Post on 13-Dec-2015
© 2012 Forrester Research, Inc. Reproduction Prohibited1 © 2009 Forrester Research, Inc. Reproduction Prohibited
January 25, 2012. Call in at 12:55 p.m. Eastern time
Kate Leggett, Senior Analyst
WebinarEvaluating Technologies For The Extended Customer Service Ecosystem Using Forrester’s TechRadar™ Methodology
© 2012 Forrester Research, Inc. Reproduction Prohibited2
90% of customer service decision-makers tell Forrester that a good service experience is critical to their company’s success.
63% think the importance of the customer service experience has risen.
Source: February 19, 2010, “The State Of Customer Experience, 2010” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited3
Compliance
Cost
Customer satisfaction
Revenue
Compliance
Cost
Customer Business
The customer service leader must balance the needs of his customers with the needs of his business
© 2012 Forrester Research, Inc. Reproduction Prohibited4Source: North American Technographics® Customer Experience Online Survey, Q4 2009 (US)
57% of consumers agree: “I am very likely to abandon my online purchase if I cannot find a quick answer to my questions.”
© 2012 Forrester Research, Inc. Reproduction Prohibited5Source: North American Technographics® Customer Experience Online Survey, Q4 2009 (US)
65% of consumers agree: “I am very unlikely to return to a website that does not provide a satisfactory customer service experience.”
© 2012 Forrester Research, Inc. Reproduction Prohibited6Source: North American Technographics® Customer Experience Online Survey, Q4 2009 (US)
70% of consumers agree: “In the current economy, I expect companies to try harder to provide me with superior online customer service.”
© 2012 Forrester Research, Inc. Reproduction Prohibited7
The customer service leader must balance the needs of his customers with the needs of his business
Compliance
Cost
Customer satisfaction
Revenue
Compliance
Cost
Customer Business
© 2012 Forrester Research, Inc. Reproduction Prohibited8
Customer experience correlates to loyalty
Source: February 17, 2009, “Customer Experience Correlates To Loyalty” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited9
One solution is to move customer service to less expensive communication channels
Source: December 18, 2009, “It’s Time To Give Virtual Agents Another Look” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited10
Or to adopt a broader range of interaction channels
© 2012 Forrester Research, Inc. Reproduction Prohibited11
But are these technology choices delivering on the right customer experience?
Source: August 2, 2011, “Turbocharge Customer Service Processes With Social Technologies” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited12
Forrester’s TechRadar™ methodology
TechRadar results
Recommendations for your role
Agenda
© 2012 Forrester Research, Inc. Reproduction Prohibited13
The TechRadar™ summary graphic
Source: August 1, 2007, “Introducing Forrester’s TechRadar™ Research” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited14
How did we choose technologies to evaluate?
Source: September 12, 2011, “How To Calculate The Cost Of Customer Service To Drive Improvements” Forrester report
© 2012 Forrester Research, Inc. Reproduction Prohibited15
How did we choose technologies to evaluate?
Source: September 12, 2011, “How To Calculate The Cost Of Customer Service To Drive Improvements” Forrester report
VoiceIVRSpeech recognitionMobile customer service
ElectronicChatEmailCo-browsingVirtual agents
SocialCustomer community platformsSocial adapters
ACD CTI
Case management Unified agent
workspace Process guidance
Knowledge management Video Next-best action
Proactive outbound Predictive dialing
Enterprise feedback management
Social listening Interaction analytics Quality monitoring Workforce management
© 2012 Forrester Research, Inc. Reproduction Prohibited16
Previous research
Inquiry pattern analysis
Survey of business and IT executives at 75 companies (in partnership with
CustomerThink)
Forrester’s Forrsights Networks And Telecommunications Survey, Q1 2011
of 2,314 decision-makers from SMB and enterprise companies
Vendor interviews
Forrester analyst validations (8)
We used diverse information sources
© 2012 Forrester Research, Inc. Reproduction Prohibited17
Forrester’s TechRadar™ methodology
TechRadar results
Recommendations for your role
Agenda
© 2012 Forrester Research, Inc. Reproduction Prohibited18
TechRadar™: Contact Center Solutions, Q3 2011
Source: August 29, 2011, “TechRadar™ For Business Process Professionals: Contact Center Solutions, Q3 2011” Forrester
report
© 2012 Forrester Research, Inc. Reproduction Prohibited19
Mature technologies remain core to contact centers
A set of technologies are core to contact centers.
– Voice, closely followed by email and chat
– Predictive dialing
– IVR
– ACD
– Case management
– Knowledge management
– Quality monitoring
– Workforce management
Focus on optimizing productivity.
Source: August 29, 2011, “TechRadar™ For Business Process Professionals: Contact Center Solutions, Q3 2011” Forrester
report
© 2012 Forrester Research, Inc. Reproduction Prohibited20
Social technologies help move the needle on customer satisfaction
Social technologies are growing in importance.
– Listening
– Communities
Value of customer insight, opinions, and knowledge are leveraged to evolve products and services in line with customer demand.
Source: August 29, 2011, “TechRadar™ For Business Process Professionals: Contact Center Solutions, Q3 2011” Forrester
report
© 2012 Forrester Research, Inc. Reproduction Prohibited21
Technologies that personalize interactions grow in importance
Technologies that focus on the customer experience are increasing in importance.
– Process guidance
– Next-best action
– Proactive outbound
– Video
Enables contact centers to deliver personalized,contextual, and consistent interactions
Source: August 29, 2011, “TechRadar™ For Business Process Professionals: Contact Center Solutions, Q3 2011” Forrester
report
© 2012 Forrester Research, Inc. Reproduction Prohibited22
Some technologies — old and new — struggle to gain market momentum
The value remains to be proven for some technologies.
– Interaction analytics
– Enterprise feedback management
– Co-browse
– Virtual assistants
– Social adapters
– Mobile
Source: August 29, 2011, “TechRadar™ For Business Process Professionals: Contact Center Solutions, Q3 2011” Forrester
report
© 2012 Forrester Research, Inc. Reproduction Prohibited23
Disruptive technologies destabilize older technologies
Select technologies are on the decline.
– CTI
– Unified agent workspace
Source: August 29, 2011, “TechRadar™ For Business Process Professionals: Contact Center Solutions, Q3 2011” Forrester
report
© 2012 Forrester Research, Inc. Reproduction Prohibited24
Forrester’s TechRadar™ methodology
TechRadar results
Recommendations for your role
Agenda
© 2012 Forrester Research, Inc. Reproduction Prohibited25
Recommendations
How to get started?
– Audit your customer service technology ecosystem.
– Benchmark your contact center operations — understand
your costs and customer satisfaction scores.
– Dive deep into your customers’ profiles and needs to
understand the key areas that will move the needle on
customer satisfaction.
How to succeed in the long term?
– Put a plan in place to keep technology current.
– Look at standardizing customer-facing business processes
to improve the overall customer experience.
– Don’t forget human factors — your agents are your most
important asset.
© 2012 Forrester Research, Inc. Reproduction Prohibited26
Selected Forrester research
November 7, 2011, “Craft Your Contact Center Investment Plans In Light
Of Technology Adoption Patterns”
November 7, 2011, “To Invest Wisely, Know The Business Value Of
Diverse Contact Center Solutions”
August 29, 2011, “TechRadar™ For Business Process
Professionals: Contact Center Solutions, Q3 2011”