defining the human age - engage customer€¦ · the digital tipping point campaign showed that...
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© 2014 Verint Systems Inc. All Rights Reserved Worldwide.Confidential and proprietary information of Verint Systems Inc. © 2018 Verint Systems Inc. All Rights Reserved Worldwide.Confidential and proprietary information of Verint Systems Inc. © 2018 Verint Systems Inc. All Rights Reserved Worldwide.
Defining the Human Age
A reflection on Customer
Service and Work in 2030
Marije Gould
VP Marketing EMEA, Verint Systems
November 2018
Will Robots take over our Jobs?
14%
86%
OECD2
Job Losses as a result of Automation
"Safe Jobs"
47%
53%
Cambridge University1
Job Losses as a result of Automation
"Safe Jobs"
66m Jobs
32 Countries
1. Oxford University, Carl Frey and Michael Osborne, “The Future of Employment: How Susceptible are Jobs to Computerisation?”, 17 September 2013
2. Organisation for Economic Co-operation and Development. “Automation, Skills Use and Traning”, 14 March 2018
Overview
The Digital Tipping Point campaign
showed that maintaining a human
touch in today's digital world remains
key.
Defining the Human Age extends
these themes to outline the future of
customer service and work in 2030
and the steps businesses can take to
be prepared for this future.
Our Research
Research by Market Research Consultancy Opinium Research in:
Previous research in 2016 and 2015
France
Spain
South Africa
USA
Canada
Mexico
Brazil
India
Japan
Australia
Singapore
Hong Kong
UK
Netherlands
Belgium
Germany
Sweden
Denmark
36,000
Consumers
18
Countries
1
Futurologist
Is the Future of Customer
Service all about Loyalty?
Only half of customers worldwide have been with their service providers for more than
three years
Loyalty on the Decline
More than three
years 2019…
Loyalty on the Decline
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
More than three years 2015
More than three years 2016
More than three years 2018
Less than a year 2015
Less than a year 2016
Less than a year 2018
All
Sectors
Insurance Mobile
Phone
Home
Telephone,
Broadband,
Cable
Bank Credit
card
Utilities Bricks and
Mortar
Retailer
Online
Retailer
Travel
The Generation Game
Younger Generations Continue to be More Likely to
Switch Providers
0%
10%
20%
30%
40%
50%
60%
70%
80%
18-25 25-34 35-44 45-54 55-64 65+
Customer Retention by Generation
2015 2016 2018
What is
Driving
Changing
Customer
Behaviour?
Customer Experience
Customer Experience remains a key
driver when selecting a provider,
particularly with the older
generations.
65% believes customer service
online and via mobile devices
should be faster, more intuitive and
better able to serve needs.
68% believes organisations need to
make it easier to resolve a query
without having to call someone or
go in-store.0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-24 25-34 35-44 45-54 55-64
“Please state the level of importance that you place on your Customer Experience
when choosing your provider”
Major factor Only deciding factor
11
The Ethical Consumer
We are seeing the emergence of
the ethical consumer – particularly
within the 18-25 age bracket.
They are less loyal, shop around,
are the most likely to use mobile
apps for transactions and to place a
premium on a company’s ethics.
0%
10%
20%
30%
40%
50%
60%
70%
80%
18-24 25-34 35-44 45-54 55-64 65+
Please state the level of importance that you place on a company’s ethics when
choosing your provider
This is a major factor in my purchasing decision
This is the only deciding factor in my purchasing decision
71%agree they are worried about this
13
Universal concern about the amount of personal data
firms have - everywhere
The Sceptical Consumer
Trust is a major consideration for
consumers when they select a
service provider.
58%
12%
31%
"I would never engage with a brand that has experienced a data hack"
Agree Disagree Abstain
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-24 25-34 35-44 45-54 55-64 65+
Please state the level of importance that you place on trust when choosing your
provider
This is a major factor in my purchasing decision
This is the only deciding factor in my purchasing decision
The Sceptical Consumer
68%
83%
71%
51%
39%
"I like it when serviceis personalised to me
and my interests"
"I want to know howsecure my personal
information is"
"I worry about theamount of my
personal information /data that
organisations have"
"I trust organisationsto use my data
ethically"
"Organisations doenough to protect my
data"
A Futurologist Introduction from
Professor James Woudhuysen
Organisations will increasingly have to
offer clear guarantees about privacy,
cyber-security and ethics; and
reappraise how customer loyalty and IT
dynamics work hand in hand.
Given this context, is the future of
customer service really about loyalty?
What About
the Human
Touch?
When do Consumers Want the Human Touch?
19
Need the Human Touch to Complain
People still resort to the phone when making an urgent enquiry (44%), or to complain (27%)
2018 2016
Professor James Woudhuysen Continues…
In 2030 consumers will not be able to
distinguish between machine and human
dialogue in online interactions and machine
voices will have more engaging personalities.
As a result, the majority of customers will place
higher value on services delivered by real
people.
Evolution of work and service
Technology is changing the workplace
•Automation: Tasks and processes are
increasingly being automated by technology; AI,
algorithms and other automation technology (e.g.
robots) help people do their job more effectively
•Robot concerns: Concern that robots or artificial
intelligence will take over jobs in the next 10 years
•The workplace: As technology improves, the
workplaces will be more flexible to suit employee
preferences
Bots and Millennials are Changing the Workplace
58%
34%
70%
49%
43%
62%67%
62%
44%
69%
58%
52%
65% 66%
Automated or computerised processes are
used in my workplace – e.g.
data entry, finance / HR procedures
Robots are used inmy workplace toreplace and/or
augment manuallabour
Tasks andprocesses are
increasingly beingautomated by
technology
Artificialintelligence,
algorithms andother automationtechnology (eg
robots) help me domy job moreeffectively
I worry that robotsor artificial
intelligence willtake over my job inthe next 10 years
Technology ismaking it easier forme to work more
flexibly (forexample, working
from home or moreflexible hours)
As technologyimproves, I expectworkplaces to be
more flexible to suitemployee
preferences
Agree - global average Agree - 18-25
23
What Does the Customer Want?
Woudhuysen’s View:
Yes, sophisticated software will supplement the
intelligence of customers and customer service
representatives alike, making interactions faster and
richer. Yes, IT will automate some customer service tasks
– though overall employment in customer service will
probably grow.
But the most sophisticated algorithms won’t be able
to make aesthetic, personal or ethical judgments on
a par with human beings.
Thoughts and Takeaways
With the evolution of technologies
like AI, automation and biometrics,
many might suppose that the age of
customer service in 2030 would be
dominated by robots.
But this research reveals that, while
technology will continue to play a
vital role, it is the human touch and
how companies manage that
technology that will define the
customer experience and the
workplace of the future.
6 Key Business Recommendations
1. Only Humans can provide the human touch. The human element will still be vital to the customer experience; forming
an emotional bond, or to surprise and delight the customer
2. Co-bot not robot. Humans and bots must co-exist in the workplace to create a seamless, end-to-end and unified
experience. Technology exists to augment, but not replace humans’ work.
3. Full disclosure. Digital and Automated service will play a vital role for customers, adding convenience and speed to
simple tasks. Don’t let technology pretend to be something it isn’t.
4. Personalization that’s not creepy. Businesses must be transparent and responsible in the way they collect and use
customer data.
5. Trust is hard to earn, and easy to lose. Organizations will constantly be under the microscope. They must be ethical in
every element of their business.
6. Engage the Workforce. When implementing robotics, AI and machine learning, engage the workforce and highlight the
ongoing importance of human interaction, intelligence and emotion
Human contact and emotional intelligence must remain a crucial part of the workplace and in
customer service
28
29
Technology
exists to
augment,
but not
replace
humans’
work
© 2018 Verint Systems Inc. All Rights Reserved Worldwide.
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VP Marketing EMEA
Marije Gould
@marijegould
linkedin.com/in/marijegould/