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A Practical Approach to Customer Centric Interactions

A Practical Approach to Customer Centric Interactions. Reinventing Global Sourcing: Cloud, Mobile and Social

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A Practical Approach to Customer Centric Interactions

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  1. A Practical Approach to Customer Centric Interactions Reinventing Global Sourcing: Cloud, Mobile and Social “…Business agility is being achieved through faster outcomes, less capital investment, greater flexibility, and a technology catalyst for introducing business process best practices…” World ITO BPO Forum Theme: • Our discussion will cover: • When and how consumers interact with companies • Reality check on consumer expectations • Practical examples of how companies are supporting consumer interactions to drive a better experience while achieving corporate objectives 2

  2. HGS Core Business and Focus HGS is a global business process management company helping our customers with B2B and B2C consumer transactions and interactions • Healthcare / Insurance • 55 million transactions annually with claims payout of $11.5 billion • Serve 5 of the Top 10 healthcare payers and many large US hospitals • Telecommunications • Provide support across the customer lifecycle for wireless, land lines, satellite, IPTV, internet, security • 182 million calls, 2.92 million emails and 4 million complaints and investigations annually for a single client • Consumer Products and Retail • Support client inquires for over 3000 consumer-branded products in 8 European countries via telephone, paper, chat, email and social media • Supporting consumer electronics manufactures and retailers - purchase support to post warranty servicing • Financial Services • Only credit card issuer to win the J.D. Power Award for customer experience 7 consecutive years driven by HGS’s best-in-class NPS customer service • 18 million transactions per year 3

  3. When Do Consumers Engage with a Business? Consumer engagement with companies usually relates to buying activities or negative experiences, with the usage of a product or service being taken for granted • They want to buysomething • There is a consumer-driven changesuch as a life event, move, service change, etc. • Something is broken(fix/repair) • They want to cancela service or terminate a relationship 4

  4. How Consumer Interact Has Changed In 2012, new channels emerged, self-service and social channels increased, phone channel flattened * Source: North American Technographics Customer Experience Online Survey Q4 2012 (US) 5

  5. How Consumer Engagement Will Rapidly Evolve More new channels, self-service and social will make dramatic gains, however, voice and IVR based interactions will drop dramatically 2018 2014 * Source: Gartner 6

  6. 3. More frequently consumers don’t call… • Obtain info without calling… via website, smart phone, Facebook, Twitter… often while they are shopping… or are they on a competitor’s site? • Global B2C mobile commerce spending will grow 6 fold between 2011 and 2016 reaching $223 billion by the end of 2016 5 • Mobile care is getting HOT – 73% of companies’ websites are “easily viewed on devices”; yet only 4% provide “text for assistance” 2 • 1. Customers only call if they can’t self-serve first or if the inquiry is really complex… • 57% of customers tried self-service on company websites before calling in to a contact center 1 • 90% of consumers will always check a website first before emailing or calling 3 • 75% of surveyed consumers said they would prefer to use online support if it were reliable and provided accurate and complete information 4 • 2. Consumers are online when they call • 30% of those callers were still on the website when on the phone with the contact center agent 1 • Smart, mobile devices affect the in-store buying pattern in bricks and mortar stores Many Consumer Interactions Are ‘Employee-less’ 1 - Corporate Executive Board’s 75,000 member survey, 2 – Execs in the Know – Feb 2014, 3 -- SynthetixCustomer Service Survey 2012, 4 -- Coleman Parkes for Amdocs, 2012 Survey, 5- IDC Worldwide New Media Market Model Forecast 7

  7. Doing Business the Way the Customer Prefers Customer self service portal is open for business 24/7 Infiniti Quality Center Contact Infiniti EU Infiniti Chauffeur (brings showroom to your house) Infiniti Center 8

  8. End-to-End Consistent Brand Experience Across Channels… Enabled SEO and Integrated with Social Media 9

  9. Self Service with Integrated Support and Interactions e-commerce monitoring with proactive chat to reduce shopping cart abandonment SEO to be easy to be found Easy to “Contact us” with operational design principles to effectively support Engaging consumers with proactive click-to-chat 10

  10. A user-oriented approach to e-commerce and m-commerce helps drive brand loyalty, which is crucial to the bottom line…. Visits from new Search Engines Traditional Visits Incremental Revenue Traditional eCommerce Revenue e-Commerce Success from “Hits” to “Cash” 11

  11. Using “Voice of the Customer” to Drive Self-Service and Better Customer Experience for Consumer Technical Support - 5 call drivers at level 1 - 20 call drivers at level 2 - 96 call drivers at level 3 Call Driver Insights Business Intelligence Customer Sentiment Analysis - 27% people talking about poor quality of picture - 13.5% people talking about aspect ratio Social Media Analytics 15 call types identified Self-help Portal Call Deflection Enablers 3 top call types identified Web traffic observed often on competitors site Social CRM 10 IVR optimization opportunities IVR Optimization 8 web enhancement opportunities 12

  12. Integrated Multichannel Services Driving Call Deflection…. Supported from Multiple Geographies Customer selects the model number, then a self-serve, HGS developed video walks the client through typical trouble shooting strategies Consumer focused concept to eliminate calls…with online self serve solutions HGS supports multiple integrated channels – Voice (600+) in Philippines and email/chat (200+) in India 13

  13. Customer-Led Interactions via Chat and Email Consumer initiates chat session and team leverages domain, knowledge base and Customer Experience strategy to effectively resolve query 14

  14. Positive Customer Feedback and NPS Results Consumers solving inquires via chat, not requiring a call center agent, doubled from 30 to 60% NPS scores dramatically grew from a historical sub 0 score to consistently in the 30s to low 50range 15

  15. Complaints … as Opportunities Consumers who have never had a problem are less loyal than those who had their problem resolved… Re-Purchase Probability Customer Situation Purchased product and you had no problems 78% Product had problems and you had a poor customer service experience 32% Product had problems and you had a positive customer service experience 89% Source : BenchmarkPortalInc / Purdue University 16

  16. Telecom Company - Email and Phone Based Service Cancellations Jan 2014 Jan 2013 • 92,581 escalations interactions • Cancel service save rate of 23% phone and 42% for email • 5% Voice and 95% SMS-based CSAT process • Overall CSAT score of 96% • 451,740 escalations interactions • Cancel service save rate of 11% phone and 24% email • 100% Voice-based CSAT process • Overall CSAT score of 45% Innovation Empowerment and Training Business Excellence Business Impact • 80% reduction with 359,159 escalations stopped at first level within a year • 2nd level, “Cancel service” save rate nearly doubled both via phone and email • Doubled overall CSAT score • Business revenue and profitability dramatically increased • HGS eliminated 140 FTEs through automation and transformation 17

  17. Capturing Marketplace Analytics and Insights Value Beyond Answering 182M Calls, 2.92M Emails and 4M Investigations Annually Insight reporting provided to client’s Product and Marketing and Insight business teams 10 X productivity improvement - # FTE Innovation and technology robots applied to capture insight at call level by consumer and product • 307 unique reports per monthanalyzing market data and 24 million provisioning transactions annually. • Providing business insight to business leaders for product development, pricing strategy, market analysis, etc • Using the technology tools like SQL, Access, Excel Macros Immense value to business stakeholders to make real-time marketplace adjustments, saving canceling clients and generating incremental revenues 18

  18. Listening and Managing the Brand Across All Interaction Channels Customer for Life • “The contact centeris one of the most powerful means we have to capture the voice of the customer and to understand general concerns as well as particular issues,” says the Director of Customer Experience and Insights. “ 19

  19. UK International Visa Program Cloud-Based Multichannel Inquiry Service Multichannel customer contact with integrated knowledge platform Web Self-Service/Virtual Assistants FAQ Self-Service for Contact Forms/e-mail • Single point of contact for all business, student and tourist visa inquiries • Providing support in 21 languages. • The customer contact portal provides full integration of intelligent forms, with knowledge and web chat. Mobile Web/Smartphone Apps One-to-oneLive Chat FAQ Self-Service for Social Networks Call-CenterKnowledge-base 20

  20. UK Visa Program - Multichannel Inquiry Service The entire service is provided by HGS with a risk-based model paid for by consumers 21

  21. UK Visa Program - Multichannel Inquiry Service The solution includes a self serve knowledge database with robotic responses for consumers and for support team to effectively address consumer inquiries The external customer contact portal provides customers with appropriate contact methods and access to knowledge. The internal knowledge-base provides contact-center agents with consistent knowledge and information that can quickly and efficiently supportvoice, chat and e-mail interactions. In a typical week of use: 33,063 - People access the portal 4,132 - Use voice to contact the service 1,236 - Use web chat 7,982 - Submit an email 1,109 - Tell us they had their questions answered through integrated knowledge base 22

  22. With only 22% of interactions using tradition phone and IVR services, are you ready to effectively interact with Consumers? Balance automation and personal engagement for the optimized brand and customer experience. Consumer Expectations? Business’ Point of View? • Easy • “Know me” as well as “I know” our relationship • Relevant offers that deliver real value without a shallow sales pitch • Be available to sell when I want to buy • Fast… if not now! • Correct information the first time • Education available when needed/desired • Online or I’m gone… • Easy to do business • Customer and market Insight and control • Upsell • Enhance profit margins • Customer stickiness • Consistent brand management • Loyalty (NPS) not CSAT • And… drive cost out… Customer Experience is a Journey on a Rapidly Evolving Path • Thank you… let’s continue the interaction… 23

  23. Thank You! Chris.lord@teamhgs.com 24

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