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Transcript of Presentation: Sparkcentral
Laying the Path Toward Delivering Effortless Customer Experiences
Christoph Neut - VP EMEA@christophneut - @sparkcentral - #customerexperience
Agenda of the day:- The PROBLEM- The CONTEXT- The PATH
Laying the Path Toward Delivering Effortless Customer Experiences
The problem … we solve Intelligent sources* predict that “messaging” will overtake phone and email as the main channels for customer service/engagement by 2020.
As a results brands are/will be flooded by customers who instead of calling or emailing will send messages** with service requests and expect a timely and qualitative response.
In order to manage this anticipated tsunami pro-actively and efficiently we provide an enterprise grade contact center solution*** to deal with messaging at scale.
What the ACD**** is for call center teams, Sparkcentral is for messaging teams and more ...
* McKinsey, Forrester, Gartner, … our CEO
** Messages can be plain text, structured text, picture, video,
voice, IOT, social media, ...
*** We are build to handle scalable messaging volumes and operate in real-time for
enterprise grade clients
**** Automatic Call Distributor for messaging
The problem … we solve Intelligent sources* predict that “messaging” will overtake phone and email as the main channels for customer service/engagement by 2020.
As a results brands are/will be flooded by customers who instead of calling or emailing will send messages** with service requests and expect a timely and qualitative response.
In order to manage this anticipated tsunami pro-actively and efficiently we provide an enterprise grade contact center solution*** to deal with messaging at scale.
What the ACD**** is for call center teams, Sparkcentral is for messaging teams and more ...
* McKinsey, Forrester, Gartner, … our CEO
** Messages can be plain text, structured text, picture, video,
voice, IOT, social media, ...
*** We are build to handle scalable messaging volumes and operate in real-time for
enterprise grade clients
**** Automatic Call Distributor for messaging
Our mission is to help brands exceed the expectations of today’s mobile, hyper-connected and increasingly impatient customer.
Customer-centric brands partner with Sparkcentral to
Power amazing customer experiences at scale
Our mission is to help brands exceed the expectations of today’s mobile, hyper-connected and increasingly impatient customer.
Customer-centric brands partner with Sparkcentral to
Power amazing customer experiences at scale
The way people communicate with one
another
There is a big gap
How brands expect customers to
communicate with them
Welcome to the customer experience gap
of companies believe they deliver superior customer experience!
80%Source: Bain & Company: Closing the Delivery Gap
Welcome to the customer experience gap
of companies believe they deliver superior customer experience!
80%of customers agree...8%
Source: Bain & Company: Closing the delivery gap
○ Contact centers measure customer experience by resolution-rate; across the channels they support
○ Customers measure by how much effort it took to get their issues resolved; regardless of channel
Welcome to the customer experience gap
Customer disloyalty is directly tied to high effort service interactions that customers have to make
o Switch from one channel to another to get help
o Repeat information about an issue
o Contact a company repeatedly to get a timely response
o Work with someone that cannot resolve the issue
more likely to be disloyal after a high effort interaction
4Xmore likely to speak negatively about their customer service experience
65%
more likely to tell 10 or more others
48%
Sources: HBR, Forrester, Corporate Executive Board
Convenience is the new loyalty
Are you ready to engage in the way customers expect? Most companies aren’t … YOU?
Tomorrow’s customer How are they communicating?
MessagingSocial
They live on their phone mobile device and interact mainly via messaging 80billion
Messages sent/day
Are you ready … ???
>90%customer
interactions
How will you deliver a truly effortless experience for your digital customers?
THE CHALLENGE
The path toward effortless service
Know your customer 2Lay the foundation of identity management and connect with your systems of record to build a 360° view of your customer
Shift toward messaging 4Prioritize mobile messaging by facilitating transactional and operational conversations
Deliver effortless service 5 Deliver preventative/proactive care through customer intelligence and automations that anticipate customer needs
Be where your customers are today1Start on Facebook, Twitter, Messenger and operationalize to support more channels
Scale to address growing volumes of digital messages3Plan to assist agents to respond faster and with the right information with machine learning and chatbots.
1 Be where your customers are
todayStart on Facebook, Twitter, Messenger and operationalize to
support more channels
* Research by Bain & Company
Popularity of contact channels by age group*
Most companies have already started responding to customers on Twitter and Facebook
Source: Twitter Customer Service Data, 2015
The evolution of interactions between brands and customers on social
ListeningBroadcasting
SelectiveEngagement
Customer Service
+ 1:1 Engagement
ProactiveEngagement
& Service
• 2013 | 400,000 followers | Minimal engagement• Grown to over 10 Million | Most engaged FSI brand• Actively serving 65+ countries | 400 Marketers globally • Social is integrated company-wide
Awareness
Optimized IntegratedAd Hoc
Participating
Drive Value to
the BusinessStrategic
400k2013
4.1M2014
8M2015
Scaled/Optimized- Strategy- Diaspora social- Technology- Processes- Region/BU collaboration
Integration- Maintain engagement- Customer Insights- Drive registrations and wu.com traffic- Social CRM- Social DR- Social Advertising
10M+2016
- Ad-Hoc tactics
- Negative sentiment
Established- Strategy- Team- Tools- Processes- Education
THREE YEARS OF SOCIAL GROWTH
Using social as a launch pad for digital care - 8-12% engagement rate (5-
8x their industry/competitors)
- 24 x 7 Social Care / Community Management in 5 languages
- 50K comments/messages received per month by Social Care/Comm. Mgmt.
- Social has driven 10,000+ registrations on wu.com in 2015 alone!
2 Know your customer
Lay the foundation of identity verification and management and connect with your systems of record to build a 360° view of
your customer
ID: @twitterguy ID: @facebookguy
ID: @messengerguy
Knowing your customer starts by connecting their various identities across channels
Name: John DoeEmail: [email protected]
Phone: 1-234-567-8901
Secure Authentication
Fully resolve customer issues on social1
Decrease time spent handling conversations2
Securely collect key verification information without unnecessary back and forth
3
True real-time 360 view in CRM
Profile unification01Be able to manage a customer-centric conversation, across channels, without interruptions for agents or customers
Hyper-segmentation02You need to be able to track customers’ activity in such detail that we can create segments of one
[email protected]+1 (234) 567-8901
MSISDN #1234
...
@twitterID
fb:username
“Credit card denied” - Mexico City
“Purchase flight #123” - $595
“Slow download speed” - 38 kb/s
“Walked in JFK airport” - Beacon
...
3 Scale to address growing
volumes of digital messages
Plan to assist agents to respond faster and with the right information with machine learning and chatbots.
You already have the foundation in place with your digital
knowledge bases and FAQ repositories
TeamsSmart Routing & Prioritization• Determine priority based on
specific conversation topics and time in queue
• Implement skill based routing to dedicated agents and prioritize based on context
Suggested responses • Powered by artificial
intelligence• Increase agent efficiency• Lower training costs• Lower the cost per interaction
Bots won’t completely replace
digital conversations
○ Take over recurring parts of a conversation○ Auto-responder for common questions○ Assist agents to deliver faster responses that are
highly personalized○ Seamless transitions
○ Keep the human touch in CX … humor, empathy, ...
43
4 Shift toward messaging
Prioritize mobile messaging by facilitating transactional and operational conversations
>1 billion active users
>1 billion active users
“The future is already here - it’s just not very evenly distributed.”
850 million active users
9 out of 10 users would like to talk to businesses using messaging
Seamlessly engage in conversations with your customers on any messaging app
Coming in 2017Available today
Messaging will become the new standard for service because it’s:
Threaded2Conversations can continue where they left off meaning customers don’t have to repeat themselves
Convenient 4Every phone has a message app that can handle SMS and important messages can be pushed to home screens on smartphones Expressive 5 gifs, emoji, images, video can all be appended to messages making it an entirely more expressive medium than phone, email, or chat
Asynchronous1Both parties don’t need to be available at the same time unlike phone or chat
Contextual3Automated messages such as boarding passes, delay notifications, etc can be included in conversations
Request a ride directly from Messenger
Communicate with the service team around issues/questions
Share information with friends about location and ETA
700% increase in inbound messages in 1 month
IN-APP and IN-WEB MESSAGING
Embed conversational service into your mobile app or web application
● Give customers instant access to help
● Answer questions faster with context
● Asyncronous messaging allows clients to switch from PC to Mobile & back
IN-APP and IN-WEB MESSAGING
5 Deliver effortless service
Deliver preventative/proactive care through customer intelligence and automations that anticipate customer needs
The best customer experience is a proactive one
360° profile unification
Internet of thingsUnified messaging
Automations
Bots
Activity tracking
Hyper-segmentation
Artificial intelligence
In-app messaging
OpenCRM integrations
Pro-active engagement automationAutomatically trigger actions in relation to
customer events
Update profiles
Prioritize customers
Match agents in real-time
Build a concierge-like customer experience
Turn potential issues into great experiences, at scale
“It looks like you’re going to miss your flight since you’re still a 45 min drive away from the airport...”
“We can rebook you to the one that leaves at 5.45pm instead”
“Ok, thank you so much!”
“No problem ;-)”
The path toward effortless service
Know your customer 2Lay the foundation of identity management and connect with your systems of record to build a 360° view of your customer
Shift toward messaging 4Prioritize mobile messaging by facilitating transactional and operational conversations
Deliver effortless service 5 Deliver preventative/proactive care through customer intelligence and automations that anticipate customer needs
Be where your customers are today1Start on Facebook, Twitter, Messenger and operationalize to support more channels
Scale to address growing volumes of digital messages3Plan to assist agents to respond faster and with the right information with machine learning and chatbots.
Thank [email protected]