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Companies are focusing on online, cross channel, mobile and social customer experiences
Source: January 15, 2013, The State Of Customer Experience, 2013 Forrester report
And many companies have good alignment between their customer service and customer experience strategy
What is the relationship between your customer service strategy, and your customer experience strategy?
We don't have a customer experience strategy. 2%
We are in the process of aligning our customer service strategy to our customer experience strategy. 14%
Customer service and customer experience strategic goals are well aligned. Our customer service strategy is a cornerston 84%
Base: 50 US Enterprise customer experience or customer service managers Source: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013
2012 Forrester Research, Inc. Reproduction Prohibited 8
Customers want support when they want it, where they want it, and how they want it. Otherwise it will be hard to keep them.
Realize that communication channel usage has changed in the last three years
Base: 50 US Enterprise customer experience or customer service managers Source: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013
2012 Forrester Research, Inc. Reproduction Prohibited
But, realize that not all channels have similar satisfaction ratings
Our study also shows that maturity is still lacking in nascent customer service channels, such as social
How mature do you believe your operational processes are to support customers across the following channels? Rank 4 Phone Email Web self-service Online FAQs IVR (automated voice response on phone) 22% 32% 40% 24% 22% 8% 18% 12% 32% 32% 42% 30% 18% 4% Most mature 5 82% 50% 44% 20%
Base: 50 US Enterprise customer experience or customer service managers Source: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013
2012 Forrester Research, Inc. Reproduction Prohibited 15
There is room for improvement in delivering customer service via social channels
On a scale of 1 (Poor) to 5 (Excellent), how proficient do you feel your organization is currently when it comes to providing the following customer service capabilities? Rank 3 Empowering our social customer service agents with customer and product information that they need to answer customer questions Successfully nurturing and growing our online community forum Allowing our customers to start a conversation on our forum, and escalate to a customer service agent if it is unresolved Allowing our customers to receive the same level of service from our social channels compared to what is offered on the digital channels (email, chat) Allowing customer service agents to handle social inquiries via Personal Social Media Networks and Microblogs 16% Rank 2 4% 6% Poor - 1
22%
8%
8%
26%
12%
8%
28%
12%
8%
34%
10%
16%
Base: 50 US Enterprise customer experience or customer service managers Source: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013
Customers
Service Manager
I know how I want to deliver good social customer but I dont know where to start.
Start by understanding who your customers are and how they want to interact with you
Source: Understand Communication Channel Needs To Craft Your Customer Service Strategy, March 2013
Understand the journey that customers expect to have with your company
Empower your agents with the right information to make social interactions successful
20
49%
All of our agents support multiple channels (e.g., voice, chat, email)
28%
Most or all of our agents are specialists and support only a single channel
16%
Does not apply - our contact center only has one mode of communication (e.g., voice)
6%
Base: 272 North American Enterprise Network and Telecommunications decision makers Source: Forrester Forrsights Networks and Telecommunications Survey, Q1 2013
6% 4% 4% 8% 6%
4%2%
4% 4% 6%
2%
56%
56%
46%
Customer defection
40%
26%
Base: 50 US Enterprise customer experience or customer service managers Source: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013
Thank you
Kate Leggett kleggett@forrester.com
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Globe receives an average of 34,000 tweets a month with a feedback turn-around time target of 5 minutes, which promises to soon be the fastest turn-around time in the world. This volume and reply speed requirement is delivered with the support of a world class tool Lithium Social Web.