Webinar - 5 Tips for Productive Multi-Channel Customer Service

5 Tips for Productive

Multi-Channel Customer Service

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Speaker

David Lowy VP, Product Management,

Moxie Software

5 Tips for Productive Multi-

Channel Customer Service

David Lowy,

VP, Product Management

September 12, 2012

Agenda

Importance of the Customer Experience

The Five Tips:

1. Maximize First Contact Resolution

2. Leverage Your Knowledgebase

3. Right Channel Your Customers

4. Create Great Agent Workspaces

5. Push to the Right Channel

Measuring Success

Conclusion

Importance of the Customer

Experience

Better Customer Experiences Drive Revenue

Total annual impact

(in millions)

Better Customer Experiences Cut Costs

7

3 out of 4 consumers move to another channel when online customer service

fails, costing an organization an average of $22 million.

And...Customers Expect You to Respond on Social

Tip 1: Maximize First Contact Resolution

Tip 1: Maximize First Contact Resolution

Time to Resolve a Service RequestTime to Resolve a Service Request

Co

st

to R

es

olv

e a

Serv

ice

Re

qu

es

tC

ost

to R

es

olv

e a

Serv

ice

Re

qu

es

t

First

Contact

Multiple

Days

Low

High

First Contact

$49

First Contact First Contact

$49$49

10+ Days

> $300

10+ Days10+ Days

> $300> $300

24 Hours

$61

24 Hours24 Hours

$61$61

2 Days

$155

2 Days2 Days

$155$155

Source: ServiceXRG (www.servicerxg.com)

Service Delivery Costs vs. Time to Resolve

Tip 1: Maximize First Contact Resolution

Tip 1: Maximize First Contact Resolution

Deploy a unified

knowledgebase

Tip 2: Leverage Your Knowledgebase

Tip 2: Leverage Your Knowledgebase

Focus on Dynamic Content

80/20 rule applies

• 80% of questions are answered by 20% of your content

Outline workflow specifically around mission-critical,

high volume content

• e.g. New policies affecting customers, product recalls, new

products

Find the balance between perfect and timely content

Develop a workflow to drive continuous

improvement

Build It Together

Embrace social interactions & collaborate tools

Collaborate, Collaborate, Collaborate

• Customers

• Partners

• Employees: Extend the contact center to the back office

Extend content creation

• Wikis

• Blogs

• Forums

Tip 2: Leverage Your Knowledgebase

Deploy it

EVERYWHERE

Tip 3: Right Channel Your Customers

0% 10% 20% 30% 40% 50% 60% 70% 80%

Social Media

Mobile / SMS

Virtual Agent

Screensharing

Click to Call

Community

Chat

Email

Knowledgebase FAQ

Telephone

Tip 3: Right Channel Your Customers

Most Used Customer Communication Channels

Tip 3: Right Channel Your Customers

• Self-service

• FAQs

• Site search

• Virtual agent

• IVR

• Social

Low Complexity

• Virtual agent

• Mobile

• Proactive or reactive chat

• Community forums

Medium Complexity

• Click to call

• Proactive or reactive chat

• Co-browsing

• Telephone

High Complexity

Offer online customer service channels to meet your customers’ needs

Tip 3: Right Channel Your Customers

Web Self-Service: Your First Line of Defense

• Is your Help Center easy to find?

• Does it offer answers to all your most frequently asked questions?

• Does it contain a contextual escalation path to live support?

• Is search prominently featured?

Tip 3: Right Channel Your Customers

Email

Auto Acknowledgement

• Setting expectations

• Pointing to self-service tools

• Bypass Web forms

Auto Response with auto-close

• 100% accurate?

• Describe escalation methods

Auto Suggest

• Multiple questions

• Customer history or data

Auto Delete

• Thank you

• Customer history or data

Tip 3: Right Channel Your Customers

Chat: Location, Location, Location

Every page?

“Contact Us” Page?

Inflection Points?

Proactive vs. Reactive

Tip 3: Right Channel Your Customers

Proactively engage your customers

• Use analytics to determine whether or not to engage a customer

• Use metrics to create conditions and rules for candidates

• Rule and agent initiated customer engagements

Leverage existing Web content during session

• Teach agents the customer experience

• Use Chat Text and Page Push

Data Collection

• Name

• Email Address

• Subject

• Hidden Data

Tip 4: Create Great Agent Workspaces

Tip 4: Create Great Agent Workspaces

Provide access to 80% of needed information 80% of the time

Customize workspaces based on agent skills

Provide simple integration to data – invoices, billing, histories

Tip 4: Create Great Agent Workspaces

A workspace is a user interface which enables an

agent to perform day-to-day activities effectively.

Flexibility – Map workspaces to business processes

• Role-based user interfaces

• Channel-specific agent workspaces

• Controlled access to external data

Productivity – Everything is one click away

• Reduce number of clicks/keystrokes for navigation

• Single view

• Maximize screen real estate

Manageability – Non-programmatic design & deploy

• Drag & drop design

• Edit / read-only access

Tip 5: Push to the Right Channel

Tip 5: Push to the Right Channel

Tip 5: Push to the Right Channel

Tip 5: Push to the Right Channel

Tip 5: Push to the Right Channel

Tip 5: Push to the Right Channel

On your Web site

• Home page

• In global navigation

• Help page - list channels in the order you want customers to use them

Market channels in all customer communication

• Work with marketing to create a service awareness program

- Educate customers on the service options available to them

Remind customers about available service channels whenever possible in:

• Newsletters

• Up-sell, cross-sell emails

• Direct mail

• Social marketing

Measuring Your Success

What’s Next: Measuring Success

Criteria for measuring success:

• Transaction Completion Rate

• Deflection

• Positive Experience

• Repeat Use

• Increased Time on Site

• Conversion Rate

• Customer Satisfaction

• Revenue

• Web Traffic

Watch Out for Common Obstacles

Conclusion

Five Tips to Productive Multi-Channel Service

1. Maximize First Contact Resolution

2. Leverage Your Knowledgebase

3. Right Channel Your Customers

4. Create Great Agent Workspaces

5. Push to the Right Channel

These tips give you a new model for servicing

customers that will increase agent productivity,

reduce cost, and increase profit per interaction.

Thank You

Questions:

• WebEx Chat Panel

• Twitter: @Moxiesoft & @dlowy

Session recording and presentation will be sent via email

Contact Us:

• info@moxiesoft.com

• +1.800.474.1149

• www.moxiesoft.com