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

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


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


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, ...

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]