Omnichannel Customer Service AssessmentBy Forrester Research.

In the age of the customer, customer service must be a cornerstone of a company's customer experience (CX) strategy. Good customer service experiences boost repurchase rates and long-term loyalty. Your customers decide whether your customer service is good or bad. And today’s tech-savvy customers increasingly demand effortless service across all digital and voice channels.


Forrester’s Omnichannel Customer Service Assessment Tool, presented by Genesys, will help Contact Center and Customer Service professionals identify strengths and opportunities for growth.  Take this short assessment. It has 9 questions and should take less than 5 minutes to complete. On completing the assessment, you will receive:

  1. A summary of your results with recommendations from Forrester tailored to your level of proficiency
  2. The Forrester report: Assess Customer Service Capabilities to Pinpoint Opportunities For Better Service
  3. A success kit tailored to your level of proficiency from Genesys

Video source: Forrester Research

1 COMMUNICATION CHANNEL STRATEGY: We manage multiple interactions on the same topic across multiple channels as a single threaded interaction. Please score your company’s performance for the above capability statement

2 COMMUNICATION CHANNEL STRATEGY: The language, information, and interaction context is consistent across all interaction channels. Please score your company’s performance for the above capability statement

3 SELF-SERVICE TO LIVE-SERVICE TRANSITION: We transfer the web self-service session history to an agent for web self-service sessions escalated to an agent. Please score your company’s performance for the above capability statement

4 PHONE CHANNEL DELIVERY: Our routing engine incorporates contextual information such as data from CRM, case management, and other enterprise data stores. We route calls using this information to provide individualized routing decisions for each customer. Please score your company’s performance for the above capability statement

5 CUSTOMER-TO-AGENT CHAT AND CO-BROWSE: Agents can proactively engage customers using chat. Please score your company’s performance for the above capability statement

6 MOBILE CUSTOMER SERVICE: We allow customers to escalate from a mobile self-service session to an agent-assisted session. We pass session history to the agent so that the customer does not have to restart their conversation. Please score your company’s performance for the above capability statement

7 OMNICHANNEL INTERACTIONS: Our customers are presented with a clear transition path from one interaction channel to another. Please score your company’s performance for the above capability statement

8 CUSTOMER PROFILE INFORMATION: We have a single view of the customer across all systems and communication channels. Please score your company’s performance for the above capability statement

9 WORKFORCE OPTIMIZATION: We schedule our agents for maximum productivity and minimal downtimes or customer wait times. Please score your company’s performance for the above capability statement

01/10

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Your Omnichannel Customer Service Assessment Results and Recommendations

Your Result: Differentiator

The full Omnichannel Customer Service Assessment Results and Recommendations is available for download on the next page.

Differentiator: Manage the end-to-end CX across the customer lifecycle

Differentiators represent the smallest portion of current firms. Differentiators report strong revenue growth, where reactive and proactive, pre- and post-purchase customer service is an integral component of the company’s value proposition. They have all-around strong omnichannel capabilities, appropriate change management processes and advanced business technology practices to support continuous innovation. They are well aligned with customer expectations for service, channel requirements, and appropriate SLAs. Their capabilities are a source of competitive advantage for their organizations.

Recommended Strategy for Differentiators: Continue to optimize omnichannel CX strategy that spans marketing, sales and service as well as the digital and physical world

Differentiators must continue to improve the quality and pace of customer insights that shape their omnichannel customer service strategy. Specifically, they must leverage unified business rules and routing analytics to standardize, optimize and deepen the quality of customer service across channels and touchpoints. They must uncover end-to-end omnichannel customer journeys – journeys that can span channels, touchpoints, organizational silos such as the front and back office - and ensure that customers are intelligently and effectively supported along their end-to-end journeys. . . .

For full results and recommendations, download “Your Results, Recommendations and Success Kit” from the Next Steps page.

They must pivot their measures of success to be deeply customer centric, focused on metrics such as customer satisfaction, customer retention, average customer lifetime value and advocacy – all which can be correlated to increased revenue. They must use speech and text analytics to monitor in real time agent performance, and use insights for targeted agent coaching to up-level the company’s performance.

As the customer service organization collaborate with all business units that touch the customer, these teams must increasingly be aligned to deeply understand the customers they serve, and get better at spotting useful feedback and rapidly innovating their applications – always with an eye on emerging customer engagement technologies. One of the next growth opportunity for Differentiators is to eliminate the separation between the digital and physical worlds by empowering, for example, in store personnel with comprehensive profiles of their customers so that they can be services more effectively. Another opportunity is to adopt emerging self-service technologies allowing contextual and conversational engagement.

Your Omnichannel Customer Service Assessment Results and Recommendations

Your Result: Collaborator

The full Omnichannel Customer Service Assessment Results and Recommendations is available for download on the next page.

Collaborator: See omnichannel customer service as a competitive differentiator

Companies at the “Collaborator” maturity level are significantly more apt to collaborate internally, across customer-facing organizations or business units such as eBusiness, Digital Operations, Sales, eCommerce; and externally with customers to enable practice innovation with digital customer service. Collaborators emphasize the overall customer experience of their brand over the performance of any individual channel.

Collaborators, at this stage, must invest in case/work item routing and business process automation for their contact centers. These technologies provide efficient end-to-end customer experiences which span the front office to the back office, or other sites such as branches. They also provide consistent quality of service across communication channels which positively impact customer satisfaction.

Recommended Strategy for Collaborators: Break down traditional siloed channels

Collaborators must expand their omnichannel footprint, and invest in supporting customers over modalities such as click-to-chat or click-to-call which help unify the experience between the company website, mobile app and the contact center. They must support customers over social channels - the choice of which is heavily industry-dependent. They must support each channel with the same knowledge base to ensure that answers are consistent across all channels. . . .

For full results and recommendations, download “Your Results, Recommendations and Success Kit” from the Next Steps page.

Collaborators must invest in proactive engagement which not only helps deflect incoming contacts, reducing operational costs, but also increases customer satisfaction and loyalty. They must also invest in visual engagement such as one and two-way video chat and co-browse which helps remove the friction in the engagement process and also helps strengthen the emotional connection between the customer and the agent, leading to increased customer loyalty.

Collaborators must invest in measures of success for customer service operations that align with company strategy. They must measure not only customer satisfaction via direct feedback, but also monitor the voice of the customer. They should also measure customer effort for each customer interaction, and use the insights gathered to continuously improve their operations.

In addition, Collaborators must mature their prioritization processes for future omnichannel investments whose success is measured by contribution to business success. Operating at this level, companies must have a strong center of excellence, consisting of PMOs, business and business technology representatives in order to govern cross-organizational technology purchases, processes, data quality projects and change management.

Your Omnichannel Customer Service Assessment Results and Recommendations

Your Result: Adopter

The full Omnichannel Customer Service Assessment Results and Recommendations is available for download on the next page.

Adopter: Understands the importance of supporting customers easily and effectively, across channels

Adopters have stronger and broader communication channel strategies and operations than Skeptics. They have surveyed their customers and understand their customers’ preferences for communication. They understand that their customer service operations can be a strategic differentiator for their company, yet they still tend to run their operations as cost centers.

At this stage, many Adopters are implementing their communication channels in silos, disconnected from one another. This makes it difficult to support customers as they transition from one communication channel to another. This also impedes the customer from receiving consistent experiences across channels.

Recommended Strategy for Adopters: Increase number of channels to support customer preferences

Adopters, at this stage, must put in place comprehensive omnichannel strategies. They need to strengthen the foundation of their contact center platform and ensure that all customer service departments operate from the same platform and use the same operational metrics to measure performance for more standardized, efficient planning.

Adopters must also implement a ‘universal queue’ in order to standardize experiences across channels. They must implement an omnichannel desktop application that unifies the workflow for the agent and provides customer context for differentiated service. They must add channels such as chat that are in line with customer expectations for real-time digital service. They must continue to invest in a solid layer of knowledge management, for both self-service and assisted service and link it tightly to the agent desktop. Adopters should also shift their operational measures from solely being focused on efficiency and productivity metrics, to include measures of success such as customer satisfaction scores gathered via a survey after a customer inquiry.

Your Omnichannel Customer Service Assessment Results and Recommendations

Your Result: Skeptic

The full Omnichannel Customer Service Assessment Results and Recommendations is available for download on the next page.

Skeptic: Just beginning the omnichannel journey.

Skeptics are technology-sluggish firms that have limited experience innovating or applying an outside-in approach to strategic planning for their customer service operations. Skeptics tend to treat their customer service operations as cost centers to be managed, and not as revenue drivers. Their operational strategies are focused on efficiency and productivity measures of success, and incorporate little to no understanding of modern customer communication preferences. Skeptics support customers over the phone channel, and perhaps a single digital channel, which is typically email. They have limited to no self-service or mobile support. Customer service organizations at this stage may be holding back their firms’ growth.

Recommended Strategy for Skeptics: Build the foundation for omnichannel customer engagement

To help their firms adopt a more willing attitude and also acknowledge the stakes associated with digital disruption, change agents at Skeptic firms should focus on starting an infrastructure modernization project which can encompass replacing hardware based ACD with a software based, SIP enabled contact center platform that is future ready and modular in its functional capabilities. Change agents should also look at adopting a modern workforce management solution that is integrated with the contact center platform.

Change agents should also initiate a few pathfinding projects such as investing in website FAQs or structured agent knowledge. These projects will give Skeptics a clear, quantifiable return on investment as measured by an increase in cost-focused operational metrics, as well as laying the foundation for omnichannel customer service, real time adherence to operational measures and back-office optimization.

Differentiator (4.5-5 Points)

Collaborator (3.5-4.5 Points)

Adopter(2.5-3.5 Points)

Skeptics(1-2.5 Points)

Next Steps

Congratulations! Forrester’s assessment indicates that you are a “Differentiator”. Forrester recommends that Differentiators continue to optimize omnichannel CX strategy that spans marketing, sales and service as well as the digital and physical world; we have some resources to help you on your journey.

  1. Use the Success Kit for Differentiators. The success kit (see below) is comprised of helpful resources such as a Forrester report, eBook, white paper, a short video and a success story that will help you take your customer experience to the next level. The success kit is comprised of helpful resources such as a Forrester report, eBook, white paper, a short video and a success story that will help you take your customer experience to the next level.
  2. Get the Forrester Report: Assess Customer Service Capabilities to Pinpoint Opportunities For Better Service
  3. Schedule a Meeting. Talk to a Genesys CX Expert who can walk you through your next steps for omnichannel CX success.

Next Steps

Forrester’s assessment indicates that you are a “Collaborator”. Forrester recommends that Tranformers break down traditional channel silos; we have some resources to help you on your journey.

  1. Use the Success Kit for Collaborators. The success kit (see below) is comprised of helpful resources such as a Forrester report, eBook, white paper, a short video and a success story that will help you take your customer experience to the next level. The success kit is comprised of helpful resources such as a Forrester report, eBook, white paper, a short video and a success story that will help you take your customer experience to the next level.
  2. Get the Forrester Report: Assess Customer Service Capabilities to Pinpoint Opportunities For Better Service
  3. Schedule a Meeting. Talk to a Genesys CX Expert who can walk you through your next steps for omnichannel CX success.

Next Steps

Forrester’s assessment indicates that you are an “Adopter”. Forrester recommends that Adopters increase the number of support channels available to customers; we have some resources to help you on your journey.

  1. Use the Success Kit for Adopters. The success kit (see below) is comprised of helpful resources such as a Forrester report, eBook, white paper, a short video and a success story that will help you take your customer experience to the next level. The success kit is comprised of helpful resources such as a Forrester report, eBook, white paper, a short video and a success story that will help you take your customer experience to the next level.
  2. Get the Forrester Report: Assess Customer Service Capabilities to Pinpoint Opportunities For Better Service
  3. Schedule a Meeting. Talk to a Genesys CX Expert who can walk you through your next steps for omnichannel CX success.

Next Steps

Forrester’s assessment indicates that you are a “Skeptic”. Since you are just beginning your Omnichannel service journey, we have some resources to help you get started.

  1. Use the Success Kit for Skeptics. The success kit (see below) is comprised of helpful resources such as a Forrester report, eBook, white paper, a short video and a success story that will help you take your customer experience to the next level.The success kit is comprised of helpful resources such as a Forrester report, eBook, white paper, a short video and a success story that will help you take your customer experience to the next level. The success kit is included in your results and recommendations
  2. Get the Forrester Report: Assess Customer Service Capabilities to Pinpoint Opportunities For Better Service
  3. Schedule a Meeting. Talk to a Genesys CX Expert who can walk you through your next steps for omnichannel CX success.

5 Minute Video: How to Deliver Omnichannel Customer Experiences

SUCCESS KIT FOR SKEPTICS