forrester's best practices framework for customer service
TRANSCRIPT
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Forrester's Best Practice Framework for Customer Service
Kate Leggett, Senior Analyst
October, 2011
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Ninety percent of customer service decision-makers tell Forrester that a good service experience is critical to their company’s success. Sixty-three percent think the importance of the customer service experience has risen.
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Three questions comprise Forrester’s Customer Experience Index
Source: January 11, 2011, “The Customer Experience Index, 2011” Forrester report
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Few companies deliver an outstanding customer experience
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There is a wide variability between high and low performers
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The difference between high and low performance can be worth billions of dollars
Source: November 19, 2010, “The Business Impact Of Customer Experience, 2010” Forrester report
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The customer service leader must balance the needs of his customers with the needs of his business
Compliance
Cost
Customer satisfaction
Revenue
Regulatory compliance
Cost
Customer Business
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Negative opinions can spread rapidly through social media
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The customer service leader must balance the needs of his customers with the needs of his business
Compliance
Cost
Customer satisfaction
Revenue
Compliance
Cost
Customer Business
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But what is it that customers want?
Source: August 2, 2011, “Turbocharge Customer Service Processes With Social Technologies” Forrester report
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What are companies doing to deliver better service?
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One solution is to move customer service to less expensive communication channels
Source: December 18, 2009, “It’s Time To Give Virtual Agents Another Look” Forrester report
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Another solution is to focus on communication channels that customers want to use
Source: May 10, 2010, “How To Create A Social Customer Service Strategy” Forrester report
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Issue 1: Knowledge is everywhere
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Issue 2: Companies are offering more customer touchpoints than ever before
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Issue 3: Multichannel integration remains low on the priority list for most companies
Source: May 14, 2010, “Contact Center Purchase Plans 2010” Forrester report
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Issue 4: The volume of social inquiries and comments is overwhelming
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What is the No. 1 pitfall that you have experienced while customer service?
Lack of executive sponsorship
Functionality gaps in the customer service solution
Lack of technical knowledge about the solution
Poor governance and project management capabilities
Poorly defined business processes
Inability to integrate smoothly with other solutions
Lack of metrics
Difficulty in achieving necessary changes in organizational culture
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Start with your strategy
Ask yourself: “What is your strategy to deliver consistent customer service across all the communication channels you use to interact with your customers? How does your strategy incorporate the voice of the customer?”
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How mature are your business processes?
Customer service business process management
focuses on agent and customer functions, including
case management, multichannel communications, and
field service.
How well do you do in supporting the right business
processes to keep your customer service customer-
centric?
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Ask yourself the following questions
What is your channel strategy?
Do you deliver a consistent experience across the different communication
channels that you support
How well do you process cases?
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Do you have a consistent knowledge strategy across all touchpoints?
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How mature are your phone, chat, email, and social channels?
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Leverage technology wisely
Source: May 26, 2011, “Forrester’s Best Practices Framework For Customer Service” Forrester report
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How well do you manage your people?
The most overlooked category of business is managing your people.
Are you paying attention to . . .Your culture? Your leadership practices?Your collaboration methods?Your training programs?Your performance measures and approaches?
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Offering excellent customer service is good for business
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Case Study
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Thank you
Kate Leggett+1 650.269.8658
Twitter: @kateleggett
www.forrester.com
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Self-Assessment
Take the online assessment to see how your organization compares against
Forrester’s best practices: www.moxiesoft.com/assessment
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