john paitaridis - optus business - how technology powers customer experience
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Presented by Informa and Ovum. Opportunities and threats for Telcos taking them beyond 2020. For more information on the event please visit: http://bit.ly/1AKUIweTRANSCRIPT
FUTURE OF BUSINESS CREATING A BUSINESS YOUR CUSTOMERS LOVE JOHN PAITARIDIS, MANAGING DIRECTOR
OPTUS.COM.AU/FUTUREOFBUSINESS #FUTUREOFBUSINESS
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94% AFTER AN
OUTSTANDING EXPERIENCE
17% AFTER A GOOD EXPERIENCE
SURVEYED CUSTOMERS LIKELY TO RECOMMEND A BUSINESS
THE IMPACT OF CUSTOMER EXPERIENCE
79% SURVEYED CUSTOMERS ACTED
AFTER A BAD EXPERIENCE
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I get a quick result 5
Staff are friendly or polite 1 My needs are met 2 Staff are knowledgeable 3 I am able to interact with a real person 4
I feel listened to 10
I feel valued as a customer 6 I can interact at my convenience 7 It takes me minimum effort 8 Business is honest and transparent 9
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I get a quick result
Personalised, flexible experience
Single point of contact
I am kept in the loop
I feel listened to
I feel valued as a customer
I am given consistent information
It takes me minimum effort
Business is honest and transparent
Staff take initiative to do more for me
CURRENTLY IN 1-2 YEARS
60%
50%
40%
30%
20%
10%
0%
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MARKETING PRODUCTS/SERVICES
SELLING PRODUCTS/SERVICES
DELIVERING A PRODUCT OR SERVICE
PROVIDING CUSTOMER CARE AND SUPPORT
MOST IMPORTANT CHANNELS 3-5 YRS
MOBILE IS AMONG TOP THREE MOST IMPORTANT CHANNELS (3-5 YRS)
ORGANISATIONS NEED
BOTH TRADITIONAL AND DIGITAL CHANNELS
AND THE MIX IS IMPORTANT
BIG OPPORTUNITY FOR ORGANISATIONS TO CLOSE THE GAP
12% BUSINESSES DELIVERING 65%
CONSUMERS WANT A CONSISTENT EXPERIENCE
ACROSS CHANNELS
THERE ARE 31 MILLION MOBILE SERVICES IN OPERATION IN AUSTRALIA
Source: ACMA Communications Report 2012-13 Nov 13
Source: ACMA Communications Report 2012-13 Nov 13
SOCIAL MEDIA ADOPTION IS AT ALL TIME HIGH IN AUSTRALIA
Source: ACMA Communications Report 2012-13 Nov 13
13.6 MILLION AUSTRALIANS UNDERTOOK ONLINE
TRANSACTIONS
UP 8%
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3-5 YRS NOW
CHANNELS USED TO ENGAGE CUSTOMERS
ONLINE
96% 91%
SOCIAL MEDIA
86% 62%
MOBILE
82% 46%
CONTACT CENTRE
66% 56%
BRICKS & MORTAR
77% 73%
THE NUMBER OF ORGANISATIONS
USING MOBILE AS A CHANNEL TO ENGAGE
CUSTOMERS IS EXPECTED TO ALMOST
DOUBLE
OF A
N ATTRIBUTES OUTSTANDING ORGANISATION
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10%
10%
12%
Customer rating
37% Very good
Outstanding
25% Good
25% Average
Poor, very poor or terrible
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Aligns technology and customer experience strategies 1
IT influence Cu
stome
r exp
erien
ce su
cces
s
CUSTOMER EXPERIENCE SUCCESS vs. IT INFLUENCE
Minor alignment
Some alignment
Major alignment
38% 44%
54%
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Aligns technology and customer experience strategies 1 Empower the workforce with the right tools 2
WELL EQUIPPED EMPLOYEES DELIVER OUTSTANDING CUSTOMER EXPERIENCE
71% of surveyed businesses with very well-equipped employees delivered outstanding or very good customer experience.
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Aligns technology and customer experience strategies 1 Empower the workforce with the right tools 2 Fully integrates channels and systems 3
FULLY INTEGRATED CHANNELS
49% 1%
Businesses delivering outstanding experience have fully integrated channels
Businesses delivering average experience have fully integrated channels
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Aligns technology and customer experience strategies 1 Empower the workforce with the right tools 2 Fully integrates channels and systems 3 Alignment between departments 4
PERCENTAGE OF BUSINESSES FACING KEY CUSTOMER EXPERIENCE CHALLENGES
Lack of alignment between departments in delivering customer experience
OUTSTANDING AVERAGE
5%
48%
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Aligns technology and customer experience strategies 1 Empower the workforce with the right tools 2 Fully integrates channels and systems 3 Alignment between departments 4
A formal customer experience strategy
30%
51%
WHICH HIGH LEVEL CUSTOMER EXPERIENCE INITIATIVES BUSINESSES HAVE IN PLACE
A customer feedback program
that provides actionable insights
OUTSTANDING AVERAGE
50%
76%
A detailed understanding of the current experience
from your customers’ point of view
31%
60%
A description of the ideal customer experience
23%
53%
Customer experience strategy and initiatives 5
TAKING IT B
USIN
ESSE
S SERIOUSLY?
ARE
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Customer experience or advocacy
Improving efficiency or productivity
Increasing overall revenue
Increasing profit
25% 23% 16% 15%
TOP BUSINESS PRIORITIES AREN’T ALIGNED
IT
22% 25%
Marketing and Customer
experience
Finance
13% 15%
PRODUCTIVITY AND EFFICIENCY
CUSTOMER EXPERIENCE OR ADVOCACY
REVENUE PROFIT
31%
17%
35%
18% 14%
37%
17% 16%
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45% of surveyed decision-makers understand the impact customer experience has on revenue and profits
Local Government
Industry Average Finance & Insurance
Retail Health
Education Federal Government
State Government
45% 35%
63% 33%
48% 25%
27% 30%
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Staff members are friendly or polite
My needs are met
Staff are knowledgeable
I am able to interact with a real person
WHAT MAKES AN IDEAL CUSTOMER EXPERIENCE?
1 2 3 4
Quality product or service
Timely or minimum time for customer
Customer’s expectations are met
Competitive pricing or value for money
BUSINESSES’ VIEW CUSTOMER VIEW
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Actioning customer feedback 5
Budget constraints 1 Competing agendas or priorities within the organisation 2 Lack of alignment between departments in delivering customer experience 3 Difficulty changing processes to respond to new customer developments 4
No clearly defined ideal customer experience 10
Lack of buy-in or engagement among staff members 6
Capturing structured customer feedback 7
Lack of in-house skills or expertise 8
Lack of clear strategy 9
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CUSTOMER
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CUSTOMER
DEFINE YOUR CUSTOMER EXPERIENCE VISION AND STRATEGY
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PRIORITISE CUSTOMER EXPERIENCE ACROSS ALL DEPARTMENTS
CUSTOMER
DEFINE YOUR CUSTOMER EXPERIENCE VISION AND STRATEGY
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PRIORITISE CUSTOMER EXPERIENCE ACROSS ALL DEPARTMENTS
ALIGN TECHNOLOGY & CUSTOMER EXPERIENCE STRATEGIES CUSTOMER
DEFINE YOUR CUSTOMER EXPERIENCE VISION AND STRATEGY
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PRIORITISE CUSTOMER EXPERIENCE ACROSS ALL DEPARTMENTS
ALIGN TECHNOLOGY & CUSTOMER EXPERIENCE STRATEGIES
EMPOWER THE WORKFORCE WITH THE RIGHT TOOLS
CUSTOMER
DEFINE YOUR CUSTOMER EXPERIENCE VISION AND STRATEGY
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FULLY INTEGRATE CHANNELS AND SYSTEMS
PRIORITISE CUSTOMER EXPERIENCE ACROSS ALL DEPARTMENTS
ALIGN TECHNOLOGY & CUSTOMER EXPERIENCE STRATEGIES
EMPOWER THE WORKFORCE WITH THE RIGHT TOOLS
CUSTOMER
DEFINE YOUR CUSTOMER EXPERIENCE VISION AND STRATEGY
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CUSTOMER
KNOW ME EMPOWER ME
TRUST EXCITE ME
85% of business currently offering and investing in
website self serve tools
85%
95% of surveyed customers likely to remain customers
after an outstanding experience
95%
Only a third of consumers are comfortable sharing
their personal data with a mobile application.*
33%
72% 72% of businesses are
using big data to understand customer
behaviour
*Source: MEF Global Privacy Survey 2013
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HARD REALITIES FOR ORGANISATIONS…
Company DNA and culture Commitment and risk appetite Shareholder expectations
SUCCESSFUL ORGANISATIONS…
Pre-empt changes in external environment Learn from others and “customise” to local
context Build risk and reward models Act faster than the competition
CHANGE IS A CHALLENGE! ADAPT!
OPTUS.COM.AU/FUTUREOFBUSINESS #FUTUREOFBUSINESS