servicing micro business whitepaper

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Servicing MicroBuSineSSeS

What Financial Instittins N t Knw

white paperJuly 2010



telStra executive inSightS report | Servicing Micro BuSineSSeS: what financial inStitutionS need to know | 2

Tlsta is plas t psnt Seicing Mico Bsinesses: Wht Finnci

Instittions Need to Know. This cmphnsiv pic f Astalian sach is th

scn in sis f whit paps int tchnlgy nabl impvmnts t

cstm svic in th financial svics insty.

Sinc th las f ICT s die to impoe cstome seice to finnci

instittions fo Genetion Y in 2009, impving cstm svic has bcm n f

th mst imptant statgic piitis f ntpis an gvnmnt ganisatinsin Astalia.

Highlighting th imptanc f Mic Bsinss t th Astalian cnmy, this

whit pap intifis th ky tns twas incas wkplac mbility an

infmatin an cmmnicatin tchnlgy (ICT) intnsity. It vals that accss

t financ an invsting in nw tchnlgis a th tw mst imptant isss

t impv Mic Bsinsss pfmanc v th cming ya. It als pvis

financial instittins with ich an pactical insights int th imptanc f

impving cstm svic t this vital sct.

Statgic invstmnts in ntwk-bas capabilitis will nabl th financial svics

insty t lvag tchnlgis sch as mt wking, nifi cmmnicatins

an cllabatin an cntact cnt analytics sltins t liv incas lvls

f cstm satisfactin an capt makt pptnitis in th Mic Bsinsss

sct.

Tlsta is cmmitt t impving th way ppl an ganisatins wk by

intifying an living sltins that impv cstm svic f its cstms

an within Tlsta. I am ctain that th sach insights cntain in this whit

pap will mak a maj cntibtin t th lvl f cstm satisfactin financial

instittins can liv t Mic Bsinsss.

Neid Ces

Gop Mnging Diecto

Test Entepise & Goenment

ForeWord




Balancing cst t sv channl cnmics with living val cstm svic

is an nging challng f instittins svicing Mic Bsinsss (n t fiv

mplys). Whilst th onlin channl has pvi a nw cnmic fnti by

cing th cst t svic (an living a highly val svic xpinc),

histy nw mnstats that it has nt bn at th xpns f th channls;

namly Banch, Cntact Cnt Mbil Spcialist. Th challng, thf, is t

intify nw svicing xpincs that cat nw cnmic fntis f ths

channls, whilst incasing th pciv cstm xpinc.

This pap mnstats hw th Mic Bsinss wkplac an wkfc

has bcm, an will incasingly bcm, m mlti-lcatin bas an ICT

intnsiv. Th tw maj tns iving this a: fistly, wkplac mbility - th

cntalisatin f th wkplac fm a cntalis pint t a m mt, igital

an flxibl mlti-sit nvinmnt; an scnly, wkfc ICT Intnsity – th

incas ICT intnsity assciat with, amngst ths, th intgnatinal

tchnlgy aptin iffncs btwn P Bms, Baby Bms an

Gnatins X an Y.

Impving svic t Mic Bsinss shl, thf, fistly incpat mbility

as a pict f n as lativ t th wks (thy a th mst mbil an

last lcatin pnnt bsinss typs) an scnly, incpat th g t

which thy als s ICT as a pict f n, as tay, v half hav intmiat

t avanc tchnlgy qimnts. This pap pvis th sci tchnlgy

cncpts (“xpts anywh”, “my banch anywh” an Th Psnalis

Cntact Cnt) that mnstat hw cmmnicatins tchnlgy can liv nw

xpincs t impv cstm svic liv t Mic Bsinsss.

Mic Bsinsss a citical t financial instittins tay, an will bcm vn

m s f impving svic t bcas:

Oe cstome stisfction is decining, degee of diegence mongst mjopyes is widening: ry Mgan rsach ata1 inicats that sinc its hight in

Mach 2008, ttal satisfactin f Mic Bsinss wns amngst th maj banks

has clin by 2.3% t dcmb 2009 an is nw n a wnwa tajcty,

paticlaly amng th highst val cstms. Hwv, this vall clining

tn f banks masks a g f ivgnc btwn satisfactin lvls amngst

th maj banks, with th iffnc in at last n cas as gat as 10.7% 1 .

Gnatin X (th nxt maj wns f Mic Bsinsss) a th last satisfi

acss all latinship vals. As sch, financial svics instittins will n t

btt intify cstm ns an impv ways t flfil thm.

Th pfmanc gap amngstmajs wining. Gnatin X, th

nxt maj wns a th last

satisfi

oVerVIeW




Impoing seice emins key sttegic pioity fo the finnce nd insnce

indsty: Bas n sach as pat f a pt n bsinss attits in Fbay

2010 by Tlsta, 82% f ganisatins in th Financ an Insanc insty a

psing th tp statgic piiti s simltansly: impving cstm svic,

impving pctivity an incasing vn2. It cl b ag that ths a all

inxticably link.

The Mico Bsiness segment is mjo pofit contibto, nd is ndegoing mjo

wokpce nd wokfoce chnge: Accing t th Astalian Ba f Statistics

(ABS) an Tlsta analysis, in Jn 2007, this gp maks p 31% (607,000 n t fiv

mplys) f small bsinsss an 15% (1.6 millin) f ttal wks3. Imptantly,

accing t Mill Lynch, th SMe sgmnt (Tnv <$40 mil lin) accnts f an

stimat 30% f sct anings in FY08. Citically, thy nt that agggat bank

balancs a cncntat amngst small bsinsss with tnv <$5 millin p

annm. This gp psnts 57% f lning an 56% f ttal psits f cstms

with tnv blw $100 millin4.

Bette ccess to finnce nd inesting in new technoogy e the mjo

pefomnce dies: Accing t sach ntakn by Tlsta an th Cncil

f Small Bsinss f Astalia (CoSBoA) in Fbay 2010, cnfinc in th

cnmy amng Astalia’s Small Bsinss entpiss (SMes) is n th incas.

Appximatly 42% f SMes think th cnitin in th Astalian cnmy is nw

btt than six mnths ag an 46% xpct th cnmy t b btt in 6 mnths

tim. Hwv, 75% a cncn abt accss t financ. Citically, th sach

fn that 49% intn t impv thi pfmanc thgh btt accss t financ

an 57% thgh invsting in nw tchnlgy5.

Mic Bsinsss as w knw thm tay a abt t b clips by a tial wav f wkfcs that pat in mltipl lcatins an with mch gat ICT intnsity.

enabl with biqits baban accss, sc ntwk accss an laptp/

smatphn mbil cmpting, th cnt 66% f Mic Bsinsss that pat t

f mltipl sits is xpct t incas t 73% (aitinal 92,296 wks) by 2012 6.

Tay, 60% f Mic Bsinss wns a P Bms (20%) an Baby Bms

(40%). Citically, thy hl th highst avag ttal latinship val (xcling

dict Invstmnts) t a bank (>$316,000 an >$269,000 spctivly)7. As Mak

McCinl, Scial Analyst, wits: ‘Sccssin planning is al ay a ky iss (f

SMes); yt by 2020, 40% (145,786) f tay’s manags in family an small bsinsss

will hav ach timnt ag. W a haing twas th biggst laship

sccssin v’. M spcifically, McCinl highlights that cntly Baby Bms

mak p 25% f th pplatin, yt wn 55% f th natins pivat walth – ‘an

in 2020, whn th lst Bms hit thi mi 70s, w will witnss th biggst

intgnatinal walth tansf in histy’ 8 (t Gnatin X, th last satisfi ag

gp).

Tp statgic piitis f th Financ

an Insanc insty a impving

cstm svic, impving

pctivity an incasing vn

Mic Bsinsss a a maj pfit

cntibt an a nging maj

wkplac an wkfc chang

Cnfinc amng Astalia’s

SMes is n th incas. Thi aim

is t impv pfmanc thgh

btt accss t financ an nw

tchnlgy




The key isse to be ddessed by this ppe: what nw svic xpincs

can cmmnicatins tchnlgy cat t assist financial svics instittins

impv svic t Mic Bsinsss? As th insty’s laing ntwk svics

pvi, Tlsta’s spns has bn t cllabat with sm f Astalia’s laing

sachs in small bsinss, cstm svic an tchnlgy sach t cata whit pap. This pap xamins th l that ICT plays, in assisting financial

instittins impv svic t Mic Bsin sss. Its pps is t pvi gianc t

th financial svics insty n hw cmmnicatins tchnlgy cl cat nw

svic xpincs t impv cstm svic t Mic Bsinsss.

Scope of the white ppe: Whilst th a many ivs f cstm satisfactin,

th scp an mphasis f this whit pap will b n th l that cmmnicatins

tchnlgy plays in cstm satisfactin f bsinss banking in th financial

svics insty with a fcs n Mic Bsinsss. This whit pap is stct in

chapts which cnsi th fllwing ky qstins:

• Wht is the cstome stisfction isse? rsach n satisfactin, avcacy,

ivs f svic an attits is psnt t nstan what thi xpctatins

a an what aspcts f financial svics thy a m likly t spn t

psitivly in latin t cstm satisfactin that is tchnlgy inflnc

• Wht indictos cn be sed to bette pedict needs? A nw sgmntatin

mthlgy is appli ( Wk Typ Sgmntatin) an a ml vlp, t

scib an pict thi chaactistics f wkplac an wkfc ns

• How cn commnictions technoogy hep finnci seices instittion to

impoe seice? Tchnlgy sach, cas stis an scnais a ps nt

t tlin a tchnlgy spns in th fm f which tchnlgis a likly t

liv an impv svic tcm. Fth, amaps a pvi t scib

th vltin fm xisting t mging tchnlgis.

Tlsta has cllabat with laing

athitis t analys hw ICT can

impv svic t mic bsinsss

f financial svics




taBle of con tentS

FOrWarD 2

OvErvIEW 3

1. ExECuTIvE SuMMarY 8

2. MICrO BuSINESS – THE CuSTOMEr SaTISFaCTION ISSuE 12

2.1 w csm Ss s im 12

2.2 ds Ss, a S d 16

2.3 c ps 20

2.4 as t t 22

3. MICrO BuSINESS - PrOFIlE 25

3.1 M 25

3.2 Sm dss 263.2.1. Mb ws Sm (M-l – Bs ict rqms) 26

3.2.2. rm psss Sm (M-l – im ict rqms) 26

3.2.3. ds Ms Sm (M-l – a ict rqms) 27

3.2.4. t ws S p Sm (S l – Bs ict rqms) 28

3.2.5. im psss Sm (S l – im ict rqms) 28

3.2.6. o k ws Sm (S l – a ict rqms) 29

3.3 M Bsss w t M b es Sz 29

3.4 M Bsss w t M b is 30

3.5 w/w ts 31

3.6 w t Sm M 31

4. MICrO BuSINESSES aND COMMuNICaTION TECHNOlOGY 33

4.1 e Mb t 334.2 rs d hm 36

4.3 t S i 37

4.4 t M c i 40

4.5 t rs: c cm 41

4.6 t csm e cs 42

4.6.1. “es a” 44

4.6.2. “M B a ” 48

4.6.3. t pss c c 50

5. CONCluSIONS 56

6. aBOuT THE auTHOr 58

7. aCKNOWlEDGEMENTS 59

8. GlOSSarY 60

9. rEFErENCES 64

10. BIBlIOGraPHY 66

aBOuT TElSTra




CaSE STuDIES/SCENarIOS

cs S 1 – am ess cs open fm 39

cs S 2 – B’s v c c 41

S 1 – e a a 46

S 2 – M B a a 49

S 3 – t pss c c a 52

chartS, taBleS & figureS

c 1 M Bsss w t Sm s 9

c 2 csm Ss 12

c 3 Ss b f Ss Qs (v Bs) 13

c 4 Ss b f Ss Qs b a 14

c 5 Ss b is 14

c 6 cms csm Ss b t p M Bsss os 15

c 7 t cms csm Ss b t p M Bsss os 15c 8 Mfi Ss a 16

c 9 ds Mfi Ss 17

c 10 ds a 18

c 11 ds S d 19

c 12 c us b M Bsss os 20

c 13 Ss b c us 20

c 14 p M as ls 4 ws 21

c 15 Ss b p t M as ls 4 ws 21

c 16 as – M Bsss os 22

c 17 p a Sm i m s s 23

c 18 p a Sm cms t m m 23

c 19 w t M b es Sz 30

c 20 w t M b is 30c 21 p Mb ps Sm Bsss 34

c 22 p Mb em Sm Bsss 34

c 23 Ss t Mb hss ss c ds 34

c 24 fs as pc Sms 35

c 25 as M Bsss pc os 35

c 26 a dsb u.S. vss S Mj S pms 38

tb 1 r d s Mfi Ss M Bsss os t p 17

tb 2 r ds a M Bss s o s t p 18

tb 3 r ds S d M Bsss os t p 19

tb 4 w t Sm M 32

f 1 c cm t 42f 2 c cm s tm 42

f 3 ass es rm t 44

f 4 “es a” vs 45

f 5 “e s a ” t 47

f 6 “M B a ” c 48

f 7 “M B a ” t 50

f 8 pss c c vs 51

f 9 pss c c t 53




F this whit pap, w fin a Mic Bsinss as ths with n t fiv mplys.

As f 2007, f 2,012,832 gist Astalian bsinsss, 1,779,277 ha fiv

fw mplys: hwv, 1,171,832 f th s ha n mplys, laving 607,445

bsinsss mting finitin f a Mic Bsinss. Mic Bsinsss a a

significant cmpnnt f th Astalian cnmy, mplying 1,553,814 ppl

(appximatly 15% f th ttal wkfc)9.

Wht is the cstome stisfction isse?

Whn it cms t satisfactin with financial instittins, Mic Bsinsss tn t

hav a lw satisfactin ating than th ttal pplatin. Citically, issatisfactin

is gatst f th highst val cstms an f th 30–54 ya ag gp

(th nxt gnatin f Mic Bsinss wns). At an insty lvl , Agiclt,

Manfacting, Financ, Ppty an Bsinss Svics, Cmmnity Svics &

rcatinal an Psnalis Svics shw clining satisfactin in th 12 mnths

t dcmb 2009. This pssibly flcts ths scts mst impact by th Glbal

Financial Cisis (GFC); nlik rtail, Cnstctin an Tanspt an Stag (that

incas satisfactin), that bnfit fm gvnmnt stimls plici s. Hwv,

lik th st f th pplatin, Mic Bsinsss that a m satisfi with thi

Main Financial Instittin (MFI) a m likly t avcat than cstms wh a

issatisfi. Th mst imptant ivs f satisfactin, avcacy an pcptin f

svic livy a:

• Pobem resotion (slvs pblms n th spt, qickly an fficintly)

• retionship (intst in latinship lng tm)

In tms f channl pfncs, all channls a citical. Whilst a gat pptin

f Mic Bsinsss s th Intnt t cnct banking v tim, th is n

cnsistnt lng tm tn t c banch sag. Satisfactin f Mic Bsinsss

vais maginally accing t th bank channls s, with (in f casingsatisfactin) Aviss, Banch, Intnt an Phn Banking aching th highst

satisfactin atings. Whilst th s f Aviss is lativly ncmmn as a channl,

Mic Bsinsss s this channl mch m fqntly than th ttal pplatin

(paticlaly s f wmn) which is cnsistnt with Mic Bsinss’s n f avic

bas svics. Ppnsity t ty nw tchnlgy pcts an blif that cmpts

an tchnlgy giv m cntl a bth stngst with Gnatins X an Y an

last with Baby Bms inicating that Gnatins X an Y a m likly t b

satisfi with ICT-miat channls (s Sctin 2 f tail sach).

Mic Bsinsss a th lagst

mplying small bsinss sgmnt

dissatisfactin is gatst amngst

30–54 ya l ag gp an

nt fm th rtail, Cnstctin,

Tanspt & Stag instis

Mic Bsinsss plac m

mphasis n Pblm rsltin an

rlatinship

1. eXeCuTIVe SuMMArY




How cn we bette pedict thei needs?

Th a tw imptant chaactistics f Mic Bsinsss tay which inicat

that th way Mic Bsinsss intact with financial svics pvis a

bginning t chang in qit fnamntal ways:

• Mic Bsinsss a incasingly mbil. Tay, 66% (1,025,517) f Mic Bsinss

wks pat fm mltipl lcatins an by 2012, this is fcast t ach 73%

(aitinal 92,296 wks)10.

• A gnatinal chang i s ccing in Mic Bsinss wnship. Cntly, 40% f

Mic Bsinss wns a Baby Bms (45-59 yas) an 20% a P-Bms

(ag 60+ yas). By 2020, it is fcast that 40% (145,786 wns) will ach

timnt ag, cating a maj sccssin planning challng11. As Gnatins X

an Y assm gat gs f Mic Bsinss wnship, it can b xpct that

thi wkplacs an wkfcs will fnamntally chang, incpating gat

gs f ICT intnsity.

In t xpl th impact f ths changs, w appli a mthlgy

call Wk Typ Sgmntatin (WTS), vlp by Tlsta as pat f a maj

sty f Astalian wks. This appach intifi six wk typ sgmnts 12

(iffntiat by cnt ICT sag an by th nmb f lcatins at which wk

is cnct) that a likly t intact with thi financial svics pvis in

iffnt ways (s Chat 1).

Cht 1: Mico Bsiness Woke Type Segments

Soce: Test resech 2010

Tw ky tns: Incas mbility

an ICT intnsity

Tw maj tns,

six isct sgmnts

S i n g e l o c a

t i o n

M t i p e l o c a t i o n s

Bsic ICTreqiements

Intemedite ICTreqiements

adnced ICTreqiements

Mobie wokes

25% (387,711)

Tde wokes &seice poides

20% (320,296)

• 77% M

• 84% t < $500,000

• 52% Bb Bms; 25% g x & y

• os – , s

• v ict s, bs

• cs, M,a ; ts, ts,gs d

• 63% M

• 88% t < $500,000

• 55% Bb Bms; 31% g x

• r ls

• v ict s, bs

• cs, ts, hs,M, a smr; w /s sms

romingpofessions

26% (400,034)

Infomtionpocessos

7% (113,161)

Decisionmkes

15% (231,427)

Office knowedge wokes

6% (101,185)

• 62% M

• 41% t > $500,000; 5% > $2.1m

• 63% Bb Bms; 35% g x

• r ls

• Bs /pc s, ss

• pss/t/o Ss,cs, sm r; t/pss

• 92% fm

• 51% t <$500,000; 42% $1m

• 57% Bb Bms; 40% g x

• o/hm bs

• is pc s, s

• cs, ts, hs,M, a sm; c/am, ms

• 59% M

• 71% t > $500,000; 17% > $2.1m

• 47% Bb Bm; 39% g x

• hm/o

• is p/pc s, mss, smpda, . n m

• res,p/iSs,ws,smrM/pss/Ss

• 72% fm

• 50% t > $500,000; 17% >$2.1m

• 47% g x; 27% g y

• o/hm bs

• is pc s, /,mss. n m

• ws,pss/tSs,f/is,c/amms

Tend 2: Wokfoce ICT Intensity (145,786 Ownes)

T r e n d 1 : W o r k p a c e M o b i i t y ( 9 2 , 2

9 6 W o r k e r s )




ovall, Mic Bsinsss a ICT Intnsiv (55% f wks hav intmiat an

avanc ICT qimnts) an mbil (66% f ttal wks spn th majity f

tim in tw m lcatins). rlativ t th ntpiss, Mic Bsinsss hav

a sbstantially high pptin f mbil wks with basic t intmiat ICT

intnsity (51% f th wkfc) an sbstantially fw wks in a fix lcatinwith intmiat t avanc ICT intnsity qimnts (13% f th wkfc). In

th lng tm, Mic Bsinss mbility an ICT intnsity a bth likly t incas.

Incas mbility will b ivn by an incas shift t mt fms f wking.

Gat ICT intnsity will slt fm bth gat tchnlgy availability an th

intgnatinal shift, intifi abv, fm P-Bms an Baby Bms t

Gnatins X an Y. Lcatin an ICT Intnsity a thf liabl picts f

n an whn incpat within a cstm ns analysis pcss, can nabl a

m accatly tagt an align svic intactin. (S Sctin 3 f tail

sach.)

How cod commnictions technoogy hep impoe seice?

Th tn f Mic Bsin ss wns t bcm m mbil will cntin t b

match by an incasing s f mbil tchnlgis, paticlaly amng th Mbil

Wk, raming Pfssinal an dcisin Mak wk typs. Ths gps

typically viw as th mst ICT avs (incling th Ta Wks & Svic

Pvi an Mbil Wks) will gt accss t sphisticat cmmnicatin an

applicatin platfms ‘n th aa ’ thgh a nw gnatin f cnnct

cnsm vics as pat f th vlving igital hm. Scial platfms will cntin

t gw in imptanc f all wk typs, ptntially bcming mainstam

cntact channls as a slt f cstm man. Ths Mic Bsinss wns mst

likly t ngag financial svics pvis via m sphisticat tchnlgis

(Infmatin Pcsss, raming Pfssinals, offic Knwlg Wks an

dcisin Maks) will xpct a ich, m ngaging xpinc whn thy s.

In svicing Mic Bsinsss, financial svics pvis fac apily gwing

cstm cntact channl cmplxity incling:

• Nw channls aching mainstam aptin m apily than v bf

• Channls which a n lng istinct an hav incasingly cmplx pptis

• A bgning aay f cstm vics thgh which ths channls will b

accss.

Mbility an tchnlgy a citical

t Mic Bsinsss ns

Wkplac mbility an wkfc

ICT intnsity will incas

Mic Bsinsss incasingly hav

sphisticat Intnt-cnnct

vics s t accss onlin

Svics




In th cntxt f ths tns an th ky satisfactin isss bing Pblm

rsltin an rlatinship, th cstm xpinc cncpts hav bn

vlp t xpl hw th ky Banch, Cntact Cnt an Avis channls

might b vlv t liv an impv svic xpinc:

1. “expts anywh”** – enabls th ganisatin t xps a ba aay

f xptis t th cstm in m placs, whilst managing th cst an

cmplxity f ing s

2. “My banch anywh” – Allws cstms in many placs t xpinc th

psnal svics an latinships thy xpct fm thi lcal banch by sing

thi pf channl (b it Intnt, Phn vn Facbk) t accss thi

banch tam (if availabl) ath than th cntact cnt

3. Th Psnalis Cntact Cnt – sks t mak th cstms cntact cnt

xpinc a psnalis, fficint an ffctiv n, whil at th sam tim

nsing that th ganisatin gts th bst pssibl pfmanc fm its cntact

cnt invstmnts.

(S Sctin 4 f tail sach.)

* “expts anywh” an “my banch anywh” a nt pcts sltins

sl by Tlsta. Thy a banking cstm xp inc cncpts s t scib a

banking cstm accssing a banking xpt an a banking cstm accssing a

banking banch.

Concsion

Maj Astalian financial svics instittins can alay bgin t implmnt

aspcts f th cstm cntact visin pict in ths th cncpts bylvaging th ky tchnlgy infastct thy’v alay ply. In paticla,

xpliting thi xisting invstmnts in:

• Tlsta Nxt IP™ ntwk an Nxt G™ ntwk c IP ntwks

• entpis unifi Cmmnicatins an Cllabatin (uC&C) platfms

• IP-bas cstm cntact platfms

• Pictiv an bhavial analytics

• Cntact qality managmnt systms.

By incpating cstm knwlg f thi Lcatin an ICT Intnsity within

a cmphnsiv ns analysis can pvi f a m liabl fit t svic

xpctatin. Tchnlgis sch as mt wking, nifi cmmnicatins,

cnfncing an cllabatin, an cntact cnt analytics, can cat nw

xpincs an cnmic fntis with xisting istibtin assts t impv

svic t Mic Bsinssssvic t Mic Bsinsss.

existing invstmnts in c

tchnlgy infastct can

b s t vlv th cstm

xpinc




This sctin xamins th cstm svic xpctatins f Mic Bsinsss an

thi attits twas tchnlgis. It intifis th ky ivs f satisfactin,

avcacy an svic livy an thi latinship t bsinss bjctivs in latin

t financial svics.

2.1 Why Cstome Stisfction is Impotnt

Cstm satisfactin has a ky l in achiving th ky bsinss gals ffinancial instittins:

1. Incasing sha f cstm wallt

2. dcasing fctin ( switching f financial instittins)

3. Incasing acqisitin f nw cstms.

Lt s nw xamin cnt satisfactin pfmanc against ach f ths bsinss

gals.

As can b sn fm Chat 2, fm a histical pspctiv, maj banks in gnal

njy incas cstm satisfactin thgh t 2007, at which pint th tn

switch t casing satisfactin. Hwv, this vall tn masks a g f ivgnc btwn satisfactin lvls f Mic Bsinss wns amng th Big

F banks – a ivgnc which inicats an incasing pptnity t iffntiat

bas n satisfactin int ivs.

Cht 2: Cstome Stisfction

40

50

60

70

80

90

D e c - 0 1

A p r - 0 2

A u g - 0 2

D e c - 0 2

A p r - 0 3

A u g - 0 3

D e c - 0 3

A p r - 0 4

A u g - 0 4

D e c - 0 4

A p r - 0 5

A u g - 0 5

D e c - 0 5

A p r - 0 6

A u g - 0 6

D e c - 0 6

A p r - 0 7

A u g - 0 7

D e c - 0 7

A p r - 0 8

A u g - 0 8

D e c - 0 8

A p r - 0 9

A u g - 0 9

D e c - 0 9

P e r c e n t a g e V e r y o r F a i r l

y S a t i s f i e d

( % )

ANZ Commonwealth NAB Westpac Total Banks

Base: Aust Micro Business Owners aged 14+,12 month moving average

ANZ

Commonwealth

NAB

Westpac

Total Banks

Dt Soce: roy Mogn resech, Mch 2010

Impv cstm satisfactin can

incas sha f wallt, cas

fctins an incas acqisitin f

nw cstms

2. MICro BuSINeSSeS –

THe CuSToMer SATISFACTIoN ISSue




If w xamin hw satisfactin f Mic Bsinss wns vais accing t th

val f thi financial pcts hl (allcating thm t qintils [20% bakwns]

bas n vall cstm val lvls)13, Chat 3 shws that satisfactin t

dcmb 2009 has bn in clin f th tw highst val Mic Bsinsss

qintils – cstms with pct hlings xcing $132,000.

This pssibly flcts m stingnt financial cnitins fllwing th GFC, bt

nn-th-lss inicating sbstantial scp t iffntiat bas n cstm

satisfactin.

Cht 3: Stisfction by Finnci Seices Qinties (ve to the Bnks)

40

45

50

55

60

65

70

75

0 1 - D e c - 0 1

0 1 - M

a r - 0 2

0 1 - J u

n - 0 2

0 1 - S e p

- 0 2

0 1 - D e c - 0 2

0 1 - M

a r - 0 3

0 1 - J u

n - 0 3

0 1 - S e p

- 0 3

0 1 - D e c - 0 3

0 1 - M

a r - 0 4

0 1 - J u n

- 0 4

0 1 - S e p

- 0 4

0 1 - D e c - 0 4

0 1 - M

a r - 0 5

0 1 - J u

n - 0 5

0 1 - S e p

- 0 5

0 1 - D e c - 0 5

0 1 - M

a r - 0 6

0 1 - J u

n - 0 6

0 1 - S e p

- 0 6

0 1 - D e c - 0 6

0 1 - M

a r - 0 7

0 1 - J u

n - 0 7

0 1 - S e p

- 0 7

0 1 - D e c - 0 7

0 1 - M

a r - 0 8

0 1 - J u n

- 0 8

0 1 - S e p

- 0 8

0 1 - D e c - 0 8

0 1 - M

a r - 0 9

0 1 - J u n

- 0 9

0 1 - S e p

- 0 9

0 1 - D e c - 0 9

P e r c e n t a g e V e r y o r F a i r l y S

a t i s f i e d

( % )

First Quintile (Bottom Quintile) Second Quintile Third Quintile

Fourth Quintile Fifth Quintile (Top Quintile)

Base: Aust. Micro Business Owners aged 14+ ,Total Bank12 month moving average


As tlin in Sctin 3 f this pap, th is a maj shift ccing in th

mgaphics f Mic Bsinss wns away fm th P Bms an Baby

Bms an twa Gnatins X an Y. Thf, w n t cnsi hw

cstm satisfactin vais by bth ag gp an latinship val. Chat 4 blw

highlights a maj iss - 30 t 54 ya ls (th nxt maj mgaphic Mic

Bsinss owns) a th last satisfi f all ag gps f all cstm val

qintils.

Sbstantial scp f svic bas

iffntiatin, paticlaly t high

val cstms

30 – 54 ya ls a th last

satisfi f all ag gps acss all

vals




Cht 4: Stisfction by Finnci Seices Qinties nd by age

6 8 . 4

%

6

9 . 7

%

7 0 . 2

%

6 4 . 4 %

6 6

. 7 %

7 2 . 7

%

7 4 . 0

%

7 5 . 2

%

7 8 . 2

%

8 4 . 6

%

6 4 . 4 %

6 6

. 7 %

6 8 . 4

%

6 3 . 3

%

6 3 . 9

%

7 2 . 5

%

7 2 . 2

%

7 1 . 3

%

6 4 . 5 %

6

9 . 7

%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1st Quintile –Bottom 2nd Quintile 3rd Quintile 4th Quintile 5th Quintile –Top

P e r c e n t a g e V e r y o r F a i r l y S a t i s

f i e d

( %

)

Total Population 18+ 18-29 30-54 55+

Base: Aust. Micro Business Owners aged 14+ ,Total BankJanuary 2009 - December 2009


Whilst ttal satisfactin clin in th ya t dcmb 2009, at an insty lvl,

Bank satisfactin lvls f Mic Bsinss wns in th rtail, Cnstctin an

Tanspt an Stag instis appa t hav sist th gnally wnwa

tn in Mic Bsinss bank satisfactin v 2009 (s Chat 5). This pssibly

flcts lativly bnign bsinss cnitins f ths instis, givn cnmic

stimls plicis nact v th sam pi an th sct impact f th gnal

tightning f accss t financ. Hwv, ths insti s psnt nly 47.2% f

Mic Bsinsss inicating that satisfactin has clin f v half f all Mic

Bsinsss ing th ya ning dcmb 2009.

Cht 5: Stisfction by Indsty

70.2 67.3 69.5 67.3 70.6

64.866.5

60.4

70.7 70.967.6

64.967.9 68.1

72.5

63.6

0

10

20

30

40

50

60

70

80

90

100

Agriculture Manufacturing Construction Retail Transport&Storage

Finance, PropertyBusiness Services

CommunityServices

Recreational &Personal Services

P e r c

e n t a g e V e r y o r F a i r l y S a t i s f i e d ( % )

% Satisfied Dec 09 % Satisfied Dec 08

Base: Aust Micro Business Owners aged 18+, Total Bank 12 month moving average


Having nw stablish that issatisfactin vais accing t val qintil, ag

an insty, lt s bifly xamin th latinship btwn cstm satisfactin

an cstm chn fctin. In gnal, as Chat 7 shws, Mic Bsinss wns

a lss satisfi with financial instittins than th pplatin vall (althgh

GFC an stimls plicis may hav

inflnc satisfactin at an

insty lvl

Maj Banks that hav minant

makt sha hav last satisfactin




Chat 6 shws th iffnc is mch small f ginal banks) an that thi

satisfactin has falln f th last tw yas. This sitatin incass th liklih

f cstm chn an inhibits th liklih f css slling p-slling t xisting

cstms. .

Cht 6: Compison of Cstome Stisfction between Tot Poption nd

Mico Bsiness Ownes

74.3%71.1%

67.9%72.1% 71.5%

75.4%78.0%

73.3%68.2%

62.4%57.2%

66.7%63.7%

71.4%75.8%

67.3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

ANZ CBA NAB Westpac Total Big 4 St George Banks NotBig Four

Total Banks

P e r c e n t a

g e V e r y o r F a i r l y S a t i s f i e d

All Customers Micro Business Owners

Base: Aust Pop'n aged 18+ & Micro Business Owners aged 18+ January 2009 - December 2009


Cht 7: Tended Compison of Cstome Stisfction between Tot

Poption nd Mico Bsiness Ownes

40

45

50

55

60

65

70

75

80

D e c - 0

1

M a r - 0 2

J u n - 0 2

S e p - 0 2

D e c - 0

2

M a r - 0 3

J u n - 0 3

S e p - 0 3

D e c - 0

3

M a r - 0 4

J u n - 0 4

S e p - 0 4

D e c - 0

4

M a r - 0 5

J u n - 0 5

S e p - 0 5

D e c - 0

5

M a r - 0 6

J u n - 0 6

S e p - 0 6

D e c - 0

6

M a r - 0 7

J u n - 0 7

S e p - 0 7

D e c - 0

7

M a r - 0 8

J u n - 0 8

S e p - 0 8

D e c - 0

8

M a r - 0 9

J u n - 0 9

S e p - 0 9

D e c - 0

9

P r o p o r t i o n V e r y o r F a i r l y S a t i s f i e d ( % )

Total Population Micro Business Owners

Base: Aust Pop'n 14+ , Total Banks,12 months moving average





Finally, lt s cnsi th l that cstm satisfactin plays in th acqisitin

f nw cstms. Avcacy (th liklih f an MFI’s cstm bing willing t

avcat that instittin t ths) is lgically stngst f th mst satisfi

cstms f bth Mic Bsinss wns an f ttal pplatin in gnal.

Cstms wh a satisfi a 94% m likly t avcat than issatisficstms an 48% m likly t avcat than ntal cstms (s Chat

8). Cstm satisfactin plays an imptant l in cating avcacy an ths

attacting nw cstms.

Cht 8: MFI Stisfction nd adoccy

7.4

3.8

5

7.5

4.4

5.1

0

1

2

3

4

5

6

7

8

9

10

Total Satisfied Total Dissatisfied Neither satisfied/dissatisfied

A d v o c a c y M e a n S c o r e

Micro Business Owners Total Population

Base: Aust Pop'n 18+ , Total MFI Banks,12 months to December 2009

data Sc: ry Mgan rsach, Mach 2010

2.2 Dies of Cstome Stisfction, adoccy nd Seice

Deiey

Having nw xamin th qstin f wh satisfactin/issatisfactin is ccing

an stablish its cnnctin t bsinss bjctivs, w nw xamin what is

iving satisfactin. ry Mgan rsach has vlp a ml cnsisting f

a nmb f ky facts which inflnc th satisfactin f cstms an thi

pcptin f cstm svic. This ml is s t sty th g t which ach

f ths facts inflncs th cstm’s satisfactin pcptin f cstm

svic qality. diving facts incl:

• Pic (fai fs an chag s)

• Pct (pcts that mt y ns)

• Pcss fficincy (fficint, f svic)

• Flxibili ty (willing t bn t mt cstm ns)

• Pblm sltin (slv pblms n th spt, qickly an fficintly)

• Patnship (appciat an tak y pspctiv)

• rlatinship (intst in latinship lng tm)

• Staff (finly, cts, knwlgabl staff)

• Banch (cmftabl, sc, finly banch atmsph).

Satisfi cstms a naly twic

m likly t avcat than ths

issatisfi




Chat 9 an Tabl 1 illstat th inf lnc f th ang f ivs n cstm

satisfactin with MFI. Thy als ank ths ivs in f th imptanc f thi

cntibtin t satisfactin scs f bth th vall Astalian pplatin t th

pplatin an f Mic Bsinss wns. Th stngst ivs f satisfactin with

MFI f th vall pplatin a Pic, fllw by Pblm rsltin; whi l thstngst facts f Mic Bsinss a Pblm rslt in fllw by rlatinship.

Cht 9: Dies of MFI Stisfction

Satisfaction

ProblemResolution

Relationship

Staff

Flexibility

Product

Partnership

Branch

ProcessEfficiency

Price

Tbe 1: rnking of Dies fo MFI Stisfction fo Mico Bsiness Ownes nd

the Tot Poption

Bas: Ast MFI Pp’n 14+Mico Bsiness

OwnesTot Poption

Pcts 6 3

Pcss efficincy 4 4

Staff 8 5

Banch 7 9

Pic 3 1

Flxibility 5 6

Patnship 8 8

Pblm rsltin 1 2

rlatinship 2 7


Similaly, Chat 10 an Tabl 2 map th latinship btwn ths ivs an

Avcacy f MFI, shwing that whil th stngst ivs f MFI Avcacy f th

vall pplatin a Pct fllw by Pic, th stngst facts f Mic

Bsinss wns a, again Pblm rsltin fllw by rlatinship.

Pblm rsltin an rlatinship

a th stngst ivs f

satisfactin




Cht 11: Dies of Seice Deiey

ServiceDelivery

ProblemResolution

Relationship

Staff

Flexibility

Product

Partnership

Branch

ProcessEfficiency

Price

Tbe 3: rnking fo Dies of Seice Deiey fo Mico Bsiness Ownes ndthe Tot Poption

Bas: Ast MFI Pp’n 14+Mico Bsiness

Ownes Tot Poption

Pcts 2 2

Pcss efficincy 3 5

Staff 4 4

Banch 6 7

Pic 9 9

Flxibility 5 6

Patnship 8 3Pblm rsltin 1 1

rlatinship 7 8


Pblm rsltin is th stngst

iv f svic livy




2.3 Chnne Pefeences

Nw that w nstan wh an why satisfactin/issatisfactin is ccing, w

will nw cnsi th l that channls play. Chat 12 shws, as might b xpct,

that s f nlin banking svics has bn incasing f Mic Bsinss wns in

cnt yas. Hwv, th is n cnsistnt lng tm tn t lw banch sag,an th incas assciat with th onlin channl sag s nt ffst th

maginal clin in th Phn banking channl sag.

Cht 12: Chnne usge by Mico Bsiness Ownes

0%

10%

20%

30%

40%

50%

60%

70%

80%

Dec 01 Dec 02 Dec 03 Dec 04 Dec 05 Dec 06 Dec 07 Dec 08 Dec 09

Used Internet to access financial services

Total Visited Any Branch

Total Used Phone Banking

Used an ATM

Used Internet to conduct Banking

Base: Aust Micro Business Owners ged 18+12 month moving average


Bank satisfactin f Mic Bsinss wns vais smwhat accing t th

banking channls thy hav s in th last f wks. Ths wh s Banchs,

in paticla, a mst satisfi with thi banking latinships, althgh th

iffnc btwn channls is nt lag, inicating th imptanc f all channls

whn cnsiing svic (s Chat 13).

Cht 13: Stisfction by Chnne usge

68.2

65.965.4

67

50

515253545556575859606162636465666768697071

72737475

Visited Any Branch Used an ATM Used Phone Banking Used Internet Banking

P r o p o r t i o n V e r y o r F a i r l y S a t i s f i e d ( % )

Base: Aust Micro Business Owners 18+ , Total Banks, 12 months to December 2009


N cnsistnt lng tm tn t

c banch sag

Banchs iv highst satisfactin




us f Aviss at banks th financial instittins is lativly ncmmn

as a banking channl; hwv Mic Bsinss wns (an wmn paticlaly)

sm t s this channl mch m cmmnly than th vall pplatin. This is

paticlaly th cas f wmn (s Chat 14). This is cnsistnt with th imptanc

with which Mic Bsinss wns hl th ability t accss avic.

Cht 14: Popotion Met adise in lst 4 weeks

7.2% 7.2% 7.1%

10.3%9.9%

10.7%

0%

2%

4%

6%

4%

8%

10%

12%

14%

Total Full Time Part Time

M e t A d v i s e r i n l a s t 4 w e e k s ( % )

Men Women

Base: Aust Micro Business Owners 18+ , Met Adviser in last 4 weeks,

24 months to December 2009


F ths sing Aviss, th bank satisfactin lvls a high than f th

channls an appa cnsistntly high f wmn than f mn. Hwv, this

impvmnt in satisfactin is sbstantially small f ths wking pat tim (s

Chat 15).

Cht 15: Stisfction by Peope tht Met adise in lst 4 weeks

68.8%68.4%

70.3%

72.7%

73.5%

72.1%

60%

62%

64%

66%

68%

70%

72%

74%

76%

78%

80%

Total Employed Full time Part time

P r o p o r t i o n V e r y o r F a i

r l y S a t i s f i e d ( % )

Men Women

Base: Aust Micro Business Owners 18+ , Met Adviser in last 4 weeks, Total Banks,24 months to December 2009


Aviss a m cmmnly s by

Mic Bsinsss, paticlaly wmn




2.4 attitdes Towd Technoogy

F Mic Bsinss wns in gnal , attit statmnts twas tchnlgy hav

main lativly cnstant v th last ca (s Chat 16). Hwv, sinc 2007,

willingnss t ty nw tchnlgy pcts has falln sbstantially. Whilst this mst

likly flcts incas financial stain n Mic Bsinss wns ing 2009, ashighlight in th ovviw, Tlsta sach inicats that 57% f Mic Bsin sss

xpct t impv thi pfmanc in 2010 by invsting in nw tchnlgy 14. It

is imptant t cnsi whth th a any intgnatinal inflncs h,

givn th mgaphic skw t P Bm an Baby Bm wnship f Mic

Bsinsss.

Cht 16: attitdes - Mico Bsiness Ownes

10

20

30

40

50

60

70

80

D e c - 0 1

M a r - 0 2

J u n - 0 2

S e p - 0 2

D e c - 0 2

M a r - 0 3

J u n - 0 3

S e p - 0 3

D e c - 0 3

M a r - 0 4

J u n - 0 4

S e p - 0 4

D e c - 0 4

M a r - 0 5

J u n - 0 5

S e p - 0 5

D e c - 0 5

M a r - 0 6

J u n - 0 6

S e p - 0 6

D e c - 0 6

M a r - 0 7

J u n - 0 7

S e p - 0 7

D e c - 0 7

M a r - 0 8

J u n - 0 8

S e p - 0 8

D e c - 0 8

M a r - 0 9

J u n - 0 9

S e p - 0 9

D e c - 0

9

P r o p o r t i o n a g r e e w i t h s t a t e m e n t ( % )

Computers and technology give me more control over my life

I look for new experiences every day

There are not enough hours in the day

I go out of my way to learn everything I can about new technology

I'm worried about invasion of my privacy through new technology

I find technology is changing so fast, it's difficult to keep up with it

I am always ready to try new and different products

I would like to buy a home computer

Base: Aust Micro Business Owners ged 18+,12 month moving average


As might b xpct, willingnss t ty nw an iffnt tchnlgy pcts is

claly stngst f yng ag gps an mch wak f l (55+) ag gps

amng Mic Bsinss wns (s Chat 17).

Willingnss t ty nw tchnlgy

pcts, stngst f yng

ag gps




Cht 17: Popotion gee with sttement ‘I m wys edy to ty new nd

diffeent technoogy podcts’

52.8

60.3

57.2

43.4

10

20

30

40

50

60

70


P r o p o r t i o n a g r e e w i t h s t a t e m e n t

‘ I a m a

l w a y s r e a d y t o t r y n e w a n d d i f f e r e n t p r o d u

c t s ’ ( % ) Base: Aust Micro Business Owners 18+,

January 2009 - December 2009


This inflnc f th ag f Mic Bsinss wns n thi pcptin f whth

tchnlgy givs thm m cntl v thi lif is vn m pnnc with

ths in th 18-29 ya l ag gp, which is 30% m likly t ag, an ths

in th 30–54 yas l ag gp (15% m likly t ag), than ths ag 55

v (s Chat 18). This cnfims, as tlin in Sctin 3 that as Gnatins X an

Y assm gat wnship f Mic Bsinsss w can xpct a shift t gat ICT

Intnsity.

Cht 18: Popotion gee with sttement ‘Comptes nd technoogy gie

me moe conto oe my ife’

35.8

54.4

36.9

22

10

15

20

25

30

35

40

45

50

55

60


P r o p o r t i o n

a g r e e w i t h s t a t e m e n t

‘ C o m p u t e r s a n d t e c h n o l o g y

g i v e m e m o r e c o n t r o l o v e r m y l i f e ’ ( % )

Base: Aust Pop'n aged 18+,January 2009 - December 2009


Blif that tchnlgy pvis

gat cntl, stngst f yng

ag gps




Smmy

• ovall satisfactin with maj banks incas thgh t 2007, bt has cas

sinc

• Cstm satisfactin lvls amng th maj banks a ivging inicating

pptnity t iffntiat bas n svic• Mic Bsinss wns tn t hav lw satisfactin lvls with financial

instittins, paticlaly th maj banks, than th Astalian pplatin in

gnal

• Th tw highst cstm val qintils hav th lwst satisfactin cmpa

with ths, inicating that as ns bcm m cmplx, satisfactin clins

• Imptantly, issatisfactin is gatst amngst 30–54 yas

• At an insty lvl, Agiclt, Manfacting, Cnstctin, Financ & Ppty

& Bsinss Svics, Cmmnity Svics, rcatinal an Psnal Svics hav

shwn clining satisfactin in th 12 mnths t dcmb 2009

• Cstms wh a satisfi a 94% m likly t avcat than issatisfi

cstms an 48% m likly t avcat than ntal cstms

• Th stngst ivs f satisfactin, avcacy an svic livy a Pblm

rsltins an rlatinship

• us f nlin banking svics has bn incasing f Mic Bsinss wns bt

nt at th xpns f banchs

• Mic Bsinss satisfactin vais slightly accing t th banking channls s

with, in casing f satisfactin - Aviss, Banchs, Intnt an Phn

banking.

• Mic Bsinss wns sm t s Avis s mch m cmmnly than th

vall pplatin (flct ing a gnal n f avic by SMes); hwv, this is

paticlaly th cas f wmn. F ths sing Aviss, th bank satisfactin

lvls sm t b cnsistntly high f wmn than f mn

• Willingnss t ty nw an iffnt tchnlgy pcts is claly stngst f

18–54 ya l Mic Bsinss wn s an mch wak f ths ag 55 v

• Mic bsinss wns ag 18–54 a mch m likly t ag that cmpts

an tchnlgy giv thm cntl v thi lif than ths ag 55 v

• Intgnatinal iffncs in attits twas tchnlgy cnfim th

incasing wkfc ICT Intnsity tn.




Sctin 2 pvi insights n wh cstm satisfactin psnts itslf as an iss

an, imptantly, intifis Pblm rsltin an rlatinship as th ky ivs

f satisfactin, avcacy an vall g svic. This nxt sctin will xpl hw

w can btt pict thi ns an, imptantly, intify ky chaactistics that

shap thi wkplac/wkfc pactics.

Mic Bsinss is a labl cmmnly s t scib a sbst f small bsinsss

mplying btwn n an f fiv mplys. Th ABS pts thatappximatly 61% (1,171,832) f small bsinsss a nn-mplying bsinsss

an by applying Tlsta analysis, it is stimat that 31% (607,445) mply btwn

n an fiv ppl (Jn 2007). In ttal, Mic Bsinsss cnstitt appximatly

72% f all small bsinsss in Astalia. Imptantly, thy mply appximatly 15%

f th ttal wk fc. This sctin f this pap has appli n t fiv mplys

t fin an analys Mic Bsinsss15.

3.1 Methodoogy

F th ppss f analysing th ICT inflncs n bhavi f Mic Bsinss

wks, th Wk Typ Sgmntatin (WTS) mt hlgy vlp by Tlsta aspat f a maj sty f Astalian wks was appli 16.

Th w tw maj stps t this pcss; (1) th esech phas an (2) th

pofiing phas;

Step 1 – resech Phse

Th sgmntatin vaiabl s s t bil th pfils w slct n th basis f

bing ‘man cating cnitins’, i.. that flct ICT n, as pps t p

sciptiv vaiabls lik ccpatin an insty, which may may nt flct

n.

) loction: F xampl - Nmb f wk sits s in a wk; Pp tin f tim

away fm main wk sit; Pptin f tim mbil; Pptin f wk n camps;

Wk-lat tavl stinatins (.g. Wk at hm, Wk lcatin [mtplitan...

mt]); an s n.

b) ICT-reted Behios: F xampl - Th nmb f mails snt/civ p

wk; th hs spnt n fix Phn; hs sing cmpts applicatins (nting

ata, ntwk, Intnt, Intant); lagst fil siz; scity lvls; an s n.

using ths vaiabls, a six sgmnt ml was m t b th mst balanc in

tms f statistical pw, managability, sgmnt siz an lvanc.

Mic Bsinsss a abt 71% f all

small bsinsss an mply 15% f

th wkfc

3. MICro BuSINeSSeS – ProFILe




Step 2 – Pedicting nd Pofiing

Pict vaiabls s t pict sgmnts in makt w Insty (4 digit ANZSIC),

occpatin (6 digit ANZSCo), Wk-lat tasks pfm, an vic sag,

amngst ths.

3.2 Segmenttion Desciptions

Th fllwing sgmnts flct a paticla wk pfil bas n slct

ns an cicmstancs. Th nams/labls assign t sgmnts mst nt iv

classificatin f a Mic Bsinss’s wks int sgmnts. Taitinally, wkplacs

a sgmnt accing t ganisatinal hiachy psitin ccpatin. This

sgmntatin s nt ncssaily tanslat int wk typ sgmnts. It is pssibl

that tw ppl with th sam jb titl ccpatinal typ cl fit int tw

iffnt wk typ sg mnts, .g. an exctiv cl b in th dcisin Mak

raming Pfssinal sgmnt. Th sty cntns that an ‘exctiv’ (f xampl)

in n ganisatin can hav iffnt ICT ns than a wk in th sam l inanth, an ths f th ppss at han, lcatin an IC T intnsity bhavi a

btt picts f n.

Th six sgmnts in Chat 1 shl b ga as a famwk f nstaning

wks an wk ns, as pps t a classificatin systm. Sgmnt nams/

labls can b mifi/simplifi at th s’s isctin.

3.2.1 Mobie Wokes Segment

(Mti- loction – Bsic ICT reqiements)

This sgmnt psnts a significant 25% f th nti Mic Bsinss sgmnt

(396,711 wks). Thy typically an 19% blw th avag incm acss all

Mic Bsinss wks. Thy wk 4 4 hs p wk n avag, xcing th

Mic Bsinss avag f 39 hs. Typical ls incl Tchnical, Tas, Gs

dlivy. Th is a stng mal sk w within th sgmnt (77%). Tnv f this

sgmnt is cncntat, with 84% gnating <$500,000 p annm. Th minant

ag gp in this wk typ is Baby Bms (52%) fllw by Gnatin X (25%)

an Gnatin Y (21%).

Instis highly psnt in this sgmnt a Agiclt, Fsty an Fishing,

Cnstctin an Manfacting. Mmbs typically wk in cmmcial bsinsss.

Thy spn littl tim at a cntal plac f wk an a t-an-abt mst f th

tim. Thy pbably wl spn ply t th titl f ‘wking class’.

Whn it cms t ICT sag tay, sgmnt mmbs hav vy basic an nawly

fcs sag. Mbil tlphny is a main fm f cmmnicatin, hwv fix

phns, cmpts gnally, an mail spcif ically nt sm t b at all pat f

thi wking livs.

3.2.2 roming Pofessions Segment

(Mti-loction – Intemedite ICT reqiements)

This is th lagst sgmnt, p snting 26% f th nti Mic Bsinss sgmnt

(400,034 wks). Thi anings a basically avag f Mic Bsinss wks

Nawly fcs ICT sag,

Mbil Phn is main fm f

cmmnicatin




an thy gnally ntak th wk nmally attibt t mil t wll

cat ppl. Thy wk 39 hs p wk (abt avag f Mic Bsinss

wks). As th sgmnt titl sggsts, thy a ppl wh a t-an-abt

mst f th tim bt may nt b cnstantly mbil. Jb sciptins cv tchnical

an pfssinal spcialisatins. Th is a stng clint intfac fcs. Th sgmntis minat by mals (62%). Tnv f this sgmnt is cncntat with 41%

gnating >$500,000 p annm, incling 5% that gnat >$2.1m. Baby Bms

minat this sgmnt (63%), fllw by Gnatin X (35%).

Instis with a high pntatin f this sgmnt a Pfssinal Svics an

Cnstctin (licns bils). raming Pfssinals typically wk in cmmcial

bsinsss an wl fqntly fin thmslvs haing ‘back t bas’, ptntially

a hm ffic. Thy pbably wl spn t th t itl f ‘cat pfssinals’.

Tay, thi ICT qimnts cnt n basic mbility p cts an svics (Mbil

Phn, Laptp). Thy a lativly ICT litat bt slm in a psitin t s a Fix

Phn a Fix Cmpt. Thy a ss f mail an applicatins lvant t

thi vtical lin f bsin ss. Givn th nat f thi wk thy sk sti, m

liabl qipmnt, an m liabl mbil accss.

3.2.3 Decision Mkes Segment

(Mti-loction – adnced ICT reqiements)

This sgmnt psnts 15% f th nti Mic Bsinss wkfc (231,427

wks). Thy a a small bt vy inflntial sgmnt with spct t ICT.

Thy an naly bl th avag incm f Mic Bsinss wks an

gnally ntak th wk nmally attibt t highly cat ppl

ntpns. Thy wk 48 hs p wk (9 m than th Mic Bsinss avag

an th highst f all Mic Bsinss wk sgmnts). dscipts lik Manag,

Pfssinal, Sals xctiv wl wll scib ppl in this sgmnt. Thy

hav mlti-isciplinay skills (managmnt, planning, financ, tc). Gn is mix,

with 59% mal an 41% fmal. Tnv f this sgmnt is cncntat, with 71%

gnating >$500,000 p annm incling 17% that gnat >$2.1 millin. This

sgmnt is minat by Baby Bms (47%), fllw by Gnatin X (39%).

Instis with a high pntatin f this sgmnt a Pfssinal, Scintific an

Pfssinal Svics, ral estat, Whlsal an rtail Ta. Thy can b fn

pating qally fm hm f m a ang cmmcial pmiss, an cl b

scib as making ‘stis’ fm thi cntal plac f wk. Thy wl spn

ply t th titl f ‘pfssinals’ ‘ntpn’.

In tms f ICT thy hav ba, p qimnts sing significantly m ICT

pcts an sing thm m intnsly, than th avag wk. Thy a

gnally qit ICT sphisticat an hav a vy psitiv attit t th l f

tchnlgy. F thm, th Intnt is a ky bsinss tl bth as an infmatin

sc an as a cmmnicatin channl with thi cstms. email plays a vy

imptant pat in thi wking livs. Mbil tlphny, an incasingly PdA typ

vics, a thi lifbl as thy cl b cncting thi bsinss n th a.

Thy cnstantly sk btt ways f cntacting ppl an accssing infmatin in

a m timly way.

ICT fcs n Mbility (Phn, lap

tp). Applicatins vtically bas

dp ICT sag. Psitiv attit t

th l f tchnlgy




Instis wll psnt in this sgmnt a Halth Ca (dct Sgis),

Financial an Insanc Svics, rtail Ta, an Aministativ an Sppt

Svics. Infmatin Pcsss typically wk in cmmcial bsinsss at a singl

ffic aa shp fl – fqntly a typical wk statin. Thy pbably wl

spn stngly t wking in ‘aministatin an sppt’.

Fm an ICT pspctiv, mmbs f this sgmnt hav intmiat qimnts

sing nly a slct fw ICT pcts – paticlaly fix phns an cmpts

ath than mbil phns (which a kpt pminantly f psnal s ath

than wk).

3.2.6 Office Knowedge Wokes Segment

(Singe loction – adnced ICT reqiements)

This is th small sgmnt that psnts 6% f th Mic Bsinss wks (101,185

wks). Thy an jst blw th Mic Bsin ss avag an wk abt th

avag nmb f hs f Mic Bsin ss wks (39 hs p wk). Thy can

b inflncs cisin maks an a ftn class as manags in a clical

aministativ sns. Thy can ftn b fn aling with clints, ppaing

cmnts pts, invlv with financial activitis. Th is a stng fmal

skw within this sgmnt (72%). Tnv f this sgmnt is wll spa, with

50% gnating >$500,000 p annm, incling 17% that gnat >$2.1 millin.

Intstingly, this is th nly sgmnt t b minat nt by Baby Bms, bt

ath Gnatin X (47%) fllw by Gnatin Y (27%).

Instis wh offic Knwlg Wks a wll psnt incl Financial

an Insanc Svics, Whlsal Ta, an Pfssinal Svics. Thy sally

wk fm a singl ff ic typ aa, bt this can b in th hm in many cas s. Thy

pbably wl spn ply t th titl f ‘bsinss pfssinals’.

Th ICT qimnts f mmbs f this sgmnt tay a qit sphisticat

acss a spctm f ffic bas tls. Thy s ICT at last as intnsivly as Mic

Bsinss wks vall an, in paticla, a xtmly havy ss f cmpts

an ICT applicatins (xtning t hanhl/eFTPoS applicatins). Thy man

g ntwk accss an timly infmatin sing ths ntwks

3.3 Mico Bsiness Woke Type Mi by Entepise Size

Mic Bsinsss hav a sbstantially high pptin f mbil wks (41%) withIntmiat t Avanc ICT intnsity cmpa t th ntpis sizs an hav

sbstantially fw wks at fix lcatins with intmiat t avanc ICT

intnsity (13%) (s Chat 19). This flcts th fact that Mbil wks an raming

Pfssinals Mic Bsinsss a pminantly wn by Baby Bms an P

Bms an that ICT intnsiv sppt typ Mic Bsinsss a minat by th

lativly small Infmatin Pcsss an offic Knwlg Wks sgmnts.

Slctiv ICT sag. Mbility nt pat

f wk pactic

extmly high ICT sag




Cht 19: Woke Type Mi by Entepise Size

20

3325 27 28

7

7

711 96

13

16

221625

18

13

1115

2610

10

10 12

1519

2919 19

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1-5 6 to 100 101-500 500+ Total

Decision Makers

Mobile Professionals

Mobile Workers

Office Information Workers

Information Processors

Dt Soce: Test resech 2010

3.4 Mico Bsiness Woke Type Mi by Indsty

Stng iffncs xist by insty (S Chat 20):

• dcisin Maks minat th rntal, Hiing, ral estat Svics, Infmatin

Mia an Tlc

• raming Pfssinals minat th Mining, Pfssinal, Scintific an Tchnical

Svics, rtail Ta, Ats an rcatin Svics, elcticity, Gas, Wat an

Wast Svics

• Mbil Wks minat th Aministativ an Sppt Svics,

Manfacting, Agiclt, Fsty an Fishing an Cnstctin

• offic Knwlg Wks n’t minat any spcific insty

• Infmatin Pcsss minat th Pblic Aministatin an Safty

• Ta an Svics minat Accmmatin an F Svics, Tanspt, Pstal

an Wahsing.

Cht 20: Woke Type Mi by Indsty


Mic Bsinsss a th mst

mbil an last fix lcatin bas

ntpiss

Wi g f ivsity by insty

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

R e n t

a l , H i r i

n g a n

d R e a l E

s t a t e

S e r v i c e

s

I n f o

r m a t i o n

M e d i a

a n d T

e l e c o m

m u n i c

a t i o n

s

W h o

l e s a l

e T r a

d e

P u b l

i c A d

m i n

i s t r a

t i o n a

n d S a f e

t y

F i n a n

c i a l a

n d I n s u r a

n c e S

e r v i c

e s

M i n i

n g

P r o f

e s s i o

n a l , S

c i e n t i f i

c a n d

T e c h

n i c a l S

e r v i c

e s

A d m i n i

s t r a t i v e

a n d S

u p p o

r t S e

r v i c e

s

E d u c

a t i o n

a n d T

r a i n

i n g

R e t a i l T

r a d e

A c c o m m

o d a t i o n

a n d F

o o d S

e r v i c

e s

H e a l t h

C a r e

a n d S

o c i a l

A s s i s

t a n c

e

M a n u

f a c t u

r i n g

A r t s

a n d R

e c r e

a t i o n

S e r v i c e

s

A g r i c

u l t u

r e , F o r

e s t r y

a n d F

i s h i n

g

T r a n

s p o r t , P o

s t a l a

n d W a r

e h o u

s i n g

O t h e

r S e r v i c

e s

E l e c t r i c

i t y , G

a s , W

a t e r

a n d W

a s t e

S e r v i c e

s

C o n s

t r u c t i

o n

Decision Makers

Mobile Professionals

Mobile Workers

Office Information Workers

Information Processors




3.5 Wokpce/Wokfoce Tends

BfBf w al with th applicatin f wk typ sgmntatin ml

tay, w n t cnsi th ft impact f tw imptant tns (s Chat 1).

Th fist is wkplac mbility, m cmmnly tm rmt Wking, which is th

shift fm a cntalis wkplac nvinmnt int a cntalis nvinmnt.Th ky tchnlgical nabls f rmt Wking a:

• High sp wilss baban ntwks sch as th Tlsta Nxt G™ ntwk

• Sc accss t ntwks

• Capabl mbil vics, sch as laptp cmpts smatphns.

By th n f 2009, 51% f mbil hanst sals w smatphns17 an sals f

laptps a xpct t cnsistntly tstip sals f sktp PCs by abt 90%

v th nxt tw yas18. Fst analysis inicats that mbil ss cmpis

44% f th wkplac tay an fcast t gw t 73% by 201219. That sam pt

intifi that almst 60% f ntpiss f all sizs a piitising th pvisining

f gat mbility t mplys. This tn will s wks cntly in th

Ta an Svic Pvis, Infmatin Pcsss an offic Knwlg Wks

sgmnts bcming incasingly mbil. Pfssins that a nt i ctly invlv

in th pctin f physical gs fcsing n physical pints f psnc f

istibtin will bcm incasingly mlti-lcatin int. As highlight in th

ovviw, 57% f small bsin sss intn t impv thi p fmanc thgh

invsting in nw tchnlgy20 an, as analys in Sctin 2.4, this will m

likly cm fm Mic Bsinss wns <54 yas f ag wh a m willing t

xpimnt with tchnlgy an a m psitiv that tchnlgy givs thm

gat cntl.

As xamin in Sctin 2.4, th scn tn is incas wkfc ICT Intnsity

which is ivn by, amngst ths, th intgnatinal shift fm P Bms an

Baby Bms t Gnatins X an Y that a m pisps twa tchnlgy.

Th impact f this tn will s th fiv sgmnts minat by Baby Bms (all

xcpt offic Knwlg Wks) shift t b minat by Gnatins X an Y with

thi gat ICT qimnts. Th tp f instis f Gnatins X an Y a

Cnstctin, rcatin an Psnal Svics, Cmmnity Svics, an Financ,

Ppty an Bsinss Svics.

3.6 Woke Type Segmenttion Mode

W nw knw that nstaning which wk typ sgmnt a Mic Bsinss

cstm blngs t can ptntially hlp gi hw w can bst svic thm an

tagt thm. In t pactically stimat th apppiat wk ing cstm

patins, a ml has bn vlp bas n a hiachy f th tagt

qstins that cl b incpat int a cstm ns analysis ing an

intactin (s Tabl 4).

Maj tns – Wkplac Mbility

an Wkfc ICT Intnsity

Ml t nabl th intactin t b

m tagt




Tbe 4: Woke Type Segmenttion Mode


Smmy

• Lcatin an ICT Intnsity vaiabls can b s t btt pict Mic Bsinsss

ns

• Mic Bsinsss a ICT Intnsiv, with 55% having intmiat an avanc

ICT qimnts

• Mbility is ky f Mic Bsinsss: 66% f wks spn th majity f tim in

tw m lcatins

• dcisin Maks a a ci tical sgmnt (15% 231,427 wks):

- Inflntial, tchnlgy savy, sphisticat sag, high incm/ICT sag - Bsy, ha wking, typically manags/wns

- High ICT sag an claly la tchnlgy aptin. Pstivitly isps t

ICT, by int sltins that liv cmptitiv avantags

- Highst pptin f bsinsss with tnv >$500,000 an >$2.1 millin

- Makt sha f this gp wl b highly siabl

• raming Pfssinals a th lagst sgmnt, with 26% 400,000 wks

- Hav accss t basic tchnlgy (Phn, PC)

• Stng fmal skw in Fix Lcatin/ICT lat ls (vss Mbil Wks)

• Baby Bms minat all sgmnts th than offic Knwlg Wks,

which is minat by Gnatin X

• Tw ky lng tm tns t nt. Fistly, wkplac mbility is ivn by

wkplac cntalisatin that will shift wkfcs t pat t f mltipl

lcatins an, scnly, wkfc ICT Intnsity is ivn by, amngst ths,

intgnatinal changs that will shift wkfcs t gat ICT intnsity

• Stng iffncs xits btwn insty an tnv

• Th api aptin f nabling tchnlgis, sch as baban, sc accss t

ntwks an laptps/smatphns, cnfim th tn t wkplacs bcming

incasing mbil

• Incpating a ml bas n lcatin an ICT nablmnt as pat f a ns

analysis cl impv th pbability an fficincy f alignmnt btwn th

ffing an wk typ n, slting in a btt svic xpinc.

loction

1. Wht popotion of the wok focespend the ge mjoity of thei time inone oction, ess teing ondo woking mtipe octions?

rest

aoction to Si Wokes Segments

ICT Enbement

2. Wht popotion of wokes (in bothcses - fied nd mti-oction) se compte in thei job oe, in typic week?

3. Wht popotion of compte ses(in both cses) e intensie ses of thenetwok, emi, the intenet etc sopposed to moe bsic compte ses?

Singe loction Mtipe loction

Tde &Seice

MobieWokeCompte uses Compte uses

Tde &Seice

Tde &Seice

InfoPocess

OfficeKnowWks

MobieWoke

romingPof

DecisionMkes

MobieWokeBsic Intensie Bsic Intensie




Th pcing sctins hav givn a cla pict f Mic Bsinsss, thi

latinship t thi financial svic pvis an th facts that inflnc thi

pcptins f svic fm ths pvis. In t nstan hw financial

svics ganisatins can bst s cmmnicatin tchnlgy t hlp svic th

Mic Bsinss sgmnt w n t nstan what tchnlgis Mic Bsinsss

thmslvs hav availabl an hw thy s an intact with ths tchnlgis.

Th main f this sctin xamins ths isss.

4.1 Eoing Mobie Technoogy

M o b i i t y

ICT Intesity

MobieWokes

TdeWokeSeice

Poide

romingPofessions

InfomtionPofessions

DecisionMkes

OfficeKnowedgeWokes

Fm th sach pt in Sctin 3, w knw that th Mic Bsinss wkfc

is bcming incasingly mbil. Chats 21 an 22 shw this tn t mbility

is flct in th tchnlgy wnship f small bsinsss (incling Mic

Bsinsss). Whilst alay nthsiastic ss f mbil phns, small bsinss is

apily switching t Intnt-nabl thi gnatin, 3G, mbil phns, with

th pntatin f Intnt-nabl hansts tipling v th last th yas.

In aitin, small bsinsss a apting th svics ths Intnt-cnncthansts nabl, f xampl, th pptin f small bsinsss sing mbil mail

has als tipl btwn 2006 an 2009.

Mic Bsinsss incasingly hav

Intnt-cnnct mbils an s

thm t accss Intnt svic s

4. MICro BuSINeSSeS ANd

CoMMuNICATIoN TeCHNoLoGIeS




Cht 21: Penettion of Mobie Phones into Sm Bsiness

Dt Soces: Sensis e-Bsiness repot s, 2006-2009

Cht 22: Penettion of Mobie Emi into Sm Bsiness

0

2

4

6

8

10

12

14

16

18

2006 2007 2008 2009

P r o p o r t i o n o f B u s i n e s s e s ( 1 - 1 9

E m p l o y e e s ) U s i n g M o b i l e E m a i l ( % )

Dt Soces: Sensis e-Bsiness repot s, 2006-2009

Cht 23: Ses of Tdition Mobie Hndsets ess “Coneged Deices”

(o Smtphones)

0

1

2

3

4

5

6

7

8

2008 2009 2010 2011 2012 2013

A u s t r a l i a n S h i p m e n t s o f C o n v e r g

e d

D e v i c e s a n d T r a d i t i o n a l M o b i l e P h o

n e s

M i l l i o n s

Converged

Traditional

Dt Soce: “IDC a si/Pcific Mobie Deice Tcke, Q4 2009 Tcke nd Foecst”, IDC Inc., 2009

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009

P r o p o r t i o n o f B u s i n e s s

e s ( 1 - 1 9

E m p l o y e e s ) W i t h M o b

i l e s ( % )

Internet-

Enabled

3G Mobile

Non-Internet-

Enabled

Mobile




Nt nly a mbil hansts cnnct t nxt gnatin svics, bt thy

nw cmbin hawa incling lag scns, high finitin camas, pwfl

pcsss an an aay f snss, sch as glbal psitining, acclmts,

pximity snss an cmpasss. Th slt is a ‘cnvg vic’ capabl f

cmbining th ls f mbil phn, mbil Intnt vic, psnal applicatinplatfm, mia play an m. Chat 23 shws that ths cnvg vics

smatphns a apily spplanting m taitinal mbil hansts in th makt.

of cs, th mbil hanst is nly n pat f th mbil wks tlst; th PC

is th th. ovall, th Astalian makt is fllwing a glbal tn away fm

sktp cmpts twas th laptp fm fact. As Chat 24 mnstats, in

Astalia cmlativ laptp sals a xpct t xc ths f sktps by abt

70%. This tn is flct in Mic Bsinss PC wnship as shwn in Chat 2

Cht 24: Foecst of astin PC Shipments

0

1

2

3

4

5

6

7

1Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11

F o r e c a s t o f C u m u l a t i v e P C

S h i p m e n t s f o r A u s t r a l i a

M i l l i o n s

Desktop

Laptop

Dt Soces: “astin Qt ey PC Mket updte, 4Q09”, IDC Inc. Feb y 2010

Cht 25: astin Mico Bsiness PC Owneship

0

10

20

30

40

50

60

70

80

90

100

2005 2006 2007 2008 2009

P r o p o r t i o n o f B u s i n e s s e s ( 1 - 4

E m p l o y e e s ) w i t h C o m p u t e r s (

% )

Desktop

Laptop

Dt Soces: “Sensis e-Bsiness repot s 2005-2009”, Sensis

Cnvg mbil vics a

placing taitinal mbils

Laptp PCs a spplanting

sktp PCs




4.2 rise of the Digit Home

M o b i i t y

ICT Intesity

MobieWokes

TdeWoke

SeicePoide

romingPofessions

InfomtionPofessions

DecisionMkes

OfficeKnowedge

Wokes

Th hm is a maj wkplac f many Mic Bsinsss whth bas ntily

in th hm, as a lcatin wh mch ‘back ffic’ wk f th bsinss is

cmplt. As th sach in Sctin 3 highlight, th PC is nt a vic that Mic

Bsinss wk typs with basic ICT Intnsit y pf. Hwv, w shl nt ls

sight f vics that thy s. Th nat f ICT within th hm is bginning t

chang apily. existing hm vics incasingly fat sphisticat ntwk

cmmnicatin capabilitis an a nw class f ntwk vics tagt lagly at

hm s is mging.

An imptant xampl f this vltin is t h tlvisin, t at, lagly a vic f

passivly cnsming cntnt ath than a ptntial cntact channl21. Th nxt

gnatin f tlvisins, hwv, fats ict Intnt cnnctivity, th ability

t ictly n sphisticat app licatins an svics an, in sm cass, vn

camas. Accing t Stvn Knig, ict f insty analysis f th u.S. bas

Cnsm elctnics Assciatin, 55% f TVs will b Intnt cnnct by 201322.

Ths nxt gnatin tlvisins a, in many ways, wll sit t bcming in-

hm cstm vi cntact vics.

In many hms, xisting tlvisins a alay pat f a ich, cnnct, intitiv

applicatin platfm – cnt gnatin gaming cnsls. As with th tlvisin,

gaming cnsls hav nt taitinally bn sn as a caniat cntact channl

(pssibly t th limit capabi litis f pvis gnatin cnsls). Hwv,

cnt gnatin cnsls nw njy significant makt pntatin. Astalian

gaming cmmnity sit Ktak stimats that 1.7 millin Nintn Wii cnsls,

800,000 Micsft Xbx 360 cnsls an 646,000 Sny PS3 cnsls hav bn sl

in Astalia23 by th n f 2009.

W mntin in Sctin 4.1 that mbil hansts a vlving int cnvg

vics, bt, as th pcing paagaphs sh w, hansts a nly n xampl f

vics wh fnctinality is cnvging. Nw classs f cnvg vics a

mging apily. oth xampls f cnvg vics likly t gain tactin in th

igital hm incl mia-cntic slat vics (sch as th Appl iPa an th

Tlsta T-Hb24) an ntwk-cnnct -bk as (sch as th Amazn Kinl).

Mbil hansts an’t th nly

cnvgnt vics that may b s

f cstm cntact




Cnsm lctnics mach twas th igital hm has tw significant

implicatins f financial svic pvis sking t sppt Mic Bsinss

cstms. Fistly, many cstms nt nmally cnsi havy ICT ss,

paticlaly in th ‘Mbil Wk’ an ‘Ta Wk/Svic Pvi’ wk

typs, glaly s hm vics which can pvi thm with accss t highlysphisticat cmmnicatins svics. Ths mging vics may wll b th

nty pint f ths wk typs nt th onlin channl.

Th scn implicatin is that financial svic pvis will b fac with a

ivsity f highly capabl cnvg cmmnicatin vics, many f which may

act as cntact channls t thi cstms. A vlpmnt which may hlp mitigat

th cmplxity f pviing cstm cntact fnct ins thgh an csystm

f htgns cnvg hm vics is th mgnc f hm ntwk

gatways. Ths can ptntially pvi a singl abstactin lay thgh which

ganisatins sch as financial svic pvis can accss xps a st f

cnsistnt wll-fin hm an ntwk svics insta f tying t manag a

wi ang f ispaat vics.

4.3 The Soci Intenet

M o b i i t y

ICT Intesity

MobieWokes

TdeWoke

SeicePoide

romingPofessions

InfomtionPofessions

DecisionMkes

OfficeKnowedge

Wokes

on f th mst wily pt tns in th applicatin f tchnlgy has bn

th spctacla gwth in th s f scial platfms alng with scial ntwks

an th scial mia implmnt n thm. Nilsn onlin pt that th tim

Astalians spnt sing scial mia sits incas fm 800 millin mints

p mnth in Agst 2008 t 1600 mints p mnth in Jn 2009; bling in

n 12 mnths25. Nilsn als pt that v nin millin Astalians a activ

paticipants in at last n f th maj scial ntwking sits (with 83% f scial

ntwk ss inicating that Facbk is thi main scial ntwking sit) 26.

It is cmmnly pciv that ths scial platfms a lagly th main f

Gnatin Y (cntly nly 9% f Mic Bsinss wns). Hwv, sach

sggsts scial mia an scial platfms a incasingly imptant f th

Gnatin X (31% f Mic Bsinss wns) an Baby Bms (40% f Mic

Bsinss wns). ov th 12 mnths ning Jn 2009, Fst pts that th

pptin f Astalians ag 35-44 wh s scial mia gw fm 35% t 46%

an that f ths ag 45-54, scial mia gwth was vn stng, fm 24% t

Cstms wh hav nt bn

havy ICT ss will gt accss

t sphisticat cmmnicatins

capabilitis via cnsm vics in

th igital hm

Scial platfms a nt jst f

Gn-Y, Gn-X a havy apts t




39%27. A 2010 sty by Intnt mniting cmpany Pingm analys cs f

u.S. visits t maj scial platfms28 t tmin th ag istibtin f visits

(shwn in Chat 26). using figs fm that sty an xcling visits n 18

an v 65, th avag visit ag t ths scial platfm sits is actally abt 40

yas l

29

.

Cht 26: age Distibtion of u.S. visitos to Seection of Mjo Soci

Ptfoms

0

5

10

15

20

25

30

0-17 18-24 25-34 35-44 45-54 55-64 65+

%

o f V i s i t o r s

Age (years)

Dt Soce: Googe ad Pnne

Th Th gwth f scial platfms amngst th pplatin fm which Mic

Bsinss wns mg is imptant f tw ky asns. Fistly, f its implicatins

gaing channl mix an, scnly, f th way it ptntially inflncs hw Mic

Bsinsss gt avic abt financial svics an financial svic pvis.

Fm a channl pspctiv, Astalians fin scial platfms vy sticky. Th Nilsn

Cmpany pts that in dcmb 2009, nlin Astalians spnt six hs 52

mints p mnth ngag with scial platfms (th highst f any natinality

mas) an glbally tim spnt n scial platfms m than bl fm

dcmb 2007 t dcmb 200930. Tsa Spti, th ha f Mak ting an

Tchnlgy at alstatviw.cm.a pts that in 2010 th avag Astalian

Facbk visit spns v ight hs p mnth n th sit31.

Fm an inflnc pspctiv, high incm Astalians tn t b gla ss

f ths nw channls32. Accing t Fst, high-incm ans a activ

scial platfm mmb wh a v-psnt as bth ‘citics’ (wh a likly t

cntibt pct viws an pinins t scial platfms) an ‘cllcts’ (wh

a likly t gath an analys sch pinin). Scial platfms a gwing in

imptanc as bth a cntact channl pfnc an a sc f infmatin an

avic.

Scial platfms a vy

“sticky” channls

Scial platfms a paticlaly

imptant f high incm

Astalians




Cse Stdy 1: ameicn Epess Cetes OPEN Fom33

Cse Stdy: ameicn Epess Cetes OPEN Fom

Th cmbinatin f th chang in th nat f avic shwn abv with th

gwth in ngagmnt with an lianc n scial mia ffs th ptntial

f financial instittins t nt nly bil latinships with inivials, bt t

activly paticipat in th cnvsatins which Mic Bsinss cstms hl

gaing thi financial svics pvis. emgnt xampls f this can

alay b sn.

T hlp ngag with Amican small bsinsss, Amican expss has cat

a scial platfm call “oPeN Fm”, http://www.pnfm.cm , wh

small bsinsss can sha cnvsatins an ias (Amican expss oPeN is

thi small bsinss ban in th unit Stats).

Amican expss glaly cntibts cntnt tagt spcifically at

small bsinss fm bth intnal an synicat scs. Cntnt is ftn

synicat fm aths with significant scial ntwking pfils (f

xampl th ntpn an blgg Gy Kawasaki) in t lvag thi

xisting ntwks t acqi nw visits an ptntial mmbs t th oPeN

Fm. Aitinally, Amican expss activly paticipats in many f th

iscssins ccing within th fm.




4.4 The Medi-Centic Intenet

M o b i i t y

ICT Intesity

MobieWokes

TdeWoke

SeicePoide

romingPofessions

InfomtionPofessions

DecisionMkes

OfficeKnowedge

Wokes

Th Intnt has ctainly bcm a mainstam mia ngagmnt an

cnsmptin channl. In fact, milif Astalians nw spn ghly th sam

tim ngag with nw mia (Intnt an gaming) as thy with taitinal

mia (tlvisin, ai an pint)34. on f th axims f mia tchnlgis is

that cntnt tns t bcm ich v tim an th Intnt is n xcptin. Th

minant mia fms n th Intnt hav pgss fm pminantly txtal

at its instigatin t ai. Nw vi an intactiv gaming a th minant taffic

fms n th cnsm Intnt.

Glbally, Intnt vi nw psnts n thi f all cnsm taffic n th

Intnt an is pict t gw t 91% by 201335. This tn is bing plicat n

mbil ntwks, with vi pict t accnt f tw this f all nlin ata

taffic by 2014 – amnting t sm 2.4 tabyts f taffic p mnth 36.

Initial ss f Intnt vi hav bn as istibtin channl f mainstam mia

(f xampl Hl in t h u.S., th BBC iPlay in th u.K. an ABC iViw & FoXTeL’s on

My PC’ initiativs in A stalia) an, famsly, f scial mia (f xampl YTb).

Many Intnt cmmnicatin svics sch as Skyp hav als ff vi calling

capabilitis f sm tim with sm lvl f accptanc. W a nw als sing th

mgnc f sm nw applicatins incling pminantly vi-bas scial

ntwking tls (sch as Chatrltt37).

Astalians spn as mch tim

ngag with nw mia as thy

taitinal mia

Th minant mia n th Intnt

has pgss fm txt t ai

an nw vi.




Cse Stdy 2: Bnkinte’s video Contct Cente38

Cse Stdy: Bnkinte’s video Contct Cente

Spanish bank Bankint has aggssivly ps a mltichannl cstm

cntact statgy an in 2007 lanch a ich mltichannl cstm cntact

systm, incling vi calling (incling a campaign spplying many

cstms with wbcams an ai hasts)

Cstms can ith lanch a vi call fm th Bankint wbsit s

thi vi-capabl 3G mbil phn. Abt 200 f Bankint’s agnts a

qipp t hanl vi calls, hanling v 1000 vi calls p ay. Th

svic liv high sals cnvsin ats f (25% f vi vss 18%

avag f th channls) an a gat cstm satisfactin (sc f

an 85% satisfactin vss 75% avag f th channls).

4.5 The rest: Chnne Compeity

Fig 1 picts a typical ang f channls that may b s tay t liv svic

thgh t cstms. High lvl tns intifi s fa in this sctin a:

• evlving mbil tchnlgy, incling vic cnvgnc

• Th vltin f th igital hm

• Th is f th scial Intnt

• Th Intnt bcming m mia-cntic

Cmbin, ths tns all pint t th fact that financial svics pvis a

facing smthing f a ‘tipl chal lng’, slting in apily incasing cstm

cntact channl cmplxity (s Fig 2) . Fistly, cstms hav a gat ang f

highly capabl vics fm which thy might accss financial svics (an, in many

cass, will xpct t b abl t s) at hm, in th wkplac an n th a.

Scnly, nw channls accss thgh ths vics mv int th mainstam

vy qickly, slting in an xpctatin f m cstms that thy shl b abl t

accss cmpanis an thi svics sing thm. Lastly, th svics thy accss n

ths vics a incasingly sphisticat, ftn blning aspcts f simpl, m

taitinal cntact channls. A singl scial platfm might, f xampl, bln vic

chat, txt chat, cmnt shaing an vi.




Fige 1: Chnne Compeity Tody

Fige 2: Chnne Compeity Tomoow

Bnches

aTM

SeiceKiosks

MobieSesFoce

voice

Emi

SMSMMS§

Ivr+Web Mobie

Web

videoCing

Web-cht MobieCients

Mi& F

rich MediCients

Mtimedi Cients

CobotieToos

vit WodsSecond life, Thee.com & moe diy

Instnt MessgingaIM,Jbbe & moe diy

Soci MediFcebook, Twitte & moe diy

MobieWeb

Co-bowseCick-to c

Cick-to-chtetc

Onine & Mobie Onine

Financial svics pvis n t ppa thmslvs f this ‘tipl challng’ by

biling capability t intgat nw an m cmplx cntact channls int thi

cstm cntact infastct m qickly an chaply than thy hav t at.

4.6 Thee Cstome Epeience ConceptsFm Sctin 2 w nst that rlatinship an Pblm rsltin an

a citical ivs f satisfactin. W als nt that all channls a citical t

Mic Bsinsss f satisfactin. Sctin 3 highlight that whn it cms t

nstaning thi ns, lcatin an ICT intnsity can pvi gat alignmnt

f svic ffing t xpctatin. S fa in this sctin, w hav xamin hw th

cmmnicatin tchnlgy nvinmnts f Mic Bsinss wns will vlv. F

th main f this sctin w will xpl hw a pvis ICT infastct can

b s t vlv, t bil an pn th latinship btwn pvis an thi

Mic Bsinss cstms.

W knw that f Mic Bsinsss, rlatinship an Pblm rsltin ivcstm satisfactin. A lag by f sach alay xists an cstm

xpctatins f th cstm cntact xpinc an mch f this sach can b

smmais as a st f impativs f sign f th cstm cntact xpinc

that align stngly with rlatinship an Pblm rsltin.

voice

Emi

Bnches

aTM

Ivr+ SMS

Mi& F

MobieSesFoce

MobieWeb Web Mobie

Cients

Onine & Mobie Onine

Financial svics pvis n

t psitin thmslvs t a m

cmplx an apily changing cntact

channl mix




4.6.1 “Epets anywhee”

W’v sn in Sctin 2 that accss t xptis fm thi financial svic pvis

is imptant t Mic Bsinss wns. Pviing accss t this xptis mtly

is a ky way f managing th cst, pctivity an cmplxity f xpsing this

xptis t cstms.

Many ganisatins hav implmnt mchanisms t lt cstms in a banch

accss xpts an aviss lcat at th Banchs, cntact cnts cnts f

xptis39. Ths appachs hav lagly bn bas an stan-aln vi

cnfncing sltins which cnnct icat in-banch vi cnfncing nits

vi phns t a limit st f np ints in th ganisatin (as pict in

Fig 3). This limits th bath an pth f scs that can asnably b ma

availabl.

Fige 3: accessing Epetise remotey Tody

Th “xpts anywh” cncpt stats with th pmis that:

• Fll-svic financial svic pvis sk t xpan th bath an qality

f avic/xptis thy can xps t cstms as an imptant sstainabl

iffntiat. Ially, thy’ lik t xps xptis, whth its lcat in a

banch, cnt f xptis, a back-f-hs l in th mbil wkfc

• Whn thy pvi avic mtly, thy want t mv twas a m ngaging

xpinc t hlp bil th latinship btwn th cstm an th instittin

• o sach shws that Mic Bsinss wns a incasingly mbil, s thy

want t pvi xp tis t thi cstms n th g

• Thy want thi cstm an xp ts nt jst t cnvs, bt t cllabat

ffctivly t gt th jb n an pblm slv.

Fig 4 picts th “xpts anywh” visin, which allws xpts in th

ganisatin t cnnct ictly t Mic Bsinss cstms whth thy hav

cm t a banch, a lcat at hm, anth wkplac vn n th a.

Lvaging th pw f incasingly sphisticat unifi Cmmnicatins an

Cllabatin (uC&C) platfms mans that, ath than simply hling a vi

cnvsatin, th cstm an th Avis can cllabat ffctivly, shaing ata

an applicatins, as wll as shaing an jintly wking n cmnts.

Tay, accss t th bath an

pth f scs is limit

Bnch Cente of Epetise

Cstome adise/Speciist

videoConfeencing

unit

Speciisedvideophone

videoConfeencing

unit

SpeciisedDesktop

Speciisedvideophone v

i d e o c o n f e r e n c i n g

S y s t e m

uC&C nabls th cstm t

cnnct thgh th channl an

vic thy pf




Basing “xpts anywh” n an pn uC&C platfm mans that it can b

intgat with th cstm cntact plat fms, f xampl:

• Cntact ting systms t allw gat flxibility in th schling f avic

sssins

• Cntact qality managmnt systms s w can mas an manag th qality

f xpinc th cstm civs

• dcisin sppt tls sch as ‘nxt bst actin’ cmmnatins pvi

sppt t xpts

• Cntact analytics systms t min avic sssins f ptntial ft p-sll

css-sll pptnitis.

Fige 4: The “Epets anywhee” vision

T gt a pict f th cstm xpinc that “xpts anywh” might liv,

cnsi th fllwing xampl f th xpinc a al cstm might civ:

Home

Bnch

On the rod

Bck of Hose

Cente of Epetise

On the rod


lptop

Ste &Netwoked

Tv

IPvideophone

Genedesktop with

webcm

lptop

video-cpbe

smtphone

lptop

video-cpbe

smtphone

video

Confeencingunit

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SpeciisedDesktop

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u n i f i e d C o m m n i c a t i o n

s & C o a b o r a t i o n

B r i d g i n g S e r i c e s

E n t e r p r i s e u n i f i e d C o m m n i c a t i o n s & C o o b o r a t i o n




Scenio 1: “Epet anywhee” in action

“Epets anywhee” in action

Vinc, a fam (an Mbil Wk) in Mila happns t b in twn an

ps int his banch t iscss financing f sm nw machiny h is

cnsiing. All th banch xpts a cntly t sing clints n sit. Th

cstm svic cnsltant in th banch that knws Vinc, ss psnc

via th banks unifi Cmmnicatins t intify an lcat an availabl

mtly lcat xpt an facilitats a vi banking cmmnicatin in a

pivat m within th bank.

Th xpt ss v i an cllabatin tls n a PC in th vi cnfnc

facility t psnt Vinc with th ncssay infmatin gaing his financing

qst. Th xpt is abl t p pplat an cmplt th cmntatin

an pint t lcally s that Vinc can xct th cmntatin at th lcal

banch.

With p-appvals nw in plac, whilst in twn, Vinc can cmmnc

iscssins with his machiny sppli.

“Epets anywhee” Tody nd Tomoow

A sbstantial pat f th “xpts anywh” visin can b liv tay. Lag

Astalian financial ganisatins hav alay invst in th c tchnlgis

n t stat binging “xpts anywh” t lif:

• Intgat high sp cpat wi aa ntwks, sch as th Tlsta Nxt IP™

ntwk an Nxt G™ ntwk, cnnct with g vics capabl f managing

an piitising mltimia taffic

• An IP-bas ntpis uC&C platfm

• Sc mt ntwk accss f spcialist s xpts n th a.

By tilising ths xisting ky cmpnnts, it is pssibl f xpts at any fix

lcatin, mbil lcatins in th ganisatin with mbil cvag, t b

cnnct with cstms sking avic in any Banch, fm th hm n-th-a.




Fige 5: “Epets anywhee” Tody

evltin twas th fll “xpts anywh” visin will qi a nmb f

tchnlgy capabilitis t mat. In paticla:

• Intgating staff n smatphns int “xpts anywh” qis biging

btwn ntpis uC&C an vi calling n 3G tlphny ntwks. This

capability is jst bginning t mg with a smal l nmb f aly apts

tialling implmnting this capability

• Staff n th a sing laptps qipp with high sp wilss baban (sch

as Tlsta Nxt G™ wilss baban) can alay b intgat with “xpts

anywh” bt cnnctins will lack n-t-n qality managmnt. Stanas

bis a jst cnsiing xtnsins t mbil ntwking ptcls which will

nabl sch qality f svic managmnt

• Th path t xtn “xpts anywh” t t cstms vais pning n

th qipmnt thy s. Th fnctinality qi t intgat with cstm’s

n-th-a is a simila st t that n t intgat mbil staff. Accssing

“xpts anywh” fm ‘igital hm’ vics sch as ntwk tlvisins,

gam cnsls an mia tablts witht nmanagabl cmplxity will bcm

fasibl with a cming gnatin f hm ntwk gatways. Ths will pvi

a cnsistnt svic intgatin lay acss th massivly ivs ang f igital

hm vics.

Bnch Bck of Hose

Cente of Epetise

On the rod


IPvideophone

Gene

Desktop& Webcm

lptop

videoConfeencing

unit

IPvideophone

GeneDesktop

& Webcm

videoConfeencing

unit

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E n t e r p r i s e u n i f i e d C o

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In tim, mbility intgatin will

xtn th ach f th “xpts

anywh”




4.6.2 “My Bnch anywhee”

As th sach in Sctin 2 inicats, th Banch is at th cnt f a p

latinship btwn a Mic Bsinss wn an his h financial svics

pvi. Hwv, sctins 2 an 3 als shw s that Mic Bsinss wns

(paticlaly high tnv Mic Bsinsss) a incasingly mbil, ftn makingit m ifficlt f thm t gt t thi hm banch. Whn thy can’t accss th

Banch, ths high val cstms all t ftn n p talking t a cntact cnt

agnt wh may may nt b awa f th nat an histy f thi latinship

with th ganisatins th cntxt f thi call.

Th “my banch anywh” cncpt stats with th pmis that

• F many Mic Bsinss wns, th Banch an th tam in it is at th hat f

th latinship with thi financial svics pvi

• Banch-cntic Mic Bsinss cstms wl lik t b abl accss thi

latinships with Banch staff fm m placs, paticlaly as Mic Bsinsss

wns cntin t bcm m mbil

• In t hlp pn th latinship with high val cstms, financial

svic pvis a willing t xtn accssibility f Banch staff, pviing it can

b n witht impacting Banch pctivity

• enablmnt sing th cstm’s pf channl

• “My banch anywh” (pict in Fig 6) sks t x tn th cstm-Banch

tam latinship byn th bicks an mta f th Banch.

Fige 6: The My Bnch anywhee Concept

onc again, bcas th c f “my banch anywh” is an pn ntp is uC&C

systm, w can intgat “my banch anywh” with cntact qality managmnt

Th banch tam a citical t

th cstms’ latinship an

accss t thm in an incasingly

mbil sgmnt is an imptant

cnsiatin

Mobie

Desktop

lptop

Ste &Netwoked

Tv

Gene

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video & MtichnneCstome

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systms t ns a cnsistnt cstm cntact xpinc an with cntact

analytics systms t min cntacts f cstm intllignc.

T gt a pict f th cstm xpinc that “my banch anywh” might

liv, cnsi th fllwing xampl f th xpi nc a high val cstm

might civ:

Scenio 2: : “My Bnch anywhee” in action

“My Bnch anywhee” in action

davi (a dcisin Mak) wns a lcativ nvatin Mic Bsinss an

has bn aling with rbcca at th Amaal Banch t bgin ganising

invstmnt lans n anth tw pptis that h’ll nvat an sll.

davi calls th bank’s 1-300 bsinss nmb an is immiatly intifi.

“My banch anywh” knws davi is a high val cstm wh glaly

als with ith rbcca Sam at th Amaal Banch. It als knws

that davi is calling fm his vi- capabl mbil an that h is cntly

tavlling. using psnc infmatin fm th ntpis uC systm, “my

banch anywh” knws that rbcca is in a mting bt Sam is f an at

his sk.

davi has a mssag “Hi davi, rbcca, wh y’v bn aling with,

is nt availabl at th mmnt. If y’ lik, I can cnnct y t Sam at th

Amaal Banch immiatly cnnct y t n f th invstmnt

lan Aviss”. davi says h’ll spak t Sam. A pp-p n Sam’s PC scn

shws him that davi is calling an givs him a ht-link t all f davi’s

infmatin.

“Hi davi, its Sam, hw a y ing tay…”

“My Bnch anywhee” Tody nd Tomoow

Maj financial svic pvis hav alay implmnt mst f th fnctinal

cmpnnts qi t bgin th jny t “my banch anywh” visin incling:

• Intgat high sp cpat wi aa ntwks with g vics capabl f

managing an piitising mltimia taffic sch as th Tlsta Nxt IP™ ntwk

an Nxt G™ ntwk

• An IP-bas ntpis nifi cmmnicatin an cllabatin (uC&C) platfm,

incling IP tlphny

• Cstm rlatinship (CrM) systms which can xps a ang f static cstm

pfil infmatin

• IP-bas cntact managmnt platfms that can b intgat with cstm

infmatin systms an tam mmb availability t t cntacts bas n

simpl bsinss ls an static cstm pfil infmatin.

Fige 7: The “My Bnch anywhee” Tody




thy a cntacting th bank an ptimis th cntact t ass that pps

• Cstms shl b abl t cntact th bank n thi pf channl

• If th bank cntacts thm, it shl s it s cstm knwlg t cntact thm

n th bst channl an at th bst t im (an if it is making an ff it shl b

th ight ff f thm)• ‘What is mas gt s manag’, s if a cnsistnt cstm xpinc is

sght, masing imptant aspcts f th cstm xpinc ath than p

pxis is citical

• By masing cstm xpinc an patinal pfmanc in a timly way,

th bank can cntinsly ajst patinal lvs lik schling, ting, agnt

skills an taining in an vinc-bas way, t ptimis th pfmanc f thi

agnts, tams an cntact cnts.

Fige 8: The Pesonised Contct Cente vision

S hw is th cstm xpinc nabl by th Psnalis Cntact Cnt

iffnt fm xpinc f tay? Th fllwing is an xampl f what an

intactin might fl lik.

Mobie

Desktop

lptop

Ste &Netwoked

Tv

Gene

Soci Ptfoms

video & MtichnneCstome

voice fied

voicemobie

Emi

Cht

I P - b a s e d M t

i c h a n n e C o n t a c t C e n t r e P a t f o r m

C o n t a c t C e n t r e P e r f o r m a n c e M a

n a g m e n t

InteigentadptieContctroting

ContctDt

ContctInfo

PefomnceDt

ContetGidnce& Sppot

PefomnceDien Tiningre-timePefomnceFeedbck

re-timePefomnceFeedbck

CstomeDtContct

Info

CstomeDt

ContctInfo

Pefomnce Dien roting

PesonisedIvr

Tetanytics

agentPefomnce

anytics

Speechanytics

re-timeC

Monitoing

Ctomerecods& Pofie

PocessGidnce

Pedictie &Beho

Modeing

DecisionSppot

Contct anytics

CstomeInteigence

Contct OchesttionCstomeInteigencemined fom

Contcts

Tem lede& CenteMnge

agent




The Pesonised Contct Cente Tody nd Tomoow

As with th pvis cstm xpinc cncpts, financial svics instittins

a alay wll plac t implmnt aspcts f th Psnalis Cntact Cnt

thgh thi xisting invstmnts in IP-bas cntact platfms, cntact qality

managmnt systms, ‘nxt bst actin’ cisin sppt tls an cstm

intllignc tls, incling pictiv an bhavial analytics.

Fig 9 shws hw ths xisting cntact infastct assts can ptntially b

cmbin t fm a stating pint n th Psnalis Cntact Cnt jny. using

this appach tay, financial svic ganisatins can pvi thi cstms with

a mass cstmis cntact cnt xpinc ath than a tly psnalis n.

This appach als pvis cstm xpinc ata t infm cntact patins

cnfigatin cisins, bt witht th tightly intgat vinc-bas cisin

fback lp f th fll Psnalis Cntact Cnt cncpt.

Fige 9: The Pesonised Contct Cente Tody

Th cnt gnatin f IP-bas cntact platfms a nt tly mltichannl,

bt pmit ganisatins t intgat vic, mail, chat an phaps nlin vi

(althgh sally hanl with vaying lvls f capability). Th nxt gnatin f

cntact platfms a mltichannl fm th gn p an will allw btt an

asi intgatin f nw channls incling scial platfms as thy ach matity.

Tly psnalis IVrs with th capability t aapt th intactin in spns t

cntxtal infmatin an inivial pfncs a abt tw yas away fm

mainstam plymnt. Hwv, sing xisting IVr tchnlgy, a financial svics

pvi can ffctivly tail th xpinc t sm xtnt f ba cstm

gps iffntiat by lativly simpl an static cstm ata.

Psnalis xpinc bas n

pictiv an bhavial analytics

Gene

Cstome

I P - b a s e d M t i c h a n n e C o

n t a c t C e n t r e P a t f o r m

voice fied

voicemobie

Emi

Cht

SimpeContctroting

ContctDt

DeyedPefomnceDt

Non-ContetGidnce& Sppot

DeyedPefomnce

Feedbck

CstomeDt

CstomeDt

DeyedMn

Feedbck

agent Pefomnce anytics

Ivr

Tetanytics

Speechanytics

Ctomerecods& Pofie

PocessGidnce

Pedictie &BehoModeing

DecisionSppot

Contct CenteMngment

Systems

ContctOchesttion

CstomeInteigence

Tem lede& CenteMnge

agent

Nxt gnatin mltichannl

cntact platfms will nabl asi

intgatin t apily vlping

channls




As t nstaning th actal cstm xpinc, th cnt gnatin f

cntact qality managmnt tls hav an cntin t mak api pgss in

masing imptant aspcts, incling mtinal spnss, sntimnt, intnt

an cmplianc t pcss. ealy stag sltins vn xist which can mnit th

agnt’s cgnitiv la as a pict f thi p fmanc. Tay ths tls avtically intgat sltins lagly fcs n pst hc analysis which is pt

t tam las an cnt managmnt f fth analysis an actining at a lat

tim. Tw pcming tns in cntact analyt ics will b:

• Th mlaisatin f th spch an txt analytics nabls fm ths sits,

allwing thi s f th applicatins sch as cntact pptnity mining;

an

• Cntact qality managmnt tls, will incasingly mg with th cnt

patins systms incling schling, pting, wkfc managmnt

an -laning systms slting in a nw class f tls call ‘Cntact Cnt

Pfmanc Managmnt’ sits, which tightly cpl patinal pfmanc

an cstm xpinc masmnt t th cnt’s patinal cnfigatin.

Anth xciting vlpmnt is th cnt mgnc f ‘al-tim call mniting’

tchnlgy which cntinsly mnits th cnvsatin btwn a cstm an

agnt, intifying phass f intst (sch as ‘s any nw cstms’ in th xampl

f Maika an Chis abv), ptntially tigging cmmnatin an cisin

sppt tls in al tim, fllwing th fcs f th cnvsatin.

Smmy

• Mic Bsinsss incasingly hav Intnt-cnnct mbils an s thm t

accss Intnt svics

• Whilst th PC is nt th pf vic by sm wk typs with basic ICT

qimnts, w shl nt ls sit f v ics within th hm that thy s.

With th avnt f th igital hm, ths vics mayb th nty pint f ths

typs f wks int th nlin channl. N shl w ign ths vic s by

ths wk typs wh tay a intmiat avanc ICT ss

• Scial platfms sag is nw mainstam at a gnatinal lvl an in

paticla, with high nt incm Astalians

• Astalians spn as mch tim ngag with nw mia as thy with

taitinal mia

• Th minant mia n th Intnt has pgss fm txt t ai an nw

vi

• Channls s t liv svic a nw bcming m cmplx an caying

ich mia. Th bnais btwn channls is bling

• Th cstm xpinc cncpts xpling hw th ky banch, cntact cnt

an Avis channls can b vlv hav bn vlp:

- “xpts anywh”

- “my banch anywh”

- Th Psnalis Cntact Cnt.




• F ach f ths cncpts, maj Astalian financial svic pvis can

alay implmnt aspcts f th cstm cntact visin thy pict sing ky

tchnlgy infastct thy’v alay ply. Mst citically, xpliting

thi xisting invstmnts in:

- Intgat IP ntwks - entpis unifi Cmmnicatins an Cllabatin (uC&C) platfms

- IP-bas cstm cntact platfms

- Pictiv an bhavial analytics

- Cntact qality managmnt systms.




This pap has mnstat hw Astalian financial svics instittins can

cat nw svic xpincs t impv cstm svic t Mic Bsinsss

by lvaging an nhancing th vast invstmnts alay ma in c IP

cmmnicatins tchnlgis. Th vinc sggsts that t th is sgmnt, mbil

tchnlgy cntly plays, an will incasingly play a citical l in thi

xpctatins f hw pblms bcm slv an shap th vy nat f thi

latinship with thi financial instittin.

Wht do we know?

• Cstm satisfactin is an iss f th highest e Mic Bsinsss, f

cnt pspctiv Mic Bsinss wns ged 30–54 yes an f th

agict, Mnfcting, Finnce, Popety & Bsiness Seices, Commnity

Seices, recetion nd Peson Seices indsties

• Pobem resotion an retionship a th mst imptant ivs f

Satisfactin, Avcacy an ovall G Svic

• dspit th is f nlin channl sag, th Bnch, Phone Bnking nd adises

main citical channls f satisfactin

• Channls a n lng istinct an a bcming incasingly cmplx,

intgat an mltichannl

• Psitiv attits twa tchnlgy, a hl stngst by ths Mic Bsinss

wns ged <54 yes, the net mjo ownes of Mico Bsiness.

Wht do we need to think bot?

• Mic Bsinsss as w knw thm tay will f namntally chang thgh

tim, as w s wkplacs an wkfcs that will shift t pat in mtipe

octions an with mch gete ICT intensity

• Tchnlgis that liv pesonistion, mtichnne/mod ccess,

cobotion nd pediction a citical t impving svic t Mic Bsinsss

via th Banch, Cntact Cnt an dlivy Channls

• rlativ t all th ntpis sizs, Mic Bsinsss tay a th mst mbil,

last fix lcatin bas bsinsss

• loction nd ICT Intensity vaiabls a liabl picts f n whn

incpat within a cmphnsiv ns analysis.

5. CoNCLuSIoN




Wht do we need to do to impoe seice?

Impving svic t Mic Bsinsss can b achiv thgh nhancing xisting

invstmnts in IP cmmnicatins with sltins that:

• Pvi mch gat accss t xptis within th ganisatin ispctiv f

channl vic pf by th cstm

• enabl th banch tam t bcm an intgal pat f th cntact manag mnt

pcss

• Mak th cntact cnt xpinc psnalis thgh pictiv an

bhavial analytics.

By incpating cstm knwlg f mbility an thi ICT intnsity within a

cmphnsiv ns analysis, tgth with tchnlgis t nabl mt wking,

nifi cmmnicatins, cnfncing an cllabatin, cntact cnt analytics

– pvis nw cnmic fntis t ptimis istibtin assts an sign nw

svic xpincs val by cstms.




6. ABouT THe AuTHor

rocky Scopeiti

rcky Scplliti is th Gnal Manag - Banking, Financ & Insanc, Insty

dvlpmnt at Tlsta entpis & Gvnmnt. In this l, rcky is spnsibl f

acclating th awanss f an aptin f Tlsta’s tchnlgy sltins in th

Financial Svics sct.

rcky has xtnsiv xpinc in bth th Infmatin Tchnlgy an Financial

Svics scts, wh h has hl sni managmnt spnsibilitis cvingPct dvlpmnt, Statgy & Planning, Bsinss dvlpmnt an Statgic

Makting.

ecat in Astalia an th unit Stats at Syny univsity an Stanf

univsity, rcky has a Gaat diplma in Cpat Managmnt an a Masts

in Bsinss Aministatin.




7. ACKNoWLedGeMeNTS

Wen Jennings

Wan Jnnings is a Sni emging Tchnlgy Spcialist in Tlsta’s Chif

Tchnlgy offic. H spcialiss in cstm cntact tchnlgis. Wan

wks with Tlsta, cstm cntact tchnlgy vns an insty bis t

nstan hw mging tchnlgis can hlp impv cstm svic.

Wan has cas f xpinc hlping lag ntpiss tmin hw

tchnlgy can hlp thm tak fll avantag f thi knwlg an infmatinscs t impv pfmanc.

Wan has hns gs in scinc an ngining fm Mnash univsity an

a Masts g in elctnic Cmmc fm dakin univsity

roy Mogn resech

ry Mgan rsach is th lagst inp nnt Astalian sach cmpany, with

ffics in ach stat f Astalia, as wll as in th unit Stats, unit Kingm,

Nw Zalan an Innsia. A fll svic sach ganisatin spcialising in

mnibs an synicat ata, ry Mgan rsach has m than 65 ya’s

xpinc in cllcting bjctiv, inpnnt infmatin n cnsms.

In Astalia, ry Mgan rsach is cnsi t b th athitativ sc f

infmatin n pint mia masmnt, financial bhavi, vting intntin an

cnsm cnfinc. ry Mgan rsach is a spcialist in cntact cstmis

svys which pvi invalabl an ffctiv qalitativ an qantitativ

infmatin gaing cstms an tagt makts.




assisted GPS (a-GPS)

Lcating vics sing GPS aln is pn t inaccacy lay in ctain

cicmstancs (paticlaly in highly bilt p aas). A-GPS ss mbil ntwk

infmatin t impv bth th accacy an sp f GPS lcatin.

Bodbnd

Baban in tlcmmnicatins fs t a signaling mth that incls

hanls a lativly wi ang f fqncis, which may b ivi int channls

fqncy bins. Baban is always a lativ tm, nst accing t its

cntxt. Th wi th banwith, th gat th infmatin-caying capacity.

Co-bowsing

C-bwsing is sht f cllabativ bwsing. It fs t th pcss f t w ppl,

n iffnt n vics (sally PCs mbil vics) bing abl t simltansly

an cllabativly viw, navigat an thwis intact with a wb sit wb-

bas applicatin.

Cobotion

Cllabatin tchnlgy fs t sftwa sign t hlp ppl (ftn lcat

mtly fm ach th) wk ffctivly tgth t cmplt a sha task.

Typical cllabatin fats incl vic cnfncing, vi cnfncing, instant

mssaging, cmnt stag, fil shaing sha, cmnt catin an mak p.

Commnictions-Enbed Bsiness Pocesses (CEBP)

CeBP fs t th intgatin f nifi cmmnicatins an cllabatin with

c bsinss applicatins, allwing th ganisatin t sbstantially sign

c bsinss pcsss (ath than simply impving th fficincy f xisting

pcsss).

Cstome retionship Mngement (CrM)

Th systm(s) an pcsss s by ganisat ins t manag an tack cntacts

with its vais inivial cstms an th infmatin it hls gaing thm.

CrM systms a typically s by cstm-facing staff t hlp sppt an gi

cstm cntacts.

Entepise Cobotion

entpis cllabatin tchnlgy fs t th sbst f cllabatin tchnlgy

fcs n nabling ppl within an ganisatin t cllabat ffctivly.

8. GLoSSArY




Entepise Mobiity

entpis mbility is an mblla tm f a vaity f appachs aim at

nabling accss t ntpis tls, systms an scs fm mbil vics.

Fcebook

Facbk is a f-accss, pivatly-wn scial ntwking wbsit. uss can jin

ntwks ganis by city, wkplac, schl, gin, tc. t cnnct an intact

with th ppl. Ppl can pst stats, pfil an intst infmatin, phts,

tc. an cmmnt n th pstings f ths. uss xplicitly fin thi scial

ntwk via a ‘finli ’ pcss.

Foth Genetion Netwok (4G)

A class f vy-high-sp ata-cntic mbil ntwks which will b ply

in th na ft ffing sbstantially high banwith than cnt mbil

ntwks.

Instnt Messging (IM)

Instant mssaging is a cllctiv tm f a st f tchnlgis that allw a al-tim

txt-bas cmmnicatin btwn tw m paticipants (wh a typically

mt fm ach th) via a ntwk. Many instant mssaging svics a ppla

amng Intnt ss incling AIM, Jabb, Winws Liv Mssng an Yah!

Mssng. Many scial ntwking applicatins incl instant mssaging as a

cmpnnt.

Intectie voice response (Ivr)

Intactiv Vic rspns is a tchnlgy systm allwing a s t pvi inpt

via vic sing a tch n kypa an pvis spnss via ith c

synthsis spch.

Intectie voice nd video response (Ivvr)

Intactiv Vic an Vi rspns cmplmnts IVr tchnlgy by allwing

tpt fm th systm t incl ith c staming vi as wll as

c synthsis spch.

Gob Positioning System (GPS)

A glbal navigatin systm bas an a ntwk f satllits ply by th

unit Stats gvnmnt. dvics qipp with GPS civs can lcat thi

psitin qit accatly by masing an cmpaing th tim takn f signals t

ach th civ fm vais satllits in th ntwk.

Infomtion nd Commniction Technoogy (ICT)

ICT is an mblla tm which incls infmatin tchnlgy, cmmnicatin

tchnlgy an th intgatin btwn thm.

loction

In this cntnt, lcatin fs t th systmatic tminatin, cing an

pblishing f infmatin inicating th cnt histical ggaphic lcatin f a

s f a lcatin svic.




loction-Bsed Seice (lBS)

A svic applicatin which tiliss th s’s lcatin infmatin (s Lcatin)

t hlp liv cstmis th svic applicatin.

Min Finnci Instittion (MFI)

Th main pminant financial svic pvi s by a givn st f cstms.

Mtichnne

Mltichannl cntact sally fs t intactins which tansitin btwn n

m channls (.g. vic, instant mssaging vi) ing th cs f th

intactin.

Mtimedi Messge Se ice (MMS)

An xtnsin f th Sht Mssag Svics (SMS) paaigm which allws mbil

ss t sn an civ vi mssags an still imags fm thi mbil phn.

Mtimod

Mltimal cntact sally fs t intactins, cmpnnts f which tak plac n

mltipl channls (.g. vic, instant mssaging wb) simltansly. An xampl f

a mltimal intactin is wh an agnt talks t a cstm n a tlphn whil

shwing thm infmatin sing c-bwsing (s C-bwsing) n a PC.

MySpce

MySpac is a scial n twking wbsit with an intactiv, s-sbmitt ntwk

f fins, psnal pfils, blgs, gps, phts, msic, an vis t b sha

with ths. Althgh nt stictiv, th ainc f MySpac is pminantly

tnags an yng alts.

Pesence

In this cntxt, psnc fs t th systmatic tminatin, cing an

pblishing f infmatin inicating th cnt histical stats an availability

f a s f a psnc svic. Psnc is fqntly cmbin with lcatin (s

Lcatin) t inf cntxt infmatin gaing an inivial.

Second Genetion Netwoks (2G/2.5G)

Tms ftn appli t lw sp vic-cntic mbil ntwks. Sm ntwks

agmnt th vic calling capabilitis f 2G ntwks with lativly lw sp ata

tansf capabilitis. Ths a smtims f t as 2.5G ntwks.

Shot Messge Seice (SMS)

A mssaging cmmnicatins svic pvi n mbils Phns an mbil

ntwks which allw ss t sn an civ txt mssags f p t 160

chaacts fm thi mbil Phn. SMS txt mssaging is th mst wily s

ata applicatin n th plant, with 2.4 billin activ ss, 74% f all mbil

Phn sbscibs sning an civing txt mssags n thi Phns.




10. BIBLIoGrAPHY

Ags f Scial Ntwk uss, Apil 20th 2010

Astalian Ba f Statistics, Cnts f Astalian Bsinsss, Incling entis an

exits, Jn 2003 – Jn 2007, 8165.0, Tabl 13 p 18

Astalian Cnsl Sals Figs Sinc Lanch, Ktak Astalia Apil 2010

Astalia in 2020: A Snapsht f th Ft, McCinl rsach 2008

Astalian Banks-Bsinss Banking rviw, Mill Lynch, 31 Mach 2009 p 41

Astalian Qatly PC Makt upat, 4Q09, IdC Inc., Fbay 2010

Back t Bsinss Svy, Tlsta & Cncil f Small Bsinss f Astalia, 2010

Catis tlk n cnsm spning figs, Financial rviw, 16 Fbay 2010

Cisc Visal Ntwking Inx: Glbal Mbil data Taffic Fcast upat, 2009-

2014, Cisc Systms Fb 9th 2010

Hypcnnctivity an th Appaching Zttabyt ea’, Cisc Systms, Jn 9th 2009

L by Facbk, Twitt, Glbal Tim Spnt n Scial Mia Sits p 82% Ya ov

Ya, Th Nilsn Cmpany, 8th Api l 2010

Milif Astalians Flck t Scial Mia, Fst rsach Inc., Sptmb 4, 2009

Mbil Wannabs A th Fastst Gwing Sgmnt, entpis Mbil us Fcast,

Fst In octb 2008

Nilsn’s 2010 Scial Mia rpt’, Th Nilsn Cpatin, 2010

ry Mgan rsach, Mach 2010

ry Mgan Cstm Satisfactin Figs:

http://www.ymgannlinst.cm/Bws/Astalia/Financ/Cstm-

Satisfactin/Cstm-Satisfactin-Small-Bsinss-owns-in-As.aspx

Silicn Vally Plts TV Takv as Wb Cnnctins Bcm Nm, Bsinss Wk

Apil 9th 2010

Scial Statgis f Astalian Cnsm Financ, Fst rsach Inc., dcmb

14, 2009

Scial Mia div s Hs Spnt onlin, Nilsn onlin, 13 octb 2009

Th Tlsta Pctivity Inicat, A rpt n Attits Twa Impving

Pctivity in Astalia, Fbay 2010

Tlsta rsach 2007/08

Tlsta’s T-Hb vic fat accss t banking svics fm Natinal Astalia

Bank an Cmmnwalth bank at its lanch in Apil 2010

2010 Astalian Scial Mia Cmpnim, 20th Apil 2010



ABouT TeLSTrA

Tlsta is a laing pvi f ntwk-bas sltins an svics t lag

ganisatins in Astalia an Nw Zalan.

Tlsta is a laing pvi f ntwk-cntic cmmnicatin an manag

svics t lag ntpis an gvnmnt ganisatins in Astalia an an

th glb. Tlsta svs m than half f th wl ’s tp 500 cmpanis thgh its

intnatinal patins that facilitat accss t v 240 cntis an titis.

Tlsta ffs spi val f mny thgh its ang f awa-winning wl-

class pcts an svics that a npinn by th nxt gnatin Tlsta

Nxt IP™ ntwk an Nxt G™ ntwk – flly wn an manag bas n

th stingnt qali ty stanas f Astalia’s lagst ntwk manag. Tlsta’s

sltins a vlp an tst in cls c-patin with patns sch as

Cisc, Micsft, eicssn an Alcatl an sign an ply f cstms by

Astalia’s lagst an mst qalifi Pfssinal Ntwk Svics ganisatin.

Tlsta’s svic t ntpis an gvnmnt cstms is intnatinally

cgnis f its high qality, incling fll Intnatinal Cstm Svic Stana

(ICSS) ctificatin, back by Tlsta’s Cstm Svic Cmmitmnts an liv

by n f Astalia’s lagst an highly qalifi fil an tchnical wkfc with a

clt f cntins impvmnt.

Tlsta is a financially stng an liabl patn f lag ntpis an

gvnmnt ganisatins wh cannt aff wntim an s ICT sltins t

impv pctivity an iv gwth in a sstainabl way.

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