Panel
Discussion
August, 2019
Shawna Malecki, Sr.
Product Marketing
Manager, NICE
inContact
Carmit DiAndrea , VP
of Portfolio Market
Strategy, VoC, Verint
.
How to Deliver an
Effortless Customer
Experience
Delivering an Effortless Customer Experience Through Feedback Management
Shawna Malecki
Sr. Product Marketing Manager The webinar will begin shortly
Delivering an Effortless Customer Experience Through Feedback Management
Shawna Malecki
Sr. Product Marketing Manager
4
Ask less, learn more
Use feedback to create effortless experience
Best Practices for good response rates
1
2
3
Ask less, learn more
5
Don’t limit your VOC program to surveys
Be specific –very specific
Design surveys with the end in mind
Direct Feedback
What customers say
when you ask them
Indirect Feedback
What customers say
to or about you
Behavioral Data
What behavior and
KPIs can tell you
Stakeholder Needs
Figure out what’s
on their minds
Needed Analytics
Get the data that
drives your analysis
Experience → Survey
• Short
• Simple
• Specific
Use feedback to create effortless experience
6
1 2
4 3
Obvious Listening Visibly Improve
Follow-upMonitor
• Space out reminders, and send a
maximum of 2 depending on
length of time survey is open
• Ensure you send a thank you message
• Share results or plans to address concerns – if applicable
• Highest response rates for same-
day surveys, during business
hours
• Use time zones to your benefit, let technology work for you
• Immediate follow-up survey increases probability of connecting to customer and them remembering the details
• Send from an Executive sponsor (validates the program)
• Position intent and benefits
• Set expectations
• Use the right tone to motivate participation
• Pay attention to your subject lines and email alias options
7
Best Practices
Don’t Over Do It Timing is KeyContent Essentials
CXone, Unified Cloud Customer Experience Platform
8
© 2014 Verint Systems Inc. All Rights Reserved Worldwide.Confidential and proprietary information of Verint Systems Inc. © 2019 Verint Systems Inc. All Rights Reserved Worldwide.Confidential and proprietary information of Verint Systems Inc. © 2017 Verint Systems Inc. All Rights Reserved Worldwide.
Best Practices in
Delivering an
Effortless
Customer
Experience
Fortune 50
now have
explicitly
titled CX
executives
70%1000%
11
Growth in the
number of CX
executives in
the past 5
years
Forrester: Angelina Gennis May 10, 2019
12
CES – the New NPS (According to HBR)
“How much effort did you personally have to put forth to handle your request?”
Of the customers who reported low effort:• 94% expressed an intention to repurchase, • 88% said they would increase their spending.• Only 1% said they would speak negatively about the
company.
Source: Stop Trying to Delight Your Customers. Harvard Business Review: July-August 2010 issue
Conversely, 81% of the customers who had a hard time solving their problems reported an intention to spread negative word of mouth.
13
If you can only measure one thing, it should be effort,”
says. Our research finds that effort is the strongest driver
to customer loyalty.
Sarah Dibble, executive advisor at Gartner
14
• Making customers navigate through a
complicated IVR-tree
• Abandoning customers in queue
• Putting customers on hold
• Transferring customers
• Making customers repeat themselves
Making customers re-verify their identity
Failing to solve customer problems
• Communicating in a way that generates
doubt & repeat calls
• Industry-specific pains!
What does Customer Effort “Look” Like?
Best Practices in Effortless
Customer Experience
Unified Data Collection and Listening
Expanding and Flexible data sources
Unified Interpretation &
Understanding
▪ Unified Analytics
▪ Predictive Analytics
▪ Prescriptive Analytics
Automated & Globalized Action
Alerting and Case Management15
16
Automate insights and drill down to real interactions
Deliver effortless omnichannel customer experiences
through a unified mechanism for action
Prioritize initiatives based on impact to the greatest
number of customers
Leverage contact center interactions to listen at scale
Best Practices in Effortless Customer Experience
Ben’s Credit Card
Signup Journey
Ben signs up for
a new credit
card. Delivery
estimate is 5-7
days, and he’s
happy
At 8 days,
online tracking
status shows
“unknown”
Ben calls the
service center
and voices his
frustration
Ben gets an email
from the service
center with an
order update
Credit Card arrives and Ben’s a happy customer
Feedback from web,
mobile, chat, contact
center uncover a spike
in ‘card shipping delay’
comments with
negative
sentiment/emotion
Automation triggers
alerts to key
stakeholder groups
and creates cases
from individual
customer feedback
using rich data
Predictive analytics
identifies customers
with the updated
customer scores and
identifies churn risk –
automated outreach
begins recovery
Updated website,
talking points for
agents and automated
responses address
delays at scale
Traditional post-
transactional surveys
to monitor the
experience
Singular focus on
survey results, missing
both other channels
and the connection to
the customer
Prediction of churn, but
only on survey data,
yielding incomplete
resultsPoint-solutions
Analytics team is using
scorecards and dashboards
to track closed loop process
and recovery impact
avoiding large cancellations
Lacking the visibility to the
issue, customer
experiences large numbers
of cancellations, and
follow-up surveys begin to
uncover why
What does an Effortless experience “Look” Like?
© 2019 Verint Systems Inc. All Rights Reserved Worldwide.
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Thank you!VP, Portfolio Market Strategy
Carmit DiAndrea
Panel
Discussion
August, 2019
Shawna Malecki, Sr.
Product Marketing
Mgr, NICE inContact
niceincontact.com
Carmit DiAndrea , VP
of Portfolio Market
Strategy, VoC, Verint
Verint.com
Questions.
How to Deliver an
Effortless Customer
Experience
