digital customer experience summit
DESCRIPTION
Uplift revenue and maximize costs by integrating online and offline channelsTRANSCRIPT
Uplift Revenue and Minimize Costs by Integrating Online and Offline Channels
Chris Lord@Chris_HGS
Senior Vice President, Global Growth Strategy and MarketingHGS – Hinduja Global Solutions
September 20142 www.teamhgs.com @team_HGSDigital Customer Experience
HGS Introduction
HGS is a global business process management company helping our customers
with B2B and B2C consumer transactions and interactions
Healthcare/ Insurance
55 million transactions annually
with claims payout of $11.5 billion
Serve 5 of the Top 10 healthcare
payers and many large US hospitals
Telecommunications
• Provide support across customer
lifecycle for wireless, land lines,
satellite, IPTV, internet, security
• 182 million calls, 2.92 million emails
and 4 million complaints and
investigations annually for a single
client
Consumer Products and Retail
• Support client inquires for over 3000
consumer-branded products in 8 European countries via telephone,
paper, chat, email and social media
• Supporting consumer electronics
manufactures and retailers - purchase
support to post warranty servicing
Financial Services
• Only credit card issuer to win the J.D.
Power Award for customer
experience 7 consecutive years driven
by HGS’s best-in-class NPS customer
service
• 18 million transactions per year
September 20143 www.teamhgs.com @team_HGSDigital Customer Experience
CustomerOptimizing the
Experienceof Interactions and
Transactionshelping our Clients
to BecomeMore Competitive
“
”
September 20144 www.teamhgs.com @Team_HGSDigital Customer Experience
The Changing Customer Experience
There has been a dramatic shift from in the call center business
from cost center…
…to real-time digital Customer Experience
Interactions
When…
September 20145 www.teamhgs.com @Team_HGSDigital Customer Experience
When Do Consumers Engage with a Business?
Consumer engagement usually relates to buying activities or negative
experiences, with the usage of a product or service being taken for granted
They want to buy something
There is a change such as a life event, move, service change, etc.
Something is broken (fix/repair)
They want to cancel a service or terminate a relationship
September 20146 www.teamhgs.com @team_HGSDigital Customer Experience
How Consumers Interact today?
Telephone/IVR account for 65% of interactions, while self service accounts for 20%
2014
Perc
enta
ge o
f In
tera
ctio
ns
35%
30%
2.53%
2
20%
5
Phone
IVR
Outbound Alerts
Chat
SMS
Self Service
Communities – Customer DrivenSocial Media Care – Corporate Driven
Embedded Device Software
Video Chat
Gartner, 2014
65%2014
20%2014
7%2014
September 20147 www.teamhgs.com @team_HGSDigital Customer Experience
How Consumers Engagement Will Rapidly Evolve
Digital Channels will be enable 78% of interactions
Gartner, 2014
Social Media Care –Corporate Driven
10
12
5
523
30%
18%
10%
5
2018
Phone
IVR
Outbound AlertsChatVideo ChatSMS
Self Service
Communities – Customer Driven
Embedded Device Software
22%2018
30%2018
28%2018
September 20148 www.teamhgs.com @team_HGSDigital Customer Experience
Reality Check #1
1 - Corporate Executive Board’s 75,000 member survey, 2 – Execs in the Know – Feb 2014
10%
90%
consumers check website before email/ calling2
43% 57% customers tried self-service on company websites before calling contact center1
What is the first point of contact for consumers to reach a company?
September 20149 www.teamhgs.com @team_HGSDigital Customer Experience
Reality Check #2
1 - Corporate Executive Board’s 75,000 member survey,
Consumers are online when they call the call center… dramatically changing the conversations and expectations
…still on the website when on phone with contact center agent 1
30%
September 201410 www.teamhgs.com @team_HGSDigital Customer Experience
Reality Check #3
1 - Corporate Executive Board’s 75,000 member survey,
Mobile device interactions are creating challenges and missed opportunities
27%
73%…73% of websites are “easily viewed on a mobile device”1
47%
…53% of the 49 billion visits, for the top 500 e-Commerce Retailers, were via Smartphone in2013”2
53%
96%
…yet only 4% provide text for assistance1
4%
September 201411 www.teamhgs.com @Team_HGSDigital Customer Experience
Call center was a cost
center
Revenue generating Customer Experience Interaction center
Investing to capitalize on the changing Customer Expectation…
September 201412 www.teamhgs.com @Team_HGSDigital Customer Experience
…While driving cost out of the business
Phone Call Chat Email Website
$12
$4
$2
$0.50
Cost reduction illustration - per interaction
Telephone is one of the most costly interaction channels… yet still very effective in many cases…
September 201413 www.teamhgs.com @Team_HGSDigital Customer Experience
Front and back offices should be connected to optimize the customer experience…
Operational Excellence with tools, access to
systems, and CE culture
Marketing Strategy and Digital
Enablement
September 201414 www.teamhgs.com @team_HGSDigital Customer Experience
Case study – an old company goes Digital…
September 201415 www.teamhgs.com @team_HGSDigital Customer Experience
It started with business and marketing strategy
September 201417 www.teamhgs.com @team_HGSDigital Customer Experience
Holi’sHit
STATS:
2.7MillionImpressions Achieved
No.1spot on Twitter 20,000
new fans added on Facebook!
A virtual platform to celebrate the Festival of Colours safely online.
#MyHoliPledge trends at
September 201418 www.teamhgs.com @team_HGSDigital Customer Experience
Berger Shades of World Cup
STATS: 26.5MillionImpressions Achieved
60KTweets
and
3KVideos were curated on the microsite!
40KPhotos
A microsite and campaign launched to celebrate the 2014 FIFA World Cup.
September 201419 www.teamhgs.com @Team_HGSDigital Customer Experience
Ongoing Management of Berger Paint’s Digital presence
September 201420 www.teamhgs.com @team_HGSDigital Customer Experience
Link to website
www.bergerpaints.com/
September 201421 www.teamhgs.com @Team_HGSDigital Customer Experience
Digital presence transformation with consistent brand experience across channels… Carrot Banana Peach
• Global Navigation was not Prominent
• No bread crumb navigation
• No carousal banner control
• No search option
• No dynamic product showcase
• Products are not well categorized and organized
• “Contract us” functionality limited
Transformed to a very different customer experience
September 201422 www.teamhgs.com @Team_HGSDigital Customer Experience
Self Service with Integrated Support driving incremental revenue
SEO to be easy to be founde-commerce monitoring with proactive chat to reduce shopping cart abandonment
Easy to “Contact us” with operational design principles to effectively support
Engaging consumers with proactive click-to-chat
September 201423 www.teamhgs.com @Team_HGSDigital Customer Experience
Results… E-Commerce Success from “Hits” to “Cash”
A user-oriented approach to e-commerce and m-commerce helps drive brand loyalty, which is crucial to the bottom line….
0
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Website Traffic
OrganicVisits
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eCommerce Revenue
OrganicRevenue
TotaleCommerceRevenue
Visits from new Search Engines
Traditional Visits
Incremental Revenue
Traditional eCommerceRevenue
September 201424 www.teamhgs.com @team_HGSDigital Customer Experience
Check it Out
www.carrotbananapeach.com
September 201425 www.teamhgs.com @Team_HGSDigital Customer Experience
Call Driver Insights
Business Intelligence
Customer Sentiment Analysis
Social Media Analytics
Self-help Portal
Social CRM
IVR Optimization
Call Deflection Enablers
15 call types identified
3 top call types identified
Web traffic observed often on competitors site
10 IVR optimization opportunities
8 web enhancement opportunities
• 5 call drivers at level 1
• 20 call drivers at level 2
• 96 call drivers at level 3
• 27% people talking about poor quality of picture
• 13.5% people talking about aspect ratio
Back office analytics used to enhance Customer Experience for consumer support while driving out cost
September 201426 www.teamhgs.com @Team_HGSDigital Customer Experience
Customer selects the model number, then a self-serve, HGS developed video walks the client through typical trouble shooting strategies
Consumer focused concept to eliminate calls… with online self serve solutions
Using digital channels to drive call deflection
ORClick to Chat
September 201427 www.teamhgs.com @team_HGSDigital Customer Experience
Support team leverages domain, innovation, knowledge base and Customer Experience strategy to effectively resolve query
Innovative Interactions via Chat & Email
September 201428 www.teamhgs.com @team_HGSDigital Customer Experience
Positive customer satisfaction using email and chat
Technology and innovation enablers leveraged to enhance the experience
6.24
6.64
7.02
7.32
7.597.67
7.94
8.09
April May June July August September October November December
CSAT Impact
September 201429 www.teamhgs.com @team_HGSDigital Customer Experience
While “loyalty” is improved based on NPS results
2%
15%
30% 30%
20%
43%
23%
37%
31%
53%
July August September October November December January February March April
NPS scores dramatically grew from a historical sub 0 score to consistently in the 30s to low 50 range
Net Promoter Scores
…reducing calls
September 201430 www.teamhgs.com @team_HGSDigital Customer Experience
Chat reduces calls, saves cash while improving service!
Consumers solving inquires via chat, not requiring a call center agent, doubled from 30 to 60%
70%
30%Chats eliminating a call to the call center…prior to HGS transformation
40%
60%Chats eliminating a call to the call center…post HGS transformation
September 201435 www.teamhgs.com @team_HGSDigital Customer Experience
Complaints … as Opportunities
Consumers who have never had a problem are less loyal than those who had their problem resolved…
Source : BenchmarkPortal Inc / Purdue University
Customer Situation Re-Purchase Probability
Purchased product and you had no problems
Product had problems and you had a poor customer service experience
Product had problems and you had a positive customer service experience
78%
32%
89%
September 201436 www.teamhgs.com @team_HGSDigital Customer Experience
Who hears the Complaint… as Opportunities
Sept 25, 10:15 AM
September 201437 www.teamhgs.com @team_HGSDigital Customer Experience
Who acts on the the Complaint…
September 201438 www.teamhgs.com @Team_HGSDigital Customer Experience
Customer Experience is a Journey on a Rapidly Evolving Path
• Easy to engage – 24x7
• I want to do it myself… and certainly don’t want to call
• “Know me” as well as “I know” our relationship
• Relevant offers that deliver real value without a shallow sales pitch
• Be available to help when I want to buy
• Fast… if not now!
• Correct information the first time
• Easy to do business
• Customer and market Insight and control
• Upsell
• Enhance profit margins
• Customer stickiness
• Consistent brand management
• Loyalty (NPS) not CSAT
• And… drive cost out…
Business’ Point of View?Consumer Expectations?
With only 22% of interactions using tradition phone and IVR services, are you ready to effectively interact with Consumers?
Thank you… let’s continue the interaction…
Thank YouFor further information please contact:
Chris LordSenior Vice President, Global Growth Strategy and Marketing
HGS – Hinduja Global Solutions
Email: [email protected]
CustomerOptimizing the
Experienceof Interactions and
Transactionshelping our Clients
to BecomeMore Competitive
“
”