2015 global contact centre benchmarking report key findings
TRANSCRIPT
accelerate your ambition
2015 Global Contact
Centre Benchmarking
Report
Key Findings
About the
2015 Report6 chapters,
450 data points,
100 charts
901 organisations from 72 countries
globally contributed to this year’s research
86% in-house, 14% outsourced
B2B/B2C customer service,
sales, and IT service desk
12 industry sectors represented
Single point of reference spanning all aspects
of interaction management
75% of organisations
recognise service as a
competitive differentiator
Up 18% in 2 years,
but customer satisfaction
levels down 4th year in
succession
Analytics will be
key in the next 5
years, but 40%
have no capability
74% see
overall interactions
increasing in 2 years
87% say non-voice
interactions to rise
42% say voice
interactions will fall
Omnichannel will
become a necessity
It requires a joined-
up approach
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 a 1st choice
for Gen Y (globally)
Yet 57% of contact
centres have no
capability
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
personalisation and
channel strategies
based upon
interaction value
Digital enabled
by mobility will
lead to short-term
growth within the
industry – 85%
uplift in 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
Analytics
hold the key
Rising IT dependency
is driving cloud and
hybrid ownership
Operational growth
will be via non-voice
01. Go digital or die
Go digital or dieContext:
Go digital or die!
As enterprises embrace the potential of digital
channels there is a health warning:
10 years ago there was no social media or smart phone
devices and very little web chat. Today, they have
revolutionised the way customer service is delivered
From an operational, technology, and people perspective
there are huge challenges and a few warning signs to
consider as we enter the digital age of contact centres
Digital contact is
establishing itself
as a first choice
option – both for
customers and
organisations
accelerate your ambition 7
A shift from voice to digital interactions
Today, digital
interactions account
for over 35% of all
interactions
At current rates,
digital interactions
will overtake voice
interactions by the
end of 2016.
Telephone
IVR touchtone
IVR speech
Web chat
Social media - Facebook, Twitter, etc.
Smartphone application
SMS text/instant messaging
Video chat
Internet website (peer-to-peer systems) 2006
2013
2015
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 across voice and digital channels is the new mantra for contact centres
02. Analytics: big data
Contact centres gather huge
amounts of customer data
Analytics voted as
No. 1 factor that will
change the industry
to drive
personalisation and
channel strategies
based upon
interaction value
Context:
V
Analytics are
reshaping the customer
management landscape
This presents an opportunity and
a threat to contact centres
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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 mobileservices/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
Changing
behaviours and
channel strategies
need to be better
understood
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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 causeanalysis, 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
Analytics voted
the top factor to
change the
shape of the
industry within
the next 5 years
yet…
40% have no
data analysis
tools
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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’re unable to offer a personalised service at this time based on
segmentation levels17.4 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 2
years: from 20%
up to 43%
This demonstrates
the impact of
improved analytics
Conclusions on the impact of analytics
More personalised
offers
Improved customer
experience
Greater agent
productivity
Greater
insight
Big data analytics must become a core discipline in all customer contact centres
Requires focused investment and an appreciation of potential across channels
03. Operational growth: non-voice
Context:
Digital enabled by
mobility will lead
to short term
growth within the
industry – 87% say
uplift non-voice
channels, 42% say
decrease in voice
Operational growth
non-voiceThe opportunity presented by digital channels and
interaction is significant in terms of cost, performance, and
customer experience
This is proving difficult and many organisations
are on a steep learning curve
The challenge is to harness the new
channels, while improving
customer experience
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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
74% expect an
uplift in overall
interactions
resulting in 16% net
increase in FTE
requirements
as engagement
models evolve
beyond phone-
centric stereotypes
Conclusions on the impact of operational non-voice
Customers are showing
strong preference for self-
service and adoption of
applications and web chat
The shift is gathering
pace: digital will
overtake voice in contact
centres within 2 years
Customer experience is suffering: Organisations are still unable to affect customer experience as effectively in digital channels as they do in voice.
04. IT dependency: cloud and hybrid
Context:
Technology
dependencies will
force improved
integration across
hybrid architecture
models (of hosted
and owned IT)
IT dependencies driving
cloud and hybrid
Systems in contact centres have consistently
fallen short of expectations
Organisations are exploring options and
seeing almost instant benefits
Availability of different
procurement and consumption
models is set to change the
landscape
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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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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 ispart 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 atelecommunications 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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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 that
cloud has
reduced costs
88% suggest it
offers access to
new functionality
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
The challenge is to create a collaborative approach between the business and IT, to
create a roadmap for change and prioritise investments based on a tangible ROI
Further information…Global Contact Centre Benchmarking Report
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