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© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 1
Make it easy and immediate! Exploring the value of innovative experiences in customer self-service.
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 2
Agenda 1. How your customers see your current
self-service solution …who they're really comparing you to
2. The key behaviours which ensure you better align to your customer needs
…using that knowledge to drive change
3. How the results of that behaviour link to measurable returns
…in terms of satisfaction, costs, revenue and also ensuring loyal behaviour
4. Real-world examples of low-effort self-service experiences
…delivering results with innovative experiences
Sebastian Reeve Director Product Strategy EMEA, Nuance
Rick DeLisi Senior Director and Executive Advisor, CEB
Presented By: 1
2
3
4
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 3
The First Screen
Mobile
The Second Screen
The Third Screen The Fourth Screen
The nth Screen
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 4
n Screens & a Cloud
Who’s setting consumer expectations?
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 5
disrupt /dɪsˈrʌpt/ verb 1. To throw into confusion or disorder 2. interrupt (an event, activity, or process) by causing a disturbance or problem 3. drastically alter or destroy the structure of.
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 9
“Flick my Bic!”
Description BIC® Lighter, America’s #1 branded pocket lighter is now a great application for concert and music enthusiasts around the world! Pay tribute to your favorite band’s encore performance or show your support of their exalted "power ballad". BIC has been rocking the concert scene for over 35 years. The highest quality lighter and most stable, reliable flame lets you keep on rocking in the new world. Rock On! Safety Message This is obviously not a real lighter; however, please do not let children play with this application. This application should only be used by adults 19 years of age or older. Keep this "virtual" lighter and all real lighters away from children. No lighter is child-proof. There is no substitute for proper adult supervision.
BIC® Concert Lighter
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 10
“Consumer behaviour is the killer app when it comes to
business disruption” Brett King Author “Banking 2.0”
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 13
Key traits of disruptive UX innovation
Innovative
UX
User-focussed
Agile
Engaging
On-device
Omni-channel
1
2
3
4
5
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 14
User-focussed
– Putting design at the heart of your organisation.
– Design talent within silos making way for cross-functional User Experience (UX) teams.
– Examples: § Johnny Ive at the heart of Apple, driving
product and experience direction. § Walt Disney, arguably the worlds first
great UX designer!
1 Easy User-focussed
Agile
Personal
On device
Omnichannel
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 15
Agile
– Not just a delivery methodology! – Agility is really about building user
feedback into the process. – i.e. using Data, not emotion to inform.
– Customer attitudes and behaviours are changing continuously.
– Organisations need a constant process of measurement and change.
– E.g. Tuning of Speech/NLU using audio data.
Easy User-focussed
Agile
Personal
On device
Omnichannel
2
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 16
Engaging
Garanti Bank Geico Lily
Nespresso Ines
Jetstar Jess
Kaspersky Lena
Numericable Emilie
Windstream Wendy
Coke Chip
Custom TTS Voices
Visual persona Multimodal persona Voice persona >> <<
Easy User-focussed
Agile
Engaging
On device
Omnichannel
3
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 17 © 2002-2013 Nuance Communications, Inc. All rights reserved. Page
Nina Mobile: Navigate, Answer, Transact
On-device 4
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 18
Planning travel Shopping online Managing finances
Started on a PC 58% 59% 63%
Continued on a smartphone 41% 42% 45%
Continued on a tablet 44% 33% 33%
Continued on another device 21% 11% 15%
Omni-channel Consumers switch across devices to accomplish the same task
Base: US Online Adults (18+) who have 3 or more devices and started the specified activity on one device then continued it on another; †US Online Adults (18+) who have 3+ devices and started the specified activity on a PC then continued it on another
*Devices include PC (desktop or laptop), tablet, HDTV, or smartphone; Respondents can select using the same type of device they started with Source: North American Technographics Devices and Telecom Online Benchmark Recontact Survey, 2013
5 Easy User-focussed
Agile
Personal
On device
Omnichannel
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 19
Omni-channel Seamless experiences require a continuity of memory and experience across touchpoints. Easy User-focussed
Agile
Personal
On device
Omnichannel
Source: See Forrester’s September 19, 2013 report “Build Seamless Experiences Now”
Capture customer activities with content and content state
Start with the customer’s identity, profile, and preferences
Preserve session and history to resume the experience
5
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 20
Maintaining focus… but on what?
Easy User-focussed
Agile
Engaging
On-device
Omni-channel
1
2
3
4
5
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 21
The Effortless Experience Rick DeLisi Co-Author & Senior Director, CEB
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
WHAT IS LOYALTY?
■ Repurchase
Q: What % of your customers are loyal TODAY?
■ Increased Spend / Share of Wallet ■ PWoM / NWoM
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
LOYALTY IS “A Child With Many Fathers”
■ Price ■ Value ■ Quality ■ Brand Identification
The TRUEST TEST of loyalty is when something goes WRONG.
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
THREE QUESTIONS THAT GUIDED OUR RESEARCH
What impact do customer service interactions have on a customer’s future loyalty?
1
What are the things customer service
can do to drive loyalty?
2
How can service improve loyalty
while still reducing
operating costs?
3
Q: What do most companies believe they need to do in order to “make customers more loyal” when something goes wrong?
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
FINDING 1: DELIGHT DOESN’T PAY
Less Loyal
More Loyal
Below Customer
Expectations
Meets Customer
Expectations
Exceeds Customer
Expectations
The Perception
The Reality
• “Delight” only happens 16% of the time • “Delight” increases operating costs 10-20%
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
1. 00x
3. 97x
More Loyal
More Disloyal
Drivers of Disloyalty ■ Repeat contacts ■ Channel switching ■ Transfers ■ Repeating information ■ Robotic service ■ Policies and processes
customers have to endure ■ “Hassle factor”
Customer Effort
FINDING 3: MITIGATE DISLOYALTY BY REDUCING EFFORT
Customer Service Impact on Loyalty
Source: CEB analysis.
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
THE BUSINESS CASE FOR THE EFFORTLESS EXPERIENCE
Low Effort High Effort 1%
81% Low Effort High Effort
88%
4%
Low Effort High Effort
Repurchase
94%
4%
Low-Effort Experience
High-Effort Experience
Overall Disloyalty
9%
96%
Source: CEB analysis.
Increased Spend/ Share of Wallet
Negative WOM
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
THE FOUR PILLARS OF LOW-EFFORT SERVICE
Frontline Control Experience Engineering
Next Issue Avoidance Channel Stickiness
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
THE FOUR PILLARS OF LOW-EFFORT SERVICE
Frontline Control Experience Engineering
Next Issue Avoidance Channel Stickiness
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
WHICH WOULD YOU RATHER USE?
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
IT’S ABOUT GETTING THEM TO STAY
First Contact Channel Concurrent Channel Usage
Phone
Web
Just Phone
Web and Phone
35.5% of phone callers were on the company’s Website while talking to a representative
57.7% of phone callers first went to the company’s Website
Source: CEB analysis.
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
CUSTOMER CHOICE IS NOT THE ANSWER Conventional Wisdom:
∞ × ∞ We’ve got to come up with a way to allow: every customer to solve every issue in every channel.
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
CUSTOMER CHOICE IS NOT THE ANSWER
84% Value EASE Over Choice ■ Want fast resolution without
bouncing around channels
■ Prioritize low effort over channel choice
16% Value CHOICE Over Ease ■ Want issue resolved in
their preferred channel
■ Prioritize channel choice above all else
Source: CEB analysis.
The vast majority of customers don’t CARE what channel they have to use, they just want
the problem to go away. Now.
GUIDE them to the channel that is fastest and easiest.
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
GUIDANCE IN ACTION: The Virtual Concierge
Source: Amazon.com.
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
THE FOUR PILLARS OF LOW-EFFORT SERVICE
Frontline Control Experience Engineering
Next Issue Avoidance Channel Stickiness
© 2013 The Corporate Executive Board Company. All Rights Reserved. SEC7385113SYN
@CEB_effortless
4%
67%
THE CUSTOMER EFFORT SCORE 2.0
…and a way for service functions to positively impact Net Promoter Score®
A great way for service functions to detect potential disloyalty…
Strongly Disagree
Disagree Somewhat Disagree
Neither Agree Nor Disagree
Somewhat Agree
Agree Strongly Agree
Overall Disloyalty Percent of Detractors
High Effort Low Effort High Effort Low Effort Source: CEB analysis.
9%
96%
The company made it easy for me to handle my issue
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 38
Real-world Examples Seb Reeve Director Product Strategy & Marketing, Nuance
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 39
Capabilities driving change. Areas of focus for easy and consistent omni-channel service
Simplified yet granular
navigation gets users where they want to go in as
few steps possible.
Navigate
Using Biometrics to improve
convenience and security of
authentication
Authenticate
Conversational dialog helps
users complete transactions
by guiding them naturally
Transact
High-accuracy knowledge mining
that delivers Answers, not just search results
Answer Natural
Conversational
Precise
Secure
Using context to seamlessly escalate
to an appropriate resource
Escalate
Contextual
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 40
Low effort: On-device Providing assistance in digital channels
Simplified yet granular
navigation gets users where they want to go in as
few steps possible.
Navigate
High-accuracy knowledge mining
that delivers Answers, not just search results
Answer
Using context to seamlessly escalate
to an appropriate resource
Escalate
1
FAQ Search Community Chat
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 41
Low effort: On-device Nina: Virtual assistants delivering business value
6.8% increase in e-store conversions
25% increase in basket size
44% YOY reduction in web chat volume
41% YOY reduction in calls to contact centre
Simplified yet granular
navigation gets users where they want to go in as
few steps possible.
Navigate
High-accuracy knowledge mining
that delivers Answers, not just search results
Answer
Using context to seamlessly escalate
to an appropriate resource
Escalate
1
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 42
Low effort: On-device Nina: Delivering low-effort experiences
90.8 System Usability Scale
for Nina Web (Average website score is 67)
Simplified yet granular
navigation gets users where they want to go in as
few steps possible.
Navigate
High-accuracy knowledge mining
that delivers Answers, not just search results
Answer
Using context to seamlessly escalate
to an appropriate resource
Escalate
"It’s like oh good, someone’s there to help me, you’re not alone. Makes it more personal, I like the face."
"Because it makes you feel like you’re not alone in troubleshooting this. Maybe that’s just me, but I like that, to know there’s somebody there. Even though I know it’s a computer. I know it’s crazy."
"You have a human connection. you feel like your concerns are important.”
1
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 43
Low effort: Telephony Natural language Call Steering reduces effort
• Touchtone IVR was difficult to navigate • Phone keys were being pressed haphazardly to
reach CSRs • Customers were being transferred to the wrong skill
groups, increasing transfer rates between CSRs • Service operations costs were high
Challenge Solution
5 point improvement in customer effort score and return on investment delivered through efficiency gains.
ID# SCS059
Results
Simplified yet granular
navigation gets users where they want to go in as
few steps possible.
Navigate
Conversational dialog helps
users complete transactions
by guiding them naturally
Transact
Using context to seamlessly escalate
to an appropriate resource
Escalate
2
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 44
• Natural language Call Steering solution for 31 million subscribers
• First in Turkish language • Over 150 destinations
• Promotional campaign including: • Television commercial • Comprehensive PR campaign • Active promotion by the CSRs
Challenge Solution Results
Low effort: Telephony Natural language Call Steering reduces effort
5 point improvement in customer effort score and return on investment delivered through efficiency gains.
ID# SCS059
Simplified yet granular
navigation gets users where they want to go in as
few steps possible.
Navigate
Conversational dialog helps
users complete transactions
by guiding them naturally
Transact
Using context to seamlessly escalate
to an appropriate resource
Escalate
2
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 45
• Loyalty: • IVR CSAT Scores are 2 points higher • IVR Customer Effort Score is 5 points higher
• Efficiency: • IVR automation rate increased 5% • CSR transfer rate decreased 5%
Challenge Solution Results
Low effort: Telephony Natural language Call Steering reduces effort
5 point improvement in customer effort score and return on investment delivered through efficiency gains.
ID# SCS059
“One of the largest wins that the Call Steering system provides Turkcell Global Bilgi is an increase in efficiency. Enabling a transaction in just 20 seconds is undoubtedly an added value.” Fahri Arkan, Assistant General Manager of Information Technologies, Turkcell Global Bilgi
Simplified yet granular
navigation gets users where they want to go in as
few steps possible.
Navigate
Conversational dialog helps
users complete transactions
by guiding them naturally
Transact
Using context to seamlessly escalate
to an appropriate resource
Escalate
2
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 46
Low effort: Authentication Using Biometrics
to improve convenience and
security of authentication
Authenticate
Using context to seamlessly escalate
to an appropriate resource
Escalate
3
“Our people love it, our clients love it, and it is delivering improved cost to serve.”
Matt Smallman, Client Experience Strategy and Change Barclays Wealth and Investment Management
Barclays improves service and reduces call duration by 15%
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 47
Takeaways
– Expectations for great UX are changing quickly. – Understanding user behaviour is key to disruption. – Innovators develop services that are more:
user-focussed, agile, engaging, on-device and omni-channel.
– Customers reward low-effort experiences with loyalty. – It’s not getting them to use self-service, it’s getting them to stay. – Customers favour guidance and assistance over choice.
– Innovative self-service options exist and deliver results. – Focus on usability: navigate, authenticate, transact, answer & escalate. – Conversational assistants offer a consistent experience across channels.
What did we just hear?
3
2
1
© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 48
Thank you! Sebastian Reeve – Director Product Strategy EMEA, Nuance Email: [email protected] Twitter: @rrreevo
Rick DeLisi – Senior Director and Executive Advisor, CEB Email: [email protected] Twitter: @rickdelisi