Call Centre helper changing customer demands · 2020-02-21 · Source: the Autonomous customer, Dr...

© Ember Services, 2014In commercial confidence Knowing better ...

Call Centre helper – changing customer demands

[email protected]: 07796 148709t: @simonfoot1Li: uk.linkedin.com/in/simonfoot/

Skype: sfoot1

20th March 2014

mailto:[email protected]


In 60 seconds……

Source:


….that’s 22,000,000 Skype minutes used in the next hour amongst the 300m + users

Source:

In 60 seconds……


Fundamental principles apply to our activities…

Only four customer behaviours to focus on...1. Buying more2. Advocacy3. Loyalty and tenure4. Being less demanding


The reality is that customers are changing...

• These... are becoming these...

Manipulated as herds...• Held in queues• Imposed processes• Hidden from reality• Isolated and ignored• Sold to

Hunting in packs...• Communities of interest• Information access• Agenda control• Transparency• Clear decisions


And so the organisation has gone from...

• Dominant• In control• Preying

• Piranhas... ... to paranoid

• At the mercy• Fearful• Reactive

The reality is that customers are changing...


Customers use multiple channels themselves

• In our lives, we use a wide range of channels to keep in contact with people

• Those channels have become adopted in our business life

• Life is getting more complex and more connected

Source: ‘Becoming Digital by Default’, Ember Services, 2012

Source: the Autonomous customer, Dr Nicola Millard 2013, BT

Growth in web chat predicted

Skype growth not materialised but social media has!

Voice still catches us out!

Source: Call centre helper survey 2013


Looking at the web chat market…..

• The chat market is maturing.

• The adoption rates in the UK have been lower than in other markets but are catching up

• According to Contact Babel’s 2013 UK survey of 210 Contact Centres, 37% are using web chat today, with a further 27% intending to implement it within 12 months.

• Chat is most commonly used for service interactions to gain improvement in productivity through concurrent chats and to improve CSAT whilst reducing voice contact.

• For sales, it’s generally about increasing conversion, basket size and again customer satisfaction.

• All chat providers either have, or are releasing this year a video chat capability although some are delivering via a third party provider.

• Over recent years, consumers have become increasingly exposed to two way video through applications such as Skype and Face-Time, so Video chat is seen by many as the next natural progression.

• Amazon Mayday button puts you through to video chat with an advisor if you are having a problem or just have a question. The target response time is sub 15 seconds.


Voice is so last year – wrong!

• Despite success in call migration and self serve, voice still figures heavily in contact choice for consumers• With over 300 million customers and the acquisition by Microsoft, Skype contact for call centres is shaping up

to be the next disrupter for voice, IM and video chat• Growing adoption rates amongst US based Healthcare and legal services

Source: from left Leading analysts report. Daily Telegraph, Ubank, Skype extras

50% growth in smartphone likely to also include skype traffic

Australian bank offer skype for free calls.

Skype Lie detector!

No more waiting rooms!


Skype things to consider – in our experience*

• The thorny issue of having your people representing your brand….

• Creating the right environmento Lights, camera, action!

Security – as it is via IP (or SIP) there is the potential for more security risk than straight telephony interactions (hacking, phishing, etc.) – one to watch

*Working with a high street bank and a major digital retailer on their video chat strategy


Skype things to consider – in our experience

• Individual or company accounts?

o Do you want Customer’s knowing when you are available or not?

o 3 choice of contact type in one window

- Chat, video, voice call

- How to manage that?

- Customers expect omni-channel experience to be delivered – one conversation across multiple devices/ channels

• Integrating a new channel

o How will you integrate Skype into your forecasting and scheduling (F&S)

o How will you integrate into your call routing

o How will you deliver quality monitoring

o Will we see vendors releasing skype based analytics products?

• New ways to pay

o Consumers will expect free calls

o No regional boundaries!

o It just got easier to call you


All of this has implications...

For the way we service and engage customers

For the way we sell

For the way we manage and engage staff

For the way we manage risk and regulatory compliance

For the way we communicate

For our channels and cost models

For the way decisions and investments are considered and made

Identify the opportunity

Define the strategy

Develop the business

case – cost vs. benefit

Execute!

Promote!


Utilities & Consumer

Travel, transport & distribution

Government – central and local

Financial Services & Banking

BPO

Communications

Business to Business

Technology & Consulting Services

Retail

Charity & third sector

Be in good company – our clients include:


[email protected]: 07796 148709t: @simonfoot1Li: uk.linkedin.com/in/simonfoot/

Visit our website where you can download our latest whitepapers – www.emberservices.com

and

Join us on linked in - Customer Management Improvement Group – Ember services

mailto:[email protected]

http://www.emberservices.com/

Call Centre helper changing customer demands · 2020-02-21 · Source: the Autonomous customer, Dr...

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