The autonomous customer 2021: cloudy with a chance of AI Dr Nicola J. Millard Principal Innovation Partner at BT ...
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The autonomous
customer 2021:
cloudy with a chance of AI
Dr Nicola J. Millard
Principal Innovation Partner at BT
nicola.millard@bt.com
@DocNicola
Public. The autonomous customer 2021. Version 1.
Understanding the evolving consumer and contact centre agent experience
Belgium Singapore Australia Netherlands Australia
Belgium Singapore
Australia
Brazil Singapore Brazil
China Spain China S. Africa
UK China China South Africa China Singapore
Germany UAE Germany Spain
USA Hong Kong France Spain France South Africa
India UK India UK India UK
Germany UK Germany UK
USA India USA India USA
Singapore Indonesia USA Netherlands USA
1,000 2,500 1,000 5,000 5,000 6,000 consumers 5,000 consumers
consumers consumers consumers consumers consumers
2010 2012 2013 2015 2017 2019 2020
PLUS 300 contact centre agents and team leaders
Independent online research conducted by Davies Hickman Partners with 5,016 consumers, a nationally representative
sample in each country, completed in Nov/Dec 20. 300 contact centre agents and team leaders across India, UK and USA
2 Copyright: British Telecommunications PLC, 2021 – Source: Davies/Hickman (2020), The Digital Customer, BT/Cisco
Overall themes: expectations of easy customer service are still high 77% 71% 73% 58% I buy more from Consumers buy more I find dealing with Convenience is companies which have from companies that organisations around more important excellent customer make it easier to do customer service issues than price service business with them tiring and exhausting (51% in 2019) (76% in 2019) (76% in 2019) (64% in 2019) 40% 82% 77% 73% Say they are more Say they could not Consumers want Customer service likely to buy products purchase a product or organisations to offer should be and services online in service online, make different channels to available 24/7 the future changes, choose meet their needs (73% in 2019) (33% will go shopping a delivery slot, or pay less) for an order 3 Copyright: British Telecommunications PLC, 2021 – Source: Davies/Hickman (2020), The Digital Customer, BT/Cisco
Omni-channel shifts
Which of these methods of contacting organisations do you use currently? (UK)
90
80
70
60
50
40
30
20
10
0
2013 2015 2017 2019 2020
10 Copyright: British Telecommunications PLC, 2021 – Source: Davies/Hickman (2020), The Digital Customer, BT/Cisco British Telecommunications plc 2019
Omni-channel still rules Consumers pick different channels based on their goal intention states Which of these three ways of Explore, research, get Make it fast and easy Give me immediate access interacting with the advice e.g. online, e.g. an App, online to a well-trained employee organisations would you webchat, face to face / self-service e.g. someone to talk to on select? in-store technology the phone Visionary 47% 26% 21% Utilitarian 22% 55% 19% Customer in crisis 25% 24% 46% 5 Copyright: British Telecommunications PLC, 2021
Experience of chatbots worsens
Are chatbots becoming IVR for digital?
To what extent do you agree with the following statements about Chatbots?
Real human agents should check the more complicated responses of 72%
Chatbots before they are sent to customers 81%
Chatbots should be able to remember what you said in the interaction 70%
74%
Chatbots can help web-chat advisors to process simple queries 64%
69%
The benefit of Chatbots is getting an immediate response 63%
76%
Chatbots will just be a fad. If you want good customer service you need to 62%
talk to someone 59%
The responses from the Chatbot to my messages should be available as 62%
notifications on my smartphone 69%
Too often Chatbots just can't answer my question 60%
59%
Chatbots help companies improve their customer service 56%
60%
I don't mind it that Chatbots can't express human empathy 52%
53% 2020 2019
6 Copyright: British Telecommunications PLC, 2021 – Source: Davies/Hickman (2020), The Digital Customer, BT/Cisco
Video killed the radio star?
Massive growth in usage during the pandemic, and enthusiasm for future usage in niche areas
Thinking of the most recent occasion when self-service proved difficult which of the following means of
contacting organisations would you most like to use?
Would use video chat to…
Video chat 85%
Web-chat 84%
E-mail
Phone
79%
77%
75% 77% 77%
Social media 71% Speak to your Doctor Be shown how to Fix home technology
Call me button 54%
or other health install a product or by getting advice
Website FAQs 50%
professional (73%, 2019) service (77%, 2019) (76%, 2019)
Online Virtual Agent 49%
App help
Co-browsing
48%
43%
71% 71% 70%
SMS 39%
Discuss where to Discuss financial Make a complaint
Messaging 37%
leave a delivery services product (67%, 2019)
(68%, 2019) (65%, 2019)
7 Copyright: British Telecommunications PLC, 2021 – Source: Davies/Hickman (2020), The Digital Customer, BT/Cisco
Proactive Futures: but there is a fall in openness for outbound contact
Is this poor design or something else?
If orgs. become aware of issues or I would like a notification when…
problems (e.g. delays, faults) how
72%
should they tell you?
There are signs of
80% fraud on my
E-mail 64% (72% in 2019)
account I like it when organisations notice
Messaging (incl. I have been having difficulty with
54% (59%, 2019) a website /completing an order
SMS & WhatsApp Reminders about
80% and contact me directly to try
appointments &
Phone you 48% (52%, 2019) deliveries and help (2019, 74%)
62%
Facebook There is a problem
msg 20% (16%, 2019) 78%
with my product/
service
Twitter 13% (11%, 2019) The more information I give to
My policy/contract organisations the better the
Other soc 77% level of customer service I
media 11% (10%, 2019) is due for renewal
expect to receive (2019, 67%)
8 Copyright: British Telecommunications PLC, 2021 – Source: Davies/Hickman (2020), The Digital Customer, BT/Cisco
Agents have a difficult job to do
Contact centre agents face a range of challenges
Saying they often take calls,
69% 29%
emails or messages from people
who are…
43% Impatient
Agents say customers are more likely Agents say they need a discussion 39% Very stressed
to ask questions which are difficult to with a colleague or team leader to 31% Rude
answer (during pandemic) resolve 1 in 5 of their customer calls, 30% Serial complainers
e-mails or messages 30% Not listening
Agents agree…
83%
of customers say the last time they phoned a contact
centre, they were doing one of the following at the same
We are a valuable part of the
brand experience
87% time…
We are part of the service the 46% 17% 31% 26%
customer is paying for
87% On the internet Cleaning On social media Eating food
37% 11% 19% 11% 25%
We build loyal customers 83% Watching TV Driving Cooking Travelling Working
9 Copyright: British Telecommunications PLC, 2021 – Source: Davies/Hickman (2020), The Digital Customer, BT/CiscoContact centres have some high cost attrition rates
Our colleague satisfaction is high Our staff turnover is high
29% 44%
37% 35%
36% 29%
56% 34% 56% 20%
33% 30% 19% 25% 29%
11%
India UK USA Total India UK USA Total
Always Often Always Often
My colleagues have been more anxious since the My colleagues have been more understanding since the
Covid-19 pandemic Covid-19 pandemic
India 36% India 37%
UK 46% UK 24%
USA 29% USA 42%
Total 37% Total 43%
10 Copyright: British Telecommunications PLC, 2021 – Source: Davies/Hickman (2020), The Digital Customer, BT/CiscoCreating the ideal WFH environment
Contact centre agents want better technology and privacy to work at home successfully
What would make you more efficient when working at
20% 38%
home?
Better IT equipment (mouse, screen,… 31%
Agents say they My organisation will More comfortable chair 30%
do or can work at definitely encourage Better broadband 30%
home agents to work at home in
the future (33% probably)
Better privacy 25%
More comfortable desk 25%
Where would Better security for customer and… 23%
At home
you prefer to
31% Better PC 23%
work in the
future? 71% Prefer Better sound proofing 22%
to work at Better headset 22%
home at
least some Better recording system 19%
A mix of of the time
both
Better camera 14%
Contact
40% centre
29%
11 Copyright: British Telecommunications PLC, 2021 – Source: Davies/Hickman (2020), The Digital Customer, BT/CiscoThank you
Dr Nicola J. Millard
Principal Innovation
Partner at BT
nicola.millard@bt.com
@DocNicola © British Telecommunications plc 2021You can also read
