Autonomous Customers & Super Agents The Future of the Contact Centre Dr Nicola J. Millard, Head of Customer Insight & Futures, BT Global Innovation Team, [email protected] @DocNicola
Autonomous Customers & Super AgentsThe Future of the Contact Centre
Dr Nicola J. Millard, Head of Customer Insight & Futures,
BT Global Innovation Team,
[email protected] @DocNicola
2
Our research and development activities.
largest investor in R&D in the UK over past five years
3rdlargest fixed line telecoms R&D investor in the world over past five years
3rd
invested in R&D in 2014/15
£502m spent on R&D over the last five years
£2.8 billion
scientists and technologists employed worldwide
14,000 patents in our portfolio
4560
©British Telecommunications plc
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Facing Autonomous, Omnichannel, Mobile, Social Customers.
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya
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Changing usage of channels by consumers
Web-chat and social media fastest growing, as the traditional channels fall away in terms of customers contacting organisations
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya
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© British Telecommunications plc
Email PhoneWebsit
eFace-
to-faceFAQs Post
IVRText/S
MSWebch
atOverseas CC
AppsWhats
AppForum Twitter Skype
Belgium 71 59 57 55 44 29 18 35 17 15 35 9 4 13 4 6
Spain 56 65 47 51 25 15 24 19 11 12 10 12 21 8 9 8
Germany 77 65 51 48 37 44 13 27 11 7 10 6 8 12 3 6
Global 63 62 51 46 32 27 24 24 21 18 16 15 15 13 10 10
0
10
20
30
40
50
60
70
80
90
Spain is more enthusiastic about technology than much of Europe.
Global variations in usage of channels.
Which of these methods of contacting organisations do you use currently?
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya
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Cartoon: Rinat Baibekov http: www.rinat-baibekov.com
The Call Factory : The “Cat in the Box” Dilemma
“Service delivery has been crafted into an engineering model where tasks have been simplified, services must conform to predetermined design specifications and the production process has been constructed
to minimise labour costs”. Deery & Kinnie, 2002.
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New models for contact centres: SuperAgent 2000!
7
8
24
54
4
6
8
4
0 10 20 30 40 50 60
Inbound, transactional
complex problem solving
cross sell/upsell
proactive outbound
complaint handling
Other
Primary Function of Contact Centres
20
48
22
1
7
2
0 10 20 30 40 50 60
Product/service expertise
Communication skills
Analytical/problemsolving
resilience
empathy
other
Agent Skills
28
9
25
3
34
1
0 5 10 15 20 25 30 35 40
Easy/effort
Net promoter
Right first time
call handling time
customer satisfaction
other
Primary Measures
36
4
40
7
11
2
0 5 10 15 20 25 30 35 40 45
Phone
webchat
video
social media
other
Core Channels
SuperAgent 2020: The Future of the Contact Centre.
Source: SuperAgent 2020: The Future of the Contact Centre (2014), Millard & Alcock, BT White Paper. Copyright BT Global Services, 2016
9Copyright: BT Global Services, 2015
Source: SuperAgent 2020: The Future of the Contact Centre (2014), Millard & Alcock, BT White Paper.
Location of centre 2020.
“Whilst customer contact will certainly move to a more devolved model - infrastructure investment will dictate that the change will not happen by 2020”, Manager, CCMA UK.
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Key technologies 2020.
Source: SuperAgent 2020: The Future of the Contact Centre (2014), Millard & Alcock, BT White Paper.
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The Rise of the Droid…why your next employee may be a robot.
IoT
“Hollowing out” & “Uberisation” of work
Pattern matching &
unstructured problem solving,
e.g. Watson.
Autonomous mobility, fine
motor control, e.g. Baxter,
autonomous cars, computer
vision
Language & complex comms,
e.g. Siri, Narrative Science,
Lionsbridge.
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44%Would share social media profile to get better service
4 in 5Like orgs using technology to listen to calls if the agent is rude or a problem arises
71%Like it when organisations notice consumers have problems on their website and try to help
55%Might share location with organisation for a better service
The emerging “ego” system:
62%Find dealing with customer service issues exhausting
55%I put a lot of effort into safeguarding my rights
54%
Give feedback to companies but they don’t change
The more information I give, the better customer service I expect
48%China
63%UAE
75%India
62%Singapore
66%USA
69%Indonesia
63%UK
56%Belgium
57%Germany
74%Spain
Creating smart customer service: it’s all about me!
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya
13Copyright: BT Global Services, 2015
“The skilled manager will become an even scarcer commodity for contact centres. This means that to
manage successfully, you will have to move past standard people management practices”,
Call Centre Helper.
Principal role of the “super manager” 2020.
Thank You.Dr Nicola J. MillardHead of Customer Insight & FuturesBT Global Innovation [email protected]@DocNicola