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cfigroup.com TRENDS IN CUSTOMER EXPERIENCE CONTACT CENTERS 2019 THOSE WHO SPEAK DIRECTLY WITH A LIVE AGENT ARE MORE SATISFIED THAN THOSE WHO FIRST REACH AN IVR 1 2 3 CONTACT CENTERS MUST IMPROVE THE CUSTOMER EXPERIENCE CONTACT CENTER SATISFACTION INDEX (CCSI) THREE AREAS FOR IMPROVING THE CUSTOMER SERVICE JOURNEY Source: CFI Group Contact Center Sasfacon Index ©2019 CFI Group ® As founding partner of the American Customer Sasfacon Index (ACSI), CFI Group provides customer insights using patented technology and over 30 years of experse. 73 * To improve customer sasfacon with the contact center experience and resulng customer acons, contact center managers must priorize operaonal improvements among the six elements of the contact center experience. EMPOWERING AGENTS TO SOLVE CUSTOMER PROBLEMS DESIGNING BETTER IVR FLOW TO REACH LIVE AGENTS MAKING CHAT AVAILABLE FOR MOBILE DEVICES 44% REACH A VERSION OF IVR WHEN THEY CALL CUSTOMER SERVICE 48% OF THOSE WHO TRY THE COMPANY WEBSITE BEFORE CONTACTING CUSTOMER SERVICE USE A MOBILE DEVICE +27% CUSTOMER SATISFACTION WITH THE CONTACT CENTER EXPERIENCE IS DOWN 2014 2015 2016 2017 2018 2019 63 67 67 68 68 63 69 72 68 68 70 68 3% Using a 0-100 scale PRIVATE SECTOR GOVERNMENT AGENT EFFECTIVENESS 72 AGENT DEMEANOR 80 AGENT KNOWLEDGE 74 AGENT EMPOWERMENT 69 AGENT COMMUNICATION 78 IVR SYSTEM 52 SATISFACTION DRIVERS 74 82 76 72 80 56 2018 SCORE 2019 SCORE 2% 3% 3% 3% 4% 7% SIX DRIVERS OF AN EFFECTIVE CONTACT CENTER EXPERIENCE DATA MODELING SHOWS HOW SATISFACTION DRIVERS IMPACT CUSTOMER ACTIONS Phone 76% Bank/Credit Union 72 Retail 69 Property & Casualty Insurance 70 Cable or Satellite TV 64 Health Insurance 65 Cell Phone Service 70 CCSI SCORES BY INDUSTRY HIGH IMPACT MEDIUM IMPACT KNOWLEDGE EMPOWERMENT EFFECTIVENESS IVR SYSTEM LOW IMPACT COMMUNICATION DEMEANOR Interacve (Online) Chat Email 21% 13% TOP 3 CUSTOMER SERVICE CHANNELS +40 When issue is resolved by one agent instead of three or more When issue is resolved on first call instead of four or more +40 When issue is resolved within 5 minutes instead of 30 or more +38 HIGHER CCSI CUSTOMERS DON’T WANT TO SELF SERVE WHEN CALLING CCSI OF CUSTOMERS WHO CALL CUSTOMER SERVICE CCSI OF CALLERS WHO REACH AN IVR SYSTEM 75 Agent only Some or all IVR 59 IVR was sufficient Skipped IVR, reached agent Tried IVR, but needed agent No agent available 71 62 54 51 CUSTOMERS WHO CANNOT SELF SERVE GET FRUSTRATED WITH IVR Method tried before contacng customer service CUSTOMER SATISFACTION 57 63 10% LOYALTY LIKELIHOOD TO RECOMMEND 60 62 3% 70 71 1% TRIED WEBSITE FIRST DID NOT TRY TO RESOLVE FIRST 44% 36% 41% SOME OR ALL IVR ONLINE CHAT USERS ARE MORE SATISFIED THAN AVERAGE SATISFACTION 75 68 RETURN 81 75 RECOMMEND 78 69 Customer Experience Scores Overall Used chat 64% Tried company mobile website, mobile app, or other mobile website prior to contacng customer service MANY CUSTOMERS TRY TO SELF SERVE ON A WEBSITE USING A MOBILE DEVICE MOBILE APP 2019 2018 15% 19% 27% * Mulple responses allowed 48% Mobile Device 40% Laptop 39% Desktop 2019 COMPANY WEBSITE 57% 47% 18%
