1© 2016, Genesys Telecommunications Laboratories, Inc. All rights reserved.
PROACTIVELY ENGAGE YOUR CUSTOMERS IN EVERY CHANNEL—WITHOUT LOSING YOUR MIND!
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Source: September 12, 2014 “The CIO’s Blueprint For Strategy In The Age Of The Customer” Forrester report
Customers Control the Conversation That They Have with Businesses
© 2016 Forrester Research, Inc. Reproduction Prohibited 4
Onboarding
Driving adoption
Recognizing expansion opportunities
Manage The Customer’s Journey With Your Product During Their Lifecycle
Converting trials
© 2016 Forrester Research, Inc. Reproduction Prohibited 5
Source: June 27, 2014 “What Drives A Profitable Customer Experience” Forrester report
Good Customer Experiences are Good for Business
Retentionloyalty
Enrichmentloyalty
Advocacyloyalty
The likelihood that a customer will keep existing business with the company
The likelihood that a customer will buy additional products and services from the company
The likelihood that a customer will recommend the company to others
© 2016 Forrester Research, Inc. Reproduction Prohibited 6
Customer Engagement Should Be . . .
PAIN FREE PROACTIVE
PERSONAL PRODUCTIVE
© 2016 Forrester Research, Inc. Reproduction Prohibited 7
Base: 299 decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or proactive customer communication at their organizationSource: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
70%
71%
72%
74%
75%
76%
76%
76%
77%
77%
82%
83%
New customer onboarding (e.g. tips, FAQs, preferences, etc.)
Payment authorizations
Product and account updates
Service outage notifications
Loyalty programs (e.g. special offers, rewards, points)
Emergency alerts
Fraud alerts
Sales promotions intended to upsell, cross-sell and/or win back existing or previous customers
Billing and payment reminders
Sales promotions directed at new customers
Customer satisfaction surveys (e.g. NPS, CSAT, CXi, etc.)
Appointment reminders and confirmations
What types of proactive customer communication does your organization send? Select all that apply per channel, results rolled up across all channels used
Average number of communication types sent:8.9
Apply a Variety of Proactive Communications Across Journeys
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Delight Customers With Proactive Notifications
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27%
29%
30%
31%
31%
36%
40%
36%
41%
36%
45%
Reduce the number of sales people in our organization
Reduce outbound call (contact) volume
More closely integrate with our contact center
Reduce the number of agents in your contact center
To use lower-cost channels (e.g. automated voice, text, email)
Improve the efficiency of your agents
Increasing efficiency by maximizing resource utilization
Enhance payment and collection efficiencies
Maximize the effectiveness of our sales and marketing …
Streamline customer journeys by eliminating need for …
Improve customer satisfaction by anticipating customer …
What are the main reasons your organization uses proactive customer communication? Select all that apply
Base: 299 decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or proactive customer communication at their organizationSource: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
Customer Satisfaction and Efficiency Drive Usage
© 2016 Forrester Research, Inc. Reproduction Prohibited 10
Base: 299 decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or proactive customer communication at their organizationSource: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
Which of the following communications preferences do you offer to customers for proactive customer communication?
Select all that apply
3%
5%
40%
50%
53%
56%
Customers are not given a choice of communications preference, but they only receive if they opt in
Customers automatically receive communications without taking an action to opt in
Time of day
Frequency of contact
Content/notification type
Channel preference
And Empower Customers Through Choice
© 2016 Forrester Research, Inc. Reproduction Prohibited 11
Base: 299 decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or proactive customer communication at their organizationSource: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
Which of the following benefits has your company received as a result of implementing proactive customer communication?
Select all that apply
20%22%24%27%27%29%29%29%31%
36%37%40%
Less inbound contact volumeHigher NPS scores
Unified customer history and reporting Agent productivity/utilization increaseIncrease in high-value inbound callsMore streamlined customer journeysIncreases in first contact resolutionCosts saved through automation
Agent cost savingsReduction in repeat callsIncreased overall revenue
Higher customer satisfaction
Benefits Include Higher Customer Satisfaction and Profitability…
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Base: Decision- makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or proactive customer communication at their organizationSource: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
High
Low Absent We utilize customer information strictly on
individual, discrete channels
We make an effort to utilize customer information across channels with the intent of delivering personalized experiences, but gaps exist in channel integration which curb our efforts
Moderate
Mature
We integrate customer information across channels with the intent of delivering personalized
experiences, but do not take into account customer context
We merge contextual data about the customer with customer information to create a single, shared, and real-time view of the customer to provide similar experiences across all channels
Key Indicators of Omnichannel MaturityLevel
Ad hoc
Maturity Model of Proactive Customer Communication
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Base: Decision- makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or proactive customer communication at their organizationSource: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
Proactive Customer Communication Maturity Model
20%
33%28%
19%
x Mature Moderate Ad hoc Absent x
Stages of Omnichannel Engagement Maturity
© 2016 Forrester Research, Inc. Reproduction Prohibited 14
Base: Decision makers in North America, UK, Ireland, Australia, and New Zealand responsible for customer experience, contact centers and/or proactive customer communication at their organizationSource: A commissioned study conducted by Forrester Consulting on behalf of Genesys, August 2016
What impact has implementing proactive customer communication had so far on your organization’s ability to:
Increase conversion rates
Showing those selecting “crucial” or “high” impact
52%
53%
68%
74%
Absent
Ad hoc
Moderate
Mature
Mature Organizations Report Higher Levels of Benefits And Experience Increased Conversion Rates
Companies higher in the maturity model experience:
Higher customer satisfaction
Agent cost savings
Less inbound contact volume
Higher NPS score
© 2016 Forrester Research, Inc. Reproduction Prohibited 15
› Secure leadership alignment and support for customer experience improvements
› Develop detailed current state customer journey maps with the associated analytical data
› Design the future journey map and project the impact of proactive customer communication
› Select a vendor who can support both current and future journeys› Selectively trial proactive customer communication, capturing the key metrics of success
› Maintain the gains and continually monitor for ongoing improvements
Recommendations
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CASE STUDY: LARGE UTILITY COMPANYGenesys Outbound Improves the Customer Experience for 75% of Surveyed CustomersChallenges• A large utility company which serves over 16MM people in the US wanted to proactively alert and update customers when they experience a service interruption
• Require ability to quickly send a large number of notifications as well as the ability gauge customer sentiment towards the program
SolutionGenesys Outbound integrates with their Outage Management System to:• Notify thousands of customers per minute via Outbound IVR• Capture preferences for follow-‐up alerts (i.e. Yes/No; Text/Voice; Daytime/Evening) which include cause and estimated restoral time
• Survey customers who received outage alerts and analyze results
Results• 90% listen to the entire outage notification• 75% surveyed had an improved customer experience during the outage• Less inbound calls during an outage
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TIPS AND RECOMMENDATIONS
Be proactive with your customer communications across a variety of outbound channels1
2 Look for opportunities to provide better customer experiences across the entire customer lifecycle
3 When building your business case, consider the impacts of improving satisfaction and efficiency gains
4 Recognize that maturity is not built in a day – It’s normal to become more sophisticated over time
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KEY REASONS TO UPGRADE YOUR OUTBOUND SOLUTION
More Demanding Customer
Expectations
“Mobile-‐First” and “Mobile-‐
Only” Consumers
Tightening Compliance Requirements
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Customer Opt-‐in Program
Outbound Expertise
Full Omnichannel Engagement
WHAT TO LOOK FOR IN A VENDOR
Outbound Channel Breadth
Self-‐Service Interfaces for Business Users
Agent Productivity Improvement
2020
ADDITIONAL RESOURCES
For more information, please visit: www.genesys.com
NEW ANALYST REPORT:Get the Thought Leadership Paper by Forrester
EBOOK:Read the Outbound Engagement Playbook
VIDEO:Watch Genesys Outbound in Action
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For more information www.genesys.com
Email: [email protected]
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