Automonous customers & super agents dr.nicolamillard_06.15

Autonomous Customers & SuperAgents.

Dr Nicola J. Millard Head of Customer Insight & Futures BT Global InnovaDon Team [email protected] @DocNicola

Busy Autonomous customers put a lot of effort into dealing with organisaDons and prefer easy interacDons

Buy more from organisaDons that make it easier

79% Indonesia

73% UK

72% Belgium

68% Germany

50% Spain

90% China

84% India

83% UAE

82% USA

81% Singapore

62% Find dealing with customer service issues exhausDng

55% Put a lot of effort into safeguarding their consumer rights

3 in 4 Constantly research products to buy online

Only 1 in 5 Regularly experience first contact resoluDon for customer service

30% Building customer engagement

Increase in consumers saying convenience is more important than price (UK & US)

85% It should be easier to contact orgs. by phone, web chat and email

71% Like it when orgs. noDce I have a problem with customer service & try to help

88% Consumers would be more loyal to orgs. if they are easy to deal with

Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya

Reducing customer effort is a growing priority

Copyright BT Global Services, 2015

“Net Easy” does it. Making it Easy is the missing link between opera5onal quality and loyalty:

Operational performance

Customer experience

Advocacy

Incremental value Churn

reduc5on

NPS

Net Easy

OCR & RFT

Why measure Easy? ü  True voice of the customer

ü  Drives advocacy, VFM & loyalty

ü  Highly acDonable feedback

ü  Applicable in all channels

ü  Engages and resonates with staff ü  Low effort also = lower cost

Customers finding it easy are 40% less likely to churn

Thanks to Joanna Howard Copyright BT Global Services, 2015

6 factors explain 67% of movement in Net Easy

What drives easy?


Some channels are easier than others.

Social C

hat

Voice email

Voice auto


“Autonomous” Customers sDll need help.

USA

84%

UK

Want advisor available on phone/web-‐chat when internet shopping

79%

Co-‐browsing would add value

USA 65%

UK 55%

Customer service via Apps would add value

USA 62%

UK 55%

2015

62%

2013

54%

Prefer using the phone than FAQs (UK)

90% Want to e-‐mail the same agent as they speak to on the phone

Consumers like self-‐service, but when it goes wrong they want live help there and then

When you most recently had a problem with self-‐service what type of support did you want? Phone 29%

Social media 10%

Web-‐chat 15%

Video-‐chat 9%

E-‐mail 23%

Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015

Channel switching is acceleraDng

81% OrganisaDons should always offer different channels to meet my needs

Less than 1 in 3 Agree organisaDons make it easy to switch between different channels

3 in 4 Any agent should be instantly familiar with my contact history

Would like organisaDons to offer the following… E-‐mail same call centre agent 90%

Service through Facebook 53% Skype calls to call centres 55%

Visual IVR on smartphone 67%

Apps with web-‐chat 71%

Switch from web chat to phone 62%

Voice biometrics for ID&V 73%

Share my screen with an agent 62%

Switch from web-‐chat to video 51%

Secure tech. for phone payments 50%

Social media to phone call 63% 51%

Would like to switch from web-‐chat to video-‐chat (62% -‐ switch from web-‐chat to phone)

67% Would like visual IVR on their smartphone

50% Regularly phone call centre & look at web on smartphone

Channels MulDply: The Omni-‐channel challenge.


Smart phones / smart customers?

Smartphones and customer service should work hand-‐in-‐hand, but too many Apps lead to dead-‐end support

Would like Visual IVR when calling on a smartphone

81% Indonesia

54% UK

45% Belgium

30% Germany

68% Spain

86% China

86% India

83% UAE

60% USA

77% Singapore

Use smartphone to…

Phone call centres 62%

Access mobile banking weekly 39%

Scan in-‐store to get best prices 46%

Phone call centre & look at web 51%

48% Download Apps for customer service

62% Would like to share smartphone screen so the agent can see it

46% Comment on social about customer service using a smartphone

12% Share GPS so companies can offer discounts based on your locaDon

3 in 4

Want Apps with web-‐chat or messaging capability

17% Used Siri or similar on smartphone in the last 6 months


Although there are many new channels, the phone sDll delivers when it comes to informaDon, trust and engagement

The Phone is good to ask quesDons & get a bemer understanding of an organisaDon

88% Indonesia

66% UK

58% Belgium

48% Germany

62% Spain

85% China

85% India

82% UAE

72% USA

75% Singapore

I get bemer info/answers from call centre than using online self service

Germany

86% Indonesia

China 93%

India 85%

USA 85%

Singapore 84%

UAE 81%

Spain 79%

Belgium 76%

75% UK

70%

65% I trust the organisaDon more… (the benefit of great customer service)

1 in 3 for an urgent issue Twimer/Facebook is the best way to get customer service

6.2 The number of Dmes consumers who make repeat purchases aner great customer service

54% I phone about one issue but the advisor gets me talking about another issue or product

74% When I phone a call centre I onen have 2 or more issues I want help with

61% The calls I make to organisaDons are complex, I do simple things online

Phone handles complexity, builds customer relaDonships & provides sales opportuniDes.


Web-‐chat: Stealthy & healthy growth.

2013

% using web-‐chat to contact organisaDons (UK)

2015

1 in 4 1 in 5

2015

37%

2013

29%

Prefer using web-‐chat than phone when on an organisaDon’s website (UK)

53% Web-‐chat with orgs that can be accessed through smartphone apps (UK)

52% Like web-‐chat -‐ get record of conversaDon (UK)

4 in 5 OrganisaDons should be easier to contact by web-‐chat and phone (UK)

51% Want to switch from web-‐chat to video-‐chat (62% switch web-‐chat to phone)

1 in 3 Confident sharing personal data by web-‐chat

50% Like web-‐chat -‐ get record of conversaDon

Switching from web-chat to phone is popular. Security concerns are high, though


Video culture conDnues. As video is more part of our daily lives, there is growing interest in video-‐chat for customer service and engagement

Would like video-‐chat to have a product demonstrated by an agent

74% Indonesia

52% UK

40% Belgium

45% Germany

56% Spain

78% China

81% India

71% UAE

57% USA

72% Singapore

71% Checked appearance before making a video call

34% Use YouTube first to research a new product or service

62% Brushed hair before making a video call

59% Would like to see the agent for complex queries

1 in 4 Use FaceDme/Skype 2 or 3 Dmes a week or more

63% Want to use video chat to communicate with organisaDons

52% USA 2015

47% UK 2015

45% USA 2013

Regularly watch videos for product informaDon

38% UK 2013

Would like to video-‐chat with organisaDons

USA 2013

USA 2015 50%

32% UK 2015 50%

36% UK 2013


Social customers demand social customer service.

Consumers want more customer service by social media and less markeDng

Would post a facebook customer service message to an organisaDon

80% Indonesia

53% UK

48% Belgium

40% Germany

63% Spain

N/A China

88% India

87% UAE

57% USA

74% Singapore

70% Expect response to social media comment in 15 mins

1 in 3 for an urgent issue or emergency Twimer/Facebook is the best way to get customer service

25% Have had customer service by social media (15% made complaint)

35% would post a complaint on social media

2 in 3 Want responses to comments by same plaqorm

Have used smartphone to comment on social media about customer service just received

China 70% 67% India

63% Indonesia 61% UAE

37% Spain 57% Singapore

33% USA 30% UK

23% Belgium 24% Germany


New models for contact centres: SuperAgent 2020.

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"I don’t foresee anything replacing customers calling for help, but their contacts will become more complex. We may also have to reach out to them more o=en”,

Manager, CCMA Ireland.

Primary funcDon of contact centres in 2020.

Source: SuperAgent 2020: The Future of the Contact Centre (2014), Millard & Alcock, BT White Paper. Copyright BT Global Services, 2015

"Customers are calling us about an issue because of the complexity of the world we are living in. We have termed this a ‘contact centre job’ – with people being paid the same wage as ten years ago. That is unsustainable – you will not get expert problem solvers who are shi=ing organisaCons in six monthly

cycles – they are call handlers – we need expert problem solvers”, CCMA UK, Contact Centre Strategist.

Super agent skills 2020.


Primary measures 2020.


Core channels 2020.


“Whilst customer contact will certainly move to a more devolved model -‐ infrastructure investment will dictate that the change will not happen by 2020”, Manager, CCMA UK.

LocaDon of centre 2020.


Key technologies 2020.


“The skilled manager will become an even scarcer commodity for contact centres. This means that to manage successfully, you will have to move past standard people management pracCces”,

Call Centre Helper.

Principal role of the “super manager” 2020.


Contact centre or relationship hub?

Voice

Webchat

VoIP

SMS / MMS

E-mail

‘Call me’

Video

Social Media

Home Workers

Branch Offices

Remote Workers

Mobile Workers

Contact Centres

HQ

Copyright BT Global Services, 2015

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44% Would share social media profile to get bemer service

4 in 5 Like orgs using technology to listen to calls if the agent is rude or a problem arises

71% Like it when organisaDons noDce consumers have problems on their website and try to help

55% Might share locaDon with organisaDon for a bemer service

The emerging “ego” system: It’s all about ME!!!!

62% Find dealing with customer service issues exhausDng

55% I put a lot of effort into safeguarding my rights

54% Give feedback to companies but they don’t change

The more informaDon I give, the bemer customer service I expect

48% China

63% UAE

75% India

62% Singapore

66% USA

69% Indonesia

63% UK

56% Belgium

57% Germany

74% Spain

49% Want technology to secure card payments over the phone

(the agent can not see or hear the account or card details)


Thank you!

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Dr Nicola J. Millard Head of Customer Insight & Futures BT Global InnovaDon Team [email protected] @DocNicola BT Let’s Talk Blog: hmp://letstalk.globalservices.bt.com/en/ author/nicolamillard/