Customer Experience Final
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Transcript of Customer Experience Final
Copyright TRG Inc.
"The Customer Roadmap, Customer Experience and Customer Satisfaction-
Planning the Journey and Executing the Plan"
Colin Taylor, CEOThe Taylor Reach Group, Inc.
Copyright TRG Inc. 29/10/2010
The Taylor Reach Group
• Call/Contact Center Consultancy,• Offices Toronto, New York, Atlanta, Sydney,• Contact Center assessment, design,
improvement and operational management,• 27+ awards for excellence in contact center
operation,• 14,000+ agent desktops operating under TRG
designed operational models globally,
Copyright TRG Inc. 29/10/2010
Colin Taylor
• CEO Taylor Reach,• 34 years in call/contact center
operations, design, sales and executive management,
• More than 20 awards received on two continents,
• Publisher of Customer Reach newsletter with 11,000 + subscribers
Copyright TRG Inc.
What is Your Customer Experience?
• Every company or organization delivers a customer experience
• It may not be the experience we would like to be delivering
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Definitions
• Quality Monitoring/Listening – individual assessment of agent performance against a set of criteria.
• Internal Quality – the roll up or consolidation of Quality Monitoring
• Customer Satisfaction – What the customer feels about their interaction
• Customer Experience - ...
10/29/2010
Copyright TRG Inc.
Customer Experience Definitions
“The Experience of the customer when buying or servicing the product or service you have sold them”
“The designed interaction between a customer and your organization”
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Where do we Provide this Experience?
Contact centers today handle more than just calls: emails, chats, mail, SMS and social media (Facebook, Twitter, LinkedIn etc.)
Contact centers are not the only Customer Experience ‘touch-points’, other ‘touch-points’ would include in store, direct mail, advertising, email marketing, etc.
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Is Customer Experience Important?
According to Forresters;• 90% of senior executives rated it as
“very important” or “critical’• Only 11% said they were ‘very
disciplined’ in their approach to Customer Experience
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But What Can We Do About It?
The call centre or contact center will not define the customer experience
We can be held accountable to deliver the customer experience however
We need to understand what is expected by all parties to this process: Customers, Company and the Call Center
We must understand where these expectations are in conflict
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What Experience are we Supporting?
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How can the Center Impact the Experience?
The center does control:– Service Level (ASA/GOS/Abandon)– Forecast Volume– Staff Scheduled
– Quality of the interaction
Speed of AccessEase of Access
• Informed,• Professional,• Accurate,• Helpful,
• Effective.• Efficient,• Logical,
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Customers’ Progress
Marketing = Promise
Product = Delivery
A Customers’ Progress
The Customer
Experience
Marketing sets the customers expectationManagement sets Policies and ProceduresManagement sets Service Levels etc.
The call center is where these potentially apposing Points of View meet
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Customer Experience Definitions
“The designed interaction between a customer and your organization”
Copyright TRG Inc.
Who Defines & Designs Customer Experience?• In most companies- Marketing and Senior Management• Marketing controls and drives Brand and defines the
Customer Experience• Customer Service and call center rarely included in the
process• So how do we as call center executives impact the
Customer Experience?
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Measuring the Customer Experience
In order to measure the customer experience measure it at each touch-point (calls, chats, in-store, emails etc.)
This is difficult as most organizations:– Do not have a defined customer experience statement
or definition– Do not measure customer satisfaction (CSAT) or
customer experience at all, not at all touch-points– Do not measure CSAT in the same way for all surveys
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The Customer Experience Today
Identify messages provided to customers and prospects– Mission Statement, Vision, Values– Marketing messages, communications
Discuss with Marketing the Brand Attributes (words or phrases that characterize the brand)
Build Bridges with Marketing too create better communications. This will benefit the Customer Experience and also forecasting campaign volumes
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Mission, Vision, Values
Watch words that convey expectations;• World Class Customer Service (or similar),• Access,• Empowered Employees,• Quality,• Returns for our Shareholders,• Satisfaction,
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Sample Brand AttributesArrogant, Authentic, Best brand, Carefree, Cares about customers, Charming, Daring, Different,Down to earth, Energetic, Friendly, Fun, Gaining in popularity, Glamorous, Good value, Healthy, Helpful, High performance, Intelligent, Kind, Obliging, Original, Prestigious, Progressive, Restrained, Rugged, Simple, Straightforward, Stylish, Tough, Traditional, Trendy, Trustworthy, Unapproachable, Up-to-date, Upper class, Worth more,
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Perceptions
People make decisions on emotion, that are rationalize with intellect
“I’ve Learned that people will forget what you said. People will forget
what you did. But people will never forget how you made them feel”
Maya Angelou
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Understanding the Dichotomy
Marketing is creating advertising with the purpose of making people feel warm, fuzzy and engaged with the Brand.
While when interacting with the call center the customers may feel angry, frustrated, misled, stressed and unhappy
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Messages & Gaps
Hypothetical Mission Statement
10/29/2010
“To deliver World Class Customer Service to our Customers, by providing access to our products and services the way our customers want them, when they want them, while providing a positive, enjoyable and productive environment to our employees and delivering superior returns to our Shareholders”
Copyright TRG Inc.
Sample Brand AttributesAccessible, Arrogant, Authentic, Best brand, Carefree, Cares about customers, Charming, Daring, Different,Down to earth, Energetic, Friendly, Fun, Gaining in popularity, Glamorous, Good value, Healthy, Helpful, High performance, Intelligent, Kind, Obliging, Original, Prestigious, Progressive, Restrained, Rugged, Simple, Straightforward, Stylish, Tough, Traditional, Trendy, Trustworthy, Unapproachable, Up-to-date, Upper class, Worth more, Youthful
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Measuring the Gap
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Brand Attributes Delivered- Aligned Corrective action
Accessible
Cares about Customers
Daring
Different
Energy
FunGlamorous
Stylish
Trendy
YouthfulWorld Class Customer Service
Looks after Employees
Profits for Shareholders
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Copyright TRG Inc.
Measuring the GapBrand Attributes Delivered- Aligned Corrective action
Accessible No- long wait times, IVR front end
Cares about Customers Not apparent- understaffed, long wait times, unfriendly policies
Daring Perhaps, but not in a good way. More ‘daring’ to deliver sub par service while claiming to be committed to superior service
Different Experience is the same as phoning your cable or wireless provider
Energy Not Evident
Fun Not EvidentGlamorous Not Evident
Stylish Not Evident
Trendy Not Evident
Youthful Not EvidentWorld Class Customer Service No- poor access, understaffed, undiferentiated
Looks after Employees Center will have high occupancy and likely lots of unhappy customers- this does not describe Looking after employees.
Profits for Shareholders Possibly well aligned – Poor service can (but doesn’t always) cost less. But the profit can be at the expense of brand erosion.
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Measuring the GapBrand Attributes Delivered- Aligned Corrective action
Accessible No- long wait times, IVR front end Improve Service level target and performance-Improve forecasting and scheduling, add more staff. Offer more channels (Inbound calls, emails, chats, SMS, Social Media, Mail etc.), 7 x 24 hour access
Cares about Customers Not apparent- understaffed, long wait times, unfriendly policies
Improve access, agent hiring. Training to reflect desired attributes
Daring Perhaps, but not in a good way. More ‘daring’ to deliver sub par service while claiming to be committed to superior service
Lose IVR,
Different Experience is the same as phoning your cable or wireless provider
Lose IVR, Dedicate agent totake ownership to resolve customers problem
Energy Not Evident Agent profile, hiring and training
Fun Not Evident Agent profile, hiring and trainingGlamorous Not Evident Messages from designers on IVR and hold messages
Stylish Not Evident Messages from designers on IVR and hold messages
Trendy Not Evident
Youthful Not Evident Agent profile, hiring and trainingWorld Class Customer Service No- poor access, understaffed, undiferentiated Be Accessible, set and met superior service levels,
set, measure CSAT- Offer customer to call back and speak to same agent.
Looks after Employees Center will have high occupancy and likely lots of unhappy customers- this does not describe Looking after employees.
Measure you Employee Satisfaction, Employ metrics that matter FCR, CSAT, Quality over AHT and ASA
Profits for Shareholders Possibly well aligned – Poor service can (but doesn’t always) cost less. But the profit can be at the expense of brand erosion.
Better Customer satisfaction will increase long term value and returns
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Copyright TRG Inc.
Policies, and Processes
Don't be a barrier to your own customersExamine how your internal policies,
procedures and processes and how they impact on the customer experience.
Identify those that are not aligned with the desired customer experience.
Review with management potential changes to the policies etc. To improve alignment.
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Copyright TRG Inc.
Designing the Customer Experience Roadmap
1. Know what the current experience is,2. Know how you are measuring the
experience,3. Understand your policies, processes
and any negative customer impacts,4. Plan changes and tests,5. Measure improvements/reductions as
a result of tests,6. Roll out positive changes and continue
other tests,10/29/2010
Copyright TRG Inc.
Customer Experience Design Process
Understand Discover Conceptualize Validate Implement
Iterate
What Experience do we want to deliver?
What are we delivering today
Gap Analysis. What has to change to create the desired Experience
Testing changes, measure customer reaction
Creating the training and collateral
Copyright TRG Inc. 29/10/2010
Questions?
Copyright TRG Inc. 29/10/2010
Contact DetailsColin Taylor, CEO The Taylor Reach Group, Inc.416-979-8692 ext 200Email: [email protected] Site: www.thetaylorreachgroup.comBlog: http://callcenterperspectives.blogspot.com/Twitter: @colinsataylor