The Autonomous Customer: Trends shaping the future of customer service

BT Contact. Relationships that grow

The Autonomous Customer

Dr Nicola J. MillardCustomer Experience FuturologistBT Global [email protected]@DocNicola

BT Contact. Relationships that grow 2

The Death of Loyalty.

5%Felt they had got good

value for money when

they had a difficult

experience

Copyright- BT Global Services, 2013


“Net Easy” Does It.

Making it Easy is the missing link between operational quality and loyalty:

Operational performance

Customer experience

Advocacy

Incremental valueChurn

reduction

NPSNPS

Net Easy Net Easy

OCR & RFT

OCR & RFT

Why measure Easy?

� True voice of the customer

� Drives advocacy, VFM & loyalty

� Highly actionable feedback

� Applicable in all channels

� Engages and resonates with staff

� Low effort also = lower cost

Customers finding it easy are 40% less likely to churn


Some Channels Are Easier Than Others.

Thanks to: Joanna Howard


Speed of Change is Accelerating.

Copyright BT Global Services, 2013

say they constantly change the way they deal with organisations

say organisations make it easy to switch between different channels1:2 17%only


Phone service a primary problem solving channel.

Customer demand is becoming more complex…

54%Phoned call centre

last month (56% 2010)

2:3Try to find a head

office number to

bypass the call centre

3:4Ask to speak to a

senior manager

49%Calls are more

complex

59%Prefer phone to web

FAQs (58% 2010)

3:4I ask for the Advisors

name to report them

But contact centres are changing to deal with

increasingly complex problems.



I am happy to be transferred to

another person who is trained to

answer more complicated

questions

86%

Advisors have put me on hold

because they don't know what

to say and need to check

85%

Advisors in call centres have

struggled to answer my

queries

79%

Advisors in call centres

haven't had the most up to

date information

72%Often I have known more about the

product or problem than the advisor

in the organisations call centre

70%Advisors in call centres haven't

known what's on their own

organisations website

64%

I have found it better to get

advice about products from

other consumers than phone

the supplier

58%

Traditional Contact Centres are Struggling to Cope.

I have better conversations

with call centre advisors if

they have the same interests

as me

67%

Advisors in call centres have

tried to hurry my call

55%


Webchat – A Candidate for Growth.

88%Of advisors rated

Webchat as good or

very good

26%Of customers use

webchat as a

preferred contact

channel currently

82%Of customers rated Webchat as good or

very good

15%Increase in

productivity compared

to phone

9 in 10 consumers

want support while online

68%Would like to have

webchat offered whilst

online

89%Want my queries

answered by a person

whilst shopping online



Video Culture Grows.

Video conferencing is 100% up on 2010

as video culture grows

Which of the following would you use video content for?

To see a product

being used46% 57%

To get instructions 43% 52%

To get more

information38% 45%

To view adverts 33% 32%

To see other

consumers reviews24% 30%

To resolve a problem 28% 25%

YouTube instead of

Google to search

new products

17% 24%

Use Pinit weekly 9% 20%



Mind the Smartphone Generation Gap!

16-34 year olds

driving smartphone commerce



Connecting The Networked Expert

Consumers often or sometimes struggle with employees…

58%Have got better help

from other consumers

than employees

70%Often I know more

about the problem

than the employee

85%Put me on hold as they

don’t know what to say

79%Employees have

struggled to answer

my queries

2:3Employees haven’t

known what’s on their

website

2:3Have a better call if

advisor has same

interests as me

71% If I don’t get the answer,

I call another advisor

86% Happy to be transferred to someone trained to answer complicated questions

94% Want to e-mail same advisor as spoken to

Employees need help to deal with today’s consumer



Social Media Usage Increases.

Growth in social media to interact with organisations:

39% of smartphone users do it while on the move

39%used their smartphone

to comment on

Facebook or Twitter

about customer service

just received

23%trust content on

organisations websites

19%Find it easier to contact

organisations via

Social Media

only



Why Customers Use Social Media.

Copyright- BT Global Services, 2013

84% were about

failures in

traditional contact

channels


A Funny Thing Happened on the Way to the Forum…



Networking Experts: @BTCare & @BTBusiness.

Thanks to Dr Simon Thompson .


BT Contact. Relationships that grow

Interested? Drop me a line…

Dr Nicola J. MillardCustomer Experience FuturologistBT Global [email protected]: @DocNicolaBT Let’s Talk Blog:http://letstalk.globalservices.bt.com/en/author/nicolamillard/
