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The Future Of Customer Support – AI
Driven Automation
November 30, 2016
© 2016 Forrester Research, Inc. Reproduction Prohibited 2
Source: September 12, 2014 “The CIO’s Blueprint For Strategy In The Age Of The Customer” Forrester report
Customers Control the Conversation That They Have with Businesses
3© 2016 Forrester Research, Inc. Reproduction Prohibited
What Are Your Customer Expectations?
© 2016 Forrester Research, Inc. Reproduction Prohibited 4
Source: June 27, 2014 “What Drives A Profitable Customer Experience” Forrester report
Good Customer Experiences Impact Top Line Revenue
Retention
loyalty
Enrichment
loyalty
Advocacy
loyalty
The likelihood that a
customer will keep
existing business
with the company
The likelihood that a
customer will buy
additional products
and services from
the company
The likelihood that
a customer will
recommend the
company to
others
© 2015 Forrester Research, Inc. Reproduction Prohibited 5
Employees Who Are Satisfied With Their Technologies At Work Have Higher Retention
Base: Global information workers who work in customer service and support
Source: Forrester’s BT Telecommunications and Mobility Workforce, 2016 Final
46%
57%
26%
30%
0%
10%
20%
30%
40%
50%
60%
Employees are happy to work at my company I often recommend my company as a good employer
Satisfied
Not Satisfied
© 2016 Forrester Research, Inc. Reproduction Prohibited 6
Customer Service Intelligence - robots, automation, robotic process automation (RPA), cognitive technologies, and machine learning can be used to provide better customer service experiences
Believe cognitive
computing will tip in the
next 5 years
83%
Source: June 22, 2016: The Future Of White Collar Work: Sharing Your Cubicle With Robots
© 2016 Forrester Research, Inc. Reproduction Prohibited 7
Effectiveness
Emotion
Ease
© 2016 Forrester Research, Inc. Reproduction Prohibited 8
Source: January 5, 2016 “The Future Of Customer Service”
It’s About Valuing Your Customer’s Time
53% will abandon online purchases if they can’t find
a quick answer
For 73%, valuing their time is the most important way
to provide good service
© 2016 Forrester Research, Inc. Reproduction Prohibited 9
Customers Self-Serve As A First Point Of Contact
Phone
Base: 4473 US adults (18+) Forrester Technographics, Customer Lifecycle Survey 2, 2015
Help or FAQs
on a company
website or
mobile website
Voice self-
service
Virtual agents
Communities
© 2016 Forrester Research, Inc. Reproduction Prohibited 10
Structured knowledge management
can only go so far
© 2016 Forrester Research, Inc. Reproduction Prohibited 11
Knowledge Must Evolve From Dialogue To Cognitive Engagement
12© 2015 Forrester Research, Inc. Reproduction Prohibited
Courtesy: Nuance
Use Cognitive Computing To Make Self Service, Agents And Employees-Smarter
© 2016 Forrester Research, Inc. Reproduction Prohibited 13
Effectiveness
Emotion
Ease
© 2016 Forrester Research, Inc. Reproduction Prohibited 14
Service Intelligence Reads and Categorizes Email Inquiries, And Recommends Answers
RPA Standardizes Service Delivery
Recommend the
right knowledge
Pinpoint the
right offer
Recommend the
right next step
Streamline the
service process
Connect
customers to the
right agent
Route work to
back office
Understand the
customer
Optimize service
tech routes
Identify the
right hireIdentify the
right training
Categorize
service tickets
Analytics Fuel Prescriptive Advice
© 2016 Forrester Research, Inc. Reproduction Prohibited 17
Effectiveness
Emotion
Ease
© 2016 Forrester Research, Inc. Reproduction Prohibited 18
Speech (And Text) Analytics Help With Issue Categorization And Analysis
© 2016 Forrester Research, Inc. Reproduction Prohibited 19
Emotional Analysis Help Optimize Service Interactions
© 2016 Forrester Research, Inc. Reproduction Prohibited 20
Facial Analysis Helps Surface A Customer’s Frustration
© 2016 Forrester Research, Inc. Reproduction Prohibited 21
But, Intelligence Will Change The Face Of Human Jobs
Thank you
forrester.com
Kate Leggett
Vice President, Principal Analyst
Twitter: @kateleggett
