CUSTOMER EXPERIENCE Andy Butler Client Manager - TLF Research · © TLF Research 2019© TLF...
Transcript of CUSTOMER EXPERIENCE Andy Butler Client Manager - TLF Research · © TLF Research 2019© TLF...
© TLF Research 2019 © TLF Research
CX TRENDS
Andy Butler
TRENDS IN
CUSTOMER EXPERIENCE
Andy Butler
Client Manager
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AGENDA
WHAT ARE THE
TRENDS IN
CUSTOMER
EXPERIENCE AND
WHAT DOES THE
FUTURE LOOK LIKE?
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AGENDA
TECHNOLOGY
CUSTOMER
BEHAVIOUR
CUSTOMER
EXPERIENCE
CUSTOMER WANTS STRATEGY
INSIGHT
CUSTOMER
WANTS
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WHAT DO CUSTOMERS WANT?
Easy to work with
Reliable
Consistent
Flexible
Evolving
Trustworthy
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WHAT DO CUSTOMERS WANT?
What customers want now and in the future will not change beyond recognition.
Expectations will continue to increase.
They may be more likely to complain and change supplier if they’re unhappy.
Customer requirements will impact on you and your organisation if you’re not geared up to
deliver.
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WHAT DO CUSTOMERS WANT?
UNDERSTAND YOUR CUSTOMERS REQUIREMENTS,
DELIVER TO THE BEST OF YOUR ABILITY,
CONSISTENTLY.
CUSTOMER
EXPERIENCE
STRATEGY
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THE GROWTH OF CX & DEMISE OF “MERE SATISFACTION”
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CX IMPROVEMENTS HAVE STAGNATED
Sources:
https://www.instituteofcustomerservice.com/research-insight/uk-customer-satisfaction-index
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CX IS NOT SERVICE
Good or Bad?
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CX: HOW WILL YOU DIFFERENTIATE?
“GOOD ENOUGH”
FOCUS ON ACQUISITION
PRICE WARS
DISTINCTIVE CX
CUSTOMER LIFETIME VALUE
PRICE PREMIUM
TECHNOLOGY
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WHEN DID YOU LAST BUY A CAMERA?
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DIGITAL FIRST, MOBILE FIRST
42%
Sources:
https://gs.statcounter.com/platform-market-share/desktop-mobile-tablet/united-kingdom/2019
https://www.ofcom.org.uk/research-and-data/multi-sector-research/cmr/interactive-data
0.47
0.83
1.31
1.75
2.33
2.91
2013 2014 2015 2016 2017 2018
Average data volumes (GB)
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“OMNICHANNEL”
……..a cross-channel content strategy that organisations use to improve their user
experience. Omnichannel implies integration and orchestration of channels such that
the experience of engaging across all the channels someone chooses to use is as….
…BLAH…..BLAH….BLAH….BLAH!
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“OMNICHANNEL” – A TEST
Pick a random friend
What were your last 10 interactions?
Why?
Omnichannel doesn’t exist,
it’s just communication
Personalisation Data
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SMART EVERYTHING
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50.7%
47.5%
39.5%
28.2%
25.0%
24.9%
24.2%
19.7%
2.8%
8.4%
Keeps me from a live person
Too many unhelpful responses
Redirects to self-serve FAQs
Bad suggestions
Pop-up chatbot prompts
Unnecessary pleasantries
Takes too long to respond
They never have enough data about me
Other
None of these
Challenges of using chatbots US Internet Users May 2018
CHATBOTS REPLACE SELF-SERVE, NOT PEOPLE
Source:
https://www.emarketer.com/content/customer-service-seekers-prefer-bypassing-humans
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VOICE AS FILTER
Source:
https://www.ofcom.org.uk/research-and-data/multi-sector-research/cmr/interactive-data
79% 20%
CUSTOMER
BEHAVIOUR
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CUSTOMER EXPECTATIONS
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REMOVE FRICTION=VALUE
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LOYALTY PROGRAMMES WILL SEE MORE ENGAGEMENT
Loyalty and Trust = Maximising Revenue
Source:
https://experiencematters.blog/2018/08/21/report-roi-of-customer-experience-2018/
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Trust
Data
DATA, PERSONALISATION & TRUST
Personalisation
INSIGHT
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“BIG” DATA & ANALYTICS
Find it & use it
Integrate survey data with behaviour
Predict
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INSIGHT IS NOT FEEDBACK
CREATING THE
CUSTOMER
EXPERIENCE
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PREDICTIVE COMMERCE
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26%
34%
2000 2002 2004 2006 2008 2010 2012 2014 2016 2018
EMPLOYEE EXPERIENCE
Sources:
https://insights.humancapital.aon.com/talent-rewards-and-performance/engagement-2018
https://news.gallup.com/poll/241649/employee-engagement-rise.aspx
59%
Global,
65%
52%
Europe,
60%
2011 2012 2013 2014 2015 2016 2017
AON Employee Engagement Index Gallup US Employee Engagement
SUMMARY
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WHAT DO CUSTOMERS WANT?
UNDERSTAND YOUR CUSTOMERS REQUIREMENTS,
DELIVER TO THE BEST OF YOUR ABILITY,
DO IT BETTER THAN ANYONE ELSE,
CONSISTENTLY.