Customer Relationship Management Systems
Class 8
Balance of the course so far
Dates Topics covered
17 Fev Kick-off; Introduction: CRM concepts
24 Fev Customer Experience
10 Mar Introduction to Salesforce
17 Mar Marketing
24 Mar Salesforce: Marketing App
31 Mar Sales Force Automation
5 May Salesforce: Sales App – Labs
12 May Customer Service
19 May Salesforce: Customer Service App – Labs
26 May Individual test + Intro to Microsoft Business Applications
2 Jun Salesforce Agents & AI
TBD Salesforce: Settings & Lab reviews
TBD Final notes and Recap
Today’s class
Customer Service
Customer Service Personas and Use Cases
Business Impact of Customer Service
Customer Service SaaS Market
Customer Service
Customer Service is an integral part of Customer Experience
The same objectives, as for Sales and
Sales
Marketing, apply to Customer Service:
Deeply understand customers
Personalize every interaction
Marketing Service
Leverage data and AI
Connected experience to deliver a seamless customer journey
Interacts with Connects Receives ongoing
marketing campaign with seller support
Customer
360-degree view Marketing Sales Service
of the customer at
every touch point
• Improve marketing • Increase win rate • Deliver more contextual
efficacy and ROI • Higher deal sizes and faster support
• Higher quality leads • Faster time to close • Drive first time resolution
• Better pipeline health • Improve seller • Increase CSAT
• Increase cross sell and productivity • Reduce churn
upsell opportunity
Personalized customer experience at every stage
The journey from a customer service perspective
Service
Uses automated Receives support Gets onsite service
self-service options from agents from technicians
Customer
360-degree view Self Assisted Field
Service Service Service
of the customer at
every touch point • Anytime automated fast • Engage in customer’s choice • Proactive service with IoT and
response to questions of channel (omnichannel) AI-driven automation
• Quick and easy low-code • Improved agent productivity • Optimized resource scheduling
deployment options with holistic UX and AI-assist and work order management
tools
• Conversational AI for • Technicians empowered with
human-like interactions • Modern case management mobile app and remote assist
and collaboration
Customer Service Automation
"Service automation is the application of computerised technologies to
support service staff and management in the achievement of their work-
related objectives.“
Core Functionalities:
Case Management
Activity Management
Agent Management
Contract Management
Account / Contact Management
Etc.
About Customer Service
Customer service has been a necessary concern of service
organisations, because they have understood that customers
are responsive to the quality of the service they experience
The quality of customer service is just as important for
agriculturalists, bankers, manufacturers, etc. This is particularly
so when there is product parity, and customers are unable to
discern meaningful differences between alternative suppliers
or brands
About Customer Service (cont.)
Customer service standards can be assessed by customers
when a service is being performed, as well as before and after
the service has been delivered
Customer service can be experienced at any stage of the customer
cycle: before, during, or after purchase/service
Customer Service impact on business performance
83%
of customers agree that great service will turn
180%
market share growth for customer-obsessed
them from one-time into life-time shoppers1 companies3
96%
will leave your business if you deliver poor
$7B
in incremental revenue for organizations that
customer service2 resolve customer issues on first contact4
1Forbes. Is Customer Service Still Important? On A Scale Of 1 To 10, It’s An 11. Jul. 20, 2022
2Forbes. Ninety-Six Percent Of Customers Will Leave You For Bad Customer Service. Jul. 12, 2020.
3Forrester. The State of Customer Obsession, 2023. Oct. 2, 2023.
4Forrester. Money On The Table: Proof That Customer Service Drives Revenue. Jan. 30, 2023. Combined incremental revenue across airline industry ($705M), auto/home insurance industry ($1B), and auto industry ($5B).
Are organizations prepared to leverage that impact?
53%
of contact center leaders lack the information to help The bottom line
agents better understand customer context1
• Inability to get support on customers’ terms are
leading to decreased engagement and brand
<10%
loyalty
of contact centers have agents reaching proficiency in • Manual tools and systems are leading to
fewer than two months2 reduced productivity and long case resolution
time
• Limited insights, reactive decision making, and
#1
priority is to reduce operating costs and boost
multi-vendor system complexities are leading to
high operational cost
productivity, according to business leaders3
1Forbes.
50 Stats That Prove the Value of Customer Experience. 2019.
2ProcedureFlow.The State of Contact Center Training. Jun. 2021.
3Customer Contact Week Digital. 2022 January: Market Study: State of Contact Center Technology. Jan. 27, 2022.
Where is Customer Service Automation deployed?
Contact centers
Are configured to communicate with customers across multiple channels including voice
telephony, web, mail, email, SMS, multimedia messaging, instant messaging, web chat,
social media and fax.
As contact centres spend more time interacting with customers in “social media like”
channels, some firms re-imagine their contact centres as customer engagement centres
Help Desks
Are usually associated with IT environments where assistance is offered to IT users.
Field Service
Service automation applied to field service operations involves technologies such as job
management, scheduling, mapping and spare parts management.
Is widespread in both B2C and B2B environments.
Customer Self-Service
Customer self-service is an attractive option for companies because it
transfers the responsibility and cost for service to the customer.
Customers who self-serve are much less likely to place demands on
contact-centre, call-centre, help-desk or field service staff.
Customers are typically more competent at self-serving when
transactions are involved (e.g. online banking); however, they are less
competent when problem-resolution is concerned
The impacts of AI in Customer Service
Customer Agent Supervisor Service Leader
“I want to access support “Outdated and manual “I don’t have the right visibility “I need digital tools
on my terms, through my agent tools and service and analytics to proactively and platforms that
preferred channel and get systems reduce my improve my service do more with my
answers quickly and efficiently.” productivity.” operations.” reduced budget.”
87% 85% 61% 84%
of brands say customers want digital tools to be of supervisors report of leadership believes
increasingly expect relevant, more agile, to automate daily a growth in call volume AI is the key to achieving
personalized information based tasks and make information and complexity3 their call centers’ growth
on their decision journey1 more accessible2 objectives4
1Deloitte.Want to pull ahead of the pack? Ramp up data-driven capabilities. March 2022.
2Microsoft. Microsoft Business Trends Survey 2023. According to 4,500 business decision makers (BDMs) in the United States, the United Kingdom, and Japan Customer care in 2022 and beyond.
3Microsoft. Microsoft Business Trend Index 2022. August 2022.
4CIO Insights. 2022 Trends: Discover the Future of Call Centers. December 2021.
Customer Service Personas and Use Cases
Capabilities that support each persona in Customer Service
Personalize service Make agents’ work Get proactive visibility Automate and
experience and connect more effortless with to maximize service augment to run the
through customer’s increased productivity operations business fast and lean
preferred channel and collaboration
Customer Agent Supervisor Service Leader
Resolve issues faster Increase customer
Engage on channel Make data-driven
with intelligent virtual acquisition and
of choice decisions
assistants revenue
Self serve with Assist with smart Gain visibility into trends Automate to drive
conversational AI recommendations and issues efficiency
Get 24/7 anytime Identify agent Scale with SaaS cloud
Get real-time context
support coaching opportunities solutions
Connect with the right Collaboration made Predict and plan for Simplify and lower
agent every time easier fluctuating needs costs
Engage on channel of choice Customer
Customer
Voice channels
Provide customers the choice and
convenience in connecting through Calls IVR
different digital engagement channels
Bots Social
Protect and personalize the experience
with biometric authentication and
analysis of speech patterns SMS Web
Mobile Live
Provide “co-assist” channels like video apps chat
conferencing, co-browsing or remote
assist capability Digital engagement channels
Self-serve with Conversational AI Customer
Customer
Voice channels
Provide intelligent conversational IVR
experiences in real time through natural, human- IVR
like interactions
Provide relevant answers immediately from
intelligent conversational bots that provide
solutions, using trusted websites and internal
documents
Improve customer satisfaction by resolving issues
with intelligent conversational capabilities
enhanced with generative AI capabilities
Personalize self-service with natural language Natural language processing Resolve issues with
interfaces for human-like interactions intelligent IVR
A person with a headset
Get real time context Agent
Agent
Real-time Real-time
transcription sentiment
Resolve issues faster using real-time transcription and & translation analysis
multi-lingual translation
Give agents the ability to steer conversations toward a Data
positive resolution with real-time sentiment analysis
Knowledge Multi-session
Increase agent effectiveness with AI-recommended
Colla
management Interface
Int el l
knowledge articles and highlight similar resolved cases
b
ige
orat
nc
ion
e
Provide a holistic view of customer data (history,
transcript, profile), activity timeline and ability to search
and collaborate in real time with other teams
Smart Holistic
assist customer
view
A person with a headset
Collaboration made easier Agent
Agent
Connect and expedite issue resolution with key contacts Beyond Organization*
and AI-suggested colleagues who have resolved similar
Organization
cases
Contact Center
Seamlessly access and share service records within the Product Component
organization Engineers Supplier
Peers Supervisor/
Easily interact and update records, manage tasks, and Experts
automatically capture notes from meetings Support Multi-directional
Swarming Ticket Exchange
Discover experts and quickly create a swarm for them to
come together and drive issue resolution
Make data-driven decisions Supervisor
Supervisor
Comprehensive Topic discovery highlights
omnichannel dashboards improvement opportunities
AI-driven analytics and key insights in
comprehensive and easy to view supervisor
dashboards
Insights into KPIs and trends to understand
overall state of the support experience at-a-
glance
Use of transcription and sentiment analysis of
conversations to train and coach agents
Get full visibility into support conversations
with alerts for conversations that may require
intervention
Transcription and sentiment Monitor, whisper, or join (“barge”)
analysis of conversations into an active conversation
Identify agent coaching opportunities Supervisor
Supervisor
View individual agent performance to overall
group KPIs and find coaching opportunities
Get full visibility into support conversations with
alerts for conversations that may require
intervention or barging in
Get actionable insights into how agents
and support topics are affecting organizational
KPIs
Review agent productivity improvements with a
detailed view by agent groups and the impact on
key support metrics
Topic discovery highlights
improvement opportunities
Increase customer acquisition and revenue Service Leader
Service
Leader
Track user behavior and data to identify optimal
engagement opportunities to improve CSAT and
reduce abandonment
Help customers navigate through the products and
drive up-sell and cross-sell revenue with personalized
offers from agents as well as intelligent virtual
assistants and chatbots
Proactively notify customers of special promotions
and updates and accelerate their purchase intent
Simplify and lower costs Service Leader
Service
Leader
Reduced labor, onboarding, and training costs from
automation of repetitive tasks
Highly accurate and sophisticated AI models to shape
customer service solutions that are continuously
learning from 1 billion+ consumers, staying ahead of
customer’s evolving needs
Drive operational efficiency while reducing technology
complexities, cost and time investment
Business Impact of Customer Service
KPIs for Customer Service Automation
Volumes received
Average queuing time
Average handle time (AHT)
Abandon rate
Average speed of answer
Response time
First call (or contact) resolution (FCR)
Self-service issue resolution
Benefits from Customer Service Automation
Enhanced service effectiveness
Enhanced service efficiency
Greater service agent productivity
Better agent work experience
Improved customer experience
Improved customer engagement
Improved customer retention
Attributes of Companies Renowned for Excellent Service
Customer service is pervasive:
It is everyone’s responsibility; it is neither delegated nor relegated to a single department
or function;
Their operations run smoothly with minimal product and service defect
rates, allowing them to focus on pleasing customers;
They are always looking for ways to improve;
Customer service lies at the heart of the value proposition;
They build personal relationships with customers;
They employ the latest tech to:
Allow their customers to interact with them more conveniently;
Develop a profound understanding of what customers need and want;
Track activities and processes that influence customer experience.
Customer Service SaaS Market
Gartner Magic Quadrant for the CRM Customer Engagement
Center
Magic Quadrant for the CRM
Customer Engagement Center
October 2024
Read the report
Read the report
This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the
entire document. The Gartner document is available upon request from Microsoft.
Gartner, Magic Quadrant for CRM Customer Engagement Center, Pri Rathnayake, Wynn White, Drew Kraus, 1 November 2023.
Gartner is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and Magic
Quadrant is a registered trademark of Gartner, Inc. and/or its affiliates and are used herein with permission. All rights reserved.
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology
users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the
opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties,
expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
IDC Marketscape for Service Life-Cycle Management Platforms
IDC MarketScape
October 2023
IDC MarketScape vendor analysis model is designed to provide an overview of the competitive
fitness of ICT suppliers in a given market. The research methodology utilizes a rigorous scoring
methodology based on both qualitative and quantitative criteria that results in a single
graphical illustration of each vendor’s position within a given market. The Capabilities score
measures vendor product, go-to-market and business execution in the short-term. The Strategy
score measures alignment of vendor strategies with customer requirements in a 3-5-year
timeframe. Vendor market share is represented by the size of the icons.
.
