Omnichannel rules

1. Omnichannel Rules! The
Future of IT Support
Dr Nicola Millard
Futurologist, BT

2. BT Contact. Relationships that grow 2Copyright: BT Global Services, 2015
Dr Nicola J. Millard
Head of Customer Insight & Futures
BT Global Innovation Team
nicola.millard@bt.com Twitter: @DocNicola
Autonomous Customers & SuperAgents:
How customers are shaping the future of the contact centre.

3. “Autonomous” Customers still need help.
USA
84%
UK
Want advisor available on phone/web-
chat when online
79%
Co-browsing would add value
USA
65%
UK
55%
Customer service via
Apps would add value
USA
62%
UK
55%
2015
62%
2013
54%
Prefer using the phone
than FAQs (UK)
90%
Want to e-mail the same agent as
they speak to on the phone
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya
Copyright BT Global Services, 2015
Consumers like self-service, but when it goes wrong they want live help there and then
When you most recently had a
problem with self-service what
type of support did you want?
Phone 29%
Social media 10%
Web-chat 15%
Video-chat 9%
E-mail 23%

4. Changing usage of channels by consumers
Which of these methods of contacting organisations do you use currently? (UK)
Web-chat and social media fastest growing, as the traditional channels fall away in
terms of customers contacting organisations
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya, UK data
Copyright BT Global Services, 2015
Phone Email
Face-
to-
face
Org
websi
te
FAQs
Phone
overs
eas
IVR
self
servic
e
Post
Text/S
MS
Onlin
e
forum
Faceb
ook
Apps Skype
Twitte
r
2011 86 80 69 60 53 50 46 50 21 15 14 7 4 3
2013 79 77 68 60 53 43 33 45 22 15 18 14 5 5
2015 70 71 53 60 50 30 17 33 12 15 23 15 8 11
0
10
20
30
40
50
60
70
80
90
100
2011 2013 2015
Channels scoring less than 5% are not included – other social media, video-chat.

5. © British Telecommunications plc 5
Emai
l
Phon
e
Web
site
Face
-to-
face
FAQ
s
Post
Face
book
IVR
Text
/SM
S
Web
chat
Over
seas
CC
Apps
Wha
ts
App
Foru
m
Twit
ter
Skyp
e
USA 2015 71 70 53 56 40 33 18 16 21 24 10 9 4 8 9 5
India 2015 66 58 54 43 31 32 40 32 40 17 22 29 33 23 16 23
Global 63 62 51 46 32 27 24 24 21 18 16 15 15 13 10 10
0
10
20
30
40
50
60
70
80
East/West divide as new channels are adopted faster in
the East.
Global variations in usage of channels.
Which of these methods of contacting organisations do you use currently? (USA & India)
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya, US, India, Global data
Copyright BT Global Services, 2015

6. Channel switching is accelerating
81%
Organisations should always
offer different channels to
meet my needs
Less than 1 in 3
Agree organisations make
it easy to switch between
different channels
3 in 4
Any agent should be
instantly familiar with my
contact history
Would like organisations to
offer the following…
E-mail same call centre agent 90%
Service through Facebook 53%
Skype calls to call centres 55%
Visual IVR on smartphone 67%
Apps with web-chat 71%
Switch from web chat to phone 62%
Voice biometrics for ID&V 73%
Share my screen with an agent 62%
Switch from web-chat to video 51%
Secure tech. for phone payments 50%
Social media to phone call 63%
51%
Would like to switch
from web-chat to video-
chat (62% - switch from
web-chat to phone)
67%
Would like visual
IVR on their
smartphone
50%
Regularly phone call
centre & look at web
on smartphone
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya
Channels Multiply: The Omni-channel challenge.
Copyright BT Global Services, 2015

7. Smart phones / smart customers?
Smartphones and customer service should work hand-in-hand, but
too many Apps lead to dead-end support
Would like Visual IVR when calling on a smartphone
81%
Indonesia
54%
UK
45%
Belgium
30%
Germany
68%
Spain
86%
China
86%
India
83%
UAE
60%
USA
77%
Singapore
Use smartphone to…
Phone call centres
62%
Access mobile banking weekly 39%
Scan in-store to get best prices 46%
Phone call centre & look at web 51%
48%
Download Apps for
customer service
62%
Would like to share
smartphone screen so
the agent can see it
46%
Comment on social
about customer service
using a smartphone
12%
Share GPS so companies
can offer discounts
based on your location
3 in 4
Want Apps with web-chat
or messaging capability
17%
Used Siri or similar on
smartphone in the
last 6 months
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya
Copyright BT Global Services, 2015

8. Although there are many new channels, the phone still delivers
when it comes to information, trust and engagement
The Phone is good to ask questions & get a better understanding of an organisation
88%
Indonesia
66%
UK
58%
Belgium
48%
Germany
62%
Spain
85%
China
85%
India
82%
UAE
72%
USA
75%
Singapore
I get better info/answers from call
centre than using online self service
Germany
86%Indonesia
China 93%
India 85%
USA 85%
Singapore 84%
UAE 81%
Spain 79%
Belgium 76%
75%UK
70%
65%
I trust the organisation
more… (the benefit of
great customer service)
1 in 3for an urgent issue
Twitter/Facebook is the
best way to get customer
service
6.2The number of times
consumers who make
repeat purchases after
great customer service
54%
I phone about one issue
but the advisor gets me
talking about another
issue or product
74%
When I phone a call centre I
often have 2 or more issues I
want help with
61%
The calls I make to
organisations are complex, I
do simple things online
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya
Copyright BT Global Services, 2015
Phone handles complexity, builds customer
relationships & provides sales opportunities.

9. Challenging the traditional contact centre model:
less than 1 in 5 calls resolved first time.
Copyright BT Global Services, 2015
Agents have struggled
to answer my queries
Agent put me on
hold, they don’t
know what to say
Have been happy to be
transferred for complicated
queries
I have known more
about the product or
problem than agent
74% Spain
66% Average
52% China
81% USA
73% Average
57% Germany
80% USA
70% Average
61% Indonesia
67%
India
60% Average
45% Belgium
Agents haven’t known
what was on their own
website
Better to get
help from other
consumers than
from
organisations
Agents have tried to
hurry my call
59% India
50% Average
38% Spain
Germany
62% India
53% Average
39%
64% Singapore
56% Averag
e
30%Belgium
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya
Copyright BT Global Services, 2015

10. New models for contact centres: SuperAgent 2000!
10

11. BT Contact. Relationships that grow 11
"I don’t foresee anything replacing customers calling for help, but their
contacts will become more complex. We may also have to reach out
to them more often”,
Manager, CCMA Ireland.
Primary function of contact centres in 2020.
Copyright: BT Global Services, 2015

12. BT Contact. Relationships that grow 12Copyright: BT Global Services, 2015
"Customers are calling us about an issue because of the complexity of the world we are
living in. We have termed this a ‘contact centre job’ – with people being paid the same
wage as ten years ago. That is unsustainable – you will not get expert problem solvers
who are shifting organisations in six monthly cycles – they are call handlers – we need
expert problem solvers”,
CCMA UK, Contact Centre Strategist.
Super agent skills 2020.

13. BT Contact. Relationships that grow 13Copyright: BT Global Services, 2015
Customer satisfaction key, followed by new kid on the block, customer effort & right
first time. Net promoter’s popularity is waning. Traditional resource optimisation
measures like call handling time are viewed as less important.
Primary measures 2020.

14. Busy Autonomous customers put a lot of effort into dealing
with organisations and prefer easy interactions
Buy more from organisations that make it easier
79%
Indonesia
73%
UK
72%
Belgium
68%
Germany
50%
Spain
90%
China
84%
India
83%
UAE
82%
USA
81%
Singapore
62%
Find dealing with
customer service
issues exhausting
55%
Put a lot of effort into
safeguarding their
consumer rights
3 in 4
Constantly research
products to buy
online
Only 1 in 5
Regularly
experience first
contact resolution
for customer service
30%
Building customer engagement
Increase in consumers saying convenience
is more important than price (UK & US)
85% It should be easier to contact orgs. by
phone, web chat and email
71% Like it when orgs. notice I have a problem
with customer service & try to help
88% Consumers would be more loyal to orgs. if
they are easy to deal with
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya
Reducing customer effort is a growing priority
Copyright BT Global Services, 2015

15. “Net Easy” does it.
Making it Easy is the missing link between operational
quality and loyalty:
Operational performance
Customer experience
Advocacy
Incremental value
Churn
reduction
NPS
Net Easy
OCR &
RFT
Why measure Easy?
 True voice of the customer
 Drives advocacy, VFM & loyalty
 Highly actionable feedback
 Applicable in all channels
 Engages and resonates with staff
 Low effort also = lower cost
Customers finding it easy are
40% less likely to churn
Thanks to Joanna Howard Copyright BT Global Services, 2015

16. 6 factors explain 67% of movement in Net Easy
What drives easy?
Thanks to Joanna Howard Copyright BT Global Services, 2015

17. Some channels are easier than others.
Thanks to: Joanna Howard
Voice auto
Thanks to Joanna Howard Copyright BT Global Services, 2015

18. BT Contact. Relationships that grow 18
Core channels 2020.

19. BT Contact. Relationships that grow 19Copyright: BT Global Services, 2015
“Whilst customer contact will certainly move to a more devolved model - infrastructure
investment will dictate that the change will not happen by 2020”, Manager, CCMA UK.
Location of centre 2020.

20. BT Contact. Relationships that grow 20Copyright: BT Global Services, 2015
Intelligent skills based routing regarded as vital to get customers to the person with the right
skills. Cloud and big data analytics are regarded as less important but are key (and often
hidden) technologies underpinning flexible contact capabilities & intelligent call steering.
Key technologies 2020.

21. BT Contact. Relationships that grow 21Copyright: BT Global Services, 2015
“The skilled manager will become an even scarcer commodity for contact centres. This means
that to manage successfully, you will have to move past standard people management
practices”, Call Centre Helper.
Principal role of the “super manager” 2020.

22. Contact centre or relationship hub?
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, 2015

23. Objects in the future may be closer than you think…*
© British Telecommunications plc 23
Language & complex
comms -
e.g. Siri, Narrative
Science, Lionsbridge
Pattern matching &
unstructured problem
solving - e.g. Watson
Autonomous mobility, fine motor
control – e.g. Baxter, Self driving
cars, computer vision.
“Uberisation”
of jobs
IoT
“Hollowing out”
of work
“ Andrew McAfee, MIT

24. 24
44%
Would share social media
profile to get better service
4 in 5
Like orgs using technology to
listen to calls if the agent is rude
or a problem arises
71%
Like it when organisations notice
consumers have problems on their
website and try to help
55%
Might share location with
organisation for a better service
The emerging “ego” system:
It’s all about ME!!!!
62%
Find dealing with
customer service
issues exhausting
55%
I put a lot of effort
into safeguarding my
rights
54%
Give feedback to
companies but they
don’t change
The more information I
give, the better customer
service I expect
48%
China
63%
UAE
75%
India
62%
Singapore
66%
USA
69%
Indonesia
63%
UK
56%
Belgium
57%
Germany
74%
Spain
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015
49%
Want
technology
to secure
card
payments
over the
phone
(the agent
can not see
or hear the
account or
card details)

25. Dr Nicola J. Millard
Head of Customer Insight & Futures
BT Global Innovation Team
nicola.millard@bt.com Twitter: @DocNicola
BT Let’s Talk Blog:
http://letstalk.globalservices.bt.com/en/
author/nicolamillard/
Thank You!