Omnichannel CX and Digital Transformation

Omnichannel CX
and
Digital Transformation
The Role of the Contact Centre in the Omnichannel CX Ecosystem

Agenda
1. The Meaning and Impact of “Omnichannel CX” and “Digital Transformation”
Results from 2017 CX Benchmark Report
The 2017 Status of Digital Globally and in South Africa
On-going Trends
2. A 2020 vision for CX
3. Digital Maturity of the organisation – Interactive session
4. Contact Centre Strategy in the Omnichannel CX Ecosystem – Interactive session
5. How to proceed to attain your 2020 Omnichannel vision
6. Conclusions

Agenda
09:00 – 09:30 Registration and coffee
09:30 – 10:45 Session One
The Meaning and Impact of “Omnichannel CX” and “Digital Transformation”
Results from 2017 Dimension Data CX Benchmark Report
The 2017 Status of Digital Globally and in South Africa
Trends
10:45 – 11:00 Tea/coffee
11:00 – 11:30 Session Two
A 2020 vision for CX – Interactive session
11:30 – 12:15 Session Three
Digital Maturity of the organisation – Interactive session
12:15 – 12:45 Lunch
12:45 – 14:00 Session Four
Contact Centre Strategy in the Omnichannel CX Ecosystem – Interactive session
14:00 – 14:15 Tea/coffee
14:15 – 15:00 Session Five
How to proceed to attain your 2020 Omnichannel CX vision
15:00 – 15:15 Conclusion

1. Contact Centre – Its role in Omnichannel CX Ecosystem
CC Agent
Twitter*
Web &
Webchat
Smart AppVoice Call
LogisticsStock
Facebook*
Virtual Agent
Assistant
Customer
Payment
Channels
In Store
CRM &
Workflow
Pinterest*
Knowledge
Base
Back-officeRobotics Chatbot
YouTube*
Predictive
Analytics
Omnichannel
Context
* See Homechoice.co.za

In an omni-
channel world
the customer
alone decides
where a brand
can meet them.

Brand, People
& Context
Stage1:TheOmni-channelTrinity

To truly succeed
the brand must
build & maintain a
relationship.
The Omni-channeltrinity / Brand, context&people

Understand,
research & analyse.
Stage2:TheHuman-centricApproach

Understand context
=
Research people
+
Analyse touchpoints
The human-centricapproach

1. Results from 2017 Dimension Data CX Benchmarking Report
Digital crisis or redemption - The uncomfortable truth
2017 Global Customer Experience (CX) Benchmarking Report

20 years
of benchmarking
Telephone-primed CX Digital-primed CX
The transformation of CX
2017
CX – proactive & customised
New trend towards pushed CX,
tailored and enabled by analytics and
technology
AI enabled automation via behavioural
and profile personalisations
Robotics reimagining world of CX
2018 – 2020
Broader and centralised channel
access options
Birth of contact centre
2000s
1990s
Traditional call centres
telephone replaced
face-to-face
2010s
Multichannel the norm
telephone and digital improve
customers’ channel options and an
ease of contact
Consistent cross-channel support for
customers, via integrated digital channels
Omnichannel a top priority
2016 – 2018

The uncomfortable truth
Introduction

The uncomfortable truth
High performing disruptors are outpacing established market leaders by
committing to the opportunity created by the digital revolution.
81% of companies recognise CX as a
competitive differentiator
CX is the no1 most important strategic
performance measure
79% can evidence cost savings; 84% an uplift in
revenue/profits
Just 13% self-rate their CX delivery at 9/10 or
better
Only 10% consider their digital business
strategy to be optimised
36% don’t have a single manager responsible
for CX; Of those who do, just 36% are at board
level

Digital dominance
The world has formed a digital skin. Business, service, technology and
commercial models have changed forever. Organisations are strategically
challenged to keep pace with customer behaviour.
Customer awareness of solution and
functionality not meeting user needs - top
factors hindering digital transformation
Actual split of interactions falling short of
desired model
Majority are not tracking cost per transactions
on digital solutions
9 channel choices the norm, will rise to 11 by
2018; CX no1 driver for digital
70.7% forecast increases in assisted-service
volumes; 78% a rise in fully
automated contacts
Virtual assistant (Chat bots) top growth focus
in 2017 ; IoT to double

Digital transformation of CX in next two years
62% forecast a rise in overall customer interaction levels in coming two years
71% anticipate increases to fully automated contacts volumes, while 56% expect transactions via telephone to fall
How will digital transform your CX operations in the next two years?
n= 1124
15,7
25,0
59,5
62,3
69,7
70,7
78,2
23,8
35,3
17,8
21,8
16,8
12,3
10,6
56,4
33,8
3,2
9,0
1,4
3,2
2,4
4,1
5,9
19,5
6,9
12,1
13,8
8,8
Telephone volumes will …
Headcount employed will …
Proactive automation volumes will …
Overall interactions (spanning all
channels) will …
CX via social media will …
Fully automated volumes will …
Digital assisted service volumes will …
Increase Stay the same Decrease Not applicable

Conscious journeys
Key finding

Conscious journeys
Seamless, proactive, reactive, connected, automated and analysed. Omnichannel is
a priority but the customer journey patterns need to be understood,
designed and personalised.
8% have all channels connected; Just another
22% have most connected
58% channels are being managed in silos; 42%
channel data not actively shared between teams
72% fail to collect data to review and optimise
journey patterns; 76% can’t identify blockages in
process that will impact CX
Connecting customer journeys 2nd top factor
to transforming CX in next 5 years; 76% already
have some channels connected
67% can now track customer journeys in some
form, of those 44% have automated processes
available

Omnichannel strategy
41% now have, or are striving towards, a full omnichannel strategy
70% currently have no, or very few channels connected
How many of your contact channels are covered by an omnichannel (connected customer journey) strategy?
n= 945
23,9
45,8
21,9
8,4
6,9
13,2
39,1
40,7
None
A few channels connected
Most channels connected
All channels connected
Now Within 2 years

Data supremacy
The importance of understanding and harnessing (mass) data is now critical to
performance, the number one trend to reshape the industry – Analyse or die.
Only 48% have customer analytic systems; 36%
possess Big Data analytic solutions
29% using analytics to inform channel/contact
mgt strategy
Just 54% have agent analytics; 42% of analytic
systems don’t meet current needs
Customer analytics was no2 factor towards
positive improvement in last 5 years; it’s been
voted no1 for next 5 years
Top benefit (58%) of analytics is improving
customer journey
42% can now offer customised CX

Trends that will reshape CX – next five years
Analytics voted top factor that will reshape CX industry - for third year running
Personalisation rising at pace, as attention shifts to robotics and automation
What are the top three things that will reshape your CX capability during the next five years?
n= 1184
1,7
7,5
17,1
19,9
43,8
37,6
47,5
50,2
2,7
5,2
9,5
15,0
18,2
21,1
21,8
37,1
49,1
55,3
61,2
Other
Enhanced security
Introduction of cloud solutions
CX enabled social media
Artificial intelligence (internet of things, virtual agents etc.)
Executive commitment to CX
Proactive automation services
Digital channel capability
Personalised customer service
Connected customer journeys (i.e. omnichannel)
Customer analytics
2017 2016

What business information tools are available?
Usage of Big Data analytics has grown by 75%, but it’s only available to a third
Capability beneath expectation – less than half have customer analytic systems in place
What business information tools are available?
n= 1118
4,7
12,7
25,0
36,0
37,7
48,1
59,2
69,5
74,2
None of above
Sentiment analytics
Interaction analytics (e.g. speech analytics on phone calls or text analytics on
webchat)
Big Data analytics (combining data from all channels)
Web based review/feedback mechanisms
Customer analytics
Business performance scorecards (real-time/historic data)
Agent performance scorecards
Customer surveys

Man vs machine
CX robotics in the form of automation, A.I. and IoT are creating a new reality, demanding a
new approach. Human cost and productivity is challenged as these capabilities improve.
Transaction complexity contributing to
absenteeism levels double that in 1997
Agent average length of service 28 months
FCR on digital paths lagging Phone, 56% say
phone volumes will drop further through
end 2018
Top 5 channel focus areas:
1. Virtual agents (chat bots)
2. Instant messaging (inc web chat)
3. Mobile apps
4. Video chat
5. IoT
Phone volumes have dropped by 17%
since 2015

How does technology meet current and future needs?
Digital systems fall short for 42%, the same number reporting inadequate analytics
The number of companies who fear digital channel technology won’t meet future needs has increased to 81%, as more than
¼ say current systems are failing against existing requirements
How well do the following technology systems items meet your current and future needs?
n= 792
18,6
18,6
21,5
23,2
23,6
25,3
34,2
44,0
39,6
39,5
46,3
57,7
47,5
52,8
47,3
43,7
41,8
41,9
32,2
19,1
28,9
21,9
18,5
12,3
Analytics systems
Digital channel systems
Knowledge management systems
Business support systems (HR/Finance, etc.)
Interaction optimisation systems (WFM/recording systems, etc.)
Security systems (e.g. fraud prevention, etc.)
Telephony systems - automated (e.g. IVR)
Telephony systems - agent led interactions
Meets current and future needs Meets current needs Doesn't meet current needs

Digital crisis or redemption
Conclusion

Digital crisis or redemption?
Pioneers of the digital age have reimagined business models and processes that have
changed customer behaviour forever. The choices you make in your CX & digital strategies
will define the future success of your organisation.
Measure
Disparate management the biggest threat to
omnichannel
Quality controls on digital up 49% since 2016,
but still way behind more established phone
Less than half of operations are fully involved in
design of technology systems
Intelligence powering new strategies,
capability, and operating model evolution
Top quartile performances evidencing ‘art
of the possible’
Investment on technology and facility
rises, as percentage of budget spend on
human resource drops

1. To participate or get the full report:
Contact:
James Douglas
GM Customer Experience
Dimension Data
Cape Town
james.douglas@dimensiondata.com

1. 2017 Status of Digital – Global and South Africa

1. 2017 Status of Digital – Global

1. 2017 Status of Digital – South Africa

1. SA Digital Penetration
• More connected cell phones than people
• Mobile has much bigger share of Internet traffic than PCs & Laptops
• 30% year-on-year growth in active Mobile Social Media users
• Significant adult smartphone penetration (69%)

• Digital (including Social) is becoming a major service channel
• Digital users are shaping customer expectations

1. Ongoing CX Trends (2014)
• Contact centres morph into RELATIONSHIP HUBS - Driven by shifts in technology, capabilities, and
consumer behaviour, leading companies are refocusing the primary purpose of contact centres from
handling individual calls to building customer loyalty.
• Lots of customer journey mapping – this will help build organisational empathy.
• Integration of customer behavioural data – understand what customers have done, what channels
they've used, what products they've purchased, and what service interactions they've had. This will fuel
predictive analytics.
• Renovation of Voice of the Customer programs – rely less on multiple-choice surveys and more on topic-
specific surveys and text & speech analytics of unstructured content.
• Consolidation of CX process methodologies – Don't allow process efficiency to dilute the focus of
understanding the needs of target customers who drive your marketing efforts.
• Mobile, mobile, mobile: Retail-digital integration – every major retailer will need to have a strategy for
putting customers' mobile phones to use when they're in-store.
From http://www.dmnews.com/marketing-strategy/14-customer-experience-trends-for-marketers-in-2014/article/328535/

1. Other CX Trends
• Virtual chat agent (chat bot)
• Virtual agent assistant
• Robotic process automation
• Real-time Activity Monitoring
• CC data exposed to BI engines
• Self-service – moving mostly to Smart Apps
• Proactive engagement
BigDataAnalytics
CustomerExperience
QualityAssurance
Agentsatisfaction
Compliance
ArtificialIntelligence
BusinessProcessOptimisation
“IT services giant Accenture carried out a survey of 32,715 people
– 3,007 of them British – and found that more than two-thirds
(68%) of UK consumers would use software robots for banking
services, with a quarter attracted to the impartiality of advice
given by robots.” – Computer Weekly (June 20)

2. 2020 Vision for CX
Think of how you would like your customers in 2020 to
your Customer Experience.
Brainstorm the words that come to mind.
But …

2. Vision 2020 – … but think exponentially ☺
2020
2025

2. Words of Vision - result of brain-storming session
Quick to respond (instant)
Personalised

3. Digital Mastery of the Organisation
The success of an
organisation's
digital model lies in
a combination of its
leadership and
execution
capabilities. By
excelling in both,
an organisation can
manage to grow
revenue and
increase
profitability.
From: Turning Technology into Business Transformation - MIT/Capgemini

3. Digital Mastery – Proven Financial Results
Source: MIT & CapGemini
(n = 391)

3. Digital Mastery – result of interactive session
0
10
20
30
40
50
60
70
0 10 20 30 40 50 60 70
DigitalCapability
Digital Leadership
Digital Mastery Quadrant
Fashionistas
- Many advanced digital features
(such as Social Media & Mobile) in
Silos.
- No overarching vision
- Underdeveloped coordination
Digital Masters
- Strong overarching digital vision
- Good governance
- Many digital initiatives generating
business value in measurable ways
- Strong digital culture
Beginners
- Management skeptical of the
business value of advanced digital
technologies
- May be carrying out some
experiments
- Immature digital culture
Conservatives
- Overarching digital vision exists, but may
be underdeveloped
- Few advanced digital features, but
traditional capabilities may prevent them
from building strong digital capabilities
- Strong governance across silos
- Taking active steps to build digital skills
and culture

4. Contact Centre Strategy - Digital Maturity (result of interactive session)

4. Contact Centre Strategy - Servitisation
The servitisation of products describes
the strategy of creating value by adding
services to products or even replacing a
product with a service.
The productisation of services describes
either the evolution of a service to
include a product or a service that
becomes standardised to a degree
where it is marketed as a product.

4. Contact Centre Strategy in the Omnichannel CX Ecosystem
DigitalMaturityContribution
Alternative:
Complexity,RiskandCost

4. Contact Centre Strategy – Business Benefits weightings (result of session)

4. Contact Centre Strategy – Result of Digital Maturity session)

4. Contact Centre Strategy – Magic Quadrant (result of prioritisation session)

5. How to proceed to attain your Omnichannel CX Vision
Two to three day executive workshop – depending on scope
Outcomes:
• List of Initiatives
• Magic Quadrant of Priorities
• Detailed Roadmap
• Business Cases
Involve:
Executive team, including Marketing, Operations, IT.

6. Conclusions
• Digital channels to be integrated with Contact Centre platforms
• Contact centre is becoming a relationship hub with customers – will
require a new focus in recruitment and training of agents.
• The function of CC agents will change from managing processes to
building relationships and loyalty through escalation role.
• Contact centre to act as essential part of Omnichannel CX Ecosystem,
including servicing digital channel escalations and proactive engagement.
• Personalisation, context, analytics!

6. Digital Transformation – your choice!
Caterpillar
Butterfly
TurningTechnologyintoBusinessTransformation-MIT/Capgemini

Omnichannel CX Consulting
Strategy Consulting on:
• Omnichannel CX
• Self-service
• Automation
• Operational Optimisation
• Statistical Analysis
• Strategic Planning

Global Experience in CX Space (with Dimension Data)

Omnichannel CX and Digital Transformation

Omnichannel CX and Digital Transformation

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