This session was presented at the LOCALOGY ENGAGE 19 event in Washington, D.C., June 3-4, 2019.

1. Smart Service:
Winning the Customer
Experience
Emily Sloan-Pace, Zoho Corporation
Professor in Residence

4. 82.26%Average global CSAT in 2018
LiveChat

5. Which seems pretty good,
right?

6. 83.54%Average global CSAT in 2017
LiveChat

7. 86.35%Average global CSAT in 2016
LiveChat

8. Hmmm...

9. Is service getting worse?

10. Maybe.

11. Customer expectations are
changing

12. Customers are expecting more

13. What expectations do your
customers have?

14. Customer Service today is:
Smart/Contextual

15. Customer Service today is:
Smart/Contextual
Real time

16. Customer Service today is:
Smart/Contextual
Real time
Where the customer is

17. Customer Service today is:
Smart/Contextual
Real time
Where the customer is
Easy

18. Customer Service today is:
Smart/Contextual
Real time
Where the customer is
Easy
Fast

19. Customer Support is more
important than ever.

20. 4%of customers reach out when dissatisfied.
From "Understanding Customers"

21. 6-7xmore expensive to acquire new customers than to retain
existing ones.
From White House Office of Consumer Affairs

22. 80%say the experience is as important as the products and
services.
Customer Thermometer

23. Customer Service today is:
Smart/Contextual
Real time
Where the customer is
Easy
Fast
So how do you get there?

24. You need the right tools.

25. 66%of agents say digital case volume is increasing.
State of Service, 2018

26. Customer Service is on the cusp of a
digital revolution.

28. Multichannel

29. Multichannel
Email and Phone

30. Multichannel
Email and Phone
Live Chat

31. Multichannel
Email and Phone
Live Chat
Social Media and Messaging

32. Multichannel
Email and Phone
Live Chat
Social Media and Messaging
Self-Service Portals

33. Multichannel
Email and Phone
Live Chat
Social Media and Messaging
Self-Service Portals
Video

34. Multichannel
Email and Phone
Live Chat
Social Media and Messaging
Self-Service Portals
Video
Mobile Apps

35. Customer

36. But multichannel support is no
longer enough

37. Omnichannel

38. Omnichannel Expectations

39. Omnichannel Expectations
Consistent experience

40. 70%expect a consistent experience across channels, but...
State of Service, 2018

41. 16%actually experience it.
State of Service, 2018

42. Omnichannel Expectations
Consistent experience with the
same capabilities and
engagement.

43. 9Average number of channels customer service teams use.
State of Service, 2018

44. 10Number of channels the average customer uses to
communicate with companies.
State of Service, 2018

45. Omnichannel Expectations
No more repeating!

46. Omnichannel Expectations
Agents should have contextual
information

47. Omnichannel Expectations
Real-time data synchronization
across channels

48. So what does the omnichannel
experience look like?

49. When applying for a loan, you
can start online...

50. ...and continue at the branch…

51. …and then on the phone…

52. ...and finish on any other
channel.

53. Without starting over.

54. Letting people choose their
method of fulfillment

55. Letting people choose their
method of fulfillment
BOPIS

56. Letting people choose their
method of fulfillment
BOPIS
(Buy-online-pickup-in-store)

57. Letting people choose their
method of fulfillment
BORIS

58. Letting people choose their
method of fulfillment
BORIS
(Buy-online-return-in-store)

59. Letting people choose their
method of fulfillment
BOSS

60. Letting people choose their
method of fulfillment
BOSS
(Buy-online-ship-to-store)

61. Omnichannel Expectations
Tailored, connected experiences

62. The tools and strategies you
need to succeed at service

63. Live
Chat

64. Benefits of Live Chat

65. Benefits of Live Chat
Reduces response time

66. Benefits of Live Chat
Increases conversions and sales

67. See and Engage with SalesIQ

68. Benefits of Live Chat
More convenient for customers

69. Benefits of Live Chat
Boosts customer engagement
and satisfaction

70. Automatic language translation

71. Demand for live chat is
increasing YOY

72. Live Coaching

73. Analytics
from
SalesIQ

74. Social Media and
Messaging

75. 80%Of consumers engage with brands online.
Forrester

76. 63%Expect businesses to offer customer care by social.
ValueWalk

77. 54%Prefer social messaging channels for care over phone or
email
Forrester

78. Monitor with Zoho Social

79. Customers are increasingly
using messaging platforms to
communicate.

80. 1.5 billionMonthly users on WhatsApp
Statista

81. 1.3 billionMonthly users on Facebook Messenger
Statista

82. This is a great way to be in
touch with your customers

83. Make use of the DM!

84. More people are sending DMs
than public announcements or
@mentioning.
Twitter

85. Enable DMs and people can
message you without being a
follower.

86. Benefits:
Not limited to 280 characters
Allows people to privately share
photos, videos and personal
information

87. So, WIIFM?

88. $1Average cost of a social customer service interaction.
Online Marketing Institute

89. $?Average cost of a call center interaction.

90. $6Average cost of a call center interaction.
Online Marketing Institute

91. 20%Average increase in CSAT after implementing a social
customer service program.
Aberdeen

92. Integrate your social media
management app with your
help desk.

93. Integrate your social media
management app
with your help desk.
+

94. Convert social messages into tickets

95. The Live
Stream
With a
support
context

96. Manage multichannel messages

97. Track channel activity and ticket status

98. Get the social context

99. Self-Service Portals

100. A way to let customers help
themselves

101. Customize your Portal

102. KBs and FAQ pages are the most
commonly adopted online
customer self-service channels.
Software Advice

103. Build a Searchable Knowledge Base

104. 75%of businesses saw significant improvements
after adopting these and other self-service tools.
Software Advice

105. In number of calls needing
Tier 1 Support
In first-call resolution
rates

106. Foster a Community

107. The benefits of the self-service
model

108. Let Customers Raise a Ticket

109. Self-Service Pays Dividends

110. Self-service users retain 68%
more of their customers YOY
than non-users.
Aberdeen Group

111. The benefits of the self-service
model:
Reduced labor costs from lower
call volume

112. The benefits of the self-service
model:
Targeted cross-selling and up-
selling opportunities

113. The benefits of the self-service
model:
Improves the customer's
experience.

114. Aberdeen Group

115. Best Practices for Self-Service
Portals

116. Best Practices for Self-Service
Portals:
The KB is kept up-to-date

117. Best Practices for Self-Service
Portals:
Lower-rated articles are
regularly reviewed and
corrected or improved

118. Best Practices for Self-Service
Portals:
Featured FAQs should be
updated once a month to reflect
the topics customers are asking
about

119. Best Practices for Self-Service
Portals:
A well-organized site, optimized
for Mobile and Search

120. Best Practices for Self-Service
Portals:
Use screenshots, audio and
video where possible

121. Video Chat

122. Real time
Personalized
Better first-response rates
Reduced callbacks

123. How-to videos
FAQ videos
Webinars

124. Screenshare
Co-Browse
Swap Screens
Transfer Files

125. Aberdeen Group

126. Guide customers to success with
remote support

127. Stay Mobile

128. 77%18-24 year olds that sought support on mobile MORE than
once per month
Software Advice

129. And the problems they face...

130. And if you already have a
mobile app for your business...

131. ...be sure you are supporting it!

132. Mobilisten
from

133. ASAP
In-App Self-Service Across Platforms
Bring the Help Center to them
Web
Widget
Mobile
SDK's

134. Regardless of the device or
channel, provide consistent and
high quality support.

135. Artificial Intelligence
and
Chatbots

136. 5%eCommerce orders that will be predicted and initiated by
AI by 2022
Gartner

137. 2025Year by which AI is predicted to power 95% of all online
customer interactions, and to do it so effectively that
people won't be able to "spot the bot"
Servion

138. AI in Retail

139. 55%of retailers plan on fully implementing AI in daily
customer service operations within the next three years.
BRP

140. AI and Chatbots in Retail
State of Service

141. Increased personalization

142. Merchandise recommendations
based on survey responses or
past purchases

143. Best time to contact

144. Reminders for when to reach out

145. 24%of service organizations use AI.
State of Service

146. What do they use AI for?

147. Case classification and routing with SalesIQ

148. Deep Analytics with the Headquarters

149. Customizable
Support
Dashboards

150. Anomaly
Detection

151. Sentiment
Analysis

152. $8 billionAmount chatbots could save businesses by 2022
CNBC

153. What do they use Chatbots for?

154. Chatbot, powered by Zia

155. Reply Assistant

156. Keys to successful Chatbots
Best when used for simple, specific
requests
Works in conjunction with agents
Seamless handover

157. From AI... ...to Agent

158. Benefits of
AI

159. Organized your way

162. Auto-suggested answers

163. Auto-tagging

164. 87.3%Average global CSAT for tech companies in 2018
LiveChat

165. 82.26%Average Global CSAT in 2018
LiveChat

166. So what has given tech
companies the edge?
(Software, Web Hosting, IT)

167. Technology!

168. They keep customer
information in one place

170. Integrated apps mean data talks

171. And the apps encourage collaboration

172. Agents have access to ALL of the data

173. Agents have access to ALL of the data
Previous tickets

174. Agents have access to ALL of the data
Previous tickets
Demographics

175. Agents have access to ALL of the data
Previous tickets
Demographics
Purchase history

176. Agents have access to ALL of the data
Previous tickets
Demographics
Purchase history
Every touchpoint

177. Throw AI into the mix and you
start to see the secret of their
success...

179. Integrated Apps

182. The choice is
The Operating System
for Business
Suites
Apps

183. Thank You

184. Questions?
www.zoho.com
Emily@zohocorp.com