ICMI Contact Center Expo & Conference 2014-San Diego
Reduce Customer Effort and
Operating Costs
by Optimizing Online Service
Presentation to:
ICMI Contact Center Expo & Conference 2013
Lara Ponomareff
Pete Slease
Practice Manager
Senior Director
CEB
CEB
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ICMI Contact Center Expo & Conference 2014-San Diego
CHALKING THE FIELD
This research is NOT about…
This research IS about…
…costly web fixes, complete overhauls, or
upgraded functionality.
…better leveraging the self-service
functionality you already have.
…getting significantly more customers to
try self-service for the first time.
…getting customers who are already on
your company’s website to successfully
resolve issues online without picking up
the phone.
…adding functionality to your website
that enables resolution of all potential
customer issues.
…guiding customers to the best fit channel
based on their specific issues.
Source: CEB analysis.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
A THOROUGH ANALYSIS
Part 1: Recent Channel Behaviors
Part 2: Customer Preference
Surveyed 15,751 consumers and business
customers about their service experience
and effort in recent multi-channel interactions
(i.e., web, telephone, IVR, e-mail, web chat)
Surveyed 3,783 consumers and business
customers about their service channel
preferences
Part 3: Customer Focus Group
Part 4: Customer Expectations Survey
Ran focus group of two demographically
balanced panels of customers with recent
service experiences
Surveyed 996 customers about their
reactions to various multi-channel service
scenarios
Source: CEB analysis.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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ICMI Contact Center Expo & Conference 2014-San Diego
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.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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.
Relative Value
191.4
134.5
134.4
Company-Predicted
Value
Actual Customer
Value
77.5
Live Phone
Basic Web Self-Service
n = 40 companies; 879 companies.
Source: CEB 2013 Customer Channel Preferences Survey; CEB analysis.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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ICMI Contact Center Expo & Conference 2014-San Diego
FIRST STOP: ONLINE SELF-SERVICE
Customer Service Channel Usage
Three to Five Years Ago
Present Day
10.4%
Primarily
Use SelfService
66.3%
Primarily
Use Live
Phone
28. 7%
Primarily
Use Live
Phone
23.3%
Use Both
Equally
41.4%
Primarily
Use SelfService
29. 9%
Use Both
Equally
n = 13,410 customers.
n = 13,410 customers.
Source: CEB 2013 Customer Channel Preferences Survey; CEB analysis.
Source: CEB 2013 Customer Channel Preferences Survey; CEB analysis.
Despite this self-service trend, phone volume has not decreased proportionally.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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!
”
agents are very nice and I always have a good experience when
“ Your
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.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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ICMI Contact Center Expo & Conference 2014-San Diego
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
Outside Immediate
Control
Issue was
4.5%
too complex
Experienced
technical
1.6
%
glitch
Were
instructed to
4.6%
call
Total
10.7%
42.3%
Callers Who
Did Not Visit
Web in This
Transaction
n = 13,410 consumers.
Source: CEB 2013 Customer Channel Preferences Survey; CEB analysis.
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.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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ICMI Contact Center Expo & Conference 2014-San Diego
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.
n = 157 companies.
Source: Aberdeen Group, “Delivering a Seamless Customer
Experience with Multi-Channel Support,” 2011; CEB analysis.
Source: CEB 2011–2012 Member Conversations; CEB 2012
Member Poll; CEB analysis.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
THE TYPICAL CUSTOMER
STARTING POINT
Customer Service Web Page Designed for Choice
Home
ACME
About
SEARCH
Acme > Customer Service
Frequently Asked
Questions (FAQs)
We Deliver 24/7 Customer Support—“When and Where You Want It”
Call Us
Acme Office Locator
Toll-free:
Customer Service:
Billing and payment:
General information:
1-800-ACME-1
1-800-ACME-2
1-800-ACME-3
Hours:
Monday–Friday
8am–8pm EST
Saturday–Sunday
9am–5pm EST
Enter your Zip Code:
■
Manage my Acme account
■
Frequently Asked Questions
■
Statements and billing manager
■
Customer discussions forums
■
Shipping and order management tools
■
Coupons, deals, and local offers
■
Product Information
Connect on
Chat Now with a live agent
Hours:
Monday–Friday
8am–8pm EST
Saturday–Sunday
9am–5pm EST
Request a Chat
E-Mail Us
Facebook
SEARCH
Search
Online Help and Tools
See our online resources for more help:
?
Search more FAQs
[email protected]
Please allow 24 hours for our team to respond
to your e-mail request.
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?
Write Us
Acme Customer Service
1001 Corporate Boulevard
Springfield, MD 12345
facebook.com/AcmeHelp
Source: CEB 2012 Customer Expectations Survey; CEB analysis.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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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.”
Home
ACME
About
SEARCH
Acme > Customer Service
Frequently Asked
Questions (FAQs)
We Deliver 24/7 Customer Support—“When and Where You Want It”
Call Us
“Complex and
overwhelming.”
Acme Of ce Locator
Toll-free:
Customer Service:
Billing and payment:
General information:
1-800-ACME-1
1-800-ACME-2
1-800-ACME-3
Hours:
Monday–Friday
8am–8pm EST
Saturday–Sunday
9am–5pm EST
Search
Online Help and Tools
See our online resources for more help:
■
Manage my Acme account
■
Frequently Asked Questions
■
Statements and billing manager
■
Customer discussions forums
■
Shipping and order management tools
■
Coupons, deals, and local offers
■
Product Information
Connect on
Chat Now
Hours:
with a live agent
Monday–Friday
8am–8pm EST
Saturday–Sunday
9am–5pm EST
Request a Chat
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?
Where can I order products? How
can I view my account
information?
“Too much
information.”
Write Us
E-Mail Us
Facebook
?
Search more FAQs
Enter your Zip Code:
[email protected]
Please allow 24 hours for our team to respond
to your e-mail request.
Acme Customer Service
1001 Corporate Boulevard
Spring eld, MD 12345
facebook.com/AcmeHelp
“It took me two minutes
“Many options of
equal weight. Not
sure where to begin.”
to read through it—it
was confusing.”
Source: CEB 2012 Customer Expectations Survey; CEB analysis.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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."
■
Want issue resolved in their
preferred channel
■
■
Willing to trade off ease and
time to be able to choose their
preferred channel
■
■
■
n = 996 customers.
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
Source: CEB 2012 Customer Expectations Survey; CEB analysis.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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ICMI Contact Center Expo & Conference 2014-San Diego
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.
#customereffort
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
PINPOINT THE FAILURE POINT
Customer Learning Interview
1
2a
“We’re trying to learn more
about how our customers
prefer to resolve issues.
Before contacting
us, did you try
this online?”
YES
“Sorry the site didn’t resolve
your issue. To help us
improve, can you share what
happened?”
2b
NO
Functionality
not available
online
“Fidelity may expand our site
to include this functionality.
Would you be comfortable
doing this online?”
Next Step
Considerations
Technical
Failure
Inform Web Peers
Insufficient
Information
Improve
Content Quality
Navigation
Failure
Enhance Navigation
If functionality not
available online
YES
Consider Adding
Functionality
NO
Deprioritise
YES
Develop Education or
Incentive Campaign
NO
Develop Awareness
Program
2c
Functionality
available online
“For customers who like online
service, we’ve put this issue on
our website. Were you aware
this functionality was available
online?”
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.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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ICMI Contact Center Expo & Conference 2014-San Diego
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.
#customereffort
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
NOT ALL CHANNELS ARE RIGHT
FOR ALL ISSUES
Illustrative Issue-to-Channel Map
Channel
Phone
Web SelfService
Issue Type
Modify Account
Chat
1
E-mail
2
Fix Broken Product
High
Medium Capability
Low
Bill Payment
Product Complaint
1 High Capability Match = Positive Customer
2 Low Capability Match = Negative Customer
Experience (i.e., Low Effort)
Experience (i.e., High Effort)
Issue: Modify Account
Issue: Modify Account
Channel: Web Self-Service
Channel: E-Mail
Customer Experience: After log-in, Acme’s
account management tool enables customers
to quickly change and confirm their account
information.
Customer Experience: Due to the sensitive nature
of the customer request, after several e-mail
exchanges the customer is told they will have to call
the company to resolve their issue.
Source: CEB analysis.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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ICMI Contact Center Expo & Conference 2014-San Diego
GUIDANCE PAYS OFF
Likelihood of Customer Choosing
the Best-Fit (i.e., Lowest Effort)
Service Channel
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”
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
Unguided
Experience
tell me what to do. I don’t want to waste my time.”
Guided
Experience
n = 996 customers.
Source: CEB 2012 Customer Expectations Survey; CEB analysis.
Source: CEB 2012 Customer Focus Groups; CEB analysis.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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.
LOST OR STOLEN
CARD?
Cardholder
Issuer
Merchant
See all support
In the US, call 1.800.MasterCard
(1-800-627-8372)
See Non-US Emergency Contacts
MasterCard
What can I help you with?
ACCESS YOUR
ACCOUNT
To get assistance with your account,
check the back of your card for your
issuer’s website or phone number.
Me
My question is…
My question is…
I Need to Dispute a Transaction
I Need to Report a Telephone or E-Mail 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. 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.
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.
Source: MasterCard; CEB analysis.
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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ICMI Contact Center Expo & Conference 2014-San Diego
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.
Me
2. Usage of
“me,” “my,” and “I”
indicates to the
consumer that their
participation is
required.
3. Relatively
few issues,
organized by task
type and written in
simple phrasing
without company
jargon, let
consumers
correctly find their
issue.
My question is…
I Need to Dispute a Transaction
I Need to Report a Telephone or E-mail 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
MasterCard
What can I help you with?
MasterCard
I can help you with that, can you tell me a bit more?
MasterCard
Me
5. Consumer
finds answer
in two steps
or less,
before they
lose interest
and abandon
online tool.
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.
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
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.
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
/support/merchant-violations.html
4. Back-and-forth communication
gathers follow-up information from the
consumer to narrow the solution set.
Was this answer helpful?
Yes
No
Start Over
Result:
Source: MasterCard; CEB analysis.
Saw a 30% drop in e-mail volume
E-mail volume drop translates to ~$150,000 in cost savings
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© 2014 CEB. All Rights Reserved. CCC8594914SYN
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.
#customereffort
22
© 2014 CEB. All Rights Reserved. CCC8594914SYN
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ICMI Contact Center Expo & Conference 2014-San Diego
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