#BTYSTE The evolution series. The Rise of Digital Channels

Welcome

Eoghan McDermottCommunications Clinic

#btbizcon

Agenda 1.00pm – Opening & Running Order (Eoghan McDermott) 1.05pm – BT Welcome & Evolution Series Context (Graham Fagan) 1.10pm – Embracing Digital Transformation (Martin Hill-Wilson) 1.30pm – Serving The Social Customer (Nicola Millard) 1.45pm – New Year’s Video Messages (Shep Hyken, Frank Eliason, Sarah Millar-Caldicott, Peter Shankman) 1.55pm – Business and Technology Industry Panel Discussion (Garvan Callan, Eibhlin Payne, Paul O’Riordan, Tim Hynes)

Graham Fagan

Head of Contact Centre and Multichannel Proposition

BT Ireland

#btbizcon

Inspiring The Next

Generation

“Digital TransformationIs not an arcane art, It can be codified”

Didier Bonnet, Cap Gemini

Senior VP & Global Practice Leader Digital Transformation

Author of ‘Leading Digital’,

Harvard Business Review

Martin Hill-Wilson

Customer Experience & Digital Business Strategist

Brainfood Consulting

#btbizcon

D i g i t a l C u s t o m e r E n g a g e m e n t T h e Wh o l e N i n e Ya r d s

Even Within One Generation..

Needs A

Mindset

Change

Exec Summary

1st Idea

Digital

Cause & Effect

Persona l i sa t i on

Soc ia l I n te rac t ion

Empowerment

Key Trends

Mul t i -Sc reen /Omn i -Channe l



Empowerment

Mu l t i - Sc reen /Omn i -Channe l

Key Trends

The selling process is giving way to the buying process

B2B customers completed nearly 60% of a typical purchasing decision - researching solutions, ranking options, setting requirements, benchmarking pricing - before even having a conversation with a supplier

Source: 2013 Corporate Executive Board study of more than 1,400 B2B customers

Autonomous Buyers

Peer to Peer



Empowerment

Key Trends

Mul t i -Sc reen /Omn i -Channe l

Drives Sales & Provides ID

CUSTOMER SERVICE IS NOW

ASPECTATOR SPORT!

Stakes Are Now Raised




Empowerment

Key Trends

85% of online shoppers start searching on one device and make a purchase on anotherGoogle

Any Which Way

People swap devices 21 times an hourOMD UK's Future of Britain research project

How I Live




Empowerment

Key Trends

At My Convenience

Offers One-hour Delivery Program,

Expanding Into New York, Chicago & Dallas

App-wielding Customers Make 2x The

Shopping Trips Per Month And Spend

40% More Than Non-app Users

China’s JD.com launched the option for many items to be delivered within three hours, effectively giving millions of Chinese office workers the ability to place an order by 3pm and have their shopping arrive right after work

Mining Individual Needs

Real Time Personalisation

The New Realities

Impact - Harder To Please

a c r o s s d e v i c e s & c h a n n e l s

More Intolerant Of Silos

a c r o s s d e v i c e s & c h a n n e l s

2nd Idea

Digital

Implications For Contact

Centres

A New World

InsideOut

OutsideIn

What Do You See?

OM

NI

CH

AN

NE

L

Choice-Part Of The Experience

On Our Terms - channels

On Our Terms - data

On Our Terms – autonomous

Mobile Is A Way Of Life

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”

3rd Idea

What We Need vs What We Got

There are six fundamental things that customers want:1. Know Me2. Be Relevant3. Be Competent4. Be Trustworthy5. Be Likable6. Be Available

Stuck In A Time Warp?

Source: Parature 2014 State of Multichannel Customer Service Survey – 1,000 US consumers

“Has my claim been accepted ?”

u p s t r e a m

LitigationComplaint2+ TimeResolution

MultipleTransfers

1st timeresolution

d o w n s t r e a m

InboundSituationIs Recognised

OutboundNeedis anticipated

Need isremoved

Where We Need To Be

1. Need to phone and find out2. Automated, instant confirmations triggered

at each stage of claims workflow

u p s t r e a m

LitigationComplaint2+ TimeResolution

MultipleTransfers

1st timeresolution

d o w n s t r e a m

InboundSituationIs Recognised

OutboundNeedis anticipated

Need isremoved

Where We Need To Be

Competing Agendas

One Journey : Many Silos

Think JourneysNot Channels

1st Principle

Channels Multiply

They Seldom Die

2nd Principle

‘Right’ Channel Mix Is Based On

Customer Tasks

3rd Principle

Its All About Integration.

Make It Simple

4th Principle

Part Of What’s Needed

Unified Channel Mgt Granular Journey Maps

Cross Functional VoC

the rest is culture

Nicola Millard

Head of Customer Insight and Futures

BT

#btbizcon

Serving the Social Customer: How to look good on the social dance floor.

Dr Nicola J. MillardHead of Customer Insight & Futures

BT Global Innovation [email protected]

@DocNicola

© British Telecommunications plc

We collected 44,336 customer interactions on Twitter (51%), Facebook (47%) & Forums (2%)

We categorised 12,553 social media

conversations with 13 brands in 1 week.Compared to 2986 for 14 brands in 2 weeks in 2011 – over 4 times the amount of traffic.

Social Media usage has grown MASSIVELY in 3 years.


Speed of change is accelerating.

Copyright BT Global Services, 2014

say they constantly change the way they deal with organisations

say organisations make it easy to switch between different channels1:2 17%


“@GlobeBank I wouldn't put my bank details on here but a phone number is ok no? If a weirdo calls I can just hang up!”

“@LoFlyer Hi, thank for the response. Think I'll need an email add to make a complaint - not enough characters in a DM! Thanks”.

“@CEOSuperCo have you looked at your @SuperCo feed recently. Several men staffing it are incredibly rude and dismissive. #customercare?”

“@GlobeBank- Not sure I can do that in 126 characters...”

“@SuperCo since this is a legitimate complaint, perhaps you could reserve the emoticons for when you're texting your mates...?”

“@SuperCo you are deluded if you think I am going to reply on Twitter with my details”.

“I'm sorry but why has SuperCo replied to my tweet?”

“Seriously @BrandBank, I’m flattered you ask but haven’t you got better things to do than reply to my idle twitterings?”

The dance floor can be limiting


Not all sectors are equal in the social media world.

“Big and small companies today listen like never before. The question is whether they are “hearing” any better”,

Dave Carroll*


* Stephens, G (2014), Five Years of Social Customer Care: The Pig Puts on Some Lipstick and the Fish Come Out to Play, Future Care Initiative White Paper, http://futurecare.today/

What customers talk about on social media.

9% were about primary contact channels, e.g. contact centre, store, branch.


“Anyone know how to open a SuperCo plastic bag? It's just I have things to do tomorrow”.

“One small step for GovCo, one large step for convenience. Just did everything online. Brilliant!”

“@SuperCo hi lovely peeps! Pls can you tell me nearest store to Derby that stocks coconut yoghurt? Thx”.

“@SuperCo thanks for my “luxurious” lillies - what they lacked in flower heads they made up for in slugs”.

”@GlobeBank it would be good to be able to create travel plans that span multiple countries instead of one for each country. A bit like Google maps. Create a plan, then add countries with an “add country” button”.

A fairly typical contact centre rant….in real time.#Brandbank I'm losing the will to live. Waiting for a Brandbank Helpdesk advisor...been on the phone now for 15 minutes and 25 seconds!

#Brandbank Waiting for the Brandbank Bank Helpdesk to answer the phone for 30 minutes. I've almost forgotten why I'm ringing.

#Brandbank Does Richard Clayderman get royalties for his phone instrumentals? Waiting for the Helpdesk for 18 minutes now!

#Brandbank The Helpdesk should employ Debbie Harry from Blondie to sing "Hanging on the Telephone"!

#Brandbank 25 minutes waiting for the Helpdesk to answer the phone. I hope this isn't a premium rate number.

#Brandbank Brandbank Bank Helpdesk - you win. I give up. Wait time 32 minutes and no answer. No service or help whatsoever!

#Brandbank I am sick of hearing Richard Clayderman on a loop. Waiting for Brandbank Helpdesk to answer the phone.... 16 minutes waiting!

#Brandbank Yes, Brandbank Helpdesk - I am still here 22 minutes waiting!

#Brandbank Since I've been waiting for the Helpdesk to answer the phone my money has devalued!

#Brandbank Hellllooooo Cooee... Brandbank Helpdesk....Is there anybody there?

#Brandbank Should there be any journalists out there reading my Tweets about the waiting time for the Helpdesk - do report it.



Social breeds social…“Sat here, reading SuperCo's wall, and the amount of complaints about being sold outdated food is baffling”.

“I don’t even bother ringing the contact centre any more. I get faster and better service on social media”.

“@SuperCo I understand that you're busy but tweets posted after mine were being answered while I was waiting for a reply. Poor customer care”.

“What saddos feel the need to moan on #SuperCo account all the time. It's hilarious reading. A person is moaning re: the staff being in the way!”

#FAILS go public. Rants breed more rants

Some social media can be abnormally loud!

“@SuperCo if you were a salad, what salad would you be?”

“@SuperCo tell me a rude joke”.

“Hi @SuperCo, what do the little asterisks mean next to items on your receipts? Just curious!”

“@SuperCo what do I do if my friend's having a bad day?”

Some people just want a chat.


Customer’s expectations of traditional channels can be low...

and can be higher on social.“Brandbank made me verify my account details just to be told a FAQ of their website :@”.

“@GlobeBank any danger of telephone banking working? Not really buying into the 'we are experiencing high call volumes' after 3 days”.

Dear @Brandbank , Your India office has no idea what's on your website. The man at the help desk is clueless”

The contact centre gets a bashing

“@SuperCo feeling sad, you still haven't responded to my stock question from 4 hours ago”.

“@GlobeBank I finally got a response to my question but then they went quiet again. Three days for each reply is not acceptable”.

“Twitter is training people that they get faster response in that mode. Thus everyone goes there, thus it breaks”.

“@SuperCo I hope SuperCo answer my previous tweet towards them. Easy to ignore something they can't answer #RubbishCustomerService”.

But can the social channel cope?

“TrainCo customer service is amongst the worst I have encountered. The station staff argue with info provided to me by their Twitter team and telephone customer service team despite having the information in front of me. In future I will avoid them at all cost”.

WARNING: can cause channel shift contradiction (& cost)

It can be effective in a life-and-death situation: #londonriots

Tweet from @BTCare:

“Major pressure on 999 tonight, please call in absolute emergency only #londonriots”

Tweet Reach: 311,896 people, via 385 retweets Wait time on 999: from 41 seconds to 0 seconds

Copyright BT Global Services, 2014

Thanks to Joanna Howard.


http://twitter.com/

http://twitter.com/

seems to be the hardest word…


“HighFlyer Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong”.

“@LoFlyer “hi Phil, we don't know what we are doing so we will keep sending the same reply. If you send us this we will do this “blah blah blah””.

“@TrainCo An apology is pointless unless measures are taken to prevent the problem recurring. Love from ALL your customers”.

“@GlobeBank: my social media tirade will continue, Including colourful derogatory language!! Until I receive a personalised solution”.

Action (not speed) speaks louder than

words

“RT reply from @Brandbank: “Hi there. I'm sorry I can only help with GlobeBank UK queries. I don't have contact details for India. Please contact them directly”.

“@SuperCo Can you please explain what is going on, lots of conflicting information coming from various departments”.

Silos are exposed

How to be Lords of the Dance…


“Customers must want social servicing. The challenge is they

[marketing] were not fully listening to these

complaining customers, and I am not sure

companies are still doing a great job at that.

Customers never wanted social customer service, they want to be treated right the first time”,

Frank Eliason*.

* Stephens, G (2014), Five Years of Social Customer Care: The Pig Puts on Some Lipstick and the Fish Come Out to Play, Future Care Initiative White Paper,

http://futurecare.today/ .

Networking social experts.

Voice

Webchat

VoIP

SMS / MMS

E-mail

‘Call me’

Video

Social Media

Home Workers

Branch Offices

Remote Workers

Mobile Workers

Contact Centres

HQ

Copyright: BT Global Services, 2014© British Telecommunications plc

Thank You.


Dr Nicola J. MillardHead of Customer Insight & Futures

BT Global Innovation [email protected]

@DocNicolahttp://letstalk.globalservices.bt.com/

New Year’s Video Messages

#btbizcon

Business and Technology Industry Panel Discussion

• Garvan Callan, Bank of Ireland• Tim Hynes, Microsoft• Kristina Pfuertner, PayPal Corp• Eibhlin Payne, Blizzard Entertainment• Paul O’Riordan, Oracle Corp

#btbizcon

#BTYSTE The evolution series. The Rise of Digital Channels

Technology

pm business

single channel

new york

new worldinsideoutoutsidein

terms channels

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new realitiesimpact

way of life