customer experience andy butler client manager - tlf research · © tlf research 2019© tlf...

© TLF Research 2019 © TLF Research

CX TRENDS

Andy Butler

TRENDS IN

CUSTOMER EXPERIENCE

Andy Butler

Client Manager


AGENDA

WHAT ARE THE

TRENDS IN

CUSTOMER

EXPERIENCE AND

WHAT DOES THE

FUTURE LOOK LIKE?


AGENDA

TECHNOLOGY

CUSTOMER

BEHAVIOUR

CUSTOMER

EXPERIENCE

CUSTOMER WANTS STRATEGY

INSIGHT

CUSTOMER

WANTS


WHAT DO CUSTOMERS WANT?

Easy to work with

Reliable

Consistent

Flexible

Evolving

Trustworthy



What customers want now and in the future will not change beyond recognition.

Expectations will continue to increase.

They may be more likely to complain and change supplier if they’re unhappy.

Customer requirements will impact on you and your organisation if you’re not geared up to

deliver.



UNDERSTAND YOUR CUSTOMERS REQUIREMENTS,

DELIVER TO THE BEST OF YOUR ABILITY,

CONSISTENTLY.

CUSTOMER

EXPERIENCE

STRATEGY


THE GROWTH OF CX & DEMISE OF “MERE SATISFACTION”


CX IMPROVEMENTS HAVE STAGNATED

Sources:

https://www.instituteofcustomerservice.com/research-insight/uk-customer-satisfaction-index


CX IS NOT SERVICE

Good or Bad?


CX: HOW WILL YOU DIFFERENTIATE?

“GOOD ENOUGH”

FOCUS ON ACQUISITION

PRICE WARS

DISTINCTIVE CX

CUSTOMER LIFETIME VALUE

PRICE PREMIUM

TECHNOLOGY


WHEN DID YOU LAST BUY A CAMERA?


DIGITAL FIRST, MOBILE FIRST

42%

Sources:

https://gs.statcounter.com/platform-market-share/desktop-mobile-tablet/united-kingdom/2019

https://www.ofcom.org.uk/research-and-data/multi-sector-research/cmr/interactive-data

0.47

0.83

1.31

1.75

2.33

2.91

2013 2014 2015 2016 2017 2018

Average data volumes (GB)


“OMNICHANNEL”

……..a cross-channel content strategy that organisations use to improve their user

experience. Omnichannel implies integration and orchestration of channels such that

the experience of engaging across all the channels someone chooses to use is as….

…BLAH…..BLAH….BLAH….BLAH!


“OMNICHANNEL” – A TEST

Pick a random friend

What were your last 10 interactions?

Why?

Omnichannel doesn’t exist,

it’s just communication

Personalisation Data


SMART EVERYTHING


50.7%

47.5%

39.5%

28.2%

25.0%

24.9%

24.2%

19.7%

2.8%

8.4%

Keeps me from a live person

Too many unhelpful responses

Redirects to self-serve FAQs

Bad suggestions

Pop-up chatbot prompts

Unnecessary pleasantries

Takes too long to respond

They never have enough data about me

Other

None of these

Challenges of using chatbots US Internet Users May 2018

CHATBOTS REPLACE SELF-SERVE, NOT PEOPLE

Source:

https://www.emarketer.com/content/customer-service-seekers-prefer-bypassing-humans


VOICE AS FILTER

Source:

https://www.ofcom.org.uk/research-and-data/multi-sector-research/cmr/interactive-data

79% 20%

CUSTOMER

BEHAVIOUR


CUSTOMER EXPECTATIONS


REMOVE FRICTION=VALUE


LOYALTY PROGRAMMES WILL SEE MORE ENGAGEMENT

Loyalty and Trust = Maximising Revenue

Source:

https://experiencematters.blog/2018/08/21/report-roi-of-customer-experience-2018/


Trust

Data

DATA, PERSONALISATION & TRUST

Personalisation

INSIGHT


“BIG” DATA & ANALYTICS

Find it & use it

Integrate survey data with behaviour

Predict


INSIGHT IS NOT FEEDBACK

CREATING THE

CUSTOMER

EXPERIENCE


PREDICTIVE COMMERCE


26%

34%

2000 2002 2004 2006 2008 2010 2012 2014 2016 2018

EMPLOYEE EXPERIENCE

Sources:

https://insights.humancapital.aon.com/talent-rewards-and-performance/engagement-2018

https://news.gallup.com/poll/241649/employee-engagement-rise.aspx

59%

Global,

65%

52%

Europe,

60%

2011 2012 2013 2014 2015 2016 2017

AON Employee Engagement Index Gallup US Employee Engagement

SUMMARY



UNDERSTAND YOUR CUSTOMERS REQUIREMENTS,

DELIVER TO THE BEST OF YOUR ABILITY,

DO IT BETTER THAN ANYONE ELSE,

CONSISTENTLY.

Andy Butler

tlfresearch.com

[email protected]

+44 (0)1484 517575

THANK YOU

customer experience andy butler client manager - tlf research · © tlf research 2019© tlf...

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