engage customer summit november 2013

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Easier said than done? Just how effortless can self-service become? Sebastian Reeve – Director Product Management & Marketing EMEA


The First Screen

Mobile

The Second Screen

The Third Screen The Fourth Screen

The nth Screen


n Screens & a Cloud

Who’s setting consumer expectations?


Capabilities driving change. Four major focus areas of User Experience design

Simplified navigation gets

users where they want to go in as

few steps possible.

Navigate

Biometrics improve

convenience and security of

authentication

Authenticate

Conversational dialog helps

users complete transactions

by guiding them naturally

Transact

High-accuracy knowledge mining

that delivers Answers, not just search results

Answer Natural

Conversational

Precise

Proactive


Anyone read this book?

–  On average, 58% of phone calls originated from customers on your website.

–  ⅓ of callers on web at same time as calling.

–  Customers forced to channel switch are 10% less loyal.

–  The book also challenges some “hardwired” assumptions:

–  Self-service preference vs. task –  Self-service preference vs. age

From the authors of the Customer Effort Score…


Leading Experience: USAA

–  Financial Services Association Serving the US Military and Their Families

–  Branchless, 9.4m Members, 24,000 Employees

Financial provider pushing the boundaries of self-service

0

200

400

600

800

1,000

4.0

5.2

6.4

7.6

8.8

10.0

Contacts M

embe

rs

USAA Members and Contacts (Millions)

Self-Service MSR Assisted Members


Range of Net Promoter Scores 2013 Cross Industry (n=10,000 US consumers)

-20 -10 0 10 20 30 40 50 60 70 80

Hotels -13 50

Retailers -3 60

Airlines -9 47

Insurance 1 66

Banks -42 65

Credit Card -24 66

USAA


Leading experience: Barclays


Leading experience: Barclays

–  Pre Voice Biometrics –  More than 10% of legi0mate clients were failing

authen0ca0on –  1 in 4 fraudulent a7empts were successful –  78% of customers dissa0sfied with authen0ca0on

–  With Voice Biometrics

–  Zero fraudulent a7empts were successful –  95% Successful Authen0ca0on Rate –  3% to 4% Reduc0on in Opera0ng Costs –  93% customers rate the process a 9 or 10 out of 10.

UK bank using automation alongside assisted service


Consumer expectations shift continuously

–  Innovative organisations are looking for Differentiation and Loyalty upsides:

–  They look beyond their own industry ‘norms’ –  Don’t make reducing cost the main focus –  Put reducing effort at the heart of decisions

…building in VoC, analytics and continuous improvement.

…expectations for what automation can deliver are mostly not set by you.

“Consumer behaviour is the killer app when it comes to

business disruption” - Brett King


Thank you Sebastian Reeve – Director Products Strategy & Marketing EMEA Mobile: +44 7501 458876 Email: [email protected] Twitter: @rrreevo

engage customer summit november 2013

Business