Post on 14-Jun-2020
transcript
BT Contact. Relationships that grow 1 Copyright: BT Global Services, 2014
Dr Nicola J. Millard Customer Experience Futurologist BT Global Services nicola.millard@bt.com Twitter: @DocNicola
SuperAgent 2020: The evolution of the 2020 contact centre.
BT Contact. Relationships that grow 2
Future visions: contact centre 2000 (from 1995).
Thanks to Andy Gower, BT.
Copyright: BT Global Services, 2014
BT Contact. Relationships that grow 3
I am happy to be transferred to
another person who is trained to
answer more complicated
questions
86%
Advisors have put me on hold
because they don't know what
to say and need to check
85%
Advisors in call centres have
struggled to answer my
queries
79%
Advisors in call centres
haven't had the most up to
date information
72% Often I have known more about the
product or problem than the advisor
in the organisations call centre
70% Advisors in call centres haven't
known what's on their own
organisations website
64%
I have found it better to get
advice about products from
other consumers than phone
the supplier
58%
“Autonomous customers” increase demands on contact centres.
I have better conversations
with call centre advisors if
they have the same interests
as me
67%
Advisors in call centres have
tried to hurry my call
55%
Copyright: BT Global Services, 2014
BT Contact. Relationships that grow 4
"I don’t foresee anything replacing customers calling for help, but their contacts
will become more complex. We may also have to reach out to them more often”, Manager, CCMA Ireland.
Primary function of contact centres in 2020.
Copyright: BT Global Services, 2014
BT Contact. Relationships that grow 5
Anatomy of a “super agent”.
Copyright: BT Global Services, 2014
BT Contact. Relationships that grow 6 Copyright: BT Global Services, 2014
"Customers are calling us about an issue because of the complexity of the world we are
living in. We have termed this a ‘contact centre job’ – with people being paid the same
wage as ten years ago. That is unsustainable – you will not get expert problem solvers
who are shifting organisations in six monthly cycles – they are call handlers – we need
expert problem solvers”, CCMA UK, Contact Centre Strategist.
Super agent skills 2020.
BT Contact. Relationships that grow 7 Copyright: BT Global Services, 2014
Customer satisfaction key, followed by new kid on the block, customer effort & right
first time. Net promoter’s popularity is waning. Traditional resource optimisation
measures like call handling time are viewed as less important.
Primary measures 2020.
BT Contact. Relationships that grow 8 Copyright: BT Global Services, 2014
Easy does it!
5% Felt they had got good
value for money when
they had a difficult
experience
44% Say that loyalty to
companies is a thing
of the past (50% in
the UK).
32% Of shoppers regard
‘easy’ as a top 5
factor when it comes
to shopping.
BT Contact. Relationships that grow 9
“Net Easy” does it.
Making it Easy is the missing link between operational
quality and loyalty:
Operational performance
Customer experience
Advocacy
Incremental value Churn
reduction
NPS
Net Easy
OCR & RFT
Why measure Easy?
True voice of the customer
Drives advocacy, VFM & loyalty
Highly actionable feedback
Applicable in all channels
Engages and resonates with staff
Low effort also = lower cost
Customers finding it easy are
40% less likely to churn
Copyright: BT Global Services, 2014
BT Contact. Relationships that grow 10
6 factors explain 67% of movement in Net Easy
What drives easy?
Thanks to: Joanna Howard Copyright: BT Global Services, 2014
BT Contact. Relationships that grow 11
Some channels are easier than others.
Thanks to: Joanna Howard Copyright: BT Global Services, 2014
BT Contact. Relationships that grow 12
Core channels 2020.
49% When I phone I have a
more complex issue
68% Would like to have
webchat offered whilst
online
26% Of customers use
webchat as a
preferred contact
channel currently
19% Find it easier to contact
organisations via
Social Media
only
say they constantly change the
way they deal with organisations say organisations make it easy to
switch between different channels 1:2 17% only
BT Contact. Relationships that grow 13
Video Culture Grows.
Video conferencing is 100% up on 2010
as video culture grows
Which of the following would
you use video content for?
To see a product
being used 46% 57%
To get instructions 43% 52%
To get more
information 38% 45%
To view adverts 33% 32%
To see other
consumers reviews 24% 30%
To resolve a problem 28% 25%
YouTube instead of
Google to search
new products
17% 24%
Use Pinit weekly 9% 20%
Copyright BT Global Services, 2014
BT Contact. Relationships that grow 14
Why Customers Use Social Media.
84% were about failures in traditional contact channels
Copyright BT Global Services, 2014
BT Contact. Relationships that grow 15
A funny thing happened on the way to the forum…
Copyright BT Global Services, 2014
BT Contact. Relationships that grow 16
Mind the smartphone generation gap!
16-34 year olds
driving smartphone commerce
Copyright BT Global Services, 2014
BT Contact. Relationships that grow 17 Copyright: BT Global Services, 2014
“Whilst customer contact will certainly move to a more devolved model - infrastructure
investment will dictate that the change will not happen by 2020”, Manager, CCMA UK.
Location of centre 2020.
BT Contact. Relationships that grow 18 Copyright: BT Global Services, 2014
Intelligent skills based routing regarded as vital to get customers to the person with the right
skills. Cloud and big data analytics are regarded as less important but are key (and often
hidden) technologies underpinning flexible contact capabilities & intelligent call steering.
Key technologies 2020.
BT Contact. Relationships that grow 19 Copyright: BT Global Services, 2014
“The skilled manager will become an even scarcer commodity for contact centres. This means
that to manage successfully, you will have to move past standard people management
practices”, Call Centre Helper.
Principal role of the “super manager” 2020.
BT Contact. Relationships that grow 20
Contact centre or relationship hub?
Voice
Webchat
VoIP
SMS / MMS
‘Call me’
Video
Social Media
Home Workers
Branch Offices
Remote Workers
Mobile Workers
Contact Centres
HQ
Copyright: BT Global Services, 2014
Dr Nicola J. Millard
Customer Experience Futurologist
BT Global Services
nicola.millard@bt.com
Twitter: @DocNicola
BT Let’s Talk Blog:
http://letstalk.globalservices.bt.com/en/
author/nicolamillard/
Thank You!