Page 13 - Optus Future of Business Report 2013

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optus Future of Business
The evolving multi-channel organisation
Customer satisfaction
most important measure
of channel success
How well a channel keeps customers
happy and coming back to the brand
was the main measure of success
organisations used across most
channels. Customer satisfaction
emerged as the top measurement
common to all channels, except
mobile, where organisations were more
focused on customer adoption. This
was especially true for government
organisations offering the online
channel, which ranked customer
satisfaction twice as high compared
to the private sector.
As channels mature and become
critical to business operations, return on
investment tends to factor into decision
making when evaluating their success.
This is particularly true of online, which
is emerging as a mature channel.
Increasing revenue, cutting costs and
lifting transaction volumes were other
hard measures of success identified
by the private sector and government
organisations respectively.
Multi-channel
organisations put the
customer first
Regardless of the channel used, our
research shows that organisations
are focused on putting the customer
at the heart of their channel strategy.
A prime motivation for organisations
providing social, mobile and online
channels is to improve customer
experience, with over 40% citing this
among their top three reasons for
using digital channels. Organisations
also value online as a way of placing
consumers in control while being able
to streamline costs.
Brand building was the most
common reason for organisations
providing social media channels,
above customer experience. The
most cited reasons for offering the
mobile channel were to improve
customer experience (47%), be
seen as innovative (38%) and to
meet customer expectations (34%).
Recognising that customers placed
a high value on human interaction,
meeting customer expectations was
the most cited reason (49%) for why
organisations offered bricks and
mortar channels, while improving
customer care and support was the
top consideration for contact centres.
TOP 3 CITED MEASURES
OF SUCCESS BY CHANNEL
(%)
CUSTOMER
SATISFACTION CUSTOMERUPTAKE INCREASEDREVENUE
34
ONLINE
29 26
CUSTOMER
SATISFACTION CUSTOMERUPTAKE CUSTOMER
RETENTION
46
SOCIAL MEDIA
41 22
CUSTOMERUPTAKE CUSTOMER
SATISFACTION TRANSACTIONVOLUME
39
MOBILE
36 23
CUSTOMER
SATISFACTION PROFITABILITY CUSTOMER
RETENTION
43
BRICKS AND MORTAR
24 21
CUSTOMER
SATISFACTION FIRST-TIMEQUERY
RESOLUTION
CUSTOMER
RETENTION
20
CONTACT CENTRE
11 8
ONLINE
SOCIAL MEDIA
MOBILE
BRICKS AND MORTAR
CONTACT CENTRE
MOST CITED REASONS
FOR USING CHANNELS
(%)
TO IMPROVECUSTOMER
EXPERIENCE
TO BUILD
THE BRAND MORE COSTEFFECTIVE
41 35 33
TO BUILD
THE BRAND TO IMPROVECUSTOMER
EXPERIENCE
TO BE SEEN
AS INNOVATIVE
50 41 40
TO IMPROVECUSTOMER
EXPERIENCE
TO BE SEEN
AS INNOVATIVE TO MEET
CUSTOMER
EXPECTATIONS
47 38 34
TO MEET
CUSTOMER
EXPECTATIONS
TO IMPROVECUSTOMER
EXPERIENCE
TO IMPROVECUSTOMER
CARE & SUPPORT
49 43 39
TO IMPROVECUSTOMER
CARE & SUPPORT
TO INCREASECUSTOMER
SATISFACTION
TO IMPROVECUSTOMER
EXPERIENCE
58 46 43