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Autonomous	
  Customers	
  
&	
  SuperAgents.	
  
Dr	
  Nicola	
  J.	
  Millard	
  
Head	
  of	
  Customer	
  Insight	
  &...
Busy	
  Autonomous	
  customers	
  put	
  a	
  lot	
  of	
  effort	
  into	
  dealing	
  
with	
  organisaDons	
  and	
  pr...
“Net	
  Easy”	
  does	
  it.	
  
Making	
  it	
  Easy	
  is	
  the	
  missing	
  link	
  between	
  opera5onal	
  
quality...
6	
  factors	
  explain	
  67%	
  of	
  movement	
  in	
  Net	
  Easy	
  
What	
  drives	
  easy?	
  
Thanks	
  to	
  Joan...
Some channels are easier than others.
Social
Chat
Voice
email
Voice auto
Thanks to Joanna Howard Copyright BT Global Servi...
“Autonomous”	
  Customers	
  sDll	
  need	
  help.	
  
USA	
  
84%	
  
UK	
  
Want	
  advisor	
  available	
  on	
  phone/...
Channel	
  switching	
  is	
  acceleraDng	
  
	
  81%	
  
OrganisaDons	
  should	
  always	
  
offer	
  different	
  channel...
Smart	
  phones	
  /	
  smart	
  customers?	
  
Smartphones	
  and	
  customer	
  service	
  should	
  work	
  hand-­‐in-­...
Although	
  there	
  are	
  many	
  new	
  channels,	
  the	
  phone	
  sDll	
  delivers	
  when	
  it	
  comes	
  to	
  
...
Web-­‐chat:	
  Stealthy	
  &	
  healthy	
  growth.	
  
2013	
  
%	
  using	
  web-­‐chat	
  to	
  contact	
  
organisaDons...
Video	
  culture	
  conDnues.	
  
As	
  video	
  is	
  more	
  part	
  of	
  our	
  daily	
  lives,	
  there	
  is	
  grow...
Social customers demand social customer service.
Consumers	
  want	
  more	
  customer	
  service	
  by	
  social	
  media...
New	
  models	
  for	
  contact	
  centres:	
  SuperAgent	
  2020.	
  
13	
  
"I	
  don’t	
  foresee	
  anything	
  replacing	
  customers	
  calling	
  for	
  help,	
  but	
  their	
  contacts	
  wil...
"Customers	
  are	
  calling	
  us	
  about	
  an	
  issue	
  because	
  of	
  the	
  complexity	
  of	
  the	
  world	
  ...
Primary	
  measures	
  2020.	
  
Source:	
  SuperAgent	
  2020:	
  The	
  Future	
  of	
  the	
  Contact	
  Centre	
  (201...
Core	
  channels	
  2020.	
  
Source:	
  SuperAgent	
  2020:	
  The	
  Future	
  of	
  the	
  Contact	
  Centre	
  (2014),...
“Whilst	
  customer	
  contact	
  will	
  certainly	
  move	
  to	
  a	
  more	
  devolved	
  model	
  -­‐	
  infrastructu...
Key	
  technologies	
  2020.	
  
Source:	
  SuperAgent	
  2020:	
  The	
  Future	
  of	
  the	
  Contact	
  Centre	
  (201...
“The	
  skilled	
  manager	
  will	
  become	
  an	
  even	
  scarcer	
  commodity	
  for	
  contact	
  centres.	
  This	
...
Contact centre or relationship hub?
Voice
Webchat
VoIP
SMS / MMS
E-mail
‘Call me’
Video
Social Media
Home Workers
Branch O...
22	
  
44%	
  
Would	
  share	
  social	
  media	
  
profile	
  to	
  get	
  bemer	
  service	
  
4	
  in	
  5	
  
Like	
  ...
Thank	
  you!	
  
23	
  
Dr	
  Nicola	
  J.	
  Millard	
  
Head	
  of	
  Customer	
  Insight	
  &	
  Futures	
  
BT	
  Glo...
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Automonous customers & super agents dr.nicolamillard_06.15

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Automonous customers & super agents dr.nicolamillard_06.15

  1. 1. Autonomous  Customers   &  SuperAgents.   Dr  Nicola  J.  Millard   Head  of  Customer  Insight  &  Futures   BT  Global  InnovaDon  Team   nicola.millard@bt.com   @DocNicola    
  2. 2. Busy  Autonomous  customers  put  a  lot  of  effort  into  dealing   with  organisaDons  and  prefer  easy  interacDons   Buy  more  from  organisaDons  that  make  it  easier   79%   Indonesia   73%   UK   72%   Belgium   68%   Germany   50%   Spain   90%   China   84%   India   83%   UAE   82%   USA   81%   Singapore    62%   Find  dealing  with   customer  service   issues  exhausDng      55%   Put  a  lot  of  effort  into   safeguarding  their   consumer  rights    3  in  4   Constantly  research   products  to  buy     online   Only  1  in  5   Regularly  experience   first  contact   resoluDon  for   customer  service   30%   Building  customer  engagement   Increase  in  consumers  saying  convenience   is  more  important  than  price  (UK  &  US)   85%   It  should  be  easier  to  contact  orgs.  by   phone,  web  chat  and  email   71%   Like  it  when  orgs.  noDce  I  have  a  problem   with  customer  service  &  try  to  help   88%   Consumers  would  be  more  loyal  to  orgs.  if   they  are  easy  to  deal  with   Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Reducing  customer  effort  is  a  growing  priority   Copyright BT Global Services, 2015
  3. 3. “Net  Easy”  does  it.   Making  it  Easy  is  the  missing  link  between  opera5onal   quality  and  loyalty:   Operational performance Customer experience Advocacy Incremental value Churn   reduc5on   NPS   Net  Easy     OCR  &   RFT     Why  measure  Easy?   ü  True  voice  of  the  customer   ü  Drives  advocacy,  VFM  &  loyalty   ü  Highly  acDonable  feedback   ü  Applicable  in  all  channels   ü  Engages  and  resonates  with  staff   ü  Low  effort  also  =  lower  cost   Customers  finding  it  easy  are   40%  less  likely  to  churn   Thanks  to  Joanna  Howard   Copyright BT Global Services, 2015
  4. 4. 6  factors  explain  67%  of  movement  in  Net  Easy   What  drives  easy?   Thanks  to  Joanna  Howard   Copyright BT Global Services, 2015
  5. 5. Some channels are easier than others. Social Chat Voice email Voice auto Thanks to Joanna Howard Copyright BT Global Services, 2015
  6. 6. “Autonomous”  Customers  sDll  need  help.   USA   84%   UK   Want  advisor  available  on  phone/web-­‐ chat  when  internet  shopping   79%   Co-­‐browsing  would  add  value   USA   65%   UK   55%   Customer  service  via   Apps  would  add  value   USA   62%   UK   55%   2015   62%   2013   54%   Prefer  using  the  phone   than  FAQs  (UK)   90%   Want  to  e-­‐mail  the  same  agent  as   they  speak  to  on  the  phone   Consumers  like  self-­‐service,  but  when  it  goes  wrong  they  want  live  help  there  and  then   When  you  most  recently  had  a   problem  with  self-­‐service  what   type  of  support  did  you  want?   Phone   29%   Social  media   10%   Web-­‐chat   15%   Video-­‐chat   9%   E-­‐mail   23%   Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015
  7. 7. Channel  switching  is  acceleraDng    81%   OrganisaDons  should  always   offer  different  channels  to   meet  my  needs   Less  than  1  in  3   Agree  organisaDons  make   it  easy  to  switch  between   different  channels   3  in  4   Any  agent  should  be   instantly  familiar  with  my   contact  history   Would  like   organisaDons  to  offer   the  following…   E-­‐mail  same  call  centre  agent        90%   Service  through  Facebook                            53%   Skype  calls  to  call  centres      55%   Visual  IVR  on  smartphone      67%   Apps  with  web-­‐chat      71%   Switch  from  web  chat  to  phone      62%   Voice  biometrics  for  ID&V      73%   Share  my  screen  with  an  agent      62%   Switch  from  web-­‐chat  to  video     51%   Secure  tech.  for  phone  payments                    50%   Social  media  to  phone  call      63%   51%   Would  like  to  switch   from  web-­‐chat  to  video-­‐ chat  (62%  -­‐  switch  from   web-­‐chat  to  phone)   67%   Would  like  visual  IVR   on  their  smartphone   50%   Regularly  phone  call   centre  &  look  at  web  on   smartphone   Channels  MulDply:  The  Omni-­‐channel  challenge.   Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015
  8. 8. Smart  phones  /  smart  customers?   Smartphones  and  customer  service  should  work  hand-­‐in-­‐hand,  but  too  many  Apps  lead  to  dead-­‐end  support   Would  like  Visual  IVR  when  calling  on  a  smartphone   81%   Indonesia   54%   UK   45%   Belgium   30%   Germany   68%   Spain   86%   China   86%   India   83%   UAE   60%   USA   77%   Singapore   Use  smartphone  to…   Phone  call  centres     62%   Access  mobile  banking  weekly     39%   Scan  in-­‐store  to  get  best  prices    46%   Phone  call  centre  &  look  at  web       51%   48%   Download  Apps  for   customer  service   62%   Would  like  to  share   smartphone  screen  so  the   agent  can  see  it   46%   Comment  on  social   about  customer  service   using  a  smartphone   12%   Share  GPS  so  companies   can  offer  discounts   based  on  your  locaDon   3  in  4     Want  Apps  with  web-­‐chat   or  messaging  capability   17%   Used  Siri  or  similar  on   smartphone  in  the  last   6  months   Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015
  9. 9. Although  there  are  many  new  channels,  the  phone  sDll  delivers  when  it  comes  to   informaDon,  trust  and  engagement   The  Phone  is  good  to  ask  quesDons  &  get  a  bemer  understanding  of  an  organisaDon   88%   Indonesia   66%   UK   58%   Belgium   48%   Germany   62%   Spain   85%   China   85%   India   82%   UAE   72%   USA   75%   Singapore   I  get  bemer  info/answers  from  call   centre  than  using  online  self  service   Germany   86%  Indonesia   China   93%   India   85%   USA   85%   Singapore   84%   UAE   81%   Spain   79%   Belgium   76%   75%  UK   70%   65%   I  trust  the  organisaDon   more…  (the  benefit  of   great  customer  service)   1  in  3  for  an  urgent  issue   Twimer/Facebook  is  the   best  way  to  get  customer   service   6.2  The  number  of  Dmes   consumers  who  make   repeat  purchases  aner   great  customer  service   54%  I  phone  about  one  issue   but  the  advisor  gets  me   talking  about  another   issue  or  product   74%   When  I  phone  a  call  centre   I  onen  have  2  or  more   issues  I  want  help  with   61%   The  calls  I  make  to   organisaDons  are  complex,   I  do  simple  things  online   Phone  handles  complexity,  builds  customer  relaDonships   &  provides  sales  opportuniDes.   Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015
  10. 10. Web-­‐chat:  Stealthy  &  healthy  growth.   2013   %  using  web-­‐chat  to  contact   organisaDons  (UK)   2015   1  in  4  1  in  5   2015   37%   2013   29%   Prefer  using  web-­‐chat  than  phone   when  on  an  organisaDon’s   website  (UK)   53%   Web-­‐chat  with  orgs  that   can  be  accessed  through   smartphone  apps  (UK)   52%   Like  web-­‐chat  -­‐  get  record   of  conversaDon  (UK)   4  in  5   OrganisaDons  should  be   easier  to  contact  by   web-­‐chat  and  phone   (UK)   51%   Want  to  switch  from   web-­‐chat  to  video-­‐ chat  (62%  switch   web-­‐chat  to  phone)   1  in  3   Confident  sharing   personal  data  by     web-­‐chat   50%   Like  web-­‐chat  -­‐  get   record  of  conversaDon   Switching from web-chat to phone is popular. Security concerns are high, though Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015
  11. 11. Video  culture  conDnues.   As  video  is  more  part  of  our  daily  lives,  there  is  growing  interest  in  video-­‐chat  for  customer   service  and  engagement   Would  like  video-­‐chat  to  have  a  product  demonstrated  by  an  agent   74%   Indonesia   52%   UK   40%   Belgium   45%   Germany   56%   Spain   78%   China   81%   India   71%   UAE   57%   USA   72%   Singapore   71%   Checked  appearance   before  making  a  video   call   34%   Use  YouTube  first  to   research  a  new   product  or  service   62%   Brushed  hair    before   making  a  video  call   59%   Would  like  to  see  the   agent  for  complex   queries   1  in  4   Use  FaceDme/Skype  2   or  3  Dmes  a  week  or   more   63%   Want  to  use  video   chat  to  communicate   with  organisaDons   52%   USA  2015   47%   UK  2015   45%   USA  2013   Regularly  watch  videos  for  product  informaDon     38%   UK  2013   Would  like  to  video-­‐chat  with  organisaDons   USA  2013   USA  2015   50%   32%   UK  2015   50%   36%  UK  2013   Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015
  12. 12. Social customers demand social customer service. Consumers  want  more  customer  service  by  social  media  and  less  markeDng   Would  post  a  facebook  customer  service  message  to  an  organisaDon   80%   Indonesia   53%   UK   48%   Belgium   40%   Germany   63%   Spain   N/A   China   88%   India   87%   UAE   57%   USA   74%   Singapore   70%   Expect  response  to   social  media  comment   in  15  mins   1  in  3  for  an  urgent  issue  or  emergency  Twimer/ Facebook  is  the  best  way  to  get  customer   service   25%   Have  had  customer   service  by  social  media   (15%  made  complaint)   35%   would  post  a   complaint  on  social   media     2  in  3   Want  responses  to     comments  by  same   plaqorm   Have  used  smartphone  to   comment  on  social  media  about   customer  service  just  received   China   70%   67%  India   63%  Indonesia   61%  UAE   37%  Spain   57%  Singapore   33%  USA   30%  UK   23%  Belgium   24%  Germany   Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015
  13. 13. New  models  for  contact  centres:  SuperAgent  2020.   13  
  14. 14. "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  o=en”,     Manager,  CCMA  Ireland.   Primary  funcDon  of  contact  centres  in  2020.   Source:  SuperAgent  2020:  The  Future  of  the  Contact  Centre  (2014),  Millard  &  Alcock,  BT  White  Paper.     Copyright BT Global Services, 2015
  15. 15. "Customers  are  calling  us  about  an  issue  because  of  the  complexity  of  the  world  we  are  living  in.    We   have  termed  this  a  ‘contact  centre  job’  –  with  people  being  paid  the  same  wage  as  ten  years  ago.    That   is  unsustainable  –  you  will  not  get  expert  problem  solvers  who  are  shi=ing  organisaCons  in  six  monthly   cycles  –  they  are  call  handlers  –  we  need  expert  problem  solvers”,     CCMA  UK,  Contact  Centre  Strategist.   Super  agent  skills  2020.   Source:  SuperAgent  2020:  The  Future  of  the  Contact  Centre  (2014),  Millard  &  Alcock,  BT  White  Paper.     Copyright BT Global Services, 2015
  16. 16. Primary  measures  2020.   Source:  SuperAgent  2020:  The  Future  of  the  Contact  Centre  (2014),  Millard  &  Alcock,  BT  White  Paper.     Copyright BT Global Services, 2015
  17. 17. Core  channels  2020.   Source:  SuperAgent  2020:  The  Future  of  the  Contact  Centre  (2014),  Millard  &  Alcock,  BT  White  Paper.     Copyright BT Global Services, 2015
  18. 18. “Whilst  customer  contact  will  certainly  move  to  a  more  devolved  model  -­‐  infrastructure  investment   will  dictate  that  the  change  will  not  happen  by  2020”,  Manager,  CCMA  UK.     LocaDon  of  centre  2020.   Source:  SuperAgent  2020:  The  Future  of  the  Contact  Centre  (2014),  Millard  &  Alcock,  BT  White  Paper.     Copyright BT Global Services, 2015
  19. 19. Key  technologies  2020.   Source:  SuperAgent  2020:  The  Future  of  the  Contact  Centre  (2014),  Millard  &  Alcock,  BT  White  Paper.     Copyright BT Global Services, 2015
  20. 20. “The  skilled  manager  will  become  an  even  scarcer  commodity  for  contact  centres.  This  means  that  to   manage  successfully,  you  will  have  to  move  past  standard  people  management  pracCces”,     Call  Centre  Helper. Principal  role  of  the  “super  manager”  2020.   Source:  SuperAgent  2020:  The  Future  of  the  Contact  Centre  (2014),  Millard  &  Alcock,  BT  White  Paper.     Copyright BT Global Services, 2015
  21. 21. Contact centre or relationship hub? 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, 2015
  22. 22. 22   44%   Would  share  social  media   profile  to  get  bemer  service   4  in  5   Like  orgs  using  technology  to   listen  to  calls  if  the  agent  is  rude   or  a  problem  arises   71%   Like  it  when  organisaDons  noDce   consumers  have  problems  on  their   website  and  try  to  help   55%   Might  share  locaDon  with   organisaDon  for  a  bemer  service   The  emerging  “ego”  system:     It’s  all  about  ME!!!!   62%   Find  dealing  with   customer  service   issues  exhausDng     55%   I  put  a  lot  of  effort   into  safeguarding  my   rights   54%   Give  feedback  to   companies  but  they     don’t  change   The  more  informaDon  I   give,  the  bemer  customer   service  I  expect   48%   China   63%   UAE   75%   India   62%   Singapore   66%   USA   69%   Indonesia   63%   UK   56%   Belgium   57%   Germany   74%   Spain   49%   Want   technology  to   secure  card   payments   over  the   phone     (the  agent   can  not  see   or  hear  the   account  or   card  details)     Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015
  23. 23. Thank  you!   23   Dr  Nicola  J.  Millard   Head  of  Customer  Insight  &  Futures   BT  Global  InnovaDon  Team   nicola.millard@bt.com   @DocNicola   BT  Let’s  Talk  Blog:   hmp://letstalk.globalservices.bt.com/en/   author/nicolamillard/      

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