Botman vs. SuperAgents: the rise of a new contact …...2018/02/01 · British Telecommunications...

British Telecommunications plc 2018

Botman vs. SuperAgents: the rise of a new contact centre

1

Dr Nicola J. MillardHead of Customer Insight & FuturesBT [email protected]@DocNicola

£2.5bnspent on R&D over the last

five years**

2nd

largest investor in R&D in the fixed line telecoms

sector over past ten years*

3rd

largest investor in R&D in the UK over past ten years

4,900patents in our portfolio

1,025Graduates and Modern

Apprentices recruited by BT in 2015 (128 at

Adastral Park)

102number of inventions filed

in 2016/17

30+direct university research

relationships

4th

highest number of patents filed with European Patent

Office of UK-based companies

BT’s Research & Innovation

3

7 years of trend data explaining the rise of the global Digital Customer

2010 2011 2012 2013 2014 2015 2016 2017

UK

USA

UK

USA

Australia

China

Hong

Kong

India

Singapore

Belgium

China

Germany

India

Indonesia

Singapore

Spain

UAE

UK

USA

Belgium

China

Germany

India

Singapore

Spain

UK

USANetherlands

South Africa

1,000

consumers

2,500

consumers

1,000

consumers

5,000

consumers5,000

consumers

Consumer research to understand the customer journey


The Digital Customer 2017, BT Global Services/Cisco/Davies Hickman Partners

Visual options on smartphone - when you call an org you can see the dept. options on your screen and select by touching the screen

Smartphones becoming more important in digital experience

4

Used in the last 6 months

2015 2017

Home PC/Lap-top 80% 63%

Android smartphone 57% 59%

iPhone 26% 31%

Android tablet 30% 28%

iPad 27% 23%

Apps on your smart phone which link to your location

34% 52%

72%

Agreeing they would like…

74%If organisations made it cheaper to call them from a mobile/cell/smartphone

69%

If organisations had the data/information that I give them in one place (eg via their website) available in another (eg shop, smartphone App or call centre)

Currently use a smartphone App of an organisation to contact that org.

46% have used chat on smartphone to

contact orgs.

Often or sometimes…

34%

Share your location to get discounts/offers 58%

Download a voucher

57%

62%

Downloaded Apps from orgs. get better service

42%

57%

Commented social media about service rec’d

41%

52%

Shared your location with friends and family

36%

51%

Scanned products in store to find best prices

39%

50%

Used a QR code

36%

49%

2015

2017

21%


The Digital Customer 2017, BT Global Services/Cisco/Davies Hickman Partners.

Easy digital customer experiences delivers business growth

I am more loyal to organisations that are easy & simple to contact

79%

I buy more from companies that make it easier for me to do business with them

76%63%

66%

2015

2017

Find dealing with customer service issues exhausting

Customer service should be available 7 days a week, 24 hours a day

74%

Organisations should make it easier to contact them by phone, web-chat, e-mail and social media

83%

Convenience is more important to me than price

2015 201756%49%

5

92% of people experience

problems using website or app to get customer

service

Self-service is good because it puts me in control

Self service is good because it puts me in control

73%



Omni-channel shifts human channels towards complexity

52%

Channel choiceWant “Immediate access to a well-trained employee e.g. someone to talk to on the phone or face to face….” if…

There is a crisis and you need a solution to a problem with a product or service e.g. reporting a fault

You want to complete a routine, mundane task e.g. paying a bill

You are looking to improve your lifestyles by the purchase of a product or service

I do simple things via website or app, and call for more complex issues (60%, 2015)

2014

If organisations always offered different channels to meet my needs 81%

Start a customer service conversation in social media but then transfer to a phone call if you choose, without having to dial

If I could order products and get customer service through organisations’ Facebook pages

Make a call to an organisation using Skype from an internet enabled device

69%

58%

57%

48%

How interested would you be in the following initiatives from organisations?

62%

6

30%

24%

61% I change how I contact an organisation depending on my situation (65%, 2015)

Sharing your social media profile with your bank/supermarket/utility so they had better information about you and can give you better customer service


Intent: neutral.

Customers make decisions at each stage in the omni-channel journeybased on their motivation, context and attitude.

Utilitarian. Customer in crisis.

Intent: positive but cautious.

Customer behaviours.

Intent: solution-focused.

Very omni-channel.

Willing to spend time and effort.

May need advice/reassurance.

Want quick and easy.

No ‘WOW’ required.

Good self service works.

Want simple and straightforward service.

Need quick access to an empowered human problem solver.

Visionary.


Airlines customer journey: booking and travelling. G

oal

.

• Internet / search

• Airline website

• Travel agent

• Mobile device

• Literature

• Word of mouth

• Travel reviews

• Social media

• Internet

• Airline website

• Contact centre

• Mobile app

• Mobile device

• Travel agent

• Airline website

• Mobile app

• Mobile device

• Airport desk

• Internet

• Airline website

• Contact centre

• Mobile app

• Mobile device

• Travel agent

• Airport desk

• Mobile app

• Mobile device

• Internet

• Airline website

• Contact centre

• Mobile device

• Word of mouth

• Travel reviews

• Social media

• Survey

• Internet

• Airline website

• Mobile app

• Mobile device

• Contact Centre

• Travel agentTo

uch

po

ints

.T

ech

no

log

y.

• Personalised video

• Omni-channel

• Self-service and automation

• Analytics

• Remote expert video

• Connectivity

• Mobile

• Collaboration

• Omni-channel• Self-service and automation• Proactive contact• Analytics• Secure payments• Security incl. personal data• Collaboration• Booking• Conferencing

• Omni-channel


• Proactive contact

• CRM database

• Security incl. personal data

• Collaboration

• Mobile

• Omni-channel


• CRM database

• Knowledge management

• Analytics

• Mobile

• Collaboration

• Omni-channel



• Mobile

• Wifi connectivity

• Analytics

• Digital signage

• Omni-channel

• Customer survey


• Mobile

• Security

• Collaboration

• Data Centre

• Omni-channel



• Mobile

• Wifi connectivity

• Trace

• FFA

Journey type: end to end journey.St

age

.B

eh

avio

ur.

Visionary. Utilitarian. Visionary.

Journey type: end to end journey.

Customise trip.

Book trip.Research options.

Check in for flight.

Depart. Arrive.Post-trip

experience.

• Customer wants easy access to info and help when required.

• Business needs to prioritise the interaction to attract and win the customer – invest in channel choice.

• Customer wants simple and straightforward service with secure payment.

• Business needs reasonable investment in the interaction due to up/cross sell opportunity, and secure and compliant solution.

• Customer wants a quick and easy answer, may be on the move.

• Business needs low cost for interaction and ability to cope with peaks in demand.

• Customer wants simple and straightforward service, and help when required.

• Business needs to prioritise the interaction due to up/cross sell opportunity – invest in channel choice.

• Customer wants real-time updates on departure and access to content e.g. TV / sport.

• Business needs to prioritise the interaction to boost loyalty / advocacy.

• Customer wants nurturing via a continued personalised service.

• Business needs to prioritise interactions and delight the customer to boost loyalty / advocacy.

• Customer wants quick and easy customer service.

• Business needs to prioritise the interaction and delight the customer to boost loyalty / advocacy.

• Wants to feel valued and to receive a great customer experience.

• Opportunity to influence recommendations they make.

• Wants to research and compare options to make the best choice.

• Wants to book and pay for flight / hotel / holiday.

• Opportunity to personalise journey e.g. meal, seat reservation.

• Wants to check in for flight –quickly and easily.

• Wants to add a bag, hire a car, book a hotel…

• Opportunity to personalise recommendations based on customer’s history.

• Wants to collect luggage and leave airport quickly to travel to final destination.

• Opportunity to upsell other products / services e.g. duty free incl. delivery options.

• Wants to enjoy the pre-flight airport experience.

• Opportunity to upsell other products / services e.g. offers, duty free.


Proactive service expected by digital customers

9

78%My account is going below a minimum balance

I would like a notification when…

83%Prices for on-going services are changing

83%My contract of tie in period is coming to an end

81%Update me when buying a new product or service

70%Personalisation of pages depending on the preferences, behaviours, location and device being used by the customer

68%Like organisations using the internet to monitor the condition of products and services you use

45%

2015 2017

57%

30%

2015 2017

48%

Open to sharing my location automatically with companies using GPS if it means I get good offers or better customer service

Open to sharing your social media profile with your bank/ supermarket/utility provider so they had better information about you and can give you better customer service

78%I like it when organisations notice I have been having difficulty with a website/completing an order and contact me directly to try and help


Chat is where it’s at

10

50% The option to chat

makes me more likely to use the organisation again / talk favourably about them

58% I get a quicker / more

instant response with chat than when I email or call the contact centre

58% Issues can be resolved

on chat without referring me to e-mail, a shop or a contact centre

Chat(45%, 2015)

65%

E-mail (34%, 2015)

38%

If you have a problem how do you want support?

Social media (22%, 2015)

29%

Web FAQs (21%, 2015)

9%Being able to look at the

screen makes chat more useful

(49%, 2015)

59%Like chat

because you have a record

of the conversation (48%, 2015)

54%

48% I get frustrated when

chat is not available



36%Don’t know

A Chatbot (a computer program which conducts a conversation via voice e.g. Siri or text methods eg messenger using artificial intelligence). Which do you think would be most effective?"

37%Chatbot - text

based

28%Chatbot -

voice based

How interested would you be in the following initiatives from organisations?

It would be nice to haveIt would really add value

30% 41%

Airline check-in

22% 33%

Ordering an Uber

Quick and simple queries (eg train times)

46%34%

Booking a restaurant

46%28%

Giving a meter reading to a utility

43%31%

Health advice

27% 40%

Getting simple financial information and advice

43%25%

23% 36%

Telling a retailer your preference for clothes

27% 39%

Paying a small bill

60%Responses should be available as notifications on my smartphone

2 in 3The benefit of chatbots would be in getting an immediate response

73%Chatbots will help companies improve their customer service

74%Human agents should check the more complicated responses of chatbots

Chatbots have appeal – but with ‘checks and balances’ from human agents



Challenges:

• Works for simple queries – effectively steering the

customer through the “known knowns”, i.e. GIGO.

• More difficult for complaints/complexity - if we get

angry, we tend to tell long, rambling stories which

are hard to parse.

• Sarcasm tends to throw algorithms: e.g. “Thanks,

@TrainCo for my free sauna this morning”; “It was

so good to see that your maintenance department

hadn’t spoiled things by making unnecessary

repairs”; “I would have cheerfully strangled them”.

• Limited ability to parse emotional context - YET!

Are chatbots “IVR for digital”?

Screenshot: Digital Genius


Can a machine be empathetic? Using biometrics to tell machines how we are feeling


Pivotal vs. Proficiency Roles: Variance in Value**

** Jesuthasan, Malcolm & Zarkadakis (2016), Automation Will Make Us Rethink What a “Job” Really Is, Harvard Business Review, October 12.

.Proficiency role: high skill but beyond a certain

standard, higher performance doesn’t deliver more value.

Pivotal role: higher performance yields more value, e.g. better customer service

* Frey & Osbourne (2013), The Future of Employment: How Susceptible are Jobs to Computerisation?


Intelligent routing is key.

Advanced Call Routing (ACR)

Turning Technology into Success:

Problem• Routing Complexity with 800+ routes, >280 ‘agent skills’

and 3.4m routing strategies we had world largest config.• End of Service Live and unable to support large scale

operational change or multi-skilled environment• Operational Management: lack of understanding how call

mix impacted performance, training or optimisation leading to poor CX, inefficiency and ‘BT shunt’

Solution• Customer Journeys: Few journeys across <20 teams• Performance Based Routing to best available agent to reduce customer

effort or manage customer revenue• Agent investment increased by ACR management wait time with least

tenured agents and providing ‘skill pills’• Dynamic Agent Targeting with agents being targeted on the actual work

types they complete• Customer effort reduced and operational KPI’s improved

Help Team Effort VoC

#1 Camp A (UK) 61 mins 75.0%

#2 Camp B (UK) 69 mins 73.8%

#3 Camp C (UK) 70 mins 71.0%

#4 Camp D (Offshore) 54 mins 60.0%

Overflow 102min low survey

Employee Engagement:1.Virtuous Cycle of High Performance: agent requiring support receive additional investment.2. Career Path & Freedoms: ‘experts’ are provided additional system and process freedom while having access to career paths and development3. Diversity of Work: agent enjoy a variety of call types but only when they’re trained4. Dynamic Targeting, Bonus & Incentives: based on actual work distribution agent completes

Thanks to Fiona MacKay.British Telecommunications plc 2018

The Networked Experts of the Future?

Sally the “Swiss Army

Knife” advisor

Paula the trouble shooter

Natalie the negotiator

Tony the techieChris the

crowdsourced advisor

Sustainers*Explainers*Trainers*

* H. James Wilson, Paul R. Daugherty, and Nicola Morini-Bianzino (2017), The Jobs That Artificial Intelligence Will Create, MIT Sloan Review, 23rd March: http://sloanreview.mit.edu/article/will-ai-create-as-many-jobs-as-it-eliminates/


It’s not Botman vs. SuperAgent; it’s Botman + SuperAgent.


.“Computers are incredibly fast,

accurate and stupid; humans are incredibly slow, inaccurate and

brilliant; together they are powerful beyond imagination”, Albert Einstein


Thank YouDr Nicola J. MillardHead of Customer Insight & FuturesBT [email protected]@DocNicola

Botman vs. SuperAgents: the rise of a new contact …...2018/02/01 · British Telecommunications...

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