Using Web Self-Service & Chat to Resolve Customer Issues Co-Presented By: Mitch Kramer SVP - Senior Consultant, Patricia Seybold Group Christopher Hall VP Marketing, KANA
Do You Know Me? ● Patricia Seybold Group is the Customers.com company ● Analyst/Consultant in the technologies, techniques, tools, and processes of the customer experience ● Historian ● Writer
Axioms for e-business ● Your customer need your help on every channel across which they interact with you in every phase of the lifecycle of their relationships with you. ● Make it easy for your customers to do business with you.
May I Help You? Plan Explore Use/Maintain Customer Service Install Select Buy/Renew
Delivering Excellent Customer Service ● Know your customers and their relationships with you (Who they are, their preferences, their accounts and balances, the products that they’ve purchased, their entitlements, their outstanding incidents and issues). ● Know their Customer Scenario. ● Know their recent interactions. (Don’t make them repeat their story .) …on every channel, across every phase of their lifecycle
Self-Service in Financial Services ● You thought you were going to save money, but many customers really wanted to help themselves. ● You’ve come a long way from “on-line checking” on dial-up networks ● Financial services Web sites now support the complete customer lifecycle
Complex Products and Processes ● IRA, SEP, 401k, 403b ● Compliance …customers can’t help themselves. They want assistance.
Conventional Assisted Service ● Branch ● Call center ● Email …..might not make it easy for your customers to do business with you
Assisted Service Possibilities ● Chat ● Co-browse …..seamless escalation from self service to assisted service
Chat and Co-browsing ● Origins in retail ecommerce ● Great applicability to financial services ● Product selection ● Application processing
Chat and Co-browsing Requirements ● Deliver customer context to chat/co-browse agent ● Captures and logs agent/customer dialogs ● Seamless escalation to contact center application ● Seamless integration with ● Web site ● Portals technology platforms ● Ecommerce systems ● Customer service systems ● CTI systems
Advantages and Benefits To your customers • Accomplish their financial tasks more efficiently and more effectively • Easier to do business with you To you • Improved customer experience • Improved product acceptance • Staffing efficiencies
The Constant Demands on Customer Service Falling Margins Market Economy Increasing Demand Increasing Complexity Rising Costs Operations Competition
How to Solve the Supply Versus Demand Problem? Poor Service Levels Exceptional Service Levels Customer Dissatisfaction Increased Staff Inquiries Per Hour Service Capacity Excess Capacity Decreased Staff • Trying to achieve the impossible… • Streamline Customer Intentions - ACD • Optimize Workforce Management • Streamline Desktop – CTI, Case Mgmt, 360 View
New Trends are Emerging… Poor Service Levels Exceptional Service Levels Customer Dissatisfaction • Controlling Capacity • Increasing 1st Contact Closures • Increasing Self Service Adoption Inquiries Per Hour Service Capacity Excess Capacity • Latest Trends used to control demand … • Push Specific Transaction Types to Web Self Service • Implement a WSS escalation strategy (not to the call center) • Leverage offshore vendors for increased e-channel capacity • Increase use of Chat to promote online utilization support • Increased us of Chat to support hi-end banking products
Common Mistakes We See in Web Self-Service… Web Search Solution not found Customer Typical Web Self-Service Experience
Common Mistakes We See in Web Self-Service… Web Search Collaboration No Offering Solution not found Email Customer Slow Response Typical Web Self-Service Experience
Further Compounding the Demand Problem… Web Phone Search Collaboration Who are you? No Offering Agent Solution not found What’s the problem again? Email Customer What did you already try? Slow Response Typical Web Self-Service Experience Simply becomes another phone experience
Often - Negatively Impacting Call Times… <15% <15% <15% <15% 15% to 25% 15% to 25% 15% to 25% 15% to 25% Over 25% Over 25% Over 25% Over 25% Impact of Deflection Impact of Deflection on Talk Time on Talk Time Phone Talk Phone Talk Phone Talk Phone Talk Industry Average Industry Average Talk Time Talk Time Time Time Time Time <15% <15% <15% <15% 15% to 25% 15% to 25% 15% to 25% 15% to 25% Over 25% Over 25% Over 25% Over 25% Self Self - - Service Deflection Service Deflection Self Self - - Service Deflection Service Deflection
Or - Never Meeting Customer’s Expectations… 24 hour electronic response times are NO LONGER ACCEPTABLE!
Resulting In Unhappy Customers… * Most Common Customer Complaints Time to Resolve Issues Quality of Product Lack of Resolution Knowledge of Service Agent Time to Reach an Agent Availability of online Resources Support Web Site ease of use Cost of Services Phone System Navigation Professionalism of Agents Corporate Policies Source: SSPA Support Benchmark Study
Web Appropriately Managing Web Self-Service
Web Structured Search Key Questions Self-Service Common Knowledgebase Solution Found Guided Knowledge Approach versus Googling
Provide Convenient One-Click Escalation Web Structured Search Key Questions Self-Service Email Common Knowledgebase Solution Not Found Escalate to Assisted Channel Collaboration Solution Found
Web Structured Search Key Questions Self-Service Email Common Knowledgebase Solution Not Found Escalate to Assisted Channel Suggest Answer Collaboration Evaluate Unified Routing Interaction Recorded Solution Found Escalate the Entire Experience…
Empower Agents with Answers & Advice Web Structured Search Key Questions Self-Service Email Common Knowledgebase Solution Not Found Escalate to Assisted Channel I see whatyou did! Suggest Answer Collaboration Evaluate Unified Routing Level 1 Interaction Recorded Collaborate or Escalate SME / Tier 2 Solution Found
Empower Agents with Answers & Advice Web Structured Search Key Questions Self-Service Email Common Knowledgebase Solution Not Found Escalate to Assisted Channel I see whatyou did? Suggest Answer Resolution Collaboration Evaluate Unified Routing Level 1 Interaction Recorded Collaborate or Escalate Resolution SME / Tier 2 Solution Found This willwork better! Experience Great Online Customer Service!
Real Results with Web Self-Service… - Business Challenges Increasingly complex product portfolio Manage costs while improving customer satisfaction Increase agent competence/skill Increase global competitiveness with 24x7 service KANA Solution (Agent IQ / Customer IQ) Implemented phase on in 45 days Training time reduction of 66%, 17% call deflection to web self-help 22% reduction in AHT 20% reduction in call abandonment Positive ROI in under 6 months
Real Results with Chat… - Business Challenges Differentiate business using better customer service Reduce online banking support costs Improve online adoption and enhance customer satisfaction KANA Solution (Response Live) 96% first call resolution rates Expect 15%–25% fewer customer service interactions 14% increase in cross-selling rates Anticipate increase online adoption of online banking and bill payment
Real Results with KM Agent Support… - Business Challenges • Over 1000 CSRs serving 28 million customers • FY 2004 goal of $4.5M cost reduction • Multiple data sources • 4 knowledge bases • 10 to 12 other reference areas • Outdated and inconsistent information • Average time to resolution > 60 Seconds • Customer service satisfaction levels needed to be improved KANA Solution - Agent IQ • 5% reduction in callbacks yields estimated savings of $3M • 19 second reduction in AHT yields estimated annual savings of $1.6M • Anticipate more consistent & accurate customer interactions • Goal of improving “customer delight” rating by 1.5%
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