The Autonomous Customer 2015: On-hold for Intelligent Customer Service - Global 1
Contents Autonomous Customer 2015 Global - Introducing the Autonomous Customer & Methodology 3 - Summary Global and Country 6 Global Essential Autonomous Customer 7 - Making it easy is the top priority - Fragvergence extends - Omni-channel spiralling - Video culture continues to grow - Supported self-service is a necessity - Social media service used by 1 in 4 consumers - Security concerns over the phone - On-hold for Intelligent Customer Service 2
The Autonomous Customer BT and Avaya, 2011-15 The Autonomous Customer research has tracked consumer s 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 2012 In 2011, the Autonomous Customer research coined the term omni-channel. The Autonomous Customer has been: Presented at least 100 times at 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, China,, 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, 2015. Except where stated, all data Global. 3
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 Source: BT/Avaya, 2015. Except where stated, all data Global. 4
Methodology Gender Global 5,500 consumers across 10 global markets Female Male China (trend data 2012) India (trend data 2012) Indonesia 48% 52% Age Global 55-64 12% 45-54 17% 65+ 14% 16-24 16% 25-34 21% 35-44 19% Singapore (trend data 2012) Spain UAE UK (trend data 2011, 2013) USA (trend data 2011, 2013) Note: Nationality representative online survey*, January 2015 5
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 On-hold for Intelligent Customer Service Autonomous Customers want organisations to improve service delivery going forward Source: BT/Avaya, 2015. Except where stated, data is the 10 country total. 6
Essential Slides Autonomous Customer 2015 Global 7 key messages from the 2015 research are included in these summary slides These results support the BT and Avaya Contact Portfolio for 2015 To be used in conjunction with the Sales Guide Any questions ask Avaya rosswhite@avaya.com 7
Making it easy is the top priority Busy Autonomous customers put a lot of effort into dealing with organisations and prefer easy interactions 62% Find dealing with customer service issues exhausting 55% Put a lot of effort into safeguarding their consumer rights 3 in 4 Constantly research products to buy online Just 13% Regularly experience first contact resolution from customer service Building customer engagement 30% 85% 71% 88% Increase in consumers saying convenience is more important than price (UK & US) It should be easier to contact orgs. by phone, web chat and email 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 Buy more from organisations that make it easier 90% China 84% India 83% UAE 82% USA 81% Singapore 79% Indonesia 73% UK 72% 68% 50% Spain Source: BT/Avaya, 2015. Except where stated, data is the 10 country total. 8
Fragvergence extends More devices used in more ways - new options for customer engagement % using this technology in the last six months Home PC/Laptop 79% Home broadband 73% Home landline 73% Android smartphone 59% Wi-Fi in shops 50% Fibre broadband 33% Android tablet 33% iphone 27% ipad 27% Smart TV 27% 4G 21% Phone voice recog n 16% Other smartphone 13% Other tablet 11% Blackberry 11% Use 2 to 3 times a week or more Tumblr 8% WhatsApp 52% Location based apps 29% Pinterest 11% Computer games 44% Snapchat 10% Twitter 29% SMS 68% Mobile banking 39% Apps on smartphone 65% Apps on tablet 44% Vine 7% Google + 31% Facebook 68% LinkedIn 17% Websites on smartphone 64% Websites on tablet 46% Personal email 91% Instagram 20% Skype/Facetime/Hangout 26% Webchat/MSN/GoogleTalk etc 42% Source: BT/Avaya, 2015. Except where stated, all data global. 9
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 India Singapore Indonesia China Spain UAE USA 2015 USA 2013 USA 2011 UK 2015 UK 2013 UK 2011 60% 64% 59% 61% 58% 55% 67% 66% 69% 68% 81% Organisations should always offer different channels to meet my needs 3 in 4 Any agent should be instantly familiar with my contact history Less than 1 in 3 Agree orgs. make it easy to switch between different channels Would like organisations to offer the following E-mail same call centre agent 90% Voice biometrics for ID&V 73% Apps with web chat, messaging 71% Visual IVR options on smartphone 67% Social media service to phone call Switch from web chat to phone 62% Share my screen with an agent 62% Skype calls to call centres 56% Sales and service through Facebook 53% Switch from web chat to video chat 50% Secure tech. for payments by phone 49% Source: BT/Avaya, 2015. Except where stated, data is the 10 country total. Global data in notes. 10
Source: BT/Avaya, 2015. Except where stated, data is the 10 country total. Supported self-service is a necessity Consumers like self-service, but when it goes wrong they want live help there and then 80% 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 Want to start conversation in social media, then transfer to phone 71% Like Apps that allow you to communicate with service staff while online (eg web chat, video, phone or messaging) 54% UK 2013 62% UK 2015 Phone 29% E-mail 23% Web-chat 15% Social media 10% Video-chat 9% There should be a phone number on every website page 83% Indonesia 81% India 80% Spain 78% China 77% 76% USA 76% 75% UK 75% UAE 71% Singapore 11
Source: BT/Avaya, 2015. Except where stated, data is 10 country total. 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 71% Check their appearance before a video call 59% Would like video on phone calls to see the agent you were speaking to and discuss complex issues 1 in 4 Would like video-chat with organisations to discuss queries and services UK 2015 50% UK 2013 36% USA 2015 50% USA 2013 32% Brush hair before making a video call 34% Use YouTube first to research new products (not search engine) Use Facetime/Skype 2 or 3 times a week or more Want to use video chat (Skype) to communicate with organisations Regularly watch videos for information about products 38% UK 2013 47% UK 2015 45% USA 2013 52% 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% 40% 12
Source: BT/Avaya, 2015. Except where stated, data is the 10 country total. Social media service used by 1 in 4 consumers Consumers want more customer service by social media; 1 in 6 have already used it to make a complaint 70% Expect response to social media comment in 15 mins 25% Have had customer service by social media (15% made complaint) 1 in 3 Agree for an urgent issue or emergency Twitter/ Facebook is the best way to get customer service 35% Would post a complaint on social media and ask friends to post too 2 in 3 Want responses to social media comments by same platform Have used smartphone to comment on social media about customer service just received China 70% India Indonesia UAE Singapore Spain USA UK 67% 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 Spain 57% USA 53% UK 48% 40% 13
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% 21% 21% 55% It takes too long to identify me when I phone the call centre 73% Would like voice biometrics for ID&V 49% Want technology to secure card payments over the phone (the agent can not see/hear the account or card details) I worry about security over the phone China 2015 81% China 2012 52% India 2015 77% India 2012 67% Singapore 2015 77% Singapore 2012 50% UK 2015 72% UK 2011 51% USA 2015 69% USA 2011 46% Source: BT/Avaya, 2015. Except where stated, data is the 10 country total. 14
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, 2015. Except where stated, global data. Consumers tiring of DIY service 53% Self-service puts me in control (UK/US a decline from 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 15