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Surviving a Care 2.0 World

Surviving a Care 2.0 World. Lynda Kate-Smith General Manager, VP, Care Nuance. The Rise of the Consumer. 6.8 Billion People. WORLD POPULATION GROWTH. 8. 3.9 Billion Wireless Subs. 6. 1956 The first fully automatic mobile phone system - Ericsson. World Population (billions). 4.

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Surviving a Care 2.0 World

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  1. Surviving aCare 2.0 World Lynda Kate-Smith General Manager, VP, Care Nuance

  2. The Rise of the Consumer 6.8 Billion People WORLD POPULATION GROWTH 8 3.9 Billion Wireless Subs 6 1956 The first fully automatic mobile phone system - Ericsson World Population (billions) 4 1.1 Billion Line Subs 2 0 10,000 6,000 4,000 2,000 1955 2007 ‘08 ‘09 2010 BC BC BC BC Time (Gregorian Calendar) World Population Fixed-Line Subscribers Wireless Subscribers Nuance Confidential

  3. The Reality of Numbers 79.8B Global Inbound Call Volume Nuance Confidential

  4. Dynamics You Need to Care About First = Social Dynamic Second = Business Dynamic Nuance Confidential

  5. CARE 1.0 CARE 2.0 Significant Changes Technology Has Caused Significant Changes in the World of Customer Care Web • The Web drives 24/7 access to information • The company controls and pushes out information Search • Consumers are empowered to get information on their own terms • Consumers have the power to compare information sources Community • Means of communication is at an all time high through peer networks and increasing media interest Mobility • Personal mobile devices are increasingly common which drives timely and portable information access ACCESS INFLUENCE INDEPENDENCE Broadening consumer expectations for convenience and informationaccess Increasing influence of consumers on public opinion Increasing consumer independence to get information EXPECTATIONS Increasing consumer expectations of access to information Nuance Confidential

  6. The company has the power in relationships CARE 1.0 CARE 2.0 Customers Are Now in Charge • The customer has the power in the relationship Nuance Confidential

  7. Customers Not Afraid to Take Action 73% …of consumers stopped doing business with a company because of a poor experience with its customer service department. 75% …of consumers said they took action in response to a bad experience, including 59%, who canceled an order for a product or service. 9 Out of 10 respondents reported having a negative customer experience within the past year. Source: Harris Interactive, 2007; RightNow Technologies, 2006 Nuance Confidential

  8. Collapsing Product Lifecycles The Velocity of Innovation Is Collapsing Product Lifecycles “ready, set, DONE! INNOVATION • Traditional differentiators are loosing their power: • Price • Features • Quality • Evidence suggests any innovation taking place today is only good for about a year MARKET VALUE 9 Monthsto 1 Year COMMODITIZATION Nuance Confidential

  9. Differentiation is based on great products Companies focus on product and service differentiation from their competition Differentiation is based on great service Companies realize that the time from innovation to commoditization is rapidly decreasing and customer experience is potentially the only factor to gain and sustain competitive advantage PRODUCTS PRODUCTS SERVICE FEATURES SERVICE FEATURES CARE 1.0 CARE 2.0 Differentiation How is a Company Differentiated From the Competition? CUSTOMER EXPERIENCE Nuance Confidential

  10. Experience-Based Differentiation Experience-Based Differentiation is Here to Stay “As products and services have become commoditized, the ability to keep consumers engaged is based on drivers other than product and price,” said Robert Passikoff, president of Brand Keys, a New York-based research firm that specializes in assessing brand loyalty. “More and more, customer service is taking on a larger contribution of purchasing decisions.” “Customer facing managers are taking a harder look at how new processes and services affect the end customer experience. We found that 60% felt that it was ‘critical’ and 36% felt that it was ‘very important’ to improve the customer experience.” Source: Brand Keys, Forrester Nuance Confidential

  11. We’re Operating in a New World Care 2.0 is a new environment in customer care in which companies are required to satisfy the expectations of increasingly savvy, highly mobile customers who feel entitled to great service and whose voices are amplified in the market. EXPECTATIONS Care 2.0 World INDEPENDENCE INFLUENCE ACCESS CARE 2.0 Nuance Confidential

  12. To the customer experience • To business performance • To enhance the brand • To enterprise growth objectives Customer Care Operation Customer Care Operation Plays Pivotal Role In a Care 2.0 World DirectMarketing Media Retail Location Care Operation Web Advertising and PR Inside Sales Nuance Confidential

  13. Contacting Customer Service The Phone Remains the Most Influential Customer Service Channel When contacting a company, what customer service methods do you use? Phone-basedaccess to customer service – agent or automated – remains the dominantmethod of contacting customer service Nuance Confidential

  14. CARE 1.0 CARE 2.0 Care Solution Who is the Care Solution Designed For? • The company has designed care solutions for the convenience of the company • Self-service is self-serving • Care solutions are designedfor the convenience of thecustomer • Self-service is customer-serving CONTAINMENT RATE COMPLEX MENU TREES LONG HOLD TIMES FRONT DOOR AS GATEKEEPER MULTIPLE CHANNELS INTUITIVE NAVITATION 24/7 ACCESS FRONT DOOR AS CONCIERGE Nuance Confidential

  15. Customer Service Quality Influence of Customer Service Quality How influential is customer service on your perception of a company? With 80% reporting that quality of service is “extremely” or “very” influential, there is no question that customer service greatly impacts the perception of a company. Nuance Confidential

  16. Brand Expectations Think of Service As an Integral Part of the Brand Brands set expectations of a particular customer experience – implicitly and explicitly. GAP BRAND EXPECTATION REALITY The goal is to close the gap between expectation & reality. Issues stem from the inconsistency of what is projected & what is realized. Source: Gartnerr Nuance Confidential

  17. CARE 1.0 CARE 2.0 Experience Innovation Developing an Experience That is Connected to the Product Impact Customer-Centricity Source: Adapted from Jeanne Bliss, Chief Customer Officer Nuance Confidential

  18. CARE 1.0 CARE 2.0 Experience Innovation Developing the Innovative Experience What is the need? What is the want? What is the one up? Thinking about your care operation, how would you answer the above? Nuance Confidential

  19. Customer Service Expectations What Do Consumers Expect From Customer Service? What factors are most important when contacting a customer service department? 64% of consumers expect service departments to have accurate information about their accounts or customer service issue Nuance Confidential

  20. Automation Automate the Right Tasks Rate your comfort with performing each action through a phone-based automated system Consumers are comfortable with automation for general information & transactions Nuance Confidential

  21. Automation There is Good News… Consumers are Willing to Use Automated Systems When using phone-based automated systems, why do you find them to be effective? Automation is a part of everyday life, and consumers will use automated system ifconvenient, fast&easy to use. Nuance Confidential

  22. The contact center is consideredan isolated function within the organization Firms that view the customer service as a commodity emphasize lower cost over support Customer service and the contact center are viewed as vital to meeting long-term business objectives The contact center is considered a critical operation for establishing close ties with customers CARE 1.0 CARE 2.0 Contact Center What Is the Role of the Contact Center within the Enterprise? Source: Brand Keys, Forrester Nuance Confidential

  23. What is the role of your care operation vis-à-vis the company business? Where is your company relative to understanding the value of the customer experience? What is your ticket to the game? What would exceed expectations? Is your operation enabled to deliver on these? Where is your competition on these points? Business Case for Care Investment Forming the Business Case for Care Investment Nuance Confidential

  24. Care 2.0 World ImproveYourSupportFor Customers ReachOut andCommunicateWith Your Customers Take theTime toUnderstandYour Customers • Make the mostof every inbound care interaction • Address the growing culture of mobility • Take advantage of account events to strengthen relationship • Proactivelyreach out with outbound notifications • Get visibilityinto your customer’s service experience • Make every service improvement count Succeeding in a Care 2.0 World Nuance Confidential

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