Thursday Apr 23, 2015

Roadmap to Modern: "Get Going" by Katherine Lovelace

Sometimes the first step in a journey can be the scariest one you will take. How do you know you’re going in the right direction? How do you know that you have the right equipment to get where you need to go? What happens if you make a wrong choice? The fear of the unknown, leaving behind the way things have always been, and looking ahead at a new way of thinking can sometimes lead to crippling indecisiveness and ‘paralysis by analysis.’  

This can happen to anyone—even market leaders. Yet, we know that if we can just nudge companies into taking that first step to becoming a modern customer service organization, they will have what they need to confidently take many more steps as they move along the Roadmap to Modern (RTM) maturity curve.

So what is this first step? It’s actually quite straight-forward, yet many organizations are still struggling to take it. The first step requires moving from an organization with many single silos of customer engagement, into a multi-channel initiative that enables companies to reach customers directly at their point of need—on any device and at any time. Sounds simple, right?

Then why are there so many organizations that have not figured out this basic premise of customer engagement? I come back to my original thesis: they are afraid. This revelation came during a recent client engagement where I listened to a company explain why they felt that offering more robust self-service options, as well as live chat, would not be the right strategy for them. It was because their customers are accustomed to the ‘white glove treatment’ that has become synonymous with their brand. They feared that by offering these other, arguably less formal channels of communication, they would offend their customers and risk losing them. While this is an understandable initial reaction, their fear is actually leading them down the wrong journey towards obsolescence.

However, by walking them through the RTM process and customer expectations of modern service organizations, we were able to show them that a more mature, multi-channel strategy would not imperil their ‘white glove’ customer experience but rather reinvigorate it.   

By reviewing their customer contact reason codes, we were able to quickly see that the infamous ‘80/20’ rule comes into play.  For this company, and many others, only 20% of their inbound contacts are complex and truly require live agent support, whereas the vast majority (80%) can most quickly and effectively be handled by a well-run, knowledge-powered web self-service channel—and by offering multiple channels of engagement.

Through working to triage and deflect inbound contacts by complexity and likelihood to be handled via self-service or live agent, organizations can free up  their higher cost, live agent resources to focus on the 20% of issues that truly merit attention. Of course, for your particular organization, the 80/20 rule may not be spot on. Perhaps your ratio is closer to 70/30 or 60/40. The first step to becoming a mature customer service organization is simply assessing your inbound contact context and working to triage.

Increasingly, consumers are making channel decisions based on the context of their situation. This means that the specific channel they use to contact you depends on what they’re trying to do.  

Taking this triage approach will not only elevate your engagements with existing customers, but also open the door to engaging with new customers through new channels that you are not reaching through phone and email.

After working with the company I mentioned earlier to understand the number and nature of their inbound contacts, they came to realize that intentionally not having more choices for a customer to reach them was neither in the customer’s best interest nor their own. By providing more channel choice and resolution paths, this company would actually be better able to deliver their ‘white glove’ service experience.

Let’s resolve to no longer allow fear to hold us back from delivering the most modern and advanced customer experience. Each minute lost deliberating over the ‘why nots’ is costing money and customers. We need to move the conversation to the “how do we get going” stage. This is where the fun starts. This is where we get to help clients develop their Roadmap to Modern (RTM) strategy, and guide them to making the right choices for their customers, which are ultimately the right choices for their company as a whole.

Whether your “get going” is providing more channels of choice on more devices for a complete customer interaction portfolio, or consolidating and improving your knowledge base so you can deliver the right information on every channel you offer, the end result of being there for your customer in their time of need will eliminate fear on whether you took a step in the right direction. We just need to nudge you a little and the rest will follow!

Learn more today about the Oracle Roadmap To ModernTM, and stay tuned to this blog to get insights that prepare you for your journey to modern customer service. 

Monday Jan 06, 2014

8 Predictions for Customer Service in 2014 by David Vap

Happy New Year! As we embark on 2014, I thought about the key trends that we’re seeing in the customer service business and how they impact you as well as the impact to the Oracle Service Cloud business.  Here's my 2 cents on what matters for the new year.  Feel free to put in your own 2 cents in the comments!

1. Customer Service Becomes a Boardroom Priority

We’re about 3 years into the Age of the Customer, a 20-year cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers.” (Source: Forrester Research, Inc., Competitive Strategy In The Age Of The Customer, October 2013) The strong correlation between customer service, brand equity, and sales conversions is becoming conventional wisdom. And, the cross-organization initiatives that are required to deliver the best customer service require boardroom-level sponsorship. According to Joanne Causon, CEO, Institute of Customer Service, “There is a close alignment between the financial performance of an organization and its customer service…  It is about the decisions made in the boardroom. Focusing your customer service strategy across the whole of the organization, how it relates to other parts of the organization such as finance and marketing.” (Source: Institute of Customer Service)

2. Your Customers Don’t Want to Talk to You

As Gen-Y and Millennials are increasing into the demographic mix, more of your customers don’t want to talk to you. Talking on a phone is “so old school” to these generations. They prefer to serve themselves via the Web, and increasingly on a mobile device. And, when they do find that they need to talk to you, they want the transition to be easy and seamless – with the click of a button, without repeating information, no writing down a service request number, etc. 

In a recent survey conducted by Unisphere Research, “31 percent of all customer interactions today are conducted via the Web, and an additional 9 percent are conducted via the mobile Web or mobile applications… The highest concentration of Web self-service capabilities right now is in the finance/insurance (52 percent) and government/education/nonprofit (50 percent) sectors.” 

According to a blog post written by Kate Leggett, Forrester Research, “we’ve seen a 12% rise in web self-service usage, a 24% rise in chat usage, and a 25% increase in community usage for customer service in the past three years”.  Voice is still the most used service channel, but self-service channels are experiencing significant growth. (Source:  Forrester Research, Inc., Forrester’s Top 15 Trends for Customer Service in 2013, January 2013.)

3. Mobile, Mobile, Mobile

Fifty-five percent of all time spent with online retailers in June 2013 occurred on a mobile device, surpassing time spent on PCs, according to comScore, a Web and mobile measurement firm. Our own customer usage data tells us that 20% of support interactions are taking place over mobile. So, it’s no surprise that 62% of companies think mobile customer service is a competitive differentiator(Source: ICMI)  The challenge is that the mobile device mix continues to get more fragmented with the various operating systems (iOS, Android, Windows, RIM, etc.) and the device formats (tablets, mini-tablets, smart phones, etc.) And, many customers begin transactions on a mobile device and later transition to Web or assisted channels to complete a transaction. Amidst all this complexity, two things are clear:  1) providing support for the most common transactions in the mobile format that customers use is a must, and 2) ensuring a smooth transition between mobile and other support channels will become a strong differentiator against the competition.

4. Your Coffee Maker Serves Itself

Connected devices such as game consoles, TVs, appliances, personal fitness devices to name a few are expected to grow to 25 billion in 2015. (Source:  CISCO IBSG) So, your coffee maker may request its own service by going online to troubleshoot issues and download updates – without you even knowing it’s happened. 

Again, the seamless transition between support channels is a differentiator.  If the customer contacts you with an issue, the ability to link that customer to their device and access support data for the device helps your support agents provide more efficient and effective service. If they know the status of the device and what has happened, they can more easily take the appropriate corrective actions. 

Additionally, customers may want to use their device to get service without having to switch to another channel. For instance, if a customer is having a technical issue with a game, they want to be able to get service from within the game without switching to a phone, PC, or mobile device.  Providing service directly from internet-enabled devices will become a more common expectation.

5. Knowledge is Everywhere

We all know that customers have a lot of choice in who they do business with and that attention spans are very short. A substandard service experience leads to customer frustration and negative perceptions about the product as well as the company. An interruption in the buying process may mean abandonment. The end result is an increased likelihood that customers will go to a competitor next time. To address customer’s expectations that everything should be fast, easy and accessible, knowledge can’t be a separate destination, living in the support or service portal only. It needs to be woven into the entire customer lifecycle and accessible via any channel the customer chooses.  It needs to be contextual to what the customer is doing. And, it needs to leverage the collective community of experts – both inside and outside of your company. Share your knowledge everywhere so it adds value to your customers!

6. The Web Comes Alive

Given that many of your customers don’t want to talk to you, there is a need to provide them with the best possible experience on your online channels. Doing so requires the ability to answer the questions online that historically ended up in your call center, providing the ability to deliver a personalized interaction in what have been, to this point, very impersonal online interactions around knowledge. In an effort to create a more human-like interaction that can replicate the knowledge of their best service representatives and provide a more personalized Web experience, more companies will adopt a virtual assistant, an intelligent online concierge, to increase customer loyalty and reduce costs.   

7. Social Gets Real

We’re past the buzz phase and into the reality phase with social customer service. Our own customer usage data tells us that for established peer-to-peer communities, 30-40% of self-service interactions are coming through this channel, indicating that collective knowledge is becoming a significant part of solving customer issues. And, 62% of customers have already used social media for customer service issues (Source: Mashable), raising the importance of monitoring social channels and responding to issues in those channels before they become crises. But many businesses today have bolted social customer service onto their existing customer service platform. Instead, in order to best leverage social channels to achieve the greatest business benefits, organizations will need a tightly integrated social service platform that helps customers find answers they can trust--and helps the companies tune and optimize their social investments. 

8. Employee Experience Takes the Limelight

“Engaged employees work harder, stay later, and make more recommendations. You can’t create or sustain great customer experience with disengaged employees.” (Source: Bruce Temkin) While this wisdom isn’t new, 2014 will see increased focus on employee engagement in order to drive better customer experiences and company results. Relating to customer service specifically, we’ll see companies invest in more training, empowerment, and tools to make it easier for employees to deliver on great customer experiences. 

For more information, please visit our website.

Saturday Nov 02, 2013

Webcast with Brian Griffin, Ancestry, 2013 Winner 10 Best Web Support Sites

The web is one of the fastest growing channels for providing service, support and information, as seen in The Service Council's (TSC) latest multi-channel research survey. Join TSC's Chief Customer Officer Sumair Dutta as he shares key findings from his current customer experience research from over 200 organizations.

Sumair will be joined by Brian Griffin, Senior Program Manager, Global Support Experience, who will show how Ancestry is using the web as a powerful tool to enhance self-service opportunities and increase customer engagement.

Smarter Web Service Educast

Thursday, November 14th

2 pm ET / 11 am PT



Monday Aug 12, 2013

Webcast: How Dell Leverages Big Data to Improve the Customer Experience

The Economist Intelligence Unit recently investigated how successful companies use big data to transform the customer experience. Join us for an Oracle webcast in association with Intel® to learn how top-performing organizations, including Dell Inc.’s Global Demand and CRM Center, are harnessing big data to understand better their customers and their business. The webcast is on Wednesday, August 14, 10-11 AM Pacific / 6-7 PM London.

You’ll learn how Dell leaders are:
  • Focusing on data-driven approaches to meet business objectives
  • Fostering a culture of customer insights through leadership and collaboration
  • Innovating customer interactions, marketing, and sales through automation

Tuesday Aug 06, 2013

Expand the Siebel User Experience onto the Newest Devices

A friend works for a well known financial services company that uses Siebel CRM. I asked how he likes using Siebel. He said that it works great. However, he wishes that he could use it on an iPad.  Well, I have good news for him and good news for you. Now, you can.

Learn more about how to expand the Siebel user experience in our webcast on June 15, 8:30 AM Pacific / 4:30 PM Paris CEST. While you are at it, register for future Siebel webcasts about customer service, mobile and social sales and service, and other informative topics.

Friday Jul 12, 2013

How Siebel Solves the Next Generation of Business Challenges

Keeping up with technological changes and increasing customer demands is challenging. The latest innovations in Oracle's Siebel CRM help you increase your competitive advantages. Watch this informative replay of our June Oracle Siebel CRM Webcast to discover how you can:

    • Enhance productivity and efficiency with new usability features
    • Understand your customers with new social media capabilities
    • Increase customer engagement with new mobile solutions
    • Deliver superior customer experiences

Monday Jun 10, 2013

Learn About Siebel CRM's Bright Future

Today’s customers are mobile, social, and more demanding than ever. Oracle continues to add new capabilities to Siebel CRM – helping you keep pace with rapid technological changes and growing customer expectations. Join us for the first in a new monthly webcast series to discover how the latest enhancements to Oracle’s Siebel CRM can help you:

  • Increase productivity with new features for improved usability
  • Harness social media to understand and engage your customers better
  • Service and sell via mobile solutions to meet new customer demands
  • Deliver outstanding customer experiences every single time

Register now for our live Webcast on Thursday, June 13!

Tuesday May 21, 2013

June 13 Webcast - Siebel: Solving the Next Generation of Business Challenges

Today’s customers are social, mobile, and more demanding than ever before. That’s why Oracle continues to add new capabilities to Siebel CRM – helping you keep pace with rapid technological change and growing customer expectations.

Register now for our live Webcast on Thursday, June 13 to discover how the latest enhancements to Oracle’s Siebel CRM can help you:
  • Increase productivity with new features for improved usability
  • Harness social media to understand and engage your customers better
  • Service and sell via mobile solutions to meet new customer demands
  • Deliver outstanding customer experiences every single time
Don’t miss this chance to see how you can solve the next generation of sales and service challenges!

Friday Mar 08, 2013

Right Answer, Right Time, Right Channel = Right Customer Strategy By Lynn Barnhart

How do you provide your customers with the right answers at the right time when they have a service issue?  When should you guide them to find the answers themselves and when should you step in and lead them to a call center agent for answers?  Why is any of this important?

Let’s answer the last question first.  Great customer service can be the true differentiator between you and your competitors. It is a differentiator for getting and keeping more customers.  In today’s 24/7/365 multi-channel, digital world, you have to have an integrated approach and be armed with tools and resources to resolve customer service issues quickly and efficiently.

And, you can’t just resolve the issue, you need to personalize the service and provide it through the customer’s channel of choice.  If the resolution is through an agent, that agent must have knowledge of the customer’s current issue and their relationship history with your company. That’s the only way to proactively offer the right answer to that customer. 

What are best practices for delivering the right answer at the right time?  Why not start with a guidebook from Nucleus Research with insights into enabling agents to deliver the right answer at the right time with 5 best practices for empowering your call center with a multi-channel approach . 

What results should I expect and what are other companies experiencing? Take a look at the business results from Aberdeen’s multi-channel contact center report, or how Compassion UK is increasing income 30%, or how Big Fish Games improved ROI by 1404% in 18 months.

Get free access to different tools and resources for delivering the right answer at the right time by leveraging your contact center or web self- service. 


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