Botman vs. SuperAgents: the rise of a new contact …...2018/02/01 · British Telecommunications...
Transcript of Botman vs. SuperAgents: the rise of a new contact …...2018/02/01 · British Telecommunications...
British Telecommunications plc 2018
Botman vs. SuperAgents: the rise of a new contact centre
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Dr Nicola J. MillardHead of Customer Insight & FuturesBT [email protected]@DocNicola
£2.5bnspent on R&D over the last
five years**
2nd
largest investor in R&D in the fixed line telecoms
sector over past ten years*
3rd
largest investor in R&D in the UK over past ten years
4,900patents in our portfolio
1,025Graduates and Modern
Apprentices recruited by BT in 2015 (128 at
Adastral Park)
102number of inventions filed
in 2016/17
30+direct university research
relationships
4th
highest number of patents filed with European Patent
Office of UK-based companies
BT’s Research & Innovation
3
7 years of trend data explaining the rise of the global Digital Customer
2010 2011 2012 2013 2014 2015 2016 2017
UK
USA
UK
USA
Australia
China
Hong
Kong
India
Singapore
Belgium
China
Germany
India
Indonesia
Singapore
Spain
UAE
UK
USA
Belgium
China
Germany
India
Singapore
Spain
UK
USANetherlands
South Africa
1,000
consumers
2,500
consumers
1,000
consumers
5,000
consumers5,000
consumers
Consumer research to understand the customer journey
British Telecommunications plc 2018
The Digital Customer 2017, BT Global Services/Cisco/Davies Hickman Partners
Visual options on smartphone - when you call an org you can see the dept. options on your screen and select by touching the screen
Smartphones becoming more important in digital experience
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Used in the last 6 months
2015 2017
Home PC/Lap-top 80% 63%
Android smartphone 57% 59%
iPhone 26% 31%
Android tablet 30% 28%
iPad 27% 23%
Apps on your smart phone which link to your location
34% 52%
72%
Agreeing they would like…
74%If organisations made it cheaper to call them from a mobile/cell/smartphone
69%
If organisations had the data/information that I give them in one place (eg via their website) available in another (eg shop, smartphone App or call centre)
Currently use a smartphone App of an organisation to contact that org.
46% have used chat on smartphone to
contact orgs.
Often or sometimes…
34%
Share your location to get discounts/offers 58%
Download a voucher
57%
62%
Downloaded Apps from orgs. get better service
42%
57%
Commented social media about service rec’d
41%
52%
Shared your location with friends and family
36%
51%
Scanned products in store to find best prices
39%
50%
Used a QR code
36%
49%
2015
2017
21%
British Telecommunications plc 2018
The Digital Customer 2017, BT Global Services/Cisco/Davies Hickman Partners.
Easy digital customer experiences delivers business growth
I am more loyal to organisations that are easy & simple to contact
79%
I buy more from companies that make it easier for me to do business with them
76%63%
66%
2015
2017
Find dealing with customer service issues exhausting
Customer service should be available 7 days a week, 24 hours a day
74%
Organisations should make it easier to contact them by phone, web-chat, e-mail and social media
83%
Convenience is more important to me than price
2015 201756%49%
5
92% of people experience
problems using website or app to get customer
service
Self-service is good because it puts me in control
Self service is good because it puts me in control
73%
British Telecommunications plc 2018
The Digital Customer 2017, BT Global Services/Cisco/Davies Hickman Partners
Omni-channel shifts human channels towards complexity
52%
Channel choiceWant “Immediate access to a well-trained employee e.g. someone to talk to on the phone or face to face….” if…
There is a crisis and you need a solution to a problem with a product or service e.g. reporting a fault
You want to complete a routine, mundane task e.g. paying a bill
You are looking to improve your lifestyles by the purchase of a product or service
I do simple things via website or app, and call for more complex issues (60%, 2015)
2014
If organisations always offered different channels to meet my needs 81%
Start a customer service conversation in social media but then transfer to a phone call if you choose, without having to dial
If I could order products and get customer service through organisations’ Facebook pages
Make a call to an organisation using Skype from an internet enabled device
69%
58%
57%
48%
How interested would you be in the following initiatives from organisations?
62%
6
30%
24%
61% I change how I contact an organisation depending on my situation (65%, 2015)
Sharing your social media profile with your bank/supermarket/utility so they had better information about you and can give you better customer service
British Telecommunications plc 2018
Intent: neutral.
Customers make decisions at each stage in the omni-channel journeybased on their motivation, context and attitude.
Utilitarian. Customer in crisis.
Intent: positive but cautious.
Customer behaviours.
Intent: solution-focused.
Very omni-channel.
Willing to spend time and effort.
May need advice/reassurance.
Want quick and easy.
No ‘WOW’ required.
Good self service works.
Want simple and straightforward service.
Need quick access to an empowered human problem solver.
Visionary.
British Telecommunications plc 2018
Airlines customer journey: booking and travelling. G
oal
.
• Internet / search
• Airline website
• Travel agent
• Mobile device
• Literature
• Word of mouth
• Travel reviews
• Social media
• Internet
• Airline website
• Contact centre
• Mobile app
• Mobile device
• Travel agent
• Airline website
• Mobile app
• Mobile device
• Airport desk
• Internet
• Airline website
• Contact centre
• Mobile app
• Mobile device
• Travel agent
• Airport desk
• Mobile app
• Mobile device
• Internet
• Airline website
• Contact centre
• Mobile device
• Word of mouth
• Travel reviews
• Social media
• Survey
• Internet
• Airline website
• Mobile app
• Mobile device
• Contact Centre
• Travel agentTo
uch
po
ints
.T
ech
no
log
y.
• Personalised video
• Omni-channel
• Self-service and automation
• Analytics
• Remote expert video
• Connectivity
• Mobile
• Collaboration
• Omni-channel• Self-service and automation• Proactive contact• Analytics• Secure payments• Security incl. personal data• Collaboration• Booking• Conferencing
• Omni-channel
• Self-service and automation
• Proactive contact
• CRM database
• Security incl. personal data
• Collaboration
• Mobile
• Omni-channel
• Self-service and automation
• CRM database
• Knowledge management
• Analytics
• Mobile
• Collaboration
• Omni-channel
• Knowledge management
• Proactive contact
• Mobile
• Wifi connectivity
• Analytics
• Digital signage
• Omni-channel
• Customer survey
• Proactive contact
• Mobile
• Security
• Collaboration
• Data Centre
• Omni-channel
• Knowledge management
• Proactive contact
• Mobile
• Wifi connectivity
• Trace
• FFA
Journey type: end to end journey.St
age
.B
eh
avio
ur.
Visionary. Utilitarian. Visionary.
Journey type: end to end journey.
Customise trip.
Book trip.Research options.
Check in for flight.
Depart. Arrive.Post-trip
experience.
• Customer wants easy access to info and help when required.
• Business needs to prioritise the interaction to attract and win the customer – invest in channel choice.
• Customer wants simple and straightforward service with secure payment.
• Business needs reasonable investment in the interaction due to up/cross sell opportunity, and secure and compliant solution.
• Customer wants a quick and easy answer, may be on the move.
• Business needs low cost for interaction and ability to cope with peaks in demand.
• Customer wants simple and straightforward service, and help when required.
• Business needs to prioritise the interaction due to up/cross sell opportunity – invest in channel choice.
• Customer wants real-time updates on departure and access to content e.g. TV / sport.
• Business needs to prioritise the interaction to boost loyalty / advocacy.
• Customer wants nurturing via a continued personalised service.
• Business needs to prioritise interactions and delight the customer to boost loyalty / advocacy.
• Customer wants quick and easy customer service.
• Business needs to prioritise the interaction and delight the customer to boost loyalty / advocacy.
• Wants to feel valued and to receive a great customer experience.
• Opportunity to influence recommendations they make.
• Wants to research and compare options to make the best choice.
• Wants to book and pay for flight / hotel / holiday.
• Opportunity to personalise journey e.g. meal, seat reservation.
• Wants to check in for flight –quickly and easily.
• Wants to add a bag, hire a car, book a hotel…
• Opportunity to personalise recommendations based on customer’s history.
• Wants to collect luggage and leave airport quickly to travel to final destination.
• Opportunity to upsell other products / services e.g. duty free incl. delivery options.
• Wants to enjoy the pre-flight airport experience.
• Opportunity to upsell other products / services e.g. offers, duty free.
The Digital Customer 2017, BT Global Services/Cisco/Davies Hickman Partners
Proactive service expected by digital customers
9
78%My account is going below a minimum balance
I would like a notification when…
83%Prices for on-going services are changing
83%My contract of tie in period is coming to an end
81%Update me when buying a new product or service
70%Personalisation of pages depending on the preferences, behaviours, location and device being used by the customer
68%Like organisations using the internet to monitor the condition of products and services you use
45%
2015 2017
57%
30%
2015 2017
48%
Open to sharing my location automatically with companies using GPS if it means I get good offers or better customer service
Open to sharing your social media profile with your bank/ supermarket/utility provider so they had better information about you and can give you better customer service
78%I like it when organisations notice I have been having difficulty with a website/completing an order and contact me directly to try and help
British Telecommunications plc 2018
Chat is where it’s at
10
50% The option to chat
makes me more likely to use the organisation again / talk favourably about them
58% I get a quicker / more
instant response with chat than when I email or call the contact centre
58% Issues can be resolved
on chat without referring me to e-mail, a shop or a contact centre
Chat(45%, 2015)
65%
E-mail (34%, 2015)
38%
If you have a problem how do you want support?
Social media (22%, 2015)
29%
Web FAQs (21%, 2015)
9%Being able to look at the
screen makes chat more useful
(49%, 2015)
59%Like chat
because you have a record
of the conversation (48%, 2015)
54%
48% I get frustrated when
chat is not available
British Telecommunications plc 2018
The Digital Customer 2017, BT Global Services/Cisco/Davies Hickman Partners.
36%Don’t know
A Chatbot (a computer program which conducts a conversation via voice e.g. Siri or text methods eg messenger using artificial intelligence). Which do you think would be most effective?"
37%Chatbot - text
based
28%Chatbot -
voice based
How interested would you be in the following initiatives from organisations?
It would be nice to haveIt would really add value
30% 41%
Airline check-in
22% 33%
Ordering an Uber
Quick and simple queries (eg train times)
46%34%
Booking a restaurant
46%28%
Giving a meter reading to a utility
43%31%
Health advice
27% 40%
Getting simple financial information and advice
43%25%
23% 36%
Telling a retailer your preference for clothes
27% 39%
Paying a small bill
60%Responses should be available as notifications on my smartphone
2 in 3The benefit of chatbots would be in getting an immediate response
73%Chatbots will help companies improve their customer service
74%Human agents should check the more complicated responses of chatbots
Chatbots have appeal – but with ‘checks and balances’ from human agents
British Telecommunications plc 2018
The Digital Customer 2017, BT Global Services/Cisco/Davies Hickman Partners.
Challenges:
• Works for simple queries – effectively steering the
customer through the “known knowns”, i.e. GIGO.
• More difficult for complaints/complexity - if we get
angry, we tend to tell long, rambling stories which
are hard to parse.
• Sarcasm tends to throw algorithms: e.g. “Thanks,
@TrainCo for my free sauna this morning”; “It was
so good to see that your maintenance department
hadn’t spoiled things by making unnecessary
repairs”; “I would have cheerfully strangled them”.
• Limited ability to parse emotional context - YET!
Are chatbots “IVR for digital”?
Screenshot: Digital Genius
British Telecommunications plc 2018
Can a machine be empathetic? Using biometrics to tell machines how we are feeling
British Telecommunications plc 2018
Pivotal vs. Proficiency Roles: Variance in Value**
** Jesuthasan, Malcolm & Zarkadakis (2016), Automation Will Make Us Rethink What a “Job” Really Is, Harvard Business Review, October 12.
.Proficiency role: high skill but beyond a certain
standard, higher performance doesn’t deliver more value.
Pivotal role: higher performance yields more value, e.g. better customer service
* Frey & Osbourne (2013), The Future of Employment: How Susceptible are Jobs to Computerisation?
British Telecommunications plc 2018
Intelligent routing is key.
Advanced Call Routing (ACR)
Turning Technology into Success:
Problem• Routing Complexity with 800+ routes, >280 ‘agent skills’
and 3.4m routing strategies we had world largest config.• End of Service Live and unable to support large scale
operational change or multi-skilled environment• Operational Management: lack of understanding how call
mix impacted performance, training or optimisation leading to poor CX, inefficiency and ‘BT shunt’
Solution• Customer Journeys: Few journeys across <20 teams• Performance Based Routing to best available agent to reduce customer
effort or manage customer revenue• Agent investment increased by ACR management wait time with least
tenured agents and providing ‘skill pills’• Dynamic Agent Targeting with agents being targeted on the actual work
types they complete• Customer effort reduced and operational KPI’s improved
Help Team Effort VoC
#1 Camp A (UK) 61 mins 75.0%
#2 Camp B (UK) 69 mins 73.8%
#3 Camp C (UK) 70 mins 71.0%
#4 Camp D (Offshore) 54 mins 60.0%
Overflow 102min low survey
Employee Engagement:1.Virtuous Cycle of High Performance: agent requiring support receive additional investment.2. Career Path & Freedoms: ‘experts’ are provided additional system and process freedom while having access to career paths and development3. Diversity of Work: agent enjoy a variety of call types but only when they’re trained4. Dynamic Targeting, Bonus & Incentives: based on actual work distribution agent completes
Thanks to Fiona MacKay.British Telecommunications plc 2018
The Networked Experts of the Future?
Sally the “Swiss Army
Knife” advisor
Paula the trouble shooter
Natalie the negotiator
Tony the techieChris the
crowdsourced advisor
Sustainers*Explainers*Trainers*
* H. James Wilson, Paul R. Daugherty, and Nicola Morini-Bianzino (2017), The Jobs That Artificial Intelligence Will Create, MIT Sloan Review, 23rd March: http://sloanreview.mit.edu/article/will-ai-create-as-many-jobs-as-it-eliminates/
British Telecommunications plc 2018
It’s not Botman vs. SuperAgent; it’s Botman + SuperAgent.
British Telecommunications plc 2018
.“Computers are incredibly fast,
accurate and stupid; humans are incredibly slow, inaccurate and
brilliant; together they are powerful beyond imagination”, Albert Einstein
British Telecommunications plc 2018
Thank YouDr Nicola J. MillardHead of Customer Insight & FuturesBT [email protected]@DocNicola