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Companies
view customer
experience as
one of their top
priorities
Use customer
experiences as
a competitive
differentiator
Source: The State Of Customer Experience, Management, 2013
Companies are focusing on online, cross channel, mobile and social customer experiences
© 2012 Forrester Research, Inc. Reproduction Prohibited
Few companies deliver an outstanding customer experience
Source: January 15, 2013, “The State Of Customer Experience, 2013” Forrester report
Good customer experiences are good for business
Customer service managers agree that customer experience is important
© 2012 Forrester Research, Inc. Reproduction Prohibited
And many companies have good alignment between their customer service and customer experience strategy
8
What is the relationship between your customer service strategy, and your customer experience
strategy?
Customer service and customer
experience strategic goals
are well aligned. Our customer
service strategy is a cornerston
84%
We are in the process of aligning our
customer service strategy to our
customer experience strategy.
14%
We don't have a customer
experience strategy.
2%
Source: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013
Base: 50 US Enterprise customer experience or customer service managers
© 2012 Forrester Research, Inc. Reproduction Prohibited
Forrester-Lithium study background
9
In March 2013, Forrester Consulting completed a commissioned survey on behalf of Lithium to explore the rise in demand for social customer service, the maturity of these communication channels and realized benefits for responding to changing customer needs around social channels.
We surveyed 50 US managers of customer experience or customer service at enterprises that offered social customer service.
Customers want support when they want
it, where they want it, and how they want
it. Otherwise it will be hard to keep them.
Consumers want quick answers to questions or will abandon
Realize that communication channel usage has changed in the last three years
© 2012 Forrester Research, Inc. Reproduction Prohibited
Companies believe it is important provide customer service over a range of channels
Source: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013
How important is it to your company to provide customer service via the following communication channels?
28%
30%
42%
38%
38%
30%
32%
26%
22%
60%
56%
30%
26%
24%
22%
10%
8%
8%
Phone
Web self-service
Online customer community
Online FAQs
Public social networks
IVR (automated voice response on phone)
Chat
SMS
4 Most important 5
Base: 50 US Enterprise customer experience or customer service managers
But, realize that not all channels have similar satisfaction ratings
© 2012 Forrester Research, Inc. Reproduction Prohibited
Our study also shows that maturity is still lacking in nascent customer service channels, such as social
15
How mature do you believe your operational processes are to support customers across the following channels?
12%
32%
32%
42%
22%
32%
40%
24%
22%
82%
50%
44%
20%
30%
18%
4%
18%
8%
Phone
Web self-service
Online FAQs
IVR (automated voice response on phone)
Online customer community
Chat
Public social networks
SMS
Rank 4 Most mature 5
Source: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013
Base: 50 US Enterprise customer experience or customer service managers
On a scale of 1 (Poor) to 5 (Excellent), how proficient do you feel your organization is currently
when it comes to providing the following customer service capabilities?
16%
22%
26%
28%
34%
4%
8%
12%
12%
10%
6%
8%
8%
8%
16%
Empowering our social customer service agents with customerand product information that they need to answer customer
questions
Successfully nurturing and growing our online communityforum
Allowing our customers to start a conversation on our forum,and escalate to a customer service agent if it is unresolved
Allowing our customers to receive the same level of servicefrom our social channels compared to what is offered on the
digital channels (email, chat)
Allowing customer service agents to handle social inquiries viaPersonal Social Media Networks and Microblogs
Rank 3 Rank 2 Poor - 1
There is room for improvement in delivering
customer service via social channels
Source: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013
Base: 50 US Enterprise customer experience or customer service managers
© 2012 Forrester Research, Inc. Reproduction Prohibited
What can you do to make your social customer service better?
Service Manager
Customers
“I know how I want to deliver good
social customer but I don’t know
where to start.”
Start by understanding who your customers are and how they want to interact with you
Source: Understand Communication Channel Needs To Craft Your Customer Service Strategy, March 2013
Understand the journey that customers expect to have with your company
Empower your agents with the right information to make social interactions successful
20
6%
16%
28%
49%
Does not apply - our contact center only has onemode of communication (e.g., voice)
Most or all of our agents are specialists and supportonly a single channel
All of our agents support multiple channels (e.g.,voice, chat, email)
Most of our agents support multiple channels, butsome are specialists (e.g., social media)
In general, what is your contact center's approach to having agents
serve customers through multiple channels?
Base: 272 North American Enterprise Network and
Telecommunications decision makers
Source: Forrester Forrsights Networks and Telecommunications Survey, Q1 2013
And dedicate agents to the social channels
© 2012 Forrester Research, Inc. Reproduction Prohibited
Investing social customer service is good for business
22
What business benefit are you achieving by offering social customer service to your customers? (Rank the top 3)
4%
6%
4%
4%
8%
8%
16%
26%
24%
6%
4%
2%
8%
4%
10%
10%
6%
10%
10%
14%
16%
4%
2%
6%
4%
4%
12%
16%
14%
8%
14%
16%
Boost SEO
Increased average order size
Increased share of wallet per customers
Increase awareness through word-of-mouth marketing
Increase number of cross-sells and upsells to current customers
Reduce customer churn
Bring new customer ideas to market
Increased rate of new customer acquisition
Improve agent efficiency
Reduce support costs/incoming support calls
Improve customer loyalty
Increase customer satisfaction as measured by NPS or CSAT
Top benefit 2nd benefit 3rd benefit
Source: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013
Base: 50 US Enterprise customer experience or customer service managers
What are the perceived risks of not adopting social technologies in your
customer service organization?
26%
40%
46%
48%
56%
56%
Internal operational inefficiencies
Customer defection
Inconsistent customer service delivery
Poor overall experience
Competitive disadvantage (e.g. lose marketshare, lose ground to competitors)
Fear of being left behind from a technologyperspective
And not investing in social technologies carries risks to your company
Source: A commissioned study conducted by Forrester Consulting on behalf of Lithium, March, 2013
Base: 50 US Enterprise customer experience or customer service managers
Matching
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Globe receives an average of 34,000 tweets a month with a feedback turn-around time target of 5 minutes, which promises to soon be the fastest turn-around time in the world. This volume and reply speed requirement is delivered with the support of a world class tool Lithium Social Web.
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