New approaches to unshackling interdepartmental silos

1. New approaches to unshackling interdepartmental silos Aphrodite Brinsmead, Senior Analyst Keith Dawson, Principal Analyst Customer Interaction & Experience August 13, 2012

2. Agenda • How organizations are broken into silos • Problems this creates for customers • Solutions that connect departments • Social & communities • Realtime decisioning • Mobility • Takeaways and recommendations

3. Four converging axes of complexity

4. Drowning in data across the enterprise Business Intelligence CRM, Social Media Workforce Optimization Application Performance Management Transaction Processing, KM ACD, OBD, CTI

5. Customer channel preferences are changing When you seek advice, how do you get assistance? What did you use two years ago? N = 4086 Percentage of respondents

6. But contact resolution remains low When reaching out to customer service, through which channels have you had most success resolving your issue on the first attempt? N = 4086

7. The customer sees two views Sales Social Media Marketing Word of Mouth Point of Sale Customer Service Personally-Based Impacters Company-Based Impacters

8. External web information is on the rise Customer assisted service Self-service

9. The social adoption tree 5) Act on data and information from communities 4) Pull information into knowledge management Phase 2 6) Improve & automate processes based on customer data 3) Respond to customer service enquiries Phase 1 2) Create targeted marketing & sales campaigns 1) Listen & monitor

10. Use community knowledge across the enterprise • Listen & monitor dfsdsdfsdfsdfsfdsfdsf • Create targeted marketing & sales campaigns • Respond to customer service enquiries • Pull information into knowledge management • Act on data and information from communities • Improve & automate processes based on customer data Use trends to determine product strategies Determine marketing campaigns based on trends Manage enquiries in a centralized system Deliver consistent information across all channels Send feedback to product and technical teams Train agents using realtime social knowledge

11. Inbound service calls switching to mobile Source: Ovum

12. Determine ownership of mobile

13. Realtime decisioning What is realtime decisioning? The process of using existing customer information and tools in order to guide an interaction at the time when it occurs. The aim is to predefine the optimal processes, so that when a customer interacts with an enterprise they will have a smooth and efficient experience.

14. Connect data across the enterprise Business rules • Ideal scenario outcomes • Historical interaction successes Realtime Decisioning Engine Realtime customer behavior Historical customer data • Customer purchase history • Customer location • Customer support history • Customer query type • Channel • Live online activity Agent guidance Routing Web recommendations

15. Address the entire customer experience Contact Center Marketing Sales Sales Marketing Sales Billing Billing IT Contact Center • End of life

16. Link metrics • Number of impressions • Clickthroughs • Conversions • NPS • Customer retention • Customer value • Customer effort • Website usability • Upsell rate • Product availability • Product or service issues • Number of interactions • First contact resolution • Task completion rate • Customer effort • Average handle time • Cost per interaction Customer support metrics Sales and marketing metrics Technical metrics

17. Further recommendations • Create a team with representatives from each department • Manage data in a centralized store • Determine optimal workflows and processes • Connect channels through analytics • Feed web information back to relevant teams

18. Questions Keith Dawson, keith.dawson@ovum.com Aphrodite Brinsmead, aphrodite.brinsmead@ovum.com