the service conundrum: understanding what your customers want and what your competitors are doing...

The Service ConundrumUnderstanding What Your Customers WantAnd What Your Competitors Are Doing About It

@au.linkedin.com/in/rodneyjmaxwell

Rod MaxwellService Cloud Director, ANZ

Respondent Sample

Male50%

Female50%

GenY33%

GenX29%

Baby Boomers25%

Silent Genera-tion12%

GenerationGender

Source: 2013 salesforce.com Customer Experience Study

Govt, Edu & Health

Retail/Wholesale

Finance, Bank-ing

& Insurance Services

Telecom/Media/Utilities

Manufacturing Mining / Construction

Consumer Technology

Other

26%22%

15%12%

6% 6%3%

10%

Shift In The Balance

Business In ControlThe ‘Consumer Power Economy’

The Consumer Power Economy

Top 3 reasons to stop buying a product or servicefrom an organisation?

SERVICE RELATED ISSUES (42%)COST/VALUE RELATED (28%)

PRODUCT RELATED (24%)


What We Learnt: Consumer

Service Drives Behavior Consumers are expanding their use of channels

Spread & Volume Social is rapidly becoming the new email Email is rapidly becoming the new voice

Omni-Channel is the new Multi-Channel Significant growth in mobile access


What We Learnt: Business

Businesses are well positioned for Multi-Channel but not Omni-Channel

Future investment is set to grow in non traditional channels and mobile service

Top Customer Experience organisations: Offer more channels Invest more in social and mobile Service quality is relevant to revenue


Channels Used By Consumers In The Past 3 Months

Visited a branch

Combination of IVR & CSR

CSR only (phone)

Email

Web self-service

Automated phone system (IVR)

Mobile device

Online phone call

Facebook

Web chat

SMS

Letter or Fax

Other social media

Remote support session

Other

59%46%

43%40%

33%24%

16%12%

9%8%7%

6%4%3%

1%


Consumer: Channel Spread

3.1

Consumer: Channel Growth

37% 23% 22% 17%


Percentage of Use More Than A Year Ago

Consumers are rapidly increasing their volume of interactionsacross a range of channels

40%

Contact TypeCost (AU$)

Email transaction (local currency) $12.59Outbound call (local currency) $12.55Inbound call $10.83IVR transaction (local currency) $3.10SMS transaction (local currency) $2.37

Source: 2012 Fifth Quadrant Contact Centre Benchmark Report

Phone Conversation

Web Self Service

Email

0% 10% 20% 30% 40% 50% 60% 70% 80%

FCR Rate

Implications of Channel Expansion


SMS


Facebook

Other social media

Web chat

Letter or Fax

Online phone call

Branch

Mobile device (mobile sites, Apps etc)

Web self-service

CSR only (phone)

Email

15%

28%

35%

38%

27%

19%

67%

21%

72%

34%

57%

55%

91%


SMS


Facebook

Other social media

Web chat

Letter or Fax

Online phone call

Branch

Mobile device (mobile sites, Apps etc)

Web self-service

CSR only (phone)

Email

15%

28%

35%

38%

27%

19%

67%

21%

72%

34%

57%

55%

91%

44%

34%

31%

28%

40%

50%

5%

55%

5%

48%

28%

42%

7%

Channels currently offered and projected availability in 2018

Business: Channel Expansion

5.69.8

When you have to contact a company more than once for the same query,

how important are each of the following to you?The company being able to combine infor-

mation collected from different interactions to provide you with a seamless service

Not having to repeat your query each time

The company knowing your history across different channels

Not having to repeat your account and identification information each time

89%

87%

81%

71%


The Consumer: Omni-Channel

Used only onechannel to complete

Used two channelsto complete


57%

13%

Consumers are rapidly moving to multi-channel use within one transaction!

Used three or more channels to complete

30%

The Consumer: Omni-Channel


The Consumer: Social Influence

77% of consumers have changed their mind about buying aproduct or service because of comments/recommendations

made on social media

Positive Experience

Negative Experience

77%Actively Avoid Buying More Products Services Again

80%Actively Advise Family & Friends To Avoid This Company

40%Actively Advise Friends &

Family to Use This Company

37%Pay More Money For Product

And Services


Business: Social Influence Implications

23%

Rate themselves as well placed to effectively

resource social media operations


Business: Ready For Social?

Community Engagement

1 2 3 4 5 6

Listening and Monitoring

Primary Sales Channel

Marketing Platform

Customer Service Channel

Customer Communications

Channel

Business: Social Media Service Evolution


63% Marketing

Business: Who Manages Social Engagement?

Who Is Most Responsible For Managing Social Media Engagement?

9% Contact Centre

43% greater mobile device access


The Consumer: Going Mobile

Customer Experience Maturity Index


ANZOrganisations

Business: Segmented Based On Customer Experience Maturity

More mature Customer Experience organisations offer a wider range ofcontact methods to customers…


Web Self-service Web Chat Facebook Mobile Device0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Most Mature Least Mature

Business: Channels Offered By 2018


Contact Centre9%

Remember This Stat Averaging All Businesses?

Business: Who Manages Social Engagement?

22%

Top 30% of Customer Experience Strategy Organisations


Bottom 30%

Top 30%

3

4

5

6

7

8

9

10

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

SignificantImpact

LittleImpact

Imp

act

on

Reven

ue G

en

era

tion

In

dex

Customer experience Maturity Index

Deep Down, You Knew It Was TrueCustomer Experience maturity can drive 20% higher revenues

Rod MaxwellService Cloud Director, ANZ

@au.linkedin.com/in/rodneyjmaxwell

the service conundrum: understanding what your customers want and what your competitors are doing...

Business

phone email web

phone email business

social media service

social engagement

mobile service quality

channel use

channel growth

social media engagement