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Customer service centers are always looking for ways to dramatically increase agent productivity while reducing the cost per interaction. While the idea of multi-channel customer service is nothing new, doing it correctly has been an ongoing challenge for many companies. In this complimentary webinar, we covered how to leverage best-in-class communication channels (knowledge, email and chat) within Dynamics CRM, including: • Maximize knowledge management for both assisted and self-service channels to drive first contact resolution •Increase agent productivity via multi-channel, blended agents and supervisors •Leverage agent productivity tools to drive superior customer and agent experiences •Help agents work smarter with more efficient workspaces
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1 PROPRIETARY &
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5 TIPS FOR PRODUCTIVE MULTI-CHANNEL CUSTOMER SERVICE
• Thank you for joining us. We will begin promptly at 8am
PT / 11am ET. The line will be silent until we begin.
• Audio is broadcasted through your computer (dial-in
option also available).
• Please use the Chat Panel for any questions.
2 PROPRIETARY &
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5 TIPS FOR PRODUCTIVE MULTI-CHANNEL CUSTOMER SERVICE
3 PROPRIETARY &
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AGENDA • Importance of the Customer Experience
• The Five Tips:
1 Feed Your Knowledgebase
2 Right Channel Your Customers
3 Let Your Customer Choose (Sort Of)
4 Maximize First Contact Resolution
5 Create Great Agent Workspaces
• Measuring Your Success
• Conclusion
4 PROPRIETARY &
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IMPORTANCE OF THE CUSTOMER EXPERIENCE
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BETTER CUSTOMER EXPERIENCES DRIVE REVENUE
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BETTER CUSTOMER EXPERIENCES CUT COSTS
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CUSTOMERS EXPECT YOU TO RESPOND ON SOCIAL
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IMPROVE THE CUSTOMER JOURNEY
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FEED YOUR KNOWLEDGEBASE
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TIP 1: FEED YOUR KNOWLEDGEBASE
• Focus on Dynamic Content
• 80/20 rule applies
• 80% of questions are answered by 20% of your content
• Outline workflow specifically around mission-critical, high
volume content
• e.g. New policies affecting customers, product recalls, new
products
• Find the balance between perfect and timely content
• Develop a workflow to drive continuous improvement
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BUILD IT TOGETHER • Embrace social interactions & collaborative tools
• Collaborate, Collaborate, Collaborate
• Customers
• Partners
• Employees: Extend the contact center to the back office
• Extend content creation
• Wikis
• Blogs
• Forums
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TIP 1 SUMMARY: FEED YOUR KNOWLEDGEBASE
Leverage your
knowledgebase
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RIGHT CHANNEL YOUR CUSTOMERS
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PREFERRED CUSTOMER COMMUNICATION CHANNELS
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OFFER CHANNELS TO MEET YOUR CUSTOMERS’ NEEDS
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WEB SELF-SERVICE: YOUR FIRST LINE OF DEFENSE • Is your Help Center easy to find?
• Does it offer answers to all your most frequently asked questions?
• Does it contain a
contextual escalation
path to live support?
• Is search prominently
featured?
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EMAIL WHEN TIME DOES NOT SEEM CRITICAL • Auto Acknowledgement
• Setting expectations
• Pointing to self-service tools
• Bypass Web forms
• Auto Response with auto-close • 100% accurate?
• Describe escalation methods
• Auto Suggest • Multiple questions
• Customer history or data
• Auto Delete • Thank you
• Customer history or data
18 PROPRIETARY &
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CHAT: LOCATION, LOCATION, LOCATION • Every page?
• “Contact Us” Page?
• Inflection Points?
• Proactive vs. Reactive
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WEB CHAT BENCHMARKS
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TIP 2 SUMMARY: RIGHT CHANNEL YOUR CUSTOMERS • Proactively engage your customers
• Use analytics to determine whether or not to engage a customer
• Use metrics to create conditions and rules for candidates
• Rule and agent initiated customer engagements
• Leverage existing Web content during session
• Consider the customers device type (mobile, desktop, tablet)
• Teach agents the customer experience
• Use Chat Text and Page Push
• Data Collection
• Name
• Email Address
• Subject
• Hidden Data
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LET YOUR CUSTOMER CHOOSE (SORT OF)
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TIP 3: LET YOUR CUSTOMER CHOOSE (SORT OF)
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TIP 3: LET YOUR CUSTOMER CHOOSE (SORT OF)
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TIP 3: LET YOUR CUSTOMER CHOOSE (SORT OF)
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TIP 3: LET YOUR CUSTOMER CHOOSE (SORT OF)
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TIP 3 SUMMARY: LET YOUR CUSTOMER CHOOSE (SORT OF) • On your Web site
• Home page
• In global navigation
• Help page - list channels in the order you want customers to use them
• Market channels in all customer communication
• Work with marketing to create a service awareness program
• Educate customers on the service options available to them
• Remind customers about available service channels whenever possible in:
• Newsletters
• Up-sell, cross-sell emails
• Direct mail
• Social marketing
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MAXIMIZE FIRST CONTACT RESOLUTION
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SERVICE DELIVERY COSTS VS. TIME TO RESOLVE
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FIRST CONTACT CLOSURE COSTS BY SERVICE DELIVERY MEDIUM
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TIP 4 SUMMARY: MAXIMIZE FIRST CONTACT RESOLUTION
First contact
counts!
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CREATE GREAT AGENT WORKSPACES
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TIP 5: CREATE GREAT AGENT WORKSPACES • Provide access to 80% of needed information 80% of the time
• Customize workspaces based on agent skills
• Provide simple integration to data – CRM, invoices, billing, histories
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TIP 5 SUMMARY: CREATE GREAT AGENT WORKSPACES
An agent workspace is a user interface which enables
an agent to perform customer interaction activities effectively.
• Flexibility – Map workspaces to business processes • Role-based user interfaces
• Channel-specific agent workspaces
• Controlled access to external data
• Productivity – Everything is one click away • Reduce number of clicks/keystrokes for navigation
• Single view
• Maximize screen real estate
• Manageability – Non-programmatic design & deploy • Drag & drop design
• Edit / read-only access
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MEASURING YOUR SUCCESS
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CRITERIA FOR MEASURING SUCCESS • Transaction Completion Rate
• Deflection
• Positive Experience
• Repeat Use
• Increased Time on Site
• Conversion Rate
• Customer Satisfaction
• Revenue
• Web Traffic
• Still Yes to: AHT, FCR, SLA
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WATCH OUT FOR COMMON OBSTACLES
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CONCLUSION
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5 TIPS FOR PRODUCTIVE MULTI-CHANNEL SERVICE
1 Feed Your Knowledgebase
2 Right Channel Your Customers
3 Let Your Customer Choose (Sort Of)
4 Maximize First Contact Resolution
5 Create Great Agent Workspaces
These tips give you a new model for servicing customers
that will increase agent productivity, reduce cost, and
increase profit per interaction.
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THANK YOU
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