Presentation: Why Old School Self-Service Is Hurting Your Customers. Featuring IntelliResponse Systems, Top 10 North American Bank CIBC, and Forrester Research.

1. Welcome to the Webinar
Start time: 1:00PM EST, Feb. 10, 2010.
Why “Old School” Self-Service is
Hurting Your Customers…
And What you can do about it
Hosted by: IntelliResponse Systems Inc.
Featuring:

2. Today’s Agenda
• Introductions
• Presentation from Dr. Natalie Petouhoff, Forrester Research
• CIBC Case Study with Fraser Mackay
• Q&A

3. Housekeeping
Minimize webinar
console here
Use chat window to
submit questions
at any time
during the session!
Copyright © 2009, IntelliResponse Systems Inc. All rights reserved. The trademarks identified herein are the trademarks or registered trademarks of IntelliResponse Systems Inc. or other third party.

4. IntelliResponse
- On Demand, Multi-Channel “Answer Suite”
- More than 200 live, customer facing implementations
- Answering 75 million+ questions with One Right Answer
Financial
Services
Consumer &
Corporate
Higher
Education
4

5. One Answer, Any Channel
Answer Suite
Shared Knowledgebase
5

6. Today’s Guests
Natalie L. Petouhoff, Ph.D.
Senior Analyst
Fraser Mackay
Senior Director
Internet & Mobile Channel
Mike Hennessy
Vice President
6

7. Why “Old School”
Self-Service is Hurting
Your Customers…
And What you can do about it
Natalie L. Petouhoff, Ph. D.
Senior Analyst
Forrester Research
February 10, 2010

8. Agenda
1. Customer experience data shows companies must
change
2. “Old School” KM and Self-Service are not working
3. The explosion of Social media and use of Mobile
Devices has tipped the scales for change
4. Knowledge management is key to providing better
customer experiences
8 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

9. The state of customer experiences
are in flux and companies must
adapt new strategies.
9 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

10. Customer experience
has a direct impact on
the bottom line.
10 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

11. Customers with good experiences buy more
Source: April 24, 2009, “The State Of Customer Experience” report.
11 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

12. Customers with good experiences are more loyal
Source: April 24, 2009, “The State Of Customer Experience” report.
12 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

13. Customer Experience Directly Affects Revenue
Buy more = $43M
Are more loyal = $51M $94.2M
March 2008 “The Business Impact Of Customer Experience”
13 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

14. Customer Experience Directly Affects Revenue
Buy more = $29.7M
Are more loyal = $41.8 M $71.5M
March 2008 “The Business Impact Of Customer Experience”
14 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

15. Executives say customer
experience is important to
their business.
15 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

16. 89% say customer experience is a critical
initiative
16 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

17. 80% of Companies Want To Lead Their Peers
In Customer Experience
17 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

18. However, there is a gap between
the importance companies put on
customer experience
and
Actual customer satisfaction
18 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

19. And this often
occurs at the
First Point of
Contact
19 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

20. Customers are disappointed in their
experiences
• Knowledge management and the self-service
channels it supports are often the first touch-point
• Poorly implemented knowledge management is the
“under pinnings” of poor customer experiences
• Companies often get knowledge management &
self-service wrong
– They confuse content management with knowledge
management
– Not understanding the differences causes
mistakes, wasted money and poor customer
experiences
20 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

21. Dissatisfaction: Self-Service
• Can’t get what you need, so you
pick up the phone…
• ROI for self-service is gone…
– Website search returns poor
results
– IVR is confusing…
Source: August 29, 2008, “Why Talking to Your Customers Is Ruining Your Business” report.
21 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

22. Poor site design & service flaws drive customers from
websites
I was convinced the info I sought was not available on the site 28%
I just didn't care to look on the site anymore 28%
I had difficulty navigating the website 27%
I couldn’t find contact info for the appropriate person(s) at the
company 20%
There was just too much content for me to review, just to find what
I was looking for 19%
I was interrupted by someone/something unrelated to the website 16%
I couldn’t reach a customer service representative over email/text
chat to answer my question 12%
The number of site search results I found were too overwhelming 11%
I wanted to visit the website of another company 10%
Other 2%
I have never left a site without first finding the information I was
seeking 13%
0% 20% 40% 60% 80% 100%
Percentage of customers
22 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

23. Customer frustration leads to website
abandonment
Leave the website and go to a competitive website 45%
Be less likely to visit the site again 45%
Be less likely to buy from them online 40%
Leave the website and give up 24%
Contact customer service via e-mail 24%
Have a more negative overall perception of the company 21% Site visitors are more likely to opt
for an alternative site than bother
Contact customer service via phone regarding my experience 18% to contact customer service
Be less likely to buy from them offline 18%
Tell others about my negative experience 16%
I have never been dissatisfied 4%
0% 20% 40% 60% 80% 100%
Percentage of customers
23 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

24. Customers are frustrated by company’s website
search capabilities
Cannot understand my real question 44%
Provided unrelated results 35%
Requires registration in order to use it 33% Insufficient outputs
Provided too many results 28%
Results are confusing 23%
Unsure what keyword to use 21%
Input obstacles
Unsure how many keywords to use 12%
Results cannot be saved 9%
There are no disadvantages 17%
0% 20% 40% 60% 80% 100%
Percentage of customers
24 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

25. Key obstacle to online sales success:
lackluster online customer service
service is lacklustre
Pass = 70/100 Points
Average scores:
Retail: 69
Travel:60
Financial Services: 52
25 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

26. Social Media & Mobile have shifted
the customer service paradigm...
There is no turning back…
Change must happen…
26 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

27. It’s Truly a Multi-Channel World
27 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

28. 4 OUT OF 5 AMERICANS
USE SOCIAL MEDIA.
Forrester, The Growth Of Social Technology Adoption, 2009
28 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

29. Twitter Facts
• Twitter age demographic
25-34 - 20%
35-49 - 42%
55+ - 17%
• 72.5% of the 44 million users joined
in first 5 months of 2009
• There are more women on Twitter
53% Women
47% Men
• >100 companies using Twitter to interact/
Customer Service Issues
Source: Mashable.com and Time Magazine
29 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

30. Facebook Facts
• > 250 million active users
• > 120 million users log on to Facebook at least 1/ day
• > 2/3 of Facebook users are outside of college
• Fastest growing demographic: 35 yrs old & older
• ~70% of Facebook users are outside U.S.
Source: Mashable.com
30 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

31. Going Mobile
9/10 Americans
already own a mobile
phone
They get a new one
every 18 months
Source: New York Times and GSM World
31 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

32. FACT: Consumers are
going mobile – and bringing
their customer service
questions along with them
32 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

33. We must evolve…
33 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

34. Knowledge Management &
Self-Service enhance
customer experiences
34 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

35. Part of getting the basics right is deciding what
kind of experiences you want to create…
What
Are
U
Designing?
35 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

36. Companies often get knowledge
management wrong
– They confuse content management with knowledge
management
– Not understanding the differences causes mistakes,
wasted money and poor customer experiences
36 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

37. What is knowledge management?
• Knowledge management systems
– Focus on getting an “answer.”
– It uses a range of search
technology to:
• Search/index and
• Find content relevant to a
user’s specific question.
– Help users navigate through
large bodies of content (in the
closet).
37 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

38. What is Enterprise Content Management?
• ECM systems:
– Are about documents and
document control.
– They are “closets” or online
storage areas for all of a
company’s documents.
38 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

39. Differences of ECM and KM
• Knowledge management focuses on relevance
– Using the most effectively use that content: How
users interact with content
– Capabilities that help users locate specific information
residing in many locations
– Managing content at the “answer” level
– Using technology to enable the content to be mapped
to user issues and queries
– Using business rules to increase the relevancy of
answers and help the user recognize the answer as
relevant.
39 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

40. Where’s the confusion?
• It’s all in the “use” of the technology…
– Take web and database management systems for
content generation…
•Would customer or agent use them as a source of
information about a customer’s transaction history
or profile?
•No, because the information they need is not
there….
40 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

41. Where’s the confusion?
• Knowledge management and content management
are frequently confused
• Organizations expect content management to serve
the knowledge management & self-service functions.
41 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

42. Sites have content, but hard to find “the” answer
Source: May, 2009 “The ROI of Online Customer Service Communities” Forrester report
42 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

43. Piles and piles and piles of content
• Leads to poor
productivity of:
– Agents
– Customers
• Poor productivity leads
to frustration
• Frustration leads to
agent and customer
attrition
43 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

44. Use of content / technology
• Using it for a purpose its not suited for will cause:
– Rapid decline in effectiveness
•Self-service customers who cannot easily find
answers to questions on the company’s site
• Agents who spend a long time to find answers…
44 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

45. Wrong use of content / technology
• Leads to:
– Rising costs
– Lower customer dissatisfaction
– Lower agent satisfaction
– Agents attrition
– Customer defection
– Loss in revenue and profits
45 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

46. Recommendation:
Take the Multichannel Customer Service
Best Practices Assessment
Contains more than
150 best practices
Source: January 13, 2009, “Forrester Customer Service Innovation Framework and Self-Assessment ” Forrester report
46 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

47. Benchmark knowledge management best
practices
Where would your company score?
Source: January 13, 2009, “Forrester Customer Service Innovation Framework and Self-Assessment ” Forrester report
47 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

48. Join the knowledge management revolution!
Source: April 6, 2009, “How to Win Funding for Your Customer Service Project ” Forrester report
48 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

49. Thank you
Natalie L. Petouhoff, Ph.D.
+1 310.919.8467
npetouhoff@forrester.com
www.forrester.com
Follow me on twitter:
www.twitter.com/drnatalie
49 Entire contents © 2010 Forrester Research, Inc. All rights reserved.

50. Case Study: CIBC Bank
• Canadian-based global
financial institution
• 38,000 employees worldwide
• 11 million clients
• One of the 10 largest banks in
North America
50

51. Online Customer Experience
“Committed to creating
an unparalleled online
banking experience for
our clients”
51

52. Deploying “Next Generation” Self Service
Key Business Drivers:
•Improve Self-Service
across multiple channels
•Enhance the Customer
Experience Online
•Reduce Burden on the
Contact Center
(deflection of calls/e-mails)
52

53. Vendor: IntelliResponse
1. Multi-Channel Multi-lingual Knowledgebase
2. Ask Questions in Natural Language
3. One Right Answer Result
4. Dynamic Ranking of Top 10 and Related Questions
5. Real-time Answer Rating System
Click to play movie
53

54. Results
Tangible Benefits:
• 29% reduction in e-mail volume during launch day
• 49 % average reduction in public e-mails
• 25% reduction in calls
• Outstanding Real-time “Voice of the Customer” feedback
54

55. Next Step: CIBC Mobile & Agent Desktop
55

56. Q&A Session
Please use the
chat window to
submit your
questions.
Copyright © 2009, IntelliResponse Systems Inc. All rights reserved. The trademarks identified herein are the trademarks or registered trademarks of IntelliResponse Systems Inc. or other third party.

57. Thank you for joining us!
HAVE A QUESTION?
Email:
mike.hennessy@intelliresponse.com
Visit our web site:
www.intelliresponse.com
Copyright © 2009, IntelliResponse Systems Inc. All rights reserved. The trademarks identified herein are the trademarks or registered trademarks of IntelliResponse Systems Inc. or other third party.