By 2020 customers will manage 85% of their relationship with a company without human interaction (Gartner 2012). How will mobile devices revolutionise the relationship with the customer and what impact will this have on the contact centre?

1. Mobile devices are revolutionising
our relationship with the customer
@mplsystems
#crm
#custserv
#contactcentre
Jon Meredith
mplsystems

2. Selfie

3. The evolving customer landscape
• By 2020 customers will manage 85% of their relationship with a
company without human interaction (Gartner 2012).
• By 2016, 40% of customer service contact is predicted to be through
a combination of social sites and mobile apps (CCA)
• 50% of smart phone users prefer to use a mobile customer
service app, before calling a call centre (Speech Cycle and Echo Research Study)
•
Email still only accounts for 15.4% of inbound transactions (ContactBabel)
 34% of consumers state email is their preference (Fifth Quadrant)
•
Web Chat tipped as latest channel of choice
 consumer preference up from 11% to over 30% in 2 years, (Fifth Quadrant)
 web chat usage is growing at 18% per year
(ContactBabel)

4. Facilities in the contact centre
41%
36%
35%
20%
35%
29%
22%
48%
65%
40%
49%
31%
14%
54%
64%
66%
40%
70%
74%
28%
54%
69%
Andrew McNair, Dimension Data’s Head of Benchmarking, says, “Historically,
organisations set the tone in how they collaborated with their customers.
However, the mega trends of mobility and the prevalence of internet-based
services such as video, web chat, and social media are transforming the way
the world wants to talk to organisations (consuming services). It’s the
customer who’s driving how, when and for what they will use each channel.”

5. Growth of Mobile
•
•
•
Global consumer mobile app
spend will reach 9.7 billion by
the end of this year, according
to an IHS report, which is more
than the combined total for
2010, 2011 and 2012.
Almost 90 billion smartphone
and tablet apps will be
downloaded this year, which is
almost double last year's total
of 49 billion.
Apple and Google are the
leading app providers in almost
all countries, accounting for
more than 85 per cent of global
spend.

6. Budget for the mobile channel ?

7. Smartphone revolution
•
•
50% of smart phone users prefer mobile apps to the call centre
Smartphone availability and features improve the experience
• Linked in usage grown from 8% in 2012 to 30% in 2013

8. Making Companies 70% More efficient
Mobile customer service

9. Case study
iContact
Customer Smart Device
Engineer Smart Device
Now only 20% of
requests go through
the contact centre
Contact Centre

10. The Multi Channel Dilemma

11. The Challenges of Multi-Channel
• Too much plumbing for IT to integrate…






Social media
Explosion of email
Mobile apps
Speech applications
Interactive web services
Live web chat
• …has created a fragmented approach to the customer (again)





Inconsistent experience
Double keying
Inefficiency
Lack of service level visibility
Human errors

12. Mobile and the contact centre
CRM
POS
Inventory
Planning
Warehouse
Products
Purchasing
…
Multichannel ACD
One Desktop
Big Data

13. Simplified agent desktop

14. Getting App Self Service Right
•
•
•
•
•
•
•
•
Customer choice
Good for dynamic information
Use Smart Phone features to reduce data entry
Add value through targeted alerts / information
Incentivise customers to sign up
Build dedicated apps in cross platform tools
Ensure all information is available in the contact centre
Keep it simple, keep it fresh, make it engaging

15. In summary…
•
•
•
•
•
•
•
•
Growth in smartphones apps phenomenon
Use smartphone apps to increase loyalty
Simple apps reduces customer effort
Are you investing enough in this channel ?
Integrate into the contact centre
Redesign your customer experience
Automate the service process
Keep it simple, keep it fresh, make it engaging