We Live In a Digital World - Cool Communication Tools that won't Weigh your Customers Down

Copyright Energise Ltd, June 2013

We Live in a Digital World

Cool Communication Tools that won’t Weigh your Customers Down

Copyright Energise Ltd, May 2016. Private & Confidential

Private & ConfidentialCopyright Energise Ltd2

What are we Talking about here?

renamed E-care• It involves the delivery of customer service via websites, social

networks, mobile phones, web based user accounts and the internet

• Rather than call centres, retail stores or service counters


Benefits of E-care• Increased customer engagement and satisfaction

• Decrease in operational costs

• The more parts that can be digital-ised, the higher the customer satisfaction. McKinsey report a 20% increase in customer satisfaction rates when using both traditional and digital together

• It is about building on current successes


What’s driving this digital trend• Mobile

Consumers research, review and buy on their mobile devices in increasingly large numbers. It makes sense that they will also expect to receive support and be able to sort out any issues that they have with your company on their devices too doesn’t it? e.g. Live Chat

• Self-serviceThey want what they want when they want it. And that means when they need help at 10pm, they’d like for someone to be available e.g. Frequently Asked Questions, ‘How To’ videos


What’s driving this digital trend• Crowd-sourcing

This is the concept of customers helping each other e.g. through social media and creation of support groups and forums

• CompetitionFierce competition will drive a move toward digitization of customer services, with the businesses that can implement digital, while retaining a human touch being the most likely to succeed


Evidence from the front line• Live Chat on a desktop & a mobile website.

ArmourSafety.co.nz

http://armoursafety.co.nz/


Evidence from the front line• Self-service video tutorials on how to assemble kitchen

cabinets. cabjaks.co.nz

http://cabjaks.co.nz/


Evidence from the front line• Crowd source answers from expert users who don’t work for

the business. help.xero.com

http://help.xero.com/


Evidence from the front line• Customer service and interaction in the public domain.

groceries.Morrisons.com

http://groceries.morrisons.com/


Start by understanding your current situation• How can a customer get in touch with your company?

ApartmentSpecialists.co.nz

How do I start a Digital Care Programme?

http://apartmentspecialists.co.nz/


How do I start a Digital Care Programme?Start by understanding your current situation• What questions are being asked by your customers?

FeedBlitz.com

http://feedblitz.com/

Private & Confidential

How do I start a Digital Care Programme?Start by understanding your current situation• Do you measure number of enquiries & track how many get

resolved? Baucher.tax

Copyright Energise Ltd12


Mystery Shop YourselfPretend you are a customer, with a genuine problem and utilise your own customer service channels to get an answer.

• Telephone• Ansafone• Email• Online webform• Social media


Mystery Shop YourselfIn your assessment consider:

• Was your query answered?• Did it solve your problem?• Did your query get escalated?• Time to respond


Air New ZealandWays to get in touch - write once and use 3 times. airnewzealand.co.nz

http://airnewzealand.co.nz/


Map your situation - what is easy to do now?Start with your current list of ways to get in touch

• Two columns: Analogue and Digital• Which can be transferred or duplicated as digital channels?• Phone = Skype = SMS• SMS = Twitter text message• FAQ page = Community Support Forum


Map your situation - what is easy to do now?

• Which can easily be duplicated?• Which need training, expertise, time to set up?• Can you provide support across multiple channels

simultaneously?

• Can you run a trial?• Do your staff have experience from other employers?


The Longer GameNext steps if you are really serious about offering an integrated digital customer service experience:

• Get the right Support Software• Build a Customer Touchpoint Map• Agree Metrics and Goals• Build a Management Dashboard

Start small: test > improve > extend Rinse, repeat.


Get in touchConnect with us on Linked In (please mention EMA)

Rosina Webb: 021 703 859 [email protected]

Rebecca Caroe: 022 647 3993 [email protected]

mailto:[email protected]

mailto:[email protected]

We Live In a Digital World - Cool Communication Tools that won't Weigh your Customers Down

Marketing

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