Become an eCommerce Standout with Proactive Customer Engagement

Become an eCommerce Standout
PRESCOTT WRIGHT
Product manager
© 2014 North Tea Consulting| Moxie Software
5 June 2014
DIANE CLARKSON
Principal Consultant

THE FUTURE
Today’s empowered customers demand that
organizations fundamentally rethink engagement

● What today’s customers want
● Why the future of engagement is proactive
● Key tools for engagement throughout the customer journey
● Q&A
AGENDA

Today’s customers want you to anticipate their needs
and exceed their expectations

Traditional channels remain important but emerging
channels are gaining traction
2009 2012
Telephoning a company and speaking to an agent 73% 73%
Help or frequently asked questions (FAQs)on a company’s website 57% 67%
Sending an email to customer service 56% 58%
Instant messaging/online chat with a live person 30% 43%
Click-to-call* --- 33%
Online forum or community with other customers 23% 32%
Screen sharing --- 30%
Virtual agent* --- 28%
Sending a mobile/SMS message to the company requesting assistance* 24%
Contacting a company using Twitter 11% 22%
Source: Forrester Research, Inc.
North American Technographics® Customer Experience Online Survey, Q4 2012 (US)
North American Technographics Customer Experience Online Survey, Q4 2009 (US)
* Forrester did not ask about this channel in the 2009 survey.

Today’s consumers demand that you value their time
50%
57%
57%
58%
54%
52%
73%
76%
79%
79%
76%
75%
0% 20% 40% 60% 80% 100%
Gen Z (18 - 24)
Gen Y (25 - 33)
Gen X (34 - 47)
Younger Boomers (48 - 57)
Older Boomers (58 - 68)
Golden Generation (69+)
Source: Forrester Research, North American Technographics Customer Experience Online Survey, Q4, 2013 (US)
I am very likely to abandon my online purchase if I cannot find a quick answer to my question.
Valuing my time is the most important thing a company can do to provide me with good customer service experience.
Percentage of US online adults by generation who agree with the indicated statements
(4-5 on a scale of 1 [disagree completely] to 5 [agree completely]
Base: 7,522 US online adults (18+)

Relevance is the underpinning of personalization
● Big data is bringing us into the age of personalization
● Today, most personalization is based on customer-specified
preferences and past interaction history
● The future of personalization involves complex, real-time decision
engines that make relevant offers or invitations

Seamless interactions across channels are essential
● 74% now use at least three channels when interacting with an
enterprise brand or organization for customer-related issues*
● 69% of online consumers would like to be able to move between
customer service channels and not have to repeat their situation
every time.**
Sources: * Ovum Study, 2013
** Forrester Research, North American Technographics® Customer Experience Survey, 2013

Customers have been disappointed
● According to Accenture, a portfolio of customer experience
indicators shows that no metric in any industry has consistently
improved in 5 years.*
● Most companies treat each channel separately, creating multiple
communications streams for each one.
● Future success depends on the ability to create more sophisticated
customer interactions that will deliver timely, relevant information
seamlessly across channels
*Source: Accenture Global Consumer Pulse Research, 2013

Experiences anticipate customer needs and satisfy
them before the customer takes action.
PROACTIVE

Proactive engagement is capturing the attention of
organizations
Organizations are slowly shifting from Customer Relationship
Management (CRM) to Customer Experience Management
According to Yankee Group, 84% of businesses are interested in
initiatives that provide proactive and personalized communications.
Yankee Group, “Drive More Valuable Customer Experience With Proactive Engagement Across the Life Cycle”

Experiences offer compelling organizational and
customer benefits
PROACTIVE

Several trends are supporting the growth in
proactive engagements
1. Proactive outbound notifications are on the rise
2. Proactive chat has proven itself
3. Proactive knowledge is nascent but poised to grow

Proactive outbound notifications are on the rise
● Proactive outbound notifications advise customers
of information that is relevant to their time and place
● Proactive combines CRM customer data, business
rules, and your customer’s preferred
communications methods for highly targeted
campaigns or individual interactions.
● 29% of enterprises are planning to invest in
proactive outbound communications in the next 12
months*
● Outbound notifications have proven to deflect
inbound calls, address problems before they
happen, drive CSAT
* Source: Forrester's Forrsights Networks And Telecommunications Survey, 2013

Proactive chat has proven itself
● Case studies from across many industries consistently show proactive
chat delivers strong results including driving sales, reducing form
abandonment, and improving efficiency
● Proactive chat typically has a 80% to 90%+ customer satisfaction
scores
● Chat is being introduced by a growing number of companies and is
expanding deeper into organizations

Proactive knowledge is poised to grow
● The next logical step is to more fully leverage rule-based proactive
ability to extend to more channels
● Proactive knowledge can anticipate a customer’s need for information
● Proactive knowledge can also reduce resolution times in the contact
center

The power of proactive chat
● Large technology provider has deployed chat as a key part of their
proactive engagement strategy
● 30% increase in usage of chat year-over-year
● 10 million chats per year globally
● Chat is personalized by allowing the agent to see what items have
been purchased and browsing history

Proactive chat has delivered compelling business results
● Chat is cost effective
● Efficiency – can do 2.5 chats per agent
● Monetize chat by upselling, cross-selling, and putting advertising in
the chat window
● 1/3 of chat customers would not have purchased without chat
● In the US, approximately 1/3 of sales come via proactive chat
Customers who chat also purchase products at nearly 3.5 times the rate of
those who do not.
- Forrester Research, Inc.

Proprietary & Confidential
ENGAGEMENT THROUGHOUT
THE CUSTOMER JOURNEY
Prescott Wright,
Product Manager

23 | Our greatest thrill is to connect you with your customers
Q&A
• Session recording and presentation will be sent
via email by tomorrow morning.
• Diane Clarkson
• diane@northteaconsulting.com
• www.northteaconsulting.com
• @Diane_Clarkson
• Moxie
• info@moxiesoft.com
• www.moxiesoft.com
• @MoxieSoft

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