the autonomous customer: trends shaping the future of customer service
DESCRIPTION
Based on research from both the UK and the US, this presentation explores the trends that are challenging the delivery of customer contact and contact centres into the future.TRANSCRIPT
BT Contact. Relationships that grow
The Autonomous Customer
Dr Nicola J. MillardCustomer Experience FuturologistBT Global [email protected]@DocNicola
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The Death of Loyalty.
5%Felt they had got good
value for money when
they had a difficult
experience
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“Net Easy” Does It.
Making it Easy is the missing link between operational quality and loyalty:
Operational performance
Customer experience
Advocacy
Incremental valueChurn
reduction
NPSNPS
Net Easy Net Easy
OCR & RFT
OCR & RFT
Why measure Easy?
� True voice of the customer
� Drives advocacy, VFM & loyalty
� Highly actionable feedback
� Applicable in all channels
� Engages and resonates with staff
� Low effort also = lower cost
Customers finding it easy are 40% less likely to churn
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Some Channels Are Easier Than Others.
Thanks to: Joanna Howard
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Speed of Change is Accelerating.
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say they constantly change the way they deal with organisations
say organisations make it easy to switch between different channels1:2 17%only
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Phone service a primary problem solving channel.
Customer demand is becoming more complex…
54%Phoned call centre
last month (56% 2010)
2:3Try to find a head
office number to
bypass the call centre
3:4Ask to speak to a
senior manager
49%Calls are more
complex
59%Prefer phone to web
FAQs (58% 2010)
3:4I ask for the Advisors
name to report them
But contact centres are changing to deal with
increasingly complex problems.
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I am happy to be transferred to
another person who is trained to
answer more complicated
questions
86%
Advisors have put me on hold
because they don't know what
to say and need to check
85%
Advisors in call centres have
struggled to answer my
queries
79%
Advisors in call centres
haven't had the most up to
date information
72%Often I have known more about the
product or problem than the advisor
in the organisations call centre
70%Advisors in call centres haven't
known what's on their own
organisations website
64%
I have found it better to get
advice about products from
other consumers than phone
the supplier
58%
Traditional Contact Centres are Struggling to Cope.
I have better conversations
with call centre advisors if
they have the same interests
as me
67%
Advisors in call centres have
tried to hurry my call
55%
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Webchat – A Candidate for Growth.
88%Of advisors rated
Webchat as good or
very good
26%Of customers use
webchat as a
preferred contact
channel currently
82%Of customers rated Webchat as good or
very good
15%Increase in
productivity compared
to phone
9 in 10 consumers
want support while online
68%Would like to have
webchat offered whilst
online
89%Want my queries
answered by a person
whilst shopping online
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Video Culture Grows.
Video conferencing is 100% up on 2010
as video culture grows
Which of the following would you use video content for?
To see a product
being used46% 57%
To get instructions 43% 52%
To get more
information38% 45%
To view adverts 33% 32%
To see other
consumers reviews24% 30%
To resolve a problem 28% 25%
YouTube instead of
Google to search
new products
17% 24%
Use Pinit weekly 9% 20%
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Mind the Smartphone Generation Gap!
16-34 year olds
driving smartphone commerce
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Connecting The Networked Expert
Consumers often or sometimes struggle with employees…
58%Have got better help
from other consumers
than employees
70%Often I know more
about the problem
than the employee
85%Put me on hold as they
don’t know what to say
79%Employees have
struggled to answer
my queries
2:3Employees haven’t
known what’s on their
website
2:3Have a better call if
advisor has same
interests as me
71% If I don’t get the answer,
I call another advisor
86% Happy to be transferred to someone trained to answer complicated questions
94% Want to e-mail same advisor as spoken to
Employees need help to deal with today’s consumer
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Social Media Usage Increases.
Growth in social media to interact with organisations:
39% of smartphone users do it while on the move
39%used their smartphone
to comment on
Facebook or Twitter
about customer service
just received
23%trust content on
organisations websites
19%Find it easier to contact
organisations via
Social Media
only
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Why Customers Use Social Media.
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84% were about
failures in
traditional contact
channels
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A Funny Thing Happened on the Way to the Forum…
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Networking Experts: @BTCare & @BTBusiness.
Thanks to Dr Simon Thompson .
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Interested? Drop me a line…
Dr Nicola J. MillardCustomer Experience FuturologistBT Global [email protected]: @DocNicolaBT Let’s Talk Blog:http://letstalk.globalservices.bt.com/en/author/nicolamillard/
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