Customer Engagement in a Digital World - Cisco · Customer Engagement in a Digital World Karthik...
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Friday, 13 May 16
Customer Engagement in a Digital World
Karthik Babu | Director World Wide Enablement, APJC Channels
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How Industry Giants Transform Customer Service with Guided Knowledge
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THE CHALLENGE
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By 2016, 89% of companies will believe that customer experience will be their primary basis for competition, versus 36% in 2012
― Gartner, 2014
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Low Effort High Effort
1%
81%
Low Effort High Effort
88%
4%
Low Effort High Effort
Repurchase
94%
4%
Low-Effort Experience
High-Effort Experience
Overall disloyalty
9%
96%
Increased Spend/ Share of Wallet
Negative WOM
The business case for easy
Source: CEB analysis
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MARCH 2015 SURVEY OF 5000 US CONSUMERS
DIFFERENT CUSTOMER SERVICE AGENTS GIVE DIFFERENT ANSWERS 41%
RESEARCH
CANNOT FIND ANSWER ON WEBSITE 31%
CUSTOMER SERVICE AGENTS DON’T KNOW THE ANSWER 34%
Allowed to pick up to two options, consumers cited the following three as the biggest pain points in getting customer service
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Younger consumers are less forgiving of agents that are not knowledgeable
Consumers that did not find agents to be knowledgeable
40% of Gen Y consumers
23% of senior consumers
Consumers who found issues other than knowledge as the main roadblock
9% of Gen Y consumers
35% of senior consumers
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What is knowledge?
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Knowledge
in the
customer
journey
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How do I decrease my credit limit?
TYPES OF CUSTOMER QUERIES
Informational
Diagnostic or Advice-Seeking
Transactional
Tell me something
Let me do something
Fix my problem for me
How do I enroll in paperless communication?
Can I request a specific amount for my credit limit increase? I lost my
card
Decrease my credit limit
Login Reset Transfer rewards to new card
After I enroll for paperless communications, when will I receive my first paperless billing statement?
I paid my bill online, why are you charging me late fee?
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Knowledge management transforms customer service
Guided
Proactive
Personalized
Federated
Social
Measured
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ABOUT EGAIN
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Who we are § Founded in 1997 § HQ in Sunnyvale, CA, USA
o Offices in EMEA and APAC
§ Omnichannel customer engagement hubs in the cloud o Interactive sales and service o Knowledge management o Contact center resource management o Journey and performance analytics
What we do
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Digital First
Proactive Offers Guided Knowledge
Intelligent Personalization
CRM Content Management
Call Center Infrastructure eCommerce
WEB APPS DESKTOP APPS
MANAGEMENT APPS
MESSAGING APPS
MOBILE APPS
SOCIAL APPS
Knowledge
Context
Analytics
PLATFORM
EGAIN CUSTOMER ENGAGEMENT HUB
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GARTNER MQ LEADERS 5 TIMES IN A ROW
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“eGain continues to be the Web Customer Service vendor with the most complete offering on the market.”
“The eGain knowledgebase is the best among all the providers evaluated.”
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RATED #1 in KM PRODUCT AND VALUE
16 Source: Vendor Landscape - Customer Service Knowledge Management Suites Info-Tech Research Group
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ABOUT CISCO AND EGAIN
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Contact Center Infrastructure
CRM Web Customer Service Apps
• Web 2.0 Desktop • Uni1ied Media Routing • Uni1ied Customer History • Common Knowledge Base • Uni1ied Reporting • Uni1ied Analytics
Partners Since 2006
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THANK YOU