customer experience study de interactive intelligence
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Reporte completo del estudio de Interactive Intelligence sobre Customer Experience | #Clienting #CRM #CxExTRANSCRIPT
2013 Customer Experience Research Study | 1
AnsweringTwoKeyQuestionsWhatdocustomerswantinagreatserviceexperience?Whatdocustomersandcompanieswantfromthetechnologybehindthatgreatcustomerexperience?InteractiveIntelligencecreatedseparatesurveystogatherdatatodefineagreatcustomerserviceexperienceforbothpopulations.Thesurveyforconsumerswasfieldedspecificallytoindividualswhohadanoninpersoninteractionwithabusinessinthelast12months;forexample,anonlineortelephoneorder,webchat,orsimilartypeofinteraction.TheprofessionalsurveytargetedITprofessionalsandcustomercareleadersinallindustrieswhowereresponsibleforthetechnologybehindagreatcustomerexperience.BackgroundandMethodologySurveyingwasconductedbetweenFebruary28,2013andMarch25,2013.Atotalsampleof1407and453wasgatheredfortheconsumerandprofessionalsurveys,respectively,amongthefollowingcountries:
10KeyFindingsandConclusionsAknowledgeablerepresentativeandatimelyresponsearethemostvaluablecomponentsofagreatserviceexperienceHotels,onlineretailers,andbanksprovidethebestcustomerserviceexperiencesLiveagentremainsthepreferredinteractiontype,followedbyemailandthenthereisasignificantdroptowebchat,etc.(thisvariesbyagedemographic)HistoricalinformationaccessisdeemedthemostvaluablefeatureofaninteractionNotbeingabletounderstandtheagentisratedasthemostfrustratingpartofaninteractionCustomersaremorewillingtousesocialmediatopraiseagoodserviceexperiencevs.complainingaboutapoorexperienceCustomersarentwillingtopayextraforhigherlevelserviceTheabilitytogetascheduledcallbackwasthemostdesiredmobileapplicationfunctionalityThemostvaluabletechnicalservicetooffercustomersisaneasywaytoprovidefeedbackComprehensivereportingandanalyticsisthetopfeaturedesiredbycontactcenterprofessionals
2013 Customer Experience Research Study | 2
SummaryofFindingsConsumerSurveyInteractionQuestions
Whichdoyouvaluemostinacustomerserviceinteraction?(Resultsdisplayedonascaleof15withlowernumbersrepresentinghigherrankings.)
Thinkingaboutthethingsthatfrustrateyouthemostwheninteractingwithabusinessorserviceprovider,pleaseratethefollowingitems:(ResultsdisplayedincludearesponseofVeryfrustratingonascaleof15.)
4.2
3.1
3.0
2.4
2.2
0.0 1.0 2.0 3.0 4.0 5.0 KnowledgeableRepresentative/Agent
Timely Response
Professionalism
Effective follow-up
Efficiency
Least valued
75%71%
69%66% 66% 66%
56%
42%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80% When speaking on the phone you can'tunderstand the agent
Agent is condescending / demeaning
Lack of effort from the agent
Initial long wait time
Being transferred multiple times beforefinding the right person to help
Agent doesn't have the knowledge toanswer my question
Need to repeat information at differentpoints of interaction
Being put on hold during your interaction
*Other
2013 Customer Experience Research Study | 3
Haveyoueverhadanexceptionalcustomerserviceexperiencethatmadeyouwanttotellfamilyorfriends?
Inyouropinion,whatindustriesprovidethebestcustomerserviceexperience?(ResultsdisplayedincludearesponseofVerybestandSomewhatbestonascaleof15.)
59%
41%
Yes
No
61%
51%
45%
39%35% 35% 35%
33% 32%
17%
0%0%
10%
20%
30%
40%
50%
60%
70% Hotels
Online Retail Stores
Banks
Healthcare Providers
Insurance Companies
Airlines
Technology Providers (Cellular Phone,Cable TV, Satellite TV)Utility Providers (Gas, Power, Water)
Credit Card Providers
Government Agencies
*Other
2013 Customer Experience Research Study | 4
Whatmethodsdoyouprefermostwhenitcomestointeractingwithcustomerserviceorsupport?(Resultsdisplayedbyaveragerankwithlowernumbersrepresentinghigherrankings.)
Whatmethodsdoyouprefermostwhenitcomestointeractingwithcustomerserviceorsupport?(Resultsdisplayedbypercentofmostpreferred.)
5.4
5.4
4.4
3.6
3.3
2.7
1.9
0.0 1.0 2.0 3.0 4.0 5.0 6.0Live Agent via phone
Live agent via web chat
Website
Self Service from a Smartphone ortablet
Social Media Outlet
*Other
Least valued
59%
17%
12%
5% 4%1%
0%
10%
20%
30%
40%
50%
60%
70%Live agent via phone
Live agent via web chat
Websites
Self Service from a Smartphone ortablet
Social Media Outlet
2013 Customer Experience Research Study | 5
Nowthinkingofthosebusinesses/servicesprovidersthatyoudorepeatbusinesswith,howvaluablearethefollowingattributestoyouwhenyouhaveaninteractionwithcustomerserviceorsupport?(ResultsdisplayedincludearesponseofExtremelyvaluableonascaleof14.)
Whatdoyoufeelistheappropriateresponsetimeaftersubmittingaquestionorrequestusingeachofthefollowingmethods?
65%
49%
27%
0%
10%
20%
30%
40%
50%
60%
70%
Staff has access to my history and currentactivities with that company
Having the same agent help you each time
Being greeted by name
8%
20%
8%
2%
10%
26%
30%
15%
3%
7%
41%
29%
25%
8%
11%
19%
12%
20%
12%
12%
6%
4%
16%
16%
12%
0%
3%
12%
24%
19%
2%
5%
35%
29%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Telephone Web Chat SMS/Text Email Website
Expect immediateanswer
Less than 1 minute
1 to less than 3minutes
3 to less than 5minutes
5 to less than 10minutes
10 minutes or over
24 hours
2013 Customer Experience Research Study | 6
Whatpercentofthetimedoyouusethefollowingcustomerserviceorsupportmethodstointeractwithabusinessorserviceprovider?
Wouldyoubewillingtopayafeetoreceiveahigherlevelofservice?
52%
21%
9%
8%
4%
3%3%
Phone
Web chat
Website
SMS/Text
Social Media
Self-Service from aSmartphone or tablet
Other (written, fax, etc.)
77%
14%
9%
No, I expect good service as part ofdoing business
Yes, if reasonable
Yes, for certain service providers
2013 Customer Experience Research Study | 7
SummaryofFindingsConsumerSurveyTechnologyQuestions
Howvaluableishavingthefollowingpiecesofinformationavailabletoanagentbeforeyouhaveaninteraction?(ResultsdisplayedincludearesponseofExtremelyvaluableorValuableonascaleof14.)
Withregardstocustomerserviceorsupportinteractions,howvaluableisittoyouthatavendorprovidesthefollowing:(ResultsdisplayedincludearesponseofExtremelyvaluableorValuableonascaleof14.)
93% 90%
77%
64%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Account Information
Past conversations /exchanges
Past purchase history
My location
94%
83%
56%52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No need to repeat information iftransferred
The ability to provide feedback onyour interactions once completed
Offer self-service via mobileapplications
Offer speech recognition as well astouch tone for self-service
2013 Customer Experience Research Study | 8
Pleaseratethevalueofeachofthefollowingbeingavailableforyoutousewhenyouareinteractingwiththatcompanyscustomerserviceorsupport:(ResultsdisplayedincludearesponseofExtremelyvaluableorValuableonascaleof14.)
Pleaseratethevalueofeachofthefollowingbeingavailableforyoutousewhenyouareinteractingwiththatcompanyscustomerserviceorsupport:(ResultsdisplayedincludearesponseofExtremelyvaluableorValuableonascaleof14.)
95%91%
64%
50% 47%
38%34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Phone
Web chat
SMS/Text
Self-Service from a Smartphone ortablet
Interactive voice response (IVR)
Social Media
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-24 25-34 35-44 45-54 55-64 65+ TotalConsumer Age
Phone
Web chat
SMS/Text
Self-Service from aSmartphone or tablet
Interactive voiceresponse (IVR)
Social Media
2013 Customer Experience Research Study | 9
Whatwouldpromptyoutoshareacustomerserviceorsupportexperienceonasocialnetworkingsite?
Haveyoueversharedacustomerserviceorsupportexperienceonasocialnetworkingsite?
54%
36%34%
26% 26% 25%
1%0%
10%
20%
30%
40%
50%
60%
Great experience
Horrendous experience
Terrible experience
Still looking for answers
None of these
Unanswered question
*Other
35%28%
35%
20% 17% 13%
27%
65% 62% 65%
80% 83%87%
73%
0%10%20%30%40%50%60%70%80%90%
100%
18-24 25-34 35-44 45-54 55-64 65+ TotalConsumer Age
Yes
No
2013 Customer Experience Research Study | 10
Whichofthefollowingbestdescribeshowyousharedyourexperience?
Didthecompanyrespondtoyoursatisfaction?
73%
40%
21%
15%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
On my personal Facebook wall
On the company's Facebook page
Tweeted the experience throughTwitter without mentioning thecompany's name
Tweeted the experience throughTwitter with the company's nameon a hashtag
*Shared the experience on adifferent social networking site
54%
46%
Yes
No
2013 Customer Experience Research Study | 11
Whatfrustratesyoumostaboutcustomerserviceorsupportinteractionsusingamobiledevice?
Whichofthefollowingcapabilitiesdoyouvaluemostinacustomerserviceinteractionwhenusingamobiledevice?(Resultsdisplayedbyaveragerankwithlowernumbersrepresentinghigherrankings.)
13%
23%
28%
36%
No frustrations with customer service orsupport when using a mobile device
Not having the ability to request a callback / call back at a set time
Having to leave the app and manuallydial a customer service number
Sending an email then having to wait toolong until you get a response
3.5
3.5
3.2
3
1.8
0 0.5 1 1.5 2 2.5 3 3.5 4 Ability for a call back when agentbecomes available
Phone self service
Automated proactive reminders ornotification
Speech recognition
Priority routing based onmembership, status, importance
Least valued
2013 Customer Experience Research Study | 12
SummaryofFindingsProfessionalSurveyInteractionQuestions
Whatmethodofinteractionwithyourcustomersdoesyouorganizationmostprefer?(Resultsdisplayedbypercentofmostpreferred.)
Whatmethodofinteractionwithyourcustomersdoesyouorganizationmostprefer?(Resultsdisplayedbyaveragerankwithlowernumbersrepresentinghigherrankings.)
52%
19%
12% 12% 11%
6%
0%
10%
20%
30%
40%
50%
60%
Live agent via phone
Website
Self Service from a Smartphone ortablet
Live agent via web chat
Social Media Outlet
Consumers preferred:Phone - 59%Email - 17%
4.0
3.4
3.4
3.0
2.8
2.0
0.0 1.0 2.0 3.0 4.0 5.0Live agent via phone
Live agent via web chat
Self Service from a Smartphone ortablet
Website
Social Media Outlet
Least valued
2013 Customer Experience Research Study | 13
Whatpercentoftimedoesyourcustomersupportorserviceorganizationuseeachofthefollowingchannelswithyourcustomers?
Throughwhichofthefollowingsocialnetworksdoyouinteractwithcustomers?
34%
20%
13%11%
8% 8% 7%
0%0%
5%
10%
15%
20%
25%
30%
35%
40%Phone
Web chat
Website
SMS / Text
Social Media
Self Service from aSmartphone or tablet*Other
94%
62%
42%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
*Other
2013 Customer Experience Research Study | 14
Howvaluableisittoyoutobeabletooffereachofthefollowingservicestoyourcustomers?(ResultsdisplayedincludearesponseofExtremelyvaluableonascaleof14.)
Pleaseratethevalueofthetechnologysolution'sabilitytoprovidecustomerinteractionviathefollowingmethods:(ResultsdisplayedincludearesponseofExtremelyvaluableonascaleof14.)
66%
60%
52%
44%42% 42%
35% 34%
0%
10%
20%
30%
40%
50%
60%
70%An easy way to provide feedback on interactionsonce completed
When transferred, the new agent has the customer'sinformation and they don't have to start over
Complete interaction history available to agents, nomatter the channel
Phone self service
Customer being able to place their self in queue for acall back when agent becomes available
Priority routing based on membership, status,importance
Offer self service via mobile applications
Offer speech recognition as well as touch tone in theinteractive voice response (IVR)
Consumers preferred:Info transfer - 94%Feedback ability - 83%
76%
60%
44%
33%31% 31% 31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Phone
Web Chat
Social Media
Interactive voice response(IVR)
SMS / Text
Self Service from aSmartphone or tablet
Consumersrankedemailatastrong91%
Consumers rankedsocialmedialast,althoughthe%wassimilarat34%
2013 Customer Experience Research Study | 15
Howvaluableareeachofthefollowingfeaturestoyourabilitytomanageyourcustomerserviceandsupportservices'needsbusiness:(ResultsdisplayedincludearesponseofExtremelyvaluableonascaleof14.)
Whatdoyoufeelistheappropriateresponsetimeafteracustomersubmitsaproblemusingthefollowingmethods:
63%59%
49%45% 44% 44% 43%
34%
0%
10%
20%
30%
40%
50%
60%
70% Comprehensive reporting
Real time monitoring and alerting
Screen pop customer information to an agentwhen an interaction is routed to them
Management information available via portals /dashboards
Single point of system administration
Connecting customers on mobile devices directlyto the contact center
Real time keyword spotting
Speech recognition
27%
15%
7%
6%
10%
26%
23%
16%
8%
9%
25%
28%
23%
11%
15%
9%
16%
21%
14%
13%
8%
9%
17%
20%
14%
3%
7%
11%
24%
19%
1%
2%
4%
17%
21%
0%
5%
10%
15%
20%
25%
30%
Phone Web chat SMS / Text Email Website
Expect immediateanswer
Less than 1 minute
1 to less than 3minutes
3 to less than 5minutes
5 to less than 10minutes
10 minutes or over
24-hours
Only 8%ofconsumersexpectedandimmediateanswertoaphonecall
2013 Customer Experience Research Study | 16
Doesyourorganizationallowcustomerstopayafeeforhigherlevelofservice?
Doyouthinkallowingcustomerstopayafeeforahigherlevelofserviceisabeneficialoptionforyourorganizationand/oryourcustomers?
53%
47% Yes
No
77%ofconsumerswon'tpayforahigherlevelofserviceifoffered
63%
18%
10%
9%
No, would not be beneficial to myorganization or customers
Yes, it would be a beneficial optionto both my organization andcustomers
Yes, but only a beneficial option tomy customers
Yes, but only a beneficial option tomy organization
2013 Customer Experience Research Study | 17
ConclusionsBasedonconsumerexpectations,communicationschannels,andcustomerserviceoutcomes,surveyrespondents(consumers)aroundtheglobesharemanyofthesameviewsinwhatcontributestoagreatcustomerexperience.Chiefamongthoseviewsisthatarepresentative/agentwhoisknowledgeable,quick,andfriendlyindeliveringaneffectiveresponsetoanissueisseenasthemostvaluedaspectofacustomerserviceinteraction.Atthesametime,consumersconsidertheiraccountinformationtobethemostvaluablepieceofinformationanagentcanhaveavailablebeforeinteractingwiththem.Equallyimportanttoconsumersisnothavingtorepeatinformationiftransferredduringaninteraction.Regardlessoftheircountryoforigin,consumersprefertointeractbyphonewithaliveagent,followedbyemailandwebchat,andconsideranacceptabletelephonewaittimetobelessthan3minutes.Notbeingabletounderstandanagentwhenspeakingonthephone,however,isaleadingfrustration.Moreconsumersalsohaveusedalaptopand/ordesktopcomputerforcustomerservicevs.asmartphoneortablet,while52%ofconsumershaveusedorwoulduseFacebooktointeractwithacompanyforcustomerservice.Formobilecustomerservice,smartphoneuseisatpresentfarhigherthantabletuse,withthemostvaluablemobilecapabilitybeingtheoptiontorequestacallback.Conversely,wheninteractingviaemail,mobileconsumersdislikehavingtowaittoolongtogetaresponse.Byindustryandservicesector,consumersreportthatindustriesprovidingthebestcustomerserviceexperiencesarehotels,onlineretailstores,andbanks.Technologycompanies,utilitiesandgovernmentagenciesareratedworst.Ultimately,consumersexpecthighlevelsofservicetobethestandardforcustomerservice,andtheyarenotwillingtopayextraforservicethatmustbeotherwiseoptimized.KeyfindingsofourProfessionalSurveymirrormanyofthosefromourConsumerSurvey.Professionals,forinstance,valueatimelyresponsemostinaserviceorsupportinteractionwiththeircustomers.Liveagentphoneinteractionsarealsothepreferredmethodbyprofessionalsorganizationswheninteractingwithcustomers,followedbyemail,andthenwebchat.(AnexceptionisGermany,inwhichemailisthemostvaluablecommunicationmethod,followedbythephone.)Professionalsadditionallyagreewithconsumersthatwaittimesshouldbelessthan3minutesforphonecalls,aswellasforwebchats.Somewhatdifferentthanconsumers,professionalsusesocialmediaatahigherrate,withtheircompanieshavingusedFacebook(94%)andTwitter(64%)tointeractwithcustomers.Asreportedbyallprofessionals,themostvaluableservicetooffercustomersisaneasywayforthemtoprovidefeedbackoncetheirinteractionsarecompleted.Similarlyamongprofessionalsoverall,comprehensivereportingisseenasthetopfeatureinmanagingtheirorganizationsbusinessneedsforcustomerandsupportservices.Technologywise,87%ofprofessionalsindicatethattheirorganizationissatisfiedwiththeircommunicationsoftwareandservices,althoughonly36%ofprofessionalssaytheyhavehadanexceptionalexperiencewithacompanythatprovidescommunicationsoftwareandservices.(Professionalsreportinganexceptionalexperiencecitequalityoftechnologiesaswellasthe(vendor)companysabilitytodeliveranaptandeffectiveresponseifanissuearises.).Lastly,whereas53%ofprofessionals/organizationssurveyedallowtheircustomerstopayafeeforahigherlevelofservice,moreprofessionalsinGermany,SouthAfrica,andNorthAmericareportthattheirorganizationdoesnot.Overall,thequestfordeliveringagreatcustomerexperienceisatoppriorityforcompanies.Andconsumersaremakingitclearthattheyhavecertainpreference,likes,anddislikes.Asthisresearchshows,themoreproviderscanalignwiththedetailsofwhatconsumersarelookingforinagreatcustomerexperience,themoretheserviceexperiencecanbecomeagreatcompetitivedifferentiatorfortheirbusiness.
2013 Customer Experience Research Study | 18
Interactive Intelligence offers unified business communications solutions for contact center automation, unified communications, and business process automation, based on our open standards, all-in-one software suite. More than 5,000 organizations worldwide currently benefit from our cloud-based Communications as a Service (CaaS) offerings and on-premises solutions, including value-added services for software, hardware, implementation, consulting, support, and education. At Interactive Intelligence, its what we do. www.inin.com
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