2 | Our greatest thrill is to connect you with your customers

TABLE OF

CONTENTS

3

8

11

12

13

14

What Do Customers Want?………….……………..

The Future is Proactive………….………..…………

Proactive Outbound Notifications………..

Proactive Live Chat………………………..

Proactive Knowledge………………………

Proactive Engagement:

A Compelling Business Case………………………

3 | Our greatest thrill is to connect you with your customers

Chapter 1

WHAT DO

CUSTOMERS WANT?

Companies used to rely on the “specialness” of their goods

and services to be their key differentiator. Consumers

bought—or didn’t buy—based on the features and

functions of a product.

It’s not to say that the uniqueness of a product or service is

no longer important, but the way in which customers now

want to engage with your company and the ways in which

they make purchasing decisions has fundamentally altered

the business-customer relationship.

4 | Our greatest thrill is to connect you with your customers

Today, customers place great emphasis on the quality of

the experience, expecting fast, seamless and contextually

relevant interactions.

A key driver for this changing customer attitude has been

the emergence of multiple online channels, enabling

customers to do business with you in multiple ways.

Source: Forrester Research, Inc.

North American Technographics® Customer Experience Online Survey, Q4 2012 (US)

North American Technographics Customer Experience Online Survey, Q4 2009 (US)

* Forrester did not ask about this channel in the 2009 survey.

2009 2012

Telephoning a company and speaking to an agent 73% 73%

Help or frequently asked questions (FAQs)on a

company’s website 57% 67%

Sending an email to customer service 56% 58%

Instant messaging/online chat with a live person 30% 43%

Click-to-call* --- 33%

Online forum or community with other customers 23% 32%

Screen sharing --- 30%

Virtual agent* --- 28%

Sending a mobile/SMS message to the company

requesting assistance* --- 24%

Contacting a company using Twitter 11% 22%

Chapter 1: What Do Customers Want?

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5 | Our greatest thrill is to connect you with your customers

When engaging with your company, customers demand

that you use all these channels in a way that shows you

value their time, meeting their needs for speed,

seamlessness and relevance. Those that don’t pay a high

price as more than 50% of customers in every age group

are all too likely to abandon their carts.

Chapter 1: What Do Customers Want?

50%

57%

57%

58%

54%

52%

73%

76%

79%

79%

76%

75%

Gen Z (18 - 24)

Gen Y (25 - 33)

Gen X (34 - 47)

Younger Boomers (48 -57)

Older Boomers (58 - 68)

Golden Generation (69+)

Percentage of US online adults by generation who agree with the following statements

(4-5 on a scale of 1 [disagree completely] to 5 [agree completely]

I am very likely to abandon my online purchase if I cannot

find a quick answer to my question.

Valuing my time is the most important thing a company can do to provide

me with good customer service experience.

Source: Forrester Research, North American Technographics

Customer Experience Online Survey, Q4, 2013 (US)

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6 | Our greatest thrill is to connect you with your customers

Successful customer engagement requires the following:

• Speed: Make sure your website is easy to navigate and easy to search for

information. Manage hold times on the phone effectively. Set clear SLAs for

response. Make multiple contact channels available and visible.

• Seamlessness: Customers expect uninterrupted, cross-channel interactions.

Make sure every channel is connected, with the context of any interaction

pushed to the next channel so the conversation continues without interruption.

Chapter 1: What Do Customers Want?

Sources:

* Ovum Study, 2013

** Forrester Research, North American Technographics®

Customer Experience Survey, 2013

74% of consumers use at least 3 channels when

interacting with a company*

65% of online consumers want to move

between service channels

without repeating their

situation.**

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7 | Our greatest thrill is to connect you with your customers

• Relevance: Of equal—if not greater—importance is the

relevance of each interaction. This goes far beyond just

greeting the customer by name. Customers expect each

engagement to reflect their specific preferences and the

context of the interaction.

Personalization and relevance are becoming more real as

big data gives companies far greater insight into customer

behavior, and real-time decision engines can leverage this

understanding to make relevant recommendations at the

point of interaction.

Chapter 1: What Do Customers Want?

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8 | Our greatest thrill is to connect you with your customers

Chapter 2

THE FUTURE IS

PROACTIVE

However, despite technology advances and the multiplicity

of channels available to customers, Accenture reports that

key customer experience indicators show that no metric in

any industry has consistently improved in 5 years.*

*Source: Accenture Global

Consumer Pulse Research, 2013

of customers were frustrated that

they had to contact a company

multiple times for the same reason.

said they had been put on hold for a

long time.

said they had their issues pushed to

multiple representatives.

9 | Our greatest thrill is to connect you with your customers

Clearly, there’s a need to do

better. Improving the customer

experience and achieving

future success requires

delivering more sophisticated

customer experiences that

provide timely and relevant

information seamlessly across

all channels.

The best way to do this is to

anticipate the customer’s

needs and engage the

customer proactively.

Chapter 2: The Future is Proactive

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10 | Our greatest thrill is to connect you with your customers

Proactive customer engagement resolves the customer’s

question or issue before they even ask it. It includes 3

categories:

• Proactive Outbound Notifications

• Proactive Live Chat

• Proactive Knowledge

Chapter 2: The Future is Proactive

Yankee Group, “Drive More Valuable Customer Experience With Proactive Engagement

Across the Life Cycle”

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11 | Our greatest thrill is to connect you with your customers

Proactive Outbound Notifications

Proactive outbound notifications anticipate needs by advising

customers of information that is relevant to their time and place, such

as a flight delay or the fact that a bill needs to be paid to avoid a fee.

They combine enterprise customer data and business rules with the

customer’s preferred communication methods to deliver highly

targeted interactions or campaigns at the right moment. Customers opt

in to receive notifications, specifying the channels to be used and what

types of notifications they want.

Chapter 2: The Future is Proactive

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12 | Our greatest thrill is to connect you with your customers

Proactive Live Chat

Live online chat is becoming ubiquitous. In just three years,

chat/instant messaging has gone from 30% to 43% usage.*

Companies are embedding chat deeper into the customer experience

as they find it can deliver the dual benefit of higher revenue and per-

customer profit while reducing customer service costs.

Used proactively, chat can push a conversion forward, increase the

value of a shopping cart with a relevant upsell or cross-sell offer and

forestall costly calls to the contact center to get information or resolve

issues.

Chapter 2: The Future is Proactive

Source: Forrester Research, Inc.

North American Technographics® Customer Experience Online Survey, Q4 2012 (US)

North American Technographics Customer Experience Online Survey, Q4 2009 (US)

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13 | Our greatest thrill is to connect you with your customers

Proactive Knowledge

Like notifications and chat, proactive knowledge anticipates customer

questions and displays the most relevant knowledgebase content within the

context of the interaction. For example, proactive knowledge can:

• Provide definitions or how-to instructions as a customer is filling out an

online form.

• Display a side-by-side comparison of features based on the product

pages a customer has visited.

• Let customers know how much more they need to add to the online

shopping cart to get free shipping.

In all cases, the knowledge is closely related to what the customer is doing,

and is displayed as part of that process, rather than requiring the customer

to leave the screen or “step outside” of the activity.

Chapter 2: The Future is Proactive

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14 | Our greatest thrill is to connect you with your customers

Chapter 3

PROACTIVE ENGAGEMENT – A

COMPELLING BUSINESS CASE

Implementing proactive engagement is not just a “nice to

have”. There is a compelling and proven business case for

proactive communications.

15 | Our greatest thrill is to connect you with your customers

• Outbound notifications have proven to deflect inbound

calls and drive higher customer satisfaction scores.

• Proactive chat is proving highly efficient and cost-

effective, with each agent able to manage as many as

2.5 chats simultaneously.

• 1/3 of chat customers report they would not have

purchased without chat.

• In the US, approximately 1/3 of sales come via proactive

chat, and companies are monetizing chat by upselling,

cross-selling and placing advertising in the chat window.

Chapter 3: Proactive Engagement – A Compelling Business Case

Forrester Research, Inc.

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16 | Our greatest thrill is to connect you with your customers

For a large technology company, chat is a key part of their

proactive engagement strategy. The company regards

proactive communications as fundamental to achieving

their business goals.

They personalize chat by providing the agent with

information about what items the customer has purchased

as well as the customer’s browsing history.

Since implementation, they have seen a 30% increase in

usage of chat year-over-year and conduct 10 million chats

per year globally.

Chapter 3: Proactive Engagement – A Compelling Business Case

Forrester Research, Inc.

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17 | Our greatest thrill is to connect you with your customers

Meet the Author

DIANE CLARKSON

Diane is an eCommerce

advisor and thought leader who

has worked with some of the

world's largest consumer and

technology brands.

Diane was an eBusiness and

channel strategy analyst at

Forrester Research where

she focused on how service

technology can drive sales,

improve the customer

experience and enhance

brands.

LEARN MORE

If you’re interested in learning more

about Moxie Software’s solutions for

proactive engagement, contact us today:

info@moxiesoft.com

NA: +1-800-474-1149

Int’l: +44-870-904-1122

www.moxiesoft.com

http://www.moxiesoft.com/about/contact/