Five Ways To Deliver Exceptional Customer Care in 2015

© 2010 - 2015 Constellation Research, Inc. All rights reserved.
TM
#CEM Webinar | @ drnatalie| @rwang0| @BoldChat
Five Ways To Deliver
Exceptional Customer Care
in 2015
Natalie Petouhoff (@drnatalie)
Vice President & Principal Analyst
January 27th, 2015
R “Ray” Wang (@rwang0)
Principal Analyst & CEO
The State of Customer Service and Support Evolves in 2015 To
Customer Success Management

© 2010 - 2015 Constellation Research, Inc. All rights reserved.© 2010 - 2015 Constellation Research, Inc. All rights reserved. 2#CEM Webinar | @ drnatalie| @rwang0| @BoldChat
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2015 is the year of the customer’s choice
Digital disruption and the emergence of mobile in customer care has changed everything
Next generation customer experiences have to be customer-centric
Must deliver ubiquitous customer care - support when & where customers are
Choice of channels is up to the customer, not the company
Example Channels: Chat vs. Phone: need both, but perfect chat to reduce costs & improve
the experience
Key takeaways: What companies can do to stay ahead/make a difference in 2015

© 2010 – 2015 Constellation Research, Inc. All rights reserved.
This is the year of the
customer’s choice:
• Opt-in Customers
– Customers can easily find information about
products and services
– And from sources they trust – peers
5

What are customers saying about your products?
• Take any product
• Where are customer sharing their
thoughts and experiences?
6

Customers believe other customers reviews
• Customers believe each other
• Sometimes, even if they don’t
know each other
7
457 REVIEWS
• 5 STAR: 285
• 4 STAR: 111
• 3 STAR: 27
• 2 STAR: 17
• 1 STAR: 17

Companies need to be listening and
responsive
8
Company Answered Questions &
Dialogue With Customers:
– 141
– Tells you the company is
listening & responding

You are a customer: Who do you Believe?
9
Company Answered Questions & Has A Dialogue With Customers:
– People vote on the answers the company gives
– This requires something very different for companies

Opt-Out
Customers
Customers can easily opt-out
of doing business with you if
you loose their trust
10
BYE

11
Organizations need to rethink their approach…
IT’STIME
TORETHINK
EVERYTHING
…& understand what the
digital disruption means to your business…

The Digital
Disruption
Requires companies to be….
Transparent - Authentic - Genuine - Honest – Respectful - Helpful – Kind – Trustworthy

Digital disruption is changing business
• CoIT –
– Consumerization of IT
– Means that consumers
want everything they use
when they interact with
you to be easy and simple
– like Google & Facebook
• Are you making it easy or
difficult to do business with
you?
• User interface design is
extremely important
13

Digital disruption means being
customer-centric
• Next generation customer experience
has to be customer-centric
• Need a strategy to change how the
company approaches its customers
– Customer-centric Strategy
– Customer-centric People (employees,
partners, stakeholders…)
– Customer-centric Processes
– Customer-centric Technology
• May require organizational change
management
14

#CEM Webinar | @ drnatalie| @rwang0| @BoldChat 15
Source:: Internet Retailer, 2015, Internet Retailer, 2014, comScore Inc.
Mobile Sales
• 25% of online sales during the
2014 holiday; up 27.2%
• 56% of time spent online retail
occurred on a mobile device
Part of the digital disruption:
Mobile has changed the game
Mobile web visits
• 45% of all online traffic stemming from mobile devices,
up 25.5%

Mobile is key to
your business
Example: mobile traffic to the 26 retail
clients for 1 month
• Generated $180 million in web
revenue in August 2014
• 27.3% from smartphones and tablets
This is all part of the
digital disruption
16
Sources: Internet Retailer, 2015, Internet Retailer, 2014, comScore Inc.

Digital disruption means delivering
ubiquitous customer care
• Multi-channel:
– Operational view of how customer interact
within each channel
• Omni-channel:
– Implies it’s the customer’s view of their
interactions with the company,
– Orchestrated across all channels in a
seamless, integrated and consistent context
• Ubiquitous channels
– Providing support when and where ever
customers are, 24/7
17

New focus: ubiquitous channels
• No premeditation by customer on which
channel or device they will use to interact
with a brand and make a purchase
• But there must be hyper-premeditation by
the brand to create ubiquitous channel
and device loyalty
• Choice of channels is up to the customer,
not the company
18

Channel preference vs. customer experience
A customer may prefer to
speak to an agent
• Because they want to
talk to a human
• But because the phone
experience is so
frustrating, they want to
avoid the phone
• That’s why something
like chat is a good option
19
How can I help you?
I’m having
problems with…

Customers Have More Choices Than Ever
20…with unboundless options; will they pick your company?

Customer Service…
Is now customer success management
• Customer Success Management
– Don’t just care about the customer as a lead
– Don’t just care about the customer as a sale
– Don’t just care about the customer in service
• Care about the customer in every interaction
– Great, continuous, consistent experiences
– Retention, revenue = increase customer lifetime value
– Bad experiences: lost customer
• No Customers, No Business. It’s that simple.
21

Customer success management…
Customer Lifetime Value
• How long a customer buys from you
• How much they buy each time
• How much their purchase amount goes up over time
Increase the number of customers and their customer
lifetime value, continuously

Where is your company on the digital
transformation of next generation customer
service?
Market Leaders will
• Grow their revenue
• Reduce costs faster
Than any other segment

1. Understand what digital transformation
entails

2. Decide to deliver great digital customer
experiences

3. Gain buy-in & support from all levels in the
organization top to bottom

4. Evaluate where you are with respect to
providing ubiquitous channel and device
experiences.
What’s your score?

5. Your gaps create your roadmap for next
generation, ubiquitous channel and device,
customer-centric experiences.

Savvy customer service professionals are
leading their companies
…not only to advance service, but to lead the whole
company in transforming Customer Service into
Customer Success Management

Q & A

Thank you
R “Ray” Wang
R@ConstellationR.com
Twitter: @rwang0
Dr. Natalie Petouhoff
Natalie@ConstellationR.com
Twitter: @drnatalie

Five Ways To Deliver Exceptional Customer Care in 2015

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