1、RESTRICTED DISTRIBUTION1 2023 Gartner,Inc.and/or its affiliates.All rights reserved.2023 Gartner,Inc.and/or its affiliates.All rights reserved.This presentation,including all supporting materials,is proprietary to Gartner,Inc.and/or its affiliates and is for the sole internal use of the intended rec

2、ipients.Because this presentation may contain information that is confidential,proprietary or otherwise legally protected,it may not be further copied,distributed or publicly displayed without the express written permission of Gartner,Inc.or its affiliates.Top 3 Strategic Priorities for Heads of Cus

3、tomer Service&SupportLeadership Vision for 2024RESTRICTED DISTRIBUTION2 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Leadership Vision for Heads of Customer Service&Support in 2024The evolution of service within product experiences,new advanced AI capabilities and rising customer expec

4、tations for self-service are shaping how the best organizations will manage customer service and support in 2024.In this context,the 2024 top priorities for heads of customer service and support are:Identifying customer experience moments that impact customer value Aligning the myriad reasons for cu

5、stomer requests with the best-fit service capabilities Finding new ways to deliver value in customer interactionsUse this Leadership Vision research to stay ahead of major trends and tackle priorities in the coming year.Its effectively the“storyline”to help steer strategy and discussion with peers a

6、nd other leaders,and it will help set the stage for consistent messaging.Key questions addressed:What are the major trends affecting heads of customer service and support?What are the top priorities for heads of customer service and support?What actions should the heads of customer service and suppo

7、rt take now to be successful?RESTRICTED DISTRIBUTION3 2023 Gartner,Inc.and/or its affiliates.All rights reserved.A Need to Clarify the Vision:Customer ServiceDivergence in strategies creates fractured views of the organizations ambitions and goals.Do we resolve issues,or do we deliver value?Are we a

8、 digital function,or are we a contact center?Are we part of the product experience,or do we just fix it when its broken?Source:GartnerRESTRICTED DISTRIBUTION4 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Service Experiences Are Becoming Indistinguishable From Product ExperiencesCompani

9、es are increasingly building products that incorporate customer service in product design and life cycle.Illustrative Product Life Cycle That Embeds Service Within the ProductCustomer JourneysCustomer Experience Through Service and SupportPurchaseReceiveOnboardUseDeepenRepurchase Transact Product Un

10、derstanding Promotion Requests Billing Issues Order Management Tracking Details Warranty and Defects Returns Issue Resolution Value Add Feature Assistance Nest Best Action Proactive Engagement Relationship Building Promotions Up/Cross Sale Transact Product Understanding Promotion Requests Billing Is

11、sues Adoption How-To Learning Product Requests CommunityRESTRICTED DISTRIBUTION5 2023 Gartner,Inc.and/or its affiliates.All rights reserved.39%24%6%31%11%28%6%55%0%30%60%Shifts in Customer Behaviors Are Raising Expectations for Self-Servicen=6,138 customersSource:2023 Gartner State of the Customer S

12、urveyIf I cant find an answer myself onlineIf I call and have to wait on hold for too longIf I cant find an answer from the first person I reachIf I cant find an answer after contacting multiple peopleGen ZBoomersForty percent of Gen Z customers will abandon a service issue if they cant resolve it o

13、n their own.Likelihood of Giving Up on Resolution Service IssueRESTRICTED DISTRIBUTION6 2023 Gartner,Inc.and/or its affiliates.All rights reserved.AI and Automation Are Accelerating the Ability to Self-Serve on More Complex Contacts17%18%19%24%25%26%27%36%38%40%43%52%58%0%30%60%Billing DisputeChange

14、 in Product/ServiceInformation on Product/ServiceRegistration/ActivationComplaintCheck StatusAccount ChangesTroubleshootingFeedbackPayment/TransactionAccount InformationOrder/PurchaseReturn/CancellationSimple IssuesComplex IssuesThe potential for displacing assisted service activities is greater as

15、enterprises focus AI initiatives on improving the customer experience.Resolution by Service Issue Types for Chatbot UsersPercentage of Respondentsn=497 customersSource:2023 Gartner State of the Customer SurveyRESTRICTED DISTRIBUTION7 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Identif

16、y Moments in the Customer Experience That Impact Customer ValueOrganizations must know which moments are likely to erode value versus add value.Customer Experience MomentsEncounter Outdated PolicyDont Understand ProceduresIdentify Product DeficiencyLearning How to Use ProductConfused by Communicatio

17、nsCompleting a New TransactionAdvocating to Other CustomersOptimizing Use of the ProductMoments That Erode ValueEncounter outdated policyIdentify product deficiencyDont understand proceduresConfused by communicationsMoments That Add ValueCompleting a new transactionLearning how to use productOptimiz

18、ing use of the productAdvocating to other customersSource:GartnerRESTRICTED DISTRIBUTION8 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Align the Myriad Reasons for Customer Requests With the Best-Fit Service CapabilitiesIssue%Self-ServiceAssisted ServiceWebsiteChatbotMobile AppIVRPhone

19、EmailWeb ChatTroubleshooting15%BestAverageAveragePoorBestPoorAverageOrder/Purchase11%BestAverageBestPoorAveragePoorAveragePayment/Transaction11%BestAverageAverageBestAveragePoorAverageInformation on Product/Service10%BestBestBestPoorBestPoorAverageComplaint7%AverageAveragePoorPoorBestBestBestReturn/

20、Cancellation7%BestBestAveragePoorAverageBestBestThe reason for a customer to need customer service drives their entire experience and must be addressed at first point of contact.Illustrative Issue-to-Channel Mapping ExerciseSource:GartnerRESTRICTED DISTRIBUTION9 2023 Gartner,Inc.and/or its affiliate

21、s.All rights reserved.Find New Ways to Deliver Value in Customer InteractionsWith fewer assisted service interactions,customer service organizations are limited to complex,potentially high-value moments.Evolution of Service and SupportThe“Productivity”EraThe“Effortless”EraThe“Loyalty”EraReactive and

22、 ResponsiveDisloyalty and Defection MitigationImproving Loyalty and RevenueService Focus:Efficiency Productivity ConsistencyService Focus:Customer Experience Issue ResolutionService Focus:Loyalty Growth Proactive ResolutionGoal:Leave the customer with a positive perception of the service interaction

23、.Goal:Leave the customer with a positive perception of the product and company.Source:GartnerRESTRICTED DISTRIBUTION10 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Longer TermEliminate Value-Eroding Issues Upstream to Drive Better Customer Experience OutcomesBenefit Realization Timelin

24、eImmediateScope of Economic ImpactIncome StatementBudgetIncrease Customer Lifetime ValueIncrease Customer Product and Service AdoptionEliminate CostService organizations must use their understanding of the customer to gain influence across other areas of the business and product.Source:GartnerRESTRI

25、CTED DISTRIBUTION11 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Shift Contacts From Assisted Channels to Self-Service Using Knowledge ManagementCostScaleImprovement requires shifting knowledge to self-service resources,including third-party channels and the product itself.Redistribute

26、 Customer Demand from 1:1 to Many:ManySource:GartnerIn-App/In-Product SupportThird PartyCommunities and Social MediaWebsiteSelf-ServiceLive Service and SupportSelf-ServiceMany:1Many:ManyMany:Many1:Many1:1RESTRICTED DISTRIBUTION12 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Build Data

27、and Analytics Capabilities for Customer Engagement and Value CreationReal-Time Agent AssistCustomer Journey OrchestrationAutomatic Issue ResolutionAutomatic Recommendations(NBA)Horizon 3Shape the PresentHorizon 2Predict the FutureHorizon 1Learn From the PastUse cases associated with:RevenueCostCusto

28、mer Experience(CX)Avoid Next IssueForecast DemandPredict Customer IntentPredict EscalationsPredict SentimentPredict Churn/LTVPredict Customer HealthPersonalized InteractionsMonitor PerformanceAgent QAAnalyze CSATAnalyze DemandUpsell/Cross-SellAutomatic Offers(NBOs)Personalized Content CurationReal-T

29、ime Fraud DetectionService organizations must maximize business value by using data to drive engagement.Opportunity Horizon for Customer Service and Support AnalyticsSource:GartnerRESTRICTED DISTRIBUTION13 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Leadership Vision SummarySource:Gar

30、tnerRedefine the mandate of customer service and support beyond a singular focus on resolution to a broader focus on customer engagement.Center for Customer EngagementAn organization focused on using customer understanding to collaborate with business partners and drive value throughout the full cus

31、tomer experienceEliminate value-eroding issues upstreamShift assisted contacts to self-serviceBuild strategy around customer valueChallenge:Identifying customer experience moments that impact customer value Challenge:Aligning scalable resources to the myriad reasons for customer requestsChallenge:Fi

32、nding new ways to deliver value in customer interactions that remainRESTRICTED DISTRIBUTION14 2023 Gartner,Inc.and/or its affiliates.All rights reserved.eBook Transform Your Customer Service Experience With Channel AlignmentLearn how to create horizontal customer journeys that will help you improve

33、your customer service experience.Download eBookActionable,objective insightPosition your organization for success.Explore these additional complimentary resources and tools for HR leaders:Already a client?Get access to even more resources in your client portal.Log InToolWhat Is the Customer Service&

34、Support Score?Evaluate the effectiveness of your customer service and support function using objective,peer-based performance standards.Learn MoreReportChallenges of Generative AI in Customer Service Workforce Planning Learn how to adapt your workforce strategy to embrace the transformative influenc

35、e of generative AI technology.Download ReportTemplateCreate a Customer Service Strategic Plan Download your Customer Service Strategic Plan template and learn how to develop a clear,concise and measurable customer service strategic plan.Learn MoreRESTRICTED DISTRIBUTION15 2023 Gartner,Inc.and/or its

36、 affiliates.All rights reserved.How Gartner Helps Customer Service Leaders Adapt and Stay AheadHow Gartner Helps Customer Service Leaders Adapt and Stay AheadDiagnose current state:Document reviews by experts to assess your current channel strategy and help identify gaps.Develop your plan:Work with

37、experts to help develop your seamless channel strategy,roadmap and investment strategy.Execute and drive change:Optimize your channel strategy for seamless customer journeys.Diagnostics and benchmarksGuides and toolkitsExpert inquiryExpert researchCase studies and best practicesPeer connectionsLive

38、eventsWebinars and online learning eventsAssess the current state of your service function with the Gartner Customer Service&Support Score for objective,peer-based performance standards.Document reviewsCustomer service and support organizations have historically operated as a cost center with a mand

39、ate to fix whats broken.Gartner can help transform organizations beyond a focus on issue resolution and establish themselves as a center for customer engagement.Schedule an inquiry with a Gartner expert to discuss:How can we apply this vision to our specific organization?How do I get buy-in and buil

40、d the business case for my vision?What pitfalls do I need to consider with such a transformation?Who should I work with first when trying to take action against the visions recommendations?Leverage Gartner Technology Trends in Customer Service&Support to see how well your organization has kept up wi

41、th technologies necessary to build new customer engagement capabilities.Accelerate your transformation by understanding the key Data and Analytics Trends and Opportunities for Customer Service.Improve organizational effectiveness by learning how to Break Down Channel Silos.Design service activities

42、that Boost Customer Loyalty Through Value Enhancement.How Gartner supports you as a client:*Bolded resources are available for clients only.RESTRICTED DISTRIBUTION16 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Click to edit titleRESTRICTED DISTRIBUTION16 2023 Gartner,Inc.and/or its af

43、filiates.All rights reserved.Connect With UsGet actionable,objective insight to deliver on your mission-critical priorities.Our expert guidance and tools enable faster,smarter decisions and stronger performance.Contact us to become a client:U.S.:1 855 811 7593International:+44(0)3330 607 044Become a ClientLearn more about Gartner for Customer Service&S connected to the latest insightsRESTRICTED DISTRIBUTION16 2023 Gartner,Inc.and/or its affiliates.All rights reserved.CM_GBS_2559607