Total Wine & More: Lessons Learned on a 3-Year Customer Experience Journey

Lessons Learned On a 3-Year Customer Experience JourneyTuesday, December 2nd, 2014

© 2014, Genesys All rights reserved.

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Today’s Speakers

John JordanChief Customer

Officer

Dave BukovskyVP Offer Management,

Genesys Cloud

Chad McDanielPresident


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WHICH TYPES OF CARE CHANNELS ARE BEING USED?

Not surprisingly, Traditional Care still dominates the customer care landscape. More than 80% of survey participants that had atleast one customer service interaction within the past year utilized a Traditional Care channel.

At 42%, Interactive Care also proved popular among individuals who had engaged customer service teams within the past year, indicating a large overlap of Traditional Care and Interactive Care with other care channels.

Care channels were defined to survey participants in the following way:

Traditional Care: Phone, Email, In-Person, etc.

Interactive Care: Online/Video Chat, FAQ, Self-Help, etc.

Social Media Care: Twitter, Facebook, Forums, etc.

Mobile Care: Apps, Text/SMS, Mobile Chat, etc.

Channel Use Among the General Population:*

*Methodology: Conducted by Google

Consumer Surveys, April 28, 2014 –

June 9, 2014 and based on 14,746 online

responses. Sample: National adult

Internet population.

Within the past 12 months, which contact channel (s) have you used to

engage with a brand’s customer service department? (Select all that apply)


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Traditional Care*

Within the past 12 months, which Traditional customer care solution have you used the most to connect with a brand’s customer service department?

INSIGHT:ONLY TWO

DEMOGRAPHICS ARE

MORE LIKELY TO EMAIL

THAN CALL ON THE

PHONE – THOSE AGES

35-44 AND THOSE WITH

THE HH INCOMES OF

$100-150K.*

*Methodology: Conducted by Google Consumer Surveys, May 13, 2014 – May 23, 2014 and based on 211 online responses. Sample: National adult Internet population.


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Interactive Care†

Within the past 12 months, which Interactive customer care solution have you used the most to connect with a brand’s customer service department?

†Methodology: Conducted by Google Consumer Surveys, June 3, 2014 – June 4, 2014 and based on 201 online responses. Sample: National adult Internet population.

INSIGHT:MEN ARE MORE LIKELY TO

USE ONLINE CHAT AND

WOMEN ARE MORE LIKELY TO

USE ONLINE FAQS; AT THE

SAME TIME, MEN ARE ABOUT

3.5 TIMES MORE LIKELY TO

USE VIDEO CHAT THAN

WOMEN. †


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CHANNEL PREFERENCE (Assuming Issue Resolution)

What do consumers really want? We tried to find out by asking a question based on the assumption that the consumer would have their issue resolved regardless of their channel choice. Here’s what we discovered:

If you knew your customer service issue would be resolved regardless of method,

which would be your preferred contact channel?*



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Social Media Care*

INSIGHT:MEN ARE THREE TIMES

MORE LIKELY TO ENGAGE

IN A FORUM OR HOSTED

COMMUNITY THAN

WOMEN. TWITTER USE IS

LOWEST AMONG THOSE

AGES 45-54 (4%), AND

HIGHEST AMONG THOSE

AGES 18-24 (34%) AND

AGES 25-34 (30%).*

*Methodology: Conducted by Google Consumer Surveys, June 03, 2014 – June 9, 2014 and based on 354 online responses. Sample: National adult Internet population.

Within the past 12 months, in which social media communities have you had an interaction with a brand’s customer service department? (Select all that apply)


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Mobile Care †

Within the past 12 months, which Mobile customer care

solution have you used the most to connect with a brand’s

customer service department?

† Methodology: Conducted by Google Consumer Surveys, June 3, 2014 – June 4, 2014 and

based on 201 online responses.

Sample: National adult Internet population.

INSIGHT: WOMEN ARE TWICE AS

LIKELY TO USE SMS

(TEXT) THAN MEN, BUT

MEN ARE MORE THAN

TWICE AS LIKELY TO USE

MOBILE APPS. BY FAR,

SOCIAL MEDIA APP

USAGE WAS HIGHEST

AMONG THOSE AGES 25-

34. †


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HOW CAN COMPANIES IMPROVE AT CUSTOMER CARE?

Consumers have some pretty definitive opinions on how companies can improve their quality of care. At the top of the list: shorter response times, friendlier service and less outsourcing.

In your opinion, which improvement would most significantly impact your level of satisfaction when interacting with a brand’s customer service department?*



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ARE CARE ORGANIZATIONS MEETING EXPECTATIONS?

Consumers are becoming increasingly difficult to satisfy, and for a variety of reasons: expectations are changing as swiftly as technology; next-generation brands are constantly setting the bar higher; and when financial times are tough, consumers expect more value out of each dollar they spend.

In a series of questions about meeting expectations, first contact resolution and contact avoidance, we discovered that consumer perception of the customer care center leaves much to be desired. Undoubtedly, the challenge is one part perception shift, and one part performance improvement.

How often are your customer service issues resolved during the first instance of contacting a company’s customer care organization?†

Do you feel that the customer service departments of today’s companies are generally meeting your customer service needs and expectations?*

*Methodology: Conducted by Google Consumer Surveys, May 12, 2014 – May 13, 2014 and based on 244 online responses. Sample: National adult Internet population. †Methodology: Conducted by Google Consumer Surveys, July 10, 2014 – July 12, 2014 and based on 201 online responses. Sample: National adult Internet population.


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•Connected consumers are a fast-moving target with always-on technology, multiple devices, channel blur and a very different shopping behavior.

•The marketing and sales funnel is no longer linear.

EVERYTHING HAS CHANGED – permanently!


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What Used To Be This…

The role of the store was to put the product in the hands of the customer.

Stock the shelves. Accept payment.


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Seek

opinions

on

social

View

product on a PC “Like”

product on Facebook

Download app

Website

Watch

video on tablet

Share link

on Facebook

Join

loyalty program

View an

offer on Twitter

View banner ad

Interact

with a kiosk

Text

picture to a friend

Add to cart

BUY

Out-

of-

home

poster

See TVad

Read blogs

Read

ratings

and reviews

Interaction

with a

sales associate

Go to retail store

Website

See a

product on Pinterest

Post

picture on Instagram

…Is Now This!

Add to cart

Tracked in

Contact

Center & CRM


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Website

BUY

Powered By…


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Website

BUY

BUY

BUYBUY BUY

BUY

BUY BUY

BUY

BUY

BUYBUY

BUY

BUY

BUY

BUY

BUY

BUY

BUY

BUYBUY

BUY

Purchase!

BUY


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Connected Retail

Environment

Customer

Product Associate

In-StoreExperience

Environments that inspire, adapt, curate and evolve in real time

Products that do more than simply sit on a shelf, but feature augmented packaging and digitally enhanced merchandising that can be activated and viewed through consumer-controlled devices

Associates who are brand experts, equipped

with mobile-based, collaborative tools and

access to consumer and inventory information

Customers who are given free rein to connect to

virtual and in-store data that can be mashed,

customized and socially shared while they’re still

shopping in store

LEVERAGES THE UNIQUE QUALITIES OF THE PHYSICAL STORE


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So What Did We Do?

• Personalization and dynamic content

• Dedicated domain names

• Dynamic landing pages

• Standard templates

• Real-time open, clicks, bounce tracking

Email Analytics

• Total View of Contact Center

• Drillable links

• Forms and data capture

• Formatted for mobile viewing

• Customizable Data

• Scheduled to be delivered automatically

Voice

• Stable Environment

• PCI Compliant

• Updated Agent/Supervisor Interface

• Managed by Business user

• Ability to Interact with CRM

• Easy to modify or add agents

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2015-2020

So Where Do We Want to Go…

FUTURE MODE OF

OPERATIONS

Vision:• Intelligently direct

calls to local

specialists from

store, app, phone

• Integrate with

proactive channels

• Introduce Mobile

Marketing

messaging and

promotions

Future:• Expand channel (i.e.

Chat, social)

• CRM integration

• Cross-channel

analytics

Present:• Cloud deployed for

full agility

• Voice fully deployed

• Second channel

deployed: email

• BI Analytics


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Connected Journeys Across All Channels

Website

Voice IVRMobile

CRM SMS

Chat

Conversation Hub


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Managing the Customer Journey

Google search for vintage wine

Click to Call Hotline

Make purchase In Store

Download AppReceive Mobile

Marketing Coupon

Click To Call for Concierge Help

Make Purchase Online with

SMS Confirmation

Deliver the Optimal Low-Effort Experience and Shape Customer BehaviorFrequent Proactive Notifications Lower Customer Effort – Fewer Interactions

Website

Mobile App

Contact Center

Store

Wine Expert

Back Office


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Are You Keeping Pace With Your Customers?Do they Demand an Enhanced Customer Experience?

Customers

• Today’s customers are impatient

• Need for gratification is instantaneous

• Get in, get out, get on with life

• Want to be recognized

Organizations

• Companies are following fast paced societal changes

• Reaction time to these changes is critical

• The consequences of a slow pace can be disastrous

If you don’t provide this, will your competitors?


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32.2%Have social media

capability

19.8%Have a smartphone

offering

27.9%Have web chat

function

28.6%Have an SMS

function

Contact Centers: the Evolution to Multi-channel

Source: Dimension Data, 2013

Generation Y Lists the Phone Call

as the 4th Channel Choice

42.3%Email/SMS

36.4%Social media

31.9%Smartphone

29.4%Phone

Contact Centers

Recognize Your Customer Touchpoints and Preferences

58%Use Web first, before calling

45%Say better Mobile

service reduces risk of churn

21%Say companies

provide consistent experience

89%Use online channel

Consumers: the Evolution to Multi-channel

Consumers


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What Is a Great Customer Experience?

Customer Experience

Channels Human-Assisted Touch

Points

Self-ServiceTouch Points

Contact Center

Store/Branch/Kiosk

Back Office

Direct to RepWebsite

Voice IVR

Mobile App

Marketing Promo

All channels

Seamless

Connected

Low Effort

Assistance Available


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Genesys Customer Experience Platform

Store/Branch

Directto Expert

BackOffice

ContactCenter

MarketingPromotion

MobileAppWebsiteVoice IVR Social


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Three Keys to Customer Experience Success

1. Deploy Reporting and Analytics - Cross-channel reports that provide meaningful insight on the KPIs needed sounds easy, but it is not! Understand customer journeys

2. Expand to Multi-channel- Meet your customer where they are with robust functionality. Tie these channels together to achieve a low level of effort for the customer and the care specialist.

3. Partner for Future Development -Develop a strong relationship with a responsive vendor to achieve both a futuristic and realistic roadmap in today's fast-moving retail environment.

Thanks!


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Total Wine & More: Lessons Learned on a 3-Year Customer Experience Journey