Optus Business engaged Stancombe
Research + Planning to conduct
10 qualitative interviews and survey
550 customer experience, marketing and
information technology decision makers
from organisations with more than 100
employees in 10 industries and government.
Participants were asked how they used
traditional (contact centre; bricks and
mortar) and digital (online; social media;
mobile) channels to engage customers
currently and their plans for the next three
to five years. IT decision makers were also
asked about the use of technology within
their organisation, focusing on mobility,
4G, cloud computing and the NBN.
Contents
Research methodology
optus Future of Business
Research methodology
1
Introduction: Embedding the customer at the core of your multi-channel strategy
2
Who is driving the digital revolution?
4
Key findings
6
The evolving multi-channel organisation
8
Organisations see strongest growth in digital channels with use of mobile set to double
9
Industries at different stages of the multi-channel journey
10
Multi-channel organisations put the customer first
12
Customer satisfaction most important measure of channel success
12
Consumer expectations in the multi-channel world
13
Channel maturity often dictates consumer preferences
14
Businesses and customers using digital channels largely agree on the benefits
15
Online emerging as channel of choice for consumers in the next three to five years
16
Next steps: Building a bridge to your customers
16
Expectations of channel availability are high
17
Next steps: Making the most of mobile opportunities
17
Case study: Digital Transformation in Education – ANU in 2020
18
Managing transition: Channels shift focus to engage customers in new ways
20
Technology insight: Contact centre evolution
21
Overcoming integration issues key to delivering a consistent customer experience
22
IDC technology insight: Integration and the ‘Third Platform’
24
Technology insight: Cloud adoption
24
Online bringing consumers and businesses together
25
Business and consumer see eye-to-eye on online benefits
26
Online’s rise to dominance as key fulfilment channel
27
Organisations nearly there, but work remains
28
Technology insight: Preparing for the NBN
29
Mobile growth shows great potential to engage customers
31
Mobile channels maturing but channel integration and costs stand in the way
33
Businesses are looking to enrich the mobile experience for consumers
34
4G evolution to pave the way for next generation of mobile apps and services
35
Technology insight: Where mobile apps are headed
36
Social media: Looking to find its niche
38
Social media to evolve as customer support channel
40
Mature channels continue to be relevant in the digital future
41
Bricks and mortar: Customers still value over-the-counter interactions
42
Contact centres: The emerging lynchpins for the integrated channel experience
43
Technology insight: Q&A with Optus Business Centre of Excellence for Contact Centres
44
Conclusion
45
Closing the gap: Success lies in how organisations blend mature and new channels
45
About Optus Business
45
Industry SAMPLE
Industry
Business
Consumer
Retail
90
273
Accommodation and food services
50
267
Transport, postal and warehousing
50
221
Information media and telecommunications
50
219
Financial and insurance services
53
264
Rental, hiring and real estate services
25
218
Education and training
36
124
Government services
110
266
Electricity, gas, water and waste services
27
216
Manufacturing (B2B)
30
55
Construction (B2B)
29
54
Total
550
2177
I 2,3,4,5,6,7,8,9,10,11,...47