Shaping the next generation of customer experience
North American insights & trends
E-commerce One to OneMarch 21, 2013
E-commerce One to One
Carolyn CrewsSVP, Global Marketing & Sales
TELUS International | @TELUSint
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Our perspective
We serve the customer care needs of some of the world’s largest & most respected brands. CallPoint joined the TELUS International family in September 2012
Global arm of TELUS: $23 billion (17 billion EUR) telecommunications parent, 13 million customer connections
Established in 2005 providing contact center outsourcing solutions
Over 15,000 team members across North America, Central America, Asia & Europe
Care, technical support, sales, credit & collections
150 million+ customer interactions annually via voice, email, chat & social media
Global 100 Most Sustainable
Corporations
12 consecutive years – Dow Jones Sustainability
World Index
Awarded world’s top philanthropic
corporation
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Our perspective
We enable customer experience innovation
through spirited teamwork, agile thinking and a caring culture that puts customers
first.
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Big shifts are underway
Impressive U.S. data suggests big impact on customer experience
E-commerce is growing:
U.S. e-commerce sales totalled $225.5 billion (171.8 billion EUR) in 2012 – up almost 16% from 2011 (U.S. Commerce Department)
Everything is for sale:
What are people buying online? A look at Amazon.com sales (U.S.):
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Big shifts are underway
Generation Y is a game-changing force:
Generation Y will be nearly half (50%) of all U.S. workers by 2020
Consumers are mobile:
By 2015, more U.S. consumers will access the Internet through mobile devices than PCs (IDC)
Social media is expected:
Within 5 years, social media interactions at call centers will be equal to the number of voice interactions (DMG Consulting)
Brands realize the value of culture to attract & serve customers
Companies see the effect of behavior on performance – example: Zappos Culture Book – captures what culture means to employees
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How we see it
What’s impacting customer experience today?
Generation Y – the next big customer service wave1
Chat & social media – companies need to be accessible
Culture holds the key – brands need to stand out from the crowd
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The next big customer wave
Generation Y matters to business:
Trend 1: Generation Y
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Generation Y world population (ages 12-32) is just over 2.4 billion people
Generation Y will be nearly 50% of all US workers by 2020
Generation Y spending is almost $200 billion (153 billion EUR) / year
By 2017, Generation Y will have more spending power than any other generation
A lot of people heading towards their peak earning years, controlling &
influencing spending
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Adopting the Generation Y mindset
How do you communicate with a group that texts like this?
Trend 1: Generation Y
“Omg jk!! LOL u kno ily. Nyway watchu doen 2nite? I g2g 2 din wit da rents but bbl. U hangen out?”
And acts like that? Requiring fun & social in everything they do?
Translation: “Oh my gosh I’m just kidding! Laughing out loud. You know I love you. Anyway, what are you doing tonight? I have to go to dinner with my parents but I’ll be back later. Are you hanging out?”
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Serving Generation Y – best practices
1. Customize & personalize
2. Be accessible, be fast
4. Extend the experience
Gen Y
Trend 1: Generation Y
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Chat & social media – be accessible2 Contact channels keep growing especially with rise of social media & chat
But…virtually ALL interaction channels are growing (voice, email, chat, social) with customers creating more interactions than ever before
12% rise in web self-service, 24% rise in chat usage, 25% increase in community (social forum) usage in the past 3 years (Forrester)
Trend 2: Chat & social media
Serve customers where they are, when they want, in a consistent
manner
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Chat still offers a lot of opportunity
Chat market adoption is increasing but still not universal among big brands
Trend 2: Chat & social media
We see best results when: Chat training emphasizes soft skills Chat metrics foster the right agent behavior Chat is easy for the customer
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Social media is expected
Best practices for social care are emerging but strategies differ among high-tech leaders
Examples: HP’s use of social channels for customer-
to-customer support with little direct
intervention Best Buy’s extensive use of employees
empowered to provide proactive social care
via Twitter Google’s use of “how to” videos, taking
advantage of rich media capabilities to
provide customer support Apple’s use of company-owned branded
support communities
Trend 2: Chat & social media
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Brands need to stand out – but how?
Culture!
Great companies are enabled by great corporate cultures Attracts and keeps the best people Makes emotional connections Creates memorable moments Encourages quality customer service
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Start from the inside – do you empower your people to work
socially – just like customers?
Trend 3: Culture!
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Culture = community
Build a community – not just a company
Bring emotion into the workplace
Measure happiness
Trend 3: Culture!
Our community wall in Central America
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Culture = people
Focus on attracting & retaining the right people to serve your customers: Generation Y serving Generation Y Gamers serving Gamers
Invest in your frontline where happy agents = happy customers
Trend 3: Culture!
Guatemala
Philippines
Romania
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Culture = purpose
Both consumers and employees (especially Generation Y) want companies to stand for something – have meaning
Trend 3: Culture!
Merci! – Questions?
Parce que le e-commerce se joue des frontières
Nous servons 30 e-commercants en 30 langues
16,000 collaborateurs dans 12 pays
Pour servir les leaders du e-commerce mondial
Come see us!
Stand 25
Merci!
Connect with us!
TELUS Internationalhttp://telusinternational.com
Carolyn Crews SVP, Marketing & SalesNew York, [email protected]
CallPoint http://callpoint-group.com
Grégoire Vigroux Director, Marketing & SalesBucharest, [email protected]