eGain Corporation · NASDAQ:EGAN
eGain — Conference Presentation (July 2013)
36 slides from eGain's conference presentation, July 2013
Slide 1: Engage or Perish: Hot Trends and Innovations in Consumer Engagement
Engage or Perish: Hot Trends and Innovations in Consumer Engagement Engage or Perish: Hot Trends and Innovations in Consumer Engagement Engage or Perish Hot Trends and Innovations in Consumer Engagement
Slide 2: Era of customer engagement begins.
Era of customer engagement begins.
Slide 3: Social communications revolution
Social communications revolution Impacts all institutions. Business among them.
Slide 4: Conversation prism
conversation prism [ Source: Brian Solis ]
Slide 5: Era of customer engagement
Era of customer engagement CRM is now a mature part of company strategies, programs. $5.60 on the dollar per CRM program reviewed. [Nucleus Research] Social channels are part of multichannel strategy. Beyond experimentation in social media to fully integrated multi-channel perspective. 64% of compan
Slide 6: The social customer
The social customer
Slide 7: Who is the social customer?
Who is the social customer? Savvy using social channels. Trusts differently than used to. Communicates with peers. 65% find peers most trusted source [Edelman 2013 Trust Barometer] Communicates with companies in comfortable channels. Gets what they want. 20% use Twitter for customer service [Colloqu
Slide 8: Multichannel, cross channel
multichannel cross channel =
Slide 9: Customer intimacy is foremost on CEOs' minds
Customer intimacy is foremost on CEOs’ minds. 88% of all CEOs, and an outstanding 95% of Standouts, picked getting closer to the customer as the most important dimension to realize their strategy in the next 5 years. These CEOs are convinced they must not only stay connected (or reconnect) with cust
Slide 10: Customer engagement: What is it?
Customer engagement: What is it?
Slide 11: Not
Not Not marriage. Not advocacy. Not loyalty. Not consistently the same level. Not determined by the amount of time or effort a customer makes.
Slide 12: Definitions
Definitions Vendors/ Suppliers Proactive involvement. Partners/ Channels Company External Agencies [Peppers & Rogers] EVC Part of personal value chain intersects enterprise value chain Customer “(Online engagement) is an estimate Friends Family of the degree and depth of visitor interaction on the s
Slide 13: What is it?
What is it? Ongoing active interrelationship between Vendors/ Suppliers company and customer. Customer self-selection = control Partners/ Channels Company External Agencies Engagement levels vary. EVC Casual to intense. Part of personal value chain intersects Infrequent to frequent. enterprise value
Slide 14: What is it?
What is it? But remember engagement isn’t only Vendors/ Suppliers determined by immediate interaction Other factors impact interaction Partners/ Channels Company External Agencies Company has enterprise value chain. EVC Vendors/Suppliers. Partners Part of personal value chain intersects enterprise v
Slide 15: Era of customer engagement
Era of customer engagement Customers self-select experiences. Customer has products, services, tools and consumable experiences to sculpt the experience they want to have with companies. They look for highly personalized interactions. They want to feel valued. They want to know that you “know” them
Slide 16: Bad customer engagement
Bad customer engagement Bad use of gamification by the otherwise popular GetGlue. I think Radiohead sucks!
Slide 17: The company side of the engagement story
The company side of the engagement story
Slide 18: Company concerns
Company concerns Experience. Making experience seamless regardless of channel. Expectations. Recognizing the customer will be expecting the best results s/he had in all channels. Costs. Knowing costs of trying to provide all that a customer wants is incredibly high. Priorities. How to prioritize the
Slide 19: Company preparation
Company preparation Expectations. Meet customer expectations, if reasonable. Reactions. Don’t react to everything. Relationship. Treat customer as a partner, not a client. Value. Involve customer as extension of company Recognize customers and your idea of (community retailing). value are not the sa
Slide 20: Systems of engagement
Move past purely transactional systems. Systems that encourage customer involvement with company at level that customer chooses. Based on: Interactions. Collaboration. Community. Rich media. Usability. Open access. Systems of Immediacy. engagement Insight and analysis.
Slide 21: Systems of engagement
Needs to: Record transactions. Automate operational processes. Capture data. Analyze data. Scale appropriately. Also needs to: Create interactive environment for customers Capture conversations Record real-time interactions Optimize responses in real-time Capture feedback Provide feedback Systems of
Slide 22: The Philadelphia Flyers
@ The Philadelphia Flyers
Slide 23: Delivering the engagement
Delivering the engagement The overarching strategy Engage the fans all ways Know each fan’s individual lifestyles to customize accordingly Measure, measure, measure, learn, learn, learn Use all channels but focus on the interaction, not the channel Two programs How You Doin’? Early Birds
Slide 24: Delivering the engagement
Delivering the engagement Flyers’ Fan Engagement Program “The How You Doin’? Program is the culture of this organization. We are always making sure that we aren’t just implementing software, but are embedding the philosophy and outlook into everything we do internally and externally.” - Shawn Tilger
Slide 25: Delivering the engagement
Help drive renewals Delivering the engagement How You Doin’? Program All staff at both HQ and Wells Fargo Center trained to: Greet everyone who comes into stadium Answer questions for all comers To go above and beyond for customers Staff are rewarded for their success at transmitting the experience
Slide 26: Delivering the engagement
Delivering the engagement How You Doin’ - Facebook How You Doin’ – Linkedin
Slide 27: 87% of all fans greeted
Doin’ Fine! 87% of all fans greeted 97% were highly satisfied
Slide 28: Delivering the engagement
Delivering the engagement BECOME A 2013-14 EARLY BIRD! ACCESS 10 THE BBO CHOICE OF GIFT EXCLUSIVE EVENTS & BENEFITS A PLAN FOR EVERY FAN! zor EARLY BIRD RENEWAL Hg 1 2004 ja Zep, SE Wee 12m Mee 627° be 31s VVVVss[s Worst eicmh driv tien tant toe Pepirrt eames ne: THERE ARE 5 EASY WAYS W RENEW UHUINE
Slide 29: Delivering the engagement
Delivering the engagement Cool or not, this is still a business decision that needs to see a return Went to incentives based program
Slide 30: Delivering the engagement
Delivering the engagement The Early Bird Game Plan: Seasons Ticketholder Renewals & Acquisitions Client development department Account reps assigned hundreds of accounts each Interact with seasons ticketholders via channels they communicate in – phone, email, social, mobile Use Turnkey to analyze al
Slide 31: Delivering the engagement
Delivering the engagement The spot event – 2-3 stars They book the Hall of Fame Room at Wells Fargo Center for happy hour Season’s ticket holders From ice cream, to ice cream, beer, wine, snacks Renew today
Slide 32: Delivering the engagement
Delivering the engagement The engagement Customers felt that they were getting personal attention in a room that also reminds them of the team’s rather storied history. They get food and drink – which really isn’t a lot but the combination makes the wavering ticket holders feel good. “You don’t have
Slide 33: Delivering the engagement
Delivering the engagement Renew TODAY to become an Early Bird for the 2013-2014 scason. ‘The Geadlines are quickly approaching. Don't waitt Contact your Client Development Executive {Menge Name} at {phone number} or email address}. MyFlyerslickets.com 215.218 4FAN(4326) COMCAST SecuccR —- WETS FAROO
Slide 34: The Results?
Delivering the engagement The Results? From 2010 through 2012, seasons ticket renewals were up more than 1000 from the previous year.
Slide 35: The Steps
Delivering the engagement The Steps Develop an engagement strategy Define what you’re going to need to do and to have As you get what you need to have, start doing what you need to do Flyers case Strategy Using the channels that make sense and provide a return Customer knowledge – KEY segment: KEY i
Slide 36: Paul Greenberg
Author. Paul Greenberg CRM at the Speed of Light (4th Edition) Managing Principal. The 56 Group, LLC the56group.typepad.com Managing Partner/CCO. BPT Partners @pgreenbe EVP. National CRM Assn. Named to CRM Magazine CRM Hall of Fame 2010 Named #1 CRM Blogger 2005, twice in 2007 by TechTarget and Insi