2014 it in housing exhibition - netcall's richard farrell on emerging channel for tenants
TRANSCRIPT
Transforming Customer Engagement
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© Netcall 2014
Transforming Customer Engagement–
How emerging channels are changing the way
your tenants are engaging with you
Richard Farrell18th November 2014
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Today’s Agenda
• Emerging Channels
• Customer Perception
• Transforming Engagement
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Research Base Of 1,300 Conducted In September 2014
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Email50%
Phone29%
Face-to-face8%
Use online web form on website
4%
Letter3%
Web chat3%
None of the above1%
Social media1%
Other - please specify1%
What is your preferred method of contacting an organisation?
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Voice
• Slow volume decline over many years
• But call duration appears to be increasing
• Just as many agents handling fewer, longer calls.
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• Preferred method for half of UK population
• But less than a fifth of inbound contact centre interactions
• Service Level expectations increasing
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37%
33%
27%
24%
22%
6%
1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Nothing would makeme choose web chatover other methods
It is easy when youare already on a
website
You thought youmight get a fasterresponse this way
You tried calling andthe queue was too
long
You could not findany contact numberto telephone them
Web chat is lesspersonal and you
prefer thisengagement
Other pleasespecify
What would make you choose web chat over other methods?
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Web Chat
• Some resistance
22%
19%
31%
36%
45%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
16-24 25-34 35-44 45-54 55+
Nothing would make me choose web chat over other methods
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Web Chat
• Perceived as easy to use by consumers
50%48%
36%
30% 29%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
16-24 25-34 35-44 45-54 55+
It is easy when you are already on a website
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Web Chat Trends
• Fast growth from low base
• Perceived as easy to use
• Increasing acceptance from consumers
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15%
218%
339%
433%
55%
How often is your query resolved on first contact? (Scale between 1 and 5 where 1= Never, 5 = Always)
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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Phone Email Letter Face-to-face Use online webform on website
Web chat I would attemptusing the samemethod again
Social media Other pleasespecify
If you cannot get resolution with your preferred method, what are the next methods you might use to escalate your query and gain resolution?
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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Talking to a person isthe only way to get my
problem resolved
It is the quickest way toget my problem
resolved
I have a tracking log ofwritten engagement thatI don^t have when I talk
to a person
I prefer to write to aperson or company
rather than have to talkto a person
Online I have access toother Q&A type
resources which oftenanswer my question
Other - please specify
Why would you choose these methods to escalate your enquiry?
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50%
43%
39%
20%
11%
8%6%
2%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Keep contactingthe company
through the samemeans until you
receive a responsethat satisfies you
Immediatelyescalate your
enquiry or issue tosomeone moresenior (e.g. a
manager)
Switch to adifferent method of
making contact(e.g. web chat,social or write aletter) to seek
resolution
Tell friends andfamily
Typically you don'tmake contact
again and takeyour business
elsewhere
Post on socialmedia
I always receive asatisfactory
response when Ifirst make contact
Other pleasespecify
What have you ever done when you don’t receive a satisfactory response when you first make contact?
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First Contact Resolution
• Only 5% state they always get first contact resolution
• Voice is chosen as preferred escalation
• 43% Immediately escalate to someone more senior
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44%
15%
9% 9%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Each time I speak to the company, they don'treally know who I am
The company knows who I am, and theconversation starts where I last left off, butonly if I use the same method of contact
The company knows who I am, and theconversation starts where I last left off,
irrespective of my method of making contact
I have never used more than one method tomake contact
When you have used more than one method to make contact on a single topic or issue, which of the following best signifies your experience?
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58% 57%
32%
22%20%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Having to repeat information Kept waiting Lack of agent knowledge tobe able to really help you
They appear to haveincorrect or inconsistentinformation across their
systems
Increased talk or hold timewhile agent deals with
multiple systems
What are the top problems you commonly encounter when in dialogue/conversation with an advisor?
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Why A Focus On Improving FCR Is Important
Higher overall
interaction
volumes
Repeated Contact
with Organisation
Greater
customer
effort
Higher
volume of
agents
required
Poor
customer
experience
Higher than
necessary
operational
costs
Reduced
customer
satisfaction
Costs
between 5%
and 15%
Costs 4 to 10
times more to
recruit new
customers
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Technolo
gy
Join
ed u
p s
yste
ms
Agent empowerment
Primary Factors
Affecting FCR
Need for a single
view of tenant
information
Inefficiency caused
by internal system
complexity
Rigid regimes where
agents have no discretion
Skilled agents have discretion
to deliver a quality experience
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Analyse enquiry types
Use self-service automation: IVR / Speech / Web Form
‘Push’ information using email and SMS
Use surveys to capture feedback
Continuous Improvement – Step 1
Identify reasons for
repeat calls
Integrate key systems
Agent empowerment
Call avoidance
Te
chnolo
gy
Join
ed u
p s
yste
ms
Agent empowerment
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Assess differences between peak and average times
Route tenants to agents with relevant skills
Schedule appropriately trained agents to meet demand
Implement an agent focused quality monitoring system
Highlight areas of repeat data entry or system delay
Identify reasons for
repeat calls
Integrate key systems
Agent empowerment
Call avoidance
Continuous Improvement – Step 2
Te
chnolo
gy
Join
ed u
p s
yste
ms
Agent empowerment
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Audit processes between contact centre and back-office
Integrate internal systems to speed-up information access
Improve visibility of internal staff able to help resolve queries
Encourage all departments to be available to support FCR
Identify reasons for
repeat calls
Integrate key systems
Agent empowerment
Call avoidance
Continuous Improvement – Step 3
Te
chnolo
gy
Join
ed u
p s
yste
ms
Agent empowerment
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Improve agent skills and knowledge
Ensure targets motivate ‘once and done’ approach
Train agents to pre-empt probable follow-up interactions
Enable quick wins by setting discretionary boundaries
Harness knowledge base technology
Identify reasons for
repeat calls
Integrate key systems
Agent empowerment
Call avoidance
Continuous Improvement – Step 4
Te
chnolo
gy
Join
ed u
p s
yste
ms
Agent empowerment
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Cairn Housing
Challenge
• Disparate Infrastructure – multiple locations and systems
• Make operational savings
• Create one single tenant record accessed from any device in any location
• Deal with all tenant queries and resolve at first contact
• Seen as leaders in service delivery in the housing market
Solution
• Multichannel approach – Voice, Email, Social Media and Web chat
• Unified Agent Desktop
• Queue Management – automated call backs
• Mobile – information deployed in the field
• Automated Surveys & Reminders
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Conclusion
• Voice predominates but text based channels showing fast
growth
• Email is here now and there’s a gap between consumer
preference and interactions
• Improve FCR to deliver improved experience and
enhance productivity
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Any Questions?
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Contact Netcall
Richard Farrell
0330 333 6100
www.netcall.com