Mobile devices are revolutionising
our relationship with the customer
@mplsystems
#crm
#custserv
#contactcentre

Jon Mered...
Selfie
The evolving customer landscape
• By 2020 customers will manage 85% of their relationship with a
company without human int...
Facilities in the contact centre
41%

36%

35%

20%

35%

29%

22%

48%
65%
40%
49%

31%

14%
54%

64%
66%

40%
70%
74%

2...
Growth of Mobile
•

•

•

Global consumer mobile app
spend will reach 9.7 billion by
the end of this year, according
to an...
Budget for the mobile channel ?
Smartphone revolution
•
•

50% of smart phone users prefer mobile apps to the call centre
Smartphone availability and feat...
Making Companies 70% More efficient

Mobile customer service
Case study

iContact

Customer Smart Device

Engineer Smart Device

Now only 20% of
requests go through
the contact centre...
The Multi Channel Dilemma
The Challenges of Multi-Channel
• Too much plumbing for IT to integrate…







Social media
Explosion of email
Mobi...
Mobile and the contact centre

CRM
POS
Inventory
Planning
Warehouse
Products
Purchasing
…

Multichannel ACD

One Desktop

...
Simplified agent desktop
Getting App Self Service Right

•
•
•
•
•
•
•
•

Customer choice
Good for dynamic information
Use Smart Phone features to ...
In summary…
•
•
•
•
•
•
•
•

Growth in smartphones apps phenomenon
Use smartphone apps to increase loyalty
Simple apps red...
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Mobile Devices are Revolutionising our Relationship with the Customer

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By 2020 customers will manage 85% of their relationship with a company without human interaction (Gartner 2012). How will mobile devices revolutionise the relationship with the customer and what impact will this have on the contact centre?

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  • Organisation still look to CRM to deliver the above, but it does the opposite in most contact centres!!! need to ensure the solution is appropriate in Customer Service not just sales and marketing so what do we do about it
  • Organisation still look to CRM to deliver the above, but it does the opposite in most contact centres!!! need to ensure the solution is appropriate in Customer Service not just sales and marketing so what do we do about it
  • Organisation still look to CRM to deliver the above, but it does the opposite in most contact centres!!! need to ensure the solution is appropriate in Customer Service not just sales and marketing so what do we do about it
  • IVR not successful and now a bad name, but many actually like it now if get it right and not prolonged and agent has all your information at end.Self service saves you money – but you need people t use it not ignore it, so consider what they want and useability test it, modify it
  • Silos of data and experience - Not linking to each other in real time -Not designed for agility, context and personalised interactionsInconsistent capabilities and hence customer experienceProliferation of touchpoints is biggest challenge – How do we manage that as a cohesive whole offering a consistent unified experience – Currently Silos of data and experience - Not linking to each other in real time -Not designed for agility, context and personalised interactions - Inconsistent capabilities and hence customer experience – Traditional customer journey maps are insufficientCRM only useful if data that brands hold on customers is actually used to decrease customer effort levels – Customer journey mapping maturity model - move along phases from a persona based interaction through personalised to contextualised
  • IVR not successful and now a bad name, but many actually like it now if get it right and not prolonged and agent has all your information at end.Self service saves you money – but you need people t use it not ignore it, so consider what they want and useability test it, modify it
  • Organisation still look to CRM to deliver the above, but it does the opposite in most contact centres!!! need to ensure the solution is appropriate in Customer Service not just sales and marketing so what do we do about it
  • Mobile Devices are Revolutionising our Relationship with the Customer

    1. 1. Mobile devices are revolutionising our relationship with the customer @mplsystems #crm #custserv #contactcentre Jon Meredith mplsystems
    2. 2. Selfie
    3. 3. The evolving customer landscape • By 2020 customers will manage 85% of their relationship with a company without human interaction (Gartner 2012). • By 2016, 40% of customer service contact is predicted to be through a combination of social sites and mobile apps (CCA) • 50% of smart phone users prefer to use a mobile customer service app, before calling a call centre (Speech Cycle and Echo Research Study) • Email still only accounts for 15.4% of inbound transactions (ContactBabel)  34% of consumers state email is their preference (Fifth Quadrant) • Web Chat tipped as latest channel of choice  consumer preference up from 11% to over 30% in 2 years, (Fifth Quadrant)  web chat usage is growing at 18% per year (ContactBabel)
    4. 4. Facilities in the contact centre 41% 36% 35% 20% 35% 29% 22% 48% 65% 40% 49% 31% 14% 54% 64% 66% 40% 70% 74% 28% 54% 69% Andrew McNair, Dimension Data’s Head of Benchmarking, says, “Historically, organisations set the tone in how they collaborated with their customers. However, the mega trends of mobility and the prevalence of internet-based services such as video, web chat, and social media are transforming the way the world wants to talk to organisations (consuming services). It’s the customer who’s driving how, when and for what they will use each channel.”
    5. 5. Growth of Mobile • • • Global consumer mobile app spend will reach 9.7 billion by the end of this year, according to an IHS report, which is more than the combined total for 2010, 2011 and 2012. Almost 90 billion smartphone and tablet apps will be downloaded this year, which is almost double last year's total of 49 billion. Apple and Google are the leading app providers in almost all countries, accounting for more than 85 per cent of global spend.
    6. 6. Budget for the mobile channel ?
    7. 7. Smartphone revolution • • 50% of smart phone users prefer mobile apps to the call centre Smartphone availability and features improve the experience • Linked in usage grown from 8% in 2012 to 30% in 2013
    8. 8. Making Companies 70% More efficient Mobile customer service
    9. 9. Case study iContact Customer Smart Device Engineer Smart Device Now only 20% of requests go through the contact centre Contact Centre
    10. 10. The Multi Channel Dilemma
    11. 11. The Challenges of Multi-Channel • Too much plumbing for IT to integrate…       Social media Explosion of email Mobile apps Speech applications Interactive web services Live web chat • …has created a fragmented approach to the customer (again)      Inconsistent experience Double keying Inefficiency Lack of service level visibility Human errors
    12. 12. Mobile and the contact centre CRM POS Inventory Planning Warehouse Products Purchasing … Multichannel ACD One Desktop Big Data
    13. 13. Simplified agent desktop
    14. 14. Getting App Self Service Right • • • • • • • • Customer choice Good for dynamic information Use Smart Phone features to reduce data entry Add value through targeted alerts / information Incentivise customers to sign up Build dedicated apps in cross platform tools Ensure all information is available in the contact centre Keep it simple, keep it fresh, make it engaging
    15. 15. In summary… • • • • • • • • Growth in smartphones apps phenomenon Use smartphone apps to increase loyalty Simple apps reduces customer effort Are you investing enough in this channel ? Integrate into the contact centre Redesign your customer experience Automate the service process Keep it simple, keep it fresh, make it engaging

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