The Autonomous Customer 2015: On-hold for Intelligent Customer Service - Singapore

Transcription

1 The Autonomous Customer 2015: On-hold for Intelligent Customer Service - Singapore 1

2 Contents Autonomous Customer 2015 Singapore - Introducing the Autonomous Customer & Methodology 3 - Summary Global and Country 6 Singapore Essential Autonomous Customer 8 - Making it easy is the top priority - Fragvergence means omni-channel - Supported self-service required - Video culture - Social media rising - Security maximises payments - Intelligent Customer Service 2

3 The Autonomous Customer BT and Avaya, The Autonomous Customer research has tracked consumers use of omni-channel communications to interact with large organisations since 2011 Avaya and BT Global Service have updated the highly successful Autonomous Customer consumer research: Quantifying consumer demand for omni-channel communications with large enterprises, the Autonomous Customer was first completed in 2011, with a follow up in 2013 In 2011, the Autonomous Customer research coined the term omni-channel. The Autonomous Customer has been: Presented at least 100 times during BT and Avaya client workshops, meetings, conferences and events Covered in sector and national media Used extensively in BT s web, digital marketing and social media activity Factored into business cases for investment in Avaya and BT solutions. For the third iteration of the study, the Autonomous Customer will focus on a wider selection of consumers, creating a truly global study. A total of over 5,500 consumers have been questioned in Belgium, China, Germany, Indonesia, India, Singapore, Spain, UAE, UK and USA. The research repeats trend questions and ask new questions focused on social media, web-chat and video. Trend data is available in China, India, Singapore, UK and USA. Source: BT/Avaya, Except where stated, all data Singapore. 3

4 The Autonomous Customer Definition of Autonomous Customers What are Autonomous Customers? They have much better access to information They use self-service to gain control They help other customers They are super-charged by smartphones and social media They are less loyal to organisations which don t deliver Consumers are shopper swots, protecting their rights Self-service has given consumers choice and control Customers are turning to each other rather than organisations for advice Smartphone users have more consumer power Consumers are less reliant on brands and switch easily 79% shop around to get the best prices 57% say self-service is good as it puts you in control 46% contribute to online forums e.g. Trip Advisor 45% comment on social media using smartphone about the customer service just received 43% say loyalty is a thing of the past Note: Global data, January

5 Methodology Gender Global 5,500 consumers across 10 global markets Female Male Belgium China (trend data 2012) Germany India (trend data 2012) Indonesia 48% 52% Age Global % % % % % % Singapore (trend data 2012) Spain UAE UK (trend data 2011, 2013) USA (trend data 2011, 2013) Note: Nationality representative online survey*, January

6 Summary of key points Autonomous Customers control customer relationships through online access to information, advice from other consumers, self-service and smartphones to be less loyal to organisations Making it easy is the top priority - Busy Autonomous customers put a lot of effort into dealing with organisations and prefer easy interactions Fragvergence extends - More devices used in more ways, new options for customer engagement Omni-channel spiralling - Adding functionality will drive customer journey ease, reduce high buyer drop-out and improve engagement Video culture continues to grow - As video is more part of our daily lives, there is growing interest in video-chat for customer service and engagement Supported self-service is a necessity - Consumers like self-service, but when it goes wrong they want live help there and then Social media service used by 1 in 4 consumers - Consumers want more customer service by social media and less marketing Security concerns over the phone - Publicity around ID &V and card payment security means new solutions are needed to drive engagement Intelligent Customer Service Going forward Autonomous Customers have a range of needs which Intelligent Customer Service can meet if privacy can be managed Source: BT/Avaya, Except where stated, global data. 6

7 Country summary - Singapore Consumers in Singapore are most likely to find dealing with organisations for customer service exhausting and only 1 in 10 regularly experience first contact resolution. 70% find dealing with customer service issues exhausting in Singapore, higher than the average (62%). Singaporeans are big users of WhatsApp (85%) and nearly 2 in 3 have fibre broadband, by far the highest across all markets. 41% use 4G and Apple products are disproportionately popular. Less than 1 in 3 consumers in Singapore say organisations make it easy to switch between channels. Some 66% regularly change the channel they use to communicate with organisations. Almost 80% say they like Apps which enable consumers to communicate through messaging and 73% might want to start a conversation in social media and then transfer to the phone (compared to the average of 63%). 72% would like to have a product demonstrated by video-chat and 61% check their appearance before making a video call. 22% have had customer service by social media (average 25%) and 70% expect a response within 15 minutes. 61% say it takes too long to identify me when I phone the call centre and 77% would like voice biometrics for ID&V. Source: BT/Avaya, Except where stated, all data Singapore. 7

8 Singapore Essential Autonomous Customer 7 key messages from the 2015 research are included in these summary slides Any questions ask Avaya rosswhite@avaya.com 8

9 Making it easy is the top priority Busy Autonomous customers put a lot of effort into dealing with organisations and prefer easy interactions 70% Find dealing with customer service issues exhausting (62%) 53% Put a lot of effort into safeguarding their consumer rights (55%) 2 in 3 Constantly research products to buy online (3 in 4) Only 1 in 10 Regularly experience first contact resolution for customer service (13%) Building customer engagement 30% 88% 79% 89% Increase in consumers saying convenience is more important than price (UK & US) It should be easier to contact orgs. by phone, web chat and (85%) Like it when orgs. notice I have a problem with customer service and try to help (71%) Consumers would be more loyal to orgs. if they were easier to deal with (88%) Buy more from organisations that make it easier 90% China 84% India 83% UAE 82% USA 81% Singapore 79% Indonesia 73% UK 72% Belgium 68% Germany 50% Spain Source: BT/Avaya, All data Singapore, except where stated. Data in brackets ( ) is global. 9

10 Fragvergence extends More devices used in more ways - new options for customer engagement % using this technology in the last six months Home PC/Laptop Home landline Android smartphone 71% 63% 62% Fibre broadband 58% Wi-Fi in shops 54% Home broadband 54% 4G iphone ipad 41% 39% 34% Android tablet 30% Smart TV 23% Phone voice recog n Other smartphone 12% 8% Other tablet 8% Blackberry 3% Use 2 to 3 times a week or more Twitter 30% Apps on smartphone 81% LinkedIn 15% WhatsApp 85% Apps on tablet 47% Tumblr 11% SMS 79% Mobile banking 33% Websites on tablet 50% Facebook 63% Google + 30% Vine Instagram Pinterest 6% 6% 27% Websites on smartphone 80% Computer games 40% Snapchat 11% Personal 92% Location based apps 40% Web-chat/MSN/GoogleTalk etc 43% Skype/Facetime/Hangout 21% Source: BT/Avaya, All data Singapore, except where stated. Data in brackets ( ) is global. 10

11 Omni-channel spiralling Adding functionality will drive customer journey ease, reduce high buyer drop-out and improve engagement I change how I contact organisations depending on the situation Belgium India Singapore Indonesia China Spain UAE Germany USA 2015 USA 2013 USA 2011 UK 2015 UK 2013 UK % 64% 63% 63% 63% 59% 61% 63% 58% 55% 67% 66% 69% 68% 85% Organisations should always offer different channels to meet my needs (81%) 3 in 4 Any agent should be instantly familiar with my contact history (3 in 4) Less than 1 in 3 Agree orgs. make it easy to switch between different channels (1 in 3) Would like organisations to offer the following same call centre agent 94% Apps with web chat, messaging 78% Voice biometrics for ID&V 77% Visual IVR options on smartphone 77% Social media service to phone call 73% Share my screen with an agent 71% Sales and service through Facebook 63% Switch from web chat to phone 62% Skype calls to call centres 61% Switch from web chat to video chat 60% Secure tech. for payments by phone 48% Source: BT/Avaya, All data Singapore, except where stated. Data in brackets ( ) is global. 11

12 Source: BT/Avaya, All data Singapore, except where stated. Data in brackets ( ) is global. Supported self-service is a necessity in Singapore Consumers like self-service, but when it goes wrong they want live help there and then 84% Prefer using the phone than FAQs (UK) When you most recently had a problem with self-service what type of support did you want? Would like to see customer record when phoning (80%) 73% Want to start conversation in social media, then transfer to phone (63%) 78% Like Apps that allow you to communicate with service staff while online (eg web chat, video, phone or messaging) (71%) 54% UK % UK 2015 Phone 30% (29%) 24% (23%) Social media Web-chat Video-chat 6% (9%) 12% (10%) 10% (15%) There should be a phone number on every website page 83% Indonesia 81% India 80% Spain 78% China 77% Belgium 76% USA 76% Germany 75% UK 75% UAE 71% Singapore 12

13 Source: BT/Avaya, All data Singapore, except where stated. Data in brackets ( ) is global. Video culture in Singapore continues to grow As video is more part of our daily lives, there is growing interest in video-chat for customer service and engagement 61% Check their appearance before a video call (71%) 65% Would like video on phone calls to see the agent you were speaking to and discuss complex issues (59%) Would like video-chat with organisations to discuss queries and services UK % UK % USA % USA % 61% 1 in 5 Brush hair before making a video call (63%) 34% Use YouTube first to research new products (not search engine) (34%) Use Facetime/Skype 2 or 3 times a week or more (1 in 4) 69% Want to use video chat (Skype) to communicate with organisations (63%) Regularly watch videos for information about products 38% UK % UK % USA % USA 2015 Would like video-chat to have a product demonstrated by an agent 81% India 78% China 74% Indonesia 72% Singapore 71% UAE 57% USA 56% Spain 52% UK 45% Germany 40% Belgium 13

14 Source: BT/Avaya, All data Singapore, except where stated. Data in brackets ( ) is global. Social media service used by 1 in 5 consumers Consumers want more customer service by social media; 1 in 5 consumers have already used it and 13% have made a complaint 70% Expect response to social media comment in 15 mins (70%) 22% Have had customer service by social media (13% made complaint) (25% 15%) 26% Would post a complaint on social media and ask friends to post too (35%) 2 in 3 Want responses to social media comments by same platform (2 in 3) 1 in 3 Agree for an urgent issue or emergency Twitter/ Facebook is the best way to get customer service (1 in 3) Have used smartphone to comment on social media about customer service just received China 70% India Indonesia UAE Singapore Spain USA UK Germany Belgium 67% 63% 61% 57% 37% 33% 30% 24% 23% Would post a facebook customer service message to an organisation 88% India 87% UAE N/A China 80% Indonesia 74% Singapore 63% Spain 57% USA 53% UK 48% Belgium 40% Germany 14

15 Security concerns over the phone Publicity around ID &V and card payment security means new solutions are needed to drive engagement Buy more over the phone if payment is secure Indonesia 70% China 69% India 68% UAE 57% Spain 54% Singapore 43% USA 33% UK 28% Belgium Germany 21% 21% 61% It takes too long to identify me when I phone the call centre (55%) 77% Would like voice biometrics for ID&V (73%) 48% Want technology to secure card payments over the phone (the agent can not see/hear the account or card details) (49%) I worry about security over the phone China % China % India % India % Singapore % Singapore % UK % UK % USA % USA % Source: BT/Avaya, All data Singapore, except where stated. Data in brackets ( ) is global. 15

16 Intelligent Customer Service Going forward Autonomous Customers have a range of needs which Intelligent Customer Service can meet if privacy can be managed Autonomous customers put in a lot of effort 62% Find dealing with customer service issues exhausting 30% Increase in consumers saying convenience is more important than price (UK & US) Just 13% Regularly experience first contact resolution for customer service Source: BT/Avaya, Except where stated, global data. Consumers tiring of DIY service 53% to 43% Self-service puts me in control (UK/US decline 2013 to 2015) 54% I give feedback but orgs. don t change Only 15% say orgs. have data I give them in one place, available in another and looking for improvement 44% Might share social media profile to get better service (55% GPS location) 4 in 5 Like orgs. using technology to listen to calls if the agent is rude or a problem arises 71% Like it when orgs. notice I have a problem with customer service 2 in 3 more information I give to orgs., the better customer service I expect Meeting Autonomous Customer needs 1. Reduce contact reasons - Monitor my products and services using Internet of Things sensors - Understand my preferences - Proactively contact me about failure 2. Make contact easy - Be accessible - Allow me to choose contact - Recognise me - Value my time and money - Engage me, understand my context - Be expert - Monitor my experience - Resolve my issue - Be trustworthy 3. Improve continually - Analyse my experience - Learn from me 84% Great customer service makes customers loyal 16