The State of the Omnichannel Contact Center

accelerate'your'ambition

Dimension'Data’s'2016'Global'Contact'Centre'Benchmarking'Report

20#May#2016

Global#results

The$state$of$the$Omnichannel Contact$Centre

Copyright#©#2016#Dimension#Data#

About#the#2016'Report

6'chapters,#700+'data#points,#80+'result#charts#

1320 companies#from81 countries#globally#contributed#to#this#year’s#research#

Analysis with#contextand#recommendationson#best#practices

16'new#questions#and#existing#survey#expanded#to#include#digital

25 country/regional#highlights#summary#reports

New#for#2016#bespoke'reportbuilder#via#new#website

accelerate'your'ambition 4Copyright#©#2016#Dimension#Data#

20#May#2016


What’s#included?

Customer'Analyticscustomer#segmentationsingle#view#of#customercustomer#intelligenceservice#determinantsprocess#reIengineeringinternal#SLAs

Contact'centreoperationscustomer#satisfactioncontact#qualitymanagement#informationcontact#statisticscontact#resolutionperformance#management

Workforce'optimisationstaffing#modelstrainingcompetency#managementemployee#engagementhuman#resourcesworkforce#management

Technology'solutionstechnology#trendstechnology#readinessownershipcontact#centre deploymentsapplication#functionalityservice#management

CX'strategy'and'innovationcontact#channelscentre maturitymarket#trendsfinancial#positioninglocation#planningstrategic#performanceinnovation

Digital'servicesselfIservice#capabilityselfIservice#prioritiescustomer#behaviourscontact#statisticsprocess#reviewschannel#development


The'big'picture…


Much'more'than'a'contact'centre

TelephoneIbased#CX DigitalIbased#CX

Contact2000s

Channel#migration#for#cost'reduction

Broadeningchannel#access

1990sCallReplacingfaceNtoNfaceProvide#improved#customer'access

2010sMultichannelPart#of#amultiple'channel'experience'Supporting#other'channels'I not#always#first#choice

Omnichannel2016'– 2018

Focused#on#resolving#user#issues#‘inNchannel’

Providing#assisted#support#for#integrated digital#channels

Digital analytics

Technology#enablement

2016N2020sPersonalisation &'proactive'CX


The'digital'progression…

Telephone

IVR

Automated# services

Email

Web#chat

Social# media# I Facebook,#Twitter,#etc.

Smartphone# application

SMS#text

Video# chat

Service# kiosk#support

Internet#website# (peerItoIpeer# systems)

2006

2015

2016The'digital'revolution'continues

Today,#digital'interactions'account#for#over#42%'of'all'interactions'and#are#on#track#to#overtake'voice by'end'of'the'year


The'challenge…


Contact'by'channel:'Actual'split'versus'desired'split'

What' is'your'desired'versus'actual'split'of'customer'interactions'by'channel'grouping?'n#|#1041

42.9

37.3

19.8

Desired

57.7

18.7

23.6

Actual

Contacts'by'phone'drop#again,#by#12%#on#2015

Desired'split'still#some#way#to#go#before#actual#target#numbers#achieved#


4.3

12.3

15.5

21.1

29.9

31.8

31.8

32.2

34.6

36.5

49.1

Other

Speed# of#change# I can't#keep#up

Access#to#new#technologies# (incl.#hosting# etc.)

Security#risks#and#compliance

Data#analytics#(incl.#big#data)

Interaction# optimisation/automation

Commitment# to#customer# exeprience# as#a#differentiator

Multiskilling/increased# complexity

Changing# user#behaviours# (mobile,#social#etc.)

Migrating#traffic# to#digital

Omnichannel# strategies# (connected# customer# journeys)

Industry'trends'affecting'contact'centre

What'are'the'top'three'industry'trends'affecting'your'CX'capability?n#|#1319

OmnichanneY'Connected'customer'journeys'is'the'#1'factor'affecting'CX'capability'


1.7

4.2

5.5

7.5

15.9

17.1

19.9

21.6

27.1

37.6

43.8

47.5

50.2

Other

Public#scrutiny#of#service#provision

Service#via#video# on#demand

Enhanced# security#(i.e.# fraud)

Better# training#and# agent# empowerment

Service#via#social#media

Executive# commitment# to# the#customer#experience

Availability/access# to#new#technology

Changing# user#demands/behaviours

Personalised# service#offerings

Digital#channel# service#capability

Integrated# customer# journeys# (i.e.#omnichannel)

Customer#analytics

Innovation'and'emerging'trends

What'are'the'top'three'things'that'will'reshape'the'contact'centre'industry'(and'CX)'during'the'next'five'years?n#|#1319

Analytics'again'voted'top'factor'that'will'reshape'industryPersonalised#service#offerings#fall#right#behind#architecture#capability#as#top#CX#enabler


Challenges'of'technology'systems

What'are'the'most'common'challenges'faced'as'a'result'of'your'contact'centre'technology'systems?n#|#982

Percentage 2016

Integrating# multiple# technology# systems 61.0

Legacy# systems#inhibit# flexibility/progress (but#can’t# be#replaced) 46.9

Stretch on#resources# (too#many#competing# priorities) 37.8

Securing budget/cost# burdens 37.6

No#common#strategy#(solutions# created# in#silos) 28.7

Lack#of#required# technologies 27.7

Speed# of#change# – technology# can’t# keep#up# with#requirements 27.0

Management# of#multiple#projects/completion# of# implementations# (lesson# learned,# post# install# reviews) 21.2

Maintaining# big#data# view#across#organisation 15.0

Inability# to#define# positive#business# case/evidence# ROI 14.0

Other 7.4

Integration'the'top'inhibitor'to'improving'technology'systemsLegacy#infrastructure#challenges#up#by#23%#and#up#from#5th#to#2nd#top#issue


34.5

53.6

61.1

63.3

65.1

66.1

74.5

78.5

24.3

26.1

22.4

21.3

21.8

14.3

16.0

13.0

41.2

20.3

16.5

15.4

13.1

19.6

9.5

8.5

Agent# screen#capture

Agent# analytics

Feedback# mechanisms

Knowledge# management

Workforce#management

Voice#and/or# data# logging# (storage# and#retrieval#of#customer#records)

Quality#management

Performance# management

Currently#use Planned Not#planned

Workforce'optimisation'systems'(current'and'planned)

What'systems'are'used'to'enable'workforce'optimisation'in'your'organisation?n#|#999

35%'operate'without'WFM'systems44%#function#without#agent#analytics#tools#–also#top#future#focus


The'detail…


Digital'interactions'dominate:'Digital'volumes'handled'by'contact'centres on'track'to'exceed'phone'by'end'of'2016'

SOURCE:#2016# Global# Contact# Centre#Benchmarking# Report

Growth'in'almost'every'digital'channel,'contrasts#with#12%#shrinkage#of#phone#in#split#of#interactions#handled#by#contact#centre

CX#now#top#reason#for#offering#selfI/assistedIservice#channels#(ahead#of#cost)

But#2#in#3#say#digital#tech#not#meeting#business#needs


Contacts'handled'by'channel

What’s'the'percentage' split'of'interactions'being' handled' across'the'channels' offered'to'your'customers?n#|#1041

2015 2016

Telephone 65.7 57.7

Email 15.5 15.2

IVR#(touchtone/speech) 8.4 10.0

Internet# website#(incl.#knowledge# portals,# peerItoIpeer# systems#etc.) 4.3 6.0

Web#chat#(including# instant# messaging,# coIbrowse) 1.8 2.6

Social#media#I Facebook,# Twitter,#etc. 1.4 2.1

Service#kiosk#support# (i.e.#branch# walkIins) Not#asked 1.9

Mobile#application# (smartphone,# tablet# apps) 1.2 1.7

SMS#text 1.5 1.6

Automated# services#(e.g.#push# messages,# auto# updates,# etc.) Not#asked 1.0

Video# chat 0.2 0.3

Growth'in'every'digital'channel'contrasts'to'12%'shrinkage'in'telephoneSupports#forecast#that#digital#to#surpass#phone#by#end#of#year


CX'recognised as'a'clear'differentiator:'it’s#dominating#the#service#revolution#as#organisations#go#beyond….go#digital#or#die


83%'recognise CX'as'a'competitive'differentiator

That’s#a#rise#of#30%#since#2012

78%#recognise CX#as#the#most#important#board#level/exco strategic#performance#measure#

77%#can#evidence#cost#saving#benefits#via#improved#CXi#74%#say#it#increases#company#profits/revenues#

Strategy'and'innovation


4.8

13.0

14.2

19.0

31.4

32.7

33.4

34.6

39.0

77.5

Other

Customer#effort#scores#(ease#of#doing# business)

Transition#to#digital# interactions

Complaint# levels

Productivity# and#cost# to#serve#(incl.#contact# propensity)

Customer#advocacy# or#loyalty#(e.g.#NPS*)

Employee# engagement

Sales#revenue# and# profits

First#contact# resolution# (right#first#time)

Customer#experience

Most'important'strategic'performance'measures

What' are'the'top'three'most'important'strategic'performance'measurements'according'to'your'company’s' board/executive'team?n#|#1319

*Net#Promoter,#NPS#and# Net#Promoter# Score#are#trademarks# of#Satmetrix Systems#Inc.,#Bain#&#Company#and# Fred#Reichheld

CX'again'top'strategic'indicator'of'performanceFocus#on#costs#drops#to#6th spot#as#organisations buyIin#to#benefits#of#CX


72.4

74.1

75.6

77.0

82.1

Reduction# in#contact# volumes

Increased# company# revenue/profits

Increased# employee# engagement

Reduction# in#costs

Increased# customer# loyalty#(incl.#value)

Improved'customer'experience:'benefits

What' business'benefits'can'your'centre evidence'as'a'result'of'an'improving'customer'experience'capability?'n#|#1319

Over'¾'can'evidence'cost'savings'from'improved'CX76%#say#it#promotes#employee#engagement


First'contact'resolution'statistics

What' are'your'first'contact'resolution'(FCR)' rates'for'telephone' and' assistedNservice'contacts?n#|#595

2014 2015 2016

Telephone# % 73.1 74.8 77.3

AssistedIservice# % Not#asked 67.9 68.8

FCR'on'voice'contacts'at'highest'in'5'yearsAssistedIservice#resolution#rates#continue#to#lag#behind#telephone


Connecting'the'customer'journey….by'design:'Seamless CX#across#an#increasing#number#of#channels#has#driven#demand#on#contact#centres#to#create#a#unified#experience


Omnichannel #1'top'trend'for'2016

Full#channel#integration#levels#set#to#treble#from#22.4%#to#74.6%#in#next#two#years#

Connected#customer#journeys#and#ease#of#resolution#now#top#focus#as#most#centres look#to#offer#9#or#more#channel#offerings

Customer#journey#mapping#emerging#as#a#top#5#year#trend#alongside#analytics#that#will#reIshape#industry.##For#now#just#17%#can#locate#problem#hotspots


11.0

31.0

32.6

41.6

44.3

48.1

52.4

68.3

74.1

90.1

97.8

22.7

26.2

11.9

33.8

36.8

22.4

23.7

18.3

9.4

5.8

0.6

66.3

42.8

55.5

24.6

19.0

29.5

24.0

13.3

16.5

4.0

1.6

Video# chat

Other#automated# services#(Internet# of# things,# automated#…

Service#kiosk#support# (i.e.#branch# walkIins)

Mobile#application# (smartphone,# tablet#apps)

Web#chat#(incl.#instant# messaging,# coIbrowse)

SMS#text

Social#media#(Facebook,# Twitter,#etc.)

Website#(incl.#knowledge# portals,#peerItoIpeer# systems,#etc.)

IVR#(touchItone/speech)

Email

Telephone

Now Within#1#year No#plans

Services'supported'by'contact'centre

What' services'can'your'contact' centre'support,' now'and' in'the'future?n#|#1319

Average'of'9'channels'for'most'by'2017Mobile#app#offerings#up#61%Automated#services#emerging#as#dark#horse#game#changer


30.4

8.5

17.4

27.7

36.4

We#can't# track#the#customer# journey

Other

Blockage# points# in#processes# (that#affect# the#CX)#can#be#located

Key#decision# points#can#be# identified#

Interactions# can#be#tracked#across#multiple#channels

Tracking'customer'journeys

How'well'can'you' track'the'customer'journey'across'your'service'channels?n#|#1229

Just'36%'can'track'a'customer'journey'that'spans'multiple'channelsJust#17%#can#locate#problem#hotspots#that#impact#CX


7.5

17.9

74.6

19.5

58.1

22.4

Not# integrated

Partially# integrated

Fully#integrated

Now Within#2#years

Omnichannel integration

Which' of'the'following'best'describes'the'level'of'integration'across'your'service'channels?n#|#1305

Over'1/5'design'connected'capability'nowOn#horizon#for#52%Clear#focus#on#progression#towards#full#channel#integration


Proactive'automation:'Across#the#spread#of#digital#channels#will#drive#proactive#outbound#activity,#preIempting#customer#needs#and#reducing#costs


31%'have'capability'now,'it'will'rise'to'57%'by'end'of'year

Proactive#outbound#now#third#behind#phone#and#email#for#initiating#contact#on#complaints#(7%),#service#enquiry#updates#(17%),#sales#and#marketing#(21%)#and#default#notifications#(24%

Internet#of#things#emerges#onto#the#horizon#too,#as#customer#journey#analysis#identifies#opportunity#to#reduce#call#propensity


81.0

9.1

0.79.2

Digital#selfIservice#will#…

Evolution'of'contact'centre'in'next'two'years

How'will'your'contact'centre'develop'in'the'next'two'years?n#|#1319

76.0

12.1

1.7

10.2

Digital#assisted# (agent#supported)# will#…

67.8

19.5

7.45.3

Overall# interactions#(spanning# all#channels)#

will#…

28.5

29.6

38.8 3.1

Telephone# traffic#(agent#led)#will#…

33.4

35.6

26.84.1

Headcount# employed#will#… Interaction'levels'

continue'to'rise76%#increase#in#digital#agentIassisted#transactionsFTE#requirements#will#increase


Reasons'for'offering'selfN/assistedNservices

What' are'your'main'reasons'for'offering'selfN/assistedNservice'channels?n#|#1100

Percentage

Improve#customer# experience 73.7

Cost#reduction 67.9

Customer#appetite# for#digital 55.9

Part#of#an#omnichannel strategy# #(creating# seamless#customer# journeys# across#channels) 45.5

Extends# service#coverage# hours 45.4

Improve#sales#opportunity/revenue# generation 24.1

Improve#employee# engagement 19.5

Other 5.3

CX'now'top'factor'driving'digital'channel'presenceCost#pressures#lessen#on#past#years#results


Analytics'and'service'personalisation:'The#power#of#data#analytics#helping#organisations to#offer#an#enhanced#choice#tailored#to#the#customer#to#deliver#a#more#personalised CX


Personalisation of'services'will'be'key'and'enabled'by'analytics'–voted#top#trend#that#will#change#the#industry#in#next#5#years

Yet,#79%#still#have#no#big#picture#view#of#interactions#across#service#channels

Number#preIidentifying#and#segmenting#customers#has#increased#for#3rd consecutive#yeari#channel#prioritisation and#customer#groupings#top#methods#in#play


Popularity'of'channel'type'by'age'group

Which' contact'channel' is'most'popular'with'the'following'age'groups?n#|#787

Percentage of'centres'that'do'track' channel'popularity'by'age'profile

%#of#N Under#25#years Between# 25#and#34#years

Between# 35#and#54#years

Between# 55#and#70#years Over#70#years

Social media 38.9 13.7 2.2 0.6 0.4

Mobile#application 27.2 23.7 6.3 0.8 0.5

Email 12.2 26.8 32.7 8.8 0.8

Telephone 11.5 18.4 51.7 87.0 93.2

Web#chat 9.4 16.5 6.3 1.1 0.3

Other 0.7 0.9 0.9 1.7 4.7

1st

2nd 3rd 4th

5th

6th

5th 5th6th

2nd 5th

3rd 1st 2nd 2nd 3rd

4th 3rd 1st 1st 1st

5th 4th 3rd 4th

6th 6th 6th 3rd 2nd

Mobile'a'top'3'choice'for'everyone'<55Social#media#top#for#those#under#25i#phone#still#preference#for#35>#(it’s#not#going#away#anytime#soon)


Top'technology'trends

What' are'the'top'three'technology' trends'as'prioritised'by'your'contact' centre?n#|#983

Percentage 2015 2016

Omnichannel# (frictionless movement# between# channels) 2 1

Technology# consolidation/integration 2 2

Migration#of# traffic# from#voice#to#digital 1 3

Analytics (incl.#big#data) Not asked 4

High#service#availability/business# continuity 7 5

System#and# data# security 8 6

Alternative# technology# models#(hosted,# cloud,# payIasIyouIuse, etc.) 5 7

Proactive# outbound Not#asked 8

Other 11 9

Voice#biometrics 10 10

Video# communications 9 11

Sentiment/emotion# technologies Not#asked 12

Omnichannel'the'top'priority'technology'solutionAnalytics#becoming#top#business#focus,#but#rated#4th priority#for#tech#teamsFocus#is#on#delivering#more#effective#services


Cloud'and'hybrid'solutions:'Cloud#in#some#form#no#longer#a#discussion.##60%#plan#to#locate#tech#in#cloud.##


61%'plan'to'locate'their'technology'in'the'cloud

30%#leaning#towards#hybrid#cloudi#23%#a#private#cloud#and#8%#a#shared/public#cloud#solution

In#future,#just#23%#will#own#and#retain#technology#on#premise


62.2

67.1

72.3

76.2

78.3

78.4

80.2

83.8

84.4

86.5

86.5

88.8

37.8

32.9

27.7

23.8

21.7

21.6

19.8

16.2

15.6

13.5

13.5

11.2

Reduced# your#dependency# on#vendors# and#vendor# roadmaps

Provides#better# security

Enables# compliance# with#enterpriseIwide# IT

Ability# to#test# new#ideas# quickly#(establish#proof#of#…

Better# reliability

Improved# technology# uptime

Allows#us#to#pay#for#only#what#we#use

Reduced# costs

Increased# agility/speed# to#market

Provides#access#to#a#single# integrated# customer#contact#…

Improved# flexibility

Access#to#new#functionality

Agree Disagree

Impact'of'hosted/cloud'technologies'on'the'business

Users'expressing'an'opinion:' 'How' has'the'use'of'hosted/cloud' technologies' affected'your'contact' centre?n#|#370

87%'of'existing'users'highlight'it'provides'access'to'a'single'integrated'customer'platform89%#says#it#enables#access#to#new#functionality


16.8

17.3

18.2

18.7

22.0

24.2

29.8

31.3

44.4

40.8

59.5

41.4

50.0

58.3

50.5

54.3

38.8

41.9

22.3

39.9

28.0

17.6

19.7

14.4

Knowledge# management# systems

Analytics#systems

Business# support# systems#(HR/Finance#management,# etc.)

Digital#channel# systems

Interaction# optimisation# systems#(WFM/recording#systems,#etc.)

Security#systems#(e.g.# fraud#prevention,# etc.)

Telephony# systems#I automated# (e.g.# IVR)

Telephony# systems#I agent# led# interactions

Meets#current#and# future#needs Meets#current#needs Doesn't#meet#current#needs

How'does'technology'meet'current'and'future'needs?

How'well'do'the'following'infrastructure'items'meet'your'current'and'future'needs?n#|#942

2'in'5'say'digital'systems'fail'current'needs78%#fear#systems#won’t#meet#future#needsi#less#than#½#overall#systems#meet#current#demands


Top'5'themes'and'emerging'trends'– 2016'Report

Connecting'the'customer'journey…by'design:9#channels#now#the#normi# it’s#driving#omnichannel (connected#customer#journeys)#

Cloud'and'hybrid'solutions:#Cloud#in#some#form#now#longer#a#discussion.##Existing#users#offer#compelling#case#study#evidence

Proactive'automation:'proactive#outbound#activity,#preIempting#customer#needs,#improving#CX

Analytics'and'service'personalisation:'data#analytics#helping#organisations#to#to#deliver#a#more#personalised#CX

CX'recognised as'clear'differentiator:'it’s#dominating#the#service#revolution.#


DigitalI missing#the#human'

touch

CX'dominates,'digital#volumes#growing,#but#falling# short#of#potential#

Needs#integrated#design,##ownership#and#management

Hybrid'cloud'I making#a#powerful'

impact

Cloud'no'longer'a'decisioni# hybrid#

architectures#changing#IT

Mindset'shift'enabling#access#to#single#connected#

customer#platform

Small'data'analytics#helping#services#go'

personal

Customer'(journey)#analytics'will#

revolutionize' the#future#of CX

Proactive#automation#a#dark#horse#game#changer

The#digital#revolution#is#being#held#backN human'touch'is'missing

User$inputs$to$technology$

requirements$low

Testing$and$approvals$scarce

Design

Consistent$$and$proven$techniques$missing

Objectives$not$aligned

Management

Responsibility$for$the$delivery$of$business$case$

objectives$

Silo$approach$to$channel$mgt.

Ownership


Further'information…2016#Global#Contact#Centre#Benchmarking#Report#

Contact'us:

www.dimensiondatacx.com

[email protected]

@DiDataCX |##CCBenchmarking

Global#Contact#Centre#Benchmarking#Discussion#GroupDimension#Data#Contact#Centres#Showcase#Page#

https://twitter.com/search?q=%40DiDataCX&src=typd

3939

WHAT"IS"STANDING"IN"THE"WAY"OF"GREAT"RELATIONSHIPS?

◉ Customers,are,frustrated,by,inconsistent,, impersonal,experiences

◉ High,effort,required,to,find,resolution

◉ Poor,workforce,performance,,&,high,turnover

◉ Operational,inefficiencies, lead,to,higher,operating,cost

“I#CAN’T#SEE#MY#CUSTOMERS#THROUGH#THE#MAZE#OF#CHANNELS#I#OFFER”

MULTIPLE,CHANNEL,CONTACT,CENTER

40

WHAT"IF"YOU"COULD…

◉ Create,exceptional, relationships,with,your,customers

◉ Make,your,employees, the,champions,of,great,customer,experiences

◉ Always,be,ready,for,change,and,innovate,to,differentiate

41You#Can:,Introducing,the,Genesys,Omnichannel Engagement,Center

4242

Now,you,can◉ Engage,with,your,customers,to,build,

lasting,relationships

◉ Get,the,best,out,of,your,People

◉ Successfully,execute,your,customer,engagement,strategy

4343

WORLD’S"#1"CUSTOMER"EXPERIENCE"PLATFORM

◉ Orchestrate and,Route,Journeys◉ Optimize Omnichannel Workforce◉ Meet#Customer#Commitments#with,RealUTime,SLA,Management

◉ Proactively#Monitor#and,engage,web,customers◉ Leverage insights,from CX,&,Journey,Analytics◉ Market#Leader#Gartner#CCI#MQ#– 7,years,running,◉ Proven – 4,700,customers,in,120,countries◉ Deploy#Your#Way#– Cloud,or,Premises

44

ACCORDING,TO,THE,FORRESTER,TOTAL,ECONOMIC,IMPACT,STUDY,,ENTERPRISES,USING,THE,GENESYS,CX,PLATFORM,ACHIEVE:

158%"ROI"Over""""

Five"Years

Payback"in"

12.8"Months

$20M+"Reduction"in"

Infrastructure"Costs

$7600+"NPV"Per"

Agent"License

GENESYS"IS"SMART"BUSINESS

◉ 30%" improvement"in"ecommerce"conversions

◉ 50%"reduction"in"customer"abandonment

◉ 12.5%" improvement"in"agent"handle"time

4545

FOR"MORE"INFORMATION

◉ Watch#the#OnNDemand#WebinarN The#State#of#the#Omnichannel Contact#Center

Featuring*Dimension*Data’s*2016*Global*Contact*Centre*Benchmarking*Report◉ Watch#an#omnichannel demo#◉ Visit#our#website

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The State of the Omnichannel Contact Center

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