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© 2017 24/7 CUSTOMER, INC. When to Use 1-800 Number and When to Use Chat
© 2017 24/7 CUSTOMER, INC.
When to Use 1-800 Number and When to
Use Chat
© 2017 24/7 CUSTOMER, INC.
Today we will cover
Adoption trends for enterprise chat
2
When chat is more effective than voice
Successfully enabling the shift to chat
Q&A
© 2017 24/7 CUSTOMER, INC.
This is how
3
the world looks now.
© 2017 24/7 CUSTOMER, INC.
Cross channel behavior
4
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
First
Second
Third
Fourth
Fifth
Website Mobile app Phone call Chat Social media Email Video Store
Source: [24]7 user research
We asked:
What is the order of channels and devices you typically use today for customer service interactions when your issue cannot
get resolved in the first channel you use?
© 2017 24/7 CUSTOMER, INC. 5
Quiz Question
What is the
Share of
Digital
Interactions
Across All
Interactions?
© 2017 24/7 CUSTOMER, INC.
Voice plummets as digital interactions grow
6
42%
Share of digital interactions
across all interactions
12%
Shrinkage of phone volumes
in split of interactions handled
by contact centers.
Source: Dimension Data, 2016
© 2017 24/7 CUSTOMER, INC.
1. Below 50%
2. Between 50% and 85%
3. Above 85%
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Poll Question
What is the share of voice interactions (as a percentage
of total interactions) in your contact center today?
© 2017 24/7 CUSTOMER, INC.
The evolution of the contact center
1990’s
Voice support
8
2000’s
Broadening
channel access
2010’s
Multichannel
support
Voice dominant
2014
Prediction and
personalization
‘Digital first’
2017+
Intent-driven
engagement
© 2017 24/7 CUSTOMER, INC.
The enterprise contact mix: reality v/s aspiration
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Source: Dimension Data, 2016
Phone support
42.9%
Self-service
37.3%
Assisted services
19.8%
Phone support
57.7%
Self-service
18.7%
Assisted services
23.6%
Desired contact mix Actual contact mix
© 2017 24/7 CUSTOMER, INC.
Quiz Question
What Percentage of Customers Would
Prefer to Chat Instead of Calling?
10
© 2017 24/7 CUSTOMER, INC.
Consumers chat
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56%
US consumers who have
successfully used live chat for
support
73%
Chat has the highest CSAT
for any customer service
channel
Sources: Forrester, Harris Interactive
54%
Customers would prefer to
use online chat before calling
a company for support
© 2017 24/7 CUSTOMER, INC.
Five reasons to embrace chat
Greater online
revenues
Intent and
Insight
Systematic
automation: chatbots
+ chat
Higher Interaction
ROI and CSAT
Available
everywhere
© 2017 24/7 CUSTOMER, INC.
Chat drives higher interaction ROI than voice
Cost (per interaction)
13
Customer satisfaction (CSAT/ NPS)
First Contact Resolution (FCR) rates
Concurrency
Customer engagement
1
© 2017 24/7 CUSTOMER, INC.
Chat is available everywhere, digitally connected
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2
© 2017 24/7 CUSTOMER, INC.
Chat drives online revenue creation
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Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
$33
+$3.3
+$6.5
+$9.3Wave 1 predictive
model deployed
Model optimized to
maximize revenue for
holiday season
-$6.9 -$5.2
2.5X increase in
revenues with minor
reduction in revenue
efficiency
Wave 2 model deployed
for non-holiday focus on
RPC
CHAT CONTRIBUTED REVENUE*
REVENUE PER CHAT
(RPC)
$8.8M
$6.8M$6.2M
$12.7M$13M
$9.5M
Sustained rise
in Revenue
Per Chat
REVENUE MAXIMIZATION MARGIN OPTIMIZATION
3
© 2017 24/7 CUSTOMER, INC.
Intent-driven personalization in sales journeys
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Contextual chat invites personalized based on
search, advertising history, and journey
Personalized invites and chat Non-personalized
• 2.2x to 4x higher conversion rate
• 15% to 30% ROI lift
© 2017 24/7 CUSTOMER, INC.
Chat drives intent-driven insights
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1. Analyze customer journeys
across channels and sessions
2. Mine chats to identify intent and
derive customer insights
3. Fuse insights with journey data to
improve targeting and optimize
engagement
4. Deliver personalized experiences,
and continuously improve through
machine learning
4
© 2017 24/7 CUSTOMER, INC.
An analytics palette
Chat analysis
Customer journey analysis
Cross-channel leakage and transfers
Voice-of-customer analytics
Business insights
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© 2017 24/7 CUSTOMER, INC.
Using chat data to get to Natural Language models
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Chat
Data
Intent
tagging
Bootstrap
models
Optimize
models
Speech
data
Chat data
Final NL
models
© 2017 24/7 CUSTOMER, INC.
Quiz Question
On Star Trek (the
original) the
communications
system operated by
Lieutenant Uhura
used Natural
Language (of sorts) to
communicate with
alien cultures. Who
played Uhura?
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© 2017 24/7 CUSTOMER, INC.
The Answer
• Nichelle Nichols
• She’s now 84 years young
• She’s still working in show
business!
• She and William Shatner
shared the first inter-racial kiss
on American television
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Bonus Question:
Name the Episode
© 2017 24/7 CUSTOMER, INC.
Answer: Plato’s Stepchildren
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© 2017 24/7 CUSTOMER, INC.
Chat + Chatbots: digital transformation realized
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• Integrated journey- and intent-
based targeting
• Insights to systematically drive
automation
5
© 2017 24/7 CUSTOMER, INC.
The role of Voice as a secondary service channel
Demographics
Older age groups tend to
be late adopters of digital
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Escalations
Voice remains a channel of
last resort for customers
High-value support
Direct, valuable 1:1
relationship with service
advisors
© 2017 24/7 CUSTOMER, INC.
Best practices to succeed at chat
Make it available, make it visible
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Retool your contact center processes for chat
Keep it in scope
Systematically extend chat footprint across journeys
Optimize, optimize, optimize
© 2017 24/7 CUSTOMER, INC.
New Guidebook: Everything About Chatbots!
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• Chatbots 101: Everything you need
to know about this new AI technology
and how it’s changing CX
• Different types of chatbots and how
to find the best one for your business
• Pitfalls, perils, and best practices
when it comes to implementing a
chatbot (with real world examples)
For more information, please email [email protected]
© 2017 24/7 CUSTOMER, INC. 27
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Twitter: @vshankar05
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