Page 43 - Optus Future of Business Report 2013

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OPTuS FuTuRe OF BuSINeSS
Mature channels
continue to be relevant
in the digital future
TOP 3 CITED BENEFITS OF USING BRICKS AND MORTAR
(%)
EASE AND
CONVENIENCE
FOR CUSTOMERS
63
66
48 38
44 30
IMPROVED
CUSTOMER
EXPERIENCE
I CAN TALK
TO A REAL PERSON
BUSINESS
CONSUMER
SIMPLE AND
EASY TO USE
THE CUSTOMER
SERVICE EXPERIENCE
IS BETTER
BRICKS AND MORTAR
BRICKS AND MORTAR
EASIER TO RESOLVE
CUSTOMER PROBLEMS
OR QUERIES
Mature channels
continue to be relevant
in the digital future
Businesses continue to offer bricks
and mortar shopfronts and contact
centres because these are mature
channels of interaction which their
customers expect and are comfortable
with. Consumers and organisations
value them because they introduce
a personalised element to their
interaction. Although they are more
expensive than newer, more automated
and digital modes of interaction, contact
centres and shopfronts maintain
customer satisfaction and therefore
aid revenue and profitability. Meeting
customer expectations, improving
customer experience, care and support
and increasing customer satisfaction
are the main drivers behind offering
traditional channels.
Consumers still express an appreciation
for over-the-counter transactions,
with two-thirds citing the ability to
talk to a real person, and 44% saying
the experience is better than the
alternatives as the channel’s main
benefits. As with shopfronts, 37% of
customers say talking to a real person
is a reason for using a contact centre.
This is especially true with more than
half of government customers surveyed.
Another 37% say contact centres
are simple to use, while 25% cite
the convenience.
However, as organisations look to
increase investment in digital channels
to engage customers, the contribution
of traditional channels to the overall
volume of sales, transactions and
customer support is expected to
gradually decrease over the next
three to five years.
Bricks and mortar:
Customers still value
over-the-counter
interactions
Physical shopfronts will have a strong
role for the foreseeable future, although
their contribution to functions is falling
across all activities, the research shows.
There was a nine percentage point
decline in businesses expecting over-
the-counter marketing to factor into
their operations in three to five years,
while the contribution to sales also fell
in this time by eight percentage points.
Government is most likely to have a
physical presence to meet customer
expectations (41%). A fifth of
government respondents also list
improving customer care and support
among their reasons for providing this
channel. Despite the boom in online
shopping over the past decade, nearly
a quarter of retailers say their physical
stores still generate significant sales.
Organisations and consumers are largely
in agreement on the benefits of bricks
and mortar. The ease and convenience
of the shopfront was cited by 63% of
organisations, followed by improved
customer experience (48%), and quick
customer response times (38%). Two-
thirds of consumers liked the fact they
could talk to a person, while 44% said
the customer experience was better
and it was simple and easy to use (30%).
Overall, nearly half of consumers will
revert to a shopfront to seek help and
support in three to five years given the
choice, while 58% will rely on contact
centres. They also intend to use stores
marginally more often to pay for items
and have these provided to them.
CONTACT CENTRE CHANNEL CONTRIBUTION TO FUNCTIONS
NOW (%) 3–5 YRS (%)
MARKETINGPRODUCTS
AND SERVICES
20 22
VOLUME
OF SALES
31 27
VOLUME
OF TRANSACTIONS
33 32
VOLUME
OF CUSTOMERSUPPORT
40 36
2% 4% 1% 4%
BRICKS AND MORTAR CHANNEL CONTRIBUTION TO FUNCTIONS
NOW (%) 3–5 YRS (%)
MARKETINGPRODUCTS
AND SERVICES
49 40
VOLUME
OF SALES
60 52
VOLUME
OF TRANSACTIONS
60 50
VOLUME
OF CUSTOMERSUPPORT
54 48
9% 8% 10% 6%
43% 39% 49%
TO MeeT
CuSTOMeR
exPeCTATIONS
TO IMPROveCuSTOMeR
exPeRIeNCe
TO IMPROveCuSTOMeRCARe ANd
SuPPORT
bRIckS
aND
moRTaR
moST cITeD ReaSoNS FoR USING bRIckS aND moRTaR