© 2012 Forrester Research, Inc. Reproduction Prohibited 1 © 2009 Forrester Research, Inc. Reproduction Prohibited January 25, Call in at 12:55 p.m. Eastern time Kate Leggett, Senior Analyst Webinar Evaluating Technologies For The Extended Customer Service Ecosystem Using Forrester’s TechRadar™ Methodology

© 2012 Forrester Research, Inc. Reproduction Prohibited 2 90% of customer service decision-makers tell Forrester that a good service experience is critical to their company’s success. 63% think the importance of the customer service experience has risen. Source: February 19, 2010, “The State Of Customer Experience, 2010” Forrester report

© 2012 Forrester Research, Inc. Reproduction Prohibited 3 Compliance Cost Customer satisfaction Revenue Compliance Cost CustomerBusiness The customer service leader must balance the needs of his customers with the needs of his business

© 2012 Forrester Research, Inc. Reproduction Prohibited 4 Source: North American Technographics ® Customer Experience Online Survey, Q (US) 57% of consumers agree: “I am very likely to abandon my online purchase if I cannot find a quick answer to my questions.”

© 2012 Forrester Research, Inc. Reproduction Prohibited 5 Source: North American Technographics ® Customer Experience Online Survey, Q (US) 65% of consumers agree: “I am very unlikely to return to a website that does not provide a satisfactory customer service experience.”

© 2012 Forrester Research, Inc. Reproduction Prohibited 6 Source: North American Technographics ® Customer Experience Online Survey, Q (US) 70% of consumers agree: “In the current economy, I expect companies to try harder to provide me with superior online customer service.”

© 2012 Forrester Research, Inc. Reproduction Prohibited 7 The customer service leader must balance the needs of his customers with the needs of his business Compliance Cost Customer satisfaction Revenue Compliance Cost CustomerBusiness

© 2012 Forrester Research, Inc. Reproduction Prohibited 8 Customer experience correlates to loyalty Source: February 17, 2009, “Customer Experience Correlates To Loyalty” Forrester report

© 2012 Forrester Research, Inc. Reproduction Prohibited 9 One solution is to move customer service to less expensive communication channels Source: December 18, 2009, “It’s Time To Give Virtual Agents Another Look” Forrester report

© 2012 Forrester Research, Inc. Reproduction Prohibited 10 Or to adopt a broader range of interaction channels

© 2012 Forrester Research, Inc. Reproduction Prohibited 11 But are these technology choices delivering on the right customer experience? Source: August 2, 2011, “Turbocharge Customer Service Processes With Social Technologies” Forrester report

© 2012 Forrester Research, Inc. Reproduction Prohibited 12 Forrester’s TechRadar™ methodology TechRadar results Recommendations for your role Agenda

© 2012 Forrester Research, Inc. Reproduction Prohibited 13 The TechRadar™ summary graphic Source: August 1, 2007, “Introducing Forrester’s TechRadar™ Research” Forrester report

© 2012 Forrester Research, Inc. Reproduction Prohibited 14 How did we choose technologies to evaluate? Source: September 12, 2011, “How To Calculate The Cost Of Customer Service To Drive Improvements” Forrester report

© 2012 Forrester Research, Inc. Reproduction Prohibited 15 How did we choose technologies to evaluate? Source: September 12, 2011, “How To Calculate The Cost Of Customer Service To Drive Improvements” Forrester report Voice  IVR  Speech recognition  Mobile customer service Electronic  Chat   Co-browsing  Virtual agents Social  Customer community platforms  Social adapters  ACD  CTI  Case management  Unified agent workspace  Process guidance  Knowledge management  Video  Next-best action  Proactive outbound  Predictive dialing  Enterprise feedback management  Social listening  Interaction analytics  Quality monitoring  Workforce management

© 2012 Forrester Research, Inc. Reproduction Prohibited 16  Previous research  Inquiry pattern analysis  Survey of business and IT executives at 75 companies (in partnership with CustomerThink)  Forrester’s Forrsights Networks And Telecommunications Survey, Q of 2,314 decision-makers from SMB and enterprise companies  Vendor interviews  Forrester analyst validations (8) We used diverse information sources

© 2012 Forrester Research, Inc. Reproduction Prohibited 17 Forrester’s TechRadar™ methodology TechRadar results Recommendations for your role Agenda

© 2012 Forrester Research, Inc. Reproduction Prohibited 18 TechRadar™: Contact Center Solutions, Q Source: August 29, 2011, “TechRadar™ For Business Process Professionals: Contact Center Solutions, Q3 2011” Forrester report

© 2012 Forrester Research, Inc. Reproduction Prohibited 19 Mature technologies remain core to contact centers  A set of technologies are core to contact centers. –Voice, closely followed by and chat –Predictive dialing –IVR –ACD –Case management –Knowledge management –Quality monitoring –Workforce management  Focus on optimizing productivity. Source: August 29, 2011, “TechRadar™ For Business Process Professionals: Contact Center Solutions, Q3 2011” Forrester report

© 2012 Forrester Research, Inc. Reproduction Prohibited 20 Social technologies help move the needle on customer satisfaction  Social technologies are growing in importance. –Listening –Communities  Value of customer insight, opinions, and knowledge are leveraged to evolve products and services in line with customer demand. Source: August 29, 2011, “TechRadar™ For Business Process Professionals: Contact Center Solutions, Q3 2011” Forrester report

© 2012 Forrester Research, Inc. Reproduction Prohibited 21 Technologies that personalize interactions grow in importance  Technologies that focus on the customer experience are increasing in importance. –Process guidance –Next-best action –Proactive outbound –Video  Enables contact centers to deliver personalized, contextual, and consistent interactions Source: August 29, 2011, “TechRadar™ For Business Process Professionals: Contact Center Solutions, Q3 2011” Forrester report

© 2012 Forrester Research, Inc. Reproduction Prohibited 22 Some technologies — old and new — struggle to gain market momentum  The value remains to be proven for some technologies. –Interaction analytics –Enterprise feedback management –Co-browse –Virtual assistants –Social adapters –Mobile Source: August 29, 2011, “TechRadar™ For Business Process Professionals: Contact Center Solutions, Q3 2011” Forrester report

© 2012 Forrester Research, Inc. Reproduction Prohibited 23 Disruptive technologies destabilize older technologies  Select technologies are on the decline. –CTI –Unified agent workspace Source: August 29, 2011, “TechRadar™ For Business Process Professionals: Contact Center Solutions, Q3 2011” Forrester report

© 2012 Forrester Research, Inc. Reproduction Prohibited 24 Forrester’s TechRadar™ methodology TechRadar results Recommendations for your role Agenda

© 2012 Forrester Research, Inc. Reproduction Prohibited 25 Recommendations How to get started? –Audit your customer service technology ecosystem. –Benchmark your contact center operations — understand your costs and customer satisfaction scores. –Dive deep into your customers’ profiles and needs to understand the key areas that will move the needle on customer satisfaction. How to succeed in the long term? –Put a plan in place to keep technology current. –Look at standardizing customer-facing business processes to improve the overall customer experience. –Don’t forget human factors — your agents are your most important asset.

© 2012 Forrester Research, Inc. Reproduction Prohibited 26 Selected Forrester research  November 7, 2011, “Craft Your Contact Center Investment Plans In Light Of Technology Adoption Patterns”  November 7, 2011, “To Invest Wisely, Know The Business Value Of Diverse Contact Center Solutions”  August 29, 2011, “TechRadar™ For Business Process Professionals: Contact Center Solutions, Q3 2011”

© 2009 Forrester Research, Inc. Reproduction Prohibited Thank you Kate Leggett Blog: _leggett