#BTYSTE The evolution series. The Rise of Digital Channels

Welcome
Eoghan McDermott
Communications Clinic
#btbizcon

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)

Graham Fagan
Head of Contact Centre and
Multichannel Proposition
BT Ireland
#btbizcon

“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

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

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
E mpower ment
Key Trends

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

CUSTOMER SERVICE
IS NOW
A
SPECTATOR SPORT!
Stakes Are Now Raised

Per sonal i sati on
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 devices 21 times an hour
OMD UK's Future of Britain research project

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

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

Inside
Out
Outside
In
What Do You See?

OMNI
CHANNEL
Choice-Part Of The Experience

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”

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

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
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

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

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

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 & Futures
BT Global Innovation Team
nicola.millard@bt.com
@DocNicola
© British Telecommunications plc

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.

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%

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

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*
* 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/

What customers talk about on social media.
9% were about
primary contact
channels, e.g.
contact centre,
store, branch.
“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”.

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.

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.

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)

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.

seems to be the hardest word…
“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

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
“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/ .

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

Thank You.
Dr Nicola J. Millard
Head of Customer Insight & Futures
BT Global Innovation Team
nicola.millard@bt.com
@DocNicola
http://letstalk.globalservices.bt.com/

New Year’s Video Messages
#btbizcon

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

#BTYSTE The evolution series. The Rise of Digital Channels

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