Transform Dr Nicola Millard seminar: Net easy and the autonomous customer
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Dr Nicola Millard, Head of Insights and Future at BT, joined us to share new research into net easy and the autonomous customer. Due to be released mid May we were lucky enought to have a sneak preview and here's just a few of the headlines: 1. 88% said they'd be loyal if a company was easier to do business with 2. 75% expect a contact centre agent to be familiar with their full contact history 3. Service should be pushed forward, not hidden deep in your website because when a customer calls it's usually about a complex issue 4. Make bold choices about the channels you use to engage. There's no room for embarrassing Dad dancing on the social media dance floor. 5. Reduce the amount of effort your customers have to invest to do business with you.
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Transform Dr Nicola Millard seminar: Net easy and the autonomous customer
- 1. It’s all about the (Customer) Journey. Dr Nicola J. Millard Head of Customer Insight & Futures BT Global Innovation Team nicola.millard@bt.com @DocNicola
- 3. Is loyalty dead? A mixture of price and service 91% The convenience they offer 86% The easier they are to deal with 88% 83% 74%81% 68% Thinking about brands you are loyal to, what drives that loyalty? The fastest service Brands that engage me as an individual A complete experience The lowest price Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015
- 4. 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
- 5. What is Effort? Thanks to Moira Clark.
- 6. “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 NPSNPS Net EasyNet Easy OCR & RFT 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
- 7. 6 factors explain 67% of movement in Net Easy What drives easy? Thanks to Joanna Howard Copyright BT Global Services, 2015
- 8. Some channels are easier than others. Thanks to: Joanna Howard Voice auto Thanks to Joanna Howard Copyright BT Global Services, 2015
- 9. “Autonomous” Customers still need help. USA 84% UK Want advisor available on phone/web- chat when internet shopping 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%
- 10. 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 website FAQs Phone overseas IVR self service Post Text/SM S Online forum Faceboo k Apps Skype Twitter 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.
- 11. 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
- 12. 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
- 13. Social customers demand social customer service. Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya Copyright BT Global Services, 2015 Consumers want more customer service by social media and less marketing Would post a facebook customer service message to an organisation 80% Indonesia 53% UK 48% Belgium 40% Germany 63% Spain N/A China 88% India 87% UAE 57% USA 74% Singapore 70% Expect response to social media comment in 15 mins 1 in 3for an urgent issue or emergency Twitter/Facebook is the best way to get customer service 25% Have had customer service by social media (15% made complaint) 35% would post a complaint on social media 2 in 3 Want responses to comments by same platform Have used smartphone to comment on social media about customer service just received China 70% 67%India 63%Indonesia 61%UAE 37%Spain 57%Singapore 33%USA 30%UK 23%Belgium 24%Germany
- 14. 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”. dismissive. #customercare?” “@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?” my idle twitterings?” “Seriously @BrandBank, I’m flattered you ask but haven’t you got better things to do than reply to my idle twitterings?” The social dance floor can be limiting Source: Millard (2015), Serving the Social Customer, BT White Paper. Copyright BT Global Services, 2015
- 15. 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/ Social activity by sector Source: Millard (2015), Serving the Social Customer, BT White Paper. Copyright BT Global Services, 2015
- 16. 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”. Source: Millard (2015), Serving the Social Customer, BT White Paper. Copyright BT Global Services, 2015
- 17. 17 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) 49% Want technology to secure card payments over the phone (the agent can not see or hear the account or card details)
- 18. Thank you! 18 Dr Nicola J. Millard Head of Customer Insight & Futures BT Global Innovation Team nicola.millard@bt.com @DocNicola BT Let’s Talk Blog: http://letstalk.globalservices.bt.com/en/ author/nicolamillard/