Self Service is one of the fastest growing call center trends- but who is really using it and what success are they having. Does Self Service support or erode the customer experience?

1. Self Service
Presented by Colin Taylor

3. Traditional Service vs Self Service
Gas Station Video

4. Factors Driving Self Service
Costs
Productivity
Available Technology

5. Self Service Timeline
1915 2010
Online
Bell Labs Shopping Airline Airline
Patent for Self Service First Self Service Introduced Fist ATM Invented Check-In Web 2.0 Mobile
Store Gas Station DTMF Introduced Kiosk Coined Check-In
1917 1949 1961 1972 1979 1995 1999 2006

6. What Percent of Self Service Engagements are Successful?
1. 21%
2. 39%
3. 48%
4. 57%
5. 62%

7. You Guessed It…39%
• Customers are now more eager to have
interactions with these virtual agents and
more satisfied with the outcomes says HBR.
• But a TSIA study found that Successful self
service engagements have dropped from 48%
in 2003 to 39% in 2011

8. What is the #1 Self Service Tool?
1. IVR
2.Web
3.eBilling
4.Self Check out

9. Airline Check-In?

10. Self Serve Fuel?

11. Grocery/Retail Self Service?

12. Web Self Service?

13. Mobile?

14. How Much Does eBilling Save Per Bill Versus Paper?
1.$0.40
2.$0.50
3.$0.60
4.$0.70
5.$0.81

15. eBilling

16. InfoTrends Survey Results: Which of the Following Channels Would You
Prefer to Receive Your Bills?

17. What Percent of GenY Would Prefer to Pay Their Bills Online?
1. 22%
2. 38%
3. 51%
4. 62%
5. 70%

18. Consumers Are Moving Toward Electronic Channels
51%
I pay more bills online
44%
36%
I sent fewer checks in the mail to pay my bills
37%
Gen Y
Total
45%
I prioritize which bills get paid first differently
37%
33%
I pay more bills with a debit card
26%
Source: Q1 2011 Western Union® Payments Money Mindset Index

19. Gen Y: Prefers to Receive Bills Through Email Versus Paper
Statements
Download bill directly from a web site 6%
Paper statement in the mail 36%
Mobile phone application-browser 4%
Mobile phone text (SMS) message 6%
Electronic bill delivered through email 47%
Automated voicemail 1%
Source: Q1 2011 Western Union® Payments Money Mindset Index

20. What Percent of People Hate IVR’s?
1. All of Them
2. Most of Them
3. More of Them
4. 88%

21. Press 1 If It’s IVR

22. Customer Perceptions

23. Self Service & The Call Centre

24. Self Service & The Call Centre
What To Do With:
 The 13% that opt out of the IVR?
 The 40% who are still on your website?
 The 2/3 that have already tried to find the answer?
 Silo distance between call centre and ‘owners’ of the web?

25. Self Service & The Call Centre
Most common Call Centre Self Service Tasks:
1. Shopping carts (for products/services)
2. Order confirmation
3. Order tracking
4. Appointment setting/rescheduling
5. Bill pay and funds transfer

26. Key Predictors of Consumer Trial of Self Service Technologies
Antecedent Predictors Mediating Variables Adoption Process
Innovation Characteristics
Awareness
 Compatibility
 Relative Advantage
 Complexity
 Observability
 Trial Ability
 Perceived Risk Investigation
Evaluation
Consumer Readiness
 Role Clarity
 Motivation Trial
- Intrinsic
- Extrinsic
 Ability
Repeated Use
Individual Differences
Commitment
 Inertia
 Technology Anxiety
 Need for Interaction
 Previous Experience
 Demographics

27. Reasons for Bill Payment and Behaviour Changes
Percentage of Consumers that Considered the Following Very Important Reasons for Changing
Bill Pay Channels / Methods
Aite Group Survey of 4,696 U.S. consumers, July 2010

28. eBilling Best Practices
Step 1:
Control the
Conversation
Step 7: Step 2:
Offer CONVENIENT Remove the
Paperless Solution Enrollment Barrier
7 Steps to eBilling
Step 3:
Step 6:
Deliver TO the
Enable Mobile
Customer
Step 5:
Appropriate Step 4:
Payment and Assure Security
Presentation

29. Best Practice IVR

30. To Make Self Service Succeed

31. Self Service = Brand Erosion
 Self Service reduces cost by eliminating direct contact with
employees
 Gas Retailers used to advertise to differentiate, in 2007 Gallup
found <9% thought there was any difference between brands
 But employees are brand ambassadors and essential for brand
differentiation…See Ritz Hotels (“Ladies and gentlemen
serving ladies and gentlemen”) and Jet Blue
 If you eliminate personal service interactions you drive
towards commoditization

32. Customer Service vs. Self Service
More Personal Less Personal
Customer Service- Self Service-
Personal, Care, Support Fast, Simple, Convenient
Costs More Costs Less

33. Multi Channel Contact Centre

34. Multi Channel Service Model
More Personal Less Personal
Customer Service- Multi- Self Service-
Personal, Care, Sup
ChannelFast, Simple, C
port Services onvenient
Costs More Costs Less

35. Communications is Key

36. The Future of Self Service
 Balance
 Avoid the ‘Bleeding Edge’
 Customize solutions
 Join the Dots

37. The Future

38. Questions
Thank You
Colin Taylor
CEO
The Taylor Reach Group, Inc
ctaylor@thetayloreachgroup.com