Customer Experience Trends for 2019: Building the Organization of the Future - Conversocial
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Customer Experience Trends
for 2019:
Building the Organization of the Future
Customer Experience Trends for 2019: Building the Organization of the Future | Page 1
Contents
04 Introduction
05 SECTION 1: The Road to Customer Centricity
Customer Care In The Social And Mobile Era
13 Ido Bornstein-HaCohen, COO, Conversocial
14 SECTION 2: Understanding Customer Data
20 SECTION 3: The Future of Customer Care
26 DISCOVER: Chief Customer Officer Forum
26 DISCOVER: Conversocial
Customer Experience Trends for 2019: Building the Organization of the Future | Page 2
Respondents Profile
Job Title:
Chief Customer Officer 11%
Chief Experience Officer 5%
Chief Marketing Officer 9%
VP/Director: Customer Experience -
Customer Services - Strategy - Insights 56%
Head: Customer Experience -
Customer Services - Strategy - Insights 19%
Location:
United States 50%
United Kingdom 10%
Germany 10%
France 10%
The Nordics 10%
The Netherlands 10%
Company size by employee:
1 - 50 employees 11%
51 - 200 employees 17%
201 - 500 employees 10%
501 - 1,000 employees 10%
1,001 - 5,000 employees 17%
5,001 - 10,000 employees 10%
10,000+ employees 24%
Industry:
Retail online and offline 23%
Banking, Financial Services & Insurance 20%
Travel/Hospitality
(Hotels, Casinos, Cruise Lines, Leisure Groups) 18%
Telecoms, Media & Technology 24%
Marketing & Advertising 15%
Customer Experience Trends for 2019: Building the Organization of the Future | Page 3
In June 2018, we
interviewed 100 senior
customer experience
professionals across
North America and
Europe.
The results of those interviews are presented
here with analysis from Conversocial and the
Corinium community.
Featured Contributors
Ido Bornstein-HaCohen Vanessa Leyka Samuel Marklew Dutta Satadip Robert Bridge
Chief Operating Production & Content Production & Content Global Head of Customer Chief Customer
Officer Director Director Operations Officer
Conversocial Corinium Global Corinium Global Pinterest Telegraph Media Group
Intelligence Intelligence
Customer Experience Trends for 2019: Building the Organization of the Future | Page 4 Introduction Customer centricity is on every company’s radar, and if it’s not, it should be! Why? Because connectivity has disrupted customer behaviour irrevocably. Customer connectivity is responsible for the dramatic change in the way customers communicate, how they access information, and their expectations. Essentially, connectivity is responsible for the growing strength of the customer’s voice. The world’s most successful companies in recent years have been those that have placed customer-centricity at the heart of everything they do, from product design, to sales and support. Considering these changes, we launched the Chief Customer Officer Forum. The Forum provides a crucial meeting point for leading executives in the industry to gather to discuss their challenges, make new connections and identify the best way forward in achieving their goals. In the lead up to the conference we interviewed senior customer experience professionals across North America and Europe. The study was designed to give an overview of the challenges, opportunities and technology requirements facing those responsible for building a customer centric organization.
Customer Experience Trends for 2019: Building the Organization of the Future | Page 5 Section 1: The Road to Customer Centricity
Customer Experience Trends for 2019: Building the Organization of the Future | Page 6
The most important elements of customer experience
3.68
3.64
Meeting customer
expectations
“Customer expectations are being
redefined every day and the ability
to meet basic expectations is table
3.47 Building rapport
stakes. We are increasingly being
with customers
offered experiences that are highly
customized, whether it is companies
like Amazon who provide variety
3.45 of delivery of goods at lightning
fast speeds, or services like Spotify
that are able to understand musical
preferences and tailor playlists.
Personalization at scale will continue
Addressing customer
to grow as a trend that will enable
conflicts
distinctive and memorable
experiences.”
3.39 Personalization Dutta Satadip
Global Head of Customer Operations
Pinterest
3.37
Creating a
seamless experience
Brand trust
(Aggregate ranking
from 1 to 6)Customer Experience Trends for 2019: Building the Organization of the Future | Page 7
How influential is customer experience over other departments?
High influence and
is documented
7% No influence
39%
High influence and
Technical is documented No influence
support
13 %
23%
54%
Some influence,
but not documented
Business
development/
sales
High influence and No influence
is documented
9% 64%
24% Some influence,
but not documented
Marketing High influence and No influence
is documented
21 % 8%
67 %
Some influence,
but not documented
Product
“The most successful companies will be design
those that put the customer at the heart
of everything they do. It is positive to
see that customer experience leaders are
influencing other departments including
71%
Some influence,
product design and marketing. However, but not documented
for companies to truly succeed a
documented strategy and process
of information sharing is critical.”
Samuel Marklew
Production & Content Director
Corinium Global IntelligenceCustomer Experience Trends for 2019: Building the Organization of the Future | Page 8
62% 64% 64%
46% 46%
32%
22% 24%
8% 6% 14% 12%
Technical support Technical support Business Business
North America Europe development/sales development/sales
North America Europe
76%
68% 66% 66%
26% 22% 24%
12 % 18%
6% 6% 10 %
Marketing Marketing Product design Product design
North America Europe North America Europe
■ No influence
■ Some influence, but not documented
■ High influence and is documentedCustomer Experience Trends for 2019: Building the Organization of the Future | Page 9
How advanced are you in terms of...
Behind Getting
Advanced
the curve there
11% 67 % 22%
Having a unified view of “It’s a sign of the times that 67% of
the customer across
multiple channels
respondents say that they are “getting
there” when it came to having a
unified view of the customer across
multiple channels. The Telegraph, with
Behind Getting
the curve there
Advanced a monthly global audience over 70M,
9 % 62 % 29% has multiple touch-points on an array
of platforms and devices, making a
single unified view highly complex. As
Successfully personalizing we strive to make our products and
interactions with customers experiences ever more individual, we
see the goal of a single unified view
only increasing in priority.”
Behind Getting
Advanced
Robert Bridge
the curve there Chief Customer Officer
39% 53% 8% Telegraph Media Group
Successfully rolling out
AI chat bots and
messengers
“I’m not surprised to see that 39% of
Behind Getting companies are behind the automation
Advanced
the curve there curve, as brands foray into the realm of
15% 58% 27% bots & AI is still very much in its infancy.
But done well they have the potential
to help companies with the routing
of issues, improve resolution times,
increase the efficiency of agents and
Executing a seamless pre- and
post-transaction service
help customers to self-serve.”
Ido Bornstein-HaCohen
Getting
Chief Operating Officer
Behind
Advanced Conversocial
the curve there
13% 62% 25%
Leveraging self-service
analytics to improve
customer experienceCustomer Experience Trends for 2019: Building the Organization of the Future | Page 10
Will changing your organizational structure improve your
customers’ experience?
Not sure
11%
Yes
39%
Will changing your organizational
structure improve your
customers’ experience?
No
50%
Not sure Not sure
10 %
12%
Yes
30%
Yes
48%
North No Europe
America
40 %
No
60%
“Organizational structures are mechanisms to drive functional accountability.
To truly impact customer experience, we need to understand our business goals
and put the customer in the middle of all business operations, and understand the
customer lifecycle so that we can execute internally to ideally eliminate all points of
experience friction.”
Dutta Satadip
Global Head of Customer Operations
PinterestCustomer Experience Trends for 2019: Building the Organization of the Future | Page 11
The biggest challenges to improving customer experience
“Achieving a single view of the customer, across multiple touch points,
has been a thorn in brands sides since the dawn of CRM. Using the
right communication channels, while having the view of the customer
through integrations, can be a key differentiator between success and
failure. A single view of the customer, through a digital CRM, will
enable a more seamless, efficient and personalized resolution.”
Ido Bornstein-HaCohen
Chief Operating Officer
Conversocial
Difficulty in
presenting case
studies on
isolated incidents
28%
Lack of cross-
departmental
collaboration
38%
Difficulty in Achieving a
Lack of cross-
presenting case single view of
departmental
studies on the customer
collaboration
isolated incidents
48% 32% 38%
Customer
Achieving
service
a consistent Lack of Employee
communications
experience c-suite buy-in engagement
sent by
across all channels
40 %
personal emails
14% 16%
12%
Download the CCO Fall Agenda: DOWNLOADCustomer Experience Trends for 2019: Building the Organization of the Future | Page 12
Achieving
a consistent Lack of
experience c-suite buy-in
across all channels
35% 21%
Customer
Achieving a service
single view of communications
the customer sent by
personal emails
41% 17%
Employee
engagement
20%
Difficulty in Achieving a
Lack of cross-
presenting case single view of
departmental
studies on the customer
collaboration
isolated incidents
28% 24% 44%
Customer
Achieving
service
a consistent Lack of Employee
communications
experience c-suite buy-in engagement
sent by
across all channels
30 %
personal emails
28% 24%
22%
Download the CCO Europe Agenda: DOWNLOADCustomer Experience Trends for 2019: Building the Organization of the Future | Page 13
Customer Care in the Social and Mobile Era
Most business leaders today understand that making a call. This is heavily impacting the way
providing a great customer care experience has companies are providing customer service.
a substantial impact when it comes to customer
retention and increased revenue. Nevertheless, the So, how are Social Messaging apps different than
majority of companies still look at their customer care conventional customer service software? For
operations as an unnecessary cost to the business one they are persistent, enabling customers to
that needs to be minimized or eliminated altogether. see the full conversation every time they open
the app. Two, they are device agnostic, allowing
It was Zappos who became the shining example consumers to switch from one device to the
of the impact that excellent customer service other without “disconnecting” the conversation.
culture can have on a company’s bottom line. They are asynchronous, allowing for the switch
Zappos made it their mission to provide the between real and non real-time to occur
best service possible, crowning “Deliver WOW seamlessly. For businesses, when combined with
through service” as their main slogan. Thereafter, management platforms like Conversocial, these
management books were written outlining this apps provide a more cost effective customer
integral value, with many companies inevitably management solution. Agents can now focus on
trying to mold their business accordingly. Most the conversations that require concrete actions on
who tried to replicate the Zappos approach were their end, avoiding the idle times that are inherent
unsuccessful however, having already invested to traditional channels such as voice and LiveChat.
copious amounts of capital toward achieving What’s more, these Social Messaging channels
this model. Most companies claimed that unless were built with automation in mind, making
they were established as Zappos from the very the implementation of front end and back end
beginning - with service being the focal point of automation that much easier.
their initial company DNA - it would be impossible
to make the cultural shift and adopt this new way With the right blend of automation, routing,
of doing business. Due to these short fallings, prioritization, and reporting to measure a
CEOs and Customer Experience leaders eventually company’s success, customer service can
rejected this model and retreated to their archaic become a more cost effective channel without
and substandard customer service habits. compromising the customer experience. By using
the right software platforms, companies can use
However today’s customer expects more, and the same Social Messaging apps like Facebook
although companies invested 1.3 trillion dollars on Messenger, Apple Business Chat, Twitter DM,
customer service overall and 18 billion solely on Wechat etc., to provide customer service at a
contact center software, a recent study showed fraction of the traditional cost: breaking the CX to
that 66% of consumers who switch brands do cost equation. Companies can provide outstanding
so because of poor customer service that they customer service at overall lower costs, which will
received. It is clear then that the solution to be more effective than traditional channels and
keeping businesses and consumers happy is not will have a positive, lasting impression among their
going to come from investing more money into customers at the same time.
traditional - albeit less effective - customer service
channels, but rather approaching the situation With over 4 billion consumers already using
from an entirely different perspective through Social Messaging apps, ask yourself what you
Social Messaging Customer Care. as a business need to be able to manage these
conversations at scale. With our help, you too can
Today’s engagement technologies are enabling us join the Social Messaging revolution.
to connect more easily and seamlessly than ever
before. The rise of the ‘always connected’ mobile
apps and Social Messaging applications enable us Ido Bornstein-HaCohen
to effortlessly communicate with our friends and Chief Operating Officer
family - send messages, organize get-togethers, Conversocial
order food, set up meeting points, order an Uber,
etc. - without ever picking up the phone andCustomer Experience Trends for 2019: Building the Organization of the Future | Page 14 Section 2: Understanding Customer Data
Customer Experience Trends for 2019: Building the Organization of the Future | Page 15
How advanced are other departments in terms
of leveraging customer data?
Behind
Advanced
the curve
32% 27%
Technical
support
Behind
Advanced the curve
25% 25%
41 %
Getting there
Business
development/
sales
Advanced
Behind
50%
Getting there
the curve
23 %
27%
Marketing
Advanced
50% 29% Behind
the curve
Getting there
34%
Product
design
“Having the data to enable a
360-degree view of the customer is 36%
the most important for us. It provides Getting there
the foundation to develop a shared
understanding of value and friction
across all parts of the customer lifecycle.”
Dutta Satadip
Global Head of Customer Operations
PinterestCustomer Experience Trends for 2019: Building the Organization of the Future | Page 16
50% 50%
44%
38%
34% 30% 30% 30%
28%
26 %
20% 20%
Technical support Technical support Business Business
North America Europe development/sales development/sales
North America Europe
54%
46%
37% 33% 38% 36%
28% 31 %
26% 26% 26%
20 %
Marketing Marketing Product design Product design
North America Europe North America Europe
■ Behind the curve
■ Getting there
■ Advanced
“Democratization of data is key to creating a unified view of the customer. As
customers become more demanding, companies must have a system to effectively
share customer insights to better serve them.
Customer experience departments hold invaluable data that should be leveraged to
create memorable sales and marketing experiences, but should also support product
development.”
Vanessa Leyka
Production & Content Director
Corinium Global IntelligenceCustomer Experience Trends for 2019: Building the Organization of the Future | Page 17
The biggest benefits of your data and analytics function
Increased Faster to
customer react to
retention customer
needs
31% 35%
Increased Strategy
sales and is driven
revenue by data
33% 26%
Greater
collaboration Better
between engagement
departments with customers
42% 33%
According to our research North American companies feel the
biggest benefit of their data and analytics fucntion is ‘greater
collaboration between departments. In contrast European
companies believe it to be the speed they can react to
customer needs.Customer Experience Trends for 2019: Building the Organization of the Future | Page 18
North America
Greater collaboration
between departments Increased customer retention
50% 34%
Better engagement
Strategy is driven by data with customers
28% 30%
Faster to react to Increased sales
customer needs and revenue
30% 28%
Europe
Greater collaboration
between departments Increased customer retention
34% 28%
Better engagement
Strategy is driven by data with customers
24% 36%
Faster to react to Increased sales
customer needs and revenue
40% 38%Customer Experience Trends for 2019: Building the Organization of the Future | Page 19
How well is your data integrated across..?
52% 48%
Mostly Not 38%
Very well integrated integrated 34 %
integrated with some at all
50% issues
36% 14% 14% 14%
Phone
Phone Phone
North America Europe
Mostly Not
58%
Very well integrated integrated
integrated with some at all 44% 42%
36
51% issues %
39% 10%
Web
14%
6%
Web Web
North America Europe
Mostly Not
Very well integrated integrated
integrated with some at all 62% 58%
38 % issues
60% 2%
Mobile 40%
36 %
2% 2%
Mostly Not
Very well integrated integrated Mobile Mobile
integrated with some at all North America Europe
34 % issues
49% 17%
Social
52%
46%
34% 34%
20%
“Almost a third of participants feel 14 %
that their data is well integrated
across mobile and social - which Social Social
clearly highlights the importance North America Europe
of these critical support channels.”
■ Very well integrated
■ Mostly integrated with some issues
Vanessa Leyka ■ Not integrated all at
Production & Content Director
Corinium Global IntelligenceCustomer Experience Trends for 2019: Building the Organization of the Future | Page 20 Section 3: The Future of Customer Care
Customer Experience Trends for 2019: Building the Organization of the Future | Page 21
Key customer support channels for customer service
now and the next 12 months?
Looking Looking
to implement to implement
in the next in the next
12 months 12 months
Already
13% Already
79%
implemented implemented
87% 21%
Looking
to implement Google RCS
Twitter DM in the next Business Messaging
12 months
Already
94%
implemented
6%
Looking
Looking to implement
to implement in the next
WeChat 12 months
in the next
12 months
49%
Already
79 % Already
implemented
implemented
51%
21 %
Looking
to implement
in the next Facebook
WhatsApp
12 months Messenger
Already
96%
implemented
4%
“It’s no surprise to see 51% of respondents have implemented Messenger, and 87%
have implemented Twitter DM, as support channels. Customer expectations are
changing; gone are the days of using social just for public venting, customers
now want to receive issue resolution over private messaging channels.
Corporate leaders obviously understand this, with 96% looking to implement
Apple Business Chat and 79% saying WhatsApp is a channel priority all in the
next 12 months. The future of support is private messaging channels.”
Ido Bornstein-HaCohen
Chief Operating Officer
ConversocialCustomer Experience Trends for 2019: Building the Organization of the Future | Page 22
94% 98%
92 %
82%
62% 60%
38% 40%
18%
8% 6% 2%
Facebook Facebook Twitter DM Twitter DM Apple Apple
Messenger Messenger North America Europe Business Business
North America Europe Chat Chat
North America Europe
98%
90%
84% 80%
78%
74 %
26% 22% 20%
16%
10 %
2%
WeChat WeChat WhatsApp WhatsApp Google RCS Google RCS
North America Europe North America Europe Business Business
Messaging Messaging
North America Europe
■ Already implemented
■ Looking to implement in the next 12 monthsCustomer Experience Trends for 2019: Building the Organization of the Future | Page 23
Do you feel customers have higher expectations for digital customer
service over social messaging channels than they did a year ago?
No
24%
Do you feel your customers have higher
expectations for digital customer service
over social messaging channels
(Facebook Messenger, Twitter DM,
Whatsapp, etc) today than you
did a year ago?
Yes
76%
No
No 16%
32%
North Yes Europe
68
America %
Yes
84%
“Social Messaging channels are ushering in a new generation of customers who expect
more and expect it fast. It’s not surprising, Social Messaging support combines full chat
functionality with persistent identity and mobile notifications merging all of the best
elements of the traditional digital care channels, purpose built for the mobile era.”
Ido Bornstein-HaCohen
Chief Operating Officer
ConversocialCustomer Experience Trends for 2019: Building the Organization of the Future | Page 24
With requests for customer support through customer messaging apps
set to exceed requests for customer support through public social
media soon, do you feel your business is prepared?
No
26%
Yes
74%
A dedicated
All of these team of
options social care
agents “It’s not surprising to see
9% 14 % companies are doubling down
on Social Messaging channels
for support. Messenger Chat
A best- alone boasts 1.3 billion
of-breed
platform monthly users and is still
built for growing - with 8 billion
scoial
messages exchanged
27% messaging
Innovating If yes, what strategic approach 19 % every month between
through have you taken internally consumers and businesses -
channel to scale externally?
adoption Messenger is at the
and platform forefront of digital customer
partnerships
care. The platform offers
customers a continuous thread
of conversations with real-
time, personal interactions
that span every point in the
customer journey.”
31%
Promoting social
messaging channels Ido Bornstein-HaCohen
to drive volume
from traditional
Chief Operating Officer
ConversocialCustomer Experience Trends for 2019: Building the Organization of the Future | Page 25
“While the launch of the bot
platforms in 2016 caused a lot of
hype (and introduced a lot of bots
that turned out to not be very
useful at all) we’re now starting
to see brands figure out how to
use automation to add real value
for customers. It’s not surprising
that 82% of brands feel they will
be at least somewhat important in
delivering customer experience at
scale.”
How important will automation
Ido Bornstein-HaCohen and bots be to your customer
Chief Operating Officer experience delivery in the not
Conversocial
too distant future?
Very Somewhat Slightly Not
important important important important
9 %
73 %
15 %
3 %
Not Not Very
Very
important important important
important
Slightly
important 4% 10 %
Slightly
important 2% 8%
14% 16%
North America Europe
72% 74%
Somewhat Somewhat
important importantCustomer Experience Trends for 2019: Building the Organization of the Future | Page 26 Discover the Chief Customer Officer Forum Chief Customer Officer, Fall The US Grant, San Diego, September 12-13, 2018 | San Francisco Chief Customer Officer, Fall returns this September for the third edition and for the first time on the West Coast. CCO Fall has established itself as an unparalleled platform for CCOs and CX leaders to come together to collaborate, learn and share in practical “how to” strategies to benefit their organizations, creating a platform of discourse for the evangelism of customer centricity in modern day business. Find out more: cco-fall.coriniumintelligence.com Download the CCO Fall Agenda: DOWNLOAD Chief Customer Officer, Europe 9-10 October, 2018 | London Chief Customer Officer, Europe is the perfect event for Chief Customer Officers & senior CX leaders to come together to collaborate, learn & share practical “how to” strategies to benefit their organisations. Engage with CX Professionals at Europe’s leading CX forum this October! Find out more: cco-eu.coriniumintelligence.com Download the CCO Europe Agenda: DOWNLOAD Discover Conversocial Let’s work together to transform the way you serve your social, mobile customers to increase loyalty. We help turn customer service into customer loyalty — by making it easy for customers to get help through social, mobile channels. Today’s consumers no longer require just resolution, but also meaningful conversations, on the most demanding digital channels. Conversocial applies the disciplines of contact center efficiency with the unique dynamics of social customer engagement. We continuously innovate to help our clients turn unstructured, chaotic signals into organized, meaningful channels. Find out more: www.conversocial.com
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