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accelerate your ambition Digital crisis or redemption - The uncomfortable truth 2017 Global Customer Experience (CX) Benchmarking Report
accelerate your ambitionDigital crisis or redemption - The uncomfortable truth
2017 Global Customer Experience (CX) Benchmarking Report
We live in a time of
unprecedented disruptionenabled by technology
Telephone-primed CX Digital-primed CX
Broader and centralised channel access options
Birth of contact centre
2000s
1990sTraditional call centrestelephone replaced face-to-face
2010sMultichannel the normtelephone and digital improve customers’ channel options and an ease of contact
Consistent cross-channel support for customers, via integrated digital channels
Omnichannel a top priority
2016 – 2018
A.I. enabled automation via behavioural and profile personalisations
Robotics reimagining world of CX 2018 – 2020
2017CX – proactive & customisedNew trend towards pushed CX, tailored and enabled by analytics and technology
20 years
of benchmarking
2017Global CX Benchmarking report
| Companies from 80 countries
| Research that spans multiple industry verticals
| Supported by leading industry associations
| Core sections that cover the entire lifecycle of a CX Practice
| Data points that can help lead conversations with confidence
| We have been benchmarking the industry since 1997
1352
14
40
7
950
20
Pinpoint
problems
Identify best
practice
Validate
performance
Get buy-in
to change
Support
business cases
Understand
trends
Benchmark?companiesWhy
Digital crisis or redemptionKey findings
Key findings
The
uncomfortable
truth
Introduction Conclusion
Digital
crisis or
redemption
2: Conscious
journeys
Journeys
should be
intuitive.
They must be
connected and
understood.
3: Data
supremacy
Analyse or die.
Harnessing
actionable data is
crucial for the
organisations
survival.
4: Man vs
machine
CX robotics
creating a new
reality.
Approaches to CX
have reached a
tipping point.
1: Digital
dominance
The world has
formed a digital
skin.
CX strategies are
challenged to keep
pace. Digital has not
displaced traditional
interaction.
Asia Pacific snapshot
Key findings
The
uncomfortable
truth
Introduction Conclusion
Digital
crisis or
redemption
2: Conscious
journeys
Journeys
should be
intuitive.
They must be
connected and
understood.
3: Data
supremacy
Analyse or die.
Harnessing
actionable data is
crucial for the
organisations
survival.
4: Man vs
machine
CX robotics
creating a new
reality.
Approaches to CX
have reached a
tipping point.
1: Digital
dominance
The world has
formed a digital
skin.
CX strategies are
challenged to keep
pace. Digital has not
displaced traditional
interaction.
The uncomfortable truthHigh performing disruptors are outpacing established market leaders by committing to the opportunity created by the digital revolution.
77% of companies recognise CX as a competitive differentiator
CX is the no1 most important strategic performance measure
85% can evidence cost savings; 88% an uplift in revenue/profits
Just 13% self-rate their CX delivery at 9/10 or better
Only 14% consider their digital business strategy to be optimised
35% don’t have a single manager
responsible for CX; Of those who do, just 40% are at board level
Digital dominanceThe world has formed a digital skin. Business, service, technology and
commercial models have changed forever. Organisations are strategically challenged to keep pace with customer behaviour.
Customer awareness of solution and
functionality not meeting user needs top factors hindering digital transformation
Actual split of interactions falling short of desired model
Majority are not tracking cost per transactions on digital solutions
9 channel choices the norm, will rise to 11 by 2018; CX no1 driver for digital
76% forecast increases in assisted-service
volumes; 76% a rise in fullyautomated contacts
Virtual assistant (Chat bots) top growth focus
in 2017 ; IoT to double
Conscious journeysSeamless, proactive, reactive, connected, automated and analysed. Omnichannel is
a priority but the customer journey patterns need to be understood,designed and personalised.
8% have all channels connected; Just another 30% have most connected
59% channels are being managed in silos; 47%
channel data not actively shared between teams
72% fail to collect data to review and optimise
journey patterns; 73% can’t identify blockages in process that will impact CX
Connecting customer journeys 2nd top factor
to transforming CX in next 5 years; 83% already have some channels connected
67% can now track customer journeys in some
form, of those 51% have automated processes available
Data supremacyThe importance of understanding and harnessing (mass) data is now critical to
performance, the number one trend to reshape the industry – Analyse or die.
Only 51% have customer analytic systems;
35% possess Big Data analytic solutions
30% using analytics to inform channel/contact mgt strategy
Just 68% have agent analytics; 27% of analytic systems don’t meet current needs
Customer analytics was no1 factor towards
positive improvement in last 5 years; it’s been voted no1 for next 5 years
Top benefit (63%) of analytics is improving customer journey
57% can now offer customised CX
Man vs machineCX robotics in the form of automation, A.I. and IoT are creating a new reality, demanding a
new approach. Human cost and productivity is challenged as these capabilities improve.
Transaction complexity contributing to global absenteeism levels double that in 1997
Agent average length of service 28 months
FCR on digital paths lagging Phone, 59% say phone volumes will drop further throughend 2018
Top 5 channel focus areas:1. Virtual assistant (chat bots)
2. Proactive automation
3. Web chat
4. IoT
5. Video chat
Phone volumes globally have dropped by 17% since 2015
Digital crisis or redemption?Pioneers of the digital age have reimagined business models and processes that have
changed customer behaviour forever. The choices you make in your CX & digital strategies will define the future success of your organisation.
Measure
Disparate management the biggest threat to omnichannel
Quality controls on digital up 49% globally
since 2016, but still way behind more established phone
Less than half of operations are fully involved in design of technology systems
Intelligence powering new strategies,
capability, and operating model evolution
Top quartile performances evidencing
‘art of the possible’
Investment on technology and facility
rises, as percentage of budget spend on human resource drops
Benchmark Comparison
Portal
View dynamicallyBenchmarking Report data at
10 levels
https://www.dimensiondatacx.com/
Our differentiation… 20 years of benchmarking and industry insight
Customer Experience (CX)
Strategy to Implementation and Delivery
Benchmarking CX Development Model
Comparative Insight
Prioritisation Blueprint
Magic Quadrant for Self Service
ProcessesInvoice
enquiry
Transit time –
get a quote
Addresses
drop off
points
Registering for PIM
Customer Satisfaction
Creating a new account
Lower Business
Benefits
Hig
he
rC
om
ple
xity
/
Ris
kL
ow
er
Ease o
f Im
ple
men
tati
on
Business Benefit
Optimised
Integrated
Coordinated
Basic
Experience development
Ex
pe
cta
tio
n d
ev
elo
pm
en
t
As Is
To Be
Thought LeadershipApply Industry Insights
and best practiceClarify “as-is”
and “to-be”Define Projects Roadmap
Solution
Th
e lan
dscap
e
Current channel landscape
Client completes a current state
channel map. Gaining
understanding on the current cross
over of channels
Desired channel landscape
Client reviews channel map and advises
their desired channel cross over.
Creating the desired Omnichannel
landscape
Omni-value landscape
By applying the relationship, dimensions
and values methodology we help clients
ascertain the value channels to create
the “Omni-value” landscape
How we deliver Omni value for our clientsT
he m
eth
od
olo
gy
Channel Relationship 4 Dimensions Channel Value Checklist
ConnectedComplimentary
Contributing
DirectionalDialogue
DataDifficulty
Value propositionOperational capability
Organisational capabilityCustomer acceptabilityTechnology enablement
Omnichannel
optimisation
Current Channel Map
Phone IVR Visual IVR Webpage Webchat Social Email Virtual Assistant Chat Bot Mobile App
Phone Yes
IVR Yes Yes
Visual IVR Yes
Webpage Yes Yes Yes
Webchat Yes Yes
Social Yes Yes
Email Yes
Virtual Assistant
Chat Bot
Mobile App Yes Yes
Phone
IVR
Visual IVR
Webpage
Webchat
Social
Virtual Assistant
Chat Bot
Mobile App
Current
channel map
as defined by
the client
Omnichannel
optimisation
Desired Channel Map
Phone IVR Visual IVR Webpage Webchat Social Email Virtual Assistant Chat Bot Other
Phone Yes Yes Yes Yes Yes Yes Yes Yes Yes
IVR Yes Yes Yes Yes Yes Yes Yes Yes Yes
Visual IVR Yes Yes Yes Yes Yes Yes Yes Yes Yes
Webpage Yes Yes Yes Yes Yes Yes Yes Yes Yes
Webchat Yes Yes Yes Yes Yes Yes Yes Yes Yes
Social Yes Yes Yes Yes Yes Yes Yes Yes Yes
Email Yes Yes Yes Yes Yes Yes Yes Yes
Virtual Assistant Yes Yes Yes Yes Yes Yes Yes Yes Yes
Chat Bot Yes Yes Yes Yes Yes Yes Yes Yes Yes
Other Yes Yes Yes Yes Yes Yes Yes Yes Yes
Phone
IVR
Visual IVR
Webpage
WebchatSocial
Virtual Assistant
Chat Bot
Mobile App
Desired
channel map
as defined by
the client
Omnichannel
optimisation
Omni Value Channel Map
Valuable
Channel View
based on
assessment
Phone
IVR
Visual IVR
Webpage
Webchat
Social
Virtual Assistant
Chat Bot
Mobile App
Channel Prioritisation
Channel roadmap
High Value Zone
Medium Value Zone
Low Value Zone
Omnichannel optimisation workshop client results
Disrupt or be disrupted
In 10 years, 40%+ ofenterprise companies
will no longer exist.
New technologies combine to create a business innovation platform, not just a technology platform, helping transform every industry on the planet.
Source: Babson Olin School of Business, Fast Company; IDC
Come and talk to us
Pranay AnandRegional Lead, Customer
ExperienceDimension Data
+65 98516840
www.dimensiondatacx.com/benchmarking
@DiDataCX | #CXBenchmarking
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