forrester research report
Post on 13-Sep-2014
873 views
DESCRIPTION
Forrester Research ReportTRANSCRIPT
Making Leaders Successful
Every Day
Salesforce Data Overview
Forrester Consulting
Andrew Magarie
Associate Consultant
Ben Harris
Consultant
Kate Leggett
Principal Analyst
November 15, 2012 For internal use only
© 2012 Forrester Research, Inc. Reproduction Prohibited
Preamble…
Customer
experience
decision
makers say that
a good
experience is
critical to their
success
Think the
importance of
customer
experience has
risen
Forrester’s Customer Experience Index
© 2012 Forrester Research, Inc. Reproduction Prohibited
Few companies deliver an outstanding customer experience
Source: April 24, 2012, “The State Of Customer Experience, 2012” Forrester report
Customer service managers agree that customer experience is important
Cost
Customer
satisfaction and
loyalty Revenue
Compliance
The customer service leader must balance customer needs with business needs
Take a step back and think about the journey that customers expect to have with a company
www..com
Most of the time this journey is fractured. Why?
www.astutesolutions.com
Most companies are a mess of disconnected technology
Customers want to engage using a variety of communication channels
Realize that online channel usage has grown in the past two years
© 2012 Forrester Research, Inc. Reproduction Prohibited
Companies are not investing in shoring up the foundations of good interactions
Source: “Contact Center Purchase Plans 2011” Forrester report
Agents don't have access to the right information at the right time
Companies cannot tame the knowledge problem
Agents cant easily collaborate
Customer service metrics don’t drive the right behavior
© 2012 Forrester Research, Inc. Reproduction Prohibited
And the volume of social inquiries and comments overwhelm companies
© 2012 Forrester Research, Inc. Reproduction Prohibited
Companies offer more customer touchpoints than ever before
© 2012 Forrester Research, Inc. Reproduction Prohibited
SalesForce Data Slides
© 2012 Forrester Research, Inc. Reproduction Prohibited
S1: Profile of respondents: US focus
22
Base: 196 United States Customer Service decision-makers
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
“In which country is your company headquartered?"
© 2012 Forrester Research, Inc. Reproduction Prohibited
S2: Respondents work primarily for large to global companies
23
“Using your best estimate, how many employees work for your firm/organization worldwide?"
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
S3: Respondents have a fairly even distribution of customer service organization sizes – from small to very large
24
“Using your best estimate, how many customer service agents do you have in your company?"
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
S4: The survey profiled select industries
25
“Which of the following best describes the industry to which your company belongs?"
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
S5: Respondents were evenly split between business and IT roles
26
“Which department or group best describes where you currently work? If you work for multiple
groups, please choose the one you work in most frequently”
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
S6: Respondents have a direct knowledge of their customer service strategy and operations
27
“Please indicate level of involvement in your organization’s customer service strategy and operations.”
(Select one for each)
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
S7: Respondents have mid to senior titles
28
“Which title best describes your position at your organization?"
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
S8: Few companies solely outsource their customer service operations
29
“How do you manage your customer service operations today?"
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
P1: Respondents work for B2B and B2C companies
30
“Which of the following best describes the audience that your company's products/services are
marketed to?"
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
P2: Survey respondents consider themselves technology leaders
31
“How aggressive is your company when it comes to investing in customer service technology?"
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
P3: Respondents use a variety of social media channels
32
“Do you use the following social media tools or perform the following social activities on a weekly
basis?" (Select all that apply)
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q1: Half or survey respondents have a clear link between company and customer service strategy
33
“What is the relationship between your customer service strategy and your customer experience
strategy?"
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q2: Organizations have a balanced scorecard of customer service goals
34
“What are your firm’s three (3) most important customer service goals over the next 12 months?”
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q3: Organizations rely on customer sat ratings to declare success with their operations
35
“What are the main measurements of success for your customer service operations?"
(Select your top 5)
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q4: Organizations rely on a balanced scorecard of metrics to measure the success of a customer service interaction
36
“On a scale of 1 to 5, with 5 being the highest priority, what do you consider the key components of
a successful customer service interaction?”
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q5 Companies are moving away from viewing their customer service organizations as cost centers
37
“What is the vision of your customer service organization?"
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q6: Customer service agents are measured via direct customer feedback and adherence to productivity goals
38
“How are you planning to incentivize and measure your agents to support your vision of your
customer service organization?"
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q7: Operational pain points include managing social inquiries and empowering agents with a single desktop to manage all inquiry types
39
“On a scale of 1 to 5, how proficient do you feel your organization is currently when it comes
to the following business capabilities?”
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
1%
3%
3%
1%
3%
4%
5%
12%
5%
2%
12%
22%
27%
29%
29%
30%
29%
52%
47%
35%
43%
47%
37%
22%
21%
20%
20%
20%
19%
1%
1%
1%
Standardizing the delivery of customer service across our agent pool
Increasing the productivity and ef f iciency of my customer service organization
Using collaboration tools to quickly connect agents with other agents or subject matter
expert
Locating the right content to answer a customer's question by searching across all
sources of conten
Guiding agents through the right customer service processes
Enabling customers to use multiple communication channels in the course of a
single interaction
Poor1 2 3 4 Excellent5 Don't know/ not applicable
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q7 cont: Operational pain points include managing social inquiries and empowering agents with a single desktop to manage all inquiry types
40
“On a scale of 1 to 5, how proficient do you feel your organization is currently when it comes
to the following business capabilities?”
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q8: Agents are not empowered to manage social media inquiries
41
“On a scale of 1 to 5, how proficient do you feel your organization is currently when it comes to
providing the following capabilities to empower your customer service agents?”
Base: 196 United States Customer Service decision-makers
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q9: Agent priorities for improving the customer experience include better productivity and personalization
42
“What are your most important priorities when thinking about improving the experience of
customers as they interact with customer service agents?” (Select all that apply)
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q10 Organizations are challenged with people, process and data issues when looking to improve customer experiences
43
“On a scale of 1 to 5, what are your organization's biggest challenges to improving the
overall customer experience delivered by your customer service organization today?”
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q10 (cont.) Organizations are challenged with people, process and data issues when looking to improve customer experiences
44
“On a scale of 1 to 5, what are your organization's biggest challenges to improving the
overall customer experience delivered by your customer service organization today?”
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q11: A quick resolution time is the driving factor for customer satisfaction
45
“On a scale of 1 to 5, what do you believe impacts your customer satisfaction scores the most?”
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q12 Agents struggle with multiple applications to service customers effectively
46
“Thinking about your customer service technologies that agents use to provide service to
customers, what are the challenges that your customer service agents face?” (Select all that apply)
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q12 (cont.) Agents struggle with multiple applications to service customers effectively
47
“Thinking about your customer service technologies that agents use to provide service to
customers, what are the challenges that your customer service agents face?” (Select all that apply)
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q13 Managers are not empowered with the right strategic technologies to gain insight about their customer interactions
48
“Thinking about your customer service technologies that agents use to provide service to customers,
what are the challenges that your customer service managers face?” (Select all that apply)
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q14 Organizations report a correlation between improved agent experiences and better customer satisfaction outcomes
49
“Complete the following statement in the way that best describes your ability to correlate an
improved agent experience to better customer satisfaction:
We can correlate a good agent experience to good customer satisfaction ratings...”
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q15: Technology implementation challenges focus on cost, integration complexity, and organizational resistance to change
50
“What challenges did you face during your technology implementations?" (Select all that apply)
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q16: Organizations balance cost and customer experience initiatives
51
“In the next 12-24 months, when planning to invest to improve your customer service capabilities,
what business benefits do you hope to achieve?” (Please rank your top 3 where 1 is most
important and 3 is third most important)
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q17: Agent toolset priorities focus on efficiency, productivity and personalization
52
“Thinking about your priorities for improvements in your customer service agent toolset that you
would like to see made, what are the 3 most important priorities?” (please pick and rank your top 3
improvements from 1(most important) to 3 (third most important))
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q18: Tactical priorities for improving customer service capabilities revolve around knowledge and multichannel service
53
“Thinking about your tactical priorities for improving your current customer service capabilities,
what are the 3 most important priorities?” (Please rank your top three where 1 is most important
and 3 is third most important)
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
IT priorities for new technologies focus on integrate-ability, scalability and performance
54
“When choosing new technologies to implement in customer service organization, what are the 3 most
important priorities from an IT perspective?” (Please rank your top three where 1 is most important and 3 is
third most important)
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q20: Companies plan a broad set of customer service technology investments
55
What are your firm's plans to implement or expand the use of these technologies in the next 12 months?
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q20 (cont.) Companies plan a broad set of customer service technology investments
56
What are your firm's plans to implement or expand the use of these technologies in the next 12 months?
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q21 Organizations face cost, budget and process barriers which prevent them from optimizing their technology investments
57
“Which of the following barriers, if any, prevent your organization from making better use of
technology to improve your customer service capabilities?” (Select all that apply)
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Q22 Companies face a balanced scorecard of risks if new technologies are not adopted
58
“What are the perceived risks of not adopting new technology in your customer service
organization? (Select all that apply)"
Source: A commissioned study conducted by Forrester Consulting on behalf of salesforce.com, July 2012
Base: 196 United States Customer Service decision-makers