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The Services Research Company
The Role of Contact Center in Omnichannel Strategy
An HfS Webcast, 25th August 2016
Host:
PhilFersht,CEO&ChiefAnalyst,[email protected]@pfersht#hfsresearchWeb:www.hfsresearch.com |Blog:www.horsesforsources.com
Overview:• 20years’businessexperienceintheglobalITandbusinessprocess
outsourcingandsharedservicesindustry• Coinedthe“As-a-ServiceEconomy”in2014• Industryanalyst,author,speaker,strategistandblogger• Advisedandcogitatedon100’sofglobalITservices,BPOandshared
servicesengagements• Meddleswiththelargestglobalnetworkofenterpriseservicesand
operationsprofessionals
CareerExperience:• PracticeLead,ITServices&BPOResearch,Gartner,Inc• GlobalBPOMarketplaceLeader,DeloitteConsulting• ConsultingPracticeLead,IDCAsia/Pacific• ITMarketsPracticeLead,IDCEurope
Education:• BSwithHonorsinEuropeanBusiness&Technology,CoventryUniversity,
UnitedKingdom• DiplômeUniversitairedeTechnologieinBusiness&Technologyfromthe
UniversityofGrenoble,France
Phil Fersht, Founder, CEO and Analyst, HfS Research
©2016HfSResearch Proprietary│Page3
Our Webcast Panelists Today…
PeterRyanVPCustomerandMarketSolutionsConduitGlobal
AmitShankardassExecutiveVicePresident,MarketingTeleperformance
Mandeep SinghKwatraCXConsulting&GlobalSolutions &CapabilitiesLeaderHGS
MelissaO’BrienResearchDirector,HfSResearch
Unbridled Opinion… Simply Calling It How It Is
www.horsesforsources.com
©2016HfSResearchLtd. Proprietary│Page5
…With a More Serious Side Too! www.hfsresearch.com
©2016HfSResearch Proprietary│Page6
The HfS Service Buyers Summits…next up New York
www.hfsevents.com/new-york-2016
The As-a-Service EconomyAnd The “Intelligent OneOffice”
©2016HfSResearch Proprietary│Page8
Senior Management Driving Customer First ThinkingPleaseindicatewhetheryouagreeordisagreewiththefollowingstatementsaboutYOURIntelligentOperationsmind-settoday
Source: “Intelligent Operations" Study, HfS Research 2016Sample: Buyers = 371
31%
34%
38%
42%
47%
48%
53%
55%
53%
50%
46%
45%
16%
11%
9%
9%
7%
7%
Sourcingofexternalas-a-ServicemodelswillbedeliveredbytheexistinglandscapeoftraditionalIT
Serviceproviders
Sourcingofexternalas-a-Servicemodelswilllargelybedeliveredbyaconstellationofnewbreedproviders
Sourcingofexternalas-a-Servicemodelswillbedrivenbyanoperations-first,or“processfirst”strategy
MovingtoIntelligentOperationswillallowourprocessinteractioncoststodecreasedramatically
MovingtoIntelligentOperationswillallowustobettersegmentandorganizeworkandworkprocesses
Sourcingofexternalas-a-Servicemodelswillbedrivenbya“customerfirst”strategy
Agree Neutral Disagree
©2016HfSResearch Proprietary│Page9
The “Intelligent OneOffice” will emerge from Digital + Automation
TheDigitally-DrivenFront
OfficeMobile,Social/Interactive,Real-timeactionabledata,
DesignThinking
DigitalUnderbellyIntelligentAutomationofmanualprocessesDigitizationofdocumentsIoT
IntelligentDigital SupportFunctionFrontoffice-alignedIT,Finance,HR,Procurement,SupplyChain
IntelligentDigitalProcessesPredictive&OperationalAnalytics,Cognitive.
TheCustomer-firstDigitalOrganization
TheEnablingIntelligentOneOffice
The Nervous System, incepting & Processing
all Inputs
The Neural System
The Circular System
©2016HfSResearch Proprietary│Page10
The Service Providers will bifurcate into two groupings
BackOfficeOutsourcersEfficiency,Automation,LaborArbitrageandScalability
OneOfficeEnablersDataOrchestrationandHumanCollaboration
Our Webcast Panelists Today…
PeterRyanVPCustomerandMarketSolutionsConduitGlobal
AmitShankardassExecutiveVicePresident,MarketingTeleperformance
Mandeep SinghKwatraCXConsulting&GlobalSolutions &CapabilitiesLeaderHGS
MelissaO’BrienResearchDirector,HfSResearch
What role does the contact center play in an omnichannel strategy?
©2016HfSResearch Proprietary│Page13
Customer Facing Functions are the Most Ambitious Targets for Intelligent OperationsWhichofyourbusinessfunctionsarethemostmatureintermsofintelligentoperationsnow?Wherewouldyoulikethemtobein3years?(Scale1-5,just4&5)
Source: “Intelligent Operations" Study, HfS Research 2016Sample: Buyers = 371
19%
19%
19%
23%
25%
25%
25%
26%
41%
44%
45%
50%
50%
54%
53%
50%
FinanceandAccounting
HumanResources
Procurement
SupplyChainandLogistics
ITapplicationmaintenance&development
ITandNetworkinfrastructuresupport
CustomerService
Sales/Marketing/CRM
Targetfor3years MaturityNow
©2016HfSResearch Proprietary│Page14
The Omnichannel Shift is Underway
Multi/Cross-Channel
• Multiplechannelsavailableforcustomerinteraction
• Channelpairingwithcontextpreservedbetweenchannels
• Interactionscanpivotbetweenchannels
• Greatercustomerconvenienceandpersonalization
Omnichannel
• Abilitytosupportallpotentialchannelsforcustomerinteractionandagilitytoaddchannelsasneeded
• Customercanusevariouschannelssimultaneouslywithcontextintact
• Developsintelligenceaboutcustomerpreferencesandusespreferredcontactmethods
• Greatercustomerconvenienceandpersonalization,includingproactiveengagement
• Understandscustomer’sintent
©2016HfSResearch Proprietary│Page15
What is Digitally- Enabled Contact Center?
Digitallyenabledcontactcenterisnotjustaboutsupportingthedigitalchannelsthemselves,it’sthedesignandstrategyabouthowdigitalimpactsthewayenterpriseshandlecustomerserviceina“customerfirst”organization.
Trademarksofadigitallyenabledcontactcenter:• Useofdigitalchannels• Useofautomation• Designofhowdigitalchannelsfitintocustomerjourney• Talentthatcanhandlecommunicationondigitalchannelsaswellastakecontextual
datafrommultiplesources• Analyticsforchannelmix/usageandselfservice• Ultimately,adigitallyenabledcontactcenterisonethatsupportsIntelligentOneOffice
©2016HfSResearch Proprietary│Page16
Contact Center Operations Needs to Mature in Order to Fully Support Omnichannel Strategies
IDEAL NONEXISTENT INITIAL EXPANSIVE EXTENSIVE ALLPERVASIVE
WriteOffLegacy 2016
DesignThinking 2016
Brokers ofCapability 2016
CollaborativeEngagement 2016
IntelligentAutomation 2016
Accessible&ActionableData 2016
HolisticSecurity 2016
Plug andPlayDigitalBusinessServices
2016
©2016HfSResearch Proprietary│Page17
86%
63%
50%
13%
13%
13%
88%
69%
88%
69%
50%
69%
84%
83%
74%
53%
47%
34%
88%
91%
86%
76%
67%
49%
BPOisaforceforinnovationandchangewithinbusiness
MyBPOroleisfundamentaltobusinessperformance
IamexcitedaboutthefutureofBPOasanindustry
BPOtodayisanexcitingcareerchoice
TherehasbeenabigrecentshiftintherecognitionofacareerinBPO
BPOhasadefinedcareertrackandacertainfuture
The Talent Challenge: Providing a Career Path for Contact Center BPO
Towhatextentdoyouagree/disagreewiththefollowing?(byyearsexperience)
<2Years 2to5Years 5to10Years >10Years
ExcitementaboutBPOasaforceforchange
Notfullytranslatingintosustainabilityasacareerfor
thosenewtoit
Source:TheBPOProfessionin2015,HfSResearch,April2015EnterpriseBuyers=121;Advisors/Consultants=158;ServiceProviderExecutives=229
©2016HfSResearch Proprietary│Page18
Top skills in 2020 shift to critical thinking, creativity and Emotional Intelligence…
What needs to happen to enable a successful omnichannel strategy?
What’s working and what’s not?
How are BPOs changing to enable omnichannel
strategies?
©2016HfSResearch Proprietary│Page21
Source: “Making that leap from effective to strategic BPO/BPM" Study, HfS Research 2016Sample: 343 Industry Stakeholders (Enterprise Buyers = 115, Advisors = 55, Service Providers = 173)
Changes to Importance of Service Provider Capabilities
25%
27%
28%
71%
86%
95%
89%
91%
89%
10%
30%
31%
71%
83%
90%
72%
90%
83%
14%
16%
17%
34%
39%
43%
44%
47%
48%
Deliverycenterlocations
On-siteaccountmanagers
Sourcing“fresher”talent
Continuousimprovementprograms
Consultingskillsforprocessredesign/reimagining
Datascientistsandanalyticsskills
Cognitivecomputingplatforms
Processautomationtools
Designthinkingcapability(e.g.,methodologies,…
Whichcapabilitiesforserviceproviderswillbemoreimportanttomuchlessimportantin2018?(Moreimportantormuchmoreimportant)
Buyers Advisors ServiceProviders
How does omnichannel change the metrics and relationship within BPO
engagements?
What’s next to move the omnichannel from a conversation into a
reality?
©2016HfSResearch Proprietary│Page24
Source: “Making that leap from effective to strategic BPO/BPM" Study, HfS Research 2016Sample: 343 Industry Stakeholders (Enterprise Buyers = 115, Advisors = 55, Service Providers = 173)
What would you change about the BPO industry if you had one wish?
4%
10%
14%
22%
5%
18%
10%
19%
13%
3%
13%
20%
10%
10%
20%
10%
3%
6%
8%
10%
11%
14%
24%
25%
Other(pleasespecify)
Nomorevisaissues
Eliminateratecards
LessPowerPoint
Badqualityteleconferencelines
Lesshypearoundautomation
Clients/servicebuyerstellingtheirstories
Morewomeninleadershiproles
Ifyoucouldchangeonethingaboutthisindustrywhatwoulditbe?Buyers Advisors ServiceProviders
Questions?
Appendix
©2016HfSResearch Proprietary│Page27