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ChatbotStrategy
MarketResearchReport
November2016
Methodology
3
Methodology
Businesssurvey Consumersurvey
• Intotaln=84completes• Allbusinessesinvolvedinthestudysellproducts/
servicesonlineorcustomerscancompleteapplicaBonsonline
• Allbusinesshadatleast100employees
• EmailinvitesweresentouttotheFiFhQuadrantnewsleHersubscribersandtoTEGrewardspanellists
• 5minuteonlinesurvey
• Surveyswerecompletedbetweenthe17th–23rdNovember
• Intotaln=528completes• Allrespondentswereconsumerswhohave
abandonedanonlinepurchase/applicaBonprocessinthepastthreemonths
• Allrespondentscompletedthesurveythroughourpanelpartner(TEGRewards)
• 5minuteonlinesurvey
• Surveyswerecompletedbetweenthe17th–22ndNovember
4
Oursample:Oursamplecomprisesofawiderangeofbusinesses,acrossallindustriesandsizes
Industry
14%
13%
11%
10%
7%
6%
6%
5%
5%
5%
5%
14%
Government
Retail
BankingandFinance
EducaBon
Health
Transport&Freight
Wholesale
ConstrucBon
Hospitality,TourismandEntertainment
Manufacturing
TelecommunicaBons
Other
Numberofemployees
13% 17% 15%33%
21%
100-199 200-499 500-999 1,000-4,999 5,000andover
29%
19%
13%
12%
7%
5%
5%
4%
2%
5%
CEO/CFO/COO/CTO
DivisionalGM/Director
Sales/BDManager
HeadofCX/CustomerService/ContactCentres
ProjectManager
CMO/DirectorofMarkeBng
HeadofDigital
Research&Development
Headof/SeniorProcurementOfficer
Other
PosiIon
5
Oursample:AbroadcrosssecBonofconsumersthroughoutAustraliaparBcipatedintheresearch
Age
27%
24%
24%
25%
18-34
35-49
50-64
65+
Gender
Male,50%
Female,50%
28% 27% 23%12% 10%
NSW/ACT Vic/TAS QLD SA/NT WA
LocaIon
ResearchFindings
7
Consumers:Q1-Haveyouabandonedanonlinepurchaseorapplica9onprocessforanyofthefollowingreasonsinthepast3months?n=874(thosewhohavenotabandonedanonlinepurchaseorapplica9onprocesshavebeenscreenedoutfollowingthisques9on)Consumers:Q1.Haveyouabandonedanonlinepurchaseorapplica9onprocessforanyofthefollowingreasonsinthepast3months?n=528
ComplicatedprocessesandwebsitenavigaBonarekeyobstaclesprevenBngcustomersfromfinalisinganonlinepurchaseorapplicaBon.Theseissuescanbeovercomebyprovidingconsumersimmediateonlinehelptocheckthroughdetails
• Onaverage,theseconsumersclaimto
haveleFmorethan2.5onlinepurchase/applicaBonprocessesinthepast3months
• 73%ofconsumershaveabandonedanonlineprocessmorethanonceinthepast3months
Mainreasonswhyconsumersabandonthepurchase/applicaIonprocess
41%
38%
37%
36%
28%
22%
PricenotcompeBBve
Complicatedcheckoutprocess/poorshoppingcartfuncBonality
Securityconcerns
ComplicatedwebsitenavigaBon
LackofinformaBonabouttheproduct/service
LackofpaymentopBons
60%ofconsumersstatethattheyhaveabandonedanonlineapplicaBonorpurchaseprocessinthepast3months:
8
Similarlytoconsumers,mostbusinessesbelievethatimmediateonlinehelpwouldenablethemtoincreaseonlinesalesconversaBonrates
Consumers:Q3-Doyouthinkthatifyoucouldaccessimmediateonlinehelp,youwouldcompletetransac9onsmoreoMen?n=528Businesses:Q9-Doyouthinkthatifyourcustomerscouldaccessimmediateonlinehelp,youronlinesalesconversionratewouldimprove?n=84
85%ofbusinessesbelievethatimmediateonlinehelpwouldimproveonlinesalesconversaBonrates
77%ofconsumersbelievethatimmediateonlinehelpwouldincreasetheirlikelihoodofcompleBngtransacBonsonlinemoreoFen
9
Businesses:Q7-Howdoyouthinkthefocusononlinesalesconversionrateop9misa9onwillchangeinthenext12monthswithinyourorganisa9on?Q8.Whatwillyourorganisa9ondotoimproveonlinesalesconversionrates?n=84
Accordingly,opBmisingonlinesalesconversaBonratesisanincreasingfocusforthemajorityoforganisaBons.BusinesseshavearangeofiniBaBvestoimprovesalesconversaBonrates,includingimplemenBngwebchattoofferimmediatehelp
FocusononlinesalesconversaIonrateatbusinesseswill…
2%
17%
43%
38%
Becomemuchmoreimportant
Becomemoreimportant
Staythesame
Becomelessimportant
MainwaysorganisaIonswillimproveonlinesalesconversions
(top10iniIaIves)
45%
40%
35%
27%
25%
24%
24%
20%
19%
18%
ImproveonlinefuncBonalityandnavigaBon
Morecustomerfeedbacktoimproveuserexperience
Implementwebchat
Simplifywebforms
Upgradetechnologyplamorm
Improvesecurity
ProvidebeHerinformaBonabouttheproduct/serviceReducecomplexityintheproduct/serviceofferImproveshoppingcart/checkoutfuncBonality
ProvideFAQ’sonthewebsite
81%ofbusinessesbelievethatthe
focusingononlineconversionrateswill
becomemoreimportantinthenext
12months
10
Businesses,howeverarechallengedatvariouslevelswhenitcomestoprovidingimmediateaccesstohelponline,withthelackofintegraBonbetweensystemsbeingthebiggestissue
Businesses:Q10.Whatpreventsyourorganisa9onfromprovidingimmediateaccesstohelponline?n=84
42%
26%24% 24%
21% 20%
15%
LackofintegraBonbetweensystems
Lackofskilledresources
LackofcollaboraBonbetween
departments
OtherprioriBes CurrentonlinesoluBonsdon’tworkverywell
Lackoftechnology
Tooexpensive
ReasonswhyorganisaIonsarenotprovidingimmediateaccesstohelponline
11
2in3businessdecisionmakershaveverylimitedknowledgeaboutChatbots.Consumersareevenlessawareofthistechnology,withonly1in5claimingtohavesomeknowledge
Consumers:Q5r-Howmuchdoyouknowaboutthefollowingtopics?n=528Businesses:Q11r-Howmuchdoyouknowaboutthefollowingtopics?n=84
KnowledgearoundAI,Chatbots,ConversaIonalCommerce
7%
23%
40%
36%
40%
30%
42%
24%
23%
15%
13%
7%
ArBficialIntelligence
Chatbots
ConversaBonalCommerce
Neverheardofit KnowthetermbutveryliHleknowledge
Somewhatknowledgeable Veryknowledgeable
Knowledgeofbusinessdecisionmakersaround…
19%
55%
80%
46%
26%
16%
31%
16%
4%
4%
3%
ArBficialIntelligence
Chatbots
ConversaBonalCommerce
Neverheardofit KnowthetermbutveryliHleknowledgeSomewhatknowledgeable Veryknowledgeable
Knowledgeofconsumersaround…
12
WeshowedconsumersandbusinessdecisionmakersthefollowingdescripBonofChatbotsbeforeaskingthemfurtherquesBonsaboutthistechnology…
ChatbotsthatusearBficialintelligencearenowbeingadoptedtoimprovecustomeracquisiBonandretenBoninleadingorganisaBonsthroughouttheworld.Chatbotsarebeingusedtoguidecustomersfromlandingpagetopurchaseonbothmobileanddesktopdevices.Chatbotsunderstandlanguage,notjustcommands,andconBnuouslygetsmarterastheylearnfromconversaBonstheyhavewithcustomers.Accordingly,thecustomerisassistedthroughthebuyingprocess,withtheChatbotprovidingrelevantinformaBontothecustomerthroughoutthejourney.Thismakesiteasierforthecustomertobuytheproductorservice,ulBmatelyincreasingconversionrates.Ofcourse,ifthecustomerwantsassistancefromapersonatanystagethroughoutthejourneyitiseasytoswitchtohumanassistance.WitheachcompletedinteracBon,Chatbotsintelligentlylearnmoreabouthowyourcustomersandemployeesinteract.Thisallowstheprocesstobeautomated,meaningyouremployeesarerequiredlessoFen,ornotatall.
DescripIonofChatbotsforbusinesses
ChatbotsthatusearBficialintelligencearenowbeingadoptedtoimprovethecustomerexperienceinleadingorganisaBonsthroughouttheworld.Chatbotsarebeingusedtoguideyoufromlandingpagetopurchaseonbothmobileanddesktopdevices.Chatbotsunderstandlanguage,notjustcommands,andconBnuouslygetsmarterastheylearnfromconversaBonstheyhavewithcustomers.Accordingly,youareassistedthroughthebuyingorapplicaBonprocess,withtheChatbotprovidingrelevantinformaBontoyouthroughoutthebuyingjourney.Ofcourse,ifyouwantassistancefromapersonatanystagethroughoutthejourneyitiseasytoswitchtohumanassistance.
DescripIonofChatbotsforconsumers
13
DespiterelaBvelylimitedknowledge,aFerhavingreadthedescripBonofChatbots,3in4businessesbelievethatChatbotsarerelevanttotheirbusiness,andthesameproporBonofconsumerswouldfeelcomfortableusingChatbots
Consumers:Q6-HowcomfortablewouldyoubeusingaChatbotforassistedservicewhencomple9nganonlinepurchaseorapplica9onprocess?Basen=420,NotsureanswershavebeenexcludedBusinesses:Q12-Basedonwhatyounowknow,doyouthinktheuseofChatbotswouldberelevantinyourorganisa9on?Basen=84
RelevanceofChatbotstobusinesses
7%
20%
55%
18%
Notatallrelevant
Notveryrelevant
Somewhatrelevant
Veryrelevant
73%
4%
19%
67%
10%
Veryuncomfortable
Uncomfortable
Comfortable
Verycomfortable
Consumers’levelofcomfortusingChatbots
77%
14
ThemajorityofbusinessdecisionmakersbelievethatChatbotswouldimprovetheirkeyKPIs,parBcularlyaroundonlinesalesconversionrates,customersaBsfacBonandoperaBonalefficiency
Businesses:Q14r-AndwhateffectdoyouthinktheuseofChatbotsmighthaveonthefollowingKPIs?n=84
55% 55% 54%49% 48%
44%
36% 34% 32% 30%
Onlinesalesconversion
rates
CustomersaBsfacBon
OperaBonalefficiency
Abilitytoup-sell/
cross-sell
CostpertransacBon
Renewals/CustomerretenBon
InformaBonsharingacross
businessunits/
locaBons
AgentsaBsfacBon
Corporategovernance®ulatorycompliance
Onboarding
ImpactofChatbotsonKPIs(%Improve)
15
11%
67%
19%
3%
Definitelywouldimprove
Probablywouldimprove
Probablywouldnotimprove
Definitelywouldnotimprove
1in5consumersthinkthatChatbotscouldprovideabeHerexperiencethanhumansandthemajority(78%)believethatChatbotswouldimprovetheiroverallonlinepurchase/applicaBonexperience
Consumers:Q7-Basedonwhatyounowknow,doyouthinkaChabotwouldimproveyourexperiencewhentryingbuyaproductorcompleteanapplica9onformonline?Basen=528Q11-DoyouthinkaChatbotwouldprovidebeZerservicethanahuman?Basen=528
Levelofserviceprovided:Chatbotvshumans(Consumers)
ChatbotsbeYer,21%
HumansbeYer,79%
LikelihoodofChatbotsimprovingtheonlinepurchase/applicaIonexperience
(Consumers)
78%ofconsumersbelieveChatbotswouldimprovetheir
experience,withnodifferencebetweenage
groups
16
ConsumerswhobelievethatChatbotswouldimprovetheirexperienceunderstandthatitwouldenablethemtocompleteanonlinepurchaseorapplicaBonprocessmoreefficiently,withimmediatehelpwhenneeded
Q8-Whydoyousaythat?n=409(wouldimproveexperience)
WhydoconsumersthinkthatChatbotswouldimprovetheirexperience?
37%
29%
15%
13%
6%
Helpful/Useful
Easier/Faster/Moreefficient
AnyassistanceisbeHerthannothing
ProvidemoreinformaBon/answers
Boostsconfidence/encouragepurchase
Itwouldhelpmetogetthingsdone.
AtleastIwouldbeabletogetsomehelpandaskques9ons,but
possiblynotinfulldetail.
ItwouldensurethatImakeapurchase
withoutanyhiccups.
Itmakesiteasiertoaccessinstant&basic
help.
Wouldbeagreathelpandwouldavoidconfusion.
Anythingthathelpswiththeredtapeis
good.
Atleastthere'sguidanceifIgetstuck.
Anyhelpisaposi9ve.
ItwouldhelpstraightawayifIhadany
ques9ons.
BecauseifitcananswermyworriesIwouldcompletethepurchase.
Therewould/shouldbemore/beZerinfofordecisionmaking.
17
However,someconsumerssBllfindithardtograsptheconceptanddoubttheabilityofrobotstoprovidegoodcustomerservice.Hence,emphasisingthebenefitsofChatbotswhencommunicaBngwithconsumersisessenBal
Q8-Whydoyousaythat?n=119(wouldnotimproveexperience)
WhydoconsumersthinkthatChatbotswouldnotimprovetheirexperience?
34%
19%
18%
12%
9%
8%
8%
7%
Preferpersonal/nonrobotinteracBon
Notneeded/Won'teffectme/Nodifference
Technologyisnotreliable/intuiBve/realisBc
Itwon'tunderstand/havetheanswers
Don'tunderstand/knowenoughaboutChatbots
Securityconcerns
Poorpastexperience
Dependsonwhetheritworks/orcircumstances
I'vetriedthemonothersitesandtheanswersarelimited
IhaveinteractedwithJess-theJetstarChatbot-not
verygoodatall
IwouldprefertospeaktoapersonifIneedassistance.
Securityrisks.
IamnotsurewithChatbots.Englishisnotmyfirst
languagesoIdon'tknowhowwellChatbotswillunderstandwhatproblem/ques9onI
asked.Ifeelmorecomfortablewithrealhuman.
Ifitsetuprightitwillwork..lwillnotuseitanyway.
Theyarenotabletoanswerallques9ons.
Idon'ttalktorobots!
Unlikelyitwouldchangemyshoppinghabits.
Is9llpreferhumancontact.IdonotbelieveaChatbotcouldbeprogrammed
tocoverallconcerns.
BotsorChatbotsusedtherecannotalwaysdefineindividualrequirementsandthenitsoffto
MumbaiorthePhilippinesandwearereallyintroublewithourpersonalinforma9on.
18
ThereisarelaBvelyhighlevelofinterestinChatbots,withalargeproporBonofbusinessesseriouslyconsideringtheirdeploymentwithinthenextfiveyears
Businesses:Q15-WhendoyouthinkChatbotswillbedeployedinyourorganisa9on?Basen=84
TimeframeforChatbotdeployment
4%
11%
18%
12% 12%
5%8%
31%
Alreadydeployed
Currentlytrialling
Within12months
Within2years 2-5years Morethan5years
Never Notsure
19
BusinessesmostlybelievethatChatbotsneedtohaveayoungerfemalepersona,whoisknowledgeableandproblemsolving,butalsoprovidegoodcustomerservicebybeingfriendlyandpolite
Q17.IftheChatbothadapersonality,whichofthefollowingtraitswouldbemostappropriateforyourorganisa9on?Q18.Ifyourorganisa9ondidhaveaChatbotwouldyoupreferittohaveapersonathatwas?Basen=51(businessesthatgavea9meframeforChatbotdeployment)
PersonaliIesmostappropriatefororganisaIon
59% Knowledgeable
51% Helpful
51% Problemsolving
49% Friendly
47% Polite
Top5personalitytraits Genderandagepreference
33%
20%
20%
12%
12%
4%
Ayoungfemalepersona(upto35yearsold)
Anolderfemalepersona(over35yearsold)
Anoldermalepersona(over35yearsold)
Ayoungergenderneutralpersona(upto35yearsold)
Anoldergenderneutralpersona(over35yearsold)
Ayoungermalepersona(upto35yearsold)
20
Consumers,howeverdon’texpectChatbotstobefriendlyandpolite.TheyneedChatbotstobeknowledgeable,problemsolvingandresponsivetobeabletoassistthemthroughtheironlinepurchase/applicaBonprocessefficiently
Q9.IftheChatbothadapersonality,whichofthefollowingtraitswouldbemostappropriateforyou?Q10.Ifanorganisa9ondidhaveaChatbotwouldyoupreferittohaveapersonathatwas...?Basen=528
WhattypeofChatbotswouldconsumersprefer
62% Helpful
61% Knowledgeable
56% InformaIve
55% Problemsolving
48% Responsive
Top5personalitytraits Genderandagepreference
26%
20%
19%
19%
10%
7%
Anoldergenderneutralpersona(over35yearsold)
Ayoungfemalepersona(upto35yearsold)
Ayoungergenderneutralpersona(upto35yearsold)
Anolderfemalepersona(over35yearsold)
Anoldermalepersona(over35yearsold)
Ayoungermalepersona(upto35yearsold)
21
ConsumerexpectaBonsregardingthepersonaofaChatbotdifferbytheageandgenderoftheconsumer,andhencebusinessesneedtomakesurethattheirChatbot’spersonaisalignedwiththeirtargetaudience’sneeds
Q9.IftheChatbothadapersonality,whichofthefollowingtraitswouldbemostappropriateforyou?Q10.Ifanorganisa9ondidhaveaChatbotwouldyoupreferittohaveapersonathatwas...?Basen=52
TypeofChatbotsconsumerswouldprefer
Ingeneral,womenneedChatbotstobemorehelpful,knowledgeable,informaBveandproblemsolvingthanmen.Womenaresignificantlymorelikelytopreferagenderneutralpersona(52%)thanmen(37%),parBcularlywhenitcomestoayoungergenderneutralpersona(25%vs13%).Menaresignificantlymorelikelytopreferamalepersonathanwomen(21%vs12%),parBcularlywhenitcomestoanoldermalepersona(13%vs6%).
Olderconsumers(aged60yearsorover)needChatbotstobemoreknowledgeable(71%)thanthoseyoungerthan60years(56%)74%ofconsumersaged60yearsoroverwouldpreferaChatbotwithanolderpersona(vs45%ofconsumersyoungerthan60years):
• 34%oldergenderneutralpersona• 24%olderfemalepersona• 15%oldermalepersona
PreferencesbygenderPreferencesbyage
Appendix
23
Providingimmediateassistancetocustomerstoensurehighersalesconversionrates,improvedCXandmorecosteffecBveoperaBonsarekeyreasonswhybusinessesbelieveChatbotsarerelevanttothem
Businesses:Q13–Whydoyousaythat?Basen=61RespondentswhoselectedChatbotsaresomewhat/veryrelevanttointheirorganisa9on
WhydoyouthinkChatbotsarerelevanttoyourbusiness?
1. AllowsforimmediateinteracIonwithcustomer
Ifthecustomersneedimmediatehelporwanttoaskaques9on,weareavailabletoanswer.
Itcanhelpcustomerswithsimplethings.
Consumerexpecta9onsofwhatbankingmeanstothemischangingrapidly.Inthefutureofbanking,itwillnotbeanadd-on,itwillneedtofitintotheeverydaylifeofconsumersi.e.notaconsciousdecision-Ineedtodomybankingbutjusthappensas
partofaconversa9on/interac9on.
Ourcorporateclientsare9mepoorandexpectquicksimplecommunica9ontoanswertheir
queries.
Immediateassistance.Reducestherelianceontelephones.
4. Customersexpectit
ImproveCX=increasedsa9sfac9on=greatersales,advocatesetc.
Itcouldimproveouronlineinterac9onwithour
customers.
Allowscustomerstonavigateattheirownpace.
2. ImprovedCX
It'lllowerourcosts. It’saresourceefficientop9on.
3. MorecosteffecIve
24
ComplexofferingsandqueriesaremainreasonswhyorganisaBonsdon’tbelievethatChatbotsarerelevanttothem.Also,similarlytoconsumers,somebusinessesdoubtthatrobotscouldprovidequalityhelp,andhenceeducaBngthemiskey
Businesses:Q13–Whydoyousaythat?Basen=23RespondentswhoselectedChatbotsarenotatall/veryrelevanttointheirorganisa9on
1. Complicatednatureofqueries/typeofproductsoffered
2. Customersneedarealperson/wouldnotsuittheirneeds
3. Processiseasyenoughalready
WhydoyouthinkChatbotsarenotrelevanttoyourbusiness?
Therearealotofoutoftheboxqueries.
Itisahealthrelatedwebsiteandnotappropriatefor
Chatbotstoprovideorassistwithmedicalknowledgeor
treatment.
Becauseofthecomplexityoftheengineeredsolu9onsweprovide.
Wesellcomplicatedproducts.
Designingdoorscannotbelearnedandpeoplehave
differenttastesandneeds.Itwillhelpbutdefinitelynotthefinalsolu9onforoursales/customerservice.
Abilitytointeractisposi9ve,notsurehowtheChatbotwoulddealwithproductspecificenquiries.
Weareacustomerfacingcompany.
Itwouldn'tsuitourcustomers’needs&won'tinfluencetheircurrent
buyingpaZerns.Customerswanttotalk
toarealperson.
Wefocusonrela9onships.
Iwouldhesitatetocompletelyremovehumanoperatorsin
theprocess.
Applica9onprocessisstraightforward.
25
2in3businessdecisionmakersclaimthattheirCXprogramobjecBvesalignwiththeirorganisaBonalmission
Q20-Doyourcompany’sCustomerExperienceProgramobjec9vesmaptotheorganisa9onalmissionandvision?Basen=84
Doyourcompany’sCustomerExperienceProgramobjecIvesmaptotheorganisaIonalmissionandvision?
44%
20% 18% 17%
1%
Yes,ourCustomerExperienceProgramis
basedonourorganisaBonalmission
andvision
Yes,ourCustomerExperienceProgramis
definedinourorganisaBonalmission
andvision
No,wedon’thaveaCustomerExperience
Program
No,ourmissionandvisiondon'tprovide
guidanceforcustomerexperience
No,wedon’thaveamissionandvisionforour
company
64%
26
2in3organisaBonsbelievethattheirITsystemsallowthemtodeliverthedesiredCX
Q21-Doyoufeelyourcompany’sITsystemsallowyoutodeliverthedesiredcustomerexperience?Basen=84
Doyoufeelyourcompany’sITsystemsallowyoutodeliverthedesiredcustomerexperience?
43%
13% 11%18% 15%
Yes,wehaveenoughinformaBonandshareitacrossourorganisaBon
Yes,oursystemscollectdata,summariseitandprovideinsightsaboutwhat'shappening
Yes,wehaveinformaBonoverload
No,notevenclose No,informaBonaboutourcustomersiskeptonseparatespreadsheetsby
eachindividualdepartment
67%
27
Whilemostbusinesseshavemappedtheircustomerslifecyclejourneyorareworkingtowardsit,only10%claimthattheircustomers’journeyisunderstood,measuredandregularlyreviewedacrosstheorganisaBon
Q22-Haveyoumappedoutyourcustomers’lifecyclejourney?Basen=84
Haveyoumappedoutyourcustomers’lifecyclejourney?
10%
32% 30%
17%12%
Yes,thejourneyofourcustomersismapped,understood,measuredandregularlyreviewed
Yes,we’vemappeditoutbutnoteveryoneunderstandshowitrelatestothem
Weallunderstandthechannelsweimpactbutnothowitrelatestothe
lifecycle
No,butwe’reworkingtowardsmappingthe
journey
No,it’snotapriorityrightnow
FormoreinformaBonpleasecontact:T:+61299273399F:+61299273327E:info@fiFhquadrant.com.auW:www.fiFhquadrant.com.auLevel6,107MountSt,NorthSydney,NSW,2060,AustraliaF:www.facebook.com/fiFh.quadrantT:www.twiHer.com/5thQuadL:www.linkedin.com/company/fiFh-quadrant-pty-ltd ABN:53088072940|ACN:088072940
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