Sequencing the Omnichannel Customer Conversation Report. Report

Transcription

1 Sequencing the Omnichannel Customer Conversation Report Report

2 Report Sequencing the Omnichannel Customer Conversation Based on primary research commissioned by Opus Research, Coleman-Parkes has determined that, on average, customers use between 4 and 5 different channels to support their commercial endeavors led by , phones, Websites, social media, mobile apps and brick-and-mortar stores. In this document, Opus Research reviews the research findings to draw conclusions about the sequence of media that customers commonly employ to carry out business with their chosen firms. 201 Dan Miller, Senior Analyst, Opus Research Opus Research, Inc. 350 Brannan St., Suite 340 San Francisco, CA Published 201 Opus Research, Inc. All rights reserved. 2

3 Sequencing the Omnichannel Customer Conversation Table of Contents Summary of Findings The Known Knowns Single Channel CX Priorities CX Improvements: Ease of Use, Security and Trust The Importance of Consistent Experience Across Channels Digital Darwinism: The Origin of New Species The Digital Herd O2O Aficionados Showroomers Social Flutterby s Mobile Mavens The Edgy Customers Summary: Effortless, Immediate Fulfillment List of Figures Figure 1: Preferences for Single-Channel Contact Figure 2: CX Professionals Priorities Figure 3: Important Objectives for CX Investment Figure 4: Plans to Deploy Customer-facing Technologies Figure 5: Sequencing the Omnichannel Conversation Figure 6: Understanding Multichannel Conversational Strategies

4 Sequencing the Omnichannel Customer Conversation Based on primary research commissioned by Opus Research, Coleman-Parkes has determined that, on average, customers use between 4 and 5 different channels to support their commercial endeavors led by , phones, Websites, social media, mobile apps and brick-and-mortar stores. In this document, Opus Research reviews the research findings to draw conclusions about the sequence of media that customers commonly employ to carry out business with their chosen firms. Summary of Findings The following are the key findings of this report: A shift to digital and mobile CX is underway: Purchasing and implementation plans recognize that physical stores, contact centers, ebsites and outbound marketing strategies have a growing digital component. Spending on CX initiatives is on an upswing: Over 90% of respondents say that they expect investments to increase in the coming year. That spans all verticals under investigation. Classic channels and communications modes have staying power: When looking at a single channel, and phone predominate, while websites, social media, mobile apps and physical stores figure into roughly one-half of all engagements. As customers take control, groupings have emerged: Examples include Digital Denizens (Phone, Corporate Website, ); O2O Aficionados ( , Website, Retail Stores), Showroomers (Retail Stores, Webchat, Website). Conflicting priorities govern acquisition plans: Respondents attached equal weights to a set of well-known priorities, including lower customer effort, improving security and trust, aligning departmental goals, providing a differentiated experience, and leveraging analytics to optimize engagement. Heightened spending to address new challenges: High priorities were indicated for leveraging predictive analytics to anticipate customer intent, maintaining customer context across devices and channels and improving self-service and automation rates. 4

5 Sequencing the Omnichannel Customer Conversation About Opus Research Opus Research is a research-based advisory firm providing critical insight and analysis of enterprise implementations of software and services that support multimodal customer care and employee mobility strategies. Opus Research calls this market Conversational Commerce with tailored coverage and sector analysis that includes: Self-Service & Assisted Self-Service, Voice & Call Processing, Web Services, Personal Virtual Assistance, Mobile Search and Commerce and Voice Biometrics. For sales inquires please info@opusresearch.net or call +1 (415) This report shall be used solely for internal information purposes. Reproduction of this report without prior written permission is forbidden. Access to this report is limited to the license terms agreed to originally and any changes must be agreed upon in writing. The information contained herein has been obtained from sources believe to be reliable. However, Opus Research, Inc. accepts no responsibility whatsoever for the content or legality of the report. Opus Research, Inc. disclaims all warranties as to the accuracy, completeness or adequacy of such information. Further, Opus Research, Inc. shall have no liability for errors, omissions or inadequacies in the information contained herein or interpretations thereof. The opinions expressed herein may not necessarily coincide with the opinions and viewpoints of Opus Research, Inc. and are subject to change without notice. Published 2014 Opus Research, Inc. All rights reserved. 12