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Self Service- Of Cents and Sensibility

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Self Service is one of the fastest growing call center trends- but who is really using it and what success are they having. Does Self Service support or erode the customer experience?

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Self Service- Of Cents and Sensibility

  1. 1. Self ServicePresented by Colin Taylor
  2. 2. Traditional Service vs Self Service Gas Station Video
  3. 3. Factors Driving Self Service Costs Productivity Available Technology
  4. 4. Self Service Timeline1915 2010 Online Bell Labs Shopping Airline AirlinePatent for Self Service First Self Service Introduced Fist ATM Invented Check-In Web 2.0 Mobile Store Gas Station DTMF Introduced Kiosk Coined Check-In 1917 1949 1961 1972 1979 1995 1999 2006
  5. 5. What Percent of Self Service Engagements are Successful? 1. 21% 2. 39% 3. 48% 4. 57% 5. 62%
  6. 6. You Guessed It…39%• Customers are now more eager to have interactions with these virtual agents and more satisfied with the outcomes says HBR.• But a TSIA study found that Successful self service engagements have dropped from 48% in 2003 to 39% in 2011
  7. 7. What is the #1 Self Service Tool? 1. IVR 2.Web 3.eBilling 4.Self Check out
  8. 8. Airline Check-In?
  9. 9. Self Serve Fuel?
  10. 10. Grocery/Retail Self Service?
  11. 11. Web Self Service?
  12. 12. Mobile?
  13. 13. How Much Does eBilling Save Per Bill Versus Paper? 1.$0.40 2.$0.50 3.$0.60 4.$0.70 5.$0.81
  14. 14. eBilling
  15. 15. InfoTrends Survey Results: Which of the Following Channels Would YouPrefer to Receive Your Bills?
  16. 16. What Percent of GenY Would Prefer to Pay Their Bills Online? 1. 22% 2. 38% 3. 51% 4. 62% 5. 70%
  17. 17. Consumers Are Moving Toward Electronic Channels 51% I pay more bills online 44% 36%I sent fewer checks in the mail to pay my bills 37% Gen Y Total 45%I prioritize which bills get paid first differently 37% 33% I pay more bills with a debit card 26% Source: Q1 2011 Western Union® Payments Money Mindset Index
  18. 18. Gen Y: Prefers to Receive Bills Through Email Versus PaperStatements Download bill directly from a web site 6% Paper statement in the mail 36% Mobile phone application-browser 4% Mobile phone text (SMS) message 6% Electronic bill delivered through email 47% Automated voicemail 1% Source: Q1 2011 Western Union® Payments Money Mindset Index
  19. 19. What Percent of People Hate IVR’s? 1. All of Them 2. Most of Them 3. More of Them 4. 88%
  20. 20. Press 1 If It’s IVR
  21. 21. Customer Perceptions
  22. 22. Self Service & The Call Centre
  23. 23. Self Service & The Call CentreWhat To Do With:  The 13% that opt out of the IVR?  The 40% who are still on your website?  The 2/3 that have already tried to find the answer?  Silo distance between call centre and ‘owners’ of the web?
  24. 24. Self Service & The Call CentreMost common Call Centre Self Service Tasks: 1. Shopping carts (for products/services) 2. Order confirmation 3. Order tracking 4. Appointment setting/rescheduling 5. Bill pay and funds transfer
  25. 25. Key Predictors of Consumer Trial of Self Service Technologies Antecedent Predictors Mediating Variables Adoption Process Innovation Characteristics Awareness  Compatibility  Relative Advantage  Complexity  Observability  Trial Ability  Perceived Risk Investigation Evaluation Consumer Readiness  Role Clarity  Motivation Trial - Intrinsic - Extrinsic  Ability Repeated Use Individual Differences Commitment  Inertia  Technology Anxiety  Need for Interaction  Previous Experience  Demographics
  26. 26. Reasons for Bill Payment and Behaviour ChangesPercentage of Consumers that Considered the Following Very Important Reasons for Changing Bill Pay Channels / Methods Aite Group Survey of 4,696 U.S. consumers, July 2010
  27. 27. eBilling Best Practices Step 1: Control the Conversation Step 7: Step 2: Offer CONVENIENT Remove the Paperless Solution Enrollment Barrier 7 Steps to eBilling Step 3: Step 6: Deliver TO the Enable Mobile Customer Step 5: Appropriate Step 4: Payment and Assure Security Presentation
  28. 28. Best Practice IVR
  29. 29. To Make Self Service Succeed
  30. 30. Self Service = Brand Erosion Self Service reduces cost by eliminating direct contact with employees Gas Retailers used to advertise to differentiate, in 2007 Gallup found <9% thought there was any difference between brands But employees are brand ambassadors and essential for brand differentiation…See Ritz Hotels (“Ladies and gentlemen serving ladies and gentlemen”) and Jet Blue If you eliminate personal service interactions you drive towards commoditization
  31. 31. Customer Service vs. Self Service More Personal Less Personal Customer Service- Self Service- Personal, Care, Support Fast, Simple, Convenient Costs More Costs Less
  32. 32. Multi Channel Contact Centre
  33. 33. Multi Channel Service Model More Personal Less Personal Customer Service- Multi- Self Service- Personal, Care, Sup ChannelFast, Simple, C port Services onvenient Costs More Costs Less
  34. 34. Communications is Key
  35. 35. The Future of Self Service Balance Avoid the ‘Bleeding Edge’ Customize solutions Join the Dots
  36. 36. The Future
  37. 37. Questions Thank You Colin Taylor CEO The Taylor Reach Group, Inc ctaylor@thetayloreachgroup.com

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