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Customer handbook for Service Modernization journey



Why modernize?
If you are still thinking why make any change to my Customer Support experience, here are some tidbits to chew upon -

"Businesses are losing $62 billion per year through poor customer service. That's up $20 billion since 2013, just four years ago!"

"By 2018, 50% of agent interactions will be influenced by real-time analytics."

"By 2019, requests for customer support through consumer messaging apps will exceed requests for customer support through social media"

"By 2020, AI will disrupt the jobs of 1,000,000 phone-based customer support agents."  

Millennials are becoming the increasing majority of Customer base as compared to the baby boomers, who tend to overlook the traditional channels for their problem resolution. Smart enterprises should look to tap into this enormous potential by modernizing the way they service their Customers. The primary channels to communicate to your Customers should move on from the traditional to the modern experiences provide through LiveChat, Video Chat, Co Browsing, Live Messaging, Virtual Assistants, AI, Chat bots among other things.
Gone are the days when the Agent had to connect to a multitude of Legacy systems to answer a simple query from the Customer, it is time to usher in the age of Agents using a single application with a 360 degree view to anything and everything they would need to provide the Customer with a WOW experience. Agent Productivity also becomes a key driver for Enterprises as they look to trim down on their workforce by embracing the advancements in the Service applications available in the market. Smart tools and analytics, guided assistance, knowledge base, keyboard shortcuts, AI will drive the Support Agents in achieving lower Time to Ticket Resolution (TTR).

Products in the market
Who is at the fore front of driving this modernization experience in the market? The answer is in the Usual Suspects like Oracle, Salesforce, Microsoft Dynamics and the newbies in Zendesk. The following sections gives you a quick sneak peek on what each of the Product lines has to offer.

Compare and Consider


Oracle Service Cloud (RightNow)

Oracle Service Cloud, formerly known as RightNow, is an acquired Product (Oct 2011) from Oracle which helps Organizations deliver a unique Omni Channel Customer Experience across multiple channels like Contact Centers, Web and Social networks. The primary features of this Cloud based application entails the following:
Cross Channel Contact Center to provide your Support agents with a highly configurable Agent Desktop for Case management, with tools like guided resolution, 360 degree Customer view to ease the case to resolution journey.
Knowledge Management which helps the Support Agents as well as the End Customers to arrive at the most relevant answer for their issues. It is also enabled with SmartAssistant Wizard, Enterprise Content search and integrated analytics.
Customer Self Service Portal for Customers to login and track their issues from creation to closure and also to utilize the Self-help features that are provided. Customers can 'Ask a Question', 'Engage in LiveChat' or use the 'Guided Assistance Widgets' to their advantage.
Policy Automation to create contextualized and personalized service using dynamic interviews.

In addition to this Oracle Service Cloud also supports Case Management via Social Channels and also is enabled on both SOAP and REST WebServices to support a seamless integration with external applications as the need be.

Salesforce Service Cloud

Salesforce are the pioneers and leaders on the CRM platform on Cloud Services with support across all the different stages of Customer Experience. Salesforce Service Cloud helps Customers modernize their Service applications with a variety of Customer Service features, including the latest Salesforce Lightning and Einstein (Artificial Intelligence). The product comes with the features list out below:
Service Console for Agents to manage all the incoming Cases while providing a unified Agent Experience. The Console is supported over desktop and mobile and helps in delivering a smart, fast personalized service to the Customer regardless of the channel they reach out on.
Knowledge to deliver Customer Self-Service or to enable the Agents to find the right answer to the issue they are servicing. Enables to seamlessly mange knowledge articles and can be enabled on external sites or accessed from any mobile device.
Social Customer Service to enable Agents to monitor and respond to Customer issues on the Social channels.
LiveAgent to provide Customers personalized, real-time help over Chat
Mobile with the SalesForce1 mobile app to access Case details on the go and also provide Customers with Self-Service options. SOS for apps provides Video Chat and screen sharing.
Communities to allow Customers to help themselves and each other. Collaboration among Employee and Customer groups aids in coming up with the best problem resolutions.
In addition to this Salesforce Service Cloud also supports Live Messaging across multiple messaging apps, Chat Bots and also is enabled on both SOAP and REST WebServices to support a seamless integration with external applications as the need be.

Microsoft Dynamics 365 for Customer Service
 
Microsoft Dynamics 365 for Customer Service unifies the way people experience your business--across self-service, peer-to-peer service, and assisted service. The available features are listed below:
Omni-channel Engagement for the Agents to serve the Customers on their preferred Channels.
Self-service for Customers to help themselves and collaborate with an online community.
Unified Experience to equip the Agents to service the Customer from a single User interface.
Knowledge Base to help the Agents as well as the Customers with the best insights into the issues.
Digital Intelligence to provide predictive and proactive customer service via the Analytics capabilities.
MSD 365 is enabled on both SOAP and REST WebServices to support a seamless integration with external applications as the need be.

Zendesk
 
Zendesk Inc. is an American company that builds software for better Customer relationships. It provides services in below mentioned areas:
Support is a system for tracking, prioritizing and solving Customer tickets by providing the Agent with a single view to all of the Customer information.
Help Center is self-service tool, allowing companies to set up knowledge bases, online communities, and self-service portals for customers.
Chat to connect with Customers on real time, Talk to connect with Customers on a call center solution and Message to engage Customers on their favorite messaging apps like Facebook and Twitter.
Explore provides analytics to measure and understand the entire customer experience
Zendesk is enabled on both SOAP and REST WebServices to support a seamless integration with external applications as the need be.

A much greater deep dive into a feature-by-feature comparison between the different Products would be available in the next part of this paper, so look out for it!!


Comments

I totally agree with your concept, giving customer service with only answering is old fashion, if you will not walk an extra mile to give customer outstanding service, you will out from the market.To provide the best customer service you need provides Some modern features which make the customer make their experience "wow".

I am sure there are plenty of tools available in the market, but I am using Tagove's live chat and co-browsing features for the customer support.

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