Identify Your Customer’s Stress & Make It Go Away

A primer for digital marketers and online businesses on customer experience management

Presented by Chris Ezekiel @chrisezekiel

Just a little about Creative Virtual

• WHO WE ARE: Creative Virtual is a leader in self-service customer experience solutions for over 10 years.

• WHAT WE DO: Our technology helps optimise the customer support, sales, marketing and call centre teams to reduce costs, increase online sales, and achieve operational excellence across mobile, web and social media channels

• WHO WORKS WITH US: Global organisations like HSBC, Citibank, Autodesk, Verizon, CA Technologies, E*TRADE, Tesco Mobile, and Lloyds Banking Group rely on our technology.

• WHERE TO FIND US: We have offices in the UK, USA, Netherlands, Australia and Singapore. You can find us online at www.creativevirtual.com or follow us on Twitter @creativevirtual.

Reality Check

WARNING! THIS MIGHT SHOCK YOU.

You’re Stressing Out Your Customers

You strive for engagement, but when customers reach out for help – you drive them away!

Customers are DYING for your Attention!

Source: LivePerson: The Ideal Online Experience Survey, 2013

They Use Multiple Channels To Talk to You

Source: Navigate The Future Of Customer Service. Forrester - February 1, 2013

Live Agent FAQs Email IM/Live Chat Click to Call Forums Virtual Agent

SMS Twitter0%

10%

20%

30%

40%

50%

60%

70%

80%

20122009

And Make Choices Based On Your Response

Source: DimensionalResearch.com, ZenDesk.com

55% bought from a different company after having a bad customer experience.

Service is a Prime Marketing Channel

Give Customers What They Want

Of consumers prefer telephone support

Of consumers prefer online support

6535% %

Source: US Online Omnibus Q4 2010

You Must Be Where Your Customers Are

Provide Personalised Answers

Great Service Leads to Great Results

Increase in Sales(1)

Increase in Customer Satisfaction(1)

6030% %

Source: ₁ Navigate The Future Of Customer Service. Forrester - February 1, 2013 / ₂ DimensionalResearch.com, ZenDesk.com

52%

Increase in Sales(2)

Mobile Mobile Web

3 Steps to Improve Your Customers’ Experience

The 3 Steps

SYNC PREDICT DELIVER

Knowledge Management

Sync data across all channels

Intelligent Virtual Agents

Deliver accurate, consistent and

personalised data across all touch-points

Conversational Analytics

Predict what customers are going to ask next

SYNC: Knowledge Management

• Eliminate departmental silos

• Manage cross-channel content from one platform

• Create customer specific conversations

for virtual and live agents

PREDICT: Conversational Analytics

• Use customer feedback to power your decisions.

• Gain insights into customer behaviour and interaction.

• Understand what questions are going unanswered.

Data Helps Optimise Customer Interactions

Source: Aberdeen Group, 2012: Multi-channel Contact Center: Establishing the Tie Between Mobile and the Customer Experience

DELIVER: Intelligent Virtual Assistants

• Multi-channel: – website, blog, smartphones, tablets,

game consoles, Facebook, Twitter, etc

• Always On/Always Available 24/7

• Engages with thousands of customers simultaneously

• Lower cost per conversation

Virtual Agents Achieve Many Multi-Channel Goals

Source: Aberdeen Group, 2012: Multi-channel Contact Center: Establishing the Tie Between Mobile and the Customer Experience

On The Beach“Ask Alison” answered 117K customer questions

AutodeskProduct Selector Drives 1,000 users per day

National Rail Enquiries“Ask Lisa” answered 32,000 questions in one day

Renault“Ask Renault” answered questions with 97% accuracy

VerizonMobile self-service traffic increased by 30% with VA

(Up from 700 – 24,000 conversations per month)

Three Key Takeaways & Action Items

• DELIVER: Provide access to consistent and accurate information that is personalised and available everywhere. Deploy intelligent virtual agents.

Customer Experience

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tion

• SYNC: There is only one company in the eyes of the customer. Eliminate silos using knowledge management tools.

• PREDICT: Answer customer questions before they ask them. Use conversational data.

What the Future Holds for Digital Marketers

• Customer Service becomes the New Marketing.

• Mobile becomes the primary communication channel for customers.

• Organisations become more widely hyper-connected.

• Virtual Agents live online and offline (think kiosks and holograms)

Get in Touch With Me

By email:

chris@creativevirtual.com

On Twitter:

@chrisezekiel

On the web:

www.creativevirtual.com