David Lafone-Ward. The Future of Outbound in the UK & Ireland. Principal Sponsor: Also sponsored by:

Transcription

1 David Lafone-Ward The Future of Outbound in the UK & Ireland Principal Sponsor: Also sponsored by:

2 Acknowledgements Acknowledgements: The 360 degree customer journey - Presentation by Zack Taylor of Cisco at the egain World London Conference 2015 The Infinite Dial 2014 Edison Research and Triton Digital Presentation by Brian Manusama of Gartner at the egain World London Conference 2015 Global Contact Centre Benchmarking Report - Dimension Data - April 2015 The UK Outbound Contact Centre Industry: A Perspective ContactBabel - April 2015 Insuring Against Customer Churn - April 2015

3 Topics The Shift in Customer Expectations Contact Centres Go Digital or Die? Outbound Contact Centre Trends Outbound Contact Centre Market Research Outbound Regulation Considerations What does this mean Outbound in the UK?

4 The Shift in Customer Expectations

5 Shift in Customer Expectation Call answer time Effort x resolution time Call first, Battle IVR Self Service Computer and desk/home phone Web self serve first, call if necessary Avoid IVR where possible Smart phone/tablet and Mobile Preferred communication channel One to many communication Buy from the cheapest or the best Loyalty stick with what you know Any channel, swap channels Multiple channels at once! Many to one communication Buy from the best review/service Price x Poor Service = Move

6 Thoughts on what this means o o o o o o o o o Starting point for customers is now the web from a mobile device Customers often more knowledgeable than agents Customer service is the key differentiator Customer Effort is a key measurement Unstoppable move to digital & omni-channel Brief attention, zero patience, communication must be relevant and personal Poor service can turn into a potential spectator sport Voice Channel - Reduced volume increased importance Proactive service especially at the moments of truth in the customer journey

7 Customer Lifecyle Recognizing the Moments of Truth Enabling the 360 degree customer journey

8 What Call Centre Outcomes Matter? Customers Are Moving Northward Zack Taylor Cisco Feb 2015

9 The Exception Era Exceptions Now Rule Direct Customer Engagement Zack Taylor Cisco Feb 2015

10 So what counts these days? Zack Taylor Cisco Feb 2015

11 So what counts these days? Four New Outcomes Zack Taylor Cisco Feb 2015

12 Why Adopt These Outcomes? They Represent More Predictive Power to Loyalty Zack Taylor Cisco Feb 2015

13 The March of Automation Zack Taylor Cisco Feb 2015

14 Contact Centres Go Digital or Die

15 Digital Transformation

16 Digital Transformation

17 The Digital Transformation

18 Contact Centre Trends Brian Manusama Gartner Feb 2015

19 Contact Centre Trends Brian Manusama Gartner Feb 2015

20 Contact Centre Trends Brian Manusama Gartner Feb 2015

21 Contact Centre Trends Brian Manusama Gartner Feb 2015

22 Contact Centre Trends Brian Manusama Gartner Feb 2015

23 Contact Centre Trends

24 Contact Centre Trends Brian Manusama Gartner Feb 2015

25 Contact Centre Trends Brian Manusama Gartner Feb 2015

26 Contact Centre Trends

27 Contact Centre Trends Brian Manusama Gartner Feb 2015

28 Contact Centre Trends

29 Contact Centre Trends Brian Manusama Gartner Feb 2015

30 Customer Lifecyle Dimension Data - April 2015

31 Carbon Based Unit Centre There is still a place for carbon based units Brian Manusama Gartner Feb 2015

32 Outbound Contact Centre Trends The UK Outbound Contact Centre Industry: A Perspective This research has been collated for the Avaya Proactive Contact Dialler User Group. It is taken from published research papers and reports from ContactBabel including The 2014 UK Contact Centre Decision-Makers Guide and UK Contact Centres in 2015: The State of the Industry & Technology Penetration. Please do not distribute this information outside your organisation without prior permission from ContactBabel. All content ContactBabel With thanks to:

33 Reduction in Outbound Activity Average % of Outbound Contact Centre Activity 29.80% 33.70% 32.90% 29.10% 21.70% The UK Outbound Contact Centre Industry: A Perspective Contact Babel 2015

34 Reduction in Outbound Activity Why? Outbound is facing significant and growing cultural and legislative issues The nature of outbound is intrusive and usually driven by the needs of the business rather than the customer Customers are more likely to be defensive and wary of the purpose of the call Tough legislation has emerged which is reducing the amount of cold calling which businesses can do. The UK Outbound Contact Centre Industry: A Perspective Contact Babel 2015

35 Proportion of Outbound Activity Inbound and outbound activity by contact centre size, 2014 Agent positions % of inbound activity % of outbound activity agent positions 74.5% 25.5% agent positions 75.9% 24.1% agent positions 82.0% 18.0% agent positions 80.5% 19.5% agent positions 77.5% 22.5% 501-1,000 agent positions 74.7% 25.3% 1,000+ agent positions 80.3% 19.7% Mean average 78.3% 21.7%

36 Proportion of Outbound Activity Vertical market Outbound agent positions (equivalent), by contact centre size, 2014 Proportion of outbound agent equivalents Outbound agent positions (equivalent) Outsourcing and Telemarketing 38.0% 33,820 Finance 20.0% 25,300 Communications 25.3% 24,794 Services 28.5% 19,950 Retail and Distribution 13.5% 13,230 IT 23.0% 10,810 Manufacturing 27.0% 7,830 Public Services 8.0% 5,080 Printing and Publishing 44.0% 4,312 Transport and Travel 12.0% 3,840 Motoring 25.0% 2,750 Utilities 8.0% 2,720 Medical 21.0% 2,520 Food and Drink 18.0% 1,800 Engineering and Construction 13.0% 546 Total 21.7% 159,302

37 Highlights Outsourcing and Telemarketing Key part of the UK s outbound activity and is the largest exponent of outbound calling Finance In past years, the finance had the largest number of outbound agents Increased use of cross-selling on inbound calls, as well as direct mail and webbased marketing, rather than an increase in outbound telephony Services The services sector carries out a high proportion of outbound activity, especially around sales, as is the case with the communications sector. The UK Outbound Contact Centre Industry: A Perspective Contact Babel 2015

38 Outbound Activity Outbound activity Other 19% Debt collection 4% Renewals (sales calls to existing customers) 6% Cross selling or upselling sales calls to existing customers 11% Customer satisfaction surveys 9% Proactive customer service (e.g. notification of delivery, delays, problems, etc.) 37% Sales calls to potential new customers 14%

39 Role of Calls to Mobiles In around 70 countries, mobile telephony analysts have put out seemingly counter-intuitive mobile phone penetration rates of well over 100% - that is, there are more phones than people. The UK is one such country. Proportion of outbound calls made to mobile phones 80% 70% 60% 50% 75% 70% 60% 50% 50% 45% 47% 40% 30% 20% 10% 0% 33% 33% 30% 30% 30%

40 Adoption of Call Blending 100% Use of call blending by contact centre size 90% 80% 70% 20% 20% 37% 26% No, we have dedicated and separate inbound and outbound agents 60% 40% 50% 40% 55% 37% 43% Yes, but in an informal, ad-hoc way 30% 20% 10% 25% 40% 26% 31% Yes, in a formal and structured way 0% Small Medium Large Average

41 Hosted Diallers Use of hosted or CPE diallers by contact centre size Average 29% 19% 52% Large 50% 21% 29% Medium 10% 25% 65% Small 14% 7% 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Owned and kept on premises Hosted by a third-party No dialler used

42 Automation of Proactive Service 70% 60% Use of automated outbound for proactive customer service 59% 50% 40% 30% 20% 14% 34% 25% 20% 23% 41% 41% 32% 23% 18% 10% 7% 0% Reminders (e.g. appointments, contract renewals) Notifications (e.g. deliveries) Recorded messages SMS None Customer satisfaction surveys

43 Industry Example

44 Industry Example

45 Outbound Regulation Considerations

46 Regulation Thoughts o Continued focus on addressing public concern o Further reduction in allowed % of abandoned calls towards 0% o Relaxation of any rules extremely unlikely o Positives? o Answer Machine Detection using Network Messaging o Any others? Productivity Compliance All stated predictions are a personal view only and not based on fact

47 What does this mean for Outbound o 0% abandoned calls? o Proactive personalized services o Outbound must be part of the customer journey o Continued reduction in outbound agent activity o Increase in agentless outbound activity Catching the Business Moments o Continued Increase in focus on customer service and proactive service o Get ready for the digital call centre what will change? o New technologies likely to be delivered as a service from the Cloud o Carbon based units providing expert assistance at the moments of truth

48 What does this mean for Outbound Carbon based units providing expert assistance at the right Business Moment and Moments of Truth