Digital mastery in omni channel experience design m hill wilson

D i g i t a l M a s t e r y I n

O m n i C h a n n e l D e s i g n

Welcome to

D i g i t a l M a s t e r y I n O m n i - C h a n n e l D e s i g n © Brainfood Consulting 2015 2

U n d e r s t a n d i n g M u l t i - C h a n n e l E x p e r i e n c e s © Brainfood Consulting 2014 3

D i g i t a l M a s t e r y I n O m n i - C h a n n e l D e s i g n © Brainfood Consulting 2015

The Common Wisdom


Why Channel Shift Is Flawed

Between doing what you want and what a brand wants you to do, who is going to win?


“ We learnt that customers, not Peabody, control how they want to contact us, and that ‘channel-shift’ has become an outdated concept. Best in class organisations now focus on defining the most appropriate channel, or mix of channels, for different contact types, and make these journeys easy for customers to incentivise use”

Outside-In

Steve Morrell

“The past teaches us that it is the consumers that make the decision on which communication methods will be successfully used, not the businesses. If the channel proposed by businesses is suitable for the type of interaction, then it will succeed - otherwise, it will fail”

“ We learnt that customers, not Peabody, control how they want to contact us, and that ‘channel-shift’ has become an outdated concept. Best in class organisations now focus on defining the most appropriate channel, or mix of channels, for different contact types, and make these journeys easy for customers to incentivise use”

Outside-In

Steve Morrell

“The past teaches us that it is the consumers that make the decision on which communication methods will be successfully used, not the businesses. If the channel proposed by businesses is suitable for the type of interaction, then it will succeed - otherwise, it will fail”


What’s Your Priority?

Inside Out Outside In



Advisor

Virtual Advisor

IVR

Mail/Email

Chat/Messaging

Social

Smartphone

FAQs

Visual Advisor

Voice – Text – Video

A S S I S T E D S E R V I C E – S E L F S E R V I C E ©Brainfood Consulting 2013

Real Time Delayed

Live Automated

Restricted Unlimited

Public Private

Your Options


Every channel has unique attributes…


…making each one pre-eminent for certain

customer interaction duties


Advisor

Virtual Advisor

IVR

Mail/Email

Chat/Messaging

Social

Smartphone

FAQs

Visual Advisor

Voice – Text – Video

A S S I S T E D S E R V I C E – S E L F S E R V I C E ©Brainfood Consulting 2013

Real Time Delayed

Live Automated

Restricted Unlimited

Public Private

Analysing The Voice Channel


Resolving issues when the topic is

complex and can trigger emotional reactions

Voice Strengths


Problem solving when the nature of the issue is not clear and

plenty of expert questioning is required

throughout the resolution process

Voice Strengths


Relationship building when critical points in the

customer lifecycle occur such as on-boarding, renewal, up-selling, and the implicit message is that

we care enough to make personal contact

Voice Strengths


Complaint management when SLAs are missed or

resolution is unsatisfactory then live voice interaction is best to

manage low trust, low tolerance, negotiations

Voice Strengths


Learning what customers need more minable insight is generated per minute of live voice interaction than any other channel (bar f2f)

Voice Strengths


SCENARIOS

When it’s complex When its emotional When it matters

EXAMPLE

Problems Complaints Retention

Voice Strengths

S o c i a l C u s t o m e r S e r v i c e Channel

Twit

ter

Face

bo

ok

P2P

Strengths Scenarios Examples Benefits to Customer/Brand

• Can be turned into a dedicated service channel

• Source of customer insight • ‘Radar’ for spotting new trends

before they hit traditional CS channels

• Contributor to VoC (needs, CX) • Issue/complaint resolution • When simple/fine in public • Low effort channel to access live

assistance (for customers) • Public answers

On the move customers An ‘in the moment’ need to request help or make a point about recently experienced quality of service Dissatisfied customers A deliberate escalation from customers who are unhappy with a service encounter via another customer service channel

Customer Ease of communication Leverage that a ‘social’ voice’ promises Speed of resolution Brand Faster. cheaper form of service when set up correctly (infrastructure/skills/KM) Source of customer insight High impact way of promoting the customer voice internally Opportunity to humanise the brand



Think Journeys Not Channels

1st Principle


You’ve got to start with the customer experience and work back toward the

technology – not the other way around

Learn From The Best


Create Escalation Paths


P2P support is great but only answers 40% of questions on average. Therefore 60% need escalating to live assistance Applies to self service as well!

Create Escalation Paths


1. The Task

• The easiest/fastest way • Its importance

• Timeliness/responsiveness • Accuracy/audit trail • Experience

2. Their Situation

• At home/at work/on the move

• Location & desire for privacy

• Time to spare, in a rush • Communication options

Research & Get Immersed


3. Their Communication Habits

• Forms of communication & devices they have become familiar with and trust

4. Their Awareness Of Options

• What they do/do not know you offer as means of communication





Ask. Don’t Guess

Why not capture communication preferences? on-boarding cross-selling renewal


Signpost


Name Tells Users It’s A Help Service

The Provision Of Customer Service Is Explicitly Mentioned in Bio

Opening Hrs Are Stated

Advisors' Pictures/Names Are Shown Advisors Sign Their Tweets

Alternative Support Options Are Stated


Name Tells Users It’s A Help Service

The Provision Of Customer Service Is Explicitly Mentioned in Bio

Opening Hrs Are Stated

Advisors' Pictures/Names Are Shown Advisors Sign Their Tweets

Alternative Support Options Are Stated


Channels Multiply They Seldom Die

2nd Principle


In Active Use


‘Right’ Channel Mix Is Based On Customer Tasks

3rd Principle


Depends On The Task

For each of the following banking activities please select your preferred channel


Its All About Integration.

Make It Simple

4th Principle


One Infrastructure


One Ecosystem


The ‘Lego’ blocks have to be Simple to fit together

Scalable Adaptable Reusable

D i g i t a l M a s t e r y I n O m n i - C h a n n e l D e s i g n © Brainfood Consulting 2015

Time To Talk



Why Voice?

It is the most familiar, longest standing channel

Organisations have invested much more to make it work

For many customers it is the most versatile channel

For most, voice remains the channel of last resort


Inbound telephone

91.6%

Letter3.7%

Email3.6%

Fax0.8%

Text chat0.2% Other

0.1%

Inbound interactions in 2003

Inbound Interactions

2003


2013

Potted History Of Channels


Potted History Of Channels


2014


2011

Channel Evolution


2014

Channel Evolution


Insight

As yet, there is little deep expertise or best

practice around multi-channel service


Gen 1.0 Fragmented Experience


“68% of all Millennials demand an integrated, seamless experience regardless of the channel. That means being able to transition effortlessly from smartphone to personal computer to physical store in their quest for the best products and services.”

Accenture 2013 Shopping behaviours of 6,000 consumers, of which 1,707

were Millennials across eight countries Expectation Gap


School Report


Choice-Core Expectations

“Many brands simply failed to respond via certain channels. It is the digital equivalent of slamming a shop door in a potential customer’s face”


Priority = Consistency

Cross Functional VoC


But…


In the absence of this, we revert to the most familiar, trusted channel

VOICE


Therefore…


This remains the experiential benchmark for many customers in

relation to omni-channel



Per sonal isat ion

Socia l Interact ion

Empower ment

Key Trends

Mult i -Screen /Omni -Channel


Per sonal isat ion


Empower ment

Key Trends



Showrooming


53% of 18-34 year olds say they showroom while out shopping

Source: 2,000 UK consumers conducted during March 2014

Showrooming


Per sonal isat ion


Empower ment

Key Trends



1

In Rapport 2

On Brand

Service as Branding


2014 May

Dec

Apparently they didn’t turn up! The tenant waited from 10-1pm and had

to go to work, she put a letter through our door explaining that

she has had 3 missed appointments … I don’t know what we have to do to resolve this? … As Buddhists we are really sad but not defeated …

Thank you Steve I have spoken to the tenant (flat above with leak)(who is

lovely…), I am praying that the water leak will stop and it will be fined. It is unclear how long it will take to rectify damage in

our property Jul

.. I didn’t get a call yesterday, I called … last week and … several times and

nothing, when are we actually feel like we are valued tenant? … I am on

complaint stage 3 of our complaint and I hope we see a change of the treatment

we have had to date. Sept

Unfortunately since my last post (almost 2 months) I am still waiting for my repairs to be completed, … all work was promised to be completed 5 Sept … to add insult to injury you have sent me a letter notifying

that my rent is going up as of Nov.

Service as Public VoC


Per sonal isat ion


Mul t i -Screen /Omni -Channel

Empower ment

Key Trends


Any Which Way

60% of UK online adults use at least two devices

every day and nearly 25% use three devices

Facebook & GfK Study 2014

Urgency Complexity

Security Privacy

WHY SWAP?


Per sonal isat ion


Mul t i -Screen /Omni -Channel

Empower ment

Key Trends


Real Time Personalisation




























Personalisation in digital channels

sets expectations for all channels

…this includes contact centres

The Cross Over


Net Result: A New World


Choice-Core Expectations

Customers expect to have a range of different contact methods available to them even if not always used


#custserv Is Mobile


How Mobile Impacts CX

“Smartphone uptake is a huge driver of multichannel usage Customers do not particularly differentiate between phone, email, web chat or mobile self-service: as it is on the same device It seems to them as though it

should be a single channel”


Mobile Is A Priority


In Summary



Technology

Digital mastery in omni channel experience design m hill wilson