THE STATE OF THE OMNICHANNEL CONTACT CENTER , Genesys Telecommunications Laboratories, Inc. All rights reserved.

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1 THE STATE OF THE OMNICHANNEL CONTACT CENTER , Genesys Telecommunications Laboratories, Inc. All rights reserved.

2 Dimension Data s 2016 Global Contact Centre Benchmarking Report Global results The state of the Omnichannel Contact Centre 21 April 2016 accelerate your ambition

3 About the 2016 Report 6 chapters, 700+ data points, 80+ result charts 1320 companies from 81 countries globally contributed to this year s research Analysis with context and recommendations on best practices 16 new questions and existing survey expanded to include digital 25 country/regional highlights summary reports New for 2016 bespoke report builder via new website

4 21 April 2016 accelerate your ambition 4

5 What s included? CX strategy and innovation contact channels centre maturity market trends financial positioning location planning strategic performance innovation Customer Analytics customer segmentation single view of customer customer intelligence service determinants process re-engineering internal SLAs Digital services self-service capability self-service priorities customer behaviours contact statistics process reviews channel development Contact centre operations customer satisfaction contact quality management information contact statistics contact resolution performance management Workforce optimisation staffing models training competency management employee engagement human resources workforce management Technology solutions technology trends technology readiness ownership contact centre deployments application functionality service management

6 The big picture

7 Channel migration for cost reduction Broadening channel access Contact 2000s Much more than a contact centre Focused on resolving user issues in-channel Providing assisted support for integrated digital channels Omnichannel s Call Replacing face-to-face Provide improved customer access Telephone-based CX 2010s Multichannel Part of a multiple channel experience Supporting other channels - not always first choice s Personalisation & proactive CX Digital analytics Technology enablement Digital-based CX

8 The digital progression Telephone IVR Automated services Web chat Social media - Facebook, Twitter, etc. Smartphone application SMS text Video chat Service kiosk support Internet website (peer-to-peer systems) The digital revolution continues Today, digital interactions account for over 42% of all interactions and are on track to overtake voice by end of the year accelerate your ambition 8

9 The challenge

10 Contact by channel: Actual split versus desired split 19.8 Desired Actual Contacts by phone drop again, by 12% on Desired split still some way to go before actual target numbers achieved 37.3 What is your desired versus actual split of customer interactions by channel grouping? n 1041 accelerate your ambition 10

11 Industry trends affecting contact centre Omnichannel strategies (connected customer journeys) Migrating traffic to digital Changing user behaviours (mobile, social etc.) Multiskilling/increased complexity Commitment to customer exeprience as a differentiator Interaction optimisation/automation Data analytics (incl. big data) Security risks and compliance Access to new technologies (incl. hosting etc.) Omnichannel;; Connected customer journeys is the #1 factor affecting CX capability Speed of change - can't keep up 12.3 Other 4.3 What are the top three industry trends affecting your CX capability? n 1319 accelerate your ambition 11

12 Innovation and emerging trends Customer analytics Integrated customer journeys (i.e. omnichannel) Digital channel service capability Personalised service offerings Changing user demands/behavi ours Availability/access to new technology Executive commitment to the customer experience Service via social media Better training and agent empowerment Enhanced security (i.e. fraud) Analytics again voted top factor that will reshape industry Personalised service offerings fall right behind architecture capability as top CX enabler Service via video on demand 5.5 Public scrutiny of service provision 4.2 Other 1.7 What are the top three things that will reshape the contact centre industry (and CX) during the next five years? n 1319 accelerate your ambition 12

13 Challenges of technology systems Percentage 2016 Integrating multiple technology systems 61.0 Legacy systems inhibit flexibility/progress (but can t be replaced) 46.9 Stretch on resources (too many competing priorities) 37.8 Securing budget/cost burdens 37.6 No common strategy (solutions created in silos) 28.7 Lack of required technologi es 27.7 Speed of change technology can t keep up with requirements 27.0 Management of multiple projects/completion of implementations (lesson learned, post install reviews) 21.2 Integration the top inhibitor to improving technology systems Legacy infrastructure challenges up by 23% and up from 5th to 2nd top issue Maintaining big data view across organisation 15.0 Inability to define positive business case/evidence ROI 14.0 Other 7.4 What are the most common challenges faced as a result of your contact centre technology systems? n 982 accelerate your ambition 13

14 Workforce optimisation systems (current and planned) Performance management Quality management Voice and/or data logging (storage and retrieval of customer records) % operate without WFM systems Workforce management Knowledge management Feedback mechanisms % function without agent analytics tools also top future focus Agent analytics Agent screen capture Currently use Planned Not planned What systems are used to enable workforce optimisation in your organisation? n 999 accelerate your ambition 14

15 The detail

16 Digital interactions dominate: Digital volumes handled by contact centres on track to exceed phone by end of 2016 Growth in almost every digital channel, contrasts with 12% shrinkage of phone in split of interactions handled by contact centre CX now top reason for offering self-/assisted-service channels (ahead of cost) But 2 in 3 say digital tech not meeting business needs SOURCE: 2016 Global Contact Centre Benchmarking Report

17 Contacts handled by channel Telephone IVR (touchtone/speech) Internet website (incl. knowledge portals, peer-to-peer systems etc.) Web chat (including instant messaging, co-browse) Social media - Facebook, Twitter, etc Service kiosk support (i.e. branch walk-ins) Not asked 1.9 Mobile application (smartphone, tablet apps) SMS text Automated services (e.g. push messages, auto updates, etc.) Not asked 1.0 Video chat Growth in every digital channel contrasts to 12% shrinkage in telephone Supports forecast that digital to surpass phone by end of year What s the percentage split of interactions being handled across the channels offered to your customers? n 1041 accelerate your ambition 17

18 Strategy and innovation CX recognised as a clear differentiator: it s dominating the service revolution as organisations go beyond.go digital or die 83% recognise CX as a competitive differentiator That s a rise of 30% since % recognise CX as the most important board level/exco strategic performance measure 77% can evidence cost saving benefits via improved CX;; 74% say it increases company profits/revenues SOURCE: 2016 Global Contact Centre Benchmarking Report

19 Most important strategic performance measures Customer experience First contact resolution (right first time) Sales revenue and profits Employee engagement Customer advocacy or loyalty (e.g. NPS*) Productivity and cost to serve (incl. contact propensity) Complaint levels Transition to digital interactions CX again top strategic indicator of performance Focus on costs drops to 6 th spot as organisations buyin to benefits of CX Customer effort scores (ease of doing business) 13.0 Other 4.8 What are the top three most important strategic performance measurements according to your company s board/executive team? n 1319 *Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems Inc., Bain & Company and Fred Reichheld accelerate your ambition 19

20 Improved customer experience: benefits Increased customer loyalty (incl. value) Reduction in costs Increased employee engagement Increased company revenue/profi ts Reduction in contact volumes Over ¾ can evidence cost savings from improved CX 76% say it promotes employee engagement What business benefits can your centre evidence as a result of an improving customer experience capability? n 1319 accelerate your ambition 20

21 First contact resolution statistics Telephone % Assisted-service % Not asked FCR on voice contacts at highest in 5 years Assisted-service resolution rates continue to lag behind telephone What are your first contact resolution (FCR) rates for telephone and assisted-service contacts? n 595 accelerate your ambition 21

22 Connecting the customer journey.by design: Seamless CX across an increasing number of channels has driven demand on contact centres to create a unified experience Omnichannel #1 top trend for 2016 Full channel integration levels set to treble from 22.4% to 74.6% in next two years Connected customer journeys and ease of resolution now top focus as most centres look to offer 9 or more channel offerings Customer journey mapping emerging as a top 5 year trend alongside analytics that will re-shape industry. For now just 17% can locate problem hotspots SOURCE: 2016 Global Contact Centre Benchmarking Report

23 Services supported by contact centre Telephone IVR (touch-tone/speech) 74.1 Website (incl. knowledge portals, peer-to-peer systems, etc.) 68.3 Social media (Facebook, Twitter, etc.) 52.4 SMS text 48.1 Web chat (incl. instant messaging, co-browse) 44.3 Mobile application (smartphone, tablet apps) 41.6 Service kiosk support (i.e. branch walk-ins) Other automated services (Internet of things, automated Video chat Now Within 1 year No plans Average of 9 channels for most by 2017 Mobile app offerings up 61% Automated services emerging as dark horse game changer What services can your contact centre support, now and in the future? n 1319 accelerate your ambition 23

24 Tracking customer journeys Interactions can be tracked across multiple channels Key decision points can be identified Blockage points in processes (that affect the CX) can be located Other Just 36% can track a customer journey that spans multiple channels Just 17% can locate problem hotspots that impact CX We can't track the customer journey 30.4 How well can you track the customer journey across your service channels? n 1229 accelerate your ambition 24

25 Omnichannel integration Fully integrated Over 1/5 design connected capability now Partially integrated Not integrated On horizon for 52% Clear focus on progression towards full channel integration Now Within 2 years Which of the following best describes the level of integration across your service channels? n 1305 accelerate your ambition 25

26 Proactive automation: Across the spread of digital channels will drive proactive outbound activity, pre-empting customer needs and reducing costs 31% have capability now, it will rise to 57% by end of year Proactive outbound now third behind phone and for initiating contact on complaints (7%), service enquiry updates (17%), sales and marketing (21%) and default notifications (24% Internet of things emerges onto the horizon too, as customer journey analysis identifies opportunity to reduce call propensity SOURCE: 2016 Global Contact Centre Benchmarking Report

27 Evolution of contact centre in next two years Digital self-service will Digital assisted (agent supported) will Overall interactions (spanning all channels) will Headcount employed will Telephone traffic (agent led) will Interaction levels continue to rise 76% increase in digital agentassisted transactions FTE requirements will increase How will your contact centre develop in the next two years? n 1319 accelerate your ambition 27

28 Reasons for offering self-/assisted-services Percentage Improve customer experience 73.7 Cost reduction 67.9 Customer appetite for digital 55.9 Part of an omnichannel strategy (creating seamless customer journeys across channels) 45.5 Extends service coverage hours 45.4 Improve sales opportunity/revenue generation 24.1 CX now top factor driving digital channel presence Cost pressures lessen on past years results Improve employee engagement 19.5 Other 5.3 What are your main reasons for offering self-/assisted-service channels? n 1100 accelerate your ambition 28

29 Analytics and service personalisation: The power of data analytics helping organisations to offer an enhanced choice tailored to the customer to deliver a more personalised CX Personalisation of services will be key and enabled by analytics voted top trend that will change the industry in next 5 years Yet, 79% still have no big picture view of interactions across service channels Number pre-identifying and segmenting customers has increased for 3 rd consecutive year;; channel prioritisation and customer groupings top methods in play SOURCE: 2016 Global Contact Centre Benchmarking Report

30 Popularity of channel type by age group Percentage of centres that do track channel popularity by age profile % of N Under 25 years 1st Between 25 and 34 years Between 35 and 54 years Between 55 and 70 years Over 70 years Social media th th 2.2 6th 0.6 5th 0.4 Mobile application 2nd nd rd 6.3 5th 0.8 4th rd st nd nd 8.8 3rd 0.8 4th 3rd 1st 1st 1st Telephone Web chat 5th 9.4 4th rd 6.3 4th 1.1 6th 0.3 Other 6th 0.7 6th 0.9 6th 0.9 3rd 1.7 2nd 4.7 Mobile a top 3 choice for everyone <55 Social media top for those under 25;; phone still preference for 35> (it s not going away anytime soon) Which contact channel is most popular with the following age groups? n 787 accelerate your ambition 30

31 Top technology trends Percentage Omnichannel (frictionless movement between channels) 2 1 Technology consolidation/i ntegration 2 2 Migration of traffic from voice to digital 1 3 Analytics (incl. big data) Not asked 4 High service availability/busi ness continuity 7 5 System and data security 8 6 Alternative technology models (hosted, cloud, pay-as-you-use, etc.) 5 7 Proactive outbound Not asked 8 Other 11 9 Voice biometrics Video communications 9 11 Sentiment/em otion technologi es Not asked 12 Omnichannel the top priority technology solution Analytics becoming top business focus, but rated 4 th priority for tech teams Focus is on delivering more effective services What are the top three technology trends as prioritised by your contact centre? n 983 accelerate your ambition 31

32 Cloud and hybrid solutions: Cloud in some form no longer a discussion. 60% plan to locate tech in cloud. 61% plan to locate their technology in the cloud 30% leaning towards hybrid cloud;; 23% a private cloud and 8% a shared/public cloud solution In future, just 23% will own and retain technology on premise SOURCE: 2016 Global Contact Centre Benchmarking Report

33 Impact of hosted/cloud technologies on the business Access to new functionality Improved flexibility Provides access to a single integrated customer contact Increased agility/speed to market Reduced costs Allows us to pay for only what we use Improved technology uptime Better reliability Ability to test new ideas quickly (establish proof of Enables compliance with enterprise-wide IT Provides better security Reduced your dependency on vendors and vendor roadmaps Agree Disagree % of existing users highlight it provides access to a single integrated customer platform 89% says it enables access to new functionality Users expressing an opinion: How has the use of hosted/cloud technologies affected your contact centre? n 370 accelerate your ambition 33

34 How does technology meet current and future needs? Telephony systems - agent led interactions Telephony systems - automated (e.g. IVR) Security systems (e.g. fraud prevention, etc.) Interaction optimisation systems (WFM/recording systems, etc.) Digital channel systems Business support systems (HR/Finance management, etc.) Analytics systems Knowledge management systems Meets current and future needs Meets current needs Doesn't meet current needs 2 in 5 say digital systems fail current needs 78% fear systems won t meet future needs;; less than ½ overall systems meet current demands How well do the following infrastructure items meet your current and future needs? n 942 accelerate your ambition 34

35 Top 5 themes and emerging trends 2016 Report CX recognised as clear differentiator: it s dominating the service revolution. Connecting the customer journey by design: 9 channels now the norm;; it s driving omnichannel (connected customer journeys) Proactive automation: proactive outbound activity, preempting customer needs, improving CX Analytics and service personalisation: data analytics helping organisations to to deliver a more personalised CX Cloud and hybrid solutions: Cloud in some form no longer a discussion. Existing users offer compelling case study evidence

36 The digital revolution is being held back - human touch is missing Design Digital - missing the human touch User inputs to technology CX dominates, digital requirements low volumes growing, but falling short of potential Testing and approvals scarce Needs integrated design, ownership and management Management Hybrid cloud - making a powerful impact Consistent and proven Cloud no longer a decision;; techniques hybrid architectures changing IT missing Mindset shift enabling access Objectives to single connected not customer platform aligned Ownership Small data analytics helping services go personal Responsibility for the delivery Customer (journey) of business analytics will case revolutionize objectives the future of CX Silo approach to Proactive automation a dark horse channel game changer mgt.

37 Further information 2016 Global Contact Centre Benchmarking Report Contact us: #CCBenchmarking Global Contact Centre Benchmarking Discussion Group Dimension Data Contact Centres Showcase Page

38 GREAT CUSTOMER RELATIONSHIPS START WITH GENESYS , Genesys Telecommunications Laboratories, Inc. All rights reserved.

39 WHAT IS STANDING IN THE WAY OF GREAT RELATIONSHIPS? Customers are frustrated by inconsistent, impersonal experiences High effort required to find resolution Poor workforce performance & high turnover Operational inefficiencies lead to higher operating cost I CAN T SEE MY CUSTOMERS THROUGH THE MAZE OF CHANNELS I OFFER MULTIPLE CHANNEL CONTACT CENTER 39

40 WHAT IF YOU COULD Create exceptional relationships with your customers Make your employees the champions of great customer experiences Always be ready for change and innovate to differentiate 40

41 41 You Can: Introducing the Genesys Omnichannel Engagement Center

42 Meet Jenny Enjoys Sports v Likes going out Loves shopping 42

43 43 Meet Kate

44 44 Manage from a single Omnichannel Desktop

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46 Later that evening Maintain and act on insight from prior interactions of the journey 46

47 Meet Ken 47

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50 CU phone - Jenny pressing it Range of shot sizes of Jenny on the phone 50

51 Engage the right expert to meet the customer need 51

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56 Now you can Engage with your customers to build lasting relationships Get the best out of your People Successfully execute your customer engagement strategy 56

57 WORLD S #1 CUSTOMER EXPERIENCE PLATFORM Orchestrate and Route Journeys Optimize Omnichannel Workforce Meet Customer Commitments with Real- Time SLA Management Proactively Monitor and engage web customers Leverage insights from CX & Journey Analytics Market Leader Gartner CCI MQ 7 years running Proven 4,700 customers in 120 countries Deploy Your Way Cloud or Premises 57

58 GENESYS IS SMART BUSINESS ACCORDING TO THE FORRESTER TOTAL ECONOMIC IMPACT STUDY, ENTERPRISES USING THE GENESYS CX PLATFORM ACHIEVE: 30% improvement in ecommerce conversions 50% reduction in customer abandonment 12.5% improvement in agent handle time 158% ROI Over Five Years Payback in 12.8 Months $20M+ Reduction in Infrastructure Costs $7600+ NPV Per Agent License 58

59 ENGAGE WITH GENESYS! Genesys Blog us at: Tweet with @Genesys_IT, 59