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THE DIGITAL AGE IS CAUSING CUSTOMER DEFECTION:
10PRINCIPLESFOROMNI-CHANNELSUCCESS
FIFTH QUADRANT PRESENTS
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
Stephanie Bauer HEAD OF CONSULTING
Steve Nuttall HEAD OF CX RESEARCH
PRESENTED BY
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
Contents
OMNI-CHANNELEXPERIENCE
CUSTOMERCHANNELPREFERENCERESEARCHINSIGHTS
OMNI-CHANNELEXPERIENCE
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
DRIVERSOFOMNI-CHANNEL
STRATEGY
OMNI-CHANNEL EXPERIENCE
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
ALIGNEDTOCORPORATESTRATEGY
CUSTOMEREXPERIENCESTRATEGY BRAND
CUSTOMERDATASOVEREIGNTY
UniqueCustomerValueProposition(s)CustomerExperienceJourneyCustomerExperienceOutcomes
INNOVATION
CUSTOMEREXPERIENCEDESIGNTHINKING&CO-CREATION
CustomerKnowledgeStrategy&VoiceofCustomer&VoiceofEmployee
Marketing&Sales
Process&Operations
Technology
HumanCapital-People&Culture
KPI&reporting
Finance
CUSTOMER
EXP
ERIENCE
MAN
AGEM
ENTPR
OGR
AMS
CUSTOMER
EXP
ERIENCE
ANALYTICS,DATA
SCIENCE
&BIGDATASTRA
TEGY
CONTIN
GENTSTRATEGICPRO
JECTS
DEFINING OMNI-CHANNEL EXPERIENCE STRATEGY
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
Omni-ChannelStrategy
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
@
Multi-channelinfersofferingmultiplechannelsforcustomerstointeract
withanorganisation.
Omni-channelexperienceisdefinedasthedesignofthecustomerexperiencethroughyourcustomer’seyestoprovideanintegrated,seamlessandconsistentcustomerexperienceacrossallchannels.
16%
28%
13%
15%
12%
11%
12%
10%
11%
Web Chat
Click to Talk
Mobile App
SMS or MMS
Call using VOIP to a Consultant
Company Social Media Site
IM with a Consultant
Self Serve using the Website
Video: Call to a Live Consultant via video
DIGITAL CHANNELS ARE THE TOP PRIORITY FOR ORGANISATIONS IN THE NEXT 12 MONTHS
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
NewChannels
INCREASED CHANNEL INVESTMENT
62%
34%18%
Willyourorganisationbeincreasingordecreasinginvestmentinthefollowingchannelsoverthenext12months?
83%
VOICE EMAIL
57%
FACE-TO-FACEONLINE MOBILE
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ORGANISATIONS ARE COMMENCING THEIR JOURNEY TO CHANNEL INTEGRATION
Organisationshavecommencedthejourneytochannel
integrationbyunderstandingtheircustomersandevaluating
thepotentialimpactsonchannelintegrationincludingtechnology,cultureanddata.
Alongwithresourceissues,themainbarrierstochannel
integrationrelatetotechnologyanddata/insightsissues.
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
%PARTIALLYCOMPLETED:
14%19% 13%13%13%
CUSTOMERJOURNEYMAP
EVALUATETECHNOLOGY
EVALUATEDATA
IDENTIFYCULTUREBARRIERS
BUSINESSCASE
71% 57%63%RESOURCES DATA/INSIGHTTECHNOLOGY
- BARRIERS
CONSUMER CHANNEL PREFERENCE INSIGHTS
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
Considering your contact with organisations in the past 3 months, which of these channels have you used?
• Face-to-Face
• Mobile
• Phone
• Web Self-Service
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27%
45%
13%
64%
41%
Here’s what our research shows.
TYPES, FREQUENCY, CHANNELS USED ACROSS ALL COMPANIES & INDUSTRIES
2.37
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Averagenumberofchannelsusedwithacompanyinthepast3
months
1channel
2-3channels
4-5channels
6-9channels
Morethan10channels 2%
3%
11%
44%
40%
QUERY RESOLUTION
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NUMBEROFINTERACTIONSTORESOLVE
• Question:Howmanytimesdidyouneedtocontact<company>toresolveyourquery?• Question:Besidesthechannelyoujustused,didyouuseanyotherstocontact<company>forthisquery?
6+x13%
4-5x9%
2-3x18%
Once59%
53%
47%
No I used the same channel.
Yes, I’ve used different channels.
CHANNELBOUNCING
2.94 Interactionsarehadonaverage
CHANNEL RESOLUTION PAIN POINTS
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53%OFC O N S UM E R S USEMORETHANONE
CHANNELTORESOLVETHEIRQUERY
CUSTOMERPAINPOINTS
Thecompanynotknowingyourhistory
acrossdifferentchannels
Thecompanynotbeingabletocombineinformationcollectedfromdifferent
interactionstoprovideyouwithaseamlessservice
Havingtorepeatyourqueryeachtime
Havingtorepeatyouraccountandidentificationinformation
eachtime
CONSUMER CHANGE IN CHANNEL USAGE
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
Question:Generally,howdoyouthinkyourusageofeachofthesechannelsisgoingtochangeoverthe
next12months?
Web self-service
Mobile App
Phone conversaeon only
Web chat
In Person
SMS / Text
Automated & phone conversaeon
Social media/online forum
Automated phone only
Other Correspondence
Video Chat 77%
69%
76%
76%
75%
74%
76%
72%
73%
68%
65%
62%
58%
20%
27%
19%
16%
17%
16%
13%
17%
16%
16%
10%
12%
6%
4%
5%
5%
8%
8%
9%
10%
11%
11%
17%
25%
27%
35%
Increase Decrease StaytheSame
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DRIVERS OF OMNI-CHANNEL
STRATEGY
DRIVERS OF CHANNEL STRATEGY
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
89% 85%
Business Efficiency Customer Experience57% Improve Operational Efficiency
38% Reduce Operating Costs
68% Improve the Customer Experience
41% Increase Customer Retention
KEY PRIORITIES
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
Improving Digital EffectivenessMigration to Self Service
Replacement of Deployment of TechnologyMobile Optimisation
Channel Optimisation Based on Customer ProfitabilityIncentivising Channel Switching
Routing OptimisationBetter Use of Analytics To Drive CX
Better Use of Analytics to Drive Sales and MarketingCost Reduction
Change Management and TrainingChannel Integration to Provide Seamless CX
Channel Integration for Integrated Data Exch. & Single VOC 26%
29%
37%
40%
32%
57%
9%
11%
14%
22%
26%
30%
43%
Optimisation
Analytics
Organisational
Integration
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10 Principles for Omni-Channel Success
INCREASED BUSINESS VALUE FROM BETTER SERVICE
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57% of consumers are willing to pay 10% or more for better customer service
$
CAUSES OF CUSTOMER DEFECTION
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
They have poor quality products / services
They provide poor customer service
They offer poor value for money
They are difficult to deal with
They increased their prices
They are hard to get in contact with 29%
43%
43%
49%
57%
66%
KEY CONSIDERATIONS FOR YOUR OMNI-CHANNEL STRATEGY
@1. Clearly articulate your objectives 2. Design the experience with customers 3. Understand customer channel preferences at an interaction level 4. Not all channels are equal 5. Workforce planning and contact forecasting 6. Measure performance for all channels 7. Conduct regular customer research 8. Measure cost per channel 9. Monitor channel shift 10. Correlate channel changes with key commercial KPIs
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
Q&AStephanie Bauer HEAD OF CONSULTING email:sbauer@fifthquadrant.com.au
Steve Nuttall HEAD OF CX RESEARCH email:snuttall@fifthquadrant.com.au
ASK THE EXPERTS
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
Got questions about CX?
THE DIGITAL AGE IS CAUSING CUSTOMER DEFECTION:
10PRINCIPLESFOROMNI-CHANNELSUCCESS
Thanks!
Copyright © 2016 Fifth Quadrant www.FifthQuadrant.com.au
Contact We have the smartest and most highly engaged subject matter experts and consultants who develop proprietary and customised CX models and tools. Contact us today.
Level 6, 107 Mount Street, North Sydney, NSW 2060
Office : 02 9927 3399
Stephanie Bauer Head of CX Consulting direct : +61 2 9927 3361 email : sbauer@fifthquadrant.com.au web : www.fifthquadrant.com.au
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