customer service life cycle - how to link customer experience across the customer buying & using...

8/9/2019 Customer Service Life Cycle - How to link customer experience across the customer buying & using lifecycle

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Customer Services

What is the role of Customer Service,

and how do organisations achieve

Customer Loyalty, cost effectively?

Martin Summerhayes


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2009 Customer Services Martin Summerhayes

Customer Experience

CONSISTENT QUALITY

Consistent delivery on support commitments Rapid access to technical assistance

Knowledge of customer.

Consistent, effective escalation management.

Fix it right the first time

Problem prevention

Resolution follow-up Action on service event failures

End-to-end ownership

Expanded involvement

Support partnership alignment

PASSIONATE ATTITUDE Relationship management

Contextual problem-solving and collaborative interactions

Sense of urgency

Customer development


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Integrated touchpoints - web, e-

mail, phone

Customer can

return faulty

products to any

store

Select Access Customerexpectations are

always set

(waiting time)

Through the

phone, the choice

of being called

back is given, to

avoid waiting time Warm transfer

to 3rd parties

( non-LG related

issues, onsite

dispatch)

Interact All supportepisodes are

considered

positive by the

customer & agent

and handled with

professional

empathy

Ownership untilresolution

At anytime, a

Customer can

request support

uplift

Solve Always have asolution, if not,

compensate the

Customer

Support is not

withheld if

entitlement cant be

validated - solve 1st,

resolve laterFast break/fix

solutions ( do not

repeat the same

diagnostic test)

Warm transfer to

3rd parties ( non-LG

related issues, onsite

dispatch)

Closed loop

Always makesure the

Customer is

satisfied before

closing the case

Always follow

up with customer

afterwards if the

Customer agreed Use the

knowledge

gained from the

event to improve

the experience

and also improve

knowledge base

Integrated Services Delivery across lifecycle

SPEED EASEVALUE TRUST ADVOCACY


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Customer Services Experience

The Customer Service ExperienceThe Customer Service Experience

AppliancesMobileComms.

BusinessSolutionsEntertainment

Differentiated by product,GTM, customer segment

Combination ofpeople, process and technologythat can deliver the customer

service experience

Consumer B2B

Select Access Interact Solve Closed loop


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6

Service as a Profit Enabler?

Services can be a non-profit, loss leader, or, can be an

additional revenue generator, by:

Profit Enabler:

Assisting in the Cross Sell & Up Sell of products

Renewal of existing products through

the lifecycle

Helping to balance product cycles

Call Centre up selling

Premier services

Same Day service for TVs

Same Day service for Appliances

& Air Conditioning units

An increase in customer retention of just5% can boost profits 25-85%


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Customers Services & Market Perception

4.

Organisation

Structure

2. Processes

&

Information

3.

Culture

&

BehaviourEconomies

CompetitionCustomerExpectations

OtherExternalFactors

CustomerCustomer

ExperienceExperience

1. Quality

Market PerceptionMarket Perception


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1. Quality of Service

Meeting the SLA is important but user perception of the service is critical

Metrics to improve customer experience:

First Time Fix (FTF)

Customer Satisfaction for events

Customer Loyalty tied to brand image

Service performance strongly influences user perceptions and their

general attitude to LG products

Improving customer insight: Capture and maintain the right information.

Make the information available where and when its required

Developing the right channel mix: Enable delivery through multiplechannels

Product and Service Design: Enabling customer feedback on

product design. New Product Introduction, Service Life and End of Life


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THE PRINCIPLES OF QUALITY THINKING

2. Processes - SHIFT TO THE LEFT

SHIFT TO THE LEFT achieves cost benefits because it eliminates waste,

puts permanent fixes in place and optimises service delivery

Pence perproblem

~ 1p per click

Pounds per problem~ 500 per event


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3. Culture & Behaviour

Attitude About

the Company

Employee

Engagement

Attitude About

the Job

Employee

Behaviour

Employee

Retention

Compelling Place to Work Compelling Service to Buy Compelling Investment

Service

Offering Value

Service

Helpfulness

(Pro-activity)

Customer

Recommends

Customer

Retention

Customer

Impressions

OperatingMargin

Revenue

Growth

Employee Customer - Profit Chain Model

LGs values: Trust Innovation People Passion

To provide tangible innovations that

enrich the lives of our customers


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Customers

4. Service Management Operations

Service Strategy Execution

Service Portfolio Management

Financial Management

Service Strategy

Self Service Web

Call Centre

Service Operations

Service Performance Mgt.

Supplier Management

Partner & RetailerManagement

Service Management

CustomersUsers Business

Operational Management

Technical & On SiteManagement

Service Management

Air

Cond

itioning

De

livery

M

obile

Co

mms.

De

livery

App

liances,

Enter

tainment

&

B-2-B

RETURNS

Continuous ServiceImprovement

Supply Chain / LogisticsManagement


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How will we know when we are successful?

What the industry thinks about us The quality of our services is based on our

people, processes & the effective application of service delivery

UK Customer Experience Awards

The Awards, now in their 15th year recognise those organisations

that excel at delivering winning customer experiences.

National Customer Service Awards

i. e. The SOCAP Award for Innovation in Customer Service

Open to all organisations, this award recognises new ideas &developments within customer service that enable organisations to meet the needs of their

customers more effectively, leading to increased satisfaction and loyalty.

Example suggestions onlyhttp://www.boost-marketing.co.uk/awards/
http://www.customerserviceawards.com/http://www.customerserviceawards.com/


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Summary

How will we know when we are successful?

Our people

Our Customers feedback

Industry awards

By:-

Focus on the end user experience

Modular service designed to meetcustomer price points

Customer Service Profit enabler workingwith sales

Continuous improvement


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The best way to predict the future is to create it.Peter F. Drucker

Thank You


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Net Promoter Score

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