Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
©NemertesResearch2018www.nemertes.comDN7326 1
Robin Gareiss President and Founder Nemertes Research
Omnichannel Accelerates Contact Center Success Factors New customers up 60%, customer ratings rise 52%
Q4 2018
©Nemertes Research 2018 www.nemertes.com DN7326 2
Table of Contents
ExecutiveSummary.......................................................................................................................3
DCXPrimer....................................................................................................................................4
DCXTaxonomy.........................................................................................................................4 CustomerRelationshipManagement................................................................................................4 ContactCenter...................................................................................................................................4 CustomerService...............................................................................................................................5 CustomerEngagementManagement................................................................................................5 CustomerSatisfaction/Success..........................................................................................................5
DigitalCustomerFrustration..........................................................................................................5
EnterOmnichannel........................................................................................................................5
OmnichannelSuccessMetrics.................................................................................................6
AgentEffect.............................................................................................................................7
SecuringtheBudget......................................................................................................................7
BestPractices................................................................................................................................8
Conclusion.....................................................................................................................................8
©NemertesResearch2018www.nemertes.comDN73263
Executive Summary AsorganizationsincreasinglyfocusonimprovingtheDigitalCustomerExperience(DCX),oneinitiativethatisdeliveringmeasurablesuccessistheadditionofomnichannelcapabilitiestodigitalcommunicationschannels.Byintegratingcustomerdata(transactionhistory,callnotes,channeltracing,etc.)witheachdigitalchannelinreal-timeandhistorically,companiescanreducecustomerfrustration.Whencallsaretransferred,conversationsareescalatedfromlivechattovoicetovideo,orcustomerscallbackaboutanunresolvedissue,alltheirdata,conversations,andactionsfollowthemsotheagentshavecontextofpreviousinteractions.Theagentorbotcanreviewthathistorytoreducethecustomerfrustrationofrepeatingthesameinformationoverandoveragain.InNemertes’2018-19DigitalCustomerExperienceresearchstudyofnearly700globalITandbusinessleaders,weaskedITleadersfortheiromnichannelsuccessmetrics.Insummary,wefoundthefollowing:
• Acrossallsuccessmetrics,companiessawa31%averageimprovementwhentheyadoptedomnichannelintheircontactcenters.(Thesuccessmetricsincludeincreasedrevenue,decreasedcost,improvementincustomerratings,increaseincustomerswon/decreaseincustomerslost,andimprovementinagentturnover)
• Theyincreasedthenumberofcustomerswonby60%• Customerratingsimprovedby52%• Customersusedself-servicein49%moretransactionsorinteractions• Improvementininagentturnoverrates
Fortunately,ITandbusinessleadershaveprioritizedDCXinitiatives,sobudgetdoesexistforthesetypesofinitiativesatmostorganizations.Whathelpssecurethebudget,though,isdatashowingwhereproblemsexistandhowtoresolvethem.Analyticstoolshelpdemonstratetheneedforomnichannel.Onceimplemented,analyticsprovidefurthervaluebydocumentingsuccessandpointingoutareasofconcern.Asorganizationscontinueontheiromnichannelpaths,afewbestpracticeshelpimprovesuccess.Theyincludeusingcloud-basedplatforms,leveragingopenAPIs,andmakingsureintegrationappliesnotonlytothecontactcenterprovider’schannels,butalsotothirdparties.Giventheinterestinartificialintelligence,providerAIroadmapsalsoareamust-have.
©NemertesResearch2018www.nemertes.comDN73264
DCX Primer DigitalCustomerExperience(DCX)strategiesincludeprogramsthatleveragetechnologiesthataimtoimprovecustomerexperience.Mostcompaniesareusingtechnologiesforavarietyofcustomer-facinginitiatives,buttheyarenotalwayspartofabroaderDCXstrategy.(Infact,companies,onaverage,saytheyuse28.7appsforDCX.)Today,36%ofcompanieshaveaDCXstrategyunderway,butanother49%areplanningtohavetheirstrategiescompletedbytheendof2019.Othersareevaluating,butonly1%ofresearchparticipantssaytheywillnotdevelopaDCXstrategy.Restassured,DCXisaveryimportantpriorityorbusinessleaders.DCX Taxonomy
DCXinvolvesmanytechnologies—someargue,fartoomany.That’swhyit’simportanttounderstandthetechnologytaxonomy,andbuildthestrategyaroundthosethataremostimportanttothebusinessgoals.Figure1illustratesthevarioustechnologyareasinvolvedwithaDCXstrategy.ThecoreareasofDCXareshowninsidethesolidblackbox;ancillaryareasareoutsidetheblackboxandincludeUCCplatformandworkflowautomation.
Figure1:CreatingaSolidCustomerExperience
Customer Relationship Management CRMtoolsmanagecustomercontacts,activities,opportunities,interactions,history,andrevenue.Theycreatereportsfortrending,campaigns,salesreps,andmore.Theyalsomayincludeinternalcollaborationcapabilities,suchaspersistentchat.
Contact Center Contactcenterplatformsenableagent-orbot-basedcommunicationswithcustomers(internalorexternal)usingnumerouscommunicationsmethods.Thiscategoryalso
W
CreatingaSolidCustomerExperience
=emerginggrowthareas
UCCPlatformEnhanced
CollaborationforDCX CRMplatform
CoreofDCX
CustomerService
CustomerEngagementManagement
CustomerSuccess/
Satisfaction
PrimaryFunctionsofDCX
ContactCenterPlatform
CommunicationsforDCX
AgentSuccess/Analytics
Wo r k f l o w A u t o m a t i o n
©NemertesResearch2018www.nemertes.comDN73265
includesagentomnichannel,workforceoptimization,performancemanagementtools,analytics,andreporting.
Customer Service Customerservicetechnologiesservecustomers(withorwithoutaformalcontactcenter).Thefunctionsincludeappointmentmanagement,complaintmonitoring,helpdesk,self-serviceportals,troubleticketing,alerts,andautomatedcustomernotices.
Customer Engagement Management CustomerEngagementManagement(CEM)deliversprogramstofurtherengagecustomers.Theseincludeenhancedinteractions(withtechnologieslikevideo,screensharing,ormobileenablement),loyalty,contentsyndication,gamification,communitymanagement,andcommunicationsmanagement.ThesecapabilitiesmaybepartofacontactcenterorCRMtool,orstandaloneproducts/services.
Customer Satisfaction/Success Customersatisfactionandsuccessmeasurecustomers’interpretationoftheirexperienceswithagivencompany.Thecategoryincludessurveymanagement,feedbackcollection,complaintmonitoring,andcallreporting.Often,thetoolsleverageArtificialIntelligence(AI)capabilities,suchasNaturalLanguageProcessingorsentimentanalysisforstructuredandunstructured,internalandexternalcommunications.Digital Customer Frustration Oneofthemostcommoncustomercomplaints—andoneofthetopreasonscustomerratings(CSAT,NetPromoterScore,PostCallSurveys,etc.)arelowerthandesired—isthelackofintegrationbetweenchannels.Whenorganizationscannotpasscontextualcustomerinformationbetweenchannelsinreal-timeandhistorically,theonlyoptionisforthecustomertorepeattheinformation.Naturally,thatcausesaggravation.Thisappliesnotonlytocallnotes,butalsotowhatthecustomerhasdone.Forexample,theagentshouldbeabletoseethatacustomerrecentlyviewedawebpagetogetinstallationinstructions.Ascriptedrecommendationmaybe:“Checkoutourwebpageformoredetailedinstructions.”Butiftheagentcanseethecustomeralreadytriedthewebpage,hemayinsteadsay:“Iseeyoualreadyhavevisitedthewebpageforinstructions;whydidthatnotprovidethedetailsyouneeded?”Enter Omnichannel Byaddingomnichannelcapabilitiestothecontactcenter,organizationscaneliminatethatcross-channelfrustrationanddeliveramorestellarcustomerexperience.AccordingtoNemertesDCXresearchstudy,21%ofparticipantshaveaddedomnichannelaspartofaDCXproject,another31%plantodosobytheendof2019,and18%in2020orbeyond.Only2%oftheresearchparticipantshadevaluatedandrejectedomnichannel.Theprimarydriversforomnichannel?Improvingcustomerexperience.Theprimaryinhibitors?Lackofbudget,insufficientresourcestoimplementomnichannel,andwaitingtoimplementitaspartofalargerDCXprojectorcontactcenterrefresh.
©NemertesResearch2018www.nemertes.comDN73266
Omnichannel Success Metrics
Theintuitivebenefitsofomnichannelarefairlystraightforward.Butaretherehardmetricsthatdemonstratemeasureablesuccessinimplementingomnichannel?Yes.Figure2showsthetopaveragesuccessmetricsgatheredfromresearchparticipants:
• Customerswon–Byaddingomnichannel,companiessawa59.7%increaseinnewcustomerswon.Typically,omnichannelgoeshand-in-handwithaddingnewdigitalchannels,whichprovidesnewwaysforcustomerstoreachanorganization.Newdigitalchannelstypicallyattractnewdemographics(i.e.,youngerorolderagegroups;membersofanassociation;students,etc.).Additionally,whenthecustomerexperienceimproves,ratingsandreferralsgoup,alsoincreasingthenumberofnewcustomers.
• Customerratingincrease–Whencustomersdon’thavetorepeatinformationandwastetimeoncalls,theyarehappier.Theyratethecompanyhigherinpost-callsurveys,CSATscores,andothermetricscompaniesuse.Overall,companiessawa51.5%improvementintheircustomerratingsafterimplementingomnichannel.
• Increaseuseofself-service–Addingomnichannelalsoincreasedtheuseofself-serviceby49.4%.Understandingcustomerpathsgivescompaniesinformationtoknowwheretheycanaddself-servicecapabilities.Also,onceself-serviceisavailable,agentscandirectcustomerstothechannels,eitherthroughscreenshare,livesupport,orevenvoice.Dependingonacustomers’drivers,theabilitytoself-serveandgetananswermorequicklymayincreasetheirsatisfactionwiththeorganization.
• Digitalsalesboost–Organizationssawa35.2%improvementindigitalsales(i.e.,thosemadeonlineorthroughdigitalchannelsvs.inperson).Incontactcenterswhereupsellisagoal,havingcontextualinformationaboutacustomer’spathisvaluabletodirectingthemtoproductsandservicesthatalignwiththeirhistory.Additionally,companiescanaddanalytics,customapps,andautomationtotailoreachcustomer’sdigitalexperience,makingoffersbasedonhistoricalpurchases,activityineachchannel,andlevelofsatisfaction.
Figure2:TopSuccessMetricsBefore/AfterAddingOmnichannel
59.7%
51.5%49.4%
35.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Customers won Customer rating increase
Increase use of self-service
Digital sales boost
Top Success Metrics Before/After Adding Omnichannel
©NemertesResearch2018www.nemertes.comDN73267
Agent Effect
Anothermeasureablefactorfororganizationsdeployingomnichannelisitseffectonagentturnoverrates.Overall,organizationsarefindinga44%improvementintheirturnoverrates,from24.2%priortotheirDCXinitiativeto16.8%afterward.Addingomnichannelalonereducestheagentturnoverratesby14.8%.InconversationswithITleaders,omnichannelhasafewkeybenefitstoreducingagentturnoverrates:
• Itimprovesjobsatisfaction.Agentsgettiredoffieldingphonecallsalldayordoingotherrepetitivetasks.Byaddingnew,integratedchannels,theygetsomevarietyintheircustomerinteractions,whichhelpwithjobsatisfactionandtransformsthemintomoreengagedemployees.
• Itcreateshappiercustomers.Havingthecontextualinformationaboutthecustomer’sjourney,agentshavemorepleasantconversationsandenjoytheirjobsmore.If,becauseoftheirconversationorsuggestions,thecustomersleaveaninteractionhappier,theagentsaremoresatisfiedbecausetheyhavetrulyhelpedsomeone.
• Itgivesagentscriticalinformation.Iftheagentgoalissolvingaserviceissueorsellingproducts,thecontextualinformationtheyreceivethroughomnichannelsimplyhelpsthembemoresuccessfulintheirjobandmeetgoals.Thatreducesturnover.Securing the Budget BecauseDCXinitiativesareshowingsuchpositivereturninareasincludingrevenueincrease,costdecrease,andincreaseincustomersatisfaction,securingbudgetforprojectsisrelativelystraight-forward.Theproblemiswhattoprioritize—andthatvariesbycompanyandbybusinessgoal.It’simperativeforITandbusinessleaderstofirstidentifytheirgoalsandtheissuesthey’retryingtoaddress.Fromthere,theycandeterminewhatmakesthemostsensetoprioritize–addingdigitalchannels,enhancinganalytics,automatingworkflow,addingomnichannel?ThoughalloftheseinitiativesultimatelyworktogethertoimproveDCX,ITstaffsdoeveryprojectontheirlist,soleadersmustprioritize.Anydataavailabletodocumentanissue(i.e.,decliningCSATscores)thataDCXinitiativecanimprove(i.e.,addingagentanalyticsandomnichannel)willhelpwinthebudgetneededtolaunchtheproject.Figure3showsorganizations’DCXbudgets,segmentedbysizeofcompanybasedonthenumberofemployees.Onaverage,companiesarespending$1.7millionfornewDCXprojects,butthatnumbercangomuchhigherforverylargecompanies.
Figure3:BudgetsforDCX
Company Size MeanSmall (Less than 250) 384,842$ Midsize (250-2,500) 1,311,325$ Large(More than 2,500) 3,855,200$ All Sizes 1,700,415$
Budget for Digital Customer Engagement
©NemertesResearch2018www.nemertes.comDN73268
Weanticipatethesebudgetswillincreaseasmorecompaniesdeveloptheirstrategies(asnoted,49%stillplantodosothisyearandnextyear).What’smore,ascompaniesaddChiefCustomerOfficers,budgetswillincrease.Today,25.4%haveaCCO,withanother37.6%planningtohireonebytheendof2019.Best Practices Thoseusingomnichannelpointoutafewbestpracticesthathavehelpedthemtosucceed.Cloud-basedplatformsassistinafewways.TheyfreeITstaffsfromtheday-to-daymanagementburdenofthecontactcentercapabilities,aswellastheomnichannelintegration.Newfeaturesandupgradesoftenhappenquickerthanon-premisessystems,puttingthecompanyatacompetitiveadvantage.Simplyput:Ifcloudenablesanorganizationtobemoreagileandtobeatthecompetitiontomarketwithneworinnovativewaysforcustomerstointeract,allthesuccessmetricswillrisefasterthanthoseoftheircompetitors.Additionally,openAPIshelpwithintegrationtodigitalchannelsinsideandoutsideoftheprimarycontactcenterprovider.Theyalsomaylinkdatafromotherapps(i.e.loyalty,gamification,helpdesk,etc.)totheomnichannelinformationagentsreview.Giventhepotentialforartificialintelligence,it’simportanttodiscussAIplanswithprospectiveorexistingproviders.ThoughDCXleadersaretreadingslowlywithAI,discussionswithproviderswillhelporganizationsdeveloptheirownAIstrategies.Conclusion OmnichannelisanimportantcomponenttoDCXstrategiesamongcompaniesoperatingcontactcenters.Nemertesreal-worldresearchshowsmeasurablesuccesswhenorganizationsleverageomnichannelfortheircustomerinteractions.Nemertesrecommendsthefollowing:
• EstablishaDCXstrategythatincorporatesinitiativestoaddresskeybusinessgoals.Bepreparedwithdatatosupporttheneedforomnichanneltomoreeasilywinbudget.
• Leveragethedatahereinmakingthecaseforomnichannel.Fromahighlevel,acrossallsuccessmetrics,companiessawa31%averageimprovementwhentheyadoptedomnichannelintheircontactcenters.
• Evaluatecloud-basedplatformsformaximumagility.MakesurethecloudproviderhasopenAPIstoincreasetheabilitytocustomizeapplicationintegration.DevelopastrategyforAI,leveragingdiscussionswithproviderstolearnabouttheirplans.AboutNemertes:Nemertesisaglobalresearch-basedadvisoryandconsultingfirmthatanalyzesthebusinessvalueofemergingtechnologies.Since2002,wehaveprovidedstrategicrecommendationsbasedondata-backedoperationalandbusinessmetricstohelpenterpriseorganizationsdeliversuccessfultechnologytransformationtoemployeesandcustomers.Simplyput:Nemertes’betterdatahelpsclientsmakebetterdecisions.