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Shaping the next generation of customer experience North American insights & trends E-commerce One to One March 21, 2013 E-commerce One to One Carolyn Crews SVP, Global Marketing & Sales TELUS International | @TELUSint

Shaping the Next Generation of Customer Experience - Insights and Trends

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Learn about the latest trends in customer service innovation. CallPoint, now part of the global TELUS International family, serves the customer care needs of numerous U.S.-based Fortune 500 companies. Hear what works and what doesn’t, and where customer service is headed when it comes to online, social, and mobile customer care. Also learn strategies for connecting with the next wave of Generation Y consumers, predicted to have more spending power than any other generation.

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Page 1: Shaping the Next Generation of Customer Experience - Insights and Trends

Shaping the next generation of customer experience

North American insights & trends

E-commerce One to OneMarch 21, 2013

E-commerce One to One

Carolyn CrewsSVP, Global Marketing & Sales

TELUS International | @TELUSint

Page 2: Shaping the Next Generation of Customer Experience - Insights and Trends

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Our perspective

We serve the customer care needs of some of the world’s largest & most respected brands. CallPoint joined the TELUS International family in September 2012

Global arm of TELUS: $23 billion (17 billion EUR) telecommunications parent, 13 million customer connections

Established in 2005 providing contact center outsourcing solutions

Over 15,000 team members across North America, Central America, Asia & Europe

Care, technical support, sales, credit & collections

150 million+ customer interactions annually via voice, email, chat & social media

Global 100 Most Sustainable

Corporations

12 consecutive years – Dow Jones Sustainability

World Index

Awarded world’s top philanthropic

corporation

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Our perspective

We enable customer experience innovation

through spirited teamwork, agile thinking and a caring culture that puts customers

first.

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Big shifts are underway

Impressive U.S. data suggests big impact on customer experience

E-commerce is growing:

U.S. e-commerce sales totalled $225.5 billion (171.8 billion EUR) in 2012 – up almost 16% from 2011 (U.S. Commerce Department)

Everything is for sale:

What are people buying online? A look at Amazon.com sales (U.S.):

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Big shifts are underway

Generation Y is a game-changing force:

Generation Y will be nearly half (50%) of all U.S. workers by 2020

Consumers are mobile:

By 2015, more U.S. consumers will access the Internet through mobile devices than PCs (IDC)

Social media is expected:

Within 5 years, social media interactions at call centers will be equal to the number of voice interactions (DMG Consulting)

Brands realize the value of culture to attract & serve customers

Companies see the effect of behavior on performance – example: Zappos Culture Book – captures what culture means to employees

Page 6: Shaping the Next Generation of Customer Experience - Insights and Trends

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How we see it

What’s impacting customer experience today?

Generation Y – the next big customer service wave1

Chat & social media – companies need to be accessible

Culture holds the key – brands need to stand out from the crowd

2

3

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The next big customer wave

Generation Y matters to business:

Trend 1: Generation Y

1

Generation Y world population (ages 12-32) is just over 2.4 billion people

Generation Y will be nearly 50% of all US workers by 2020

Generation Y spending is almost $200 billion (153 billion EUR) / year

By 2017, Generation Y will have more spending power than any other generation

A lot of people heading towards their peak earning years, controlling &

influencing spending

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Adopting the Generation Y mindset

How do you communicate with a group that texts like this?

Trend 1: Generation Y

“Omg jk!! LOL u kno ily. Nyway watchu doen 2nite? I g2g 2 din wit da rents but bbl. U hangen out?”

And acts like that? Requiring fun & social in everything they do?

Translation: “Oh my gosh I’m just kidding! Laughing out loud. You know I love you. Anyway, what are you doing tonight? I have to go to dinner with my parents but I’ll be back later. Are you hanging out?”

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Serving Generation Y – best practices

1. Customize & personalize

2. Be accessible, be fast

4. Extend the experience

Gen Y

Trend 1: Generation Y

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Chat & social media – be accessible2 Contact channels keep growing especially with rise of social media & chat

But…virtually ALL interaction channels are growing (voice, email, chat, social) with customers creating more interactions than ever before

12% rise in web self-service, 24% rise in chat usage, 25% increase in community (social forum) usage in the past 3 years (Forrester)

Trend 2: Chat & social media

Serve customers where they are, when they want, in a consistent

manner

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Chat still offers a lot of opportunity

Chat market adoption is increasing but still not universal among big brands

Trend 2: Chat & social media

We see best results when: Chat training emphasizes soft skills Chat metrics foster the right agent behavior Chat is easy for the customer

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Social media is expected

Best practices for social care are emerging but strategies differ among high-tech leaders

Examples: HP’s use of social channels for customer-

to-customer support with little direct

intervention Best Buy’s extensive use of employees

empowered to provide proactive social care

via Twitter Google’s use of “how to” videos, taking

advantage of rich media capabilities to

provide customer support Apple’s use of company-owned branded

support communities

Trend 2: Chat & social media

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Brands need to stand out – but how?

Culture!

Great companies are enabled by great corporate cultures Attracts and keeps the best people Makes emotional connections Creates memorable moments Encourages quality customer service

3

Start from the inside – do you empower your people to work

socially – just like customers?

Trend 3: Culture!

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Culture = community

Build a community – not just a company

Bring emotion into the workplace

Measure happiness

Trend 3: Culture!

Our community wall in Central America

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Culture = people

Focus on attracting & retaining the right people to serve your customers: Generation Y serving Generation Y Gamers serving Gamers

Invest in your frontline where happy agents = happy customers

Trend 3: Culture!

Guatemala

Philippines

Romania

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Culture = purpose

Both consumers and employees (especially Generation Y) want companies to stand for something – have meaning

Trend 3: Culture!

Page 17: Shaping the Next Generation of Customer Experience - Insights and Trends

Merci! – Questions?

Parce que le e-commerce se joue des frontières

Nous servons 30 e-commercants en 30 langues

16,000 collaborateurs dans 12 pays

Pour servir les leaders du e-commerce mondial

Come see us!

Stand 25

Page 18: Shaping the Next Generation of Customer Experience - Insights and Trends

Merci!

Connect with us!

TELUS Internationalhttp://telusinternational.com

Carolyn Crews SVP, Marketing & SalesNew York, [email protected]

CallPoint http://callpoint-group.com

Grégoire Vigroux Director, Marketing & SalesBucharest, [email protected]