Become an eCommerce Standout - Anticipate Their Next Move with Proactive Engagement

Become an eCommerce Standout

PRESCOTT WRIGHT Product manager

© 2014 North Tea Consulting| Moxie Software

5 June 2014

DIANE CLARKSON Principal Consultant

THE FUTURE


Today’s empowered customers demand that

organizations fundamentally rethink engagement

● What today’s customers want

● Why the future of engagement is proactive

● Key tools for engagement throughout the customer journey

● Q&A

AGENDA


Today’s customers want you to anticipate their needs

and exceed their expectations


Traditional channels remain important but emerging

channels are gaining traction

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%

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.


Today’s consumers demand that you value their time


50%

57%

57%

58%

54%

52%

73%

76%

79%

79%

76%

75%

0% 20% 40% 60% 80% 100%

Gen Z (18 - 24)

Gen Y (25 - 33)

Gen X (34 - 47)

Younger Boomers (48 - 57)

Older Boomers (58 - 68)

Golden Generation (69+)

Source: Forrester Research, North American Technographics Customer Experience Online Survey, Q4, 2013 (US)

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.

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

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

Base: 7,522 US online adults (18+)

Relevance is the underpinning of personalization


● Big data is bringing us into the age of personalization

● Today, most personalization is based on customer-specified

preferences and past interaction history

● The future of personalization involves complex, real-time decision

engines that make relevant offers or invitations

Seamless interactions across channels are essential


● 74% now use at least three channels when interacting with an

enterprise brand or organization for customer-related issues*

● 69% of online consumers would like to be able to move between

customer service channels and not have to repeat their situation

every time.**

Sources: * Ovum Study, 2013

** Forrester Research, North American Technographics® Customer Experience Survey, 2013

Customers have been disappointed


● According to Accenture, a portfolio of customer experience

indicators shows that no metric in any industry has consistently

improved in 5 years.*

● Most companies treat each channel separately, creating multiple

communications streams for each one.

● Future success depends on the ability to create more sophisticated

customer interactions that will deliver timely, relevant information

seamlessly across channels

*Source: Accenture Global Consumer Pulse Research, 2013




● Q&A

AGENDA


Experiences anticipate customer needs and satisfy

them before the customer takes action.

PROACTIVE


Proactive engagement is capturing the attention of

organizations

Organizations are slowly shifting from Customer Relationship

Management (CRM) to Customer Experience Management

According to Yankee Group, 84% of businesses are interested in

initiatives that provide proactive and personalized communications.


Yankee Group, “Drive More Valuable Customer Experience With Proactive Engagement Across the Life Cycle”

Experiences offer compelling organizational and

customer benefits

PROACTIVE


Several trends are supporting the growth in

proactive engagements

1. Proactive outbound notifications are on the rise

2. Proactive chat has proven itself

3. Proactive knowledge is nascent but poised to grow


Proactive outbound notifications are on the rise

● Proactive outbound notifications advise customers of information that is relevant to their time and place

● Proactive combines CRM customer data, business rules, and your customer’s preferred communications methods for highly targeted campaigns or individual interactions.

● 29% of enterprises are planning to invest in proactive outbound communications in the next 12 months*

● Outbound notifications have proven to deflect inbound calls, address problems before they happen, drive CSAT


* Source: Forrester's Forrsights Networks And Telecommunications Survey, 2013

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=G7NZRPwNpXIaiM&tbnid=jJLIDmdztLWWWM:&ved=0CAUQjRw&url=http://www.qantas.com.au/travel/airlines/sms-flight-update/global/en&ei=d7t-U7jJDYTvoASWq4LYAw&bvm=bv.67720277,d.cGU&psig=AFQjCNEWemQDDDQBxRrcLG6CliIcpsO8Jw&ust=1400900804773242

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=G7NZRPwNpXIaiM&tbnid=jJLIDmdztLWWWM:&ved=0CAUQjRw&url=http://www.qantas.com.au/travel/airlines/sms-flight-update/global/en&ei=d7t-U7jJDYTvoASWq4LYAw&bvm=bv.67720277,d.cGU&psig=AFQjCNEWemQDDDQBxRrcLG6CliIcpsO8Jw&ust=1400900804773242

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=pUK3p_ImbBWN1M&tbnid=69xPDh9RYQrbiM:&ved=0CAUQjRw&url=http://blog.westinteractive.com/2011/07/25/good-customer-service-great-customer-service/&ei=6r9-U96GBMfioATDzoHICg&bvm=bv.67720277,d.cGU&psig=AFQjCNGchlb8EeDLqhb7McUSqYDOC5TPLg&ust=1400901987699486

Proactive chat has proven itself

● Case studies from across many industries consistently show proactive

chat delivers strong results including driving sales, reducing form

abandonment, and improving efficiency

● Proactive chat typically has a 80% to 90%+ customer satisfaction

scores

● Chat is being introduced by a growing number of companies and is

expanding deeper into organizations


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=7lsboXg0eFD0nM&tbnid=iKs8SiY1NumlPM:&ved=0CAUQjRw&url=http://www.pfsweb.com/blog/the-evolution-and-success-of-proactive-live-chat/&ei=9tJ-U47jBoPioATGqID4Dg&psig=AFQjCNGaLQIaCCnkFXmFB_32aEv8M9d2_w&ust=1400906853272624

Proactive knowledge is poised to grow

● The next logical step is to more fully leverage rule-based proactive

ability to extend to more channels

● Proactive knowledge can anticipate a customer’s need for information

● Proactive knowledge can also reduce resolution times in the contact

center


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=PisNveld9AsvwM&tbnid=Qq5b2hKf2njQkM:&ved=0CAUQjRw&url=http://www.shipville.com/concierge/&ei=INV-U72UBpbhoASp-oKgAg&bvm=bv.67720277,d.cGU&psig=AFQjCNE4T2_p2f1U_qdJvGtxloNlUttnQQ&ust=1400907394695089

The power of proactive chat

● Large technology provider has deployed chat as a key part of their

proactive engagement strategy

● 30% increase in usage of chat year-over-year

● 10 million chats per year globally

● Chat is personalized by allowing the agent to see what items have

been purchased and browsing history


Proactive chat has delivered compelling business results

● Chat is cost effective

● Efficiency – can do 2.5 chats per agent

● Monetize chat by upselling, cross-selling, and putting advertising in

the chat window

● 1/3 of chat customers would not have purchased without chat

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


Customers who chat also purchase products at nearly 3.5 times the rate of

those who do not.

- Forrester Research, Inc.




● Q&A

AGENDA


Proprietary & Confidential

ENGAGEMENT THROUGHOUT

THE CUSTOMER JOURNEY

Prescott Wright,

Product Manager




● Q&A

AGENDA


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

Q&A

• Session recording and presentation will be sent

via email by tomorrow morning.

• Diane Clarkson

• [email protected]

• www.northteaconsulting.com

• @Diane_Clarkson

• Moxie

• [email protected]

• www.moxiesoft.com

• @MoxieSoft

Technology

Become an eCommerce Standout - Anticipate Their Next Move with Proactive Engagement