Creating Differentiation by Simplifying Customer Experience

Transcription

1 Creating Differentiation by Simplifying Customer Experience

2 Creating Differentiation by Simplifying Service providers today are facing intense competitive challenges from other operators, over-the-top players and device manufacturers. The only way service providers can retain and grow their customers is by creating differentiation via a simplified customer experience across all assisted and unassisted channels. Amdocs Customer Management portfolio is geared to help service providers optimize their current sales and services processes, as well as leverage valuable customer insight to proactively address emerging issues before they reach customers. Customers Face a Blizzard of Choice Service Providers Want to Differentiate In the past, many service providers were focused on differentiating their network quality, attractive pricing or the cool devices they offered. Today, most service providers understand that these aspects, while important, do not guarantee customer satisfaction and loyalty. The only way to stay ahead of traditional competitors, as well as the new breed of competitors (over-the-top app developers, such as Viber and Skype; and device manufacturers, such as Apple and Samsung, etc.) is by delivering a great customer experience. And since the world of communications entails a blizzard of choice and complex combinations of products, services and applications, the best way service providers can differentiate is by simplifying the customer experience. 2

3 Meet Lisa Customers today exist in a hyper-connected world. Most consumers have multiple personas (at home, at work, on the road, etc.) and use a variety of applications and services on multiple connected devices. Lisa is one of those connected consumers. As the owner of multiple devices and a heavy user of voice and data, Lisa is the type of consumer that most service providers aim to attract and retain. Unlike most consumers, however, Lisa is technologically-savvy. Many aren t, and yet they are buying smartphones, tablets and smart TVs, and soon connected cars and connected home products. Today there are a variety of ways to connect and a multiplicity of connected applications. This introduces a great deal of complexity when buying new products and services, as well as when using service and support. Consumers rely on their service providers for help, which creates an opportunity to simplify their experiences and create differentiation that will lead to increased customer loyalty. 3

4 Consumers Experiences are Complex... We survey consumers like Lisa every year, to discover how service providers can improve. In our recent global consumer survey (February 2012), we discovered: Tech-savvy consumers like Lisa are comfortable with the internet and turn to it as a first option, but 48 percent of consumers choose not to use online self service because they expect answers to either be inaccurate or incomplete. In addition, 54 percent of customers complain to their service provider via social media, but only 27 percent actually receive a response. As a result, 40 percent of self service users eventually call contact centers for support and 80 percent of social media complaints are likely to end up in a call center. This means that the burden on the contact center is not decreasing, in spite of the increase in consumers technological sophistication. In fact, over 60 percent of customers that encounter a problem with their bill or device prefer live assistance. And 57 percent still prefer to complete their purchase in-store. But while most consumers still depend on assisted channels, their satisfaction from service providers assisted channels is the lowest compared to all other comparable industries (credit card, insurance, travel and retail). We also asked consumers what they expect from their service providers moving forward. They want service providers to anticipate their needs and become more proactive in addressing them. In fact, 96 percent of consumers believe services providers should proactively inform them about major issues related to their devices and 75 percent expect their service provider to always provide the right answer, regardless of the source of the solution. Finally, 91 percent of consumers think their service provider should establish a single place online for known solutions to problems or questions, accessible from their mobile device. 4

5 Complex Experience Negatively Impacts Your Business How does the current flawed experience impact service providers? Shopping cart abandonment many consumers get frustrated with the inconsistency across channels, so they abandon their shopping carts either online, or sometimes in assisted channels as well (call center or store). This means they do not complete the purchase and may be lost altogether. In fact, 40 percent of online shopping carts are abandoned and 25 percent of in-store purchases are also abandoned. Lisa visited her local store and she was offered a special plan because she s a heavy user. When she later tried to purchase the special plan online, the system had no knowledge of the offer or the discussions she had in the store. Order fallout significant purchases that are completed online, in the call center and in the store often encounter fulfillment problems later on. This may be a cause of erroneous data entry up-front during the order capture, or lack of validity checks of the order (eligibility, compatibility and serviceability) before it is committed. The result is higher cost of sale. In other words, manual intervention is needed to fix the order. Some of these stuck orders only require fixing the data entered. Others may require re-sending a technician to the customer s premises (multiple truck trips). In extreme cases, the order simply cannot be fulfilled (for instance, because of a lack of coverage in the customer s neighborhood). This causes customer frustration and potential churn. Long average handling time the complexity of the products and services used by the customer entails multiple, disparate systems and processes that customer service reps have to deal with to address customer needs. This reflects on the length of the interaction, further frustrating the customer. The high employee turnover in call centers and stores require ongoing training on these complex systems, also raising risks. Deteriorating customer satisfaction and loyalty as previously mentioned, customer satisfaction in the communication sectors (wireless, TV, internet, etc.) is already lower than in other industries. 5

6 Amdocs Vision: Simplifying Customer Experience Our vision: help service providers create differentiation by simplifying customer experience across three dimensions: Improving efficiency and effectiveness of assisted channels assisted channels are the last resort for customers. Service providers must ensure the experience in assisted channels is positive (simple and quick) and effective (solves all issues). Increasing adoption of lower-cost unassisted channels most customers are ready to use the Web and their mobile devices (smartphone, tablet) to serve themselves. Service providers therefore need to deliver an intuitive user experience that will compel customers to use self service on an ongoing basis. This will reduce the workload of assisted channels. Proactively anticipating and addressing issues before Lisa discovers them compared to other industries, many of which struggle to collect behavioral and transactional data on consumers, service providers have the luxury of a vast amount of purchase, usage and billing data that can tell them a lot about their customers. The key is to harness this data in real time to identify emerging issues and opportunities and act proactively to address them. This will satisfy the customer, while containing and reducing support costs. Fulfilling the Vision: Amdocs Customer Management Portfolio The Amdocs Customer Management portfolio aims to significantly simplify the customer experience. The portfolio is divided into three main domains that complement each other: Multichannel Selling brings together all the sales channels around a single sales and ordering hub, with the goal of seizing every revenue opportunity possible. Multichannel Care ensures all customer service channels are able to quickly and effectively diagnose and solve customer issues, as well as handling escalations when needed. Proactive Insight anticipates customer needs by real-time monitoring of the customer s transactions. When a need is identified, it is addressed proactively. 6

7 Amdocs Multichannel Selling Amdocs Multichannel Selling is focused on maximizing revenue while reducing the cost of sales, without compromising on delivering a pleasant consumer shopping experience. At the heart of this solution is a central product catalog, Amdocs Enterprise Product Catalog, which enables consistency across channels. A central sales and ordering hub, Amdocs Convergent Order Hub, ensures all orders are captured accurately and checked against business rules before being submitted. The three main sales channels call center, store and self service E-Commerce-are integrated into this central hub to check that every purchase is completed, even if the purchase spans multiple channels (channel hopping). With Amdocs Multichannel Selling, service providers will: Maximize revenue through quick offer introduction and accurate order completion. Reduce cost of sale across all channels through efficient and streamlined sales processes. Deliver an unparalleled shopping experience that is simple, consistent, personal and integrated. Amdocs Multichannel Care Amdocs Multichannel Care provides a set of assisted and unassisted service and support tools that aim to enable fast handling time of issues, first-call issue resolution and reduction of agent s learning curve. A key area of focus is the user experience, both online and in the call center. At the heart of this solution is Amdocs Smart Agent Desktop, Amdocs flagship solution for the contact center, as well as solutions for Web and mobile self service. With Amdocs Multichannel Care, service provides will: Reduce support costs by minimizing interaction time and deflecting calls to lower-cost channels. Improve margins by increasing service consumption and reducing no-fault-found returns. Improve agent and customer experience through a simple and intuitive user interface. Amdocs Proactive Insight Amdocs Proactive Insight leverages real-time events about the customer s purchases, issues, usage and billing, to identify emerging issues and opportunities. It then transforms these real-time insights into recommended actions and feeds the other two solutions, to allow them to address the needs proactively. With Amdocs Proactive Insight, service providers will: Further improve call shed, deflection and agent efficiency by providing predictions and recommended fixes. Increase customer satisfaction and reduce churn by resolving issues proactively before they affect the customer. Increase brand loyalty by giving the customer the right solution at the right time. 7

8 Why Amdocs? The Amdocs Customer Management portfolio is uniquely positioned to help service providers create differentation through a simplified customer experience by: Ensuring customer experience will always be consistent, across all assisted and unassisted channels. This is achieved by a central set of hubs (catalog, sales and ordering, customer repository and proactive insight engine) that are used by all sales and service channels. Featuring a superior and intuitive user experience that will lower the learning curve for call center and store reps and increase adoption of unassisted channels. Injecting proactive insight into sales and service processes, across all assisted and unassisted channels, driven by real-time insights generated from the operational systems themselves. 8

9 Summary Customer experience is a hot topic for service providers, but many of them still struggle with it. Amdocs vision and solution portfolio will help service providers create differentiation by simplifying the customer experience, and at the same time achieve better financial results. Amdocs believes that a holistic approach that combines a multichannel customer management ecosystem powered by real-time proactive insight can help service providers deliver the ultimate customer experience while improving their margins. 9

10 About Amdocs For more than 30 years, Amdocs has ensured service providers success and embraced their biggest challenges. To win in the connected world, service providers rely on Amdocs to simplify the customer experience, harness the data explosion, stay ahead with new services and improve operational efficiency. The global company uniquely combines a market-leading BSS, OSS and network control product portfolio with value-driven professional services and managed services operations. With revenue of $3.2 billion in fiscal 2012, Amdocs and its 20,000 employees serve customers in more than 60 countries. Amdocs: Embrace Challenge, Experience Success. For more information, visit Amdocs at For the most up-to-date contact information for all Amdocs offices worldwide, please visit our website at Copyright 2013 Amdocs. All Rights Reserved. Reproduction or distribution other than for intended purposes is prohibited, without the prior written consent of Amdocs. Amdocs owns or has rights to use trademarks or trade names in conjunction with the sale of our products and services, including, without limitation, each of the following: Amdocs, Bridgewater Systems, ChangingWorlds, Clarify, Cramer, CES, Collabrent, DST Innovis, Ensemble, Enabler, Intelecable, Intentional Customer Experience, JacobsRimell, jnetx, MX Telecom, OpenMarket, Qpass, SigValue, Streamezzo, Stibo Graphic Software, Xacct, Aging in Place, Embrace Challenge, Experience Success, and Quality Consumption.