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The Great
CUSTOMER EXPERIENCE
& AI in #CustServ
Presented by@tuesottrup
at E-commerce Denmark 2017
More #CX tips at
dixa.com/blog
120%
100%
80%
60%
40%
20%
CX Leaders
S&P 500 Index
CX LaggardsCum
ulat
ive
Tota
l Ret
urn
107,5%
72,3%
27,6%
Source: Watermark Consulting, 2015. Stock performance of top 10 of Forrester Research’s Customer Experience Index 2007-2015 vs. lowest 10.
Customer experience matters
Customer experience has become the new competitive battleground, and it began with data like this for stock performance.
Customer satisfaction drives revenue
CX Leaders CX Laggards
17%
3%
Source: June 2016 (data 2010-2015), report from Forrester: ”Customer Experience Drives Revenue Growth, 2016”
Compound avg. Revenue Growth
When isolating customer driven revenue (and not counting added revenue from mergers & acquisitions, etc.), a superior customer experience results in much larger revenue growth. 17 pct. a year is nothing to scuff at.
EMOTION SELLS
of buying experiences are based on how
a customer feels they are being treated
– McKinsey & Co.
“ 70% ”
POOR SERVICE IS THE GREAT LEVELLER
of customers switch brands due to real or perceived poor service,
with quality being cited as the reason by only 13% of respondents.
– Michaelson & Associates
“”
69%
So basically good emotion sells and bad emotion causes customer churn. A lot of businesses still need to accept that one, let alone wrap their heads around it.
Customer experience is the sum of all
engagements a customer has with your brand
throughout the customer lifecycle.
It’s not just one moment, it’s all moments
combined.
– Brian Solis
“
”
Source: Oracle, designingcx.com
Mapping each point of your customer's lifecycle makes you able to anticipate customer needs. Use that information to optimize the customer’s journey.
WHAT CAN YOU DO?
Respect yourcustomer’s
timeLess effort
Customer Effort Score
better experience
As a general design principle for processes, website, systems –well, everything – keep your customer’s time in mind. It’s the most precious thing to them. Don’t make them waste it on your behalf.
Engage on multiple channels
75%expect a consistent
experience regardless of channel
Sour
ce: S
ales
forc
e Re
sear
ch, 2
016:
Sta
te o
f the
Con
nect
ed C
usto
mer
When you do offer customer service on a channel be sure to commit to it. You’ll disappoint every single customer whom you don’t provide a consistent experience in a timely fashion. So don’t create silos. Dissolve them instead.
That means social media too
The Xbox Support team is 27 people averaging two customer service tweets per minute. And yet they still manage to follow up with individual customers nine days later to make sure an issue is resolved.
Respond quickly, regardless of channel
64%Expect companies to respond to them
in real-time
Sour
ce: S
ales
forc
e Re
sear
ch, 2
016:
Sta
te o
f the
Con
nect
ed C
usto
mer
80%Expect companies to respond to them
in real-time
B2C B2B
And if you currently don’t offer any real-time interaction, think long and hard on which advantages that would give you.
Offer live chat -especially on checkout pages
74%
Consider switching brands if they encounter problems at check-outSource: Zendesk report, 2016: Searching for Self-Service
Log and categorizeenquiries
Analyzedata
Identifyimprovements
Actuallymake changes
Collect free feedback for improvement on behalf of your entire business
Customer service is a treasure trove of feedback to your business. It allows you to identify the right obstacles to remove and processes to improve. Be sure to involve stakeholders from all relevant departments.
You can do so for free with
Google Forms
It’s in Danish, I know. Sorry. Yours doesn’t have to be ;-)
Identify the root causesand start improving
Other
Cancellation
Return policy
When does my order ship?
Change order 16,2%
11,9%
9,1%
7,9%
5,6%
Top 5 Questions about Existing Order
Sometimes the solution is something you can take care of in customer service. Oftentimes, it’s not. Be sure to get buy-in from other departments/functions, so you can agree on and do what’s best for the customer.
Do that for a year
be heroes
improving your customer experience
and you will all
one small change at a time
to your customers
Empower your customers to self-serve
Source: Zendesk rapport, 2016: Searching for Self-Service
67%Would rather solve an
issue themselves than contact
customer service
Self-service portals still work (they do!), but try to think of self-service as empowering the customer. Enable them to find info themselves, and provide the right information at the right time.
Always meet your customer’s expectations CONSISTENT
EMPATHIC
PROACTIVE
PRESENT
Those are the keys to WOW’ing you customers. It doesn’t actually take that much effort. But it does require that you don’t think of them as a number and learn to anticipate their needs.
Let’s summarize
§ Simplify the buying experience
§ Make yourself readily available
§ Especially on the channels your customers prefer
§ Respond quickly and be consistent across channels
§ Log and categorize enquiries and use it as feedback to improve the
customer experience
THE FUTURE OF CUSTOMER
SERVICE
IF THIS THEN THATDid someone say AI?
The holy grail of AI & machine learning in customer service is having chat bots answer the your customer’s questions. But we’re not there yet. Machine learning shows promise, but otherwise we’re stuck at simple automation and people have rejected attempts to put a bot in the place of a person.
Hi,I forgot my phone on the plane yesterday. Where and how can I get it back ASAP?
Hi Jenny,We are sorry to hear you lost your phone. All items found will be handed over to the airport Lost & Found department.
98% confidence
Use case from digitalgenius.com
AI is mature enough to
assist agentsnot talk directlyto humans
Realistically
Machine learningloves data
But needs itin one place
Save your datain one place
to prep for AI
Machine learning will eventually succeed in customer service, because it feeds of off data for similar conversations. And we have a lot of those. We also have a lot of other data that the machine needs, like categorization of enquiries and customer feedback. To not start from scratch, you need to make sure it can access all of that in one place.
Loyalty is changing
agree that tech has made it easier than ever
to take my company’s business elsewhere82%Source: Salesforce Research, 2016: State of the Connected Customer
As people become better informed and new technology makes switching both easier, faster and cheaper loyalty decreases. To keep them, deliver excellent customer service.
all-in-one multichannelreal-time
customer service platform
