Webinar-EmbracingtheMobileChanneltoDeliveranExceptionalCustomerExperience

WELCOME!Th bi ill b i i tThe webinar will begin in a moment….

© 2012 Forrester Research, Inc. Reproduction Prohibited1

Embracing the Mobile ChannelEmbracing the Mobile Channel To Deliver an Exceptional Customer ExperienceCustomer Experience

Kate Leggett, Principal Analyst

F t R hForrester Research

© 2012 Forrester Research, Inc. Reproduction Prohibited2 © 2009 Forrester Research, Inc. Reproduction Prohibited

CustomerCustomer experience decision

k th tmakers say that a good experience is pcritical to their success

Think the importance of p

customer experience has

risen


risen

Forrester’s Customer Experience Index


Few companies deliver an outstanding customer experience


Source: April 24, 2012, “The State Of Customer Experience, 2012” Forrester report

There is a wide variability between high and low performers


Good customer experiences are good for business


Customer service managers agree that customer experience is important


The customer service leader must balance customer needs with business needs

CostCustomer

satisfaction and loyalty

Complianceloyalty

Revenue



CostCustomer


Compliancey y

Revenue


Consumers want quick answers to questions or will abandon


Source: January 23, 2012, “Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy” Forrester report

The reach of negative opinions about your brand is amplified with social technologies



C tCostCustomer


Revenue

Compliance

Revenue


One solution is to move customer service to less expensive communication channels

© 2012 Forrester Research, Inc. Reproduction Prohibited14Source: December 18, 2009, “It’s Time To Give Virtual Agents Another Look” Forrester report

Customers want to engage using a variety of communication channels


Realize that online channel usage has grown in the past two years


Take a step back and think about the journey that customers expect to have with a company


Most of the time this journey is fractured. Why?

© 2012 Forrester Research, Inc. Reproduction Prohibited18 www..com

Most companies are a mess of disconnected technologyMost companies are a mess of disconnected technology

© 2012 Forrester Research, Inc. Reproduction Prohibited19 www.astutesolutions.com

Companies are not investing in shoring up the foundations of good interactions

© 2012 Forrester Research, Inc. Reproduction Prohibited20 © 2012 Forrester Research, Inc. Reproduction ProhibitedSource: “Contact Center Purchase Plans 2011” Forrester report

Agents don't have access to the right information at the right time


And the volume of social inquiries and comments overwhelm companies


Companies offer more customer touchpoints than ever before


But there is added complexity….and its to do with mobilityYour customer’s workplaces are becoming less defined

And your customer use a range of devices

DesktopDesktop80%

Laptop46%

SmartphoneSmartphone29%

Tablet8%


Mobile penetration has reached saturation…but what is the experience?


Questions will be answered after our next presenter. Please type any questions that you may have in the yp y q y yQ&A box to the right of your screen.


The evolution of the fragmented experience

The last decade was all about delivering a 360 view of the customercustomer

Now it’s about Now it s about delivering a 360 view

f th


of the company

Consistent experiences across all channels

Voice Web/Chat MobileSocialIVR

Mature Customer Facing Interactions


…with continuity through the journey


Interaction started in one channel can be seamlessly continued i th h lin another channel

First Session Mature Customer Facing Interactions

First Session Resolution


Mobile usage exceeds PC

2016Smartphones& Tablets

Desktops


Mobile App usage explodes

Mobile App Usage*

Has Exceeded 40 billion PC Web Browsing apps downloaded

© 2012 Jacada, Inc. All rights reserved.*Measured in minutes Ref: http://blog.flurry.com/bid/80241/Mobile-App-Usage-Further-Dominates-Web-Spurred-by-Facebook

Mobility and a consistent experience?

Take advantage of theTake advantage of the device

M k it ff ti lfMake it an effective self service channel

Use it as a bridge to all channels

Leverage existing assets to keep it affordable


Use a common interaction platform


Existing Assets


Customer Service InteractionsDesigner for Creating & Monitoring Re-usable Interactions

Existing AssetsKnowledge, Content, Data

The Jacada solution

Visit Jacada.com & Download Your Visit Jacada.com & Download Your

Free JMA Trial Kit

Start Building Interactions & Instantly Deploy Them


Instantly Deploy Them

Thank You For Attending!Thank You For Attending!

Please type any questions that you may have in the Q&A box to the right of your screen.

Kate Leggett+1 (650) 269 8658

Steve Herlocher+1 (770) 776 2218+1 (650) 269-8658

Twitter: @kateleggett

Blog:http://blogs.forrester.com/ kate_leggett

kleggett@forrester com

+1 (770) 776-2218

[email protected]

www.Jacada.com


[email protected]

www.forrester.com

Webinar-EmbracingtheMobileChanneltoDeliveranExceptionalCustomerExperience

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