Customer Experience By Design The Game Changer

Transcription

1 Customer Experience By Design The Game Changer Manila Kuala Lumpur Singapore Jakarta 1

2 Key Challenges Over the last 10 years, customer s trust in big business has declined rapidly. Customer have become more willing to complain, more willing to switch suppliers after a poor experience and more likely to tell others about it. Cross-industry customer expectations are rising. Higher customer expectations that ripple from one industry create the challenge of meeting those expectations. Organizations have disengaged with customers by moving to lower-cost channels 80% of customer service interactions now no longer involve talking to an employee. The explosion of social media use 2

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5 More than 8.7 million (out of 10 million) Malaysians are accessing Facebook via mobile on daily basis, while it is more than 14 million (out of 15 million) on monthly basis. 5

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8 Your Customers are in Control 400m+ Facebook Users; 2b + photos on FB/month; 1b+ tweets on Twitter; 100m+ videos on You-tube; 200m blogs; 8

9 Customer Engagement Drives a Positive Customer Experience Customers draw positive or negative conclusions from each interaction with an organization. Without commitment to the intentionally design of an engagement program, the resultant experience gap will undermine satisfaction and loyalty. Creating customer experience cannot be avoided every interaction with a customer has the opportunity to make or break the customer experience CEM is our ability to attract and influence customers in order To hold their attention and induce them to participate in a Relationship at length 9

10 CE in Malaysian Banks Reasons for choosing a primary bank Reasons for discontinuing primary bank Customer experience 38% Customer experience 81% Choice of products/services 28% Choice of products/services 75% Trust 27% Rates/fees 75% Rates/fees 25% Branch proximity 71% Employer banks my salary in this bank 21% Lack Trust 52% Recommendation by family/friends 21% Employer banks my salary in this bank 51% Branch proximity 20% Recommendation by family/friends 48% Customer experience is the single most important factor in the choice of the primary bank for customers in Malaysia. It is again the customer experience (or lack thereof) that is the single most important factor driving the customers away from their bank

11 Key Themes Customer Engagement Know your customer. Discover and understand customers latent needs through a variety of research mechanisms. Set customer expectations and match solutions to them. Design with the intention of satisfying customers. Design for the experience it requires the entire experience ecosystem including business processes, back-end systems and delivery channels, all seamlessly aligned. Deliver the experience beyond IT skills & technology. Measure the reaction and learn from it e.g. FCR, NPS, CES 11

12 Malaysian Customer Interaction Choices Most preferred way to contact service provider Choice Preference= Choice Preference= 6 Call the Contact Center 70% 5% 20% 5% SMS the Contact Center 15% 30% 15% 30% 10% to Contact Center 40% 40% 20% Enquiry via Facebook 5% 5% 10% 80% Enquiry via Twitter 100% Enquiry via Company's Website 15% 20% 20% 40% 5% Rating Scale Anchors: 1=First Preference, 6=Last Preference Comments: 70% of customers preferred to Call their service providers. 15% chose SMS and other 15% chose enquiry via company s website as the first choice to reach the service provider.

13 Three Waves of Contact Center Innovation Consistent experience across all channels Wave 3: Omnichannel Multiple channels but little cross-channel consistency Wave 2: Multichannel Today SMS Web Mobile Wave 1: Voice Channel Online Customer Care Center Branch Chat Social Media Customer Contact Center Kiosk Voice Brick and Mortar Borderless Customer Care

14 Top Contact Centre Trends In Malaysia Voice Remains King: The latest Contact Center Satisfaction Index (CCSI) 2013 revealed that roughly two thirds of respondents reach their desired service function via the phone. However it also found that customer preference for using the phone is a much lower 54 percent. The CCSI predicts that as non-call methods such as , chat, and self-service channels improve, the number of customers using voice channels will decrease, which will impact the kinds of technology and human capital skill sets required to run a successful contact center in the future. Moving to the Cloud: Cloud-based infrastructure is the fastest growing area for the call center industry, predicted to almost double between 2013 and Approximately 18% of contact centre seats will be delivered by cloud-based infrastructure by 2015 whilst 50% of global 1000 companies will have stored customer-sensitive data in the cloud by Consequently, Malaysian centres need to become cloud proficient in order to keep up with the competition. Enhancing Self-Service Channels: A recent survey by Zendesk stated that 72% of customers were going online to serve themselves, however only 52% were finding the information they needed. This is a huge shortfall that needs correcting. Big Data Matters: IDC predicts that the market for Big Data will reach $161 billion in 2014, growing 6 times faster than the overall IT market. Contact centres hold a wealth of data and as the world's biggest companies increasing leverage their data, the business case for contact centres to follow suit will become increasingly enticing. ContactCentreAsia.com 14

15 Top Contact Centre Trends In Malaysia Intelligent Virtual Agents: The number of organisations adding this capability is growing by 20% each year, especially in travel, consumer goods, telecommunications and banking. Gartner predicts that by 2015, 50% of online customer self-service search activities will be via a virtual assistant. Video Support: The creative use of video in customer support is a trend that more businesses will utilise in order to introduce a human element into the conversation and improve customer service Gamification: Gartner predicted that over 70% of Global 2000 corporations will have at least one gamified application by As the rest of the world adopts this trend and its business impact is demonstrated, it's only a matter of time before we start to see Malaysian contact centres introducing this technology as well. Seamless Omni-Channel Services: Gartner predicts that by 2015, 80% of multi-channel implementations will fail because retailers will retain channel-centric strategies. To avoid this, retailers need to focus on letting the customer experience revolve around the company as a whole rather than the channel. Social Media Implementation: Customer interaction through social media is a vital method of deepening customer relations and encouraging meaningful dialogue. Research suggests that 70% of businesses are planning use social media to enhance the customer experience, meaning that leveraging social media in an engaging and reliable fashion will become increasingly important in order to remain competitive. Prioritising the Customer Experience: With increasingly fierce competition across Asia-Pacific, customer retention is key. Malaysia's contact centres need to differentiate themselves from the competition by providing remarkable customer experiences through the effective use of social media and mobile, in addition to tradition channels. In 2020 customer experience will overtake price and product as the key brand differentiator. ContactCentreAsia.com 15