The Real Omnichannel Journeys

Transcription

1 The Real Omnichannel Journeys 2015 Customer Engagement Index results Nick Mitchell Managing Director of EMEA 30 September 2015 Customer Contact Expo /7 CUSTOMER, INC.

2 Today s start, stop customer experience /7 CUSTOMER, INC. 2

3 When services actually work seamlessly across all these screens that are available, you re going to be like, OMG, obviously. Matias Duarte, VP of Design, Google /7 CUSTOMER, INC. 3

4 Omnichannel is Connected Continuous Contextual /7 CUSTOMER, INC. 4

5 2015 Customer Engagement Index [24]7 sponsored research conducted by ResearchNow Survey of 3,500 consumer respondents UK sample population of 1,200 Analysis of channel preferences, journeys, frustration and churn Breakdowns by age group Published study will be made available in October 2015 For a complimentary copy please me at [email protected] /7 CUSTOMER, INC. 5

6 We are digital and we are connected + 9 out of 10 customers /7 CUSTOMER, INC. 6

7 Customer service journeys begin on the website Second channel: 30% website 30% phone call 14% 13% mobile app 11% chat Third channel: 41% phone call 19% 15% website 14% chat 5% mobile app /7 CUSTOMER, INC. 7

8 mostly on PCs Second device: 31% personal computer 26% tablet 25% smart phone 15% landline phone Third device: 29% personal computer 28% smart phone 17% tablet 16% landline phone /7 CUSTOMER, INC. 8

9 There s a lot going on 96% using at least 3 channels 78% crossing channels 65% seeking agents 68% crossing devices /7 CUSTOMER, INC. 9

10 Customer breaking points 35% of people that ended a business relationship because of poor customer service cited IVR frustration. 26% cited wait times are too long 10% cited unskilled agents /7 CUSTOMER, INC. 10

11 Customer churn from poor customer service Hotels Technology Shipping and logistics Utility Healthcare provider Retailer Rental car agency Airline Internet service provider Cable / satellite provider Wireless / mobile phone carrier Investment and securities firm Healthcare insurance provider Auto, life, home insurance provider Credit Card Retail Bank Utility, Insurance Retail Bank Retailer Internet service provider Wireless / mobile phone carrier 0% 5% 10% 15% 20% 25% /7 CUSTOMER, INC. 11

12 How soon would customers leave to a competitor? Within a year, 4% Within a month, 16% Within a week, 33% Instantly, 18% Within the same day, 21% Within the same hour, 9% 81% will take their business to a competitor /7 CUSTOMER, INC. 12

13 The company anticipates my needs The self-service is optimal Being able to contact the company any way I want 86% What s a 2015 great 24/7 CUSTOMER, customer INC. service experience? 13

14 The company predicts what I'm trying to resolve Ability to use mobile chat on my smartphone When I am on a website and make a phone call I want the experience to be connected What customers want to experience today 68% /7 CUSTOMER, INC. 14

15 Data sharing for quicker and personalized customer service 70% of consumers are willing to share data for better service Of those most will share share location data My past purchases with other similar businesses, 6% A biometric (my voiceprint or fingerprint) for security and authentication purposes, I don't want to share any information but I realize that the customer service will not be as personalized or as quick as I like, 30% My location, 24% My calendar, 8% The type of smart phone and/or tablet I own and use, 15% Payment preferences (credit card information), Information from my 10% social network accounts 6% (Facebook, Twitter, /7 CUSTOMER, INC. Google Plus), 2% 15

16 Summary of key findings 1. Customers are channel shifting and device jumping frequently throughout a customer service journey 2. The phone channel remains the most frustrating channel for customer service 3. Poor customer service experiences and churn plague utility, credit card, retail banking industries 4. Majority of customers will take their business to a competitor with a week if price points are matched 5. Customers want to engage through the channels they want with more intelligent (predictive) interactions across self- and assisted-service 6. Mobile chat is how the younger generation wants to engage with businesses 7. Customers are more open to sharing data if they understand what benefits that come with it /7 CUSTOMER, INC. 16

17 Making omnichannel a reality Optimize the website first Virtual agent, proactive chat, website tagging Pair channels website+phone, virtual agent+chat, mobile app+mobile chat, smartphone+mobile web Fully integrate all channels Channel-less innovation Don t just stop at context, go the distance with prediction Consider using a cloud-based service /7 CUSTOMER, INC. 17

18 Thank you! For a complimentary copy of the 2015 Customer Engagement Index or Additional comments or questions [email protected] /7 CUSTOMER, INC. 18

19 /7 CUSTOMER, INC. 19

20 Single Interaction Platform for an Omnichannel World Cloud platform processing billions of digital interactions per year Software powered by data sciences evaluates 4.5 TB of interaction data per week 10+ years of operations experience Sequoia Capital-backed, Silicon Valley-based Deep focus on largest players in key verticals /7 CUSTOMER, INC. 20