the tipping point in delivering digital customer experiences
TRANSCRIPT
PresentedbyFi-hQuadrant&VerintWithhosts:Dr.SteveNu<all,HeadofCXResearch,Fi-hQuadrant&MartynRiddle,MarkeGngDirector,APJ,Verint
YourhostsDr.SteveNu<all
HeadofCXResearchFi-hQuadrant
MartynRiddleMarkeGngDirector,APJ
Verint
Today’sAgenda1. Maintainingthehumanelement2. OpGmizetheexperienceinthepreferredchannels3. WhyhumaninteracGonsleadtoposiGvebehaviours,outcomes&trust4. Querycomplexityandchanneluse5. YoungergeneraGonsanddigitalnaGvesaredrivingdemand6. Tippingthebalance–6TipstoImprovetheCustomerJourney
ResearchMethodologyExclusivepreviewoflocalresearchfindingsfromamajorglobalsurveyconductedonbehalfofVerint.
ConsumerResearch
BusinessResearch
June/July
Online
June/July
Online
4,001consumers
39businesses
1.Maintainingthehumanelement
ForyourconsideraGonAssumingyouhaveabasicbillingenquiry,whatwouldbe
yourfirstchoiceofchannelforcontacGngyourtelecommunicaGonsprovider?
1. Phone2. In-Store3. Online4. Email5. Webchat6. Mobileapp7. Socialmedia
TheriseofdigitalhasledtoanaturaldemandbycustomerstocommunicatewithbrandsviamulGplechannels
24% 19%22% 10%
Phone In-storeOnline Email
Q2.Pleaseselectthepreferredmethodyoucurrentlyusetointeractwithyourserviceprovider?
Top5customerpreferredchannels
24% 22%19%
11% 10%13% 12% 12%
8% 8%8%
13%10%
26%
15%
Inpersonoverthephone Myaccountonline Inpersonatabranchorstore Webselfservice Email/SMS
Consumerpreferredchannel Consumerchannelwanted Thechannelscompaniesarelookingtoimplement
Customerpreferred/wantedversuswhatorganisa=onsareplanningtoimplementTopop=onsforcustomers
Q2.Pleaseselectthepreferredmethodsyoucurrentusetointeractwithyourserviceprovider?/Q3.Pleaseselectthemethodsyouwouldlikeyourserviceprovidertooffer?/Q4.Pleaseselectthechannelsyourcompanyislookingtoimplementinthefuture?(GlobalResearchSurvey2016)
CommunicaGonviasocialchannelshaven’tyetcaughton
Facebookhasmorethan15millionmonthlyac4veusersinAustralia&nearly2.5millioninNewZealand
1%ofcustomersprefertocontactorganisaGonsviasocialmedia&
7%viamobileapps
FACT
Q2.Pleaseselectthepreferredmethodsyoucurrentusetointeractwithyourserviceprovider?
ForyourconsideraGonWhydoyouthinkcustomersarereachingfora
phoneorin-storechannel?1. They’reingrainedconsumerbehaviours2. Digitalchannelsarenotdeliveringonthecustomer
experience3. It’smainlyoldercustomersthatpreferphoneandin-store
channels
2.Organisa=onsneedtodeliverabalancedexperienceacrosschannels
BusinessesappeartobeoveresGmaGngtheircustomers’preferencefordigitalchannels
87%Thinkcustomersprefer:mobileapps,emailorSMS
Yetonly33%ChosethesechannelsQ3.Pleaseselectthemethodsyouwouldlikeyourserviceprovidertooffer?
Q7.ThinkingaboutthefollowingsituaGons,pleaseselecthowyouanGcipatethemajorityofyourcustomerswouldengagewithyourcompany’scustomerserviceteam?(GlobalResearchSurvey2016)
OrganisaGonsarefocusingonimplemenGngdigitalchannels
7%3%
11%
1%
7% 7% 8%
2%
36%31%
26%23%
MobileApp LiveChat Webselfservice SocialMedia
Consumerpreferredchannel Consumerchannelwanted Thechannelscompaniesarelookingtoimplement
Organisa=onsareconcentra=ngtheireffortsondigitalchannelsTopop=onsforbusinesses
Q2.Pleaseselectthepreferredmethodsyoucurrentusetointeractwithyourserviceprovider?/Q3.Pleaseselectthemethodsyouwouldlikeyourserviceprovidertooffer?/Q4.Pleaseselectthechannelsyourcompanyislookingtoimplementinthefuture?(GlobalResearchSurvey2016)
3.More“human”experiencesleadtoposi=veoutcomes&trust
Thereisadisconnectbetweenhowcustomersandbusinessesviewandvaluethehumanelementincustomerservice
Customersfeeltheycanmorelikelynego=ateabeOerdealandreceivegoodservicegenerallywhenengagingwitha
providerinperson
Q.
66% 49%Oforganisa=onsbelievecustomersgetabeOerservicewhenengagingwitha
someoneinperson
BrandsmustconGnuetoinvestinmoreinterpersonalchannels
75%saytheydon’tlikedealingwithcompanies
thatdon’tprovideaphonenumber
?()=TRUSTQ4.Towhatextentdoyouagreeordisagreewiththefollowingstatements?-Idon'tlikedealingwithcompaniesthatdon'tprovideaphonenumber.
CustomersareexpecGngmorepersonalisedexperiences,butthere’sacatch.Customersareconcernedabouttheuseoftheirdataandtheirprivacy.
89%wanttoknowhowsecuretheirpersonalinformaGonis
89%wanttoknowwhethertheirdatawillbepassedontothirdparGesformarkeGngpurposes
Q5.Withregardtocustomerservice,pleaseratethelevelofimportanceofeachofthefollowingstatements:IwanttoknowifmydatawillbepassedontothirdparGesformarkeGngpurposes/IwanttoknowhowsecuremypersonalinformaGonis
4in5
4.Theimpactofcomplexityonchanneluse
Whenengaginginasimplecustomerservicerequest
Overall59%ofcustomerschoosedigitalchannels.
PhoneisthemostpopularopGon29%
Emailcomesaclosesecond18%
Onlineaccountmanagement11%
Q7.Now,thinkingaboutthelevelofcomplexityofenquiriesyoumighthave,pleaseselectyourmostpreferredmethodofengagingwithabusiness/serviceprovider'scustomerserviceteam?
Whenengaginginacomplexcustomerservicerequest
ofAustralianandNewZealandcustomerswillchoosehumaninteracGon.
Phoneisthemostpopular
Instorerankssecond
Emailwith
Q7.Now,thinkingaboutthelevelofcomplexityofenquiriesyoumighthave,pleaseselectyourmostpreferredmethodofengagingwithabusiness/serviceprovider'scustomerserviceteam?
Whenengaginginacomplicatedcustomerservicerequest
82%ofcustomersintheregionpreferhumancustomerservice.
Goinstore41%
Makecontactbyphone41%
Emailat6%
Q7.Now,thinkingaboutthelevelofcomplexityofenquiriesyoumighthave,pleaseselectyourmostpreferredmethodofengagingwithabusiness/serviceprovider'scustomerserviceteam?
ChannelpreferencesbasedoncustomerservicesituaGonCustomerservicesitua=on Firstpreference Secondpreference
Ananswertoasimpleques=on/request
Phone(33%) Email/SMS(16%)
Toinves=gateproducts/services Webself-service(31%) Phone(23%)
Toclosemyaccount Phone(29%) Instore(25%)
Togiveposi=vefeedback Email/SMS(26%) Phone(18%)
Tochangemyaccountdetails Accountonline(31%) Phone(19%)
Toaskaques=onaboutmybill Phone(48%) Inperson(20%)
Toregisteracomplaint Phone(32%)
EmailSMS(22%)
Urgenttechnicalassistance Phone(58%) Inperson(23%)
Anemergencyservice Phone(60%) Instore(26%)
Myproduct/servicefixed Phone(45%) Inperson(26%)
Mybillrefunded Phone(42%) Inperson(23%)
Complexity
ofreq
uest
Q6.Pleaseselectyourmostpreferredmethodofengagingwithabusiness/serviceprovider'scustomerserviceteam?
5.Youngergenera=onsaredrivingdemand
PreferredchannelbygeneraGon
10%
13%
16% 15%
8%
11%
15%
18%
9% 8%7%
6%
9%8%
5%
3%
9% 9%
7% 6%
12%
8%
3%
1%
4%
1% 1% 0%
Millennials GeneraGonX BabyBoomers SilentGeneraGon
ServiceChannelWantedAcrossGenera=on(ANZ)
Phone Instore Email Livechat Webselfservice Mobileapp Socialmedia
Q3.Pleaseselectthemethodsyouwouldlikeyourserviceprovidertooffer?
Introducingthe“DigitalNa,ve”
Defini,on:Customerswhosefirstpreferenceistouseadigitalchanneltoengagewithanorganisa,onregardlessofthecomplexityoftheenquiry
Represent13%ofrespondents
Q7.Now,thinkingaboutthelevelofcomplexityofenquiriesyoumighthave,pleaseselectyourmostpreferredmethodofengagingwithabusiness/serviceprovider'scustomerserviceteam?
A-eraposiGvecustomerexperience,digitalnaGvesare…
62%morelikelytotalkposiGvelyabouttheexperienceonsocialmedia
Q8b.ThinkingaboutthemostrecentGmeyouhaveexperiencedgoodcustomerservice(digitalorautomatedservices),didyoudoanyofthefollowing?
A-eraposiGvecustomerexperience,digitalnaGvesare…
50%morelikelytosignupforaloyaltyprogramme
Q8b.ThinkingaboutthemostrecentGmeyouhaveexperiencedgoodcustomerservice(digitalorautomatedservices),didyoudoanyofthefollowing?
A-eraposiGvecustomerexperience,digitalnaGvesare…
27%morelikelytoleaveareview
…
Q8b.ThinkingaboutthemostrecentGmeyouhaveexperiencedgoodcustomerservice(digitalorautomatedservices),didyoudoanyofthefollowing?
A-eraposiGvecustomerexperience,digitalnaGvesare…
66%morelikelytorenewtheirproductorserviceevenifitisn’tthecheapestopGon
Q8b.ThinkingaboutthemostrecentGmeyouhaveexperiencedgoodcustomerservice(digitalorautomatedservices),didyoudoanyofthefollowing?
6.Tippingthebalance
6TipstoImprovetheCustomerJourney
1. Listentoyourcustomers–placethevoiceofthecustomerattheheartofeverythingyoudo.
2. Improvedigitalservices,butnotattheexpenseoftradiGonalengagementofferings.
3. EmpoweryourstafftoprovideexcepGonalserviceandgivethemthetoolstosucceed.
4. Evaluatethecustomerexperiencetobe<erunderstandcustomersaGsfacGon.5. AlignyourorganisaGontoopGmisecustomerengagement.6. Understandtransparencyiskeytobuildingtrust.
Q&ADr.SteveNu<all
HeadofCXResearchFi-hQuadrant
MartynRiddleMarkeGngDirector,APJ
Verint
Thanksforjoiningusfor:
PresentedbyFi-hQuadrant&VerintWithhosts:Dr.SteveNu<all,HeadofCXResearch,Fi-hQuadrant&MartynRiddle,MarkeGngDirector,APJ,Verint