The Custommerce National Convention

23, 24 January 2014

Marriott, Jaipur

India

Sidney Yuen

Chairman, 2011- 2014

Asia Pacific Contact Centre Association Leaders

Seven Iconic Customer Experience TrendsThat may shape your future success

The perfect Trip

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Trend One – Customer Experience is on the CEO Agenda

CEO Challenges Changing Customer Needs – Expectation

that companies focus on the quality of the customer experience:

Personalized service (know them and their needs)

Anytime, anywhere service (easy-to-use automation such as web, IVR, speech)

Proactive issue resolution (first call, or even before customer becomes aware of an issue)

Declining Customer Experience – Only 8 percent of customers described their experience with companies as “superior” while 80% of companies believed theirs was “superior.” (Bain & Company Survey)

Lack of Strategy – Only 3 percent of respondents could strongly agree that they had a “clearly defined process to determine what [they] want customers to feel, think, and do at every step of the customer lifecycle.” (Executive Education, Babson College)

2003 2006

$41B

$58B

Cost of CareWorldwide Customer Care Services Revenue

CAGR(2006–2011)—12.6%

(Source: IDC)

Customer Satisfaction(Source: ACSI)

75%

73.5%

CEO Opportunities Increase Shareholder Value – Companies that

ranked high on the American Customer Service Index showed a 40 percent return in stock performance, compared to 13 percent.

1% change in customer experience satisfaction equals a 4.5% change in market valuation. (ACSI)

Trend two: Experience Transcends the Offer

Source: Marketspace Study 2007

1c 2c- c c-5 25 c -75 $1.25 $2.00-$5.00

What How

400% Premium

Enterprise with 2 million customersAverage revenue per customer = $100 per year

Positiveexperience

78%

Poor experience22%

Defect — 45%

At risk — 55%Decline in wallet

share

Resolved — 38%

Defect — 28%

At risk — 34%Issue not resolved

440,000customers

2,464 customers$246,400

194,040 customers$19,404,000

2,992 customers$299,200

237,160 customers$23,716,000431,200

customers

8,800customers

Complain2%

Do notcomplain

98%

Trend three: People are Picky About Their Experiences

Source: ResponseTek

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Trend four: The Solution is Now Multi-Faceted

Process

Associate

Strategy

Channel

Technology/Tools

Analytics

Customer Experience

Tenets

Strategy Development & Transformation

Operational Excellence Technology Enablement

Analytics & Business Intelligence

7

When & How is Hyper-Complex

@

emailAgent

Viral

Gaming

Social Network

Casts & Txt

MobileCableATM

TV / Mass

Mail / Statements

Retail

IVR

Web

Vending

Lower Touch

Automated Interaction

Transaction Ease

Agnostic Customers

Low Switching Costs

+

SeeValue

Need CommitPay / Assess Value

Issue / Need More

The Baby Boomer

TV/Mass Retail Retail Agent

The Millennial

Social Network Viral Web ePay Casts & Txt

Retail

BalanceCost & Ease

TouchFactor

ContentFactor

Channels are also being Displaced.

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Trend five: Employee experience Drive Success

Customer Experience

Employee Experience

Achieve a Superior Customer Experience

Provide a High Performing

Workforce Environment

Achieve Superior Talent Management

Enable Operational Efficiencies in a Cost Effective Manner

1 2

Trend six: Analytics – From One Question to a Combination of Many

Are customers satisfied? What

ProductsChannelsProcessMarginBacking

SatisfiedLoyalUpsetDisloyal

do customers use / yield?

Today Tomorrow

• Focused on Satisfaction• Satisfaction Data• Operational Reporting• Finite Analytic Tools• Focused Skills Team• Primary Research

• Focused on Business Issues• Business / Multi-Source Data• Impact on Profitability / Value• Analytic Environment (Multiple Tools)• Leveraged Skills / Team• Experience Defining

Analytic Capabilities Defined

CustomerSatisfactionMeasurement &Analytics

BehaviorAnalytics

OperationalAnalytics

Master DataManagement

UnstructuredData Collection

StructuredData Collection

Consulting

Decisioning

ViralAnalytics

BusinessAnalytics

Structured (“tabled and keyed”) production data (Billing, ERP, CRM)

Translating unstructured data (ex. voice recordings, agent notes) into a structured data

Aligned, Complete, Valid, Accurate and Timely Data Management

Understanding the efficiency of contact center operations, and their relative level of quality

Measuring and understanding what a customer “thinks” about their relationship with a business provider and how their experiences affect their loyalty

Understanding how customers interact with channels, and each channel’s relative effectiveness

Understanding how customers are impacting your brand in un-controllable channels (ex. facebook)

Understanding the strengths and weaknesses of an enterprises’ core business via customer interactions

Guiding clients through the analytic process. Translating analytic findings into actionable recommendations

Using structured and unstructured data to shape – real time – the decisions impacting our clients' customers

Trend seven: Cloud based technology

Advantages•Reducing capital expenses significantly•Scaling up or down more easily and quickly•Enabling “work anywhere” thus save space

Disadvantages•Control & security – or it is something else?•Migration challenges•Internet stability and speed

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11 countries with 12 associations Associations’ members occupy about 3 million seats Australia, China, Hong Kong, Indonesia, Malaysia, Philippines,

New Zealand, S Korea, Singapore, Taiwan, Thailand,

Annual Awards & Expo by Host Associations Monthly Leaders’ meeting via phones Site visits to learn from each other Training programs that promotes best practices Collectively influence Government policies

Established in 2008 Support more than 4 customer service professionals Contribute to economical growth of the region Promote Asia Pacific as the preferred customer service hub

RegionalCapabilities

Events and Awards

Key Facts

Questions, Comments, Insights?

sidyuen@hbc.hk

www.apccal.org

www.hbc.hk