1、2019 NICE inContact Customer Experience (CX) Transformation Benchmark Global Findings: Business vs. Consumer 2019 NICE inContact. All rights reserved. xxx Executive Summary .1 Overview .2 Major Findings .3 Methodology .5 Channel Usage .6 Channel Performance .10 Chat Momentum .19 Customer Experience

2、(CX) Success .23 Seamless Omnichannel Interactions .27 AI Disconnect .29 Firmographics .33 Table of Contents 2018 CX Transformation Benchmark XXX Executive Summary 2 2019 NICE inContact. All rights reserved. Executive Summary Overview The NICE inContact Customer Experience (CX) Transformation Benchm

3、ark is fielded in the US, UK, and Australia with two surveys, one among consumers and one among contact center decision makers. This report presents global findings from the business wave of the research and provides comparative results to the consumer study published in 2018. Year-over-year finding

4、s for the US are available and presented where applicable. This report includes: The channels that businesses offer along with their own assessment of the quality of the service they provide, across both agent- assisted and self-service channels Comparisons of what businesses report to what consumer

5、s say about their actual experiences across channels, as well as attitudes NICE inContact conducts this study annually and tracks changes over time. 3 2019 NICE inContact. All rights reserved. Executive Summary Major Findings Channel Performance Gaps Businesses underestimate customer satisfaction wi

6、th agent- assisted methods overall, and particularly underestimate phone. For self-service methods, businesses overestimate customer satisfaction with automated assistants / chatbots and IVR. Businesses give every method of communication a higher Net Promoter Score than do consumers. The largest gap

7、s are for IVR, automated assistant / chatbot, email, text, and social media. Chat Momentum Businesses are increasingly offering online chat and consumer usage is increasing significantly. Consumer and business ratings for chat are all relatively high, including for satisfaction, ease of use, likelih

8、ood to recommend, first contact resolution, and Net Promoter Score. Customer Experience (CX) Success Businesses overestimate their own CX success compared to consumer perceptions for: Making it easy for customers to get issues resolved in their preferred channels Providing a consistent customer serv

9、ice experience across the purchase journey Seamless Omnichannel Interactions Providing seamless omnichannel interactions continues to be important to consumers, but businesses give themselves poor ratings in this area. AI Disconnect Businesses misjudge consumers desire to use AI for customer service

10、, as well as AIs ability to make it easy for customers to get issues resolved. Todays highly competitive experience economy calls for companies to elevate their game. Organizations of all sizes now must consistently deliver exceptional customer experiences to achieve business goals and drive growth.

11、 This research aims to help customer experience leaders better understand and improve the customer service experience, while expanding their service channel offering and advancing their contact center operations. The research found significant differences in how customers and businesses perceive the

12、 customer experience. The research found significant differences in how customers and businesses perceive the customer experience. 4 2019 NICE inContact. All rights reserved. Executive Summary Comparison of Consumers and Businesses Globally Box around delta indicates a statistically significant diff

13、erence. Stat testing is not used for NPS scores. Agent-assisted and self-service preference is an aggregate of #1 most preferred ranking scores. % Satisfaction (9/10) % Preference (top 3 ranking) Net Promoter Score (NPS) Channels Consumer Business Difference Consumer Business Difference Consumer Bus

14、iness Difference Agent-assisted 40 32 -8 66 72 +6 4 23 +19 Video chat n/a 45 n/a 5 20 +15 n/a 32 n/a Online chat 47 41 -6 53 42 -11 21 25 +4 Text 38 33 -5 11 14 3 -2 25 +27 Phone 44 36 -8 63 60 -3 7 24 +17 Email 35 35 0 53 43 -10 -9 19 +28 Social media 29 31 +2 10 16 +6 -10 17 +27 Self-service 36 35

15、 -1 33 28 -5 3 23 +20 Mobile app 44 40 -4 21 20 -1 25 28 +3 Automated assistant / chatbot 28 37 +9 9 14 +5 -8 25 +33 Website 41 37 -4 50 45 -5 14 21 +7 IVR 26 33 +7 20 16 -4 -26 16 +42 Home electronic assistant n/a 46 n/a 4 10 +6 n/a 30 n/a 5 2019 NICE inContact. All rights reserved. Executive Summa

16、ry Methodology This report presents global findings from the Business wave of the research and provides comparative results to the Consumer study published in 2018. Fielding The consumer wave of research was fielded MarchApril 2018 The business wave of research was fielded November-December 2018 Con

17、sumer screening criteria Consumers who communicated with a company through a customer service experience in the last three months US, UK, and Australia N=2,407 Business screening criteria Contact Center decision-makers across industries US, UK, and Australia N=905 Channel Usage Agent-assisted nearly

18、 all offer websites Across countries, being able to call and speak to a live representative is the most popular method of agent-assisted communication offered by businesses, followed closely by email. Video chat is offered much less frequently than other means of agent-assisted communications. The m

19、ajority of organizations allow customers to visit their company website to interact with the organization. Agent-assisted Methods of Communicating with Customers Self-service Methods of Communicating with Customers Channel Usage CC1A. In which Agent-assisted ways does your company communicate or int

20、eract with customers? Please select all that apply. CC1B. In which Self-service ways does your company communicate or interact with customers? Please select all that apply. Agent-assisted Self-service Call to speak to a live representative 88% Email the company 82% Chat online with a live representa

21、tive 67% Post a question or comment on social media (such as Facebook or Twitter) 59% Video chat with a live representative 25% Text message on their mobile device 38% Visit the companys website 83% Automated phone menu for the entire call (IVR) 49% Companys mobile app 48% Automated or virtual assis

22、tant online or on their mobile phone (for example, chatbot) 46% None of the above 2% Home electronic virtual assistant device 20% 9 2019 NICE inContact. All rights reserved. Call to speak to a live representative Email the company Chat online with a live representative Post a question or comment on

23、social media Text message on their mobile device Video chat with a live representative Visit the companys website Automated phone menu for the entire call (IVR) Companys mobile app Automated or virtual assistant online or on their mobile phone (for example, chatbot) 85% 81% 46% 52% 39% 41% 83% 78% 5

24、3% 44% 88% 79% 67% 59% 31% 29% 82% 56% 51% 54% US organizations report an increase in offering online chat and online assistants / chatbots, and a drop in IVR Compared to 2017, significantly more US organizations say they offer online chat with a live representative and online assistant / chatbot. S

25、ignificantly fewer say they allow customers to use an automated phone menu for the entire call. Channel Usage US Tracking Year-over-Year: Agent-assisted Methods of Communicating with Customers US Tracking Year-over-Year: Self-service Methods of Communicating with Customers CC1A. In which Agent-assis

26、ted ways does your company communicate or interact with customers? Please select all that apply. CC1B. In which Self-service ways does your company communicate or interact with customers? Please select all that apply. *Wording changed for responses between 2017 and 2018. White arrows indicate statis

27、tically significant difference at the 95% confidence level. 20182018 20172017 Significantly Higher Significantly Lower Channel Performance Satisfaction, Preference, Likelihood to Recommend/Net Promoter Score, Ease of Use, First Contact Resolution (FCR) 11 2019 NICE inContact. All rights reserved. Bu

28、sinesses underestimate customer satisfaction with phone, and overestimate satisfaction with online assistants / chatbots and IVR Businesses are significantly less likely to rate phone as highly satisfying to customers compared to consumers own ratings. Conversely, they rate their customers satisfact

29、ion with automated assistants / chatbots and automated phone menus significantly higher than customers do. Channel Performance Satisfaction with Agent-assisted Methods of Communication: Highly Satisfied (9/10) Satisfaction with Self-service Methods of Communication: Highly Satisfied (9/10) CH1. For

30、each method below that your customers can interact with the company in an Agent-assisted fashion, overall how satisfied are customers with this method of communication during their experience? CH2. For each method below that your customers can interact with the company in a Self-service fashion, ove

31、rall how satisfied are customers with this method of communication during their experience? Black arrows indicate statistically significant difference at the 95% confidence level. Overall Satisfaction: Business: 37% | Consumer: 38% AGENT-ASSISTED Online Chat Phone Text Email Social Media SELF-SERVIC

32、E Companys mobile app Companys website Automated assistant on your mobile phone (for example, chatbot) Automated phone menu 40% 47% 44% 38% 35% 35% 32% 41% 36% 33% 29% 31% 36% 44% 41% 28% 26% 33% 35% 40% 37% 37% Business Consumer Business ConsumerSignificantly Higher Significantly Lower 12 2019 NICE

33、 inContact. All rights reserved. Call to speak to a live representative Visit the companys website Email the company Chat online with a live representative Use companys mobile app Video chat with a live representative Automated phone menu for the entire call (IVR) Post a question or comment on socia

34、l media Automated or virtual assistant online or on their mobile phone (for example, chatbot) Text message on their mobile device Home electronic virtual assistant device 63% 50% 53% 53% 20% 16% 60% 45% 43% 42% 10% 16% 21% 20% 5% 20% 9% 14% 11% 14% 4% 10% 53% 42% Consumers prefer email and online ch

35、at more than businesses Channel Performance Consumers are significantly more likely to give email and online chat a top 3 ranking than businesses. Conversely, businesses are significantly more likely to prefer interacting with their customers via video chat, social media, virtual assistant / chatbot

36、 and/or home electronic virtual assistants. Preferred Way to Interact with Customers: Top 3 Ranking CP1. Please rank the top three ways that your company would prefer to interact with a customer during a service experience from the list below. White/green arrows indicate statistically significant di

37、fference at the 95% confidence level. Business Agent-assisted Consumer Agent-assisted Business Self-service Consumer Self-service Significantly Higher Significantly Lower 13 2019 NICE inContact. All rights reserved. Post a question or comment on social media Home electronic virtual assistant device

38、Text message on their mobile device Automated phone menu for the entire call (IVR) Automated or virtual assistant online or on their mobile phone (for example, chatbot) Video chat with a live representative Email the company Call to speak to a live representative Chat online with a live representati

39、ve Use companys mobile app Visit the companys website 17% 12% 6% 16% 5% 8% 17% 14% 12% 11% 5% 5% 10% 11% 17% 9% 3% 5% 6% 5% 3% 4% Consumers and businesses are in agreement on distaste for social media interaction Channel Performance Both consumers and businesses rank social media as their least pref

40、erred method for interaction. Businesses are significantly more likely to report that text message and email are their least preferred methods of interacting with their consumers. On the other hand, consumers are significantly more likely to say their least preferred methods are IVR and video chat.

41、Least Preferred Method to Interact with Customer CP2. And from the list below, which is the LEAST-preferred method that your company would prefer to interact with a customer during a service experience? Please select one response. White arrows indicate statistically significant difference at the 95%

42、 confidence level. Business Agent-assisted Consumer Agent-assisted Business Self-service Consumer Self-service Significantly Higher Significantly Lower 14 2019 NICE inContact. All rights reserved. Businesses underestimate customers likelihood to recommend their company based on their experience with

43、 online chat, app and website Channel Performance Compared to customers, businesses are significantly more likely to say customers would be highly likely to recommend their company based on text and IVR interactions. However, businesses are less likely to say consumers are highly likely to recommend

44、 their company based experiences with: Online chat Mobile app Website Likelihood to Recommend Agent-assisted Method of Communication: Highly Likely to Recommend (9/10) Likelihood to Recommend Self-service Method of Communication: Highly Satisfied (9/10) CH5. For each method below that your customers

45、 can interact with the company in an Agent-assisted fashion, how would you rate how likely customers would be to recommend your company to others if asked by family, friends or colleagues, based on their experience with that channel? CH6. For each method below that your customers can interact with t

46、he company in a Self-service fashion, how would you rate how likely customers would be to recommend your company to others if asked by family, friends or colleagues, based on their experience with that channel? White arrows indicate statistically significant difference at the 95% confidence level. A

47、GENT-ASSISTED Text Online chat Phone Email Social Media SELF-SERVICE Companys mobile app Automated assistant on your mobile phone (for example, chatbot) Companys website Automated phone menu 39% 49% 36% 45% 26% 37% 37% 42% 42% 37% 40% 36% 48% 44% 34% 37% 36% 43% 40% 39% 33% 37% BusinessBusiness ConsumerConsumerSignificantly Higher Significantly Lower 15 2019 NICE inContact. All rights reserved. Businesses give every me