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The Services Research Company
The Role of Contact Center in Omnichannel Strategy
An HfS Webcast, 25th August 2016
Host:
PhilFersht,CEO&ChiefAnalyst,[email protected] @pfersht#hfsresearchWeb:www.hfsresearch.com |Blog:www.horsesforsources.com
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Overview:• 20years’businessexperienceintheglobalITandbusinessprocess
outsourcingandsharedservicesindustry• Coinedthe“As-a-ServiceEconomy”in2014• Industryanalyst,author,speaker,strategistandblogger• Advisedandcogitatedon100’sofglobalITservices,BPOandshared
servicesengagements• Meddleswiththelargestglobalnetworkofenterpriseservicesand
operationsprofessionals
CareerExperience:• PracticeLead,ITServices&BPOResearch,Gartner,Inc• GlobalBPOMarketplaceLeader,DeloitteConsulting• ConsultingPracticeLead,IDCAsia/Pacific• ITMarketsPracticeLead,IDCEurope
Education:• BSwithHonorsinEuropeanBusiness&Technology,CoventryUniversity,
UnitedKingdom• DiplômeUniversitairedeTechnologieinBusiness&Technologyfromthe
UniversityofGrenoble,France
[email protected]
Phil Fersht, Founder, CEO and Analyst, HfS Research
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Our Webcast Panelists Today…
PeterRyanVPCustomerandMarketSolutionsConduitGlobal
AmitShankardassExecutiveVicePresident,MarketingTeleperformance
Mandeep SinghKwatraCXConsulting&GlobalSolutions &CapabilitiesLeaderHGS
MelissaO’BrienResearchDirector,HfSResearch
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Unbridled Opinion… Simply Calling It How It Is
www.horsesforsources.com
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…With a More Serious Side Too! www.hfsresearch.com
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The HfS Service Buyers Summits…next up New York
www.hfsevents.com/new-york-2016
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The As-a-Service EconomyAnd The “Intelligent OneOffice”
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Senior Management Driving Customer First ThinkingPleaseindicatewhetheryouagreeordisagreewiththefollowingstatementsaboutYOURIntelligentOperationsmind-settoday
Source: “Intelligent Operations" Study, HfS Research 2016Sample: Buyers = 371
31%
34%
38%
42%
47%
48%
53%
55%
53%
50%
46%
45%
16%
11%
9%
9%
7%
7%
Sourcingofexternalas-a-ServicemodelswillbedeliveredbytheexistinglandscapeoftraditionalIT
Serviceproviders
Sourcingofexternalas-a-Servicemodelswilllargelybedeliveredbyaconstellationofnewbreedproviders
Sourcingofexternalas-a-Servicemodelswillbedrivenbyanoperations-first,or“processfirst”strategy
MovingtoIntelligentOperationswillallowourprocessinteractioncoststodecreasedramatically
MovingtoIntelligentOperationswillallowustobettersegmentandorganizeworkandworkprocesses
Sourcingofexternalas-a-Servicemodelswillbedrivenbya“customerfirst”strategy
Agree Neutral Disagree
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The “Intelligent OneOffice” will emerge from Digital + Automation
TheDigitally-DrivenFront
OfficeMobile,Social/Interactive,Real-timeactionabledata,
DesignThinking
DigitalUnderbellyIntelligentAutomationofmanualprocessesDigitizationofdocumentsIoT
IntelligentDigital SupportFunctionFrontoffice-alignedIT,Finance,HR,Procurement,SupplyChain
IntelligentDigitalProcessesPredictive&OperationalAnalytics,Cognitive.
TheCustomer-firstDigitalOrganization
TheEnablingIntelligentOneOffice
The Nervous System, incepting & Processing
all Inputs
The Neural System
The Circular System
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The Service Providers will bifurcate into two groupings
BackOfficeOutsourcersEfficiency,Automation,LaborArbitrageandScalability
OneOfficeEnablersDataOrchestrationandHumanCollaboration
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Our Webcast Panelists Today…
PeterRyanVPCustomerandMarketSolutionsConduitGlobal
AmitShankardassExecutiveVicePresident,MarketingTeleperformance
Mandeep SinghKwatraCXConsulting&GlobalSolutions &CapabilitiesLeaderHGS
MelissaO’BrienResearchDirector,HfSResearch
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What role does the contact center play in an omnichannel strategy?
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Customer Facing Functions are the Most Ambitious Targets for Intelligent OperationsWhichofyourbusinessfunctionsarethemostmatureintermsofintelligentoperationsnow?Wherewouldyoulikethemtobein3years?(Scale1-5,just4&5)
Source: “Intelligent Operations" Study, HfS Research 2016Sample: Buyers = 371
19%
19%
19%
23%
25%
25%
25%
26%
41%
44%
45%
50%
50%
54%
53%
50%
FinanceandAccounting
HumanResources
Procurement
SupplyChainandLogistics
ITapplicationmaintenance&development
ITandNetworkinfrastructuresupport
CustomerService
Sales/Marketing/CRM
Targetfor3years MaturityNow
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The Omnichannel Shift is Underway
Multi/Cross-Channel
• Multiplechannelsavailableforcustomerinteraction
• Channelpairingwithcontextpreservedbetweenchannels
• Interactionscanpivotbetweenchannels
• Greatercustomerconvenienceandpersonalization
Omnichannel
• Abilitytosupportallpotentialchannelsforcustomerinteractionandagilitytoaddchannelsasneeded
• Customercanusevariouschannelssimultaneouslywithcontextintact
• Developsintelligenceaboutcustomerpreferencesandusespreferredcontactmethods
• Greatercustomerconvenienceandpersonalization,includingproactiveengagement
• Understandscustomer’sintent
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What is Digitally- Enabled Contact Center?
Digitallyenabledcontactcenterisnotjustaboutsupportingthedigitalchannelsthemselves,it’sthedesignandstrategyabouthowdigitalimpactsthewayenterpriseshandlecustomerserviceina“customerfirst”organization.
Trademarksofadigitallyenabledcontactcenter:• Useofdigitalchannels• Useofautomation• Designofhowdigitalchannelsfitintocustomerjourney• Talentthatcanhandlecommunicationondigitalchannelsaswellastakecontextual
datafrommultiplesources• Analyticsforchannelmix/usageandselfservice• Ultimately,adigitallyenabledcontactcenterisonethatsupportsIntelligentOneOffice
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Contact Center Operations Needs to Mature in Order to Fully Support Omnichannel Strategies
IDEAL NONEXISTENT INITIAL EXPANSIVE EXTENSIVE ALLPERVASIVE
WriteOffLegacy 2016
DesignThinking 2016
Brokers ofCapability 2016
CollaborativeEngagement 2016
IntelligentAutomation 2016
Accessible&ActionableData 2016
HolisticSecurity 2016
Plug andPlayDigitalBusinessServices
2016
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86%
63%
50%
13%
13%
13%
88%
69%
88%
69%
50%
69%
84%
83%
74%
53%
47%
34%
88%
91%
86%
76%
67%
49%
BPOisaforceforinnovationandchangewithinbusiness
MyBPOroleisfundamentaltobusinessperformance
IamexcitedaboutthefutureofBPOasanindustry
BPOtodayisanexcitingcareerchoice
TherehasbeenabigrecentshiftintherecognitionofacareerinBPO
BPOhasadefinedcareertrackandacertainfuture
The Talent Challenge: Providing a Career Path for Contact Center BPO
Towhatextentdoyouagree/disagreewiththefollowing?(byyearsexperience)
<2Years 2to5Years 5to10Years >10Years
ExcitementaboutBPOasaforceforchange
Notfullytranslatingintosustainabilityasacareerfor
thosenewtoit
Source:TheBPOProfessionin2015,HfSResearch,April2015EnterpriseBuyers=121;Advisors/Consultants=158;ServiceProviderExecutives=229
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Top skills in 2020 shift to critical thinking, creativity and Emotional Intelligence…
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What needs to happen to enable a successful omnichannel strategy?
What’s working and what’s not?
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How are BPOs changing to enable omnichannel
strategies?
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Source: “Making that leap from effective to strategic BPO/BPM" Study, HfS Research 2016Sample: 343 Industry Stakeholders (Enterprise Buyers = 115, Advisors = 55, Service Providers = 173)
Changes to Importance of Service Provider Capabilities
25%
27%
28%
71%
86%
95%
89%
91%
89%
10%
30%
31%
71%
83%
90%
72%
90%
83%
14%
16%
17%
34%
39%
43%
44%
47%
48%
Deliverycenterlocations
On-siteaccountmanagers
Sourcing“fresher”talent
Continuousimprovementprograms
Consultingskillsforprocessredesign/reimagining
Datascientistsandanalyticsskills
Cognitivecomputingplatforms
Processautomationtools
Designthinkingcapability(e.g.,methodologies,…
Whichcapabilitiesforserviceproviderswillbemoreimportanttomuchlessimportantin2018?(Moreimportantormuchmoreimportant)
Buyers Advisors ServiceProviders
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How does omnichannel change the metrics and relationship within BPO
engagements?
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What’s next to move the omnichannel from a conversation into a
reality?
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Source: “Making that leap from effective to strategic BPO/BPM" Study, HfS Research 2016Sample: 343 Industry Stakeholders (Enterprise Buyers = 115, Advisors = 55, Service Providers = 173)
What would you change about the BPO industry if you had one wish?
4%
10%
14%
22%
5%
18%
10%
19%
13%
3%
13%
20%
10%
10%
20%
10%
3%
6%
8%
10%
11%
14%
24%
25%
Other(pleasespecify)
Nomorevisaissues
Eliminateratecards
LessPowerPoint
Badqualityteleconferencelines
Lesshypearoundautomation
Clients/servicebuyerstellingtheirstories
Morewomeninleadershiproles
Ifyoucouldchangeonethingaboutthisindustrywhatwoulditbe?Buyers Advisors ServiceProviders
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