How the role of the customer experience advisor could evolve in the next few years

1. FROM ’PROBLEM SOLVER’ TO
‘DIGITAL COACH’…
How the role of the customer
experience advisor could evolve in
the next few years

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THE ROLE OF CUSTOMER EXPERIENCE PROFESSIONALS HAS CHANGED OVER THE YEARS
From ’problem solver’ to ‘digital coach’… 2
From call
centre
operator
To contact
centre
advisor
To
omni-channel
customer
experience
provider

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SO WHAT DO WE MEAN BY “DIGITAL COACH”? HERE’S A SIMPLE SCENARIO…
From ’problem solver’ to ‘digital coach’… 3
Customer calls into the
retailers contact centre to
update an order
Advisor provides the
information they need to
solve their problem
Advisor asks the customer
if they would like to be
shown how to access the
info online in the future

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DIGITAL COACHING BENEFITS
From ’problem solver’ to ‘digital coach’… 4
Contact volumes
reduced
Online sales
increase

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45%
Of consumers are happy
with voice as a touch
point
ARE CUSTOMERS READY TO BE COACHED?
From ’problem solver’ to ‘digital coach’… 5
40%Of all interactions are
digital and at current
rate will over take voice
by the end of this year
72%
Of customers prefer
self-service to resolve
their support issues
over picking up the
phone or sending an
email

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ARE ADVISORS READY TO BECOME DIGITAL COACHES?
From ’problem solver’ to ‘digital coach’… 6
Is the estimated
average age of a contact
centre advisor

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GENERATION Y PREFERRED COMMUNICATION CHANNEL 2015 DIMENSION DATA GLOBAL CONTACT
CENTRE BENCHMARKING REPORT
From ’problem solver’ to ‘digital coach’… 7
24%
Social media
21%
Electronic
Message
19%
Smartphone
Apps
12%
Phone
24%
Web Chat

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FROM ‘PROBLEM SOLVER’ TO ‘DIGITAL COACH’ – WHAT NEEDS TO HAPPEN?
From ’problem solver’ to ‘digital coach’… 8
Reward the contact
centre for “business
outcomes” not
“operational inputs”
Let your advisors
drive customer
experience
Use analytics to
re-design omni-
channel journeys
Invest in your
advisors and train
them to be fluent in
your online services
and applications
4321

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WHAT WOULD A GREAT CUSTOMER EXPERIENCE FEEL LIKE?
From ’problem solver’ to ‘digital coach’… 9
I’ve now got
a better way
to sort this
next time
That was
better than I
expected
My problem
got easily
resolved
today

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