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Global Contact Centre Benchmarking - · PDF fileGlobal Contact Centre Benchmarking Digital needs a Human Touch ... benchmark Why Pinpoint problems ... Call Replacing face to face

Jun 30, 2018

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  • Global Contact Centre BenchmarkingDigital needs a Human Touch

    Jude Carter

    Principal ConsultantCustomer Experience & CollaborationDimension Data

  • Wholly-owned

    subsidiary of

    NTT Group

    Global footprint direct

    presence 58 countries

    Preferred partners in

    100+ countries

    ICT provider since

    1983 Our FY15 turnover

    is USD 7.5bn

    Clients include 75%

    of Fortune 100 &

    60% of Fortune 500

    Global Top

    Employer of

    31,000+ employees

    Strategic partners

    Cisco, EMC,

    Microsoft, SAP,

    and Deloitte

    Dimension Data

    Official technology

    partner of A.S.O.,

    organiser of the Tour

    de France

    Title partner of Team

    Dimension Data

    for Qhubeka

  • Security

    Network

    as the platformNext-generationdata centre

    CollaborationDigital

    Customer experience

  • The Global Contact Centre

    Benchmarking Report

    Launched in 1997 by Merchants,

    Dimension Datas

    subsidiary contact

    centre specialist.

    Annual global

    research study of multichannel

    interactions and

    the contact centre

    Supported by over 40of the worlds leading industry

    groups and associations

    19 yearsof trends, performance

    analysis and best

    practice techniques

    6core review areasspanning innovative

    strategies on operations

    and technology to self- and

    assisted-service solutions

  • About the

    2016 Report

    6 chapters,

    700+ data points,

    80+ result charts

    1320 companies from

    81 countries globally contributed to this years research

    Analysis with context

    and recommendationson best practices

    16 new questions and existing

    survey expanded

    to include digital

    25 country/regional highlights summary

    reports

    New for 2016

    bespoke reportbuilder via new website

  • 03 March 2017

  • companiesbenchmark

    Why Pinpoint

    problems

    Identify best

    practice

    Validate

    performance

    Get buy-in

    to change

    Support

    business cases

    Understand

    trends

  • accelerate your ambition

    Digital needs a human touch

    The Big Picture

  • CX recognised as a clear differentiator: its dominating the service revolution as organisations go beyond.go digital or die

    SOURCE: 2016 Global Contact Centre Benchmarking Report

    83% recognise CX

    as a competitive

    differentiator

    Thats a rise of 30%

    since 2012

    78% recognise CX as the most important board

    level/exco strategic performance measure

    77% can evidence cost saving benefits via improved CX; 74%

    say it increases company profits/revenues

    Strategy and innovation

  • CX transformation: evolution of the contact centre

    Telephone-primed CX

    Contact2000s

    Channel migration

    for cost reduction

    Broadening

    channel access

    1990s

    CallReplacing

    face to face

    Provide improved

    customer access

    2010s

    MultichannelPart of a

    multichannel experience

    Supporting other channels

    - not always first choice

    Omnichannel2016 2018

    Focused on resolving user

    issues in-channel

    Providing assisted support for

    integrated digital channels

  • Omnichannel Vs Multichannel

  • CX transformation: evolution of the contact centre

    Telephone-primed CX Digital-primed CX

    Contact2000s

    Channel migration

    for cost reduction

    Broadening

    channel access

    1990s

    CallReplacing

    face to face

    Provide improved

    customer access

    2010s

    MultichannelPart of a

    multichannel experience

    Supporting other channels

    - not always first choice

    Omnichannel2016 2018

    Focused on resolving user

    issues in-channel

    Providing assisted support for

    integrated digital channels

    Digital analytics

    Technology enablement

    2016-2020s

    Personalisation & proactive CX

  • accelerate your ambition

    Digital needs a human touch

    The Challenge

  • The digital revolution is being held back

    digital needs a human touch

    Channel specific

    rather than customer

    centric

    experience design

    Customer testing

    and approvals

    scarce

    Design

    Consistent and

    proven phone

    management

    techniques not

    applied to digital

    Objectives not

    aligned

    Management

    Responsibility and

    focus to business

    case objectives is

    often missing

    Silo approach to

    channel management

    Ownership

  • accelerate your ambition

    Digital needs a human touch

    The Detail

  • accelerate your ambition

    01 Strategy and Innovation

  • Customer experience as a competitive differentiator

    6.8

    10.7

    82.5

    2.8 7.9

    89.3

    Global Financial Services

    Does your organisation view customer experience / the contact centre as a competitive differentiator?

  • Omnichannel and the move to digital having the largest impact

    Top 3 Industry trends affecting CX capability

    3.3

    9.3

    14

    25.1

    26.5

    27.9

    28.8

    31.6

    34.9

    41.4

    56.3

    Other

    Speed of change - can't keep up

    Access to new technologies (incl. hostingetc.)

    Commitment to customer experience as adifferentiator

    Data analytics (incl. big data)

    Interaction optimisation/automation

    Multiskilling/increased complexity

    Security risks and compliance

    Changing user behaviours (mobile, socialetc.)

    Migrating traffic to digital

    Omnichannel strategies (connectedcustomer journeys)

    What are the top three industry trends affecting contact centre and CX capability

    Global Financial Services

  • Massive focus on full channel integration

    1 in 5 FinServiceorganisations omnichannel capability now.

    Moving to 4 in 5 by 2018!

    Omnichannel Integration

    Which of the following best describes the level of integration across your service channels?

    Global Financial Services

  • Customer analytics, digital capability and omnichannel are the key trends for next 5 years

    Personalised service offerings fall right behind architecture capability as other top CX enablers

    Trends and Drivers next 5 years

    0.5

    2.3

    7

    10.7

    12.1

    12.6

    18.6

    20.9

    26

    38.6

    48.8

    50.2

    51.6

    Other

    Public scrutiny of service provision

    Service via video on demand

    Enhanced security (i.e. fraud)

    Better training and agent empowerment

    Service via social media

    Executive commitment to the customerexperience

    Availability/access to new technology

    Changing user demands/behaviours

    Personalised service offerings

    Integrated customer journeys (i.e.omnichannel)

    Digital channel service capability

    Customer analytics

    What are the top three things that will reshape the contact centre industry (and CX) during the next five years?

    Global Financial Services

  • accelerate your ambition

    02 Performance Analytics

  • Analytics headline change agent again this year but still 83% have no big data capability

    Headline performance tools now the norm,but dont show the big picture on CX journeys

    84 82

    74

    42

    40

    17.5 1712.5

    0.5

    Business information tools available

    17

    8482

    74

    What business information tools are available within your contact centre?

    Global Financial Services

  • Only 32% can now track a customer journey that spans multiple channels

    And only 23% can locate problem hotspots that impact CX

    7.5

    23

    31

    32

    32.5

    Other

    Blockage points in processes (that affect the CX) can belocated

    Key decision points can be identified

    Interactions can be tracked across multiple channels

    We can't track the customer journey

    Tracking customer journeys

    32.5

    23

    How well can you track the customer journey across your service channels?

    Global Financial Services

  • Service personalisation mainly achieved via broad segmentation and campaign triggers

    Future trend is customised CXbased on small data insights

    11

    23.5

    45

    54

    60.5

    We are unable to offer a personalised services at this time

    Customised CX based upon the customer's profile/analytics

    Prioritised service for specific campaigns/events

    Prioritised service channels

    Specific customer groups (e.g. high value/gold card customers)

    Personalisation of service

    23.5

    What style of personalised service can you offer?

    Global Financial Services

  • 03 Digital Services

  • The digital revolution

    continues

    Today, digital interactions

    account for over 42%

    of all interactions

    and are on track

    to overtake voice

    by the end

    of the year

    The digital revolution

    Telephone

    IVR

    Automated services

    Email

    Web chat

    Social media - Facebook,Twitter, etc.

    Smartphone application

    SMS text

    Video chat

    Service kiosk support

    Internet website (peer-to-peer systems)

    2006

    2015

    2016

  • Contact Centres now supporting up to 9 chann

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