2015 global contact centrebenchmarking reportengagement models – go digital, or die
2015Copyright notice Dimension Data 2009–2015Copyright and rights in databases subsist in this work. Any unauthorised copying, reproduction or other dealing in this work,or any part thereof, without the prior written consent of the copyright owner is an act of copyright infringement. Copying ofcertain portions of this work, such as tables, graphs and certain extracts is permissible subject to the condition that :1. such portions do not constitute a substantial reproduction of the work (or a section) as a whole2. t he following notice accompanies all such portions: Dimension Data’s 2015 Global Contact Centre BenchmarkingReport, Dimension Data 2009-2015Any unauthorised copying, communicating to the public, reproduction or other dealings in this work, or any part thereof,renders the person responsible for such acts liable for civil law copyright infringement and, in certain circumstance, liable tocriminal prosecution as well. All rights of the copyright owner are reserved.The data and information contained in the Global Contact Centre Benchmarking Report (the Report) are for informationpurposes only. While the commentary and hypotheses in this Report are based on rigorous data analysis and market experience,the data and information contained in this document may contain personal views and opinions which are not necessarily theviews and opinions of Dimension Data.Furthermore, while reasonable steps are taken to ensure the accuracy and integrity of the data and information provided,Dimension Data accepts no liability or responsibility whatsoever if such data or information is incorrect or inaccurate, forany reason.Dimension Data does not accept liability for any claims, loss or damages of any nature, arising as a result of the reliance on oruse of such data or information by anyone.
engagement models –go digital, or dieglobal contact centrebenchmarking reportThe Global Contact Centre Benchmarking Report is researched and published by Dimension Data.
table ofcontentsabout us06multichannel managementforeword07chapter 373editor’s note08executive summary10Omnichannel service design – own thecustomer experience75The big picture75User-centric design76Enable the transformation77The customer journey77Own the experience79Bringing it all together79Results and recommendations80Smooth operation – four steps to seamlesssocial media integration94Summary98strategy and innovationchapter 117If the customer is king, data is thesovereign currency19Multichannel and omnichannel –what’s the difference?19Beyond the tipping point20Into the cloud20Big data and the social customer20Measure for measure21Customers take centre stage22operationsStart your own revolution23chapter 4100Results and recommendations24Video-enabled contact centres –we’re only ready now28Operations: are we ready for engagementto go digital?102Summary44Origin story – helping your people loveyour brand102Your people are the face of your organisation103customer interaction management4chapter 246How do we get our people to feel passionateabout our brand?104Harnessing the power of emotionaltriggers48Creating the right physical andemotional environments105Building the journey49Make it simple to deliver the brand promise105The integration challenge50106Business process integration51If your people love your brand, so will yourcustomersCustomer interaction assessment52Results and recommendations107Technology integration53Customer experience – movingbeyond measurement108Skills integration53Summary123Results and recommendations55Analytics – you don’t know whatyou don’t know58Summary71
sample specifications and research methodologyworkforce optimisationchapter 5125chapter 7189A struggle to get the basics right innew channels127Research methodology191Data collection191Growing customer focus127Privacy and data security192Setting people up for failure128Benchmark Comparison Portal193Slow to implement new technology129Support our research193Results and recommendations130156Year-round benchmarking informationand updates194SummaryReference the benchmarking results194list of tables and figures195list of contact centre acronyms197industry associations and partners198system partner202participant acknowledgments203technologychapter 6158Have you added your voice to the socialmedia choir yet?160Software decisions, not technology orvendor decisions160Finally, a choice in the matter!161order, participate, subscribe207Strategy, not technology162contact details208Seeing through the clouds162Challenges remain163Opportunities abound163Here’s our advice163Results and recommendations165Moving to cloud-enabled contact centres –‘when’, rather than ‘if’181Summary1875
about usAbout Dimension DataFounded in 1983, Dimension Data plc is an ICT services and solutions provider thatuses its technology expertise, global service delivery capability, and entrepreneurial spiritto accelerate the business ambitions of its clients. Dimension Data is a member of theNTT Group.Dimension Data’s communications services range from strategic consulting, professionalservices, managed services, and cloud services, to outsourcing and offshoring operations.We have world-leading capability in delivering end-to-end communications portfolios,including collaboration and contact centre solutions that enable your people andcustomers to connect, engage, and collaborate. Our focus on customer and userexperience ensures that we remove the complexity of technology and operations,leaving you to focus on growing the value of your organisation.About Customer Interactive SolutionsCustomer Interactive Solutions forms part of Dimension Data’s CommunicationsBusiness Unit and enables over 7 billion customer interactions a year. We haveover 25 years’ experience in planning, designing, integrating, and managingcontact centres for our clients globally.Our consulting, professional, managed, and cloud contact centre services makecomplex customer engagement environments simple and effective, enablingorganisations to differentiate and grow the value of their customer base.Our omnichannel, self-service, workforce optimisation, and analytics solutionsintegrate the physical, digital, and contact centre worlds, enabling a seamlesscustomer experience which creates organisational engagement and value.For more information, please visit www.dimensiondata.comAbout MerchantsMerchants – a Dimension Data company – is a leading customer managementoutsourcing solution provider specialising in business process outsourcing (BPO)that delivers customer experience and customer interactions. We focus on people,process, and technology to create exceptional customer experiences.We’re pioneers in the contact centre industry, with over 30 years of experience increating and managing contact centre operations around the world for blue chipclients. Our services and solutions are built on tried and trusted models, systems,and processes which are based on best practice standards.We’re passionate about people. Our ability to attract the best talent, coupled withour rich history of success and innovation across different industries around theworld, is what differentiates us from our competitors.For more information, please visit www.merchants.co.za6
forewordI’m delighted to bring you the results of the 2015 Global Contact CentreBenchmarking Report.The research on which our study is based wouldn’t have been possible without the contributions ofour benchmark participants and the support of some fantastic industry associations. On behalf ofDimension Data, thank you all very much for helping us produce this edition of the Report, which isaimed at keeping the industry informed about the latest contact centre trends, evolving approaches,and best practice performances.Our 2015 results indicate an industry in transformation. Customer demands for channel choice will see contact centres managemore digital interactions than telephone/voice calls within the next two years. The digital revolution is real, and representsthe most radical change in the contact centre business in the last 30 years. It has profound implications for the way in whichorganisations source new skills, and how they deploy technology to deliver and manage connected customer experiences.It’s important to note, however, that the telephone channel is in no way obsolete. In reality, the interactions handled byphone have become far more complex and critical. As voice is the channel of last resort, this is the real moment of truth fororganisations – it’s when they either lose customers for good, or win their lasting loyalty.The telephone will remain, but as part of a much broader mix of options. It will be used more as an escalation channel, ascontact centres evolve from being telephone-centric stereotypes into customer resolution centres. Agents will increasingly facetransactions unresolved by digital and, if anything, their roles will become even more important and require greater skill.Dimension Data and Merchants have been using the Global Contact Centre Benchmarking Report, since it was first published in1997, to strengthen our position as world leaders in the contact centre industry. The research broadens our own understandingof emerging industry trends and challenges. It helps us drive our product strategy and develop innovative solutions and servicesfor our clients. We believe the Report is the most comprehensive of its type and provides a single point of reference for the stateof customer management across the world.I hope that it provides your business with the same value.Adam FosterGroup Executive, Communications7
editor’s noteWelcome to the 2015 Global Contact Centre Benchmarking Report.Contact centres have evolved irreversibly over the last decade. As evidence of that, the resultsof the 2015 Global Contact Centre Benchmarking Report confirm a continued, dramaticchange. Digital contact – in the form of email, web chat, social media, and self-servicechannels – continues to expand prolifically as a popular engagement method.This change strikes at the heart of tradition. It means that more and more contact centre customers around the world no longerwant to use the telephone to communicate with organisations. In fact, should the evolution continue at its current pace, ourresearch shows that digital will overtake voice-based contact within two years. Why? Because customers demand it. The newgeneration of tech-savvy consumers entering the market – mostly Generation Y – use the phone only as a last resort for queriesthat couldn’t be solved in any other way. Customers younger than 40 would much rather use social media and web chat thanany other method of achieving their desired service outcomes.So, for contact centres, the message is clear: incorporate digital channels into your overall engagement strategy as soon aspossible. Evolving engagement models are forcing them to go digital or die. That’s why our 2015 Report investigates theindustry impact of the move to digital, as well as the marked effect it has on the contact centre’s DNA.In addition, we analyse the current state, development gaps, business impacts, and emerging trends driven by the growingneed for an integrated experience in an omnichannel environment. Customers want not only access to multiple engagementmethods, but also a frictionless, easy, and immediate journey across channels.This is the 18th year since Dimension Data started publishing the Global Contact Centre Benchmarking Report and it marksthe most important industry change we’ve seen in the last 30 years: the growing irrelevance of the telephone-centric model.Our findings are based on responses from 901 participants, covering 12 sectors in 72 countries. The Report itself comprises sixchapters, 400 data points, and over 90 charts.Through the Report, we provide you with insights into the emerging challenges that affect contact centres as they advance toa new age of digital contact. What sets our approach apart is that we don’t just observe; we also give answers. Rest assuredthat our advice is sound. Dimension Data has leading abilities and experience in delivering communications, collaboration, andcontact centre solutions to organisations around the world. Our portfolio of solutions and services combines the expertise of ourCustomer Interactive Solutions business with Merchants’ 30-year history of customer management consulting and delivery.Finally, I’d like to express my gratitude and appreciation to each and every one of our research participants. I also extend asincere thank you to the 30 industry association partners that have helped to broaden the reach of our research, improve accessand awareness, and facilitate best practice learning for their own membership base.Enjoy the Report!Andrew McNairHead of Global BenchmarkingDimension Data8
about the globalcontact centrebenchmarking reportA comprehensive, global overview Frequently cited by industry analysts and quoted by the media, the Dimension Data Global Contact Centre Benchmarking Reportis widely acknowledged as the most useful, authoritative, and comprehensive report of its kind. It’s designed to provide a singlepoint of reference on key aspects affecting customer management within today’s contact centres. We believe it’s the mostextensive global overview of its type. based on relevant researchOur Report is based on research conducted via a comprehensive survey. We refresh the survey each year to ensure we’recapturing the information that’s most relevant to our industry and its future. offering analysis and recommendationsEach chapter comprises four elements to provide thought leadership insights from subject matter experts, hot topic quick tips,an infographic overview, and the findings of our research. Result data is provided via chart or table content, each supplementedby structured commentary. In each chapter, we: identify and then