Mobile Devices are Revolutionising our Relationship with the Customer

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By 2020 customers will manage 85% of their relationship with a company without human interaction (Gartner 2012). How will mobile devices revolutionise the relationship with the customer and what impact will this have on the contact centre?


  • 1. Mobile devices are revolutionising our relationship with the customer @mplsystems #crm #custserv #contactcentreJon Meredith mplsystems

2. Selfie 3. The evolving customer landscape By 2020 customers will manage 85% of their relationship with a company without human interaction (Gartner 2012). By 2016, 40% of customer service contact is predicted to be through a combination of social sites and mobile apps (CCA) 50% of smart phone users prefer to use a mobile customer service app, before calling a call centre (Speech Cycle and Echo Research Study) Email still only accounts for 15.4% of inbound transactions (ContactBabel) 34% of consumers state email is their preference (Fifth Quadrant)Web Chat tipped as latest channel of choice consumer preference up from 11% to over 30% in 2 years, (Fifth Quadrant) web chat usage is growing at 18% per year(ContactBabel) 4. Facilities in the contact centre 41%36%35%20%35%29%22%48% 65% 40% 49%31%14% 54%64% 66%40% 70% 74%28% 54% 69%Andrew McNair, Dimension Datas Head of Benchmarking, says, Historically, organisations set the tone in how they collaborated with their customers. However, the mega trends of mobility and the prevalence of internet-based services such as video, web chat, and social media are transforming the way the world wants to talk to organisations (consuming services). Its the customer whos driving how, when and for what they will use each channel. 5. Growth of Mobile Global consumer mobile app spend will reach 9.7 billion by the end of this year, according to an IHS report, which is more than the combined total for 2010, 2011 and 2012. Almost 90 billion smartphone and tablet apps will be downloaded this year, which is almost double last year's total of 49 billion. Apple and Google are the leading app providers in almost all countries, accounting for more than 85 per cent of global spend. 6. Budget for the mobile channel ? 7. Smartphone revolution 50% of smart phone users prefer mobile apps to the call centre Smartphone availability and features improve the experience Linked in usage grown from 8% in 2012 to 30% in 2013 8. Making Companies 70% More efficientMobile customer service 9. Case studyiContactCustomer Smart DeviceEngineer Smart DeviceNow only 20% of requests go through the contact centre Contact Centre 10. The Multi Channel Dilemma 11. The Challenges of Multi-Channel Too much plumbing for IT to integrate Social media Explosion of email Mobile apps Speech applications Interactive web services Live web chat has created a fragmented approach to the customer (again) Inconsistent experience Double keying Inefficiency Lack of service level visibility Human errors 12. Mobile and the contact centreCRM POS Inventory Planning Warehouse Products Purchasing Multichannel ACDOne DesktopBig Data 13. Simplified agent desktop 14. Getting App Self Service Right Customer choice Good for dynamic information Use Smart Phone features to reduce data entry Add value through targeted alerts / information Incentivise customers to sign up Build dedicated apps in cross platform tools Ensure all information is available in the contact centre Keep it simple, keep it fresh, make it engaging 15. In summary Growth in smartphones apps phenomenon Use smartphone apps to increase loyalty Simple apps reduces customer effort Are you investing enough in this channel ? Integrate into the contact centre Redesign your customer experience Automate the service process Keep it simple, keep it fresh, make it engaging