Self Service- Of Cents and Sensibility

Self Service

Presented by Colin Taylor

Traditional Service vs Self Service

Gas Station Video

Factors Driving Self Service

Costs

Productivity

Available Technology

Self Service Timeline

1915

1917

Patent for Self Service Store

1949 1961 1972 1979 1995 1999 2006

First Self Service Gas Station

Bell Labs Introduced

DTMFFist ATM

Introduced

Online Shopping Invented

Airline Check-In

KioskWeb 2.0 Coined

Airline Mobile

Check-In

2010

1. 21%2. 39%3. 48%4. 57%5. 62%

What Percent of Self Service Engagements are Successful?

You Guessed It…39%

• Customers are now more eager to have interactions with these virtual agents and more satisfied with the outcomes says HBR.

• But a TSIA study found that Successful self service engagements have dropped from 48% in 2003 to 39% in 2011

1. IVR2.Web3.eBilling4.Self Check out

What is the #1 Self Service Tool?

Airline Check-In?

Self Serve Fuel?

Grocery/Retail Self Service?

Web Self Service?

Mobile?

1.$0.402.$0.503.$0.604.$0.705.$0.81

How Much Does eBilling Save Per Bill Versus Paper?

eBilling

InfoTrends Survey Results: Which of the Following Channels Would You Prefer to Receive Your Bills?

1. 22%2. 38%3. 51%4. 62%5. 70%

What Percent of GenY Would Prefer to Pay Their Bills Online?

26%

37%

37%

44%

33%

45%

36%

51%

I pay more bills with a debit card

I prioritize which bills get paid first differently

I sent fewer checks in the mail to pay my bills

I pay more bills online

Gen Y

Total

Source: Q1 2011 Western Union® Payments Money Mindset Index

Consumers Are Moving Toward Electronic Channels

1%

47%

6%

4%

36%

6%

Automated voicemail

Electronic bill delivered through email

Mobile phone text (SMS) message

Mobile phone application-browser

Paper statement in the mail

Download bill directly from a web site

Gen Y: Prefers to Receive Bills Through Email Versus Paper Statements

Source: Q1 2011 Western Union® Payments Money Mindset Index

1. All of Them2. Most of Them3. More of Them4. 88%

What Percent of People Hate IVR’s?

Press 1 If It’s IVR

Customer Perceptions

Self Service & The Call Centre

What To Do With: The 13% that opt out of the IVR? The 40% who are still on your website? The 2/3 that have already tried to find the answer? Silo distance between call centre and ‘owners’ of the web?

Self Service & The Call Centre

Most common Call Centre Self Service Tasks:1. Shopping carts (for products/services)2. Order confirmation3. Order tracking4. Appointment setting/rescheduling5. Bill pay and funds transfer

Self Service & The Call Centre

Key Predictors of Consumer Trial of Self Service Technologies

Innovation Characteristics

Compatibility Relative Advantage Complexity Observability Trial Ability Perceived Risk

Individual Differences

Inertia Technology Anxiety Need for Interaction Previous Experience Demographics

Consumer Readiness

Role Clarity Motivation

- Intrinsic- Extrinsic

Ability

Awareness

Commitment

Repeated Use

Investigation

Evaluation

Trial

Mediating Variables Adoption ProcessAntecedent Predictors

Aite Group Survey of 4,696 U.S. consumers, July 2010

Percentage of Consumers that Considered the Following Very Important Reasons for Changing Bill Pay Channels / Methods

Reasons for Bill Payment and Behaviour Changes

Step 1: Control the

Conversation

Step 2: Remove the

Enrollment Barrier

Step 3: Deliver TO the

Customer

Step 4: Assure Security

Step 5: Appropriate Payment

and Presentation

Step 6: Enable Mobile

Step 7: Offer CONVENIENT Paperless Solution

7 Steps to eBilling

eBilling Best Practices

Best Practice IVR

To Make Self Service Succeed

Self Service = Brand Erosion

Self Service reduces cost by eliminating direct contact with employees

Gas Retailers used to advertise to differentiate, in 2007 Gallup found <9% thought there was any difference between brands

But employees are brand ambassadors and essential for brand differentiation…See Ritz Hotels (“Ladies and gentlemen serving ladies and gentlemen”) and Jet Blue

If you eliminate personal service interactions you drive towards commoditization

Customer Service vs. Self Service

Customer Service-

Personal, Care,

Support

Self Service-

Fast, Simple,

Convenient

Costs More Costs Less

More Personal Less Personal

Multi Channel Contact Centre

Multi Channel Service Model

Customer Service- Personal, Care, Support

Self Service-

Fast, Simple,

Convenien

t

Costs More Costs Less

More Personal Less Personal

Multi-Channel Services

Communications is Key

The Future of Self Service

Balance Avoid the ‘Bleeding Edge’ Customize solutions Join the Dots

The Future

Questions

Thank YouColin Taylor

CEOThe Taylor Reach Group, Inc

ctaylor@thetayloreachgroup.com