Transcript
Page 1: Mobile Devices are Revolutionising our Relationship with the Customer

Mobile devices are revolutionising

our relationship with the customer

@mplsystems

#crm

#custserv

#contactcentre

Jon Meredith

mplsystems

Page 2: Mobile Devices are Revolutionising our Relationship with the Customer

Selfie

Page 3: Mobile Devices are Revolutionising our Relationship with the Customer

The evolving customer landscape

• By 2020 customers will manage 85% of their relationship with a

company without human interaction (Gartner 2012).

• By 2016, 40% of customer service contact is predicted to be through

a combination of social sites and mobile apps (CCA)

• 50% of smart phone users prefer to use a mobile customer

service app, before calling a call centre (Speech Cycle and Echo Research Study)

• Email still only accounts for 15.4% of inbound transactions (ContactBabel)

34% of consumers state email is their preference (Fifth Quadrant)

• Web Chat tipped as latest channel of choice

consumer preference up from 11% to over 30% in 2 years, (Fifth Quadrant)

web chat usage is growing at 18% per year (ContactBabel)

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Facilities in the contact centre

Andrew McNair, Dimension Data’s Head of Benchmarking, says, “Historically,

organisations set the tone in how they collaborated with their customers.

However, the mega trends of mobility and the prevalence of internet-based

services such as video, web chat, and social media are transforming the way

the world wants to talk to organisations (consuming services). It’s the

customer who’s driving how, when and for what they will use each channel.”

66% 74% 69%49%

40% 64% 70% 54%

65% 54% 40% 28%

48% 31% 14%

35% 22%

35% 20%

41% 36% 29%

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Growth of Mobile

• Global consumer mobile app

spend will reach 9.7 billion by

the end of this year, according

to an IHS report, which is more

than the combined total for

2010, 2011 and 2012.

• Almost 90 billion smartphone

and tablet apps will be

downloaded this year, which is

almost double last year's total

of 49 billion.

• Apple and Google are the

leading app providers in almost

all countries, accounting for

more than 85 per cent of global

spend.

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Budget for the mobile channel ?

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Smartphone revolution

• 50% of smart phone users prefer mobile apps to the call centre

• Smartphone availability and features improve the experience

• Linked in usage grown from 8% in 2012 to 30% in 2013

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Making Companies 70% More efficient

Mobile customer service

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Case study

iContact

Customer Smart Device Engineer Smart Device

Contact Centre

Now only 20% of requests go through the contact centre

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The Multi Channel Dilemma

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• Too much plumbing for IT to integrate… Social media

Explosion of email

Mobile apps

Speech applications

Interactive web services

Live web chat

• …has created a fragmented approach to the customer (again) Inconsistent experience

Double keying

Inefficiency

Lack of service level visibility

Human errors

The Challenges of Multi-Channel

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Mobile and the contact centre

Purchasing

Products

Warehouse

Planning

Inventory

POS

CRM

Big DataMultichannel ACD One Desktop

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Simplified agent desktop

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• Customer choice

• Good for dynamic information

• Use Smart Phone features to reduce data entry

• Add value through targeted alerts / information

• Incentivise customers to sign up

• Build dedicated apps in cross platform tools

• Ensure all information is available in the contact centre

• Keep it simple, keep it fresh, make it engaging

Getting App Self Service Right

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In summary…

• Growth in smartphones apps phenomenon

• Use smartphone apps to increase loyalty

• Simple apps reduces customer effort

• Are you investing enough in this channel ?

• Integrate into the contact centre

• Redesign your customer experience

• Automate the service process

• Keep it simple, keep it fresh, make it engaging


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