SuperAgent 2020 · Dr Nicola J. Millard Customer Experience Futurologist BT Global Services...

BT Contact. Relationships that grow 1 Copyright: BT Global Services, 2014

Dr Nicola J. Millard Customer Experience Futurologist BT Global Services [email protected] Twitter: @DocNicola

SuperAgent 2020: The evolution of the 2020 contact centre.

BT Contact. Relationships that grow 2

Future visions: contact centre 2000 (from 1995).

Thanks to Andy Gower, BT.

Copyright: BT Global Services, 2014


I am happy to be transferred to

another person who is trained to

answer more complicated

questions

86%

Advisors have put me on hold

because they don't know what

to say and need to check

85%

Advisors in call centres have

struggled to answer my

queries

79%

Advisors in call centres

haven't had the most up to

date information

72% Often I have known more about the

product or problem than the advisor

in the organisations call centre

70% Advisors in call centres haven't

known what's on their own

organisations website

64%

I have found it better to get

advice about products from

other consumers than phone

the supplier

58%

“Autonomous customers” increase demands on contact centres.

I have better conversations

with call centre advisors if

they have the same interests

as me

67%

Advisors in call centres have

tried to hurry my call

55%



"I don’t foresee anything replacing customers calling for help, but their contacts

will become more complex. We may also have to reach out to them more often”, Manager, CCMA Ireland.

Primary function of contact centres in 2020.



Anatomy of a “super agent”.



"Customers are calling us about an issue because of the complexity of the world we are

living in. We have termed this a ‘contact centre job’ – with people being paid the same

wage as ten years ago. That is unsustainable – you will not get expert problem solvers

who are shifting organisations in six monthly cycles – they are call handlers – we need

expert problem solvers”, CCMA UK, Contact Centre Strategist.

Super agent skills 2020.


Customer satisfaction key, followed by new kid on the block, customer effort & right

first time. Net promoter’s popularity is waning. Traditional resource optimisation

measures like call handling time are viewed as less important.

Primary measures 2020.


Easy does it!

5% Felt they had got good

value for money when

they had a difficult

experience

44% Say that loyalty to

companies is a thing

of the past (50% in

the UK).

32% Of shoppers regard

‘easy’ as a top 5

factor when it comes

to shopping.


“Net Easy” does it.

Making it Easy is the missing link between operational

quality and loyalty:

Operational performance

Customer experience

Advocacy

Incremental value Churn

reduction

NPS

Net Easy

OCR & RFT

Why measure Easy?

True voice of the customer

Drives advocacy, VFM & loyalty

Highly actionable feedback

Applicable in all channels

Engages and resonates with staff

Low effort also = lower cost

Customers finding it easy are

40% less likely to churn



6 factors explain 67% of movement in Net Easy

What drives easy?

Thanks to: Joanna Howard Copyright: BT Global Services, 2014


Some channels are easier than others.

Thanks to: Joanna Howard Copyright: BT Global Services, 2014


Core channels 2020.

49% When I phone I have a

more complex issue

68% Would like to have

webchat offered whilst

online

26% Of customers use

webchat as a

preferred contact

channel currently

19% Find it easier to contact

organisations via

Social Media

only

say they constantly change the

way they deal with organisations say organisations make it easy to

switch between different channels 1:2 17% only


Video Culture Grows.

Video conferencing is 100% up on 2010

as video culture grows

Which of the following would

you use video content for?

To see a product

being used 46% 57%

To get instructions 43% 52%

To get more

information 38% 45%

To view adverts 33% 32%

To see other

consumers reviews 24% 30%

To resolve a problem 28% 25%

YouTube instead of

Google to search

new products

17% 24%

Use Pinit weekly 9% 20%

Copyright BT Global Services, 2014


Why Customers Use Social Media.

84% were about failures in traditional contact channels



A funny thing happened on the way to the forum…


http://www.mymuesli.com/?


Mind the smartphone generation gap!

16-34 year olds

driving smartphone commerce



“Whilst customer contact will certainly move to a more devolved model - infrastructure

investment will dictate that the change will not happen by 2020”, Manager, CCMA UK.

Location of centre 2020.


Intelligent skills based routing regarded as vital to get customers to the person with the right

skills. Cloud and big data analytics are regarded as less important but are key (and often

hidden) technologies underpinning flexible contact capabilities & intelligent call steering.

Key technologies 2020.


“The skilled manager will become an even scarcer commodity for contact centres. This means

that to manage successfully, you will have to move past standard people management

practices”, Call Centre Helper.

Principal role of the “super manager” 2020.


Contact centre or relationship hub?

Voice

Webchat

VoIP

SMS / MMS

E-mail

‘Call me’

Video

Social Media

Home Workers

Branch Offices

Remote Workers

Mobile Workers

Contact Centres

HQ


Dr Nicola J. Millard

Customer Experience Futurologist

BT Global Services

[email protected]

Twitter: @DocNicola

BT Let’s Talk Blog:

http://letstalk.globalservices.bt.com/en/

author/nicolamillard/

Thank You!

SuperAgent 2020 · Dr Nicola J. Millard Customer Experience Futurologist BT Global Services...

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