1.
accelerate your ambition
2015 Global Contact
Centre Benchmarking
Report
24 February 2015
CCW Session

2.
Copyright © 2015 Dimension Data
The Global Contact Centre
Benchmarking Report
Launched in
1997
by Merchants,
Dimension Data’s
subsidiary contact
centre specialist.
Annual global
research study
of multichannel
interactions in
contact centres
18 years
Of trends, performance analysis and
best practice techniques
Supported by over 30
of the world’s leading
industry groups and associations
Participants
in this year’s
report
901

3.
Copyright © 2015 Dimension Data
Why should we care?
Nancy Jamison – Frost & Sullivan
Nancy Jamison, Principal Analyst at Frost & Sullivan said:
“The depth of decades of benchmarking has enabled
Dimension Data to clearly see customer service and
engagement trends unfolding in advance, rather than in a
reactionary way.”

4.
Copyright © 2015 Dimension Data
2015 results
at a glance…
75% of companies
recognise service as a
competitive differentiator
Up 18% in 2 years
but c-sat levels down
4th year in succession
Up to 40% say IT
doesn’t meet current
needs
And nearly 80% say
current systems
won’t meet future
needs
23% drop in
direct
ownership
models
34% of contact
centres are planning
for a hosted solution
Social media
is already 1st choice for
Gen Y (globally)
Yet 57% of contact centres
have no capability
Omnichannel will
become a necessity.
It requires a joined
up approach
74%
see overall interactions
increasing in 2 years
Voice to drop 16%
Non-Voice to rise
85%
Analytics will be key
in the next 5 years,
But 40% have no capability

5.
Copyright © 2015 Dimension Data
Four insights on engagement models…gone digital
Digital contact is establishing itself as a first choice
option – both for customers and organisations
Analytics voted as No 1 factor that will change the
industry to drive personalization and channel
strategies based upon interaction value
Digital enabled by mobility will lead to short term
growth within the industry – 85% uplift on non-voice
channels, 16% decrease in voice
Technology dependencies will force improved
integration across hybrid architecture models (of
hosted and owned IT)
Go digital or die
1
Analytics
hold the key2
Operational growth
will be via non-voice3
Rising IT dependency
driving cloud and hybrid
ownership
4

6.
Copyright © 2015 Dimension Data
1. Go Digital or Die

7.
Copyright © 2015 Dimension Data
Go Digital or Die
As enterprises embrace the potential of digital channels there
is a health warning:
Go Digital or Die!
10 years ago there was no social media or smart phone
devices and very little web chat. These things have
revolutionised the way customer service is delivered
From an operational, technology and people perspective,
there are huge challenges and few warning signs to consider
as we enter the Digital Age of contact centres
Context:
!
Digital contact is establishing itself
as a first choice option – both for
customers and organisations

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accelerate your ambition 8Copyright © 2015 Dimension Data
Shift from voice- to digital-interactions
10 years ago there
was no web chat,
smart phone apps,
social media, and
very little email.
Today, digital
interactions account
for over 35% of all
interactions, and at
the current rate will
overtake voice in
two years time.
Telephone
IVR touchtone
IVR speech
Email
Web chat
Social media - Facebook, Twitter, etc.
Smartphone application
SMS text/instant messaging
Video chat
Internet website (peer-to-peer systems)
2006
2013
2015

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accelerate your ambition 9Copyright © 2015 Dimension Data
0
10
20
30
40
50
60
2006 2008 2009 2011 2012 2015 2016
2006
2008
2009
2011
2012
2015
2016
ForecastActual
Sources: Dimension Data Global Contact Centre Reports 2006-2015
In 2 years call centres will be predominantly Digital
The proportion of
digital interactions
has grown steadily
over the last 8 to 9
years.
At current rates,
digital interactions
will overtake agent-
assisted by the end
of 2016.

10.
accelerate your ambition 10Copyright © 2015 Dimension Data
Digital Agent Life: Improved utilisation but at a
cost Attrition and
Absenteeism has
not improved
in the last 10
years,
but operationally
staff are spending
more time
talking to
customers
14.8
5.3
57.0
14.6
8.4
69.8
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
Staff attrition Absenteeism Agent utilisation
2005
2015

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accelerate your ambition 11Copyright © 2015 Dimension Data
Digital Customer Experience – not so good
The perceived
impact of digital
channels on
customer
experience is not
positive and
sends a warning
sign to enterprises
who ‘Go Digital’
and self-serve too
quickly
83.0 82.0
28.0
76.0 75.0
39.0
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
CSAT FCR Speed to answer (seconds)
2005
2015

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Copyright © 2015 Dimension Data
Contact centres
have to change
to meet the
challenge
Digital is here
to stay
Organisations have to
adopt new technology
and innovative delivery
models to remain
relevant and competitive
Customer service
in contact centres
is undergoing a
transformation
Conclusions on the impact of digital
Customer Experience Management is the new mantra for customer service and lifetime value management

13.
Copyright © 2015 Dimension Data
Digital will fuel the need for analytics
Sheila McGee-Smith – McGee-Smith Analytics
Sheila McGee-Smith, founder and principal analyst at McGee-Smith Analytics said:
“The most thought-provoking prediction from the 2015 Global Contact Centre
Benchmarking Report by Dimension Data - based on data regularly gathered
since 2006 - is that digital interactions will overtake agent-assisted by the end of
2016. It is more imperative than ever that businesses find a way to better gather,
analyze and ultimately deliver to agent’s predictive information based on prior
digital interactions.”

14.
Copyright © 2015 Dimension Data
2. Analytics: here to stay

15.
Copyright © 2015 Dimension Data
Contact centres gather huge
amounts of customer data
Analytics are reshaping the
customer management
landscape
This presents an opportunity and a
threat to contact centres
Analytics voted as # 1 factor
that will change the industry to
drive personalisation and
channel strategies based upon
interaction value
Context:

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accelerate your ambition 16Copyright © 2015 Dimension Data
1.7
18.4
24.2
25.9
29.0
32.8
33.6
37.9
43.3
52.8
Other
Agent capability and empowerment levels
Cloud (pay-as-you-use) hosted technologies
Live chat interfaces (e.g. via smart apps and social media)
Broader choice of integrated contact channels
Social media's evolution to a service channel
Technology solutions providing a service differentiator
Changing user behaviours (i.e. via improved mobile services/
access)
Customer demands
Customer analytics
Innovation and emerging trends
What three things do you think will do most to reshape the contact centre industry during the next five years?
n | 868
53% highlight
analytics as
doing most to
reshape the
industry in the
next 5 years
Customer
demands force new
strategies

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accelerate your ambition 17Copyright © 2015 Dimension Data
5.7
13.7
22.8
43.5
52.1
60.1
69.9
78.7
None of these
Automated lesson assignment based on agent QA scores?
Speech/customer voice/text analytics
Data sourcing (i.e. user profile, social media, quality mgt.)
Post-contact survey capability
Data analysis (i.e business performance, Big Data, root cause
analysis, trending)
Data presentation - real-time/historic dashboards
Agent performance and capability scorecards
Business information tools available
What business information tools are available within your contact centre?
n | 775
40% have no
data analysis
tools
But analytics voted
the top factor to
change the shape
of the industry
within the next 5
years

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accelerate your ambition 18Copyright © 2015 Dimension Data
Segmentation: personalised service offerings
What degree of personalised service can you offer based on your segmentation strategy?
n | 772
2011 2012 2013/14 2015
Prioritised service channels (e.g. expedited telephone/email channel) Not asked Not asked Not asked 44.4
Prioritised service for specific campaigns/events 8.3 8.8 18.2 34.8
Personalised service for specific customer groups (e.g. high-value/gold card
customers) 17.4 19.9 35.1 42.7
We are unable to offer a personalised service at this time based on
segmentation levels 17.4 16.7 11.6 10.7
Segmentation isn’t applicable for our customer base 25.8 27.3 26.3 30.3
Personalised
service offerings
more than
doubled in two
years: from 20%
up to 43%
Demonstrates the
impact of improved
analytics

19.
Copyright © 2015 Dimension Data
Conclusions on the impact of Analytics
More personalised
offers
Improved customer
experience
Greater agent
productivity
Greater
insight
Customer Experience Management is the new mantra for customer service and lifetime value management
Requires focused investment and appreciation of potential across channels

20.
Copyright © 2015 Dimension Data
3. Operational growth: non-voice

21.
Copyright © 2015 Dimension Data
Operational growth
non-voice
Context:
The opportunity presented by digital
channels and interaction is significant
in terms of both cost, performance and
customer experience
The challenge is to harness the new
channels, while improving customer
experience
This is proving difficult and many
organisations are on a steep learning
curve
Digital enabled by mobility will lead to short term
growth within the industry – 85% uplift on non-voice
channels, 16% decrease in voice

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accelerate your ambition 22Copyright © 2015 Dimension Data
8.4
17.7
25.5
25.5
41.2
73.8
87.0
16.0
12.3
16.4
30.3
33.6
18.0
6.8
4.8
5.4
6.7
41.8
24.9
7.9
2.1
70.3
64.3
51.1
2.3
3.9
Need to reshore will...
Need for offshore capacity will...
Outsourcing will...
Voice traffic will...
Headcount employed will...
Overall interactions (across all channels) will...
Non-voice traffic will...
Increase Stay the same Decrease Not applicable to us
Evolution of contact centre in next two years
How do you see your contact centre(s) evolving in the next two years?
n | 870
42% say
voice traffic
will decrease
74% expect an
uplift in overall
interactions
resulting in 16% net
increase in FTE

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accelerate your ambition 23Copyright © 2015 Dimension Data
5.9
10.2
22.9
27.3
32.3
36.5
51.1
56.3
56.8
Other
Cloud (pay-as-you-use) hosted technologies
Speed of technological advancement
Security risks and compliance
Information management
Changing user behaviours (e.g. social media, smart devices)
Staff multiskilling/managing increased complexity
Process optimisation or automation
Migrating customers to self- or assisted-service channels
Industry trends affecting contact centre
What are the top three industry trends currently affecting your contact centre?
n | 875
Efficiency
dominates
Call deflection
emerges as top
priority for contact
centres
The next step:
optimise the
experience and
benefit and up-skill
staff

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accelerate your ambition 24Copyright © 2015 Dimension Data
10.3
50.8
51.8
70.6
79.2
47.9
54.0
60.3
62.1
26.4
21.4
21.6
5.9
4.2
27.1
15.5
18.2
We don't initiate contacts
Default notifications/collections
Sales and marketing
Service enquiry updates
Complaints/negative feedback
Telephone Email SMS (text) Social media
Preferred channels for initiating contact
What channels do you use to initiate contact with customers in the following situations?
n | 768
Digital
channels
increasingly
utilised across all
engagement
types
Social media usage
for complaints is
growing – now 2nd
adoption area after
sales and marketing

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accelerate your ambition 25Copyright © 2015 Dimension Data
12.1
14.1
15.1
16.0
51.9
83.5
High priority to develop further uses
Social media sites
Usage being evaluated
Integrated into smart device
applications
Website sales pages
Website service pages
Where is web chat being used?
Users: Where have you deployed web chat?
n | 206
84% offer
web chat
via Internet
service pages
Just 52% on
sales pages
16% have merged
chat with smart
apps

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accelerate your ambition 26Copyright © 2015 Dimension Data
24.3
38.7
48.0
49.8
60.5
Web chat facility is available
Personal information can be updated
Contact me facility is available
Services can be ordered/amended/cancelled
Shortcuts to smartphone-configured website pages
Smart app functionality
Users: What smartphone/tablet application (‘smart app’) functionality is available to customers?
n | 160
50% can
order/amend/cancel
services via
interactive smart
apps
39% can update
personal information
(up to 66% in media
and entertainment)

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accelerate your ambition 27Copyright © 2015 Dimension Data
Customer experience performance levels
What is your average customer experience score for:
n | 430
Customer
experience is top
strategic
performance
measure
But has fallen four
years in a row
Percentage
Customer
satisfaction % -
Actual
2015 76.3
2013/14 77.6
2012 80.4
2011 82.1

28.
Copyright © 2015 Dimension Data
Conclusions on the impact of Operational non-voice
Customers are showing strong preference to
self-serve and adopt Apps and web-chat
The shift is gathering pace: Digital will
overtake voice in CC’s inside 2 years
Customer experience is suffering:
Organisations still not able to affect customer experience as effectively in digital channels as they do in voice.

29.
Copyright © 2015 Dimension Data
4. IT dependency: cloud and hybrid

30.
Copyright © 2015 Dimension Data
IT dependencies driving
cloud and hybrid
Systems in contact centres have
consistently fallen short of
expectations
Availability of different procurement
and consumption models is set to
change the landscape
Organisations are exploring options
and seeing almost instant benefits
Technology dependencies will force improved
integration across hybrid architecture models (of
hosted and owned IT)
Context:

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accelerate your ambition 31Copyright © 2015 Dimension Data
36.8
51.4
53.8
49.7
58.3
54.2
47.9
39.6
48.9
50.4
22.0
26.9
23.0
27.5
15.8
21.1
21.3
17.3
18.7
19.0
41.2
21.7
23.2
22.8
25.9
24.7
30.8
43.1
32.5
30.5
Speech or text analytic systems
Interaction routing (distributor) systems
CTI applications
Workforce optimisation systems (recording systems etc.)
Business support systems
Self-service applications (e.g. IVR)
CRM systems
Social media monitoring systems
Knowledge management systems
Agent-assisted service applications (e.g. web chat, email, SMS)
Meets current needs Meets current and future needs Does not meet existing needs
How does technology meet current
and future needs?
How well do the following infrastructure items meet your current and future needs?
n | 675
At least 1 in
5 say
technology
doesn’t meet
current needs
(2 in 5 for social
media and
speech)
79% fear systems
won’t meet future
needs

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accelerate your ambition 32Copyright © 2015 Dimension Data
6.8
11.9
10.7
9.2
15.0
18.3
27.6
5.2
5.6
5.8
8.9
10.1
10.8
53.6
You rent it
Cross charge from other corporate departments
Contact centre is outsourced/co-sourced and technology is
part of the outsource/co-source agreement
It's provided by the telecommunications provider
Split of own and rent
It's hosted by an applications service provider (not by a
telecommunications provider)
You own it
Current Planned
Technology provision/maintenance:
current and planned
How do you provision/maintain your contact centre technology (both infrastructure and applications)?
n | 674
23% drop
in direct
ownership
models
34% of contact
centres without a
hosted solution are
planning for it

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accelerate your ambition 33Copyright © 2015 Dimension Data
4.5
81.4
80.5
77.2
84.2
85.7
85.9
88.8
90.8
87.6
18.6
19.5
22.8
15.8
14.3
14.1
11.2
9.2
12.4
Benefits not realised, being removed
Enables compliance with enterprise-wide IT
Improved technology uptime
Better reliability
Increased agility/speed to market
Allows us to pay for only what we use
Provides access to a single integrated customer contact
Reduced costs
Improved flexibility
Access to new functionality
Agree Disagree
Impact of hosted/cloud technologies
on the business
Users expressing an opinion: How has the use of hosted/cloud technologies affected your business?
n | 243
89% of current
users with an
opinion agree
cloud has
reduced costs
88% of same
highlight it offers
access to new
functionality

34.
Copyright © 2015 Dimension Data
Faster time to
deploy and use
Lower cost to win
and maintain
Easier access to new
functionality and new
channel solutions
Improved
performance and
flexibility
Conclusions on Cloud and Hybrid Technology
Challenge is in creating the collaborative approach between the business and IT to create the
roadmap for change and prioritise investments based on tangible ROI

35.
Copyright © 2015 Dimension Data
The Portal

36.
accelerate your ambition 36Copyright © 2015 Dimension Data
2015 Benchmark Comparison Portal
• Online access to all 2015
and historic data
• Dynamic query
capability: country, size,
industry, CC type
• Compare to previous
years for trend data
• Export charts and
graphics in 2 clicks

37.
Copyright © 2015 Dimension Data
Further information…
2015 Global Contact Centre Benchmarking Report
Contact us: Hall 2.1 Stand B10
Andrew McNair – Head of Benchmarking
Tel: +1 778 991 0055 (Canada - PST)
andrew.mcnair@dimensiondata.com
Robert Allman – Principal Director, Communications
Tel: +44 7964 194 643
robert.allman@dimensiondata.com
Richard Holmes – Benchmarking Manager
Tel: +44 7812 009 588 (UK)
richard.holmes@dimensiondata.com
Paul Scott – Consulting Executive, Communications
Tel: +44 7812 009 569 (UK)
paulm.scott@dimensiondata.com

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accelerate your ambition
Questions?