it in housing workshop
TRANSCRIPT
Transforming Customer Engagement
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Transforming Customer Engagement– How emerging channels are changing the way your tenants are engaging with you
Richard Farrell18th November 2014
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Today’s Agenda
• Emerging Channels• Customer Perception• Transforming Engagement
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Research Base Of 1,300 Conducted In September 2014
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Email50%
Phone29%
Face-to-face8%
Use online web form on website
4%
Letter4%
Web chat3%
None of the above1%
Social media1%
Other - please specify1%
What is your preferred method of contacting an organisation?
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Voice
• Slow volume decline over many years
• But call duration appears to be increasing
• Just as many agents handling fewer, longer calls.
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• Preferred method for half of UK population
• But less than a fifth of inbound contact centre interactions
• Service Level expectations increasing
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© Netcall 2014Nothi
ng w
ould
mak
e m
e ch
oose
web
chat
ove
r oth
er m
etho
ds
It is e
asy w
hen
you
are
alre
ady o
n a
websit
e
You th
ough
t you
mig
ht g
et a
faste
r res
pons
e th
is way
You tr
ied
callin
g an
d th
e qu
eue
was to
o lo
ng
You co
uld
not fi
nd a
ny co
ntac
t num
ber t
o te
leph
one
them
Web
chat
is le
ss p
erso
nal a
nd yo
u pr
efer
this
enga
gem
ent
Other
ple
ase
spec
ify
0%
5%
10%
15%
20%
25%
30%
35%
40% 37%33%
27%24%
22%
6%
1%
What would make you choose web chat over other methods?
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Web Chat
• Some resistance
16-24 25-34 35-44 45-54 55+0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
22%
19%
31%
36%
45%
Nothing would make me choose web chat over other methods
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Web Chat
• Perceived as easy to use by consumers
16-24 25-34 35-44 45-54 55+0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
50%48%
36%
30% 29%
It is easy when you are already on a website
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Web Chat Trends
• Fast growth from low base
• Perceived as easy to use
• Increasing acceptance from consumers
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15%
218%
339%
433%
55%
How often is your query resolved on first contact? (Scale between 1 and 5 where 1= Never, 5 = Always)
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Phone
Emai
l
Lette
r
Face
-to-fa
ce
Use o
nlin
e web
form
on
websit
e
Web
chat
I wou
ld a
ttem
pt u
sing
the
sam
e m
etho
d ag
ain
Socia
l med
ia
Other
ple
ase
spec
ify0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
If you cannot get resolution with your preferred method, what are the next methods you might use to escalate your query and gain resolution?
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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Why would you choose these methods to escalate your enquiry?
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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%50%
43%39%
20%
11% 8% 6%2%
What have you ever done when you don’t receive a satisfactory response when you first make contact?
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First Contact Resolution
• Only 5% state they always get first contact resolution
• Voice is chosen as preferred escalation
• 43% Immediately escalate to someone more senior
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0.00%
10.00%
20.00%
30.00%
40.00%
50.00% 44%
15%9% 9%
When you have used more than one method to make contact on a single topic or issue, which of the following best signifies your exper-
ience?
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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%58% 57%
32%
22% 20%
What are the top problems you commonly encounter when in dialogue/conversation with an advisor?
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Why A Focus On Improving FCR Is Important
Higher overall
interaction volumes
Repeated Contact with Organisation
Greater customer
effort
Higher volume of
agents required
Poor customer
experience
Higher than necessary
operational costs
Reduced customer
satisfaction
Costs between 5% and
15%
Costs 4 to 10 times more to
recruit new customers
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Tech
nolo
gy
Join
ed u
p s
yst
em
s Agent empowerment
Primary Factors Affecting FCR
Need for a single view of tenant information
Inefficiency caused by internal system complexity
Rigid regimes where agents have no discretion
Skilled agents have discretion to deliver a quality experience
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Analyse enquiry types
Use self-service automation: IVR / Speech / Web Form
‘Push’ information using email and SMS
Use surveys to capture feedback
Continuous Improvement – Step 1
Identify reasons for repeat calls
Integrate key systemsAgent empowerment
Call avoidance
Tech
nolo
gy
Join
ed
up
syst
em
s
Agent empowerment
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Assess differences between peak and average times
Route tenants to agents with relevant skills
Schedule appropriately trained agents to meet demand
Implement an agent focused quality monitoring system
Highlight areas of repeat data entry or system delay
Identify reasons for repeat calls
Integrate key systemsAgent empowerment
Call avoidance
Continuous Improvement – Step 2
Tech
nolo
gy
Join
ed
up
syst
em
s
Agent empowerment
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Audit processes between contact centre and back-office
Integrate internal systems to speed-up information access
Improve visibility of internal staff able to help resolve queries
Encourage all departments to be available to support FCR
Identify reasons for repeat calls
Integrate key systemsAgent empowerment
Call avoidance
Continuous Improvement – Step 3
Tech
nolo
gy
Join
ed
up
syst
em
s
Agent empowerment
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Improve agent skills and knowledge
Ensure targets motivate ‘once and done’ approach
Train agents to pre-empt probable follow-up interactions
Enable quick wins by setting discretionary boundaries
Harness knowledge base technology
Identify reasons for repeat calls
Integrate key systemsAgent empowerment
Call avoidance
Continuous Improvement – Step 4
Tech
nolo
gy
Join
ed
up
syst
em
s
Agent empowerment
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Cairn Housing
Challenge
• Disparate Infrastructure – multiple locations and systems• Make operational savings• Create one single tenant record accessed from any device in any location• Deal with all tenant queries and resolve at first contact• Seen as leaders in service delivery in the housing market
Solution
• Multichannel approach – Voice, Email, Social Media and Web chat• Unified Agent Desktop• Queue Management – automated call backs• Mobile – information deployed in the field• Automated Surveys & Reminders
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Conclusion
• Voice predominates but text based channels showing fast growth
• Email is here now and there’s a gap between consumer preference and interactions
• Improve FCR to deliver improved experience and enhance productivity
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Any Questions?
