Transcript CC Program FY11

Steve Morrell
Principal Analyst, ContactBabel
Customer contact in 2003
Inbound interactions in 2003
• Cost per call: £6.50
Email
3.6%
• Cost per IVR session: 70p
• 42% of contact centres
have no email service
level target
• 30% of contact centres
do not offer an email
channel
Fax
0.8%
Text chat
0.2%
Letter
3.7%
Inbound
telephone
91.6%
Other
0.1%
Customer contact in 2011
Inbound interactions by channel
• Cost per call: £3.97
Fax
1.4%
• Cost per IVR session: 58p
• 4% of contact centres
have no email service
level target
• 13% of contact centres
do not offer an email
channel
Telephone (selfservice)
4.2%
Email
10.4%
Letter
2.1%
Text chat SMS
/ instant 0.4%
Web
messaging
collaboration Other
0.7%
0.3%
1.8%
Telephone
(agent)
78.7%
Leading a horse to water...
Email usage 03-11:
• 37% increase in company usage
• 189% increase in transactions
Stages of channel uptake
 Improvement in usability &
effectiveness from customers’
viewpoint (stage IV)
II. Customers trial new channel
I. Channel introduced by business
III. Businesses address failures of channel
IV. Wider uptake
Chat usage 03-11:
• 400% increase in company usage
• 250% increase in transactions
 Customer usage has not kept up
with businesses’ uptake (stage II)
NB: Social Media is an exception to this model
Customer drivers for channel usage
Email
Perceived effectiveness
Channel availability
Ease of use
Low cost of use
Painlessness
Speed of conclusion
2003
Customer drivers for channel usage
Email
2003
=>
2011
Perceived effectiveness
Email improves
Channel availability
Smartphones encourage text
Ease of use
Basic keyboard skills
Low cost of use
Effectively free
Painlessness
Response improved
Speed of conclusion
Email better
Customer drivers for channel usage
Email
2003
=>
2011
=>
Chat / IM
Perceived effectiveness
Email improves; IM under-used
Channel availability
Smartphones encourage text
Ease of use
Basic keyboard skills
Low cost of use
Effectively free
Painlessness
Response improved, 2-way conv. ?
Speed of conclusion
Email better; IM is near real-time
Great expectations
How are inbound channels changing?
100%
90%
6%
5%
80%
16%
1%
2%
16%
22%
35%
58%
70%
53%
63%
57%
29%
60%
Don't know / Don't use this
Decreasing greatly
50%
27%
1%
9%
40%
30%
26%
25%
16%
10%
Telephone
(agent)
14%
7%
6%
5%
2%
Direct contacts
via social media
Text chat /
instant
messaging
SMS
Telephone (selfservice)
0%
Email
28%
13%
Increasing slightly
Increasing greatly
23%
23%
16%
10%
21%
0%
1%
25%
20%
No change
4%
14%
Decreasing slightly
30%
4%
57%
8%
0%
1%
Letter
Fax
Email
•
CC managers estimated in 1998 that 25% of
interactions would be email by 2003
•
Unmet expectation that email was cheap and would
reduce phone queues
•
However, email response was slow or non-existent, unsuitable for authenticated
interactions and non-ubiquitous
•
Customer experience was poor so many companies were tarred with the same brush
•
More suitable for B2B and complex enquiries, as well as confirmation of interactions
through other channels. Very strong outbound channel.
Year
2003
2011
2015
Proportion of interactions
3.6%
10.4%
11.0%
Multimedia blending
Attrition may be influenced
by the variety of activity
offered.
Where <50% of staff are
involved in multimedia/call
blending, the average
attrition rate is 38% higher
than in 50%+ blended CCs.
Where no staff are allowed
to do multimedia blending,
attrition is 50% higher than
where all staff can do
multimedia blending.
Text chat / instant messaging
•
Text chat was 1.8% in the US at end-2010, used in
29% of operations
•
UK equivalent was 0.7% in 14% of operations at mid2011
•
c. 3 concurrent chats possible, making cost per chat possibly 1/3 of phone
•
Often-used as a ‘point of crisis’ channel (e.g. at checkout, or if paused on a webpage
for too long)
•
Works as call avoidance (service) and revenue maximisation (sales)
•
Takes from the email and phone queue, and assists with self-service
•
When telephony self-service fails, press zero to speak to an agent. Web interactions
need the same type of single-channel support: likely to be text chat / video agents
Year
2003
2011
2015
Proportion of interactions
0.2%
0.7%
4.5%
Self-service (IVR/speech recognition)
•
Only 32% of contact centres offer telephone selfservice to customers despite it being 1/7 cost of a
live call
•
Overall, 5% of inbound interactions are self-service
•
Only 2% of contact centres expect it to increase greatly
•
Cost of agent ID&V has quadrupled in 4 years to £3.6bn/year (more ID&V, takes longer,
more calls, increased cost per call) – use voice biometrics & shift calls to self-service
•
Visualisation key to self-service: more flexible and faster - IVVR (interactive video and
voice response) – more information available on screen / quicker menu choices, videos
available on hold. Can be used as a video front-end to a traditional contact centre, or as
part of a full video contact centre where callers and agents can see each other.
•
Virtual intelligent personal assistants are the step beyond self-service (e2e)
Year
2006
2011
2015
Proportion of interactions
4.2%
5.0%
4.0%
Social media business usage today (1)
Social media business usage today (2)
Average
score / 10
% scoring 1
or 2/10
% scoring 9
or 10/10
Monitoring what is being said about the company, products
and marketing campaigns
7.3
3%
34%
Acting directly upon negative comments and complaints
about the company
7.0
5%
27%
Delivering marketing and product information to the
customer
6.9
8%
25%
Learning more about our competition
5.8
11%
9%
Offering customers a fully-supported customer service
channel
5.5
20%
16%
Use of social media
Utilities
Outsourcing
Retail
Transport & Travel
Tech/Med/Telco
Services
Finance
Public Sector
Insurance
Manufacturing
Housing
Average
7.7
7.2
6.6
6.0
5.9
4.9
4.0
3.9
3.8
3.0
1.0
5.5
Social media
•
Social media was set-up to be an outbound marketing channel, and to monitor
customer sentiment, opinion and competitive commentary
•
It has been adopted as a de-facto service channel by customers – the opposite to
how most channels are created
•
Unexpected social media interactions are often a price paid for delivering substandard service through existing channels
•
Customer service - negative for businesses: cannot do authentication, very public,
expensive rapid reaction, impacts upon other channels
•
Customer service – very positive for customers...
Social media – the customer
experience (possibly...)
Social media
2011
Perceived effectiveness
The customer says “Jump”. The business asks “How high?”
Channel availability
Via PC or smartphone
Ease of use
Simple to send a tweet or write on a wall – no queue
Low cost of use
Free
Painlessness
Venting frustration at a company can be a positive experience...
Speed of conclusion
Immediate response and personalised service
The decline of telephony?
•
People speak to agents because they can handle
complex / multiple requests quickly and accurately:
web or voice self-service will only ever be able to cope
with a small fraction of these
•
Will require knowledge bases, dynamic scripting and access to the rest of the
organisation (experts)
•
Demographics of customer base will also play a part
•
Telephony is a rich mine of information: speech analytics can deliver business insight
•
Telephony will continue to be the major customer contact channel for almost all
businesses for the foreseeable future
Year
2003
2011
2015
Proportion of interactions
91.6%
78.7%
74.0%
Channel changes 2006-2015
Conclusions
•
Social media is a de facto customer service channel, even if the business did not
want it to be
•
Self-service will grow through the visual media – IVVR, videos pushed via text chat,
on-demand online support and e2e virtual intelligent personal assistants
•
Text chat will take some of the work away from the phone and email channels
•
Telephony still the no.1 channel, with great potential for insight through speech
analytics
•
Businesses can only suggest new channels – customers decide if they are successful
or not
Research
•
“The UK Contact Centre HR & Operational Benchmarking Survey 2012” (£295)
•
“UK Contact Centres in 2012: The State of the Industry” (£1,095)
•
“The UK Contact Centre Decision-Makers’ Guide 2011” (free)
•
“The Inner Circle Guide to Speech Analytics” (free)
•
“Customer 2.0: Customer Experience and Profitability in the New Economy” (free)
www.contactbabel.com