Presentation on customer experience trends by Dr. Nicola J. Millard, Customer Experience Futurologist at BT Global Services. Delivered at the Local Digital Futures event at the BT Tower in London on 9 April 2014.

1. BT Contact. Relationships that grow
Serving The
Autonomous Citizen:
5 Trends for the
future.
Dr Nicola J. Millard
Customer Experience
Futurologist
BT Global Services
nicola.millard@bt.com
@DocNicola

2. BT Contact. Relationships that grow 2
Trend 1: Easy does it!
5%
Felt they had got good
value for money when
they had a difficult
experience
Copyright: BT Global Services, 2014

3. BT Contact. Relationships that grow 3
“Net Easy” does it.
Making it Easy is the missing link between operational
quality and loyalty:
Operational performance
Customer experience
Advocacy
Incremental value
Churn
reduction
NPS
Net Easy
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
Thanks to Joanna Howard

4. BT Contact. Relationships that grow 4
6 factors explain 67% of movement in Net Easy
What drives easy?
Thanks to: Joanna Howard

5. BT Contact. Relationships that grow 5
Trend 2: Omnichannel is the new normal.
How we Talk With Organisations is Evolving
say they constantly change the
way they deal with organisations
say organisations make it easy to
switch between different channels1:2 17%

6. BT Contact. Relationships that grow 6
Fire in Gerrard Street exchange
Twitter: simple, transparent communication….Great in a crisis!
RichieJones Now that is transparency!!
RT: @BTCare: Service restoration now
underway but may take some time. See
pic: http://bit.ly/gw07ZE
CallMeKallam @MangaUK The exchange
is in Gerrard Street, but I believe that
caters for the West End. Follow @BTCare
for info, they're good chaps.
65% increase in Twitter followers:
“Brace yourselves: rare
praise for BT”
Copyright BT Global Services, 2014

7. BT Contact. Relationships that grow 7
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 used
46% 57%
To get instructions 43% 52%
To get more
information
38% 45%
To view adverts 33% 32%
To see other
consumers reviews
24% 30%
To resolve a problem 28% 25%
YouTube instead of
Google to search
new products
17% 24%
Use Pinit weekly 9% 20%
Copyright BT Global Services, 2014

8. BT Contact. Relationships that grow 8
Trend 3: Webchat is growing faster than Social Media.
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
Copyright BT Global Services, 2013

9. Trend 5: Smartphones change behaviours.
Copyright- BT Global Services, 2014

10. BT Contact. Relationships that grow 10
The App-y Worker.
Copyright BT Global Services, 2014

11. BT Contact. Relationships that grow 11
Trend 5: The contact centre model will change.
Customers often or sometimes struggle with employees…
58%
Have got better help
from other customers
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
2:3
Employees haven’t
known what’s on their
website
2:3
Have 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
Copyright BT Global Services, 2013

12. BT Contact. Relationships that grow 12
"I don’t foresee anything replacing customers calling for help, but their contacts
will become more complex. We may also have to reach out to them more often”,
Manager, CCMA Ireland.
Primary function of contact centres in 2020.
Copyright: BT Global Services, 2014

13. BT Contact. Relationships that grow 13
The Networked Expert in Action.
Voice
Webchat
VoIP
SMS / MMS
E-mail
‘Call me’
Video
Social Media
Home Workers
Branch Offices
Remote Workers
Mobile Workers
Contact Centres
HQ
Copyright BT Global Services, 2014

14. BT Contact. Relationships that grow
Thank You!
Dr Nicola J. Millard
Customer Experience Futurologist
BT Global Services
nicola.millard@bt.com
Twitter: @DocNicola
BT Let’s Talk Blog:
http://letstalk.globalservices.bt.com/en/
author/nicolamillard/
Copyright BT Global Services, 2013