customer experience in the contact centre - bob winnington
TRANSCRIPT
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
Bob Winnington
Customer Service ConsultantPark House Associates
Putting the customer first...
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
1. The current position for Customer Service in the UK. The importance of having a clear approach and
strategy around Customer Service and how your culture can have an impact.
2. What are the challenges and struggles facing Contact
Centres. What are the key issues in Contact Centre's and what
are organisations trying to do about it?
3. What can brands do about it and how can they move forward? Some practical tips
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
Jan
09
Jul 0
9
Jan
10
Jul 1
0
Jan
11
Jul 1
1
Jan
12
Jul 1
2
Jan
13
Jul 1
3
Jan
14
Jul 1
4
Jan
15
72.074.1
75.275.6
76.777.3 77.4
78.0 78.2 77.9
77.1
76.3 76.0
UK Customer Satisfaction Index (UKCSI)
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
Retail (Non-food)
Retail (Food)
Tourism
Automotive
Banks & Building Societies
Leisure
Insurance
Services
Transport
Public Services (Local)
Telecommunications & Media
Public Services (National)
Utilities
60 70 80 90
81.4
79.6
79.4
78.6
78.4
78.3
77.1
77.0
72.3
72.1
71.6
71.3
70.9
Jan-14 Jan-15
UKCSI score by sector
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
1 - 1.9 2 - 2.9 3 - 3.9 4 - 4.9 5 - 5.9 6 - 6.9 7 - 7.9 8 - 8.9 9 - 10.00%
50%
100%
% of customers who are highly loyal (i.e. scoring 9 - 10 for intention to remain a customer)
% of customers who have recommended the organisa-tion
Customer's satisfaction rating (1-10 scale) as measured in UKCSI
Service drives loyalty and sales
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
Increasing Power of Customers
61% of customers who have had a bad experience have stopped doing business with the organisation, A similar number (67%) have spread negative word of mouth.
(Institute of Customer Service, Are you being engaged? 2012)
44% of consumers said their expectations today are higher than they were a year ago.
(Louis Brooke Move your money in News Statesman , 13 July 2012)
ICS World Class model
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
Characteristics of High performing Service Organisations
Some aspects to consider:- Deliver customers expectations but do not expend
unnecessary effort in exceeding them Use what you know to make well-informed real-time
decisions Be Proactive Empower customers to self-serve as much as possible Reduce channel switching to reduce effort
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
Deliver customers expectations but do not expend unnecessary effort in exceeding them
Research from Harvard shows that exceeding customers expectations results in limited loyalty or customer satisfaction gains.
Don’t waste expensive resources on exceeding customer expectations, just deliver what they need as quickly and effortlessly as possible!
This is backed up by research undertaken by The Institute of Customer Service into satisfaction with Complaint Handling
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
Use what you know to make well-informed real-time decisions Giving people the opportunity to identify themselves through a
customer number or a phone number allows you to apply intelligence in real-time.
If you can access the relevant customer and transactional data; understand the type of problem the customer is trying to solve; and know who you have available in your organisation, then you can make a judgement call as to the best route for the customer to get what they want.
Be Proactive Keep the customer informed about promotional offers; the
progress of a transaction; or of a query resolution. Making sure they know what is going on at all times gives them
peace of mind and reduces customer effort.
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
Empower customers to self-serve as much as possible Different types of customers prefer different engagement
methods. The younger generation will typically want to make contact via a smartphone or mobile device, the company’s website or social media. They will often be looking for voiceless interaction. This will help them to navigate their way into the heart of your systems securely – will resonate well with them and save the organisation money.
The older generation are often happier speaking to an agent or communicating via email. They may not want to self-serve and so it is key that you enable them to interact through channels that make sense for them and, of course, for you as a business.
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
Reduce channel switching to reduce effort Most customers want their problem resolved on their
terms at a convenient time and on the device of their choice – and most will want all this to happen with as little effort on their part as possible.
Ultimately, providers should be looking to achieve effortless customer interaction. Customers want quick results. It is important to get quickly routed through to somebody within the business who understands customer needs. The emphasis here is speed and competence.
It is important for businesses to meet the customer’s expectations to avoid a bad customer experience. Data on how satisfied customers are in such cases is very powerful.
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
Do you track or measure Customer Effort?
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
Are your teams skilled for the future?
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
Primary Functions of Contact Centres in 2020
Does this reflect your planning and perception?
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
How will you measure the effectiveness of your Contact Centre in the future?
MEASURE TODAY MEASURE IN THE FUTURE
Call Handling Time Customer Satisfaction
Right First Time Customer Effort
Net Promoter Right First Time
Customer Satisfaction
Net Promoter
Customer Effort Call Handling Time
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
Greater need for trust, transparency, simplicity, ease of doing business and flexibility
CUSTOMER EXPERIENCE IN THE CONTACT CENTRE
Conclusions
Service will be of strategic importance for companies and their Contact Centres. The importance is reflected in the boardroom.
In publicly-quoted companies there will be increasing scrutiny of customer service performance and growing demands for transparency within Contact Centres.
Are you prepared for the future?
THANK YOU
Bob Winnington
Customer Service Consultant
Park House Associates
Putting the customer first...
Email: [email protected]
Mobile: 07988 646 384
Twitter: @ParkHouseAssoc