The Great
CUSTOMER
EXPERIENCE
& AI in #CustServ

Presented by
@tuesottrup
at E-commerce Denmark 2017
More #CX tips at
dixa.com/blog

120%
100%
80%
60%
40%
20%
CX Leaders
S&P 500 Index
CX Laggards
CumulativeTotalReturn
107,5%
72,3%
27,6%
Source: Watermark Consulting, 2015. Stock performance of top 10 of Forrester
Research’s Customer Experience Index 2007-2015 vs. lowest10.
Customer
experience
matters
Customer experience has become the new
competitive battleground, and it began with
data like this for stock performance.

Customer
satisfaction
drives revenue
CX Leaders CX Laggards
17%
3%
Source: June 2016 (data 2010-2015), report from Forrester:
”Customer Experience Drives Revenue Growth, 2016”
Compound avg. Revenue Growth
When isolating customer driven revenue (and not counting added revenue
from mergers & acquisitions, etc.), a superior customer experience results
in much larger revenue growth. 17 pct. a year is nothingto scuff at.

EMOTION SELLS
of buying experiences are based on how
a customer feels they are being treated
– McKinsey & Co.
“
70% ”

POOR SERVICE IS THE GREAT LEVELLER
of customers switch brands due to real or perceived poor service,
with quality being cited as the reason by only 13% of respondents.
– Michaelson & Associates
“
”
69%
So basically good emotion sells and bad emotion
causes customer churn.A lot of businesses still need to
accept that one, let alone wrap their heads around it.

Customer experience is the sum of all
engagements a customer has with your brand
throughout the customer lifecycle.
It’s not just one moment, it’s all moments
combined.
– Brian Solis
“
”

Source: Oracle, designingcx.com
Mapping each point of your customer's lifecycle
makes you able to anticipate customer needs. Use
that information to optimize the customer’s journey.

WHAT CAN YOU DO?

Respect your
customer’s
time
Less effort
Customer Effort Score
better experience
As a general design principle for processes, website, systems –
well, everything – keep your customer’s time in mind.It’s the most
precious thing to them. Don’t make them waste it on your behalf.

Engage on multiple channels
75%
expect a consistent
experience regardless
of channel
Source:SalesforceResearch,2016:StateoftheConnectedCustomer
When you do offer customer service on a channel be sure to commit to it.
You’ll disappoint every single customer whom you don’t provide a consistent
experience in a timely fashion. So don’t create silos. Dissolve them instead.

That means
social media
too
The Xbox Support team is 27 people averaging two customer service
tweets per minute. And yet they still manage to follow up with
individualcustomers nine days later to make sure an issue is resolved.

Respond quickly, regardless of channel
64%
Expect companies
to respond to them
in real-time
Source:SalesforceResearch,2016:StateoftheConnectedCustomer
80%
Expect companies
to respond to them
in real-time
B2C B2B
And if you currently don’t offer any real-time interaction, think
long and hard on whichadvantages that would give you.

Offer live chat -
especially on
checkout pages
74%
Consider switching brands if they encounter problems at check-out
Source: Zendesk report, 2016: Searching for Self-Service

Log and
categorize
enquiries
Analyze
data
Identify
improvements
Actually
make changes
Collect free feedback for improvement
on behalf of your entire business
Customer service is a treasure trove of feedback to your business. It
allows you to identify the right obstacles to remove and processes to
improve. Be sure to involve stakeholders from all relevant departments.

You can do so for free with
Google Forms
It’s in Danish,I know. Sorry.
Yours doesn’t have to be ;-)

Identify the
root causes
and start
improving
Other
Cancellation
Return policy
When does my order ship?
Change order 16,2%
11,9%
9,1%
7,9%
5,6%
Top 5 Questions about Existing Order
Sometimes the solution is something you can take care of in customer service.
Oftentimes, it’s not. Be sure to get buy-infrom other departments/functions,
so you can agree on and do what’s best for the customer.

Do that for a year
be heroes
improving your customer experience
and you will all
one small change at a time
to your customers

Empower your customers
to self-serve
Source: Zendesk rapport, 2016: Searching for Self-Service
67%
Would rather solve an
issue themselves
than contact
customer service
Self-service portals still work (they do!), but try to thinkof self-
service as empowering the customer. Enable them to find info
themselves, and provide the right information at the right time.

Always meet
your customer’s
expectations CONSISTENT
EMPATHIC
PROACTIVE
PRESENT
Those are the keys to WOW’ingyou customers. It doesn’t
actually take that much effort. But it does require that you don’t
think of them as a number and learn to anticipate their needs.

Let’s summarize
§ Simplify the buying experience
§ Make yourself readily available
§ Especially on the channels your customers prefer
§ Respond quickly and be consistent across channels
§ Log and categorize enquiries and use it as feedback to improve the
customer experience

THE FUTURE
OF CUSTOMER
SERVICE

IF THIS THEN THAT
Did someone say AI?
The holy grail of AI & machine learning incustomer service is having chat bots
answer the your customer’s questions. But we’re not there yet. Machine
learning shows promise, but otherwise we’re stuck at simple automation and
people have rejected attempts to put a bot in the place of a person.

Hi,
I forgot my phone on the plane
yesterday. Where and how can I
get it back ASAP?
Hi Jenny,
We are sorry to hear you lost your
phone. All items found will be
handed over to the airport Lost &
Found department.
98%confidence
Use case from digitalgenius.com
AI is mature enough to
assist agents
not talk directly
to humans
Realistically

Machine learning
loves data
But needs it
in one place
Save your data
in one place
to prep for AI
Machine learning will eventually succeed incustomer service, because it feeds of off data
for similar conversations. And we have a lot of those. We also have a lot of other data that
the machine needs, like categorization of enquiries and customer feedback. To not start
from scratch, you need to make sure it can access all of that in one place.

Loyalty is changing
agree that tech has made it easier than ever
to take my company’s business elsewhere82% Source: Salesforce Research, 2016: State of the Connected Customer
As people become better informed and new technology
makes switching both easier, faster and cheaper loyalty
decreases. To keep them, deliver excellent customer service.

all-in-one multichannelreal-time
customer service platform

dixa.com/blog Tue Søttrup
@tuesottrup
tue@dixa.com
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