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The State of Consumer Experience 2018 Communications 2The State of Consumer Experience 2018 66% of consumers want 10-minute resolution. 54% of enquiries resolved in the first stepup 159% on 2017. 89% of consumers believe their Communications provider has shown limited or no levels of familiarity with them whatsoever. Communications providers not ready for Chatbot migration. 42% of consumers using Chatbots/Voicebots would welcome a human safety-net. 37% of consumers claim they have received an exceptional experience from their Communications provider: Theres room for improvement. Overview of the survey 01? 10 3The State of Consumer Experience 2018 Content Overview of the survey 2 Executive Summary 4 Introduction 5 1. Consumer experience today 6 Consumer experience in 2018 7 Are you digitally savvy? 8 How well do you know your customers? 9 The 2018 customer personas 10 The customer interaction landscape 11 Channel engagement indicators 12 2. Immediate resolution the expected norm 13 Achieve results in 10 minutes 15 The customer journey and the gap 16 New channels underperforming 17 Your website is key to closing the experience gap 18 Helpdont hinderthe self-help masses 19 3. Individualization for the customer base 20 Primary channel trust 22 The value exchange imbalance 23 4. Building better experiences 24 Humanizing digital 26 Chatbot romance still early days 27 Frustration is driving Chatbot adoption 28 Conclusion: Preparing for the digital future 29 4The State of Consumer Experience 2018 Communications providers yet to successfully integrate Individualization, Immediacy and Intelligence to meet customer requirementsand theyre losing competitive advantage. 89% of Communications providers do not have sufficient customer data to develop an intelligent and individualized customer interaction strategy targeting immediate resolution. Communications providers not ready for chatbot revolution, despite mounting consumer demand: Two-fifths of Communications providers customers would welcome interactions with a Bot. 55% of consumers will trust Chatbots without their knowledge or consent within 5 years. But 42% of consumers welcoming a human safety net to revert to when communicating with a Chatbot or Voicebot becomes challenging. Consumers increasing pressure on Communications providers to deliver exceptional experience. Failure to deliver the resolution to progressive Digital Conversationalists and Digital Self-Directed could irreparably damage the Communications providers relationship with these customers. Communications providers loyalty falling, customers seeking an exceptional customer experience63% of customers have not enjoyed an exceptional experience. 2 in 5 Communications providers considered digitally savvy. 26% year-over-year increase in the percentage of consumers that believe Communications providers do not know them (30%, up from 24%). Consumers narrowing the data gateway by limiting the data they share with their Communications providers: Communications providers will have to become savvier in their approach to delivering individualized, person-centric experiences. Executive Summary Communications providers delivering an inconsistent omnichannel experience, gains made in last 12 months. 54% of issues are being resolved in the first stepan increase of 155% in 2017. Communications providers have an increased number of customers interacting per channel in 10 minutes or less, by 127% since 2017. Communications providers primary channel optimization strategy has targeted traditional channels at the expense of digital channels. 38% of users are not using their preferred channel. Website becoming critical CX component, but Communications providers are creating user hurdles. Increase in self-helpers resulting in rise of unsuccessful self-help journeys. Communications providers have removed the barriers to usage for self-help but have negatively impacted its performance as a consequence. Self-help is failing the Digital Self-Directed and Digital Conversationalists in 2018. 5The State of Consumer Experience 2018 Individualized: Youre able to know your customer and understand them as individualswithout being invasive. Your customers expect you to know them. But treat their information with respect at all times. Immediate: That means youre able to deliver results over any channel, at any time, to any locationwithin 10 minutes. Let them down, and your customers may leave you. Intelligent: Your delivery must be intelligent, with a human-centric touch. Provide Chatbots and Voicebots to resolve problems quickly. Dont do this, and youll fall behind. Were providing you with the latest research because we explored every element of customer interaction. Were highlighting best practices, based on customer behavior and expectations, to ensure Communications providers understand how to provide an optimized experience. Apply this across channels so you can be where your customers are: anywhere and everywhere. Who did we speak to? We spoke to a nationally representative sample of the population in four key countries split out into 3,220 from the US, and 1,600 each in the UK, Germany and Netherlands. The representative gender split was female 51% and male 49%. The latest State of Consumer Experience Communications Edition confirms it: Your customers are advancing at a breakneck speed. Theyre placing even greater expectations on interactions with brands. So, the question is: Are you managing to keep up, matchor even exceed your customers expectations? As our research in this latest study reveals, youre probably not. Your customers are operating in the Now Economy. To meet their rising expectations, your interactions with them must be: Introduction 4)8% Gen Z (16-20) Millennials (21-30) Gen X (31-50) Baby Boomers (51-70) Baby Boomers ( 71 ) Brand satisfaction might appear to be in good healththree-fifths of consumers say theyre satisfied with their Communications provider. However, year-over-year, satisfaction levels have not improved, and brand loyalty is on the decline. The percentage of customers not wanting to change Communications providers has dropped from 55% in 2017 to 35% this year, leaving the majority of your customers seeking greater rewards or an exceptional user experience. 1. Consumer experience today 7 Consumer experience 2018 Consumer experience today Our findings: Today Communications providers are only exceeding customer expectations by an average of 2%and 26% of your customers believe your customer experience has not improved in a decade. Your takeaway Communications providers are stagnating when it comes to customer experience. Loyalty and trust can be regained by sending promotions to Millennials/Gen Z, but Communications providers demonstrate they are a customer-centric company that has made improvements in customer support. This is becoming a key differentiator for Communications providers. How satisfied are you with your Communications provider, by age group? 47% 56% 65% Baby Boomers/Baby Boomers Millennials/Gen Z Gen X The price of negativity A negative brand experience will lose 1/15 1/20 Gen X Baby Boomers/ Baby Boomers 1/11 Millennials/ Gen Z “ Communications provider loyalty has dropped 22% in 12 months. 8 41% 19% 40% Gen X Baby Boomers/Baby Boomers Millennials/Gen Z 31% 40% 29% 34% 46% 20% 50% 36% 14% Savvy/advancedOn the way to becoming.Not even close Our findings: 41% of consumers believe Communications providers are digitally savvy. But look at that finding the other way: 59% dont think so. Worse: that statistic is skewed by Baby Boomers/Baby Boomers . Half of this demographic group identify tech brands as digitally savvyyet Millennials/Gen Z and Gen X, hover around the 32% mark. The State of Consumer Experience 2018 Communications Edition findings show 2 in 5 Communications providers are considered digitally savvy, which translates into one-third of Communications providers holding a digital advantage over their competitors. Consumer experience today Are you digitally savvy? Your takeaway Millennials/Gen Z and Gen X present the greatest challenge to Communications providers. To maintain their loyalty, these customers expect brands to be digital savvy. Failure can damage your business. % of consumers who believe their Communications provider is digitally savvy “ Failure to meet experience expectations of Millennials/Gen Z will damage your business. 9 First, dont make assumptions: Having an older customer base doesnt guarantee theyll contact the Call center or Go in store. Likewise, not all Millennials/Gen Z want to self-help. Instead, you should aim to empower as many customers as possible by converting them into becoming the Digital Self-Directed persona. These users will naturally find the most efficient channels to meet their needs based on time, their location, technology and the issue itself. Whether Self-help via your website, or Go in store, be sure to provide immediate access to the information required. As a Communications provider, you undoubtedly know your customer. But in this digital age, do you know how your customer wants to interact with you? How well do you know your customers? Consumer experience today 403% 377&0D% 10 Since 2017, the percentage of Digital Self-Directed has decreased from 24% to 23% of total Communications provider customers Since 2017, the percentage of Conversationalists has dropped from 49% to 42% of total Communications provider customers Since 2017, the percentage of Digital Conversationalists has increased from 27% to 35% of total Communications provider customers The 2018 customer personas Digital Conversationalists 35% of your customers will switch seamlessly between traditional and digital channels. Digital Conversationalists are a blend of Digital Self-Directed and progressive Conversationalists. They have an inclination to self-solve, and welcome digital interaction, but have a reluctance to jump on new channels. They exercise a little less patience than Conversationalists, and are loyal to the brand, but still expect customer interaction to be completed in 1 step, within 10 minutes. Digital Self-Directed 23% of your customers make informed channel decisions based on their requirements, location and device availability. Digital Self-Directed personas are digitally-literate and masters of self-help. They embrace intelligent-assistance are early adopters of new technology and are new-channel evangelistswhile staying open to human interaction. They expect a consistent digital experience when they need it, whether via your website, in your store, or on your app. If their interaction experience drops below 100% and resolution is not achieved in near real-time, you will lose them as a customer. They have the least brand loyalty, and the least patience when it comes to a customer interaction experience that falls anything short of exceptional. Keep them happy at all times. Conversationalists 42% of your customers prefer human interactionwith engagement through traditional channels of Go in store or Call center. If unresolved, they will then take their issue via human- oriented digital channels (Email and SMS), followed by established digital channels (Facebook and Website self-help). These customers have the most loyalty to your brand and are the most forgiving. As they become more comfortable interacting over digital channels, they become Digital Conversationalists. Consumer experience today Millennials/ Gen Z Millennials/ Gen Z Millennials/ Gen Z Gen XGen X Gen X Baby Boomers/ Baby Boomers Baby Boomers/ Baby Boomers Baby Boomers/ Baby Boomers 11Consumer experience today Total interactions 2018: How was your customer experience? Digital interactions are already driving most customer engagements with their Communications providers today. But because a customer base consists of all three personas, Communications providers must ensure they are providing the same level of service to each customer, across every channel. Your takeaway 37% of consumers have had a successful customer experience interaction with their Communications providers, leaving the majority with a less-than exceptional experience. The customer interaction landscape 37c% Exceptional experienceRoom for improvement 58B% DigitalTraditional Automated 9% Voicebots 11% Virtual assistant 25% Website web chat 18% Company app, Self-help 30% Website Self-help 12% Other Social Media 11% SMS 14% Twitter 30% Call center 30% Go in store 15% Facebook 25% Email 9% Video Analogue (Human Digital) DigitalHuman ConversationalistsDigital ConversationalistsDigital Self-Directed Percentage of your customers that use this channel 12Consumer experience today The traditional channels of Call center and Go in store are the best performing channels for Communications providers, indicating a knowledgeable workforce both in store and in call centers. Email and website self-help play a key supporting role, based on which channels customers are most likely to re-use. Conversationalists (29%) are more than seven-times more likely to re-use channels than Digital Conversationalists (4%), and six-times more likely than Digital Self-Directed (5%). On average, 30% of consumers will recommend traditional channels compared to 4% of digital. Your takeaway Communications providers have not yet successfully integrated Individualization, Immediacy, and Intelligence to meet customer requirements, but these elements have become the three pillars driving customer experience excellence. Top 5 channels most likely to recommend *Based on a direct comparison between only the channels featured in our 2017 Survey: Call center, Go in store, Website self-help, Website web chat, Email, Company app, including self-help, Facebook, and Virtual assistant. Brand satisfaction is static. Loyalty among your customer base is shrinkingcan you offset this with exceptional customer experience? Our findings Your omnichannel engagement indicators for 2018 are not setting the world on fire. Channel satisfaction for 2018 scored an average of 8%, which is a drop from 13%* in 2017, while 16%* of customers would recommend channels compared with 27%* in 2017. Channel engagement indicators Top 5 most satisfied interactions by channel 36% Call center 32% Call center 21% Go in store 28% Go in store 15% Email 21% Website self-help 13% Website self-help 19% Email 8% Website web chat -5% Year-over-year change in total channels satisfaction* 18% Website web chat -27% Year-over-year change in total recommended channels* The numbers breakdown Immediate resolution may seem like a pipe dream, but technology is already available that can fundamentally transform customer interactionswhile meeting increasing consumer expectations, not only in-store but across all areas of customer interaction. There is much work to be done. If Communications providers want

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