The 2016 Contact Centre Benchmarking Report
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The document provides an overview and summary of Dimension Data's 2016 Global Contact Centre Benchmarking Report. Some key findings from the Asia Pacific region include: - Phone contacts in Asia Pacific already have among the lowest volumes globally, dropping from 65.7% to 55.7% of interactions in a single year as digital channels grow. - 71% of centres anticipate growth in digital assisted transactions, while interaction levels overall are expected to continue rising. - Omnichannel integration is a key focus, with over 1/5 of centres already fully integrated across channels.
The 2016 Contact Centre Benchmarking Report
- 1. accelerate your ambition Dimension Data’s 2016 Global Contact Centre Benchmarking Report 21 June 2016 Asia Pacific summary
- 2. 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 and the contact centre Supported by over 40 of the world’s leading industry groups and associations 19 years of trends, performance analysis and best practice techniques 6 core review areas spanning CX strategy, innovative technologies, and best practice approaches on phone and digital solutions
- 3. About the 2016 Report 6 chapters, 700+ data points, 80+ result charts 1320 companies from 81 countries contributed to this year’s research. 388 participants from Asia Pacific (Inc ANZ) Analysis with context and recommendations on best practices 16 new questions and existing survey expanded to include digital 25 country/regional highlights summary reports 5 vertical reports Online portal and bespoke report builder via CX website
- 4. What’s included? Customer Analytics customer segmentation single view of customer customer intelligence service determinants process re-engineering internal SLAs Contact centre operations customer satisfaction contact quality management information contact statistics contact resolution performance management Workforce optimisation staffing models training competency management employee engagement human resources workforce management Technology solutions technology trends technology readiness ownership contact centre deployments application functionality service management CX strategy and innovation contact channels centre maturity market trends financial positioning location planning strategic performance innovation Digital services self-service capability self-service priorities customer behaviours contact statistics process reviews channel development The Benchmarking Report provides a unique global perspective on and the contact centre We don’t just observe research results, we provide context Provides guidance toward best practice standards on all aspects of CX and digital channel management
- 6. w e l i v e i n a w o r l d d o m i n a t e d b y d i g i t a l t e c h n o l o g i e s
- 7. accelerate your ambition 7 74,5 84,8 74,0 86,4 87,5 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 CX capability? Customer loyalty recognised as top benefit of CX 85% can show increase revenues/profits from improved CX
- 8. accelerate your ambition 8 2,2 8,1 10,8 28,1 31,9 33,0 33,5 34,1 37,8 80,5 Other Customer effort scores (ease of doing… Transition to digital interactions Complaint levels Productivity and cost to serve (incl.… 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 *Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems Inc., Bain & Company and Fred Reichheld CX again top strategic indicator of performance Focus on cost to serve drops to 6th spot as organisations buy into benefits of CX
- 9. Much more than a contact centre Telephone-premised CX Digital-premised CX Contact 2000s Channel migration for cost reduction Broadening channel access 1990s Call Replacing face-to-face Provide improved customer access 2010s Multichannel Part of a multiple channel experience Supporting other channels - not always first choice Omnichannel 2016 – 2018 Focused on resolving user issues ‘in-channel’ Providing assisted support for integrated digital channels Digital analytics Technology enablement 2016-2020s Personalisation & proactive CX
- 10. accelerate your ambition 10 The digital progression… Telephone IVR Automated services Email Web chat Social media - Facebook, Twitter, etc. Smartphone application SMS text Video chat Service kiosk support Internet website (peer-to-peer systems) 2006 2015 2016 Globally, the digital revolution continues – phone traffic drops 12% Today, digital interactions account for 42% of all interactions in financial services and are on track to overtake voice by end of the year
- 11. accelerate your ambition 11 Popularity of channel type by age group Which contact channel is most popular with the following age groups? 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 apps a top 3 choice for everyone under 55 Social media top choice for those under 25 Email preferred option for those aged 25-34 years
- 12. accelerate your ambition 12 Contacts handled by channel What’s the percentage split of interactions being handled across the channels offered to your customers? 2015 2016 Telephone 65.7 55.7 Email 15.5 14.3 IVR (touch-tone/speech) 8.4 14.2 Internet website (incl. knowledge portals, peer-to-peer systems etc) 4.3 4.6 Web chat (incl. instant messaging, co-browse) 1.8 1.7 Social media (Facebook, Twitter, etc.) 1.4 2.5 Service kiosk support (i.e. branch walk-ins) Not asked 2.0 Mobile applications (smartphone, tablets apps) 1.2 1.3 SMS text 1.5 2.3 Automated services (e.g. push messages, auto updates, etc) Not asked 0.7 Video chat 0.2 0.6 Phone contacts in Asia Pac are already amongst lowest seen globally. Phone has dropped from 65.7% to 55.7% in space of a year, as digital revolution picks up pace. Digital split still dominated by traditional email and IVR, but new channel choices growing
- 13. accelerate your ambition 13 79 9 2 10 Digital self-service will … Evolution of contact centre in next two years How will your contact centre develop in the next two years? 71 16 2 11 Digital assisted (agent supported) will … 71 16 7 7 Overall interactions (spanning all channels) will … 38 27 31 4 Telephone traffic (agent led) will … 39 29 27 6 Headcount employed will … Interaction levels continue to rise 71% of centres anticipate a growth in digital agent- assisted transactions FTE requirements will increase
- 14. accelerate your ambition 14 4,3 12,3 16,3 25 32,6 31,5 29,9 29,9 40,8 29,9 45,1 Other Speed of change - can't keep up Access to new technologies (incl.… Security risks and compliance Data analytics (incl. big data) Interaction optimisation/automation Commitment to customer… Multiskilling/increased complexity Changing user behaviours (mobile,… Migrating traffic to digital Omnichannel strategies (connected… Industry trends affecting contact centre What are the top three industry trends affecting your CX capability? Connected (omnichannel) customer journeys taking precedence More so than migration of traffic to alternative channels
- 15. accelerate your ambition 15 5,5 16,6 77,9 14,9 61,9 23,2 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? Over 1/5 have omnichannel capability It’s on the horizon for another 78% Clear focus on achieving full, not partial, integration across channels
- 16. The challenge…
- 17. The digital revolution is being held back - human touch is missing User inputs to technology requirements low Testing and approvals scarce Design Consistent and proven phone mgt techniques not applied to digital Objectives not aligned Management Responsibility and focus to business case objectives is often missing Silo approach to channel mgt Ownership
- 18. accelerate your ambition 18 1,6 0,8 8,7 9,2 14,1 16,3 17,4 17,9 22,8 38,0 40,2 50,0 59,8 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… Availability/access to new technology Changing user demands/behaviours Integrated customer journeys (i.e.… Personalised service offerings Digital channel service capability 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? Analytics again voted top factor that will reshape industry Personalised service offerings fall right behind architecture capability as top CX enabler
- 19. accelerate your ambition 19 30,4 21,3 21,9 32,0 41,4 Other We can't track the customer journey 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? Just 41% can track a customer journey that spans multiple channels Just 21% can locate problem hotspots that impact CX
- 20. accelerate your ambition 20 6,5 11,2 21,2 17,6 21,2 34,7 37,6 58,8 68,2 70,0 None of the above Sentiment analytics Text analytics Big data analysis capability (e.g. a view… Text analytics Web analytics Voice analytics Business performance (real-time/historic… Agent performance scorecards Customer surveys Business information tools available What business information tools are available within your contact centre? 82% have no big data capability Deep-dive analytics also absent in most contact centres Headline performance tools now the norm, but don’t show the big picture on CX journeys
- 21. accelerate your ambition 21 Contact by channel: Actual split versus desired split What is your desired versus actual split of customer interactions by channel grouping? 4… 3… 1… Desired 5… 2… 2… Actual Desired split still some way to go before actual target numbers achieved Self-service presents the largest gap and significant opportunity
- 22. accelerate your ambition 22 4,4 8,1 19,2 31,3 37,0 Assisted services - single channel Assisted services - multiple channels Telephone and assisted services - blended channels Telephone - single skill group Telephone - multiple skill group (incl. inbound and outbound) Dedicated versus cross-skilled agents What percentage of your agents are dedicated to a single versus multiple skills/channels? 68% of agents continue to be dedicated to telephone 27% handle multiple channels; 37% have multiple skills
- 23. accelerate your ambition 23 4,3 31,2 40,4 44,0 85,8 None of the above Business processes (e.g. back office administration) Digital interactions (e.g. email, web chat) Follow-up actions (e.g. promised call-backs) Telephone interactions Measurement of quality Where do you measure quality levels? Huge inconsistencies in measurement of quality Effort levels are also dropping 86% measure quality of voice contacts Versus 40% on digital, and 31% on back office administration processes
- 24. accelerate your ambition 24 36,5 47,4 60,6 60,6 72,3 73 75,2 75,9 32,1 28,5 24,1 21,9 12,4 13,1 15,3 10,9 31,4 24,1 15,3 17,5 15,3 13,9 9,5 13,1 Agent screen capture Agent analytics Feedback mechanisms Workforce management Knowledge management Voice and/or data logging (storage… Performance management Quality management Currently use Planned Not planned Workforce optimisation systems (current and planned) What systems are used to enable workforce optimisation in your organisation? 39% operate without WFM systems 53% function without agent analytics tools – now a top future focus
- 25. accelerate your ambition 25 48,2 13,9 19 24,8 28,5 24,1 24,8 19,7 34,3 38,7 51,8 53,3 54 65,7 None of the above Agent satisfaction with workforce… Management satisfaction with workforce… Alignment of shift patterns to contact… Forecast accuracy - resource… Schedule adherence levels Forecast accuracy - contact volumes Telephone Assisted-service Workforce management effectiveness (targets and measurements) What targets are in place to measure the effectiveness of the workforce management team? Large disparity between phone and assisted- service channels in application of WFM process Almost half of centres are failing to track WFM performance across digital service channel
- 26. accelerate your ambition 26 10,1 10,9 15,5 30,9 33,6 37,3 36,8 32,9 32,6 22,2 22,6 14,6 Sourcing stage Approvals stage Design stage Independently responsible Fully involved Partially involved Not involved Contact centre involvement in IT sourcing and design decisions How involved is the contact centre across each stage of the technology decision-making process? 47% are only partially involved or have no say in the design of technology >½ have no input in the approval process Still the biggest inhibitor to maximising systems effectiveness
- 27. accelerate your ambition 27 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… Digital channel systems Interaction optimisation systems… Security systems (e.g. fraud prevention,… Telephony systems - automated (e.g. IVR) Telephony systems - agent-led… 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? 2 in 5 say digital systems fail current needs 78% fear systems won’t meet future requirements <1/2 of overall systems meet current demands
- 28. accelerate your ambition 28 Technology location Where’s your contact centre technology located? 60,1 19,4 8,6 7,3 4,6 23,1 16,4 23,0 29,9 7,6 On premise - your technology located at your site Offsite - in a data centre leased by you Cloud - private infrastructure hosted by a third-party service provider Cloud - hybrid mix of above connected to premise-based technology Cloud - shared or public infrastructure hosted by a third-party service provider Current Planned 61% plan to locate their technology in the cloud 30% leaning towards hybrid cloud; 23% to private cloud; and 8% to a shared/public cloud In future, just 23% to own and retain technology on premise
- 29. 83.2% of companies recognise CX as a competitive differentiator 80.4% recognise CX as the most important strategic performance measure Personalisation of services will be key and enabled by analytics – voted top trend that will change the industry in the next 5 years – 82.4% have no big picture view 86.4% can evidence cost savings via improved CX 84.4% say it increases company revenue/profits Connected customer journeys, CX and contact resolution top focus as most contact centres head to 9 channel options Omnichannel top trend for 2016 Integration capability set to increase from 23.2% to 77.9% in next two years CX is now top reason for offering self- /assisted-service channels (ahead of cost reduction) But digital channels being hindered by absence of focus Cloud in some form now a must for contact centres 58.2% planning for it. Just 20.1% will retain technology on premise Hybrid solutions set to treble and enable a single integrated platform Mobile apps A top three choice for CS with everyone under 35 yrs 2 in 5 say digital tech not meeting business needs as demand soars AsiaPac at a glance…
- 30. 5 things we’ve learned about Asia Pacific from the 2016 results Digital strategies now being defined by CX rather than cost Self-service capability 12% short of desired split (assisted-service on track) Omnichannel top focus, but 59% can’t track customer journey that span multiple channels Analytics top enabler that will change industry in next 5 years and is helping validate CX investment Over half 51% say digital technology isn’t meeting current needs; WFO neglected
- 31. companies benchmark Why Pinpoint problems Identify best practice Validate performance Get buy-in to change Support business cases Understand trends
- 32. Benchmark Comparison Portal Dynamically Filter All of the data in the Benchmarking Report by 8 levels
- 33. Further information 2016 Global Contact Centre Benchmarking Report Contact us: www.dimensiondatacx.com cc.benchmarking@dimensiondata.com @DiDataCX | #CCBenchmarking Global Contact Centre Benchmarking Discussion Group Dimension Data Contact Centres Showcase Page