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Welcome
Eoghan McDermott
Communications Clinic
#btbizcon
Agenda
1.00pm – Opening & Running Order (Eoghan McDermott)
1.05pm – BT Welcome & Evolution Series Context (Graham Fagan)
1...
Graham Fagan
Head of Contact Centre and
Multichannel Proposition
BT Ireland
#btbizcon
Inspiring
The Next
Generation
“Digital Transformation
Is not an arcane art,
It can be codified”
Didier Bonnet, Cap Gemini
Senior VP &
Global Practice Le...
Martin Hill-Wilson
Customer Experience & Digital
Business Strategist
Brainfood Consulting
#btbizcon
Digital Custome r Engage me nt
T h e W h o l e N i n e Ya r d s
Even Within One Generation..
Exec Summary
Per sonal i sati on
S oci al Inter acti on
E mpower ment
Key Trends
M ul ti - S cr een/Omni - Channel
Per sonal i sati on
S oci al Inter acti on
E mpower ment
M ul ti - S cr een/Omni - Channel
Key Trends
The selling process
is giving way to the
buying process
B2B customers completed nearly 60% of a typical purchasing
decisio...
Peer to Peer
Per sonal i sati on
S oci al Inter acti on
E mpower ment
Key Trends
M ul ti - S cr een/Omni - Channel
Drives Sales & Provides ID
CUSTOMER SERVICE
IS NOW
A
SPECTATOR SPORT!
Stakes Are Now Raised
Per sonal i sati on
S oci al Inter acti on
M ul ti - S cr een/Omni - Channel
E mpower ment
Key Trends
85% of online
shoppers start
searching on one
device and make a
purchase on another
Google
Any Which Way
People swap devic...
How I Live
Per sonal i sati on
S oci al Inter acti on
M ul ti - S cr een/Omni - Channel
E mpower ment
Key Trends
At My Convenience
China’s JD.com launched the option for many items to be
delivered within three hours, effectively giving...
Mining Individual Needs
Real Time Personalisation
The New Realities
Impact - Harder To Please
a c r o s s d e v i c e s & c h a n n e l s
More Intolerant Of Silos
a c r o s s d e v i c e s & c h a n n e l s
A New World
Inside
Out
Outside
In
What Do You See?
OMNI
CHANNEL
Choice-Part Of The Experience
On Our Terms - channels
On Our Terms - data
On Our Terms – autonomous
Mobile Is A Way Of Life
How Mobile Impacts CX
“Smartphone uptake is a huge
driver of multichannel usage
Customers do not particularly
differentiat...
There are six fundamental things that customers want:
1. Know Me
2. Be Relevant
3. Be Competent
4. Be Trustworthy
5. Be Li...
Stuck In A Time Warp?
Source: Parature 2014 State of Multichannel Customer Service
Survey – 1,000 US consumers
“Has my claim been accepted ?”
u p s t r e a m
LitigationComplaint
2+ Time
Resolution
Multiple
Transfers
1st time
resoluti...
1. Need to phone and find out
2. Automated, instant confirmations triggered
at each stage of claims workflow
u p s t r e a...
Competing Agendas
One Journey : Many Silos
Think Journeys
Not Channels
1st Principle
Channels Multiply
They Seldom Die
2nd Principle
‘Right’ Channel
Mix Is Based On
Customer Tasks
3rd Principle
Its All About
Integration.
Make It Simple
4th Principle
Part Of What’s Needed
Cross Functional VoC
the rest
is culture
Nicola Millard
Head of Customer Insight
and Futures
BT
#btbizcon
Serving the Social Customer:
How to look good on the social
dance floor.
Dr Nicola J. Millard
Head of Customer Insight & F...
We collected 44,336
customer interactions on
Twitter (51%), Facebook (47%) & Forums (2%)
We categorised 12,553 social medi...
Speed of change is accelerating.
Copyright BT Global Services, 2014
say they constantly change the way
they deal with orga...
It’s
public
It limits
expression
It can be
inappropriate
It can get
you
slapped
“@GlobeBank I wouldn't put my
bank details...
Not all sectors are equal in the social media world.
“Big and small companies today listen like never before.
The question...
What customers talk about on social media.
9% were about
primary contact
channels, e.g.
contact centre,
store, branch.
© B...
A fairly typical contact centre
rant….in real time.
#Brandbank I'm losing the will to
live. Waiting for a Brandbank
Helpde...
© British Telecommunications plc
Social breeds social…
“Sat here, reading SuperCo's
wall, and the amount of
complaints abo...
© British Telecommunications plc
Customer’s expectations of traditional channels can be low...
and can be higher on social...
It can be effective in a life-and-death situation: #londonriots
Tweet from @BTCare:
“Major pressure on 999
tonight, please...
seems to be the hardest word…
© British Telecommunications plc
“HighFlyer Customers don’t expect
you to be perfect. They d...
How to be Lords of the Dance…Ability to
switch
between
public &
private Immediacy:
value add &
challenge
Define social’s
r...
Networking social experts.
Voice
Webchat
VoIP
SMS / MMS
E-mail
‘Call me’
Video
Social Media
Home Workers
Branch Offices
Re...
Thank You.
© British Telecommunications plc
Dr Nicola J. Millard
Head of Customer Insight & Futures
BT Global Innovation T...
New Year’s Video Messages
#btbizcon
Business and Technology Industry
Panel Discussion
• Garvan Callan, Bank of Ireland
• Tim Hynes, Microsoft
• Kristina Pfuer...
#BTYSTE The evolution series. The Rise of Digital Channels
#BTYSTE The evolution series. The Rise of Digital Channels
#BTYSTE The evolution series. The Rise of Digital Channels
#BTYSTE The evolution series. The Rise of Digital Channels
#BTYSTE The evolution series. The Rise of Digital Channels
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#BTYSTE The evolution series. The Rise of Digital Channels

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Embracing Digital Transformation (Martin Hill-Wilson)
Serving The Social Customer (Nicola Millard)
Business and Technology Industry Panel Discussion (Garvan Callan, Eibhlin Payne, Paul O’Riordan, Tim Hynes)

Published in: Technology
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#BTYSTE The evolution series. The Rise of Digital Channels

  1. 1. Welcome Eoghan McDermott Communications Clinic #btbizcon
  2. 2. Agenda 1.00pm – Opening & Running Order (Eoghan McDermott) 1.05pm – BT Welcome & Evolution Series Context (Graham Fagan) 1.10pm – Embracing Digital Transformation (Martin Hill-Wilson) 1.30pm – Serving The Social Customer (Nicola Millard) 1.45pm – New Year’s Video Messages (Shep Hyken, Frank Eliason, Sarah Millar-Caldicott, Peter Shankman) 1.55pm – Business and Technology Industry Panel Discussion (Garvan Callan, Eibhlin Payne, Paul O’Riordan, Tim Hynes)
  3. 3. Graham Fagan Head of Contact Centre and Multichannel Proposition BT Ireland #btbizcon
  4. 4. Inspiring The Next Generation
  5. 5. “Digital Transformation Is not an arcane art, It can be codified” Didier Bonnet, Cap Gemini Senior VP & Global Practice Leader Digital Transformation Author of ‘Leading Digital’, Harvard Business Review
  6. 6. Martin Hill-Wilson Customer Experience & Digital Business Strategist Brainfood Consulting #btbizcon
  7. 7. Digital Custome r Engage me nt T h e W h o l e N i n e Ya r d s
  8. 8. Even Within One Generation..
  9. 9. Exec Summary
  10. 10. Per sonal i sati on S oci al Inter acti on E mpower ment Key Trends M ul ti - S cr een/Omni - Channel
  11. 11. Per sonal i sati on S oci al Inter acti on E mpower ment M ul ti - S cr een/Omni - Channel Key Trends
  12. 12. The selling process is giving way to the buying process B2B customers completed nearly 60% of a typical purchasing decision - researching solutions, ranking options, setting requirements, benchmarking pricing - before even having a conversation with a supplier Source: 2013 Corporate Executive Board study of more than 1,400 B2B customers Autonomous Buyers
  13. 13. Peer to Peer
  14. 14. Per sonal i sati on S oci al Inter acti on E mpower ment Key Trends M ul ti - S cr een/Omni - Channel
  15. 15. Drives Sales & Provides ID
  16. 16. CUSTOMER SERVICE IS NOW A SPECTATOR SPORT! Stakes Are Now Raised
  17. 17. Per sonal i sati on S oci al Inter acti on M ul ti - S cr een/Omni - Channel E mpower ment Key Trends
  18. 18. 85% of online shoppers start searching on one device and make a purchase on another Google Any Which Way People swap devices 21 times an hour OMD UK's Future of Britain research project
  19. 19. How I Live
  20. 20. Per sonal i sati on S oci al Inter acti on M ul ti - S cr een/Omni - Channel E mpower ment Key Trends
  21. 21. At My Convenience China’s JD.com launched the option for many items to be delivered within three hours, effectively giving millions of Chinese office workers the ability to place an order by 3pm and have their shopping arrive right after work
  22. 22. Mining Individual Needs
  23. 23. Real Time Personalisation
  24. 24. The New Realities
  25. 25. Impact - Harder To Please a c r o s s d e v i c e s & c h a n n e l s
  26. 26. More Intolerant Of Silos a c r o s s d e v i c e s & c h a n n e l s
  27. 27. A New World
  28. 28. Inside Out Outside In What Do You See?
  29. 29. OMNI CHANNEL Choice-Part Of The Experience
  30. 30. On Our Terms - channels
  31. 31. On Our Terms - data
  32. 32. On Our Terms – autonomous
  33. 33. Mobile Is A Way Of Life
  34. 34. How Mobile Impacts CX “Smartphone uptake is a huge driver of multichannel usage Customers do not particularly differentiate between phone, email, web chat or mobile self- service: as it is on the same device It seems to them as though it should be a single channel”
  35. 35. There are six fundamental things that customers want: 1. Know Me 2. Be Relevant 3. Be Competent 4. Be Trustworthy 5. Be Likable 6. Be Available
  36. 36. Stuck In A Time Warp? Source: Parature 2014 State of Multichannel Customer Service Survey – 1,000 US consumers
  37. 37. “Has my claim been accepted ?” u p s t r e a m LitigationComplaint 2+ Time Resolution Multiple Transfers 1st time resolution d o w n s t r e a m Inbound Situation Is Recognised Outbound Need is anticipated Need is removed Where We Need To Be
  38. 38. 1. Need to phone and find out 2. Automated, instant confirmations triggered at each stage of claims workflow u p s t r e a m LitigationComplaint 2+ Time Resolution Multiple Transfers 1st time resolution d o w n s t r e a m Inbound Situation Is Recognised Outbound Need is anticipated Need is removed Where We Need To Be
  39. 39. Competing Agendas
  40. 40. One Journey : Many Silos
  41. 41. Think Journeys Not Channels 1st Principle
  42. 42. Channels Multiply They Seldom Die 2nd Principle
  43. 43. ‘Right’ Channel Mix Is Based On Customer Tasks 3rd Principle
  44. 44. Its All About Integration. Make It Simple 4th Principle
  45. 45. Part Of What’s Needed Cross Functional VoC
  46. 46. the rest is culture
  47. 47. Nicola Millard Head of Customer Insight and Futures BT #btbizcon
  48. 48. Serving the Social Customer: How to look good on the social dance floor. Dr Nicola J. Millard Head of Customer Insight & Futures BT Global Innovation Team nicola.millard@bt.com @DocNicola © British Telecommunications plc
  49. 49. We collected 44,336 customer interactions on Twitter (51%), Facebook (47%) & Forums (2%) We categorised 12,553 social media conversations with 13 brands in 1week. Compared to 2986for 14brands in 2 weeks in 2011 – over 4times the amount of traffic. Social Media usage has grown MASSIVELY in 3 years. © British Telecommunications plc
  50. 50. Speed of change is accelerating. Copyright BT Global Services, 2014 say they constantly change the way they deal with organisations say organisations make it easy to switch between different channels1:2 17% © British Telecommunications plc
  51. 51. It’s public It limits expression It can be inappropriate It can get you slapped “@GlobeBank I wouldn't put my bank details on here but a phone number is ok no? If a weirdo calls I can just hang up!” “@LoFlyer Hi, thank for the response. Think I'll need an email add to make a complaint - not enough characters in a DM! Thanks”. “@CEOSuperCo have you looked at your @SuperCo feed recently. Several men staffing it are incredibly rude and dismissive. #customercare?” “@GlobeBank- Not sure I can do that in 126 characters...” “@SuperCo since this is a legitimate complaint, perhaps you could reserve the emoticons for when you're texting your mates...?” “@SuperCo you are deluded if you think I am going to reply on Twitter with my details”. “I'm sorry but why has SuperCo replied to my tweet?” “Seriously @BrandBank, I’m flattered you ask but haven’t you got better things to do than reply to my idle twitterings?” The dance floor can be limiting © British Telecommunications plc
  52. 52. Not all sectors are equal in the social media world. “Big and small companies today listen like never before. The question is whether they are “hearing” any better”, Dave Carroll* © British Telecommunications plc * Stephens, G (2014), Five Years of Social Customer Care: The Pig Puts on Some Lipstick and the Fish Come Out to Play, Future Care Initiative White Paper, http://futurecare.today/
  53. 53. What customers talk about on social media. 9% were about primary contact channels, e.g. contact centre, store, branch. © British Telecommunications plc “Anyone know how to open a SuperCo plastic bag? It's just I have things to do tomorrow”. “One small step for GovCo, one large step for convenience. Just did everything online. Brilliant!” “@SuperCo hi lovely peeps! Pls can you tell me nearest store to Derby that stocks coconut yoghurt? Thx”. “@SuperCo thanks for my “luxurious” lillies - what they lacked in flower heads they made up for in slugs”. ”@GlobeBank it would be good to be able to create travel plans that span multiple countries instead of one for each country. A bit like Google maps. Create a plan, then add countries with an “add country” button”.
  54. 54. A fairly typical contact centre rant….in real time. #Brandbank I'm losing the will to live. Waiting for a Brandbank Helpdesk advisor...been on the phone now for 15 minutes and 25 seconds! #Brandbank Waiting for the Brandbank Bank Helpdesk to answer the phone for 30 minutes. I've almost forgotten why I'm ringing. #Brandbank Does Richard Clayderman get royalties for his phone instrumentals? Waiting for the Helpdesk for 18 minutes now! #Brandbank The Helpdesk should employ Debbie Harry from Blondie to sing "Hanging on the Telephone"! #Brandbank 25 minutes waiting for the Helpdesk to answer the phone. I hope this isn't a premium rate number. #Brandbank Brandbank Bank Helpdesk - you win. I give up. Wait time 32 minutes and no answer. No service or help whatsoever! #Brandbank I am sick of hearing Richard Clayderman on a loop. Waiting for Brandbank Helpdesk to answer the phone.... 16 minutes waiting! #Brandbank Yes, Brandbank Helpdesk - I am still here 22 minutes waiting! #Brandbank Since I've been waiting for the Helpdesk to answer the phone my money has devalued! #Brandbank Hellllooooo Cooee... Brandbank Helpdesk....Is there anybody there? #Brandbank Should there be any journalists out there reading my Tweets about the waiting time for the Helpdesk - do report it. © British Telecommunications plc
  55. 55. © British Telecommunications plc Social breeds social… “Sat here, reading SuperCo's wall, and the amount of complaints about being sold outdated food is baffling”. “I don’t even bother ringing the contact centre any more. I get faster and better service on social media”. “@SuperCo I understand that you're busy but tweets posted after mine were being answered while I was waiting for a reply. Poor customer care”. “What saddos feel the need to moan on #SuperCo account all the time. It's hilarious reading. A person is moaning re: the staff being in the way!” #FAILS go public. Rants breed more rants “@SuperCo if you were a salad, what salad would you be?” “@SuperCo tell me a rude joke”. “Hi @SuperCo, what do the little asterisks mean next to items on your receipts? Just curious!” “@SuperCo what do I do if my friend's having a bad day?” Some people just want a chat.
  56. 56. © British Telecommunications plc Customer’s expectations of traditional channels can be low... and can be higher on social. “Brandbank made me verify my account details just to be told a FAQ of their website :@”. “@GlobeBank any danger of telephone banking working? Not really buying into the 'we are experiencing high call volumes' after 3 days”. Dear @Brandbank , Your India office has no idea what's on your website. The man at the help desk is clueless” The contact centre gets a bashing “@SuperCo feeling sad, you still haven't responded to my stock question from 4 hours ago”. “@GlobeBank I finally got a response to my question but then they went quiet again. Three days for each reply is not acceptable”. “Twitter is training people that they get faster response in that mode. Thus everyone goes there, thus it breaks”. “@SuperCo I hope SuperCo answer my previous tweet towards them. Easy to ignore something they can't answer #RubbishCustomerService”. But can the social channel cope? “TrainCo customer service is amongst the worst I have encountered. The station staff argue with info provided to me by their Twitter team and telephone customer service team despite having the information in front of me. In future I will avoid them at all cost”. WARNING: can cause channel shift contradiction (& cost)
  57. 57. It can be effective in a life-and-death situation: #londonriots Tweet from @BTCare: “Major pressure on 999 tonight, please call in absolute emergency only #londonriots” Tweet Reach: 311,896 people, via 385 retweets Wait time on 999: from 41 seconds to 0 seconds Copyright BT Global Services, 2014 Thanks to Joanna Howard. © British Telecommunications plc
  58. 58. seems to be the hardest word… © British Telecommunications plc “HighFlyer Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong”. “@LoFlyer “hi Phil, we don't know what we are doing so we will keep sending the same reply. If you send us this we will do this “blah blah blah””. “@TrainCo An apology is pointless unless measures are taken to prevent the problem recurring. Love from ALL your customers”. “@GlobeBank: my social media tirade will continue, Including colourful derogatory language!! Until I receive a personalised solution”. Action (not speed) speaks louder than words “RT reply from @Brandbank: “Hi there. I'm sorry I can only help with GlobeBank UK queries. I don't have contact details for India. Please contact them directly”. “@SuperCo Can you please explain what is going on, lots of conflicting information coming from various departments”. Silos are exposed
  59. 59. How to be Lords of the Dance…Ability to switch between public & private Immediacy: value add & challenge Define social’s role in the overall customer experience? Listen, respond, learn, measureGet a good dance partner Don’t just say sorry Define service levels Signpost appropriate dance floors © British Telecommunications plc “Customers must want social servicing. The challenge is they [marketing] were not fully listening to these complaining customers, and I am not sure companies are still doing a great job at that. Customers never wanted social customer service, they want to be treated right the first time”, Frank Eliason*. * Stephens, G (2014), Five Years of Social Customer Care: The Pig Puts on Some Lipstick and the Fish Come Out to Play, Future Care Initiative White Paper, http://futurecare.today/ .
  60. 60. Networking social experts. 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© British Telecommunications plc
  61. 61. Thank You. © British Telecommunications plc Dr Nicola J. Millard Head of Customer Insight & Futures BT Global Innovation Team nicola.millard@bt.com @DocNicola http://letstalk.globalservices.bt.com/
  62. 62. New Year’s Video Messages #btbizcon
  63. 63. Business and Technology Industry Panel Discussion • Garvan Callan, Bank of Ireland • Tim Hynes, Microsoft • Kristina Pfuertner, PayPal Corp • Eibhlin Payne, Blizzard Entertainment • Paul O’Riordan, Oracle Corp #btbizcon

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