website research by daniel michel, tp professional services specialist

Teleperformance Teleperformance

Website Feedback April 2013

6/1/2013 Presentation prepared for CLIENT X / Confidential 1

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*Source: Playbook Research – Aug 21, 2012 – Sample of 1863 US Consumers –

6/1/2013 2 Presentation prepared for CLIENT X / Confidential

Introduction Throughout 2013 first quarter, CLIENT X invested in website improvements in order to offer a better service to their customers. Nevertheless, calls from customers needing support because they failed getting answers online have been detected.

A research conducted by Playbook in August 2012 showed that most consumers who attempted to get support from a company’s website and failed to do so, ended up reaching up to customer service.

As for CLIENT X, Customer Satisfaction Index (CSI) report shows that 21% of satisfaction survey respondents tried the website before reaching the call center.

According to CLIENT X April 2013 report, calls reaching a CSR after using the website are related to:

o Billing 63% o Programming 30% o Technical 6% o Other reasons 1%

5%

4%

9%

11%

11%

23%

37%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Other

Went to the branch or store

Did business with another company…

Chatted with a customer service…

Gave up altogether

Emailed customer service

Called a customer service phone…

Act

ion

s

Actions by Consumers After Attempting to Get Customer Support Through Website*

Business Case: The Digital Customer Experience Improvement

Customers Percentage

This Frontline Intel research was carried with the purpose of answering:

“What can be improved in CLIENT X.com to prevent calls and increase CSAT?”

To answer the question at hand, this presentation is divided into two segments:

CUSTOMERS CALLING AFTER USING THE WEBSITE

CUSTOMERS NOT USING THE WEBSITE

1 2

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• Customers calling after using the Website

• Customers not using the Website

• Wrap Up

• Research Methodology


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1 A website is a tool available for customers who are looking for answers. From new products to billing inquiries, tech solutions or offer details; the information published should be helpful and easy to find for customers to become frequent users.

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Very Poor - Very Complete

1 2 3 4

FUNCTIONALITY 14% 41% 37% 8%

CONTENT 11% 46% 28% 15%

*March 2013 Intranet Survey for CSRs, responses percentage

From a customer perspective, How do you rate CLIENT X.com?


According to 57% of our survey respondents, website´s content is poor. This impacts customers´ effort, leading them to call our CSRs

Even when CLIENT X.com is improving, 20% of CSI survey respondents continue reporting an attempt to solve their issue online before contacting the call center. Preventing calls means minimizing customer effort. CLIENT X customers´ satisfaction would benefit by enhancing the solutions available for the following scenarios:

BILLING DRIVERS

• Set up / Access online account

• Enroll ABP / Paperless

• Making / confirming payments

• Billing review

TECH DRIVERS

• CLIENT X Everywhere questions

• RC Configuration

PROGRAMMING DRIVERS

• Obtaining promos

• Package channel line-up

• PPV information

• Sports content

The details of these scenarios and suggestion to prevent them are included in the following slides .

*Source: BGI survey (266 responses) | March 2013

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62% of CLIENT X customers who entered the website before reaching up customer service were looking for billing related answers

SCENARIO IMPACT % SUGGESTION

BILLING DRIVERS

62% Overall Impact

Set up / Access Online Account

•Some dealers create online account with an unknown e-mail, causing issues to customers who later on try to create the account again with a different e-mail

•Customers do not realized benefits or advantages of having an online account at first glance.

43%

•Ask dealers to write down access information in a welcome brochure for customers

•Communicate benefits of an online account by adding a quick link in main screen that invites existing customers to learn more about it

Visual Reference

Enroll to ABP / Paperless

•This option aims at minimizing customers effort; however, there is no message promoting this in CLIENT X.com main screen

•The ABP explanation that appears in Answer Center section does not emphasize about the security of this payment method

34%

•Mention ABP option in main screen through a small banner with a quick link to informative YouTube video

Visual Reference •Emphasize security facts in the information available at Answer Center

Making / Confirming payments

•According to CSRs, customers are uncertain if payments were completed when paying through One Time Payment option

•Customers experience past due since online balance differs from paper bills when credits automatically get reflected in the system, but technically apply on next billing cycle

19%

•Display confirmation message to online payments • Post a message notifying customers about credit

terms (start and expiration dates) Visual Reference •Add visual aid to online payment instructions

Visual Reference

Billing Review

•CSRs are frequently asked if old bills can be reviewed?, How many bills are saved in the system?, How to access this information online?

•BGI CSRs struggle answering these questions since there are no updated screenshots available neither in AAC system nor in training material

4%

• Provide training teams with updated material / online services module • Share tutorial videos with customers (YouTube

Channel) and CSRs (Training module) showing how to manage CLIENT X Online Account

*Overall Impact: Determined by BGI survey (266 CSR responses ) | March 2013. * Billing Drivers Impact: Determined out of 165 Billing related responses.

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By enriching tech support content with more tutorial videos and step by step images, tech related calls could significantly decrease


TECH DRIVERS

20% impact

CLIENT X Everywhere questions

•CSRs are receiving questions regarding:

-Streaming video set up -CLIENT X App installation -DVR Setup from mobile phone

•Currently there is a link that reads “Learn More” beneath the

promos of latest tech features that links customers to packages section. However, it would make more sense to have features description before acquiring a package/service

Visual Reference

92%

• Include tutorial video in the instructions currently

available at answer Center and in CLIENT X You Tube official channel • Configure the link that appears beneath genie

and DVR features in main screen to display Everywhere features and DVR recording benefits

Tech Inquiries (RC and DVR setup)

•Customers contact CSRs looking for codes to setup their remote control and guidance with the process since pertaining instructions are not supported with images

•There is no web chat support for tech inquiries and Web Chat CSRs are not referring self help tools available in the website

Visual Reference

8%

• Complement RC setup guidance with videos in the content available at Answer Center / Receivers & Equipment section

Visual Reference • Provide webchat CSRs with equipment and basic

tech support guidance information

*Overall Impact: Determined by BGI survey (266 CSR responses ) | March 2013. * Tech Drivers Impact: Determined out of 53 Tech related responses.

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56% of Programming inquiries are from shoppers who search for discounts or promos information in the website


PROGRAMMING DRIVERS

18% impact

Obtain Promos •Customer calls to ask why there are no options for promos

and/or discounts for existing customer on CLIENT X.com •Promo eligibility details information is visually hidden and

clustered, which drives shopper who look for eligibility details to call our CSRs

56%

• Include an add with special promotions and/or discounts for eligible customers in “My Account”

• Format offer details to make it visually more clear

at first glance. Visual Reference

Package Channel Line-up •Customer calls stating search engine for specific channels

in CLIENT X.com is difficult and/or tedious to use since this can only be done by scrolling down through a list of all channels available

19%

• Include a search engine bar for customer to type in the name of the channel when looking for specific channels and increase efficiency when searching for channels in CLIENT X.com

Visual Reference

PPV Information •Customer calls to ask questions about PPV information on

website. (i.e. “Can PPV be recorded?”, “What is the PPV cost?”

18%

• Include information of features included with the PPV

Visual Reference

Sports Content •Customers call stating search engine for specific sports events

in CLIENT X.com is difficult to use

7% • Improve sports gallery by placing a search engine

on top of it

Visual Reference

*Overall Impact: Determined by BGI survey (266 CSR responses ) | March 2013. * Tech Drivers Impact: Determined out of 48 programming related responses.

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CUSTOMERS NOT USING THE WEBSITE

2 Customers engage to a website after knowing the benefits of online services. Available links and buttons must be customized to capture users attention, as they are guided to the content of their interest.

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*Source: BGI survey (266 responses) | March 2013


Totally Agree

Totally Disagree

CUSTOMERS NOT USING WEBSITE

44% of respondents strongly agreed that there is a lack of approach with existing customers while 70% detect the same with Hispanics

As this research project was conducted, we realized that 7 out of every 10 customers are not familiar with CLIENT X.com features, based on feedback collected during focus group sessions.

April 2013 CSI report indicates that 80% of customers who answered the satisfaction survey did not attempt to use the website before contacting a CSR over the phone. BGI CSRs strongly agreed that the reasons pushing away existing customers from CLIENT X´s website are:

6% 6% 10% 8%

14% 14%

6%

23% 26%

19%

17% 20%

19%

31% 24%

51%

0%

20%

40%

60%

80%

100%

Lack of Websiteadvertising

Lack of connectionwith ExistingCustomers

Missing HispanicMarket Approach

Res

po

nd

ents

%

Reasons causing customers to prefer reaching CSRs before searching for answers in the website

BGI Internal Survey March 2013

5

4

3

2

1

0

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CUSTOMERS NOT USING WEBSITE

80% of CLIENT X customers do not access the website before calling customer service due to unawareness of its functions and benefits

ROOT CAUSE SCENARIO IMPACT* SUGGESTION

LACK OF WEBSITE ADVERTISING

• Customers are not aware of CLIENT X.com benefits and therefore do not feel encouraged to access the website before calling customer service for a regular inquiry

40%

• Develop advertising to inform of CLIENT X.com functionality and benefits from (E.g. commercial spots, videos in you tube and recorded messages in the automated phone system)

MISSING HISPANIC MARKET APPROACH

• There is no button to access to Spanish information

• Only “Why CLIENT X” tab is available in Spanish, which causes Hispanic customers to loose interest in browsing through CLIENT X.com

30%

• Add Spanish language button to minimize Hispanic customers effort

• Place a temporary link to the translated version of CLIENT X.com (Spanish website version) (Hispanic ads)

• Ask CLIENT X translations team to enhance authorized dealers webpage and adds to prevent grammar or syntaxes errors

LACK OF CONNECTION WITH EXISTING CUSTOMERS

• According to CSRs there is no connection with existing customers in website’s main screen

• Links of interest for existing customers are small and/or not appealing

30%

• Configure a welcome screen with navigation start up buttons for new customers and existing customers that enables content customization Visual Reference

• Add more attractive links to main areas of interest such as: “My Account”, “PPVs”, “Upgrades and Offers”

*Impact, determined in personal interviews with BGI CSRs, based on what they perceived from CLIENT X customers on a daily basis

http://www.directsatespanol.com/

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*Source: BGI survey (266 responses) | March 2013. Additionally, comments gathered from Focus Groups and Interviews with BGI CSRs were included through this presentation.


WRAP UP

CLIENT X.com navigation experience would improve by adding more tutorial videos, links and content dedicated to existing customers

After reviewing the information gathered from latest CSI reports and the feedback shared by BGI CSRs, the following was concluded:

Customers call after Using the website or Choose Not to Use it due to the following reasons: • Lack of appealing images and/or links to engage with website users and segments handled (new customers, Hispanic market and General market)

• Missing billing information in “My Account” section (such as: billing cycle date, credit

policies) which prevents website usage

• Poor advertising of online services benefits, which increases call volume to customer service

• Missing visual aids in some of the guides available at “Answer Center”, therefore assistance is not interactive enough for our customers

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Methodology

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Qualitative

Focus Group TP Professional Services held 4 focus group sessions on March 1st 2013; (5 participants in each session). -2 BGI English sessions -2 BGI Spanish sessions Interviews A total of 20 interviews were conducted between March 25th and 29th

-10 BGI English CSRs -10 BGI Spanish CSRs

Quantitative

Intranet Survey A survey was available for BGI teams (Chihuahua and Guadalajara) throughout March 2013. A total of 266 responses were received and compiled by TP Professional Services team. BGI CSI Reports audit ( Feb, March and April 2013) BGI reports were filtered and analyzed by TP Professional Services through April´s last week.

6/1/2013 13

95%*

Considering 266 responses and using infinite universe formula to have a statistical sample.

Confidence Level 95%

Error Rate 9%

Presentation prepared for CLIENT X / Confidential

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Document ID:

Created on:

Created by:

Thank You!

6/1/2013

Daniel Michel, Prof. Services Specialist

Fernando Perez, Prof. Services Specialist

Presentation prepared for CLIENT X / Confidential

0413-DM-DTV-06

April 08 2013

14

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Click Here for Special Offers

Go back

ADDENDUM I – LINK TO ONLINE ACCOUNT BENEFITS

Through a catchy button, existing customers would get to know the benefits of online account and register to an online account

CLIENT X information

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Sign up for Auto Bill Pay TODAY

Obtain a discount Simplify the process

Never worry about late payments again

Register and get additional benefits

It is EASY

and SECURE

Learn more

Go back

ADDENDUM II – ABP AWARENESS

Auto Bill Payment should be advertised in main screen to increase customers awareness towards this option

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WARNING! If a credit was given after your billing cycle date. It will be effective on next month balance


ABP Offer ($5.00)

My Billing cycle date: 20th every month Account Overview

Adding this information will allow customers to better track their billing overview

This warning message will help to prevent Incomplete payments

Go back

ADDENDUM III – CREDITS WARNING MESSAGE

Indicating billing cycle day and credits’ activation dates will clarify online bill visibility



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ADDENDUM IV – ADDING VISUAL AIDS TO BILLING EXPLANATIONS

Billing related content in Answer Center section would improve with images illustrating payment process

Go back

Including visual aids next to instructions, will allow customers to better follow available instructions

CLIENT X information CLIENT X information

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Customers would expect reading instructions to record shows by clicking on Learn More. That is the expectation since there are no other links within the images. Currently this link leads to packages information. BGI CSRs suggested to reconfigure this link, in order for it to lead to the next information.

Go back

ADDENDUM V – CONFIGURATE LINK TO CLIENT X EVERYWHERE FEATURES

Learn more links should lead to further details describing features and equipment functionality to increase customers’ upgrade willingness

Go back




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Review our How to video

Review our How to video (En Español)

Including links to videos in both languages will complement this guide and therefore prevent some Tech calls

ADDENDUM VI – ADD TUTORIAL VIDEOS

Watching guidance videos for RC setup or basic troubleshooting would allow customers to feel more confident with self help tools

Go back


http://www.youtube.com/watch?v=itM5saEm9tc

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1

2 3

Go back

In this conversation , Webchat CSR was not able to provide general information about CLIENT X App and did not refer the customer to CLIENT X.com Answer Center

ADDENDUM VII – Assure CSRs recommend self help tools available online

If Web-chat CSRs do not guide existing customers, experience might be affected

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CURRENT VIEW

BILL CREDIT/PROGRAMMING OFFER:

*LIMIT ONE PROGRAMMING OFFER PER ACCOUNT

Prices include the following instant bill credits for 12 months: $25 for Joyful Package, $30 for Build In Package, $31 for AWESOME PACK and $33 for Optimums Prime Package or above. In months 13-36, bill credit will be $10/mo. on beE Package and above.

$10 CREDIT OFFER:

To receive the $10 bill credit for 24 months on your Advanced Receiver fee (required for or HD DVR lease), customer must; at point of sale: provide a valid email address and activate and maintain the Elementary or optimus prime Package or above, Auto Bill Pay and Paperless Billing.

If by the end of promotional price period(s) customer does not contact CLIENT X to change service then all services will automatically continue at the then-prevailing rates.

SUGGESTED FORMAT

ADDENDUM VIII – IMPROVE OFFER DETAILS FORMAT

By adding space and headers, information is visually easier to read for customers

Go back

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Search engine bar placed on top of page to improve channel searching experience


Search Channel:

ADDENDUM IX – ADDING SEARCH ENGINE BAR FOR SPECIFIC CHANNEL SEARCH

Specific channel search would be easier and faster for users who are looking for specific channels when comparing packages

Go back

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ADDENDUM X – ADDING A LABEL INDICATING IF MOVIE IS AVAILABLE FOR RECORDING

Adding additional information to PPV tab such as “recording availability” would prevent calls to inquire about this feature

This movie is available for recording This label would prevent calls from customers who want to know if the PPV can be recorded

Go back

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Search Event:

Search engine to be placed on top of sports events gallery

ADDENDUM XI – CATEGORIZING EVENTS BY SPORT

A search engine would make it easier and faster for users who are looking for specific sports events

BaseBall

Football

Classifying events per sport and teams could facilitate events search Go back

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Welcome to

New to CLIENT X CLIENT X Customers

Join Us ! Sign in

Go back

ADDENDUM XII – DISPLAY WELCOME SCREEN

This screen would allow strategic content and advertisement management along with a better connection with market segments

Fudji TV

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ADDENDUM XIII – HISPANIC APPROACH

Re-launch CLIENT X mas Marketing efforts to connect with Hispanics, a growing market in U.S.

Go back