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Embracing the Customer Journey
It’s not just about the channels, it’s all
about the customer
Richard Farrell, Chief Technology Officer - Netcall
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03 October 2013
Today’s Agenda
It’s not just about the channels
It’s all about the customer
Future trends
From the bizarre to the ridiculous
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History
July 2013. In 1 Minute…
204 million
emails sent
47,000 app
downloads
135 new
botnet
infections
1.3 million
YouTube
views
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“From the dawn of civilization until 2003, humankind generated five
exabytes of data. Now we produce five exabytes every two days…and the
pace is accelerating.” (Eric Schmidt, Google)
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History
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Socitm
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• Based on cohorts of councils completing Channel
Value Benchmarking (CVB) in 2011, costs are £8.62
per visit for face-to-face, £2.83 per call for phone,
and £0.15 per visit to a council website.
http://www.socitm.net/press/article/203/socitm_briefing_shows_scope_for_councils_to_save_through_channel_shift
_and_improved_handling_of_customer_enquiries
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http://www.netcall.com/downloads/multichannel/
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Contact Babel Inner Circle Guide to Multichannel Customer Contact, Sep 2013
• Telephony and email account
for around 85% of
interactions, yet social media,
at under 1% has a far higher
profile in the enterprise.
• Email now accounts for over
15% of UK inbound business
interactions
• Web chat has also seen
growth in implementation,
although volumes are still
relatively low
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Customer Requirements
• Painless
• Quick
• Cheap
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• Effective
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Contact Babel Inner Circle Guide to Multichannel Customer Contact, Sep 2013
60%
• Some customer prefer
to use a particular
40%
channel depending on:
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–
–
–
–
–
–
–
Age
Gender
Socio-economic group
Technological sophistication
Time of day
Their location
Emotional requirements of the
interaction
Preferred method of communicating with
businesses and services- Ofcom Research 2012
Contact for official
matters e.g. council
Contact bank/
financial institutions
Contact services
and utility
companies
20%
Follow-up of goods/
services already
purchased
0%
Enquire about
goods/ services to
purchase
Note: Other mentions by 3% or less included text messages,
social networking, VoIP calls
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Technological Requirements
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• Multichannel is not
about buying an
application. The key to
it is integration, and
having access to the
customer master
record across channels
• Only 17% of contact
centres claim they
have full integration
across all channels
• WFM solutions need to
be able to handle the
non-real-time nature of
some channels
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Contact Babel Inner Circle Guide to Multichannel Customer Contact, Sep 2013
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Transactions and Interactions
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• Transaction
communications
require access to
structured business
information e.g.
Balance enquiries
• Can shift to;
• Customers value the
speed of self-service
compared to
alternatives
• Web and Mobile selfservice will grow
strongly
– IVR
– Speech Recognition
– Web-based self-service options
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Interaction Communications
• Not just the level of
complexity that drives
a customer to choose
an interaction rather
than a transaction, but
also the state of mind
of the customer at that
time
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• Technical, complex or
multiple enquiries
where the customer
requires reassurance
and confirmation,
require actual dialogue
and discussion
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Interaction Communications
• Technological
capability and access
may not enable lower
cost channels
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• A customer may value
reassurance rather
than speed in certain
circumstances
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Contact Babel Inner Circle Guide to Multichannel Customer Contact, Sep 2013
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Contact Babel Inner Circle Guide to Multichannel Customer Contact, Sep 2013
• If the channel
proposed by the
business is suitable for
the type of interaction
then it will succeedotherwise, it will fail.
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• The past teaches us
that it is the consumers
that make the decision
on which
communication
methods will be most
used, not the business.
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The Future of Multichannel
• The live channelespecially the
telephone- to deal with
complex, emotiondriven, high-value
interactions
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• Polarisation of
customer contact
• Self-service will take
over the majority of
transactional
communications
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From the bizarre to the ridiculous...
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Top 10 bizarre calls to councils:
1. Are there any regulations on keeping a crocodile in my back garden? (Reigate
and Banstead Borough Council)
2. Can you teach me how to use a chain-saw? (Chelmsford Borough Council)
3. Do you know where I could get an old bath that I could fill with custard?
(London Borough of Sutton Council)
4. Can you send a pest control officer to remove a frog from the bottom of the
communal stairs in my block of flats? (Crawley Borough Council)
5. Am I allowed to bury my horse in my back garden? (Warwickshire County
Council)
http://www.local.gov.uk/media-releases/-/journal_content/56/10180/4109404/NEWS#sthash.M02eZxmD.dpuf
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From the bizarre to the ridiculous...
Top 10 bizarre calls to councils:
6. "I've tried the number given on your website for the library but it doesn't work."
"What was the number?" "0900 1800" "I'm sorry those are the times the library is
open between..." (Surrey County Council)
7. How can I get permission to pitch a tent on the central reservation of the A35
trunk road? (Derby City Council)
8. How do you make a marinade to put on my barbecue steaks? (Newark and
Sherwood District Council).
9. A lady rang to say she couldn't get any reception on her TV. She'd already
contacted the police and the fire brigade but they couldn't help, so she called the
council (Rossendale Borough Council).
10. Can you remove all porn from the internet? (Westminster City Council).
http://www.local.gov.uk/media-releases/-/journal_content/56/10180/4109404/NEWS#sthash.M02eZxmD.dpuf
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Future
WORKFORCE
OPTIMISATION
ENTERPRISE
CONTENT
MANAGEMENT
BUSINESS
PROCESS
MANAGEMENT
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INTELLIGENT
CONTACT
HANDLING
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Future
WORKFORCE
OPTIMISATION
ENTERPRISE
CONTENT
MANAGEMENT
BUSINESS
PROCESS
MANAGEMENT
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INTELLIGENT
CONTACT
HANDLING
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Contact Netcall
Richard Farrell
0330 333 6100
richard.farrell@netcall.com
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www.netcall.com
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