digital customer experience summit

Uplift Revenue and Minimize Costs by Integrating Online and Offline Channels

Chris Lord@Chris_HGS

Senior Vice President, Global Growth Strategy and MarketingHGS – Hinduja Global Solutions

September 20142 www.teamhgs.com @team_HGSDigital Customer Experience

HGS Introduction

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 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

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

http://www.teamhgs.com


CustomerOptimizing the

Experienceof Interactions and

Transactionshelping our Clients

to BecomeMore Competitive

“

”


September 20144 www.teamhgs.com @Team_HGSDigital Customer Experience

The Changing Customer Experience

There has been a dramatic shift from in the call center business

from cost center…

…to real-time digital Customer Experience

Interactions

When…



When Do Consumers Engage with a Business?

Consumer engagement 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 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



How Consumers Interact today?

Telephone/IVR account for 65% of interactions, while self service accounts for 20%

2014

Perc

enta

ge o

f In

tera

ctio

ns

35%

30%

2.53%

2

20%

5

Phone

IVR

Outbound Alerts

Chat

SMS

Self Service

Communities – Customer DrivenSocial Media Care – Corporate Driven

Embedded Device Software

Video Chat

Gartner, 2014

65%2014

20%2014

7%2014


http://www.google.ca/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=LJGF2rocmkSIEM&tbnid=tE3ba2mwuJa_AM:&ved=0CAUQjRw&url=http://acculoader.net/contact/&ei=1Z8IVPaNA4mAygT_roCYDA&bvm=bv.74649129,d.aWw&psig=AFQjCNE-6EwgavMQceIhHv94B3k1TPm0bQ&ust=1409937730609685



How Consumers Engagement Will Rapidly Evolve

Digital Channels will be enable 78% of interactions

Gartner, 2014

Social Media Care –Corporate Driven

10

12

5

523

30%

18%

10%

5

2018

Phone

IVR

Outbound AlertsChatVideo ChatSMS

Self Service

Communities – Customer Driven

Embedded Device Software

22%2018

30%2018

28%2018





Reality Check #1

1 - Corporate Executive Board’s 75,000 member survey, 2 – Execs in the Know – Feb 2014

10%

90%

consumers check website before email/ calling2

43% 57% customers tried self-service on company websites before calling contact center1

What is the first point of contact for consumers to reach a company?



Reality Check #2

1 - Corporate Executive Board’s 75,000 member survey,

Consumers are online when they call the call center… dramatically changing the conversations and expectations

…still on the website when on phone with contact center agent 1

30%



Reality Check #3

1 - Corporate Executive Board’s 75,000 member survey,

Mobile device interactions are creating challenges and missed opportunities

27%

73%…73% of websites are “easily viewed on a mobile device”1

47%

…53% of the 49 billion visits, for the top 500 e-Commerce Retailers, were via Smartphone in2013”2

53%

96%

…yet only 4% provide text for assistance1

4%



Call center was a cost

center

Revenue generating Customer Experience Interaction center

Investing to capitalize on the changing Customer Expectation…



…While driving cost out of the business

Phone Call Chat Email Website

$12

$4

$2

$0.50

Cost reduction illustration - per interaction

Telephone is one of the most costly interaction channels… yet still very effective in many cases…



Front and back offices should be connected to optimize the customer experience…

Operational Excellence with tools, access to

systems, and CE culture

Marketing Strategy and Digital

Enablement



Case study – an old company goes Digital…



It started with business and marketing strategy



Holi’sHit

STATS:

2.7MillionImpressions Achieved

No.1spot on Twitter 20,000

new fans added on Facebook!

A virtual platform to celebrate the Festival of Colours safely online.

#MyHoliPledge trends at



Berger Shades of World Cup

STATS: 26.5MillionImpressions Achieved

60KTweets

and

3KVideos were curated on the microsite!

40KPhotos

A microsite and campaign launched to celebrate the 2014 FIFA World Cup.



Ongoing Management of Berger Paint’s Digital presence



Link to website

www.bergerpaints.com/


http://www.bergerpaints.com/


Digital presence transformation with consistent brand experience across channels… Carrot Banana Peach

• Global Navigation was not Prominent

• No bread crumb navigation

• No carousal banner control

• No search option

• No dynamic product showcase

• Products are not well categorized and organized

• “Contract us” functionality limited

Transformed to a very different customer experience



Self Service with Integrated Support driving incremental revenue

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



Results… E-Commerce Success from “Hits” to “Cash”

A user-oriented approach to e-commerce and m-commerce helps drive brand loyalty, which is crucial to the bottom line….

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eCommerce Revenue

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Visits from new Search Engines

Traditional Visits

Incremental Revenue

Traditional eCommerceRevenue



Check it Out

www.carrotbananapeach.com


http://www.carrotbananapeach.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



• 27% people talking about poor quality of picture

• 13.5% people talking about aspect ratio

Back office analytics used to enhance Customer Experience for consumer support while driving out cost



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

Using digital channels to drive call deflection

ORClick to Chat



Support team leverages domain, innovation, knowledge base and Customer Experience strategy to effectively resolve query

Innovative Interactions via Chat & Email



Positive customer satisfaction using email and chat

Technology and innovation enablers leveraged to enhance the experience

6.24

6.64

7.02

7.32

7.597.67

7.94

8.09

April May June July August September October November December

CSAT Impact



While “loyalty” is improved based on NPS results

2%

15%

30% 30%

20%

43%

23%

37%

31%

53%

July August September October November December January February March April

NPS scores dramatically grew from a historical sub 0 score to consistently in the 30s to low 50 range

Net Promoter Scores

…reducing calls



Chat reduces calls, saves cash while improving service!

Consumers solving inquires via chat, not requiring a call center agent, doubled from 30 to 60%

70%

30%Chats eliminating a call to the call center…prior to HGS transformation

40%

60%Chats eliminating a call to the call center…post HGS transformation



Complaints … as Opportunities

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%



Who hears the Complaint… as Opportunities

Sept 25, 10:15 AM



Who acts on the the Complaint…



Customer Experience is a Journey on a Rapidly Evolving Path

• Easy to engage – 24x7

• I want to do it myself… and certainly don’t want to call

• “Know me” as well as “I know” our relationship

• Relevant offers that deliver real value without a shallow sales pitch

• Be available to help when I want to buy

• Fast… if not now!

• Correct information the first time

• 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?

Thank you… let’s continue the interaction…


Thank YouFor further information please contact:

Chris LordSenior Vice President, Global Growth Strategy and Marketing

HGS – Hinduja Global Solutions

Email: [email protected]

CustomerOptimizing the

Experienceof Interactions and

Transactionshelping our Clients

to BecomeMore Competitive

“

”