what's the easiest first step to omnichannel? surprise—it's your ivr!

© 2016, Genesys Telecommunica5ons Laboratories, Inc. All rights reserved.

WHAT’S THE EASIEST FIRST STEP TO OMNICHANNEL? SURPRISE−IT’S YOUR IVR!

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CUSTOMER SERVICE ERA 1900-‐2000

CUSTOMER EXPERIENCE ERA 2000-‐2015

CUSTOMER RELATIONSHIP ERA NOW

THE NEXT CX REVOLUTION IS HAPPENING NOW

3

Twi6er Face to Face

Kiosk

Facebook

Chat

SMS Agent Tablet

Web

Mobile

IVR

Omnichannel

?

SELF-‐SERVICE MUCH MORE THAN IVR

4

Twi6er Face to Face

Kiosk

Facebook

Chat

SMS Agent Tablet

Web

Mobile

IVR

Omnichannel Self-‐Service

SELF-‐SERVICE MUCH MORE THAN IVR

Machine

Human

5 © 2016 Forrester Research, Inc. ReproducWon Prohibited

THE POWER OF THE MODERN CUSTOMER

Source: The CIO's Blueprint For Strategy In The Age Of The Customer Forrester report

© 2016 Forrester Research, Inc. Reproduction Prohibited 6

Effectiveness

Emotion

Ease

WHAT ARE YOUR CUSTOMER EXPECTATIONS?

7 © 2016 Forrester Research, Inc. ReproducWon Prohibited

GOOD CUSTOMER EXPERIENCES HAVE A QUANTIFIABLE IMPACT ON REVENUE

Source: “What drives a profitable customer experience Forrester report

Reten/on loyalty

Enrichment loyalty

Advocacy loyalty

The likelihood that a customer will keep exis/ng business with the company

The likelihood that a customer will buy addi/onal products and services from the company

The likelihood that a customer will recommend the company to others


Effectiveness

Emotion

Ease How Important Is Omnichannel Self-Service In Providing Good Customer Experiences

© 2016 Forrester Research, Inc. ReproducWon Prohibited 9

FORRESTER SURVEYED…

359 decision makers responsible for customer experience, contact centers and/or IVR administraWon

…across industries, at enterprises within North America, UK, Ireland, Australia and New Zealand


FORRESTER DATA SHOWS THAT CUSTOMERS EXPECT YOU TO VALUE THEIR TIME

Source: The Future Of Customer Service Forrester Report

53% will abandon online purchases if they can’t find a

quick answer

For 77%, valuing their /me is the most important way to

provide good service


FORRESTER DATA SHOWS THAT CUSTOMERS SELF-‐SERVE Help or FAQs on a company website or mobile website

Phone

Email

Chat

Twi6er

Base: 4473 US adults (18+) Forrester Technographics, Customer Lifecycle Survey 2, 2015


ALL SELF-‐SERVICE CHANNELS ARE POPULAR

Help or FAQs on a company website or mobile website

Phone

Voice self-‐service

Virtual agents

CommuniWes

Base: 4473 US adults (18+) Forrester Technographics, Customer Lifecycle Survey 2, 2015


COMPANIES INVEST IN SELF-‐SERVICE TO DECREASE COST AND IMPROVE SATISFACTION


Of the channels you have in place today for customer service, what are your plans to allow for a self-service option?

Base: Variable decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or IVR administration Source: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016

19%

20%

19%

20%

21%

16%

20%

19%

21%

21%

19%

40%

35%

39%

40%

39%

41%

39%

38%

39%

40%

45%

23%

28%

25%

23%

25%

28%

27%

31%

29%

28%

27%

Speech enabled bots (n=254)

Voice (IVR) (n=277)

Social media (n=304)

Email (n=328)

Online forum or community (n=284)

Virtual chat agent for website (n=285)

SMS text message (n=278)

Virtual chat agent for smartphone (n=270)

Instant messaging applicaWons (n=285)

Mobile website (n=305)

Mobile phone applicaWon (n=294)

Expanding/ upgrading current use for self service Currently using for self service Currently piloWng use for self service

Total

91%

89%

89%

88%

86%

85%

85%

83%

83%

83%

82%

SURVEY RESULTS SHOWS THAT SELF-‐SERVICE IS EXPANDING


Base: 359 decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or IVR administration Source: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016

30%

32%

34%

44%

38%

38%

27%

42%

46%

49%

Reduce the number of agents in our contact center

Reduce inbound call (contact) volume

Decrease resoluWon Wmes

Free up agent resources to resolve complex service issues

Increase the contextual awareness of self-‐service channels

Analyze and report on customer behavior along self-‐service channels

De-‐escalate live agent interacWons

Provide an effecWve first point of service

Improve customer saWsfacWon by giving customers easy / effecWve access to informaWon

Meet customer expectaWons to be able to perform most acWviWes in self service

Customer satisfaction


Efficiency

Customer information

What are your main reasons for using self-service capabilities? Select all that apply

SURVEY RESULTS VALIDATE THE KEY DRIVERS FOR SELF-‐SERVICE


Effectiveness

Emotion

Ease How Important Is Omnichannel Self-Service In Providing Good Customer Experiences

Personalize Interactions

Profile

Situa/on

Future Needs


CUSTOMERS EXPECT TO BE SUPPORTED ALONG THEIR JOURNEY

Social

Web

In Person

Phone

Mobile

Browse Community

Forum

Browse Facebook Page

Browse A Company Website

Tweet About A Company

Email A Company

Service Agent

Navigate an IVR On A

Smartphone Receive Info Via

SMS

Transfer To Service Agent

Visit An In-‐Store Sales

Agent


CUSTOMERS’ EXPECTATIONS FOR SERVICE HAVE RISEN

Base: 359 decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or IVR administration Source:: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016

Thinking about your organization’s perception of customer service, experience, and engagement, how much do you agree or disagree with the following statements?

Showing those selecting “Agree” or “Completely agree”

73%

74%

74%

76%

Customers turn to mulWple service channels to resolve issues

Contextualized experiences result in repeat customers

Personalized self-‐service interacWons are increasingly important in building

customer relaWonships

Customers desire guided customer service experiences


Customer service organiza/ons must balance customer sa/sfac/on with opera/onal costs


Most Businesses Are A Mess Of Silos


Base: 247 decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or proactive customer communication at their organization Source: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016

Which of the following barriers, if any, prevent your organization from sharing full context and information from self-service channels to voice

channels? Select all that apply

7%

28%

30%

31%

33%

34%

34%

35%

40%

We face no significant barriers

Lack of budget

Our channels are managed by different organizaWons

Difficulty integraWng new customer facing applicaWons

Changes to our IVR are costly

Our technology plamorm does not allow access to customer profiles and customer history

Our technology plamorm lacks the flexibility for data integraWon

Outdated IVR systems; updates to our IVR are intensive and complex

Our channels are implemented in silos, with no visibility of customer data and acWons across channels

STRUCTURAL AND TECHNICAL CHALLENGES PREVENT SHARING OF INFORMATION


THIS RESULTS IN CUSTOMERS CHANNEL HOPPING

Base: 359 decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or IVR administration Source: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016

Thinking about your organization’s perception of customer service, experience, and engagement, how much do you agree or disagree with the following statements?

Showing those selecting “Agree” or “Completely agree”

73%

74%

74%

76%

Customers turn to mulWple service channels to resolve issues

Contextualized experiences result in repeat customers

Personalized self-‐service interacWons are increasingly important in building

customer relaWonships

Customers desire guided customer service experiences

And Its About Delivering Differentiated Experiences

Companies who have invested in omnichannel self-‐service reap its benefits


OMNICHANNEL INCREASES CONFIDENCE IN THE ABILITY TO PROVIDE PERSONALIZATION ACROSS CHANNELS

Base: 359 decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or proactive customer communication at their organization Source: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016

How effective is your organization at delivering a personalized customer experience across channels?

Showing those selecting “highly” or “extremely effective”

89%

55%

Have omnichannel self-‐service (n=112)

Do not have omnichannel self-‐service (n=247)



AS WELL AS WITHIN CHANNELS Of the channels that have self-service in place today, do you agree or

disagree that your organization can personalize the experience of customers in that channel?

Showing those stating “Strongly agree”

25%

23%

24%

20%

24%

23%

20%

27%

28%

24%

42%

45%

49%

51%

52%

53%

53%

56%

60%

61%

Voice (IVR)

Mobile phone website

Mobile phone applicaWon

Speech enabled bots

Virtual chat agent for website

Virtual chat agent for smartphone

SMS text message

Online forum or community

Social media

Email

Have omnichannel self-‐service

Do not have omnichannel self-‐service



How significant of an impact have your self-service capabilities had on the following customer-centric metrics that your organization uses today?

Showing those selecting “high” or “crucial impact”

64%

65%

56%

65%

69%

75%

80%

87%

Call waiWng Wmes

Number of customer call backs

Service response Wme

Customer saWsfacWon score

Have omnichannel self-‐service

Do not have omnichannel self service

OMNICHANNEL COMPANIES EXCEL IN CX



45%

52%

49%

51%

51%

57%

57%

49%

48%

49%

77%

78%

81%

78%

80%

84%

84%

76%

79%

82%

Increase conversion rates

Increase revenue

Lower customer service agent costs

Increase brand loyalty

Improve the online/web customer experience

Improve the store/branch customer experience

Innovate capabiliWes related to customer self-‐service

Create a single view of the customer across channels

Coordinate mulWple service channels

Improve informaWon transfers across channels

Have omnichannel self-‐service Do not have omnichannel self service

What impact has using self-service for customer service currently had on your organization’s ability to address the following priorities?

Showing those selecting “high” or “crucial impact”

Customer information

Efficiency and overall

sales


OMNICHANNEL IMPACTS BUSINESS PERFORMANCE


FORRESTER RECOMMENDS

Offer coordinated self-‐service in line with customer expectaWons

Invest in true omnichannel experiences

Design omnichannel experiences

Keep a close pulse on customer changing requirements

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SURVIVAL OF THE FITTEST

VOICE TO DIGITAL

WEB ENGAGEMENT

MULTI-‐ MODAL

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DON’T BE AFRAID TO TRADE

GIVE CUSTOMERS THE INFO THEY NEED TO MAKE GOOD DECISIONS

WE CAN’T TAKE ORDERS IN ADVANCE FOR THE IPHONE 7, BUT IF YOU WOULD LIKE TO BE ONE OF THE FIRST CUSTOMERS WE CONTACT WHEN IT IS RELEASED …

MONDAY MORNINGS ARE ALWAYS REALLY BUSY. IF YOUR CALL CAN WAIT UNTIL THIS AFTERNOON OR TOMORROW, PLEASE CALL US BACK THEN AND WE’LL PUT YOU TO THE TOP OF THE QUEUE …

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EMBRACING THE OMNICHANNEL

“If you would prefer to conWnue on your smartphone, just press 1 …”

Easing transiWon from voice to digital

New contact opWons from the web

Self-‐ and assisted service for the mobile generaWon

Micro-‐apps embedded with chat & messaging

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WHAT TO LOOK FOR IN AN OMNICHANNEL SOLUTION

INTEGRATED END-‐TO-‐END INNOVATIVE PERSONALIZED INTUITIVE

People, processes and technology that works together across channels, not in silos

Support for the end-‐to-‐end customer journey including self-‐service, assisted service & mulW-‐modal

Take advantage of developments in voice, web, chat, SMS, messaging, MicroApps, natural language, ArWficial Intelligence & IoT

Using informaWon about the customer, context and capacity to personalize & predict best response

Providing business users with the tools and data they need to deliver excepWonal customer experiences

© 2016, Genesys Telecommunica5ons Laboratories, Inc. All rights reserved. 34

THREE THINGS TO TAKE AWAY

  CUSTOMERS WANT TO SELF-‐SERVE

  SHARE CONTEXT ACROSS IVR AND DIGITAL CHANNELS

  OMNICHANNEL SELF-‐SERVICE SETS COMPANIES APART

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ENGAGE WITH GENESYS!

Email us at: [email protected]

Tweet with us: @Genesys, #Gwebinar @Genesys_Brasil, @Genesys_LATAM, @GenesysJapan, @GenesysDACH, @GenesysFrance, @Genesys_IT, @Genesys_ME, @GenesysTurkey

what's the easiest first step to omnichannel? surprise—it's your ivr!

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