defining the human age - engage customer€¦ · the digital tipping point campaign showed that...

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Defining the Human Age

A reflection on Customer

Service and Work in 2030

Marije Gould

VP Marketing EMEA, Verint Systems

November 2018

Will Robots take over our Jobs?

14%

86%

OECD2

Job Losses as a result of Automation

"Safe Jobs"

47%

53%

Cambridge University1

Job Losses as a result of Automation

"Safe Jobs"

66m Jobs

32 Countries

1. Oxford University, Carl Frey and Michael Osborne, “The Future of Employment: How Susceptible are Jobs to Computerisation?”, 17 September 2013

2. Organisation for Economic Co-operation and Development. “Automation, Skills Use and Traning”, 14 March 2018

Overview

The Digital Tipping Point campaign

showed that maintaining a human

touch in today's digital world remains

key.

Defining the Human Age extends

these themes to outline the future of

customer service and work in 2030

and the steps businesses can take to

be prepared for this future.

Our Research

Research by Market Research Consultancy Opinium Research in:

Previous research in 2016 and 2015

France

Spain

South Africa

USA

Canada

Mexico

Brazil

India

Japan

Australia

Singapore

Hong Kong

UK

Netherlands

Belgium

Germany

Sweden

Denmark

36,000

Consumers

18

Countries

1

Futurologist

Is the Future of Customer

Service all about Loyalty?

Only half of customers worldwide have been with their service providers for more than

three years

Loyalty on the Decline

More than three

years 2019…

Loyalty on the Decline

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

More than three years 2015

More than three years 2016

More than three years 2018

Less than a year 2015

Less than a year 2016

Less than a year 2018

All

Sectors

Insurance Mobile

Phone

Home

Telephone,

Broadband,

Cable

Bank Credit

card

Utilities Bricks and

Mortar

Retailer

Online

Retailer

Travel

The Generation Game

Younger Generations Continue to be More Likely to

Switch Providers

0%

10%

20%

30%

40%

50%

60%

70%

80%

18-25 25-34 35-44 45-54 55-64 65+

Customer Retention by Generation

2015 2016 2018

What is

Driving

Changing

Customer

Behaviour?

Customer Experience

Customer Experience remains a key

driver when selecting a provider,

particularly with the older

generations.

65% believes customer service

online and via mobile devices

should be faster, more intuitive and

better able to serve needs.

68% believes organisations need to

make it easier to resolve a query

without having to call someone or

go in-store.0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

18-24 25-34 35-44 45-54 55-64

“Please state the level of importance that you place on your Customer Experience

when choosing your provider”

Major factor Only deciding factor

11

The Ethical Consumer

We are seeing the emergence of

the ethical consumer – particularly

within the 18-25 age bracket.

They are less loyal, shop around,

are the most likely to use mobile

apps for transactions and to place a

premium on a company’s ethics.

0%

10%

20%

30%

40%

50%

60%

70%

80%

18-24 25-34 35-44 45-54 55-64 65+

Please state the level of importance that you place on a company’s ethics when

choosing your provider

This is a major factor in my purchasing decision

This is the only deciding factor in my purchasing decision

71%agree they are worried about this

13

Universal concern about the amount of personal data

firms have - everywhere

The Sceptical Consumer

Trust is a major consideration for

consumers when they select a

service provider.

58%

12%

31%

"I would never engage with a brand that has experienced a data hack"

Agree Disagree Abstain

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

18-24 25-34 35-44 45-54 55-64 65+

Please state the level of importance that you place on trust when choosing your

provider

This is a major factor in my purchasing decision

This is the only deciding factor in my purchasing decision

The Sceptical Consumer

68%

83%

71%

51%

39%

"I like it when serviceis personalised to me

and my interests"

"I want to know howsecure my personal

information is"

"I worry about theamount of my

personal information /data that

organisations have"

"I trust organisationsto use my data

ethically"

"Organisations doenough to protect my

data"

A Futurologist Introduction from

Professor James Woudhuysen

Organisations will increasingly have to

offer clear guarantees about privacy,

cyber-security and ethics; and

reappraise how customer loyalty and IT

dynamics work hand in hand.

Given this context, is the future of

customer service really about loyalty?

What About

the Human

Touch?

When do Consumers Want the Human Touch?

19

Need the Human Touch to Complain

People still resort to the phone when making an urgent enquiry (44%), or to complain (27%)

2018 2016

Professor James Woudhuysen Continues…

In 2030 consumers will not be able to

distinguish between machine and human

dialogue in online interactions and machine

voices will have more engaging personalities.

As a result, the majority of customers will place

higher value on services delivered by real

people.

Evolution of work and service

Technology is changing the workplace

•Automation: Tasks and processes are

increasingly being automated by technology; AI,

algorithms and other automation technology (e.g.

robots) help people do their job more effectively

•Robot concerns: Concern that robots or artificial

intelligence will take over jobs in the next 10 years

•The workplace: As technology improves, the

workplaces will be more flexible to suit employee

preferences

Bots and Millennials are Changing the Workplace

58%

34%

70%

49%

43%

62%67%

62%

44%

69%

58%

52%

65% 66%

Automated or computerised processes are

used in my workplace – e.g.

data entry, finance / HR procedures

Robots are used inmy workplace toreplace and/or

augment manuallabour

Tasks andprocesses are

increasingly beingautomated by

technology

Artificialintelligence,

algorithms andother automationtechnology (eg

robots) help me domy job moreeffectively

I worry that robotsor artificial

intelligence willtake over my job inthe next 10 years

Technology ismaking it easier forme to work more

flexibly (forexample, working

from home or moreflexible hours)

As technologyimproves, I expectworkplaces to be

more flexible to suitemployee

preferences

Agree - global average Agree - 18-25

23

What Does the Customer Want?

Woudhuysen’s View:

Yes, sophisticated software will supplement the

intelligence of customers and customer service

representatives alike, making interactions faster and

richer. Yes, IT will automate some customer service tasks

– though overall employment in customer service will

probably grow.

But the most sophisticated algorithms won’t be able

to make aesthetic, personal or ethical judgments on

a par with human beings.

Thoughts and Takeaways

With the evolution of technologies

like AI, automation and biometrics,

many might suppose that the age of

customer service in 2030 would be

dominated by robots.

But this research reveals that, while

technology will continue to play a

vital role, it is the human touch and

how companies manage that

technology that will define the

customer experience and the

workplace of the future.

6 Key Business Recommendations

1. Only Humans can provide the human touch. The human element will still be vital to the customer experience; forming

an emotional bond, or to surprise and delight the customer

2. Co-bot not robot. Humans and bots must co-exist in the workplace to create a seamless, end-to-end and unified

experience. Technology exists to augment, but not replace humans’ work.

3. Full disclosure. Digital and Automated service will play a vital role for customers, adding convenience and speed to

simple tasks. Don’t let technology pretend to be something it isn’t.

4. Personalization that’s not creepy. Businesses must be transparent and responsible in the way they collect and use

customer data.

5. Trust is hard to earn, and easy to lose. Organizations will constantly be under the microscope. They must be ethical in

every element of their business.

6. Engage the Workforce. When implementing robotics, AI and machine learning, engage the workforce and highlight the

ongoing importance of human interaction, intelligence and emotion

Human contact and emotional intelligence must remain a crucial part of the workplace and in

customer service

28

29

Technology

exists to

augment,

but not

replace

humans’

work

© 2018 Verint Systems Inc. All Rights Reserved Worldwide.

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VP Marketing EMEA

Marije Gould

marije.gould@verint.com

@marijegould

linkedin.com/in/marijegould/