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Easier said than done? Just how effortless can self-service become? Sebastian Reeve – Director Product Management & Marketing EMEA
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The First Screen
Mobile
The Second Screen
The Third Screen The Fourth Screen
The nth Screen
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n Screens & a Cloud
Who’s setting consumer expectations?
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Capabilities driving change. Four major focus areas of User Experience design
Simplified navigation gets
users where they want to go in as
few steps possible.
Navigate
Biometrics improve
convenience and security of
authentication
Authenticate
Conversational dialog helps
users complete transactions
by guiding them naturally
Transact
High-accuracy knowledge mining
that delivers Answers, not just search results
Answer Natural
Conversational
Precise
Proactive
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Anyone read this book?
– On average, 58% of phone calls originated from customers on your website.
– ⅓ of callers on web at same time as calling.
– Customers forced to channel switch are 10% less loyal.
– The book also challenges some “hardwired” assumptions:
– Self-service preference vs. task – Self-service preference vs. age
From the authors of the Customer Effort Score…
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Leading Experience: USAA
– Financial Services Association Serving the US Military and Their Families
– Branchless, 9.4m Members, 24,000 Employees
Financial provider pushing the boundaries of self-service
0
200
400
600
800
1,000
4.0
5.2
6.4
7.6
8.8
10.0
Contacts M
embe
rs
USAA Members and Contacts (Millions)
Self-Service MSR Assisted Members
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Range of Net Promoter Scores 2013 Cross Industry (n=10,000 US consumers)
-20 -10 0 10 20 30 40 50 60 70 80
Hotels -13 50
Retailers -3 60
Airlines -9 47
Insurance 1 66
Banks -42 65
Credit Card -24 66
USAA
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Leading experience: Barclays
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Leading experience: Barclays
– Pre Voice Biometrics – More than 10% of legi0mate clients were failing
authen0ca0on – 1 in 4 fraudulent a7empts were successful – 78% of customers dissa0sfied with authen0ca0on
– With Voice Biometrics
– Zero fraudulent a7empts were successful – 95% Successful Authen0ca0on Rate – 3% to 4% Reduc0on in Opera0ng Costs – 93% customers rate the process a 9 or 10 out of 10.
UK bank using automation alongside assisted service
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Consumer expectations shift continuously
– Innovative organisations are looking for Differentiation and Loyalty upsides:
– They look beyond their own industry ‘norms’ – Don’t make reducing cost the main focus – Put reducing effort at the heart of decisions
…building in VoC, analytics and continuous improvement.
…expectations for what automation can deliver are mostly not set by you.
“Consumer behaviour is the killer app when it comes to
business disruption” - Brett King
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Thank you Sebastian Reeve – Director Products Strategy & Marketing EMEA Mobile: +44 7501 458876 Email: [email protected] Twitter: @rrreevo