Self Service- Of Cents and Sensibility
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Transcript of Self Service- Of Cents and Sensibility
Self Service
Presented by Colin Taylor
Factors Driving Self Service
Costs
Productivity
Available Technology
Self Service Timeline
1915
1917
Patent for Self Service Store
1949 1961 1972 1979 1995 1999 2006
First Self Service Gas Station
Bell Labs Introduced
DTMFFist ATM
Introduced
Online Shopping Invented
Airline Check-In
KioskWeb 2.0 Coined
Airline Mobile
Check-In
2010
1. 21%2. 39%3. 48%4. 57%5. 62%
What Percent of Self Service Engagements are Successful?
You Guessed It…39%
• Customers are now more eager to have interactions with these virtual agents and more satisfied with the outcomes says HBR.
• But a TSIA study found that Successful self service engagements have dropped from 48% in 2003 to 39% in 2011
1. IVR2.Web3.eBilling4.Self Check out
What is the #1 Self Service Tool?
Airline Check-In?
Self Serve Fuel?
Grocery/Retail Self Service?
Web Self Service?
Mobile?
1.$0.402.$0.503.$0.604.$0.705.$0.81
How Much Does eBilling Save Per Bill Versus Paper?
eBilling
InfoTrends Survey Results: Which of the Following Channels Would You Prefer to Receive Your Bills?
1. 22%2. 38%3. 51%4. 62%5. 70%
What Percent of GenY Would Prefer to Pay Their Bills Online?
26%
37%
37%
44%
33%
45%
36%
51%
I pay more bills with a debit card
I prioritize which bills get paid first differently
I sent fewer checks in the mail to pay my bills
I pay more bills online
Gen Y
Total
Source: Q1 2011 Western Union® Payments Money Mindset Index
Consumers Are Moving Toward Electronic Channels
1%
47%
6%
4%
36%
6%
Automated voicemail
Electronic bill delivered through email
Mobile phone text (SMS) message
Mobile phone application-browser
Paper statement in the mail
Download bill directly from a web site
Gen Y: Prefers to Receive Bills Through Email Versus Paper Statements
Source: Q1 2011 Western Union® Payments Money Mindset Index
1. All of Them2. Most of Them3. More of Them4. 88%
What Percent of People Hate IVR’s?
Press 1 If It’s IVR
Customer Perceptions
Self Service & The Call Centre
What To Do With: The 13% that opt out of the IVR? The 40% who are still on your website? The 2/3 that have already tried to find the answer? Silo distance between call centre and ‘owners’ of the web?
Self Service & The Call Centre
Most common Call Centre Self Service Tasks:1. Shopping carts (for products/services)2. Order confirmation3. Order tracking4. Appointment setting/rescheduling5. Bill pay and funds transfer
Self Service & The Call Centre
Key Predictors of Consumer Trial of Self Service Technologies
Innovation Characteristics
Compatibility Relative Advantage Complexity Observability Trial Ability Perceived Risk
Individual Differences
Inertia Technology Anxiety Need for Interaction Previous Experience Demographics
Consumer Readiness
Role Clarity Motivation
- Intrinsic- Extrinsic
Ability
Awareness
Commitment
Repeated Use
Investigation
Evaluation
Trial
Mediating Variables Adoption ProcessAntecedent Predictors
Aite Group Survey of 4,696 U.S. consumers, July 2010
Percentage of Consumers that Considered the Following Very Important Reasons for Changing Bill Pay Channels / Methods
Reasons for Bill Payment and Behaviour Changes
Step 1: Control the
Conversation
Step 2: Remove the
Enrollment Barrier
Step 3: Deliver TO the
Customer
Step 4: Assure Security
Step 5: Appropriate Payment
and Presentation
Step 6: Enable Mobile
Step 7: Offer CONVENIENT Paperless Solution
7 Steps to eBilling
eBilling Best Practices
Best Practice IVR
To Make Self Service Succeed
Self Service = Brand Erosion
Self Service reduces cost by eliminating direct contact with employees
Gas Retailers used to advertise to differentiate, in 2007 Gallup found <9% thought there was any difference between brands
But employees are brand ambassadors and essential for brand differentiation…See Ritz Hotels (“Ladies and gentlemen serving ladies and gentlemen”) and Jet Blue
If you eliminate personal service interactions you drive towards commoditization
Customer Service vs. Self Service
Customer Service-
Personal, Care,
Support
Self Service-
Fast, Simple,
Convenient
Costs More Costs Less
More Personal Less Personal
Multi Channel Contact Centre
Multi Channel Service Model
Customer Service- Personal, Care, Support
Self Service-
Fast, Simple,
Convenien
t
Costs More Costs Less
More Personal Less Personal
Multi-Channel Services
Communications is Key
The Future of Self Service
Balance Avoid the ‘Bleeding Edge’ Customize solutions Join the Dots
The Future
Questions
Thank YouColin Taylor
CEOThe Taylor Reach Group, Inc