The document provides an overview and summary of Dimension Data's 2016 Global Contact Centre Benchmarking Report. Some key findings from the Asia Pacific region include: - Phone contacts in Asia Pacific already have among the lowest volumes globally, dropping from 65.7% to 55.7% of interactions in a single year as digital channels grow. - 71% of centres anticipate growth in digital assisted transactions, while interaction levels overall are expected to continue rising. - Omnichannel integration is a key focus, with over 1/5 of centres already fully integrated across channels.

1. accelerate your ambition
Dimension Data’s 2016
Global Contact Centre
Benchmarking Report
21 June 2016
Asia Pacific summary

2. The Global Contact Centre
Benchmarking Report
Launched in
1997 by Merchants,
Dimension Data’s
subsidiary contact
centre specialist.
Annual global
research study
of multichannel
interactions and
the contact centre
Supported by over 40
of the world’s leading industry
groups and associations
19 years
of trends, performance
analysis and best
practice techniques
6
core review areas
spanning CX strategy,
innovative technologies, and
best practice approaches on
phone and digital solutions

3. About the
2016 Report
6 chapters,
700+ data points,
80+ result charts
1320 companies from 81 countries
contributed to this year’s research.
388 participants from Asia Pacific (Inc ANZ)
Analysis with context
and recommendations
on best practices
16 new questions
and existing
survey expanded
to include digital
25 country/regional
highlights summary
reports
5 vertical reports
Online portal and
bespoke report
builder via CX website

4. What’s
included?
Customer
Analytics
customer segmentation
single view of customer
customer intelligence
service determinants
process re-engineering
internal SLAs
Contact centre
operations
customer satisfaction
contact quality
management information
contact statistics
contact resolution
performance management
Workforce
optimisation
staffing models
training
competency management
employee engagement
human resources
workforce management
Technology
solutions
technology trends
technology readiness
ownership
contact centre deployments
application functionality
service management
CX strategy and
innovation
contact channels
centre maturity
market trends
financial positioning
location planning
strategic performance
innovation
Digital services
self-service capability
self-service priorities
customer behaviours
contact statistics
process reviews
channel development
The Benchmarking Report provides a unique global
perspective on and the contact centre
We don’t just observe research results, we provide
context
Provides guidance toward best practice standards on
all aspects of CX and digital channel management

5. The big
picture…

6. w e l i v e i n a w o r l d
d o m i n a t e d b y d i g i t a l
t e c h n o l o g i e s

7. accelerate your ambition 7
74,5
84,8
74,0
86,4
87,5
Reduction in contact volumes
Increased company revenue/profits
Increased employee engagement
Reduction in costs
Increased customer loyalty (incl. value)
Improved customer experience: benefits
What business benefits can your centre evidence as a result of an improving CX capability?
Customer loyalty
recognised as top
benefit of CX
85% can show increase
revenues/profits from
improved CX

8. accelerate your ambition 8
2,2
8,1
10,8
28,1
31,9
33,0
33,5
34,1
37,8
80,5
Other
Customer effort scores (ease of doing…
Transition to digital interactions
Complaint levels
Productivity and cost to serve (incl.…
Customer advocacy or loyalty (e.g. NPS*)
Employee engagement
Sales revenue and profits
First contact resolution (right first time)
Customer experience
Most important strategic performance measures
What are the top three most important strategic performance measurements according to your company’s board/executive team
*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems Inc., Bain & Company and Fred Reichheld
CX again top strategic
indicator of
performance
Focus on cost to serve
drops to 6th spot as
organisations buy into
benefits of CX

9. Much more than a contact centre
Telephone-premised CX Digital-premised CX
Contact
2000s
Channel migration
for cost reduction
Broadening
channel access
1990s
Call
Replacing
face-to-face
Provide improved
customer access
2010s
Multichannel
Part of a
multiple channel experience
Supporting other channels
- not always first choice
Omnichannel
2016 – 2018
Focused on resolving user
issues ‘in-channel’
Providing assisted support for
integrated digital channels
Digital analytics
Technology enablement
2016-2020s
Personalisation &
proactive CX

10. accelerate your ambition 10
The digital progression…
Telephone
IVR
Automated services
Email
Web chat
Social media - Facebook, Twitter, etc.
Smartphone application
SMS text
Video chat
Service kiosk support
Internet website (peer-to-peer systems) 2006
2015
2016 Globally, the digital
revolution continues –
phone traffic drops 12%
Today, digital interactions
account for 42% of all
interactions in financial
services and are on track
to overtake voice by end
of the year

11. accelerate your ambition 11
Popularity of channel type by age group
Which contact channel is most popular with the following age groups?
Percentage of centres that do track channel popularity by age profile
% of N Under 25 years
Between 25 and
34 years
Between 35 and
54 years
Between 55 and
70 years
Over 70 years
Social media 38.9 13.7 2.2 0.6 0.4
Mobile application 27.2 23.7 6.3 0.8 0.5
Email 12.2 26.8 32.7 8.8 0.8
Telephone 11.5 18.4 51.7 87.0 93.2
Web chat 9.4 16.5 6.3 1.1 0.3
Other 0.7 0.9 0.9 1.7 4.7
1st
2nd 3rd 4th
5th
6th
5th 5th6th
2nd 5th
3rd 1st 2nd 2nd 3rd
4th 3rd 1st 1st 1st
5th 4th 3rd 4th
6th 6th 6th 3rd 2nd
Mobile apps a top 3
choice for everyone
under 55
Social media top choice
for those under 25
Email preferred option for
those aged 25-34 years

12. accelerate your ambition 12
Contacts handled by channel
What’s the percentage split of interactions being handled across the channels offered to your customers?
2015 2016
Telephone 65.7 55.7
Email 15.5 14.3
IVR (touch-tone/speech) 8.4 14.2
Internet website (incl. knowledge portals, peer-to-peer systems
etc)
4.3 4.6
Web chat (incl. instant messaging, co-browse) 1.8 1.7
Social media (Facebook, Twitter, etc.) 1.4 2.5
Service kiosk support (i.e. branch walk-ins) Not asked 2.0
Mobile applications (smartphone, tablets apps) 1.2 1.3
SMS text 1.5 2.3
Automated services (e.g. push messages, auto updates, etc) Not asked 0.7
Video chat 0.2 0.6
Phone contacts in
Asia Pac are already
amongst lowest
seen globally.
Phone has dropped
from 65.7% to 55.7%
in space of a year,
as digital revolution
picks up pace.
Digital split still
dominated by
traditional email and
IVR, but new
channel choices
growing

13. accelerate your ambition 13
79
9
2
10
Digital self-service will
…
Evolution of contact centre in next two years
How will your contact centre develop in the next two years?
71
16
2
11
Digital assisted (agent
supported) will …
71
16
7
7
Overall interactions
(spanning all channels)
will …
38
27
31 4
Telephone traffic (agent
led) will …
39
29
27
6
Headcount employed
will …
Interaction levels
continue to rise
71% of centres anticipate
a growth in digital agent-
assisted transactions
FTE requirements will
increase

14. accelerate your ambition 14
4,3
12,3
16,3
25
32,6
31,5
29,9
29,9
40,8
29,9
45,1
Other
Speed of change - can't keep up
Access to new technologies (incl.…
Security risks and compliance
Data analytics (incl. big data)
Interaction optimisation/automation
Commitment to customer…
Multiskilling/increased complexity
Changing user behaviours (mobile,…
Migrating traffic to digital
Omnichannel strategies (connected…
Industry trends affecting contact centre
What are the top three industry trends affecting your CX capability?
Connected
(omnichannel)
customer journeys
taking precedence
More so than migration of
traffic to alternative
channels

15. accelerate your ambition 15
5,5
16,6
77,9
14,9
61,9
23,2
Not integrated
Partially integrated
Fully integrated
Now Within 2 years
Omnichannel integration
Which of the following best describes the level of integration across your service channels?
Over 1/5 have
omnichannel capability
It’s on the horizon for
another 78%
Clear focus on achieving
full, not partial, integration
across channels

16. The
challenge…

17. The digital revolution is being held back
- human touch is missing
User inputs to
technology
requirements low
Testing and
approvals scarce
Design
Consistent and
proven phone mgt
techniques not
applied to digital
Objectives not
aligned
Management
Responsibility and
focus to business
case objectives is
often missing
Silo approach to
channel mgt
Ownership

18. accelerate your ambition 18
1,6
0,8
8,7
9,2
14,1
16,3
17,4
17,9
22,8
38,0
40,2
50,0
59,8
Other
Public scrutiny of service provision
Service via video on demand
Enhanced security (i.e. fraud)
Better training and agent empowerment
Service via social media
Executive commitment to the customer…
Availability/access to new technology
Changing user demands/behaviours
Integrated customer journeys (i.e.…
Personalised service offerings
Digital channel service capability
Customer analytics
Innovation and emerging trends
What are the top three things that will reshape the contact centre industry (and CX) during the next five years?
Analytics again voted
top factor that will
reshape industry
Personalised service
offerings fall right behind
architecture capability as
top CX enabler

19. accelerate your ambition 19
30,4
21,3
21,9
32,0
41,4
Other
We can't track the customer journey
Blockage points in processes (that affect
the CX) can be located
Key decision points can be identified
Interactions can be tracked across multiple
channels
Tracking customer journeys
How well can you track the customer journey across your service channels?
Just 41% can track a
customer journey that
spans multiple
channels
Just 21% can locate
problem hotspots that
impact CX

20. accelerate your ambition 20
6,5
11,2
21,2
17,6
21,2
34,7
37,6
58,8
68,2
70,0
None of the above
Sentiment analytics
Text analytics
Big data analysis capability (e.g. a view…
Text analytics
Web analytics
Voice analytics
Business performance (real-time/historic…
Agent performance scorecards
Customer surveys
Business information tools available
What business information tools are available within your contact centre?
82% have no big data
capability
Deep-dive analytics also
absent in most contact
centres
Headline performance
tools now the norm, but
don’t show the big picture
on CX journeys

21. accelerate your ambition 21
Contact by channel: Actual split versus desired split
What is your desired versus actual split of customer interactions by channel grouping?
4…
3…
1…
Desired
5…
2…
2…
Actual
Desired split still
some way to go
before actual target
numbers achieved
Self-service presents
the largest gap and
significant opportunity

22. accelerate your ambition 22
4,4
8,1
19,2
31,3
37,0
Assisted services - single channel
Assisted services - multiple channels
Telephone and assisted services -
blended channels
Telephone - single skill group
Telephone - multiple skill group (incl.
inbound and outbound)
Dedicated versus cross-skilled agents
What percentage of your agents are dedicated to a single versus multiple skills/channels?
68% of agents continue
to be dedicated to
telephone
27% handle multiple
channels; 37% have
multiple skills

23. accelerate your ambition 23
4,3
31,2
40,4
44,0
85,8
None of the above
Business processes (e.g. back
office administration)
Digital interactions (e.g. email, web
chat)
Follow-up actions (e.g. promised
call-backs)
Telephone interactions
Measurement of quality
Where do you measure quality levels?
Huge inconsistencies in
measurement of quality
Effort levels are also
dropping
86% measure quality of
voice contacts
Versus 40% on digital,
and 31% on back office
administration processes

24. accelerate your ambition 24
36,5
47,4
60,6
60,6
72,3
73
75,2
75,9
32,1
28,5
24,1
21,9
12,4
13,1
15,3
10,9
31,4
24,1
15,3
17,5
15,3
13,9
9,5
13,1
Agent screen capture
Agent analytics
Feedback mechanisms
Workforce management
Knowledge management
Voice and/or data logging (storage…
Performance management
Quality management
Currently use Planned Not planned
Workforce optimisation systems (current and planned)
What systems are used to enable workforce optimisation in your organisation?
39% operate without
WFM systems
53% function without
agent analytics tools –
now a top future focus

25. accelerate your ambition 25
48,2
13,9
19
24,8
28,5
24,1
24,8
19,7
34,3
38,7
51,8
53,3
54
65,7
None of the above
Agent satisfaction with workforce…
Management satisfaction with workforce…
Alignment of shift patterns to contact…
Forecast accuracy - resource…
Schedule adherence levels
Forecast accuracy - contact volumes
Telephone Assisted-service
Workforce management effectiveness (targets and measurements)
What targets are in place to measure the effectiveness of the workforce management team?
Large disparity between
phone and assisted-
service channels in
application of WFM
process
Almost half of centres are
failing to track WFM
performance across
digital service channel

26. accelerate your ambition 26
10,1
10,9
15,5
30,9
33,6
37,3
36,8
32,9
32,6
22,2
22,6
14,6
Sourcing stage
Approvals stage
Design stage
Independently responsible Fully involved Partially involved Not involved
Contact centre involvement in IT sourcing and design decisions
How involved is the contact centre across each stage of the technology decision-making process?
47% are only partially
involved or have no say
in the design of
technology
>½ have no input in the
approval process
Still the biggest inhibitor
to maximising systems
effectiveness

27. accelerate your ambition 27
16,8
17,3
18,2
18,7
22,0
24,2
29,8
31,3
44,4
40,8
59,5
41,4
50,0
58,3
50,5
54,3
38,8
41,9
22,3
39,9
28,0
17,6
19,7
14,4
Knowledge management systems
Analytics systems
Business support systems (HR/Finance…
Digital channel systems
Interaction optimisation systems…
Security systems (e.g. fraud prevention,…
Telephony systems - automated (e.g. IVR)
Telephony systems - agent-led…
Meets current and future needs Meets current needs Doesn't meet current needs
How does technology meet current and future needs?
How well do the following infrastructure items meet your current and future needs?
2 in 5 say digital
systems fail current
needs
78% fear systems won’t
meet future requirements
<1/2 of overall systems
meet current demands

28. accelerate your ambition 28
Technology location
Where’s your contact centre technology located?
60,1
19,4
8,6 7,3
4,6
23,1
16,4
23,0
29,9
7,6
On premise - your
technology located at
your site
Offsite - in a data
centre leased by you
Cloud - private
infrastructure hosted
by a third-party service
provider
Cloud - hybrid mix of
above connected to
premise-based
technology
Cloud - shared or
public infrastructure
hosted by a third-party
service provider
Current Planned
61% plan to locate their
technology in the cloud
30% leaning towards
hybrid cloud; 23% to
private cloud; and 8% to
a shared/public cloud
In future, just 23% to own
and retain technology on
premise

29. 83.2% of companies recognise
CX as a competitive
differentiator
80.4% recognise CX as the
most important strategic
performance measure
Personalisation of
services will be key
and enabled by
analytics – voted
top trend that will
change the
industry in the next
5 years – 82.4%
have no big picture
view
86.4% can evidence
cost savings via
improved CX
84.4% say it
increases company
revenue/profits
Connected
customer
journeys, CX and
contact resolution
top focus as most
contact centres
head to 9 channel
options
Omnichannel top
trend for 2016
Integration
capability set to
increase from
23.2% to 77.9% in
next two years
CX is now top
reason for
offering self-
/assisted-service
channels (ahead of
cost reduction)
But digital
channels being
hindered by
absence of focus
Cloud in some
form now a must
for contact centres
58.2% planning for
it. Just 20.1% will
retain technology
on premise
Hybrid solutions
set to treble and
enable a single
integrated platform
Mobile apps
A top three choice for
CS with everyone under
35 yrs
2 in 5 say digital tech
not meeting business
needs as demand soars
AsiaPac at a glance…

30. 5 things we’ve
learned
about Asia Pacific
from the 2016
results
Digital strategies now being defined by
CX rather than cost
Self-service capability 12% short of
desired split (assisted-service on track)
Omnichannel top focus, but 59%
can’t track customer journey that span
multiple channels
Analytics top enabler that will change
industry in next 5 years and is helping
validate CX investment
Over half 51% say digital technology isn’t
meeting current needs; WFO neglected

31. companies
benchmark
Why
Pinpoint
problems
Identify best
practice
Validate
performance
Get buy-in
to change
Support
business cases
Understand
trends

32. Benchmark Comparison
Portal
Dynamically
Filter
All of the data in the
Benchmarking
Report by 8 levels

33. Further information
2016 Global Contact Centre Benchmarking Report
Contact us:
www.dimensiondatacx.com
cc.benchmarking@dimensiondata.com
@DiDataCX | #CCBenchmarking
Global Contact Centre Benchmarking Discussion Group
Dimension Data Contact Centres Showcase Page