2015 Global Contact Centre Benchmarking Report key findings

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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


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


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


01. Go Digital or Die


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

Email

Web chat

Social media - Facebook, Twitter, etc.

Smartphone application

SMS text/instant messaging

Video chat

Internet website (peer-to-peer systems) 2006

2013

2015


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


02. Analytics: big 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


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


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


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


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


03. Operational growth: non-voice


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


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


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.


04. IT dependency: cloud and hybrid


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


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


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


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


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


Further information… 2015 Global Contact Centre Benchmarking Report

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2015 Global Contact Centre Benchmarking Report key findings

Data & Analytics