Transcription
Achieving The Effortless MemberExperienceJustin DiPietro, COO and Co-Founder, Glia
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Achieving The Effortless MemberExperienceJustin DiPietro, COO and Co-Founder, Glia
Achieving The EffortlessMember ExperienceGlia Webinar in partnership with CallahanJune 27th, 2019 Glia Inc. Confidential
9Your HostJustin DiPietro, Co-Founder & COO Co-Founder of Glia, where he is responsible Glia Inc. Confidentialfor product strategy and direction and day today operations. Prior to Glia, he worked as a consultant withtop enterprises on customer and technologystrategy.
10Agenda3 Glia Inc. Confidential124EffortlessExperienceAbout Glia Digital-First Communication On Screen Near Screen callsMember Effort What is Loyalty 3 Findings A new Metric Digital DisloyaltyKey Takeaways
About Glia Glia Inc. Confidential
Introducing Glia Glia Inc. Confidential12Glia cellsGlia platform Glue all neurons together Glue all channel options together Support all communication within the brain Support all communication with Members Make cognitive function possible Makes modern Member experience possible
Our Vision is to combine thehuman touch with technologyto create thebest member experiences. Glia Inc. Confidential
14 Glia Inc. ConfidentialCase Study:“Glia enables us to serve ourMembers more effectively,more efficiency and providea much better MemberExperience overall.”137%Increase160%IncreaseIn CoBrowsing usageyear-over-yearIn digital engagementinteractions year-over-yearGreg SmithPSECU President
Member EffortA New Way to think aboutMember Experience Glia Inc. Confidential
Glia Inc. Confidential16The EffortlessExperienceMatthew Dixon, Nick Toman, Rick DelisiConquering the New Battleground forCustomer Loyalty
What is Loyalty? Glia Inc. Confidential17Wallet sharingRepeat BusinessMember Advocacy
Glia Inc. Confidential18Finding 1:Blinded by Delight
Glia Inc. Confidential19Finding 1: Blinded by Delight
Finding 2:CSAT LoyaltyConfidential2
Glia Inc. Confidential21Finding 2: CSAT Loyalty
Glia Inc. Confidential22FINDING 3:Decrease Disloyalty
Glia Inc. Confidential23Finding 3: Decrease Disloyalty
Glia Inc. Confidential24Customer Effort
Effortless ExperiencesWebsites and Apps as theultimate branches and digital-firstengagement Glia Inc. Confidential
26There are 2 ways to communicate today Glia Inc. rience:Dial a Phone NumberPhone TreesVerbalInitiation:Connection:Experience:Click to Messageand TalkBusiness LogicVisualDigital-First
50% of Member Communication is Still Legacy PhoneB2B Communication(Colleagues)C2C oomFaceTime WhatsApp MessengerCompanies*Gartner, Plan Now for Critical Shifts in Member Interaction PatternsIndividualsMembersPhoneCredit UnionsAnalogSkypeB2C Communication(Members)DigitalSlackDigital Glia Inc. Confidential27
28But Members are rarely just calling on the phone80% Glia Inc. Confidentialof all phonecallsOn-ScreenNear-ScreenOff-ScreenCallers that are on a website/appwhen they place a callCallers that could be directed toa website/app during a callCallers that cannot access awebsite/app during a call80% of all phone calls20% of all phone calls.and increasing*Glia Members and CEB, The Effortless Experience
29 Glia Inc. ConfidentialAvoid ChannelSwitching
Glia Inc. Confidential30The Change Must Happen NOW!1Members are already digital with their Friends, Familyand Colleagues.2Businesses are rapidly following suit in order tomeet members where they are.3Digital Member Service deliversEffectiveness, Efficiency and Experience (no compromises)
Glia Inc. Confidential31Phone-First vs. Digital-First
Glia Inc. Confidential32Phone-First vs. Digital-FirstDisloyalty DriverPhone-FirstDigital-FirstMore than 1 contact toresolveMembers must call in eachtime a point of friction occursNext issue avoidance, agent canteach member how to resolvetheir own issues in the futurewithout reaching out foradditional helpGeneric serviceCan’t get on the same page,must rattle off generic FAQtype responses and hope onesticksConnect with a specialist whoknows what the member islooking for and sees the memberis already authenticatedRepeating informationWithout context from previousagent, member is forced torepeat their issue over andoverMembers can be transferredseamlessly between agents whilemember information is storedand transferred to new agentshave context going into theinteractionPerceived additional effortto resolveWithout next issue avoidanceor live observation, membernever learns how to workthrough their inquiry, makingadditional future engagementsseem tedious and difficultNext issue avoidance eliminatesthe perceived effort needed tosolve an inquiryTransfersPlaced on hold and forced torepeat themselves over andover againSimple, seamless, low effort
Key Takeaways Glia Inc. Confidential
Glia Inc. Confidential34Key TakeawaysMember EffortEffort needed to solve a problem or obtain service onlineEffortless ExperiencesDigital DisloyaltyLoyaltyDigital-First CommunicationOn Screen Near Screen CallsMembers willing to expand upon:Wallet share - how much members are spending?Repeat business - are they coming back?Member Advocacy - are they recommending your business?Member Effort Score“The new metric” which impacts:Member Loyalty - are your members sticking around?Member Experience - are your members happy post engagement?Member Expansion- are you members increasing their wallet share?
Thank You!Contact Us: Justin@glia.comwww.glia.com Glia Inc. Confidential
*Glia Members and CEB, The Effortless Experience On-Screen Callers that are on a website/app when they place a call Near-Screen Callers that could be directed to a website/app during a call Off-S
