the 3 waves of customer experience

The 3 Waves of Customer Experience

•Richard Snow

•VP & Research Director

•Ventana Research

Agenda & Speakers

Introduction

Scott Ivell - Senior Product Marketing Manager, salesforce.com

The 3 Waves of Customer Experience

Richard Snow - VP & Research Director, Ventana Research

Q&A

Richard Snow and Scott Ivell

Questions

Questions box in on the right of the screen

or on Twitter #salesforceWebinar

© 2014 Ventana Research 3 © 2014 Ventana Research

The 3 Waves of Customer

Experience

Richard Snow

VP & Research Director

@rjsnowvr

richardsnow.ventanaresearch.com

uk.linkedin.com/in/richardjsnow

https://twitter.com/

http://tonycosentino.ventanaresearch.com/

http://uk.linkedin.com/in/richardjsnow

© 2014 Ventana Research 4 © 2014 Ventana Research 4

Customer Experience Management

Building profitable relationships with customers

is based on providing positive experiences

during every interaction, throughout the

customer journey and at any touch point


Key Messages

Customer expectations have shifted. Providing a superior customer experience is a key differentiator

There have been three waves of customer experience. You need to assess where you are

Customer engagement is an enterprise-wide, multi-channel issue

Companies need to intelligently connect channels, apps and analytics to achieve ‘omni-channel’

1

2

3

4


Customer Engagement Needs to Improve

of organizations say it is very important to

improve the way they engage with

customers. 21% say it is important and 1% say it somewhat or

not important.

of organizations believe they provide

excellent customer experiences. 59% believe they are good and 8% believe they are

mediocre or poor.

Source: Ventana Research Next Generation Customer Engagement Benchmark Research

77%

33%


Three Waves of Customer Experience

Efficiency Disconnected Fully Engaged


First Wave: Channels of Engagement

Phone

White mail

Email

ACD/PBX Call Routing

Call Center


First Wave: Fragmented Customer Service

Marketing

Service

Sales


First Wave: Customer Service Systems

Phone

White mail

Email

• ERP

• CRM

• Business specific

apps

• Data warehouse


Availability of Complete Customer Analysis

of organizations have a single set of

reports and analysis containing all

customer information.

Source: Ventana Research Customer Relationship Maturity Benchmark Research

31%


Second Wave: Channels of Engagement

Source: Ventana Research Next

Generation Customer Engagement

Benchmark Research

Video 29%

Email 92% Mail 92% Phone 94%

Text 44%

Chat 41%

Portal 62%

Mobile Service

app 37%

Mobile Business

app 33%

Social Forums

29%

Social media 60%

Virtual agent

10%

7.5


Second Wave: Fragmented Customer Service

Marketing

Service

Sales


Data Used in Customer Analysis

the average number of data sources

companies use in customer analytics. 6

Source: Ventana Research Next Generation Customer Analytics Benchmark Research

CRM 54%

BI systems 53%

Spreadsheets 53%

Customer feedback 47%

Data warehouse 40%

email 39%

Website usage 31%

Call recordings 31%

Social media 27%

Telephony 20%

+11


Third Wave: Customer Expectations

Easy

Personalized

In-context

Consistent


Three Barriers to Omni-channel

2.4

Average number of issues

companies face

supporting multiple

channels of

communications: 1. Integration with other systems (49%)

2. Channels managed as silos (47%)

3. Responses are inconsistent (33%)



Third Wave: Channels of Engagement

How much growth do you expect in the use of

communication channels?:


29%

35%

39%

35%

38% 30%

25%

24%

24%

24%

Social media

Web self-

service

Customer Portal

Mobile bus app.

Mobile

service app

Significant Growth Some Growth

ALL channels are

forecast to have

some growth


Third Wave: Connected Customer Service

Marketing

Service

Retention Sales


Third Wave: Points of Engagement

Source: Ventana Research Next

Generation Customer Engagement

Benchmark Research

Sales 59% Face-to-face

50%

Contact Center

71%

Marketing 49%

Mobile Workers

34%

Home Agents 25% HR 23%

Customer Service

43%

Finance 30%


Third Wave: Customer Engagement Systems

Which systems have you implemented or plan to

implement to improve customer engagement?:


23%

23%

24%

25%

27% 25%

22%

17%

23%

11%

Collaboration

Mobile service

app

Multi-channel

customer analytics

Routing to best

agent

Smart desktop

In-use Planned


Big Data and Customer Analytics

What data

What information

What action


Customer Metrics

Net order value 23%

Acquisition costs 32%

Gross order value 21%

Net promoter scores 29%

Customer lifetime value 33%

Social media influencer score 18%

Cost to serve per customer 50%

Customer Satisfaction 54%

Customer effort scores 27%

Source: Ventana Research Next Generation Customer Analytics Benchmark Research


Customer Journey Maps

Business Outcome


Third wave: Omni-channel Engagement C

usto

mer

&

Inte

raction A

naly

tics

Single Q, customer-based

routing Self-service

Collaboration Mobile Smart

desktop

Business Apps Business Rules


Which Wave are you Surfing?

Efficiency

Limited channel activity?

Technology routes calls to

next free extension?

Other interactions handled

by “random” employees?

Metrics focus only on

efficiency?

Business units operate

independently?

Multiple part customer

views?

Disconnected

Multiple stand alone

channels?

Customers channel-hop

and become frustrated?

Metrics focus on efficiency

and CSAT?

Business units operate

independently?

Only have a partial view of

customers?

Fully Engaged

Integrated channels?

Routing based on

customer-related rules?

Focus on Self-Service?

Metrics focus on business

outcomes, effectiveness?

Business units collaborate

systematically?

Complete view of

customers, including

journey maps?


Recap

Customer expectations have shifted. Providing a superior customer experience is a key differentiator

There have been three waves of customer experience. You need to assess where you are

Customer engagement is an enterprise-wide, multi-channel issue

Companies need to intelligently connect channels, apps and analytics to achieve ‘omni-channel’

1

2

3

4

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