The Service Conundrum: Understanding What Your Customers Want and What Your Competitors are Doing About it

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  • Definitions of GenerationsGeneration Y = born 1977-1991 Generation X = born 1962-1976 Baby Boomers = born 1946-1961Silent Generation = born 1925-1945
  • End with “Now lets take a look at some of the detail around the consumer side of the study…”
  • The willingness of the consumer to embrace multiple channels is driving their demand for a seamless service offering regardless of channel history
  • Offer a positive service experience and: 37% will pay more for your products and services 40% will actively advise friends and family to use your companyBut offer a negative experience and: 77% will actively avoid buying more products and Services from you 80% will actively advise friends and family NOT to use your companySo on average if you offer ‘average’ service experiences the impact on business is negative – your going backwardsYou need to need to be offering 2 of of 3 positive experiences just to stay afloat!How do we know this? We asked!
  • Need to breakdown the points here, CMO will have more budget than the CIO by 2018 (Gartner) and much of the marketing spend will be on social mktg and Marketing have been responsible for social media management. Need to link to the next slide
  • As companies evolve, social customer service presents many of the process considerations that tradition customer service operations are very familiar with such as process and procedures, SLA’s, entitlements, governance and metrics. There is a strong argument of the handling of social customer service to reside in the contact centre where these things are well established.
  • Be clear that customer experience ownership sits outside bothWe thinks that many of the tools and processes for managing interactions already exist in the contact centre and provide a good platform to build out omni-channel for the customerSpeaking of omni-channel…Omnichannel
  • We spoke about the growth rates in these channels and more importantly the desire to use multiple channels across one transaction
  • The construct of Customer Experience (Customer Experience) is defined as: The internal response of an individual to their interactions with an organisation's products, people, processes, technologies and environments. Internal response includes the thoughts, feelings, senses, physical reactions and emotions experienced as a result of the experienceCustomer Experience Strategy is defined as:DEFINE
  • 70%of mature Customer Experience organisations will invest more in these technologies in the next 12 months
  • Yet for those that do, the upside is significant
  • The Service Conundrum: Understanding What Your Customers Want and What Your Competitors are Doing About it

    1. 1. The Service Conundrum Understanding What Your Customers Want And What Your Competitors Are Doing About It @au.linkedin.com/in/rodneyjmaxwell Rod Maxwell Service Cloud Director, ANZ
    2. 2. Respondent Sample Male 50% Female 50% GenY 34% GenX 29% Baby Boomers 25% Silent Generation 12% GenerationGender 26% 22% 15% 12% 6% 6% 3% 10% Govt, Edu & Health Retail/ Wholesale Finance, Banking & Insurance Services Telecom/ Media/ Utilities Manufacturing Mining / Construction Consumer Technology Other
    3. 3. Shift In The Balance
    4. 4. The Consumer Power Economy Top 3 reasons to stop buying a product or service from an organisation? SERVICE RELATED ISSUES (42%) COST/VALUE RELATED (28%) PRODUCT RELATED (24%)
    5. 5. What We Learnt: Consumer  Service Drives Behavior  Consumers are expanding their use of channels  Spread & Volume  Social is rapidly becoming the new email  Email is rapidly becoming the new voice  Omni-Channel is the new Multi-Channel  Significant growth in mobile access
    6. 6. What We Learnt: Business  Businesses are well positioned for Multi-Channel but not Omni- Channel  Future investment is set to grow in non traditional channels and mobile service  Top Customer Experience organisations:  Offer more channels  Invest more in social and mobile  Service quality is relevant to revenue
    7. 7. 59% 46% 43% 40% 33% 24% 16% 12% 9% 8% 7% 6% 4% 3% 1% Visited a branch Combination of IVR & CSR CSR only (phone) Email Web self-service Automated phone system (IVR) Mobile device Online phone call Facebook Web chat SMS Letter or Fax Other social media Remote support session Other Consumer: Channel Spread
    8. 8. Consumer: Channel Growth 37% 23% 22% 17% Consumers are rapidly increasing their volume of interactions across a range of channels
    9. 9. Contact Type Cost (AU$) Email transaction (local currency) $12.59 Outbound call (local currency) $12.55 Inbound call $10.83 IVR transaction (local currency) $3.10 SMS transaction (local currency) $2.37 0% 10% 20% 30% 40% 50% 60% 70% 80% Phone Conversation Web Self Service Email FCR Rate Implications of Channel Expansion
    10. 10. 15% 28% 35% 38% 27% 19% 67% 21% 72% 34% 57% 55% 91% Automated phone system (IVR) SMS Combination of IVR & CSR Facebook Other social media Web chat Letter or Fax Online phone call Branch Mobile device (mobile sites, Apps etc) Web self-service CSR only (phone) Email 15% 28% 35% 38% 27% 19% 67% 21% 72% 34% 57% 55% 91% 44% 34% 31% 28% 40% 50% 5% 55% 5% 48% 28% 42% 7% Automated phone system (IVR) SMS Combination of IVR & CSR Facebook Other social media Web chat Letter or Fax Online phone call Branch Mobile device (mobile sites, Apps etc) Web self-service CSR only (phone) Email Business: Channel Expansion
    11. 11. 89% 87% 81% 71% The company being able to combine information collected from different interactions to provide you with a seamless service Not having to repeat your query each time The company knowing your history across different channels Not having to repeat your account and identification information each time The Consumer: Omni-Channel
    12. 12. 57% 13% Consumers are rapidly moving to multi-channel use within one transaction! 30% The Consumer: Omni-Channel
    13. 13. The Consumer: Social Influence 77%of consumers have changed their mind about buying a product or service because of comments/recommendations made on social media
    14. 14. 77% 80% 40% 37% Business: Social Influence Implications
    15. 15. 23% Business: Ready For Social?
    16. 16. Community Engagement 1 2 3 4 5 6 Listening and Monitoring Primary Sales Channel Marketing Platform Customer Service Channel Customer Communications Channel Business: Social Media Service Evolution
    17. 17. 63% Marketing Business: Who Manages Social Engagement? Who Is Most Responsible For Managing Social Media Engagement? 9% Contact Centre
    18. 18. The Consumer: Going Mobile
    19. 19. Customer Experience Maturity Index
    20. 20. Have a customer experience strategy Sub strategies within customer experience strategy C-Level Support Business: Segmented Based On Customer Experience Maturity
    21. 21. More mature Customer Experience organisations offer a wider range of contact methods to customers… 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Web Self-service Web Chat Facebook Mobile Device Business: Channels Offered By 2018
    22. 22. Contact Centre9% Business: Who Manages Social Engagement? 22%
    23. 23. Deep Down, You Knew It Was True Customer Experience maturity can drive 20% higher revenues
    24. 24. Rod Maxwell Service Cloud Director, ANZ @au.linkedin.com/in/rodneyjmaxwell

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