CUSTOMER SERVICE INNOVATION CONSUMER TECHNOLOGY IS CHANGING AT BREAKNECK SPEED HOW WILL YOUR CUSTOMER SERVICE KEEP PACE?

TOP 5 TRENDS IN

In this article, Pegasystems’ Steve Kraus explores 5 key trends in customer service and how the latest technology can help transform service delivery. By understanding these trends and how to respond to them, companies can drive innovation throughout their customer service operations.

Steve KrausSenior Director for CRM and Cloud Product Marketing Pegasystems

JOIN THE CONVERSATION and tell us what your top enterprise trends are

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Technology has empowered customers in ways we could never have imagined just 10 years

ago. A customer’s relationship with your business is now heavily influenced by social and

mobile technologies that not only give them new ways to access service anytime, anywhere,

but also empower them with new ways to share their experiences with fellow customers en

masse. A customer’s opinion of one service experience can go viral in an instant, causing

an enormous and lasting impact on a company’s brand and reputation.

The Empowered Customer

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Keeping the customer happy by delivering service that is fast, accurate and convenient

is of crucial importance to building long-term customer loyalty. But it’s not the only

consideration. Companies have to thoughtfully balance the customer’s needs with their

business goals – revenue growth, productivity and regulatory compliance.

The good news is that incredible advances in technology enable superior customer service

and empower the business side of the house to make changes to the application in real

time to address shifting customer, regulatory and business needs.

Let’s look at five key trends in customer service and how you can use technology to

successfully address them.

Using Technology to Drive Innovation

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TREND

For the past 10+ years, CRM vendors have worked to convince you that if you migrate all

your data into one place and train your customer service representatives (CSRs) to find the

useful pieces of information among the data overload, then you could deliver an efficient

and high quality customer interaction.

What we have learned over time is that this 360º view is just not enough. Data is critical in

every interaction, but technology now enables you to access data wherever it is stored –

without migration and in real time – in order to apply context throughout an interaction to

ensure that the experience is relevant. The latest technology takes this further, enabling

you to capture your goals, your customer’s goals and your best practices directly in your

customer service system, and the system will automatically apply those goals throughout a

guided service process. This is true high-definition customer service.

The 360º View Has Given Way To High-Definition Customer Service#1

DATA + INTENT + PROCESS = HIGH DEFINITION

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TREND

For decades, service organizations have focused on first-contact resolution. However,

technology limitations meant that they have really just been delivering first-contact

answer. Once a call left the contact center and went to the back office for follow up, or

involved other channels or groups, the contact center would declare victory. Call taken.

Question answered. The real question is: Was the issue actually resolved?

Businesses can now deploy dynamic case management capabilities beneath their existing

contact center desktops to finally deliver on the promise of true first-contact resolution.

These capabilities enable business owners to identify their key contact types, capture their

best service processes and automatically deliver resolutions without unnecessary human

intervention. The power of dynamic case management ensures inquiries no longer fall

through the cracks between the front office, back office or the customer. Dynamic cases

ensure each interaction follows a straight-through process from initial inquiry to ultimate

resolution.

#Silos Are Falling and Real First-Contact Resolution Is Rising2

CUSTOMER Needs helpwith . . .

PurchaseMore

Prevent aDefection

CommitFraud

DYNAMIC CASE MANAGEMENT

Customer Data

Transaction Data

AccountData

3rd Party Data

Real-Time Integration

RESEARCH

RESPOND

RESOLVERECEIVE

ROUTE

REPORT

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TREND

Social applications and smart mobile devices have fueled staggering innovation, and while

that innovation will continue at a breakneck pace, it is time to accept the fact that social

and mobile are a core part of the customer service ecosystem. They can no longer be

developed and maintained as independent and isolated capabilities.

Technology that delivers a unified multi-channel hub can blend social and mobile contacts

with contacts from traditional channels such as the Web, email, phone and even mail.

Advancements allow customers to start in the most convenient channel and transition to

other channels as the conversation dictates, without losing context and taking advantage

of channel-specific features, such as cameras and locational services.

Just as important as multi-channel execution is the multi-channel design for your hub

that enables you to “design once, run anywhere” so you get massive amounts of reuse and

can easily adapt as new channels arise.

Social and Mobile Need to be Part of a Customer Engagement Hub#3

CUSTOMERS COMPANY

Service Inquiry

Contextual Resolutions

Relevant Offers

Operational Goals

Best Practice Service Processes

Operational Visibility

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TREND

We have all experienced the occasionally successful attempts to have CSRs push

irrelevant and generic cross-sell, up-sell and retention offers at inappropriate times.

Most of the time, customers get frustrated and offer conversion rates have remained

abysmally low.

Technology now enables organizations to focus on their ultimate goal – building customer

lifetime value. With Next-Best-Action capabilities, you can dynamically arbitrate across a

number of operational goals and customer treatments to ensure the best outcome from

each interaction. Within the servicing system, you can configure customer strategies

that predict likely outcomes and dynamically react to deliver the Next-Best-Action for

each situation in real time. Whether it is to collect an outstanding bill, complete a service

inquiry or present a personalized and timely up-sell offer, Next-Best-Action ensures your

business does the right thing for your customer and your bottom line.

Improve Service and Sales with Next-Best-Action#4

1:1Business Case

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TREND

Too often companies wait until customers are frustrated enough to endure 10 minutes

on hold to complain or find a resolution. Or customers just give up and defect – the worst

possible outcome.

Now, you can use your rich store of data to detect patterns of customer needs and behaviors

and proactively intervene with a service action. You can use predictive analytics, advanced

business rules and automated processes to recognize and correct an issue – in many cases

before a customer even knows he or she has a problem. The possibilities are endless for

proactive service. Consider a few examples:

` If a customer is paying a bank transfer fee each month, an email can be pushed to her suggesting a new account type that better fits her needs and before she complains.

` When the status changes on a policyholder’s pending insurance claim, you can push an automated notification.

` If you know there is a fix to the OS for a customer’s mobile device, it can be automatically pushed to the individual.

It’s Time to Get Proactive#5

REACTIVE PROACTIVE

X

ALERT ADVISE RECOMMEND HELP

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The world's leading organizations are deploying Pega to successfully address these trends.

Pega solutions can help you transform your service delivery so that you can optimize the

outcome of every interaction for your customer and your business.

Pega enables a “customer engagement hub” – a coordinated, consistent environment that

provides customers with a service experience that is personalized, relevant, efficient and

available over every channel. At the same time, service organizations can function at peak

performance with dynamic, automated processes that guide users to resolution, eliminate

manual work and seamlessly integrate with the back office.

And because change is the only constant in today’s world, Pega enables continuous

innovation with its “Build for Change®” technology, enabling business users to directly

capture goals in dynamic service processes for immediate response to new market

opportunities, competitive challenges and regulatory change.

Pega - Driving Innovation into Customer Service Delivery

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COSTS

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© Copyright 2013 Pegasystems Inc. All rights reserved. All trademarks are the property of their respective owners.

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About Pegasystems

Pegasystems revolutionizes how leading organizations optimize customer experience and automate operations. Our patented Build for Change® technology empowers business people to create and evolve their critical business systems. Pegasystems is the recognized leader in business process management and is also ranked as a leader in customer relationship management software by leading industry analysts.

For more information, please visit us at www.pega.com.