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2015 Global Contact Centre Benchmarking Report
24 February 2015
CCW Session
Copyright © 2015 Dimension Data
The Global Contact Centre Benchmarking Report
Launched in 1997
by Merchants, Dimension Data’s subsidiary contact centre specialist.
Annual global research study of multichannel interactions in
contact centres
18 years Of trends, performance analysis and
best practice techniques
Supported by over 30 of the world’s leading industry groups and associations
Participants in this year’s report
901
Copyright © 2015 Dimension Data
Why should we care?
Nancy Jamison – Frost & Sullivan
Nancy Jamison, Principal Analyst at Frost & Sullivan said:
“The depth of decades of benchmarking has enabled Dimension Data to clearly see customer service and engagement trends unfolding in advance, rather than in a reactionary way.”
Copyright © 2015 Dimension Data
2015 results at a glance…
75% of companies recognise service as a competitive differentiator Up 18% in 2 years but c-sat levels down 4th year in succession
Up to 40% say IT doesn’t meet current needs And nearly 80% say current systems won’t meet future needs
23% drop in direct ownership models
34% of contact centres are planning for a hosted solution
Social media is already 1st choice for
Gen Y (globally) Yet 57% of contact centres
have no capability
Omnichannel will become a necessity. It requires a joined up approach
74%
see overall interactions increasing in 2 years
Voice to drop 16%
Non-Voice to rise 85%
Analytics will be key in the next 5 years,
But 40% have no capability
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Four insights on engagement models…gone digital
Digital contact is establishing itself as a first choice option – both for customers and organisations
Analytics voted as No 1 factor that will change the industry to drive personalization and channel strategies based upon interaction value
Digital enabled by mobility will lead to short term growth within the industry – 85% uplift on non-voice channels, 16% decrease in voice
Technology dependencies will force improved integration across hybrid architecture models (of hosted and owned IT)
Go digital or die 1Analytics hold the key 2Operational growth will be via non-voice 3Rising IT dependency driving cloud and hybrid ownership
4
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Go Digital or Die As enterprises embrace the potential of digital channels there is a health warning:
Go Digital or Die!
10 years ago there was no social media or smart phone devices and very little web chat. These things have revolutionised the way customer service is delivered
From an operational, technology and people perspective, there are huge challenges and few warning signs to consider as we enter the Digital Age of contact centres
Context:
! Digital contact is establishing itself as a first choice option – both for customers and organisations
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Shift from voice- to digital-interactions 10 years ago there was no web chat, smart phone apps, social media, and very little email. Today, digital interactions account for over 35% of all interactions, and at the current rate will overtake voice in two years time.
Telephone
IVR touchtone
IVR speech
Web chat
Social media - Facebook, Twitter, etc.
Smartphone application
SMS text/instant messaging
Video chat
Internet website (peer-to-peer systems) 2006
2013
2015
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0
10
20
30
40
50
60
2006 2008 2009 2011 2012 2015 2016
2006
2008
2009
2011
2012
2015
2016
Forecast Actual
Sources: Dimension Data Global Contact Centre Reports 2006-2015
In 2 years call centres will be predominantly Digital
The proportion of digital interactions has grown steadily over the last 8 to 9 years. At current rates, digital interactions will overtake agent-assisted by the end of 2016.
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Digital Agent Life: Improved utilisation but at a cost Attrition and
Absenteeism has not improved in the last 10 years, but operationally staff are spending more time talking to customers
14.8
5.3
57.0
14.6 8.4
69.8
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
Staff attrition Absenteeism Agent utilisation
2005
2015
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Digital Customer Experience – not so good The perceived impact of digital channels on customer experience is not positive and sends a warning sign to enterprises who ‘Go Digital’ and self-serve too quickly
83.0 82.0
28.0
76.0 75.0
39.0
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
CSAT FCR Speed to answer (seconds)
2005
2015
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Contact centres have to change
to meet the challenge
Digital is here to stay
Organisations have to adopt new technology and innovative delivery
models to remain relevant and competitive
Customer service in contact centres is undergoing a transformation
Conclusions on the impact of digital
Customer Experience Management is the new mantra for customer service and lifetime value management
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Digital will fuel the need for analytics
Sheila McGee-Smith – McGee-Smith Analytics
Sheila McGee-Smith, founder and principal analyst at McGee-Smith Analytics said: “The most thought-provoking prediction from the 2015 Global Contact Centre Benchmarking Report by Dimension Data - based on data regularly gathered since 2006 - is that digital interactions will overtake agent-assisted by the end of 2016. It is more imperative than ever that businesses find a way to better gather, analyze and ultimately deliver to agent’s predictive information based on prior digital interactions.”
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Contact centres gather huge amounts of customer data Analytics are reshaping the customer management landscape This presents an opportunity and a threat to contact centres
Analytics voted as # 1 factor that will change the industry to drive personalisation and channel strategies based upon interaction value
Context:
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1.7
18.4
24.2
25.9
29.0
32.8
33.6
37.9
43.3
52.8
Other
Agent capability and empowerment levels
Cloud (pay-as-you-use) hosted technologies
Live chat interfaces (e.g. via smart apps and social media)
Broader choice of integrated contact channels
Social media's evolution to a service channel
Technology solutions providing a service differentiator
Changing user behaviours (i.e. via improved mobile services/access)
Customer demands
Customer analytics
Innovation and emerging trends
What three things do you think will do most to reshape the contact centre industry during the next five years? n | 868
53% highlight analytics as doing most to reshape the industry in the next 5 years
Customer demands force new strategies
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5.7
13.7
22.8
43.5
52.1
60.1
69.9
78.7
None of these
Automated lesson assignment based on agent QA scores?
Speech/customer voice/text analytics
Data sourcing (i.e. user profile, social media, quality mgt.)
Post-contact survey capability
Data analysis (i.e business performance, Big Data, root cause analysis, trending)
Data presentation - real-time/historic dashboards
Agent performance and capability scorecards
Business information tools available
What business information tools are available within your contact centre? n | 775
40% have no data analysis tools But analytics voted the top factor to change the shape of the industry within the next 5 years
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Segmentation: personalised service offerings
What degree of personalised service can you offer based on your segmentation strategy? n | 772
2011 2012 2013/14 2015
Prioritised service channels (e.g. expedited telephone/email channel) Not asked Not asked Not asked 44.4
Prioritised service for specific campaigns/events 8.3 8.8 18.2 34.8
Personalised service for specific customer groups (e.g. high-value/gold card customers) 17.4 19.9 35.1 42.7
We are unable to offer a personalised service at this time based on segmentation levels 17.4 16.7 11.6 10.7
Segmentation isn’t applicable for our customer base 25.8 27.3 26.3 30.3
Personalised service offerings more than doubled in two years: from 20% up to 43%
Demonstrates the impact of improved analytics
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Conclusions on the impact of Analytics
More personalised offers
Improved customer experience
Greater agent productivity
Greater insight
Customer Experience Management is the new mantra for customer service and lifetime value management
Requires focused investment and appreciation of potential across channels
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Operational growth non-voice
Context: The opportunity presented by digital channels and interaction is significant in terms of both cost, performance and customer experience
The challenge is to harness the new channels, while improving customer experience
This is proving difficult and many organisations are on a steep learning curve
Digital enabled by mobility will lead to short term growth within the industry – 85% uplift on non-voice channels, 16% decrease in voice
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8.4
17.7
25.5
25.5
41.2
73.8
87.0
16.0
12.3
16.4
30.3
33.6
18.0
6.8
4.8
5.4
6.7
41.8
24.9
7.9
2.1
70.3
64.3
51.1
2.3
3.9
Need to reshore will...
Need for offshore capacity will...
Outsourcing will...
Voice traffic will...
Headcount employed will...
Overall interactions (across all channels) will...
Non-voice traffic will...
Increase Stay the same Decrease Not applicable to us
Evolution of contact centre in next two years
How do you see your contact centre(s) evolving in the next two years? n | 870
42% say voice traffic will decrease 74% expect an uplift in overall interactions resulting in 16% net increase in FTE
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5.9
10.2
22.9
27.3
32.3
36.5
51.1
56.3
56.8
Other
Cloud (pay-as-you-use) hosted technologies
Speed of technological advancement
Security risks and compliance
Information management
Changing user behaviours (e.g. social media, smart devices)
Staff multiskilling/managing increased complexity
Process optimisation or automation
Migrating customers to self- or assisted-service channels
Industry trends affecting contact centre
What are the top three industry trends currently affecting your contact centre? n | 875
Efficiency dominates
Call deflection emerges as top priority for contact centres
The next step: optimise the experience and benefit and up-skill staff
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10.3
50.8
51.8
70.6
79.2
47.9
54.0
60.3
62.1
26.4
21.4
21.6
5.9
4.2
27.1
15.5
18.2
We don't initiate contacts
Default notifications/collections
Sales and marketing
Service enquiry updates
Complaints/negative feedback
Telephone Email SMS (text) Social media
Preferred channels for initiating contact
What channels do you use to initiate contact with customers in the following situations? n | 768
Digital channels increasingly utilised across all engagement types Social media usage for complaints is growing – now 2nd adoption area after sales and marketing
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12.1
14.1
15.1
16.0
51.9
83.5
High priority to develop further uses
Social media sites
Usage being evaluated
Integrated into smart device applications
Website sales pages
Website service pages
Where is web chat being used?
Users: Where have you deployed web chat? n | 206
84% offer web chat via Internet service pages Just 52% on sales pages 16% have merged chat with smart apps
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24.3
38.7
48.0
49.8
60.5
Web chat facility is available
Personal information can be updated
Contact me facility is available
Services can be ordered/amended/cancelled
Shortcuts to smartphone-configured website pages
Smart app functionality
Users: What smartphone/tablet application (‘smart app’) functionality is available to customers? n | 160
50% can order/amend/cancel services via interactive smart apps 39% can update personal information (up to 66% in media and entertainment)
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Customer experience performance levels
What is your average customer experience score for: n | 430
Customer experience is top strategic performance measure But has fallen four years in a row
Percentage Customer
satisfaction % - Actual
2015 76.3
2013/14 77.6
2012 80.4
2011 82.1
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Conclusions on the impact of Operational non-voice
Customers are showing strong preference to self-serve and adopt Apps and web-chat
The shift is gathering pace: Digital will overtake voice in CC’s inside 2 years
Customer experience is suffering: Organisations still not able to affect customer experience as effectively in digital channels as they do in voice.
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IT dependencies driving cloud and hybrid Systems in contact centres have consistently fallen short of expectations
Availability of different procurement and consumption models is set to change the landscape
Organisations are exploring options and seeing almost instant benefits
Technology dependencies will force improved integration across hybrid architecture models (of hosted and owned IT)
Context:
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36.8
51.4
53.8
49.7
58.3
54.2
47.9
39.6
48.9
50.4
22.0
26.9
23.0
27.5
15.8
21.1
21.3
17.3
18.7
19.0
41.2
21.7
23.2
22.8
25.9
24.7
30.8
43.1
32.5
30.5
Speech or text analytic systems
Interaction routing (distributor) systems
CTI applications
Workforce optimisation systems (recording systems etc.)
Business support systems
Self-service applications (e.g. IVR)
CRM systems
Social media monitoring systems
Knowledge management systems
Agent-assisted service applications (e.g. web chat, email, SMS)
Meets current needs Meets current and future needs Does not meet existing needs
How does technology meet current and future needs?
How well do the following infrastructure items meet your current and future needs? n | 675
At least 1 in 5 say technology doesn’t meet current needs (2 in 5 for social media and speech) 79% fear systems won’t meet future needs
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6.8
11.9
10.7
9.2
15.0
18.3
27.6
5.2
5.6
5.8
8.9
10.1
10.8
53.6
You rent it
Cross charge from other corporate departments
Contact centre is outsourced/co-sourced and technology is part of the outsource/co-source agreement
It's provided by the telecommunications provider
Split of own and rent
It's hosted by an applications service provider (not by a telecommunications provider)
You own it
Current Planned
Technology provision/maintenance: current and planned
How do you provision/maintain your contact centre technology (both infrastructure and applications)? n | 674
23% drop in direct ownership models
34% of contact centres without a hosted solution are planning for it
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4.5
81.4
80.5
77.2
84.2
85.7
85.9
88.8
90.8
87.6
18.6
19.5
22.8
15.8
14.3
14.1
11.2
9.2
12.4
Benefits not realised, being removed
Enables compliance with enterprise-wide IT
Improved technology uptime
Better reliability
Increased agility/speed to market
Allows us to pay for only what we use
Provides access to a single integrated customer contact
Reduced costs
Improved flexibility
Access to new functionality
Agree Disagree
Impact of hosted/cloud technologies on the business
Users expressing an opinion: How has the use of hosted/cloud technologies affected your business? n | 243
89% of current users with an opinion agree cloud has reduced costs 88% of same highlight it offers access to new functionality
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Faster time to deploy and use
Lower cost to win and maintain
Easier access to new functionality and new
channel solutions
Improved performance and
flexibility
Conclusions on Cloud and Hybrid Technology
Challenge is in creating the collaborative approach between the business and IT to create the roadmap for change and prioritise investments based on tangible ROI
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2015 Benchmark Comparison Portal
• Online access to all 2015 and historic data
• Dynamic query capability: country, size, industry, CC type
• Compare to previous years for trend data
• Export charts and graphics in 2 clicks
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Further information… 2015 Global Contact Centre Benchmarking Report
Contact us: Hall 2.1 Stand B10 Andrew McNair – Head of Benchmarking Tel: +1 778 991 0055 (Canada - PST) [email protected]
Robert Allman – Principal Director, Communications Tel: +44 7964 194 643 [email protected]
Richard Holmes – Benchmarking Manager Tel: +44 7812 009 588 (UK) [email protected]
Paul Scott – Consulting Executive, Communications Tel: +44 7812 009 569 (UK) [email protected]
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