Page 6 - Optus Future of Business Report 2013

The rise of the connected consumer
Consumers expect their
channel preferences will shift
over 3 to 5 years, with online
assuming a greater role to
interact with organisations
ChANNeLS CONSuMeRS PReFeR TO uSe
TO INTeRACT wITh ORGANISATIONS
3–5 yRS (%)
ChANNeLS CONSuMeRS exPeCT
TO uSe MOST OFTeN FOR:
3–5 yRS (%)
CONSuMeRS exPeCT TO Be ABLe TO INTeRACT
wITh ORGANISATIONS vIA MOBILe
3–5 yRS (%)
Consumers are embracing
digital channels, but not as
quickly as organisations think
ChANNeLS uSed TO INTeRACT wITh
ORGANISATIONS
LAST 3 MONThS (%)
CONSuMeRS whO weRe veRy SATISFIed
wITh TheIR CuRReNT INTeRACTION
(%)
FeATuReS CONSuMeRS exPeCT TO
Be CONSISTeNT ACROSS ChANNeLS
(%)
51%
51%
42%
12%
4%
coNTacT
ceNTReS
bRIckS
aND
moRTaR
oNlINe
mobIle
SocIal
meDIa
56%
53%
53%
19%
8%
oNlINe
coNTacT
ceNTReS
bRIckS
aND
moRTaR
mobIle
SocIal
meDIa
coNSUmeR
SaTISFacTIoN
ONLINe ONLINe ONLINe CONTACT
CeNTReS
ReSeARCh
PROduCTS/SeRvICeS
BuyANdPAy
FORPROduCTS/SeRvICeS
hAve
PROduCTS/SeRvICeS
PROvIded ReCeIveCARe
ANd SuPPORT
BRICkSANdMORTAR CONTACT
CeNTReS ONLINe MOBILe SOCIALMedIA
61 50 42 31 27
65 57 53 54
ACCeSS SAMe
SeRvICeSANdFeATuReS
hAve SAMeSeRvICeLeveLS
CARRyOuT SAMeTRANSACTIONS
64 57 65
63
MOBILeAPPS
64
MOBILe
PAyMeNTS
73
ORGANISATION’SweBSITe
Consumers and organisations
agree that online and contact
centres will play an important
role in their ongoing
relationship
ChANNeL CONSuMeRS exPeCT TO uSe MOST
OFTeN vS. MOST IMPORTANT ChANNeL FOR
ORGANISATIONS By PuRPOSe
3–5 yRS (%) CONSuMeRS oRGaNISaTIoNS
CONSuMeRS’ PReFeReNCeS TO uSe
CONTACT CeNTReS vS. ORGANISATIONS
exPeCTed uSAGe FOR:
3–5 yRS (%)
ReSeaRchING/
maRkeTING
GooDS aND
SeRvIceS
bUyING/
SellING GooDS
aND SeRvIceS
pRovIDING
pRoDUcTS
aND SeRvIceS
cUSTomeR caRe
aND SUppoRT
39%
41%
oNlINe FOR ReSeARCh ANd MARkeTING
65%
29%
34%
51%
57%
31%
oNlINe TO Buy ANd SeLL
25%
60%
54%
37%
coNTacT ceNTReS
FOR CuSTOMeR CARe ANd SuPPORT
83% 58%
CONSuMeRS oRGaNISaTIoNS
CONSuMeR
digital revolution?
ChANNeL deFINITION
oNlINe ORgAnISATIOn’S WEBSITE
mobIle ORgAnISATIOn’S MOBILE WEBSITE, MOBILE AppS
SocIal meDIa ORgAnISATIOn’S fACEBOOK, TWITTER, LInKEdIn, yOuTuBE, pInTEREST pRESEnCE
coNTacT ceNTRe TELEphOnE/EMAIL COnTACT
bRIckS aND moRTaR phySICAL STORE/BRAnCh
I can see
myself using
mobile more in
the future.
I’d like to get
more value from
a company’s social
media channel.
I expect a
consistent experience
no matter what
channel I use.
I prefer to use an
organisation’s website
for most of my future
interactions.
I like to talk to a
real person. The
personal touch
is still very
important.
Consumers and
organisations still
value dealing over
the counter.
In the future, online
will be the most
important channel
to buy and pay.
Mobile apps and
payments show promise
to enrich how consumers
and organisations
interact.