A Leadership event for well known UK utility as they transition to a new engagement model with their B2C customers.

1. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Engaging
Customers
In A
Digital Economy

2. Hello!
Merchants CEO
Datapoint Strategy Director
Brainfood Founder
2015 Lifetime Achievement Award
European Contact Centre & Customer Service Awards

3. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
The Challenge
Five Generations Of Customer Expectation
Designing Contact Strategy
The Human Touch

4. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
The
Challenge

5. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
A Common Ambition
“Our own iD mobile have introducing an app, increasing self service and reducing cost to serve.
across the past year . We currently have 850,000 subscribers. They have reduced FTE needs by
around 20% during a year of growth”

6. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
But...Customers Have Their Own Agenda

7. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Motivate Me To Change Habits By Making
The New Journey Clearly Better
Can't Be Forced - Can Be Persuaded

8. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Customer Journeys
Contact Options
Generational Preferences
Improved CX at Lower Cost - How To Get There

9. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Five Generations
Of Customer

10. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
W h e r e I s T h e N e w F r o n t l i n e I n C u s t o m e r S e r v i c e ?
a s e x p e c t e d b y 5 g e n e r a t i o n s o f c u s t o m e r s

11. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
C o n s u m e r s L e a d B r a n d s
Adopt New Tech Fast

12. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Expect Low Effort Outcomes

13. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Lead Connected Lifestyles
D o u b l e d i n a d e c a d e

14. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Smartphone Or Laptop

15. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Smartphone Only

16. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y

17. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Smartphone Only

18. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Smartphone Mindset

19. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
At Our Convenience

20. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Source: How Consumers View Bots In Customer Care - global survey 5,002 consumers April 2017
Expect Immediate Access
M Y T I M E I S P R E C I O U S

21. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Increasingly Self Service
M Y T I M E I S P R E C I O U S

22. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Telephone calls are an interruption made at
the convenience of the caller
Asynchronous communication makes it easier to
schedule a response at a time convenient to the
responder
Split Attention Spans
M Y T I M E I S P R E C I O U S

23. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Millennials & Generation Z

24. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Know What I Want When I Want It

25. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Brands will use the reservoir of insight collected via
our digital footprint and transformed through
machine learning to design chatbots that mirror
who you are
Mark Curtis
CCO & co-founder Fjord
Service Design Accenture
Personalisation - How Far?

26. Ta b l e D i s c u s s i o n
What implications does this
have for how we deliver
customer service?
Discuss-Capture-Share

27. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Designing
Contact Strategy

28. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
P O I N T S O F A C C E S S
Desktop Laptop Tablet Phone Smartphone Wearable Speaker IoT
Advisors (voice/visual)
Digital Assistants/Bots
IVR (audio/visual)
Letter/Mail/Email
Chat/SMS/RCS
Social/Messaging
Apps/VR/AR
Service Portals/FAQs
AI/Cognitive Service
s e r v i n g f i v e g e n e r a t i o n s o f c u s t o m e r s
Voice - Text - Video
More Choice = More Complexity

29. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
• Separate Channel Owners
• Digital v Voice
• Teams across Sites
• In-house v Partner
Internal Challenges

30. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
An engagement experience that works in
any given customer situation
The End Goal

31. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
How Customers Judge Us

32. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y

33. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Leaders Laggards
Positive:Negative experiences delivered
What Does Good Look Like?

34. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
At the Heart Of Successful Omni Channel Design
Is The Synergy Of Automated & Human Engagement

35. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
The Building Blocks
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
P O I N T S O F A C C E S S
Desktop Laptop Tablet Phone Smartphone Wearable Speaker IoT
Voice - Text - Video
Self Service
24x7 education,
information & task
completion
Live Assistance
when it’s emotional,
complex or matters to
the relationship
Proactive Service
when customer needs
can be anticipated
right time-right outcome

36. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Resulting in a new operating model
The Journey

37. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Customer Journeys
Contact Options
Generational Preferences evolves
over time
Omni Channel Framework

38. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Customer Journeys
Contact Options
Generational Preferences evolves
over time
Omni Channel Framework

39. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Where are our customers on their personal digital journeys?
Understand Evolving Customer Behaviour

40. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Decline in Voice Calls On Smartphone

41. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Five Generations Of Habit

42. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Five Generations Of Habit

43. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Ask. Don’t Guess
Why not capture communication preferences?
on-boarding cross-selling renewal

44. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Progressives
Expect personalised self service/proactive with escalation to live
assistance as needed. Willing to trade personal data in return. Primary
device is smartphone. Preferred channel is messaging. No email

45. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Prefers to sort issues out with human assistance. Either voice or text is
OK. Email still acceptable. Appreciates relevant proactive. Wants
personalised service but wants control over how data is used
Conservatives

46. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Customer Journeys
Contact Options
Generational Preferences evolves
over time
Omni Channel Framework

47. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Use Outside-in Thinking
Design Principle

48. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Understand New Behaviour

49. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Understand Expectations

50. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
50
Twitter - Phone
Automated SMS - Chat
Provide One Conversation
Email - Messaging

51. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
51
Provide One Conversation
“77% of consumers expect to be
able to switch channel during a
conversation, but just 50% say it
is easy to achieve in practice.”

52. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Provide One Answer

53. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
One airline answered on Twitter in
23 minutes, but took over 4 days to
answer the same query on email
Provide One Service Level

54. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
C o n v e r s a t i o n a l q u a l i t y
B ritis h Gas
Ecotricity
EDF
EON
F irst Utility
Good En ergy
n Power
Ovo En ergy
Scottis h Power
SSE
F i r s t c o n t a c t r e s o l u t i o n
Accurately answered questions across web, email, Twitter &
Facebook

55. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Right Channel Mix
Is Based On Understanding
Customer Tasks & Preferences
Design Principle

56. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
“My doctor says I’m ill
I need an operation”
What Matters?
Empathy
Getting my life back on track
Voice – Text – Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
Match The Need With The Right Response

57. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
What Matters?
Fast & Efficient
Low Effort Escalation
Voice – Text – Video
A S S I S T E D S E R V I C E - S E L F S E R V I C E - P R O A C T I V E S E R V I C E
“I’m frustrated with
the claims process”
Match The Need With The Right Response

58. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Offer The Right Choices

59. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Virtual Assistants Fill The Void Left By All Those Dead B2B Salesmen
“In the not-too-distant future, when B2B buyers engaged with a virtual assistant
are ready to speak with a human, the VA will schedule the meeting and provide the
sales rep (inside sales) with all the context they need to pick up the thread without
missing a beat”
Blend Live & Virtual Assistance

60. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Virtual Assistant - Human
Context
Intent
Human - Virtual Assistant
Make Escalation Seamless
m u l t i - m o d a l - s p e e c h o r t e x t
I n b o u n d o r o u t b o u n d

61. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
A c r o s s t h e w h o l e l i f e c y c l e
Provide Blended Service

62. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y

63. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
At First, This Will Happen More Often Than Not

64. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Design Principle
Make Escalation From Self Service To Live
Assistance Easy & Smart

65. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Customer Journeys
Contact Options
Generational Preferences evolves
over time
Omni Channel Framework

66. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
f2f
video
voice
text
C o m m u n i c a t i o n
B a n d w i d t h
Body language feedback
Facial feedback
Tone of voice feedback
C o m m u n i c a t i o n
T r a d e - o f f s
Communication Hierarchy
Full
Narrow

67. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Video Strengths
S C E N A R I O S
When trust matters
Differentiated CX
Where F2F is being removed
Show & Tell
Hearing impaired
E X A M P L E
High value sales
VIP service
Complaints
Online Sales/Education
Counselling

68. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
S C E N A R I O S
When it’s complex
When its emotional
When it matters
E X A M P L E
Problems
Complaints
Retention
Voice Strengths

69. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
S C E N A R I O S
Explanations
Simple advice
Escalation
E X A M P L E
How to do something
Where to find something
From self service to live
Text Strengths

70. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
60% deflection
78% first time resolution
80% reduction in live chat
45% reduction in live chat
70% first time resolution
83% reduction in live chat
5x ROI within 6 months
65% reduction in live chat/calls
90% of enquiries complete via self service
50% reduction in total contacts/headcount
84% NPS improvement
50% call reduction
53% self service adoption
100% conversation rate
improvement36pts NPS growth
~52% of all interactions are handled without human interaction
~81% of requests are supported to the VA
Customers Love Self Service

71. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Untransformed Journeys Create More
Demand For Live Assistance
Design Principle

72. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Simplify Before Expecting
Major Self Service Adoption
Design Principle

73. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Motivate Me To Change Habits By Making
The New Journey Clearly Better
Design Principle

74. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Improve Signposting

75. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Improve Guidance
M a k e S e r v i c e A Ta n g i b l e A s s e t
• Produce a narrative that rolls up all relevant services for a particular
journey or major task
• Define service aims and outcomes - service standards and
guarantees - recommendations on which resource to use for
particular situations

76. Ta b l e D i s c u s s i o n
What new ideas did you
pick up on that will help
your transformation
priorities?
Discuss-Capture-Share

77. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
The Human Touch

78. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
What’s Next?

79. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y

80. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y

81. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
T- M o b i l e ’ s C E O J o h n L e g e r e

82. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
The Heart Of Customer Experience

83. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
P e a k - e n d r u l e

84. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
The ability to optimise the way a customer feels
during and at the end of an interaction
Emotion Mgt For Customer Interaction

85. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Tracking The Value

86. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y

87. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
New Profile & Competencies

88. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
• Helping customers is a genuine passion
• Demonstrates responsibility by owning the customer’s issue
• Does not share their own/brand’s problems
• Thick skinned to personal criticism. Empathetic to customer concerns
• Is dissatisfied with the status quo. Actively wants to improve the customer experience
• Is prepared to be ‘brave’ on behalf of the customer
• Expects and enjoys being empowered to respond to what matters to the customer
Attitude

89. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
• Connects at a human level
• Fully re-engages with each individual customer
• Is able to quickly assess a situation. Proactively asks questions
• Acknowledges issues head-on so the customer feels immediately understood
• Makes sure apologies come across as sincerely felt
• Makes a clear offer to help
• Creates a ‘next action’ deadline and sense of urgency for rapid resolution
• Commits to get back to customers
Service Ethic

90. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
• Strong listener. Is able to surface unstated needs
• Recognises and responds to both the functional and emotive needs of each customer
• Activates CX psychology - amplifies positive moods, steers negative towards positive
• Is adaptive to the communication style and expectations of each customer
• Can adapt brand tone to each channel’s communication style
• Picks language that makes each communication sound authentic and personal
• Adapts to the different communication challenges of video-voice-text
• Can express clear ideas using concise language
Communication Skills

91. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
New Roles

92. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
92
Common Expectations

93. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Adherence climates Advisors rely primarily on
company policies and procedures when making
decisions
Individual-judgment climates Advisors rely on their
own personal experience and judgment to make
decisions
Network-judgment climates Advisors rely more on
advice and guidance from colleagues to inform their
own decisions
W h i c h p e r f o r m s b e t t e r ?
Source: HBR Global, online survey of more than 7,500 service reps from across 38 different
companies 2017 https://hbr.org/2017/04/let-your-call-center-reps-collaborate
3 cultures
12%
35%
52%
The Right Service Culture

94. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
50% better
A s m e a s u r e d i n t e r m s o f c u s t o m e r e f f o r t ,
c u s t o m e r s a t i s f a c t i o n , a n d p r o d u c t i v i t y
The Right Service Culture

95. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Why?
The average issue that makes it through to live
assistance is more complex and far less
predictable
In this environment, it’s hard to provide them
with a script or checklist for every possible
situation
Instead, with new and unique customer issues
coming in every minute, it makes more sense to
empower reps to leverage their peers’
wisdom, experience, and lessons learned.
The Right Service Culture

96. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
Customer service is changing fast
• It's become an AI test bed in advance of most other organisational functions
• It's now a top tier driver of brand loyalty costing billions when the experience falls short
• It's a lighthouse for and early adopter of new communication technologies
• It's become a catalyst sitting at the crossroads of many 'yet to be transformed' customer
journeys

97. E n g a g i n g C u s t o m e r s I n A D i g i t a l E c o n o m y
It’s the place to be!

98. G r o u p D i s c u s s i o n
What have we learnt today
about what we must do to
make our strategy work?

99. Adapt & Prosper
can you afford not to?