eGain Corporation · NASDAQ:EGAN

eGain — eGain webinar: Online Customer Engagement and Conversion (March 2011)

45 slides from eGain's conference presentation, Mar 9, 2011

  1. Slide 1: Online Customer Engagement and Conversion

    Online Customer Engagement and a d Conversion Co e s o Top Trends and Next Practices for 2011 Don Muchow Product Marketing g Manager, g , eGain March 9, 2011 eGain Confidential © eGain Communications Corporation. All rights reserved.

  2. Slide 2: Agenda

    Agenda  About eGain  Online O li engagementt and d conversion lifecycle  Next practices  Next steps p  Q&A © eGain Communications Corp. All rights reserved. Slide 2

  3. Slide 3: About eGain

    About eGain  What we do  Customer Interaction Hub software • Multichannel interaction management • Knowledge management • Web customer service  Cloud, on-site, or hybrid deployment  Who we are  Founded in 1997  HQ in Mountain View, CA, USA • Offices in EMEA and India Slide 3

  4. Slide 4: Gartner MQ leader 3 years in a row

    Gartner MQ leader 3 years in a row in eService Suites or Web Customer Service 2008 2009 2010 Most visionary in 2010 Slide 4

  5. Slide 5: Rated #1 two years in a row by Forrester

    Rated #1 two years inrated Consistently a row by #1Forrester by Forrester Source: Forrester Wave and Market Overview Reports (2005-2010) Slide 5

  6. Slide 6: Blue-chip clients and partners

    Blue-chip clients and partners Slide 6

  7. Slide 7: eGain CIH Platform and Applications

    eGain CIH Platform and Applications eGain Social eGain Web eGain Unified E perience Experience Customer Contact Suite Experience Center Suite Suite Social Customer Multichannel S Service i Proactive Service Interaction External Systems Management - Communication - Content Reputation - CRM Management

  8. Slide 8: Agenda

    Agenda  About eGain  Online O li engagementt and d conversion lifecycle  Next practices  Next steps p  Q&A © eGain Communications Corp. All rights reserved. Slide 8

  9. Slide 9: Online engagement and conversion lifecycle

    Online engagement and conversion lifecycle Inform Engage Convert Brand Harvest Optimize © eGain Communications Corp. All rights reserved. Slide 9

  10. Slide 10: Agenda

    Agenda  About eGain  Online O li engagementt and d conversion lifecycle  Next practices  Next steps p  Q&A © eGain Communications Corp. All rights reserved. Slide 10

  11. Slide 11: Engage

    Inform Engage Convert Brand Harvest Optimize © eGain Communications Corp. All rights reserved. Slide 11

  12. Slide 12: Engage: Reach

    Engage: g g Reach  Pull customers to website  Multimedia advertising, SEO, etc  Push-market to existing and prospective customers  Unified, multichannel outbound marketing  Point-of-service marketing to existing customers with unified context across channels

  13. Slide 13: Engage: Greet

    Engage: g g Greet  Chatbots are a standout way to greet and escort  Personalized  T2T, S2T, T2S, S2S  Multilingual natural language p processingg  Domain knowledge  E Emotional ti l and d cultural lt l intelligence i t lli

  14. Slide 14: Engage: Escort

    Engage: g g Escort  Push pages  Give website tours  Escalate to live agents with complete context

  15. Slide 15: Engage: Brand

    Engage: g g Brand  Brand-aligned chatbots  Model after spokesmen used in other media  Align with brand personality • Buttoned-down chatbot not appropriate for fun brands  Brand-aligned engagement  “Attack chat” not appropriate for non- intrusive retail service brands  Consumer tech or youth-fo

  16. Slide 16: Engage: Client success

    Engage: g g Client success  Client: Leading US insurance company  Solution: eGain Chatbot  Results:  Perceived usefulness up 11% (48% to 59%)  Insurance application onboarding up 26%  Page abandons down by 50%

  17. Slide 17: Engage: Client success

    Engage: g g Client success  Client: Leading global telco  Solution: eGain Chatbot  Results:  Engages customers immediately  Reflects brand’s “gadget” image  72% said getting answer was Very Easy or Easy  80% of queries resolved on first web visit • Others offered context-aware escalation to c

  18. Slide 18: Engage: Client success

    Engage: g g Client success  Client: Financial services company in Japan  Solution: eGain Chatbot  Results:  Reinforced respectful, p , service- oriented brand through emotion, gestures  Increased c eased adoption adopt o oof web eb as service channel 14%  Improved customer loyalty 17%

  19. Slide 19: Inform

    Inform Engage Convert Brand Harvest Optimize © eGain Communications Corp. All rights reserved. Slide 19

  20. Slide 20: Inform: Unify

    Inform: Unify y  Use a “hub” to unify t t d content trusted t t across Yes, you can use Quickbooks channels with your online banking account.  The web is multichannel byy itself  Customers lose trust when content is fragmented and inconsistent

  21. Slide 21: Inform: Federate

    Inform: Federate  Federate across enterprise, community, social, and web content  Label appropriately for easy identification of “trust” level in search results

  22. Slide 22: Inform: Guide

    Inform: Guide  Provide “multisearch” navigation  Consumers used to searching  FAQ, topic tree, guided help all behind simple search box  GPS-style, multifaceted navigation eliminates search black holes

  23. Slide 23: Inform: Publish

    Inform: Publish  Publish proactively to web site, community, social, and outbound channels  Single-sourced, multichannel publishing key to building information trust Online Mobile Unified Knowledge Base Contact Center S i l Social

  24. Slide 24: Inform: Brand

    Inform: Brand  Align UI templates with the rest of your website  Avoid vendor-mandated, “one size fits all” templates  Align escalation with brand strategy  High-touch brands should make contextual escalations easy Slide 24

  25. Slide 25: Inform: Client success

    Inform: Client success  Client: Leading US bank  Solutions: eGain SelfService, eGain C Community, it eGain G i Social S i l  Results:  1st-time answer up 17%  Search time down 28%  “This answered my question” = 86% Slide 25

  26. Slide 26: Inform: Client success

    Inform: Client success  Client: Leading beverage company  Solutions: eGain SelfService, eGain Widgets  Results:  Brand-aligned look and feel  Return visits to website were for promoted products Slide 26

  27. Slide 27: Convert

    Inform Engage Convert Brand Harvest Optimize © eGain Communications Corp. All rights reserved. Slide 27

  28. Slide 28: Convert: Offer

    Convert: Offer  Go beyond proactive chat  Marketing, sales, and service offers  Design offers with input across marketing, sales, and service, as well as distribution channels (for B2B2C)  Contextual examples  Proactive service for high value customers  Proactive chat or cobrowse: • Customers

  29. Slide 29: Convert: Collaborate

    Convert: Collaborate  Reduce online abandonment with real-time help  Transform phone and chat with concurrent cobrowse  Guide with joint form-filling, online shopping  Look for true cobrowsing © eGain Communications Corp. All rights reserved. Slide 29

  30. Slide 30: Convert: Brand

    Convert: Brand  Premium brands  Faster response time for service offers  Less multichat for agents  “Free shipping” better than “clearance sale”  Discount brands  Price promotions common  More self-service engagement and conversion (e.g. proactive chatbot rather than agent) to preserve margin

  31. Slide 31: Convert: Client success

    Convert: Client success  Client: Major US bank  Solutions: eGain Offers, eGain Chat, eGain Chatbot  Results:  19% more credit card conversions  96% success answering questions  Exceeded response time goals  Superior cross-channel experience  Context-aware escalation from chatbot to agent cha

  32. Slide 32: Convert: Client success

    Convert: Client success  Client: Leading financial services company  Solution: eGain Chat, eGain Multibrowse  Results:  Completed applications up 12%  Retention up year over year since the launch  75% of high-value transactions now occur online Slide 32

  33. Slide 33: Optimize

    Inform Engage Convert Brand Harvest Optimize © eGain Communications Corp. All rights reserved. Slide 33

  34. Slide 34: Optimize: Create offers

    Optimize: p Create offers  Types  Channels  Interaction points  Sample scenarios  Customer value  Shopping basket value  “Problem” pages p g Slide 34

  35. Slide 35: Optimize: Measure

    Optimize: p Measure  Compare results  Track seasonal and demographic trends  Check conversion rates Slide 35

  36. Slide 36: Optimize: Refine

    Optimize: p Refine  Construct A/B campaigns  Re-offer on success, failure, ignore  Try same offer on different page, or different offer on same page  Refine based on test results

  37. Slide 37: Optimize: Client success

    Optimize: p Client success  Client: Big box retailer  Solutions: eGain Offers, eGain Mail, eGain SelfService, eGain Multichannel Analytics (MCA)  Results:  Escalations down  Negative ratings down  $9M total annual savings

  38. Slide 38: Harvest

    Inform Engage Convert Brand Harvest Optimize © eGain Communications Corp. All rights reserved. Slide 38

  39. Slide 39: Harvest: Identify

    Harvest: Identify y  Identify and authenticate across traditional and social channels  Leverage CIH for intelligence  P Personalize li

  40. Slide 40: Harvest: Service

    Harvest: Service  There’s no harvesting without good service  A Customer Interaction Hub enables 360° view across web, social and contact center social,  Superior, consistent customer experience across channels  Platinum customer means platinum service everywhere  Same answer to same question 

  41. Slide 41: Harvest: Monetize

    Harvest: Monetize  Keep building customer intelligence  Point-of-service marketing (proactive service)  Unified outbound notifications with embedded contextual offers: email, SMS and voice  Proactive contextual online offers when customer is on web site  Point-of-service marketing (reactive ser

  42. Slide 42: Agenda

    Agenda  About eGain  Online O li engagementt and d conversion lifecycle  Next practices  Next steps p  Q&A © eGain Communications Corp. All rights reserved. Slide 42

  43. Slide 43: Next steps

    Next steps For more information  E il [email protected] Email i f @ i  Call 1-800-821-4358 (US) or +44 (0)1753 464748 (International)  Sign up at: p g http://www.egain.com/slaas/  Zero-risk way to improve operations and innovate  No contract  Strictly pay for value  Cloud-based for rapid trial w

  44. Slide 44: Agenda

    Agenda  About eGain  Online O li engagementt and d conversion lifecycle  Next practices  Next steps p  Q&A © eGain Communications Corp. All rights reserved. Slide 44

  45. Slide 45: © eGain Communications Corporation. All Rights Reserved.

    © eGain Communications Corporation. All Rights Reserved. Slide 45

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