1. The Custommerce National Convention 23, 24 January 2014 Marriott, Jaipur India Sidney Yuen Chairman, 2011- 2014 Asia Pacific Contact Centre Association Leaders Seven Iconic Customer Experience Trends That may shape your future success

2. The perfect Trip

3. 3 Trend One – Customer Experience is on the CEO Agenda CEO Challenges  Changing Customer Needs – Expectation that companies focus on the quality of the customer experience: ­Personalized service (know them and their needs) ­Anytime, anywhere service (easy-to-use automation such as web, IVR, speech) ­Proactive issue resolution (first call, or even before customer becomes aware of an issue)  Declining Customer Experience – Only 8 percent of customers described their experience with companies as “superior” while 80% of companies believed theirs was “superior.” (Bain & Company Survey)  Lack of Strategy – Only 3 percent of respondents could strongly agree that they had a “clearly defined process to determine what [they] want customers to feel, think, and do at every step of the customer lifecycle.” (Executive Education, Babson College) 20032006 $41B $58B Cost of Care Worldwide Customer Care Services Revenue CAGR(2006–2011)—12.6% (Source: IDC) Customer Satisfaction (Source: ACSI) 75% 73.5% CEO Opportunities  Increase Shareholder Value – Companies that ranked high on the American Customer Service Index showed a 40 percent return in stock performance, compared to 13 percent.  1% change in customer experience satisfaction equals a 4.5% change in market valuation. (ACSI)

4. Trend two: Experience Transcends the Offer Source: Marketspace Study 2007 1 c 2 c - cc - 525 c - 75$1.25 $2.00-$5.00 What How 400% Premium

5. Enterprise with 2 million customers Average revenue per customer = $100 per year Positive experience 78% Poor experience 22% Defect — 45% At risk — 55% Decline in wallet share Resolved — 38% Defect — 28% At risk — 34% Issue not resolved 440,000 customers 2,464 customers $246,400 194,040 customers $19,404,000 2,992 customers $299,200 237,160 customers $23,716,000 431,200 customers 8,800 customers Complain 2% Do not complain 98% Trend three: People are Picky About Their Experiences Source: ResponseTek

6. 6 Trend four: The Solution is Now Multi-Faceted Process Associate Strategy Channel Technology/Tools Analytics Customer Experience Tenets Strategy Development & Transformation Operational Excellence Technology Enablement Analytics & Business Intelligence

7. 7 When & How is Hyper-Complex @ email Agent Viral Gaming Social Network Casts & Txt Mobile Cable ATM TV / Mass Mail / Statements Retail IVR Web Vending Lower Touch Automated Interaction Transaction Ease Agnostic Customers Low Switching Costs +

8. See Value Need Commit Pay / Assess Value Issue / Need More The Baby Boomer TV/MassRetail Agent The Millennial Social Network Viral WebePay Casts & Txt Retail Balance Cost & Ease Touch Factor Content Factor Channels are also being Displaced.

9. 9 Trend five: Employee experience Drive Success Customer Experience Employee Experience Achieve a Superior Customer Experience Provide a High Performing Workforce Environment Achieve Superior Talent Management Enable Operational Efficiencies in a Cost Effective Manner

10. 12 Trend six: Analytics – From One Question to a Combination of Many Are customers satisfied?What Products Channels Process Margin Backing Satisfied Loyal Upset Disloyal do customers use / yield? TodayTomorrow Focused on Satisfaction Satisfaction Data Operational Reporting Finite Analytic Tools Focused Skills Team Primary Research Focused on Business Issues Business / Multi-Source Data Impact on Profitability / Value Analytic Environment (Multiple Tools) Leveraged Skills / Team Experience Defining

11. Analytic Capabilities Defined Customer Satisfaction Measurement & Analytics Behavior Analytics Operational Analytics Master Data Management Unstructured Data Collection Structured Data Collection Consulting Decisioning Viral Analytics Business Analytics Structured (“tabled and keyed”) production data (Billing, ERP, CRM) Translating unstructured data (ex. voice recordings, agent notes) into a structured data Aligned, Complete, Valid, Accurate and Timely Data Management Understanding the efficiency of contact center operations, and their relative level of quality Measuring and understanding what a customer “thinks” about their relationship with a business provider and how their experiences affect their loyalty Understanding how customers interact with channels, and each channel’s relative effectiveness Understanding how customers are impacting your brand in un-controllable channels (ex. facebook) Understanding the strengths and weaknesses of an enterprises’ core business via customer interactions Guiding clients through the analytic process. Translating analytic findings into actionable recommendations Using structured and unstructured data to shape – real time – the decisions impacting our clients' customers

12. Trend seven: Cloud based technology Advantages Reducing capital expenses significantly Scaling up or down more easily and quickly Enabling “work anywhere” thus save space Disadvantages Control & security – or it is something else? Migration challenges Internet stability and speed

13. 13  11 countries with 12 associations  Associations’ members occupy about 3 million seats  Australia, China, Hong Kong, Indonesia, Malaysia, Philippines, New Zealand, S Korea, Singapore, Taiwan, Thailand,  Annual Awards & Expo by Host Associations  Monthly Leaders’ meeting via phones  Site visits to learn from each other  Training programs that promotes best practices  Collectively influence Government policies  Established in 2008  Support more than 4 customer service professionals  Contribute to economical growth of the region  Promote Asia Pacific as the preferred customer service hub Regional Capabilities Events and Awards Key Facts

14. Questions, Comments, Insights? sidyuen@hbc.hk www.apccal.org www.hbc.hk