© 2012 Forrester Research, Inc. Reproduction Prohibited 1 © 2009 Forrester Research, Inc. Reproduction Prohibited January 25, 2012. Call in at 12:55 p.m

© 2012 Forrester Research, Inc. Reproduction Prohibited1 © 2009 Forrester Research, Inc. Reproduction Prohibited

January 25, 2012. Call in at 12:55 p.m. Eastern time

Kate Leggett, Senior Analyst

WebinarEvaluating Technologies For The Extended Customer Service Ecosystem Using Forrester’s TechRadar™ Methodology

© 2012 Forrester Research, Inc. Reproduction Prohibited2

90% of customer service decision-makers tell Forrester that a good service experience is critical to their company’s success.

63% think the importance of the customer service experience has risen.

Source: February 19, 2010, “The State Of Customer Experience, 2010” Forrester report


Compliance

Cost

Customer satisfaction

Revenue

Compliance

Cost

Customer Business

The customer service leader must balance the needs of his customers with the needs of his business

© 2012 Forrester Research, Inc. Reproduction Prohibited4Source: North American Technographics® Customer Experience Online Survey, Q4 2009 (US)

57% of consumers agree: “I am very likely to abandon my online purchase if I cannot find a quick answer to my questions.”


65% of consumers agree: “I am very unlikely to return to a website that does not provide a satisfactory customer service experience.”


70% of consumers agree: “In the current economy, I expect companies to try harder to provide me with superior online customer service.”


The customer service leader must balance the needs of his customers with the needs of his business

Compliance

Cost

Customer satisfaction

Revenue

Compliance

Cost

Customer Business


Customer experience correlates to loyalty

Source: February 17, 2009, “Customer Experience Correlates To Loyalty” Forrester report


One solution is to move customer service to less expensive communication channels

Source: December 18, 2009, “It’s Time To Give Virtual Agents Another Look” Forrester report


Or to adopt a broader range of interaction channels


But are these technology choices delivering on the right customer experience?

Source: August 2, 2011, “Turbocharge Customer Service Processes With Social Technologies” Forrester report


Forrester’s TechRadar™ methodology

TechRadar results

Recommendations for your role

Agenda


The TechRadar™ summary graphic

Source: August 1, 2007, “Introducing Forrester’s TechRadar™ Research” Forrester report


How did we choose technologies to evaluate?

Source: September 12, 2011, “How To Calculate The Cost Of Customer Service To Drive Improvements” Forrester report


How did we choose technologies to evaluate?

Source: September 12, 2011, “How To Calculate The Cost Of Customer Service To Drive Improvements” Forrester report

VoiceIVRSpeech recognitionMobile customer service

ElectronicChatEmailCo-browsingVirtual agents

SocialCustomer community platformsSocial adapters

ACD CTI

Case management Unified agent

workspace Process guidance

Knowledge management Video Next-best action

Proactive outbound Predictive dialing

Enterprise feedback management

Social listening Interaction analytics Quality monitoring Workforce management


Previous research

Inquiry pattern analysis

Survey of business and IT executives at 75 companies (in partnership with

CustomerThink)

Forrester’s Forrsights Networks And Telecommunications Survey, Q1 2011

of 2,314 decision-makers from SMB and enterprise companies

Vendor interviews

Forrester analyst validations (8)

We used diverse information sources



TechRadar results


Agenda


TechRadar™: Contact Center Solutions, Q3 2011

Source: August 29, 2011, “TechRadar™ For Business Process Professionals: Contact Center Solutions, Q3 2011” Forrester

report


Mature technologies remain core to contact centers

A set of technologies are core to contact centers.

– Voice, closely followed by email and chat

– Predictive dialing

– IVR

– ACD

– Case management

– Knowledge management

– Quality monitoring

– Workforce management

Focus on optimizing productivity.


report


Social technologies help move the needle on customer satisfaction

Social technologies are growing in importance.

– Listening

– Communities

Value of customer insight, opinions, and knowledge are leveraged to evolve products and services in line with customer demand.


report


Technologies that personalize interactions grow in importance

Technologies that focus on the customer experience are increasing in importance.

– Process guidance

– Next-best action

– Proactive outbound

– Video

Enables contact centers to deliver personalized,contextual, and consistent interactions


report


Some technologies — old and new — struggle to gain market momentum

The value remains to be proven for some technologies.

– Interaction analytics

– Enterprise feedback management

– Co-browse

– Virtual assistants

– Social adapters

– Mobile


report


Disruptive technologies destabilize older technologies

Select technologies are on the decline.

– CTI

– Unified agent workspace


report



TechRadar results


Agenda


Recommendations

How to get started?

– Audit your customer service technology ecosystem.

– Benchmark your contact center operations — understand

your costs and customer satisfaction scores.

– Dive deep into your customers’ profiles and needs to

understand the key areas that will move the needle on

customer satisfaction.

How to succeed in the long term?

– Put a plan in place to keep technology current.

– Look at standardizing customer-facing business processes

to improve the overall customer experience.

– Don’t forget human factors — your agents are your most

important asset.


Selected Forrester research

November 7, 2011, “Craft Your Contact Center Investment Plans In Light

Of Technology Adoption Patterns”

November 7, 2011, “To Invest Wisely, Know The Business Value Of

Diverse Contact Center Solutions”

August 29, 2011, “TechRadar™ For Business Process

Professionals: Contact Center Solutions, Q3 2011”

© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you

Kate Leggett+1 650.269.8658

[email protected]

Blog: http://blogs.forrester.com/kate _leggett

Twitter: @kateleggett

www.forrester.com

Documents

© 2012 Forrester Research, Inc. Reproduction Prohibited 1 © 2009 Forrester Research, Inc. Reproduction Prohibited January 25, 2012. Call in at 12:55 p.m