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Smarter self-service - Rob Bamforth
1.
23/05/2013@TransversalTalk #askTVL
2.
Clive Longbottom, Service Director,
Quocirca Ltd Clive Longbottom, Service Director, Quocirca Ltd Smarter self service - converged channels, lifestyles and communication Rob Bamforth, Principal Analyst, Quocirca Ltd
3.
© Quocirca 2013 Self-service
route plan Customer experience challenge Communication trends Changing business communications
4.
© Quocirca 2013 The
traditional working day? Levelofsuccess End of working day Work MeetingsMeetings Lunch/golf Start
5.
© Quocirca 2013 The
new day? Levelofsuccess No end Work MeetingsMeetings Lunch/golf No start Hyper-connected, work/life/tech convergence
6.
© Quocirca 2013 More
mobile & decline of the desk(top?) • 51.2% see the office as a place for occasional use • 74% expect millennials to reject traditional office • 71.9% predict a decline in amount of office space • Typical London desk costs £10.5k per year Unwired Research Vwork survey of 600 business leaders – May 2011
7.
© Quocirca 2013 Impact
of decline of the desk…
8.
© Quocirca 2013 Less
hardware and more software …more channels and more DIY (self service)
9.
© Quocirca 2013 Self-service
route plan Customer experience challenge Communication trends Changing business communications
10.
© Quocirca 2013 Traditional
business communications Support Sales Lackey Leader ActivePassive External Internal
11.
© Quocirca 2013 Unified
communications Support Sales Lackey Leader ActivePassive External Internal Collaboration Multi-channel contact Hierarchies must flatten and silos soften
12.
© Quocirca 2013 0%
10% 20% 30% Face to face Email Voice on mobile phone Voice on landline Post Text messaging Comments on websites Social networking Instant Messaging Internet voice calls eg Skype Microblogging eg Twitter All 16-24 65+ Consumer to business communication Methods used at least once per week Source: Ofcom – Communications Report July 2012
13.
© Quocirca 2013 0%
10% 20% 30% 40% Face to face Voice calls on landline Email Voice calls on mobile Post Enquiries before buying Followup after bought Consumer to business communication Preferred methods for certain actions Source: Ofcom – Communications Report July 2012
14.
© Quocirca 2013 The
evolution of communication Marketplace Customers Business partners Employees B2E B2B B2C Mobile Social B2A
15.
© Quocirca 2013 0% 20% 40% 60% Transact… Improve… Integrate
supply… More business… Attract new… Engage… Improve… Improve partner… Secondary benefit Major motivator Motivators for opening up to external users Source: Quocirca - Digital identities & the open business report – March 2013
16.
© Quocirca 2013 0% 20% 40% Identify
&… Improve… Better… Link to… Profile potential… Enable mobile… Link with… Already doing Plan to/would like to Use of social media to achieve various goals Source: Quocirca - Digital identities & the open business report – March 2013
17.
© Quocirca 2013 Self-service
route plan Customer experience challenge Communication trends Changing business communications
18.
© Quocirca 2013 Customer
experience pressures Cost reduction 24x7 service Consistency Multi- channel New relationships
19.
© Quocirca 2013 Customer
experience generates emotional response Champion Recommendation Supporter Awareness Ambivalence Reluctance Resistance Hate
20.
© Quocirca 2013 What
emotion do you feel when you cannot connect to the internet? Anxious 6% Annoyed 31% Frustrated 39% Angry 4% Fine 18% Relieved 2% Source: iPass Mobile workforce report – May 2012
21.
© Quocirca 2013 Consider
the emotional velocity Instant connection + Social linkages + Expectations + Bad experience = !
22.
© Quocirca 2013 Bad
service gathers momentum • 60% get angry when public sector organisations keep them waiting unnecessarily or make mistakes (Ipsos Mori/Verint December 2012) • Only 37% of brands received good or excellent customer service index scores in 2012 (Forrester’s customer experience index 2012) • 85% never receive a response from a brand after posting positive or negative comments on social media (Maritz Research study June 2012)
23.
© Quocirca 2013 Bad
service responses evolve Complainer Campaigner Sulker Obstructer ActivePassive Public Private
24.
© Quocirca 2013 0
0.2 0.4 Less likely to use app Switch to a competitor's app Tell others about poor experience Less likely to purchase Give the mobile app a low rating Have a negative overall perception Less likely to go to website Contact customer service Would go to mobile website Announce on social media Would not take any action Reactions to poor mobile app experience Source: Compuware– March 2013
25.
© Quocirca 2013 Self-service
route plan Customer experience challenge Communication trends Changing business communications
26.
© Quocirca 2013 Self-service
– a no brainer? • $1b market size reported by Gartner in 2012 • Growing by 10% per year on average • Decimates per contact cost (webchat a tenth the cost of call centre phone call) …but, 65% of self-service deployments see an operational cost increase
27.
© Quocirca 2013 Why
self service – what’s the priority? • Reduce costs • Consolidation • Reduce interaction elsewhere • Resolve more enquiries • Resolve enquires quicker • Build customer relationship • Unify touch points • Grow sales
28.
© Quocirca 2013 Self-service
needs across the organisation Contact centre Mobile and Web Intranet Social business ActivePassive External Internal
29.
© Quocirca 2013 Understanding
where self-service fits • Is self-service what you need? • What are you trying to achieve? • Research the market • Where to delve deeper: – Business culture and ‘fit’ – System requirements – Security – Content management – Advertising and promotion – Customer interface – Search experience – Communication options
30.
© Quocirca 2013 A
guide to self service choices
31.
© Quocirca 2013 Getting
self-service right? • No quick fix or one size fits all • No automatic cost reduction • Service is always from the customer’s view • Bad news travels faster, further and for longer • Multi-’everything’ is the new reality – integrate! Self-service can be the glue but needs effective backing
32.
© Quocirca 2013 Download
the white paper: http://www.transversal.com/re sources/white-papers/smart- self-service-guide-buyers
33.
23/05/2013@TransversalTalk #askTVL
Notas do Editor
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