self-service with benefits - engage customer · self-service with benefits 4finance case study aija...
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Self-service with benefits
4Finance case study
Aija Urbiņa: Group Head of Customer Care
February, 2018
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4Finance Group• We are Europe’s largest online
and mobile consumer lending group
• 17 countries across the world
• Established in 2008
• Provided more than 15,000,000 Single Payment, Line of Credit and Instalment Loans totalling over EUR 5.0 billion.
• ..And we are growing fast
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Customer service
• 17 countries = 17 call centres
• 450 agents
• 390K incoming contacts monthly
• More than 625 K active customers monthly
• NPS 60
• 17 countries = 17 call centres
• 550 agents
• 460 K incoming contacts monthly
• More than 610 K active customers monthly
• NPS 60
One year ago
Now
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Key elements
Know your customer
Understand you customers behavior
List down actions in place
Create wish list
Root causes
Be creative in solutions
Have a dedicated team
Spread the message
Have tangible and intangible benefit estimations
Dedicated & open minded team
Embrace challenges
Learn from failures
Think long term but act now
Courage
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Rout causes
Survey 5 why’s workshop Impact
• Ask customer
• Have enough sample
size
• Invite all parties (IT, agent,
manager, marketing,
communication, etc.)
• Dig to the rout cause
• How rout cause is solved now
• What activities creates/impacts rout
cause
• What solutions might solve rout cause
• What will be impact of solution
4Fin
ance
exam
ple Question from customer: How to
repay the loan?
Why repeated customer is calling to ask this question?
4Fin
ance
exam
ple 1. He don’t know amount and due
date
2. He haven’t paid attention
2.1. Message was understood as spam2.2. Email subject is general, sms don’t have company name2.3. Message is not focused
3. He can’t access WEB profile3.1. forgot the password3.2. forgot the email3.3. password recovery is through email
4Fin
ance
exam
ple Before:
- Sms & email- Info in WEB profile
After:- Dynamic email template- Personalized email subject- Focused sms message- Simplified log in in WEB (personal ID as user name; password recovery with phone number)- Dynamic profile based on customer lifecycle- Chatbot- Smart FAQ
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Dedicated & open-minded team
Solutions Team & message Benefit
• IT & NON-IT / be
creative
• Proof of concept
• Divide in phases
• Give the “big picture”
• Have a dedicated team
• Have a single point of
contacts
• Embold the idea and opinion
sharing
• Tangible: saved contacts
saved labor costs
• Intangible: customer
satisfaction, usage, expectations
vs reality
4Fin
ance
exam
ple IVR (Interactive Voice Response)
POC: answering one question; results used for idea strengthening
1st phase: answering simple questions
2nd phase: learning from 1st phase (wording and sequence change), adding more complicated answers; adding sms & email sending option
3rd phase: Card payments and pay by link in IVR, interactive options based on customers previous choices, outgoing IVR, voice identification
4Fin
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exam
ple Q: “Will you fire agents?”
A: Vison is not to hire new agents & will develop existing agents into category experts.
Q: “Hey, I experienced chat bot talking to me, that was amazing, Will we have it?”
A: “Tell me more, which company you used? What was the best part in this experience?”
Q: “In our country people hate IVR. They love to get answer from live people”
A: “Thanks for sharing. Let’s check with customers what is acceptable for them, ok?”
4Fin
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exam
ple Tangible:
Within 3 years saved 70% of incoming contacts & estimated 2 MLN €
Intangible:
- customer satisfaction growth as strength of human communication value
- Estimated IVR savings 1st phase was 15% of calls. Reality: 32% of calls
- Follow the usage of IVR and repeated calls from IVR to agent
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Courage
Challenges Failures Long term benefits
• “You are dreaming”
• “It will be too expensive”
• Be prepared to listen, discuss and
proof with numbers & examples
• Failures are most valuable lessons
• Don’t underestimate value of
proof of concept
• Have plan “B”. And plan “C”
• Devil is in the details
• People tend to loose focus if no
tangible benefit within 6 months
• New projects launch can impact
focus & resources of Self-service
project
4Fin
ance
exam
ple Q: “Chat bot & Smart FAQ is the same”
A: “It’s focused on different customer types and needs. Let me show you”
Q: “Customer anyhow will call”
A: “We thought so as well, at the beginning. But look what POC showed”
Q: “It’s risky and unsafe to give information to customer such way”
A: “You are correct. Here is how we agreed with legal department on customer identification”
4Fin
ance
exam
ple IVR report: misunderstood calculations,
not enough level of details, badly explained to users Repeated IVR calls; dropped customers; alternative reports with different calculations
Chat bot: not enough involved agent who answered to chats; language issues and specifics questions that chat bot misunderstand; inappropriate answers to rude messages; not predicted customers intentions, e.g., dating request to chat bot or customers willingness to test and play with chat bot
4Fin
ance
exam
ple Divide project parts in long term
and short term
Run IVR, Chat bot and Pay by link simultaneously
Involve all departments: explain, agree, let know the outcome
Celebrate small winnings
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4Finance Self-service solution puzzle
Smart FAQ
Pay-by-link
Real time customer profile
Chat Bot
Simplified log in
Interactive IVR + card payments
“Call to action” button
Email & sms
update
• 3 days workshops in
three key markets
• 200 root causes
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Questions?