frameworks and service design principles for blending digital and human centred customer service

1. The Customer Service Conundrum
how to balance digital and
human support

2. The more we adopt digital channels which optimise customer
expectations for 'always there', real time delivery, we are also
rediscovering the expectation for human engagement when it
matters
People are complex in their needs and therefore customer
relationships are tricky in terms of striking the right balance

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The aim of omni-channel design is
an engagement experience that works
in any given customer situation
The Challenge

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The Balance

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Best Practice So Far
Digital
=
Machine - Machine
+
Human - Human

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The John Lewis Approach
• Online sales grew by 17% in its latest
financial year, with m-commerce up
by 34%
• John Lewis found that its online sales
go up in areas where it opens a new
shop
“Our results were very much a result of the effective combination of shops and online,
demonstrated by the fact that more than three-quarters of our customers made a purchase
from one of our shops,”
Source: John Lewis chairman Sir Charlie Mayfield.

7. An approach to omni-channel design

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Customer JourneysDigital Profiles
Design Inputs
Channel Attributes

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Customer JourneysDigital Profiles
Design Inputs
Channel Attributes

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Think digital competence
rather than generation
The Journey To Digital

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Digital Profiling
Do you know how fast your customers
are adopting new digital behaviour?

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An Example of How We’ve Changed
2005 2015
CV treated as confidential. Like
your medical record
Obsession with promoting the
‘perfect’ career profile

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The ABC of Digital Profiling
P h a s e o n e
• Collect public domain research
Where are your customers on their personal digital journeys?

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OFCOM The Communications Market Report 2015
2013 2014
Number of 4G
mobile
subscriptions 2.7m 23.6m
Input: Public Domain Research

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P h a s e o n e
• Collect public domain research
• Add own research to fill in the gaps
The ABC of Digital Profiling

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P h a s e t w o
• Analyse by demographics & any other available metadata
• Group customers by digital competency
• From ‘conservative’ to ‘progressive’
The ABC of Digital Profiling

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P h a s e t h r e e
• Apply to your service strategy
• Should we be investing in a mobile service app yet?
• Is social customer service relevant to this segment?
• Will enough customers be able to mobile stream ‘how to’ videos to
justify as pilot?
The ABC of Digital Profiling

18. Design principles that facilitate
intelligent deployment of voice, video
and text

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Customer JourneysDigital Profiles
Design Inputs
Channel Attributes

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Use Outside-in Thinking
Design Principle

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Think Journeys Not Channels
Design Principle

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• Almost every flight is now booked using
self-service technology
• Only 8% had contact with a human
• 75% used a website. While 18% of these
say they now intend to move to a mobile
app, only 4% say they will seek out a
human
• Similar figures for mobile apps
• 91% of those who used self-service
technology to check-in saying they will do
so again
• If a passenger is dissatisfied with the
technology, they will seek an alternative
technology rather than reverting to a
human being
Source: latest SITA research 2016 Air Transport IT Summit
in Barcelona
On The Move Travellers Prefer…

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In Most Cases…

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Wh en as ked to ran k wh at ’s imp ortant wh en
th ey interact with an in s u rer, th e top
p referen ces are
• Ability to speak to a live person 42%
• This goes up to 51% for female Millennials
But If I’m Inexperienced…

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Channels Multiply
They Seldom Die
Design Principle

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Why Channel Shift Design Is Flawed
Between doing what you (the customer) want and what a brand wants
you to do, who is going to win?

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Right Channel Mix Is Based On
Understanding Customer Tasks
Design Principle

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Prob ab ly th e mos t in flu en tial is th e typ e of tas k
• Is it easy or complex to complete?
• Does the customer feel expert or novice trying to deal with it?
• What emotions are associated with the task?
• How important is the task in terms of getting it done
fast/accurately/effortlessly?
07.07.2016 Intelecom Footer
Understanding The Customer’s
Priority

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Make it easy to move from self
service to live assistance
Design Principle

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Connect Digital and Voice

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From Self Service To Live Assistance

32. A review of the latest voice, video and
text service channels

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Customer JourneysDigital Profiles
Design Inputs
Channel Attributes

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f2f
video
voice
text
C o m m u n i c a t i o n
B a n d w i d t h
B od y lan gu age feed b ack
Facial feed b ack
Ton e of voice feed b ack
F u ll
Narrow
C o m m u n i c a t i o n
T r a d e - o f f s
Communication Hierarchy

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Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
Voice - Text - Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
Design Options
Real Time Delayed
Live Automated
Restricted Unlimited
Public Private
Push Pull

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Video Strengths
S C E N A R I O S
When trust matters
Hearing impaired customers
E X A M P L E
High value sales
Escalations
Counselling

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S C E N A R I O S
When it’s complex
When its emotional
When it matters
E X A M P L E
Problems
Complaints
Retention
Voice Strengths

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S C E N A R I O S
Explanations
Simple advice
Escalation
E X A M P L E
How to do something
Where to find something
From self service to live
Text Strengths

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Visual IVR
Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
Voice - Text - Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E

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Choose Your Service Choose Your Channel Choose Your Time
Customer experiences greater choice in the workflow
Visual IVR

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• Improved their email response times from
24 hours to 2 hours
• 40% of voice interactions moved to email as
a result
• Right channel for the task
• “ My question is important but not urgent. I want
to send and forget and get the answer before
lunch/end of day”
Email
Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
Voice - Text - Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E

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Chat
Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
Voice - Text - Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E

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SMS
Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
Voice - Text - Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E

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Messaging
Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
Voice - Text - Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E

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Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
Voice - Text - Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
Social

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Self Service Trends

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“Intelligent agents on mobile devices, closely mated to
enterprise knowledge management systems, will serve
as the unifying force to support secure, personalised,
multi-channel customer care”
Dan Miller
Virtual Assistants
Natural Language Processing - Machine Learning - Semantic Search - Predictive Analytics
Advisor
Intelligent Assistant
IVR
Mail/Email
Chat/Messaging
Social
App
Search/FAQs
Visual Advisor
Voice - Text - Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E – P R O A C T I V E S E R V I C E
©Brainfood Consulting 2016

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Match Live Assistance FCR

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Manage Entire Journeys

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Match New Engagement Behaviours

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Match New Engagement Behaviours

52. Final Thoughts

53. Priority = Consistency
Cross Functional VoC

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The Pendulum Swings

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The Impact

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“We found that compared to detractors”
• Promoters are more than five times as likely to
repurchase from a company
• More than five times as likely to forgive a
company if it makes a mistake
• More than seven times as likely to try a new
offering shortly after its introduction
• They recommend the company to about four
times as many people
Consequences

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Thank You