Reduce Customer Effort and Operating Costs by Optimizing Online Service

Transcription

1 Reduce Customer Effort and Operating Costs by Optimizing Online Service Presentation to: ICMI Contact Center Expo & Conference 2013 Lara Ponomareff Practice Manager CEB Pete Slease Senior Director CEB 1

2 CHALKING THE FIELD This research is NOT about costly web fixes, complete overhauls, or upgraded functionality. This research IS about better leveraging the self-service functionality you already have. getting significantly more customers to try self-service for the first time. adding functionality to your website that enables resolution of all potential customer issues. getting customers who are already on your company s website to successfully resolve issues online without picking up the phone. guiding customers to the best fit channel based on their specific issues. Source: CEB analysis. 3 A THOROUGH ANALYSIS Part 1: Recent Channel Behaviors Surveyed 15,751 consumers and business customers about their service experience and effort in recent multi-channel interactions (i.e., web, telephone, IVR, , web chat) Part 2: Customer Preference Surveyed 3,783 consumers and business customers about their service channel preferences Part 3: Customer Focus Group Ran focus group of two demographically balanced panels of customers with recent service experiences Part 4: Customer Expectations Survey Surveyed 996 customers about their reactions to various multi-channel service scenarios Source: CEB analysis. 4 2

3 Relative Value KEY FINDINGS 1.Large scale customer migration to web self-service has largely already occurred. Customers are already using the web self-service channel, indicating that the critical opportunity is in getting more customers to achieve issue resolution without also placing a live call. The ultimate web experience is one that is best for BOTH the customer and the company. 5 THE TIME FOR WEB IS ALREADY HERE Company-Perceived Value Versus Actual Customer Value of Service Channels 1.Companies vastly overestimate the value customers place on the live phone channel. 2. Customers already value the web just as much as the phone Company-Predicted Value Actual Customer Value Live Phone Basic Web Self-Service n = 40 companies; 879 companies. Source: CEB 2013 Customer Channel Preferences Survey; CEB analysis. 6 3

4 FIRST STOP: ONLINE SELF-SERVICE Customer Service Channel Usage Three to Five Years Ago Present Day 66.3% Primarily Use Live Phone 10.4% Primarily Use Self- Service 23.3% Use Both Equally 28. 7% Primarily Use Live Phone 29. 9% Use Both Equally 41.4% Primarily Use Self- Service n = 13,410 customers. Source: CEB 2013 Customer Channel Preferences Survey; CEB analysis. n = 13,410 customers. Source: CEB 2013 Customer Channel Preferences Survey; CEB analysis. Despite this self-service trend, phone volume has not decreased proportionally. 7 THE CALL THE CUSTOMER DIDN T WANT TO MAKE Customer Verbatim About Their Recent Service Experience I always feel like I have to call, not that I want to call but, I have to call. It s hard to think of other companies where I always have to call. Those other websites make sense to me. The website referred me to a phone number. If I wanted to call I would have. I preferred using the site! Your agents are very nice and I always have a good experience when I talk to them. I just don t always want to have to talk to them. Source: CEB 2013 Customer Channel Preferences Survey; CEB analysis. 8 4

5 LEAVING IT ON THE TABLE Phone Callers Who Went to Company Website First Breakdown of Channel Switching Reasons for Switching from Web to Phone 57.7% Callers Who First Used Web in This Transaction n = 13,410 consumers. 42.3% Callers Who Did Not Visit Web in This Transaction Source: CEB 2013 Customer Channel Preferences Survey; CEB analysis. Outside Immediate Control Issue was 4.5% too complex Experienced technical glitch Were instructed to call 1.6 % 4.6% Total 10.7% Within Immediate Control Could not find 8. 7% answer Found information 3.8% unclear Not confident in self-service 2. 0% answer Only looking for contact 32.5% information Total 47.0% n = 13,410 consumers. Source: CEB 2013 Customer Channel Preferences Survey; CEB analysis. 9 KEY FINDINGS 1.Large scale customer migration to web self-service has largely already occurred. 2. All issues are not created equal. All channels are not created equal. Therefore, not all issues are well-suited for all channels. Faced with a range of choices, customers frequently will select a poor-fit path to resolution for their specific issue. The ultimate web experience is one that is best for BOTH the customer and the company. 10 5

6 MORE AND MORE CHOICE Q: Have you added service channels in the past three years? Q: Have you ever eliminated a service channel? 5% No Answer 12% Yes 32% No 63% Yes 88% No n = 180 companies. Source: Aberdeen Group, Delivering a Seamless Customer Experience with Multi-Channel Support, 2011; CEB analysis. n = 157 companies. Source: CEB Member Conversations; CEB 2012 Member Poll; CEB analysis. 11 THE TYPICAL CUSTOMER STARTING POINT Customer Service Web Page Designed for Choice ACME Acme > Customer Service We Deliver 24/7 Customer Support When and Where You Want It Call Us Acme Office Locator Toll-free: Customer Service: ACME-1 Enter your Zip Code: Billing and payment: ACME-2 General information: ACME-3 Hours: Monday Friday Saturday Sunday 8am 8pm EST 9am 5pm EST Online Help and Tools See our online resources for more help: Chat Now with a live agent Manage my Acme account Hours: Monday Friday Saturday Sunday Frequently Asked Questions 8am 8pm EST 9am 5pm EST Statements and billing manager Request a Chat Customer discussions forums Shipping and order management tools Home Frequently Asked Questions (FAQs)? Search more FAQs Search SEARCH Top Searches How can I access my account? Where is my order? How can I update my personal information? Where can I find an Acme office nearby? How do I cancel my service? Where can I order products? How can I view my account information? About SEARCH Coupons, deals, and local offers Product Information Connect on Facebook facebook.com/acmehelp Us service@acme.com Please allow 24 hours for our team to respond to your request. Write Us Acme Customer Service 1001 Corporate Boulevard Springfield, MD Source: CEB 2012 Customer Expectations Survey; CEB analysis. 12 6

7 facebook.com/acmehelp Please allow 24 hours for our team to respond to your request. Search ICMI Contact Center Expo & Conference 2014-San Diego CHOICE OVERWHELMS Customer Focus Group Reactions to Web Page Designed for Choice I feel like I could go multiple places to get my answer and I m not sure where to go first. All the options are clearly laid out, but there are a lot of them. ACME Home About SEARCH Acme > Customer Service We Deliver 24/7 Customer Support When and Where You Want It Frequently Asked Questions (FAQs)? Complex and overwhelming. Call Us Toll-free: Customer Service: ACME-1 Billing and payment: ACME-2 General information: ACME-3 Hours: Monday Friday Saturday Sunday 8am 8pm EST 9am 5pm EST Online Help and Tools See our online resources for more help: Manage my Acme account Frequently Asked Questions Acme Of ce Locator Enter your Zip Code: Chat Now with a live agent Hours: Monday Friday 8am 8pm EST Saturday Sunday 9am 5pm EST Search more FAQs SEARCH Top Searches How can I access my account? Where is my order? How can I update my personal information? Where can I nd an Acme of ce nearby? How do I cancel my service? Statements and billing manager Customer discussions forums Shipping and order management tools Coupons, deals, and local offers Request a Chat Where can I order products? How can I view my account information? Product Information Us Write Us Connect on Facebook Acme Customer Service 1001 Corporate Boulevard Too much information. Spring eld, MD It took me two minutes to read through it it was confusing. Many options of equal weight. Not sure where to begin. Source: CEB 2012 Customer Expectations Survey; CEB analysis. 13 LOW EFFORT TRUMPS CHOICE Customer Service Preferences Means-Focused My Way or the Highway Ends-Focused Just Get It Done 16% 84% "I want to resolve this issue in the channel of my choice no matter what." "I want this issue resolved as quickly and easily as possible." n = 996 customers. Want issue resolved in their preferred channel Willing to trade off ease and time to be able to choose their preferred channel Source: CEB 2012 Customer Expectations Survey; CEB analysis. Want fast issue resolution, typically on first contact Don t want to have to switch service channels Want the experience to feel like it was low effort Don t necessarily care where issues are resolved 14 7

8 KEY FINDINGS 1.Large scale customer migration to web self-service has largely already occurred. 2. All issues are not created equal. All channels are not created equal. Therefore, not all issues are well-suited for all channels. 3. To create low-effort experiences for online resolution, companies need to understand the exact point at which online customers typically give up and call a live representative. Use customer voice to diagnose online failure points, and leverage this information to create a more sticky web experience that encourages customers to resolve more issues online. The ultimate web experience is one that is best for BOTH the customer and the company. 15 PINPOINT THE FAILURE POINT Customer Learning Interview 1 2a We re trying to learn more Sorry the site didn t resolve about how our customers YES your issue. To help us prefer to resolve issues. improve, can you share what Before contacting happened? us, did you try this online? NO Functionality not available online 2b Fidelity may expand our site to include this functionality. Would you be comfortable doing this online? Technical Failure Insufficient Information Navigation Failure If functionality not available online YES Next Step Considerations Inform Web Peers Improve Content Quality Enhance Navigation Consider Adding Functionality Functionality available online 2c For customers who like online service, we ve put this issue on our website. Were you aware this functionality was available online? NO YES NO Deprioritise Develop Education or Incentive Campaign Develop Awareness Program Result: Uncovered failure points in online PIN reset process that led to: 29% increase in online PIN reset completion 7% decrease in call volume regarding PIN resets Source: Fidelity Investments; CEB analysis. 16 8

9 Issue Type KEY FINDINGS 1.Large scale customer migration to web self-service has largely already occurred. 2. All issues are not created equal. All channels are not created equal. Therefore, not all issues are well-suited for all channels. 3. To create low-effort experiences for online resolution, companies need to understand the exact point at which online customers typically give up and call a live rep. 4. To reduce operating costs, service organizations should guide customers to the right path for low-effort resolution. Customers are more than willing to be told where to go to resolve their issue, as long as the place you are guiding them to is the lowest-effort path for that specific issue. The ultimate web experience is one that is best for BOTH the customer and the company. 17 NOT ALL CHANNELS ARE RIGHT FOR ALL ISSUES Illustrative Issue-to-Channel Map Channel Modify Account Fix Broken Product Phone Web Self- Service Chat 1 2 High Medium Capability Low Bill Payment Product Complaint 1 High Capability Match = Positive Customer Experience (i.e., Low Effort) Issue: Modify Account Channel: Web Self-Service Customer Experience: After log-in, Acme s account management tool enables customers to quickly change and confirm their account information. 2 Low Capability Match = Negative Customer Experience (i.e., High Effort) Issue: Modify Account Channel: Customer Experience: Due to the sensitive nature of the customer request, after several exchanges the customer is told they will have to call the company to resolve their issue. Source: CEB analysis. 18 9

10 GUIDANCE PAYS OFF Customer Focus Group Verbatims on Their Ideal Service Experiences I want it to be easy to navigate I want to find things without being turned around in circles Likelihood of Customer Choosing the Best-Fit (i.e., Lowest Effort) Service Channel 2. 7x A company that takes time to show me something new I appreciate that. 1. 0x It s simple for me it s your [the company s] job to tell me what to do. I don t want to waste my time. Unguided Experience Guided Experience n = 996 customers. Source: CEB 2012 Customer Focus Groups; CEB analysis. Source: CEB 2012 Customer Expectations Survey; CEB analysis. 19 GUIDE THE CUSTOMER Ask MasterCard Interactive FAQ Pathing Tool 1. Instantly Recognizable Activity Landing page presents a familiar construct for consumers a live service interaction between two people so they immediately understand how to use the tool. Cardholder Issuer Merchant See all support LOST OR STOLEN CARD? In the US, call MasterCard ( ) See Non-US Emergency Contacts Me MasterCard What can I help you with? My question is ACCESS YOUR ACCOUNT To get assistance with your account, check the back of your card for your issuer s website or phone number. My question is I Need to Dispute a Transaction I Need to Report a Telephone or Scam I Had Problems Using my MasterCard card at a Store I Need to Learn About my Card Benefits and Insurance I Need to Report a Lost or Stolen Card I Need a Replacement Card I Need to Learn about Currency Conversion I Need to Learn about a Card Breach I Want to Apply for a MasterCard I Need Assistance with MasterCard SecureCode Questions not answered here 2. Engaging Consumer Language Language written from the consumer s point of view signals that they need to interact with the tool to take the next step. 3. Low Bar for Consumer Participation One-click dropdown menu of programmed questions makes it easy for consumers to participate and reveals a set of highlyrelevant issues. Source: MasterCard; CEB analysis

11 ONLINE GUIDANCE IN ACTION An Example of the Ask MasterCard Tool 1.Consumer sees the construct of a familiar activity and immediately knows to engage in the tool, not search elsewhere for their answer. MasterCard What can I help you with? 2. Usage of me, my, and I indicates to the consumer that their participation is required. Me My question is I Need to Dispute a Transaction I Need to Report a Telephone or Scam I Had Problems Using my MasterCard card at a Store I Need to Learn About my Card Benefits and Insurance I Need to Report a Lost or Stolen Card I Need a Replacement Card I Need to Learn about Currency Conversion I Need to Learn about a Card Breach I Want to Apply for a MasterCard I Need Assistance with MasterCard SecureCode Questions not answered here 3. Relatively few issues, organized by task type and written in simple phrasing without company jargon, let consumers correctly find their issue. MasterCard I can help you with that, can you tell me a bit more? Me My question is A merchant required me to make a minimum purchase when I used my MasterCard card A Merchant wanted to charge a surcharge or fee to use my MasterCard card I paid a higher amount at the pump because I used my MasterCard card A merchant required me to provide identification to use my MasterCard card 4. Back-and-forth communication gathers follow-up information from the consumer to narrow the solution set. MasterCard A merchant is not permitted to require a MasterCard cardholder to pay a surcharge, any part of a merchant discount, or any contemporaneous finance charge in connection with a MasterCard card transaction. However, a merchant may provide a discount to its customers for cash payments provided that it is clearly posted. In certain instances a merchant may charge a convenience fee. If you are not certain whether you have been charged appropriately, or you would like to report a questionable charge, you may click the following URL and complete a brief online form. /support/merchant-violations.html Was this answer helpful? Yes No Start Over 5. Consumer finds answer in two steps or less, before they lose interest and abandon online tool. Source: MasterCard; CEB analysis. Result: Saw a 30% drop in volume volume drop translates to ~$150,000 in cost savings 21 KEY FINDINGS 1.Large scale customer migration to web self-service has largely already occurred. 2. All issues are not created equal. All channels are not created equal. Therefore, not all issues are well-suited for all channels. 3. To create low-effort experiences for online resolution, companies need to understand the exact point at which online customers typically give up and call a live rep. 4. To reduce operating costs, service organizations should guide customers to the right path for low-effort resolution. The ultimate web experience is one that is best for BOTH the customer and the company

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