Top 5 Statements
#1 Omnichanneling: Companies count on new digital Channels
From the perspective of companies, newer digital media, such as for example live chats, video telephony or messaging services, will clearly gain in importance as contact channels in the future. However, new media are by no means a sure-fire success. First of all, customers have to develop preferences for using these new contact possibilities. For companies, this means that it is mandatory to define and implement a clear channel strategy. As most customers have to be «motivated» accordingly and convinced little by little to use the new channels («education of the customer»). Companies need to clearly communicate the added value of these new channels and keep their promises by providing excellent service experiences.
#2 Service Design: When emotions are involved, customers are looking for a personal channel
Personal contact channels should absolutely be offered when customer requirements present demanding needs and therefore involve emotions. On the other hand, it makes sense to offer digital channels when dealing with customer requests which can be «worked off» in a standardised way or routinely. The present study clearly shows at this point that with regards to robotics in customer service, channels such as email, chat and messenger should be automated first, before more complex and cost-intensive language portals and voice robots are being offered. These are currently not accepted, mainly because underlying needs (customer chooses the personal channel because he wants to talk to a real person) are not respected.
#3 Service Automation: There is a lot of unused Potential
Service requests are currently being handled manually to a large extent and only just every second company has already created the conditions for service automation. Moreover, only every fifth company uses the possibility for automated and actively selling service, although the advantages and potential of service automation are clearly recognised. This means that there is a lack of know-how and implementation skills regarding solutions and available technologies and how they can be used effectively and efficiently to ensure intelligent and thus beneficial service automation. At this point, specialists and competent implementation partners can provide crucial support.
#4 Fans: Customer Service is the most important Driver of the Fan Ratio
Customer service is indicated as the main reason why customers call themselves fans and is rated with 61%. Also products and services or uncomplicated handling are often mentioned and are rated with 56%, respectively 53%. In this respect, especially interactions in customer service excite customers and turn them into fans. The price, on the other hand, is hardly significant, being rated with 23%. In Switzerland, the banking industry achieves the highest Net Promoter Score (NPS) with +43 (the scale ranges from -100 to +100), followed by the insurance industry with a value of +34. In Switzerland, the lowest result was achieved by the energy service providing industry, and in Austria, by the telecommunications industry, both with a value of +2.
#5 Service Transformation: Digitalisation is a Management Issue
The topic «digitalisation of service organisations» presents a big challenge for companies which they are fully aware of. They have also understood that service transformation is a multilayered endeavour which involves organisational as well as technical issues. The compatibility of automation and individual personal customer care, the interoperability of different technical systems, the creation of respective know-how on the employee side as well as the speed and complexity of development in this area are seen as the biggest challenges by companies.
PIDAS and the Zurich University for applied Sciences (ZHAW)
Publisher of the Study
Zürcher Hochschule für Angewandte Wissenschaften (ZHAW), School of Management and Law Instituet for Marketing Management
Property and live insurances, banks, telecommunications companies, providers in the healthcare sector, energy service providers and public bodies. Thus, the study creates comparable results across different dimensions and allows for comprehensive benchmarking.
For each country and industry a total of at least 200 people were questioned which leads to an overall sample of 3.615 interviewed persons. In addition, 100 company representatives (business and IT functions) from Germany, Austria and Switzerland were interviewed. All interviews took place in the period January to February 2017.
Frédéric Monard, CEO, PIDAS
Prof. Dr. Frank. M. Hannich, ZHAW
Dr. Hans-Peter Uebersax, Head of Solutions, PIDAS
Michaela Hirt, Practice Lead CC/CEM, PIDAS
Dr. Kurt A. Ackermann, ZHAW
Dr. Steffen Müller, ZHAW