The future of customer service: implications for contact centres

Transcription

1 The future of customer service: implications for contact centres Brian Weston Head of Research & Insight 11 th April 2016

2 Introducing The Institute of Customer Service... Independent, not-for-profit membership body. Over 500 organisational members. 80% from private, 20% from public and third sectors. More than 4,000 individual members Secretariat of All Party Parliamentary Group for Customer Service 2

3 Some of our members 3

4 What we do Thought leadership UKCSI Accreditation Benchmarking Research and Insight People development Increasing the profile of customer service Networking and knowledge sharing Tools to improve business performance 4

5 Challenge, Uncertainty, Complexity Growing power of customers Network economy Cybersecurity Artificial intelligence and sensorisation Changing regulatory framework Changing household structures Polarisation of prosperity Growing global middle class Beyond austerity? Ethicalisation Shortage of skilled employees Integration across boundaries

6 A barometer of customer satisfaction: Introducing the UK Customer Satisfaction Index UK s largest cross-sector customer benchmarking panel 39,000 responses 13 sectors 35 metrics of customer experience Future customer behaviours, NPS, customer effort, right first time, trust, reputation Channel usage and satisfaction Drivers of complaints & complaint handling

7 UKCSI is at its highest point since January points higher than July companies improved by > 1 44 companies dropped by > 1

8 Customer satisfaction in 13 UK sectors Retail (Non-food) Retail (Food) Tourism Leisure Automotive Insurance Banks & Building Societies Services Public Services (Local) Transport Public Services (National) Utilities Telecommunications & Media 73,8 73,5 73,0 72,8 72,6 79,7 79,0 78,8 78,7 78,0 77,5 82,0 81, Biggest year on year increases for Utilities, Public Sector and Insurance

9 UKCSI top performers 9

10 European CSI Banking Insurance Retail (food) Telecomms Transport Utilities

11 European CSI: Results by sector and country

12 Factors that will shape the future of customer service 12

13 Employee attitudes, behaviours and competence are the top priorities for customers

14 When customers make a complaint the immediate reaction is crucial Most frequent responses Customers seeing the behaviour 35% 30% 25% 20% 15% 10% 5% Seem uninterested Apologised Made excuses Listened carefully/wanted to fully understand the problem Told you what would happen next Passed you on to Dealt with it immediately Dismissed it someone else Were sympathetic Told you how long it would take to resolve Took responsibility Took too long to reply Acknowledged your complaint in writing Replied quickly 0% 0,0 2,0 4,0 6,0 8,0 10,0 Satisfaction with the way the complaint was handled

15 Top 50 Organisations in UKCSI (scores out of 10) Remaining Organisations in UKCSI (scores out of 10) Ease of getting through over the phone Attitude of staff Handling of the complaint Speed of resolving your complaint

16 Employee Engagement has become more challenging and more important End of deference Transparency Diversity Rising customer expectations 16

17 Employee engagement drives customer satisfaction and buying behaviour 17

18 6 key ingredients of employee engagement Emotional intelligence Consistency of behaviour Simplicity of purpose Setting boundaries Visibility and dialogue Long term focus One key tip for your CEO 18

19 Consistency of experiences across channels 78,6 78,8 58% use 1 main channel 73,6 73,2 42% use 2 or more channels 70,0 72,6 46,9 Channel use 22,6 20,2 Satisfaction 4,9 4,0 1,4 19 In person Website Phone In writing Other *Other includes Text, Social media, Web chat and App.

20 Channel use by sector In person In writing On their website Over the phone Other* 4,9% UK 46,9% 22,6% 20,2% 1,4% 4,0% 6,6% Telecommunications & Media 13,8% 23,8% 48,4% 4,4% 3,1% 2,9% Banks & Building Societies 45,4% 31,0% 15,6% 2,3% 2,9% 4,7% Retail (Non-food) 51,3% 34,5% 4,9% 1,0% 3,6% 8,1% Utilities 6,6% 34,7% 41,1% 1,2% 8,3% *Other includes Text, Social media, Web chat and App. 20 The power of service

21 Growing importance of reputation and trust Reputation undermined by scandal, governance failures Customers using peer reviews to inform buying decisions Customers share personal data with organisations they trust Cybersecurity threat 21

22 % customers giving 9 or 10 out 10 for customer satisfaction % of customers giving out of 10 for customer satisfaction Trust 90% 44% Reputation 89% 42% 22

23 Customer insight is becoming more critical Evolving customer needs and preferences Diversity of customer segments Evaluate and respond with greater speed Intensification of competition Pace of change Impact of disruptive technologies New opportunities through analytics and social intelligence combining multiple datasets 23

24 Growing recognition that customer service drives business performance % of customers giving 9 or 10 out of 10 for customer satisfaction % of customers giving out of 10 for customer satisfaction Loyalty 96% 65% Recommendation 54% 38% 24

25 UK Insurance Sector Service drives recommendation 25

26 Customer satisfaction and sales growth: The Retail Food sector

27 Measurement gaps identified by organisations Measuring across the whole customer experience Ease of doing business or customer effort

28 Characteristics of high performing organisations Values and Leadership Commitment Relentless focus on getting the basics right Invest in Insight People Capabilities and Development Benchmark outside own sector Employee Engagement Innovation and co-creation Collaboration and Partnerships Measurement Across customer experience Emotional engagement Business impact 28

29 Thank you Brian Weston The Institute of Customer Service

30 A surprisng future: evaluating the potential impact Technology inrretreat Pandemia Birthrates decline The World run by algorithms The World without data The World without power supply The World becoming uninhabitable The World with vacant jobs and skill shortages The overcrowded World The World in your home

31 Customer of the Future Scenarios: a taster Customers are the agents of organisational change Demanding, savvy and volatile customers exert influence over organisational structures For organisations, flexibility is increasingly important to business success Customers set the agenda Customers choose to share more than to buy, to value pleasure, leisure and quality of life above work and duty. Customers exert power through highly publicised campaigns, scrutiny and shareholder revolts. Pragmatic customers Customers exchange their personal and sensitive data in return for services they desire or need. In return they accept their data being shared across organisations. Once an organisation creates trust, it creates the opportunity to earn loyal customers Concerned customers Wary about complex networks of organisations having access to personal data. Need for security both physical and cyber is rising Ethically and environmentally sustainable products and services are valued highly Sharing and collective models of using products and services are prominent. Growing preference for life and self-image enhancing products and services