1. 23/05/2013@TransversalTalk #askTVL

2. Clive Longbottom,
Service Director, Quocirca Ltd
Clive Longbottom,
Service Director, Quocirca Ltd
Smarter self service - converged
channels, lifestyles and communication
Rob Bamforth,
Principal Analyst, Quocirca Ltd

3. © Quocirca 2013
Self-service route plan
Customer experience challenge
Communication trends
Changing business communications

4. © Quocirca 2013
The traditional working day?
Levelofsuccess
End of working day
Work
MeetingsMeetings
Lunch/golf
Start

5. © Quocirca 2013
The new day?
Levelofsuccess
No end
Work
MeetingsMeetings
Lunch/golf
No start
Hyper-connected,
work/life/tech convergence

6. © Quocirca 2013
More mobile & decline of the desk(top?)
• 51.2% see the office as a place for occasional use
• 74% expect millennials to reject traditional office
• 71.9% predict a decline in amount of office space
• Typical London desk costs £10.5k per year
Unwired Research Vwork
survey of 600 business leaders – May 2011

7. © Quocirca 2013
Impact of decline of the desk…

8. © Quocirca 2013
Less hardware and more software
…more channels and more DIY (self service)

9. © Quocirca 2013
Self-service route plan
Customer experience challenge
Communication trends
Changing business communications

10. © Quocirca 2013
Traditional business communications
Support Sales
Lackey Leader
ActivePassive
External
Internal

11. © Quocirca 2013
Unified communications
Support Sales
Lackey Leader
ActivePassive
External
Internal
Collaboration
Multi-channel contact
Hierarchies must flatten and silos soften

12. © Quocirca 2013
0% 10% 20% 30%
Face to face
Email
Voice on mobile phone
Voice on landline
Post
Text messaging
Comments on websites
Social networking
Instant Messaging
Internet voice calls eg Skype
Microblogging eg Twitter
All 16-24 65+
Consumer to business communication
Methods used at least once per week
Source: Ofcom – Communications
Report July 2012

13. © Quocirca 2013
0% 10% 20% 30% 40%
Face to face
Voice calls on landline
Email
Voice calls on mobile
Post
Enquiries before buying Followup after bought
Consumer to business communication
Preferred methods for certain actions
Source: Ofcom – Communications
Report July 2012

14. © Quocirca 2013
The evolution of communication
Marketplace
Customers
Business
partners
Employees B2E
B2B
B2C
Mobile
Social
B2A

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0%
20%
40%
60%
Transact…
Improve…
Integrate supply…
More business…
Attract new…
Engage…
Improve…
Improve partner…
Secondary benefit Major motivator
Motivators for opening up to external users
Source: Quocirca - Digital identities &
the open business report – March 2013

16. © Quocirca 2013
0%
20%
40%
Identify &…
Improve…
Better…
Link to… Profile potential…
Enable mobile…
Link with…
Already doing Plan to/would like to
Use of social media to achieve various goals
Source: Quocirca - Digital identities &
the open business report – March 2013

17. © Quocirca 2013
Self-service route plan
Customer experience challenge
Communication trends
Changing business communications

18. © Quocirca 2013
Customer experience pressures
Cost
reduction
24x7 service
Consistency
Multi-
channel
New
relationships

19. © Quocirca 2013
Customer experience generates emotional response
Champion
Recommendation
Supporter
Awareness
Ambivalence
Reluctance
Resistance
Hate

20. © Quocirca 2013
What emotion do you feel when you cannot
connect to the internet?
Anxious
6%
Annoyed
31%
Frustrated
39%
Angry
4%
Fine
18%
Relieved
2%
Source: iPass
Mobile workforce report – May 2012

21. © Quocirca 2013
Consider the emotional velocity
Instant connection
+ Social linkages
+ Expectations
+ Bad experience
= !

22. © Quocirca 2013
Bad service gathers momentum
• 60% get angry when public sector organisations keep
them waiting unnecessarily or make mistakes
(Ipsos Mori/Verint December 2012)
• Only 37% of brands received good or excellent customer
service index scores in 2012
(Forrester’s customer experience index 2012)
• 85% never receive a response from a brand after posting
positive or negative comments on social media
(Maritz Research study June 2012)

23. © Quocirca 2013
Bad service responses evolve
Complainer Campaigner
Sulker Obstructer
ActivePassive
Public
Private

24. © Quocirca 2013
0 0.2 0.4
Less likely to use app
Switch to a competitor's app
Tell others about poor experience
Less likely to purchase
Give the mobile app a low rating
Have a negative overall perception
Less likely to go to website
Contact customer service
Would go to mobile website
Announce on social media
Would not take any action
Reactions to poor mobile app experience
Source: Compuware– March 2013

25. © Quocirca 2013
Self-service route plan
Customer experience challenge
Communication trends
Changing business communications

26. © Quocirca 2013
Self-service – a no brainer?
• $1b market size reported by Gartner in 2012
• Growing by 10% per year on average
• Decimates per contact cost
(webchat a tenth the cost of call centre phone call)
…but, 65% of self-service
deployments see an operational
cost increase

27. © Quocirca 2013
Why self service – what’s the priority?
• Reduce costs
• Consolidation
• Reduce interaction elsewhere
• Resolve more enquiries
• Resolve enquires quicker
• Build customer relationship
• Unify touch points
• Grow sales

28. © Quocirca 2013
Self-service needs across the organisation
Contact
centre
Mobile
and Web
Intranet
Social
business
ActivePassive
External
Internal

29. © Quocirca 2013
Understanding where self-service fits
• Is self-service what you need?
• What are you trying to achieve?
• Research the market
• Where to delve deeper:
– Business culture and ‘fit’
– System requirements
– Security
– Content management
– Advertising and promotion
– Customer interface
– Search experience
– Communication options

30. © Quocirca 2013
A guide to self service choices

31. © Quocirca 2013
Getting self-service right?
• No quick fix or one size fits all
• No automatic cost reduction
• Service is always from the customer’s view
• Bad news travels faster, further and for longer
• Multi-’everything’ is the new reality – integrate!
Self-service can be the glue
but needs effective backing

32. © Quocirca 2013
Download the white paper:
http://www.transversal.com/re
sources/white-papers/smart-
self-service-guide-buyers

33. 23/05/2013@TransversalTalk #askTVL