We’d rather find it than learn it
What makes millennials tick?
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Digital Customer Enterprise
• Know meo Long term, life cycle knowledgeo Short term, journey knowledge
• Be easy to interact with• Be consistent• Treat me well• Provide value• Be fun, innovative, different
• Control costso Be efficient, be effective
• Attract, Acquire & Retain customers• Be efficient• Increase revenues
o “develop” customers, upsell, cross-sell• Promote & protect brand
There has to be a balance!
Digital relationships
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How do I decrease my credit limit?
Why do customers come to the web site?
Informational
ComplexTransactional
Tell me something
Let me do something
Fix my problem for me
How do I enroll in paperless communications
Can I request a specific amount for my credit limit increase?
I lost my card
Decrease my credit limit
Login ResetTransfer rewards to new card
After I enroll for paperless communications, when will I receive my first paperless billing statement?
I paid my bill online, why are you charging me late fee?
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USE context to make things smarterResearch
Sign Up
Early LifeIn Life
RenewalCustomer lifecycle
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Setting the Scene
Slide 9
SMARTER SELF-SERVICE
Smart Ways to Tell Me Something
Smart Ways to Fix My Problem
Smart Ways to Let Me Do Something
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Tell me what I’ll want to know next
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Early life – Context from account
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Early life – Context from behavior
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Setting the Scene
Slide 13
SMARTER SELF-SERVICE
Smart Ways to Tell Me Something
Smart Ways to Fix My Problem
Smart Ways to Let Me Do Something
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Be graphical…
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Be graphical…
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Be intelligent…
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Setting the Scene
Slide 17
SMARTER SELF-SERVICE
Smart Ways to Tell Me Something
Smart Ways to Fix My Problem
Smart Ways to Let Me Do Something
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Smart ways to let me do something
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Smart ways to let me do something
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Confused journey
Where should they click?
Customer needs some help regarding simple trading terms – e.g. Personal Trading Level or Settlement Period
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Optimised journey
Your Personal Trading Level was set, with your agreement, when your account was opened.If you wish to increase the level please click here.
Settlement Period is governed by where you are in your trading period.
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What if self-service doesn’t work
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Be smart about assisted service
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Smart ways to transition to assisted service
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SummaryMake your website Journey Centric
Use Context to be Smart
Embed Knowledge in the Journeys
Let Self Service inform and optimize
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