John Paitaridis - Optus Business - How Technology Powers Customer Experience

FUTURE OF BUSINESS CREATING A BUSINESS YOUR CUSTOMERS LOVE JOHN PAITARIDIS, MANAGING DIRECTOR

OPTUS.COM.AU/FUTUREOFBUSINESS #FUTUREOFBUSINESS

Page 3 Strictly confidential

94% AFTER AN

OUTSTANDING EXPERIENCE

17% AFTER A GOOD EXPERIENCE

SURVEYED CUSTOMERS LIKELY TO RECOMMEND A BUSINESS

THE IMPACT OF CUSTOMER EXPERIENCE

79% SURVEYED CUSTOMERS ACTED

AFTER A BAD EXPERIENCE


I get a quick result 5

Staff are friendly or polite 1 My needs are met 2 Staff are knowledgeable 3 I am able to interact with a real person 4

I feel listened to 10

I feel valued as a customer 6 I can interact at my convenience 7 It takes me minimum effort 8 Business is honest and transparent 9


I get a quick result

Personalised, flexible experience

Single point of contact

I am kept in the loop

I feel listened to

I feel valued as a customer

I am given consistent information

It takes me minimum effort

Business is honest and transparent

Staff take initiative to do more for me

CURRENTLY IN 1-2 YEARS

60%

50%

40%

30%

20%

10%

0%


MARKETING PRODUCTS/SERVICES

SELLING PRODUCTS/SERVICES

DELIVERING A PRODUCT OR SERVICE

PROVIDING CUSTOMER CARE AND SUPPORT

MOST IMPORTANT CHANNELS 3-5 YRS

MOBILE IS AMONG TOP THREE MOST IMPORTANT CHANNELS (3-5 YRS)

ORGANISATIONS NEED

BOTH TRADITIONAL AND DIGITAL CHANNELS

AND THE MIX IS IMPORTANT

BIG OPPORTUNITY FOR ORGANISATIONS TO CLOSE THE GAP

12% BUSINESSES DELIVERING 65%

CONSUMERS WANT A CONSISTENT EXPERIENCE

ACROSS CHANNELS

THERE ARE 31 MILLION MOBILE SERVICES IN OPERATION IN AUSTRALIA

Source: ACMA Communications Report 2012-13 Nov 13


SOCIAL MEDIA ADOPTION IS AT ALL TIME HIGH IN AUSTRALIA


13.6 MILLION AUSTRALIANS UNDERTOOK ONLINE

TRANSACTIONS

UP 8%


3-5 YRS NOW

CHANNELS USED TO ENGAGE CUSTOMERS

ONLINE

96% 91%

SOCIAL MEDIA

86% 62%

MOBILE

82% 46%

CONTACT CENTRE

66% 56%

BRICKS & MORTAR

77% 73%

THE NUMBER OF ORGANISATIONS

USING MOBILE AS A CHANNEL TO ENGAGE

CUSTOMERS IS EXPECTED TO ALMOST

DOUBLE

OF A

N ATTRIBUTES OUTSTANDING ORGANISATION


10%

10%

12%

Customer rating

37% Very good

Outstanding

25% Good

25% Average

Poor, very poor or terrible


Aligns technology and customer experience strategies 1

IT influence Cu

stome

r exp

erien

ce su

cces

s

CUSTOMER EXPERIENCE SUCCESS vs. IT INFLUENCE

Minor alignment

Some alignment

Major alignment

38% 44%

54%


Aligns technology and customer experience strategies 1 Empower the workforce with the right tools 2

WELL EQUIPPED EMPLOYEES DELIVER OUTSTANDING CUSTOMER EXPERIENCE

71% of surveyed businesses with very well-equipped employees delivered outstanding or very good customer experience.


Aligns technology and customer experience strategies 1 Empower the workforce with the right tools 2 Fully integrates channels and systems 3

FULLY INTEGRATED CHANNELS

49% 1%

Businesses delivering outstanding experience have fully integrated channels

Businesses delivering average experience have fully integrated channels


Aligns technology and customer experience strategies 1 Empower the workforce with the right tools 2 Fully integrates channels and systems 3 Alignment between departments 4

PERCENTAGE OF BUSINESSES FACING KEY CUSTOMER EXPERIENCE CHALLENGES

Lack of alignment between departments in delivering customer experience

OUTSTANDING AVERAGE

5%

48%


Aligns technology and customer experience strategies 1 Empower the workforce with the right tools 2 Fully integrates channels and systems 3 Alignment between departments 4

A formal customer experience strategy

30%

51%

WHICH HIGH LEVEL CUSTOMER EXPERIENCE INITIATIVES BUSINESSES HAVE IN PLACE

A customer feedback program

that provides actionable insights

OUTSTANDING AVERAGE

50%

76%

A detailed understanding of the current experience

from your customers’ point of view

31%

60%

A description of the ideal customer experience

23%

53%

Customer experience strategy and initiatives 5

TAKING IT B

USIN

ESSE

S SERIOUSLY?

ARE


Customer experience or advocacy

Improving efficiency or productivity

Increasing overall revenue

Increasing profit

25% 23% 16% 15%

TOP BUSINESS PRIORITIES AREN’T ALIGNED

IT

22% 25%

Marketing and Customer

experience

Finance

13% 15%

PRODUCTIVITY AND EFFICIENCY

CUSTOMER EXPERIENCE OR ADVOCACY

REVENUE PROFIT

31%

17%

35%

18% 14%

37%

17% 16%


45% of surveyed decision-makers understand the impact customer experience has on revenue and profits

Local Government

Industry Average Finance & Insurance

Retail Health

Education Federal Government

State Government

45% 35%

63% 33%

48% 25%

27% 30%


Staff members are friendly or polite

My needs are met

Staff are knowledgeable

I am able to interact with a real person

WHAT MAKES AN IDEAL CUSTOMER EXPERIENCE?

1 2 3 4

Quality product or service

Timely or minimum time for customer

Customer’s expectations are met

Competitive pricing or value for money

BUSINESSES’ VIEW CUSTOMER VIEW


Actioning customer feedback 5

Budget constraints 1 Competing agendas or priorities within the organisation 2 Lack of alignment between departments in delivering customer experience 3 Difficulty changing processes to respond to new customer developments 4

No clearly defined ideal customer experience 10

Lack of buy-in or engagement among staff members 6

Capturing structured customer feedback 7

Lack of in-house skills or expertise 8

Lack of clear strategy 9


CUSTOMER


CUSTOMER

DEFINE YOUR CUSTOMER EXPERIENCE VISION AND STRATEGY


PRIORITISE CUSTOMER EXPERIENCE ACROSS ALL DEPARTMENTS

CUSTOMER




ALIGN TECHNOLOGY & CUSTOMER EXPERIENCE STRATEGIES CUSTOMER




ALIGN TECHNOLOGY & CUSTOMER EXPERIENCE STRATEGIES

EMPOWER THE WORKFORCE WITH THE RIGHT TOOLS

CUSTOMER



FULLY INTEGRATE CHANNELS AND SYSTEMS


ALIGN TECHNOLOGY & CUSTOMER EXPERIENCE STRATEGIES

EMPOWER THE WORKFORCE WITH THE RIGHT TOOLS

CUSTOMER




CUSTOMER

KNOW ME EMPOWER ME

TRUST EXCITE ME

85% of business currently offering and investing in

website self serve tools

85%

95% of surveyed customers likely to remain customers

after an outstanding experience

95%

Only a third of consumers are comfortable sharing

their personal data with a mobile application.*

33%

72% 72% of businesses are

using big data to understand customer

behaviour

*Source: MEF Global Privacy Survey 2013


HARD REALITIES FOR ORGANISATIONS…

 Company DNA and culture  Commitment and risk appetite  Shareholder expectations

SUCCESSFUL ORGANISATIONS…

 Pre-empt changes in external environment  Learn from others and “customise” to local

context  Build risk and reward models  Act faster than the competition

CHANGE IS A CHALLENGE! ADAPT!

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