2015 Global Contact Centre Benchmarking Report key findings
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accelerate your ambition
2015 Global Contact Centre Benchmarking Report
Key Findings
Copyright © 2015 Dimension Data
About the 2015 Report
6 chapters, 450 data points,
100 charts
901 companies from 72 countries globally contributed to this year’s research
86% in-house 14% outsourced
B2B/B2C customer service, sales and IT service desk
12 industry sectors represented
Single point of reference spanning all aspects of interaction management
Copyright © 2015 Dimension Data
75% of companies recognise service as a competitive differentiator Up 18% in 2 years but c-sat levels down 4th year in succession
Analytics will be key in the next 5 years, but 40% have no capability
74% see overall interactions increasing in 2 years 87% say Non-Voice interactions to rise 42% say Voice interactions will fall
Omnichannel will become a necessity. It requires a joined up approach
Up to 40% say IT doesn’t meet current needs And nearly 80% say current systems won’t meet future needs
23% drop in direct ownership models 34% of contact centres are planning for a hosted solution
Social media is already a 1st choice for Gen Y (globally) Yet 57% of contact centres have no capability
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Four insights on engagement models … gone digital
Digital contact is establishing itself as a first choice option
– both for customers and organisations
Analytics voted as No 1 factor that will change the
industry to drive personalization and channel strategies
based upon interaction value
Digital enabled by mobility will lead to short term growth within the industry – 85%
uplift on non-voice channels, 16%
decrease in voice
Technology dependencies
will force improved integration across hybrid architecture models (of hosted
and owned IT)
Go digital or die
Analytics hold the key
Rising IT dependency driving cloud and hybrid ownership
Operational growth will be via non-voice
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01. Go Digital or Die
Copyright © 2015 Dimension Data
Go Digital or Die Context:
Go Digital or Die!
As enterprises embrace the potential of digital channels there is a health warning:
10 years ago there was no social media or smart phone devices and very little web chat. Today, these things have revolutionised the way customer service is delivered
From an operational, technology and people perspective, there are huge challenges and few warning signs to consider as we enter the Digital Age of contact centres
Digital contact is establishing itself as a first choice option – both for customers and organisations
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Shift from voice- to digital-interactions
Today, digital interactions account for over 35% of all interactions At current rates, digital interactions will overtake voice interactions by the end of 2016.
Telephone
IVR touchtone
IVR speech
Web chat
Social media - Facebook, Twitter, etc.
Smartphone application
SMS text/instant messaging
Video chat
Internet website (peer-to-peer systems) 2006
2013
2015
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Contact centres have to change to meet the challenge
Digital is here to stay
Organisations have to adopt new technology and
innovative delivery models to remain relevant and
competitive
Customer service in contact centres is
undergoing a transformation
Conclusions on the impact of digital
Customer Experience Management across voice and digital channels is the new mantra for contact centres
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02. Analytics: big data
Copyright © 2015 Dimension Data
Contact centres gather huge amounts of customer data
Analytics voted as # 1 factor that will
change the industry to drive
personalisation and channel strategies
based upon interaction value
Context:
V Analytics are reshaping the customer management landscape
This presents an opportunity and a threat to contact centres
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1.7
18.4
24.2
25.9
29.0
32.8
33.6
37.9
43.3
52.8
Other
Agent capability and empowerment levels
Cloud (pay-as-you-use) hosted technologies
Live chat interfaces (e.g. via smart apps and social media)
Broader choice of integrated contact channels
Social media's evolution to a service channel
Technology solutions providing a service differentiator
Changing user behaviours (i.e. via improved mobile services/access)
Customer demands
Customer analytics
Innovation and emerging trends
What three things do you think will do most to reshape the contact centre industry during the next five years? n | 868
53% highlight analytics as doing most to reshape the industry in the next 5 years
Changing behaviours and channel strategies need to be better understood
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5.7
13.7
22.8
43.5
52.1
60.1
69.9
78.7
None of these
Automated lesson assignment based on agent QA scores?
Speech/customer voice/text analytics
Data sourcing (i.e. user profile, social media, quality mgt.)
Post-contact survey capability
Data analysis (i.e business performance, Big Data, root cause analysis, trending)
Data presentation - real-time/historic dashboards
Agent performance and capability scorecards
Business information tools available
What business information tools are available within your contact centre? n | 775
Analytics voted the top factor to change the shape of the industry within the next 5 years yet…
40% have no data analysis tools
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Segmentation: personalised service offerings
What degree of personalised service can you offer based on your segmentation strategy? n | 772
2011 2012 2013/14 2015
Prioritised service channels (e.g. expedited telephone/email channel) Not asked Not asked Not asked 44.4
Prioritised service for specific campaigns/events 8.3 8.8 18.2 34.8
Personalised service for specific customer groups (e.g. high-value/gold card customers) 17.4 19.9 35.1 42.7
We are unable to offer a personalised service at this time based on segmentation levels 17.4 16.7 11.6 10.7
Segmentation isn’t applicable for our customer base 25.8 27.3 26.3 30.3
Personalised service offerings more than doubled in two years: from 20% up to 43%
Demonstrates the impact of improved analytics
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Conclusions on the impact of Analytics
More personalised offers
Improved customer experience
Greater agent productivity
Greater insight
Big data Analytics must become a core discipline in all customer contact centres
Requires focused investment and appreciation of potential across channels
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03. Operational growth: non-voice
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Context:
Digital enabled by mobility will lead
to short term growth within the
industry – 87% say uplift non-voice
channels, 42% say decrease in voice
Operational growth non-voice The opportunity presented by digital channels and interaction is significant in terms of both cost, performance and customer experience
This is proving difficult and many organisations are on a steep learning curve
The challenge is to harness the new channels, while improving customer experience
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8.4
17.7
25.5
25.5
41.2
73.8
87.0
16.0
12.3
16.4
30.3
33.6
18.0
6.8
4.8
5.4
6.7
41.8
24.9
7.9
2.1
70.3
64.3
51.1
2.3
3.9
Need to reshore will...
Need for offshore capacity will...
Outsourcing will...
Voice traffic will...
Headcount employed will...
Overall interactions (across all channels) will...
Non-voice traffic will...
Increase Stay the same Decrease Not applicable to us
Evolution of contact centre in next two years
How do you see your contact centre(s) evolving in the next two years? n | 870
74% expect an uplift in overall interactions resulting in 16% net increase in FTE requirements
as engagement models evolve beyond phone centric stereotypes
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Conclusions on the impact of Operational non-voice
Customers are showing strong preference to
self-serve and adopt Apps and web-chat
The shift is gathering pace: Digital will
overtake voice in CC’s inside 2 years
Customer experience is suffering: Organisations still not able to affect customer experience as effectively in digital channels as they do in voice.
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04. IT dependency: cloud and hybrid
Copyright © 2015 Dimension Data
Context:
Technology dependencies will
force improved integration across hybrid architecture models (of hosted
and owned IT)
IT dependencies driving cloud and hybrid Systems in contact centres have consistently fallen short of expectations
Organisations are exploring options and seeing almost instant benefits
Availability of different procurement and consumption models is set to change the landscape
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36.8
51.4
53.8
49.7
58.3
54.2
47.9
39.6
48.9
50.4
22.0
26.9
23.0
27.5
15.8
21.1
21.3
17.3
18.7
19.0
41.2
21.7
23.2
22.8
25.9
24.7
30.8
43.1
32.5
30.5
Speech or text analytic systems
Interaction routing (distributor) systems
CTI applications
Workforce optimisation systems (recording systems etc.)
Business support systems
Self-service applications (e.g. IVR)
CRM systems
Social media monitoring systems
Knowledge management systems
Agent-assisted service applications (e.g. web chat, email, SMS)
Meets current needs Meets current and future needs Does not meet existing needs
How does technology meet current and future needs?
How well do the following infrastructure items meet your current and future needs? n | 675
At least 1 in 5 say technology doesn’t meet current needs (2 in 5 for social media and speech) 79% fear systems won’t meet future needs
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6.8
11.9
10.7
9.2
15.0
18.3
27.6
5.2
5.6
5.8
8.9
10.1
10.8
53.6
You rent it
Cross charge from other corporate departments
Contact centre is outsourced/co-sourced and technology is part of the outsource/co-source agreement
It's provided by the telecommunications provider
Split of own and rent
It's hosted by an applications service provider (not by a telecommunications provider)
You own it
Current Planned
Technology provision/maintenance: current and planned
How do you provision/maintain your contact centre technology (both infrastructure and applications)? n | 674
23% drop in direct ownership models
34% of contact centres without a hosted solution are planning for it
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4.5
81.4
80.5
77.2
84.2
85.7
85.9
88.8
90.8
87.6
18.6
19.5
22.8
15.8
14.3
14.1
11.2
9.2
12.4
Benefits not realised, being removed
Enables compliance with enterprise-wide IT
Improved technology uptime
Better reliability
Increased agility/speed to market
Allows us to pay for only what we use
Provides access to a single integrated customer contact
Reduced costs
Improved flexibility
Access to new functionality
Agree Disagree
Impact of hosted/cloud technologies on the business
Users expressing an opinion: How has the use of hosted/cloud technologies affected your business? n | 243
89% of current users with an opinion agree cloud has reduced costs 88% of same highlight it offers access to new functionality
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Faster time to deploy and use
Lower cost to win and maintain
Easier access to new functionality and new
channel solutions
Improved performance and
flexibility
Conclusions on Cloud and Hybrid Technology
Challenge is in creating the collaborative approach between the business and IT to create the roadmap for change and prioritise investments based on tangible ROI
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Further information… 2015 Global Contact Centre Benchmarking Report
Contact us:
www.dimensiondata.com/ccbenchmarking
cc.benchmarking@dimensiondata.com
@DDContactCentres | #CCBenchmarking
Global Contact Centre Benchmarking Discussion Group Dimension Data Contact Centres Showcase Page
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Participate in the 2016 survey and receive a FREE copy of the Global Contact Centre Benchmarking Report – a value of USD 1500 Access it today at https://2016.ccbmsurvey.com/go.asp?t=BRLKS
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