Reducing Customer Effort During Critical Mobile TouchpointseBook

Reducing Customer Effort During Critical Mobile Touchpoints 2

How Much Effort Does It Take?

Feel their service provider could have done something to prevent

them from switching

Customers who switched companies due to poor service in at least one

industry last year

Customer Satisfaction……

… and ultimately customer loyalty, is often driven by how much effort is required to do business with your company.

Retaining happy customers, willing to purchase again and even recommend your company to others, requires you to reduce the effort necessary to interact with you during sales and service touchpoints - through a variety of digital channels.

Buying your products and services, checking order status and delivery progress, viewing and resolving account management details – all involve either online self-service opportunities or personal interactions with live agents.

Companies who do not implement effective processes and technologies to make customer journeys as painless and low-effort as possible leave the door wide open for competitors to attract hard-won customers away.

Research from Accenture in their 2013 Global Consumer Pulse survey shows that poor service causes customers to switch companies at an alarming rate.

66% 82%

Reducing Customer Effort During Critical Mobile Touchpoints 3

Customer Journeys typically involve multiple touchpoints - but increasingly, it’s the mobile touchpoints where customers either begin or culminate a journey, because their personal devices are always on and present with them.

It’s becoming a mobile-first world, with more mobile devices in existence than people on the planet, and mobile touchpoints are now the key interaction channels, according to analysts. As such, your company must focus on making streamlined customer service options available through those mobile devices, or risk losing opportunities for new business - and potentially losing customers.

Some companies view Mobile as a device; others as a channel. In reality, Mobile is much more than either of those – representing instead a new application hub which merges communications, social media and cloud resources, to untether people from physical and historical constraints.

Mobile Touchpoints Are Critical

Website Mobile App Contact Center Back Office Branch

Purchase Journey

Onboarding Journey

Account Change Journey

Problem Resolution Journey

Renewal and Repurchase Journey

70%... of consumers said they would remain loyal to retailers because of good customer service.

- PriceGrabber

Reducing Customer Effort During Critical Mobile Touchpoints 4

Loyalty Lost As Effort IncreasesWith each mobile interaction, opportunities exist to miss your customers’ expectations for satisfaction - typically because of poor service delivery, the need to repeat information, transfer to a different channel, or wait for assistance from a live person properly equipped to help.

Even with a 90% customer satisfaction average score at each mobile interaction, as many as one-third of customers could end up dissatisfied across the entire journey if assistance is not available, not prompt, not personalized or contextual. This leakage of loyalty creates for you a huge risk of customer churn and reduced revenue if not addressed. The bottom line is – your product quality is what wins you customers, but the service you provide is what keeps your customers.

100%

90%

81%

73%

66%

Loyalty Leakage

Average Interaction

CSAT Scores90%

90%

90%90%

Journey CSAT 66%

Consider

Sales

Purchase Journey Order

Support

Ship

Back Office

Bill

Billing

Reducing Customer Effort During Critical Mobile Touchpoints 5

Low Effort is a DifferentiatorYour Company Must Increasingly Find New Ways to Compete – either by differentiating your products or by providing levels of service that exceed what your customers can get elsewhere. Since most enterprises offer at least one mobile app to their customers, one of the best and easiest ways to make an immediate impact on offered service levels is to add contact center capabilities to those existing apps and mobile websites.

The types of capabilities provided to your mobile customers can also expand differentiation - with chat, voice, text messaging, email and video interactions all enabling them to use their channel of choice. Channels must be connected, however, which means that a conversation using one channel can be continued using a different channel - or sometimes even simultaneously. For example, it is common for your consumers to be looking at pages on your website at the same time they are speaking to your service representatives on the phone.

Your competitors are fast embracing this multi-channel, integrated world, with 62% of companies believing that mobile customer service serves as a competitive differentiator.

-- ICMI, Mobile Customer Service Strategy Research.

75%of those surveyed indicated that mobile in-app ability to reach an agent is important or very important

-- Contact Solutions, Mobile Customer Care Research,

2013

...one of the best and easiest ways to make an immediate impact on offered service levels is to add contact center capabilities to those existing apps and mobile websites.

Reducing Customer Effort During Critical Mobile Touchpoints 6

Business Value of Great Mobile CXHappy Customers Buy More

Companies see terrific returns and business value when providing personalized, assisted service, focusing on mobile CX. Customers experiencing low effort and fast issue resolution over their different journeys will typically repurchase, and usually increase their spending in the process.

The key to reducing customer effort is meeting your customers where they are always present – on their mobile devices – and delivering levels of service which meet their needs and quickly lead to results they expect. This includes the ability to reach live agents regardless of what they are doing, using whichever channel they prefer to invoke that connection. For example - being able to call an agent (or start a chat session) to get answers to product questions while browsing an ecommerce app invariably leads to increased sales.

Mobile interactions are now more often the focal point of experience across the entire customer lifecycle.

94% 88%of customers with low effort will

repurchaseSource: CEB

of customers with low effort

increase spendSource: CEB

The key to reducing customer effort is meeting your customers where they are always present.

Reducing Customer Effort During Critical Mobile Touchpoints 7

Establishing a Mobile CX StrategyBroad Capabilities Drive Mobile CX

Allowing customers to connect during different phases of purchase, account management and support journeys – using a variety of methods which add convenience and reduce effort – improves customer experience and drives loyalty.

Given that smartphones are capable of not only voice communications, but also of social and Internet connections for chat, email, messaging and rich media (the exchange of pictures or videos), makes them the ideal mechanism for enhanced levels of assisted customer service. Feature phones are history. According to The Guardian, smartphone penetration is estimated to be 90% by 2016, in the U.S and UK.

Companies which fully embrace all these digital channels, through a comprehensive mobile strategy to provide personalized assisted service, set themselves apart from competitors, and keep loyal customers from considering other options.

Connect Me

Reducing Customer Effort During Critical Mobile Touchpoints 8

Mobile Methods to Reduce Customer EffortAt a minimum, providing these core capabilities in your mobile apps and websites reduces the effort required to do business with you, resolve issues, and close sales:

Click to Call

Reach An AgentSometimes, you just need to speak with a live person - to get a needed answer, or complete a transaction - while browsing an ecommerce app, or performing account management tasks . Click to call capability from inside your app or website is the key to making that connection, and reducing the effort needed to wrap things up.

Schedule a Callback

Receive a Call From An AgentWhen customers need assisted service, your sales or support agents aren’t always available at that precise moment. The next best thing is to schedule a callback – either for a specific time, or as soon as an agent becomes available to talk.

Mobile Chat

Quickly Message An AgentRather than taking the time to speak with a person, sometimes customers simply wish to pose a brief question before taking the next step in the journey. Chat is often the fastest way to get those concise answers back to your customers.

Proactive Push Notifications

Keep Me InformedNotifying customers of order activity, service outages, and account thresholds - while staying compliant with privacy and opt-in regulations – is an important part of reducing customer effort, as well as inbound call center volume. Smartphone push notifications are the best mechanism, as customers control behavior and appearance.

Reducing Customer Effort During Critical Mobile Touchpoints 9

Personalized Service is Comprehensive

Increasingly, customers expect personalized, contextual, assisted service. What exactly does that entail?

You can’t have one without the others. Reducing customer effort means providing them with comprehensive mobile assisted service, which requires that agents be equipped with information about profile, history and what customers were doing at the point of contact.

Assisted

An agent (either human or virtual) is ready and available to provide the service required and resolve the sales questions or support issues posed by your customers.

Personalized

At the time and point of contact, your agent already knows something about the customer, being equipped with both profile information and historical data. Through this element, segmented assistance (i.e. better service for more profitable customers) is also possible.

Contextual

The agent is aware of what the customer was doing at the moment and point of contact. Usually, this means knowing the page on the mobile app or website that your customer was viewing, such as a product page, service activation page or account change page. Often times, the customer’s location – provided by the mobile device – is relevant to the issue resolution, and is also provided to your agent.

Reducing Customer Effort During Critical Mobile Touchpoints 10

Open Integration Lowers EffortProtecting Legacy Investments

Most enterprises have large investments in legacy back-end, ERP and CRM systems – not to mention the mobile apps and websites themselves, through which customers connect. Increasingly, web services have become the preferred protocol for cross-platform integration. It is important to choose a mobile engagement platform which has support for industry standards and the extensibility offered by web services.

A key to reducing customer effort is equipping your sales and support agents with all the information from these disparate systems previously recorded, including the history of purchases and interactions to date. Regardless of repository, this data informs your agents and ensures that questions are answered and issues resolved promptly, without your customers having to repeat previous facts or profile information.

Customer Location and

Contextual Data

Reducing Customer Effort During Critical Mobile Touchpoints 11

Measuring Satisfaction Through NPS®

Net Promoter Score

So how do you measure the success of mobile interactions, reduced customer effort, and overall customer experience?

NPS is a customer loyalty metric developed by Bain & Company, measuring the loyalty that exists between a provider and their consumers. The NPS score is based on a single question, shown here. By gauging customers’ willingness to recommend you to others, captured by mobile devices immediately after interactions, NPS helps you assess touchpoints, and set up mechanisms to close the loop - extending your customer service to resolve open issues or blockers to satisfaction.

Measuring customer loyalty is critical not only to maintaining individual accounts, but also to the broader mission of growth. According to EffectiveUI / ReadWrite, 69% of consumers say that bad app experiences result in a negative perception of a brand, overall.

0 1 2 3 4 5 6 7 8 9 10

Not at All Likely

ExtremelyLikely

Neutral

Detractors Promoters

Net Promotor Score = % Promoters - % Detractors

Reducing Customer Effort During Critical Mobile Touchpoints 12

SummaryLower Customer Effort = Better CX

Mobile touchpoints are often the most important during customer journeys, supporting a broad set of interactions as consumers move to smartphones as the center of their multi-platform world. Mobile assisted service which is personalized and contextual creates much happier customers, improving loyalty and ultimately generating higher revenue.

Reducing effort is the key to better Customer Experience, and agents equipped with customer profile, history, location and situational awareness are more quickly able to provide answers to questions and resolve issues.

Low effort and better CX can be a significant competitive differentiator for you to drive faster growth and stronger loyalty. Having a comprehensive mobile CX strategy which provides for personalized click-to-call, scheduled callback and chat capabilities - along with proactive notifications to update and inform - strengthens customer relationships. This helps you close more sales and generate measurable gains in customer satisfaction.

Connect

Context

Chat

Callback Location

Alerts

72%of consumers have a more positive view of a company if it provides a mobile customer service app

-- Parature

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About GenesysGenesys is the market leader in multi-channel customer experience (CX) and contact center solutions in the cloud and on-premises. We help brands of all sizes make great CX great business. The Genesys Customer Experience Platform powers optimal customer journeys consistently across all touchpoints, channels and interactions to turn customers into brand advocates. Genesys is trusted by over 4,500 customers in 80 countries to orchestrate more than 100 million digital and voice interactions each day.