All of the references in this white paper, with links to their sources, can be found at sessioncam.com/cd-references

Q2 2016

Using your website to drive call deflection & maximize the benefits of your contact centre

Don’t call us… we’ll optimize our website

z

Contents

Introduction: Call deflection

Why do customers call you?

Why would CUSTOMERS want to stop calling?

Why would YOU want them to stop calling?

Why would your EMPLOYEES want them to stop calling?

How can you stop customers calling?

Can analytics help?

What can session-recording solve?

But what about the phone?

Case study: Endsleigh Insurance

Conclusion

References

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Introduction: Call deflection

3

‘Call deflection’ sounds a lot like dodging calls from your customers. And that seems like a crazy strategy: why would you want to avoid talking to your own customers? Isn’t dialog at the very heart of customer engagement?

We’ll look into that as we progress, because the whole point is that companies that deflect calls effectively are making major strides in customer satisfaction (often called the ‘holy grail’ for any brand1.)

What is it?Let’s make sure we’re all working with the same definition of ‘call deflection’, because there are several. For example:

The science of re-routing a customer call to an alternative service channel2

A feature of voice over IP (VoIP) that automatically redirects a call from the called endpoint to another endpoint, usually a voice mailbox, when the called endpoint is busy3’

A supplementary service in which the called user can choose to deflect the call onto a third party without answering the calling user4

Reducing the number of inbound calls to the contact centre5.

These definitions range from process to technology, and from the simple to the complex. But essentially they’re all about not picking up the phone – for whatever reason.

For our purposes, we’re going to use the simplest, most process-oriented definition: the last one in the list above. We’ll explore why reducing the number of calls to your contact centre is good for both you and your customers, and how your website can help you do it.Consumers expect to find all

the information they need, when they need it, at their fingertips. Otherwise they’ll penalize brands by turning their backs on them6.

Why do customers call you?

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Nowadays, customers only tend to pick up the phone when they have a problem, such as an account or billing difficulty; perhaps a purchase didn’t arrive, or they were sent the wrong thing, or it broke.

As online business continues to grow, website problems are increasingly driving calls. Research from Forrester found that 75% of online consumers turn to another channel – like the phone – when a website lets them down8. Perhaps a transaction won’t go through, a form doesn’t work, the customer isn’t sure what to do, or they’re having password problems.

Insult to injuryThe expectation on call-handlers is to turn customer problems around rapidly, effectively and cheerfully. However, the customer may not be calling in the best of moods. They’ve already experienced an irritating problem, and 47% only pick up the phone as a very last resort9: It’s a hassle, it takes time, and sometimes they even have to pay for the call!

Some customers can be angry or even abusive, as those ‘recorded for training purposes’ call tapes can tell you. But it’s worth remembering that customers don’t want to have to make these calls any more than call-handlers want to take them.

And, of course, they didn’t want to have the problem in the first place. Customers want the right product to arrive, on time, and for it to work. And they want a website to be

Historically, customers tended to choose the phone channel – not because they like to talk, but because this has been the quickest and most effective way to get things done.

informative and efficient whenever they feel like using it (especially when the phone lines are closed).

Omni-channel ‘om’Now that we live in a multi-channel or omni-channel world (a seamless experience where customers can ‘not only quickly switch between channels, but actually use channels simultaneously’10), customers are seizing the opportunity not to call.

So why not make it possible for them to solve their problems, and engage with you more positively, in a range of ways that don’t involve the phone? Which brings us neatly back to call deflection.

According to ContactBabel, an analyst firm for the contact-centre sector, call deflection “can be viewed as ‘right-channelling’ if customers’ requests are handled more quickly and effectively without a live phone call. Multi-channel can, and should be, win-win for both parties.”

72% of US online consumers prefer to use a website to get answers… Call deflection tactics may actually drive customer satisfaction7.

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Why would CUSTOMERS want to stop calling?

The telephone-centric contact centre stereotype is no longer valid… The digital revolution is forcing us to adapt or die.11

They prefer self-service35% of British consumers said they preferred self-service to human contact12 (which is one of the highest rates in Europe), possibly because 82% of customers find call centres to be an unnecessary stress13.

They want real-time solutionsIf a customer is struggling to buy something online at 10pm on Saturday, why would they want to wait until 9am Monday to make a support call? People also multi-task, and it’s not easy to make that call if you’re on the morning train, at work, watching TV, or taking care of the children.

They’re ‘digitally demanding’Customers often expect more technology than companies are delivering. The 2016 Consumer Trends Report reveals that digital services are now expected as standard by consumers, with retailers needing to adapt or risk their losing business altogether. Customers quickly get frustrated if they can’t:

Automate mundane and regular transactions

Get fast access to products or information without human contact

Try to solve their problems themselves online (eg tracking a delivery or getting installation help).

60% of customers will abandon a call after waiting on hold for too long14.

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Why would YOU want them to stop calling?

Customers don’t even want to call We’ve seen that customers generally prefer not to call – so if you’re relying heavily on phones in your contact centre, you’re making everyone’s life harder and switching your customers off.

Call-handling is expensiveDepending on your industry, the cost of handling an inbound call can be up to $2,000,16 but on average calls cost around $7.76 (see table).

If you handled, say, 1,000 calls a day at $7.76 each, that’s an annual cost of around $2.8 million. Cutting your inbound calls by just 15% would deliver a saving of almost $420,000 a year. What could you save?

Target number of deflected calls x average call cost = Cost saving

Handling the issue another way is also cheaper: email and web chat sessions cost around 60% less than a live call17.

Compensation is costlyPreventing problems from arising in the first place cuts out even more costs – including customer compensation.

There are better waysCustomers love the convenience of omni-channel, so they want a choice of ways to contact you (more of this later)

Fixing bugs and user experience (UX) problems at source, by working with your teams in accounting, service, distribution, IT, etc, will complete more sales and more support issues

Optimizing your online help and support pages can facilitate the customer journey and remove the need for them to contact you at all.

Successful call deflection could save millions in contact centre costs, and boost satisfaction among consumers who prefer to be self-reliant15.

62% of consumers find it frustrating when businesses only offer one or two ways to get in touch with them19.

Phone callIVREmailWeb/live chat

Cost per call or session

$7.76$0.98$3.37$3.52

US data, 201318

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Why would your EMPLOYEES want them to stop calling?

The function of contact centres has changed from being a transactional process to being a strategically important resource – a customer relationship hub20.

Boring calls are boringHandling routine incoming calls – from “When are you open?” to “Your website doesn’t work!” – can be repetitive and demoralizing for call-handlers, especially if the customer is already irritated. We’d all like more positive, more varied experiences in our working day, and call-handlers are no exception.

Tasks may disappear, but call-handlers won’tThe most basic call-centre jobs will vanish along with the need for repetitive tasks, says Sarah Burnett of research firm Everest21. However, according to the 2015 Global Contact Centre Benchmarking Report, phone and assisted-service digital channels are now far more complex and critical, requiring more specialist, expert agent support. That’s why 65% of the UK’s contact centres will keep (36%) or grow (29%) their current employee numbers.

Working harder, better, faster, strongerBy taking fewer routine and repetitive support calls, call-handlers have the scope for more varied and interesting work:

talking more engagingly with customerscompleting each call more fullychecking that existing data is up to dategathering new data (eg missing contact details, insurance expiry dates)offering additional products and services improving sales conversion rates.

More opportunities to rise – and shineReducing the number of inbound ‘standard’ calls shifts the focus onto more complex calls, for which companies will need smarter agents22.

However, this doesn’t have to mean replacing your employees; rather, it can mean upskilling the ones you have. By redeploying your call-centre employees to more varied, expert and customer-centric roles, you can improve their motivation and their productivity, and hold onto them for longer23 .

44% of contact-centre agents already aren’t being prompted to identify sales opportunities24, and they’re even less likely to spot them if overwhelmed with problems and complaints.

When they have the time and skills they need to perform well, agents can contribute not only to the business’ success (and possibly their own job security) but even be rewarded financially for building customer satisfaction.

Self-service is expected to take over the majority of transactions, leaving live channels, especially the telephone, for more complex, emotionally driven and high-value interactions25.

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How can you stop customers calling?

72% of US online consumers prefer to use a website to get answers… Call deflection tactics may actually drive customer satisfaction26.

1 – Do what you’re supposed toIt should go without saying that products and services need to work as described. No amount of call deflection can help if your customer has a fundamental reason to be unhappy.

2 – Provide alternative channels Giving customers their choice of a range of resolution channels (especially those that respond in real time) not only prevents dissatisfaction but can even translate into greater loyalty27. If they struggle with your website, product or instructions, customers can be offered help and information across many channels besides the phone, including:

emailsocial medialive chat (web chat) interactive voice response (IVR)instant messaging appscommunity forumsknowledge management databasescustomer reviewsYouTube ‘how to’ videos.

3 – Optimize your website Global e-commerce is expected to grow 30% between 2016 and 2018, according to Statista28. That means more new websites and apps, and greater demands on existing ones – all with more to go wrong.

Getting websites and apps working effectively means happier customers, higher sales, a better brand reputation, and fewer inbound support calls. Even where problems do arise (and they always will), your website can offer access to fast, easy resolution channels other than the phone – and that also means happier customers, higher sales, a better brand reputation, and fewer inbound support calls.

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Website analytics: the macro viewCompanies have come to depend on website analytics services (such as Google Analytics) to study user behavior online – and these services certainly have their uses. But can they tell you enough? For example:

Time on site – When users spend longer on a site, are they engaged and browsing... or confused and struggling? Website analytics can’t tell you.

Page visits – If users visit multiple pages, are they eager to learn more about your products and your brand… or struggling to find what they want? Again, website analytics don’t know.

Page exits – When users leave a page, are they satisfied… or frustrated? You need to know what happened on that page, but website analytics services have no idea.

Analytics services such as Google Analytics measure behavior at site level, not within individual pages. They can’t show where users try to click, where users dwell, how much they scroll around, where they repeatedly attempt a failed process, or at which point they abandon their journey.

Can analytics help?

Organizations can't manage what they don't measure. However, the proper metrics will identify what impacts the customer experience, driving satisfaction and, ultimately, emotional loyalty29.

TalkTalk “If a customer has chosen to transact online, then putting barriers in their way (such as failed transactions or poor access to information) gives a bad impression. And it’s inconvenient, forcing customers to make a call they didn’t want to make. So we use SessionCam, a tool that helps us record what customers are doing on our website, to help us identify any struggles they’re having. Then we can resolve website bugs and UX problems which would otherwise drive them to call us.Yes, there’s a cost advantage for the business, but it’s primarily a brand reputation issue. For the customer’s sake, we want to keep them in the channel they originally chose to use, and give them the user journey they were expecting.”

— Liz Habgood, head of customer experience

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Session-recording: the micro viewOn the other hand, session-recording software is becoming increasingly essential for identifying where, on a webpage, users are having problems. These problems are called ‘friction’. By spotting where all users, groups of users, or even individual users are struggling, you can access a whole new world of analytics. You can:

Identify, understand and resolve technical problems

Identify, understand and resolve user experience (UX) problems

Understand how your customers’ psychology affects their journey.

Sometimes, simply editing or adding content, help messages and FAQs pages can cause a significant reduction in call volumes.

One such product, SessionCam, even delivers a Customer Struggle Score. It uses advanced machine-learning techniques to automatically identify areas of a website that cause frustration. This saves the company from having to review hundreds of sessions in person, and gets problems fixed much faster.

“Being able to watch what real people do – seeing where they dwell or struggle, or abandon a purchase – teaches us so much about our customers’ psychology. You can’t get that from standard analytics.”– Matthew Curry, Lovehoney

Gocompare.com“It would be very difficult, during a phone call, to ask customers where they began struggling online – they just want their problem solving.

Instead, we use SessionCam to identify online conversion funnel problems. We’ve been able to see where to improve our help text, and we’ve implemented a universal FAQs page. We’re also able to see exactly when our customers switch over to live chat, which points to problems, as well as where we need to deploy live chat.

Being able to help customers in real time has cut our incoming calls and increased our conversions. And that’s had knock-on effects elsewhere in the business; for example, contact centre employees are less likely to need to go to product managers for answers, which cuts down on delays.

We’re about to introduce a brand-new service – there’s nothing else like it on the market. SessionCam will be invaluable in helping us to deliver it in a way that’s best for the customer. And by getting it right from the start, we can protect our good reputation and deter competitors.”— Holly Niblett, product manager for protection

Can analytics help?

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“Session-recording reveals why customers drop out of the conversion funnel, and identifies where code, layout, messaging and processes need improving.”– Ed Longley, Trade Direct Insurance Services

What can session-recording solve?

Friction is a silent conversion killer – but marketers can’t put their finger on the culprit30.

According to MyCustomer.com, “A poorly designed web page not only frustrates customers, but for the largest organizations can easily result in thousands of unnecessary calls into the contact centre.”31

Recording the way real users interact with your website, and where they struggle, lets you spot issues of poor design (and more), enabling you to fix problems and preventing the user from having to call in. Session-recording can help resolve problems like these:

Technical problems – If a developer forgets to put the hyperlink behind a button, no amount of clicking will produce a result for the customer. Session-recording will spot repeated, failed efforts to make something happen.

Customer skill levels – When a company saw that elderly customers were struggling with case sensitivity in their web passwords, it did away with case sensitivity – and cut its inbound call volume significantly32.

Issues of customer psychology – A sex toy company identified the point at which a lot of purchases were being abandoned – and it was when they were asked for a ‘safe place’ for their delivery to be left (customers didn’t want their neighbours knowing where they’d shopped). A quick insertion of help text, telling customers this was an optional field, made a huge difference.

Difficult forms – An insurer saw that its online customers were getting stuck when asked for their banks’ addresses. When the form field was changed to ask for the sort code instead, the problem was solved.

Page layout problems – A quote-and-buy site wasn’t seeing sufficient conversion. When they looked at their user sessions, customers’ scrolling patterns told them that people just couldn’t find the price they’d obtained. So they moved the quote to a more obvious position on the page.

Third-party obstacles – A business saw that 5% of online card payments were failing. Their session-recording software was able to expose the first four digits of the card numbers involved – identifying a single card-issuer, thus enabling the problem to be fully resolved.

The ability to run recordings and deliver fixes on a regular basis makes it easy to implement an ongoing programme of incremental improvements, leading to a continually enhanced user experience.

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No sensible business wants to stop its customers calling them altogether. You just want to make sure that, when they do, it’s for the right reasons and the experience is efficient and positive for everyone.

Sometimes, a call is bestWhile only 12% of customers would prefer to have a phone call with a business34, the fact remains that some groups of customers still prefer the telephone – such as the older demographic35.

High-net-worth clients may also, at times, expect the high level of personal service that a phone call delivers so well. 74% of people prefer the phone for complex financial questions,36 and when it comes to high-value transactions, ‘there’s nothing like the power of voice for closing the deal.’37

‘In no way obsolete’Inbound call activity may have dropped by 23% in the past 10 years (see table), and may well be expected to decrease in 56% of contact centres between 2015 and 2017. However, according to the 2015 Global Contact Centre Benchmarking Report,“the telephone channel is in no way obsolete. The reality is that skills requirements are growing along with the broadening scope of service coverage.”

Inbound interactions by channel

But what about the phone?

Voice agents now are customer evangelists. There are fewer opportunities to make a good impression and build loyalty, and voice calls give the greatest chance to do so33.

The customer contact of the future will be a polarized mix of automated and highly personalized live expert contact when required40.

ChannelTelephoneEmailWeb (live) chatSocial mediaSelf-serviceLetterFaxSMSOther

201669.2%13.2%

7.3%3.1%2.8%2.5%1.4%0.3%0.2%

200690%3.9%0.1%

0%4.2%1.5%0.2%0.1%

0%

UK data39

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Pete Beckwith is the MI analyst for the insight team at Endsleigh Insurance, a UK-based intermediary specializing in the student, education, graduate and sport markets.

Pete’s role is to look at what customers say and do across Endsleigh’s touchpoints, including solving website problems and improving the online customer journey.

For the past three years, Endsleigh has been using SessionCam for user-session recording across sales, customer service and claims. “The customer experience in each area has to be very different,” explains Pete. “We have to identify what’s best for each customer, rather than telling them what’s best for them.”

Cutting inbound calls“Thanks to SessionCam and other technologies, we’ve been able to achieve an increase in call deflection,” Pete says. “SessionCam shows us where common website problems arise, and lets us replay recordings of individual user interactions within pages. This means we can optimize and shape our webpages to make them more appealing and effective.”

Case study: Endsleigh Insurance

“We use SessionCam to help customers decide how they want to interact with us, rather than forcing them down a particular route. It means we have a leaner approach.”

Improving customer-handling ratiosPete says that Endsleigh’s cost of service has been reduced dramatically as a result. “With a phone call, it’s 1 customer to 1 advisor, or 1:1. But SessionCam can help us identify where we need to open channels for web chat, and ensures we put them in the right places.

“This means we can now simultaneously serve three customers with one advisor, or 4:1 or even 5:1, and still deliver a great service. We can get through customer enquiries more quickly, spending the same time with each customer but handling more than one at a time.”

Accelerating problem resolutionPete explains that web chat meets Endsleigh's customers need to be dealt with right now, rather than being put on hold. “Offering other channels stops customers assuming that contact centres are understaffed. They’re not thinking, ‘I’m going to have to take 15 minutes out of my day when all I want is a five-second answer’.”

Better for colleagues, tooPete says that Endsleigh’s contact-centre employees are more satisfied now, too. “We’ve trained them to use web chat. Since moving beyond just call-handling, they’ve become multi-skilled and they get more enjoyment from their work. It keeps them more engaged, and that helps to keep the customer happier.”

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Call deflection, done well, benefits both customers and businesses. Customers get their problems solved with less effort, while customer-service teams can focus on the most important issues.44

Customers are highly sensitive to speed, convenience, cost and control. When their online journey goes well, it’s very, very good – but if it doesn’t, it’s horrid. As a result, businesses are discovering that fast (and even real-time) responses and interventions translate into customer loyalty.

Add value where you canLoyalty matters to businesses like never before. Markets are becoming saturated, and businesses are increasingly having to compete on price because it’s getting harder to find where value can be added.

Yet customer service is bursting with potential for added value; brands are all about relationships, so anything that delivers a great customer relationship will earn loyalty. Part of this is about providing the customer with fast access to what they need, using the channel or channels they prefer to use, whenever they want.

Watch your customersWhile website analytics services have their place, they can’t show customer activity and behavior within the page in the way session-recording software can. And it’s only by understanding the way your customers interact with your website, and where

Conclusion

In 2014-15, 70% of organizations invested more in analytics to understand customer journeys and sources of dissatisfaction41.

customers struggle in your online conversion funnel, that you can increase both your online conversions and your brand loyalty42.

Understanding the intricacies of individual transactions is essential. It will help you address customers’ issues and enrich your engagement, creating greater value for you and for them.

Re-evaluate the telephoneUsed well, the phone helps businesses to understand ‘why?’ rather than just ‘what?’. As customers increasingly choose self-service, telephony is “in the process of reinventing itself as the channel of choice for lengthy, important or complex interactions. For many businesses, contact centre agents have actually become ‘experts’, without this having been planned.”43

Gocompare.com“It would be very difficult, during a phone call, to ask customers where they began struggling online – they just want their problem solving.

Instead, we use SessionCam to identify online conversion funnel problems. We’ve been able to see where to improve our help text, and we’ve implemented a universal FAQs page. We’re also able to see exactly when our customers switch over to live chat, which points to problems, as well as where we need to deploy live chat.

Being able to help customers in real time has cut our incoming calls and increased our conversions. And that’s had knock-on effects elsewhere in the business; for example, contact centre employees are less likely to need to go to product managers for answers, which cuts down on delays.

We’re about to introduce a brand-new service – there’s nothing else like it on the market. SessionCam will be invaluable in helping us to deliver it in a way that’s best for the customer. And by getting it right from the start, we can protect our good reputation and deter competitors.”— Holly Niblett, product manager for protection

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