The Tipping Point in Delivering Digital Customer Experiences

PresentedbyFi-hQuadrant&VerintWithhosts:Dr.SteveNu<all,HeadofCXResearch,Fi-hQuadrant&MartynRiddle,MarkeGngDirector,APJ,Verint

YourhostsDr.SteveNu<all

HeadofCXResearchFi-hQuadrant

MartynRiddleMarkeGngDirector,APJ

Verint

Today’sAgenda1.  Maintainingthehumanelement2.  OpGmizetheexperienceinthepreferredchannels3.  WhyhumaninteracGonsleadtoposiGvebehaviours,outcomes&trust4.  Querycomplexityandchanneluse5.  YoungergeneraGonsanddigitalnaGvesaredrivingdemand6.  Tippingthebalance–6TipstoImprovetheCustomerJourney

ResearchMethodologyExclusivepreviewoflocalresearchfindingsfromamajorglobalsurveyconductedonbehalfofVerint.

ConsumerResearch

BusinessResearch

June/July

Online

June/July

Online

4,001consumers

39businesses

1.Maintainingthehumanelement

ForyourconsideraGonAssumingyouhaveabasicbillingenquiry,whatwouldbe

yourfirstchoiceofchannelforcontacGngyourtelecommunicaGonsprovider?

1.  Phone2.  In-Store3.  Online4.  Email5.  Webchat6.  Mobileapp7.  Socialmedia

TheriseofdigitalhasledtoanaturaldemandbycustomerstocommunicatewithbrandsviamulGplechannels

24% 19%22% 10%

Phone In-storeOnline Email

Q2.Pleaseselectthepreferredmethodyoucurrentlyusetointeractwithyourserviceprovider?

Top5customerpreferredchannels

24% 22%19%

11% 10%13% 12% 12%

8% 8%8%

13%10%

26%

15%

Inpersonoverthephone Myaccountonline Inpersonatabranchorstore Webselfservice Email/SMS

Consumerpreferredchannel Consumerchannelwanted Thechannelscompaniesarelookingtoimplement

Customerpreferred/wantedversuswhatorganisa=onsareplanningtoimplementTopop=onsforcustomers

Q2.Pleaseselectthepreferredmethodsyoucurrentusetointeractwithyourserviceprovider?/Q3.Pleaseselectthemethodsyouwouldlikeyourserviceprovidertooffer?/Q4.Pleaseselectthechannelsyourcompanyislookingtoimplementinthefuture?(GlobalResearchSurvey2016)

CommunicaGonviasocialchannelshaven’tyetcaughton

Facebookhasmorethan15millionmonthlyac4veusersinAustralia&nearly2.5millioninNewZealand

1%ofcustomersprefertocontactorganisaGonsviasocialmedia&

7%viamobileapps

FACT

Q2.Pleaseselectthepreferredmethodsyoucurrentusetointeractwithyourserviceprovider?

ForyourconsideraGonWhydoyouthinkcustomersarereachingfora

phoneorin-storechannel?1.  They’reingrainedconsumerbehaviours2.  Digitalchannelsarenotdeliveringonthecustomer

experience3.  It’smainlyoldercustomersthatpreferphoneandin-store

channels

2.Organisa=onsneedtodeliverabalancedexperienceacrosschannels

BusinessesappeartobeoveresGmaGngtheircustomers’preferencefordigitalchannels

87%Thinkcustomersprefer:mobileapps,emailorSMS

Yetonly33%ChosethesechannelsQ3.Pleaseselectthemethodsyouwouldlikeyourserviceprovidertooffer?

Q7.ThinkingaboutthefollowingsituaGons,pleaseselecthowyouanGcipatethemajorityofyourcustomerswouldengagewithyourcompany’scustomerserviceteam?(GlobalResearchSurvey2016)

OrganisaGonsarefocusingonimplemenGngdigitalchannels

7%3%

11%

1%

7% 7% 8%

2%

36%31%

26%23%

MobileApp LiveChat Webselfservice SocialMedia

Consumerpreferredchannel Consumerchannelwanted Thechannelscompaniesarelookingtoimplement

Organisa=onsareconcentra=ngtheireffortsondigitalchannelsTopop=onsforbusinesses

Q2.Pleaseselectthepreferredmethodsyoucurrentusetointeractwithyourserviceprovider?/Q3.Pleaseselectthemethodsyouwouldlikeyourserviceprovidertooffer?/Q4.Pleaseselectthechannelsyourcompanyislookingtoimplementinthefuture?(GlobalResearchSurvey2016)

3.More“human”experiencesleadtoposi=veoutcomes&trust

Thereisadisconnectbetweenhowcustomersandbusinessesviewandvaluethehumanelementincustomerservice

Customersfeeltheycanmorelikelynego=ateabeOerdealandreceivegoodservicegenerallywhenengagingwitha

providerinperson

Q.

66% 49%Oforganisa=onsbelievecustomersgetabeOerservicewhenengagingwitha

someoneinperson

BrandsmustconGnuetoinvestinmoreinterpersonalchannels

75%saytheydon’tlikedealingwithcompanies

thatdon’tprovideaphonenumber

?()=TRUSTQ4.Towhatextentdoyouagreeordisagreewiththefollowingstatements?-Idon'tlikedealingwithcompaniesthatdon'tprovideaphonenumber.

CustomersareexpecGngmorepersonalisedexperiences,butthere’sacatch.Customersareconcernedabouttheuseoftheirdataandtheirprivacy.

89%wanttoknowhowsecuretheirpersonalinformaGonis

89%wanttoknowwhethertheirdatawillbepassedontothirdparGesformarkeGngpurposes

Q5.Withregardtocustomerservice,pleaseratethelevelofimportanceofeachofthefollowingstatements:IwanttoknowifmydatawillbepassedontothirdparGesformarkeGngpurposes/IwanttoknowhowsecuremypersonalinformaGonis

4in5

4.Theimpactofcomplexityonchanneluse

Whenengaginginasimplecustomerservicerequest

Overall59%ofcustomerschoosedigitalchannels.

PhoneisthemostpopularopGon29%

Emailcomesaclosesecond18%

Onlineaccountmanagement11%

Q7.Now,thinkingaboutthelevelofcomplexityofenquiriesyoumighthave,pleaseselectyourmostpreferredmethodofengagingwithabusiness/serviceprovider'scustomerserviceteam?

Whenengaginginacomplexcustomerservicerequest

ofAustralianandNewZealandcustomerswillchoosehumaninteracGon.

Phoneisthemostpopular

Instorerankssecond

Emailwith


Whenengaginginacomplicatedcustomerservicerequest

82%ofcustomersintheregionpreferhumancustomerservice.

Goinstore41%

Makecontactbyphone41%

Emailat6%


ChannelpreferencesbasedoncustomerservicesituaGonCustomerservicesitua=on Firstpreference Secondpreference

Ananswertoasimpleques=on/request

Phone(33%) Email/SMS(16%)

Toinves=gateproducts/services Webself-service(31%) Phone(23%)

Toclosemyaccount Phone(29%) Instore(25%)

Togiveposi=vefeedback Email/SMS(26%) Phone(18%)

Tochangemyaccountdetails Accountonline(31%) Phone(19%)

Toaskaques=onaboutmybill Phone(48%) Inperson(20%)

Toregisteracomplaint Phone(32%)

EmailSMS(22%)

Urgenttechnicalassistance Phone(58%) Inperson(23%)

Anemergencyservice Phone(60%) Instore(26%)

Myproduct/servicefixed Phone(45%) Inperson(26%)

Mybillrefunded Phone(42%) Inperson(23%)

Complexity

ofreq

uest

Q6.Pleaseselectyourmostpreferredmethodofengagingwithabusiness/serviceprovider'scustomerserviceteam?

5.Youngergenera=onsaredrivingdemand

PreferredchannelbygeneraGon

10%

13%

16% 15%

8%

11%

15%

18%

9% 8%7%

6%

9%8%

5%

3%

9% 9%

7% 6%

12%

8%

3%

1%

4%

1% 1% 0%

Millennials GeneraGonX BabyBoomers SilentGeneraGon

ServiceChannelWantedAcrossGenera=on(ANZ)

Phone Instore Email Livechat Webselfservice Mobileapp Socialmedia

Q3.Pleaseselectthemethodsyouwouldlikeyourserviceprovidertooffer?

Introducingthe“DigitalNa,ve”

Defini,on:Customerswhosefirstpreferenceistouseadigitalchanneltoengagewithanorganisa,onregardlessofthecomplexityoftheenquiry

Represent13%ofrespondents


A-eraposiGvecustomerexperience,digitalnaGvesare…

62%morelikelytotalkposiGvelyabouttheexperienceonsocialmedia

Q8b.ThinkingaboutthemostrecentGmeyouhaveexperiencedgoodcustomerservice(digitalorautomatedservices),didyoudoanyofthefollowing?


50%morelikelytosignupforaloyaltyprogramme



27%morelikelytoleaveareview

…



66%morelikelytorenewtheirproductorserviceevenifitisn’tthecheapestopGon


6.Tippingthebalance

6TipstoImprovetheCustomerJourney

1.  Listentoyourcustomers–placethevoiceofthecustomerattheheartofeverythingyoudo.

2.  Improvedigitalservices,butnotattheexpenseoftradiGonalengagementofferings.

3.  EmpoweryourstafftoprovideexcepGonalserviceandgivethemthetoolstosucceed.

4.  Evaluatethecustomerexperiencetobe<erunderstandcustomersaGsfacGon.5.  AlignyourorganisaGontoopGmisecustomerengagement.6.  Understandtransparencyiskeytobuildingtrust.

Q&ADr.SteveNu<all

HeadofCXResearchFi-hQuadrant

MartynRiddleMarkeGngDirector,APJ

Verint

Thanksforjoiningusfor:

PresentedbyFi-hQuadrant&VerintWithhosts:Dr.SteveNu<all,HeadofCXResearch,Fi-hQuadrant&MartynRiddle,MarkeGngDirector,APJ,Verint