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one right answer

FINANCIAL SERVICES

CONSUMER & CORPORATE

HIGHER EDUCATION

Empowering Your Customers With Online Self Service:

Why it matters A New Model for Measurement
Kate Leggett and Diane Clarkson Forrester Research
March 29, 2012

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90% of customer experience decision-makers tell Forrester that a good customer experience is critical to their companys success.

63% think the importance of the customer experience has risen.

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Few companies deliver an outstanding customer experience

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There is a wide variability between high and low performers

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A good customer experience correlates to loyalty

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The difference between high and low performance can be worth billions of dollars

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Agenda
What are the key requirements toto providesuccessful online self service What are the key requirements provide a a successful online self service consumer experience? consumer experience? What are the key requirements for a successful online self-service business process? What is IntelliResponses Online Self Service Assessment?

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Consumers are telling us that they want to be self-reliant

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Help and FAQs remain the foundation of online support

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January 2012 Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy

But online self service content often misses the target

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Online customer service satisfaction varies by generation

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January 2012 Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy

Online self service is too often a barrage of irrelevant information

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What happens if you dont deliver?

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Consumers want quick answers to questions or will abandon

Impatience increases with older demographics though younger consumers are more likely to prefer online service.
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January 2012 Understanding Customer Service Satisfaction To Inform Your 2012 eBusiness Strategy

Agenda
What are the key requirements to provide a successful online self service consumer experience? What are the key requirements for a successful online self-service business What are the key requirements for a successful online self-service business process? process? What is IntelliResponses Online Self Service Assessment?

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Customers experience extends across multiple touchpoints

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Focus on consistent business processes

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Focus on contextual, relevant knowledge

Email

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Agenda
What are the key requirements to provide a successful online self service consumer experience? What are the key requirements for a successful online self-service business process? What is IntelliResponses Online Self Service Assessment? What is IntelliResponses Online Self Service Assessment?

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The IntelliResponse model will help you to understand how good your online self-service experience is

Categories of analysis

Maturity Level Scoring

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IntelliResponses Online Self Service Assessment is in two sections

The first section is an assessment of unbiased criteria based on Forrester Research best practices. It is undertaken by IntelliResponse. The second part will evaluate behind the scenes to look at strengths and opportunities in your business processes. This is undertaken with yourself and IntelliResponse.

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Section 1: Online Self Service User Assessment

The purpose of this section to is review how effectively online self service meets users' needs. This is undertaken in two steps: 1. Define user goals. The review attempts to complete straightforward industry-relevant user goals such as looking for product or service information. 2. Score online self service. IntelliResponse's Online Self Service Performance Evaluation evaluates 14 criteria against best practices derived from Forrester Research's Online Customer Service Functionality Benchmark methodology and published research. The review is in the following categories: accessibility and availability, relevance, findability, escalation and feedback.

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This is what you will see from the IntelliResponse tool:

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Here is an example of how scores are based on maturity levels

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This section evaluates how well accessible online self service is. It looks at if it is easy to find self service and if its offered contextually. It also assess the extent to which 2011 Forrester Research, Inc. Reproduction Prohibited there is cross-channel consistency.

Online Self Service User Assessment scoring will indicate online self service strength

Scoring Section 1: IntelliResponse Online Self Service Performance Evaluation

Strong Good Pass Insufficient to pass 16 to 22 points 11 - 15 point 11 points 9 or lower

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Section 2: The business process evaluation is done in conjunction with you

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You will be asked to answer a set of questions about the maturity of knowledge programs and practices.

Scoring for business process evaluation

Section 2: IntelliResponse Business Process Evaluation Scoring Strong Good 16 to 22 points 11 - 15 point

Pass
Insufficient to pass

11 points
9 or lower

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The key takeaways you will receive from undertaking the IntelliResponse evaluation include:
An unbiased assessment of your online customer service A clear assessment of what your scores could be An indication of where self-service technology can assist to improve

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Online Self-Service: Best Practice Examples

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