Embed Size (px)
Citation preview
www.teamhgs.com
A Practical Approach to Customer Centric Interactions
Reinventing Global Sourcing: Cloud, Mobile and Social
“…Business agility is being achieved through faster outcomes, less capital investment, greater flexibility, and a technology catalyst for introducing business process best practices…”
Our discussion will cover:
• When and how consumers interact with companies• Reality check on consumer expectations• Practical examples of how companies are supporting consumer interactions
to drive a better experience while achieving corporate objectives
World ITO BPO Forum Theme:
2
www.teamhgs.com
HGS Core Business and Focus
HGS is a global business process management company helping our customers with
B2B and B2C consumer transactions and interactions
Healthcare / Insurance 55 million transactions annually with
claims payout of $11.5 billion Serve 5 of the Top 10 healthcare
payers and many large US hospitals
Telecommunications
• Provide support across the customer lifecycle for wireless, land lines, satellite, IPTV, internet, security
• 182 million calls, 2.92 million emails and 4 million complaints and investigations annually for a single client
Consumer Products and Retail
• Support client inquires for over 3000 consumer-branded products in 8 European countries via telephone, paper, chat, email and social media
• Supporting consumer electronics manufactures and retailers - purchase support to post warranty servicing
3
Financial Services
• Only credit card issuer to win the J.D. Power Award for customer experience 7 consecutive years driven by HGS’s best-in-class NPS customer service
• 18 million transactions per year
www.teamhgs.com
When Do Consumers Engage with a Business?
Consumer engagement with companies usually relates to buying activities or negative
experiences, with the usage of a product or service being taken for granted
•They want to buy something
• There is a consumer-driven change such as a life event, move, service change, etc.
• Something is broken (fix/repair)
• They want to cancel a service or terminate a relationship
4
www.teamhgs.com
How Consumer Interact Has Changed
In 2012, new channels emerged, self-service and social channels increased, phone channel flattened
* Source: North American Technographics Customer Experience Online Survey Q4 2012 (US)
Telephoning a company and speaking to an agent
Help or frequently asked questions (FAQs) on company website
Sending an email to customer service
Instant messaging / online chat with a live person
Click to call
Online forum or community with other customers
Screen sharing
Virtual agent
Sending a mobile/SMS to the company requesting assistance
Contacting a company using Twitter
0 10 20 30 40 50 60 70 80
2009 2012
5
www.teamhgs.com
How Consumer Engagement Will Rapidly Evolve
More new channels, self-service and social will make dramatic gains, however, voice and IVR based interactions will drop dramatically
2014 2018
6
* Source: Gartner
www.teamhgs.com
Many Consumer Interactions Are ‘Employee-less’
1. Customers only call if they can’t self-serve first or if the inquiry is really complex…
• 57% of customers tried self-service on company websites before calling in to a contact center 1
• 90% of consumers will always check a website first before emailing or calling 3
• 75% of surveyed consumers said they would prefer to use online support if it were reliable and provided accurate and complete information 4
2. Consumers are online when they call
• 30% of those callers were still on the website when on the phone with the contact center agent 1
• Smart, mobile devices affect the in-store buying pattern in bricks and mortar stores
1 - Corporate Executive Board’s 75,000 member survey, 2 – Execs in the Know – Feb 2014, 3 -- Synthetix Customer Service Survey 2012, 4 -- Coleman Parkes for Amdocs, 2012 Survey, 5- IDC Worldwide New Media Market Model Forecast
3. More frequently consumers don’t call…
• Obtain info without calling… via website, smart phone, Facebook, Twitter… often while they are shopping… or are they on a competitor’s site?
• Global B2C mobile commerce spending will grow 6 fold between 2011 and 2016 reaching $223 billion by the end of 2016 5
• Mobile care is getting HOT – 73% of companies’ websites are “easily viewed on devices”; yet only 4% provide “text for assistance” 2
7
www.teamhgs.com
Doing Business the Way the Customer Prefers
Infiniti Quality Center
Infiniti Chauffeur (brings showroom to your house)Infiniti Center
Contact Infiniti EU
8
Customer self service portal is open for business 24/7
www.teamhgs.com
End-to-End Consistent Brand Experience Across Channels… Enabled SEO and Integrated with Social Media
9
www.teamhgs.com
Self Service with Integrated Support and Interactions
10
SEO to be easy to be founde-commerce monitoring with proactive chat to reduce shopping cart abandonment
Easy to “Contact us” with operational design principles to effectively support
Engaging consumers with proactive click-to-chat
www.teamhgs.com
e-Commerce Success from “Hits” to “Cash”
01,0002,0003,0004,0005,0006,0007,0008,0009,000
10,000Website Traffic
Organic Visits
Total Website Visits
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000eCommerce Revenue
Organic Revenue
Total eCommerce Revenue
A user-oriented approach to e-commerce and m-commerce helps drive brand loyalty, which is crucial to the bottom line….
Visits from new Search Engines
Traditional Visits
Incremental Revenue
Traditional eCommerce Revenue
11
www.teamhgs.com
Call Driver Insights
Business Intelligence
Customer Sentiment Analysis
Social Media Analytics
Self-help Portal
Social CRM
IVR Optimization
Call Deflection Enablers
15 call types identified
3 top call types identified Web traffic observed often on competitors site
10 IVR optimization opportunities
8 web enhancement opportunities
- 5 call drivers at level 1
- 20 call drivers at level 2
- 96 call drivers at level 3
- 27% people talking about poor quality of picture - 13.5% people talking about aspect ratio
Using “Voice of the Customer” to Drive Self-Service and Better Customer Experience for Consumer Technical Support
12
www.teamhgs.com
HGS supports multiple integrated channels – Voice (600+) in Philippines and email/chat (200+) in India
Integrated Multichannel Services Driving Call Deflection…. Supported from Multiple Geographies
13
Customer selects the model number, then a self-serve, HGS developed video walks the client through typical trouble shooting strategies
Consumer focused concept to eliminate calls… with online self serve solutions
www.teamhgs.com
Consumer initiates chat session and team leverages domain, knowledge base and Customer Experience strategy to effectively resolve query
Customer-Led Interactions via Chat and Email
14
www.teamhgs.com
Positive Customer Feedback and NPS Results
Consumers solving inquires via chat, not requiring a call center agent, doubled from 30 to 60%
15
NPS scores dramatically grew from a historical sub 0 score to consistently in the 30s to low 50 range
May June July August September October November December January February March April-10%
0%
10%
20%
30%
40%
50%
60%
0%
-5%
2%
15%
30% 30%
20%
43%
23%
37%31%
53%NPS Score
April
May
Ju
ne July
Augus
t
Septe
mbe
r
Octob
er
Novem
ber
Decem
ber
6
6.5
7
7.5
8
8.5
6.24
6.64
7.027.32
7.59 7.677.94
8.09
CSAT Impact
www.teamhgs.com
Complaints … as Opportunities
16
Consumers who have never had a problem are less loyal than those who had their problem resolved…
Source : BenchmarkPortal Inc / Purdue University
Customer Situation Re-Purchase Probability
Purchased product and you had no problems
Product had problems and you had a poor customer service experience
Product had problems and you had a positive customer service experience
78%
32%
89%
www.teamhgs.com
451,740 escalations interactions
Cancel service save rate of 11% phone and 24% email
100% Voice-based CSAT process
Overall CSAT score of 45%
Jan 2013 Jan 2014
92,581 escalations interactions
Cancel service save rate of 23% phone and 42% for email
5% Voice and 95% SMS-based CSAT process
Overall CSAT score of 96%
Innovation
Empowerment and Training
Business Excellence
• 80% reduction with 359,159 escalations stopped at first level within a year
• 2nd level, “Cancel service” save rate nearly doubled both via phone and email
• Doubled overall CSAT score
• Business revenue and profitability dramatically increased
• HGS eliminated 140 FTEs through automation and transformation
Business Impact
Telecom Company - Email and Phone Based Service Cancellations
17
www.teamhgs.com
Value Beyond Answering 182M Calls, 2.92M Emails and 4M Investigations Annually
Insight reporting provided to client’s Product and Marketing and Insight business teams
307 unique reports per month analyzing market data and 24 million provisioning transactions annually.
Providing business insight to business leaders for product development, pricing strategy, market analysis, etc
Using the technology tools like SQL, Access, Excel Macros
- # FTE
10 X productivity improvement
Innovation and technology robots applied to capture insight at call level by consumer and product
Capturing Marketplace Analytics and Insights
18
Immense value to business stakeholders to make real-time marketplace adjustments, saving canceling clients and generating incremental revenues
www.teamhgs.com
Customer has experience at one of
14,000 franchised restaurant locations
Contact Customer Service
Paper, Phone, Email, Social Media
Personalized interactions with “tell
me about it approach”
Customer sent personalized letters,coupons, gift cards
Recorded conversation sent to
franchise owners
Franchise owners follow up with
customer
“The contact center is one of the most powerful means we have to capture the voice of the customer and to understand general concerns as well as particular issues,” says the Director of Customer Experience and Insights. “
Customer for Life
Listening and Managing the Brand Across All Interaction Channels
19
www.teamhgs.com
Multichannel customer contact with integrated knowledge platform
Single point of contact for all business, student and
tourist visa inquiries
• Providing support in 21 languages.
• The customer contact portal provides full integration of intelligent forms, with knowledge and web chat.
Web Self-Service/Virtual Assistants
FAQ Self-Service for Contact Forms/e-mail
Call-CenterKnowledge-base
FAQ Self-Service for Social Networks
Mobile Web/Smartphone Apps
One-to-oneLive Chat
UK International Visa Program Cloud-Based Multichannel Inquiry Service
20
Russia
Indi
a
China US
South
Afri
ca
Austra
lia
Franc
e
Pakist
an
Germ
any
Singa
pore
0
500
1000
1500
2000
2500
3000
3500
Top 10 Countries by Calls Presented
www.teamhgs.com
UK Visa Program - Multichannel Inquiry Service
The entire service is provided by HGS with a risk-based model paid for by consumers
21
www.teamhgs.com
The solution includes a self serve knowledge database with robotic responses for consumers and for support team to effectively address consumer inquiries
The external customer contact portal provides customers with appropriate contact methods and access to knowledge.
The internal knowledge-base provides contact-center agents with consistent knowledge and information that can quickly and efficiently support voice, chat and e-mail interactions.
In a typical week of use:33,063 - People access the portal 4,132 - Use voice to contact the service1,236 - Use web chat7,982 - Submit an email 1,109 - Tell us they had their questions answered
through integrated knowledge base
22
UK Visa Program - Multichannel Inquiry Service
www.teamhgs.com
Customer Experience is a Journey on a Rapidly Evolving Path
• Easy • “Know me” as well as “I know” our relationship• Relevant offers that deliver real value without a
shallow sales pitch• Be available to sell when I want to buy• Fast… if not now!• Correct information the first time • Education available when needed/desired• Online or I’m gone…
• Easy to do business• Customer and market Insight and control• Upsell• Enhance profit margins• Customer stickiness• Consistent brand management • Loyalty (NPS) not CSAT• And… drive cost out…
Business’ Point of View?Consumer Expectations?
With only 22% of interactions using tradition phone and IVR services, are you ready to effectively interact with Consumers?
Balance automation and personal engagement for the optimized brand and customer experience.
23
Thank you… let’s continue the interaction…
