"customer service delivery" seminar presentation

Customer Service DeliveryThursday 2nd February 2012Burroughs Room – The Wellcome Trust183 Euston RoadLondonNW1 2BE

Welcome

Ian Rutter

Senior Manager

Engage Business Network

What is the Engage Business Network?

• Break down some of the barriers and misconceptions that prevent the corporate world from fully exploring the market that is the over-50 consumer.

• Foster the best in inclusive design across a wide range of products and services, and to help promote these products and services to the over 50s market, thereby improving the quality of life for the ageing population.

• By helping business to understand fully the complexities of the ageing population, we hope that we can help to open up new routes to market.

• Think “Customer” rather than “Age”

• Play a crucial role in stimulating and sharing good practice.

•New Members

Kohler-Mira BT ATOC Dignity Caring Funeral Services Panasonic McCarthy & Stone

Agenda

13:30 Registration

14:00 Chair’s Welcome – Ian Rutter – Senior Manager, Engage Business Network

Speakers

14:10 Jo Moran - Head of Customer Service, Retail Communication and Activity and Staffing, Marks & Spencer

14:45 Professor Moira Clark - Head of Marketing and Reputation, Director of The Henley Centre for Customer Management, Henley Business School, Reading University

15:20 Break and refreshments

15:40 Dr Nicola Millard - Customer Experience Futurologist, BT

16:15 Questions and debate

16:30 Drinks and networking

17:15 Close

Customer Service & Your Brand: The Key Ingredient

Jo Moran

Head of Customer Service, Retail Communication and Activity and Staffing

Marks & Spencer

“... Name, term, design, symbol, or any other feature that identifies one

seller’s good or service as distinct from those of other sellers...”

American Marketing Association

“A brand isn’t what you say it is,

it’s what Google says it is”Chris Anderson,

The Long Tail

it’s loud and it’s out there!

SALECUSTOMER: I went to your xxxx store last week, it was like a jumble sale rails and rails of tat! Even one of the staff commented about it, good idea to send it to the charity shops. CUSTOMER: Just been in xxxx - hardly anything in the sale - at least, not anything I wanted. :(

HOW WILL YOU BE CELEBRATING NYE?CUSTOMER: Would have been celebrating with a few more crisps & dips, but M&S xxxx decided to shut their doors 20 minutes early.

CHRISTMASCUSTOMER: I tried 4 branches in west London for bread sauce and couldn't get any. In the largest branch at xxxx the customer

The customer voice…

What do customers expect from us?

Changing expectations

Customer Experience

Product

Environment Service

Service is the KEY ingredient

Making a connectionMaking a connectionAdding Value Adding Value

EmployeeEmployeeSatisfactionSatisfaction

EmployeeEmployeeLoyaltyLoyalty

BusinessBusinessPerformancePerformance

InvestingInvestingYour Time Your Time Customer Customer

SatisfactionSatisfaction

CustomerCustomerLoyaltyLoyalty

Engagement matters

Creating a Service Model...

WHAT I’M LIKEAND

WHY I’M HERE

WHAT I KNOW

WHAT I DO

MOST

MORE

LESS

Customer

DELIGHT

WELL-OILED MACHINE

Me

The customer view....

1st Position

You & Your Role

Your KnowledgeYour Experience

2nd Position

Your Customer

Their FeelingsTheir Needs

3rd Position

Your M&S

Future SalesBrand Reputation

Serving the Autonomous Customer

Dr Nicola J. Millard

Customer Experience FuturologistBT Global Services

[email protected]

Customers are Changing

1 0 1 2 3 4 52

I like to take time to make the right decisions in life83% I’ve got a very good

attention to detail78%

I let my heart rule my head when it comes to making decisions 30%

I plan and research most of my purchases78%

I enjoy chatting for long periods of time with friends, family, colleagues59%

I never have enough time to get everything done in life53%

I buy more from companies that make it easier for me to do business with them83%

Loyalty is a thing of the past46%

Copyright - BT Global Services/Avaya, 2012

Good Experience Design = Inclusive Design


Walk in Your Customer’s Shoes

http://www.inclusivedesigntoolkit.com/

Tunnel VisionTunnel Vision Macular lossMacular loss

RetinopathyRetinopathyCataractsCataracts


Mobile Device Capabilities in 2015

Ability to watch and create full high-definition video content on the move

Storage to carry:• 80 HD movies• 250,000 music tracks

Seamless roaming between range of high-bandwidth wireless networks

Flexible displays and built-in projectors overcome device size limitations

Easy, wireless synchronisation of media with other devices

Knowledge of location used to target information

*OFCOM 2011

Q1 Q2


Mobile & Location Based Service Make Multi-Channel Integration More Important• Outbound text and Apps for

customer service have mushroomed

• However, these do not always reassure consumers or improve service levels

• Inaccurate information

• Different data across channels

• Gap between predicted and actual event

• Smart Phone users use all channels more

• Better enterprise wide info needed

• Websites and Apps need to be designed for smart phones, including integrated links to the call centre


Multichannel Integration is Changing Contact

• 56% of online consumers agree that their calls are more complex as simple transactions are automated (49% over 55s)

• 64% say they would rather use the phone than a website FAQ to sort out problems (78% 65+)

Online search by age: 71% of 16-24 year olds, 65% of 25-34 year olds, 64% of 35-44 year olds.

64% of consumers aged 55-64 choose to contact the company directly.When asked what companies could do to improve the customer service experience, 81% of consumers aged 55-64 said 'make contact numbers easier to find', compared

with 52% of consumers aged 16-24. Sitel, 2012.


Deery, S. and Kinnie,N. (2002), Call Centres and Beyond: A Thematic Evaluation, Human Resource Management Journal

Cartoon: Rinat Baibekov http://www.rinat-baibekov.com/

“Service delivery has been crafted into an engineering model where tasks have been simplified, services must conform to predetermined design

specifications and the production process has been constructed to minimise labour costs”. Deery & Kinnie, 2002.

The Call Factory : The “Cat in the Box” Dilemma


http://www.rinat-baibekov.com/

http://www.rinat-baibekov.com/

Changing Channels (1)

Which channels do you expect to use in the future to contact organisations?

0%

10%20%

30%

40%

50%60%

70%

80%90%

100%

Phone call toa call centre

E-mail to anorganisation

Internet siteof an

organisation

Face to facein store

FrequentlyAsked

Questions onan

organisationsinternet site

Post/directmail

Phone call toan automatedor IVR phone

service

Text/SMSmessage

Phone call toa call centrein anothercountry

Use Home Internet Use Home Internet + Mobile Broadband Use Home Internet + Mobile Broadband + Smart Phone


Changing Channels (2)

Which channels do you expect to use in the future to contact organisations?

0%5%

10%15%20%25%30%35%40%45%

Online forum forcustomers on

anorganisations

website

Web chatconversation

with anorganisation

Online forumrun by

customers ofthe same

organisation onthe internet

Skype to anorganisation

Facebook orother social

networking site

Mobile Apps Videoconferencing

Twitter

Use Home Internet Use Home Internet + Mobile Broadband Use Home Internet + Mobile Broadband + Smart Phone

10% select social media (Facebook, Twitter, customer forums, etc) as a preferred channel for future contact with organisations

60% agree “I continually change how I contact an organisation”.


Top 6 Future Channel Preferences – 55+

55-64:

1.Email

2.Phone

3.Internet

4.Text message

5.Face-to-Face

6.FAQs

65+:

1.Phone

2.Email

3.Internet

3.Face-to-face

5.Post

6.Online Forum


The Networked Expert

“The complexity of enquiries now is amazing – especially now in a time of financial uncertainty. With complexity comes longer calls and higher expertise. Contact centres, especially, have never been viewed for what they’re becoming”

CIO, UK Retail Bank.


Networking Experts: Contact Centres in the Cloud

I’m able to bring in extra income and with the flexibility it gives me it does not interfere with my first job as a stay-at-home mum

I enjoy the opportunity to work from home - the commute is short and I never have to worry about traffic!

I’m semi retired. Working from my home, part time allows me a schedule that not only supports BT but also fits with my life.

Martine Katie Anthony


Customers Bypassing Organisations

Only 25% agree Most of the online recommendations I read on the internet are not very useful

31% agree I trust the content on customer forums, it's unbiased and reliable

51% agree I trust the content on a customer forum more than an organisations' website

Only 24% agree I trust the content on an organisation's website or forum, it's unbiased and reliable

83% agree

I use reviews of products and services on the internet to check quality

37% agree

I contribute to online forums, online reviews e.g. Trip Advisor etc


http://whatconsumer.co.uk/forum/

When I want to sort out a problem with a product or service increasingly I use online customer forums

11%

20%

10%13%

8%6%

9%

24%

32%

26%

29%

26%

17%10%

0%

10%

20%

30%

40%

50%

60%

Total 16-24 25-34 35-44 45-54 55-64 65+

Agree slightly

Agree strongly

Customer Collaboration – Online Forums are Popular

Helping other consumers with problems with their products and services

20% say it would really add value

http://www.mymuesli.com/?

Thank YouDr Nicola J. MillardCustomer Experience FuturologistBT Global [email protected]: @DocNicolaBT Viewpoint: http://www.blog.bt.com/viewpoint

Copyright - BT Global Services, 2012

mailto:[email protected]