Autonomous Customers & Super Agents - The Future of the Contact Centre - Dr Nicola J. Millard, Head of Customer Insight & Futures, Engage Customer
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Autonomous Customers & Super Agents The Future of the Contact Centre Dr Nicola J. Millard, Head of Customer Insight & Futures, BT Global Innovation Team, nicola.millard@bt.com @DocNicola
Our research and development activities.
3rd 3rd
largest investor in R&D in largest fixed line telecoms R&D
the UK over past five years investor in the world over past
five years
£502m £2.8 billion
invested in R&D in 2014/15 spent on R&D over the last five
years
14,000 4560
scientists and technologists patents in our portfolio
employed worldwide
©British Telecommunications plc
2
Facing Autonomous, Omnichannel, Mobile, Social Customers.
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya 3
Changing usage of channels by consumers
Web-chat and social media fastest growing, as the traditional channels fall away in
terms of customers contacting organisations
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya 4
Global variations in usage of channels.
Spain is more enthusiastic about technology than much of Europe.
Which90of these methods of contacting organisations do you use currently?
80
70
60
50
40
30
20
10
0
Websit Face- Facebo Text/S Webch Overse Whats
Email Phone FAQs Post IVR Apps Forum Twitter Skype
e to-face ok MS at as CC App
Belgium 71 59 57 55 44 29 18 35 17 15 35 9 4 13 4 6
Spain 56 65 47 51 25 15 24 19 11 12 10 12 21 8 9 8
Germany 77 65 51 48 37 44 13 27 11 7 10 6 8 12 3 6
Global 63 62 51 46 32 27 24 24 21 18 16 15 15 13 10 10
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya 5
© British
The Call Factory : The “Cat in the Box” Dilemma
Cartoon: Rinat Baibekov http: www.rinat-baibekov.com
“Service delivery has been crafted into an engineering model where tasks have been simplified, services
must conform to predetermined design specifications and the production process has been constructed
to minimise labour costs”. Deery & Kinnie, 2002.
6
New models for contact centres: SuperAgent 2000!
7
7
SuperAgent 2020: The Future of the Contact Centre.
Primary Function of Contact Centres Agent Skills
Other 4
other 2
complaint handling 8
empathy 7
proactive outbound 6 resilience 1
cross sell/upsell 4 Analytical/problemsolving 22
complex problem solving 54 Communication skills 48
Inbound, transactional 24
Product/service expertise 20
0 10 20 30 40 50 60
0 10 20 30 40 50 60
Primary Measures Core Channels
other 1 other 2
customer satisfaction 34 social media 11
call handling time 3 video 7
Right first time 25 webchat 40
Net promoter 9 Email 4
Easy/effort 28 Phone 36
0 5 10 15 20 25 30 35 40 0 5 10 15 20 25 30 35 40 45
8
Copyright BT Global Services, 2016
Source: SuperAgent 2020: The Future of the Contact Centre (2014), Millard & Alcock, BT White Paper.
Location of centre 2020.
“Whilst customer contact will certainly move to a more devolved model - infrastructure
investment will dictate that the change will not happen by 2020”, Manager, CCMA UK.
9
Copyright: BT Global Services, 2015
Source: SuperAgent 2020: The Future of the Contact Centre (2014), Millard & Alcock, BT White Paper.
Key technologies 2020.
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Source: SuperAgent 2020: The Future of the Contact Centre (2014), Millard & Alcock, BT White Paper.The Rise of the Droid…why your next employee may be a robot.
Pattern matching &
unstructured problem solving,
e.g. Watson.
Language & complex comms,
e.g. Siri, Narrative Science,
Lionsbridge.
IoT
“Hollowing out” & Autonomous mobility, fine
“Uberisation” of work motor control, e.g. Baxter,
autonomous cars, computer
vision
11The emerging “ego” system:
Creating smart customer service: it’s all about me!
62% The more information I
give, the better customer
44%
Find dealing with service I expect Would share social media
customer service profile to get better service
75% 63%
issues exhausting India UAE
4 in 5
55% 69% 63% Like orgs using technology to
Indonesia UK listen to calls if the agent is rude
I put a lot of effort or a problem arises
into safeguarding my
rights
74% 56% 55%
Spain Belgium Might share location with
organisation for a better service
54% 66% 57%
Give feedback to
USA Germany
71%
Like it when organisations notice
companies but they 62% 48%
Singapore China consumers have problems on their
don’t change
website and try to help
Source: Davies/Hickman (2015), The Autonomous Customer, BT/Avaya 12Principal role of the “super manager” 2020.
“The skilled manager will become an even scarcer commodity for contact centres. This means that to
manage successfully, you will have to move past standard people management practices”,
Call Centre Helper.
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Copyright: BT Global Services, 2015Thank You. Dr Nicola J. Millard Head of Customer Insight & Futures BT Global Innovation Team nicola.millard@bt.com @DocNicola
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