A healthy Customer Experience Ecosystem is one that has achieved a balance between the people, processes and technology that make up the ecosystem. But maintaining a balance between these pillars of customer service is no easy task. With an array of technology and proliferating communication channels, delivering consistent customer experiences is more difficult - and more important - than ever before. View this presentation, originally presented by guest speaker Megan Burns, Principal Analyst for Customer Experience Professionals at Forrester Research, and Tad Thompson, Vice President of Sales at USAN, to learn how does your company can create a better experience for its customers, why is it so difficult to implement customer-facing business processes, and if there a single technology solution that can help implement these experience goals.
- 1. FeaturingWhy and how to build a healthycustomer experience
ecosystemPERFECTING THE CUSTOMER EXPERIENCE
2. 1Multi-ChannelCustomerEngagementin Action2The Best
EngagementPractices Your CustomersREALLY WantCUSTOMER ENGAGEMENT
SERIES3Why and how to build ahealthy CustomerExperience
ecosystemFeaturing 3. BEYOND GREATHow to Achieve Remarkable
CustomerService ExperiencesFREE WHITE PAPER DOWNLOAD AT USAN.COM 4.
QUESTIONSHOW TO ASK QUESTIONS 5. HostRobb DukeDirector,
MarketingUSANSpeakerTad ThompsonVice President, SalesUSANGuest
SpeakerMegan BurnsPrincipal AnalystForrester
ResearchPRESENTERSGuest Speaker 6. Megan BurnsPrincipal Analyst
forCustomer ExperienceProfessionalsForrester Research, Inc.Why and
how to build a healthycustomer experience ecosystemPERFECTING THE
CUSTOMER EXPERIENCE 7. Building a Healthy CustomerExperience
EcosystemMegan Burns, Principal AnalystApril 23, 2013 8. 2013
Forrester Research, Inc. Reproduction Prohibited 8Agenda What makes
a customer experienceecosystem healthy? How can companies bring
theirecosystem from sickness to health? Wheres the best place to
start? 9. 2013 Forrester Research, Inc. Reproduction Prohibited
9Agenda What makes a customer experienceecosystem healthy? How can
companies bring theirecosystem from sickness to health? Wheres the
best place to start? 10. Customer Experience EcosystemThe complex
set of relationshipsamong your companys employees,partners, and
customers . . .. . . that determines the quality of allcustomer
interactions. 11. Balance 12. 2013 Forrester Research, Inc.
Reproduction Prohibited 23In unhealthy Customer
ExperienceEcosystems Customers repeatedly complain about the
experiencedelivered at one or more touchpoints or worse, leave The
brand isnt appropriately expressed at alltouchpoints Youre losing
money (or not making enough) atparticular touchpoints Employee
turnover is high in certain departments You have significant
disagreements with particularpartners 13. Techarrives
toinstallOrdersrouter SWCallscustomerserviceToldtheres
nosolutionSales rep ChartertechPhoneagent3rd partyHW
policyInstallationfailsPhoneagentChartertechSales
repgetscommissionCRMsystem3rd partyHW
policyLegaldept.ComppolicyHumanResourcesLegaldept.Line of
VisibilityFinanceScheduling system 14. 2013 Forrester Research,
Inc. Reproduction Prohibited 25Agenda What makes a customer
experienceecosystem healthy? How can companies bring theirecosystem
from sickness to health? Wheres the best place to start? 15. What
does our customerexperience ecosystemlook like? 16.
discoverevaluatebuyaccessuseget supportreengageleave 17.
employeespartnersdiscoverevaluatebuyaccessuseget
supportreengageleave 18.
employeespartnersdiscoverevaluatebuyaccessuseget
supportreengageleavemarketinginteractive
agencymerchandisingsalespackage designersecurity
guardseBusinessITfinancelegalshippertech vendorproduct
mgrretaileroperationsoutsourced call centerrecruitiservice
techniciansengineeringloyaltysocial mediahuman resources 19.
PaperstatementEnvelopeMobilephoneIVRTwitterLINE OF
VISIBILITYReceivesstatementin mailThrowsstatementon desk
&ignoresSeeschargethat lookswrongLogs into websiteTries
togetdetailsaboutchargeCallscustomerserviceTalksto
CSRTweetsinfrustration 20. LINE OF
VISIBILITYPaperstatementCSRSocialmediagroupBillingpartnerEnvelopeMobilephoneIVRTwitterBillingdeptOtherTweepsSystemdesignersBilldesignerITReceivesstatementin
mailThrowsstatementon desk &ignoresSeeschargethat
lookswrongLogs into websiteTries
togetdetailsaboutchargeCallscustomerserviceTalksto
CSRTweetsinfrustration 21. LINE OF
VISIBILITYPaperstatementCSRSocialmediagroupBillingpartnerEnvelopeMobilephoneEscalatesforapprovalIVRValidatescustomeragainGetsdatafeedDesignsbillPrintsstatementValidatescustomerDisplaysstatementStuffs
intogenericenvelopesTwitterBillingdeptOtherTweepsDeterminescorrectplanChecksPlan
andrateSystemdesignersBilldesignerITReceivesstatementin
mailThrowsstatementon desk &ignoresSeeschargethat
lookswrongLogs into websiteTries
togetdetailsaboutchargeCallscustomerserviceTalksto
CSRTweetsinfrustration 22. LINE OF
VISIBILITYPaperstatementCSRSocialmediagroupBillingpartnerEnvelopeMobilephoneBillingsystemEscalatesforapprovalIVRValidatescustomeragainGetsdatafeedDesignsbillPrintsstatementValidatescustomerDisplaysstatementGreenscreensystemStuffs
intogenericenvelopes
GenericenvelopeTwitterBillingdeptOtherTweepsDeterminescorrectplanChecksPlan
andrateSystemdesignersBilldesignerITReceivesstatementin
mailThrowsstatementon desk &ignoresSeeschargethat
lookswrongLogs into websiteTries
togetdetailsaboutchargeCallscustomerserviceTalksto
CSRTweetsinfrustration 23. LINE OF
VISIBILITYpaperstatementCSRsocialmediagroupbillingpartnerreceivesstatementIn
mailthrowsstatementon desk &ignoresSeeschargethat
lookswrongenvelopelogs into websiteTries to
getdetailsaboutchargecallscustomerservicetalksto
CSRmobilephonebillingsystemescalatesforapprovalIVRvalidatescustomeragaingetsdatafeeddesignsbillprintsstatementvalidatescustomerdisplaysstatementgreenscreensystemstuffs
intogenericenvelopes
genericenvelopetweetsinfrustrationTwitterbillingdeptotherTweepsdeterminescorrectplanchecksplan
&ratesystemdesignersbilldesignerIT 24. LINE OF
VISIBILITYpaperstatementCSRsocialmediagroupbillingpartnerreceivesstatementIn
mailthrowsstatementon desk &ignoressees chargethat
lookswrongenvelopelogs into websitetries to
getdetailsaboutchargecallscustomerservicetalksto
CSRmobilephonebillingsystemescalatesforapprovalIVRvalidatescustomeragaingetsdatafeeddesignsbillprintsstatementvalidatescustomerdisplaysstatementgreenscreensystemstuffs
intogenericenvelopes
genericenvelopetweetsinfrustrationTwitterbillingdeptotherTweepsdeterminescorrectplanchecksplan
&ratesystemdesignersbilldesignerIT 25. LINE OF
VISIBILITYpaperstatementCSRsocialmediagroupbillingpartnerreceivesstatementIn
mailthrowsstatementon desk &ignoressees chargethat
lookswrongenvelopelogs into websitetries to
getdetailsaboutchargecallscustomerservicetalksto
CSRmobilephonebillingsystemescalatesforapprovalIVRvalidatescustomeragaingetsdatafeeddesignsbillprintsstatementvalidatescustomerdisplaysstatementgreenscreensystemstuffs
intogenericenvelopes
genericenvelopetweetsinfrustrationTwitterbillingdeptotherTweepsdeterminescorrectplanchecksplan
&ratesystemdesignersbilldesignerIT 26. 2012 Forrester Research,
Inc. Reproduction Prohibited 2013 Forrester Research, Inc.
Reproduction Prohibited 44People 27. 2012 Forrester Research, Inc.
Reproduction Prohibited 2013 Forrester Research, Inc. Reproduction
Prohibited 45 28. 2012 Forrester Research, Inc. Reproduction
Prohibited 2013 Forrester Research, Inc. Reproduction Prohibited
46ProcessImage source: http://miltonmattox.com/blog/?p=120 29. 2012
Forrester Research, Inc. Reproduction Prohibited 2013 Forrester
Research, Inc. Reproduction Prohibited 47January 2013 Adapt
Business Process Improvement For Customer Experience Source:
Forrester Research, Inc. 30. 48Source: Forrester Research,
Inc.Assess,Prioritize Assess impact to customer experience Include
customer experience criteria for all project approval
decisionsDesign andImplement Co-create experiences with customers,
employees & partners Iterate experience designs early and
oftenLaunchSolution Include customer experience criteria in launch
checklistEvaluateSuccess Measure customer experience quality, not
just business or technical performanceGenerateNew Ideas Solicit
innovation ideas from customers via crowd-sourcing,
co-creation,unsolicited customer feedback, etc. 31. 2012 Forrester
Research, Inc. Reproduction Prohibited 32. 2012 Forrester Research,
Inc. Reproduction Prohibited 33. 2012 Forrester Research, Inc.
Reproduction Prohibited 2013 Forrester Research, Inc. Reproduction
Prohibited 51Technology 34. 2012 Forrester Research, Inc.
Reproduction Prohibited 2013 Forrester Research, Inc. Reproduction
Prohibited 52CEM Platform 35. 2012 Forrester Research, Inc.
Reproduction Prohibited 2013 Forrester Research, Inc. Reproduction
Prohibited 53Customer Data 36. 2012 Forrester Research, Inc.
Reproduction Prohibited 2013 Forrester Research, Inc. Reproduction
Prohibited 54Source: Forrester Research, Inc.November 2012
Contextualization 37. 2012 Forrester Research, Inc. Reproduction
Prohibited 2013 Forrester Research, Inc. Reproduction Prohibited
55Workflow 38. 2012 Forrester Research, Inc. Reproduction
Prohibited 2013 Forrester Research, Inc. Reproduction Prohibited
56Choice 39. March 2011 Welcome To The Era Of Agile CommerceThe
perpetually-connected consumerSource: Forrester Research, Inc. 40.
2013 Forrester Research, Inc. Reproduction Prohibited 58Agenda What
makes a customer experienceecosystem healthy? How can companies
bring theirecosystem from sickness to health? Wheres the best place
to start? 41. employeespartnersdiscoverevaluatebuyaccessuseget
supportreengageleavemarketinginteractive
agencymerchandisingsalespackage designersecurity
guardseBusinessITfinancelegalshippertech vendorproduct
mgrretaileroperationsoutsourced call centerrecruiting firmservice
techniciansengineeringloyaltysocial mediahuman resources 42. 2013
Forrester Research, Inc. Reproduction Prohibited 61Recommendations
Map your customer experience ecosystem Adjust your ecosystem to
restore balance Think ecosystem when designing newexperiences 43.
Thank youThank youMegan Burns+1
[email protected]@mbcxpblogs.forrester.com/megan_burns
44. Tad ThompsonVice President, SalesUSANWhy and how to build a
healthycustomer experience ecosystemPERFECTING THE CUSTOMER
EXPERIENCE 45. How to createbetter customerexperiencesTHE CUSTOMER
EXPERIENCE ECOSYSTEM 46. THE CUSTOMER EXPERIENCE ECOSYSTEM 47. THE
CUSTOMER EXPERIENCE ECOSYSTEM 48. Why is this so difficult ?THE
CUSTOMER EXPERIENCE ECOSYSTEM 49. CellLand LinePCMobileTabletTHE
CUSTOMER EXPERIENCE ECOSYSTEMCustomerthe 50. People Call Center
Agents Operations IT Sales & MarketingTHE CUSTOMER EXPERIENCE
ECOSYSTEMthe 51. Processes On-boarding new customers Checking an
account balance Returning a defective product Opening a customer
support ticketTHE CUSTOMER EXPERIENCE ECOSYSTEMthe 52. THE CUSTOMER
EXPERIENCE ECOSYSTEM 53. Technology Legacy (AS/400) CRM ERP Payment
ProcessingTHE CUSTOMER EXPERIENCE ECOSYSTEMthe 54.
ExecAgentSalesITFinanceOpsWFMBIERPIVRQACRMAS400SocialWebServerListMgmtACDAnalyticsDialerPurchaseFulfillmentOnboardAccountingRMAPaymentMarketingCampaignShippingTHE
CUSTOMER EXPERIENCE ECOSYSTEMBusinessthe 55. CellLand
LinePCMobileTabletExecAgentSalesITFinanceOpsWFM
BIERPIVRQACRMAS/400SocialWebServerListMgmtACDAnalyticsDialerBusinessHoursOpenAccountPlaceOrderPaymentRMABillingInquiryCreditCheckShippingTHE
CUSTOMER EXPERIENCE ECOSYSTEM 56. I have aquestion aboutmy
bill.CellLand LinePCMobileTabletExecAgentSalesITFinanceOpsWFM
BIERPIVRQACRMAS/400SocialWebServerListMgmtACDAnalyticsDialerBusinessHoursOpenAccountPlaceOrderPaymentRMABillingInquiryCreditCheckShippingTHE
CUSTOMER EXPERIENCE ECOSYSTEM 57. CellLand
LinePCMobileTabletExecAgentSalesITFinanceOpsWFM
BIERPIVRQACRMAS/400SocialWebServerListMgmtACDAnalyticsDialerBusinessHoursOpenAccountPlaceOrderPaymentRMABillingInquiryCreditCheckShippingWere
changingbusiness hours!THE CUSTOMER EXPERIENCE ECOSYSTEM 58.
CellLand LinePCMobileTabletExecAgentSalesITFinanceOpsWFM
BIERPIVRQACRMAS/400SocialWebServerListMgmtACDAnalyticsDialerBusinessHoursOpenAccountPlaceOrderPaymentRMABillingInquiryCreditCheckShippingGet
CVV codeon paymentcalls!THE CUSTOMER EXPERIENCE ECOSYSTEM 59. The
Solution 60. CellLand
LinePCMobileTabletExecAgentSalesITFinanceOpsWFM
BIERPIVRQACRMAS/400SocialWebServerListMgmtACDAnalyticsDialerBusinessHoursOpenAccountPlaceOrderPaymentRMABillingInquiryCreditCheckShippingTHE
CUSTOMER EXPERIENCE ECOSYSTEM 61. CellLand
LinePCMobileTabletExecAgentSalesITFinanceOpsWFM
BIERPIVRQACRMAS/400SocialWebServerListMgmtACDAnalyticsDialerBusinessHoursOpenAccountPlaceOrderPaymentRMABillingInquiryCreditCheckShippingTHE
CUSTOMER EXPERIENCE ECOSYSTEM 62. Address: 123 Any StreetCity:
AnytownState: GAZip: 12345Office: 123-456-7890Cell:
[email protected]:
@susanbhaynesFacebook:Gender: FemaleAge: 26PURCHASESProduct 1000
1/2/12 - $100Product 2211 11/11/11 -$12.59PREFERENCESContact:
CellProducts: College LoansINTERACTIONSInbound Support
9/14/12Outbound Marketing 6/1/11CellLand
LinePCMobileTabletExecAgentSalesITFinanceOpsWFM
BIERPIVRQACRMAS/400SocialWebServerListMgmtACDAnalyticsDialerBusinessHoursOpenAccountPlaceOrderPaymentRMABillingInquiryCreditCheckShippingSusan
HaynesCustomer since 1999THE CUSTOMER EXPERIENCE ECOSYSTEM 63.
PREFERENCESGeneral Contact: CellBilling: EmailNotifications:
SMSSusan HaynesCustomer since 1999Lucy FeldmanCustomer since
2012PREFERENCESGeneral Contact: EmailBilling: EmailNotifications:
SMS and EmailPREFERENCESGeneral Contact: Land LineBilling: No
PreferenceNotifications: No preferenceTHE CUSTOMER EXPERIENCE
ECOSYSTEMJohn SmithCustomer since 2001 64. Questions 65. FREE WHITE
PAPER DOWNLOADBeyond Great:How to Achieve Remarkable
CustomerService Experiences 66. CONTACT USAN TODAY!USANUnited
States Advanced Network3080 Northwoods CircleNorcross, GA
30071770.409.2441www.usan.com | [email protected] 67. Why and how to
build a healthycustomer experience ecosystemPERFECTING THE CUSTOMER
EXPERIENCE
