The Changing CX Environment
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Join Vicky Katsabaris as she highlights the top insights from the Asia Pacific Changing CX Environment Study.
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The Changing CX Environment
- 1. The Changing CX Environment Core insights on what customers really want Presented by Vicky Katsabaris
- 2. The Changing CX Environment: New trends and insights across Asia Pacific to help you close the customer experience gap What customers really want: The top insights revealed from the 2017 study Today How to close the experience gap 15th of August 2017 Live Q&A: Join our panel of CX experts for a live Q&A on how to build your CX program 31st of August
- 3. Housekeeping The recording and slides for today’s presentation will be made available within 24 hours. Please use the question window to submit questions throughout the webinar. We have time designated at the end for Q&A.
- 4. Vicky Katsabaris Subject Matter Expert and Principal Consultant, Qualtrics Vicky Katsabaris is a principal consultant of customer experience at Qualtrics. She provides expert guidance to organisations implementing customer experience programs. Prior to joining Qualtrics, Vicky spent 3 years as the General Manager of Customer Advocacy strategy at Telstra, leading the team responsible for developing Telstra's corporate strategy for improving customer advocacy, including major transformation programs and the company-wide culture change program to embed a customer centric mindset. Prior to Telstra, Vicky was the Director of Customer Experience at VMware where she lead the implementation of the CX program across Asia Pacific, Japan.
- 5. + THE ASIA-PACIFIC REGION’S CHANGING CX ENVIRONMENT
- 6. Methodology Our multi-country customer survey was conducted online across four APAC markets: Australia, Hong Kong, New Zealand and Singapore. We obtained a nationally representative sample of customers in each country, with fieldwork taking place in January 2017.
- 9. 68% of customer consider it very or extremely important that an organisation respond to feedback they provide.
- 11. 39% of customers are unlikely to continue doing business with an organisation that does not respond to their feedback, and 32% are just as likely to leave as to stay.
- 13. 84% of customers consider it very important or extremely important that their query be resolved right the first time.
- 15. Nearly half of all customers (46%) expect a response from an organisation within the working day.
- 17. Customers expect you to provide information and resolve problems quickly, and to be good to your word – don’t let these important expectations surrounding your customer experience unmet.
- 19. 37% of customers are uncertain whether organisations listen to and act on feedback.
- 21. 58% of customers would use a service from an organisation if the only option for managing that service was online.
- 23. 84% of customers believe that having an organisation’s phone number on the homepage or within one click is very or extremely important.
- 25. 87% of customers believe that it is very important to be able to trust organisations with customer data.
- 27. 48% of customers would be satisfied dealing with an organisation staffed entirely by robots (artificial intelligence), as long as their expectations were met.
- 29. Recap: Top 10 CX insights across Asia Pacific
- 30. Top 5 takeaways to put into action now Run a periodic study to measure how good your organisation is at listening to and acting on feedback Conduct research to find out what your customers value most in the experience you provide to them If you don’t have the capacity to respond to everyone at the outset, start small but start somewhere Make responding to feedback an organisational priority Fix basic customer needs such as issue resolution
- 31. Thank you! Gil Sewell Email: gils@adhb.govt.nz LinkedIn: https://www.linkedin.com/in/gilsewell/
Editor's Notes
- Welcome to today’s webinar. What do customers need and expect in today’s environment? The insights we gained from our study will likely substantiate some of your existing beliefs about CX, but also illuminate a changing CX environment, brought on by the growth of new communication channels and business models. It’s probably not news to hear that old adages like “don’t make promises you don’t intend to keep” remain substantiated by customer data, but you may be surprised at how quickly customers expect to be contacted after they’ve provided feedback, or the portion of customers that wouldn’t blink an eye at the notion of working entirely with robot service agents (as long as the service met their expectations.) Potential robot-populated future aside, there’s no question that technology and customer expectations are evolving together. So, as we describe the insights from our study, we’ll suggest ways that you can use technology to your advantage and ensure that your customer experience isn’t lagging behind the competition.
- The following results were obtained from customer research conducted by Qualtrics, using Qualtrics Experience Management surveys, to explore key customer experience trends across the Asia-Pacific region.
- The strong sentiment around receiving a feedback response became even more illuminating when we filtered the data. Specifically, Customers age 55 or older attach the greatest importance to a feedback response, whereas customers age 18 to 22 attach the least importance to a feedback response. Sentiment varies considerably by country. 76% of customers from Hong Kong and 74% of customers from Singapore consider receiving a response very or extremely important, compared to 64% of customers from Australia and 52% of customers from New Zealand. Ask yourself Does my organisation place a high priority on responding to customer feedback? Does my organisation know which of its customers are particularly sensitive to receiving a feedback response? Actions step Tie results from a recent customer segmentation study at your organisation to the insights provided in this section to understand more about the priority that certain customer groups at your organisation may place on receiving a feedback response. You may not have bandwidth to offer a personalised response to everyone (though closed-loop technology can help in a big way). One option? Respond on a personal basis to all complaints, and perhaps develop an automated response for feedback that’s less pressing.
- Interestingly, while customers from Hong Kong place the greatest importance on receiving a feedback response, they also appear to be the most forgiving. 39% said they are likely to continue doing business with an organisation that doesn’t respond. By contrast, just 23% of customers from Singapore are likely to continue doing business in this scenario. Older customers are less forgiving than younger customers. 46% of customers age 36 or older are unlikely to continue doing business with an organisation that does not respond to their feedback, compared to 33% of customers age 35 or younger. Since older customers attribute the greatest significance to receiving a feedback response and may be more likely to act on their frustrations, our results suggest they should be considered more of a flight risk when they don’t receive a response. ACTION STEP Make responding to feedback an organisational priority. Additionally, collect all customer feedback on a single platform in order to democratise the insights your organisation receives. Oftentimes, critical customer insights aren’t shared because they exist in a silo within the organisation.
- If they have to tell you twice, you’re letting them down. Just 2% of customers feel that first-time resolution is anything less than moderately important. Additionally, this insight appeared consistently across countries, age groups, and gender. Ask yourself Does my organisation encourage and empower employees to “own” customer issues? Or are there factors pressuring employees to push problems down the line? Does my organisation build capability in teams to address the root causes of customer failure?Or are we addressing only the symptoms? Action step Analyse service feedback to measure first-touch issue resolution, then empower your teams to identify and remove real pain points for customers. Make issue resolution a significant performance metric to be used alongside other metrics and feedback in employee evaluations.
- The following subgroups had the most demanding expectations: 51% of customers age 23 to 35 expect a response within the working day 64% of customers from Hong Kong expect a response within the working day, significantly higher than the percentages from Singapore (45%), Australia (39%), and New Zealand (29%) Ask youself: How long does it take my organisation to respond to feedback? Does my organisation receive too much feedback to be able to respond in a timely manner? Action step: Invest in technology. A best-in-class experience management platform can help you: Automatically identify and prioritise issues Trigger real-time notifications to frontline staff Allow managers to view progress Escalate and reassign tickets if a customer issue affects more than one individual Integrate ticketing with existing systems
- The top three frustrations for customers are: Having to ask for the same information multiple times. Companies making promises and not keeping them. Not having their issues resolved the first time / inconsistent service levels. If you consider the frustrations highlighted here alongside insight #3 in this report (Fix it the first time) you’ll see that organisations must prioritise limiting the amount of effort customers have to exert to have their issues resolved. Customers demonstrated less concern over being driven to a particular channel or process. Think of times you’ve been directed to navigate to an electronic form on a website rather than having it sent directly to your email or your house. For customers, some nudging toward your organisation’s preferred processes appears to be okay. Action step Conduct research to find out what your customers value most in the experience you provide to them—these are areas where you must execute at the highest level. Define your customer experience values against this research and take steps to align your experience around the values. Then, measure how you perform.
- We know that responding to feedback is very important to most customers. That so many customers have unformed opinions about whether organisations actually listen to and act on feedback reveals an opportunity: Be the organisation that makes more customers believe, and you’ll likely be rewarded. Customers are keen to provide feedback. In fact, 83% are extremely or somewhat likely to complete a customer experience survey from an organisation they deal with. Ask yourself Does my organisation measure customer sentiment around feedback management? Does my organisation aggregate customer insights and manage the progress of a program of work to ensure we act on feedback? Action step Run a periodic study to measure how good your organisation is at listening to and acting on feedback—in the eyes of customers, and perhaps relative to your competition. On your website, post common ways your organisation responds to inquiries so customers will know in what form to expect a response. Also, manage your customer experience program like you do your financials to hold your organisation accountable.
- Online processes and offerings offer advantages to organisations—many coming in the form of greater efficiencies that lead to more rapid and effective scaling. Our results suggest that a majority of APAC customers are open to making the leap to online-only offerings. Ask yourself Could my organisation make certain offerings online-only? Action step Before rolling out an online-only process or offering, make sure that the user interfaceis optimised through UX testing, and employ dynamic feedback links to make it easy for customers to provide feedback and get answers to their questions. While there’s evidence that customers are ready to embrace online-only offerings, this does not mean that they will be willing to sacrifice the quality of the experience.
- In the previous insight, we discussed how a majority of customers say they’re ready to make the leap to online-only services. We’ve also discussed in this report how customers seem to be okay with being nudged toward an organisation’s preferred processes or channels (often online instead of phone). Perhaps customers are envisioning better online processes in the future than the ones they have (on the whole) today. Or perhaps they’ve been swayed by exemplary online processes and services—the best of the best, so to speak. All conjecture aside, it appears that when customers do feel the need to contact you by phone, you had better make it easy for them. Ask yourself Are my organisation’s phone numbers on the homepage or available within one click? Is it easy for a customer to speak to the right person once they call in? Action step Make your phone number as available as possible until you are absolutely sure that other communication channels are 100% fulfilling customers’ needs.
- No grey areas here. If you want customers to trust you, you must safeguard your data and not make mistakes. A slip-up pertaining to customer data could cost you greatly. Ask yourself How attractive to hackers is the data I keep? Action steps Customers don’t always “see” your security, but they want to know it’s there. Being careful not to reveal any details that could be useful to data thieves, call out your (hopefully market-leading) security measures in plain language, especially if you maintain personally identifiable or financial information. Make additional information easy to find in an FAQ site or a standalone security web page.ion step
- Here we saw a disparity among age groups, with 58% of customers age 23 to 35 saying that they would be satisfied with robot-only service, compared to just 32% of customers age 55 or older. Ask yourself Is my organisation prepared for the potential shift toward robot-aided customer service? Action step Customers place value on their expectations being met. Explore new artificial intelligence technology as it emerges. Understand which customer experiences to optimise through technology versus through the human touch
- Does your organisation effectively prioritise customer issues? How fast can your organisation respond to feedback? We’ve asked you to consider questions like these throughout this report because our research shows that the customer experience is becoming a significant battleground for business. Gone are the days where organisations can win by having the right product, in the right place, at the right time. Customers want to be heard and they prefer organisations that listen. Clearly, responding to all feedback is difficult when you have thousands or millions of customers. Additionally, the growing number of ways customers can provide feedback forces companies to have ears to the ground in many places at once, including the rather frenetic universe of social media— in fact, nearly two thirds (65%) of customers believe social media has changed the way they interact with organisations. The most successful organisations, aided by modern experience management software, understand what’s most important to their customers. They’re able to synthesise feedback from all channels, including social media, to make informed changes to their products and services and close the feedback loop with customers quickly and effectively.
- TOP 10 INSIGHTS
- Run a periodic study to measure how good your organisation is at listening to and acting on feedback— the experience gap is real, today’s executives think they are delivering a great experience, but their end customers disagree. find out how you really fare in the eyes of customers, and relative to your competition. Conduct research to find out what your customers value most in the experience you provide to them—High-value customer experiences are areas where you must execute at the highest level. Define your customer experience values against your research and take steps to align your experience around the values. Then, measure how you perform, act and improve. If you don’t have the capacity to respond to everyone at the outset, start small but start somewhere - You may not have bandwidth to offer a personalised response to everyone. One option is to start with responding on a personal basis to all complaints, and look to developing an automated response for feedback that’s less pressing. Implementing closed-loop technology can help to automatically identify and prioritise issues, trigger real-time notifications to frontline staff, allow managers to view progress, and to escalate and reassign tickets if a customer issue affects more than one individual Make responding to feedback an organisational priority - Often critical customer insights aren’t shared because they exist in a silo within the organisation. Utilise a single platform to collect all customer feedback in order to democratise the insights your organisation receives. Manage your customer experience program like you do your financials to hold your organisation accountable. Fix basic customer needs such as issue resolution - first analyze service feedback to measure first-touch issue resolution. Once you measure first-touch issue resolution, empower your teams to identify and remove real pain points for customers. Make issue resolution a significant performance metric to be used alongside other metrics and feedback in employee evaluations.