Lowering Customer Effort Building Effective Right-Channeling into your Online Service Experience

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1 Lowering Customer Effort Building Effective Right-Channeling into your Online Service Experience Nicholas Armstrong, Director, Global Customer Experience Products, Orbitz.com David Fulton, Director of Product Management, Oracle April 2, 2015 Copyright 2015, Oracle and/or its affiliates. All rights reserved.

2 Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle s products remains at the sole discretion of Oracle. Copyright 2015, Oracle and/or its affiliates. All rights reserved. Oracle Confidential 2

3 Demo Site Info [delete before presentation] AGENT DESKTOP INSTALL LINK: VPN needs to be installed on the presentation machine as we ll be using a dev environment. VPN login confirmed prior to the event. PRESENTATION LINK: VPN needs to be installed on the presentation machine. VPN login confirmed prior to the event. Admin User Credentials U: Admin P: <no password> CP Admin User Credentials U: Admin P: <no password> Goal #1: Help You Understand What Right- Channeling Is and How Oracle Service Cloud Customers Apply It Today Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential 3

4 Demo Site Info [delete before presentation] AGENT DESKTOP INSTALL LINK: VPN needs to be installed on the presentation machine as we ll be using a dev environment. VPN login confirmed prior to the event. PRESENTATION LINK: VPN needs to be installed on the presentation machine. VPN login confirmed prior to the event. Admin User Credentials U: Admin P: <no password> CP Admin User Credentials U: Admin P: <no password> Goal #2: Give You Practical Guidance on Applying Right- Channeling To Your Own Experience! Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential 4

5 Program Agenda What Do We Mean By Right-Channeling? Trends & Drivers Contextual Right-Channeling Dynamic Right-Channeling Dave Loses His Cell Phone Questions Copyright 2015, Oracle and/or its affiliates. All rights reserved. 5

6 Program Agenda What Do We Mean By Right-Channeling? Trends & Drivers Contextual Right-Channeling Dynamic Right-Channeling Dave Loses His Cell Phone Questions Copyright 2015, Oracle and/or its affiliates. All rights reserved. 6

7 What Do We Mean By Right Channeling? ~2005 Copyright 2014 Oracle and/or its affiliates. All rights reserved.

8 What Right-Channeling Should Be? 2015 Lowering Customer Effort by Getting Them to the Best Channel for the Interaction/Need Copyright 2014 Oracle and/or its affiliates. All rights reserved.

9 Why The Change In Language? Copyright 2014 Oracle and/or its affiliates. All rights reserved.

10 User Psychology Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential 10

11 Program Agenda What Do We Mean By Right-Channeling? Trends & Drivers Contextual Right-Channeling Dynamic Right-Channeling Dave Loses His Cell Phone Questions Copyright 2014 Oracle and/or its affiliates. All rights reserved. 11

12 Why The Focus on Right-Channeling? Empowered Customers Some Things Have Changed Forever Digital is Humanized 1980s 1990s 2000s 2010s WHAT S NEXT Knowledge Everywhere Internet of Things Harder To Differentiate, Compete & Win Mobile as Primary Channel Cross-Channel Service Copyright 2014 Oracle and/or its affiliates. All rights reserved.

13 Big Channel Shifts are Happening Web Self Service Social (Communities, Monitoring etc) Phone/IVR Digital Channels (chat etc) % 7% 65% 8% 50% 300% 64% 150% % 28% 22% 20% Copyright 2014 Oracle and/or its affiliates. All rights reserved. Source: Gartner, 2014

14 The Collision of These Trends May Lead to Unforeseen What Does Right-Channeling have to do with Lowering Consequences Customer Effort? Copyright 2014 Oracle and/or its affiliates. All rights reserved.

15 How Do We Make Selection of Channels Easy? For this type of user or device.. Interchangeable Channel #1 Interchangeable Channel #2 Get Your Answer Now! Get Your Answer Now! Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential 15

16 How Do We Make Selection of Channels Easy? For this type of question.. You ll get your answer when the seas evaporate, the Earth grows cold and is then swallowed in the Suns fiery macrocosm and the last Star flickers and dies.. Chat We ve got a team of idle agents just sitting around playing Minecraft who would love to answer this question! Abandon All Hope! Get Your Answer Now! Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential 16

17 How Do We Make Selection of Channels Easy? For this type of question.. Chat We staff our Chat channel 7 days a week, 24 hours a day. We have agents available now. Wait time estimated to be less than 20 secs We staff our channel 7 days a week between 7am 7pm CST We look to respond to s within 1 business day Click to Chat! Click to Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential 17

18 Viable Approaches for Right-Channeling Contextual Dynamic Adjust the channels on offer to match the users context / importance of the user Adjust the channels on offer to match the user s need Copyright 2014 Oracle and/or its affiliates. All rights reserved.

19 Program Agenda What Do We Mean By Right-Channeling? Trends & Drivers Contextual Right-Channeling Dynamic Right-Channeling Dave Loses His Cell Phone Questions Copyright 2014 Oracle and/or its affiliates. All rights reserved. 19

20 Contextual Right-Channeling Options are based on the context of the user Context can apply to multiple factors, including the device they are using, who they are, where they are etc. Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential 20

21 Right Channeling at Orbitz

22 Who am I? Nicholas Armstrong Director of Global Customer Experience Products Customer Support Sites/FAQs /Chat Capabilities Agent Knowledgebase Incident Management

23 More about Orbitz Orbitz Worldwide is a leading global online travel company Mobile: Key Trends: Industry Challenges:

24 The Need Our Customers Need: Contextual information to understand self-service capabilities Access to the most appropriate contact method to resolve their contact as quickly as possible (First Contact Resolution (FCR)) Our Business Needs: To deflect contacts whenever possible To drive contacts to most efficient contact methods (Chat versus Voice potentially) To resolve the contact as quickly as possible (FCR)

25 Our Approach Customer Support Site Redesign Mobile Specific FAQs Enhanced Right Channeling Differentiated for Mobile

26 Customer Support Site Redesign Old New

27 Mobile Specific FAQs Desktop Mobile

28 Enhanced Right Channeling Desktop Mobile

29 Results Reduced Contact Ratio Down 10% Increased FAQ interactions Up 10+% Drove more contacts to Chat Up 40+%

30 Next Steps Drive more FAQ traffic from.com site Continuous improvement with internal Product and Technology teams Continue to differentiate for the mobile experience In 2012, 10% FAQ visits from mobile devices In 2014, 30% FAQ visits from mobile devices For all Orbitz Worldwide brands, a third of FAQ traffic is from mobile devices Spanish language FAQs: 50% Japanese language FAQs: 50% Chinese language FAQs: 90+% Bias Chat over Could reduce concurrency Allows businesses to better measure FCR

31 Recommendations Refine FAQ content with Voice of Customer Measure and trend your customers mobile usage, differentiate accordingly Right Channel incrementally to understand the customer engagement and business impact

32 Considerations Demographics of target customer Value and complexity of transactions Overall CRM capabilities A view of customer contacts across channel is critical

33 Segmentation and Channels User segmentation is another valid right-channeling approach Results in very different experiences for the authenticated vs unauthenticated user Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential 33

34 Segmentation and Channels Managed by business users In this example, the authenticated high value customer has a very different view of channels. Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential 34

35 Program Agenda What Do We Mean By Right-Channeling? Trends & Drivers Contextual Right-Channeling Dynamic Right-Channeling Dave Loses His Cell Phone Questions Copyright 2014 Oracle and/or its affiliates. All rights reserved. 35

36 Dynamic Right-Channeling Choice of Channel Complexity of the Request User Effort Copyright 2014 Oracle and/or its affiliates. All rights reserved.

37 Lets Look At One of These Implementations. Copyright 2014 Oracle and/or its affiliates. All rights reserved.

38 Why is The Vonage Experience So Rare? Dynamic Right-Channeling is hard to do well: Sometimes the relationships just between questions and recommended channels are not that deterministic How do we know which channels to apply to which problems? How do we make these changes to our experience without a large effort / big maintenance lift? Copyright 2014 Oracle and/or its affiliates. All rights reserved. 39

39 Steps to Effective Dynamic Right Channeling 1. Map Existing Channels 2. Find Your Anchor 3. Experiment Copyright 2014 Oracle and/or its affiliates. All rights reserved.

40 Steps to Effective Dynamic Right Channeling 1. Map Existing Channels 2. Find Your Anchor 3. Experiment Copyright 2014 Oracle and/or its affiliates. All rights reserved.

41 Against What? Measures of Complexity Characteristics of customer service interaction Low complexity Low value High volume Repeatable Single-source answer Medium complexity Medium value Circumstancerelated Multiple sources required to answer High complexity High value Complex issues Multiple sources required to answer Significant customer Information required High-value customer segment High technical complexity Low complexity Medium complexity High complexity Appropriate Channel Self-service FAQs Site search Virtual agents Virtual agent Click-to-call Reactive or proactive chat Community Click-to-call Reactive or proactive chat Co-browse Telephone 2009, Forrester Research Inc. Copyright 2014 Oracle and/or its affiliates. All rights reserved. 42

42 Against What? Measures of Complexity Characteristics of customer service interaction Low complexity Low value High volume Repeatable Single-source answer Medium complexity Medium value Circumstancerelated Multiple sources required to answer High complexity High value Complex issues Multiple sources required to answer Significant customer Information required High-value customer segment High technical complexity Low complexity Medium complexity High complexity Appropriate Channel??? 2009, Forrester Research Inc. Copyright 2014 Oracle and/or its affiliates. All rights reserved. 43

43 Steps to Effective Dynamic Right Channeling 1. Map Existing Channels 2. Find Your Anchor 3. Experiment Copyright 2014 Oracle and/or its affiliates. All rights reserved.

44 Find Your Anchor for Determining Complexity This needs to be something that your end-users can select when contacting you A good starting point is to look at the category taxonomy in the Service Cloud solution Discount that first before moving on and looking at other candidates Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential 45

45 Look at Your Data Start by looking at your self-service rates / FCR across categories Copyright 2014 Oracle and/or its affiliates. All rights reserved.

46 Steps to Effective Dynamic Right Channeling 1. Map Existing Channels 2. Find Your Anchor 3. Experiment Copyright 2014 Oracle and/or its affiliates. All rights reserved.

47 Best Practices for Experimentation Copyright 2014 Oracle and/or its affiliates. All rights reserved.

48 Look Before You Leap Copyright 2014 Oracle and/or its affiliates. All rights reserved.

49 Funnel Users Contact Us Needs Channel Lists Copyright 2014 Oracle and/or its affiliates. All rights reserved.

50 Progressive Build Copyright 2014 Oracle and/or its affiliates. All rights reserved.

51 Treat Self & Community Service as Channels Copyright 2014 Oracle and/or its affiliates. All rights reserved.

52 Order Is Important! Copyright 2014 Oracle and/or its affiliates. All rights reserved.

53 Program Agenda What Do We Mean By Right-Channeling? Trends & Drivers Contextual Right-Channeling Dynamic Right-Channeling Dave Loses His Cell Phone Questions Copyright 2014 Oracle and/or its affiliates. All rights reserved. 54

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55 Dave Loses His Cell Phone Copyright 2014 Oracle and/or its affiliates. All rights reserved.

56 Dynamic & Contextual Right-Channeling in Customer Portal - Sample Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential 57

57 Replicating This Experience on Your Own Sites It s a code example but its pretty small and the areas to manipulate are fairly trivial The social matches rely on new stuff coming in a later release just remove those if you are planning to apply to a current site As long as you are on the latest CP framework, it should be adaptable to production releases of the product. Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential 58

58 Copyright 2014 Oracle and/or its affiliates. All rights reserved.

59 Your Roadmap To Modern Customer Service GET GOING GET BETTER GET AHEAD Empower Customers With Self-Service Provide Multiple Choices Of Channels Enable Customers To Help Each Other Standardize Service Across All Channels Innovate New Ways To Engage Connect All Silos Of Knowledge Unify All Customer And Business Data Personalize Customer Engagements Become The Leader In Service Excellence Copyright 2014 Oracle and/or its affiliates. All rights reserved.

60 How Do I Get Better on Right-Channeling? Contextual Dynamic Adjust the channels on offer to match the users context / importance of the user Adjust the channels on offer to match the user s need Copyright 2014 Oracle and/or its affiliates. All rights reserved.

61 How Do I Get Ahead on Right-Channeling? Contextual + Dynamic Adjust the channels on offer to match the users context / importance of the user Adjust the channels on offer to match the user s need Copyright 2014 Oracle and/or its affiliates. All rights reserved.

62 Monday s To Do List: Look at Your Data / Consider your Channel Goals Segment Incoming Incidents into Low, Medium & High Complexity Is there a pattern between complexity, need & channel? Discuss Dynamic Channeling with your team Is there a pattern between user context and channel? Look at Contextual Channeling as a way forward Then come talk to us! Copyright 2015, Oracle and/or its affiliates. All rights reserved. 63

63 What to Do Thereafter? Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential 64

64 Program Agenda What Do We Mean By Right-Channeling? Trends & Drivers Contextual Right-Channeling Dynamic Right-Channeling Dave Loses His Cell Phone Questions Copyright 2014 Oracle and/or its affiliates. All rights reserved. 65

65 Questions? Copyright 2014 Oracle and/or its affiliates. All rights reserved. 66

66 Be Sure to Attend: Web Customer Service Track :45 pm, Delfino 4104 KCS and Community: Bringing Them Together, Paul Drotleff, Rockwell Automation & Matthew Lees, Oracle Knowledge-Centered Support (KCS) grew out of desire for support organizations to deliver greater value with more efficiency. Now on its fifth iteration, it provides methodology for creating and maintaining knowledge in support environments, with the end goal of ensuring productive customer experiences. As the sources of knowledge change witness the exponential rise in user-generated knowledge across the social web KCS adapts through the collaboration of its adherents. Join this session to discuss the convergence of KCS and social knowledge, through the Customer Engagement Journey Matrix, reputation models, and other approaches, and take away valuable insights that you can apply to your own KCS implementations.

67 Copyright 2015, Oracle and/or its affiliates. All rights reserved.

68 Copyright 2015, Oracle and/or its affiliates. All rights reserved. 69

69 Copyright 2015, Oracle and/or its affiliates. All rights reserved. 70

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